UKCLibraryIT

PPRG Marketing Excellence Event 2014

Hello Library! Hello IT!

14 November 2014

Justine Rush – Faculty Liaison Librarian

Julia Crompton – Marketing Manager

Information Services, University of Kent

UKCLibraryIT

A bit about the University of Kent…

• 20,000 students (15,800 Canterbury campus)

• 149 nationalities study Humanities, Social Sciences and Science

• Information Services (IS) manages all Library and IT provision

• Templeman Library has over 1 million items & 1500 study

spaces.

UKCLibraryIT

Induction at Kent. Setting the context.

Information Services

Customer Support

Front Line Services

IS Publishing

Library Collections

Academic Liaison Services

UKCLibraryIT

A transformational project

• The Project: Develop face-to-face induction process and online content for virtual offer.

• Sponsored by the Assistant Director for Customer Support.– Key drivers:

• Empowering new undergraduate students.

• Achieving greater collaboration between teams in IS and engaging other university services, academic schools and Kent Union.

• Measuring success.

• Achieving the optimum balance between enhancing student experience and resource investment.

UKCLibraryIT

Induction: A three phase process.

Pre-induction offers

Marketing benefits of IS

services

Support from other

University services

Access to virtual IS induction resources

Library based induction offer

Marketing benefits

Library event

Face to face sessions and continuing marketing

Continuing access to

virtual resources

Transition to information

literacy (IL) offer

Ongoing Awareness

Weeks

School and Library based

IL sessions

Virtual information

literacy resources

UKCLibraryIT

Induction: 3 strands to success.

1. New marketing campaign.• Building awareness at the pre-arrival stage.• Phased campaign to engage new students.• Awareness weeks to extend beyond Welcome Week.

2. New virtual resources.• One stop IT and Library link for new students featuring online video

content.• Awareness weeks to extend beyond Welcome Week.

3. New face-to-face offer.• Redesigned offer for Welcome Week 2013.• Awareness weeks to extend beyond Welcome Week.

UKCLibraryIT

Aims of induction.

– To alert new students to, and build their awareness of, IS services and resources.

– To build student’s confidence in using IS services and resources.

– To assist students in making effective decisions in knowing when and how to access IS services.

– To continue the engagement process through the provision of targeted information, both online and via face-to-face events.

UKCLibraryIT

The Campaign… What was our approach?

• A friendly, light touch approach

• Collaborative across Information Services and beyond

• A campaign identity

• An online focus

• Mix of different media

• Awareness Weeks

UKCLibraryIT

An online approach…

• Top tasks need to perform on one webpage

• Simple 1 minute films created

• Social media support

• Blog posts / e-newsletter throughout Autumn term

UKCLibraryIT

Hello! printed material

Past Present

UKCLibraryIT

We used a variety of media…

…Web, films, pocket guides, plasmas, welcome hall stand,

Hello Library! sessions and Freshers’ Fayre attendance,

banners, pencils, staff badges, free refreshments vouchers for

the library café, toilet door posters! …

UKCLibraryIT

The results? …

93% Library visitors Very Happy / Happy with Welcome Week service

Hello Library and IT! webpages - 14,000 views

Getting started films - viewed more than 1,300 times

Over 100 digital screens across campus

1,100 students attended Hello Library! sessions

700 Library Café vouchers used

5,000 new pocket guides given out

53 toilet doors postered

Spend for the campaign - £6,303.60 / 266 hours

UKCLibraryIT

The feedback? …

“Very good way of getting to learn the Library services quickly.”

“Good way to find your way around the Library. Nice idea!”

“Very helpful staff and student assistants every step of the way is so

great! Very reassuring. Thank you so much!”

“Very useful activity and helpful before the actual term will start.”

“Great for getting to know Library services.”

“A very interesting way getting to know the Library, also very practical!”

“Enjoyed!”

“Informative talk and finding way around the Library.”

UKCLibraryIT

Lessons learned…

• More time needed!

• More collaboration and briefing!

• More segmentation of audiences

• Review delivery of face-to-face

• Ongoing implementation group needed

• More £££!

UKCLibraryIT

Changes we have made this year…

• ‘Market place’ style sessions with checklist / incentive

• Drop in sessions promoted

• International students’ film

• Integrated social media campaign

• New style landing page

UKCLibraryIT

UKCLibraryIT

Thanks for listening…

Any questions?

Contact us:

@UKCLibraryIT

UKCLibraryIT

j.crompton@kent.ac.uk & j.rush@kent.ac.uk