In Session 1025, we heard about what the Mississauga Library System is doing to attract non-users using a new social marketing tool (PRIZM).
PRIZM uses Census and other data to profile the predominant lifestyles, hobbies, consumer habits, attitudes and beliefs of people living in a given neighbourhood or postal code area. Mississauga has examined who lives around each of its branch locations, and who uses and doesn't use their library. With this tool, marketing plans have been developed to reach out to wider usage by the local population based on their profile. For example, one group of non-users is characterized as looking for emotional experiences, trusting their intuition, and seeking to connect with others. Based on this profile, a marketing plan has been developed that positions the library as a place to make social connections.
This kind of data would be very useful to MPL, helping us to better understand non-users and what kind of message will bring them into our library branches.
http://environicsanalytics.ca/prizmc2.aspx
A related source of information on social values is the Fire and Ice survey - what tribe do you belong to? Status & Security? Authenticity & Responsibility? Exclusion & Intensity? Idealism & Autonomy? Take the survey and find out.
http://fireandice.environics.net/surveys/fireandice/main/fireandice.asp?surveyID=1
Session materials have been posted at http://www.accessola2.com/superconference2009/fri/1025/mills_seoni.pdf
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