Tenacious

Target Customers
Target demographics are the target:

• Sports Fans (including past schools where Coach Graham was coaching)
• Business Organizations (including leadership organizations, women’s organizations)
• Avid Readers and target sites for Leadership and growth

Unique Selling Proposition (USP)
The USP is:

• Opportunity for consumers to overcome, adapt and accelerate by a couple and former D1 Football coach

Pricing & Positioning Strategy

• $19.99 Pre-Order
• Receive an autographed copy
• No Shipping fees

Distribution Plan
Drive traffic from various websites and blogs with TheChampsofChange.com being the source destination for sales. There are various digital platforms to drive traffic to the site such as Instagram, Facebook, Twitter, Linkedin, PR and Leadership Trade organizations.

Marketing Materials

• Ensure consistency on all materials and digital platforms
• Search for availability of various hashtags such as #thechampsofchange, #tenacious, #overcomeadaptaccelerate
• Review the website and materials to ensure specific keywords are included to help drive SEO
• Depending on budget, we can determine if you would like to create physical marketing materials.

Promotions Strategy The promotions strategy will be on-going and fluid based upon results.

• Public Relations
  • Create a boiler plate with the key selling points of the book and brief bio of The Grahams for standard press release template
  • Create and distribute press releases (across the wire would be a fee) to target blogs, leadership organizations, sports enthusiasts
  • Utilize #thechampsofchange, #tenacious on all posts
• Grassroots Events
• • Identify events and opportunities to promote the book release and other offerings such as: leadership workshop, keynotes, personal coaching; Sites and organizations such as Small Business organization, Freelancers Union, NASE (self employed), Masterclass, Women’s organizations, Sports groups, etc.
• Sports Trade Organizations
• • Submit blog posts used on the website and do outreach to sports trade organizations such as National Association of Sports Marketing, National Sports Forum (I am a member of both), and other key organizations
• Women’s Trade Organizations
• • Submit blog posts used on the website and do outreach to women’s organizations such as Ellevate, International Association of Women (I am a member of both), and other key organizations
• Blogs
• • Target professional and sports blogs to promote the book release and any interview possibilities and story submissions

Online Marketing Strategy Review TheChampsofChange.com website to improve SEO.

The four key components to the digital strategy:

• Keyword Strategy:
• • Identify what top keywords individuals search for when seeking to purchase motivational books; Research will be done on google along with other platforms that sell similar product to compare and determine the most affective top words for purchase and to include among marketing materials, ads and the website
• Search Engine Optimization Strategy:
• • Update website and marketing materials with selected keywords (this will be a fluid process to ensure results)
  • Upon completion of updates, set aside a minimal budget to test what the most effective words are to drive traffic to the site
  • Ensure we are able to pull the backend analytics of the site to determine the flow of traffic from consumers and evaluate the effectiveness
• Paid Online Advertising Strategy:
• • The goal is to update and ensure we have done research on keywords prior to spending any funds on advertising
  • Monitor and evaluate the organic following growth this month to identify the growth pattern, demographic and location
  • Upon receipt of preliminary results, start testing on FB/Instagram at a minimal fee (depending on budget could do some testing on Google but would refine the process a bit more prior to spending any substantial $ on google due to the platform complexity)
• Social Media Strategy:
• • Utilize a service such as Buffer or Hootsuite to schedule all social media posts once a week for the week (time will be spent during the week engaging with people that respond to grow the base)
  • Identify key friends and influencers that have a social following and open to promoting the sale of the book
  • Create a # list that is current to include on social media posts to increase engagement
  • Instagram
  • • Create an Instagram account
    • Create a consistent weekly schedule for posting on Insta/FB (ie. Motivation Monday, Leadership thoughts, etc)—consistency and frequency is key to building the follower base
  • Facebook (& Instagram)
  • • Monitor posts that have some engagement to determine if you would like to boost them ($5-$10/boost)
    • Upon any updates to the website start testing FB/Insta ads at a minimal fee and targeted to specific areas (prior research to be conduct through various entities to identify where the target consumers reside)
  • Continually adjust the testing of ads to ensure you are seeing a return on the investment to cover the cost of the ads
• Linkedin
• • Ensure a page is create promoting the book
  • Utilize brief messages from the book to post daily to increase traffic
• Twitter
• • Ensure a page is create promoting the book
  • Utilize brief messages from the book to post daily to increase traffic

Conversion Strategy
Some key suggested updates to the website:

The key next steps:

• Create a pop up to sign up for the email list (secure an email provider such as Mailchimp where we can schedule and track the data)
• Implement the function when someone clicks on the shop page, there is a follow up message should the leave the page (because they entered their email)
• Once you have the email and purchase, program the follow ups for suggested future purchases like a leadership workshop, personal coaching, etc.
• Monitor and make sure to engage with consumers on social media
• Ensure there is immediate customer service should there be any questions

Partnerships
There are a few different avenues when it comes to partnerships.

• Professional Trade Organizations
• • Conduct research and outreach to professional organizations that provide leadership training as part of their commitment to members
• Sports Trade Organizations
• • Reach out to various sports trade organizations to gain access to their membership base and provide a keynote or leadership workshop
• Organizations that Target Women
• • Provide content consistently to various Women’s trade organizations to promote the book and the leadership and personal coaching
• Brands
• • Target brands that would align with the goals and values of the Grahams and future endeavors
• Events
• • Target events to provide a keynote or leadership workshop
• Create a relationship with the different vendors you are utilizing (ie. Depending on the platform the site was created work with them on promoting more, Shopify does a ton to promote their vendors)
• Work to create a partnership with the credit card vendors you accept to explore if they would be willing to do a % back during a specified period of time

Financials For Resources

• Email Service (no cost until you reach a level of subscribers)
• Social Media Scheduling Service ($15) – Buffer or Hootsuite
• Google Adwords
• Facebook/Instagram Ads
• Research different PR News wire options (various options but not necessarily financially feasible at the time in the business) – PR outreach would need to be more grassroots and cold calling during the first few month

Questions:

• When are book conferences and how do we sign up for them?
• Will the publisher utilize their PR network to send a release across the wire?
• Do we have specific date in advanced release September in which the book will be released?
• How many reps at Ingram will be approaching bookstores? Are there specific territories they are focusing on?

Change has been the primary theme of Penni Graham’s life. In Tenacious, she shares stories and lessons of how her and her husband, Coach Todd Graham, infused programs, people and places with transformation cultures that are about winning in all facets of life, including their own. Penni’s lessons are filled with authentic pain and passion that teach the reader to overcome, adapt and accelerate their personal and professional lives.

In Tenacious, Penni describes how their lives went from omission to a commission to make a difference in others’ lives. Both born with little hope, we learn how they achieved the American Dream, by applying the strategies and plans outlined.

As the coach’s wife, Penni gives you a unique view of living in the arena. How it can create new challenges and adversity in many aspects of life. And a behind the scene’s look at college football shows you how you can learn from its challenges and champions. “The Graham Plan” gives the reader a road map to change their world from striving to thriving.