African American English
textbook written on African American English
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.
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.
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