Consultancy
A management consultancy service to the publishing industry across:
“I would unhesitatingly commend The Concept Lab as a formidable asset to any organisation and as a business leading impact player.”
Richard Dodman – Director, Fox Chapel Publishing
Consultancy projects
Digital Asset Management & Workflow
Multiple company acquisitions by this client resulted in a need to simplify the organisation of its assets. This project, still ongoing, will harness technology to streamline processes, increase operating efficiencies and improve management visibility.
The Concept Lab is managing all phases of the project: discovery, content asset audit and clean up, software procurement and implementation.
Commissioning and list-building
Commissioned Black London for the Inkspire imprint, packaged it, and briefed the PR campaign. Publishing on Windrush Day, it reprinted three times within its first two weeks of publication. It received wide media coverage including the Metro, Guardian, the I, BBC, ITV, and London Live.
As well as the subject matter being highly relevant, efficient production and speed to market were essential for the commercial success of this book. Using the travel guide approach encourages people to go out and experience the black history around them, rather than simply reading about it.
Ebook and video
Pioneered a significant expansion of digital assets across the ebook and video assets of a global group of companies comprising nine core imprints and c2000 titles.
Maximised channel reach using a mix of direct trading relationships and a third party platform to reach smaller retailers. Also undertook deep-dive work to troubleshoot barriers to distribution and created a new pricing strategy.
The result was that digital publishing profits quadrupled in the first 12 months and continue to grow.
The Concept Lab now provides an ongoing end-to-end ebook management service. With overall P&L responsibility for this area of the business, we oversee the creation of epubs, control digital publishing and manage promotional activity.
Branding
Originated a cohesive plan for brand development and trademarking new publishing entities as part of future planning for Fox Chapel UK.
Inkspire was designed as a mass-market, illustrated imprint for readers looking for lifestyle inspiration. It covers practical areas such as cookery, travel, wellbeing and gardening. Inkspire authors share their energy and passion to do more in life.
From brand essence and market positioning, to generating brand assets and the procurement of new IP, The Concept Lab set out a long-term strategic vision for the development of this business.
Ecommerce
Implemented the direct sale of digital magazine subscriptions and ebooks in the ecommerce and D2C channels.
Marketing Insights
The client was brilliant at managing Amazon, but needed to quickly identify which actions would optimise rankings and conversion.
The Concept Lab implemented technology allowing them to quickly spot promotional opportunities, metadata improvements and buy-box losses. The result was an increase in operating efficiency and the further growth of this account.