Marketing: Green Acres and Milk & Cookies: Understanding your Community through Market Segmentation Thursday, March 25    4:00 PM - 5:15 PM     Room:  Oregon Convention Center – Portland Ballroom, #251 Gina  Millsap  Executive Director, Topeka & Shawnee County Public Library  Marc  Futterman  President & CEO, CIVICTechnologies  Eva  Calcagno  Cooperative Manager, Washington County Cooperative Library Services  Judy  Michaelson  President, JAM Marketing, LLC  What don't you know about your library's customers? Surveys and focus groups just scratch the surface. Staying relevant today means meeting customers where they are and developing the right services for them. This program will show how market segmentation data combined with your ILS patron data and geographic information system (GIS) technology will leverage your resources; enable collaboration among libraries; guide strategic, service and facilities planning; and change the way you interact with your community. Benefits and Learning Objectives At the end of this program, attendees will see how market segmentation can be used in conjunction with the PLA Service Responses to deliver demand-driven programs, services and collections. At the end of this program, attendees will understand the Tapestry Market Segmentation system and how to apply it to their community. At the end of this program, attendees will see how GIS tools and market segmentation can focus library resources to serve the unserved and underserved.