From Customer to Brand

Ann Miller707.784.1506Fall 2008otherannmiller.blogspot.com/

Building the brand

logo

look and feel

messages

we know who we are

we know who our customers are Adapted from Designing Brand Identity Alina Wheeler

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:

FamiliesEthnically diverseCommutersTwo incomesMiddle incomeEducated (some college)

Our Library

OpenExpertTrustworthyEntertaining

20082003

ConvenientCurrentFriendlyWarm “Virtual”

Brand Standards•Color palette

•Typeface

•Futura/Arial, Duality, Clearface

•Style book- standards for writing

Branded Touchpoints

WebsiteNewsletter

Branded Touchpoints: Collateral

Flyer

Bookmark

Branded Touchpoints: Collateral

Rack card Yellow Pages Ad Brochure

Branded Touchpoints: Buildings

Branded Touchpoints: Signage

Targeting Boomers with an email re-launch

Focus groups “triangulated” GIS dataLike to read but have trouble finding the

time“We want e-news”

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

Case study:How can we apply Web 2.0 to e-newsletters?

Mass customizationUser generated content“Long tail” Social networking

Email News: Before

E-Mail News: After

Invitation to Subscribe

Patron DatabaseDouble Opt-InEasy Opt-OutClear privacy

policy27 variables for

customized news

Choices:

What’s New

Author Visits and Book Clubs

Volunteer News and Opportunities

Computer Tips and Tricks

PDF of Print Newsletter

By Location ?

Evaluation: How’s it working? Results? Contact me to find out! Results? Contact me to find out!