International PR epubli.pptx.pptx [Schreibgeschützt]kisling/internationale pr...Russia The...
Transcript of International PR epubli.pptx.pptx [Schreibgeschützt]kisling/internationale pr...Russia The...
17.06.2016 1 Internationale PR, WM7, 6. Semester, Hochschule der Medien, SoSe16Isabelle Knapp, Katharina Stritzelberger, Armine Vardanyan
Re‐Briefing
17.06.2016 2 Internationale PR, WM7, 6. Semester, Hochschule der Medien, SoSe16
● We are a PR consultancy and have been asked to support the international launch of epubli
● The launch is focused on the market of the ○ United Kingdom○ Denmark ○ Russia
● The following target groups will be standing in the center of the campaign:○ hobby authors○ university students○ small publishers without epublishing
After our analysis we will present you a communication strategy for all three markets and target groups
Isabelle Knapp, Katharina Stritzelberger, Armine Vardanyan
What is self‐publishing?
17.06.2016 3 Internationale PR, WM7, 6. Semester, Hochschule der Medien, SoSe16
everyone can be an authormaximum of independence
retention of all rights
author publisher
self‐publishing platform distributor
Isabelle Knapp, Katharina Stritzelberger, Armine Vardanyan
Situation Analysis
17.06.2016 4 Internationale PR, WM7, 6. Semester, Hochschule der Medien, SoSe16
About epubli Facts & numbers
● self–publishing platform: supports the
work of independent authors
offers print & eBook publishing and
distribustion
distribution: physical and digital throughall
major retailers including Apple,
Amazon, Google, and moreepubli is part of the Holtzbrinck publishing
group
Founded in 2008about 20 employees
about 12,200 publications (Print + eBook)
almost 4,000 published eBooks
approximately 5,500 authors
annual growth (2015/2016):
about 4,200 publications
Isabelle Knapp, Katharina Stritzelberger, Armine Vardanyan
Goals
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Be recognized as an alternative to
● big international self‐publishing companies
● traditional publishing houses
Aided brand recognition in the target groups of 15%
Isabelle Knapp, Katharina Stritzelberger, Armine Vardanyan
SWOT‐Analysis
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STRENGTHS● High fees for authors (about 60% per
sold title)● Customer service● Low cost: only 14,95€ per publishing● Worldwide shipping● eBook and print in one● high flexibility through short cancellation
period (5 days)● Holtzbrinck affiliate● Extra services such as a free cover design
and free metadata optimization
Opportunities● Publishing costs of competitors are
higher● First steps in UK, Denmark, Russia
Loca on of headquarter (Berlin) → global city and close to UK and Denmark
● Authors can publish whatever they want● Holtzbrinck has worldwide affiliates
Threats● Growth of self publishing market →
more competitors● Unprofessional self publishers ruin the
reputation of self publishing● People think self publishing platforms
are printing costs subsidy publishers● Amazon Create Space is huge in GB and
Denmark
Weaknesses● No premium service for marketing or
promotions● Unknown company and market
Isabelle Knapp, Katharina Stritzelberger, Armine Vardanyan
Who are our target groups?
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Hobby authors Students
Small publishers
Isabelle Knapp, Katharina Stritzelberger, Armine Vardanyan
Analysis
17.06.2016 8 Internationale PR, WM7, 6. Semester, Hochschule der Medien, SoSe16
UK Denmark Russia Germany
population 65,3 Mio. 5,6 Mio. 146,3 Mio. 81,8 Mio.
ø GDP per head 38.830 € 51.400 € 12.800 € 36.740 €
ø age 40,5 41,3 38,7 47,6
sales tax on books relieved 25% 18% 7%
sales tax on eBooks 20 % 25% 18% 19%
languages 95 % English 90% Danish 96,3% Russian 95% Deutsch
internet 92,6 % 95,99% 70,5% 77,6 %
social media Facebook (43 %) Facebook (44%) VK (39%) Facebook (80,5%)
Isabelle Knapp, Katharina Stritzelberger, Armine Vardanyan
Book markets
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UK Denmark Russia Germany
total turnover 4,08 Mio. € 242 Mio. € 1,92 Bn. € 9,3 Mio€
number of publishers
752 61 5727 2209
favourite genre Crime, thrillers, mystery (33%)(Auto)Biographies (27%)
Belletristic (57%)reference books (44%)
Belletristic (57%)reference books (35%)
Belletristic (53,4%)
Isabelle Knapp, Katharina Stritzelberger, Armine Vardanyan
Opportunities & Threats
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UK Denmark Russia
opportunities Self‐Publishing market grows → nearly double size of German SP market
Indie‐eBooks sell well
More than 50% of the authors exercise self‐publishing
Big country, big oppotunitiesOnly few SP Competitors7th Place in NOP World Culture Score Index
threats Many self‐publishing competitors
Make the Danes go from huge and international companies to a small self‐publisher
80% piracy, problem with protecting the intellectual property purchasing power of Russian consumers
Isabelle Knapp, Katharina Stritzelberger, Armine Vardanyan
Positioning
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Priority of the markets & target groups
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Target Media
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Standardization vs. Differentiation
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standardize localize
PR strategy activities channels
positioning international positioning
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key messages 1 international key message
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evaluation methods digital offline → KPIs vary from country to country
press release new productsinternational topics→ but in different languages
local topics → e.g. local events or fairs
corporate design & imagary
standardize everything ‐
Isabelle Knapp, Katharina Stritzelberger, Armine Vardanyan
Key Message
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“I want my book published my way”
“epubli ‐ creative freedom for everyone”
“I want to write whatever is on my mind.”
“ “We don’t want to be responsible for our authors’ eBooks.”
Isabelle Knapp, Katharina Stritzelberger, Armine Vardanyan
PR Activities & Channels
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The Greatest Book of Freedom
Isabelle Knapp, Katharina Stritzelberger, Armine Vardanyan
Time table UK
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Time table Denmark
17.06.2016 Internationale PR, WM7, 6. Semester, Hochschule der Medien, SoSe16Isabelle Knapp, Katharina Stritzelberger, Armine Vardanyan
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Time table Russia
17.06.2016 Internationale PR, WM7, 6. Semester, Hochschule der Medien, SoSe16Isabelle Knapp, Katharina Stritzelberger, Armine Vardanyan
Evaluation
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WHAT HOW
Magazines Media Coverage offline
Influencers Media Coverage online
Events new registered users afterwards
Online google analytics, social media analytics, hompage analytics
aided brand recognition Online survey
goals Online survey and mailings
Isabelle Knapp, Katharina Stritzelberger, Armine Vardanyan