“A reader lives a thousand lives before he dies…The man who never reads lives only one.” ― George R.R. Martin, A Dance with Dragons

Pendleberry Publishing is a fictional publishing company that is releasing a collection of books by previously unpublished authors under 29. This collection is the ‘Pendleberry Blue Collection’ accompanied by the tagline something blue. Pendleberry Publishing’s ethos for this collection is to inspire a love of reading and the physicality of books.

I will be designing a social media campaign around this mission statement aimed at the age demographic of 18 to 29. I chose to market to this demographic because according to current market research there has been an uptake in physical book purchase among this age group.

Therefore my target market is social media savy and high users of multiply platforms. More specifically I will be targeting those in this age demographic that already has a love of books and reading. This audience likes to talk about books, share what they have been reading, they are interested in new authors and keeping up with existing authors, and they are also interesting in literary history and literary events. They like the aesthetics of physical books, for example, old book covers, wonderful libraries, pretty bookshop and beautiful bookshelves.

With the specific interests of my target audience is mind my campaign will be designed based on intellectual interest and literary aesthetics. With this in mind I will be using Facebook, Twitter and Pinterest. Additionally, I will be creating a Pandora channel with reading soundtracks for key titles in the collection.

Taliesyn Gottlieb.


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