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Newcastle University Library - Pop-up Library

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CILIP PPRG Marketing Excellence Awards gold winner 2014
Presented by Anne Middleton and Elizabeth Oddy

Published in: Marketing
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Newcastle University Library - Pop-up Library

  1. 1. Popping up a Library Newcastle University PPRG Marketing Excellence Event 2014 Anne Middleton, Head of Customer Services Elizabeth Oddy, Head of Learning and Research Support Services
  2. 2. Newcastle University
  3. 3. Facts and Figures • World-class civic University • Member of Russell Group of universities • 15,607 undergraduates • 5,990 postgraduates • 977 students at overseas campuses • 6th for overall student satisfaction by the National Student Survey 2014 • 20th in the UK in the Complete University Guide (2014) • 22nd in the UK in the Times/Sunday Times Good University Guide 2015
  4. 4. University Library
  5. 5. Publicity chaos!!!
  6. 6. Strategic marketing success Analysis of goals Concept development Innovative Design Clear & positive copywriting Feedback / Evaluation Production / delivery
  7. 7. Our approach Prior to 2012 • No dedicated marketing team or officer • Limited marketing experience and skills • No budget • No marketing plan • Contradictory views on who, what, how etc. Now • Library Marketing and Communication Group • Marketing strategy • Some job roles now have marketing responsibilities • Social media activity • A budget
  8. 8. More space needed • Historically one study seat per 7.5 students • In 2013/14 one study seat per 8.8 students • More student growth planned over next 4 years • Concern about exam time space provision.
  9. 9. Student voice
  10. 10. Student voice 42% 27% 7% 23% 1% Computer Individual Social Group Other
  11. 11. Disappointment
  12. 12. 7 weeks to go
  13. 13. Objectives 1. Make students and staff aware of the alternative Library venue 2. Ensure good take up from Day 1 3. Reduce demand at all 3 libraries 4. Get a good return on investment 5. Evidence demand for more space.
  14. 14. Getting Support
  15. 15. 5 weeks and counting…
  16. 16. Student Voice survey results Achieved space allocation
  17. 17. Visual Identity
  18. 18. Visual Identity
  19. 19. Pop up banner
  20. 20. Getting the message out
  21. 21. Getting the message out
  22. 22. Extending the brand
  23. 23. Outside…
  24. 24. ……..and in
  25. 25. Daily Peak Headcount Pop-Up Library
  26. 26. Combined (Pop-Up and Robinson Libraries) Peak Headcount Occupancies
  27. 27. Getting Feedback
  28. 28. Getting Feedback
  29. 29. “The pop up library is amazing! Thought I was going to have to walk all the way back to my cold student house and use my laptop - but there's loads of extra space and free computers and it's a really good working environment! Best thing to happen on campus for ages!”
  30. 30. “I think Pop Up library is a very great idea since the Robbo is very packed during the exams week. .. It is also very clean.”
  31. 31. “The pop up library is a dream! I'm never going back to the Robinson with this little baby here!” Thank you so much!"
  32. 32. Impact • Adoption of images • Pop Art exhibition • New social learning space • National Student Satisfaction Score
  33. 33. What’s next? • Pop-Up Library returns • New Library space • Building marketing and communications capacity
  34. 34. Contacts Elizabeth Oddy Elizabeth.Oddy@ncl.ac.uk Anne Middleton Anne.Middleton@ncl.ac.uk
  35. 35. Further information www.facebook.com/NULibraries twitter.com/nclroblib www.flickr.com/photos/newcastleunilibrary www.pinterest.com/newcastleunilib/pop-up-library-2014

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