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Bloody Brilliant! Promoting information literacy at Leeds University Library Katy Sidwell [email protected] July 18, 2015 1 University Library Time to wake up! Find someone you don’t know 4 minutes to answer these questions (1 minute each, 1 minute to write on post-its – work fast!) What do YOU think marketing is? How do you market your information literacy sessions? Why did you choose to come to this short talk? July 18, 2015 2 University Library A bit of theory What is marketing? Selling someone something they don’t need Spending lots of money on advertising Brainwashing children into pestering their parents ‘Spinning’ or manipulating the facts July 18, 2015 3 University Library Marketing is the management process that identifies, anticipates and satisfies customer requirements [profitably] (CIM, 2005) Marketing is essentially about marshalling the resources of an organization so that they meet the changing needs of the customer on whom the organization depends (Palmer, 2001) July 18, 2015 4 University Library Which means? The 7Ps •Refreshments •Temperature •Noise Physical •Signposting evidence •Litter •Booking •Reminders •Follow-up •Trainers •Staff People Product Marketing mix Process Promotion July 18, 2015 Place Price •Course •Content •Length •Online •In library •In dept •Charge? •Fine? •Cost to customer5 Promotion – marketing communications University Library AUDIT Advertising Direct marketing Personal selling Public relations Sales promotion Sponsorship July 18, 2015 POOR ACCEPTABLE ACCEPTABLE ACCEPTABLE 6 University Library Before Printed Publicity 28 page booklet Black on white poster listing courses offered Online publicity Library webpages – text-heavy, numerous July 18, 2015 7 University Library How did you find out? Student Personal Email 9% Personal recommendation 12% 2004-2005 Development 6% Publicity 25% Webpages 48% July 18, 2015 8 University Library Bookings 2004-2005 Staff/external 219 Research Postgraduate 414 Taught Postgraduate 334 Undergraduate 85 July 18, 2015 9 University Library Bookings 2004-2005 • Staff/external 219 Research Postgraduate Taught Postgraduate • Undergraduate 414 334 85 July 18, 2015 10 University Library Marketing communications planning What needs are our courses satisfying? What are the benefits? What is the market? Segmentation What attributes should the message have? Engaging Personal Meaningful What action / behaviour do we want to achieve? July 18, 2015 11 University Library AIDA (Strong, 1925) Attention eye-catching bright colours for students simple, direct, energetic, active design Interest/Desire personal testimonials persuasive through positive messages reminder of a need (perhaps unidentified) Action July 18, 2015 Are you missing out? Call to action Web address for online booking 12 University Library After Printed publicity colourful posters simplified and concise leaflet Online publicity Library webpages – revamped on needs basis Internal intranet (campusweb) Student and Staff Development website July 18, 2015 13 University Library Leaflet July 18, 2015 14 University Library Student posters July 18, 2015 15 University Library Staff posters July 18, 2015 16 University Library How did you find out about the workshop? Student Personal Development 6% Email 9% Student Personal Development 8% Email 8% Personal recommendation 10% July 18, 2015 Webpages 35% Personal recommendation 12% 2004-2005 Publicity 25% 2005-2006 Publicity 39% Webpages 48% 17 University Library Bookings 2004-2005 Bookings 2005-2006 Increase Staff/external 219 251 15% Research Postgraduate 414 572 38% Taught Postgraduate 334 344 3% Undergraduate 85 181 113% July 18, 2015 18 University Library Bookings 2004-2005 • Staff/external 251 15% increase Research Postgraduate Taught Postgraduate • Undergraduate 572 344 181 38% increase 3% increase 113% increase July 18, 2015 19 University Library What next? Portal Increase market penetration – Staff, undergraduates Market research – Focus groups, academic staff Feedback form review Merger with Skills Centre July 18, 2015 20 University Library References CIM. (2005). Marketing and the 7Ps: a brief summary of marketing and how it works. London: CIM. Available online: <http://www.cim.co.uk/mediastore/FactFiles/Factifile7ps.pdf> Palmer, Adrian. (2001). Principles of service marketing. 3rd ed. London : McGraw-Hill. Dibb, Sally et al. (2006). Marketing: concepts and strategies. 5th ed. Boston : Houghton Mifflin. De Chernatony, L. (1993). The 7 building blocks of brands. Management Today, March, 66-67. Strong, E.K. (1925). The psychology of selling. New York: McGraw-Hill. July 18, 2015 21