Fall 2013 Integrated Plan

Priority/Initiative / Professional Books
Revenue Target 2013 / various- about 1.6 mllion / YTD 2013 / 529K (CDN Resources) + Heinemann

Audience:

Provinces / xNational BC AB SK MB ON QC NS NB NF PE NT YT
Administrators / Directors/Superintendents Consultants Principals IT Directors Leaders Other
Teachers / Pre-K K 1 2 3 4 5 6 7 8 9 10 11 12
Parents / Pre-K K 1 2 3 4 5 6 7 8 9 10 11 12
Students / Pre-K K 1 2 3 4 5 6 7 8 9 10 11 12
Other (List)

Strategies:

-Continue with the monthly thematic eBlast Specials
-Create a customizable Booklist for events and conferences
-Evaluate the use of the catalogue generator and add titles as needed
-Create a targeted marketing campaign for each of our new Canadian Professional Books
-continue to update and upgrade the professional book web pages
-Research appropriate Pearson US PD titles to add to our existing catalogue
-Mini print catalogue highlighting new and best-sellers for use at events, conferences

Roles & Responsibilities:

Marketing / Field Sales / Connected Sales / Publishing
-provide a minimum of one thematic promo eblast per month
-continue to add new titles and improve virtual samples online
-develop print mini catalogue
-research new Pearson titles to add to our existing list
-customized booklists for conference and district displays as needed / -distribute monthly eblasts to all appropriate contacts
-highlight appropriate new and bestsellers on district level calls
-provide RCM with title and theme suggestions as the market suggests / - Provide suggestions and titles to include within specific campaigns
-use the new catalogue generator to personalize lists for specific customers / -provide covers, TOCs, sample chapters of all new books in advance of book release
-include author video as standard practice to be used in promo and epub versions.

Conferences/Events:

Details / Projected
Budget / Actual
Expense
Conferences
Events

Actions:

Publishing / Description / Commitments / Projected
Budget / Actual
Expense / Start Date / Completion Date / Actual Date Completed
Sales / Description / Commitments / Projected
Budget / Actual
Expense / Start Date / Completion Date / Actual Date Completed
-distribute monthly eblasts to all appropriate customers
-feed marketing "hot topics" to inform eblasts, website etc.
-drive attendance to author talk webinars and fee based sessions
Marketing / Description / Commitments / Projected
Budget / Actual
Expense / Start Date / Completion Date / Actual Date Completed
Monthly eBlasts / -monthly eblasts (10% off) organized around hot topics
-plan and identify opportunities for author talks (in person or online)
-create 8 page mini catalogue / Sept
Oct
Nov
Dec
Mini-Catalogue / 12 page mini-catalogue featuring new and hot PD titles for conference and field use / 2500

Digital Marketing:

Tools / Description / Commitments / Projected
Budget / Actual
Expense / Date Required / Content
Due / Date Completed
Website Store Page / Update titles and add new titles
Website Marketing Page
Virtual Sample(s) / Ongoing- with Marketing Services, continue to upgrade book pages with additional content, samples, video etc.
Walkthrough/Promo Video / Video PowerPoint
Email Campaign / -monthly eblasts - also provide in printable format
Survey / Giveaway Required
Social Media

Print Marketing:

Tools / Details / Projected
Budget / Actual
Expense / Date Required / Content
Due / Date Completed
Brochure / Fall mini catalogue / $2500
Flyer
Postcard/ Bookmark
Pricelist / Customizable pricelist for smaller displays and events / 0
Fax
Sampler
Mass Comp
Signage / As needed
Handout/Take-away Package