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AWKNG Press Manuscript Development

Develop and publish an author’s manuscript while driving Marketing, AWKNG TV, Design, Editors, Printers and Distributors. Please note, due to the NDA, I am unable to show actual work from this project. Shown is the process and possible problems that I may have encountered.

Role

Senior Director

Repsonsibilities

  • Evaluate the content quality and level of editing needed and manuscript development.
  • Prepare a budget for projected expenses, revenues and first year book sales.
  • Create a publishing timeline and ensure each book project is published on-time and within budget.
  • Oversee the publishing and marketing process.
  • Assign project team members for all facets of the publishing process including: editors, videographers, publicists, typesetters, graphic artists, printing, and distribution.
  • Cultivate relationship with internal and external vendors.
  • Design a customized marketing strategy for each signed title to include as appropriate television show interviews and appearances.
  • Oversee special landing pages content.

Goals

  • Publish a book from initial ideation to completion.
  • Develop a marketing plan which includes a book tour.
  • Develop and produce a television show which compliments the book and its ideas.

Teams I Worked With

AWKNG Arthouse is the premier Marketing agency serving AWKNG and clients. 

Specializing in brand identity, packaging design & digital.

AWKNG Press offers editing from developmental to proof as well as printing and distribution services.

AWKNG TV exists to offer compelling, excellent, and entertaining television available at your fingertips.

How I Worked with Design and Branding

  • Lead Meetings
  • Send Product Positioning Statement to understand audience
  • Send Basic Summary Outline to understand what the book is about and to pull important quotes
  • Make sure Designer adheres to the timeline through the process
  • Send book cover and graphics to Arthouse for social media and website

How I Worked with Marketing

  • Lead Meetings
  • Send Product Positioning Statement to understand audience
  • Send Basic Summary Outline to understand what the book is about and to pull important quotes
  • Review Marketing package before meeting
  • Send book cover and graphics to Arthouse for social media and website
  • Procure author’s list of Early Readers and High-Profile Endorsements
  • Craft letters
  • Approve Promo Box deign and goodies
  • Write back cover copy
  • Write, edit, and approve Web copy, send pictures and necessary art to web designer
  • Discuss possible post topics with Author and assist with content posting schedule when needed
  • Mail Arcs and all promo items
  • Send necessary travel information to Author’s assistant
  • Liaison between Author and tour venues

How I Worked with TV

  • Lead Meetings
  • Send Product Positioning Statement to understand audience
  • Send Basic Summary Outline to understand what the book is about and to pull important quotes
  • Review Marketing package before meeting
  • Communicate between TV and the author, dates and locations
  • Ensure TV has necessary graphics and book quotes

How I Worked with AWKNG Press

  • Lead all meetings between Author, editors, Printers, and Distributors.
  • Meet with Author and read initial draft OR help ghostwrite the book.
  • Create and revise manuscript outlines.
  • Help draft and edit initial pages.
  • Create a Product Positioning Statement to understand audience.
  • Hire developmental editor and send PPS as well as any other information needed for the manuscript.
  • Review developmental, content, and copy edits with Author and ensure author rewrites in a timely manner.
  • Ensure editors and proofreader has all necessary information and adheres to timeline.
  • Write Back Cover Copy, Acknowledgments, Dedication, and Bio.
  • Decide on final book size, paperback, hardback, paper weight and color, and if needed, images or graphics.
  • Approve all interior call out quotes and ensure any references and Endnotes are correct.
  • Send all files (interior and exterior) to printers.
  • Receive initial Arcs to review and send to readers.
  • Communicate between venues and printers for book shipments, send shipment numbers and payments.
  • Track and distribute all royalty payments and Press earnings from distributors such as Amazon, Barnes and Noble, and other online books sales.

Problem One

Author wanted to change the manuscript halfway through the process, throwing the timeline off.

What I Did

Understand and Problem Solve by asking these questions:

1. Why was it important to the author?

2. Are the reasons important enough to make those changes?

3. Can we make updates without throwing the timeline off too much?

4. How can I communicate with the other teams so we can move dates if necessary?

Solution

1. Why was it important to the author? The author found their sources and reasons for their points was not as solid as once thought. So the book needed new sources and updated points. The basic structure can remain the same.

2. Are the reasons important enough to make those changes? Yes. Since this is a non-fiction book with points based on reliable sources, having the correct information was necessary.

3. Can we make updates without throwing the timeline off too much? Yes, however the project finish date had to be moved a few months due to editing and rewriting. Before we did this, I went through the manuscript and rewrote the summary based on the author’s wishes. Upon approval, the team can move forward. 

4. How can I communicate with the other teams so we can move dates if necessary? As a team I gave them the new project completion date of the manuscript. TV could still do the filming and hold off on announced release, Guest spots could still continue without release date, Marketing could still move forward, the release date, and book launch event would be the items affected. The editing team was notified immediately and awaited the new work.

Problem Two

Printing price increased.

What I Did

Understand and Problem Solve by asking these questions:

1. Why did the price increase?

2. Is there a way to mitigate the prices from the printer?

3. What do other printers say? Are they seeing the same price increase?

4. How can I mitigate the prices from our busienss side?

Solution

1. Why did the price increase? Due to COVID paper prices increased affecting bok printers around the world.

2. Is there a way to mitigate the prices from the printer? The only way to mitigate the prices is to change the quality of the paper and go from interior color printing to black and white.

3. What do other printers say? Are they seeing the same price increase? Other printers were seeing the same price increase. I checked with two other local printers and they reflected similiar (if not more expensive) printing costs. 

4. How can I mitigate the prices from our busienss side? I had to change the amount of copies printed and the interior color. The more copies printed initially, the better price point we recieved. I also communicated with the venues that would sell his books to see if they would buy more copies from AWKNG Press to also mitigate the initial cost. 

Results

A published book, with a tv show, guest spots, and book tour.