A presentation at the #pprgconf18 event, where the University of York Library won an award for our marketing campaign. The slides centre on our efforts to reimagine library orientation as a proper marketing campaign, and how this worked well for getting key messages across to new students.

1. #UoYTips:
Reimagining
Library Induction
as a Marketing
Campaign
#pprgconf18

2. THEPROBLEM

3. The trouble with
academic library
inductions generally:
too much information at
a time when students
are saturated with more
important things.
The trouble with our
own inductions
previously: the activities
took huge amount of
time and money to
create but few students
actually completed it.

4. THEPLAN

5. THEPLAN Run it like a marketing campaign.
Strip out anything that isn’t essential so as not
to swamp people with messages
Use clear calls to action
Cross-promote wherever appropriate
Use the #UoYTips hashtag to tie it all together
Tie in more closely with Central Comms

6. Context
Aims
Promotion
Evaluation
CAPE Campaign

7. SOMEUOYTIPS

12. SOMEUOYTIPS

17. The UoYTips hashtag has several
advantages from a marketing point of view:
1) It’s memorable. In fact it’s the only thing you need
to remember to find the info you need.
2) It’s cross-platform. You can search any of the
platforms above, or just Google it.

18. The UoYTips hashtag has several
advantages from a marketing point of view:
1) It’s memorable. In fact it’s the only thing you need
to remember to find the info you need.
2) It’s cross-platform. You can search any of the
platforms above, or just Google it.
3) It endures. It’s not time-specific. You can come
back to it later, it’s always there, and you don’t
need to ask for help to use / find it…
4) It allows people to see key messages more than
once. No one changes their behaviour based on
the first piece of marketing!

19. THERESULTS

21. 117 students visited the
welcome stand in Week 1, more
than we’ve ever had before
Just under 2,000 students took
part in the interactive Kahoot
quiz as part of face-to-face
Induction talks (which they
LOVED!)
The online materials we
created for the campaign were
viewed 3,698 times that month,
and we got around 300
engagements on social media
We received unsolicited
feedback from 10 academic
Departments about how good
Induction was compared with
previous years

22. THEFUTURE

23. Changes for 2017 Induction
1) The first time we’ve evolved the
previous year’s project rather than
started afresh
2) More emphasis on the website
3) Much greater use of Instagram
4) Videos created (and updated!)
using PowToon and Videoscribe
5) We finally found a way to get
the students’ own tips – via a
#UoYTips whiteboard

24. Changes for 2018
Full-scale adoption of #UoYTips
by the wider University. Our tips
will now be part of a wider tract
of useful info for students.
This is the closest we’ve got to
fulfilling my original aim of doing
some Content Marketing…

25. Changes for 2018
Full-scale adoption of #UoYTips
by the wider University. Our tips
will now be part of a wider tract
of useful info for students.
This is the closest we’ve got to
fulfilling my original aim of doing
some Content Marketing…

26. More stuff:
bit.ly/uoytips
libinnovation.blogspot.co.uk
@UoYLibrary