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PPRG Marketing Excellence Event      November 2011        Check it Out      Warwick University Library             launche...
Check Out The History2009/10: Basic orientation tour Minimal marketing 16 sessions ran 76 people attended 93% positiv...
Check Out The Target Audience2010-11 Warwick Freshers: Population of 4142 Mostly 18-21 age bracket 51% male 49% female...
Check Out The Product4 key messages used in 2010-11: Get tips on using everything we have to offer Meet staff who can he...
Check Out The Objectives Develop the Check It Out brand Attract 800 students to the sessions Promote a positive image o...
Check Out The Branding
Check Out The Branding
Check Out The Branding
Check Out The Channels1. Complimentary tickets                18.63%2. Word of mouth                        16.95%3. Subje...
Check Out The CostsTotal costs:            £3105.64      Direct costs:     £1170.00      Indirect costs:   £1935.64Staff t...
Check Out The ImpactDevelop the branding:   Developed from “love the library” campaign   “Check it Out” used on new mate...
Check Out The ImpactAttract 800 students to the sessions:    714 bookings made = 93%    621 attendees = 78%    717% inc...
Check Out The ImpactPromote a positive image of the library serviceto new students:     98% positive feedback     Word o...
Check Out The Issues• 38% of attendees were Postgraduate Taught• 714 bookings turned into 621 attendees• Direct marketing ...
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Check it out: the hottest session on campus

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Presentation delivered at PPRG Marketing Excellence Event November 11th 2011. We had won a bronze award for work promoting "Check It Out" library induction / orientation sessions and increasing attendance by over 700%

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Check it out: the hottest session on campus

  1. 1. 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
  2. 2. Check Out The History2009/10: Basic orientation tour Minimal marketing 16 sessions ran 76 people attended 93% positive feedback
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. Check Out The Branding
  7. 7. Check Out The Branding
  8. 8. Check Out The Branding
  9. 9. 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%
  10. 10. Check Out The CostsTotal costs: £3105.64 Direct costs: £1170.00 Indirect costs: £1935.64Staff time – 56.5 hours
  11. 11. 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
  12. 12. Check Out The ImpactAttract 800 students to the sessions:  714 bookings made = 93%  621 attendees = 78%  717% increase in attendance on 2009-10
  13. 13. Check Out The ImpactPromote a positive image of the library serviceto new students:  98% positive feedback  Word of mouth second highest channel
  14. 14. 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
  15. 15. Any Questions?

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