Bloody Brilliant

1
Bloody Brilliant!

• Promoting information literacy
• at Leeds University Library
• Katy Sidwell
• c.a.sidwell_at_leeds.ac.uk

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Time to wake up!

• Find someone you dont know
• 4 minutes to answer these questions
• (1 minute each, 1 minute to write on post-its
  work fast!)
• What do YOU think marketing is?
• How do you market your information literacy
  sessions?
• Why did you choose to come to this short talk?

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A bit of theory

• What is marketing?
• Selling someone something they dont need
• Spending lots of money on advertising
• Brainwashing children into pestering their
  parents
• Spinning or manipulating the facts

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• Marketing is the management process that
  identifies, anticipates and satisfies customer
  requirements profitably (CIM, 2005)
• Marketing is essentially about marshalling the
  resources of an organization so that they meet
  the changing needs of the customer on whom the
  organization depends (Palmer, 2001)

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Which means? The 7Ps

• Trainers
• Staff

• Refreshments
• Temperature
• Noise
• Signposting
• Litter

• Course
• Content
• Length

• Online
• In library
• In dept

• Booking
• Reminders
• Follow-up

• Charge?
• Fine?
• Cost to customer

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Promotion marketing communications
AUDIT POOR ACCEPTABLE ACCEPTABLE ACCEPTABLE

• Advertising
• Direct marketing
• Personal selling
• Public relations
• Sales promotion
• Sponsorship

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Before

• Printed Publicity
• 28 page booklet
• Black on white poster listing courses offered
• Online publicity
• Library webpages text-heavy, numerous

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How did you find out?
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(No Transcript)
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Bookings 2004-2005

• Staff/external 219
• Research Postgraduate 414
• Taught Postgraduate 334
• Undergraduate 85

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Marketing communications planning

• What needs are our courses satisfying?
• What are the benefits?
• What is the market?
• Segmentation
• What attributes should the message have?
• Engaging
• Personal
• Meaningful
• What action / behaviour do we want to achieve?

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AIDA (Strong, 1925)

• Attention
• eye-catching bright colours for students
• simple, direct, energetic, active design
• Interest/Desire
• personal testimonials
• persuasive through positive messages
• reminder of a need (perhaps unidentified)
• Action
• Are you missing out? Call to action
• Web address for online booking

A I D A
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After

• Printed publicity
• colourful posters
• simplified and concise leaflet
• Online publicity
• Library webpages revamped on needs basis
• Internal intranet (campusweb)
• Student and Staff Development website

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Leaflet
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Student posters
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Staff posters
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How did you find out about the workshop?
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(No Transcript)
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Bookings 2004-2005

• Staff/external 251 15 increase
• Research Postgraduate 572 38 increase
• Taught Postgraduate 344 3 increase
• Undergraduate 181 113 increase

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What next?

• Portal
• Increase market penetration Staff,
  undergraduates
• Market research Focus groups, academic staff
• Feedback form review
• Merger with Skills Centre

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References

• CIM. (2005). Marketing and the 7Ps a brief
  summary of marketing and how it works. London
  CIM. Available online lthttp//www.cim.co.uk/media
  store/FactFiles/Factifile7ps.pdfgt
• Palmer, Adrian. (2001). Principles of service
  marketing. 3rd ed. London McGraw-Hill.
• Dibb, Sally et al. (2006). Marketing concepts
  and strategies. 5th ed. Boston Houghton
  Mifflin.
• De Chernatony, L. (1993). The 7 building blocks
  of brands. Management Today, March, 66-67.
• Strong, E.K. (1925). The psychology of selling.
  New York McGraw-Hill.