CASE STUDY
Joel Osteen:
Book Launch and Campaign
CHALLENGE: Leverage a successful TV ministry and teachings of a respected pastor to drive his first book to #1 on the New York Times bestseller list; a feat deemed impossible for a first-time, Christian author.
Joel Osteen, a highly visible next-generation television pastor and now, a best-selling author, appears weekly in over 100 nations worldwide via his television broadcasts. Joel Osteen's broadcast is ranked as the #1 inspirational program nationally, based on average television viewers per market.
SOLUTION: A multichannel marketing strategy that went beyond direct mail.
STRATMARK strategically blended mail, events, broadcast and more to drive the book to the top of The New York Times Best Seller list.
Initially reluctant to attempt such a weighty effort, Joel Osteen accepted STRATMARK's encouragement and editorial guidance, and soon, the book was finished. But that was just the beginning. Targeted postcards to local markets drove viewers to book signings. Direct mail letters (some of which offered signed copies of the book to major donors upfront) and other marketing materials, were crafted to work synergistically, hand-in-hand with Joel's TV and event promotions.
RESULTS: A New York Times Best Seller, and an organizational centerpiece.
Joel Osteen's "impossible" achievement converted millions of reader into viewers of his TV ministry and provided a plumbline for his message of hope, faith and optimism to the world.
