On-Demand Library Marketing Series (Part Three): Library Marketing 101: Market Segmentation

Description: This third session of the Library Marketing Series will describe how to use a market segmentation to identify, assess, and better understand the different user groups in your library. The presenter will discuss the process of conducting market research to study your overall library community. Once your library’s user groups (or segments), have been identified, then further market research is used to better understand their needs, desires, and expectations.

The four-part webinar series covers the basics of Library Marketing. 

Learning Outcomes: 

By the end of this webinar, attendees will:

·         Define market segmentation and understand how it directly applies to libraries  

·         Understand the importance of dividing your library users into different segments 

·        Utilize different market research methods that will help identify the different user groups in your library 

·        Understand the importance of the concepts of targeting and positioning, as they relate to marketing to your specific library users 

·        Identify different software applications and tools that can help improve your targeted marketing activities

Who Should Attend: This webinar is geared to workers in public, academic, and special libraries


Mark Aaron Polger is an academic librarian and information literacy instructor who has been working in libraries since 1992. He received his MLIS degree in 2000 from the University of Western Ontario (London, Ontario, Canada) and has worked as a librarian in public, hospital, and academic libraries. Currently, he is the Coordinator of Library Outreach at the College of Staten Island, City University of New York (CUNY). He assists in the promotion of library events for CLUE (College Life Unit Experience) credit, coordinates the partnership with local-area high schools and public library branches, and serves as the liaison to the Office of Admissions and Recruitment, Office of Student Life, SEEK office, and the Center for Global Engagement. 

 Since 2014, he has been co-chairing the Annual PR Xchange Awards Competition, part of the new Core division of the American Library Association. Locally, he co-chairs meetings in New York City for ACRL National’s Library Marketing and Outreach Interest Group. He was part of the founding committee of the Library Marketing and Communications Conference (LMCC) from 2015-2019. Currently, he is the Founder and Editor-in-Chief of the open-access, peer reviewed journal Marketing Libraries Journal, which was launched in Fall 2017. 

 He is the author of three books; Library Signage and Wayfinding Design: Communicating Effectively with your Users (2021), Library Marketing Basics (2019), and Engaging Diverse Learners: Teaching Strategies for Academic Librarians (co-authored with Scott Sheidlower)(2017).

Tech Requirements

Core Webinars are held in Zoom. Speakers or a headset for listening to the presentation are required. You may interact with the presenter and ask questions through text-based chat. Closed captioning is available in the Zoom platform. The webcast will be recorded and the link to the recording shared with registrants shortly after the live event.


Online: Complete the individual webinar online registration form. Sessions are listed by date, and you must log in.

By phone: 1-800-545-2433 (press 1 to reach our customer service representatives)

By mail: To register by check or purchase order, please email registration@ala.org. Our registration department will send you an invoice or registration form.

Core Code of Conduct: Please review the Statement of Conduct before registering.


If you have a question or need to make arrangements for special assistance or additional accessibility, please contact Mia Blixt-Shehan (mblixtshehan@ala.org).