Aberystwyth University Library
Hi!
Welcome to my experience as a marketing executive at Aberystwyth University in Information Services and the library - below you will find my skill set alongside some examples of my work, take a look!
Project management and analytical research
As a marketing executive, I produced and delivered a marketing plan for the academic year - my goal was to ensure the library was a welcoming environment that enhances the university experience and supports students more than just academically by creating a community.
My objective was to increase student engagement and customer satisfaction, for which I thought of the library as an experience itself — a place of comfort current students would actively think about even outside of an academic context, and a strong attractive asset of the university for prospective students. These are the steps I took for my plan.
Identifying target audience
The first thing to take into account for creating a plan was identifying who the main audience was, which in this case was students aged 18-24. This meant understanding their interests and various backgrounds as the university welcomed a large number of international students each year. I was particularly passionate about this as my degree made me aware of a wide range of cultures and how to communicate with different kinds of audiences, which was very useful when I conducted market research to understand their needs and struggles. Those were key aspects to tailor my campaign so that it would resonate better with them.
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As such, I learned what channels they used the most to communicate so that our messages would reach the right audience efficently. In this case, they used diverse social media platforms which my department already had - Instagram, X (formarly known as Twitter), and Facebook, in addition to email and print.
posters I designed to promote our newly founded account
However, as part of my research I noticed that the university was missing out on a social platform that would gain us a lot more reach and student engagement, which was TikTok, and so I a briefed my line manager why it was necessary to create an account to be able to connect with our target audience better.
Extract of my plan and notes for briefing
I looked at the marketing plan and data on customer satisfaction for the previous year to see what had and hadn’t worked.
Based on this I made an informed decision about the current one, which I then briefed to the rest of my team and created a schedule for it.
Budget management was involved in this process, as I ensured every activity and part of my strategic campaigns was fully covered with the tight budget I was allocated.