Academic Textbook Marketing Plan

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HEALTHCARE AND BIOMEDICAL TECHNOLOGY IN THE 21ST CENTURY DIAMOND EDGE COMMUNICATIONS SPRING 2014

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Transcript of Academic Textbook Marketing Plan

Page 1: Academic Textbook Marketing Plan

HEALTHCARE AND BIOMEDICAL

TECHNOLOGY IN THE 21ST CENTURY DIAMOND EDGE COMMUNICATIONS

SPRING 2014

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INTRO

DUCTIO

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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

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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

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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

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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?