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From Customer To Brand.Ann Miller


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Libraries collect a minimum of customer data in order to preserve maximum privacy. What’s a marketer to do? This presentation explains the role GIS analysis played in defining the current and open markets for one library and how this research informed decisions related to the library's brand.

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From Customer To Brand.Ann Miller

  1. 1. From Customer to Brand Ann Miller 707.784.1506 Fall 2008
  2. 2. Building the brand Adapted from Designing Brand Identity Alina Wheeler logo look and feel messages we know who we are we know who our customers are
  3. 3. GIS meets marketing segmentation Who are our customers? What is our “open market”?
  4. 4. Relationships between population, customers & checkouts
  5. 5. Consumer spending as related to US average
  6. 6. Current customers and open market segments: <ul><li>Families </li></ul><ul><li>Ethnically diverse </li></ul><ul><li>Commuters </li></ul><ul><li>Two incomes </li></ul><ul><li>Middle income </li></ul><ul><li>Educated (some college) </li></ul>
  7. 7. Our Library <ul><li>Open </li></ul><ul><li>Expert </li></ul><ul><li>Trustworthy </li></ul><ul><li>Entertaining </li></ul>2008 2003 <ul><li>Convenient </li></ul><ul><li>Current </li></ul><ul><li>Friendly </li></ul><ul><li>Warm </li></ul><ul><li>“ Virtual” </li></ul>
  8. 8. Brand Standards <ul><li>Color palette </li></ul><ul><li>Typeface </li></ul><ul><ul><li>Futura/Arial, Duality , Clearface </li></ul></ul><ul><li>Style book- standards for writing </li></ul>
  9. 9. Branded Touchpoints Website Newsletter
  10. 10. Branded Touchpoints: Collateral Flyer Bookmark
  11. 11. Branded Touchpoints: Collateral Rack card Yellow Pages Ad Brochure
  12. 12. Branded Touchpoints: Buildings
  13. 13. Branded Touchpoints: Signage
  14. 14. Targeting Boomers with an email re-launch <ul><li>Focus groups “triangulated” GIS data </li></ul><ul><li>Like to read but have trouble finding the time </li></ul><ul><li>“ We want e-news” </li></ul>
  15. 15. 55-65 yrs. -only age group with significant growth
  16. 16. Case study: How can we apply Web 2.0 to e-newsletters? <ul><li>Mass customization </li></ul><ul><li>User generated content </li></ul><ul><li>“ Long tail” </li></ul><ul><li>Social networking </li></ul>
  17. 17. Email News: Before
  18. 18. E-Mail News: After
  19. 19. Invitation to Subscribe <ul><li>Patron Database </li></ul><ul><li>Double Opt-In </li></ul><ul><li>Easy Opt-Out </li></ul><ul><li>Clear privacy policy </li></ul><ul><li>27 variables for customized news </li></ul>
  20. 20. <ul><li>Choices: </li></ul><ul><li>What’s New </li></ul><ul><li>Author Visits and Book Clubs </li></ul><ul><li>Volunteer News and Opportunities </li></ul><ul><li>Computer Tips and Tricks </li></ul><ul><li>PDF of Print Newsletter </li></ul><ul><li>By Location ? </li></ul>
  21. 21. Evaluation: How’s it working? <ul><li>Results? Contact me to find out! </li></ul>