MARKET SEGMENTATION FOR THE ACADEMIC LIBRARY
4 May 2005, London
Market segmentation underpins good marketing planning and user profiling practices.
Academics have traditionally segmented their user base in terms of year group, staff
/student and similar approaches. Whilst these are undoubtedly important
characteristics to keep in mind when developing value propositions and service
offerings to users, there is much to learn from new approaches to market segmentation
based around benefits sought and behavioural characteristics.
BENEFITS OF ATTENDING
This workshop will outline current best practice in market segmentation and show
how this can impact on management practices in academic library information
services.
BY THE END OF THE EVENT PARTICIPANTS WILL HAVE:
* identified why market segmentation is a key issue for academic library &
information services
* knowledge of the range of segmentation options
* gained an understanding of the process of creating segments usable in library
planning
* many examples of successful segmentation in both the private and public sectors
WHO SHOULD ATTEND?
This workshop will be of benefit to those library and information professionals who
are in at least one of the following groups:
* staff who have responsibility for producing a marketing strategy, marketing plan or
user profile
* those who are expected, or are expecting, to make a significant input into any
service plan
WORKSHOP LEADER: Terry Kendrick
Terry originally trained as a librarian and after a significant time in this career moved
into marketing planning in 1987. Since then he has worked on marketing planning
assignments in seventeen different countries for over fifty organisations in both the
private and public sectors.
PROGRAMME
9.15 Registration and coffee
9.45 Welcome and introduction
9.55 Why market segment in academic libraries?
10.30 What are my segmentation options?
Benefit segmentation?
Behavioural segmentation?
Other?
11.15 Coffee
11.30 Examples of effective segmentation from the retail and service sectors
12.00 What do I need to know to segment my user and non-user base?
12.45 Lunch
1.30 The process of creating library market segments
3.00 Tea
3.15 How do I decide which segments are most useful for library planning?
4.00 Discussion
5.00 Close
PLACES ARE LIMITED TO: 16
FOR INFORMATION ON OTHER WORKSHOPS IN THIS SERIES:
Marketing communications for the academic library sector
<http://www.cilip.org.uk/training/training/mf/marketingcommunicationsals.htm>
Customer relationship management for the academic library sector
<http://www.cilip.org.uk/training/training/mf/customerrelationshipmanagement.htm>
FEES FOR SINGLE WORKSHOP BOOKINGS:
CILIP personal members: £195 plus VAT (£34.13) £229.13
CILIP institutional members: £235 plus VAT (£41.13) £276.13
Non members: £270 plus VAT (£47.25) £317.25
SPECIAL DISCOUNT FEES FOR SERIES BOOKINGS
It's so easy to qualify for the discounted rate - all you have to do is submit your booking form stating
all the workshops you wish to attend across the whole series. Please note you will be invoiced for the full amount
after attending the first workshop.
Pricing Structure
The fee for each one-day workshop in the series applies as follows:
CILIP personal members £195 + VAT
CILIP institutional members £235 + VAT
Non members £270 + VAT
Discount bookings
If you book a place on any two of the workshops the total fee will be:
CILIP personal members £370 + VAT
CILIP institutional members £450 + VAT
Non members £515 + VAT
You will receive a further discount if you book a place on three workshops, the total fee will be:
CILIP personal members £525 + VAT
CILIP institutional members £635 + VAT
Non members £730 + VAT
A greater saving can be made if you book a place on all four of the workshops in the series. The total fee will be:
CILIP personal members £665 + VAT
CILIP institutional members £800 + VAT
Non members £920 + VAT
HOW TO BOOK:
TO MAKE A CONFIRMED BOOKING:
Please print out and complete the booking form below and return it by fax to the
Training & Development Department on 020 7255 0561, or post to: Training &
Development, CILIP, 7 Ridgmount Street, London WC1E 7AE
TO PROVISIONALLY BOOK A PLACE:
To make a provisional booking simply telephone us on 020 7255 0560, textphone 020
7255 0505, email [log in to unmask] or visit this workshop's web page at
http://www.cilip.org.uk/training/training/mf/marketsegmentationals.htm
(Provisional bookings will be held for three weeks. A confirmed booking must be
received within this period or your place may be lost.)
BOOKING FORM:
I would like to book a confirmed place on (please tick)
[ ] MARKET SEGMENTATION FOR THE ACADEMIC LIBRARY - 4 May 2005, London
[ ] MARKETING COMMUNICATIONS FOR THE ACADEMIC LIBRARY SECTOR - 19 July 2005, London
[ ] CUSTOMER RELATIONSHIP MANAGEMENT FOR THE ACADEMIC LIBRARY SECTOR - 8th December 2005, London
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CILIP has provision for those in wheelchairs. Induction loops are also available.
CILIP, The Chartered Institute of Library & Information Professionals
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Message sent by:
Iona Khan
Events Assistant, Training & Development
CILIP
7 Ridgmount Street
London
WC1E 7AE
Telephone: 020 7255 0560
Fax: 020 7255 0561
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