Challenge:
Promote Kaplan Publishing’s title, Campus CEO, by Randal Pinkett, winner of NBC’s The Apprentice, academic superstar and CEO of a multimillion dollar business
Fresh Perspective:
- Establish the need for the book: While nearly two-thirds of college students said they intended to become entrepreneurs, research showed a dearth of good advice
- Hook to exponentially growing list of successful businesses started by college students
- Help the credible, likeable and very accomplished author bring the book to life
Authentic Approach
ENGAGE AUDIENCES DIRECTLY
- Earned support from key influencers, including high school teachers, entrepreneurship professors, bloggers, leaders of student entrepreneur groups
- Staged the “Most Promising Campus CEO” contest on campuses nationwide
TAP EXPERIENCED, RECOGNIZED SPOKESPERSON & TIE TO TRENDS
- Positioned Pinkett as a coach for burgeoning entrepreneurs
- Created a media campaign putting the book in the foreground on related trends
- Organized a multi-city campus-focused author tour
Meaningful Impact
- Reached 40 million+ readers and viewers
- Built word of mouth momentum & generated buzz via hundreds of blog posts
- Secured media coverage in over 200 outlets, including a feature on ABC’s Nightline, coverage in Entrepreneur Magazine, Ebony, Washington Post, satellite radio, and dozens of college papers
- Drew thousands of book buyers to events on campuses and at corporations
- Inspired action: 50,000 votes for the “Most Promising Campus CEO” and students from around the globe participated in the Web launch
- Galvanized partners: contest & book blurbs appeared on the websites, in newsletters, etc. of key organizations
- Participated in H.B.C.U. tour hosted by Ford. As a result, Randal conducted a radio media tour and secured dozens of additional placements
