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Tuesday, May 17 • 1:00pm - 2:00pm
Poster Session 2: Poster Board Number 97

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Poster Board Number: 97
Title: Identify Underserved Populations in a Metropolitan Multi-branch Public Library District and Target Collection Development and Programs to Meet User Needs
Objective: To identify diverse populations and reveal underserved and fragmented populations based on "Civic Model: Tapestry Market Segmentation System." Distinguish key characteristics and patterns of library users to help bridge the gaps in the collection of materials and programming of consumer health resources.
Methods: Population: A public health sciences library in an urban metropolitan area, serving diverse communities and populations (library patrons, patients, health care professionals, and library staff).
Description: The first part of the research will use the Tapestry Market Segmentation System, with a specific focus on the segments discovered in the metropolitan library district. This document includes two sections: background information on market segmentation and a description of each of segment defined. Second part, use compiled data to defined patron diversity, simplify marketing campaigns, describe lifestyles and life stages, and incorporate a wide range of data from the library district’s circulation statistics to develop consumer health collection strategies and marketing campaigns.
Results and Conclusion: It is anticipated that successful collection development strategies and marketing campaigns will be developed and implemented to promote the library district’s consumer health sciences collection and services. The analysis provided insight as to how patrons were using the health sciences library and services. Based on statistical and market segmentation discoveries, data analysis formed a concrete correlation of customer types to material types and the need of different marketing strategies build on user characteristics and patterns. The tapestry model enabled us to use a supply-based approach on demand in understanding customers and prospective customers’ needs. An important result of the analysis came from comparing material types. Nonprint material was highly favored by most segments. By developing targeted marketing programs to increase use of both print and nonprint materials by underserved segments and identifying segments with similar characteristics, it is more likely to increase the use of these resources.
Author: Steve T. Dimoulas, Health Sciences Librarian, Health Sciences Library, Las Vegas Clark County Library District, Las Vegas, NV

Tuesday May 17, 2011 1:00pm - 2:00pm
Exhibit Hall A - Minneapolis Convention Center

Attendees (7)

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