Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

AAUP 2007: Marketing Plan (L. Waldron)

493 views

Published on

  • Be the first to comment

  • Be the first to like this

AAUP 2007: Marketing Plan (L. Waldron)

  1. 1. FY 2006 Number of books published 98 Number of journals published 8 Revenue $3.1m Staff Size 26 Marketing Staff 5 Marketing Budget 19.8%
  2. 2. <ul><li>Marketing Allocation in Percentages </li></ul><ul><ul><li>Direct Mail 18% </li></ul></ul><ul><ul><li>Advertising 29% </li></ul></ul><ul><ul><li>Publicity 2% </li></ul></ul><ul><ul><li>Exhibits 13% </li></ul></ul><ul><ul><li>E-marketing 3% </li></ul></ul><ul><ul><li>Co-op Discretionary </li></ul></ul>
  3. 3. Marketing Plan – Academic Book Coptic Monks in East Anglia, 860-862
  4. 4. Marketing Plan – Academic Book <ul><li>Coptic Monks in East Anglia, 860-862 </li></ul><ul><li>Advertising: </li></ul><ul><ul><li>Speculum </li></ul></ul><ul><ul><li>Program Ads for AHA </li></ul></ul><ul><ul><li>Medieval Academy </li></ul></ul><ul><ul><li>Medieval Congress </li></ul></ul><ul><ul><li>Coptic Christianity Today </li></ul></ul>
  5. 5. Marketing Plan – Academic Book <ul><li>Coptic Monks in East Anglia, 860-862 </li></ul><ul><li>Direct Mail: Medieval Subject Catalog </li></ul><ul><ul><li>mails to 10K list </li></ul></ul><ul><ul><li>available at meetings </li></ul></ul>
  6. 6. Marketing Plan – Academic Book <ul><li>Coptic Monks in East Anglia, 860-862 </li></ul><ul><li>Exhibits: </li></ul><ul><ul><li>AHA </li></ul></ul><ul><ul><li>OAH </li></ul></ul><ul><ul><li>Medieval Academy </li></ul></ul><ul><ul><li>Medieval Congress </li></ul></ul><ul><ul><li>Leeds </li></ul></ul>
  7. 7. Marketing Plan – Academic Book <ul><li>Coptic Monks in East Anglia, 860-862 </li></ul><ul><li>E-Marketing: </li></ul><ul><ul><li>In-house email list </li></ul></ul><ul><ul><li>new book release blog entry </li></ul></ul><ul><ul><li>Medieval Review announcement </li></ul></ul>
  8. 8. Marketing Plan – General Interest Book Ben Franklin, Publisher
  9. 9. Marketing Plan – General Interest Book <ul><li>Ben Franklin, Publisher </li></ul><ul><li>Advertising: </li></ul><ul><ul><li>NYRB , TLS </li></ul></ul><ul><ul><li>PA Magazine of History & Biography, American Quarterly, Journal of the Early Republic, Early American Studies </li></ul></ul><ul><ul><li>Program Ads for AHA, OAH, ASA, SHEAR, Omohundro </li></ul></ul>
  10. 10. Marketing Plan – General Interest Book <ul><li>Ben Franklin, Publisher </li></ul><ul><li>Direct Mail: </li></ul><ul><ul><li>Seasonal Catalog </li></ul></ul><ul><ul><li>American History Catalog </li></ul></ul>
  11. 11. Marketing Plan – General Interest Book <ul><li>Ben Franklin, Publisher </li></ul><ul><li>Exhibits: </li></ul><ul><ul><li>BEA </li></ul></ul><ul><ul><li>Philadelphia Festival of the Book </li></ul></ul><ul><ul><li>AHA, OAH, ASA,SHEAR, Omohundro </li></ul></ul><ul><ul><li>NAIBA </li></ul></ul><ul><ul><li>British Association for American Studies </li></ul></ul>
  12. 12. Marketing Plan – General Interest Book <ul><li>Ben Franklin, Publisher </li></ul><ul><li>Publicity: </li></ul><ul><ul><li>Author talks in Philadelphia & Boston </li></ul></ul><ul><ul><li>Radio/TV Interview Report ad </li></ul></ul>
  13. 13. Marketing Plan – General Interest Book Ben Franklin, Publisher Co-op: B&N Tables
  14. 14. Marketing Plan – General Interest Book <ul><li>Ben Franklin, Publisher </li></ul><ul><li>E-Marketing: </li></ul><ul><ul><li>Penn Press newsletter, new book release blog entry </li></ul></ul><ul><ul><li>events blog entry </li></ul></ul><ul><ul><li>author note blog entry </li></ul></ul><ul><ul><li>in-house email list </li></ul></ul>
  15. 15. Seasonal Catalogs <ul><li>Quantity printed 18,000 </li></ul><ul><li>Quantity mailed 10,000 </li></ul><ul><li>Recipients </li></ul><ul><ul><li>ABA membership 1,000 </li></ul></ul><ul><ul><li>MDR lists 8,000 </li></ul></ul><ul><ul><li>In-house 500 </li></ul></ul><ul><ul><li>Overseas 1,500 </li></ul></ul>

×