What is it?

• A focused marketing effort on a specific group of people an organization wants to reach.
• Identifying and developing products, services, and/or materials for a specific group.

Why do it?

• Climate for library funding is more competitive than ever before.
• Opportunity to build new and stronger connections within the community.
• Gain more supporters (and yes voters) for your library.
• Work smarter rather than harder in your library's marketing efforts.
  
  According to Carroll and Carroll (2000) of Ed Marketing: How Smart Schools Get and Keep Community Support, targeted marketing can help your library in the following ways:
  
  
• Create a deeper awareness
  
• Generate interest
  
• Inform and educate
  
• Establish credibility
  
• Boost reputation and image
  
• Increase visibility
  
• Promote important programs and services
  
• Develop a communications link with the community
  
• Enhance relationships

Learn More:

• Target Marketing: A Practical Strategy for Libraries (Powerpoint Presentation)
• Targeting Worksheet - a worksheet to help you brainstorm an approach for reaching a group of interest.
• Potential Target Groups