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Page 1: Bloody Brilliant!

April 21, 2023 1

Bloody Brilliant!Promoting information literacy

at Leeds University Library

Katy Sidwell

[email protected]

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University Library

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Time to wake up!

Find someone you don’t know4 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 don’t needSpending lots of money on advertisingBrainwashing 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

Marketing mix

Product

Place

PricePromotion

People

Physicalevidence

Process

•Course•Content•Length

•Online•In library•In dept

•Charge?•Fine?•Cost to customer

•Booking•Reminders•Follow-up

•Refreshments•Temperature•Noise•Signposting•Litter

•Trainers•Staff

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Promotion – marketing communications

Advertising Direct marketing Personal selling Public relations Sales promotion Sponsorship

AUDIT

POOR

ACCEPTABLE

ACCEPTABLE

ACCEPTABLE

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Before

Printed Publicity 28 page booklet Black on white poster listing courses offeredOnline publicity Library webpages – text-heavy, numerous

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How did you find out? 2004-2005Student Personal Development

6%

Personal recommendation

12%

Publicity25%

Webpages48%

Email9%

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Bookings 2004-2005

 

Staff/external 219

Research Postgraduate 414

Taught Postgraduate 334

Undergraduate 85

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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

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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?

2004-2005Student Personal Development

6%

Personal recommendation

12%

Publicity25%

Webpages48%

Email9%

2005-2006

Email8%

Student Personal Development

8%

Personal recommendation

10%

Publicity39%

Webpages35%

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  Bookings

2004-2005

Bookings

2005-2006Increase

       

Staff/external 219 251 15%

Research Postgraduate 414 572 38%

Taught Postgraduate 334 344 3%

Undergraduate 85 181 113%

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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?

PortalIncrease market penetration – Staff, undergraduates Market research – Focus groups, academic staffFeedback form reviewMerger 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: <http://www.cim.co.uk/mediastore/FactFiles/Factifile7ps.pdf>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.


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