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Simon & Schuster ADV 420 Final Presentation


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Simon & Schuster ADV 420 Final Presentation

  1. 1. Simon & SchusterBranding an Online Presence in a Digital WorldBy Maria Abdelnour
  2. 2. Who is Simon & Schuster? A publishing division of the CBS corporation, founded in 1924 “The home to bestselling authors” Stephen King, Jennifer Weiner, Tori Spelling, Paula Deen, Jodi Picoult, Vince Flynn, Bethenny Frankel, Dr. Oz, Dr. Phil, and more Competitors: Random House, Penguin, and HarperCollins
  3. 3. Two Main Campaign Goals Branding Create and maintain a digital presence in an industry that has fallen and risen as literature leaves the physical print of a page and becomes an electronic publication Search Engine Optimization (SEO) Outshine competitors by improving visibility and enhancing keyword marketing strategy Utilize Google Analytics for monitoring purposes
  4. 4. Branding StrategyDevelop consistent company logos, slogans, and taglinesthat are easily identifiable Colors: Red and White Abbreviation: S&S “The home to bestselling authors”Create an S&S following Build upon pre-existing bestselling author fan bases and what are already loyal followings Utilize different social media outlets
  5. 5. Branding StrategySocial Media Maintain a consistent brand presence across different social media outlets and platforms Facebook, Twitter, YouTube, Pinterest, etc. S&S Social Media Director, staff, and interns Develop an internship program that offers college credit Internal company growth and promotional positions Give a voice and a personality to S&S by engaging with followers Answer questions, provide feedback, build hype, and foster a sense of community Offer promotions, contests, and limited edition items Mailing lists, sweepstakes, street teams, etc.
  6. 6. Branding Company webpage remains “central hub” for all things S&S Offers a company overview and directs traffic to other S&S social media pages, as well as pages for authors, books, and publications Less cluttered layout for an easier to explore experience
  7. 7. Search Engine Optimization (SEO)Internet MarketingStrategy and theIncrease of S&S Visibility Keyword Research Frequent and popular keywords in search engine indexes that are relevant to all components associated with S&S and S&S clients Paid Ad Placements Part of or a sector of S&S budget
  8. 8. Google AnalyticsGoogle Analytics andits Applied Use for S&S Detailed statistical report of the visitors to the S&S website Pay-Per-Click summaries Further analyze SEO to better track traffic directed by various online referrals Integrate AdWords to track sales or specific campaigns
  9. 9. BudgetDigital content generated18% of total companyrevenue for S&S in thefirst quarter of 2011Profits more than doublesand sales rose 2% to$155 millionFor the entire 2012 digitalcampaign including thisproject, S&S will workwith an 18% budget ofabout $28 million
  10. 10. “The Home to Bestselling Authors”