combining embedded librarianship with direct outreach to under- served groups lorelei rutledge...
TRANSCRIPT
COMBINING EMBEDDED LIBRARIANSHIP WITH DIRECT OUTREACH TO UNDER-SERVED GROUPS Lorelei Rutledge
Research and User Services LibrarianThe University of Utah
Sarah LeMireFirst Year Experience and Outreach
LibrarianTexas A&M University
EMBEDDEDNESS-PLUS:
https://www.surveymonkey.com/r/ALA15ACRLeval
LEARNING OUTCOMES
• Identify which underrepresented groups need additional outreach
• Create customized outreach campaigns for multiple underrepresented groups
• Build upon current marketing and outreach efforts to reach out to students from underrepresented groups
WHAT IS OUTREACH?
Marketing
Lets the community know what the library is doing and often focuses on events inside the library
Outreach
Asks what stakeholders need and engages them in conversation, focusing on events both in and outside the library
WHY IS OUTREACH IMPORTANT ON YOUR CAMPUS?
Members of underserved communities may not:
• Be familiar with the resources that the library offers.
• Know how to access what they need (language-learning resources, specific tools).
• Feel comfortable asking for help.
Love, E., & Edwards, M. B. (2009). Forging inroads between libraries and academic, multicultural and student services. Reference Services Review, 37, 20-29.
ALA OFFICE FOR LITERACY AND OUTREACH SERVICES
The ALA OLOC has identified the following communities as underserved:
• Adult New and Non-Readers
• Gay, Lesbian, Bisexual, and Transgender People
• Incarcerated People and Ex-Offenders
• Older Adults
• People of Color
• People with Disabilities
• Poor and Homeless People
• Rural, Native, and Tribal Libraries of All Kinds
• Bookmobile Communities
American Library Association (2014). Office for Literacy and Outreach Services (OLOS) Retrieved from http://www.ala.org/offices/olos
COMMON LIBRARY OUTREACH MODELS
• Outpost Librarianship
• Roaming Librarianship
• Liaison Librarianship
• Embedded Librarianship
• Online Outreach
EMBEDDEDNESS AND DIRECT MARKETING
• Liaison models Tend not to reach people unaffiliated with a department Limited by departmental/office engagement May be limited by space
• Embeddedness-plus model Maintaining liaison relationships Encouraging engagement with students who are missed by
traditional outreach Expanding possible outreach activities
DEVELOPING AN OUTREACH PLAN
OUTREACH FLOW CHART
TAKING STOCK
• What are your campus demographics?
• Who needs outreach on your campus?
• Which underrepresented groups are present?
• What groups do you/other library employees identify with?
LEARNING ABOUT YOUR CAMPUS/CONSTITUENTSLibrary Level
• Library Surveys
• Direct Outreach
Campus Level
• Office of Budget and Institutional Analysis
• Senior Exit Surveys
LEARNING ABOUT YOUR CAMPUS/CONSTITUENTSNational and State Level
• American Community Survey
• Pew Surveys
• Public government information
FINDING THE GAPS
• What are the gaps in library services for these groups?
• What services are already established on your campus?
• Who could you collaborate with?
UNDERSERVED GROUPS AT U OF UTAH
• Students who are parents
• Student veterans
• Students with disabilities
• LGBTQ students
HOW TO LEARN MORE
• Informational interviews
• Focus groups
• Campus groups
• Partner organizations
• LibQual, ClimateQual, or other survey data
• Student newspapers
STUDENTS WITH CHILDREN AT THE UNIVERSITY OF UTAH
NASPA Consortium: Profile of the College Student Experience, Spring 2013
85%
6%
9%
University of Utah Students with Children
No children1 child2 or more children
STUDENT VETERANS
STUDENT VETERANS AT THE UNIVERSITY OF UTAH
Total Undergrad Grad PhD0
100
200
300
400
500
600
700
800
900
1000
University of Utah Fall 2014Veteran Enrollment
TotalMaleFemaleOther
DEVELOP OUTCOMES
• I will host one event in November in support of Veterans Day in order to draw attention to the library as a campus partner in supporting student veterans.
• The library will host a series of child-friendly science activities throughout the Fall 2015 semester in order to increase awareness and use of the Family Reading Room.
DETERMINE YOUR RESOURCES
• Money
• Space
• Time
• Energy
DETERMINING OUR RESOURCES
S T U D E N T P A R E N T S
• Budgeted funds
• Administrative support
• Multiple interested staff people
• Dedicated staff time
• Available space
• Partnerships with campus organizations
S T U D E N T V E T E RA N S
• Campus support
• One interested staff person
• No dedicated staff time
• Ability to request some funds
• Partnerships with Veteran Support Center
PROGRAMMATIC VS. AD HOC APPROACHES
P R O G R A M M AT I C
• Sustained
• May be integrated into larger library or campus goals
• Growth over time
A D H O C
• Short-term or event-based
• Limited capacity for growth
• Occasional activities
EXAMPLE PROGRAMMATIC OUTREACH ACTIVITIES
F O R M A L
• Ad in student planner
• Collection development
• Dedicated staff/faculty
• Informational interviews
• Marketing campaigns
• New library spaces
• New technology
• Office hours
• Presentation series
I N F O R M A L• Blogs
• Brown-bag lunches
• Drop-by visits
• Information on website
• LibGuides
• Training series
PROGRAMMATIC OUTREACH: FAMILY READING ROOM
DIRECT MARKETING TO STUDENTS WITH CHILDREN
EXAMPLE AD HOC OUTREACH ACTIVITIES
F O R M A L
• Events
• Exhibits
• One-time advertising
• One-time media spot
• Online tutorials
• Open houses
• Short-term exhibits
I N F O R M A L
• Book displays
• Exhibits
• Flyers on bulletin boards
• Informal training
• One-on-one conversations
• Promotional items
• Social media posts
• Tours
AD HOC OUTREACH: STUDENT VETERANS
PROGRAMMATIC ASSESSMENT: FAMILY READING ROOM
AD HOC ASSESSMENT: STUDENT VETERANS
EXAMPLE OUTREACH PLAN FROM START TO FINISH
TAKING STOCK OF LGBT PEOPLE IN UTAH
Williams Institute. (2013). Infographic: % Couples raising children in top metro areas. MSA. Retrieved from http://williamsinstitute.law.ucla.edu/research/census-lgbt-demographics-studies/infographic-msas-may-2013/
FINDING THE GAP: LGBT STUDENTS
• LGBTQ patrons may fear that they will be judged for their gender expression or identity.
• They may also struggle to find adequate LGBT content in collections
• LGBTQ people might feel like the library is not interested in supporting them.
DETERMINE YOUR RESOURCES
• A few interested library staff members
• Small collection budget for gender studies
• Good relationship with the campus LGBT Resource Center, but no strong interest from them
SELECT YOUR APPROACH: AD HOC
DEVELOP OUTCOMES AND ASSESSMENT
Outcome: We will cohost at least one event with the LGBT Resource Center
Assessment: Having at least five attendees at the event
Activities: LGBT movie showing
Advertising about movie showing
Outcome: We will showcase LGBT history to let LGBT people know they are welcome and visible
Assessment: Hosting an event with high attendance
Activities: Creating an exhibit about LGBT history
Promoting the exhibit via media coverage
RETURN ON INVESTMENT
Return on Investment is “the total value returned by a product or service as compared with the total cost to produce that product or provide the service.” (Kelly, Hamasu, and Jones, 2012, 658)
NOW IT’S YOUR TURN…
We created a worksheet for you to use as you think about outreach opportunities in your library.
Take a look at the worksheet and talk with the person next to you about how you might apply these ideas.
For an electronic copy: https://goo.gl/mflDDn
QUESTIONS?
https://www.surveymonkey.com/r/ALA15ACRLeval
REFERENCES@Doug8888. (2011, 8 29). Rainbow [Photograph]. Retrieved from
https://www.flickr.com/photos/doug88888/6097007477/sizes/m/in/photolist-ahLKUz-nuFToC-61Aa6i-5w7bL6-d2HQ3Y-dZTJVb-7T87Tz-dbaTjJ-9z4Dc8-5nt5P-6Vwx27-9caRGn-kM2nYD-c8RRxb-dVcoiW-9xGAtQ-4xEaU5-8T4drN-bLUCRc-ag5kG3-FXh7z-8EXUKg-aouZRQ-7eeAoh-o6gX7M-bjgw6r-2AUKjx-9ouD8a-c27B5Y-8VNR4F-btSjjP-8jVj8h-8j2DHT-jof3qH-e1xPms-w696S-oJJJxT-9J5r8M-bWXwA8-61Swhu-4HyV7-5N7kxj-fdtFy8-jddiZS-6T19yK-eovqWK-hQdkCv-28Weuk-dKDz3K-csSq1G-8HbJee/
349th Air Mobility Wing (2014). 349 AMXS Wrench Week Winter 2014. Retrieved from https://www.flickr.com/photos/349thamw/12931974943/
American Library Association (2014). Office for Literacy and Outreach Services (OLOS) Retrieved from http://www.ala.org/offices/olos
American Library Association. Library Services for People with Disabilities Policy. Retrieved fromhttp://www.ala.org/ascla/asclaissues/libraryservices (Accessed September 23, 2014)
Brault, M W. (2012). “Americans with Disabilities: 2010,” Current Population Reports, P70-131, U.S.Census Bureau, Washington, DC.
ESEMES. (2012, December 26). US one dollar bill, reverse, series 2009.jpg [Photograph]. Retrieved from http://commons.wikimedia.org/wiki/File:US_one_dollar_bill,_reverse,_series_2009.jpg
Eurotuber. (2010, 6 14). Mondaine model 30335.jpg [Photograph]. Retrieved from http://commons.wikimedia.org/wiki/File%3AMondaine_model_30335.jpg
Kelly, B., Hamasu, C., & Jones, B. (2012). Applying return on investment (ROI) in libraries. Journal of Library Administration, 52(8), 656–671.
REFERENCES
Eurotuber. (2010, 6 14). Mondaine model 30335.jpg [Photograph]. Retrieved from http://commons.wikimedia.org/wiki/File%3AMondaine_model_30335.jpg
Kelly, B., Hamasu, C., & Jones, B. (2012). Applying return on investment (ROI) in libraries. Journal of Library Administration, 52(8), 656–671.
Kenski, V. (2013, November 22). Conversation [Photograph]. Retrieved from http://bit.ly/1TekGQnKua, B. (2011, July 15) Rainbow_flag_breeze.jpg [Photograph] Retrieved from
http://commons.wikimedia.org/wiki/File:Prideflagbreeze-extracted.pngLove, E., & Edwards, M. B. (2009). Forging inroads between libraries and academic, multicultural and student services. Reference
Services Review, 37, 20-29Mattheson-McCutcheon, S. (2015, March 3) LGBTQIA Mosaic. [Photograph] Retrieved from:
https://www.flickr.com/photos/lgbtqportraits/16709632945/McConnaughy, R. P., & Wilson, S. P. (2010). InfoAble portal: Developing a disability information portal for a support network for
families. Journal of Consumer Health On the Internet, 14, 1-11.Mehra, B., & Braquet, D. (2011). Progressive LGBTQ reference: coming out in the 21st century. Reference Services Review, 39,401-422.Rudin, P. (2008). No fixed address: The evolution of outreach library services on university campuses. The Reference Librarian, 59, 55-
75.Stannered. (2007, March 9). Question mark alternate [Photograph]. Retrieved from http://commons.wikimedia.org/wiki/File
%3AQuestion_mark_alternate.svgSojdehei, V. (2013). Boots to books: Helping college student veterans through library outreach and engagement programs. College &
Research Libraries News, 74(10), 537.
REFERENCESViinamäki, S. (2014, 9 30). Bullseye dart.JPG [Photograph]. Retrieved from http://commons.wikimedia.org/wiki/File
%3ABullseye_dart.JPGWilliams Institute. (2013). Infographic: % Couples raising children in top metro areas. MSA. Retrieved from
http://williamsinstitute.law.ucla.edu/research/census-lgbt-demographics-studies/infographic-msas-may-2013/