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MFPT ALA Presentation

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by

Daniel Tilton

on 7 July 2015

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Transcript of MFPT ALA Presentation

Millennial Project at The Seattle Public Library
What is market segmentation?
Process of dividing the population of possible customers into distinct groups. Those customers within the same segment share common characteristics that can help an organization in targeting those customers and marketing to them effectively.
How can our libraries benefit?
Segmentation allows libraries to prioritize marketing dollars. Market segmentation is ideal for when there is a gap between what you actually offer and what people hope to see you offer.
What are its limitations?
Market segments are composites of a still rather large and diverse group of people based on potential behavior. It is not the same as demographic analysis – it will not show you all of the economic, ethnic, religious, etc. diversity of the people you are trying to serve. It will not tell you what and where to offer programs and services.
How is demographic analysis different?
Demographic analysis gives you a detailed picture of who lives in the geographic area you are exploring. It will give you a much better idea of what kinds of services you need to offer and where to offer them. It will help you determine who your potential partners are and will help you gain access to those who are “invisible” in terms of market research.
Segmentation model for Seattle Millennials
Market segmentation and demographic data from ESRI's Tapestry system informed pilot development in different ways...
Data and Program Development

Pilot Projects

Marketing Strategy

Seattle Cooks
Cooking: instructional topic that cut across segments
Two community college partnerships
Seattle Writes: Self-publishing

Support community of local writers
Self-publishing contest and workshops
Partnership with Smashwords self-publishing platform
Project Background
February 2012
- Library sought to increase use and engagement amongst Millennials after successful Allen Grant project called Reconnect with Reading
June 2012
- Applied for grant from Allen Foundation with stated goals of increasing Millennial usage by 15% through targeted marketing as well as launch 3-4 pilot programs and services
November 2012 -
Grant approved, formed Millennial Factor Project Team consisting of mix of frontline library staff, program coordinators, managers and departments heads from Communications and Marketing and Online Services departments
January - March 2013
- Team began researching Seattle demographics, looking into use statistics within ILS as well as contacting vendors to see what age-based data could be tracked and released to library. Project leads began interview process with market research firms
June 2013
- Hired Paradoxes Inc. to conduct market research and deliver segmentation.
Disengaged segment outreach strategy
Key partnership with local community college
Promote resources of interest like e-books
Promotion of pilot programs
Digital ads in popular weeklies
Email and promoted posts in Twitter and Facebook
Daniel Tilton, The Seattle Public Library
Tess Mayer, King County Library System

http://tiny.cc/splmillennial
Full transcript