Penguin Publishing

Penguin Publishing's Consumer Journey Map
·
25 Pins
 8y
Collection by
1. As a young child in California, Alex is first introduced to Penguin Publishing through classic Roald Dahl books assigned to him in grade school. The books he reads are a combination of hand-me-downs from his parents with yellowed paper and cracked spines and brand new editions that, while seeming so fresh and new, have the familiarity of the the hand-me-downs. Friends, Films, Roald Dahl, Roald Dahl Box Set, James And Giant Peach, Fantastic Mr Fox, Charlie Chocolate Factory, Charlie, The Giant Peach
1. As a young child in California, Alex is first introduced to Penguin Publishing through classic Roald Dahl books assigned to him in grade school. The books he reads are a combination of hand-me-downs from his parents with yellowed paper and cracked spines and brand new editions that, while seeming so fresh and new, have the familiarity of the the hand-me-downs.
2. As Alex gets a little older he is introduced to the iconic movie Willy Wonka and the Chocolate factory. Upon learning that this is the adaptation of another Roald Dahl book, he wants to read the novel as well furthering his relationship with Penguin texts. Musicals, Classic Films, Old Movies, Willy Wonka, Great Movies, About Time Movie, Classic Movies, Movie Buff, Classic Movie Posters
Willy Wonka & the Chocolate Factory - Wikipedia
2. As Alex gets a little older he is introduced to the iconic movie Willy Wonka and the Chocolate factory. Upon learning that this is the adaptation of another Roald Dahl book, he wants to read the novel as well furthering his relationship with Penguin texts.
3. As Alex moves into high school, his assigned readings continue to be literary classics mostly published and translated by Penguin Publishing.  He is beginning to to become familiar and fond of the simplicity of Penguin's book jacket design. Reading, Carthage, Books, Classic Literature, Fiction, Ancient, Odyssey, Literature, Trojan War
The Odyssey (Penguin Classics)
3. As Alex moves into high school, his assigned readings continue to be literary classics mostly published and translated by Penguin Publishing. He is beginning to to become familiar and fond of the simplicity of Penguin's book jacket design.
4. Having spent the majority of his nascent and adolescent years reading books published by Penguin, Alex's shelves begin to create daily reminders that Penguin Publishing is synonymous with reading in general. Read Books, Books To Read, Penguin Books, Book Publishing, Reading Books, Penguin Publishing, Adolescence
4. Having spent the majority of his nascent and adolescent years reading books published by Penguin, Alex's shelves begin to create daily reminders that Penguin Publishing is synonymous with reading in general.
5. More films continue to be released based on classic Penguin books. These films serve as a reminder to those who have read the books of the wonderful novels that exist within Penguin's portfolio. These films also engage those who have not read the texts they are based on, specifically with regards to younger audiences. In order to augment these associations, Penguin rebrands some classic texts with new covers matching their cinematic counterpart's posters. Jack Skellington, Tim Burton, Film Posters, Tim Burton Films, Tim Burton Movie
James and the Giant Peach (film) - Wikipedia
5. More films continue to be released based on classic Penguin books. These films serve as a reminder to those who have read the books of the wonderful novels that exist within Penguin's portfolio. These films also engage those who have not read the texts they are based on, specifically with regards to younger audiences. In order to augment these associations, Penguin rebrands some classic texts with new covers matching their cinematic counterpart's posters.
6. As Alex enters college and he begins reading books chosen not for their classic Penguin jacket, but for what he is interested in and what is recommended to him. What he often doesn't realize is that these literary works are frequently published by Penguin as well and he finds comfort in finding the small penguin iconography on the cover or inside jacket which has now, in his mind, become a sort of stamp of approval for the book he is about to read. Shop Class, Crawford, Inquiry, Convenience Store Products, Book Cover, Shop, Words, Shopping
Shop Class as Soulcraft: An Inquiry into the Value of Work
6. As Alex enters college and he begins reading books chosen not for their classic Penguin jacket, but for what he is interested in and what is recommended to him. What he often doesn't realize is that these literary works are frequently published by Penguin as well and he finds comfort in finding the small penguin iconography on the cover or inside jacket which has now, in his mind, become a sort of stamp of approval for the book he is about to read.
7. With the proliferation of social media, Alex is inundated with reading suggestions. To continue acting not only as a publishing house, but as curators of content, Penguin launches the first ever twitter book club using "The Fault in Our Stars". Each month Penguin picks a book for this club and in addition to having a month-long discussion via twitter, invites the author to tweet for an hour with fans. This keeps Alex engaged with Penguin Publishing and new books it is publishing. Science Fiction, The Fault In Our Stars, Books Young Adult, Adults Books, Book Worth Reading, Favorite Books
The Fault in Our Stars
7. With the proliferation of social media, Alex is inundated with reading suggestions. To continue acting not only as a publishing house, but as curators of content, Penguin launches the first ever twitter book club using "The Fault in Our Stars". Each month Penguin picks a book for this club and in addition to having a month-long discussion via twitter, invites the author to tweet for an hour with fans. This keeps Alex engaged with Penguin Publishing and new books it is publishing.
8. As technology evolves and more people choose to due their reading via tablet, Penguin continues to stay engaged with its consumer base by offering eBooks, ensuring the same branding and brand experience along the way. Alex now has both physical and virtual bookshelves of Penguin Publishing works. People, Technology, Ebooks, Experience, Ebook, List
Penguin Random House releases entire ebook list for libraries through EBSCO
8. As technology evolves and more people choose to due their reading via tablet, Penguin continues to stay engaged with its consumer base by offering eBooks, ensuring the same branding and brand experience along the way. Alex now has both physical and virtual bookshelves of Penguin Publishing works.
9. Penguin's works continue to be made into movies with subsequent rebranding of their original covers to match the films. These films are chosen in part from the information the company has gleaned from its consumers through social media. In addition, Universal pictures signs a first look deal with Penguin ensuring more Penguin films for years to come. Movie Tv, Cidade De Deus, Mtv Movie Awards, Mtv, Film, Hazel Grace Lancaster, Ed Sheeran
The Fault in Our Stars (2014) ⭐ 7.7 | Drama, Romance
9. Penguin's works continue to be made into movies with subsequent rebranding of their original covers to match the films. These films are chosen in part from the information the company has gleaned from its consumers through social media. In addition, Universal pictures signs a first look deal with Penguin ensuring more Penguin films for years to come.
10. Now that Alex has a job and spends so much time in the car commuting, he finds himself listening to podcasts often. Fortunately, Penguin offers podcasts now where authors, comedians, musicians, historians, actors, business leaders and philosophers come into the Penguin studios with five objects that inspired and shaped the writing of their latest book. This is another touchpoint that Penguin uses to keep Alex interested and engaged with their products. Book Lovers, Bobs, Grant, Colm Toibin, Michael Palin, Penguin Books Uk, Johnny, Literary
The Penguin Podcast
10. Now that Alex has a job and spends so much time in the car commuting, he finds himself listening to podcasts often. Fortunately, Penguin offers podcasts now where authors, comedians, musicians, historians, actors, business leaders and philosophers come into the Penguin studios with five objects that inspired and shaped the writing of their latest book. This is another touchpoint that Penguin uses to keep Alex interested and engaged with their products.
11. In addition to podcasts, Penguin now offers audio books for Alex to listen to in the car. These audio books are promoted through Penguin's twitter account as well as the podcasts. Alex frequently finds himself searching for Penguin Published titles when looking for new books to listen to. Audiobooks, Audio Books, Her. Book, Charles Dickens, Fletcher
11. In addition to podcasts, Penguin now offers audio books for Alex to listen to in the car. These audio books are promoted through Penguin's twitter account as well as the podcasts. Alex frequently finds himself searching for Penguin Published titles when looking for new books to listen to.
12. In order to stay engaged with consumers through social media and continue the positive associations with the brand, Penguin launches its #giveabook campaign via Facebook and twitter. For every hashtag #giveabook used, Penguin will donate one book to the literacy charity First Book, up to 35,000 times. Penguin also includes a giving map so consumers can help decide where the books are donated. This positive publicity and consumer engagement is priceless. Literacy, Children, Charity, Children In Need, Donate, Ceo, December 24th
A letter from CEO Markus Dohle about #GiveaBook | Penguin Random House
12. In order to stay engaged with consumers through social media and continue the positive associations with the brand, Penguin launches its #giveabook campaign via Facebook and twitter. For every hashtag #giveabook used, Penguin will donate one book to the literacy charity First Book, up to 35,000 times. Penguin also includes a giving map so consumers can help decide where the books are donated. This positive publicity and consumer engagement is priceless.
13. Now that Alex is in the giving mood he decides he would like to give some books as gifts during the holidays. Fortunately Penguin had just launched their recommendation hotline. Alex can visit the dedicated Penguin Hotline site, fill out a form that describes his loved ones’ interests, and then a PRH employee will reply with a detailed, personalized recommendation for that individual. The recommendations are publisher agnostic. Natural Hair Art, Art, Penguins, Penguin Art, Penguin Book, Penguin Books Covers, Cartoon Art, Transformers Art
PRH Hotline Builds Deeper Connections With Readers
13. Now that Alex is in the giving mood he decides he would like to give some books as gifts during the holidays. Fortunately Penguin had just launched their recommendation hotline. Alex can visit the dedicated Penguin Hotline site, fill out a form that describes his loved ones’ interests, and then a PRH employee will reply with a detailed, personalized recommendation for that individual. The recommendations are publisher agnostic.
14. As Alex takes some time off and travels the world, he is still able to spot classic penguin book jackets in second hand stores, large book stores and airport kiosks and is frequently drawn to them with the knowledge that they will be good reads. Penguin's ability to stay up on trends while simultaneously staying classic has delivered a seamless brand experience for Alex.  In his backpack he has a paperback, a kindle and an ipod all filled with Penguin works. Newsreaders, Libraries, New Readers, Quality Books, Good Books, Book Jacket
One Hundred Penguin Books
14. As Alex takes some time off and travels the world, he is still able to spot classic penguin book jackets in second hand stores, large book stores and airport kiosks and is frequently drawn to them with the knowledge that they will be good reads. Penguin's ability to stay up on trends while simultaneously staying classic has delivered a seamless brand experience for Alex. In his backpack he has a paperback, a kindle and an ipod all filled with Penguin works.
15. Now Alex finds another venue to purchase Penguin books through, their pop-up stores, conveniently painted in the classic penguin orange keeping with the same brand theme and experience. Decoration, Pop, Pop Up Shops, Pop Up Stores, Pop Up, Shop Display, Popup, Shop Window Displays, Shop Signs
La evolución de los Air Max: íconos de la cultura
15. Now Alex finds another venue to purchase Penguin books through, their pop-up stores, conveniently painted in the classic penguin orange keeping with the same brand theme and experience.
16. As Alex begins searching for information on some older Penguin classics he is directed through the company's social media to their newly redesigned website. The new site's aim is to act as an imdb for Penguin books, and of course is seamlessly branded in the iconic orange and Penguin fonts. Alex bookmarks the page and finds himself on it frequently. New Books, Software, News Sites, Interactive, Author
Software News
16. As Alex begins searching for information on some older Penguin classics he is directed through the company's social media to their newly redesigned website. The new site's aim is to act as an imdb for Penguin books, and of course is seamlessly branded in the iconic orange and Penguin fonts. Alex bookmarks the page and finds himself on it frequently.
17. Now that Alex is in grad school and has tiny bit of free time on his hands he finds himself watching more television, but as a cord cutter, he does it online. Low and behold Penguin Publishing now has a Youtube channel. Similar to its podcasts, the channel has interviews with prominent authors, critics, actors, etc in addition to book trailers. Watching this channel increasing Alex's monthly Penguin purchases. Youtube, Book Trailers, Channel, Television, Free Time, Podcasts, Trailers
aungru.com
17. Now that Alex is in grad school and has tiny bit of free time on his hands he finds himself watching more television, but as a cord cutter, he does it online. Low and behold Penguin Publishing now has a Youtube channel. Similar to its podcasts, the channel has interviews with prominent authors, critics, actors, etc in addition to book trailers. Watching this channel increasing Alex's monthly Penguin purchases.
18. Alex also follows Penguin on Instagram now as he enjoys staying up to date on new books coming out and seeing some of the rebranded cover art for classic novels. Public Relations, Instagram, Instagram Marketing, Facebook Instagram, Instagram Story Ideas, Facebook Marketing, Instagram Followers, Social Media Instagram
Instagram Logo, transparent background. by InstaHack on DeviantArt
18. Alex also follows Penguin on Instagram now as he enjoys staying up to date on new books coming out and seeing some of the rebranded cover art for classic novels.
19. Alex follows Penguin on Facebook as well to find out what friends are reading and to share recommendations and reviews. Iphone 5 Cases, Phone Cases, Videos, Iphone, Iphone Cases, Iphone 5 Case, Iphone Case Covers
Help Center Closed
19. Alex follows Penguin on Facebook as well to find out what friends are reading and to share recommendations and reviews.
20. Through Facebook, a friend recommends that Alex check out a new website: signature-reads.com. The site is filled with book and movie reviews, interviews, and information on culture and current events. Alex enjoys the site for months before realizing that it is also a Penguin Publishing creation which only increases his affinity for the brand. Memoirs, Book Blogs, Banned Books, Book Recommendations, News Archives, George Washington Biography
Penguin Random House
20. Through Facebook, a friend recommends that Alex check out a new website: signature-reads.com. The site is filled with book and movie reviews, interviews, and information on culture and current events. Alex enjoys the site for months before realizing that it is also a Penguin Publishing creation which only increases his affinity for the brand.
21. Alex realizes he is having a hard time connecting with his young cousins and is desperately looking for a solution. He, of course, looks to Penguin and learns that they have signed a deal with Cartoon Network to create novels based on television characters, another perfect way to engage people of all ages and to stay current. Disney Channel, Logos, Cartoon Network, Adventure Time, Cn Cartoon Network, Cartoon Network Studios, Cartoon Network Shows, Cartoon Network Live, ? Logo
Cartoon Network launches imprint with Penguin Books for Young Readers » MobyLives
21. Alex realizes he is having a hard time connecting with his young cousins and is desperately looking for a solution. He, of course, looks to Penguin and learns that they have signed a deal with Cartoon Network to create novels based on television characters, another perfect way to engage people of all ages and to stay current.
22. Keeping with the classic theme, Penguin offers a number of branded products aimed at consumers who want to project their love of reading and the brand. Alex now has a new Iphone cover. Books Online, Cover, Classic Theme
Penguin Books - Sticker - Aliexpress - Choose penguin books in quality
22. Keeping with the classic theme, Penguin offers a number of branded products aimed at consumers who want to project their love of reading and the brand. Alex now has a new Iphone cover.
23. Amazingly, though Penguin recently went through a huge merger with Random House publishing, they have been able to keep their brand experience the same. So much so that Alex did not even realize a merger had occurred. Penguin continues to act as brand manager for the newly united firm. Penguin Random House, Random House, Library Displays, House, Huge, Lucas
Penguin Random House
23. Amazingly, though Penguin recently went through a huge merger with Random House publishing, they have been able to keep their brand experience the same. So much so that Alex did not even realize a merger had occurred. Penguin continues to act as brand manager for the newly united firm.
24. As Alex begins to discover other social media outlets he learns that Penguin Publishing also has a Pinterest page. Humour, Disney, Fandom, Haha, Lol, Sex, Laugh, Frases
So meta - Hipster Ariel - Meme Generator
24. As Alex begins to discover other social media outlets he learns that Penguin Publishing also has a Pinterest page.
25. Through all this brand strategy and consumer engagement Penguin Publishing has fostered a lifelong interest and loyalty from Alex and he will be reading Penguin texts to his grandchildren. Design, Engagements, Banner, Journey Mapping
Project case studies - Work | Output
25. Through all this brand strategy and consumer engagement Penguin Publishing has fostered a lifelong interest and loyalty from Alex and he will be reading Penguin texts to his grandchildren.