Demographic Marketing

Adam Holland

Branch Manager, Tuggerah Public Library, Wyong Shire

Cowboys fan base and profitability• #1 in revenue ratings• All home games sold out for 22 years• Highest TV ratings for games• Team valued at $1.8 billion; $300 milllion

profit in 2007• #1 in merchandise sales

Demographic Marketing• Business executives• Construction workers• Women in their 20s and 30s• People who are interested in sports cars• College students

Relevance and Desire

2008 Programs• Autism• Vegetable Gardening • Solar Electricity• Mystery Fiction• Inspiring Biographies• Mind, Body, Spirit• Gay, Lesbian, Bi-sexual and Transgender

Apples and Oranges?

2008 Successes• Regular event attendees – ‘Library

Groupies’• Circulation statistics significantly up• New memberships up• Key areas of the collection better utilised• Positive evaluation feedback• Intangibles of renewed interest and ‘being

on peoples radar’

Effective targeted programming builds ongoing passion for libraries

Some questions• Does targeting specific groups of the

community in any way betray the inherent openness of a public library?

• What marketing and implementation tools are valuable and worthwhile to investigate from the for-profit business world?