Information is Power
Chair: Adrian Clohessy
Speaker: Debra Archer, Southern Derbyshire TEC
This workshop looked at the issues surrounding how an information service can reach the target audience. Debra provided practical examples of good practice and this was followed by a general discussion and a sharing of experiences.
The session was introduced by Adrian Clohessy who set the scene for the presentation by discussing what a marketing communication strategy might be and why information is such a powerful tool. Debra discussed the issues involved in the light of her experience with South Derbyshire TAP. There had been a history of TAP underachieving in the eyes of the local Chamber of Commerce and it faced an uncertain future. Against this background there were inherent difficulties in selling TAP - an outmoded DOS product, low visibility etc. It was felt essential that the branding of TAP needed changing, that the product be upgraded to WINDOWS and that it should be more aggressively marketed.
Debra discussed how she set about a strategy for promoting awareness of the TAP. There was an analysis of the current situation - what the current perceptions of TAP actually were. TAP was valued by host sites but there were a number of complaints about the hardware rather than the database itself. A SWOT analysis was carried out in order to help focus on objectives. It was felt that strengths included the quality of the information and the fact that there were plenty of outlets. However, weaknesses were felt to be the DOS-based software, old hardware and little awareness. The opportunities were that there was a growing emphasis on the need for information on learning and that many outlets saw TAP as enhancing their service. Unfortunately, threats included the lack of money, little prospect of new hardware and ongoing software problems. The background to all this was the development of the Learning Line, the upcoming Adult learners Week and the knowledge that in other areas of the country TAP was well funded and thriving.
It was decided to use Adult Learners Week as a focus on a range of promotional activities which would aim to increase the accesses to the TAP database by 10%. The marketing campaign was based on the 4 'p'. PRODUCT - promotion was essential both to re-launch TAP and maintain brand loyalty to the service. PRICING - a major feature of the campaign was the emphasis placed on the fact that the service is free to use. PLACE - the TAP sites were reviewed, placed in Libraries, Job
Centres, Careers Offices etc. PROMOTION - it was felt necessary to develop an integrated set of promotional activities, putting to best use the tools which were affordable for a successful communications strategy.
A number of objectives were set:
- bring database up to date by a set time
- commission a design agency to provide a new identity
- the placement of local adverts to coincide with Adult Learners Week
- produce promotional materials - leaflets, mugs, posters etc
- PR events
These objectives fit into the AIDA process - that is creating AWARENESS by advertising and re-branding, creating INTEREST by using public and media relations, promoting DESIRE through a sales drive and generating ACTION through personal and interactive selling.
Evaluation showed the project to be a success. Access to the database increased by 12% and the Library Service began to show a keen interest in becoming more involved. The Chamber showed increased support for TAP activities to the extent of funding new staff, new equipment and the conversion to SCOTIA to provide a more dynamic user interface. The situation is such that now TAP is seen as an integral part of the Chamber's UfI and ILA strategies.
