Improving Visibility and Market Share for Simon and Schuster
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Created for the Fall 2010 New Media Driver's License Course by Nina Elias.
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Improving Visibility and Market Share for Simon and Schuster
- 1. Media CampaignMedia Campaign ProposalProposal Presenter: Nina Elias
- 3. Goals: • Improve company visibility • Increase market share
- 4. • Insert screenshot of Google search with Simon and Schuster who? Written in text box. Problem: Visibility
- 5. Solution: • Increase keyword optimization • Monitor results using Google Analytics
- 6. Problem: Translation 0 10 20 30 40 50 60 70 80 E-books Audio Adult Paper East Publishing Industry Sales 2002-2009 SimonandSchuster.com
- 7. Solution: • Feature exclusive multimedia content on homepage • Facilitate easier customer interaction
- 9. Solution: • Create ad campaign for S&S “firsts” • Construct a company personality • Measure success by number of followers
- 10. Cost = $0 ( + expert labor )
Editor's Notes
- You will definitely recognize names that Simon and Schuster published, including authors such as F. Scott Fitzgerald, Stephen King, Jimmy Carter, and Jodi Piccoult, although you might not recognize the company name itself. The simple and effective media campaign I am about to propose will remedy that situation.
- Simon and Schuster is the sixth largest publishing company in the United States. Founded in 1924 and currently owned by CBS, their headquarters are located in New York City. The company publishes e-books, audio books, paperbacks, textbooks, and more, and own nearly a dozen imprints, including many you have probably heard of.
- This media campaign will improve Simon and Schuster’s visibility by making it’s public interface more available and useful to customers, which will consequently increase their share in the publishing industry.
- The first problem is that Google’s search engines do not agree with how important and relevant we think Simon and Schuster should be in search rankings. If we search for a phrase as simple as “publishing company”, Simon and Schuster is not even close to one of the first results listed.
- This problem can be solved by optimizing keywords used on the website and doing research with tracking tools so that when someone, for example, searches for a “publishing company”, Simon and Schuster will show up first on that list.
- The second problem is that Simon and Schuster is not leveraging the numbers from the industry. Statistics show that people want more interaction with their books in online spaces. Thus, e-books and audio book sales have shot through the roof. Their website needs to flaunt the variety of author interaction and multimedia content on the website, which they have on the site in some areas, but are not easily accessible.
- If Simon and Schuster features more juicy, exclusive multimedia content on their homepage, which they have on the website but is not easily accessible, and they re-design the homepage to make it simpler and easier for customers to use instead of this barrage of books and ads, they will undoubtedly drive more traffic to their website, which will help with the first problem of lack of visibility, as well as the second goal of giving the customer more of what they want by the types of interactions they desire.
- What sets our company apart? To customers, Simon and Schuster is probably just another publishing company at this point. But not for long…
- Start a campaign of “firsts” that Simon and Schuster was behind, Zelda would not marry F. Scott Fitzgerald until he got published, so they owe that engagement to Simon and Schuster. Or perhaps that if Simon and Schuster had not began printing crossword puzzle books, no one would be able to enjoy them. Use this new media campaign as an opportunity to give the company some edge and attitude and create a company personality that all social media should follow. The success of this particular solution can be measured by how many additional followers the company has.
- Finally, the cost for this entire campaign could be nothing if you did it yourself. The great news is that tools like Google Analytics are free, so there are practically no extraneous costs! But since you need experts such as myself to increase your Search Engine Optimization and run an integrated social media advertising campaign, the cost of labor can roughly be estimated to one million dollars, which is a mere .001 percent of your total yearly revenue. This would pay for three months of this campaign and would include results analysis after that point, with recommendations for future integration based on the results at that point.