Brand Strategy for a Better Bookstore Experience

Keeping Print Relevant by Laura Moen

Business Idea:
u print only bookstore offering an obscure collection u lounge and read section with ample seating u cafe area with table service u free wifi with web browsing for ereaders u rent by the hour access to adobe products u rent by the hour study spaces u inviting, friendly, knowledgeable staff u condusive for study and leisure

What We Offer:
u permanent book collection for
casual browsing or for checkout

u books for purchase u work tables with outlets and

charging stations

u private study booths for rent u writing workshops with

prominent authors services

u printing and scanning u writing competitions/opportunities

for apprenticeship with participating authors

u book signings

How It Works:
u free membership for customers u books from the collection are available for
checkout with a membership card using a membership card

u books may also be purchased u employees work for credits of time to

use the communal office space

u work space rents for an

affordable hourly price

u free wi-fi, access to printers

and adobe products

u open 24 hours

The Customer:
u students, start up businesses, book lovers, literary types u creative people u intellectuals u enjoy spending quiet time alone u those who want an individual experience rather
than a chainstore experience

u looking for a blend of old and new

Profiles

This is Stanley.
u 23 years old/recent NYU
graduate

u aspiring writer u lives in Astoria with his

girlfriend and their dog

u likes to frequent used

bookstores and small coffee shops

u loves New York Diners u listens to Parliment

and the Black Keys Stanley needs a quiet place where he can come to work and discuss his writing with other young creatives.

Stanley Likes...

This Is Alice.
u 31 years old u works at The Museum of
Natural History

u hangs out at Milk and

Honey

u lives in Williamsburg u shops at Beacons u favorite bands are

The Doors and Austra Alice works long hours in the city and needs a place to relax and catch up with friends after work. Closet, Search and Destroy

Alice Likes...

This is Victor.
u 64 year old retired professor u lives on the Upper West Side u enjoys fashion u vintage bike enthusiast u listens to Chuck Berry
and Billie Holiday

u loves to read historical fiction u appreciates high quality items

Victor would come here to meet with former colleagues, work on his research, or just to read and relax.

Victor Likes...

Brand Drivers
u vintage u obscure u individual u personal u eccentric u special u quiet u studious u unique u leisure u comfort u relax u cozy u enjoy u intimate u old-fashioned u hidden u nook

Obscure

The unusual, rare and unexpected find.

Studious

assiduous, knowledgeable and serious.

Leisure

Relaxed, at ease and comfortable

Intimate

private, personal and clandestine.

Competitors:
u Barnes and Noble u The Strand u Argo Tea u Libraries u Fed-ex/printing companies u Amazon/Ereaders u your own apartment
or home

The Strand:
u low prices u cash for books u quick turnover u disorganized, cramped space u unfriendly staff u questionable selection

Argo Tea
u plenty of outlets u large tables, good work
space

u often busy/ cant find a seat u loud/ poor work environment

u internet access with

a purchase

Amazon:
u large selection u convenient u you can always find what
youre looking for

u impersonal u wait time for your purchase u uncertainty

Brand Identity

Our Mission Statement

To provide a creative, open workspace in an intimate environment facilitating the engaged individual.

Name Development
u On Reserve u The Station u Re-Read u Volumes u New Edition u Atlas u The Quiet Hour

Visual Brand Identity

On Reserve

o R
4. On Reserve

1.

2.

o R o R

5.

o R
On Reserve On Reserve

6. 7.

3.

Chosen Identity

o R
On Reserve

The Brand Experience

en ter the sto re

gr ab a co ffe e

be co me am em be r he sit do wn sig co

The Customer Journey

br ow s

et

lle an nu

cti dr pf or

on ead

or s

tud y aw or lea ks ho sen ve t p h se e s of t acc ore w om ith pli a sh me nt

Possible Locations
East Village

Grove Street

Astor Place

Interiors

The Staff
u knowledgeable, educated, well-versed employees u literary experts with extensive knowledge of
our book and product selection.

u sophisticated, well dressed, excellent customer service u engaged with the customer

Brand Promotion

Customer Identity
u develop a relationship with the brand u free membership u recieve special promotions, early event notifications u use for check out, purchases, buying study time, printing etc.

spread the word

u bookmarks with QR code
linking to website

u promotions with Amazon

or E-Reader apps

u advertisements on coffee
sleeves

u discounts and promotions

at university libraries and computer labs.

entice the customer

u new member promotions and discounts u workshops with prominent writers u book signings u bi-monthly book club meetings

follow up and maintain engagement

u disperse a monthly publication with information
regarding upcoming events and whats new in the store

u hold special events quarterly to reward members and

entice new membership

Thank You!