May 11, 2012,
Internship Proposal
Breaking Through the Publishing Barriers
Internship Assignment Opportunity
Determine how to differentiate an author’s work in the marketplace, resulting in a significant increase in sales while maintaining a low marketing expense to books-sold ratio. Create an effective marketing plan and participate in its execution.
Creating Author Name Recognition and Sales
Historical methods include book readings and signings at bookstores, libraries, and coffee shops as well as participation at author events such as book club meetings. They also include interviews with newspaper, magazine, radio, and TV reporters; book reviews; and building mailing lists. These all appear to be time-consuming and inefficient.
New approaches include using social media such as Facebook and YouTube as well as websites to build awareness, a fan following, and sales. These approaches are most often recommended by industry pundits. Unfortunately, specific actions that will lead to success are not discussed.
The Intern Challenge
The intern will have a unique opportunity to create a marketing plan using historical and/or new methods to gain author and book name recognition and create sales momentum. Working with Van Kirk, the intern will execute the plan as rapidly as possible, making adjustments whenever needed. Deliverables will include:
- Creative solutions for differentiating Van Kirk and his work from his peers.
- Documentation of the current best practices for quickly ramping up book sales.
- Step-by-step marketing plan listing key project activities and completion dates.
- Fully functioning social media applications.
- Periodic reports of actions taken and results achieved.
Intern Learning Opportunities and Outcomes
Many opportunities are imbedded in this project for the intern to hone his/her skill sets. These include:
- Demonstrating the ability to quickly analyze an industry and determine the business opportunities and risks.
- Displaying up-to-the minute knowledge of social media strategies and techniques.
- Creating break-out ideas to differentiate the author from his peers.
- Differentiating business strategy from tactics.
- Executing action plans and reporting results.
Remuneration and Time Frame
The amount and method of payment will be determined. The assignment will last approximately eight, twenty hour weeks.
Project Administration
Ongoing communication and feedback are critical to the success of this assignment. The following will take place:
- After an initial, in person, kickoff meeting, the intern and Van Kirk will communicate by phone and email during each week.
- The intern will provide a written, weekly status report recording activities, accomplishments, and time invested to Van Kirk and the school.
- Van Kirk will provide weekly, written feedback on the intern’s progress to the intern and the school.
- Van Kirk will provide an end-of-assignment performance evaluation to the intern and the school.
Robert L. Van Kirk
409 Neuse Harbour Blvd
New Bern,NC28560
252.288.4064
www.robertvankirk.com