COLUMBUSMETROPOLITAN LIBRARY

Marketing:

The Medium and the Message

Alison Circle

You can do it. We can help. TM

Branding

Branding

Branding

Marketing: process to meet needs of your customers

Advertising: Brings product to the attention of customers

Promotion: Keeps product in mind of customer

Public Relations: Ongoing activities to build a strong public image

Publicity: Mention in the media

Market Research: Understanding our customers

Common Terms

OCLC Study

• Worldwide prefer speed to accuracy

• What is a library’s key differenator in the age of Google

• What is our Value Add?

Was this for stats on libraryMarketing Plan

1. Research2. Key Messages3. Identity4. Build a Brand Culture5. Visibility Campaign6. Become Profession Leading

Was this for stats on libraryMarketing Plan

Begins with research to understand how customer behaves.

• 20,745 residents live within a 1-mile radius of the branch• 7,396 cardholders live within a 1-mile radius of the branch• Branch has a market penetration rate of 36%• Penetration rates varied from 20% to 53%

Cardholder Database

Driving Park Penetration Rate By Age

0%

10%

20%

30%

40%

50%

60%

1-4 5-9 10-14

15-17

18-20

21-24

25-34

35-44

45-49

50-54

55-59

60-64

65-74

75-84

Driving Park Penetration Rate By Age

0%

10%

20%

30%

40%

50%

60%

1-4 5-9 10-14

15-17

18-20

21-24

25-34

35-44

45-49

50-54

55-59

60-64

65-74

75-84

Studied behavior of customers in our branches:

Where do they go; how long do they stay; what do they do?

Customer Observation Study

Customer Intercept Survey

• Surveyed customers in 16 of 21 branches• 25 different shifts• 500 surveys in 11 days

Customer Intercept Survey

• 1300 surveys completed

Online Customer Survey

• Same data points as customer surveys• Gap analysis• Online survey and direct interviews

Staff Analysis

• Standard-setting target marketing since 1973

• Lifestyle and behavior precision segmentation• Combines demographic, consumer behavior,

geographic information to target customers

Claritas PRIZM Clusters

Rock On!• Age Range: 18-35• Gender: skewed male• Ethnicity: varies by geographic

region

Media Hounds

Hang out at the library • Age Range: 12-25• Gender: male/female, but

skewed male in urban areas• Ethnicity: varies by geographic

region

Socialites

Bookworms

Check out lots of stuff!• Age Range: 35-55• Gender: skewed heavily female

Key Findings

Younger than expected: average age 27

• 92% under 60

• Significant drop off after 55

Key Findings

Family Type: Less children than expected• Adults with children under 18 less than 40%• 60% no children in the home• Difference in mindshare v. market share

Key Findings

Demographics: Income, ethnicity, geographic don’t affect usage

• Women: borrowed books • Men: A/V, computer

PSM Matrix

• Age of Customer: what do we do with that?• Importance of children: does that change our focus?• Audience Segments: where do we focus our resources?

Key Questions

• Looking at customers by behavior not demographics: will our staff be willing to make this change?

Key Questions

• How do we take this to staff who perceive marketing differently?

• How do we educate staff on what marketing is?• How do we move from “Open to All” to a market-

driven organization?

Key Questions

• Who died and left marketing in charge?

Key Questions

Strategic Plan

MISSIONVISIONSTRATEGY

To promote reading and guide learning in pursuit of information, knowledge and wisdom

A thriving community where wisdom prevails

Strategic Plan

Young MindsPre-School (0-K) After School Hours Summer Break

Storytimes

Storytimes

Bookmobiles Bookmobiles

Summer Reading Club

Summer Reading Club

Homework Help Centers

Homework Help Centers

Teen Centers

Teen Centers

Volunteens Volunteens

Ready to Read

Connected communities and individuals

Virtual UsersOver 2.2 million people will sign up to use our computers this year.

Power Users

Customer Intercept SurveyBrand Development

Customer Intercept SurveyBrand Development

Customer Intercept SurveyBrand Development

Customer Intercept Survey

• Key Differentiator• Faces of our Staff

Brand Development

Customer Intercept Survey

Value Message• Homework Help Centers• Job Help Centers• Ready to Read

Brand Development

Customer Intercept Survey

Value Message• Transformational Agency• Changing Lives

Value Message

Customer Intercept SurveyChannels

Customer Intercept SurveyChannels

Customer Intercept SurveyChannels

Success Story

Ready to Read Corps

•Nearly $1 Million Raised

•Significant Media and Community Attention

The End