African American English
First
textbook written on African American English
![](images/AAE-mark.jpg)
Communications
Event Management
Challenge
How
do you expand the marketing of a college textbook to reach lay persons
(those outside the academic community)? That was the question posed by
Professor Lisa Green, author of African American English:
A Linguistic Introduction.
Result
First, we read the book to understand the author's theoretical and
practical insights on the subject. We then created a sell sheet and
developed a cross-channel communications plan that included a viral email
campaign, direct mail, and author appearances at select bookstores and
other events to capture the attention of the secondary target. The effort
was highly successful and 25% of total book sales were directly linked to
the strategies and tactics developed by Marketing Moves.
![](images/aae-commentary.jpg)
Testimonial
"Marketing
Moves pushed the boundaries that went beyond the traditional marketing
strategies executed by my publisher and showed me how to reach a whole new
audience for my book. The results were truly amazing."
Lisa Green, PhD
Associate Professor of Linguistics
University of Texas-Austin
Close Window
|