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MARKETINGEXCELLENCEAWARDS2017
Entry form
CELEBRATING AND REWARDING MARKETING EXCELLENCE IN WELSH LIBRARIES, ARCHIVES AND MUSEUMS#marketingawards
ENTRY FORM FOR CATEGORY 1: DEMONSTRATING MARKETING EXCELLENCE AND CATEGORY 2: JOINT MARKETING PROJECT OF THE YEAR
Please complete this section if you are entering Categories 1 and/or 2 only. Please note these details will be used for all future correspondence regarding this specific entry. All fields are compulsory. This information will be used for publicity, therefore please ensure all sections are completed accurately.
Title Mrs x Ms Miss Mr Dr Other
First name Elen
Surname Davies
Job title Subject Librarian
Organisation name Swansea University
Organisation address Singleton Park Library, Swansea University, Singleton Park
Town Swansea
Postcode SA2 8PP
Email address [email protected]
Twitter account @ SwanseaUniLib
Organisation profile/overview 100 words maximum
Swansea University Libraries provide high-quality information services for all students and staff, as well as the public, constantly developing these services to support the University's learning, teaching, research and corporate activities. The library service sits within Information Services & Systems (ISS) which covers a wide range of other services including careers and IT support. The Libraries offer a comfortable, spacious environment with the latest facilities and technology for learning and research. Our friendly and professional staff provide a continually expanding range of support, training and subject services to ensure that all Library users make the best use of resources available.
CATEGORY ENTERED (please tick):Category 1 – Demonstrating Marketing Excellence
Public libraries Further education libraries x Higher education libraries Health libraries Archives Museums
Category 2 – Joint Marketing Project of the Year Joint Marketing Project of the Year
The total word count for the section below must not exceed 2500 words. A maximum of two additional documents may be submitted to support your entry not exceeding 5MB in total or provided as a ZIP file. Alternatively please provide relevant links.
Project titleEnter the title or name of the marketing project – this will be included in all relevant publicity.Assignments: Survive & Thrive campaign
ContextDescribe the background/reason for this project. What challenges or opportunities were you faced with? Swansea University Libraries front facing services have undergone a significant change over the past 18months. With a restructuring of services subject librarians no longer have a visible presence on the frontline services and have become a hidden resource in the building. Alongside the physical change in services Swansea University Libraries have also undergone a major change in the way they support students online, with the launch of new online webpages called Library Guides over the Summer. The challenge the Swansea University Libraries Marketing Group decided to concentrate on was to create a marketing project for the Autumn term 2016 which looked to boost the profile and visibility of the Librarians and the wide variety of services they offer to help students when writing their assignments.
Aims and ObjectivesState the aims and objectives that were set for this project – where possible these should be SMART objectives – for example, how many new users or people attending the event were you hoping for? If possible, include budget and timescale information.
What is a SMART objective? Specific, Measurable, Achievable, Realistic, Time-boundAims: The main aim of the project was to develop a one-day event called Assignments: Survive & Thrive which ran on Friday 25th November 2016 consecutively in the Singleton Park Library and the Bay campus Library. An information stall would be run between 10-3pm manned by subject librarians at both campuses, they would engage with students in the Libraries promoting what librarians can help students with when writing assignments. Students would also be asked for their tips on writing assignments which would be collated and displayed using a post-it note board. The timing of the event was chosen to coincide with a time in the academic calendar when new and returning students were writing their first assignments of the year, this timing should ensure footfall and relevancy for students.
Assignments: Survive & Thrive would be launched on this day but the information gathered on this day would be used to continue as a theme throughout the academic year, providing longevity and a consistent marketing theme for future events.
Objectives: To promote the book a librarian service to students and increase bookings. To promote the new online webpages called Library Guides, and increase usage. To engage with students and collect study tips and advice. To develop new marketing materials to increase visibility of librarians.
Budget:Swansea University Library Marketing Group allocated £30 for this event.
Strategy & PlanningOutline the strategy taken to achieve your objectives and justify your marketing approach – did you undertake any research for example; have you developed new or existing partnerships; did you target a new audience or try a new approach to promoting your services?
Lessons learnt from previous marketing events influenced the strategy for this campaign. We wanted to ensure that we reached as many students as possible, and although we wanted the event to be a face-to-face event in order for students to see and meet subject librarians, we were also very aware of the students who were not in the Library in person. Therefore our strategy included designing engagement in the Library and simultaneously online using social media.
We wanted to make sure this marketing event was a 2 way interaction, we would engage with students and in return they would provide us with their study tips, which we had already planned to reuse in future marketing events throughout the year. We have learnt from previous events that we would need something to entice students to come and talk to us at the information stall (cake, sweets and freebies have all proven very popular in the past). We decided to try a different strategy for this event when collecting tips and asked students to write tips on post-it notes (rather than complete a multiple choice, online form). This would hopefully get students to consider what they were writing, provide more in-depth responses for us, more time for engagement at the desk and provide a visual display which would hopefully encourage more students to come to the information stall during the day.
We planned to have a rota of different subject librarians at the stalls throughout the day and we spent time planning and developing new, eye catching bilingual marketing materials for the day, which we could reuse in future events.
Tactics and ImplementationSet out the plan of activities undertaken to implement the strategy and evidence these over time and against budget. Include examples if appropriate – you may append or link to two additional pieces of supporting evidence – if internet links are included please ensure these will remain live until March 2017. What promotional activity did you undertake; did you use social media and/or traditional media?
The promotion of the Assignments: Survive & Thrive began 1 week before the event day. Marketing of the event included cross-campus plasma slides. These would show in the Libraries, coffee shops, student union and Colleges during the week running up to the event and on the day.
Our newly designed flyers and posters for Librarians and the services they provide were created and printed. These were used on the day at the information stalls and also distributed/displayed in public areas in the Library.
An “emergency chocolate box” was designed and decorated to incorporate into the theme for the stalls, this would be our main first interaction with passing students i.e.: “have an emergency chocolate to help you with your assignments… Did you know we can help you with….”
Branded post-it notes and pens (previously purchased for freshers week) were available for students to take with a reminder of the web address for Library Guides, our online help pages which includes all the
contact details for subject librarians and a link to our online booking calendars.Students were encouraged to give us their tips to survive assignments by writing on the post-it notes at the information stalls and displayed, these were then photographed and tweeted and uploaded to facebook throughout the day. We created the hashtag #SUTopTips for the event for students to follow and engage with.
Allocation of budget6 tubs of “emergency chocolate” - £30Emergency chocolate box – In-house (Free)Printing and design of promotional materials – In-house (Free)Post-it notes and pens – In-house (Free)
Total Budget spent £30
Photographs of the event can be viewed from this link along with examples of the Top Tips gathered on the day.
Results/Measurements/OutcomesPresent the results of the project, state whether your aims and objectives were achieved and if they were delivered on time and within budget. Evaluate the project using measurements where possible, such as number of new members/visitors, added value to the organisation and digital marketing metrics where applicable (Google Analytics, Facebook insights, Tweetreach). Reflect on what could have been done better; is the project sustainable, could it be rolled out to other user groups or organisations?
The event was successful with all Librarians involved giving positive feedback. In order to evaluate the event statistics were collated. Between both campus Libraries the following was achieved on the event day:
Engaged with 184 Students In-depth enquires answered: 33Post-it note tips completed and displayed: 50Emergency chocolate distributed: 6 tubsTweets: 16 tweets earning 6.2K impressions, 37 likes and 79 retweets.Facebook: 216 impressions, 58 people reachedLibrary Guides homepage views: 563
The objectives of the event were achieved firstly with the success of engaging with students and collecting a wide variety of study tips, we also achieved our objective of creating new, eye catching marketing materials in order to promote subject librarians. We have monitored the appointment bookings and our online help pages, Library Guides in the week since the event and statistics are as follows:
One-to-one Librarian appointments (compared with previous week): 27.6% decreaseLibrary Guides views (compared with previous week): 3.1% increase in views
We achieved our objective of increasing view to our Library Guides help pages after the event however the decrease in bookings may be explained by the timing of the event. Students submitting assignments during the week after the event took place may have sought a one-to-one appointment with a Librarian in the week previously. We will continue to monitor one-to-one appointment bookings to see the impact further marketing may have on the service.
To remind students returning after the Christmas break we used the post-it note tips as the basis for a Top Tips blog post which was published on the main Library Blog and has now been view 178 times. This continued the theme into the Spring term.
Overall Swansea University Library Marketing Group were extremely pleased with the objectives achieved with this project. We have developed a sustainable theme for the academic year which has longevity; we will be rerunning the next Assignments: Survive and Thrive event on the 10th February to coincide with assignment deadlines in the Spring Term. The organisation of this event will now be minimal as all marketing material has already been designed for the November event. We will hopefully extend the event to all 4 of our campus libraries in February as due to staffing issues this was not possible in November. We are aware on reflection that we were promoting to current users of the Library therefore we are also planning to take this event outside the Library to increase visibility of Librarians in Colleges and Departments as a pop-up tour of our campuses.
Date of ProjectProvide the start and (if appropriate) finish dates of the project.25th November 2016
SummaryProvide a brief summary of your project (approx. 150 words) to be used for promotional purposes on the website, social media, etc.Assignments: Survive & Thrive Campaign was a one-day event run during Autumn 2016, which focussed on boosting the visibility of Subject Librarians and promoting the support they can provide students when writing assignments at Swansea University. These services include one-to-one appointments, literature searching and referencing advice. Subject Librarians at Swansea University have no front-line presence and can be a hidden resource which students often miss. During this project we redeveloped and modernised our marketing materials, as well as creating information stalls at both the Bay and Singleton campuses to increase librarian visibility, interact with our students and gather assignment survival tips from them. To ensure relevancy the event was carefully planned to coincide with a time in the academic calendar when new and returning students were writing their first assignments of the year.
ENTRY FORM FOR CATEGORY 3 – MARKETING CHAMPION OF THE YEARPlease complete this section if you are entering Category 3. Entries must be nominated by a manager or equivalent – you cannot self-nominate. The nominee must give consent to be nominated.Please tick the relevant box below
Library Marketing Champion Archives Marketing Champion Museum Marketing Champion
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Why are you nominating this person? The total word count for the section below must not exceed 1000 words. A maximum of two additional documents may be submitted to support your entry not exceeding 5MB in total or provided as a ZIP file. Alternatively please provide relevant links.
Notable achievements Challenges and barriers overcome Differences made to the service New partnerships Examples of innovative or creative working Examples of engaging colleagues in marketing
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Please submit the entry form and any additional documents to [email protected] by 20th January 2017.
Thanks for entering the Marketing Excellence Awards 2017.
