Check it out: the hottest session on campus

PPRG Marketing Excellence Event November 2011 Check it Out Warwick University Library launches the “hottest session on campus” Katharine Widdows Enquiry Support Officer University of Warwick Library @kwiddows

Check Out The History2009/10: Basic orientation tour Minimal marketing 16 sessions ran 76 people attended 93% positive feedback

Check Out The Target Audience2010-11 Warwick Freshers: Population of 4142 Mostly 18-21 age bracket 51% male 49% female New to large academic libraries Probably hold stereotypical expectations of libraries

Check Out The Product4 key messages used in 2010-11: Get tips on using everything we have to offer Meet staff who can help you get the best out of your library Get help finding resources for your assignments Pick up a library bag with freebies

Check Out The Objectives Develop the Check It Out brand Attract 800 students to the sessions Promote a positive image of the library service to new students

Check Out The Branding

Check Out The Channels1. Complimentary tickets 18.63%2. Word of mouth 16.95%3. Subject induction sessions 14.71%4. Library web site 11.06%5. Display stand on Floor 1 11.06%6. Student handbook 10.78%7. Student Marketing Team “lucky dip” 8.96%8. Library stand at Arrivals weekend 5.74%9. Other web sites & social media 1.26%10. Plasma screens in the library 0.84%

Check Out The CostsTotal costs: £3105.64 Direct costs: £1170.00 Indirect costs: £1935.64Staff time – 56.5 hours

Check Out The ImpactDevelop the branding:  Developed from “love the library” campaign  “Check it Out” used on new materials  Existing materials could still be utilised

Check Out The ImpactAttract 800 students to the sessions:  714 bookings made = 93%  621 attendees = 78%  717% increase in attendance on 2009-10

Check Out The ImpactPromote a positive image of the library serviceto new students:  98% positive feedback  Word of mouth second highest channel

Check Out The Issues• 38% of attendees were Postgraduate Taught• 714 bookings turned into 621 attendees• Direct marketing cost per attendee:  £1.88  5.5 mins of staff time

Any Questions?

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Check it out: the hottest session on campus

by katharine Widdows on Nov 12, 2011

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Check it out: the hottest session on campus — Presentation Transcript