Poetry City Writing Program's mission is to be an effective resource for all members of the residency community (students, staff, faculty, alumni) by providing a respectful, collaborative, and engaged learning environment for writers of all skill levels. We hope to present writers with opportunities to learn through hands-on, interactive sessions; foster analytic thinking, reading, and writing; and facilitate a space where they may practice, experiment, and take risks without judgment, ultimately instilling confidence in their writing abilities and empowering them to make informed choices concerning any piece of writing.
The forecast for our marketing strategy will cover the first 5 years of operation. In the service life cycle, the first two years of operation will be focused on market development, where the strategy will be to develop widespread awareness of Poetry City Writing Residency Program. In addition, the first two years of operation will be used to solidify the PCW concept and identify any weaknesses in the service offering. In comparison, during years three through five, PCW will be focused on rapid growth to establish a strong market niche. During years three through five, PCW will pay detailed attention to brand positions, gaps in market coverage, and additional opportunities for market segmentation.
Advertisement Ratios
Our main outlet for recruiting new students will be through print media in readily recognized outlets. Our initial projects suggest a measured ratio to maximize advertising revenue.
P&W 60%
Poetry Magazine 10%
Academy of American Poets 20%
Local advertising locations 10%
Poets & Writers, Inc.
Poets & Writers Magazine is the primary source for what creative writers need to know. Along with essays on the literary life and interviews with contemporary writers of poetry, fiction, and creative nonfiction, the magazine publishes articles with practical applications for both emerging and established writers. In addition, it provides the most comprehensive listing of literary grants and awards, deadlines, and prizewinners available in print. With a circulation of 60,000 copies nationwide.
The Poetry Foundation, publisher of Poetry magazine, is an independent literary organization committed to a vigorous presence for poetry in our culture. It exists to discover and celebrate the best poetry and to place it before the largest possible audience.
Helen Klaviter, Managing Editor
Tel (312) 787-7070; Fax (312) 787-6650
Email: hklaviter@poetrymagazine.org
RATES
Full Page - $800
Half Page - $500
Quarter Page - $375
Academy of American Poets & Poets.org
Poets.org is the award-winning website of the Academy of American Poets. Our million monthly visitors can find essays and interviews about poetry, biographies of more than 500 poets, almost 2,000 poems, and 150 audio clips of poems read by their authors. Poets.org receives thousands of visitors every day, making it the perfect place for your press, journal, or organization to get noticed.
Offering two unique and successful advertising options:
Homepage Advertising
Monthly Newsletter Advertising
For further information, or to purchase ads, please contact:
Elaine Bleakney
Academy of American Poets
584 Broadway, New York, NY 10012
ebleakney@poets.org
212-274-0343 x13
TERMS: 30 days net. 5% prepayment discount if payment accompanies ad copy by ad copy deadline. Prepayment is required of all new advertisers.
Other places to Advertise:
National:
ABR
Boog City
Local:
ArtVoice
Buffalo Spree
Email Newsletter:
Current contact list of 3000
The purpose for segmenting a market is to allow your marketing/sales program to focus on the subset of prospects that are "most likely" to enroll in Poetry City Writing Residency Program. This will insure the highest return for our marketing/sales expenditures.
Purchase Decision Makers Characteristics
Liberals - regularly looking for new solutions, willing to make change (even major change) if the benefit can be shown.
• Will usually consider new products/services even if the related concept has not yet been proven to be effective, but only if the potential benefits can be specified and understood.
• Wants offerings that make effective use of technology, but is not interested in offerings just because they use a certain technology.
• Will always want to review competitive offerings, but will usually choose the one offering the greatest benefit, even if there is some risk involved.
• Neutral to positive when considering technically complex offerings or offerings requiring extensive user education.
• Usually concerned with keeping employees informed and educated, so will often consider educational offerings.
• Strongly influenced by offerings that most closely deliver the 'end results' desired, even if they are not the most cost effective.
• Often are on social trend bandwagons so react positively to offerings that address these needs.
Technical Liberals - enamored with the benefits provided by high tech solutions and any purchase decision will be biased by the technical content of the offering.
• Usually consider new products/services even if the related concept has not yet been proven to be effective.
• Often consider just because they use a certain technology.
• Will always want to review competitive offerings, but will usually choose the one offering the most hi-tech features, even if there is some risk involved.
• Consider themselves technically competent and will expect leading edge use of technology.
• Positive to fanatic when considering technically complex offerings even when requiring extensive user education.
• Conversion costs usually not a major concern if technical benefits are there.
• Not particularly concerned with keeping employees informed and educated, so educational offerings are not of great interest.
• Strongly influenced by offerings that most closely deliver the 'end results' desired, even if they are not the most cost effective.
Self Helpers - consistently defines/designs solutions to their problems, likes to acquire tools that help in the innovation process.
• Will usually consider new products/services, but the related concept must have been proven to be effective.
• Often consider just because they use a certain technology that is relevant to the development program they have underway.
• Will always want to review competitive offerings, but will usually choose the one offering the most effective 'do it yourself' features.
• Usually consider themselves technically competent and will expect very effective use of proven technology.
• Not especially inclined toward technically complex offerings, would rather have user friendly, but thought provoking, offerings.
• Conversion costs usually not a major concern if offering promises potential for innovation.
• Usually concerned with keeping employees informed and educated, so educational offerings are of interest.
