Katharine Widdows

Enquiry Support Officer

University of Warwick Library

@kwiddows

Check it Out

Warwick University Library launches the

“hottest session on campus”

PPRG Marketing Excellence Event November 2011

Check Out The History

2009/10:

Basic orientation tour

Minimal marketing

16 sessions ran

76 people attended

93% positive feedback

Check Out The Target Audience

2010-11 Warwick Freshers:

Population of 4142

Mostly 18-21 age bracket

51% male 49% female

New to large academic libraries

Probably hold stereotypical expectations of libraries

Check Out The Product

4 key messages used in 2010-11:

Get tips on using everything we have to offer

Meet staff who can help you get the best out of your library

Get help finding resources for your assignments

Pick up a library bag with freebies

Check Out The Objectives

Develop the Check It Out brand

Attract 800 students to the sessions

Promote a positive image of the library service to new students

Check Out The Branding

Check Out The Branding

Check Out The Branding

Check Out The Channels

1. Complimentary tickets 18.63%2. Word of mouth 16.95%3. Subject induction sessions 14.71%4. Library web site 11.06%5. Display stand on Floor 1 11.06%6. Student handbook 10.78%7. Student Marketing Team “lucky dip” 8.96%8. Library stand at Arrivals weekend 5.74%9. Other web sites & social media 1.26%10. Plasma screens in the library 0.84%

Check Out The Costs

Total costs: £3105.64

Direct costs: £1170.00

Indirect costs: £1935.64

Staff time – 56.5 hours

Check Out The Impact

Develop the branding:

Developed from “love the library” campaign

“Check it Out” used on new materials

Existing materials could still be utilised

Check Out The Impact

Attract 800 students to the sessions:

714 bookings made = 93%

621 attendees = 78%

717% increase in attendance on 2009-10

Check Out The Impact

Promote a positive image of the library service to new students:

98% positive feedback

Word of mouth second highest channel

Check Out The Issues

• 38% of attendees were Postgraduate Taught

• 714 bookings turned into 621 attendees

• Direct marketing cost per attendee:

£1.88

5.5 mins of staff time

Any Questions?