International PR epubli.pptx.pptx [Schreibgeschützt]kisling/internationale pr...Russia The following target groups will be standing in the center of the campaign: hobby authors university

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?


everyone can be an authormaximum of independence

retention of all rights

author publisher

self‐publishing platform distributor


Situation Analysis


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


Goals


Be recognized as an alternative to

● big international self‐publishing companies

● traditional publishing houses

Aided brand recognition in the target groups of 15%


SWOT‐Analysis


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


Who are our target groups?


Hobby authors Students

Small publishers


Analysis


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%)


Book markets


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%)


Opportunities & Threats


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


Positioning


Priority of the markets & target groups


Target Media


Standardization vs. Differentiation


standardize localize

PR strategy activities channels

positioning international positioning

‐

key messages 1 international key message

‐

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 ‐


Key Message


“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.”


PR Activities & Channels


The Greatest Book of Freedom


Time table UK


18

Time table Denmark

17.06.2016 Internationale PR, WM7, 6. Semester, Hochschule der Medien, SoSe16Isabelle Knapp, Katharina Stritzelberger, Armine Vardanyan

19

Time table Russia

17.06.2016 Internationale PR, WM7, 6. Semester, Hochschule der Medien, SoSe16Isabelle Knapp, Katharina Stritzelberger, Armine Vardanyan

Evaluation


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


17.06.2016 Isabelle Knapp, Katharina Stritzelberger, Armine Vardanyan21 Internationale PR, WM7, 6. Semester, Hochschule der Medien, SoSe16

Documents

International PR epubli.pptx.pptx [Schreibgeschützt]kisling/internationale pr...Russia The following target groups will be standing in the center of the campaign: hobby authors university