Problem: The library will be releasing a new database near the end of the mod. The database is an FAQ, and is the first place students should seek help for research. The librarians do not want students to miss or ignore this new service. Walker, Library Ranger is tasked with creating a name for the service and publicizing the new database to Owen with an ultimate goal of 90% student awareness on launch day.
Concept #1 – Trivia contest. Get Owen students involved with database immediately by having a trivia contest that uses the FAQ for source material. Students would be asked questions daily through the week and a winner would be announced at our Thursday social. Advertising the contest would involve traditional means – a mass email, daily posting of questions in ODN, and flyers with links to the database for their use. A prize would be promised to the winner. This method should raise awareness, and should incentivize students to utilize the service immediately. A contest to name the database could be tied in, perhaps as bonus points.
Concept #2 – Words of our Founders. The database site and research tips will be posted as “text bubbles” on/around the portraits of Owen deans that line the school atrium and halls. This method will easily call the attention of anyone that walks through the school, and should leave a memorable impression. The messages could be in different dialects to reflect a comical portrayal of each portrait subject. Utilizing the school monitors to send vague messages should also pique the curiosity of students: a countdown or unanswered questions may be best.
Concept #3 – Guerilla marketing campaign. Get the attention of students through several traditional and non-traditional means. By tying together the many different means of communication – email, ODN, Owen Central, mailbox flyers – with several “guerilla” tactics – Owen monitor messages, inconspicuous or mysterious signs around campus, perhaps use ideas from concept #2 – we should easily gain 90% awareness for the database. While students often overlook these means of communication individually, an integrated campaign will catch
Concept #1 – Trivia contest.
ReplyDeleteLast year the library had a jelly bean contest and other events. They were not terribly successful. I'm not sure how trivia will remind somebody to use a database.
You could try to improve this by making it the homepage of the library computers. If you are set on having a contest you should try to make it have a long lasting impression. A one-day contest does not do much for my memory (and probably other peoples)
I like #3 the best. It is a clever way to raise awareness and just get the idea stuck in students' heads. #2, if Owen ever approved it, would make the lobby a bit tacky in my opinion. As for #1, I just don't see students participating in a trivia contest. At least not enough students to affect your goal of schoolwide awareness.
ReplyDeleteAn interesting idea and some creative solutions. However, remember that as Noah mentioned above, you want awareness to be sticky in that people will remember and actually use the database.
ReplyDeleteI think you can incorporate elements of #1 and #2 into #3 and be very successful. I like that #1 will require students to use the database, but you have to be sure that the trivia questions will guide people to the database. In other words, don't ask questions that people may know off the top of their head - drive traffic to the site. Maybe you could require a specifically worded answer, or ask a multi-part question to provide this assurance. I like your idea #2 in the sense that it has a visual impact, and by leaving the balloons up for a while, you could ensure that a large percentage of the population is exposed to the idea.
I think a combination of all of the ideas listed above is good. Remember, efficiency is key in B-school. Students will only use this if they feel it is efficient and effective.
I like the trivia idea – other organizations have used this approach in the past, so I think you are going to have to have some stellar prizes (and call them out) to get the 90% awareness/participation that you are looking for. I’m not sure #2 will be effective – it might be funny initially but doesn’t really breakthrough to the entire student body. Does anyone look at the monitors? I’m not sure #3 is a unique idea – wouldn’t you want to do this for your trivia contest anyway?
ReplyDeleteI personally think that I would be most likely to respond positively to #1 because I love trivia and email is an effective way to communicate messages to an otherwise distracted/busy student population. I think #2 is definitely a clever idea and very different than anything the Walker Library would ever do, but I think it would be unrealistic to get buy-in from leadership. #3 i think could also be effective, though I rarely ever discuss such things with fellow students considering the amount of weekly deliverables we have going at all times.
ReplyDeleteI think that all of your ideas could be effective. Based on attendance at other trivia events, it appears that owen students will become interested in anything that involves trivia, especially if there is a prize involved, so #1 could be a great success. I also like #3 because I think that using more traditional as well as guerilla marketing tactics will help you reach a larger student poulation, because many of the students who ignore more traditional owen news sources, could still be drawn in by the guerilla tactics.
ReplyDeleteWhile idea #2 may be a problem for some people I think its unique and would absolutely stand out. Everyone would notice captions from the paintings on the wall. If it could pass through then I think this would work the best by far.
ReplyDeleteThe trivia is different as well but I don't think it would get the response that is desired. Only a small part of students would likely participate in this.
The guerrilla marketing campaign could give results but I don't think it would stick in people's minds as well as the posted captions and students may quickly forget.
I think there's some good ideas here. First, I think the trivia contest would be a great way to publicize the new database, provided the carrot is big enough. A new flash drive might not win over the student body like a $100 bar tab or a meal for 4 at mid-level restaurant (Local Taco?). Instead a one week blitz, with a question each day, how about a four week blitz, with a question every week? Prizes could be awarded at kegs for the month, and it would keep the concept fresh in students' minds. Studies show repeated learning is better than a one time "cram" session. Words of our Founders is an interesting idea, but I'm not sure it makes you log on and try out the database. I think the best way to get people to learn about the new feature is to force (or coerce) them to use it. If there's a prize associated, it might work also. Guerrilla Marketing is more of a buzzword than an tangible idea. I'd be interested to learn more about the specific strategy, but I'm always reminded of Boston; there a guerrilla marketing campaign turned into a bomb threat. Obviously, they received increased attention but it wasn't the type of publicity they wanted. Not saying this would happen at Owen, but I'm just interested in the specifics.
ReplyDeleteYour problem and solutions are ultimately creative. I can sense the actions stemming from your implementation being visually worthwhile and valuable. Consider the crowd of events and "academic/career search distractions" facing Owen students day to day. Thus, #3 seems most likely. Don't recreate the wheel, but implement your actions into something already popular with Owen student routine. #2 is a riot but consider the ROI - I think it would get the student body talking for sure, but may not result in direct increase in library's new product awareness to solve the problem.
ReplyDelete#3 is the way to go. Rather than make it a campus-wide campaign, though, all you really need to do is put a very random, ambiguous note in people's mailboxes with a message, image, or word. Something like, "What is L?" Umm, I don't know, but I'm intrigued.
ReplyDeleteNext, you purchase the URL address, "What is L?" ( ... it's open in case this is resonating ... ), which simply displays (1) the question, (2) the words "Find out in ... ", and (3) a countdown timer.
So now they're buzzing (hopefully). The final step is that you unleash the viral beast at the moment the clock counts down completely with the message, "L is Walker's new help tool for Owen MBAs. Go to the site, click a link to post an "I know what L is" update to your Facebook profile, and with an iTunes gift card.
Could be a fun campaign. Hope this helps!
The first and second ideas would certainly raise awareness. However, I think #3 has a unique opportunity to increase understanding of the new data base. Posts and announcements could be phrased in a way that would really draw students attention by identifying specific questions the site can help answer.
ReplyDeleteI'll go with the trivia contest. It’s a good way to get student's buy-in in the process and it also creates awareness. For #3, there is a tendency that the message can get lost in the whole much of advertisement made by clubs. If you can come up with a way to make it distinctive, it will work.
ReplyDeleteThis is a great project. I like the advertising aspect of it and it has the potential to raise the awareness of the library in general--beyond just the study rooms!
ReplyDeleteI like Concept #1 best because it involves peopple actually going and finding more information about the Walker library. Additionally, the "trivia" questions, wherever they are posted, will get people talking about the library and probably cause students to meet the librarians, which is kinda rare (no offense to the librarians).
Also, you could talk to Ed Bayer who is running next week's Triva Night at Kegs...maybe the "Walker Library" could be an entire category of questions!
I like idea# 2 the best. It is going to be eye-catching and something refreshing. Students will look at and read them. It is also to see what is the website- by reading it everyday, it will stick easily in our memory. On the other hand, idea# 1 is good, but with how busy school is, I am guessing only small number of students will participate in this trivia. Idea #3 is good but too traditional, students will ignore it.
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