Publicity Hound jean Logan of Alexandria, Virginia writes:
“I work for a very small nonprofit called the Blue Frontier Campaign. We are building a grassroots movement for ocean and coastal health (we call it the Seaweed Rebellion). We try to teach people that the actions they take in their everyday lives affect ocean health, from the food you eat to the fertilizer you use.
“We have a new book called 50 Ways to Save the Ocean. It’s written by journalist David Helvarg, has a foreword by Philippe Cousteau, and is illustrated by Jim Toomey, creator of the Sherman’s Lagoon cartoon strip. It has a great cover, and is a very easy read, crammed with lots of specific tips that people can use.
“We have been working very hard to get national media, but have found that the current interest in global warming is freezing us out since the media seems to have a problem addressing more than one issue at a time. We are also trying to figure out a way to make educators aware of the book–it would fit very well into an ocean science curriculum for kids.
“Obviously we’d like to sell books because the profits come back to Blue Frontier so that we can continue our grassroots work. More importantly, we think this book can really make a difference for our oceans, if we can get enough people to read it and think about the choices they make.
As I understand it, ocean health and global warming are intricately linked, so I suggest Jean link her ocean health book to the global warming issue. Are there ways that saving the ocean mitigates global warming? Or ways that global warming affects oceans?
Homeschooling is huge right now, at least in New England where I live. I know a lot of parents who are always looking for home-school curriculum ideas and this book sounds like it might be of interest to them. I recall that there are a couple of major websites for homeschoolers, maybe even some blog. Hope this helps!
The Chesapeake Club has a smart, popular and effective social marketing campaign designed to inform residents of the effects of their perfect lawns on the Chesapeake Bay – “The lunch you save may be your own” was one of the great catch phrases, as it was paired with a picture of a yummy looking crab cake. Also, Crab Kwon Do and the motto “Save the crabs, then eat them!” If you haven’t already seen it, it’s at: http://www.chesapeakeclub.org/media.htm.
I think the Seaweed Rebellion is a great start to marketing your book from a similar angle, not simply another list of tips, valuable as they are. Sushi is huge, perhaps you could appeal to people’s insatiable appetite for it. Maybe something like, “50 Ways to Save Your Sushi.”
Have you sent review copies to natural history museums, even ones outside your area (eg the Smithsonian)? How about a few to local schools that teach earth science – my teacher friends are always desperate for resources. I’m sure that Greenpeace and similar organisations would love a review copy too. Finally what about surf clubs, lifeguard and lifesaving outfits, charter fishing boats, other groups that are involved with the ocean who have a vested interest in its health?
I live on a small island in Puget Sound where we have more than one educational organization related to ocean life. If you multiply this by all the similar marine science centers and institutes on both coasts, you’ll have a healthy market for your book. Contact them all, provide sample copies if necessary, and perhaps include a simple curriculum that could be used by volunteer teachers. Also public schools in coastal areas often include such material, and social studies or science teachers would be glad to know about this resource.
Extract five of the strongest tips included in your book. Summarize them into a 500 word article.
Submit the article to every online article directory on the internet. Make sure you put a compelling offer for the full version of your book in your bio/resource box.
You’ll not only get orders for your book… you will probably have your article and offer picked up for reproduction by relevant print and online publications. They will spread the word for you in a totally free viral marketing system.
Thom Reece
http://www.ArticleMarketingNetwork.com
Then create a powerpoint presentation from the article and make a video of it (with voice over), using camtasia or other free tool. Then submit to youtube and other video sites.
My suggestion is to visit local aquariums to promote the book, even offering a book signing. How about book signings at major bookstores like Barnes and Noble or Borders? Partner with a local oceanography organization or do a crazy publicity stunt at the ocean where lots of people will be exposed to what your non-profit is doing.
Wow, what a great response, and so quickly! Lots of good ideas here that we can work with. I can’t respond to all these thoughts but I’ll tell you that we are definitely trying to link ocean health with global warming (they are definitely linked-just hard to keep it simple), we will check out the home school blogs, we will play with the “50 Ways to Save your Sushi” message, we have sent review copies to lots of people and places and we will keep doing that, and we have partnered with several major aquariums and had some successful booksignings and will do more of that. We are still trying to figure out how to reach marine science educators but we are partnering with some national organizations that hopefully will help us with that. I love the crazy event at the ocean idea, and I think the online article is great idea too. You guys are terrific!
I suggest they contact Whale Tails Tortilla Chips. They started an organic tortilla chip company with a chip that is actually shaped like a whale’s tail to help provide funding for marine conservation. I just read an article that after only 11 months Whale Tails Tortilla Chips gave its first donation to Magdalena Baykeepers. This group is doing the water quality surveys in Baja where the Pacific Gray Whales give birth to their babies every year. Whale Tails Tortilla Chips has gotten great support from like minded retailers like Whole Foods and aquariums.
Recently, a humpback whale washed up on the Jersey Shore. This is not the first time that large marine life has done this on the East Coast, and it has had experts scratching their heads about why this whale died. (Some speculate that a fishing boat, which capsized off of Delaware a few days earlier, may have crashed into the whale.) I would recommend setting up a Google Alert for anything having to do with whales, dolphins or the like beaching themselves. When you find out that this has happened or been in the news, get word about your organization out to the local media that will be covering the story. Or use that local angle to try to hook (sorry, couldn’t resist) a national story.
As a homeschooler myself, the best way to get educators to become interested would be to create a curriculum for them to use. Unit Studies are very easy to develop and typically are 10 weeks long. Not able to write it? Consider creating a contest offering a willing school/group the opportunity. Prize could be public credit as curriculum developer and award from your organization. Then, take your curriculum & organization info, along with your 50 ways book, to state homeschool shows (see state groups listed on http://www.learning4liferesources.com/homeschool_page2.html) The buzz on the yahoo groups alone is worth 1000 words of publicity. Also, consider teaming up with Usborne Books or Scholastic to create and/or publish your curriculum (Usborne has a summer unit study program called Ten Terrific Weeks for parents who want to keep the learning going all year). Speaking of contests, never underestimate the power of the award. Thinking of your organization’s cause, internally identify in writing the ultimate in an organization’s good stewardship of the ocean, then create an award for it. Spread the word that your organization will begin awarding & publicizing winning organizations who xxxx. Find sponsors to help you fund an awareness campaign in which they will in turn get feel-good publicity. A great place to publicize the campaign is CHASE Annual Events by creating a “SeaWead Rebellion Day” or “Ocean Awareness Month.” Creating an event is as easy as filling out the form and sending it to Chase. When I was PR Director, I created seven such events for outreach programs my humanitarian organization did. It was a great success. Hope this helps.
You should contact Idealbite.com. A great site that is all about better living and saving the earth etc. Maybe you can do something with them. They have a daily newsletter and I’m sure they are looking for worthy material.
Good luck.
Again,more great ideas from the Publicity Hound team! Thank you so much!!
Hi Jean,
You might be able to combine the book with coastel walks. We do that here at the Norfolk coast. Ok we have salt marshes here but I am sure you find plenty of reason people should enjoy walking at the coast. Walks are also sponsored by health products and the heart foundation a good way to promote books (back of product packaging). You might be able to combine it with other activities. Hope that helps and every success.