information services university of kent - hello library! hello it!
DESCRIPTION
CILIP PPRG Marketing Excellence Award 2014 - Induction Award winner. Presented by Justin Rush and Julia CromptonTRANSCRIPT
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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
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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.
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UKCLibraryIT
Induction at Kent. Setting the context.
Information Services
Customer Support
Front Line Services
IS Publishing
Library Collections
Academic Liaison Services
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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.
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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
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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.
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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.
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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
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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
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UKCLibraryIT
Hello! printed material
Past Present
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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! …
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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
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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.”
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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 £££!
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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
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UKCLibraryIT
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UKCLibraryIT
Thanks for listening…
Any questions?
Contact us:
@UKCLibraryIT
UKCLibraryIT