Library Brand Recognition Generating Visibility in the Virtual Age Jeremy Frumkin, University of Arizona Oren Beit-Arie, Ex Libris Pascal Calarco, University of Waterloo Outline • The Problem and the Idea • Implementation • Results of the Pilot 2010 Academic Libraries face challenges due to difficult economic times Branding Electronic Resources Focus on articles, ebooks Sticky Visibility Doesn’t interfere (no added user steps) Potential to add user value Recognition for Delivery Building recognition for library services Oren Beit-Arie Chief Strategy Officer Ex Libris Group focus o New framework of library services o Including a comprehensive discovery and management of scholarly resources (primo, alma) o Make the common stuff easy, quick, efficient o Focus local/unique data and processes (e.g. research, learning) Don’t get in the way Invisible facilitator of information http://www.british-gazette.co.uk/2012/05/09/invisible-men-memoirs-of-an-invisible-man/ Solution Flow Institutional Proxy End User Content platform Proxy Per-IP or/and Per Target configuration to forward requests to Branding Machine Branding Service machine No Branding Machine PDF? Branding © Ex Libris Ltd., 2013 Yes Forwarding rules + Branding ability Methodology • R&D and lab testing • Pilot: • • Pilot I – 2 partners • Pilot II – 5-10 additional insitutions Each phase split into three parts • Implementation • Data gathering • User testing Pilot I partners Branding Library E-Journals @ uWaterloo Pascal Calarco, Associate University Librarian, Research & Digital Discovery Services Agenda 1. Waterloo: Environment 2. Consortia within Consortia 3. Branding Pilot: Interest & Motivation 4. Branding Pilot: Surprises & Outcomes 5. Branding Pilot: Focus Group Comments 6. Q&A 25 26 At a Glance: University of Waterloo •Founded 1957 •34,000 students; 15% graduate •Consistently ranked: most innovative, best overall, leaders of tomorrow •87.2% average entering grade; 30% of freshmen above 90% •Largest and oldest co-operative education program in the world; 94% 2011 placement rate •Highly ranked programs: Chemistry, Computer Science, Engineering, Mathematics •$190.4 million total sponsored research funding, 2011 27 University of Waterloo Library: 2012 • 2012 ARL Investment Index Rank: 98 • 118 total staff; 34 professional staff • 2.4m volumes • $16.8M total budget • 14 staffed service points • 462k total circulation • $6.58M “ongoing resources”: 83% of collections budget • Consortium: Tri-University Group: 77k students, $42m budget 28 Consortium with Consortia: Local • Tri-University Group (TUG): • University of Waterloo (ARL, 34,000) • University of Guelph (ARL; 23,000) • Wilfrid Laurier University (21,000) • Harmonized circulation across TUG for physical collections • Shared Remote storage facility established 1998 • Shared systems: Voyager, Primo • Waterloo 58% unique titles within TUG 29 Consortium within Consortia: Provincial • Ontario Council of University Libraries (OCUL) ScholarsPortal: • All 21 university libraries in Ontario; located at University of Toronto • hosted e-journal and e-book content owned and preserved on behalf of OCUL • 500k+ e-books, 3.75M full-text articles, 15.8k full text journals • GeoPortal – Geospatial information • RACER – ILL/Document Delivery • SFX – OpenURL resolver • Dataverse – Research Data Management • First and only certified Trusted Digital Repository in Canada (2012) 30 Consortia within Consortia: National • Canadian Knowledge & Research Network (CKRN): • Established 2001, with federal seed funding • Consortial licensing of core electronic journal and database packages for all 75 Canadian universities • since 2001, estimated cost avoidance of $1.179 billion 31 Project milestones: September – December 2013 • Design PDF page • Configure OpenURL resolver • Configure Proxy service • Internal testing: Library staff • Deploy to Library workstations • User feedback Usage Statistics 36 37 User feedback: undergraduate & staff • Make branding available on public & staff library workstations in the two main libraries • URL to survey on branding page • Problem: very little feedback; decided to cancel after a few days • Switched to focus groups for primary user feedback 38 User Feedback: Focus Groups • Liaison librarians identified four candidate departments to work with: • Electrical Engineering • Philosophy • Psychology • Public Health • Sought graduate student and faculty from each department 39 User comments: Positive “I think the branding initiative is helpful in informing faculty and students about the available assistance the Library is offering. Otherwise, faculty and students rarely spend dedicated time learning about the library.” – Faculty, Electrical & Computer Engineering “I usually use Google Scholar. Often the role of the library is invisible. The seamlessness is a bonus, but it is not good that the library's role is invisible. So yes, the branding page would help with this.” – Graduate student, Philosophy “…sometimes we print multiple papers for reading and we might forget to exclude the front page for printing to save paper. If a cover page needs to be attached, having it appear as a header would be most convenient for record keeping.” – Graduate student, Psychology 40 User comments: Negative “I do not like a cover page being added to any PDF I download. I would definitely prefer that the information appear as a header or footer on the first page of the document. Perhaps the "cover" page could be placed at the end of the document.” – Graduate student, Electrical & Computer Engineering “It's in the way. I skim right by. I already know it's a library resource, so it's redundant information, just in the way. In any case, the phrase "brought to you by" already appears on many resources. A header or footer would be less intrusive.” – Graduate student, Philosophy “A banner would be better - a brightly coloured banner. Best to have it only on the first page. Otherwise, at least make it possible not to have to print the branding page. It's inconvenient to have to select a page range in order to avoid printing the branding page.” – Graduate student, Philosophy 41 Partnering with Ex Libris on a development project • It’s a development project – change and the unexpected will happen; adjust, and prep others for that • Opportunity for a library to help design a userfocused service that is of value • Technical staff gain opportunity to work on something new and creative • Make sure the Library and your users get something in return for your work 42 Surprises and lessons: Technical • Still a lot of diversity across campus with static & dynamic IP addresses • ScholarsPortal preferred source: not branded • OCUL-hosted OpenURL resolver added more complexity • Some variability in EZ Proxy setup re: wildcards add complexity 43 Summary • Still testing • Branding styles (cover page; header; other?) • Best models for gathering feedback • … Thoughts on future work Add more contextualized services. e.g.: Citation information Article recommendations … Thank You!