1. BOOKS ABROAD
DESIGN REFRESH AND MARKETING STRATEGY 2012

2. INTRODUCTION
•Why am I here?
•What is the purpose of this presentation?
•The guidelines.

3. MISSION STATEMENT
“Books Abroad promotes literacy, education and
understanding, which provide the means of a sustainable
escape route from the plight of poverty. We recycle used
books by sending them to schools and other institutions
in developing countries. We should aspire to meet the
worldwide demand for recycled books, whilst maintaining
a quality level of service.”

4. OBJECTIVES/ VISION
•Refresh the website.
•Establish an online presence.
•Create a range of presentations.
•Create rich media.
•Establish suitable consistency within the print media.
•Raise local awareness.
•Work towards the potential of marketing specific “products”.
•Determine potential avenues for collaboration.
•Enhance our reputation as a transparent, green charity who
maintains low overheads.
•Bring the brand identity of Books Abroad to life through its
design and imagery as well as social media presence.
•Look to 25th anniversary achievements as inspiration.

5. COMPETITION
Nation/Worldwide Popular Charities
Oxfam (second hand books), Rspca, Greenpeace, Marie Curie
Cancer Research UK, UNICEF etc.
National Related
Computers for Africa/ Computers to Africa/ Computer Aid International
Thrive Africa UK
Book Aid International (UK)
Room to read (Europe)
National Literacy Trust (UK)
TEABAG (UK)
The Book Bus (UK)
READ International (UK)
Local
Mary’s Meals

10. CURRENT TRENDS
•Current economic climate.
•Online donation growth.
•Idea of a “story”, think of “Compare the Meerkat”.
•Marketing in general - shift from a “top down approach” to
the idea of consumer generated content (word of mouth,
conversation).

11. CHALLENGES
Some of the challenges we may face:
•Pulling everything together early enough.
•Finding a suitable team to maintain the online presence
(blog, facebook, twitter, flickr, linkedin.)
•Sticking to guidelines for quick fix promotional materials.
•Sticking to aspirations of collaborations with local
institutions, schools etc.
•Maintaining donor loyalty.

12. FREQUENTLY ASKED QUESTIONS
For the website which questions are asked often, i.e:
•How do we send items abroad?
•Are you affiliated with a religious or government
organization?
•Why should I support this organization when there are
people in need in my own country?
•How do I stay updated on the work Books Abroad is
doing?
•How can my school partner with you to help promote your
work?

13. VISUAL IDENTITY
•Fonts
•Colour palette
•Slogan
•Logo
•Imagery
•Copy/tone of voice

14. FONTS
BOOKS ABROAD - CAMBRIA

15. Encyclopaedia
Britannica
Janson/Bembo - Janson
ssi?
TIMES NEW ROMAN
BOOK ANTIQUA
BOOKMAN OLD STYLE
CENTURY SCHOOLBOOK
CONSTANTIA
PALATINO LINOTYPE
BASKERVILLE OLD FACE
PERPETUA TITLING MT

16. COLOUR PALETTE

17. COLOUR PALETTE
•Basic colours – “certain nationalisms, beliefs or messages”
•Quiet colours – “sense of calmness or nostalgia”
•Muted colours – “austerity and tradition”
•Culture – “neo-indigenous look”
•Natural colours – “no-nonsense, or “earthy” presentation”
•Accent colours – “call attention to a particular element”

18. SLOGAN
“A v ia ting p o v e rty thro ug h e d uc a tio n”
lle

19. LOGO
History of Books Abroad Logo
Before the days of structured alphabets, early man used simple
stone carvings to portray images and signs to represent the
sounds they made to communicate with each other. Similar
drawings, later developed by the Phoenicians around 1200BC,
were called “Pictographs” or “Pictograms” and consisted of the
things around them, such as people, animals, tools and water.
The symbols below show the evolution of the Pictogram for
“Ox” into the Phoenician “aleph” and later into the Greek
“alpha”. The formation of our word “alphabet” comes from a
hybrid of the Greek “alpha” and “beta”, whose origin was found
in the early pictogram for house.
Early symbol for "ox“ Phoenician "aleph“ Greek “alpha”

20. IMAGERY

21. Other Inspiration

22. COPY/ TONE
Currently quite formal at times and geared
more towards one client - the trusts.
Quite a difference between the general tone
and the blog.
Need to cater for different users.

23. MARKETING CHANNELS
•Website
•Rich Media
•Social Media
•Print
•PR
•Events
•Presentations
•Potential Collaborations
•Word of Mouth
•Customer Relationship Management

24. WEBSITE
Things I’d like to see on the website:
•Social Media mentions
•Twitter Feed/ More emphasis on blog feed.
•Video to tell our story.
•Infographic to explain the journey of our books.
•More suitable content layout for ease of access for
different groups.
•Consistent “Donate here button”/ more emphasis on call
for action.

25. WEBSITE
•Calendar of events
•Pinned world map
•Meet the trustees/ volunteers
•More emphasis on our photos
•FAQs
•Downloadable fundraising
materials – posters/ sponsor
sheets etc.
•“Book quote of the week”
•“Find/Gem of the week”

26. RICH MEDIA egs

27. RICH MEDIA
The Fantastic Flying Books of Mr. Morris Lessmore (2011)
http://www.youtube.com/watch?feature=player_embedded&v=Adzywe9xeIU#!
Countdown to rhino extinction?
http://www.youtube.com/watch?v=tIaM8dkns2E
Do You Own Stuff Made By Slaves?
http://www.youtube.com/watch?v=XTvyEa9c8Is&feature=player_embedded
RSA Animate - Drive: The surprising truth about what motivates us.
http://www.youtube.com/watch?v=u6XAPnuFjJc&feature=related
The Book Effect - Read International
http://www.youtube.com/watch?v=r5rUpiHeR4M&feature=player_embedded
Thrive Africa UK _ Millennium Development Goals
http://www.youtube.com/watch?v=Np8XjmzLnRI&feature=player_embedded
TEABAG Charity: The Education and Book Appeal: Ghana
http://www.youtube.com/watch?v=M3EqFsaWKas&feature=youtu.be
Opening of Room to Read's 10,000th Library, Pokhara, Nepal
http://www.youtube.com/watch?v=Wtb4eP0Afkc&feature=player_embedded

28. SOCIAL MEDIA
”INFORMATION FLOWS MUST BE REAL TIME NOT BATCH TIME”
•Online Presence, conversation, consumer generated content,
referral.
•Platforms:
•Blog
•Facebook
•Twitter
•Flickr
•Linkedin
•Youtube

29. PRINT
•Consistency throughout the website and all print
materials.
•Refresh the brochure.
•Posters
•Business cards?
•Flyers
•Downloadable sponsor sheets?
•Accessible files and suggestions for new print materials.

30. PR
Further use of local resources.
Bring out all publication mentions from storage and list
on the website.
Look at collaborations to build awareness.

31. EVENTS
•Calendar
•Special days and weeks throughout the year i.e. pancake day
•Local events ie:
•Lumsden Primary Literacy Week
•Garden Open
•Rhynie Gala
•Lonach Games
•Huntly Hairst

32. PRESENTATIONS - SLIDESHARE
“SlideShare is the world's largest community for
sharing presentations. With 60 million monthly
visitors and 130 million pageviews, it is amongst the
most visited 200 websites in the world. Besides
presentations, SlideShare also supports documents,
PDFs, videos and webinars.”

33. POTENTIAL COLLABORATIONS
•Schools
•Universities
•Rotaries
•Other Similar Organisations

34. WORD OF MOUTH
•For every 1 they tell 20.
•Links in with social media/ online presence.
•Encourage this for local events also.
•Getting the schools involved for every 1 child
they will tell parents and other family
members.

35. CUSTOMER RELATIONSHIP MANAGEMENT
We still need to “keep ‘em sweet”.
“Books must be in good condition i.e. no broken spines or
mended with tape, where applicable not older than approx
ten years.”

36. STORIES

37. PRODUCTS
•5 pounds for 8 books
•25 pounds for 8kg
•1 palette 2000 pounds
•Sponsor a school
•Trips
•Etc etc

38. MAINTAINING MARKETING STRATEGY
•All preparations must be considered in advance.
•A suitable team should be elected.
•Training will be given.
•Effort must be taken not to stick with what is comfortable
and slowly allow development to take place.

39. MY QUESTIONS
•Logo refresh?
•Prospect of a fundraising committee?
•Prospect of collaboration suggestions?
•Footage from Steve?
•Access to presentations given by current trustees?
•Products?
•City names within each country for map - too many?
•Can I buy the calendar for the meeting room?

40. THANK YOU