academic textbook marketing plan
Post on 21-Oct-2014
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HEALTHCARE AND BIOMEDICAL
TECHNOLOGY IN THE 21ST CENTURY DIAMOND EDGE COMMUNICATIONS
SPRING 2014
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INTRO
DUCTIO
N
MEET THE TEAM
ACCOUNT MANAGER // Nicole Price
ART DIRECTOR // Dominique Welsh
COPYWRITER // Chloe Collins
RESEARCHER // Helen Edwards
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PART 1
PART 2
PART 3
PART 4
PART 5
Introduction
Brief
Strategy
Creative
Conclusion
AGENDA
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INTRODUCTION
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INTRO
DUCTIO
N
TEMPLE AD DEPARTMENT
• 10th Anniversary
• Provides a challenging and comprehensive program with experienced faculty members
• 500 Students and growing
• 4 Available Tracks• Account Management• Art Direction• Copywriting• Research
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INTRO
DUCTIO
N
DEC HISTORY
• One of the few student-run advertising agencies in the country
• Provides students with industry experience by producing real campaigns for real clients
• Students take on agency roles, such as: account manager, art director, copywriter, and researcher
• Past clients include SEPTA, U.S. Department of State, Alzheimer’s Association, and more
Real Work.Real Clients.Real Experience.
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INTRO
DUCTIO
N
DEC RESEARCH
• DEC uses research on each of our campaigns, from beginning to end
• Back up our ideas with solid facts and valuable insights through primary and secondary research
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BRIEF
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BRIEFOVERVIEW
• Limited awareness for the textbook
• Opportunity to increase its standing in the market
Goal: Aid in the publicity of the textbook to influence its adoptability with academic faculty at universities
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BRIEFTARGET AUDIENCE
• Academic gatekeepers and influences in four-year colleges and community colleges
• Professors and adjuncts who teach general education science courses
• Interest in providing their students with a clear and approachable textbook for non-science majors
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BRIEFPROJECT OBJECTIVES
• Create a comprehensive compilation of the important information faculty members need to select their books
• Focus on becoming discoverable through online venues
• Build online visibility to drive traffic and build awareness
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STRATEGY
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STRATEGY
RESEARCH
• Surveyed two course sections who currently use the textbook
• Responses enabled us to understand the students’ interest in the subject and their abilities to comprehend the textbook
• Conducted primary and secondary research on how academic faculty select their books
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STRATEGY
STRATEGY
Create an integrated marketing plan that showcases the comprehensiveness of the textbook to influence wider adoptability in universities by using digital and social tactics
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CREATIVE
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CREATIVE
TONE
Approachable
Inviting
Welcoming
Impacting
Non-Technical
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CREATIVE
MEDIA KIT
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CREATIVE
MEDIA KIT
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CREATIVE
MEDIA KIT
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CREATIVE
MEDIA KIT
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CREATIVE
MEDIA KIT
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CREATIVE
MEDIA KIT
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CREATIVE
MEDIA KIT
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CREATIVE
MEDIA KIT
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CREATIVE
MEDIA KIT
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CREATIVE
MEDIA KIT
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CREATIVE
MEDIA KIT
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CREATIVE
MEDIA KIT
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CREATIVE
MEDIA KIT
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CREATIVE
MEDIA KIT
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CREATIVE
MEDIA KIT
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CREATIVE
MEDIA KIT
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CREATIVE
WEBSITE
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CREATIVE
WEBSITE
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CREATIVE
WEBSITE
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CREATIVE
WEBSITE
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CREATIVE
WEBSITE
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CREATIVE
WEBSITE
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CONCLUSION
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CONCLU
SION
FUTURE RECOMMENDATIONS • On Springer.com:
• We recommend placing the digital media kit and website on the textbook’s landing page under “Services for this Book”
• On Amazon.com:• We recommend beginning a discussion board
with the authors for book-related questions
• For the website: • We recommend purchasing a yearly package on
the Squarespace platform• We recommend purchasing a permanent
domain name
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CONCLU
SION
THANK YOU
Thank you for choosing Diamond Edge Communications.
Questions?