PLO 6. Communicating Clearly Using a Range of Media Suited to Diverse Audiences and Goals

Course: LIBR 570: Marketing of Information OrganizationsArtifact: Enhancing Woodward Library’s Research Services: Marketing Plan Proposal (group project)My role: Group member responsible for parts of the situation analysis, goals and objectives development, evidence integration, revision, and consistency checking across the final presentation.

This artifact reflects my achievement in PLO 6: communicating clearly using a range of media suited to diverse audiences and goals. In this project, our group developed a marketing plan to reposition Woodward Library as a research partner for STEM and health users at UBC, rather than a space understood mainly as a study area or resource hub. The project required much more than presenting information attractively. It required translating research, service models, and organizational priorities into messages that different audiences could understand and respond to. That challenge made it a strong example of communication in an information profession context. A central strength of this project was its attention to the audience. Our plan identified core academic users, segmented the broader market, and focused especially on early-career researchers in STEM and health fields. From there, we developed a positioning statement that reframed Woodward from “research help” to “research partner,” emphasizing ongoing support across the research lifecycle. We also proposed multiple communication channels, including Instagram posts, emailed newsletters, librarian-led presentations, workshops, and instructional materials. What I learned through this process is that effective communication in libraries is not only about clarity of wording. It is also about selecting the right medium, tone, structure, and framing for a specific group and purpose. My own contribution helped me see communication as a strategic and interpretive practice. In working on analysis, revision, and consistency, I had to think carefully about how ideas connected across slides and whether the presentation told a coherent story. It was not enough for each section to be correct on its own; the whole proposal needed to move logically from problem identification to audience analysis, then to goals, strategy, implementation, and evaluation. That experience strengthened my ability to communicate across both analytical and applied dimensions of information work. It also connects directly to my professional interests, because librarianship often involves explaining complex services, building engagement, and shaping how users understand the value of institutional support. I assess this artifact as strong evidence of my development in PLO 6 because it shows that I can help turn research and service knowledge into communication that is purposeful, audience-aware, and actionable. At the same time, I would still like to deepen my experience with public-facing communication in real organizational settings beyond the classroom. Self-assessment rubric score

Overall score: 4.5/5

Connection to PLO: 5/5Clarity of role: 4/5Depth of reflection: 4.5/5Relevance to career direction: 4.5/5Readiness for professional application: 4.5/5

Short rationale for score:This artifact strongly demonstrates audience-aware communication across multiple media and goals. My role is clear and meaningful, though it should be framed carefully because this was a collaborative project. The work also translates well into future professional contexts where librarians must communicate services clearly and strategically.

Copyright and permissions note

This artifact was developed collaboratively as a course project in LIBR 570 by Vanessa Choy, Pippin Rogak, Tiana Tan, Mingzhe Xue, and Jingxuan Zhang. It is included in the portfolio for educational and reflective purposes with attribution to all contributors. Copyright in the group-created project content is shared among the student creators unless otherwise specified. Any third-party photographs, screenshots, institutional branding elements, or referenced materials remain the property of their original rights holders and should be used only in ways consistent with citation, educational fair dealing, or permission requirements.