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.

1. From Customer to Brand Ann Miller 707.784.1506 Fall 2008 otherannmiller.blogspot.com/

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. GIS meets marketing segmentation Who are our customers? What is our “open market”?

4. Relationships between population, customers & checkouts

5. Consumer spending as related to US average

9. Branded Touchpoints Website Newsletter

10. Branded Touchpoints: Collateral Flyer Bookmark

11. Branded Touchpoints: Collateral Rack card Yellow Pages Ad Brochure

12. Branded Touchpoints: Buildings

13. Branded Touchpoints: Signage

15. 55-65 yrs. -only age group with significant growth

17. Email News: Before

18. E-Mail News: After