your library brand and the student experience
TRANSCRIPT
Your library brand and the student experience
Emma Illingworth and Jo Alcock
• What is your library brand?
• What is your message to students?
• How do you communicate this message?
Your library brand
Branding The visual representation of our brand
Brand The philosophical concept of who we are and what we offer
http://www.flickr.com/photos/simonbleasdale/2451637005
Branding is the process of defining a library’s story, distilling that into a short, appealing sentence... then visually conveying the story”
Doucett, 2009
http://www.flickr.com/photos/jiscinfonet
Brand strategy
VisualGraphics and text used to represent brand e.g.
logo, slogan
ValueIntellectual
level, how we want our users to think about
the library
EmotionalPsychological level, how we
want our users to feel about
the library
Adapted from Mathews, 2009
Brand strategy
Visual
Information skills workshops at
Learning Centres
Value
Development of information skills
Emotional
Library can help you develop skills
important to studies
Clear, meaningful, unique message
http://www.flickr.com/photos/dcarrero/4568971227
Consistent message
http://www.flickr.com/photos/smil/412996846
Commitment from staff
http://www.flickr.com/photos/ajburgess/4055354920
Ongoing effort to deliver
http://www.flickr.com/photos/dbaron/2437975928
Visual elements to complement message
http://www.flickr.com/photos/fiatluxe/150714757
Brand?• Delivering an inspiring information
environment for the digital age.
•We reflect the University Vision and Strategy.•We provide agile services that reflect the changing educational environment and make access possible to the universal collection of knowledge in support of the University's mission.
http://www2.hud.ac.uk/cls/aboutus/index.php
Brand?
• Information... • Support... • Community...
http://www2.warwick.ac.uk/services/library/
The Student Experience Funnel
Student Experience
Brand perception
Schools and services
Student needs
Student needs
The library should aim to meet needs wherever applicable (individually or collaboratively)
– Academic– Social– Entertainment/Recreational– Rejuvenation[Library services] must be determined not by what
libraries have, but by what users need.Needs taken from Mathews, 2009 and Mi, 2006
http://www.flickr.com/photos/jiscinfonet/2328309559/
Schools and services
The whole student experience –
identifying student needs means we can recognise potential partnership opportunities with other university departments and beyond, and strive to deliver services to meet those needs.
http://www.flickr.com/photos/jiscinfonet/146799178
Brand perception
Higher Education Institution
Information Services
Student Services
Registry
Residential and Catering Services
The institutional brand (message) needs to be conveyed in the departmental brand (message).
Consider the departments as franchises of the Higher Education institution.
student and staff experience • aim 4
‘to provide an experience of higher education that is challenging and enjoyable for its students and staff; that embodies equality of treatment; and that equips its students to be socially purposeful professionals and citizens’
University of Brighton, Corporate Plan 2007-2012
The Student Experience Funnel
Student Experience
Brand perception
Schools and services
Student needs
Thank you
Emma Illingworth
[email protected]@wigglesweets
http://librariansontheloose.wordpress.com
Jo Alcock
[email protected]@joeyanne
http://www.joeyanne.co.uk
http://www.flickr.com/photos/jiscinfonet
http://www.slideshare.net/joeyanne