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Marketing Interview Presentation(Melanie Carroll)

Christ Empowered Living

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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.

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Target Methods

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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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Communication Strategy20+ 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.

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Packaging the marketingSo 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.

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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...

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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...

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Pricing StrategyFocus 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...

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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 salesand a full day course...

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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...