Context

The population of Seattle has been growing and changing rapidly in the twenty-first century, as tech companies, including Amazon, Microsoft, Google, and others, expand their workforce in the Pacific Northwest. To best serve this evolving population, the Seattle Public Library needed updated data to understand how residents perceive, use, and wish to use the library system.

The library engaged Pacific Market Research to conduct a broad market segmentation study and deliver personas representing library patrons and potential patrons. As a Content Strategist on the library’s Marketing and Online Services team, I acted as project lead and primary stakeholder on the study.

The Problem

The library system made decisions about programs, services, and communication based on old demographic data that did not accurately reflect the changing population of Seattle. Additionally, the city had never done research that focused specifically on library usage and preferences.

What I did

I worked closely with a group of cross-functional internal stakeholders to develop a comprehensive survey in collaboration with Pacific Market Research. I worked with internal and external translators to translate the survey into eight languages. I collaborated with the agency to synthesize and communicate the survey results and personas developed based on data clusters.

I used these personas to develop a content strategy and marketing campaigns targeting segments in new ways. I developed messaging for transit campaigns and radio ads to reach distinct audiences and increase awareness of relevant programs and services.

Outcomes

The year after implementing campaigns based on the new segmentation saw a 1% increase in overall in-person and virtual visits, and a 4% increase in computer and Wi-Fi usage.