Librarian in 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 t/index.php Annual Library Action Plan key outcomes to support Teaching/Learning, Research, Internationalisation Library aligns with Uni Stategy

SWOT Analysis Liaison Service Strength – Service strengths include ‘no- cost’ 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 access the library catalogue from your mobile phone

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

Communication Plan – Key Messages The Business and Law Librarians are in residence once a week in the B+L Faculty (when, where and 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

References Kotler, N, Kotler P and Kotler W. 2008, Museum marketing and strategy: designing missions, building audiences, generating revenue and resources, 2 nd 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 Rentschler, R and Gilmore A. 2002, ‘Museums: discovering services marketing’, International Journal of Arts Management, vol. 5 no. 1, pp 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 t/inde.php Annual Library Action Plan key outcomes to support Teaching/Learning, Research, Internationalisation Library aligns with Uni Stategy