Campaign Focus:
Kathy Shea Mormino (www.the-chickenchick.com) has countless fans worldwide thanks to her hugely trafficked and her award-winning Facebook page and blog. Thanks to that the members of her flock are household names among her fans -- Freida the White Silkie and mother-of-the-year for seven years running; Blaze, the dashing, Black Copper Marans rooster; and frizzled Bantam Cochin, Rachel, the habitually broody flock diva; and all of Kathy's other chickens. Now, by popular demand, Kathy offers this gorgeous volume worthy of center stage on any coffee table. Inside, her beautifully reproduced full-color imagery showcases her meticulously landscaped chicken village and, of course, her spectacular flock members, including unusual, rare, endangered, and otherwise breathtaking breeds and their masterworks (i.e., their eggs). In addition, Kathy offers advice about the breeds sprinkled throughout with chicken-keeping wisdom.
 
Key Selling Points:

• Kathy Shea Mormino has easily one of the largest social media followings in this hobby with 725K Facebook, 38K Instagram, and 13K Pinterest followers. 
• Features dozens of Kathy's gorgeous photographs with captions providing useful information about the breeds as well as interesting, sometimes amusing, anecdotes about the individual chickens. 
• Kathy is a TSC Brand Ambassador.

 
Key Campaign Activity

• Huge and early social media campaign to encourage pre-orders
• Target farming, rural living and lifestyle outlets for reviews and features
• Coordinate with brands author is involved in to market book to those customers
• Multiple speaking events throughout 2018

 Consumer:

• Utilize author’s massive online footprint: 356,000+ uvpm at her website, 626,000+ at Facebook, over 50,000-person email list, to spread the word and drive pre-orders
• Author is a brand ambassador for Purina, Tractor Supply, Stanley Forge Products, Duryet – much visibility, multiple events for these brands
• Nearly daily posting of videos at Facebook Live
• Quarto Knows social media presence
• Video trailer
• Quarto Knows B2C email campaign
• Giveaways at Goodreads and select outlets giving coverage

Publicity/Media:

• Magazines – note author is regular contributor at Hobby Chickens and Hobby Farms and editors have already committed to covering
• National targets to include farming/rural living magazines Backyard Poultry, Mother Earth News, Grit, Modern Farmer, Poultry Times, Farm Life, Countryside,
• Daily Newspapers – Major Markets: Dallas Morning News, Associated Press, Wire services: Knight Ridder, Tribune Media Services, Chicago Tribune, Houston Chronicle, Sacramento Bee, Miami Herald, Philadelphia Inquirer, San Francisco Chronicle, Los Angeles Times, Pittsburgh Post, Minneapolis Star Tribune, Akron Beacon Journal Arizona Star, Denver Post, Atlanta Journal Constitution.
• Smaller, secondary markets outside the top 30 biggest markets and syndicates will be pitched heavily.
• National media with homes/trends focus: Coastal Living Better Homes and Gardens, Southern Living, Nature’s Garden, Birds & Blooms, Country Woman, Fine Gardening, Mother Earth Living, Sunset Magazine, Living the Country Life, Garden Gate, Organic Life, Garden Design,
• Regional Magazines: Midwest Living, Southern Living, Sunset, Northern Gardener,
• Blogs and Websites: My Pet Chicken, The Chicken Chick, Chicken Street, Tilly’s Nest
• Chicken and rural living podcasts
• Local/home market outlets – Hartford Courant, Yankee, New Haven Register, Bridgeport Post, Waterbury American
• Trade Review: Library Journal, Publisher's Weekly, Booklist, Bookish, Shelf Awareness, Kirkus, BookTrib