Communication Campaign / Coding Version 1

Defining the campaign: Message & Action

There are the references, the coding and the action in each campaign.

We have to set up different communication campaigns according to our two targets !

I Campaign - Actions

Our objectives
Firstly, let's us remind our objectives :

• To have an increase of 10 % in sales until 31st December 2012

• To have 3 000  visitors by the end of the semester

• Grow official blog visits by 50%

• Create a facebook and a twitter pages : 5 000 fans on facebook and 500 followers on twitter until 31st  December

• Organise a competition to create trafic and win 4 000 Fans on facebook

Our actions in the campaign :

Our actions are the followings:

1. To increase the traffic on the blog = Come to visit our blog
   
2. To increase our sales = Buy our product
3. To increase the traffic on our Facebook Page = Like our Facebook page

Our Messages:

Action n°1:

Young adults will come to our blog because they will find the elements constituting the sensual, powerful world in which our target would like to live, instead of living in their "borring" world

Action n°2:

Young adults will buy our product because our books will enable them to escape from their boring world and will transport them through a story where they can identify themselves to the hereo. That's what bit-lit and fastastic books does for young adults, empower them and make them live the adventure through the story.

Action n°3:

Young adults will like and come to our Facebook because they want to be part of a community made of readers like them, where they can share their passion and feelings with us but most important with people like them

The coding

For action number 1 and 3 :
We want to make a contest :
The aim is to enpower our targets, the teenagers (since vampires have powers that's why the like it). We will focus on the "revange" on the parents and the teachers. They have to send a picture of them bitting one of their parents or one of their teachers.

Here is an example :

For the action number 2 : we want to use humour to communicate with our client and to make them buy our books. To do this, our slogan will be "Read everywhere". We will use funny pictures to illustrate it.

Here are some examples :

SM channels and Influencers

1. Which SM channels we want to use ? (reach, impact and costs)

There are a lot of possibilities to touch the consumers by Social Medias.

To touch the young adults target and the others  :

• We can add advertising for our others books in our or another publisher's  ebooks.For example you can buy a book and find a list of another books.  

     --> Cost : There are not a special cost if the advertisement is inside our ebook. But if the advertisement is inside a another publisher's ebook we can spend 200 euros by ebook and a remuneration for the publisher if the adverstisement become a ebook's sale. 

• We will go through with free extracts in the end of the books (ebooks and physical books)  or first chapters for a second serie's volume (I buy the first volume on Vampire Diairies for example and in the end of the book i can read the first chapter of the second volume). 

                  --> Cost :There are not cost for that. Just eventually  another sheets to print (1 cents by books) 

• We can create a special publisher boutique in amazon.fr & fnac.com (the first cultural site on ecommerce in France). It's a way to have visibility and increase the sales. This method is a mix between trade marketing (online ) and social media (80% of buyers search informations on internet and ecommerce's sites before buying in a physical shop and 18% of them buy on internet according to Amazon public conference for books professional in september 2012). 

--> Cost : Approximately12 000 euros for Amazon's Boutique and 6 000 euros for Fnac's boutique for the first years (and other years : 5 000 euros for an annual update for Amazon and 2 000 euros for Fnac)

Some example of publishers boutique online (Amazon and Fnac. com) 

• We use a lot blogs (a big opinion leaders in young adult )  influencers :  We have a relationships by a community manager and the press attaché. We send free books in preview ( review copy) and organisation of special events like autor's dedications.  

--> Reviews copie's cost : It's depend of the press attaché's listing. We estimate 10 VIP big blogs who receive all the news books every month (5 books by month) and 50 others person who receive 2 books by month. ( We estimate a book cost : 4 Euros (postal cost in charge of our book's distributor) Total Cost  : 150 copies × 4 euros = 600 euros by month
Blogs can organise some Book's challenge for their readers. It's a good way to have an good and powerful communication.

Some example of VIP Blogs ans website :

- Le monde de Francesca : http://oiseausecret.canalblog.com/ 

 - Actu young adult: http://actuya.fr/ 

- Jess Livraddict: http://jess.livraddict.com/ 

- Blue moon : http://blue-moon.fr/

- Bit-lit (2 bit-lit 's spezialists) http://bit-lit.com 

http://bit-lit.net

- Madmoizelle.com http://www.madmoizelle.com/young-adult-elise-costa-106667#sthash.UYFDRQsF.dpbs

- http://www.fantasy.fr

- http://www.elbakin.fr

--> Event's cost : One or two events with author by years. It's depend of the events. All the budget are possibles. 

--> Employees cost : Press attaché and Community manager has a price by month (2 000 gross pay by month for each)

• Social networks are very important for young adults people. Community management is indispensable (Facebook, twitter and blogs ) 

--> Costs : SM's Campagnes (Facebook and Blogs): 200 euros / month

  

• A mobile App is a good Social media (only harlequin has application for the moment and for all the collections, not only for young adults). 

--> Costs : Approximately 600 euros for the app. 

2) Research and Brainstorm potential influencers  

We have defined 3 major influencers:

- The readers 

- Eventually the parents

- The book's professionals 

• The readers: we can to make buzz with our communication campaign, by using the social network.

We know they attach a great importance to the opinion of bloggers: for example: http://actuya.fr/. So we have to be present on these blogs, showing our books, our stories, our group and have comments about our books. 

It exist other manners to influence them: we can buy “wall paper” of these blog showing the front cover on one of our books... The previw copy is indispensable to create the buzz around the book. The blog publish a book's comment before the publication. Blog is a very strong opinion's leader in the book industry and have good comments in preview create the buzz, the waiting and the desire.  We can also take advantage of a new king of communication: the e-book communication

• The Parents: Young adult is a specific target the youngest readers can't buy a book without the parents permission. They can influence the sales or the choice of the book. Social media has to be adapted with this factor. The langage and the choice of the publication are very important but must admit by the oldest young adult. 

• The Book's professionals 

- The libraries, the superstores, diffusors and distributors…

We also have to convince the “distributors” that our books will be successful. To do this, we can participate to professional fairs around books (Salon du livre jeunesse de Montreuil, du livre de Paris) and eventually other annex fairs like “le Salon des jeux videos”, “le Salon du e-commerce”, “le Salon de la vente à distance”.

We can organise trainings for libraries about about the different genres of Imaginary literatures (Science - fiction, fantasy, bit lit and so on ... ) and young adult's literatures. The aim is to give them all keys to know how can they sell the books

- Autors and agents…

Social Medials are a good way to show our autors and international agents the communication's work of Darkmoon. It's important to have this online showcase to have international book's deals.