Mkt_625_Final.docx Final: Digital Marketing Plan MKT 625 Southern New Hampshire Univ

Mkt_625_Final.docx    Final: Digital Marketing Plan  MKT 625   Southern New Hampshire University    I.Executive Summary  Angry Eagle Publishing is a traditional publishing company that focuses on the new to published author, as well as the seasoned, do it yourself, self-published author. The main target audience is that of readers the company seeks to sell quality books and become known for these.   For this digital initiative, Angry Eagle Publishing hopes to focus on not only the campaign but on brand visibility and equity. Currently engaged in multiple genre groups on Facebook and other social media platforms, the company wishes to expand this to include email marketing techniques to streamline its book offering initiatives as well as offer an additional stream of income from outside authors seeking to reach the company™s demographic.   The customer is the first consideration and being relevant and accessible is the main objective in these. Increasing brand loyalty is crucial because if the customer is not loyal to the brand they may stray towards other publishers™ book offerings. While brand loyalty is the goal of brand awareness and retention of customers is crucial, the campaign will focus more on new customer introduction interested in the various genre books published by the company and the shift into retaining them in the social media groups within each genre.  With these goals in mind, Angry Eagle Publishing will launch two initiatives. The first one, an update to the website to inc