Situation:

Assume you are a textbook publisher. You have been selling books to students through bookstores. Now with the advent of iPads and e-readers, you have decided to bypass bookstores completely. You have decided that the markup that college bookstores take crimps your margins and you will now market directly and through online sources to college students. You will only offer purchasing via online methods and will offer books both digitally and in printed media. Of course you have 2 key segments you must win over to your new distribution strategy

Project:

A: Provide a marketing communication plan to students –

B: Provide a marketing communications plan to professors –

Note: Without the professors adopting your books you will not sell any to the students. So, how do you market to the professors?

In your plans, briefly explain your segments. Then explain your message(s), media, push and pull strategies, your appeals, your promotional mix to each segment, how you achieve AIDA, your sales force strategy, and any other tactics and strategies you will utilize to capture this market. This is an industry changing plan. You are one of the biggest publishers and are risking your entire company fortune on this plan.

Be sure that you are clearly differentiating your 2 different strategies/tactics for your 2 different segments.