handlebar capabilities overview
DESCRIPTION
TRANSCRIPT
Publishing Capabilities
Questions
Where is our publishing program headed?
Why are we taking this route?
Who should we publish for?
What should we publish?
How do we reach our market?
Who can help us succeed?
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Solutions
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Publishing Strategy
Research and Product Development
Advertising and Promotion
Community and Content Marketing
Author and Managed Services
Strategy
Publishing
Category and Products
Backlist Management
Digital
Marketing
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Commodity(Bible(Branding(
Classic(Series™((
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Product(Umbrella(Campaigns(
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Marketing Strategy
Original and relevant promotion
Search- and share-focused
Community engagement and resourcing
Leveraging author platforms
Partnerships
Data capture
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Research
Consumer Research
Trade Research
Trends and Data Analysis
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Advertising and Promotion
Consumer and Trade Print
Merchandising
Social Media
Online media
Events
Non-Traditional
Partnerships11
Selected Projects
Social Media Content (Posts, replies, tweets,
reviews)
Web Design (Landing
Pages, blogs, microsites)
Widgets and other Fan
Tools
Original Articles and Blogs (wiki-, eHow, etc)
Online Advertising
Media Planning,
Creative, and Placement
Print Promotion
Blogger program/
tours
Facebook/Adwords
Advertising
Contests and Giveaways
Social Media Set up
(Facebook, Twitter, and/
or blogs)
Ancillary Products
Ted Dekker “Immanuel’s Veins” (Nelson)
Frank Peretti “Illusion” (Howard)
March 2012
Jim McBride “Rite of Passage” (Moody)
Bill Hybels “Too Busy Not to Pray” (IVP)
Jim Wallis “Recovering Innocence” (Howard)
Stephen Lawhead “Bright Empires” series (Nelson)
Sweet/Viola “Jesus Manifesto” (Nelson)
Jim Rubart “The Chair” (B&H)
Common English Bible translation
Alan Hirsch “The Faith of Leap” (Baker)
One-Year Bible for Kids (Tyndale)
Larry Crabb, Jr “66 Love Letters” Nelson
Jim Daly “First Time Dad” (Moody)
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Merchandising,
Endcap,Kit, Hanging,Sign,
Merchandising,
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Merchandising,
Floor,Clings,
Bookmark,Bagstuffer,
Window,Cling,
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Content and Community Marketing
Fan and email acquisition
Articles
Wiki’s
Ancillary Products
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0
1,000
2,000
3,000
4,000
Engagement Start Engagement End
Subscribers
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CGC Blog Post
CGC Review Post
CGC Wiki Article
CGC Blogger
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Author and Managed Services
Social Media
Content
Website
Department and Category
Author Training and Tools
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Author Promotional Tools
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Chris Grant, VP Marketing for all divisions of Zondervan
Carla Ballerini, VP Marketing for Thomas Nelson’s Bible, Reference and Curriculum division
Keri Wyatt Kent, published author of more than a dozen books (Revell, Zondervan, IVP, Bethany House), blogger and speaker
Julie Busteed, managed more than four dozen book marketing projects in past two years
Bill Paetzold, Creative Director at Tyndale House
Amy Wolgemuth Bordoni, columnist Chicago Tribune, published author (“The Rookie’s Guide to the Internet”) and prolific blogger
Tiffany Self, head of media relations for Wheaton College
Mark Neal, journalist (Liberty Chicago newspapers) and published C. S. Lewis scholar
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Team
Thank you.
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