1. Brand Strategy for a Better
Bookstore Experience
Keeping Print Relevant
by Laura Moen

2. Business Idea:
u print only bookstore offering an obscure collection
u lounge and read section with ample seating
u cafe area with table service
u free wifi with web browsing for ereaders
u rent by the hour access to adobe products
u rent by the hour study spaces
u inviting, friendly, knowledgeable staff
u condusive for study and leisure

3. What We Offer:
u permanent book collection for
casual browsing or for
checkout
u books for purchase
u work tables with outlets and
charging stations
u private study booths for rent
u writing workshops with
prominent authors
u printing and scanning
services
u writing competitions/opportunities
for apprenticeship with participating
authors
u book signings

4. How It Works:
u free membership for customers
u books from the collection are available for
checkout with a membership card
u books may also be purchased
using a membership card
u employees work for credits of time to
use the communal office space
u work space rents for an
affordable hourly price
u free wi-fi, access to printers
and adobe products
u open 24 hours

5. The Customer:
u students, start up businesses, book lovers, literary types
u creative people
u intellectuals
u enjoy spending quiet time alone
u those who want an individual experience rather
than a chainstore experience
u looking for a blend of old and new

6. Profiles

7. This is Stanley.
u 23 years old/recent NYU
graduate
u aspiring writer
u lives in Astoria with his
girlfriend and their dog
u likes to frequent used
bookstores and small coffee
shops
u loves New York Diners
u listens to Parliment
and the Black Keys
Stanley needs a quiet place
where he can come to work
and discuss his writing with
other young creatives.

8. Stanley Likes...

9. This Is Alice.
u 31 years old
u works at The Museum of
Natural History
u hangs out at Milk and
Honey
u lives in Williamsburg
u shops at Beacon’s
Closet, Search and
Destroy
u favorite bands are
The Doors and
Austra
Alice works long hours in the
city and needs a place to relax
and catch up with friends after
work.

10. Alice Likes...

11. This is Victor.
u 64 year old retired professor
u lives on the Upper West Side
u enjoys fashion
u vintage bike enthusiast
u listens to Chuck Berry
and Billie Holiday
u loves to read historical fiction
u appreciates high quality items
Victor would come here to
meet with former colleagues,
work on his research, or just
to read and relax.

12. Victor Likes...

13. Brand Drivers
u vintage
u leisure
u obscure
u comfort
u individual
u relax
u personal
u cozy
u eccentric
u enjoy
u special
u intimate
u quiet
u old-fashioned
u studious
u hidden
u unique
u nook

14. Obscure
The unusual, rare and unexpected find.

15. Studious
assiduous, knowledgeable and serious.

16. Leisure
Relaxed, at ease and comfortable

17. Intimate
private, personal and clandestine.

18. Competitors:
u Barnes and Noble
u The Strand
u Argo Tea
u Libraries
u Fed-ex/printing companies
u Amazon/Ereaders
u your own apartment
or home

19. The Strand:
u low prices
u disorganized, cramped space
u cash for books
u unfriendly staff
u quick turnover
u questionable selection

20. Argo Tea
u plenty of outlets
u often busy/ can’t find a seat
u large tables, good work
u loud/ poor work environment
space
u internet access with
a purchase

21. Amazon:
u large selection
u impersonal
u convenient
u wait time for your purchase
u you can always find what
u uncertainty
you’re looking for

22. Brand Identity

23. Our Mission Statement
u
To provide a creative, open workspace
in an intimate environment facilitating
the engaged individual.
u

24. Name Development
u On Reserve
u The Station
u Re-Read
u Volumes
u New Edition
u Atlas
u The Quiet Hour

25. Visual Brand Identity
On Reserve
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7.
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On Reserve
On Reserve

26. Chosen Identity
o
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On Reserve

27. The Brand Experience

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The Customer Journey

29. Possible Locations
East Village
Grove Street
Astor Place

30. Interiors

31. The Staff
u knowledgeable, educated, well-versed employees
u literary experts with extensive knowledge of
our book and product selection.
u sophisticated, well dressed, excellent customer service
u engaged with the customer

32. Brand Promotion

33. Customer Identity
u develop a relationship with the brand
u free membership
u recieve special promotions, early event notifications
u use for check out, purchases, buying study time,
printing etc.

34. spread the word
u bookmarks with QR code
u promotions with Amazon
u advertisements on coffee
u discounts and promotions
linking to website
sleeves
or E-Reader apps
at university libraries and
computer labs.

35. entice the customer
u new member promotions and discounts
u workshops with prominent
writers
u book signings
u bi-monthly book club
meetings

36. follow up and maintain engagement
u disperse a monthly publication with information
regarding upcoming events and what’s new in the store
u hold special events quarterly to reward members and
entice new membership

37. Thank You!