Wednesday, 4/6/2022

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University

Shawnee State University

Major

Marketing

Student Type

Undergraduate Student

Presentation Types

Oral Presentation

Keywords:

Amish fiction marketing, romance novel marketing, author promotion, Dutch fiction marketing

Abstract

National bestselling author Serena B. Miller owns the rights to her published works in Amish fiction, historical romance, mystery and children’s works. The L.J. Emory publishing company partnered with a marketing class in an agency project to develop marketing research instruments. The company deployed the instruments, gathered the data and approached the SSU Marketing program in the School of Business for participation in a second agency project to use the data to build a strategic plan. BUMK 4000 Marketing Management students evaluated the data and presented a package and live proposal to the company owners suggesting new ways to expand in the U.S. Midwest and a pilot project to expand internationally, targeting The Netherlands. The proposal included sample social media posts, email drip campaign messages and related promotional materials in English and Dutch.

Human Subjects

no

Faculty Mentor Name

Jason Lovins, Ph.D

Faculty Mentor Title

Assistant Professor of Marketing

Faculty Mentor Academic Department

School of Business

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L.J. Emory Publishing Co.: Expansion to U.S. Regional Midwest and The Netherlands

National bestselling author Serena B. Miller owns the rights to her published works in Amish fiction, historical romance, mystery and children’s works. The L.J. Emory publishing company partnered with a marketing class in an agency project to develop marketing research instruments. The company deployed the instruments, gathered the data and approached the SSU Marketing program in the School of Business for participation in a second agency project to use the data to build a strategic plan. BUMK 4000 Marketing Management students evaluated the data and presented a package and live proposal to the company owners suggesting new ways to expand in the U.S. Midwest and a pilot project to expand internationally, targeting The Netherlands. The proposal included sample social media posts, email drip campaign messages and related promotional materials in English and Dutch.