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DIVISION OF LIBRARY SERVICES
MARKETING PLAN – 2006
INTRODUCTION
The purpose of the CQU Library Marketing Plan is to identify goals and strategiesthat will provide a cohesive approach to promoting library services andincrease awareness of our relevance toboth the CQU Community and the wider community.
1.The Environment
CentralQueenslandUniversity (CQU) is one of Australia’s most innovative and richly diverse universities. With a network of campuses situated along the east coat of Australia, and international operations extending into the Pacific and South-East Asia, CQU provides a choice of locations at which to study.
The Division of Library Services (DLS) has a prominent role within CQU and its local Queensland communities. It is an active participant at the state and national level amongst university libraries and it has developed an international reputation for its services. DLS is also impacted by an array of social, political, economic and technological factors.
2.University Strategic plan[1]
Our vision
CentralQueenslandUniversity will be a teaching and research university of distinction in borderless professional and adult learning
Through multiple pathways we will provide gateways for people with different learning styles to achieve their life aspirations.
We will pursue research excellence, driven by our strengths, targeted at areas of community and industry relevance.
Our Mission
CQU will be internationally, nationally and regionally networked and engaged.
We will maximise success in outcomes for all our stakeholders through the quality enhancement of our teaching, learning, research and community engagement through the delivery of personalised learning support systems, collaborative partnerships and networks, and excellent courseware.
Our Goals
- Ensure decisions are consistent with a viable and improving financial base
- Build, maintain and review a staffing profile that supports the University’s present and emerging organisational needs
- Develop, maintain and review flexibility of resourcing and processes to meet customer, client and stakeholder needs
- Develop corporate knowledge and information systems that enable informed and timely decision making
- Promote a culture of inclusion, creativity, innovation and service through focused leadership, responsive two- way communication and the recognition of performance
3.Library Strategic plan
The Division of Library Services (DLS) views its role as part of the intellectual and administrative infrastructure necessary in the university. In this role DLS has developed the following Mission, Objectives and Values.
Mission
- Empowering teaching, learning and research.
Objectives
- Extend information literacy partnerships
- Linking clients with relevant information sources
- Provide a conducive learning and working environment
- Develop skilled staff through personal and professional development
- Develop efficient information infrastructure
- Effectively manage human, physical and financial resources
Core values:
- Quality service
- Open Communication
- Commitment
- Team work
- Knowledge and learning
- Innovation
= Commenced and likely to be achieved= Achieved or almost achieved= Not commenced or unlikely to be achieved GOALS & STRATEGIES
1.CLIENT PERSPECTIVE:
Foster a marketing culture that permeates all interactions with current and potential clients and raises the profile of the University Library in the CQ community.
Initiative 1.1
Ensure Orientation is used as an opportunity to promote library services.
Strategies
- Develop a handout/scriptto give to students if relevant at the time.
- Host an activity on first day of term after ‘O’ week to convey a ‘friendly’ and welcoming message e.g. sausage sizzle. Liaise with Student Association at each campus.
- Organise a quiz and offer a prize for the winner – Division of University Relations may be able to help with sponsorship of prizes. The quiz should be aimed at familiarising first year students with what the Library has to offer.
- Faculty Liaison Librarians attend Faculty Welcome sessions and Campus Managers attend Faculty sessions where possible.
- Library Staff working at service points or conducting Library tours should be provided with a T-Shirt that makes them easily identifiable.
- Mackay Campus Library promote the theme adopted by that campus.
- Consider rewards for mentors
Responsibilities: Reference Services, Marketing Committee, Campus Library Managers
Timelines:February 2006
Resources:Staff time, Activity costs e.g. barbecue supplies, Publication costs, T-Shirts. Prizes
March / June / September / December
Comments
March / O week activities were well received, especially the ‘Lucky Dip’ idea. Sausage sizzle was successful but should have started at about 11.30am as lots of people had eaten by the time 1.00pm arrived. No funds were available for mentors. Library T-shirts worn by staff were well received and made library staff easily recognisable to clients.
June / N/A
September / N/A
December / N/A
Initiative 1.2
Explore the advantages of strengthening links with Alumni and Library Society Members.
Strategies
- Liaise with Division of University Relations about the contribution the Library could make to an ‘Alumni Package’.
- Participate in functions organised by the Mackay Library Society e.g. the International Film Festival and the annual book sale.
Responsibilities:Marketing Committee, Library P&D Committee
Timelines:December 2006
Resources:Staff time
March / June / September / December /
Comments
March / Too busy at this time of year
June / Have spoken with Gabrielle Rolan of University Relations but having difficulty finding a mutually suitable time. DUR are in the midst of some major re-structuring. Aiming for August at this stage.
September
December
Initiative 1.3
Promote Library Services
Strategies
- Develop a calendar of internal publication dates for 2006 so that requests for information can be accommodated.
- Use images other than photos of our campus libraries to promote library services e.g. the ‘New Book List’, new databases
- Promote the new Information Commons spaces at all campuses
- Market the new Photocopy/Print Service to be implemented at the start of 2006
- Sponsor one university-wide activity that is relevant to the resources and services provided by the Library.
- Put ‘good news’ stories on the library website and use testimonials in marketing materials.
- Library staff should deliver presentations to University, Faculty and Campus forums
Responsibilities:Reference Services, Marketing Committee, Campus Library Managers
Timelines:Ongoing – newsletter by start of Autumn, Winter and Summer terms
Resources:Staff time, printing costs
March / June / September / December /
Comments
March / Comments from the Rodkski Survey being grouped so that ideas/suggestions can be acted upon. The Print & Photocopy system is being marketing via the LCD monitor and signage.
June / Working Party formed to look at creating images for the Marketing Spot on the web page. The group will present their recommendations at the next Public Web Page Committee meeting.
September
December
2.INTERNAL PERSPECTIVE:
Increase the perceived relevance of the library to the CQU community.
Initiative 2.1
Assess how the expertise of Library staff can be used to assist the wider CQU Community
Strategies
- Identify areas where the Library may be able to share knowledge or expertise that may be of benefit other areas e.g. the Calendar of Internal Publications we develop may be useful to other areas.
- Work with Division of University Relations to incorporate a customised library session in their recruitment activities.
March / June / September / December
/
Comments
March / Chelsea having difficulty getting the information from the various stakeholders to create a calendar of internal publications.
June / DUR are affected by the restructure so the customized library session idea is on hold for the moment.
September
December
Initiative 2.2
Develop a unified image by training staff to use consistent communication standards.
Strategies
- Use standard phone salutations.
- Use standard electronic and print stationary and standard email signatures.
- Standardise public library web pages.
Responsibilities:Staff Development Committee, Marketing Committee
Timelines:Autumn term 2005
Resources:Staff time & expertise
March / June / September / December /
Comments
March / Emails sent remind staff of the need for standard phone salutations.
June / Lending Services Staff provided with refresher training where the Communications standards were discussed.
September
December
Initiative 2.3
Use consistent visual communication standards for internal signage.
Strategies
- Develop standards for internal signs.
- Develop a template for internal ‘information signs’ and ensure staff at all locations have access to the template.
- Educate staff to remove signs or posters that are no longer current or relevant and consider adding the responsibility of monitoring signage to a specific position e.g. a permanent staff member from Shelf Maintenance.
- Contact Student Association in Rockhampton regarding maintenance of ‘current’ signs and posters in their ‘Advertising Box’ near the library entrance.
Responsibilities:Staff Development Committee, Marketing Committee
Timelines:Autumn term 2006
Resources:Staff time & expertise
March / June / September / December /
Comments
March / Staff continue to monitor signage and are using the standard template for new signs
June / Student Association have handed ownership of the Advertising Display near the library entrance to the Library. We are having a little trouble finding enough material to put in there but it has been cleaned out and is much tidier. No working party formed as yet for signage.
September
December
3.RESOURCE PERSPECTIVE:
Ensure effective and efficient use of resources through increased awareness of information resources and services.
Initiative 3.1
Network and collaborate with other areas of the university e.g. Community Relations, Student Association, Research Services Office.
Strategies
- Each quarter, email the University Community requesting expressions of interest to use the display cabinets in the reading room in Rockhampton or display areas at our CQ Campus Libraries.
- Discuss the rotation of art displays at all CQ Campus Libraries withrelevant Division ofUniversity Relations staff.
- Discuss the possibility of CQU Bookshop providing Stationery Vending Machinesin all campus Libraries.
- Participatein University wide activities e.g. Multicultural Fair, Open Days.
- Provide current and accurate information in student diariesprovided by Student Association.
- Host ‘networking’ morning teas with relevant parties.
- Send letters of appreciation to groups providing displays.
Responsibilities:Marketing Committee/Displays volunteers, Secretariat, Campus Library Managers
Timelines:Student Diary info by November 2006,other strategies ongoing
Resources:Staff time, Morning tea funds
March / June / September / December /
Comments
March / Emailed University Community re displays but had little response. The idea of a Stationery Vending Machine not viable.
June / Discussions with University Relations has resulted in agreement that the Library would become the custodians of the Art Collection. A committee for Multicultural Fair activities has met and Carol Woo is the Library’s representative on the University Committee for the event.
September
December
Initiative 3.2
Use new technologies to enhance services and to improve communication with clients.
Strategies
- Investigate the advantages of subscribing to RSS (Really Simple Syndication) feeds.
- Investigate the use of LCD Monitors in the Library to promote Library news – could also assist other areas of Universities to publicise important events e.g. Census Dates.
Responsibilities:Marketing Committee, Systems
Timelines:October 2006
Resources:Staff time, Funding
March / June / September / December /
Comments
March / LCD monitors are being used for marketing but it’s been agreed that the Power Point presentations are too wordy so ideas for a better format are being sought.
June / RSS feeds are being investigated by Chelsea.
September
December
Initiative 3.3
Estimate annual marketing costs and make recommendations to P&D for a marketing budget
Strategies
- Assess costs of marketing new initiatives, for promotions and activities associated with Orientation, Multicultural Fair, Open days etc.
- Determine costs of publications.
- Estimate costs of new equipment e.g. LCD monitors.
- Estimate costs for signage
Responsibilities:Marketing Committee, Section Heads
Timelines:October 2006
Resources:Staff time, Funding
March / June / September / December /
Comments
March / LCD Monitors purchased for all CQ campuses..
June / Estimating signage costs is proving difficult – we really need to know exactly what we want before an estimate of costs can be provided.
September
December
4.LEARNING AND GROWTH:
Learn about our clients and stakeholders needs and their levels of satisfaction.
Initiative 4.1
Identify changing needs of our clients on a continuing basis by seeking feedback about services and facilities.
Strategies
- Conduct surveys and focus groups to identify what our clients think of the services we provide and to discover what their needs now and into the future may be.
- Analyse Comments, Compliments and Complaints forms and implement changes where necessary based on feedback
- Use positive feedback e.g. to promote the library
Responsibilities:P&D Committee, AIC’s
Timelines:Ongoing
Resources:Funding for surveys and focus groups
March / June / September / December /
Comments
March / N/A
June / Based on the positive feedback about the shirts worn by Library staff in O week, management decided to subsidise the purchase of one shirt per staff member – the offer was taken up by many staff.
September
December
Initiative 4.2
Enhance understanding and importance of marketing practices to Library staff.
Strategies
- Use the Rodski survey data to identify areas for possible staff development/professional forum opportunities.
Responsibilities:Staff Development Committee, Marketing Committee
Timelines:November 2006
Resources:Staff time (perhaps expertise of Faculty staff)
March / June / September / December /
Comments
March / Comments currently being analysed for common themes.
June
September
December
Budget Estimate for 2006
Marketing Budget – Mackay$ 350.00
Marketing Budget - Rockhampton$ 350.00
Marketing Budget - Gladstone$ 350.00
Marketing Budget - Bundaberg$ 350.00
4 LCD Monitors @ $2200 each including cables.$8800.00
(Rockhampton, Gladstone, Bundaberg, Mackay)
T-Shirts for O Week 30 x $30$ 900.00
Graphic Designfor web page$5000.00
Prizes for O Week & Multicultural Fair 10 x $50 500.00
Signs – all campuses $2000.00
RSS feeds 00.00
Teaching & Learning Showcase function ?
Total:$18600.00
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