Project 8 of 13
Distilling 30 Years into One Cover
Dave Williams, Private Garden
Nearing the later half of his career author Dave Williams completed a manuscript based upon the journaling of his thirty years as senior pastor of a "mega-church" with over six-thousand in attendance at times and fourteen-thousand adherents. The Communications Department was tasked with the production and marketing of the manuscript and was faced with the challenge of defining a target audience, hesitant and sometimes obscure subject matter, limited readership, and ethereal topics due to the nature of the manuscript. I set out to design the cover art, its accompanying campaign collateral, as well as and assist in the marketing of this exclusive book while under the leadership of David Williams, Communications Director at Mount Hope Church.
| Solutions | Results |
|---|---|
| Create multiple prototypes and complete informal market research among varied target audiences | Over 3,000 copies sold on the first day of the release |
| Create a exclusive and high-end design | Drew together the readership which in turn provided self-promotion for the product and created a niche within the market that had not yet been present. |
| Distribute "pre-release" manuscripts for key influencers | The clarification brought about by the pre-released product created a desire within the campaign that had not yet been present. |
| Tailor ad copy to succinctly redress the subject matter | Helped to create an exclusivity that further enforced the personal nature of the book providing for a successful release party of over one-thousand readers. |