Citation
Assessing the Effectiveness of Student-Generated PR Strategies in an Academic Library

Material Information

Title:
Assessing the Effectiveness of Student-Generated PR Strategies in an Academic Library
Creator:
Huet, Hélène
Hines, April
Elrod, Rachael
Publication Date:
Language:
English
Physical Description:
PowerPoint Presentation

Subjects

Subjects / Keywords:
ALA 2018, outreach, marketing, libraries, qualitative approach, focus groups, student-generated marketing strategies, effectiveness of outreach strategies

Notes

Abstract:
For this presentation for ALA 2018, we will discuss how we used a qualitative approach by conducting a series of focus groups with the aim to better understand the effectiveness of student-generated library marketing and outreach strategies. ( English )
Acquisition:
Collected for University of Florida's Institutional Repository by the UFIR Self-Submittal tool. Submitted by Hélène Huet.

Record Information

Source Institution:
University of Florida Institutional Repository
Holding Location:
University of Florida
Rights Management:
This item is licensed with the Creative Commons Attribution License. This license lets others distribute, remix, tweak, and build upon this work, even commercially, as long as they credit the author for the original creation.

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Full Text

PAGE 1

Assessing the Effectiveness of Student Generated PR Strategies in an Academic L ibrary April Hines, Hlne Huet, & Rachael Elrod, University of Florida

PAGE 2

The Issues Students do not know what a librarian does nor how they can help them. 73% of students surveyed had no clue what a subject specialist is.Lack of awareness of smaller branch libraries across campus.

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Our Response Collaboration with a PR Campaigns class to develop marketing strategies.

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Marketing Strategies

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Assessment of Marketing Strategies Qualitative approach:3 focus groups. Undergraduate students. 14 participants.Students watched three 2 minutes video profiles of librarians.Students looked at social media images (# facesofnorman ).

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Findings Students are not necessarily interested in viewing library marketing content through social media.They found the videos engaging and seemed pleasantly surprised that librarians came across as friendly and helpful.13/14 students said they would be more likely to contact a librarian for help.Students identified with messages of study space, proximity, and technology.

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Before watching that video, I just assumed that they would be like super serious and intimidating. Theyre not just someone like whos behind the desk telling you to be quietthey want to help you. Ive been back and forth between Library West and Marston and even during finals week, it's still kinda loud because everybody's trying to pack themselves in here so it's nice to know there's another library

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Next Steps Move forward with best way to disseminate our marketing content based on students suggestions.Change our messaging to be more student focused.Push out content to new channels. 1 2 3

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Questions? April Hines, aprhine@ufl.edu Hlne Huet, hhuet@ufl.edu Rachael Elrod, relrod@ufl.edu