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Marketing Plan for the CCSP Press
 

Marketing Plan for the CCSP Press

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The final pitch to CCSP Press stakeholders regarding a remodeling of the marketing strategy for its books and the branding of the CCSP.

The final pitch to CCSP Press stakeholders regarding a remodeling of the marketing strategy for its books and the branding of the CCSP.

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    Marketing Plan for the CCSP Press Marketing Plan for the CCSP Press Document Transcript

    • Business StrategyMarketing the CCSP PressRabbit Hole Marketing Connor Barnsley Danielle Farmer Hannah Jenkins Markus Pickartz Visnja MilidragovicABSTRACT[Rabbit Hole Marketing proposes a marketing strategy for the CCSP Press.]
    • Table of ContentsMission Statement.......................................................................................................3Summary of Intentions & Outcomes.............................................................................4Goals..............................................................................................................................................................................4Objectives...................................................................................................................................................................4Strategies....................................................................................................................................................................4Audience .....................................................................................................................................................................5 User Scenarios.............................................................................................................................................................6Outcomes....................................................................................................................................................................7Marketing the Press: Current Challenges......................................................................8The Press as a Marketing Priority.....................................................................................................................8 The CCSP titles ...........................................................................................................................................................8 BNC Sales Data...........................................................................................................................................................8Marketing Resources for the Press...................................................................................................................8Weaknesses at Outset............................................................................................................................................9Online Metrics...........................................................................................................................................................9 Summary (2009 to 2010)....................................................................................................................................10 Long-Term Summary (Jan. 2008 – Mar. 2011)..........................................................................................10Detailed Strategy Plan ...............................................................................................11#1: Creating a Marketing Funnel and Brand Cohesion..........................................................................11 Brand Awareness, Consideration, Preference ............................................................................................11 Action and Loyalty: Sales.....................................................................................................................................13#2. Objective: Create a Sustainable Marketing Plan...............................................................................13 Editorial Plan............................................................................................................................................................13#3. Objective: Improve Online Presence ....................................................................................................15 Website........................................................................................................................................................................15 Technical Requirements.......................................................................................................................................17Appendices.................................................................................................................19A: Information Architecture.............................................................................................................................19 Primary Navigation and Structure.................................................................................................................19 Secondary Navigation and Structure.............................................................................................................20B: Wireframes.........................................................................................................................................................21C: Editorial Schedule ...........................................................................................................................................27 Job Description for CCSP Blog Editor.............................................................................................................27 CCSP Blog Editorial Plan.....................................................................................................................................27D: Budget Plan: Year 1.........................................................................................................................................28E: Direct Marketing Strategies.........................................................................................................................29 2
    • Mission StatementRabbit Hole Marketing aims to cohesively brand all of CCSP and its brand activities andincrease the number of touch-points that customers, non-customers, and otherstakeholders can have to engage with the CCSP. A particular emphasis will be placed onraising awareness and growing the customer base of the CCSP Press arm.Ultimately, our efforts will result in selling CCSP Press books and services, generatingexcitement around forthcoming titles and positioning CCSP Press as a cultural enterprise onthe leading edge of publishing innovation. 3
    • Summary of Intentions & OutcomesGoalsWe hope to increase recognition and revenue of the CCSP Press by increasing the CCSP’svisibility and brand presence in the publishing industry.ObjectivesWe intend to: 1. Create a clear and consistent brand for the CCSP, which will also increase brand awareness for the CCSP Press. 2. Transform the current, passive CCSP website viewer into an active participant in the CCSP brand (by way of commenting through social media, purchasing CCSP Press books or services, and applying to various educational programs like MPub, Summer Workshops, or the publishing minor). 3. Increase the overall traffic to the CCSP website and increase the availability, frequency, and presence of new information for visitors to the site. 4. Formulate a sustainability plan that includes: a social media strategy that aims to consistently engage with audiences to draw them back to the CCSP site; a one-year editorial plan/social media schedule to pass on to next year’s cohort that outlines the workflow that will fulfill our objective of also including CCSP Press content; and a budget plan to act as a guide next year’s marketing activities.Ultimately, these objectives will result in increased traffic to the website, increased revenuefor the CCSP Press, and more community conversations to surround the topics of discussionhosted by the CCSP.StrategiesWe plan to achieve our goals by recommending the following marketing strategy:People’s awareness of the CCSP will be increased by creating or refining touchpoints (socialmedia, blog) through which they discover the products and service of the Press.A social media schedule and editorial plan [see Appendix C] will be developed to guide thosemaintaining the social media accounts and blog in the years to come. Their proposed rolesand responsibilities are outlined via a job description. For more details, please refer to thesocial media and editorial plans [Appendix C].The blog will contain up-to-date content referring to all of the CCSP’s branches as well asindustry news; however, there will be a specific, though subtle, emphasis on the Press andthe topics covered in its books that will bring users to CCSP Press’ products and services[See “User Scenarios”].A redesign of the website is integral to creating a clear and consistent CCSP brand. The mostrecent, frequently updated content will appear on the homepage in the form of a blog andnavigational tabs will emphasize and clarify the CCSP’s divisions. 4
    • Audience The CCSP’s currency needs to be proven to a set of audiences via a strategic marketing plan so that appropriate groups (i.e. potential buyers) care about the activities of the CCSP Press. We have identified three audiences for the CCSP Press: 1. Targeted audiences for each of the six titles. [See Appendix E] 2. Design & publishing professionals (including MPub industry guests, internship supervisors, librarians, MPub alumni, instructors). 3. Academics (those interested in CCSP’s scholarly material or journal publishing services; those who have contacted Roberto Dosil about Press services). [See “Direct Marketing Strategies”] 4. Prospective & current MPub students (already have a relationship with CCSP).Target Why are they important? How will we Objective/Audience reach them? Marketing FunnelSegment (by importance) They are most likely to - E-newsletter 1. Find them (via market research). purchase CCSP books (have - Social 2. Get them interested by showing interest in association monies available, media/Blog them (getting in contact with them, followingDirect members, interest in books’ on social media if they have it, cold calls).marketing topics already). They are not [Website: Press 3. Showcase CCSP Press titles to them andaudiences necessarily connected to the pages, Blog] prove title’s relevance to them. publishing industry day-to- 4. They purchase a book, follow CCSP, and/or day, so they are the hardest to subscribe to the blog or e-newsletter. reach; this is why they are a priority. Low-hanging fruit for social - Social media/ 1. Keep them returning by entertaining them media. CCSP already has some Blog and offering compelling content frequently, via kind of relationship with - E-newsletter a variety of touchpoints that reflect theirDesign and them. They are the industry - Industry online and offline activities.publishing and CCSP needs to have a Conferences 2. Eventually expand CCSP’s network ofprofessionals good rapport with them by followers, via word-of-mouth, participation, keeping in touch with them [Website: Research, and their own connections. day-to-day. Press pages, Blog] 1. Reach them/have them find us (through More tertiary; those - E-mail (direct Academic communities and Research via interested in the press’ contact) online searches).Academics services, in Canadian - E-newsletter 2. Inform them about Canadian publishing and publishing industry and - LinkedIn show the CCSP’s timeliness and activity. education more ephemerally - Conferences 3. They opt-in to be reached by CCSP or reach (foreign educators); it directly for services/products. [Website: Research, 4. Eventually purchase services (or perhaps a Press pages] book); eventually spread the word. The other target audiences - Website 1. They hear about the program (via inform these people; they are - Social media/ professors, alumni, professionals, those whoProspective already interested in the CCSP. Blog have heard of the books) or by word-of-mouthand Current (MPub landing pages show and web searches etc.MPub people are finding it, [Website: MPub/ 2. Keep them returning to the CCSP site.students returning, not bouncing a lot). Education, Research 3. Inform them and offer them an opportunity pages, Blog] to participate in community or follow (online). 4. They show preference for the CCSP/Share. 5
    • User ScenariosCanadian industry professional:Halle Visten is the publisher of Looserope Books, a small-but-growing Canadian publisherwith a strong poetry list. Wanting to capitalize in the growing e-book market, Halle isplanning to publish all her titles in a web-compatible software. The CCSP first caught herattention after receiving an email on the Looserope address asking if she would like tosubscribe to a free e-newsletter. Noticing that they maintained a fresh twitter account, shebegan following it for links to their blog that contained interesting information on Canadianpublishing. After reading an interesting interview with John Maxwell about e-bookformatting, Halle thinks it would be well worth her time to contact Roberto Dosil aboutCCSP services. Wanting to expand her small publishing house, Visten purchases a copy of“Managing the Publishing Process,” which was attractively presented in a video interviewon the CCSP website.(The CCSP initially caught the attention of Halle Visten through an e-newsletter, which ledher to social media sites (twitter, blog) that provided interesting interviews with publishingprofessionals. In this particular case, Halle was attracted to the hands-on strategies thatwere presented in the interviews.)[See Appendix E: Direct-Marketing Strategies for potential book buyers and clients.]Publishing educator:William Bell is the director for the Centre for the Record of the Book Program at theUniversity of Edinburgh. A member of The Bibliographical Society, Bill Bell was first reachout by the CCSP by email, asking if he would like to purchase Robert Bringhurst’s TheSurface of Meaning: Book and Book Design in Canada, as well as The Story Behind the Book:Preserving Authors’ and Publishers’ Archives by Laura Millar. Upon viewing the website, Bellreads glowing reviews as well as interesting interviews with the writer’s and decides topurchase one copy of each. Six weeks after shipping the titles, the CCSP emails Bell, asking ifhe would like to purchase more books and asks if he could provide contact information ofother instructors and members of book societies. Bell signs on to the CCSP e-newsletter andis exposed to topical monographs on publishing that would be of interest to his peers.Librarians/Bookish People:Cassandra Schultz is the newly appointed head librarian for a large library in a west coastcity. Just 37 years of age, Cassandra is really interested in the future of digital books inlibraries. Receiving an email from the CCSP at Cassandra.schultz@pvl.com, Cassandrasubscribes to the CCSP’s e-newsletter which outlined itself as presenting interesting andtopical interviews and news about the newest trends in publishing. Finding the e-newsletterinteresting, she visits the website and immediately notices a blog excerpt on an essay aboutdigital lending in libraries. After clicking on the link to the student article, Cassandra readsthe article and is left every impressed.When the next e-newsletter arrives, Cassandra clicks on the CCSP link and reaches the homepage. An interview about The Story of the Book is placed prominently on the home page.Interested, Cassandra reads the article, along with glowing reviews of the book. Cassandradecides to purchase three copies of the book for the downtown location of the publiclibrary. 6
    • Prospective MPub studentMeg MacDougall is a 27-year-old who lives in metro-Toronto. She enjoys reading newfiction and has an eye for book-cover design. Having an undergraduate degree, Meg isinterested in obtaining an education in publishing. A quick Google search of “Canadianpublishing programs” displays the Masters in Publishing Program as the second and thirdhits on the page. Viewing the CCSP website, Meg easily navigates to the education page.Wanting further material, Meg finds out that the CCSP has a rich blog and twitter page, aswell as a niche publishing Press that carries books on books, among them a title byBringhurst, one of her favourite authors. The press contains a lot of interesting links toreviews and YouTube videos. Meg decides to purchase the Bringhurst book. Meg wants toknow what’s going on at the MPub right now, what students are discussing and interestedin, and what’s of-the-moment. Meg, a twitter and Tumblr user, began following CCSP’s socialmedia after first noticing the easy-to-spot links on the CCSP homepage. Reading short pieceson the Tumblr blog about the latest news in e-book technology, Meg is convinced that theMasters program would be the best training ground for her to get hands-on experience withnew publishing technologies.OutcomesThree measurable outcomes for this marketing strategy are:1. Increased web traffic2. Increased CCSP Press book sales3. Increased “retweets” and twitter referrals to CCSP Press siteIncreased traffic to the website is easily measurable by Google Analytics. We aim to havemore visitors who stay longer on the site, reading the content of the blog and returningdaily or weekly in order to access new content. Our measurable goal is to increase traffic tothe CCSP site and decrease the bounce rate, (which is currently over 50%), and ultimatelysee an increase in click-throughs to the Press page and its books.The increased traffic on the website, along with the blog’s content promoting the books willincrease book sales. Direct marketing to audiences tailored to the individual titles andservices will also increase revenue.The CCSP blog and Twitter account will create a conversation within the industry,generating blog comments, “retweets” and replies from our followers and readers. This willincrease the overall conversation about the CCSP and its site’s content. 7
    • Marketing the Press: Current ChallengesThe Press as a Marketing PriorityThe CCSP Press lacks a recognizable identity and currently, there is no marketing forcebehind the CCSP Press. Further, the Press’ presence on the CCSP website is insufficient andoutshined by the MPub program and the “tkbr blog.”The CCSP titlesAttempts have been made to market the CCSP titles, however, many of the books werepublished with libraries in mind, arguably making them difficult to promote for a trademarket.The CCSP has a short backlist (of six titles, though some of them have a steady long taildespite lack of marketing efforts); to magnify this problem, very few—if any—titles comeout each year. This can render the titles “stale” and the Press “inactive” to its targetaudiences.BNC Sales DataCurrently, CCSP Press’ publisher is not keeping track of BNC Sales Data. In the Fall of 2010,ONIX files were submitted to Biblioshare for CCSP Press’ titles. We recommend that BNCSales Data be submitted on a monthly basis and monitored from now on so that salescomparisons can be made between similar titles and sales history by author.The sales known to-date is the following, which should, and could be, extended: Titles, by USA Canada – Direct Sales Total Sold author Retail Trade Bringhurst 40 726 157 923 Millar 46 77 23 146 Wilson 55 76 23 154Marketing Resources for the PressDespite it being a source of revenue, there is no marketing plan currently set in place topropel sales and increase brand recognition. Roberto Dosil, the Press’s publisher, is the onlystaff member, which is quite a challenge for maintaining a marketing strategy.It has been suggested that R.A. positions be offered to MPub students to work in themarketing department during the school year. Though the general feeling is that marketingis a long-term effort, and a halt during the summer when students go off to internships isnot effective, our efforts to make our marketing strategy sustainable will allow for the fluidpassing on and smooth continuance of our marketing goals; this will be accomplished via adetailed package of guidelines for future cohorts developed alongside this report. 8
    • Weaknesses at Outset • The current prioritization of the CCSP branches (via their presence on the web) is dysfunctional and ineffective for the CCSP as a whole. o The CCSP Press and CCSP research receive minimal marketing attention. • The content available in CCSP’s inventory is not very accessible, or does not engage the public. o The @tkbr Twitter site is static o The CCSP blog is updated irregularly o There is no e-newsletter • There is inconsistent branding across the CCSP and its branches and affiliates making the CCSP brand confusing; connections between CCSP and FCAD and SFU need to be clarified or exploited to improve currency, affiliations, or networks. • The CCSP Press has limited presence on the website and is never updated. • The audience targeted by the CCSP and its website is unclear. • Stale content populates the site, despite the CCSP being a centre of “innovation”. o Few books are being churned out by the Press, which already has quite a short backlist (six titles). • There is no CCSP Press business strategy in place, which undermines its capacity to be revenue generating. • The CCSP, in general, is not very compelling online, effectively hindering the CCSP Press brand and its potential.Online MetricsCurrently, of the three branches of the CCSP—education, press and research—onlyeducation is being adequately marketed. According to Google Analytics, education occupiesthe top five most viewed pages on CCSP (and eight of the top ten).Though it could benefit from larger presence in social media and an updated site, theeducation branch of the CCSP attracts a satisfactory volume of prospective, current and pastalumni/students of the MPub program, undergrad program, and Summer Workshops to theCCSP website.Google Analytics:Current Google Analytics show that while there has been an increase of visits from 2009 to2010 (they have more than doubled, most probably as a result of the last site redesign), TheCCSP Press’ pages on the site are receiving little of this growth. It appears that the pages arereceiving even less visits, perhaps due to the increased navigation and accessibility to otherareas of the site as a result of the redesign.It is also interesting to note that while those visiting the site who do decide to stay on thesite seem to stay longer (they go 3 or more pages deeper), the bounce rate overall hasincreased to over 50% (from just over 18% in 2009). The average time spent on the sitehas remained almost the same (which can be improved, especially for the books’ pages,which currently require too many clicks to get to).The number of visitors coming to the site via outside party referrals can be leveraged;currently most of the increased visits can be attributed to direct traffic (a 19.4% increase 9
    • from 2009 to 2010), while referral traffic has dropped by almost 11%. The long-termmetrics, however, show there has been a general failure to direct traffic from sites otherthan SFU-affiliated ones.Summary (2009 to 2010)2009 201014,400 29,500 visits 10,000 (69.4%) 19,900 (67.5%) Canada 1,300 ( 9.0%) 3,100 (10.5%) US 300 ( 2.1%) 500 ( 1.7%) UK10,400 18,400 unique visitors 70.9% 61.4% new visits 3.5% 12.7% 15 or more visits57,800 88,500 page views 700 ( 1.2%) 1,400 ( 1.6%) Undergraduate Minor 250 ( 0.4%) 900 ( 1.0%) CCSP Press 210 ( 0.4%) 230 ( 0.3%) CCSP Books 110 ( 0.2%) 130 ( 0.1%) CCSP Publishing Services 480 ( 0.8%) 110 ( 0.1%) The Surface of Meaning 300 ( 0.5%) 1,100 ( 1.2%) Research38.1% 52.0% bounce rate 18.3% 33.5% 3 or more page views02:57 02:45 average time on site11.3% 20.7% direct traffic56.6% 45.1% referring sites (FCAD is a major one)32.0% 32.9% search enginesLong-Term Summary (Jan. 2008 – Mar. 2011)The following is a visual summary of online metrics, with emphasis on the average effects ofreferral sites. 10
    • Detailed Strategy Plan#1: Creating a Marketing Funnel and Brand CohesionMarketing the CCSP will begin with implementing ephemeral social marketing initiatives togain the attention of desired demographics. The intent is to draw audiences to the CCSP sitewhere blogs, monographs and other narratives (videos, interviews) will draw the interest ofthe viewer, and ultimately funnel them to the CCSP Press pages. The final goal is to see anincrease in revenue vis-à-vis sales of CCSP Press books and services.Brand Awareness, Consideration, Preference The proposed redesign of the CCSP website and content strategy aims to leverage a larger number of prominent social media resources in order to increase the number of touchpoints through which people can interact with the CCSP and ultimately, its Press. The website, in turn, will aggregate this content to present it on the site (post once, leverage multiple times).DomainThe TKBR (formally Thinkubator) moniker will be replaced with CCSP. This will serve twopurposes: to increase the visibility of the CSSP; and to eliminate confusion that new andreturning viewers have over the differentiation between CCSP and TKBR. In short, TKBRwill cease to exist. In order to do this the domain name tkbr.ccsp.sfu.ca will drop the tkbrprefix and become www.ccsp.sfu.ca.CCSP BlogOur purpose is to better leverage the blog on the website and making it a unifying feature,rather than a stand-alone, fourth element.It is proposed that blog posts will be automatically mirrored on Tumblr in order to reach awider audience. Unlike WordPress, Tumblr is a strictly micro-blogging platform that isbetter suited at building communities and contacts around shared information. Not merelyduplicating content on another blogging platform, community features on Tumblr allowusers to “like” or “re-blog” content, providing positive feedback and driving traffic back tothe CCSP website. Tumblr, formed in 2007, boasts two million new posts per day as well as15,000 new users every day. The goal is to utilize this growing and popular blog site tonetwork more efficiently. [See “Editorial Plan” for content strategy.]TwitterTwitter will be used to drive awareness of blog posts and increase users’ interaction withthe entire CCSP brand. It ill also be updated daily and will both work with the CCSP blog bylinking articles on Twitter to the blog and by providing stand-alone material. [See “EditorialPlan” for content strategy and guidelines for maintaining a corporate CCSP voice.] The old@tkbr account will be phased out, and become @ccsp. 11
    • CCSP E-NewsletterAn e-newsletter that summarizes the top content from the previous month (from Twitter,blog, events) insures that the CCSP brand retains its currency with its existing contacts.Subscriptions for the newsletter will be available on the CCSP site and promoted throughsocial media and the blog, as well as on feedback forms distributed at the SummerWorkshops and various events.Narratives and Digital MonographsThe CCSP produces an impressive amount of scholarly research on the subject of publishing.Most of those narratives and monographs and inaccessible to viewers of the CCSP, however.It would be beneficial to make accessible previous graduate papers and scholarlymonographs on the CCSP site, as well as advertise them properly (the current link tograduate papers is inauspiciously located at the bottom of the home page) and placed inuniversity library search engines such as EBSCO. Implementing these strategies would giveCCSP a larger presence in the academic community.The MPub research reports will continue to list the author’s name, the publisher theyinterned for, and the title of the project; a brief synopsis of each paper will be added andplaced underneath the existing information to draw more interest at a single glance.A tag cloud would be created across all the research for easier search and accessibility.LinkedInIt is proposed that CCSP create a company profile on the business-oriented socialnetworking site. As of January 2011, LinkedIn reports more than 100 million registeredusers, spanning more than 200 countries and territories worldwide. The site reportedly has47.6 million monthly unique visitors globally. Creating a LinkedIn profile will showcase theprofessional network that surrounds the CCSP and its branches, effectively creating anetwork of connections for the CCSP and increase its presence and personalize it.FlickrIt is proposed that photographs taken at CCSP or at various events be hosted on Flickr, thenaggregated back into the blog and CCSP site. This image hosting website, allowing sharingand embedding of photographs, creates an additional touchpoint for increasing audienceawareness of the CCSP. An estimated 75 million unique visitors visit the site each month.[See “Editorial Plan” for content strategy.]YouTube ChannelIt is proposed that a CCSP-branded YouTube channel (TheCCSPub) be used to hostinterviews, book trailers, and the like as another touchpoint for audiences to interact withthe CCSP brand. [See “Editorial Plan” for content strategy.]SlideSharePresently the CCSP website provides a mechanism to reformat web pages to function as asimplified slideshow. While to some extent convenient, it does not allow for full navigation,more elaborate compositions, transitions, or builds. It is not only proposed that CCSP createCCSP-branded presentations, but that SlideShare be leveraged to increase the number oftouchpoints for interaction with the CCSP brand. SlideShare, considered to be the YouTubefor slideshows, allows the upload of files in PowerPoint, PDF, Keynote, or OpenOfficeformat. The website gets an estimated 14 million unique visitors a month. 12
    • Action and Loyalty: SalesIncreasing the sales of the CCSP Press requires an influx of traffic to the site through amarketing funnel. The Press itself requires its own marketing initiative to give the booksand press currency. The goal is to sell more copies of CCSP titles; the best way to do this isto rejuvenate the existing titles of the CCSP Press by attaching new and entertaining contentthat relates to the press.Currently, the Press and commentary on the books are rarely updated. In order to give thepress relevancy, auxiliary content will surround the books to market them as fresh content.Interviews with Roberto Dosil, author and publisher of the CCSP Press, videos withprofessionals discussing CCSP books and related content and reviews of the books of theCCSP Press will be given more exposure on the CCSP site.#2. Objective: Create a Sustainable Marketing PlanEditorial PlanFive-Question SchemeThe Editorial Plan will attract the targeted audiences for the CCSP blog by frequentlyfeaturing the audience on the blog. Bi-monthly, we will publish a five-question interview 13
    • with one of our audience members. This blog post will be announced in a tweet, which thesubject of the post will likely re-tweet, (and hopefully their followers will as well). Peoplewill be drawn to the CCSP blog to see themselves and their friends featured. Hopefully,these people will find other points of interest on the blog; namely, posts related to the CCSPPress’s books that will draw them deeper into the site. This model maximizes thepossibilities for people to discover and purchase the books of the CCSP Press, as newlyfeatured people each week will attract a new audience each week, based on the individual’snetwork. Because most of the interviewees will be involved in the Canadian publishingindustry and working with each other, our connections with publishing professionals willbe strengthened and they want to return or become new visitors. This will help tostrengthen the CCSP brand as it will create a buzz within the industry; nobody is anyone inpublishing until they’ve answered CCSP’s 5 Questions.CCSP Press PromotionThe editorial plan for CCSP’s blog is systematic and easy to maintain. Once a week, we willpublish a brief bit about CCSP Press’ books. This may range from a quote from one of thebooks, to a quote from a review, to a video about translation; anything that can be tied tothe books should be. Rabbit Hole marketing is creating a bank of book-related content thatcan be posted in a timely fashion. The books will be promoted in sequential order, so thateach of the six books is plugged by the blog at least a month. Of course, if there is a timelypiece of news that ties into one of the books (such as Bringhurst giving a high-profilespeech) then it should be posted out of sequence. Press services will also be periodicallypromoted through interviews and blog postings. Promotions on the press services will beintegrated into the editorial schedule.As previously mentioned, bi-monthly interviews will go up on the site. People who can bepotentially interviewed are: - All MPub industry guests - MPub professors - Internship supervisors - MPub alumni (ask Jo-Anne for list) - Librarians - Bookstore clerks (interview a chapters clerk vs. indie bookstore clerk)The interviews are key to the CCSP’s blog, attracting and maintaining an audience, as well asdirecting potential buyers to the books.VideosIt is proposed that industry guest lectures and instructors be interviewed on video. This willopen the door for multimedia to be featured on the blog, which may be more compelling forsome audiences and offer media variety for the site. These interviews can then be made intobook trailers and podcasts to be featured on the blog and linked through YouTube. It isprojected that each (approximately 3 minute) video should take 2 to 3 hours to edit oniMovie.Content TaggingA major project needs to be undertaken to tag up all content on the CCSP website in order tocreate a comprehensive and compelling list of tags that amalgamates the different topicsdiscussed under the CCSP roof.[See Appendix C for a six-week cycle of the Editorial Schedule][See Appendix D for Budget Plan] 14
    • #3. Objective: Improve Online PresenceWebsiteCCSP’s current website has a number of shortcomings that affect its ability to effectivelypromote the CCSP Press. Both smaller and major design and functionality changes areproposed in order to enhance usability:DesignThe adoption of the SFU Website Graphic Standards in the latest design revision hasintroduced problems relating to usability. The double-stacked header – the SFU headerfollowed by the massive CCSP header – works counter to the F-shaped reading pattern forweb content. While the implementation of a script to scroll the page up in order to dropSFU’s visual identity shrinks the overall height of the header, there is an untappedopportunity to maximize the impact of the top of the web pages while maintaining fullcompliance with SFU’s visual identity guidelines. The gimmicky avoidance of SFU’s header ismirrored in the footer, which provides little to no functionality. It is proposed to make fullcompliance with SFU’s global design guidelines a feature of the redesigned site, whileenhancing accessibility and focus of CCSP’s content.Given the high ratio of visits to CCSP’s Master of Publishing section, the future designproposes to leverage and maximize the F-pattern in order to promote the visibility of CCSP’sless prominent branches: the Press and its research arm. Visually and navigationally, thiswould translate into a horizontal structure of Press (the main focus of the marketinginitiative), research, and, lastly, education. [See Appendix B for wireframes.] The design willheavily leverage current web standards (HTML5, CSS3, and AJAX), in particular web fonts,transparencies, boxes and buttons without using images, drop-down menus, and tabbedareas.Breadcrumb NavigationBreadcrumbs are currently broken and truncated. In its current iteration, these navigationalelements were clearly added as an afterthought to provide some navigational aids in whatwould otherwise be nearly impossible to traverse the website. The result, however, stillleads to confusion and inaccessible pages (or rather multiple clicks to get back to specificpages).Information ArchitecturePresently CCSP content is spread out across multiple sites and domains. In addition to themain tkbr.ccsp.sfu.ca website, research and classes use isolated, unlinked subsections, andthe summer workshops redirect to an entirely different domain altogether. It is proposedthat all of CCSP web content be brought together under the single www.ccsp.sfu.ca domain.In addition to this fragmentation, the current website features pages that aren’t accessiblethrough a navigational structure but are only referenced in copy on web pages. What ismore, there is an opportunity to group and reorganize content to make it more coherentand simplify the structure of the site. As an example, Resources (which is simply a list oflinks) and Jobs on the Summer Workshops website could be grouped together andseparated in a single tabbed page. [See Appendix A for current website audit and proposednew structure, Appendix B for wireframes.] 15
    • Social Media IntegrationThe blog is currently a highly untapped resource on the website. Its few posts areessentially all linked to the Master of Publishing Program, and it is currently unused forother aspects of CCSP. What is more, its equal footing with the trifecta of CCSP – Press,research, and education – introduces a confusing element.While still featuring prominently on the proposed redesign, the blog would turn into theglue that effectively holds the site together and shows the linkages between the variouselements of CCSP. Effective tagging of blog posts will drive the inclusion of current contenton related static content pages. As an example, pages in the research section will includeblog posts with research topics. Only in cases where other supplemental information wouldtrump blog content would the blog not be leveraged, for example, in case of a visitor havingitems in his/her shopping cart. [See Appendix B for wireframes.]Although mirroring blog posts can be fully automated via WordPress plugins, adoption ofTumblr should be considered experimental. Web metrics, both for the separate CCSP-branded Tumblr site as well as analyzing referring sites to CCSP’s website, should informthe decision whether this practice should be continued in perpetuity.Access to blog posts will be improved by adding tag clouds and access to an archive. Twitterupdates will be both autonomous (automatic updates based on new blog posts) and keyedin.[See “Editorial Plan” for content strategy.]TaggingIn addition to an extensive tag list for blog posts, tagging will also be enabled for researchpapers and enable visitors to search papers by authors names as well as subject matter.Proposed tags:Technology BookCamp Copyright BordersFunny News XML iPadBusiness Events Library KindleCulture Translators CBC KoboEditing Design Education UBCMarketing Bringhurst Journals TorontoDistribution eBooks China NYCGovernment MPub India LondonMagazines SFU America VancouverTOC Interview UKJobs Review Chapters 16
    • Technical RequirementsBelow follow shortlisted WordPress extensions. Final selection will depend on moreresearch and ease of integration, both from a functional and design perspective.NewletterAs CCSP, part of SFU, is governed by the Freedom of Information and Protection of PrivacyAct, unfortunately commercial, US-based service providers like MailChimp cannot beleveraged. However, a number of WordPress plugins allow styling, double opt-insubscriptions, and customizing the frequency of newsletters.MailPresshttp://www.mailpress.org/Newsletterhttp://www.satollo.net/plugins/newsletterE-CommerceTo enable a complete e-commerce presence, including the integration of a merchantaccount for CCSP Press. In addition to an e-commerce plug-in for WordPress (see below), aSSL certificate is required to encrypt communications for the online store.WP e-Commercehttp://www.instinct.co.nz/e-commerce/Tumblr IntegrationIn addition to simply importing the blog’s RSS feed into Tumblr to mirror blog content onthe external micro-blogging site Tumblr, extensions could be leveraged.Tumblrhttp://wordpress.org/extend/plugins/tumblr/Tumblrizehttp://wordpress.org/extend/plugins/tumblrize/WP2Tumblrhttp://wordpress.org/extend/plugins/wp2tumblr/Twitter IntegrationThe CCSP website currently integrates Twitter already. The complete functionality of thepresent extension are unknown and could possibly be improved upon.WP to Twitterhttp://wordpress.org/extend/plugins/wp-to-twitter/WordTwithttp://wordpress.org/extend/plugins/wordtwit/Flickr IntegrationTo integrate the image sharing service Flickr into the CCSP website.Slickr Flickrhttp://wordpress.org/extend/plugins/slickr-flickr/Flickr + Highslidehttp://wordpress.org/extend/plugins/flickr-highslide/
    • YouTube IntegrationTo integrate YouTube into the site.Smart YouTubehttp://wordpress.org/extend/plugins/smart-youtube/SlideShare integrationTo integrate SlideShare into the site.SlideSharehttp://wordpress.org/extend/plugins/slideshare/SlideShare Embeds for WordPresshttp://wordpress.org/extend/plugins/slideshare-oembed-for-wordpress/Social Media BookmarkingTo easily allow website visitors to share blog content, social media bookmarks will beintegrated at the end of blog posts.SexyBookmarkshttp://wordpress.org/extend/plugins/sexybookmarks/Sociablehttp://wordpress.org/extend/plugins/sociable/Socializehttp://wordpress.org/extend/plugins/socialize/Share and Followhttp://wordpress.org/extend/plugins/share-and-follow/
    • AppendicesA: Information ArchitecturePrimary Navigation and Structure CCSP Press Books Individual Titles Journal Publishing Services Research (Merged with Directions) Individual Projects (New Pages) Education Master of Publishing Admissions Tuition Financial Assistance Curriculum Individual Descriptions (Add Examples of Projects) Course Resources (Password-Restricted) Internship Project Reports Alumni (New Page, Separated by Year) Frequently Asked Questions Undergraduate Minor Admissions Tuition Financial Assistance Curriculum Frequently Asked Questions Summer Workshops Registration Tuition Financial Assistance Courses Instructors Individual Bios Accommodation and Travel (Merged with Restaurants) Resources (Merged/Tabbed Links and Job Listings) Contact and Feedback (Merged/Tabbed Contact, Social Media, Mailing List, Feedback, Ideas) Cancellation Policy Sponsors
    • Secondary Navigation and Structure About About CCSP Facilities (Merged CCSP and Summer Workshops Pages) History (New Page) People Staff and Faculty Individual Bios Adjunct Faculty Industry Guests Contact (Merged Contact and Social Media. Include CCSP- and Summer Workshop- specific Contacts) Mailing List
    • B: WireframesHome Page WireframesGlobal SFU Elements SFU Header and FooterCCSP Press Feature Navigation Large scale visual for CCSP Press Links to books and journal publishing servicesResearch Feature Navigation Large scale visual for Research section
    • Education Feature Navigation Large scale visual for Education section Links to Undergraduate Minor, Master of Publishing, and Summer WorkshopsBlog Posts Most recent blog postsSocial Media Buttons Access to CCSP social media sites
    • Site Search Search CCSP website for contentBlog Categories List of blog tagsBlog Archive Access to older blog entries
    • CCSP Footer with Sitemap Footer listing comprehensive sitemapSub-Page WireframesPrimary Navigation Truncated “feature” buttons listing category onlyNavigation Menu Comprehensive pop-up navigation menu for sub-sections
    • Page Content Page contentSearch Search CCSP website for contentSidebar Context-sensitive blog posts, for example research blog entries showing on research pages Trumped by page-specific supplemental information, typically drilled further down the structure
    • CCSP Footer with Sitemap Footer listing comprehensive sitemapBlog Post WireframesBlog Categories List of blog tagsBlog Archive Access to older blog entries
    • C: Editorial ScheduleThe editorial schedule will be maintained by two social-media savvy MPub students eachsemester.Job Description for CCSP Blog EditorThe CCSP blog co-editors are responsible for following a pre-set editorial schedule andupdating the blog three times a week. Blog updates will include everything from industrynews to brief, weekly interviews with industry professionals, and promoting the books andservices of the CCSP Press.The ideal candidates will be familiar with blogging and twitter, highly organized, and have akeen interest in being a part of the online conversation about Canadian publishing. It willrequire approximately 2hrs/week and is a paid position. Please send your CV to Jo-AnneRay if you are interested.CCSP Blog Editorial PlanSeptember – October 2011WEEK 1Mon – Industry news and comment 1. [This will be a link to a current publishing-related news item with a few sentences of comment by the blog manager below. There is no pre-selected content for Mondays, as it is timely. This will keep the blog current and will engage various sources in the site, as we’re referencing outside of ourselves] 2. Ex: “New App Allows Book Shoppers to Scan Barcodes and link directly to Amazon” (The New York Times) Last week the MPub listened to Cathy Legate of the former Duthies bookstore. She talked about the effort that goes into hand-picking the books that she put on her shelves and about how she feels she has an obligation to bring her customers content that is excellent. Isn’t an app like this taking advantage of the knowledge of the bookseller?Wed – The Book of MPub 1. Are Libraries Dying? Kelsey Everton presents the challenges libraries face as they move from print to digital in The Book of MPub (link to CCSP Press Book of MPub page)Fri – Interview with industry guest: Author Caroline Adderson (include photo) 1. What advice would you give to a new editor working with an author? 2. In your book, Bad Imaginings, your short stories are all set in Canada. Why did you set your stories here? 3. How would you feel about your print books being made into e-books? 4. What are you currently working on? 5. What book did you most enjoy reading and why?
    • WEEK 2Mon – Industry news and comment 1. Ex: “New Jonathan Safron Foer Tree of Codes is an experiment in paper cutting” (Guardian Books) In a time when many publishers are focusing on creating fancy apps, one publisher has created an innovative print book. Gimmicky? Maybe. Successful? You bet.Wed – The Story Behind the Book: Preserving Authors’ and Publishers’ Archives 2. Put quote from review or some related content.Fri – An Mpub student can summarize a paper they are writing or thoughts of the week onthe publishing industryWEEK 3Mon – Industry news and commentWed – Translators on Translating: Inside the Invisible ArtFri – Interview with industryWEEK 4Mon – Industry news and commentWed – Managing the Publishing ProcessFri – Thoughts from the MPubWEEK 5Mon – Industry news and commentWed – The Surface of MeaningFri – Interview with industryWEEK 6Mon – Industry news and commentWed – Book Publishing 1Fri – Thoughts from the MPubThe editorial schedule is also available on a Google calendar (blog.ccsp@gmail.com).D: Budget Plan: Year 1Staff (2) $2080$20/hr x 52 weeks x 2hrs/week x 2 $2080SSL certificate $150(To be renewed every 2 years)Total $4310
    • E: Direct Marketing StrategiesThe following universities, institutions and societies will be emailed about regarding theirinterest in purchasing a book that pertains to the their field of interest. Those who purchasea book will receive a follow-up email / phone call two months after shipping, to inquire ifthey would like to purchase more copies.The following universities, institutions and societies will be emailed about regarding theirinterest in purchasing a book that pertains to the their field of interest. Those who purchasea book will receive a follow-up email / phone call two months after shipping, to inquire ifthey would like to purchase more copies.Translators on Translating by Andrew Wilson • Translation Schools: o Canadian Translators, Terminologists and Interpreters Council o American Translators Association o British Centre for Literary Translation (BCLT) o New Zealand Translation Services (NTIS) o National Accreditation Authority for Translators and Interpreters Ltd (NAATI) (Australia) o Australian Institute of Interpreters and Translators Incorporated (AUSIT) o Indian Translators Association (ITAINDIA) o University of Ottawa School of Translation and Interpretation o School of Translation Glendon College, York University o Concordia University o University of Moncton o University of Montreal o University of Texas at Dallas – Center for Translation Studies o University of Minnesota - Program in Translation and Interpreting o University of Massachusetts – Translation Center o The Center for Literary Translation at Columbia University o American University - Department of Language and Foreign Studies (LFS) o University of Auckland - Centre for Translation Studies o University of Leeds - Centre for Translation StudiesThe Surface of Meaning: Book and Book Design in Canada by Robert Bringhurst • Typographical Societies: o The Society of Typographic Aficionados o International Society of Typographic Designers o The Society of Typographic Arts o The Society of Graphic Designers of CanadaThe Story Behind the Book: Preserving Authors’ and Publishers’ Archives from Laura Millar • Institutions/Universities o Academy of Certified Archivists (ACA) o American Association for State and Local History o Archives and Records Association of New Zealand
    • o Archives New Zealando Archivists and Librarians in the History of the Health Scienceso Archivists for the Congregation of Woman Religious (ACWR)o ARMA Canada (Association of Records Managers and Administrators, Canadian Branch)o Association of Diocesan Archivists (ACDA)o Association of Records Managers and Administratorso British Records Associationo City of Vancouver Archiveso Friends of Archives (Vancouver Archives)o Library and Archives Canada MemoryBC.com (Archival Information Network)o National Archives of Australiao National Archives of Irelando National Archives of Scotlando New England Archivistso New England Archivists of Religious Institutionso Rare Books and Manuscripts Section, Association of College and University Libraries, American Library Associationo Records Management Societyo Scottish Universities Special Collections and Archives Group at the University of Glasgowo Society of American Archivistso Society of Archivistso Society of Rocky Mountain Archivistso Society of Southeast Archivistso The American Antiquarian Societyo The Association of Canadian Archivistso The Association of Commonwealth Archivists and Records Managerso The Australian Society of Archiveso The Birmingham City Archiveso The Bristol Records Officeo The Gloucestershire Archiveso The International Council on Archives (ICA)o The National Archiveso The Public Records Office of Northern Irelando The UK Literary Heritage Working Groupo The University of North Carolina at Chapel Hillo The University of Readingo The Wiltshire and Swindon History Centreo University of Alberta Archiveso University of Melbourne Archiveso The Champlain Societyo International Council on Archiveso Historical Perspectives on Canadian Publishingo History of the Book in Australiao Bibliographical Society of Australia and New Zealand
    • o Centre of the Booko The Canadian Association for the Study of Book Cultureo Bibliographical Society of Canada Canadian Archival Education School of Library, Archival and Information Studies-UBCo Society for the History of Authorship, Reading and Publishingo Society for Textural Scholarshipo Scottish Centre for the Book- Napier Universityo The Centre for the History of the Booko The American Printing History Associationo Bibliographical Society of the University of Virginiao Centre for the Book-Library of Congresso Centre for the History of Print Culture in Modern America