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Book Marketing Plan

Abigail Wolfgang
Another Heaven by Annu Subramanian
April 11, 2013
The following plan was submitted as a final project for CM384 Book Marketing course.

Book Title
Submitted by

Another Heaven
Abigail Wolfgang

Market (SWOT) Analysis (1,000 words)

SWOT Analysis: Another Heaven

Strengths
1. The book topic has to do with current issues.
The Alliance to End Slavery & Trafficking,
(http://www.endslaveryandtrafficking.org/), releases a weekly list of the top 10 news
stories on slavery. In the month of March, there were numerous human slavery issues
including Princess Asie Ocansey who was arrested in Ghana for fraud and human
trafficking. The princess was accused of recruiting woman to work as servants and luring
children at local churches into believing their lives would be better with her help. This is
very similar to the issues that Saira and her mother endure in Another Heaven, proving
that sex slavery and human rights abuses are current global issues. This makes
Subramanians book a public awareness for a current issue.
a. http://www.ghanaweb.com/GhanaHomePage/crime/artikel.php?ID=269041
b. http://www.endslaveryandtrafficking.org/slavery-week%E2%80%99s-news-15
2. Authenticity.
Since Annu Subramanian was born in Bangalore, India, she can give an accurate
representation of the Indian culture, and the geography which Another Heaven takes
place in. This makes the book an insiders view on a culture that many people do not
know much about.
3. Subramanian is involved in the media.
The author has her own webpage, a Facebook page and writes in local newspaper
articles as well as speaks on the issues she supports; therefore she brings a lot of attention

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to the book and is a reliable source. When an author is passionate about their work and
actually acts on the issues they write about, people are likely to trust them.
4. Blending of cultures widens target market.
Although the story takes place in India, having Tina Matthews as an American
student opens the market up to others who would not be particularly interested otherwise.
More people are able to relate to the book because the way the author was able to weave
the American culture with the Indian culture.
5. Alternating the characters stories keeps it interesting.
Another Heaven is kept interesting by alternating the plotline between chapters.
Subramanian starts by telling two separate stories, one about the life of a student, Tina
Matthews and her travels and then the lives of terrorists and their manipulating plan.
Then the two are brought together, an effective way to keep attention.
6. The book offers help and awareness for victims of any kind.
It is a good story for anyone who has ever been a victim of violence and it helps
uncover some of the cruelties in the world and why they exist.
Weaknesses
1. Topic is very specific.
This makes Another Heaven hard to sell for people who arent interested in
human rights and other issues that the book addresses. Some demographics are cut out of
the market because of the topics. Young children would not be in the market for this
book because of the mature nature of terrorism and human trafficking. Also
physiographic, such as men who like sports or business men would be excluded.
2.

The issue of terrorism may not seem as pertinent now for some as it did in the
years following right after September 11th.

3.

Many people may see other issues as a higher priority at the moment than human
trafficking and terrorism. I think that a lot of people focus on gun laws and other crime
rates because that is what the main stream media reports. Many people are unaware of
how drastic the modern-day slave issue is; therefore, for some people, Another Heaven is
not relevant to their everyday lives, and will not read it.

4.

Selling a story about Indian affairs may be harder in the United States than it
would be in India. This may limit the market.

5.

Non-fiction is harder to sell.

Opportunities
1. Community connections.
Subramanian is very involved in the community, since she has a lot of
connections, it will helps with the books promoting and sales. She founded Albany
Women Connection which is a support group and a good opportunity for women to share
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the book with friends and family members. She also has relationships with other mothers
in Blue Star Mothers. As director of the writing center at Brown School in Schenectady,
she has the opportunity to promote to fellow teachers, students, and parents.
2. Service.
Subramanian has agreed to give some of the proceeds to organizations helping
victims of human trafficking. Many organizations may see this work of community
service and buy the novel for support of the cause. This will help Subramanian pitch the
book to different organizations.
3. Diversity.
The authors ethnicity will help target the American- Indian population.
4. Established.
Subramanian already has fans from her first book, Waiting for the Perfect Dawn,
who eagerly await the release of Another Heaven. This is clearly shown on her Facebook
page with numerous inquiries about the books release date. These readers will help
make a profit as some of the first buyers of the book, and will easily spread the word
because of the convenience of social media.
5. Clear target.
Since the target market may be small, it will be easy to promote to womens
groups, shelters, and other organizations.
Threats
1. Same Title.
A movie called Another Heaven was created in Tokyo and comes up as the first
title that you search in Google. This may make it hard for viewers who hear of
Subramanians title somewhere, but cannot remember her name and accidently search the
wrong Another Heaven. This should not be too much of an issue though because the
topics are completely different.

Marketing Action Points (concise, specific recommendations)

1.

Identify three groups or organizations to which this book could be marketed? Whats the pitch
to get their attention?

1. The main group that I think this book could be marketed to is school.
Since Annu Subramanian has a heavy presence and involvement in high schools and is
the director of a writing center, her connections will help pitch the book to other teachers to use
as a requirement for their curriculum. The author can start with other local New York schools.
Also I think that the book would be a good requirement for new college students to read.
Subramanian could pitch to Universities such as Loyola, the college where Apprentice House
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operates. She could stress the benefits that reading a book pertaining to global justice issues
would have for students involved in a Jesuit school, where ethics and service are strongly
encouraged among the student body. She could tell about how the uncertain journey of a young
women (Tina Matthews) can be translated into many young peoples lives in the transitioning
period between high school and college; making it a good reading requirement for incoming
freshman.
2. Another group that Subramanian should target is shelters.
Subramanian could benefit by pitching Another Heaven to shelters because many shelters
have reading groups. Many times people in shelters are victims of some sort of violence, or
stuck in a cycle of poverty. The people in the shelters are those most in need, and Another
Heaven discusses topics such as poverty and lack of education and violence, all things that many
of them can relate to. She should pitch to the directors of the shelters to buy the books to hand
out among their guests and volunteers as a way to relate to some of their struggles.
More specifically, Subramanian should contact shelters in California since three of the
ten worst child sex trafficking areas are found in California: San Francisco, Los Angeles and San
Diego.
In the Baltimore region, The Samaritan Women is good shelter to try to sell a few books
to so that the Christian ministry can hand them out to help heal women of human trafficking.
Subramanian should suggest that this shelter also put her book up for sale on the shelters shop,
alongside the other items used to raise money. Subramanian can also suggest that Another
Heaven be added to the websites 10 must read books on anti-trafficking. The website reads:
These books each provide a unique take on the sex trade, human trafficking, or
prostitution. Some books may be upsetting for certain readers, so please remember your
own limits when choosing to read one of our recommendations.
http://thesamaritanwomen.org/?s=books
3. Another group the book can be marketed towards is non-profit groups.
There are endless organizations that advocate social justice world-wide who would be
very interested in the topics that Another Heaven takes on. People involved in service and
volunteering could greatly appreciate Tina Matthews and her mentors works in counter
terrorism. Subramanian could attend different conventions and events held such as the NY State
Prolict Project event on May 24th in Greenburgh. Here, she can pitch her efforts towards human
trafficking awareness and terrorism. There will be presentations by assembly members, and
other organizations, and the police department. This is a place where people would be interested
in the topics that Another Heaven discusses. Below is the invitation:
NY State Policy Project event alert: May 24, Greenburgh NY
The Junior League of Westchester County invites you to attend a Legislative Breakfast and
discussion on human trafficking and modern day slavery in New York. When: Friday, May
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24, 2013, 9 11 AM Where: Greensburgh Town Hall, 177 Hillside Avenue, Greenburgh, NY
Register at: jlnw.org Special guest panel will feature presentations by: Amy Paulin, NYS
Assembly Member Allison Boak, IOFA Dorchen Leidholdt, Sanctuary for Families David
Ryan, Pound Ridge Police Department Carol Smolenski, ECPAT USA...
(http://www.endslaveryandtrafficking.org/)

2.

Which holiday(s) or designated week/month provides a marketing opportunity for the title?
How can the author/AH take advantage of this holiday?

One opportunity is Freedom Sunday, a day where churches across the entire world
dedicate a day of worship and reflection on the fight to end human slavery. This movement
began in 2010, and was on February 17th this year. I think this opportunity is a good one because
it is an international movement not just national, and since Another Heaven is based in India, it is
fitting.
Also this year, Obama declared January as the National Slavery and Human Trafficking
Prevention Month.
This holiday can be taken advantage of by promoting the book especially during these
times because of the heightened awareness around the issues in the book.

3.

Identify three retail outlets (store, museum, other) that present a unique opportunity to
display/sell the book. Whats the pitch to get their attention?

1. One retailer would be on the online website for the Not for Sale Organization. This
organization, like many others, has a shopping section where proceeds go towards the
fight against modern day human slavery. Not For Sale is particularly important because
they have a special section dedicated to educating women in India.
(http://www.notforsalecampaign.org/global-initiatives/india/,
http://www.notforsalestore.org/#)
2. In Denver, Colorado, there is a Counterterrorism Education Learning Lab that has an
interactive experience exhibit. Another Heaven could be put on display at the ticket
booth. Since their goal is to educate, Subramanian could pitch her role as a teacher and
the benefit the book has in informing about serious issues in an interesting way. Another
Heaven would help keep the lessons that the guests learn from the exhibit on their minds
even after they return home.
(http://www.thecell.org/exhibit/)

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3. Lastly, a good place to sell this book is coffee shops such as 2nd Cup in Houston. Since
many people like to drink coffee and read, Another Heaven should be at the counter since
the coffee shop is dedicated to connecting people in the fight against human trafficking.
This is a place where different non-profit organizations, volunteers and other passionate
people come together, and they would buy the book. Subramanian could show her efforts
of awareness about the issue of human trafficking which fits into the Coffee shops
mission:
EDUCATE: To provide an avenue for awareness of the issue of human-trafficking in
Houston.
FUND: To be a money-making engine to fund after-care solutions for survivors, including
housing, mentoring, tutoring, job-skills, and other necessary skills for reintegration into
society.
PARTNER: To work alongside other anti-trafficking organizations to raise awareness,
generate interest, and engage the public to take action in anti-trafficking initiatives.
(http://www.a2ndcup.com/)

4.

Identify one contest/competition into which this book could be entered.

One Contest the book can be entered into is the Noemi Press 2013 Contest for poetry or fiction.

5.

Identify two specific radio or television shows on which the author can be a guest (either to
promote the book or as an expert/reference). Whats the pitch to get their attention?
1.
One television show that Annu Subramanian can be a guest on is WNYT Channel 13
News since it is an NBC news affiliate which puts a special emphasis on educators among the
community. NBC started a nationwide campaign known as Education Nation to bring
acknowledgement to the importance of teachers and schooling. They compiled a resource page
on their website for teachers and administrators who promote and help each other in educating
the children in our country.
The Albany branch of NBC, WNYT, even has an educator of the month contest where
they feature outstanding teachers for their hard work. Annu Subramanian could be entered with
her qualifications as an Educator of Excellence Award (2011) receiver, an experienced teacher, a
published author, and most importantly a very involved member of the community. She should
be interviewed on her role as a high school teacher and especially her expertise on directing the
Writing Center at Brown High school. She can highlight her passion for educating the public
about human rights issues.
Annu Subramanians pitch should be that she will show that education is a vital part of
breaking cycles of poverty and preventing violence, which some countries lack the ability to do
because of the education systems. She could talk about some of the poverty stricken in India in
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comparison to the United States schooling and segue into human injustices talked about in her
novel Another Heaven.
http://wnyt.com/article/12144/
2.
A radio show that Annu Subramanian could get on to promote her book would be ICTOA
Radio. This is show that is run through an online radio blog where anyone can post to. I think
this would be a good fit for Subramanian because it is a radio station presented by the
International Counter- Terrorism Officers Association, hosted by the president of the ICTOA.
This association is a non-profit organization founded by the members of NYC Police
Department.
Annu Subramanians pitch could be to discuss how her fiction book brings awareness to
the thinking and manipulation behind terrorism and the efforts that are made against it. Although
she is not a counter-terrorism expert, she can discuss how everyones involvement in ending
violence is important and her job as an author is to further those efforts.
Her pitch would coincide with ICTOAs mission, which states: We as a society must
unite not only to combat terrorism, but to understand it. This is not an easy task, but through a
combined effort of our membership it can be accomplished by banding together to act as a whole
instead of as parts. This combined effort will be achieved through Training, Education and
Networking.
http://www.ictoa.org/
http://www.blogtalkradio.com/ictoaradio

Another Heaven
1. This novels target market is women ages 14-50, of all ethnicities, but especially of Indian
background.
The 14 to 18 age group targets high school students because it would be a good discussion book
for literature classes or womans studies classes.
As a senior in high school, 17-year-old Mary wakes up at 8:05 a.m. and lazily stumbles
into the bathroom to get ready for her day at school. Although class started 5 minutes ago, Mary
is in no rush to get there. When she arrives at her school, she heads straight to her English
class. She dreads the next book assignment thinking how she cannot read another Wuthering
Heights, Jane Eyre, Pride and Prejudice or any other story from a time period where she cant
even understand the language. When she gets to class she finds out her teacher has assigned yet
another novel, but this time it is Another Heaven.
Later, after Mary naps and eats dinner, she finds herself sitting with her computer at
around midnight. She remembers the homework that her teacher assigned today and realizes
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that she has to read the first five chapters of Another Heaven. At first, Mary is annoyed with her
assignment, but as she begins to read, she is pleasantly surprised that her teacher finally
assigned something that she can relate to. The story of Tina Matthews leaving home in a
nervous adventure feels similar to Marys doubts about leaving home for the first time and going
to college. Maybe this reading assignment wont be so bad after all, she thinks. Mary can
finally understand the dialogue of a novel without having to decipher the language. Maybe she
will even read more than was requested of her.
The 18-22 age group encompasses college students, including Psychology majors, who can gain
better insight to the minds behind terrorism, and can also relate to the similarities of a story about
a young adult setting out on an uncertain journey, which many people in this age group find
themselves embarking on.
The 22-39 age group is filled with the human activists who fight daily to put an end to violence
and human rights abuses, and promote social justice.
30-year- old Sarah wakes up at 6:00 a.m. on a Saturday morning. She sits at her tiny
kitchen table in her NYC apartment while reading the newspaper and eating her fresh fruit and
oatmeal for breakfast. After she finishes, she heads out for her daily morning run before her
busy day. On her run she thinks about the day that she has in front of her and hopes that she can
make a difference in someones life today.
Sarah spends the rest of her day volunteering at non-profit organizations such as The
Advocates for Human Rights aiming to restore peace and build the movement in her country and
worldwide. She spends hours working to educate local groups about human rights. She keeps
in contact with the United Nations and reports and monitors human rights mechanisms. All of
Sarahs efforts are positively reinforced at the end of the day when she finally gets to put her feet
up and read a book before bed. Another Heaven helps Sarah know that her time was spent
wisely trying to improve the lives of others less fortunate than her.
The 40- 50 age group consists mostly of women who read in book clubs and discuss womens
issues with their friends. This book could be targeted at people of Indian descent because they
would identify with the issues of corruption and rights abuses in their country and others.
2. The way to reach these targeted groups is to promote Another Heaven to teachers and
professors of high schools and colleges as required reading. This would be easy to do since the
author, Annu Subramanian, is a teacher herself and could promote to her colleagues while
emphasizing the benefits such a story has on a well-rounded education of the students on
currents issues with injustices, human trafficking, and the thoughts behind a terrorists
manipulations; helping them be globally aware. Also since Subramanian previously presented a
seminar on The Role of Asian-Indian Women in the Global Community at the New York State
English Council, other similar seminars would help to reach the elder target group. Womens
support groups are another way to promote the book, like the one Annu Subramanian started

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called the Albany Women Connection. The book could be promoted to victims of human
trafficking and sex crimes, or any other person who could benefit from the story.
3. A noteworthy point about Another Heaven is that it covers one of the main issues in our world
that is often kept out of mainstream news, human trafficking. Trafficking is not only a national
issue, but a prominent issue worldwide. Another Heaven helps to shed light on this issue. Also
noteworthy is the attempt at addressing the minds behind the methods and delusions of terrorists,
which is an aspect often left out of terrorist stories. The author is noteworthy because she has a
lot of experience with the topics she discusses and not only writes about it, but has been involved
with the issues she stands against with groups, lectures, short stories and essays. Most notably
her sales for the book are benefitting organizations that are dedicated to helping the victims of
human trafficking.
4. For the purposes of high school classrooms, seminar discussions, book clubs, and support
groups a hands-on print copy seems to be the best form of the book since it would most likely be
analyzed, passed around, highlighted and underlined. The age group that the book targets seem
to be likely to buy the book as print, but there are some students who do all of their reading on ereaders, even their textbooks. In this case both e-books and print books would be appropriate.
Audiobooks would not be appropriate especially with this heavy of a theme. Most buyers would
not want to listen to a story about terrorism and human trafficking on a car ride.