Librarian in Residence
@ Deakin University
Clare O’Dwyer, Library Faculty
Manager Bus & Law,
Times have changed for Library
Services
Faculty of Business and Law
Librarians
Librarian in Residence
Marketing Goals
• Raise Academic staff awareness of library
services
• Enhance the Library brand within the
Faculty through the consultation
experience of professional Librarians
• Provide responsive personalised service
• Raise Academic awareness of library
technologies
Strategic Planning
• Library 2012 doc
@/www.deakin.edu.au/library/abou
t/index.php
• Annual Library Action Plan key
outcomes to support
Teaching/Learning, Research,
Internationalisation
• Library aligns with Uni Stategy
www.deakin.edu.au/library
SWOT Analysis Liaison Service
• Strength – Service strengths include ‘nocost’ extra resource 5 FTE Librarians with
extensive experience navigating complex
databases, strong customer service
• Weaknesses – Not being located within
the faculty and low esteem “…not
regarded at Academic equals…”
Disconnection from the faculty and
incidental opportunities to consult.
SWOT Analysis
• Opportunity – Faculty of Bus + Law is time
poor and research assistants are not
highly regarded. Academics must
increase research output and need
assistance.
• Threats – Resistance of Academic staff to
consider asking a librarian for assistance,
Librarians NOT able to support Academic
needs
Library Strength – DYNAMIC
accessible collection
more desktop computers
free wireless
browsing
access the library
catalogue from your
mobile phone
www.deakin.edu.au/library
PEST Analysis – Set Direction
• Political – Bradley review Academic
accountability
• Economic – Financial pressures such as
reduced international student enrolments
place pressure on library budgets
• Social– Economic downturn can increase
students as workforce goes back to reskill
• Technology – E books, new online content
and i Pads pressure more staff
development to ensure quality service
Stakeholder
Segmentation
Internal - Library
Internal – Faculty
Business and Law
Transition Audience –
Admin staff, Academic
staff by location
External – Peer
Libraries, External
partners, ALLA
www.deakin.edu.au/library
Communication Plan – Key
Messages
• The Business and Law Librarians are in residence once
a week in the B+L Faculty (when, where and how) @
Burwood
• Which Business and Law Librarians are consulting once
a week and when they will be available, how to book a
time and drop in.
• Services include setting up alerts, biblio-metric tracking,
how to publish into the research repository, research
solutions, book/report/online purchasing, ENDNOTE and
database training etc.
.
Marketing Mix – Structure for
promotional success
• Product – Personalised library service
• Price - No perceived cost
• Promotion + Place + Processes – Robust
Communications plan many channels
Marketing Mix – Structure for
promotional success
• People – Enhances the relationship
between Faculty and the Library
• Physical Evidence – The Library building
is not located withing easy reach of the
faculty
Evaluation
• Weekly two way feedback to the Associate Dean of
Research
• Bi-monthly feedback to the faculty board meeting chaired
by the Dean
• Each trimester recording ‘success stories’ and reviewing
feedback offered by clients
• Annually the University Librarian meeting on a one to
one basis with the Heads of School and Dean of the
Faculty of Business and Law to review Liaison librarian
performance
Indicators of success
100% Increase in
Business and Law Liaison
inquiries in last 12 months
– approx 10,000 pa
Subject guide usage has
increased 300% in some
bus disciplines – 68,000
hits by Jul 2011
Invitations to review courses,
co author books/articles
and present lectures
www.deakin.edu.au/library
References
• Kotler, N, Kotler P and Kotler W. 2008, Museum marketing and
strategy: designing missions, building audiences, generating
revenue and resources, 2nd edn, Jossey-Bass, San Francisco.
• McGuinness, C. 2006, ‘What faculty think-exploring the barriers to
information literacy development in undergraduate education’, The
Journal of Academic Librarianship, vol. 32 no.6, pp.573-582.
• Rentschler, R and Gilmore A. 2002, ‘Museums: discovering
services marketing’, International Journal of Arts Management, vol.
5 no. 1, pp.62-72.
• Weiner, S. 2009, ‘The contribution of the library to the reputation of
a university’, The Journal of Academic Librarianship, vol. 35 no.1,
pp.3-13.
• Library 2012 doc
@/www.deakin.edu.au/library/abou
t/inde.php
• Annual Library Action Plan key
outcomes to support
Teaching/Learning, Research,
Internationalisation
• Library aligns with Uni Stategy