Final presentation


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Penguin Launch: Hardcover Deluxe Classics

Final project for PR Case Studies, Spring 2010, pro

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Final presentation

  1. 1. Penguin Group USA<br />Launch Proposal prepared by Rachel Tardiff<br />Hardcover Deluxe Classics<br />
  2. 2. Series Titles: Wave 1 & 2<br />Great Expectations by Charles Dickens<br />Jane Eyre by Charlotte Bronte<br />Pride and Prejudice by Jane Austen<br />Sense and Sensibility by Jane Austen<br />Tess of the D’Urbervilles by Thomas Hardy<br />The Picture of Dorian Gray by Oscar Wilde<br />Wuthering Heights by Emily Bronte<br />Cranford by Elizabeth Gaskell<br />Emma by Jane Austen<br />Treasure Island by Robert Louis Stevenson<br />Alice’s Adventures in Wonderland and Through the Looking Glass by Lewis Carroll<br />The Odyssey by Homer<br />Lady Chatterley’s Lover by D.H. Lawrence<br />
  3. 3. Series Titles: Wave 3<br />Little Women by Louisa May Alcott<br />The Hound of the Baskervilles by Arthur Conan Doyle<br />Oliver Twist by Charles Dickens<br />The Woman in White by Wilkie Collins<br />
  4. 4. Research: Internal<br />Determine sales numbers on classics collections published from 1990 to 2009, individually and as a series<br />Collect the number of e-book editions sold since Penguin USA began offering the classics in electronic format <br />Compile sales data on previous editions of the classics offered in the new series <br />
  5. 5. Research: External<br />Conduct focus groups of college students and young professionals 18-35 years of age to determine classics readership and attitudes and preferences regarding novel format<br />Create and administer quantitative surveys among recent college graduates and young professionals also in regards to classics readership and preferences regarding novel format, including questions specifically regarding book and e-reader ownership<br />Compile lists of art galleries and museums, book stores, alternative music and art venues, and universities in the top 25 domestic media markets to determine which 10 cities will be the most receptive to the campaign<br />Conduct a content analysis of city-specific publications in the top 25 domestic media markets to determine the frequency of literary stories<br />
  6. 6. Objectives<br />To stimulate awareness for the third wave of the Hardcover Deluxe Classics series<br />To increase sales of editions in the series’ third wave by 25% in comparison to the first two launches, and increase sales of the first two waves of the series by 15%<br />To promote classics ownership among the 18-35 year old age group<br />To emphasize the benefits of print editions of books in general, and the classics in particular <br />To maintain and advance Penguin USA’s position as an industry leader<br />
  7. 7. Target Audience<br />18-35 years of age<br />Soon to be/recent college graduates<br />Young professionals<br />Developing households<br />First-time homebuyers<br />
  8. 8. Target Areas<br />Boston<br />New York<br />Philadelphia<br />Washington D.C<br />Chicago<br />Denver<br />Cincinnati<br />Los Angeles<br />San Francisco<br />Seattle<br />
  9. 9. Programming<br />Launch events<br />Ad and media campaign<br />Partnering with universities<br />Series bonuses<br />
  10. 10. Evaluation <br />Sales figures<br />Levels of attendance at launch events<br />Correspondence with partners <br />Customer satisfaction surveys<br />Comparison to e-book classics sales<br />Tie-in merchandise sales<br />Hits on supplemental website <br />Media impressions and coverage<br />