As a part of Boiler Communication, Purdue's student-run public relations firm, my group did a semester project for Purdue University Press, a publishing arm of Purdue University and a unit of Purdue Libraries. I held the position of an Account Associate. We created a strategic campaign based on the RACE (Research, Analysis, Communication and Evaluation) model, and set two objectives for the semester: 1) five media hits written and published about Purdue University Press’ new children’s book, Moose! The Reading Dog by April 23, 2018, and 2) secure three promotional events for Purdue University Press’ new children’s book, Moose! The Reading Dog by April 23, 2018. 

 

 

 

 

After attending client meetings, we further grasped an idea of Purdue Press' goals and how to adequately achieve them. Purdue Press wanted to learn the best way to effectively market Moose! The Reading Dog within a limited budget. Purdue Press does not have a great deal of experience marketing children's books, so our team identified key audiences [elementary school teachers and students; parents; influencers (children's book/therapy animals)] to spark their interest in promoting the book. My team and I created several tactics to meet our objectives, all of which include: a media kit, a mommy blogger list, an educational blogger list, a blog post, email pitches, a bookmark, Twitter hashtags and a press release. Additionally, my team and I organized three promotional events for Purdue Press' new children's book, Moose! The Reading Dog. 

 

 

 

 

Our team met our second objective by securing three promotional events for Moose! The Reading Dog with Purdue College Mentor for Kids, Hayestown Elementary School in Connecticut, and Cumberland Elementary School.   Unfortunately, our group did not meet our first objective of writing and publishing five media hits about Moose! The Reading Dog by April 23, 2018 due to a lack of communication with the client, but we have been in contact with an influencer that will publish a media hit. Our media hits relied on our pitches to influencers, but we could not pitch to influencers in enough time to create media hits due to the media kit being incomplete. Our media kit could not be complete until we got confirmation from the client and information from the influencers.  

 

 

 

Our group collaboratively completed a SWOT analysis and communication plan. I was assigned the tactics of writing the press release and blog post, as well as collaboratively helping with the Author Q & A of the media kit. All tactics I completed had edits from my Account Executive.