What don't you know about your library's customers? Surveys and focus groups just scratch the surface. Staying relevant today means meeting customers where they are and developing the right services for them. This program will show how market segmentation data combined with your ILS patron data and geographic information system (GIS) technology will leverage your resources; enable collaboration among libraries; guide strategic, service and facilities planning; and change the way you interact with your community.

1. Green Acres and Milk & Cookies: Understanding your Community through Market Segmentation

2. Introduction Presented by Marc Futterman President/CEO, CIVICTechnologies

8. Introduction

13. Libraries for whom detailed market segmentation have been prepared Introduction

18. Washington County Family Portrait Presented by Eva Calcagno, Cooperative Manager, Washington County Cooperative Library Services

24. Washington County Family Portrait

30. Green Acres is the Place to Be Presented by Gina Millsap, Executive Director, Topeka & Shawnee County Public Library

31. OUR CUSTOMERS DEMAND GREAT SERVICE! Topeka & Shawnee County Public Library Green Acres is the Place to Be

32. Green Acres is the Place to Be

36. Perception v. Reality We thought: people who live in east Topeka are generally underserved and are not big library users. We learned: 77% of the segment “Inner City Tenants” are Library customers and have the 5th highest check out per customer. Green Acres is the Place to Be

37. Perception v. Reality We thought: customers living farthest from the Library use the mailing service the most. We learned: distance is not a good predictor for how certain services are used. Green Acres is the Place to Be

38. Perception v. Reality We thought: people in rural Shawnee County prefer films over books. We learned: they check out more books than films. Green Acres is the Place to Be

40. Green Acres is the Place to Be

41. 30 market segments are present in Shawnee County Green Acres is the Place to Be

42. Our top ten segments (by household) Green Acres is the Place to Be

43. Green Acres: These are my neighbors! Green Acres is the Place to Be

49. How Green Acres uses the Library: Collections Green Acres is the Place to Be

53. Connecting with all 30 segments throughout the county Green Acres is the Place to Be

55. Summing it up Presented by Marc Futterman

57. Questions & Answers © 2009 CIVICTechnologies. Marc Futterman Gina Millsap Eva Calcagno