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MARKET SEGMENTATION FOR THE ACADEMIC LIBRARY SECTOR
7 June 2006, London

Market segmentation underpins good marketing planning and user profiling practices. Academic 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

PROGRAMME
9.15	Registration and coffee
9.45	Welcome and introduction
9.55	Why market to segments 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?
4.30	Discussion and close

PLACES ARE LIMITED TO:  16

FEES:
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
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/2006/mp/marketsegmentationals

(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:

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PLEASE NOTE: cancellations received on the day will incur the full fee. If a cancellation is received in the seven working days prior to the event, 50% of the fee will be due.

CILIP keeps any personal information you supply for the purpose for which you have provided it.  It is not passed to other organisations unless this is made explicit when you supply it or if we are legally required to do so.  However the Institute may from time to time wish to send you information about other services or products it provides.

CILIP reserves the right to alter details or to cancel this event should the need arise.
CILIP has provision for those in wheelchairs. Induction loops are also available.

CILIP, The Chartered Institute of Library & Information Professionals

Registered Charity no. 313014

Message sent by:

Cara Watson
Events Assistant, Training & Development
CILIP
7 Ridgmount Street
London
WC1E 7AE

Telephone: 020 7255 0560
Fax: 020 7255 0561
Email: [log in to unmask]

Visit our web pages at: www.cilip.org.uk/training