Book Launch Campaign Plan

“The Foundational 12P’s of Vision Empowerment ”
By Colin B. Adepoju

Overview

Colin B. Adepoju is a fresh and dynamic Nigerian author based in the UK, with unsullied and unique insights for living life to the fullest and achieving set goals. These, he has distilled into a “little” book of wisdom titled “The Foundational 12P’s of Vision Empowerment” The book is set to hit the Nigerian market and requires a strategic plan to make desired impact.

Campaign Objectives

Effectively penetrate Nigerian bookstands. Position author as a fresh and influential inspirational speaker. Grab 60% Share of Voice (SOV) on ATLs in its category. Grow author’s visibility.


Communication Strategy

Deploy an effective and optimal mix of both Above the Line (ATL) and Below the Line (BTL) media to reach the intended target market. Create media buzzzz towards actual book launch event. Deploy Guerilla Marketing tactics.

ATL (Above the Line) Media

TV:
Utilize TV program platforms such as AM Express and New Dawn with Funmi Iyanda, by getting author to speak on the show.

Radio:

Use popular radio presenters and Dee-jays with large following such as Dan Foster, Wild Child, etc.

Press:
Place PR write-ups in leading National dailies. Feature on Book-Review segments of prominent journals and magazines.

 

BTL (Below the Line) Media

Book Signings by the author at fun places including:
  

Silverbird Galleria, (Lagos & Abuja) City Mall Lagos The Palms, Lekki, Lagos

Post exciting reviews on high traffic networking sites such as facebook

Guerilla Marketing

Create buzz by playing around the title of the book.  Have 12 gigantic P’s physically located around strategic locations in Lagos and Abuja.  Create stories around the physical 12 P’s.

Campaign Timing

The campaign is scheduled to start on the 1st of September and run through December, 2009.

Book Launch Event

Launch of the book will be held in August at the Civic Centre Lagos. TV news crew from STV, Channels etc. will cover the event Press Ads, Billboards will herald the launch.

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