A presentation on the strategy for repositioning an existing brick and mortar bookstore into an online bookstore.

2. Brief
• Select an existing Nigerian owned bookstore or create one and show how
you will cement its position with the target customers by:
 Designing a compelling proposition
 Giving it a brand innovation spin that will ensure it wins in the online market place.

3. Objectives
 Create a brand identity for the bookstore
 Develop a launch plan and a 3 month interactive GTM campaign
 Make the brand contagious by leveraging elements such as story telling, consumer
insights, data and digital that will make it stand out in the online market space
 Originality, practicality and cost effectiveness

4. Case Study

5. • Maggie
• 30 year old busy HR manager.
• She has a 7-year old son, Tom.
• Tom loves reading books.
• Due to busy schedule, she is unable
to get Tom the books he craves.

6. • Mr & Mrs Belarin have been observing a trend in their 9-year old
daughter: she seems to have lost interest in reading books.
• The Reason: games and other sources of entertainment are competing
with books for her attention.

7. • Hassan, an eight-year old boy
• Fast reader
• Comes back from school at 3pm
• Lunch
• Homework
• iPad
• Dinner
• Games

8. • Children love reading books.
• However, the books have to compete with numerous entertainment
forms for the limited attention of the child.
• Parents are finding it difficult to make a trip to the bookstores.

9. DATA

10. • The Nigerian internet community is over 48 million strong -
28.4% penetration.
• 15 % have shopped online
• 78 % have window shopped
• Fashion items, books and computers are the most shopped.

11. • This shows there is a potential market for books waiting to be
tapped.

12. The Landscape

19. • None has a dedicated personalized experience for young children
• They do not offer an avenue for parents to be involved in the child’s learning
experience.

20. Proposition

21. 1. Create a dedicated online book hub for this
young generation of book lovers by:
Creating a learning community where parents and
children can interact in a fun environment
2. Make reading of books a fun, personalized
experience.

22. Introducing
An online platform that seeks to make reading
interesting, interactive and personalized for young
children and their parents.

23. Bull’sEye
• Primary: Parents of 6-12 year children
• Secondary: children aged 6-12 years

24. Approach

26. A personalized, interactive
platform
- Profile
- My Page
- My Library
- Friends
- Champions’ corner
- Recommended for you
- Book reviews
- Book Badge
- Categories
- AudioVisual

27. AudioVisual
Let them listen to what they
read.
An important aspect of
engaging children in learning
Our store aims to push for
the production and supply
of AudioVisual Books for
the target age group.

28. Additional Features
• Readings and signings –
with children authors
• Early bird – get notifications
about latest arrivals personalised
for your child’s age, preferences
and class.
• * requires subscription

29. What happens when your child is done
with a book?

30. • Recycle:
With this premium feature, parents can put up books they no longer need
on an e-Stand for sale. No need to pile up old books.

31. ePublisher
• Aspiring children authors can publish eBooks directly to our page and
access a wide range of young book lovers

32. Mobile App Integration
For fast and easy access to books.
Includes in-built reader

33. A Tablet App reaching
kids where they play.
Offers a personalized
experience, easy access
and fun learning

34. A Phone App for parents on-
the- go.
Offers a flexibility of use and
greater availabiltiy
Allows parents check up on
the status of the child

35. Social Media Integration to allow for
interactions among parents and to allow them
share their experiences.

36. Google+ Community where child learning
issues and tips are shared.

37. Going To The Market

38. Offline Advertising
Online Advertising
Influencers

39. Campaign taglines
“The family that reads together stays together”
“Your child actually enjoys reading, all he needs
is a page.”
“If your child isn’t reading, it’s because he
doesn’t have a page.”
“If he sleeps when reading, then a page is
missing.”
“It takes only one page to finish a book”
“She hasn’t read in one week. Only Pages can
tell you that.”

40. She hasn’t read in one week. Only Pages
can tell you that.

41. Offline Advertising
Radio • 1st two months
Schools• 3 months
Malls • 1st month

42. Mobile Billboard Ads - 3rd month

44. Online Advertising
SEM and
Direct
Placements
Email
Ads
mobile
3 Months

45. Facebook Sponsored Stories

46. Help your child grow a library with Pages Book Hub
Nigeria’s first personalized children bookstore.
www.pages.com
Targeted Search Engine Marketing

47. Influencers
3rd Month of campaign
• Blog Posts
• News Articles
The Dream Bookstore of
Every Nigerian Parent. By
Linda Ikeji

48. Conclusion
• Pages aims to bring to the urban family a personalized, interactive
model to the online bookstore business with the hopes of making good
books readily accessible and learning fun.

49. Thank You