The document outlines a 7 step toolkit for customer segmentation and targeted messaging. Step 1 involves establishing strategic priorities. Step 2 identifies overall service offers. Step 3 segments and profiles customers. Step 4 defines targeted service offers for each segment. Step 5 transforms offers into specific benefits for each segment. Step 6 translates benefits into targeted messages for each segment. Step 7 communicates messages through conversations. The document provides examples of segmenting customers and defining their needs, benefits and conversations.

2. The 7 Step Toolkit
Step 1. Establish where you want to go – your
strategic direction and priorities
Step 2. Identify your overall service offers
Step 3. Identify, segment and describe your
customers
Step 4. Define a targeted service offer for each
customer segment (to meet their identified
needs)
Step 5. Transform your service offer into
benefits for each customer segment
Step 6. Translate these benefits into targeted
messages or conversations for each segment
Step 7. Communicate your key messages
through customer conversations

3. Step 3. Segment your
customers and profile them

4. Tourism Queensland
customer segments
Active Explorers
Holidays...where they can be challenged and feel alive
Stylish Travellers
Holidays...where they can stand out from the crowd, and appreciate and enjoy the finer things in life
Self Discoverers
Holidays...where they can enrich their mind and nourish their body
Unwinders
Holidays...where they can reflect and recharge at their own pace
Connectors
Holidays...where they can bond with family and friends
Social Fun-seekers
Holidays...where they can share good times with friends, new and old

5. ULS Customer Segments
• Researchers
• Disability
• Public
• Emeritus Professors
• Alumni
• Students on campus / off campus / overseas
full time / part time
final year / dissertation
• Staff new academic
existing academic
retired

6. The Active
Explorers
segment
profile
Accommodation
• not bound to a particular type of accommodation
• segment most open to staying in backpacker
hostels, eco-lodge resorts or camping grounds
• may stay with friends and relatives in a luxury
hotel /resort or standard motel
• just needs to be clean and comfortable
Getting around
• likely to drive, but will sometimes take a caravan
• may fly, yet prefer to avoid airports
• of all segments, most likely to visit multiple
locations during a holiday
• unlikely to go on daytrips
Dining
• not looking for quality dining options
• prefer accessible food - so local pub and club
food is fine
• venue isn't so important, the chance to
experience different tastes is what it’s all about
Social interaction
• enjoy meeting and mixing with others
• mostly travel with their partners, but travel with
family is an option
Holiday patterns
• more likely than other segments to think limited
holiday time restricts the distance that can be
travelled
• enjoy weekend breaks
• will take the opportunity to build holidays around
sporting or other events
What they
look for in
a perfect
holiday

7. Customer Segment Example
Final year dissertation students
• search / research skills
• familiarity with e-resources
• knowledge of using other libraries/ILL
• know how to find subject support help
• may have left everything until last minute
• may be mainly based in work-place or off campus
• familiarity with flexible services
• familiarity with collections and library services
• know about secure saving, printing options
• referencing, bibliographical tools e.g. Endnote

8. The 7 Step Toolkit
Step 1. Establish where you want to go – your
strategic direction and priorities
Step 2. Identify your overall service offers
Step 3. Identify, segment and describe your
customers
Step 4. Define a targeted service offer for
each customer segment (to meet their
identified needs)
Step 5. Transform your service offer into
benefits for each customer segment
Step 6. Translate these benefits into targeted
messages or conversations for each segment
Step 7. Communicate your key messages
through customer conversations

9. Step 4. Define a targeted service
offer for each customer segment
(The 4 Ps)
Define a targeted service offer based on
your segment’s needs and preferences.
Thinking about:
•Product? Which services can you offer
to meet their needs?
•Place? Where and when can the
customer use those services to best
meet their needs?
•Price? What does the customer have
to give up in order to use your services?
•Competition? Who else provides what
they need?
‘To implement the marketing concept
successfully and satisfy customer
needs, different product offerings
must be made to diverse customer
groups.’ Jobber

10. The 7 Step Toolkit
Step 1. Establish where you want to go – your
strategic direction and priorities
Step 2. Identify your overall service offers
Step 3. Identify, segment and describe your
customers
Step 4. Define a targeted service offer for
each customer segment (to meet their
identified needs)
Step 5. Transform your service offer into
benefits for each customer segment
Step 6. Translate these benefits into targeted
messages or conversations for each segment
Step 7. Communicate your key messages
through customer conversations

11. Step 5. Transform your service
offers into customer benefits
For each service offer to each
segment identify the specific benefit
of that service offer to them.
Define:
•The difference the service will make to
them
•Why the price is worth it
•Why your service is better than the
competition
•The overall benefit of your service
offer
Benefit: ‘An offer of some entity in
which they get more than they give up
as perceived by them and in relation
to alternatives including doing
nothing.’ Perla

14. Activity 1
Identify and articulate the
benefits of these services
for your segment
(15mins)

15. The 7 Step Toolkit
Step 1. Establish where you want to go – your
strategic direction and priorities
Step 2. Identify your overall service offers
Step 3. Identify, segment and describe your
customers
Step 4. Define a targeted service offer for
each customer segment (to meet their
identified needs)
Step 5. Transform your service offer into
benefits for each customer segment
Step 6. Translate these benefits into targeted
messages or conversations for each segment
Step 7. Communicate your key messages
through customer conversations

17. Activity 2
Plot your customer
segment journey onto
the timeline
(10 mins)

18. Activity 3
Map your benefit
based conversations
onto the timeline
(15 mins)

19. Activity 4
Shape your
Conversation
(15 mins)
Think about…
•vehicles for delivery
•conversational tools
•social media
•ways to gather and share impact

20. Share &
Feedback
Who is your segment?
What was your conversation?
When did you hold it?
How did you deliver it?

21. The 7 Step Toolkit
Step 1. Establish where you want to go – your
strategic direction and priorities
Step 2. Identify your overall service offers
Step 3. Identify, segment and describe your
customers
Step 4. Define a targeted service offer for
each customer segment (to meet their
identified needs)
Step 5. Transform your service offer into
benefits for each customer segment
Step 6. Translate these benefits into targeted
messages or conversations for each segment
Step 7. Communicate your key messages
through customer conversations