Client: Turk Pipkin Industry: Nonprofit/Entertainment Our Services: Public Relations

Challenge

Celebrated author and actor Turk Pipkin turned to Bloom Communications to drive mentions of and subscriptions to his Book of the Every Other Month Club, an ambitious effort to publish and release six original books over the course of one year. Launched on Indiegogo with a goal of raising $30,000, 20 percent of every subscription to the Book Club was dedicated to funding school libraries to be built by Pipkin and The Nobelity Project, an organization bridging gaps in education for over 10,000 students in the U.S. and abroad. In addition to building the physical libraries, proceeds would provide books and educational support to promote literacy at three Kenyan schools — Mwangaza, Mweiga and Wiyoni Primary.

Strategy

In anticipation of the launch, Bloom Communications leveraged targeted media angles, including a tie to Giving Tuesday, Turk’s near-impossible literary feat, the importance of considering meaningful corporate gifts, and resolutions to read more in 2018. In addition, Bloom made strategic outreach prior to the release date, highlighting the timely opportunity for subscribers to receive the first book before Christmas. By broadening outreach beyond key Texas publications, we were successful in securing coverage of the unconventional literary launch, expanding to new local and national audiences.

Results

Turk Pipkin’s Book of the Every Other Month Club was featured in 17 publications, spanning broadcast, print and online outlets. Coverage underscored key messages from the launch announcement, and the Indiegogo campaign exceeded the initial goal by $8,000. Key outlets covering the Book Club included CheddarTV, the Austin-American Statesman, the Austin Chronicle, Good Day Austin, and KUT’s Arts Eclectic, among others.



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