Bobby Clifford, Amelia Enberg, Mary Kate Manning, Alissa Rauscher, Erika Rauscher [WORLD BOOK] Where Learning Takes Flight PREPARE FOR THE FLIGHT OF YOUR LIFE

[ITINERARY] Our Task Our Task Situation Analysis Situation Analysis Market & Competitive Analysis Market & Competitive Analysis Problems, Insights, Opportunities Problems, Insights, Opportunities Target Market Target Market Marketing Objectives Marketing Objectives Communication Objectives Communication Objectives Key Selling Ideas Key Selling Ideas Strategies Strategies Creative Executions Creative Executions Media Calendar Media Calendar Campaign Budget Campaign Budget Prepare for Landing Prepare for Landing

[OUR TASK] A new campaign for World Book A new campaign for World Book Our target market: Our target market: Catholic schools Catholic schools

[SITUATION ANALYSIS] Industry: Book Publishing Industry: Book Publishing Industry Trends Include: Industry Trends Include: Growth of printed books is flat or declining Growth of printed books is flat or declining Increased demand for e-books Increased demand for e-books Business Challenges: Business Challenges: Consolidation of publishing companies Consolidation of publishing companies Dependence on large buyers (schools & libraries) Dependence on large buyers (schools & libraries)

[SITUATION ANALYSIS] Business Trends: Business Trends: More titles produced  Cheaper production More titles produced  Cheaper production Greater use of technology Greater use of technology Copyright piracy Copyright piracy Competition with used books Competition with used books Industry Opportunities: Industry Opportunities: Internet availability & subscription services Internet availability & subscription services E-books E-books Custom publishing Custom publishing

[MARKET AND COMPETITIVE ANALYSIS] According to IBIS World: Book Publishing Industry Revenue: $29 billion Book Publishing Industry Revenue: $29 billion Industry has adapted to consumer preferences Industry has adapted to consumer preferences Rising college enrollment & new K-12 standard nation wide  Industry boost Rising college enrollment & new K-12 standard nation wide  Industry boost Publishers forced to adjust prices and develop new products Publishers forced to adjust prices and develop new products Industry value added predicted to increase Industry value added predicted to increase

[MARKET AND COMPETITIVE ANALYSIS] In the category of Reference Book Publishing: Decline in spending Decline in spending Consumer unaware of digital resources Consumer unaware of digital resources Working towards creating better tools Working towards creating better tools Roadblocks: Too confusing for consumers Roadblocks: Too confusing for consumers Ability to publish & update continuously Ability to publish & update continuously Google & Wikipedia seen an opportunities; NOT competition Google & Wikipedia seen an opportunities; NOT competition *Publishers Weekly article, “Alive & Clicking: Reference Book 2014

[MARKET AND COMPETITIVE ANALYSIS] Encyclopedia Britannica: Competition for over 100 years Competition for over 100 years Now in the digital reference material market Now in the digital reference material market $37.3 million in sales according to Hoovers $37.3 million in sales according to Hoovers Access to free materials online but more content available with membership Access to free materials online but more content available with membership Kids Britannica website, “Safe, trusted homework help for kids” Kids Britannica website, “Safe, trusted homework help for kids”

[MARKET AND COMPETITIVE ANALYSIS] Google: Free, easy to use search engine Free, easy to use search engine A default option in beginning research A default option in beginning research Requires media literacy: knowing scholarly, popular & opinion based articles Requires media literacy: knowing scholarly, popular & opinion based articles Searches all content of internet: search terms can lead to incorrect or unsafe findings, as well as high context material Searches all content of internet: search terms can lead to incorrect or unsafe findings, as well as high context material

[PROBLEMS] Consumers see World Book as: An old and dusty reference book An old and dusty reference book Is buried on the shelf Is buried on the shelf Becoming another unrecognizable brand Becoming another unrecognizable brand More difficult to use than a web-based search engine More difficult to use than a web-based search engine

[INSIGHTS] New brand image New brand image Learning experience with credible information Learning experience with credible information A wide array of relatively unknown products A wide array of relatively unknown products

[OPPORTUNITIES] Make products compatible with iPads Make products compatible with iPads iPads are becoming increasingly popular among Catholic schools iPads are becoming increasingly popular among Catholic schools Increased market of paperless books Increased market of paperless books Sell standalone, walk up reference centers Sell standalone, walk up reference centers Reference centers will have iPads attached, for the entire school population to utilize Reference centers will have iPads attached, for the entire school population to utilize Creating and selling “Library” reference centers, available to students through their institution’s websites Creating and selling “Library” reference centers, available to students through their institution’s websites

[SWOT] Strengths Content fit for reading and comprehension level Scientific, technical, and medical subjects Provides step-by-step lesson plans alongside their reference products Print and digital format Weaknesses Outdated image Many formats are not compatible with today’s technology Lack of branding appeal Lack of funds for updates Not an online search engine Opportunities Position as the leading digital encyclopedia for current technology Appeal to Catholic schools as being aligned with their business objectives Improve brand image to appeal to parents and students Threats Strong brand competition Limited budget Since World Book is limited to only marketing to Catholic Schools, it is difficult to find a way to appeal to the Archdiocese

[TARGET MARKET] Primary Audience: Archdiocese Superintendents in major US markets Males and Females, ages 45-65, educated (PhD, EdD) Males and Females, ages 45-65, educated (PhD, EdD) School’s Goals: To maintain the identity as the Catholic schools being a high quality education while also seeking to appeal to the growing market of Latinos. School’s Goals: To maintain the identity as the Catholic schools being a high quality education while also seeking to appeal to the growing market of Latinos. Secondary Audience: Spanish-speaking parents to further appeal in the Latino community World Book Online has resources in both English and Spanish World Book Online has resources in both English and Spanish

[MARKETING OBJECTIVES] Increase awareness of World Book products by Catholic School Archdioceses by 30% Increase awareness of World Book products by Catholic School Archdioceses by 30% Gain consideration of World Book products by Catholic School Archdioceses by 25% Gain consideration of World Book products by Catholic School Archdioceses by 25% Increase social media following (primarily Twitter) by 300% Increase social media following (primarily Twitter) by 300%

[COMMUNICATION OBJECTIVES] Encourage Catholic Schools to embrace World Book products as a means of appealing to the growing Latino market. Encourage Catholic Schools to embrace World Book products as a means of appealing to the growing Latino market. Parents who primarily speak Spanish are able to play an active role in their child’s education. Parents who primarily speak Spanish are able to play an active role in their child’s education. Emphasize that the educational materials are appropriate, safe, and authoritative. Emphasize that the educational materials are appropriate, safe, and authoritative. Maintains a high-quality Catholic education Maintains a high-quality Catholic education Develop plans to grow their social media reach through Twitter, Facebook, and other popular sites. Develop plans to grow their social media reach through Twitter, Facebook, and other popular sites.

[KEY SELLING IDEAS] Technology is a key selling point for Catholic schools Technology is a key selling point for Catholic schools A new logo will enhance our brand image A new logo will enhance our brand image Engage a younger following (Millennial parents) Engage a younger following (Millennial parents) Become a more accurate and modern image of what the brand offers: online references products and education resources Become a more accurate and modern image of what the brand offers: online references products and education resources Social media presence Social media presence Aid in enhancing the brand image while becoming more approachable to our technologically aware target market Aid in enhancing the brand image while becoming more approachable to our technologically aware target market Help gain brand awareness Help gain brand awareness

[STRATEGIES] Communication Message: Parents can play an active part and participate in their child’s education and success Product is an appropriate, safe, and credible tool that will aid a child’s learning experience Tone: approachable for Archdiocese, Superintendents and parents, but still appeal to the children in an educational yet fun manner “Your school needs World Book in order for your students to experience a safe and effective, multilingual educational platform, and for the parents of your students to have confidence in a source that is reliable and ultimately sets their children up for success. Holistic Selling Proposition: Encourage Catholic Schools to embrace World Book products as a means of appealing to the growing Latino market. World Book online has resources in English and Spanish. Parents who primarily speak Spanish are able to play an active role in their child’s education by learning the basic research process with them.

[CREATIVE EXECUTIONS] New Symbol New Tagline “Where Learning Takes Flight” Marcel the Macaw

[SOCIAL MEDIA EFFORTS]

[PINTEREST]

[INSTAGRAM]

[FACEBOOK]

[CAMPAIGN BUDGET]

[MEDIA CALENDAR]

[PREPARE FOR LANDING] #DestinationWorldBook Where Learning Takes Flight