Name of Brand: Inkling Product: Experience Human Development by Diane E. Papalia Budget: $3,000 (USD) Jennifer H. Willems

Background Target Audience Key Communications PR Objectives PR Strategies Target Press PR Ideas Promotional Partners

Background of Inkling Company Brand: Inkling Company Founded by Matt McInnis (former Apple educational marketing manager, in 2009) Company headquarters located in San Francisco, California Approximately 100 employees Works with publishers to transforms books into multimedia books by taking the original files and adding photos and videos Focuses on e-books for Apple products (iPads), particularly how-to guides or specialized textbooks and cookbooks rather than novels

Product: Experience Human Development e-book by Diane E. Papalia About human psychology and behavior Special: This book will allow you to: – Experience a program the connects students to the real world – Experience the diversity of the human experience – Experience a program that helps students navigate the vast amount of material in the course. “LearnSmart” adaptive learning system, is designed to help students learn faster, study more efficiently, and retain more knowledge for greater success. And, it allows faculty to spend more time teaching and less time grading. Background of the Product

Background of the market Recent statistics from the American Association of Publishers pegged the textbook market at $15 billion and the consumer trade market at $14 billion in Of the $14 billion, only $2 billion was for digital books, a huge gap. With this PR, Inkling would like to encourage people who have Apple products or PC to be familiar with e-books as a long span perspective

Target Audience Primary: Men aged Suggested: Men and women aged 30-45, – Middle managers in their company – C1: Upper middle class, – “Full nest 2” having wife and at least one child 6 or above) – Life matrix: Digital, with-it – People who are troubled over human relationships through the lives or have anxieties in how they live their life – Teachers and those who are influential in the sphere of education who desire to help students improve

Target Audience Secondary: Women aged – College students who have Apple Products or PC – Psychology majors, Education majors, Counselling major, Nursing and Pharmacy majors – Young working women recently graduated from college – C2: Lower Middle Class – Singles – Suggested: Couples and Young Mothers (who would be interested in psychology or human development) – Life matrix: media strongly dominate, with-it – Attitudes & beliefs: Emulators (publisher, programmer, PR person, business woman)

Key Communications Product: “Experience Human Development” e-book (released in 2009) Brand: Inkling Price: $ Full Book $9.99 Per Chapter Special: – Interactive decks of cards with text, photos and video. – Handcrafted for iPad and the web: it has high resolution images, audio and video – Every chapter includes quizzes and self-assessment tools – The e-book is sold as a whole and by the chapter. – Glossary and search bar

Key Communications Website: Facebook: Company Headquarters Address: 153 Kearny Street, 4 th floor, San Francisco, CA 94108, Branch: New York Office

PR Objectives 1)To inform the target audience: business men, middle-managers, teachers, college students, young working women 2)To inform parents of year-olds as well (seniors) 3) To increase awareness of the Experience Human Development e-book and how it will enhance the lives of men as the head of the house and young independent women searching for success 4) To encourage the target audience to buy e-books more and to read this book on their electronic device Target Audience : PrimarySecondary

PR Strategy To inform the target audience through media that they will see: I chose TED Talks because many students, teachers, and other people watch it Increase awareness at universities and build a good image for Inkling company – by using the Inkling symbol and informing the public of the advantages of e-books and the special features Partner with Apple company, giving out free portions of the Experience Human Development e-book for free when someone buys a new iPad or using such promotions to encourage those who have Apple products or PC’s to buy this e-book and use it

Target Press Professional Press read by teachers and parents – TIMES Magazine Women’s Press: Professional and Educational – Woman’s World, Cosmopolitan, All You Online Press – TIMES online, National Geographic online,

PR Ideas PR IDEASRATIONALETARGET MEDIACOST Give out the Experience Human Development e- book AND a small scholarship at UCLA University, which makes sense because the company headquarters are in California as well. *INIS company can give out a $1,000 scholarship every year to a first year student who is in most financial need. This will be at the beginning of the first semester. The trade-off with the university will be that the university allows INIS to post up posters around the campus UCLA University’s website, posters $1,000 (USD)

PR Ideas PR IDEASRATIONALETARGET MEDIACOST Short self-help article People will read the article which will have some information from the Experience Human Development e- book. If interested they can buy the book or a chapter by finding it online – a link will be given TIMES Magazine, because this is targeting the business managers, teachers, and parents as well as students $500 (USD)

PR Ideas PR IDEASRATIONALETARGET MEDIACOST “Awareness of human development” exhibit at a university and donate the hard copy to the libraries as well To raise awareness among university students, for students to know about this great learning tool, that they can borrow it at their library or for their own convenience they can buy a few chapters on their iPhone or iPad University website, posters $1,000 (USD)

PR Ideas PR IDEASRATIONALETARGET MEDIACOST Talk about it on TED Talks Get the brand name known, actually show how the product used TED talks$500 (USD)

PR Ideas PR IDEASRATIONALETARGET MEDIACOST When you buy a new iPhone or iPad get a few free chapters from the Experience Human Development e- book Get the brand name known, encourage people to use it on their electronic device (iPhones and iPads) Apple$500 (USD)

Promotional Partners TIMES Target Universities (UCLA) Apple