The bulk of my time at Paperight during 2014 was taken up by the #textbookrevolution campaign. This was by far the most well-planned, well-executed and successful campaign we did to date. For the first time, we agreed upon our messaging, plan of attack and the scope of materials that we needed far in advance of starting work on putting the campaign together – a ridiculous thing to say in retrospect, but meticulous marketing planning was something we only learned late into the game, mostly due to the fly-by-the-seat-of-our-pants approach the entire company sometimes had for most of the time I was here.
The bulk of my work for the #textbookrevolution focused upon executing everything we had learned up until this point:
- focusing on outlets that we could trust
- defining areas in which our advertising could be focused
- creating easily customisable materials
- curating compact and effective product lists
- synchronising our messaging and launching our campaign on online platforms as well as with physical materials
- focusing on cheapness and availablility as our main selling points
As such, the material designing process was by far the easiest out of all the campaigns that I worked on.
To make the campaign seem more coherent, all materials and official posts made by us made mention of the hashtag #textbookrevolution. This was a successful idea – it made it easy for us, for example, to construct and conduct conversations focusing on campaign-related topics on social media, as well as being an innate call-to-action for social media commentary on the topic.
A fun project that we worked on was the creation of a series of beer coasters that had games and quizzes on them, along with Paperight advertising, including taglines with variations on “Cheaper Textbooks. More Beer”. I created six designs – three games and three quizzes – that were printed in quantities of hundreds and passed out at university campuses and student bars in Stellenbosch and Cape Town. It’s difficult to gauge exactly how well these coasters increased engagement, but we did find numerous mentions of them on social media, often along with the #textbookrevolution hashtag.
The weak link with this campaign, again, was some outlets’ reluctance to reciprocate the amount of effort we put into advertising their businesses with some semblance of preparation for or engagement with the campaign on their part. Again, potential customers were turned away from outlets that we had informed of the campaign, or had bad service from them. This was probably, I might speculate, because management had not passed on word on the campaign to their front desk staff. In some cases, outlets were mentioned specifically on posters, and had agreed to be mentioned on those posters, but turned away or offered customers lacklustre service when they came in.
This has been the most major flaw in the workflow of the Paperight model as it exists now. The success of the model depends on too many variables outside of our own control. Although that’s the nature of our business, it does not work as well for outlets as we would like it to, as we essentially outsource the bulk of our end-user customer experience. In other words, a customer’s experience with us is only as good as it is at the outlet.
And, another thought, for every one customer that was turned away and told us of their experience, how many were turned away and stayed privately dissatisfied?
We used the weekly newsletter to remind outlets to promote the anthology in store by putting up posters and ensuring their staff are prepared to handle queries. In addition, we included links to blog posts on news items about the PYWA to inspire enthusiasm for the title.
