The University of Utah Law Library participates in LibrarySnapshot Day 2010—and learns what patrons really think By Ronald Fuller, Meredith McNett, and Ross McPhail
What would happen if librariesdisappeared for one day?Would courtrooms,
classrooms, and communities grind to ahalt? What would be the impact on thepeople we serve? As law librarians, weknow how heavily our resources are usedbecause we see it every day. However,simply assuming that others share thisperception may be a danger to ourlibraries’ fiscal health and future.
Answering these questions with a solidbody of data is the impetus behind a newmarketing initiative from the AmericanLibraries Association (ALA) called LibrarySnapshot Day 2010. On April 12, Utahlibraries of every type took part in thisnew campaign, including here at the S.J. Quinney Law Library at theUniversity of Utah. Although we initiallyviewed this campaign with someskepticism, as a team we came awayimpressed with both the positive data that resulted from this experience and the painless way it was generated.
The IdeaConceptually, Library Snapshot Daycouldn’t be simpler. On a preselecteddate, all involved libraries gatherstatistics, testimonials, and pictures in an attempt to provide both subjectiveand quantitative data to find out whathappens in one day at libraries. In Utah,one of 28 states that took part in LibrarySnapshot Day 2010, 120 librariesparticipated. The results were impressive.In just one day, almost 100,000 peoplevisited these libraries, and more than120,000 items were borrowed. Inaddition, internet computers were usedaround 20,000 times, library staff fieldedmore than 6,000 reference questions,and more than 11,000 people attendedlibrary programs and special activities.
Besides the collective data, thenumbers for our library provided aportrait of an ordinary spring day at the law library. More than 650 patronsvisited the library and borrowed 119 items. There were 18 referencetransactions, including requests for athesis from 1997, a motion from theSouthern District of Indiana, and ajournal article on the disclosure of a rape victim’s name in the news. Nothing
Earth-shattering here—but still a solidday’s impact on our users.
The practical aspects of setting upthis event were also quite straight -forward. As provided by the ALA andcoordinated by the Utah State Library,Utah libraries of all types and sizes used acommon form to gather the circulation,reference, and other statistics, along withphotographs and stories of patrons whowere willing to share. This boiled downto four initial tasks for our team:
• Print out and make copies of astatistical form to be placed by thereference and circulation desks
• Print out and make copies of aphoto release form
• Arrange for several digital camerasand train the staff to use them
• Report statistics and upload photosback to the Utah State Library
While the initial setup for these tasks seemed uncomplicated, it quicklybecame apparent upon implementationthat one of the most importantcomponents was marketing LibrarySnapshot Day to our patrons. We neededto find a way to explain the event itselfand solicit their responses.
Strategic MarketingLibrary Snapshot Day 2010 took us alittle by surprise, so we did not beginwith a clearly defined marketing plan forour patrons aside from the initial tasksoutlined above. Instead, our marketingapproach essentially evolved as the day progressed. Fortunately, the UtahLibraries Association provided us with a basic template of materials for postersand surveys, so our preliminary course of action was to use only those materials.While they were helpful and providedquick formatting for the “paper” side of our campaign, we realized quicklythat posters and surveys placed in thelibrary without explanation would notencourage the acquisition of the detaileddata that we were attempting to capture.Thus, we developed several strategies toencourage patrons to submit responses.
As a law library, our marketingapproach had to be unique, as ourpatron population is somewhat unique.Our patrons consist largely of facultyand students located within theUniversity of Utah College of Law, and therefore tend to be somewhathomogenous in nature. However, wealso have a fairly steady stream of publicpatrons who utilize our services, and we wanted to make sure that thispopulation was adequately represented.Our aim was to garner the responses ofas many of our patrons as possible andalso to ensure that those responsesrepresented our diverse demographic.Our strategy was to provide clearinformation to patrons about the data we were trying to collect, along with ready accessibility to surveys.
We began the day by putting upposters at the entrance, circulation, and reference desks, making sure theywere easily visible to patrons in thosefrequently visited locations. Near theposters, we set out the surveys—againstriving for accessibility. We instructedstaff at each of those locations to give a brief explanation and offer a survey tothe patrons whom they assisted at theclose of their transaction. If patrons were willing, staff would also take aphotograph, as we wanted to captureimages of the diversity of the patronswho use our library. In doing so, we were careful to make sure that patrons
One Moment in Time
A Chance to ParticipateWhile Library Snapshot Day 2010provided a unique opportunity forfeedback and interaction withlibrary patrons, the broader focusof the general Library SnapshotDay left many law library functionsunaccounted for. We decided asimilar event, specifically tailoredtoward law libraries, would bebeneficial for our community, and we’d like to invite other lawlibraries to participate in theexperience. Looking ahead, we’veset aside April 12, 2011, for LawLibrary Snapshot Day 2011. Ifyou’d like to participate, pleasevisit the wiki website at http://lawlibrarysnapshotday.pbworks.com.
By participating in theAmerican LibraryAssociation’s LibrarySnapshot Day 2010, the University of UtahQuinney Law Librarylearned what libraryservices patronsappreciate.
Law student AyumiOman says, “Thelibrary is critical tomy legal education.”
Graham Gilbert, a UtahUniversity law student,notes, “I spend six daysa week in the library …it’s a great place.”
Part-time circulation staffmember Maggie Edminsterand Faculty Services LibrarianRonald Fuller work thecirculation desk on LibrarySnapshot Day 2010.
According to lawstudent Ben Onfrio,“The library is where I go when I really need to get somethingdone.”
AALL Spectrum ■ November 2010 15
More InformationCheck out the American Library Association website for details on Library Snapshot Day:
The results of the University of Utah Law Library’s Snapshot Day are posted online at:http://utahlibrariessnapshot.pbworks.com/f/Snapshot2010ReportAcademic.pdf
signed a photo release form granting uspermission to use photographs in futureprojects.
While these primary marketingefforts proved successful with students,several snags required us to modify ourplan. Early in the day we realized thatour college of law faculty members werenot responding to our basic plan—wehad only received one or two surveysfrom faculty during the morning hours.This was probably largely due to the factthat while our library is located in anadjoining building to the law school, it isnot directly within the law school itself.
We provide faculty services anddocument delivery to our faculty patronsand strive to make their informationretrieval requests as effortless as possible.They are much like our offsite publicpatrons in that they contact us via phoneand electronic means, but many do notphysically come into the library regularly.However, because faculty represents ahigh percentage of the steady users ofour resources and materials, we felt thattheir input and opinions about ourlibrary was critical.
To address this concern, we sent ane-mail to faculty later in the morningincluding a copy of the survey for themto fill out. This was our last-ditch effortto solicit greater response from ourfaculty—and it did the trick. We startedreceiving e-mails almost immediately,and the responses continued over thecourse of several days. This approachworked because it was similar to the way we approach the dissemination ofinformation daily between the libraryand faculty and staff regarding researchand materials requests.
Our self-analysis at the conclusion of Library Snapshot Day demonstratedthat, in our marketing efforts, we failedto address the public share of our patronslocated entirely offsite, includingattorneys, judges, and other legalprofessionals. Because these professionalsoften contact us via phone and throughelectronic means, they sometimes gounnoticed. However, without the servicesof our centrally located law library, theywould face an even greater challengeobtaining the information that theyneed. Therefore, if we were to repeat thisprocess, we would strive to address a wayto gather data from those patrons notlocated directly onsite.
Overall, however, our marketingapproach was a simple yet effective way to promote our campaign to gatherinformation. It illustrates that gatheringthis type of data from patrons does notneed to be arduous or expensive.
Positive Results“Our law library is amazing! I’m a lawprofessor so I have to publish research
on new legal issues. Our library staff isoutstanding. I routinely send them longlists of obscure sources to track down,and they go to the ends of the earth tofind them.”
Comments such as this one fromProfessor Cliff Rosky are just some of the positive results that Library SnapshotDay 2010 netted for our law library.Giving patrons an opportunity to share their opinions on library servicesprovided valuable positive feedback onour overall library service mission, whileproviding clear, empirical data as to howstudents, faculty, and the public utilizethese services. It also provided ourprimary patrons with an opportunity tocomment on the critical role the libraryplays in their education and theirresearch. The comments and datacollected will also be useful in futureadministrative and funding requests.
As part of the stated goal of LibrarySnapshot Day 2010—to make a recordof the positive impact libraries make inpatrons’ lives—participants answered thefollowing questions: “Why is the libraryimportant to you? What difference doesit make in your life?” Answers to thesequestions helped us identify how patronsuse our library. For example, more than83 percent of the written studentresponses indicated they still see thelibrary as the best place to study andwork. “The library is where I go when I really need to get something done,”notes Ben Onofrio, a first-year student.Bethany Warr, another student, adds, “I live there during the school year.” In an era when so much energy is spenttrying to “rethink” the role of the lawlibrary, it was rewarding to see thatstudents still view the library as one oftheir primary learning environments.
Other responses praised thetraditional research and service roles the library serves in the law schoolcommunity. Students commentedpositively on the availability of studyrooms, public-access computers, andprinting services. Faculty noted thebenefits of direct database andinformation access and the teachingsupport provided directly and indirectlyby the librarians and staff. Even if suchresponses were predictable, they reinforceadministrative service decisions made by the library and help to target futureservice programs.
Librarians and staff also receivedhigh praise. More than half of thewritten responses praised the lawlibrarians and staff, demonstrating thatour patrons recognized the value of thecirculation and reference services weprovide. “The staff...made obtaining myJD possible,” admits Tim Considine.
Faculty comments mirrored thoseoffered by Professor Cliff Rosky, quotedabove. “I could not function at all
without the reference support, databases,technical services, and general advice ofthe librarians,” notes Professor WayneMcCormack. Professor Debora Threedyagrees. “I literally could not do my jobwithout the law library,” she concludes.
Thus, Library Snapshot Day didmore than merely remind our primarypatrons that we provide useful services—it allowed them an opportunity topublicly share their appreciation for theseservices. This appreciation goes a longway to boost librarian and staff morale,particularly when such essential servicescan be taken for granted.
Moreover, these expressions ofgratitude do more than just warm thehearts of the library faculty and staff.While improving staff moral is animportant element of Library SnapshotDay, these responses also provideempirical data that can be used toreinforce public and private fundingrequests. Obviously, patrons will respondpositively to the services they need anduse the most; library programs can then be shaped to meet those needs.Demonstrated patron use can be used inboth public and private grant requests,while the positive use statements helpestablish the law library’s role in thegreater law school community. Inaddition, comments can be used torespond positively to legislatures anduniversities that are considering cuttinglibrary staffs and funding.
In the end, what began primarily asan inconsequential means for gatheringsurvey data and a photographic record of how our patrons used our law libraryended as a meaningful tool to help usbetter understand and fulfill our missionwithin the greater law school and publiccommunities. If nothing else, LibrarySnapshot Day 2010 confirmed ourlibrary’s essential legal research, teaching,and public service missions. It alsoreinforced how we serve the law schoolcommunity and confirmed that theservices we do offer are the servicesstudents, faculty, and public patronsneed. It gave patrons an opportunity tocomment on these services and, inalmost every case, positively respond tothe law library’s role in the community.Library Snapshot Day 2010 was billed as“one day in the life of Utah libraries.”For those of us who participated, it wasan illuminating and rewarding day. ■
Ronald Fuller ([email protected]), faculty services librarian;Meredith A. McNett ([email protected]), information deliveryservices librarian; and Ross McPhail([email protected]), outreachlibrarian, work at the University ofUtah S.J. Quinney Law Library in Salt Lake City.
