Academic Textbook Marketing Plan

HEALTHCARE AND BIOMEDICAL

TECHNOLOGY IN THE 21ST CENTURY DIAMOND EDGE COMMUNICATIONS

SPRING 2014

INTRO

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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

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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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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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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

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WEBSITE

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WEBSITE

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WEBSITE

CONCLUSION

CONCLU

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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?