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Case Study:
The Teenager's Book of Life

How 'The Teenager's Book of Life became a Bestseller in less than a year!

THE BRIEF

After bring hired to illustrate the book the next step was to market it. Put simply, to get as many eyeballs and hands on The Teenager’s Book of Life within the first year of launch. Together ATM and the book's author and soundboard Tony Griffin set out on a marketing journey to leave no stone unturned. We worked relentlessly to ensure this self-published, self-designed and first of its kind book would get the awareness it needed to help teenagers and loved ones of teenagers around the world!

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THE STRATEGY

After working with Tony on his personal website www.tonygriffin.ie I was asked to create a marketing strategy and implementation it took to ensure the book's success. Firstly, we aimed to seek out a PR agency that worked on digital promotion for book publications, but had no luck finding any in Ireland who specialised in this area which was quite surprising. Nevertheless, I set out to create a bullet proof marketing plan that couldn’t fail. The goal was to sell 12,000 copies in the first year after the launch. The highest hope was for the book to be implemented into our education system for teachers, carers and coaches to use as a modern day learning tool. 

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THE SUCCESS JOURNEY

  • Illustrated by Hazel Breen, ATM

  • Developed a comprehensive full scope Marketing Plan

  • Created TTBOL Social Media channels - FB, Insta, YT

  • Built a dynamic Brochure & e-Commerce Website - Targeting teenagers, parents & carer's of teens.

  • Implement rich SEO onto www.theteenagersbookoflife.com .

  • Marketing Materials design & print.

  • Soft Launch - 500 books pre launch released.

  • Created Content Calendar & Strategy for social media, email marketing & press.

  • Branding Asset Design - For Funding Proposals, Book Store Supplier Proposals, PR, letters to educators and all external communications.  

  • Officially launched ‘The Teenagers Book of Life’ and website on February 18th 2021.

  • Dunnes Stores became our biggest supplier!

  • FSDU Design for Dunnes Stores nationwide. 

  • Social Media marketing - Paid and organic. 

  • 4 multichannel posts published per week on socials.

  • Christmas Campaign Creation of ‘Book on the Shelf’ - 

  • Press Releases distribution throughout the year to top broadcasters, print publications and online media platforms by an additional PR specialist resource. 

  • Press Releases distribution throughout the year to localised press. 

  • Generated reviews from teens, parents and carers/educators of teens worldwide. 

  • Launched Spotify Playlist.

  • Revamped TTBOL website to evolve it to reflect its growth since launch.

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THE RESULTS

  • Best Seller in under one year of launch date

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  • First result on Google's Search Engine

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  • Surpassed target of 12,000 copies sold within the first year

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  • 20 Book Suppliers stocked the book including 100 Dunnes Stores & Bookstation Stores nationwide.

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  • Read in over 50 countries worldwide

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  • Implemented into the education system with innovative schools around the country buying in bulk for TY students & years in full.

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  • WHATS NEXT? 2nd Edition launching in Nov 2022 with a bonus chapter on BODY IMAGE.

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