1. Marketing Interview Presentation
(Melanie Carroll)
Christ Empowered Living
Melanie J Carroll 28/03/2013 1

2. Product Brief & Description
Brief is to market to 22+ age group.
'Christ Empowered Living' consists of a one day
course run at Waverley Abbey house.
There is also a Resource pack consisting of 8
30 minute sessions on 2 DVD's +workbook
There is the 'Christ Empowered Living' Book.
Available in Paperback, Kindle and Epub.
Melanie J Carroll 28/03/2013 2

3. Target Methods
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4. Positioning
Currently the design of 'Resource Pack' would
not appeal to 20+ market. Though the new
book redesign would.
Repackaging needed for the pack.
New youtube fresh presentation also needed!
Facebook, Twitter pages needed.
Currently outreach to Young Adult market
would seem to likely be slim on
Resource Pack style merit.
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5. Communication Strategy
20+ market – The Starbucks Generation!
Young working professional. College types.
Gets coffee regularly from Starbucks. Average.
Emotional Appeal - Happy & energetic; trendy.
“You will satisfy your hunger”.
18-25 year olds are exposed to a higher
intensity of adverts on social networks versus
other advertising messages - mainly driven by
females (though this is equalising).
Email is the second most popular form of
communicating with this cohort and is most
frequently received by males.
Melanie J Carroll 28/03/2013 5

6. Packaging the marketing
So use the bright happy 'new' book design.
Use Social Media! Facebook,
Twitter, YouTube, Linked In.
MailChimp email marketing to
established groups & Media
(& requested sign-ups)
Direct Mail:
CU/Uni Chaplaincies,
Fresh Expressions catchment,
Dio Youth Teams,
Youth Pastors, Venues &
Bookshops. Melanie J Carroll 28/03/2013 6

7. Marketing the Campaign
Lead with Facebook/Twitter and then Bookshop
campaign emphasis on Book,
Event & Resource Pack
Trade Mail Out/Contact re: resource and book.
Make it a feature in advance of the day event –
get the bookshops to 'sell' the event as well as
the resources...
Melanie J Carroll 28/03/2013 7

8. Advertising
Build facebook page, twitter stream & Youtube
Engage bookshops to market their markets!
And thereby grow your market outreach...
Send out mail outs – email and postal
Consider offering a discount on the day course
to anyone buying the resource pack...
Melanie J Carroll 28/03/2013 8

9. Pricing Strategy
Focus is on cost effective social media, with
targeted mail out – thus lowering costs over
higher cost traditional print ad's (though these
can be included if deemed necessary – aim for
editorial/what's on sections over ad though!)
Highest cost factor is redesign of 'resource
pack'
Increased cross selling marketability can also
be done through extra % to booksellers to 'sell'
the course & event, also consumer incentive to
buy...
Melanie J Carroll 28/03/2013 9

10. Measurability?
MailChimp, Facebook, Twitter come with
standard measurability metrics built in,
or free/low cost apps can provide these...
Dedicated link to 'Christ Empowered Living'
page and Day Course sign-up form to ensure
consistent tracking of targeted reach as
opposed to 'found' market.
Success should be measured by proven reach
to target audience, increased sales
and a full day course...
Melanie J Carroll 28/03/2013 10

11. Summary and Conclusion
To reach a 20+ audience, a fresher look is
needed.
Social Media is a key engagement.
Broader scope engagement is needed across
networks and into shops for real discoverability.
Focus on the psychology/personality angle...
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