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What’s in a Campaign? Three Success Stories from Twin Cities Publishers

January 20, 2016 @ 5:30 pm


In the fast-paced and quickly changing world of marketing and publicity, ambitious literary campaigns are being launched daily. On January 20, three panelists representing the young adult, literary fiction, and education markets will each discuss a successful campaign they recently launched—and what made it a success.

Each panelist will explain the goals of their campaign, touching on a variety of topics including how they took a new approach to secure coverage, how they received customer engagement in a new way, what tactics were used, and what advice they would give when it comes to creating a unique marketing and publicity campaign. This luncheon will be a great opportunity for publishers, authors, and freelancers to hear about several effective book campaigns and gain concrete examples on how to leverage their own content in new ways.


Caroline Casey is the managing director at Coffee House Press. She has a background in marketing, publicity, and acquisitions, including stints at Sarabande Books and Stanford University Press, and holds an MFA from the Nonfiction Writing Program at the University of Iowa.

Campaign: The Story of My Teeth is a novel in translation, about making art and telling stories, and full of guest appearances from Kafka, Petrarch, and lions of the contemporary Mexican canon, i.e., a tough sell. It was also Coffee House’s runaway hit in 2015 and on more than 20 best-of lists this year — the successful matching of a great book, a long lead, and extraordinary bookseller support.

Matthias Frasch was born and raised in Laichingen, Germany, and started his career in 1990 in print production and press operation. In 2001 Matthias moved to the US and was hired as a Production Specialist at EMC Publishing and eventually was promoted to manage the Design and Production Department overseeing design and production of many large educational programs. In 2011 Matthias ventured off on his own following his interest in digital production and started his business Braintree Education. He spent his energy creating digital publishing solutions and teaching concepts, including an iPad app and web design. In 2013 Matthias rejoined EMC Publishing as the Digital Marketing & Analytics Manager. His main focus is digital marketing operations including Salesforce Marketing Cloud, Marketing Automation, Google Analytics, and everything else that ensures measurable marketing solutions in a B2B market.

Campaign: Matthias will introduce EMC Connect, EMC’s newest blog hub offering tips, resource, trends, and more to a broad audience.

Shannon Hoffmann is the Global Trade Marketing Director at Capstone. Her career as a consumer-focused sales and marketing professional, spanning 20 years and multiple industries — including printing, food, and publishing — has centered around her passions for branding, communications, social media, and marketing strategy.

Campaign: Shannon will discuss the marketing campaign for the launch of a new young adult series repositioning the iconic Lois Lane as a contemporary teenager. The campaign was focused around using social engagement to create advanced demand for the first title and the series.


January 20, 2016
5:30 pm


Open Book, Target Auditorium
1011 Washington Ave S
Minneapolis, MN 55415 United States
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