UKSG 2018 Breakout - Helping students via direct advocacy with academics - Broadhurst and Watson
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The "Think MLE" campaign was launched by the University of Manchester Library's Academic Engagement Team to raise awareness of their My Learning Essentials skills program. The campaign involved pop-up events, presentations, and one-on-one meetings with academics and staff across the university. As a result, awareness and referrals of the program increased, with new requests for embedded and online workshops. Feedback indicated that the campaign improved understanding of the program and increased conversations around transferable skills support. Going forward, the Academic Engagement Team aims to continue promoting My Learning Essentials through ongoing conversations across the university.
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UKSG 2018 Breakout - Helping students via direct advocacy with academics - Broadhurst and Watson
- 1. Straight from the Horse’s Mouth The Power of Academic Advocacy Dominic Broadhurst - Academic Engagement Manager Janette Watson - Academic Engagement Librarian The University of Manchester Library UKSG 41ST ANNUAL CONFERENCE: GLASGOW 9-11TH APRIL
- 2. OVERVIEW “MY LEARNING ESSENTIALS” PROGRAMME COMBINING THE TWO! “THINK MLE” CAMPAIGN WHY ACADEMIC ADVOCACY?
- 3. SETTING THE SCENE The Academic Engagement Team
- 4. ACADEMIC ADVOCACY: WHY? First point of student contact Respected Advisor Provide Feedback NSS/TEF Raises Awareness Raises Profile of the Library
- 5. ACADEMIC ADVOCACY: CHALLENGES Time Priorities Faculty/School Structures Ownership
- 6. ACADEMIC ADVOCACY: BUY IN Workload Key Benefits Student Experience Timing
- 7. ACADEMIC ADVOCACY: CAMPAIGNS My Learning Essentials: “Think MLE”
- 8. What is My Learning Essentials? Flagship skills programme Blended approach Transferable skills Maximise Library Resources
- 9. MY LEARNING ESSENTIALS: DELIVERY ONLINE RESOURCES EMBEDDEDWORKSHOPS
- 10. THINK MLE: CAMPAIGN DRIVERS Library Strategy Learning Devt.
- 11. THINK MLE CAMPAIGN: AIMS SEEK NEW OPPORTUNITIES INCREASE TAKE- UP/REFERRALS RAISE AWARENESS
- 12. THINK MLE CAMPAIGN: BENEFITS REDUCES WORKLOAD AVAILABLE 24/7 TAILORED TO LEARNING OBJECTIVES INCREMENTAL ENHANCE STUDENT FEEDBACK TRANSFERABLE SKILLS EMPLOYABILITY
- 13. THINK MLE CAMPAIGN: PREPARATION REQUIREMENTS GATHERING BRIEFING AE TEAM CREATING AE CONTENT May ‘16 June AugustJuly CREATING MATERIALS PROMOTIONAL MATERIAL / WEBSITE CONTENT IDENTIFYING CHANNELS & APPROACH DISCUSSIONS WITH OTHER LIBRARY TEAMS
- 14. CAMPAIGN LAUNCH POP UP INVITES POP UP EVENTS COMMITTEES CONTACTING TARGETED INDIVIDUALS COMMITTEES ONE2ONE MEETINGS ONE2ONE MEETINGS FURTHER PRESENTATIONS THINK MLE CAMPAIGN: IMPLEMENTATION Sep ‘16 Oct Nov Dec Jan ‘17 + SOCIAL MEDIA / STAFF UPDATES WEBSITE LAUNCH
- 15. THINK MLE CAMPAIGN: MARKETING MATERIAL www.manchester.ac.uk/library/mle-staff
- 16. CAPTURING THE CAMPAIGN Library CRM System
- 17. Think MLE CAMPAIGN: LAUNCH 5,976 opens Ave 6% click throughs 2,786 academics 7,245 deliveries
- 18. 9 Pop Ups across Campus THINK MLE CAMPAIGN: EVENTS “Thanks for the overview of MLE today..I will definitely give it some thought, I am trying to be more organised this year” “I’m very impressed you can embed online resources into Blackboard”
- 19. THINK MLE CAMPAIGN: INTERACTIONS Over 200 interactions 180 Academics/PSS Staff 37 Committees 82 One-to-Ones Employability Leads PSS/Support Managers Heads of School E-Learning School T&L Leads Lecturers Heads of Discipline Discipline T&L Leads Programme Directors
- 20. THINK MLE CAMPAIGN: IMPACT Teaching Away Days Discipline Forums School Boards AGREEMENT TO CASCADE INVITES TO PRESENT SUGGESTIONS FEEDBACK PROGRAMME / BLACKBARD INTEGRATION NEW REQUESTS INCREASE IN REFERRALS CONTINUING CONVERSATIONS
- 21. THINK MLE CAMPAIGN: IMPACT AGREEMENT TO CASCADE INVITES TO PRESENT SUGGESTIONS FEEDBACK PROGRAMME / BLACKBOARD INTEGRATION NEW REQUESTS INCREASE IN REFERRALS CONTINUING CONVERSATIONS
- 22. THINK MLE CAMPAIGN: IMPACT AGREEMENT TO CASCADE INVITES TO PRESENT SUGGESTIONS FEEDBACK PROGRAMME / BLACKBOARD INTEGRATION EMBEDDED REQUESTS INCREASE IN REFERRALS Blended Requests New Requests Online Only Requests CONTINUING CONVERSATIONS
- 23. THINK MLE CAMPAIGN: OUTCOMES AGREEMENT TO CASCADE INVITES TO PRESENT SUGGESTIONS FEEDBACK PROGRAMME / BLACKBOARD INTEGRATION EMBEDDED REQUESTS INCREASE IN REFERRALS CONTINUING CONVERSATIONS If you ask an academic now "Have you heard of My Learning Essentials" they will say yes! .. that's a big shift! it's a testimony to the brand and the Think MLE campaign… As a result of the campaign there has been increased dialog and understanding … John Hynes, My Learning Essentials Embedded Programme Co-Ordinator
- 24. THINK MLE CAMPAIGN: OUTCOMES AGREEMENT TO CASCADE INVITES TO PRESENT SUGGESTIONS FEEDBACK PROGRAMME / BLACKBOARD INTEGRATION NEW REQUESTS INCREASE IN REFERRALS OPEN PROGRAMME Referrals “I run into a lot of people who are now more aware of MLE.. they are now initiating conversations rather than me having to draw attention to MLE.. Schools are reaching out and wanting to hear from us…” Jennie Blake, Learning Development Manager CONTINUING CONVERSATIONS
- 25. THINK MLE CAMPAIGN: OUTCOMES AGREEMENT TO CASCADE INVITES TO PRESENT SUGGESTIONS FEEDBACK PROGRAMME / BLACKBOARD INTEGRATION NEW REQUESTS INCREASE IN REFERRALS CONTINUING CONVERSATIONS This really is such a comprehensive offering, there is nothing like this across the rest of the University The online resources are far superior to anything we could create.. I'm so pleased to have the material there as helps us direct students and saves us the time of having to explain the transferable skills
- 26. THINK MLE CAMPAIGN: FUTURE AGREEMENT TO CASCADE INVITES TO PRESENT SUGGESTIONS FEEDBACK PROGRAMME / BLACKBOARD INTEGRATION NEW REQUESTS INCREASE IN REFERRALS CONTINUE CONVERSATIONS
- 27. THANKS FOR LISTENING Any questions?
Editor's Notes
- Notes: Slide 3 and 4 are for the same thing – cant decide which one best to use
- Do you want something in here to introduce the Academic Engagement Team, our role within the Library – might help to explain why we are talking about Academic Advocacy and Campaigns – can throw in examples of engagement
- Dominic to review
- Talk about the challenges first and then how we overcome these
- Gain Buy in! and how….
- Examples of where we have used Academic Advocacy in particular was for a major campaign for the Library’s Flagship skills programme My Learning Essentials
- What is My Learning Essentials? My Learning Essentials is the Library’s award winning skills programme providing a blended approach offers a blended programme of face-to-face sessions and online resources across a variety of topics from critical thinking to evaluating sources and study strategies. Highly valued and The aim of the programme is primarily to develop student’s transferable skills whilst maximising use of the Library’s resources.
- Two modes of delivery – the Open Programme and the Embedded Programme The open programme offers workshops tailored to the student lifecyle all year round covering academic skills (eg academic writing, critical reading), research skills, well being (have a croissant) and study strategies plus over 50 online resources available 24/7. The embedded programme provides an opportunity for academic staff to “bring the library” to the students – offers a blended approach of a face to face session and online resources which are embedded within the relevant Blackboard module. Library trainer works closely with the academic to ensure the session is tailored to the required learning objectives and the relevant online resources are selected and embedded.
- Whilst Academic Engagement team and the Library had been promoting the programme there were a number of drivers to indicate there should be a further/bigger push to ensure both staff and students aware of the offering. Library strategy project to review the scope, content & delivery of the MLE programme in 2014 - needed to ensure this was communicated effectively to academic staff The teaching and learning team wanted to move away from standard library inductions at the beginning of the year and to move towards a more point of need blended learning approach. The learning development team who deliver the open programme were concerned that “academic referrals” did not rate high on how students heard about the programme, felt that academics not aware of what was available to the students. The AE team also felt more promotional materials to help academics understand the programme etc
- Raise Awareness & Understanding of the ‘My Learning Essentials’ offer (both open and embedded) to academic colleagues Seek out further champions/advocates & opportunities to further promote / embed the programme Increase take up of the My Learning Essentials offer by academics and students
- Transferable skills - Employability…… Quick run through of the benefits – ultimately ticks all the boxes and all working to the same goal to get students equipped with the necessary skills to get them best degree possible
- Very much a collaborative campaign and worked closely with our marketing colleagues and colleagues in Teaching & Learning/Learning Development to ensure materials and content all in place and reflected what they needed. T&L / L&D were in essence our customer so essential they were happy with what we produced, channels we had idenfitied, our approach and how we briefed the team etc
- Provide further details on the channels: eg start campus wide with testimonial from academic and how it can benefit their students providing link to website which then led to a more targeted School level approach running events, attending committees, and arranging one2one meetings with specific individuals. This was all underpinned via social media promotion and updates within School channels
- DO WE WANT TO INCLUDE THIS SLIDE?? Big feature was a new website aimed directly at academic staff and all material directed them to this. We ensured we had Think MLE signatures, graphics for social media/bulletin updates, banners for events, brochures etc plus the piste de resitence in the form of an MLE mug!
- In terms of evaluating the campaign? How did we do? Fortunately able to capture the campaign through the use of our customer relationship management system which allows us to monitor the number of interactions we have with our academic staff.
- During Oct –January – website traffic steady @50 hits a day - 3,979 unique page views
- Many agreed to cascade to colleagues, discuss at discipline meetings and or programme meetings – and in many cases inviting us back to present to these.
- In many cases there were discussions about future planning to include within modules/programmes for the next semester or academic year BB Integration: examples in SoSS (BA Econ), AMBS (invited to review and help with selection of online resources to integrate into BB), LAW & Criminology – worked with AEL to integrate online resources into a new Study Skills standard course structure with a view to rolling out to Fac of Hums. Earth and Environmental Sciences interested in moving away from in house skills delivery to using MLE, CHEM ENG to pilot “Independent Research” module to pilot embedded MLE with a view to roll out to standard course structure Maths to include in an academic toolkit SHS embedded plagiarism across all UG modules
- EMBEDDED REQUESTS – INCREASED DURING 2016/17 new requests from October – May 2017 plus a further 25 new requests (can now be captured) for semester 1 2017 172 requests during the period from September 2016 to June 2017. 141 of these requests asked for face-to-face teaching input from the Library. 8967 students FSE – blended went up from 10-16 (6 more) HUMS – 47-58 (11 more) FBMH – 26-39 (13 more)
- “Requests have increased, feels there has been a shift in understanding what we offer more much more amenable to us for critical analyses and appreciative of the evaluation of information/knowledge rather than just the how to use something...."feel your input is adding value and is relevant to the course..." "feeling more of a partner and the sessions are more relevant to the students" - as a result of the campaign there has been increased dialog
- OPEN PROGRAMME Academic staff (lecturers, academic advisors and personal advisors) ranked 1st alongside Welcome Week and My Manchester as marketing source of referral for open training ERM 2015/16 = 20 said referred by lecturer 2016/17 = 13!!! IN 2016 Know your customer academics ranked 1st alongside welcome week and My Mancheser In 2017 library pulse only 10 per cent said heard from lecturer which = joint third with “other”!
- Understanding Academic Culture / Exam Techniques / Advanced SPSS / Integration with Turn it In (Quick Marks) Advanced Skills for PGT Commercial Report Writing / Poster Presentation Design / Language Skills for Academic Writing (ie Grammar, Punctuation, Phrasing
- It doesn’t end there!!! Further 40 cases between May – August 2017 @ 80 during Semester 1 2017 Further 120 cases since the campaign ended – its Business as usual (already was but was a good opportunity to push once more!) plus built into new academic presentations/ induction/conversations – over 100 during Semester 1 2017 New Get started guide for academics on the Library website
- Hope this has given you a taster of how academic advocacy has worked for us. Thank you for listening, please do ask any questions and or if anyone has any examples they would like to share please do…..