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Popping up a Library
Newcastle UniversityPPRG Marketing Excellence Event 2014
Anne Middleton, Head of Customer ServicesElizabeth Oddy, Head of Learning and Research Support Services
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Newcastle University
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Facts and Figures
• World-class civic University
• Member of Russell Group of universities
• 15,607 undergraduates
• 5,990 postgraduates
• 977 students at overseas campuses
• 6th for overall student satisfaction by the National Student Survey 2014
• 20th in the UK in the Complete University Guide (2014)
• 22nd in the UK in the Times/Sunday Times Good University Guide 2015
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University Library
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Publicity chaos!!!
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Strategic marketing success
Analysis of goals
Concept development
Innovative Design
Clear & positive copywriting
Production / delivery
Feedback / Evaluation
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Our approach
Prior to 2012
• No dedicated marketing team or officer
• Limited marketing experience and skills
• No budget
• No marketing plan
• Contradictory views on who, what, how etc.
Now
• Library Marketing and Communication Group
• Marketing strategy
• Some job roles now have marketing responsibilities
• Social media activity
• A budget
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More space needed
• Historically one study seat per 7.5 students
• In 2013/14 one study seat per 8.8 students
• More student growth planned over next 4 years
• Concern about exam time space provision.
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Student voice
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Student voice
42%
27%
7%
23%
1%
Computer
Individual
Social
Group
Other
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Disappointment
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7 weeks to go
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Objectives
1. Make students and staff aware of the alternative Library venue
2. Ensure good take up from Day 1
3. Reduce demand at all 3 libraries
4. Get a good return on investment
5. Evidence demand for more space.
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Getting Support
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5 weeks and counting…
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Student Voice survey results
Achieved space
allocation
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Visual Identity
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Visual Identity
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Pop up banner
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Getting the message out
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Getting the message out
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Extending the brand
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Outside…
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……..and in
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Daily Peak Headcount Pop-Up Library
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Combined (Pop-Up and Robinson Libraries) Peak Headcount Occupancies
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Getting Feedback
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Getting Feedback
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“The pop up library is amazing! Thought I was going to have to walk all the way back to my cold student house and use my laptop - but there's loads of extra space and free computers and it's a really good working environment! Best thing to happen on campus for ages!”
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“I think Pop Up library is a very great idea since the Robbo is very packed during the exams week. .. It is also very clean.”
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“The pop up library is a dream! I'm never going back to the Robinson with this little baby here!”
Thank you so much!"
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Impact
• Adoption of images
• Pop Art exhibition
• New social learning space
• National Student Satisfaction Score
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What’s next?
• Pop-Up Library returns
• New Library space
• Building marketing and communications capacity
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Contacts
Elizabeth Oddy
Anne Middleton
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Further information
www.facebook.com/NULibraries
twitter.com/nclroblib
www.flickr.com/photos/newcastleunilibrary
www.pinterest.com/newcastleunilib/pop-up-library-2014