NYPL is a huge institution and so is its Web site. The physical library has 50.6 million items in its collections housed at 89 locations and overseen by 3,200 staff. NYPL is one of the great knowledge institutions of the world, with its collections ranking with those of the British Library, the Library of Congress, and the Bibliothèque nationale de France. With virtually all of the Library's many collections and services are freely available to all comers, the marketing challenge on the Web for NYPL is different than corporations looking for revenue.
But what's the same is that targeting different buyer personas is the most important thing for the NYPL site (or any site). That's the cool thing about marketing on the Web and why I love it so much—it doesn't matter if you are an independent consultant, a Fortune 500 company, a rock band, a candidate for US Congress, or the New York Public Library—what matters is targeting your buyers with a content especially for them.
For example, here are three utterly different buyer personas that the Library must reach with its Web site: