Created a marketing campaign, Keep Nacogdoches Beautiful for the Nacogdoches Public Library to raise their ebook awareness. Traditional and digital media was used to target A18-49 with a $500 budget.

1. Alia Hall, Connor Gray, Francia Olivares,
Jared Hamilton, Sean Patillo, Elizabeth Querales
August - December 2019

2. Agenda
Marketing Parameters
Research
SWOT Analysis
Target Audience
Campaign Recommendation

3. TIMING
Aug - Dec 2019
BUDGET
$500
TARGET
A18 - 49
GEOGRAPHY
Nacogdoches
CHANNELS
• Digital
• Traditional
CREATIVE
Keeping
Nacogdoches
Beautiful
Marketing Campaign Parameters

4. Researc
h
• Key Takeaways

5. SWOT Analysis
• Competition:
Steen Library &
High School
Libraries
•Social media
presence
•SFA on campus
presence
•Audience reach
•Licensing &
copyright
limitations
•Preference of
traditional books
•Location: college
town
•High engagement
•Portable E-books
•E-books are eco-
friendly
Strengths Weaknesses
ThreatsOpportunities

6. WOW
ASK
ACT
Increase effective
exposure
Help encourage consideration
Drive target audience closer to
the point of E-book checkouts
Marketing Funnel

7. Target Audience
Nancy Harris,22 is a college student majoring in
Biology at Stephen F. Austin State University. She
likes to study at Java Jacks while listening to Pandora
as she enjoys her cup of coffee. Every now & then
she’ll look up a how-to videos on YouTube to help
her out on a homework problem.
She also likes to take 15 minute breaks from studying
so that she avoids burnout. During those 15 minutes
she usually checks her social media. She likes to post
pictures on Instagram of herself drinking her coffee
at Java Jacks with a hashtag #studybreaks.

8. Marketing Recommendation

9. 2019 Digital Flighting Strategy
May Jun Aug Sep Oct Dec Jan Feb
YouTube
Pandora
Instagram
Facebook
Digital marketing will be supported with traditional efforts W/O 10/16

10. Digital
Budget
Allocati
on
August September October November December Total
Facebook $34.87 $20.00 $14.00 $7.34 $7.34 $83.55
Instagram $16.25 $29.14 $14.00 $7.91 $7.91 $75.21
Pandora $20.00 $25.00 $34.75 $79.75
YouTube $9.68 $9.68 $12.78 $18.57 $10.78 $61.49
Total: $60.80 $58.82 $60.78 $58.82 $60.78 $300.00
Impressions: 7,805 7,729 5,477 4,918 4,504
Total Campaign
Impressions 30,433
CPM
Social
Facebook $7.34
Instagram $7.91
Streaming
Audio
Pandora $25.00
YouTube $9.68

11. Social Media Content

12. Facebook
• Tired of carrying heavy textbooks? Check out
why E-books are a great transition from regular,
heavy books!
~ End of August, back to school week

13. Instagram
• Hashtags
• Stories
• IGTV
• Partner with KNP –
Keep Nacogdoches Beautiful

14. Twitter
• Hashtags
• #SFA23, #TitleoftheBook,
#KeepNacogdochesBeautiful,
#ILoveEbooksBecause
• E-book advantages
• New book releases

15. Pandora
Pandora will have a 30 second video ad. The script will read:
“Hey East Texas listener, do you have a book collection at home
that’s just collecting dust, making you sneeze every time you
walk by? (Insert audio noise, a-choo) What about all those
textbooks you have to carry to class that eventually end up in the
trash?(Insert audio noise of something being thrown in the tin
trash) (Soothing landscape music playing in the background
starts) Say no more, with E-books and audio books you’ll be
saving space and the environment! Check out the selection of E-
books and audiobooks at the Nacogdoches Public Library today.
Located by Java Jacks.”

16. Unlike Pandora, we will be incorporating a video
ad with the script still reading:
“Hey East Texas listener, do you have a book
collection at home that’s just collecting dust,
making you sneeze every time you walk by? (Insert
audio noise, a-choo) What about all those
textbooks you have to carry to class that
eventually end up in the trash?(Insert audio noise
of something being thrown in the tin trash)
(Soothing landscape music playing in the
background starts) Say no more, with E-books and
audio books you’ll be saving space and the
environment! Check out the selection of E-books
and audiobooks at the Nacogdoches Public Library
today. Located by Java Jacks.”

17. Traditional
Marketing
• Host tabling events at Java Jacks,
Thumpers, & public schools
• Bring awareness of E-book
advantages
• During Midterm week, 10/16
• Inform about library signup
• Raffle for pair of Air Pods
• Handouts & QR coded bookmarks

18. Brochure & QR Coded Bookmark

20. Thank you!