eCommPublishing Kit Curriculum Guide

Step 6 Supplement

Marketing Department Worksheet

Team Members

Department Responsibilities

• Identify the market for the book being published by company and keep track of the effectiveness of company’s efforts to reach the entire market with its marketing efforts

• Develop marketing strategy that effectively communicates compelling reasons why all segments of this market should consider purchasing book

• Implement marketing strategy using publicity, advertising, co-op partnerships, and special events

• Monitor cost-effectiveness of marketing efforts and make adjustments as necessary

Primary Departmental Tasks

• Create a marketing theme for this book and build a buzz around it.

• Develop and maintain a Web site that promotes the book and its authors plus provides the market for the book with all the online incentives, information, and convenience they need to make a purchase.

• Develop and implement a publicity campaign that gets positive comments regarding the books distributed via all local media. This will require publicity releases to be written and distributed whenever the product, its authors, or its publisher are involved in newsworthy events of accomplishments.

• Develop advertisements, posters, table and desk tents, and fliers promoting the book that can be distributed or displayed throughout our school and community.

• Organize special events involving the product that attract potential customers. These could include readings, book signings, and reading groups.

• Find third party businesses and organizations both inside and outside of the school that would be interested in selling the book at their own locations and activities and negotiate the agreements necessary to make this possible.

• Work with finance department to develop marketing budget and cash flow analysis and monitor sales and disbursements versus both of these estimates.

• Use sales performance and market research techniques to analyze the effectiveness of all marketing efforts and use information gathered to make adjustments as necessary to try and improve effectiveness of future efforts.