ORGANIZATION
Cambridge University Press
SOLUTIONS
Brand strategy, copywriting, advertising
Bringing the best of a centuries-old brand to American airwaves
Since Cambridge University Press opened for business in 1534, it has published works by 170 Nobel laureates and leading academics including John Milton, Isaac Newton and Stephen Hawking. To change the perception that it publishes only dense research volumes, I delivered an advertising strategy to bring its accessible, culturally relevant and affordable books to a wider audience.
As a business of the University of Cambridge, the Press has a long history of publishing research titles, but its new Academic Trade Program was designed to expand its audience beyond academia. To reach the lucrative American market, my research prompted a look beyond the traditional print and digital media historically favored by the marketing team.
Since market research suggested that National Public Radio listeners fit the profile of a Cambridge customer, I partnered with the NPR team to write scripts and develop product-focused soundbites targeting affluent, educated listeners in three key markets across the United States.
Cambridge's first-ever radio campaign focused on three key books with high US sales projections: The World of Bob Dylan, Fighting the First Wave and A Tattoo on my Brain, reaching over two million collective listeners on Washington's WAMU-FM, Los Angeles' KPCC-FM and Boston's WGBH-FM respectively.
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