Rock Point Books: A Cultural Experience
Since Rock Point Books, an independent bookstore located in downtown Chattanooga, opened in November 2006, their goal was to bring a heightened cultural experience to Chattanoogans. Rock Point Books wanted to maintain a local feel—both owners live in Chattanooga—while bringing in authors known around the world.
Today, Rock Point Books offers Chattanoogans the opportunity to attend seminars hosted by prominent rhetoricians, mingle with internationally-known authors, admire one-of-a-kind artwork from local artists and to do it all while sipping freshly brewed coffee or a cup of herbal tea.
Waterhouse Public Relations developed a strategic plan for Rock Point Books: creating incentives for loyal customers; promoting nationally and internationally known authors and rhetoricians for readings, signings and workshops at Rock Point Books; developing creative event ideas and the most effective methods of promotion with the goal of increased attendance to these events.
Objectives
- To position Rock Point Books as a cultural destination
- To utilize local print and broadcast media to get Chattanoogans excited and involved in the grand opening of Rock Point Books
- To develop creative, unique events with the goal of increasing awareness of Rock Point Books and their cultural contributions to Chattanooga
- To promote the individual events and the collective Rock Point Books story with the goal of increased attendance at events, readings, signings, workshops and book clubs
- To utilize local print and broadcast media to get Chattanoogans excited and involved in events, readings, signings, workshops and book clubs at Rock Point Books
- To establish partnerships with local businesses and writers’ groups
Strategies
From November 2006 to the present, Waterhouse Public Relations developed and maintains specific strategies for success:
- Develop a system of effective communication with managers and scheduling team at Rock Point Books so as to remain abreast of new literature, visiting authors, in-store displays and stocked books
- Consult with managers at Rock Point Books and advise them on in-store displays and timing of events with other events in the region and the nation
- Utilize Waterhouse Public Relations’ existing relationships with local print and broadcast media to pitch Rock Point Books events and messages
- Research visiting authors so as to promote their reading/signing/workshop through the most effective outlets
- Design and distribute printed materials to promote events at Rock Point Books
Results
Waterhouse Public Relations successfully planned and promoted a grand opening weekend for Rock Point Books, drawing hundreds of Chattanoogans to celebrate with the bookstore, generating an incredible amount of interest in Rock Point Books.
Since the grand opening, Waterhouse Public Relations has successfully promoted all author readings, signings and workshops in addition to unique displays and events at Rock Point Books, giving each author visit or event a personal, specialized touch to target the most appropriate audiences. Author events at Rock Point Books have been featured in countless local, regional and national publications but also in local broadcast media. Waterhouse Public Relations has also scheduled and continues to schedule radio interviews for incoming authors to promote their readings, signings and workshops.
Waterhouse Public Relations has created various incentives for repeat customers and developed unique events to maintain and grow interest in Rock Point Books.
In addition, Waterhouse Public Relations developed a weekly e-newsletter to not only keep customers informed of happenings at Rock Point Books but to keep Rock Point Books in the minds of customers. Waterhouse Public Relations continues to maintain the e-newsletter and the list of customers who receive the e-newsletter grows steadily every week.
Through carefully developed media communications and consistent messaging, Rock Point Books has maintained a flow of cultural activity, gaining an increased amount of customers and an increased amount of respect from prominent authors.
