1.You are going to “de-construct” 2 existing marketing campaigns in order to better understand what goes into
building a marketing campaign. You will be analyzing the audience and the intended message.
2.The publishing industry has been faced with a reckoning on many fronts and many have responded. This has included actions such as:starting new imprints, hiring new leadership, and rethinking representation within magazines in print and online. For this assignment, you will evaluate two marketing campaigns to elevate under-represented groups in publishing:
Scholastic’s The Power of Story and Read with Pride.
3.You are to conduct your own research on the marketing approaches that were taken and dissect these campaigns. Be certain to review the respective websites, social media platforms as well as articles written about these programs.
4.10 slide written and visual presentation deck
5.
Slide 1: Title slide with name
Slide 2: Summary about The Power of Story and why Scholastic developed this campaign. List
specific components.
Slide 3: Identify who you think the target audience(s) may be for the Power of Story and why.
Slide 4: Define what the Power of Story campaign is communicating and that message.
Slide 5: What recommendations would you have for Scholastic to expand this campaign?
Analyze if the messages truly elevated the books featured in each of these campaigns. Provide
two actionable tactics that you feel would amplify the outreach for these books.
Slide 6: Summary about Read with Pride and why Scholastic developed this campaign. List
specific components.
Slide 7: Identify who you think the target audience(s) may be for Read with Pride and why.
Slide 8: Define what the Read with Pride campaign is communicating and that message.
Slide 9: What recommendations would you have for Scholastic to expand this campaign?
Analyze if the messages truly elevated the books featured in each of these campaigns. Provide
two actionable tactics that you feel would amplify the outreach for these books.
Slide 10: Citation of your sources.
6.CONTEXTUAL READING
•The New York Times Op Ed “Just How White Is the Book Industry” supplies an overview
how this has been an issue with books. There have been movements including the work
that We Need Diverse Books is doing to drive larger change in the industry starting with
children’s books.
•DEI initiatives: Penguin Random House, Conde Nast, Hearst, and Meredith.
•“Bon Appetit’s editor in chief just resigned, but staffers of color say there’s a ‘toxic’ culture
of microaggressions and exclusion that runs far deeper than one man”
•https://www.businessinsider.com/bon-appetit-adam-rapoport-toxic-racismculture-2020-6
•“In Publishing, Everything is Up for Change”
•https://www.nytimes.com/2020/07/15/books/book-publishing-leadership.html