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T A B L E
C O N T E N T S
o f
About the Authors
Executive Summary
Situation Analysis
Company Profile
Market Analysis
Competitve Analysis
SWOT
Primary Research
Target Markets
Campaign Scope
Marketing
Advertising
Public Relations
Logistics
Budget
Media Calendar
Works Cited
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A B O U T
A U T H O R S
t h e
K R I S T I N
C L O Y
p u b l i c
r e l a t i o n s
C A R A
S P I D L E
m e d i a
d i r e c t o r
M A T I N A
T O U M A N I D I S
a c c o u n t
p l a n n e r
K A L I N A
S A N C H E Z
i n t e r a c t i v e
d i r e c t o r
B A I L E Y
S U L L I V A N
c r e a t i v e
d i r e c t o r
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Mint Julep Medias campaign strategy for Book People is to create a community that feels
bound by books. Books not only help you learn or escape to a diferent place and time, but
they can bind people together. Currently, Book People is struggling to gain momentum for
its Signed First Club, which allows members to purchase signed rst editions of books on a
monthly to yearly basis. Mint Juleps plan increases marketing for the club while reaching
out to a tailored target market that will promote awareness and increase membership in the
club through our Bound to Books campaign.

Through primary research we learned that there is a specic target, bibliophiles, that are
book collectors and have a very special attachment to their books. These are the kinds of
people that will be our primary target for the Signed First Club. Because book collectors do
not have a certain age, size or gender, our secondary target for the club will be every person
that walks through the store. One of the main facets of Mint Julep Medias campaign is to
market the Signed First Club more heavily in the store and at the point of purchase. The goal
is to expose as many people to the club and what it is, so that even if they are not interested
in the club themselves, they know the club is there for gift giving or for their book-collecting
friends and family members.

The main competitors in the market for Book People tend to be other forms of entertainment
in the city, such as movie theaters, music festivals, and events. To combat this competition,
Mint Julep Medias campaign uses guerilla advertising tactics to turn Book Peoples
advertising into a form of entertainment itself.

The Bound to Books campaign is an opportunity to create an attachment between Book
People customers and the books they choose to invest in.
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MISSION STATEMENT: TO BE A HAVEN FOR READERS AND THINKERS TO GET TOGETHER
Book People is in their 44th year of business as a leading independent bookstore not only in Austin
but in Texas. They set themselves apart from other book realtors by ofering a personal touch to
everything they sell and all the services they provide. They average 1,500 people per day in store and
have equally high numbers in social media with roughly 18,000 Twitter followers, 15,000 Facebook
followers, and 1,500 Instagram followers. Book Peoples event calendar is lled almost every day with
events such as story time, book club meetings, and book signings. They also ofer a birthday party
package that can be customized for children aged 3-7.
Book People has also partnered with Kobo to be able to ofer eBooks on all non-Amazon devices and
their consignment and afliate programs are available to help aspiring authors and others in the
literary eld. Book Peoples two main projects are their Signed First club and their variously themed
book clubs. They currently hosts 13 book clubs and ofers a 10% discount when purchasing a book that
is up for discussion.
Due to Austins high volume of events, Book People sees other forms of entertainment as their
biggest competitor. Their location can also been seen as an obstacle because they are located in the
heart of downtown Austin, thus commuters face heavy trafc traveling to and from the store.
C O M P A N Y
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ABOUT THE SIGNED FIRST CLUB
For many book lovers, books are something to own, preserve and
admire. These bibliophiles develop a passion for books, continuing
to add to their ever-expanding library and becoming reluctant to
part with anything on their shelves. The Signed First Club is a
unique way for bibliophiles to enhance their personal library with
valuable signed rst editions.
Enroll in the Signed First Club and youll receive one signed rst
edition hardcover book each month, handpicked by BookPeoples
discerning buyer. Well also include a protective book cover, to
preserve the value of your book. Considering an authors catalog
of work as well as reviews or testimonials about the literary merit
of each particular book, our seasoned buyer selects one book each
month that has a high potential to increase in desirability.
Our Signed First Club also makes for a unique and thoughtful gift
for the book lover in your life.
HOW TO SIGN-UP
Please call us at (512) 472 - 4288 ext. 410, or email signedrstclub@
bookpeople.com to join the Signed First Club
THREE WAYS TO BECOME A MEMBER:
Month to Month - $35/Month
Includes signed rst edition, book cover, shipping
We will bill you each month
6 Month Membership - $195
6 Months of books, book covers, shipping
Save $15 of monthly rate (only $32.50 per month)
Renewal is not automatic. We will contact you for
membership renewal.
12 Month Membership - $375
12 months of books, book covers, shipping
Save $45 of the monthly rate (only 31.25 per month)
Renewal is not automatic. We will contact you for
membership renewal.
WHY COLLECT SIGNED FIRST EDITION BOOKS?
Collectors specically pursue the rst printing of a rst edition.
A signed rst edition is that rarest of creatures that can elevate a
library from okay to outstanding.
First editions are distinguished from subsequent printings as they
represent the closest edition in time and intent to the authors origi-
nal work. A signed rst edition can become a special and valuable
book for the owner, a lucrative investment, or a keepsake to pass
down through generations.
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INDUSTRY OVERVIEW
Currently, the retail bookstore industry is dominated by several large
chains, including Barnes & Noble, Inc. and Books-A-Million. These large
chain retailers carry between 15,000 and 20,000 of the most popular titles
targeted for a broad consumer market[1].

According to the American Booksellers Association, the 2,000
independent bookstores currently in operation account for a very small
percentage of the entire industry[2]. Independent retailers carry a greater
variety of titles than large chain retailers, between 30,000 and 40,000
per store1. These brick-and-mortar independents ofer a wider variety of
titles than chain stores for niche markets such as religion, science and
technology, personal hobbies, and childrens books.

ECONOMIC SPHERE
Beginning in 2008, the recession lowered disposable income
and consumer sentiment, causing individuals to cut back on
discretionary purchases such as books. From 2013-2018, bookstore
industry revenue is projected to decrease at an average annual
rate of 3.8 percent to $16.7 billion, including a 2.7 percent drop in
20133.
In recent years, the bookstore industry has experienced increased
competition from mass merchandisers, department stores
and online retailers that has persisted well into the economic
recovery3. In addition, the continually growing trend toward
online shopping has left consumer demand for bookstore
merchandise on the decline.

While the economy is expected to grow in the next ve years,
the bookstore industry is not projected to follow suit3. However,
revenue decline is anticipated to slow over the next ve years to
2018, as consumer spending improves with the economy.

M A R K E T
A N A L Y S I S
B P
CONSUMERS
Independent bookstores are sought out and frequented by loyal,
afuent clientele in search for an experience not just a purchase.
Nationally, the average household spent $55.22 at bookstores in
20134. However, there are certain segments of the population
which spend more than the national customer average for
bookstore spending: Source: SNBC.net

More specifcally, women are not only more likely (65 percent)
than men (40 percent) to have read a book in the past year, they
are also signicantly more likely than men to have purchased
a book. Some 60 percent of women purchased books in 2010,
compared to 45 percent of men5.

There is a strong correlation between household income and the
share of adults who read and purchase books on a regular basis5.
This is most likely due to diferences in educational level among
higher-income households, adults of which are more likely to
have spent time in higher education and have occupations that
require reading.
MISCELLANEOUS TRENDS:

SHOP LOCAL MOVEMENT
The growing popularity of the shopping local movement, an idea that
is closely tied to the concept of community, encourages people to shop
at local businesses under the pretenses of civic duty. For all apparent
pricing and location advantages of big boxes and chains, in which books
are a minor item at best, many consumers across the country nd the
grassroots accessibility of independent bookstores appealing6.

E-READER GROWTH
E-book sales grew nearly 10 fold from 0.6 percent of the total Trade
market share in 2008 to 38 percent in 2013, putting pressure on
independent retailers and brick-and-mortar chain retailers alike7.
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SIGNED BOOK OF THE MONTH CLUBS
SQUARE BOOKS
One of the most successful Signed First Edition book clubs in the United States, Square Books in Oxford
Mississippi has been in business since 1979. The books are billed at list price, plus postage and are sent out
approximately once per month. Customers are allowed to send back two books per year for a refund as a
refusal and are eligible to receive a bonus book around the rst month of every year if they have been with
the club for six months.
books@squarebooks.com
LEMURIA BOOKS
Lemuria Books ofers a signed rst edition book club online to anyone nationally. The club will send
customers one book a month (occasionally two) and are normally of the ction genre. The books are chosen
based on literary content and future collectibility. The cost per month is the price of the book, plus and $8
shipping charge. Lemuria ofers a very lenient return policy, allowing you to return any book within two
weeks of being received.
lemuria@lemuriabooks.com
OTHER FORMS OF ENTERTAINMENT

From movie theatres like Alamo Drafthouse to music venues and comedy clubs, Austin does not lack for
sources of entertainment. There are also more untraditional and seasonal events, like Blues on the Green
and other music festivals, which take away from the attendance of BookPeoples book clubs. To some
people, even exercise classes and hiking on trails like the Greenbelt are forms of entertainment. This
category of competitor is the biggest, the widest reaching, and also the most impactful to BookPeople.
ST RE NGT HS
OP P ORT UNI T I E S
WE AKNE S S E S
T HRE AT S
STRONG BRAND IDENTITY (LOCAL)
LOCATION (CENTRAL)
DIVERSITY OF EVENTS
FREQUENCY OF EVENTS
DIVERSE AND UNIQUE BOOK SELECTION
DIRECT MARKETING
SHOP LOCAL MOVEMENT
EXPANSION OF TARGET MARKET
CHANGING DEMOGRAPHICS OF POPULATION
(AUSTIN) HTTPS://WWW.AUSTINTEXAS.GOV/PAGE/
TOP-TEN-DEMOGRAPHIC-TRENDS-AUSTIN-TEXAS
LIMITED MARKETING BUDGET
WEBSITE (CLUTTER, EASE OF USE)
OVERSATURATION - SO MANY EVENTS, CLUBS,
ETC. THAT CONSUMERS ARE OVERWHELMED
INDEPENDENT BOOK STORE MARKET
SHRINKING
E-BOOK POPULARITY
LOCAL ENTERTAINMENT (FESTIVALS,
CONCERTS, ETC.)
CHAIN BOOKSTORES (BARNES AND NOBLE,
BOOKS-A-MILLION, ETC.)
1 1
Our main source of primary research was the initial meeting with
Book People representatives as well as email exchanges. The
following information was gathered and used to help support and
drive our campaign initiatives.
BOOK PEOPLE
-2 articles in Austin Chronicle/Austin Statesmen each month
-Partners with Texan Teen Book Festival
-Store sees an average of 1500 people a day
-Store sees about 3000 people a day during December / big events
-Social Media numbers
-Twitter = 18,000
-Facebook = 15,000
-Instagram = 1,500
-Book People Blog = 15,000
-Partnered with Kobo for Ebooks
-Competitors:
-Barnes &Noble
-Book Women
-Amazon
-Music Festivals/Other forms of entertainment
BOOK CLUBS
-Currently have about 12 clubs
-Advertised with in-store displays
-Goal is to get people who come in to the store interested
in participating
-8-10 participants is the ideal size
-Genre specic
-Participants receive 10% of for buying a book club specic book
-Horror, ction and comedy book clubs are least popular
-No direct book club marketing
-Facebook groups for book club members
- Employ Google and WordPress analytics to track social media
and website trafc
SIGNED FIRST
-Able to ship all over the world
-Goal is to bring in bigger authors to the store
-Currently have about 12 members
-Biggest clubs in the nation have 300-400 members
-Previous marketing tactics included in:
-Winter catalog
-Blog Posts
-Social Media blasts
-Eblasts
-InfoDesk
-Website
-Heavily promoted as a gift giving idea
P R I M A R Y
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T A R G E T M A R K E T S
B I B L I O P H I L E S
M e l o d y
I dont remember a time when books were not a part of
my life. My grandmother and mother were both career
librarians. They brought home all the cast-of library books
that nobody else wanted and seemed to be inseparable from
books. Books lined every room of our house, and, in my
memories, my grandmother and mother were either always
reading a book, or reading to me.

Since my childhood, Ive made a hobby of collecting books.
A book collector is one who seeks after the prize, whether
its a specic title, or a topic, or an author, or even just
for the love of the book. Like most avid readers, the most
dedicated collectors are enamored by the smell, the feel,
and the atmosphere of books. They feel that they are among
friends when they enter into a bookstore, and its a crushing
blow to see a book in a sad and dilapidated state of abuse.
F O O T T R A F F I C
B o o k B r o w s e r s
Although all book collectors are bound by deep
physical and emotional connection to books, they
themselves come in no specic shape, size, age or
gender. For this reason, Mint Julep has considered
that every customer who visits Book People
could be a potential member for the Signed First
book club. Even if a customer is not specically
interested in becoming a member, they will be
exposed to a number of guerilla marketing tactics
upon entering the store. As we know, word of
mouth is the most valuable type of marketing that
money cant buy.
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Bound to Books
Within the vast range of human cultural tendencies, one of the most universal is
a fondness for stories. Oftentimes, the pleasure derived from immersion in a story
can change our attitudes and intentions to reect the story itself. Psychologists call
this theory narrative transportation, and have conducted a number of experiments
in an efort to understand what makes a story compelling and what type of person is
likely to experience transportation in its deepest form.
The results of these experiments, however? Inconclusive.
It is impossible to dene a specic type of story or individual who experiences
narrative transportation. This is because everyone is bound to stories and their
efect on us. We are all bound to books.
Our goal for the Bound to Books campaign is to have 50 people join the Signed
First Book Club within one year. We estimate this number to be conservative but
secure, anticipating that the popularity of Book Peoples Signed First Book Club will
ourish as more audience members are exposed to it.
1 5
BOOKMARKS
With every purchase, the cashier will insert a bookmark that has
information about the Signed First Club with information on how to
sign up. We will also include the bookmarks in online orders. This
is convenient for customers because they do not have to search for
their own bookmark when they begin reading. For customers that
dont use the bookmark, they will still be exposed to the marketing.
Cost: 10,000 bookmarks = $157.70
ROI: We will measure the amount of bookmarks handed out per
month, and then measure this against the amount of new Signed
First Club memberships
GOLD AND PLATINUM MEMBERSHIPS
By re-branding the signed-rst club as an elite membership with
more benets, customers will be more willing to pay the dues to
join. A platinum member would receive the 12 signed books a year,
plus priority entrance at speaker events and 5% of selected books.
A gold member would receive 6 signed books annually and get
discounted books at Book People events or a diferent benet of
Book Peoples choice. Without unique and appealing levels, the
signed-rst program lacks distinction from standard book clubs.
Ofering an exclusive membership with multiple perks is an easy
way to make the target feel more like an invaluable part of the Book
People community.
Cost: No cost, built into the Signed First membership program with
email or last name lookup in computer
ROI: Measured by the amount of members joined
WEBSITE
Redesign the Signed First club section of the website to be cleaner
and more user-friendly. Highlight the Signed First club better and
list all of the books that have been featured in the past year. Make
sure links lead to the correct areas of the website and make it easier
to learn about and become a member of the Signed First club.
Cost: Will be redone by Julie Wernersbach in Wordpress
ROI: Measured by the increase in Google Analytics (CTR, amount
of time spent on website, etc.) and increase in Signed First Club
membership
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(TOP) SITE DESIGN: adjust the current Signed First page to be more user-friendly while still keeping the Book People aesthetic
(BOTTOM) BOOKMARKS: stick bright bookmarks into every book purchase to promote Signed First memberships
ABOUT SIGNED FIRST
MEMBERSHIP INFO
RECENT BOOKS
The Tigers Wife is set
in an unnamed Balkan
country, in the present
and half a century ago,
and features a young
doctors relationship
with her grandfather
and the stories he tells
her, primarily about the
deathless man who
meets him several times
in diferent places and
never changes, and a
deaf-mute girl from his
childhood village ...
Read more
First editions are distinguished from subsequent printings as they
represent the closest edition in time and intent to the authors original
work. A signed rst edition can become a special and valuable book
for the owner, a lucrative investment, or a keepsake to pass down
through generations.
Enroll in the Signed First Club and youll receive one signed rst
edition hardcover book each month, handpicked by BookPeoples
discerning Signed First team. Well also include a protective Brodart
book cover to preserve the value of your book.
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KEYWORD OPTIMIZATION
Buy keywords in Google AdWords that will direct consumers across
the nation to the Book People Signed First Club website when they are
researching signed rst edition books online. A list of words to be bought
include: signed books, author signed books, signed copies of books,
autographed books, signed rst edition books, signed rst books
Cost: Daily budget $5.47, Monthly budget (for 31 day months) $169.57,
Yearly budget $1,996.55
ROI: Total clicks: Per day 3.93, Per month 121.83, Per year 1,434.45; Total
impressions: Per day 131-219, Per month 4,061-6,789, Per year 47,815-79,935;
Ad position: 1.27-1.71
SUCKED IN
Hire a chalk artist to create elaborate street art that make passer-bys feel as
if they are being sucked into the scene the way one gets sucked into a good
book. The pieces will be of well-known scenarios from novels like Moby
Dick and Alices Adventures in Wonderland. These can also be created in
other art styles like grafti at the highly-trafcked Castle Hill wall.
Cost: 2 by 2 piece starts at $500. 3 by 5 piece starts at $1500.
ROI: Measured by the amount of people active in that area and the number
of posts using the promoted hashtag #boundtobooks. Can use http://
twubs.com/ to track, which is a free website that allows the registration of
a hashtag in order to create a landing site for the hashtag allowing for a
community forum and better access to content being tweeted out. People
outside the initial 2-mile radius will be directed to the store and website
where they will more easily be able to access information to the Signed
First club.
Residents in Downtown Austin: over 10,000. Jobs in Downtown Austin:
124,800 primary jobs.
STORY SNIPPETS
Post riveting short sections of books in unexpected places that can be
tailored to a local audience to make a connection with the benets of
shopping at a local book store. The back of bathroom stalls, the ad space
on the inside of busses or the steps of a staircase serve as prime locations
to reach local target markets. By reminding people of the excitement that
comes with getting invested in a good book, we encourage them to join the
community of book lovers at Book People who feel the same way.
Cost: No cost, will be posted on random bulletin boards and
inside bathroom stalls around Austin
ROI: Posting story snippets outside the initial 2-mile radius
target will direct trafc to the store and website where they
will more easily be able to access information to the Signed
First club. Measured by the average amount of people passing
through those areas.
Average daily customer count for local cofee shops: 350
BOUND
What book are you bound to? Our goal is for the community
to answer that question to share with others and revive the
reader within. By setting up three giant art boards in various
locations, we want people to see that other people share their
love for niche novels and give them the chance to anonymously
express how a particular book makes them feel. Expectantly,
those who stop and look at this walk away with 10 new books
on their reading que. We want to start a dialogue not within
the confnes of a structured book club; we want a space where
people can learn from each other and reect on how much of
an impact reading makes on our lives. These art boards will
be downtown and other iconic Austin locations such as South
Congress during peak times like SXSW, where Book People can
get a lot of visibility without being a paying sponsor
Cost: Three pieces of plywood, six hinges, and one gallon of
paint per board will cost $73 per board. The three boards will
cost a total of $219.
ROI: The more people become familiar with Book People, the
more people outside the initial 2-mile radius will direct trafc
to the store and website where they will more easily be able
to access information to the Signed First club. . Measured by
the number of people who write on the wall and the hashtag
#boundtobooks.
Residents in Downtown Austin: over 10,000.
Jobs in Downtown Austin: 124,800 primary jobs.
community of book lovers at Book People who feel the same way.
Cost: No cost, will be posted on random bulletin boards and
inside bathroom stalls around Austin
ROI: Posting story snippets outside the initial 2-mile radius
target will direct trafc to the store and website where they
will more easily be able to access information to the Signed
First club. Measured by the average amount of people passing
through those areas.
Average daily customer count for local cofee shops: 350
BOUND
What book are you bound to? Our goal is for the community
to answer that question to share with others and revive the
reader within. By setting up three giant art boards in various
locations, we want people to see that other people share their
love for niche novels and give them the chance to anonymously
express how a particular book makes them feel. Expectantly,
those who stop and look at this walk away with 10 new books
on their reading que. We want to start a dialogue not within
the confnes of a structured book club; we want a space where
people can learn from each other and reect on how much of
an impact reading makes on our lives. These art boards will
be downtown and other iconic Austin locations such as South
Congress during peak times like SXSW, where Book People can
get a lot of visibility without being a paying sponsor
Cost: Three pieces of plywood, six hinges, and one gallon of
paint per board will cost $73 per board. The three boards will
cost a total of $219.
ROI: The more people become familiar with Book People, the
more people outside the initial 2-mile radius will direct trafc
to the store and website where they will more easily be able
to access information to the Signed First club. . Measured by
the number of people who write on the wall and the hashtag
#boundtobooks.
Residents in Downtown Austin: over 10,000.
Jobs in Downtown Austin: 124,800 primary jobs.
{LEFT) STORY SNIPPETS: random intriguing lines from various
books posted around the city (the back plugs Book Peoples
info)
(RIGHT) SUCKED IN: pedestrians interacting with chalk art from
scenes like Indiana Jones
1 9
FACEBOOK ADS
A series of promoted Facebook ads presenting Signed First books
as the ideal gift for book lovers will run from Nov. 1st to May 31st of
the Bound to Books campaign. An efective Facebook advertisement
excels in each of the following areas: relevance to the person viewing
the ad, a compelling call-to-action, and a strong value proposition that
will entice the customer.
Relevance: Ads will target females ages 25 and over in the United
States with interests in Entertainment & Arts, specically
literature. These females are considered primary gift-givers,
especially during the holidays and Mothers Day through which the
campaign runs.
Compelling call-to-action: Ads will target the emotional appeal of
gift giving during the holiday season, emphasizing the personal and
thoughtful ties associated with gifting a rst edition, signed book to
the ultimate book collector.

Value proposition: Ads will ofer free shipping on a signed rst
edition book that is ordered online.

Viewers of the advertisement will have to click through the Signed
First Club webpage on the BookPeople website, encouraging them to
Click Here for FAQ and learn more about becoming a member.

Cost: $0.01 per click under a cost-per-click payment base. BookPeople
will only be charged for the advertisement if it is clicked-through to
the landing page on the BookPeople website. Weve allotted a total of
$205.60 for these ads.
ROI: Facebook ad ROI is presently at 152 percent, meaning that every
dollar spent on Facebook advertising generates $1.52 in sales.
GUEST BLOG POSTS
Ask every author that takes part in the Signed First club to write a guest blog post for the Book
People blog. The post can be of whatever topic the author wishes and is meant to garner interest
in the author, the book of the month, and the club.
Cost: No budget required - would be voluntary on behalf of the author
ROI: Measure unique viewers of the blog, which is currently at about 15,000
SOCIAL MEDIA REFORM
We suggest minimizing the number of social media posts that are sent out daily. Book People
hosts an amazing number of events on any given day and sends out a post for each one
individually. The most efective way for a business to use social media is to not clutter their
followers feed. Instead, post about the biggest event of the day and invite followers to click on a
link that features pictures or a blog post about the rest of the days events.
Cost: No added expenses
ROI: Can be measured by using a link shortening tracking site such as bitly
P U B L I C
R E L A T I O N S
B P
Marketing
BOOKMARKS (10,000)
Advertising
KEYWORD OPTIMIZATION
FACEBOOK ADS
CHALK ART FOR SUCKED IN
COMMUNITY BOARDS
Total Cost
Contingency
$157.70
$1,996.55
$205.60
$1,500.00
$219.00

$4,078.85
$921.15
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MARKETING
ADVERTISING
PR
Bookmarks
Membership Cards
Website Re-do
Keyword Optimization
Chalk Art
Story Snippets
Bound
Facebook
Guest Blogs
Social Media Reform
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Book Retailing US March 2010. Mintel. Mintel, 2010. Web. Apr. 2014. <http://academic.
mintel.com.ezproxy.lib.utexas.edu/display/521337/>.
Book Store. Highbeam Business. The Gale Group, Inc, 2014. Web. Apr. 2014. < http://business.
highbeam.com/industry-reports/retail/book-stores>.
Book Stores in the US Industry Market Research Report from IBICWorld Has Been Updated.
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What really knocks me out is a book that, when youre all done reading it, you wish the author who wrote
it was a terric friend of yours and you could call him up on the phone whenever you felt like it.
Catcher in the Rye