Newcastle University: Popping-up a Library - Working With Our Customers To Get Service Delivery Right

1. Northern Collaboration Learning Exchange
Strategic Marketing
“Popping up a library”
Working with our customers to get service
delivery right
Newcastle University
Anne Middleton (Head of Customer Services)
anne.middleton@ncl.ac.uk @AnneMRob
&
Louise Gordon (Faculty Liaison Librarian)
louise.gordon@ncl.ac.uk @louiselib

2. 3 current
sites
Newcastle University
Library Services

3. Our space problems
• 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.

4. National Student Survey free text and
“Tell us what you think comments”
• Increasing the amount of students in the Law School when it
doesn't have the capacity to increase in size means less library space, less
chance of getting books out, less study spaces etc. (Law)
• More spaces in the library and computers. Needs to be bigger. (Geography)
• More study spaces in the library (Architecture)
• More seats in library (Law)
• Study Spaces are in high demand so put more of our £90000 fees into
developing more - stop taking it out on the students - if I get to the lib at 8:30 to
get a comp I am allowed / fully entitled to a 30 min lunch break. SORT IT OUT
• "It is a great library, but if we can have some more private study rooms
• I find it annoying in the Library that there is so few silent areas.

5. We collated
research as
evidence as we
were getting Bridge.
But were then given
Pop up space.

6. Asking students
• Survey
– Ball ballot box
– Postcard
– Online (Libguides from
Springshare)
– Library Student
Communications Team
• Staff-Student committees
• Faculty meetings with
Student Union Reps

7. Student voice
42%
27%
7%
23%
1%
Computer
Individual
Social
Group
Other

8. 7 weeks to go

9. Campaign Objectives
1. Make students and staff aware of the alternative Library
venue
2. Ensure good take up from day one
3. Reduce demand at all three libraries
4. Get a good return on investment
5. Evidence demand for more space

10. Getting Support

11. 5 weeks and counting…

12. Student
Voice
survey
results
Achieved
space
allocation

13. Visual Identity

14. Pop up
banner Newcastle University
IT placed a message on
the log on screen on
all campus desktops

15. Getting the message out

16. Extending the brand

17. ……..and in

19. Different visual logos

21. Daily Peak Headcount - Pop-Up Library

22. Combined (Pop-Up and Robinson Libraries)
Peak Headcount Occupancies

23. Feedback

24. Feedback
• Headcounts
• Computer Log-ins
• RefAnalytics data
• Whiteboard
• Ball ballot poll
• Postcard
• Online survey
• Student
communication
team
• Social media
• Liaison
• Tell Us What You
Think

25. Getting Feedback

26. “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.”

27. “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!”
“The pop up library is a dream!
I'm never going back to the
Robinson with this little baby
here!”
Thank you so much!"

28. Impact
• Adoption of images
• Pop Art exhibition
• New social learning space
• National Student Satisfaction Score

29. What happened next?
We won the Gold award at the
PPRG CILIP Marketing
Excellence Awards 2014
http://www.cilip.org.uk/publicity-and-public-relations-group/cilip-pprg-past-events-and-award-winners

30. What happened next?
Pop-Up Library, popped up
again for Semester One
exam period this academic
year

32. What happened next?
Real time
availability
using a traffic
light system to
advertise study
areas on the
Library website

33. New building bought in City centre;
Library given space to open in September
2015. Consultation begins again
What happened next?

34. Useful websites for additional information
• www.facebook.com/NULibraries
• twitter.com/nclroblib
• www.flickr.com/photos/newcastleunilibrary
• www.pinterest.com/newcastleunilib/pop-up-library-2014
• http://www.ncl.ac.uk/library/
• http://www.cilip.org.uk/publicity-and-public-relations/marketing-
excellence-awards