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Jeanne Pfander / email:jpfander@bird.library.arizona.edu / 621-4610
at Promis / email: ppromis@bird.library.arizona.edu  / 621-4867
Nancy Solomon (Team Leader) / email: nsolomon@ccp.arizona.edu / 621-7968 
Bonnie Travers / email: btravers@bird.library.arizona.edu  / 621-8366

PREFACE

This year's project is focused on Objective 1 of the Library's 1997-1998 Strategic Plans goal for Outreach - To integrate and coordinate more effectively existing University and Library outreach activities that address the informational needs of people in Tucson, the State, or Nation, by FY 1997/98..

Outreach is defined in the context statement of the Strategic Plan as follows:

"Outreach is a part of our mission that involves generating, delivering, applying, and preserving knowledge in order to address state, national, and international societal needs. Outreach is a direct connection with our colleagues, customers or financial supporters, and demonstrates the benefits of our programs to the well-being of communities in Arizona, the Southwest, and society at large. Outreach includes carefully selected educational activities for clearly defined groups of non-University customers."

Essential to understanding the importance of outreach is an awareness of the land-grant status and mission of the University, described as follows in the University of Arizona's Strategic Plan (Transformation Beyond the Year 2000, September 1996, (link no longer available.)

"Land-grant refers to those institutions, at least one in each state, that originally received federal aid in the form of a land grant for the establishment of agricultural and the mechanical arts programs under the auspices of the Morrill Acts of 1862 and 1890. Modern land grant universities have developed into comprehensive research based institutions that serve many needs through programs that: a) identify and attempt to satisfy some of the most pressing needs of the the state and its citizenry; b) provide formal and informal educational programs, and c) conduct fundamental and applied research."

PURPOSE

To move the Library forward in understanding, recognizing and documenting existing Library outreach efforts; to lay the groundwork for effective coordination and integration of Library outreach activities; to foster an environment conducive to outreach relationships; to establish the framework for this in the Library by preparing teams to coordinate, integrate & report outreach as an ongoing activity.
 

PROBLEM

• There is no clear shared understanding in the Library of what outreach is, can or should be and why it is important to the land grant mission of the University.
• There are conflicting messages about the priority of outreach in Library key work activities (primary vs. secondary customers).
• There is discrepancy between available resources (human and otherwise) and institutional expectations for outreach (the land grand mission).
• There are a lot of outreach activities going on in the Library but people do not recognize or acknowledge them.
• There is an inconsistent approach to documenting (both statistically and substantively) outreach activities in the Library.

PARAMETERS

• This project will involve primarily integrative service teams and other Library employees who work directly with the public but it is intended to inform all staff about Library outreach goals and efforts.
• This project builds on the work and recommendations of the 1995-1996 SOS 3 Outreach Project Team.

RESOURCES

• The 1997-1998 Outreach Management Review Team (Elissa Cochran, Cass Fey, Mimi Hernandez)
• Cabinet sponsor for Outreach - Terry Pitts
• 1995-1996 SOS/3 Outreach report (which identifies some librarians conducting outreach, and some U of A groups involved in outreach.)
• 1995-1996 SOS/3 Outreach project team members (Randy Alkire, Leslie Calmes, Petrina Davis, Chris Kollen, Cheryl Neal)
• 1996-1997 Project Collabnet team and document
• Literature Review done by Mimi Hernandez
• LST staff (on consultant basis)
• LIST staff (on consultant basis)
• Graphics staff (on consultant basis)
• Facilitation training support
• University of Arizona statement on the land grant mission (from the UA Strategic Plan Transformation Beyond the Year 2000, September 1996. (link no longer available)
• University of Arizona Redefining Service: Report of Team on Service Structure Final Report, January 1995
• The University of Arizona Main Campus Strategic Plan DRAFT (Apr 1997). (This PDF document can be found on the UA Academic Planning & Review web site, (Link no longer available). Goal C is the University's outreach goal and Objective C1 deals with coordinating and integrating overlapping outreach activities.)
• University News Services staff
• Jon Cawthorn, University of Oregon & Paula Epstein, Columbia College, Chicago - library outreach experts (on consultant basis)

STAFFING

Project Team - 4 people x approx. 3 hrs. avg./wk
Management Resource Team - 3 people x approx. .5 hrs. avg./wk
Student Assistant - 7 hrs/wk

BUDGET

Exhibit / Display structure for outreach efforts library-wide - $1200
Lo Que Pasa insert - $ 450
Photography (services & supplies) - $1000
Editorial services - $1350
Speaker fees & expenses - $1000
Student hours - $1500
Office / art supplies - $ 200

TOTAL = $6700
 

RECOMMENDED APPROACHES

• Conduct survey of UA Library outreach activities.
• Contact other academic libraries with outreach programs / survey (informally) other land-grant libraries re: outreach.
• Create Outreach Home Page enhanced with descriptions, photos, graphics, FAQs, links to other outreach sites, etc.
• Coordinate workshops/programs/discussion groups highlighting outreach activities and providing a forum for developing shared understanding of definition and purpose/benefits of Library Outreach.
• Create process for standardized, monthly statistical and substantive/descriptive Library-wide electronic reporting of outreach.
• Establish contact and possible collaboration with U of A Campus Strategic Plan group focusing on outreach (Goal C, Objective C1).
• Create Lo Que Pasa insert and press releases highlighting Library outreach activities.
• Make hand-offs to Library teams to continue outreach process and reporting.

PRODUCTS

Outputs

• Survey of UA Library outreach activities
• Outreach Homepage
• Series of outreach programs/workshops/discussion groups
• Established contacts with Univ. Strategic Planning group involved with outreach coordination (Goal C, Obj. C1)
• Data and descriptions for outreach activities of Library reported regularly in standardized fashion.
• Lo Que Pasa insert on Library outreach activities
• Public relations photographs and information for LST to distribute.

• Library staff understand what outreach is, what the land grant mission is and recognize how it is/should be integrated into their work.
• Baseline: (from 1995-1996 SOS/3 Report) approx. 10% of staff could be assumed to have some understanding of outreach & the land grant mission.
• Goal: 25% of staff will have understanding, etc.
• Methodology: Will increase understanding through discussion groups, etc.
• Measure: Change in understanding through a pre & post-session self-assessment survey of participants at discussion groups.
 
• Library teams will have common definition and methodology for reporting outreach activity.
• Baseline: One team (SET) has incorporated clearly designated line for outreach activities into their monthly reporting form.
• Goal: All teams involved in outreach activities (minimum - all four Integrative Service teams).
• Methodology: Will create process for standardized, monthly statistical and substantive/descriptive Library-wide electronic reporting of outreach activities.
• Output Measure (Surrogate for Outcome Measure): Number of teams which have a line for outreach data on their monthly team statistics report.
 
• Library staff are aware of the full range of outreach activities that take place throughout the Library and opportunities for participation.
• Baseline: Will start with 0 as baseline.
• Goal: 50% of library staff will be aware...
• Methodology: Will increase awareness through workshops/programs, the Outreach homepage, the Lo Que Pasa insert, etc.
• Output Measure (Surrogate for Outcome Measure): Number of attendees, web site hits, LQP inserts distributed to Library staff.
 
• Campus is aware of Library outreach activities and opportunities.
• Baseline: Will start with 0 as our baseline.
• Goal: Increase in awareness.
• Methodology: Will increase awareness through contacts with the UA Strategic Plan Outreach Goal group, through the Outreach Homepage & the LQP insert.
• Output Measures (Surrogate for Outcome Measures): Homepage hits, number of LQP inserts distributed campus-wide; number of press releases on Library outreach activities; number of contacts/inquiries about Library outreach services.
 
• External (off-campus) community is aware of Library outreach activities and opportunities.
• Baseline: Will start with 0 as our baseline.
• Goal: Increase in awareness.
• Methodology: Will increase awareness through the Outreach Homepage, the LQP insert, and other public relations efforts.
• Output Measures (Surrogate for Outcome Measures): Homepage hits, number of contacts/inquiries about Library outreach services, number of LQP inserts distributed off-campus, number of press releases and other public relation efforts regarding Library outreach activities.

REPORTING TIME FRAME / STRUCTURE

• The Project Team will meet with the Management Review Team on a monthly basis.
• The Project Team will present progress reports to the Library every six weeks. (The MRT will be in attendance at these Library Reports.)
• Project Team Members will make regular reports to their Home Teams on the Project Team progress.
 
 

CRITERIA / KNOWLEDGE / SKILLS / ABILITIES FOR OUTREACH PROJECT TEAM MEMBERS

• Understanding/sensitivity to importance of outreach & public service orientation
• Awareness of land grant mission
• Big Picture/Library-wide thinking and the role of the Library/University in the wider community
• Experience doing outreach
• Experience with gathering data/statistics
• Experience doing program planning for workshops...
• Facilitation skills (for discussion/groups)
• Web page creation/design experience
 
 

PROJECT TIMELINE

Summer 97

June -
Project team appointed by 6/2/97.
Final project budget submitted by APT & project team (by 6/16/97).

July -
Hand-off of charge from APT to project team.
Project team does team-building.

Aug. -
Design pilot survey. Begin web page development. (August-Sept.; Maintenance - Aug.-June 98.)
 

Fall 97

Sept. -
Conduct pilot survey of outreach activities in Integrative Service teams.
Make first project team report to Library (9/16).
Compile responses to pilot survey.
Discuss implications of pilot survey for Library-wide survey.(Sept.-Oct.)

Oct. -
Make inquiries re: UA Strategic Plan, Goal C: Outreach.
Develop Library-wide survey.

Nov. -
Make second project team report to Library (11/4).
Conduct Library-wide survey of Library outreach activities (Nov. - Dec.).
Recruit/hire/train student assistant.
 

Spring 98

Jan. -
Develop plan & schedule for discussion groups.
Develop guidelines & standardized definition/methodology for reporting Library outreach activities (Jan.-Feb.).

Feb.-March -
Conduct discussion groups. Share results of survey etc. with staff; highlight successful projects; how to start an outreach program/relationship.

April -
Lo Que Pasa insert developed for publication in Fall 98 (April-June).

May -
Make presentation at All-Staff meeting.
Project team writes final report (May-June).
 

SLRP OUTREACH GOAL, ETC.

from the UA Library 1997-1998 Strategic Plan

GOAL #3, OUTREACH: To enhance outreach activities by promoting relationships, based on customer information needs and library resources, with non-University groups of people in Tucson, in Arizona, and the nation, in support of the University's land grant mission.

CONTEXT STATEMENT: Outreach is a part of our mission that involves generating, delivering, applying, and preserving knowledge in order to address state, national, and international societal needs. Outreach is a direct connection with our colleagues, customers or financial supporters, and demonstrates the benefits of our programs to the well-being of communities in Arizona, the Southwest, and society at large. Outreach includes carefully selected educational activities for clearly defined groups of non-University customers.

OBJECTIVES:
Objective 1 - Outreach Coordination: To integrate and coordinate more effectively existing University and Library outreach activities that address the informational needs of people in Tucson, the State, or Nation, by FY 1997/98.
Objective 2 - To develop a plan to meet the informational needs of at least two selected groups of people in Tucson, the State, or Nation through long term service relationships, by FY 1997/98.

MULTI-YEAR PERFORMANCE MEASURES:

Number of collaborations with other UA units involved in outreach:
94/95 (actual) - N/A; 95/96 (actual) - N/A; 96/97 (expected) - 1; 97/98 (expected) - 1; 98/99 (expected) - 2. TOTAL FY96-FY99 = 4

Number of direct links to non-UA groups, demonstrating benefits of Library information resources:
94/95 (actual) - N/A; 95/96 (actual) - N/A; 96/97 (expected) - 1; 97/98 (expected) - 1; 98/99 (expected) - 1. TOTAL FY96-FY99 = 3
 
 

OTHER OUTREACH "PERSONNEL"  
 

OUTREACH APT MEMBERS (through July 9, 1997):

Jeanne Pfander; email:jpfander; 621-4610
Elissa Cochran; email:ecochran; 621-4869
Cass Fey; email:cass@ccp.arizona.edu; 621-7968
Mimi Hernandez; email:hernande; 621-9238

*It is implied that any email address without the info following the @ sign is a bird.library.arizona.edu address.
 

SLRP LIAISONS (through July 9, 1997):
Marlene Alegria
Karen Tallman
 

OUTREACH MRT MEMBERS (July 1997-June 1998):

Elissa Cochran; email:ecochran; 621-4869
Cass Fey; email:cass@ccp.arizona.edu; 621-7968
Mimi Hernandez*; email:hernande; 621-9238

*Contact Person / Team Leader
 

CABINET SPONSOR (July 1997-June 1998): Terry Pitts, RAMSC

This page last updated on October 23, 1997. Contact any of the project team members to comment or make suggestions for corrections to this page  

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