newcastle university library - pop-up library
DESCRIPTION
CILIP PPRG Marketing Excellence Awards gold winner 2014 Presented by Anne Middleton and Elizabeth OddyTRANSCRIPT
Popping up a Library
Newcastle UniversityPPRG Marketing Excellence Event 2014
Anne Middleton, Head of Customer ServicesElizabeth Oddy, Head of Learning and Research Support Services
Newcastle University
Facts and Figures
• World-class civic University
• Member of Russell Group of universities
• 15,607 undergraduates
• 5,990 postgraduates
• 977 students at overseas campuses
• 6th for overall student satisfaction by the National Student Survey 2014
• 20th in the UK in the Complete University Guide (2014)
• 22nd in the UK in the Times/Sunday Times Good University Guide 2015
University Library
Publicity chaos!!!
Strategic marketing success
Analysis of goals
Concept development
Innovative Design
Clear & positive copywriting
Production / delivery
Feedback / Evaluation
Our approach
Prior to 2012
• No dedicated marketing team or officer
• Limited marketing experience and skills
• No budget
• No marketing plan
• Contradictory views on who, what, how etc.
Now
• Library Marketing and Communication Group
• Marketing strategy
• Some job roles now have marketing responsibilities
• Social media activity
• A budget
More space needed
• Historically one study seat per 7.5 students
• In 2013/14 one study seat per 8.8 students
• More student growth planned over next 4 years
• Concern about exam time space provision.
Student voice
Student voice
42%
27%
7%
23%
1%
Computer
Individual
Social
Group
Other
Disappointment
7 weeks to go
Objectives
1. Make students and staff aware of the alternative Library venue
2. Ensure good take up from Day 1
3. Reduce demand at all 3 libraries
4. Get a good return on investment
5. Evidence demand for more space.
Getting Support
5 weeks and counting…
Student Voice survey results
Achieved space
allocation
Visual Identity
Visual Identity
Pop up banner
Getting the message out
Getting the message out
Extending the brand
Outside…
……..and in
Daily Peak Headcount Pop-Up Library
Combined (Pop-Up and Robinson Libraries) Peak Headcount Occupancies
Getting Feedback
Getting Feedback
“The pop up library is amazing! Thought I was going to have to walk all the way back to my cold student house and use my laptop - but there's loads of extra space and free computers and it's a really good working environment! Best thing to happen on campus for ages!”
“I think Pop Up library is a very great idea since the Robbo is very packed during the exams week. .. It is also very clean.”
“The pop up library is a dream! I'm never going back to the Robinson with this little baby here!”
Thank you so much!"
Impact
• Adoption of images
• Pop Art exhibition
• New social learning space
• National Student Satisfaction Score
What’s next?
• Pop-Up Library returns
• New Library space
• Building marketing and communications capacity
Contacts
Elizabeth Oddy
Anne Middleton
Further information
www.facebook.com/NULibraries
twitter.com/nclroblib
www.flickr.com/photos/newcastleunilibrary
www.pinterest.com/newcastleunilib/pop-up-library-2014