Summer Project 2003
Marketing Plan for Read and Rise by Sandra Pinkney
Khadijah Fetuga • Elbonie Jackson • Shaun Stallworth • Donald Washington • Dwight Nathaniel Webster
The 2002 class of Fellows developed a book proposal, Read and Rise by Sandra Pinkney, which was approved by senior management for publication. The 2003 Fellows, then, were responsible for developing a marketing plan for the book. In June, the Fellows met with Cartwheel editorial staff and the Pinkneys to discuss the book and the marketing plan project. John Mason served as the Fellows’ project mentor and provided a book marketing tutorial before guiding them through each stage of the plan development process. At the end of the summer, the Fellows presented the plan to senior executives from the Trade Group’s marketing and sales division. The Fellows’ plan offered fresh ideas on how to generate interest for the book among the target market of African American families. The feedback was extremely positive, with executives noting that several ideas would be used in plans for future multicultural properties.