1. Marketing information literacy education in a scientific community Case – Kumpula Science Library Antti Virrankoski University of Helsinki Libraries

2. Information is the currency of democracy (Thomas Jefferson)

3. Information literacy is the currency of library

4. Information Literacy as Currency in a Scientific Community highly dependent on how librarians get their message through Why is it so important for students and researchers? Why is it so important for university (for society)? Why is it so important that libraries take charge in IL teaching? In order to get the message through, librarians need PR skills and marketing Not forgetting to have a good product first…

5. About Kumpula Science Library Helsinki University Campus Library of Natural Sciences Geography, geology, physics, chemistry, computer science & mathematics IL education has mainly been conducted by the departments Strong tradition of independent department libraries and co- operation between researchers and librarians (strong bond) Science Library was established 2001 The bond between department and library has weakened Science Library is on its’ way gaining a bigger role in educating students For this we need a good product and even better marketing -Re-bonding (making customers co-workers again)

6. The Changing Role of Library and Librarians (Clifford & Lynch 2000, 60-68) Information environment ChangeLibraryLibrarian 1st waveAutomation of traditional operations Memory of mankindFew IT-experts, traditional skills 2nd waveIntegrated library system Standardization, harmonizing operations ICT affects everyone’s tasks, skill level differences, user training 3rd wavee-libraryChanges in organization and process future orientation Librarians as IL teachers 4th wave?e-science Interactivity Increased focus on the customer NetworksLibrarians as a part of teaching and research processes, Creative solutions

7. The Lost Bond During the ”diaspora” (2001-2008) the role of library and a librarian have changed (previous slide) The departments have become less dependent on library Library left the department – IL teaching remained Previously it would have been a natural part of library’s responsibilities The role of a librarian lacks behind Perhaps a ”giant leap” over the 3rd wave?

8. Marketing IL education in Kumpula campus Three way strategy (in addition to the ”normal” PR) 1. co-operation 2. availability 3. assimilation

9. Co-operation In all possible levels and occasions Libraries planning the IL teaching alongside with the department (as co-workers) Lightens the weight in departments’ teaching responsibility Chance to show librarians’ IL skills and value-added to the department Chance to enlighten the true essence of IL Chance to get an inside view to the departments’ main function (teaching processes) Let the product do the marketing itself

10. Case Kumpula I: Supporting the information seeking of candidate students in Department of Geography in the University of Helsinki Full co-operation between library and department of geography Teaching responsibility will be transferred to library Pilot from which the Science Library gathers as much feed back as possible (from both sides)

11. Availability Librarians got to be ready when needed Library must be open as much as possible (closed doors = worst case scenario) PR, marketing and information providing are essential High quality IL education itself is best possible PR Letting the word get around (happy customer – best PR) Providing as much IL education as possible

12. Assimilation To convince that IL teaching (and other library processes) is an essential element of main processes (education, research and societal interaction) in university To point out where and how IL teaching supports the researchers or students (or a single research process)

13. Case Kumpula II: marketing presentation to our ”customers” Presentation to the board and faculty decision makers (customers) Who is behind the processes Introducing the staff How much work and staff behind services Library as a part of students’ career Timeline from beginning to end Where lies the importance of library services in each step of the way? What it means (for a student) to have good IL skills

14. Timeline and library interventions in university studies in Kumpula campus First contact Usually library tour ICT Driving Licence For new students (1st year) Faculty responsible for teaching (Library supports and co- operates) Helsinki university libraries responsible for the material (information seeking –part)

15. Timeline and library interventions in university studies in Kumpula campus Providing text books Cataloguing, database management, collection management, customer service etc. Making collections available and supporting use of material IL support for candidate and master’s level students IL support for postgraduate students Hands-on guidance (if needed)

16. Lifecycle of a research paper Researchers IL-skills result of IL education in previous university studies (graduate and post-graduate level IL support) Better IL skills, better quality graduates, better researchers Also valid in ”real life” labour market IL teaching for researchers Material Printed and e-material Lots of library work behind usability and availability Acquisition, cataloguing, database management etc…

17. Some feedback and observations ”I only wish that our (department) staff had so clear a vision of their work, processes and meaning to the scientific community” The amount of contacts and questions towards library have been increasing Departments are slowly realizing that IL teaching (done by library) could be off their work load

18. Other ways… To show real interest in your customers User studies Research on their information behaviour A true win-win situation Customer information Increasing professional competence as an information specialist Perhaps some respect as a ”colleague” in science… Researcher visits Customers view on library services, information search, own subject area etc. A peak to a researcher’s work