Trabalho realizado para a Editora Novo Conceito, em parceria com a 6P Marketing e Propaganda. Apresentação que expõe, resumidamente, estratégias e plano de marketing visando a compra de títulos da autora Gayle Forman. Todas as imagens e textos contidos nesta apresentação possuem direitos reservados ao Grupo Editorial Novo Conceito e a 6P Marketing e Propaganda.

2. AUTHOR
GAYLE FORMAN

3. AUTHOR
Forman started her career writing for the Seventeen Magazine and
the majority of her articles centered on young adults and social
apprehensions. Later, she became a freelancer journalist for
publications such as Details, Jane Magazine, Glamour Magazine, The
Nation, Elle Magazine and Cosmopolitan Magazine.
In 2002, Forman and her husband Nick travelled around the world.
From her travels, she accumulated a wealth of experience and
information that, later on, formed the basis of her first book: You
Can't Get There From Here: A Year On The Fringes Of A Shrinking
World. In 2007, her first novel for young adults was released; Sisters
In Sanity was based on an article she wrote for Seventeen. Her most
recent novel, If I Stay, contributed for her winning several awards,
including Indie Choice Award in 2010.

4. PUBLIC
Target reader: Focused on communicating with the Young Adult
public, specially between the ages of 15 and 29.
*Young Adults literature, YA for short, or Ya-Lit, is becoming popular
in Brazil and may be defined as Literature for people between the
ages of 14 and 28. It differs from the children Literature by putting
aside the characters’ naiveté and focus on more mature themes.

5. PUBLICITY STRATEGY

7. PUBLICITY STRATEGY
Book box

8. PUBLICITY STRATEGY
Poster Bookmark

9. Cultural Contest
"YOUR STORY CAN TAKE YOU TO PARIS"
The Cultural Contest
PUBLICITY STRATEGY
The aim is to enable an interaction with the book and advertise it in an unusual way.
1.The Internet user is invited to create an act for a theatre play, describing the scenery and
the characters.
2.Three stories will be selected and made into films.
3.These three films will be posted on social networks, allowing for and sharing comments.
The most shared and viewed film within a one-month period is the winner.

10. Prizes:
PUBLICITY STRATEGY
1st place: 2 return tickets to London and 2 train tickets to Paris.
2nd and 3rd places: Champion watches* and kits of the book.
*Partnership with Champion Watches
The main book character is a collector of watches and Champion is a trademark
with strength in collectable watches.
A partnership with Champion Watches will be established and colored watches
will be included in book kits to be drafted.
The draft will take place via Twitter and interested readers have to follow Editora
Novo Conceito, like Editora Novo Conceito webpage on Facebook and, lastly,
retweet a phrase that is, yet, to be elaborated.
The winners will receive book kits, which will contain the book and 1 Champion
watch with exchangeable straps.

11. promotion

12. promotion
4.500 ONE-TIME VISITORS / day
410 THOUSAND PAGEVIEWS / month
3.800 SUBSCRIBERS
Profile:
Sex: 95% Women
Age: 48% between 18 and 30
Social Class: 68% A/B
Circulation: 50 thousand
Subscribers: 33.000
Profile:
Sex: 95% Women
Age: 70% between 18 and 34
Social Class: 81% A/B
Profile:
Sex: 95% Women
Age: 53% between 15 and 34
Social Class: 57% B

13. promotion
One-time visitors: 1.063.987
Pageviews: 2.638.223
Profile:
Sex: 96% Feminino
Age: 76% between 13 and 25
One-time visitors: 668.000
Pageviews: 5.400.000
Profile:
Sex: Women
Age: between 14 and 50
Social Class: A/B

14. promotion
Target Reader Pre-Release Release Post-Release
Journalists and opinion makers Pre-release, e-mkt, PPT, cultural
contest
Press Angecy and teasers on social
networks
Blogs
Social network activation,
distribution of samples, cover and
synopsis, books and gifts, booktrailer
launch
Cultural contests, social network
interactive actions
Interpersonal actions, drafts
Editors Sending teaser
Pre-release event, dispatch of sales
book sets
Sales Team Raise anticipation
PPT presentation, release event,
internal action for the release,
incentive campaign
Incentive campaign
Readers Expectations on the Internet
On and offline media, POS, Social
Networks, cultural contests Campaign

15. ESTIMATE INVESTMENT
Actions Tasks Pre-Launching Launch Upkeep Propagation / Disclousure
Amount
Investiment
(R$)
BLOGS
Cultural Contest:”Your History can take you to Paris.” Tickets not included R$ 2,200.00
Lottery Contest R$ 800.00
Maintaining Social Networking
Main Booksellers
Buyers
Dispatch e-mkt, First Chapter and Wristwatch R$ 150.00
Sales Incentive Campaign
Booksellers Selling retail
point
Poster, Bookmark and Promotional Kit R$ 22,400.00
Readers
Booktrailer – Novo Conceito Blog – You Tube R$ 897.00
Facebook R$ 500.00
Booktrailer -Sponsored You Tube and Google R$ 800.00
1/3 of a page – TPM Magazine R$ 8,970.00
1/3 of a page – GLOSS Magazine R$ 27,960.00
300.000 sightings banners into JUST LIA website (with expanding super banner
included) R$ 18,000.00
Super Banner into HOJE VOU ASSIM website R$ 3,600.00
Animated Super Banner 267x220 (side) into BLOG THÁSSIA website R$ 6,000.00
ASSESSORIA
Dispatch of Release (docket)
Update of internet expectations and dispatching of promotional kits to critics.
Update of sales Released and keep in touch with the press media.
TOTAL R$ 92,277.00

16. JUST ONE DAY AND JUST ONE YEAR
This marketing project is also
extended to the sequel Just One Year.
The art would be developed based on
the avaibility of the manuscript for
marketing analysis.
Coming soon…

17. Marketing Campaing
for If I Stay by

19. TEASER TO THE BUYERS
Song box to play “La Vie en Rose”

20. By using social networks, 3 million
people were directly or indirectly reached.
PUBLICITY STRATEGY – PRE RELEASE
PUBLICITY STRATEGY
BOOK KITS
Book kits will be sent to bloggers who have a partnership with Editora Novo Conceito,
to celebrities from the music scene, coordinators of music courses in several universities
and conservatories.

21. Cultural Contest
SONATA TO MIA
PUBLICITY STRATEGY
Action: this promotion is aimed at musicians, who will be sent, by post, the
musical score of the piece composed to If I Stay. They shall perform the music
and make it into a video, which shall then be posted in the book hotsite. The
two best performances, best original and best impromptu adaptation, will be
awarded special prizes, different from those included in the book kits.
Invitation letters: Invitation letters will be sent to students from music colleges
and conservatories all over the country, counting on coordinators and
professors to act as interlocutors of this promotion.
Media: The action may also be promoted by means of the printed media,
and further detailed on the hotsite.

22. PUBLICITY STRATEGY
Winners: three videos will be selected by a jury composed of a professional
musician and members of the Novo Conceito Publishing Group. First and second
places will be awarded to those whom best perform the score technically, while the
third place shall be awarded to whom play it with a personal touch, as long as there
is no loss in harmony and music characteristics.
The Prize: First place will be awarded an iPod Touch. Second and third places will
receive an iPod Nano each.
NOVO CONCEITO SOCIAL NETWORK (Facebook / Twitter / Blog / Partner Blogs)
All the details about the book release will be posted on Novo Conceito social
network pages. During the pre-release period, sample chapters, sinopses and a book
trailer will be posted, aiming to raise the public’s anticipation.
Hotsite
The If I Stay and Where She Went hotsites will be a thematic presentation page
inspired by the book atmosphere and plot. A highlighted space for links to the book
pages, a box linking readers to those who found the book my means of the action
among conservatories, and a box linking the readers to a holophonic game.

23. IF I STAY HOLOPHONIC GAME
Environment: Hotsite
PUBLICITY STRATEGY
Dynamics: The game takes place on a plain from a first-person point of view, as
though the character is looking down on the floor. The scenery is a score sheet,
where the paths are marked by lines and visual interventions. The player moves
according to the holophonic sounds, which change audio
channels, telling stories, providing clues and information.
Conclusion: During the ‘walk’, depending on which side the character takes, a
choice must be made about which way to go: life or post-life.
Result: The final trajectory of the game changes into a random score cheet, which
can be shared on Facebook along with the chosen path.
Prizes: All players will have to fill in a form in order to play. Players drafted from this
database will be get an exclusive book kit.

24. ADS IN PRINTED MEDIA: MAGAZINES/NEWSPAPERS
Environment: Hotsite
promotion
Rolling Stone is published in 30 countries
and reaches more than 12 million readers.
With a innovative, casual and young editorial,
Rolling Stone dialogues with people between
18 and 60 years of age.
Folha de São Paulo – Folhateen brochure.

25. INTERNET BANNER
promotion
The internet banner will be placed in websites within the interest range of the
target readers, apart from the Editora Novo Conceito social network pages.
The banner will be designed according to the official book soundtrack.
POINTS OF SALE
Book Maker
Musical Poster
The musical poster will have a sensor that, when activated, will play the book soundtrack.
The musical posters will be available at sellers, such as the main bookshops in the cities
within the campaign range.
PROMOTIONAL ACTIONS IN MUSICAL EVENTS
Distribution of the first chapter as a sample in the main musical events bookshops
in the cities within the release campaign range.

26. IF I STAY AND WHERE SHE WENT
This marketing project is also extended
to the sequel Where She Went.