Targeted marketing strategies that work
CILIP’s Publicity and Public Relations (PPRG) Group

Discover The Library!
Librari...
Leeds Metropolitan University
• c 3000 staff and 26000 students
• 2 campus libraries - City campus and Headingley
campus
•...
Resource Discovery Project
• ‘make journals easier to find’ (2010 annual
student survey)
• ‘problems finding journals (nee...
Discover
- EBSCO Discovery Service
• Content – high percentage of EBSCO resources at
Leeds Met
• User interface – EDS pref...
Promoting Discover 2012-13
Project objectives:
• To raise awareness of Discover.
• To encourage usage of Discover by
Libra...
To raise awareness of Discover
Marketing Materials
Promotion to Library Staff
• Discover Project and Implementation
group
• Naming the new service competition
• Discover tra...
Promotion to Academic Staff
• Staff invited to demos, focus groups and the
launch event
• University wide enews bulletins
...
Promotion to Academic Staff
• University’s annual Course Leader Conference in summer
2012
• University wide new staff indu...
Promotion to Postgraduates
and Researchers
• Advanced Discover guide

• More in depth searches, depth of results
• How the...
Promotion to Students
• Library inductions
• Promotional materials given away at the
Library Help and Information Point
• ...
Promotion to students:
Fresher’s Fair
Promotion to Students:
subject specific search boxes
Promotion to Students:
Discover road shows
Promotion to Students:
news items
• Discover your Library? – news article
on the University’s website

• Promotion to Stud...
What’s new library display
Evaluating awareness
• Anecdotal evidence collected at road shows
• 2013-14 Reading lists more closely related to the
Libr...
Discover – usage statistics
Discover – usage statistics

A comparison of monthly searches
on Discover in 2011-12 and 2012-13
A comparison of monthly s...
To increase usage of specific
databases accessed via Discover
Other subscribed databases
EBSCO databases
%age increase in ...
Conclusions
•
•
•
•

Successful marketing campaign
Met objectives
Engaged those delivering and receiving
Relatively inexpe...
What’s next?
• Resource list system – linking to Discover
• Annual review of Discover
• Embedded promotion of Discover in
...
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Discover The Library!: Libraries and Learning innovation at Leeds Metropolitan University

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Presentation given by Julie Cleverley from Leeds Metropolitan University at the PPRG seminar in Birmingham on 8 November 2013.

Published in: Marketing, Education
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Discover The Library!: Libraries and Learning innovation at Leeds Metropolitan University

  1. 1. Targeted marketing strategies that work CILIP’s Publicity and Public Relations (PPRG) Group Discover The Library! Libraries and Learning Innovation, Leeds Metropolitan University Julie Cleverley Journals and Electronic Resources Manager
  2. 2. Leeds Metropolitan University • c 3000 staff and 26000 students • 2 campus libraries - City campus and Headingley campus • 1.4 million visits to the libraries per year • 450,000 books and e-resources including c90000 journals • 99% of journal titles available electronically
  3. 3. Resource Discovery Project • ‘make journals easier to find’ (2010 annual student survey) • ‘problems finding journals (need one access point) but amount of info that is available is good’ (2010 exit polls) • ‘online journals hard to navigate, and the process of actually finding a journal article difficult.’ (2009 focus group)
  4. 4. Discover - EBSCO Discovery Service • Content – high percentage of EBSCO resources at Leeds Met • User interface – EDS preferred in our evaluations • Admin interface – for both stats and customisation • Customer service – EBSCO has good track record with us • Fast & simple implementation…. • Soft launch – September 2011 • Main/Full launch – January 2012
  5. 5. Promoting Discover 2012-13 Project objectives: • To raise awareness of Discover. • To encourage usage of Discover by Library staff, academic staff and students • To increase usage of specific databases accessed via Discover
  6. 6. To raise awareness of Discover
  7. 7. Marketing Materials
  8. 8. Promotion to Library Staff • Discover Project and Implementation group • Naming the new service competition • Discover training hours • “Resource of the Month” training hours • Pens given to Library staff
  9. 9. Promotion to Academic Staff • Staff invited to demos, focus groups and the launch event • University wide enews bulletins • News items throughout the year
  10. 10. Promotion to Academic Staff • University’s annual Course Leader Conference in summer 2012 • University wide new staff induction sessions promoting Discover and highlighting features such as permalinks for use in online module handbooks and on the VLE • Publicity on the Staff and Researcher pages of the Library Online website
  11. 11. Promotion to Postgraduates and Researchers • Advanced Discover guide • More in depth searches, depth of results • How they can be managed - RSS feeds, exporting results to Endnote and RefWorks and creating bibliographies • Personalisation – creating folders and changing preferences
  12. 12. Promotion to Students • Library inductions • Promotional materials given away at the Library Help and Information Point • Discover: Your Library search engine Skills for Learning workshops
  13. 13. Promotion to students: Fresher’s Fair
  14. 14. Promotion to Students: subject specific search boxes
  15. 15. Promotion to Students: Discover road shows
  16. 16. Promotion to Students: news items • Discover your Library? – news article on the University’s website • Promotion to Students via topical news items
  17. 17. What’s new library display
  18. 18. Evaluating awareness • Anecdotal evidence collected at road shows • 2013-14 Reading lists more closely related to the Library collections • Featured in the university-wide “You said we did” for 2012 NSS • 2013 NSS results - comments about resources had decreased and positive comments up 18% • Mentioned in course reviews, teaching sessions and one-to-ones: "a brilliant tool which made searching for specific work much easier and less time-consuming". • Praised by the Students’ Union Executive as an example of how the Library listens to and responds to the needs of students.
  19. 19. Discover – usage statistics
  20. 20. Discover – usage statistics A comparison of monthly searches on Discover in 2011-12 and 2012-13 A comparison of monthly sessions on Discover in 2011-12 and 2012-13
  21. 21. To increase usage of specific databases accessed via Discover Other subscribed databases EBSCO databases %age increase in full text downloads between 2011-12 and 2012-13 Academic Search Complete 5% Art Full Text 206% Business Source Premier 37% CINAHL Plus Full Text 179% PsycArticles 13% Sport Discus 15% %age increase in full text downloads (JR1) and successful section requests (BR2) between 2011-12 and 2012-13 Annual Reviews 50% Berg Publishers 49% BioMed Central 76% BMJ 6% Brill 24% Cambridge University Press 33% DawsonEra (BR2) 79% MyILibrary (BR2) 305% Nature Publishing Group 17% Springer 132% Taylor & Francis 21%
  22. 22. Conclusions • • • • Successful marketing campaign Met objectives Engaged those delivering and receiving Relatively inexpensive
  23. 23. What’s next? • Resource list system – linking to Discover • Annual review of Discover • Embedded promotion of Discover in student inductions and by all staff on the front line services • Embedding of LibGuides into Discover profile

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