Marketing Resources Las Updated June 2016 · • Buys 2-5 Christian books per year • Buys from Amazon Future (in)courage consumer target: Will be a healthy mix of both online and

Confidential information. Images are for presentation only.© 2016 DaySpring. All rights reserved

(in)courage

Marketing Resources

Las Updated June 2016


Video - https://www.youtube.com/watch?v=9jw2d0vbkio

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https://www.youtube.com/watch?v=9jw2d0vbkio


Logo

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Suggested Copy

Helping women find a place of faith, connection and friendship.

At (in)courage you are always welcome, just the way you are.

You’ll always find yourself among friends.

(in)courage is a vibrant community where thousands of women gather to

connect, share stories, and spread encouragement.

We’re excited to bring you relevant tools and resources she can share

and that will help her live out her faith in her everyday life.

With (in)courage you can create community right in your store!

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(in)courage contributors

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(in)courage brings together influential writers, known and loved by women

everywhere, to tell authentic Christ-centered stories of encouragement.


(in)courage contributors

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- Alia Joy

- Aliza Latta

- Amber Haines**

- Angela Nazworth

- Anna Rendell

- Annie Downs**

- Ann Voskamp**

- Bonnie Gray**

- Crystal Stine**

- Dawn Camp**

- Deidra Riggs**

- Emily Freeman**

- Holley Gerth**

- Jennifer Dukes Lee**

- Jennifer JRU

- Jennifer Schmidt

- Jessica Turner**

- Karina Allen

- Kristen Strong**

- Kristen Welch**

- Lisa Leonard

- Lisa-Jo Baker**

- Liz Curtis Higgs**

- Lysa Terkeurst**

- Mary Carver**

- Melissa Michaels**

- Renee Swope**

- Robin Dance

- Sarah Mae**

- Shannan Martin**

- Stephanie Bryant

- Tsh Oxenreider**

**Published Authors


(in)courage

The Brand


(in)courage brand position

How do we help her have meaningful connections with other women?

How do we help her find herself among friends?

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Three Primary Ways

1) By Sharing Stories (editorial)

2) Through Community Engagement (social media & events)

3) With Resources & Products (books, bible studies, gifts & more)


(in)courage consumer need

What is the consumer need met by (in)courage?

What challenges does (in)courage solve?

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We all long for meaningful relationships that fulfill our desire for

unity and connection with God, our friends, and our community. But

where do we start?

She feels disconnected and discouraged.

She doesn’t have meaningful relationships.

She is looking for authentic community with faith-focused

conversations and friendships.

Where can she find out how to make friends and be a better friend?


(in)courage

The Consumer


(in)courage target consumer – WHO IS SHE?

Current (in)courage reach:

Centered in an online community and

online consumer profile

Social – Gen X

Content – Boomer

Product – N/A

Current Profile

• Gen x to Boomer

• Married

• Homemaker or Retired

• More likely kids are out of the house

• From all over but skews southern

• Baptists

• Buys 2-5 Christian books per year

• Buys from Amazon

Future (in)courage consumer target:

Will be a healthy mix of both online and

offline consumers engaged with the brand

Social, Content & Product will be

anchored on reaching Gen X target

consumers, while remaining relevant to

Millennials and Boomers

Future Target Profile

• Gen X

• Relevant range of life-stage

represented

• Continues to buy 2-5 Christian books

per year, but also buys 2-5 (in)courage

gifts, cards & stationery items.

• Buys 75% from Retail and 25% Online

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(in)courage consumer

Target Market (as defined by B&H)

• Christian women

• From all over the globe and from all levels of faith

(in)courage Community Demographic

• Facebook Likes Website Visits

o Women 35 - 44 25% 55 – 64 22%

o Women 45 – 54 21% 35 – 44 21%

o Women 25 – 34 17% 45 – 54 18%

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GenX

GenX

Boomer


(in)courage

The Product


(in)courage Product Positioning

(in)courage delivers inspiring products that help women be brave, reach out, and connect

with other women. Our books, devotionals, resources, gift-able items, stationery, and

more give her what she needs to build more meaningful relationships with the women in

her life.

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(in)courage Product Uniqueness

There is no disconnect between the editorial and visual voice of (in)courage. If the words tell a

story, so do the pictures. If the voice is casual, so is the type. If the writer is real and transparent,

the visual is also authentic and “imperfectly perfect.” Words and pictures should always be a

unified expression. Our look is unstaged and everyday; right sense of style and design to

encourage and inspire.

Modern yet serene.

Beautiful yet relatable.

Relational and relevant.

The packaging helps tell the (in)courage story and connect all items back to the brand with a

consistent look and voice.

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(in)courage

The Marketing/Promotional Plans


(in)courage Marketing & Promotional Plans

Book Launches (Hero Items!)

(in)courage Platform

• Pre-engage consumers & influencers with launch team with host & incentives

• Contract with a PR Agency for media and trade exposure

• Support retailers with in-store events & incentives

B&H Publishing Partnership

• Large online platform to help market the book

• Multiple contributors with their own platforms will be helping promote the book

• Social media sharing opportunities are built into the book

• Support and promotional help from DaySpring

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(in)courage Marketing & Promotional Plans

Ongoing

(in)courage Platform

• Ongoing daily content with editorial focused on book themes

• Continue to grow social media reach and influence

• New website redesign (Q2 2016) will feature additional engagement

• Annual marketing plans with campaigns to support book and product releases

B&H Publishing Partnership

• (in)courage ads featured in the back of books and throughout trade/retail

• Monthly column in HomeLife magazine (600k+ reach)

• Video, program ad and mentions at women’s events (100k+ reach)

• Event partnership with meetups and exploring branded (in)courage events

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(in)courage

The Retail Strategy

Space for approved lifestyle photography


(in)courage 1st retail test

15 Lifeway Stores – Set 5/5/16

Confidential information. Images are for presentation only.© 2016 DaySpring. All rights reserved 21

Rogers, AR Lifeway Store Franklin, TN Lifeway Store


MORE ABOUT (in)courage…

APPENDIX


Craving Connection in B&H Catalog

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Documents

Marketing Resources Las Updated June 2016 · • Buys 2-5 Christian books per year • Buys from Amazon Future (in)courage consumer target: Will be a healthy mix of both online and