Awarded to Aston University Library

Embedding Publicity in the

Digital Environment

Marketing Excellence Event

9 November 2012

Lydia Matheson Information Specialist / Public Services Co-ordinator

Library & Information Services

Context… embedding publicity in the digital

environment

Students

► Student experience

► Student Survey / National Student Survey

► Personalisation

► Engagement - use of Library / Library resources

► Customer service excellence

Organisational context

► Marketing strategy

► Budgets

► Staffing

► Green agenda

Publicity for what purpose?

► Help students to use Library resources and facilities more

effectively on and off-campus

► Maintain a good study environment for students and ensure

students are aware of and respect Library regulations

► Listen / respond to views

► Improve service delivery / quality according to needs

► Provide key messages

► Support engagement

Online publicity

Publicity Digital environment

Opening hours Website / screens

Finding reading list materials VLE

How to borrow books and use self service facilities Website / LibGuides

Loan periods, renewals, fines, short loan, reservations Website / LibGuides

Printing and photocopying facilities Website / QR codes

Computing facilities Screens / website

Doing in-depth research LibGuides / VLE

How to find and access e-resources on-campus and

off-campus

Screens / website / VLE

Library rules and regulations Website

Changes to services Blogworm

Help and support available LibGuides / website /

VLE

Embedding publicity in the digital

environment (1)

Previously…

► Web site

► All student emails

► Library Matters module on virtual learning environment (VLE)

► Readings folder within individual modules on VLE:

►Links to reading lists on catalogue

►Links to e-Library and Library web site

Mainly text based…

Embedding publicity in the digital

environment (2)

Created on www.wordle.net

Embedding publicity in the digital

environment (3)

Created on www.wordle.net

The digital environment…

Opportunities ► Currency / cost

► Drip – drip approach

► Brief and to the point

► Immediate

► Multi-media options / learning

objects

► Apps / income

► Links in right places and metadata

on web sites are crucial

► Important messages are getting

through

► The Library is busier than ever

► Student engagement

Challenges ► Repetition, timing ….

► Terminology / language issues

► Technology – innovation /

responsiveness / pace of change

► Resources - staffing / training /

access

► Getting consensus in approach

► Personalisation / building

relationships / communication

► Online branding

► Evaluating student experiences

► Signposts

► Pathways

► Experiences

Branding / design

► Visual elements important

► Graphics / photos required

► Less reliance on text / simplicity is key

► Recognizable look and feel but distinction also important

►Some limitations here…

► Professional design as much as possible

► Re-purposing content – postcards

► Engagement – involvement and consultation with students

2011

2012

2011

2010

2012

2009

2012

Publicity within University

► Residences e-newsletter

► Screens in other buildings

► Library links from other University web pages

► Library links from VLE course modules

► Information about Library within prospectus and course

handbooks

► Information about Library in marketing materials – e.g. videos

etc.

Video Noticeboard

Library SmartSearch

►An online ‘super’ catalogue

►Allows you to search for books, journal articles and

other resources

►Full-text format

►Can register / sign-in to save results in a folder

Library SmartSearch Publicity

Printed

►Pull-up banner

►Posters

►Leaflets (5000 )

►Tornado counter

►Bags

►Staplers

►Post-it notes

►Tshirts

Digital

►Advance notice on

Blogworm

►Portal – “to-do-list”

message

►Library web site home page

►Blogworm message

►Blackboard / Library

Matters module

►Plasma screens

LibGuides

►Subject-based online guides: ►To find and access quality resources

►To get guidance on how to do research

►Mobile version exists

►LibGuides are available via:

►Library website http://www.aston.ac.uk/library/

►MAP LibGuides Publicity

Concertina leaflet (5000)

One side of SmartSearch leaflet

LibGuides Usage

After 1 week

A-Z Resource List- 1,670 views

Business & Management - 1,387 views

Usage & feedback - trends

► Web site – 55,284 page views in one month SmartSearch web

page: 26,056 (October 2012)

► Blogworm – 252 posts since March 2009 (35), 2010 (78) 2011

(80) 2012 (59) – views last month – 2,784

► Twitter – 373 tweets since March 2009, 447 followers

► Library Matters on Blackboard – statistics not available

► LibGuides – 19,523 since middle of September 2012

Library Laptops Survey – Win a Kindle!

Led to increased demand for Library laptops

Led to purchase of self-service laptop

cabinets

“Evidence from the

survey showed that of

those responding 40%

would prefer to use a

laptop and only 30.5% a

fixed PC.”

November 2011 over 1

weekend

607 responses

24% didn’t know about them

Students’ preferences –

laptops or fixed PC?

Next steps

► Publicity annual planner and content database (FileMaker Pro)

► Resources – don’t run out of money by October!

► Consider purpose of content and repurposing options at outset

► Student engagement is key – personalisation is important

► Mobile technologies

► Evaluation and feedback

► Informal feedback sessions within Library

►Focus groups and surveys

►Customer journey mapping

But why…

…can’t I just use

Google?

Get the students to tell us...

- I feel more confident in

finding journals online. I

previously used Google

scholar but now I will

use the Library services.

Thanks

Get the students to tell us...

- Learnt some helpful

stuff which will no

doubt be very useful in

the coming weeks!! If I

get stuck though, I will

be sure to email and

ask for help!!

Get the students to tell each other...

Thank you – any questions?

Lydia Matheson Information Specialist & Public Services Co-ordinator (Customer Experience)

l.a.matheson@aston.ac.uk

0121 204 4507

Awarded to Aston University Library

Embedding Publicity in the

Digital Environment

Marketing Excellence Event

9 November 2012

Lydia Matheson Information Specialist / Public Services Co-ordinator

Library & Information Services