Marketing Plan: Lost Girls Publishing

Marketing Plan
A distribution, discoverability and marketing plan for Lost Girl Publishing’s commemorative edition of Peter Pan.

NEWSFLASH [a.k.a. HOOK…pun totally intended]:
Neverland found! Vancouver archaeologist identifies an island in the Salish Sea as Peter Pan’s Neverland. Upon discovery Lost Girls Publishing collaborates with Vancouver university design students to launch commemorative edition of the literary classic…then donates portion of proceeds to education in the arts.

Audience/Target Market  

Primary: Young adult readers; the targeted niche within this segment are college/university students enrolled in Emily Carr University of Art + Design in Vancouver, British Columbia. The students will act as contributors to the publishing process of our title, providing artwork for each chapter in exchange for a course credit (as well as a portfolio piece and exposure).

 Secondary: The Vancouver community at large, specifically friends and family of the primary audience, who will want to support the contributors of the title by purchasing either the print or ebook version. (Plus, by nature a classic is such that it spans demographics, appealing to various ages, cultures and genders.)

Goal 

Our mission is to spark in young readers an interest in classic works of literature by directly involving them in the creative development process and showcasing their work to the community. Students will illustrate an image for each chapter, design various cover images and create promotional print materials. We aim to print a box set of the classics, one designed by each college or university in Vancouver.

This is a grassroots approach to publishing, one that is cost efficient and encourages community participation/development, with a percentage of proceeds being donated to fund education in the arts. We’ve adopted this philanthropic perspective to align with Barrie’s modus operandi – the famous author kindly donated the royalties of Peter Pan to a children’s hospital.

Strategy

Our strategy is two-fold: cost-efficiency and community development. We’re partnering with local colleges and universities to develop and showcase the skills of young artists by having them each illustrate a cover image and one chapter image of a title within the public domain. Students receive an academic credit (in lieu of any other course work) while cultivating a high-profile portfolio piece (we’ll give them a free digital copy) and exposure in the environment in which they’ll likely pursue a career.

We seek to generate community-driven sales by promising to donate a percentage of profits toward art school funding (which is constantly under threat of being cut). As a non-profit organization in partnership with public colleges and universities, we are able to subsidize print, production and binding costs through government education grants.

Budget

As a non-profit publishing company our marketing budget is minimal (around the $500 mark). As such, the greater portion of our marketing tactics will rely on cost-efficient or no cost channels such as public relations and social media to proliferate discoverability of our title.

Channels/Tools

Book Event ($300)

  • Book launch hosted at Emily Carr library, where all the students will be present to answer any questions/sign their work.

Public Relations

  • Media advisory with corresponding media kit to local media and the City of Vancouver, promoting book launch (idea is to generate news coverage by local magazines and TV news networks). The media kit will include a 45 second video trailer with snapshots of student art and student commentary on the initiative.
  • Municipal government: pitch the initiative to mayor and members of council at the City of Vancouver who may proliferate the project to residents via their enewsletters. Pitch book launch to Corporate Communications Department in hopes they’ll publish a news release, public service announcement, or tweet about the event. Formerly invite mayor to book launch – the benefit for the mayor is a photo opportunity with students that will enhance his image among resident stakeholders (in his support of the arts). The photo opportunity will attract local media coverage.

eMarketing

  • Email blast (database includes local libraries, schools, residents)
  • Enewsletter – a permissions/subscription based newsletter emailed to users (this will help build our eblast database; as incentive for people to provide their email addresses we’ll offer exclusive perks such as pre-order options).
  • Video trailer – a 45 second trailer with snapshots of student art and student commentary on the initiative, posted as a YouTube video on our website and Facebook page.
  • Book blogs: contact local book bloggers and pitch title

Web & Social Media

  • Lost Girls Publishing website which includes links to our social media and an option to buy books direct.
  • Facebook as a way to build a community with our primary audience, who are avid users. It’s a channel for them to preview draft artwork, exchange ideas and feedback, garner excitement and share the initiative with friends and family.
  • Twitter as a newsfeed to publish important dates: book launch event, pre-order start date, publishing date etc.

Advertising ($200)

  • Print ads at Vancouver colleges, universities and high schools, Vancouver Public Libraries, community newspapers, public transit, local bookstores (ads will be designed by students with printing paid by publisher).
  • Digital ads on our Facebook site and websites of college and university partners (ads link to the pre-order page on our website).

 Distribution

In keeping with a minimal budget, we’re pushing ebook sales as the primary channel in which our title is distributed.  Since our reach is small (Vancouver community), sales will mainly be managed through the Lost Girls Publishing website.

We’ll also distribute through Amazon to reach a secondary audience not within the Vancouver area (and as such they’re not likely to learn about our title through a local publishing house or news feed). Our hope is that the unique cover artwork will help our edition stand out among the dozens of other versions on Amazon. (NB: we’d consider Amazon sales as gravy and therefore not investing a substantial amount of staff energy into it).

We’ll print a small run (approximately 500) of hard copy versions, with a plan to print on demand any subsequent orders.

 Metrics

  • Measuring weekly point of sales
  • Amazon clicks on our title (gather sales figures by subscribing to Booknet)
  • Google analytics
  • The number of pre-orders of our title
  • The number of enewsletter and Facebook subscribers and fans
  • The number of people who download our video trailer

 

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