Overview: Content Development and Public Relations for denominational publishing house
Challenge
Introduce Kids Connection — an educational curriculum designed specifically for the small-sized congregation.
Background. Although small-sized congregations are numerous, they individually have fewer resources to purchase. Cost per contact was a critical concern. So although market is potentially significant, any marketing campaign has to be smart about methods and media. Marketing decision had been to contact key denominational and religious educational stakeholders, as well.
Approach: To focus content, conducted interviews with potential users of curriculum as well as denominational executives. From this, isolated three audiences. With audience identified, developed customized sales letters and press releases for each segment. Supported the outreach with standard resource material (long-form and short-form brochures) to introduce the program, as well as generating content for web catalog and for e-mail advertising.
Outcome:
Pitch letters and press releases to religious education publications caught editorial attention and resulted in first time coverage for the publisher . Curriculum went on to become one of the strongest introductions for the past 10 years.
Tasks:
Product included brochures, news releases, search result copy, e-communication, web content, articles for publication, and sales letters.
