NORTHWESTERN UNIVERSITY

MARKETING AUDIT

1970 Campus Dr. Evanston, IL

ONLINE PRESENCE www.northwestern.edu/libraries

BOOKLET

MISSION The mission of Northwestern University Library is to

provide information resources and services of the highest quality to sustain and enhance the University's teaching, research, professional, and performance programs. The Library provides a setting conducive to independent learning and a resource for users both within the Library and throughout the University and broader scholarly communities. The Library is committed to meeting the needs of users by taking a leadership role in linking the University to information in a rapidly changing environment. The Library develops innovative strategies to educate users and to select, organize, provide access to, and preserve information resources. It forges effective partnerships outside the Library to connect users with the resources they need.

ACTIONS

Discover Creative Solutions --- we will work together through research and innovation to create solutions to problems that will improve lives, communities and the world

Integrate learning and experience --- we will integrate student learning with experiences in the world, beyond the classroom

Connect our community --- we will connect individuals from diverse backgrounds and life experiences to create a truly inclusive community

Engage with the world --- we will build strategic partnerships locally, nationally and internationally to heighten our impact for the greater good.

NU ACTIONS

IMAGE The University Library is more than a

collection of books, although it has many and we are the curators. More importantly to this strategic plan, we are a society of scholars and a community whose goal is to support the creation, access, dissemination, and preservation of knowledge and we communicate and teach how to access that knowledge to local and national communities, and throughout the world.

6 P’S

The 6 P’s end up supporting your Mission and Vision

Product Place Price Promotion People Process

SWOT

STRENGTHS Wide variety of collections

Africana, Transportation, Archives, Special Collection, Digital Collections, Slide collection, Music, Art, MultiMedia, Govt Info, East Asian

Locations worldwide Space for exhibits to connect to the

community Off site storage

SWOT

WEAKNESSES Building issues

Electrical capacitySpace issuesOver crowding stacks

Hours

SWOT

OPPURTUNITIES Renovate

Upgrade electricalMove material to off site storage

Partner with new student week

SWOT

THREATS Electrical shortage

LaptopsCell phones ipads/ipods

Space issues Norris University Center being

renovated

RECOMMENDATIONS

Upgrade electrical capacity Transfer material to off site storage First floor open 24 hrs. Partner with new student week to get all

new freshmen acquainted with the services offered by the library

USER EXPERIENCE DEPARTMENT

MISSION The User Experience Department (UXD) supports the mission of the Public

Services Division (PSD) by providing programs and services to support improved library experiences for all users.

The UXD staff develops and coordinates assessment strategies and initiatives across the division, analyzing and interpreting results, and communicating them to stakeholders.

The UXD staff monitors trends in web and mobile services, identifies and promotes the use of new and innovative technologies within the division, and works to ensure that adopted technologies are functional, efficient, and intuitive.

 The UXD staff develops customized programs and services to support the undergraduate curriculum, and seeks to promote the “library as place” though the provision of adaptable, attractive, comfortable, and secure spaces for individual and collaborative learning.

The UXD staff supports successful information-seeking and lifelong learning among students and alumni through the development and support of inventive and effective approaches to user education, and by actively engaging with campus programs that support civic engagement, career development, and extracurricular opportunities.

VISION The members of the User Experience Department (UXD) will work

collaboratively with other library departments and divisions, as well as campus partners, to ensure that the library is a welcoming environment for a diverse community of users, and that the library’s programs, technologies and services are ubiquitous, adaptable, focused, and effective.

6 P’SThe 6 P’s end up supporting your

Mission and Vision Product Place Price Promotion People Process

SWOT

STRENGTHS

Resources at handMoneyPeopleTime

Newly created department Plaza Café Hours of operation space

SWOT

WEAKNESSES

Newly created department Hours of operation

SWOT

OPPURTUNITIES Really find out what students and

faculty want out of a library Open 24 hrs. for the first floor only Partner with students to utilize space for

student exhibits, filming projects, art shows, concerts, etc.

SWOT

THREATS Electrical shortage

LaptopsCell phones ipads/ipods

Space issues Noise issues (construction) Norris University Center renovation

EVALUATION

Stats, Stats, and more Stats! Surveys Student involvement in activities

RECOMMENDATIONS

Propose to Library Administration to keep the first floor open 24 hrs during the academic year

More fun and creative events to draw students into the library to learn more about the services offeredGame nightMovie night