University of Nottingham: marketing and communications strategy for their libraries
The University of Nottingham commissioned Pickle Jar Communications to produce a new marketing and communications strategy for its various libraries across campus.
The University of Nottingham libraries are a shining example of how library services in the higher education sector have evolved. No longer just about books and study space, the University’s library staff offer expertise and leadership in areas such as learning technology support and space planning.
In March 2019, they recognised a timely opportunity to revisit their marketing and communications activity. Factors included:
The student body becoming increasingly active on social media
The appointment of a new digital content role to help advance online communications
An expert and enthusiastic team of Library staff, passionate about communication and content.
There were challenges to address too:
Ensuring consistency of communications delivered by its 200+ library staff
Embedding communications support into existing roles to account for limited resource
Balancing the differing preferences of its stakeholders in relation to content: topics, tone, format, channels.
The University of Nottingham libraries asked Pickle Jar Communications to investigate the needs of its many audiences to inform the creation of their new marketing and communications strategy.
Our team of research analysts and content strategists carried out the following activity:
Stakeholder consultation – A combination of 121 interviews and an activity-led workshop to gain insights from library staff about their objectives, audiences, and persona.
Audience focus groups – Focus groups with undergraduates and postgraduates to better understand how they view and use the library.
Audience card sort activity – A series of online card sort activities with students and staff in which they chose the qualities that best describe the library, and those which do not.
Marketing and communications strategy – Guidance on future marketing and communications activities, including a summary of research findings, an audiences and messaging framework, and recommended actions.
Tone of voice guidelines – A detailed look at the qualities that the libraries should (and should not) convey in their language, content, and communications, with detailed examples.
Social media training for staff – Follow-up training for library staff to support implementation of the strategy. Training had a specific focus on how to use Twitter and Instagram to promote library services and engage audiences.
Annual communications plan framework – A framework to support library staff in planning their communications for the year ahead, which captures valuable information such as dates, events, messages, audiences, and channels.
Since our work together, the University of Nottingham libraries has been able to:
Expand staff and student awareness of the breadth of services and support on offer
Shift perceptions of the library to ensure staff are valued for their advanced expertise
Reduce reputation risk by offering guidance on how library staff can, and should, communicate with audiences through a variety of channels
Develop a consistent and clear tone of voice for all communications.
If you are interested in developing a new marketing and communications strategy with Pickle Jar Communications, please get in touch.
