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CILIP PPRG Marketing Excellence Awards 2014 - Induction Award. Presented by Lydia Matheson and Clare Langman
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Awarded to Aston University Library
Effectively promoting
library services to
engage new students
Like Your Library
Induction Programme
Clare Langman &
Lydia Matheson
Aston University
Library Services
Aston University Facts
► Where are we? Located in Birmingham, West Midlands, UK
► Size? Single campus in the city centre with 10,000 students
► What subjects do we cover? 4 Academic Schools –
►Aston Business School
►School of Engineering and Applied Sciences
►School of Languages and Social Sciences
►School of Life and Health Sciences
► What are our strengths?
►Employability (8th in the UK for graduate employment)
►Overall student satisfaction levels are 89% (2014 National
Student Survey)
Aston University Facts
► Typical first year students
►Diverse student population
(over 130 countries)
►Large cohort of local
students from widening
participation backgrounds
►30% of our students are
international
Our mission is to be the UK’s leading University for business,
enterprise and the professions, where original research has a
positive impact on the world around us
Previous Library Induction Themes
► LIS – regeneration – linking with Dr Who
► Information Heroes
► The Library’s Extra Factors
► Lost?
Promotional objectives
► Positively promote the Library
► Create a re-usable campaign theme
► Introduce students to the Library’s social media presence
► See as many new students as possible
► Alert all students to the temporary inconvenience caused by
the Library refurbishment
► Discourage students from using the Library as a place to
study during the first 3 weeks of term
► Ensure all induction resources were also made available to
students online and promoted to students, particularly videos
etc. to facilitate independent / self-guided learning
Glued Limited
► Drew together a theme to engage students with the Library
services in a more informal, fun approach.
► Launch of Facebook Like Your Library Live
► Glued produced copyright compliant images.
► The aim was to encourage students to ‘Like’ their Library – the
building, the staff, the services, the facilities, the online
presence and to attend the sessions.
Publicity and promotion for 2013
Goody bags
Contents:
• Like Your Library Notepad
• Learning Development Centre
highlighter pen
• Postcards
• Pen or pencil
E-marketing template
Increasing recruitment of PG business
school students
► A separate e-marketing email was sent to Aston Business
School postgraduate MSc students on 4th October 2013
► In 2012 only 73 students attended sessions
► 81% of recipients opened the email on the 1st day it was sent
out
► 148 students followed the link to their Like Your Library Live
timetable
► In 2013, 346 students attended the sessions
Extending the theme for 2014 - posters
Extending the theme for 2014 - posters
Extending the theme for 2014 - posters
Branded
Notepads
Pencils
Posters
Signs
Floor signs / stickers
Emarketing emails
Publicity - pull-up banners
Library Facebook page / incentives
https://www.facebook.com/AstonUniversityLIS
Like Your Library Live Content
► Like Your Library Welcome (25 minutes)
►Prezi presentation welcoming students to the Library:
overview of services including study spaces available and
videos e.g. finding a book on the shelf
► Demos of:
►Learning Development Centre staff highlight specific support
available to students e.g. maths support for School of
Engineering students
Like Your Library Live Content
► Print and Scan (5 mins)
►Staff available to demonstrate
scanning, printing and crediting accounts
►Students can practice for themselves
► In the Library: Help Yourself (10 mins)
►Demonstrations of everything that students can do
for themselves
►Issue, return, renew, pay fines
►Loan periods and renewals
►Reserving a book and collecting reservations
New for 2014 – content on a memory stick for
students who ask questions during sessions
Attendance
Attendance by
Undergraduates
(2012) 2013
Attendance by
Postgraduates
(2012) 2013
Life and Health Sciences (492) 572 (40) 61
Engineering and Applied
Sciences
(369) 473 (52) 72
Languages and Social
Sciences
(141) 231 (38) 43
Aston Business School (321) 389 (73) 346
Initial evaluation – 2272 students (85%)
“The presentation on the facilities was great”
Business, PG
“Great floor signs led me straight to G8”
Business, UG
“Everything looks modern and up to date and
very simple to use” Engineering, UG
“It has got me to come to the Library and find
out more” Engineering, UG
“It is really important to create awareness and
that has been done effectively” Engineering,
UG
“Everything is amazing, especially for a
student from abroad” Life & Health Sciences,
PG
“I think that everything is very well done,
especially that you are available on social
media” Languages, UG
Feedback after 6 months
Posters and publicity in
main building and
seeing people walking
over with signs did
publicise the sessions.
Footprints were
quite clever – I
thought ‘what’s
this Like Your
Library Live?’
Focus Group with students May 2014
Students could:
• Say what had been covered in
sessions / what they had learnt
• List the ‘Freebies’ they had been given
• Tell us about the Like Your Library Live
footprints, banners, posters, signs
What is important to them:
• To know what session will include – i.e.
‘it’s not just an induction’
• Would like to watch selection of videos
on screen before the start
• Liked that their attendance had been
recorded – made session seem more
important
Any questions?