Book Launch Campaign

Plan
“The Foundational 12P’s of Vision
Empowerment ”
By Colin B. Adepoju
 Overview
 Colin B. Adepoju is a fresh and dynamic Nigerian
author based in the UK, with unsullied and unique
insights for living life to the fullest and achieving set
goals.

 These, he has distilled into a “little” book of wisdom

titled “The Foundational 12P’s of Vision Empowerment”

 The book is set to hit the Nigerian market and requires

a strategic plan to make desired impact.
 Campaign Objectives

 Effectively penetrate Nigerian

bookstands.

• Position author as a fresh and influential

inspirational speaker.

 Grab 60% Share of Voice (SOV) on ATLs

in its category.

• Grow author’s visibility.

 Communication Strategy

 Deploy an effective and optimal mix of both Above the

Line (ATL) and Below the Line (BTL) media to reach
the intended target market.

 Create media buzzzz towards actual book launch

event.

 Deploy Guerilla Marketing tactics.

 ATL (Above the Line) Media
 TV:
 Utilize TV program platforms such
as AM Express and New Dawn
with Funmi Iyanda, by getting
author to speak on the show.

 Radio:
 Use popular radio presenters and
Dee-jays with large following such
as Dan Foster, Wild Child, etc.

 Press:
 Place PR write-ups in leading
National dailies.
 Feature on Book-Review segments
of prominent journals and
magazines.
 BTL (Below the Line) Media

 Book Signings by the author at fun places

including:
 Silverbird Galleria, (Lagos & Abuja)
 City Mall Lagos
 The Palms, Lekki, Lagos
 Post exciting reviews on high traffic networking
sites such as facebook
 Guerilla Marketing

 Create buzz by playing around the title of the book.

 Have 12 gigantic P’s physically located around
strategic locations in Lagos and Abuja.
 Create stories around the physical 12 P’s.
 Campaign Timing

 The campaign is scheduled to start on the 1st of

September and run through December, 2009.
 Book Launch Event

 Launch of the book will be held

in August at the Civic Centre
Lagos.

 TV news crew from STV,

Channels etc. will cover the
event

 Press Ads, Billboards will

herald the launch.