Targeting Local Library Patrons Continued from page 15 GIS analysis told the library more about its patrons than traditional survey methods. Perception: People who live in eastern Topeka are generally underserved and are not big library users. Reality: Seventy-seven percent of inner city tenants are library customers and are the fth highest segment in terms of items checked out. CIVICTechnologies uses Tapestry Segmentation in developing community profiles. Six primary Tapestry market segments—Green Acres, Rustbelt Traditions, Home Town, Exurbanites, Midlife Junction, and Cozy and Comfortable—accounted for 53 percent of the population served by the library, with the remaining 47 percent fragmented across 24 other segments. Each segment was ranked for its potential to add patrons and increase library checkouts. This information helped TSCPL identify needs, as well as develop and manage its service delivery and marketing programs. Marc Futterman, president and CEO of CIVICTechnologies, noted, "In contrast to TSCPL's top six segments, inner city tenants (a segment typically considered underprivileged) accounts for only 1.1 percent of the population, or 1,916 people. For TSCPL, this segment represents the highest patron penetration rate among all 16 ArcUser Winter 2010 30 segments—77 percent of inner city tenants are patrons—and the fifth highest average checkouts per patron (1.78 items). In this case, the library is providing exceptional service to a market that is often considered underserved. "Service to juveniles and young adults is also very important to the TSCPL program. We ranked the potential to increase youth patronage and checkouts in each of the 30 segments. The Home Town segment, for example, has a good potential for increasing youth patronage and checkouts, as evidenced by its dominant share of youth checkouts. The behavior of youth in census block groups with high checkouts can serve as a model for increasing checkouts in the census block groups with the lowest checkouts." Another important result of the analysis came from comparing print and nonprint materials by segment. Nonprint materials were www.esri.com