Lydia Matheson's presentation at 2012 CILIP PPRG Marketing Excellence Event, Birmingham.

1. Embedding Publicity in the
Digital Environment
Marketing Excellence Event
9 November 2012
Lydia Matheson
Information Specialist / Public Services Co-ordinator
Library & Information Services
Awarded to Aston University Library

2. Context… embedding publicity in the digital
environment
Students
► Student experience
► Student Survey / National Student Survey
► Personalisation
► Engagement - use of Library / Library resources
► Customer service excellence
Organisational context
► Marketing strategy
► Budgets
► Staffing
► Green agenda

3. Publicity for what purpose?
► Help students to use Library resources and facilities more
effectively on and off-campus
► Maintain a good study environment for students and ensure
students are aware of and respect Library regulations
► Listen / respond to views
► Improve service delivery / quality according to needs
► Provide key messages
► Support engagement

4. Online publicity
Publicity Digital environment
Opening hours Website / screens
Finding reading list materials VLE
How to borrow books and use self service facilities Website / LibGuides
Loan periods, renewals, fines, short loan, reservations Website / LibGuides
Printing and photocopying facilities Website / QR codes
Computing facilities Screens / website
Doing in-depth research LibGuides / VLE
How to find and access e-resources on-campus and Screens / website / VLE
off-campus
Library rules and regulations Website
Changes to services Blogworm
Help and support available LibGuides / website /
VLE

5. Embedding publicity in the digital
environment (1)
Previously…
► Web site
► All student emails
► Library Matters module on virtual learning environment (VLE)
► Readings folder within individual modules on VLE:
► Links to reading lists on catalogue
► Links to e-Library and Library web site
Mainly text based…

6. Embedding publicity in the digital
environment (2)
Created on www.wordle.net

7. Embedding publicity in the digital
environment (3)
Created on www.wordle.net

8. The digital environment…
Opportunities Challenges
► Currency / cost ► Repetition, timing ….
► Drip – drip approach ► Terminology / language issues
► Brief and to the point ► Technology – innovation /
► Immediate responsiveness / pace of change
► Multi-media options / learning ► Resources - staffing / training /
objects access
► Apps / income ► Getting consensus in approach
► Links in right places and metadata ► Personalisation / building
on web sites are crucial relationships / communication
► Important messages are getting ► Online branding
through ► Evaluating student experiences
► The Library is busier than ever ► Signposts
► Student engagement ► Pathways
► Experiences

9. Branding / design
► Visual elements important
► Graphics / photos required
► Less reliance on text / simplicity is key
► Recognizable look and feel but distinction also important
► Some limitations here…
► Professional design as much as possible
► Re-purposing content – postcards
► Engagement – involvement and consultation with students

11. 2011
2012

13. 2010
2011
2012

14. 2009
2012

18. Publicity within University
► Residences e-newsletter
► Screens in other buildings
► Library links from other University web pages
► Library links from VLE course modules
► Information about Library within prospectus and course
handbooks
► Information about Library in marketing materials – e.g. videos
etc.

20. Video Noticeboard

22. Library SmartSearch
► An online ‘super’ catalogue
► Allows you to search for books, journal articles and
other resources
► Full-text format
► Can register / sign-in to save results in a folder

24. Library SmartSearch Publicity
Printed Digital
► Pull-up banner ► Advance notice on
► Posters Blogworm
► Leaflets (5000 ) ► Portal – “to-do-list”
► Tornado counter message
► Bags ► Library web site home page
► Staplers ► Blogworm message
► Post-it notes ► Blackboard / Library
► Tshirts Matters module
► Plasma screens

25. LibGuides
► Subject-based online guides:
► To find and access quality resources
► To get guidance on how to do research
► Mobile version exists
► LibGuides are available via:
►Library website http://www.aston.ac.uk/library/
►MAP
LibGuides Publicity
Concertina leaflet (5000)
One side of SmartSearch leaflet

27. LibGuides Usage
After 1 week
A-Z Resource List- 1,670 views
Business & Management - 1,387 views

28. Usage & feedback - trends
► Web site – 55,284 page views in one month SmartSearch web
page: 26,056 (October 2012)
► Blogworm – 252 posts since March 2009 (35), 2010 (78) 2011
(80) 2012 (59) – views last month – 2,784
► Twitter – 373 tweets since March 2009, 447 followers
► Library Matters on Blackboard – statistics not available
► LibGuides – 19,523 since middle of September 2012

29. Library Laptops Survey – Win a Kindle!
November 2011 over 1
weekend
607 responses
“Evidence from the 24% didn’t know about them
survey showed that of
those responding 40%
would prefer to use a
laptop and only 30.5% a
fixed PC.” Students’ preferences –
laptops or fixed PC?
Led to increased demand for Library laptops
Led to purchase of self-service laptop
cabinets

30. Next steps
► Publicity annual planner and content database (FileMaker Pro)
► Resources – don’t run out of money by October!
► Consider purpose of content and repurposing options at outset
► Student engagement is key – personalisation is important
► Mobile technologies
► Evaluation and feedback
► Informal feedback sessions within Library
► Focus groups and surveys
► Customer journey mapping

31. But why…
…can’t I just use
Google?

32. Get the students to tell us...
- I feel more confident in
finding journals online. I
previously used Google
scholar but now I will
use the Library services.
Thanks

33. Get the students to tell us...
- Learnt some helpful
stuff which will no
doubt be very useful in
the coming weeks!! If I
get stuck though, I will
be sure to email and
ask for help!!

34. Get the students to tell each other...

35. Thank you – any questions?
Lydia Matheson
Information Specialist & Public Services Co-ordinator (Customer Experience)
l.a.matheson@aston.ac.uk
0121 204 4507

36. Embedding Publicity in the
Digital Environment
Marketing Excellence Event
9 November 2012
Lydia Matheson
Information Specialist / Public Services Co-ordinator
Library & Information Services
Awarded to Aston University Library