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Bloody Brilliant!

Bloody Brilliant!. Promoting information literacy at Leeds University Library Katy Sidwell c.a.sidwell@leeds.ac.uk. 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!)

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Bloody Brilliant!

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  1. Bloody Brilliant! Promoting information literacy at Leeds University Library Katy Sidwell c.a.sidwell@leeds.ac.uk

  2. 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?

  3. 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

  4. 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)

  5. People Physical evidence Product Marketing mix Process Place Promotion Price • Trainers • Staff Which means? The 7Ps • Refreshments • Temperature • Noise • Signposting • Litter • Course • Content • Length • Booking • Reminders • Follow-up • Online • In library • In dept • Charge? • Fine? • Cost to customer

  6. AUDIT POOR ACCEPTABLE ACCEPTABLE ACCEPTABLE Promotion – marketing communications • Advertising • Direct marketing • Personal selling • Public relations • Sales promotion • Sponsorship

  7. Before • Printed Publicity • 28 page booklet • Black on white poster listing courses offered • Online publicity • Library webpages – text-heavy, numerous

  8. How did you find out?

  9. Bookings2004-2005 • Staff/external 219 • Research Postgraduate 414 • Taught Postgraduate 334 • Undergraduate 85

  10. 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?

  11. 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 • Are you missing out? Call to action • Web address for online booking A I D A

  12. 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

  13. Leaflet

  14. Student posters

  15. Staff posters

  16. How did you find out about the workshop?

  17. Bookings2004-2005 • Staff/external 251 15% increase • Research Postgraduate 572 38% increase • Taught Postgraduate 344 3% increase • Undergraduate 181 113% increase

  18. What next? • Portal • Increase market penetration – Staff, undergraduates • Market research – Focus groups, academic staff • Feedback form review • Merger with Skills Centre

  19. 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.

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