Melissa Joulwan
Case Study

Promoting the launch of Best-Selling Author Melissa Joulwan’s latest cookbook: Well Fed Weeknights

THE OBJECTIVE: 
The Brooks Group was tasked with generating high profile national consumer, food and lifestyle coverage for Melissa Joulwan’s third installment in her popular Well Fed book series, Well Fed Weeknights: Complete Paleo Meals in 45 Minutes or Less, which launched during a saturated cookbook timeframe without the support or backing from a national publisher.

THE STRATEGY: 
Melissa Joulwan’s best-selling Well Fed series has been a staple in the paleo world for years, and her third cookbook promised to be just as successful. Capitalizing on the exciting new theme focused on weeknight paleo meals that could be made in 45 minutes or less, The Brooks Group created a strategic plan surrounding the launch of Well Fed Weeknights to help maximize exposure leading up to the book launch date, and optimize continued coverage leading into the holiday months and through the New Year. 


Our research showed that fall 2016, typically a highly competitive time for food coverage, would be exponentially saturated with numerous celebrity chefs and personalities releasing cookbooks around the same time. To position Melissa as a leading expert in the paleo space, The Brooks Group recommended a long-lead media outreach plan beginning in May to secure print coverage timed to the launch in November. Additionally, The Brooks Group activated a heavy short-lead push in September and October which included digital and social initiatives that Melissa had yet been exposed to, such as Facebook Live takeovers and digital broadcast opportunities. 


The Brooks Group engaged in an aggressive media relations strategy which included mailing both blad and final book copies, recipe dissemination and coordinating interview opportunities, and encouraged book pre-sales with digital recipe offerings and links back to Melissa’s website. Through continuous phone and email pitching and follow up, The Brooks Group connected with editors and producers nationwide to elicit national press coverage for the book launch as well regional coverage timed to Melissa’s local book tour stops. Simultaneously, the team continued outreach to secure a breadth of coverage, including targeted podcast outreach and profile pitching and seasonal recipe distribution with themes including Cinco De Mayo, DIY dinner parties and summer grilling.

THE RESULTS:
Through the long-lead strategy, The Brooks Group secured print feature coverage in publications such as Gluten Free Forever, Inspire Health and Experience Life. Additionally, short-lead coverage leading up to the launch to encourage pre-sales included The Daily Meal, Extra Crispy, Brazen Woman and MyRecipes Facebook. Capitalizing on the holiday season to continue momentum following the book launch, The Brooks Group continued coverage generation with timely recipes and personal anecdotes, landing placements in Daily Burn 365, Well + Good, Further Food and more. Total coverage to-date includes more than 40 placements totaling over 59 million impressions.