Book Reviews

The Library Outreach Casebook. Ryan L. Sittler and Terra J. Rogerson, eds. Chicago: Association of College & Research Libraries, 2018. 214p. Paper, $56.00 (ISBN: 978-0-8389-4873-6). LC: 2018-043645.

One challenge of discussing outreach is that it takes a different shape in every library, a reality that The Library Outreach Casebook represents through a spectrum of experiences, ideas, and approaches. Editors Ryan L. Sittler and Terra J. Rogerson have compiled 20 different case studies in outreach and marketing for libraries. They note in the introduction that the book is intended to serve as a companion to the forthcoming title The Library Outreach Cookbook by providing readers with a taste of the scope of outreach and marketing efforts going on at other libraries. Unfortunately, Sittler and Rogerson’s introduction misrepresents the true value of the volume they have assembled. Although they promise to “describe and address universal problems that all librarians face” and suggest taking an “all of the above” approach to the advice contained therein (vii), casebooks are inherently limited. The situations described are unique, and the solutions and innovations employed are likewise constricted in their applicability. Librarians will not walk away from this volume with clear-cut solutions or formulas to deploy. The programming, marketing, and project management systems described should not all be attempted by any one library. Even knowing this, it is easy to see how Rogerson and Sittler have created something of great value in this collection: a book where librarians can witness the critical thinking and problem solving of other libraries. The value of this work lies in its capacity to inspire similar ingenuity in its readers, who—facing an entirely different set of challenges at their own institution—are better prepared to brainstorm solutions and be more familiar with the tools available because they have heard the stories of others.

Sittler previously edited The Library Instruction Cookbook, Using LibGuides to Enhance Library Services, and Innovative LibGuide Applications and currently serves as an associate professor and instructional technology and information literacy librarian at California University of Pennsylvania. Rogerson brings experience in the field from her prior work as director of outreach and marketing efforts for academic libraries and now is an information literacy instructor at Duquesne. Like the editors, most of the case study authors come from academic libraries, with a few from special collections, public, and medical libraries. Despite being “designed for librarians working in all types of libraries” (vii), the book is most relevant to academic libraries, especially in the sections on events and programming, where cases describe services and events designed for the university setting. But what it lacks in range of libraries represented, it makes up for in the scope of experience, from those considering outreach for the first time to libraries using established tools, partnerships, and practices to create new programming for a specific population.

Sittler and Rogerson recommend that the book be read from beginning to end, and it does flow well this way. The book moves logically from the basic considerations a library should take before beginning a marketing strategy and tools for marketing creation and management, to the planning and execution of specific events and outreach strategies. However, the casebook structure also allows each chapter to be read as a standalone piece, and readers could easily jump between cases that feel most interesting or relevant to their needs. Divided into three main sections, the book begins with “Starting Strategies,” then explores “Programming and Event Planning,” and ends with the most institution-specific writings, “Outreach to Select Populations.” Each chapter follows a relatively consistent structure as well, making them easy to skim for relevancy before taking a deeper dive into the details of each case. Outside of the “How I Did It” section (which makes up the bulk of each case), the level of detail and whether identified cautions, illustrations of sample projects or screenshots, or resource lists appears varies by case. Some chapters contain references, some provide links to the tools and sites described, and some do not.

The first section is the longest, containing eight chapters that cover the very basics of considering outreach, beginning with a SWOT analysis to determine trends and opportunities for a library with no current outreach. This is followed by chapters on the basics of marketing, from consistent branding, to tools and platforms, strategies and organization, and usability testing. These chapters are immensely practical for libraries unfamiliar with these preliminary steps in developing a strong outreach strategy and practice within their library. However, these chapters are not wasted on those already familiar with the practices they describe because the case studies’ specific tools, strategies, and unique situations may provide needed alternatives or prompt libraries to revisit and reassess their ongoing outreach efforts.

The second section, “Programming and Event Planning,” covers events that by now are considered somewhat common in academic libraries, such as finals week activities and faculty meet-and-greets, as well as more unusual public and academic library events, like theatre performances in the library, Wikipedia Edit-A-Thons, and traveling exhibitions. The last and shortest section, “Outreach to Select Populations,” focuses on targeted programming and marketing for subsections of each library’s community. These subsections range from broad, such as first-year students, to more specific, such as LGBTQ+ students.

With cases that are focused on student populations and university settings, these sections present the least direct transferability to the public or research library sphere, and some cases (such as a three-week course resulting in a student-curated exhibit from a special collections library) could be unfeasible even for an academic library to replicate. But even in these sections, there are still plenty of examples to spark ideas and to learn from in terms of planning and budgeting, developing targeted and inclusive marketing, and devising and promoting engaging programs. One drawback, however, is that little time is spent in any of the cases on the assessment and success of the programs and campaigns described, with the focus of each case being on the intervention, not the outcome.

Although its applicability is not as broad as could be hoped, the variety of scenarios presented by these case studies demonstrates exactly why a more generic approach is unfeasible and even undesirable when it comes to outreach. The possible solutions and innovations are as numerous and as varied as the libraries that come up with them. Beyond the obvious takeaways, of event ideas and marketing tools and platforms, readers will also leave the book cognizant of the need to approach their own outreach critically and with special attention to their patrons’ and library’s unique needs and strengths, rather than seeking cookie-cutter solutions.—Susan Vandagriff, University of Colorado, Colorado Springs