Academic Textbook Marketing Plan
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21-Oct-2014 -
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Transcript of Academic Textbook Marketing Plan
HEALTHCARE AND BIOMEDICAL
TECHNOLOGY IN THE 21ST CENTURY DIAMOND EDGE COMMUNICATIONS
SPRING 2014
INTRO
DUCTIO
N
MEET THE TEAM
ACCOUNT MANAGER // Nicole Price
ART DIRECTOR // Dominique Welsh
COPYWRITER // Chloe Collins
RESEARCHER // Helen Edwards
PART 1
PART 2
PART 3
PART 4
PART 5
Introduction
Brief
Strategy
Creative
Conclusion
AGENDA
INTRODUCTION
INTRO
DUCTIO
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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
INTRO
DUCTIO
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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.
INTRO
DUCTIO
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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
BRIEF
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
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
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
STRATEGY
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
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
CREATIVE
CREATIVE
TONE
Approachable
Inviting
Welcoming
Impacting
Non-Technical
CREATIVE
MEDIA KIT
CREATIVE
MEDIA KIT
CREATIVE
MEDIA KIT
CREATIVE
MEDIA KIT
CREATIVE
MEDIA KIT
CREATIVE
MEDIA KIT
CREATIVE
MEDIA KIT
CREATIVE
MEDIA KIT
CREATIVE
MEDIA KIT
CREATIVE
MEDIA KIT
CREATIVE
MEDIA KIT
CREATIVE
MEDIA KIT
CREATIVE
MEDIA KIT
CREATIVE
MEDIA KIT
CREATIVE
MEDIA KIT
CREATIVE
MEDIA KIT
CREATIVE
WEBSITE
CREATIVE
WEBSITE
CREATIVE
WEBSITE
CREATIVE
WEBSITE
CREATIVE
WEBSITE
CREATIVE
WEBSITE
CONCLUSION
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
CONCLU
SION
THANK YOU
Thank you for choosing Diamond Edge Communications.
Questions?