Newcastle University Pop Up Library Marketing Success
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Newcastle University opened a pop-up library to address space issues in their main libraries during exam periods. They analyzed goals, developed concepts, and designed and marketed the pop-up library. It was successful in providing additional space and received positive feedback from students who appreciated having more room to study. The pop-up library achieved the university's objectives and evidenced the need for more permanent library space.
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Newcastle University Pop Up Library Marketing Success
- 2. Popping up a Library Newcastle University PPRG Marketing Excellence Event 2014 Anne Middleton, Head of Customer Services Elizabeth Oddy, Head of Learning and Research Support Services
- 4. 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
- 7. Strategic marketing success Analysis of goals Concept development Innovative Design Clear & positive copywriting Feedback / Evaluation Production / delivery
- 8. 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
- 9. 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.
- 11. Student voice
- 12. Student voice 42% 27% 7% 23% 1% Computer Individual Social Group Other
- 13. Disappointment
- 14. 7 weeks to go
- 15. 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.
- 16. Getting Support
- 17. 5 weeks and counting…
- 18. Student Voice survey results Achieved space allocation
- 19. Visual Identity
- 20. Visual Identity
- 23. Pop up banner
- 24. Getting the message out
- 25. Getting the message out
- 27. Outside…
- 30. ……..and in
- 40. Daily Peak Headcount Pop-Up Library
- 41. Combined (Pop-Up and Robinson Libraries) Peak Headcount Occupancies
- 42. Getting Feedback
- 43. Getting Feedback
- 46. “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!”
- 47. “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.”
- 48. “The pop up library is a dream! I'm never going back to the Robinson with this little baby here!” Thank you so much!"
- 49. Impact • Adoption of images • Pop Art exhibition • New social learning space • National Student Satisfaction Score
- 50. What’s next? • Pop-Up Library returns • New Library space • Building marketing and communications capacity
- 51. Contacts Elizabeth Oddy Elizabeth.Oddy@ncl.ac.uk Anne Middleton Anne.Middleton@ncl.ac.uk
- 52. Further information www.facebook.com/NULibraries twitter.com/nclroblib www.flickr.com/photos/newcastleunilibrary www.pinterest.com/newcastleunilib/pop-up-library-2014