Barnes Noble Marketing Campaign GRAPHIC DESIGN PROCESS PROJECT

Barnes & Noble Marketing Campaign GRAPHIC DESIGN PROCESS PROJECT III DANIEL PRIORE

Company Overview Barnes and Noble, Inc. Public bookselling company Serves as the U. S’ largest national bookstore chain with over 600 retail stores. Sells books, magazines, newspapers, DVDs, music, graphic novels, games, toys, other collectibles and Nook e-books and tablets Retails stores are known for having a small Starbucks café Competitors Amazon Books-A-Million All independent bookstores

Campaign Overview This advertising campaign is a reactionary message to the growing number of independent booksellers throughout the U. S. B&N offers a wider collection of content at discounted prices; however, independent bookstores live off of the “book shopping experience” Independent bookstore profile: Small shops Located in the heart of a neighborhood or community Becomes more of a place of social gathering rather than a place to buy goods Place emphasis on food and/or coffee

Campaign Overview City for Campaign: Pittsburgh Target Market: People who prefers to shop at independent bookstores Defined primarily by middle class adults, between the ages of 25 – 45, with children and who live in the suburbs What does the customer currently think? B&N is a large retail bookstore that is only concerned with putting out mass quantities of content B&N does not consider the “book shopping experience” What do we want them to think? B&N takes great consideration into what the bookstore experience is like Sense of community – people will instantly have that independent bookstore feeling as they walk around, shop and eat and drink

Marketing Campaign - Pieces Billboard Location: I-376 Highway Email Newsletter Magazine Advertisement Mall Kiosk Advertisement Location: Taste of Home Magazine Location: The Mall at Robinson Web Advertisement Location: CBSNews. com

Marketing Campaign - Timeline January February March Billboard x Email Newsletter x x Magazine Ad x x April x Mall Ad Web Ad x x May June x x x

Marketing Campaign - Budget Distribution for Campaign Pieces (out of 100%) Billboard: 35% Email Newsletter: 10% Magazine Ad: 10% Mall Ad: 15% Web Ad: 30% Billboard Email Newsletter Magazine Ad Mall Ad Web Ad

Pieces Applied – Billboard

Pieces Applied – Email Newsletter

Pieces Applied – Magazine Ad

Pieces Applied – Mall Kiosk

Pieces Applied – Web Ad

Sketches and Concepts

Marketing Slogan Live Books. Live Community. Barnes & Noble.