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Allen Gannett

Bringing a Story

To Life

We needed to build Allen’s online presence and disseminate his new book, “The Creative Curve” and knew that speaking engagements, a national book tour, and a flood of PR placements were in store

We identified a target audience and the specific, measurable objectives of this campaign

Allen secured a nationwide book tour and was featured in press opportunities including Morning Brew, PRSUIT, and CNBC

BW Missions has a special knack for getting ‘it” done and “it” can truly be anything. Throw a multi-city book tour? Check. Run a multi-channel social media strategy? Check. Connect two people who need to meet, together? Check. Bryan and his team are all that and then some.”

Allen Gannett

Overview

“I left many conversations feeling as if I was a creative therapist,” said Allen. Allen Gannett was serving as the Founder and CEO of TrackMaven (which later merged with Skyword) when he discovered that the dozens of marketers that he had been speaking to shared how they feel uncreative. This led Allen to the belief that creativity is a learnable skill that led him to research and create ​The Creative Curve, a book that overturns the mythology around creative genius, and reveals the science behind achieving breakout success in any field. So how can Allen capitalize on an active audience and activate them to amplify book sales, brand awareness, and create a community of people who will find value in Allen’s work?

Strategy & Execution

To build Allen’s personal brand and disseminate his ideas to thousands through the sale of The Creative Curve, we first identified the specific, measurable objectives of this campaign. Once we knew that speaking engagements, a national book tour, and a flood of PR placements were in store, we identified a target audience that would listen and share our message. These individuals were people that would be able to find value in ​The Creative Curve and would be interested in hearing and seeing Allen’s content outside of his book. As a result, we identified four key audiences to target for the marketing campaign: CEOs, Marketing Professionals, Entrepreneurial College Students, and Press Outlet in the Innovation Space. Our campaign’s messaging was spread with the masses through LinkedIn, Instagram, Podcast, TEDXGeorgiaTech, MorningBrew, and featured on PRSUIT, and personal social networks. The Creative Curve captured attention months before the launch, exciting audiences with teaser content and limited details strategically released in media coverage. 

Results

Allen secured a nationwide book tour and a highly successful book launch. The aggressive push to gain exposure was a success and as a result, Allen was featured in press opportunities including Morning Brew, PRSUIT, CNBC, and Forbes. Outside of these features, Allen has spoken on dozens of podcasts and over the past few years and has been a featured speaker at over ten events, including TEDxGeorgiaTech.

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