2. Who is Simon & Schuster?
A publishing division of
the CBS corporation,
founded in 1924
“The home to bestselling
authors”
Stephen King, Jennifer
Weiner, Tori Spelling,
Paula Deen, Jodi
Picoult, Vince Flynn,
Bethenny Frankel, Dr.
Oz, Dr. Phil, and more
Competitors: Random
House, Penguin, and
HarperCollins
3. Two Main Campaign Goals
Branding
Create and maintain a digital presence in an industry
that has fallen and risen as literature leaves the
physical print of a page and becomes an electronic
publication
Search Engine Optimization (SEO)
Outshine competitors by improving visibility and
enhancing keyword marketing strategy
Utilize Google Analytics for monitoring purposes
4. Branding Strategy
Develop consistent company logos, slogans, and taglines
that are easily identifiable
Colors: Red and White
Abbreviation: S&S
“The home to bestselling authors”
Create an S&S following
Build upon pre-existing bestselling author fan bases and
what are already loyal followings
Utilize different social media outlets
5. Branding Strategy
Social Media
Maintain a consistent brand presence across different
social media outlets and platforms
Facebook, Twitter, YouTube, Pinterest, etc.
S&S Social Media Director, staff, and interns
Develop an internship program that offers college
credit
Internal company growth and promotional positions
Give a voice and a personality to S&S by engaging
with followers
Answer questions, provide feedback, build hype, and
foster a sense of community
Offer promotions, contests, and limited edition items
Mailing lists, sweepstakes, street teams, etc.
6. Branding Strategy
www.simonandschuster.c
om
Company webpage
remains “central hub”
for all things S&S
Offers a company
overview and directs
traffic to other S&S
social media pages, as
well as pages for
authors, books, and
publications
Less cluttered layout
for an easier to explore
experience
7. Search Engine
Optimization (SEO)
Internet Marketing
Strategy and the
Increase of S&S Visibility
Keyword Research
Frequent and popular
keywords in search
engine indexes that
are relevant to all
components
associated with S&S
and S&S clients
Paid Ad Placements
Part of or a sector of
S&S budget
8. Google Analytics
Google Analytics and
its Applied Use for S&S
Detailed statistical
report of the visitors
to the S&S website
Pay-Per-Click
summaries
Further analyze SEO
to better track traffic
directed by various
online referrals
Integrate AdWords to
track sales or specific
campaigns
9. Budget
Digital content generated
18% of total company
revenue for S&S in the
first quarter of 2011
Profits more than doubles
and sales rose 2% to
$155 million
For the entire 2012 digital
campaign including this
project, S&S will work
with an 18% budget of
about $28 million
