5. INTRODUCTION
TEMPLE AD
DEPARTMENT
• 10th Anniversary
• Provides a challenging and comprehensive program with
experienced faculty members
• 500 Students and growing
• 4 Available Tracks
• Account Management
• Art Direction
• Copywriting
• Research
6. INTRODUCTION
DEC HISTORY
• One of the few student-run advertising agencies in the country
• Provides students with industry experience by producing real
campaigns for real clients
• Students take on agency roles, such as: account manager, art
director, copywriter, and researcher
• Past clients include SEPTA, U.S. Department of State,
Alzheimer’s Association, and more
Real Work.
Real Clients.
Real Experience.
7. INTRODUCTION
DEC RESEARCH
• DEC uses research on each of our campaigns,
from beginning to end
• Back up our ideas with solid facts and valuable
insights through primary and secondary research
9. BRIEF
OVERVIEW
• Limited awareness for the textbook
• Opportunity to increase its standing in the market
Goal: Aid in the publicity of the textbook to influence its
adoptability with academic faculty at universities
10. BRIEF
TARGET
AUDIENCE
• Academic gatekeepers and influences in four-year
colleges and community colleges
• Professors and adjuncts who teach general education
science courses
• Interest in providing their students with a clear and
approachable textbook for non-science majors
11. BRIEF
PROJECT
OBJECTIVES
• Create a comprehensive compilation of the important
information faculty members need to select their books
• Focus on becoming discoverable through online venues
• Build online visibility to drive traffic and build awareness
13. STRATEGY
RESEARCH
• Surveyed two course sections who currently
use the textbook
• Responses enabled us to understand the
students’ interest in the subject and their
abilities to comprehend the textbook
• Conducted primary and secondary
research on how academic faculty
select their books
14. STRATEGY
STRATEGY
Create an integrated marketing plan that showcases the
comprehensiveness of the textbook to influence wider
adoptability in universities by using digital and social tactics
40. CONCLUSION
FUTURE
RECOMMENDATIONS
• On Springer.com:
• We recommend placing the digital media kit and
website on the textbook’s landing page under
“Services for this Book”
• On Amazon.com:
• We recommend beginning a discussion board with the
authors for book-related questions
• For the website:
• We recommend purchasing a yearly package on the
Squarespace platform
• We recommend purchasing a permanent domain
name
