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.

Business Technologie

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

Relationships between population, customers & checkouts

Consumer spending as related to US average

Current customers and open market segments: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Our Library ,[object Object],[object Object],[object Object],[object Object],2008 2003 ,[object Object],[object Object],[object Object],[object Object],[object Object]

Branded Touchpoints: Collateral Flyer Bookmark

Branded Touchpoints: Collateral Rack card Yellow Pages Ad Brochure

Targeting Boomers with an email re-launch ,[object Object],[object Object],[object Object]

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

Case study: How can we apply Web 2.0 to e-newsletters? ,[object Object],[object Object],[object Object],[object Object]

Invitation to Subscribe ,[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Evaluation: How’s it working? ,[object Object]

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From Customer To Brand.Ann Miller

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

14.

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

16.

17. Email News: Before