Tactics

Tactics are all about the promotion and marketing communications of a campaign (Smith and Zook, 2020).

Key Facts for Persona

Social media is one of the primary methods for book discovery by a consumer (Mintel, 2022).

16,000 childrens books have been adapted to Ukrainian so that their children's education is less-affected by war (Mintel, 2022).

Technology such as E-books can unlock imaginations which can help a child become more creative and expand their education capabilities further (Mintel, 2022).

Print books are the most common physical media that parents buy their children (Mintel, 2022).

TikTok has become an important promotional tool for authors and publishers (Mintel, 2022).

Children’s Print Books sales rise to £260m during 2020 (Mintel, 2021).

Consumer Persona

Karen

Age: 36.

Occupation: Business Administrator.

Family life: Happily married with two children.

Interests: Family days out. Drinking coffee with friends. Weekly yoga class.

Why the books will help: Reading stories helps her get her children to sleep. Also inspires creativity for her children and allows them to start learning how to read and what words mean.

Social media accounts:

Scenario mapping

Keywords & Hashtags

What Content?

Using the 'Content Marketing Mix', the posts for social media should 'Educate', 'Inspire', 'Entertain' and 'Convince' (Chaffey, 2020). This variety will ensure posts are engaging.

Examples:

Promoting the video coming Christmas.
Promoting the books.
Introducing the characters.
Introducing the cast and crew.
NHS appreciation posts.
Story references.

Social Media Content Examples

Budget