Northern Collaboration Learning Exchange: Strategic Marketing

In a period of continuous change in the higher education sector the ability to adapt is key - this event is one in a series exploring specific service areas affected by our fast changing environment.


  1. This event focuses on the strategic marketing of University library services. How are you nurturing relationships with your customers? How do you articulate key messages, engage customers in service developments and capture feedback? Can you share evidence of the outcomes of these relationships upon service performance and demonstrate evidence of your impact?
  2. This event was hosted by University of Sunderland Library Services and took place on 23 January 2015. We had a great attendance with representatives from universities across the Northern Collaboration region. There were six speakers sharing their experiences of the strategic marketing of university library services.
  3. First up was Kay Grieves, Quality and Marketing Manager at University of Sunderland Library Services.
  4. "Demonstrating value and impact through a strategic marketing approach" Kay Grieves speaking at the Northern Collaboration Learning Exchange, Jan 2015.
  5. Kay shared how taking a strategic marketing approach requires defining expected customer outcomes when planning service delivery. This approach also means building a customer relationship model that nurtures strategic conversation to capture actual customer outcomes. Once expected and actual outcomes are known, we can then begin to understand our impact.
  6. Here's what some people had to say about this:

  7. Kay's presentation was followed by Rachel Smith, Communications and Marketing Officer at Durham University: "From giant ducks to brownie breaks: collaborating with students".
  8. Rachel shared how marketing collaborations with students can enhance both customer engagement and the quality and reach of your campaigns.