Rabbit Turds

Marketing Plan

Table of Contents

EXECUTIVE SUMMARY ---------------------------------------------------------------- 3

AN OVERVIEW OF RABBIT TURDS ------------------------------------------------- 4
SWOT ANALYSIS ------------------------------------------------------------------------- 5
MARKET ANALYSIS --------------------------------------------------------------------- 8
MARKETING STRATEGY --------------------------------------------------------------- 9
ACTION PLAN ------------------------------------------------------------------------------ 10
BUDGET ANALYSIS ---------------------------------------------------------------------- 14
MANAGEMENT ISSUES ----------------------------------------------------------------- 15
SOURCES ------------------------------------------------------------------------------------ 16
PROMOTIONAL ITEMS ------------------------------------------------------------------ 17
SAMPLE LETTER TO RETAILERS ---------------------------------------------------- 18

Executive Summary
This marketing plan for Rabbit Turds is designed to accomplish the following objectives:
1. To increase awareness of Rabbit Turds
2. To forge and maintain relationships with Autism Societies through several ways
3. To establish innovative and positive representation through the establishment of
local relationships
The plan is a three-month strategy with a budget of $3000. A large component of the plan
will be to raise awareness of Rabbit Turds among Autism organizations. This is an
important strategy because it offers a rather inexpensive method to reach a large number
of people directly affected by Autism. Included in the strategy is an incremental increase
in both locally retailed books and presence on social media pages, through local media
outlets. Establishing strong relationships within the community is a centerpiece of the
strategy because we believe that one of the reasons that Rabbit Turds has not sold well
previously is due to its disconnectedness in the market. Serving various groups of the
community, as well as aligning the book with Autism societies, can create a positive and
reputable image for Rabbit Turds throughout the region.
Several key management issues need to be addressed in order for the plan to be
successful:
1.
2.
3.

Lack of suitable inventory system

Lack of familiarity with social media
Competition as a self-published author

By implementing the strategies discussed in the Action Plan and addressing critical
management issues, book sales are expected to increase by 150 over the course of the
three months plan. By monitoring the number of email inquiries, online exposure, book
signings, and presence of Rabbit Turds in local bookstores can be monitored to gauge
increased awareness that is not directly captured by an increase in book sales. The plan
needs to be evaluated as to its effectiveness at regular intervals, and if any aspect of the
plan appears to be failing, modifications and corrective measures can be taken. At the end
of the three-month campaign, a reevaluation can take place, and the marketing budget can
be channeled into the strategies that were most successful.

Overview of Rabbit Turds

3

Mission Statement
Rabbit Turds desires to be an educational and humorous experience for the whole family.
It can be read to small children by parents or read independently by older children who
may be learning to read. It seeks to not only inspire a love of poetry and silliness, but also
create Autism awareness and convey a message of hope through Jons story and his
accomplishments.
Product Description
Rabbit Turds is a childrens poetry book co-written by Susan Froehlich and her Autistic
son, Jonathan Rodman, who was diagnosed with Aspergers later in life. The book was a
project that the two spent hours on together before eventually deciding to publish it.
The book is 136 pages long and includes over 70 poems along with original artwork.
These poems range from serious topics such as bullying to those that are more
lighthearted like Rabbit Turds and even flatulence!
Desired Image
Rabbit Turds desires to be positioned as a fun, yet educational experience. Within the
book, one can learn life lessons along with some vocabulary. Rabbit Turds has the goal of
becoming a purchase where the consumer can feel as though they are contributing to the
greater good and receiving an item of value in return. Aspiring to be a one-of-a-kind read,
Rabbit Turds should provide an enjoyable way to spend time.
Distribution Channels
Rabbit Turds was published independently by Beavers Pond Press and is currently
available in several retail centers. Amazon and Etsy both have the book in stock. It is also
available for sale in Zandbroz Variety and the Front Porch, located in downtown Sioux
Falls. As of late, there are also relationships being forged with Costco in Sioux Falls as
well as Kidtopia Toys.

SWOT Analysis
4

Strengths
1. Educational
Rabbit Turds entails a variety of poems to which children can relate. The topics range from
daily circumstances such as bad breath to educational poems with regards to nature along
with common life lessons for elementary-aged students. The book also includes a wide array
of terminology, which is sure to enhance a childs vocabulary. Many suggest that childrens
poetry increases reading fluency and enhances a childs ability to correctly place words while
writing.
2. Award Winning
Moms Choice Awards (MCA): The MCA is a globally recognized program renown for its
merit in family-friendly media. Consumers of all sorts including parents, educators, and
retailers search for this honorable badge when selecting books and other family associated
products. This is an excellent promotional tool that will aid in selling Rabbit Turds to retailers
and consumers by proving its credibility through this accolade.
Cybil Award: Though she did not receive the Cybil Award, being a nominee is also beneficial.
The Cybil Award is awarded to books that acquire a high literacy of excellence and kid
appeal. Being a nominee for this prestigious award illustrates that Rabbit Turds is valuable
and has achieved a merit of high literacy and remains popular among children.
3. Something for everyone
Rabbit Turds can be read to and read by children of all ages. Its literacy level is at the
elementary level, allowing it to be an easy read for children ten years and older. The
vocabulary and wit weaved throughout the book will make it enjoyable for parents too. In
addition, Rabbit Turds contains illustrations for younger children to examine while being read
to by parents or older siblings.

Weaknesses
1. Adverse poetry
Rabbit Turds contains some potty language that parents or teachers may not find acceptable
or suitable for children at the elementary school level. Although this vernacular may not be
for every audience, we firmly believe that it sets Rabbit Turds in a league of its own within
the poetry sector.
2. Jonathan Rodmans inability to assist in promotional events
As Jon has a large contribution to the book, his inability to engage in interpersonal events
such as book signings or speaking on behalf of Rabbit Turds is problematic. This is a major
inhibitor to opportunities in which Jon may have the ability to directly influence potential
consumers and retailers who may have an interest in purchasing the book.

3. Haphazard Distribution
As of now, Susan has given away 50 books for free. She has left books at veterinarian and
doctors offices as well as giving numerous copies to librarians to display within their
libraries. These are all books that could have been sold for a profit, but were distributed as
means to gain market traction.
4. Price
The price of Rabbit Turds may be considered as a weaker element in the marketing mix. The
book has $6 in sunk costs for production, while the current sales price is $19.95. Recently,
the book has been marked down to $13.00 on Etsy and $8.95 for the Kindle version, which is
available on Amazon. Some feel that the price of the book is high, when in reality the price is
competitive with other books similar in content and style. In most cases, a higher or
competitive price indicates quality. However, if a consumer does not feel Rabbit Turds is
worth its price, this could become a large weakness.

Opportunities
1. Creating a social media presence
As of now, Susan has a limited presence on social media. She has Twitter, a Facebook page,
and a fairly generic website. None of these have a large amount of traffic or visibility from
potential customers, publishers, or readers. Refining the Twitter and Facebook page would
allow for greater recognition for Rabbit Turds. Susan can use the pages any way she deems
fit, but gaining a social media presence is high reward low risk considering it is FREE!
2. Connecting with Autism Organizations
A unique and potentially advantageous element of Rabbit Turds is that it was co-written by
Susans autistic son, Jonathan. Organizations like the Autism Society of Black Hills can help
promote or even sell the book in support of Jonathan and Susan. Receiving a stamp or
recognition on the cover of Rabbit Turds from an organization could help the book seem
more appealing to the millions that are affected by autism.
3. Educational Network Opportunities
To reach the target audience of school age children, we believe that utilizing Susans prior
experience in the South Dakota school system is great opportunity to further market the book.
The relationships that she has gained through teaching along with operating the Sioux Falls
Sylvan Learning Center are advantageous to Susans current situation.
4. Online and E-books
These days kids are much more likely to reach for their iPad, Kindle, or Tablet than a book.
The fact that Rabbit Turds is available in an online e-book format could increase readership
and consequently sales.

4. Connections in Oregon
Susan has a colleague in Oregon who has offered to help distribute copies of Rabbit Turds in
her local area. This provides Susan with a new audience, apart from the local audience to
which Rabbit Turds has already been introduced, to promote the book to unfamiliar business
owners, schools, etc.

Threats
1. Competition from other self-published authors
As a self-published book, gaining exposure and increasing sales can be a daunting task. In
addition, there are a myriad of other authors fighting for the limited space on bookshelves
and in schools. Competition is always a threat in any business venture, and there is no
exception here.
2. Amazon and discounted distributors make it difficult to make a substantial profit
The costs incurred on each copy of Rabbit Turds are $6. Currently the book is being sold on
Etsy and Amazon for $13.00 and $8.95, respectively. Factoring in the cut that these
distributors take per book leaves little to no margin of profit.
3. Alternatives to reading
Not only does Rabbit Turds face competition from other self-published authors, but from all
of the alternatives to reading in this modern age. Video games, TV, movies, playing outside,
and tablets are all threats that could keep Rabbit Turds from being a huge success.
4. Limited Market
Poetry is not a subcategory of reading that is incredibly popular. This is especially true for
younger children who may not know (or frankly care) about poem structure or stanzas.
Selling books is tough; selling a poetry book adds to the challenge.

Market Analysis
Target Market
The principal market for Rabbit Turds is children. Currently the book is geared towards,
but not limited to, children ranging from 6-10 years of age. Key elements for success may
be to find ways to entice children, while gaining parental approval. While customers of
all ages are sought out, Rabbit Turds would especially like to target those linked and/or
affected by Autism. There will be a strong emphasis placed on the importance of
spreading awareness and advocating for Autism.
Target Location
The target location for Rabbit Turds is the Midwest, with a heavy emphasis on South
Dakota and Minnesota. Sioux Falls and the surrounding area pose a strong environment
as the primary location for sales due to the lack of customer knowledge regarding Rabbit
Turds. Renowned for its compassion and neighborly support, we believe that the Midwest
is the perfect destination to promote Rabbit Turds in accordance with Autism.
Customer Knowledge
Customer knowledge of the product is relatively limited. There have been few marketing
efforts along with little publicity for Rabbit Turds. It is difficult for customers to buy a
book that they do not know exists, therefore, our primary goal is to increase awareness of
the book through marketing and publicity efforts. We believe a strong social media
presence along with support from local autism societies would enhance the book and
create more of a buzz.
Although we realize that self-published authors struggle to gain exposure, we feel that the
Autism influence behind Rabbit Turds differentiates it from other childrens poetry books.
Backing by prominent Autism societies will increase customer knowledge, while
advocating for the cause. We admit that consumers do not always research reading
material and may not be inclined to buy a book primarily to support a good cause.
However, we intend to offset these challenges through greater marketing efforts and the
promotion of Rabbit Turds.
Marketing Environment
Though Rabbit Turds was published in July of 2013, little capital has been invested in
marketing efforts. A self-published book, Rabbit Turds has met resistance from local
bookstores and shops who tend to cater towards well-known authors. The micro
environmental factors, such as customer awareness and competition, remain an obstacle
to sales. The market for poetry books, let alone childrens poetry books, is competitive in
nature. With a small customer base, self-published authors struggle to gain exposure and
prominence in the market. Internal publics have been the only means by which Rabbit
Turds has gained any attention thus far. Our goal is to attract a citizen-action public
through the advocacy of Autism in order to enhance customer knowledge. The macro
environmental factor of technology has inhibited the promotion of Rabbit Turds.
Currently there is a weak presence for the book on social media. Due to these
environmental factors, a strong marketing campaign is necessary to overcome the
disadvantages Rabbit Turds faces in the competitive publishing market
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Marketing Strategy
Marketing Objective
Although Rabbit Turds holds a prestigious Moms Choice award for its distinguished content,
it is fairly unknown to the greater public. The main marketing objective of Rabbit Turds is to
increase knowledge of the book through support of various Autism Societies. This includes
increasing the number of local stores the book is retailed in and number of likes/ followers on
social media over the next three months. These numbers represent what Susan hopes to
sustain during the short-term marketing campaign. In partnering with these organizations, it
is the goal of Rabbit Turds to not only promote the book itself, but also act as a working
agent for Autism Societies by donating portions of proceeds to their causes. It is the goal of
Rabbit Turds to build a stronger reputation in the Autism community and ultimately increase
books sale volume further.
Time frame and expenditure level
The marketing efforts will begin during June and last for a period of three months. The plan
will require a budget of $3,000, but deviations from this number may be acceptable if the
costs are justified.
Measurements of Results
The effectiveness of the strategy will primarily be evaluated by monitoring the number of
books sold. The second way that we are going to measure the success of our marketing plan
is by the number of local stores and boutiques carrying Rabbit Turds. Less formally, the
number of email inquiries, online exposure, book signings, and presence of Rabbit Turds in
local bookstores can be monitored to gauge increased awareness that is not directly captured
by an increase in book sales.
Measured Results
Month 1
Month 2
Month 3
Total

Books Sold
Additional Stores
retailing book
Cold Calls/ Emails
Likes on Facebook

25

50

75

150
Books Sold

5 Additional
Stores

3+

3+

3+

20

20

20

- 50 flyers
distributed
Promotion Materials
- 1 ASBH
mention in
monthly
newsletter

- 50 flyers
distributed
- 1 ASBH
mention in
monthly
newsletter
- Argus Article

- 50 flyers
distributed
- 1 ASBH
mention in
monthly
newsletter

9+ Retailer
Contacts
60+ Likes on
Facebook
-150 distributed
flyers
-3 publications in
ASBH newsletters
-1 Article in the
Argus

The table below outlines both the targeted results and time frame of our proposal.
Expansion on these objectives can be found below.

Action Plan
Objective #1
1.
To increase awareness of Rabbit Turds
Rabbit Turds will gain awareness multiple ways:

Increased presence on Social Media

Use local media outlets to create a buzz

Currently, Susan has a Facebook page and a Twitter account; however, neither is being
utilized in an effective way that will increase awareness and create interest in Rabbit
Turds. Nearly all social media websites are free of charge, which means a portion of the
budget does not need to be allocated toward increasing Susans social media presence.
Twitter and Facebook, the two most widely known and used social media sites. These are
great tools to implement in our marketing strategy; however, we feel that market buzz
would be more attainable by focusing our efforts on the Rabbit Turds Facebook page.
It is absolutely essential that this page is utilized for promoting both Rabbit Turds and the
Autism Society of the Black Hills. At this time, the page is not incredibly active or
complete. The page has existed for approximately 8 months and has 6 posts, 83 likes, and
few photos. The current posts are updates on the books awards, however, moving
forward, the page will be updated more frequently and with much more engaging and
creative posts. In order to do this, Susan will be in charge of posting some sample
lighthearted and funny posts that we have provided. These promotions include snippets of
poems, pictures of both Susan and Jon, and also original artwork displayed in the book. It
is our objective that posts will be made once a week over the course of the three-month
proposal. In addition to the ads, Susan will invite 10 potential followers to Like the
Rabbit Turds page in order to make steps towards attaining the target goal of 20 likes for
that month. Moreover, information about the book will be updated to highlight the
business partnership with Autism Society of the Black Hills. This page would offer a
perfect place for fans, bloggers, and previous customers to voice their feedback, thus
capitalizing on word-of-mouth marketing. We believe that with a direct link to and from
the ASBH Facebook page and the Rabbit Turds Facebook page, that the desired increased
awareness will be achieved. These efforts will provide the Rabbit Turds Facebook page
with a minimum of 60 additional likers, a direct hyperlink to the Autism Society of the
Black Hills, and a much-needed presence in the social media sector.
Although Jon is not available for promotional events, it is our belief that increased
involvement from him would boast promotional efforts for Rabbit Turds. Susan has noted
that Jon would be more willing to be a part of a video if he were in a mask. It is our
intention that Jon would wear a rabbit mask and read a poem or tell a funny joke. This is
material that will be utilized for promotional posts to both Facebook and the website. The
video is also an item that will be displayed at book signings in order to draw customers
in, while exhibiting the authors and their work with the Autism Society of the Black
Hills.

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Sioux Falls is a medium sized media market, but a media market nonetheless. Susan and
Jon have already had a blurb in the Argus Leader about Rabbit Turds. Any other ways we
can exploit such media outlets would be vital in increasing awareness of the book. We
believe that the most newsworthy trait of Rabbit Turds is the connection of the autism
community to Susans son, Jon. After formally connecting with the Autism Society of the
Black Hills along with other various societies of Susans choice (we estimate this to be
following the second month of the plan), the Argus Leader will be contacted with the
intent of running a follow-up article about Rabbit Turds. Updating the public on the
progress of the previously publicized local authors will shed light as to the attained
objectives we have previously mentioned: increased sales, community relations, and
contributions to the ASBH.
Once the partnership with the Autism Society of the Black Hills has been established,
Susan will then need to contact book retailers in the Rapid City area. Through networking
at the monthly ASBH meetings, Susan will develop relationships with members in order
to acquire much needed market traction within the society. In order to proceed, Susan
will need to make a total of three cold calls to retailers in the area in order to satisfy the
objective for each month.
Objective #2
2.
Relationships with Autism Societies will be forged and maintained several ways:

Donation of portion of proceeds to Autism Societies

Adding links to Autism Societys website on Promotions web page
Ensuring coordinators have testimonial flyers for interested customers

In order for Susan to move forward with the promotion of Rabbit Turds, it would be in
the books best interest to form a partnership with an Autism Society group. The Autism
Society that we are going to target is, the Autism Society of the Black Hills.
By forming a partnership with an Autism Society, their resources can be utilized to help
promote Susans book and in return, Rabbit Turds can generate partial donations for the
Autism Society of the Black Hills. The ASBH is constantly searching for new members,
while their Board of Directors are very excited about diversifying opportunities.
If Susan were to become a member, it would exhibit her support for the society. In order
to become a member of the Autism Society of the Black Hills Susan must make a
donation. Previous donations received by the ASBH ranged from $200 and $300; thus,
we suggest a medium donation of $250. Those who make donations to the ASBH are
mentioned within the ASBH official monthly newsletter. Included in the newsletter is a
description of the donor and a description of their donation. The newsletter will also be
utilized to post frequent publications of Rabbit Turds to ensure that the ASBH members
and non-members are constantly reminded of its obligation to the group, and for those
who are new to the newsletter. This would be valuable exposure for Rabbit Turds to
achieve a buzz in the local culture affected by autism.

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During monthly board meetings ASBH schedules fundraisers and plans for upcoming
events, while incorporating activities for children as much as possible. Their biggest
charity event is the annual Mardi Gras fundraiser. This occasion boasts an auction of
memorabilia that is donated through donors and sponsors with all of the proceeds
benefiting the Autism Society of the Black Hills. It is our plan, to penetrate this event by
exhibiting Rabbit Turds in a charitable manner, while marketing the book directly to
those supporting the ASBH event.
A second way that Susan and support groups can assist each other is through cohesion of
web pages. We intend to apply a web link or blurb to the Autism support group
homepage that will directly link you to the Rabbit Turds homepage, www.rabbitturds.net.
There, interested customers will be provided with a brief description of Rabbit Turds and
Susan and Jons background with the disorder. Consequently, information about
purchasing the book and supporting the Autism Society of the Black Hills due to the
partial donation will also be readily available through the web link.
We intend to utilize the flyer that Susan has provided us to further connect Rabbit Turds
to the ASBH. The ad reveals the journey and testimony of how Rabbit Turds came to be,
captivating highlights of the book, and information about how individuals can get
involved in donating to the Autism Society of Black Hills. She can use this flyer to post
at the local hot spots for coffee shops, and local bookstores such as:

Bagel Boy
33rd and Minnesota Ave
Sioux Falls, SD 57105
Brenda: (605) 201-7123

Zandbroz
209 S Phillips Ave, Sioux Falls, SD 57104
(605) 331-5137

The Home Porch

217 S Phillips Ave, Sioux Falls, SD 57104
(605) 334-7507

Autism Society of Black Hills

o Sheryl Cronan
Phone: (605) 415-3739
Email: info@autismsd.org

Objective #3
3.

Establish relationships and give Rabbit Turds innovative, positive representation

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More book signings and events concerning Rabbit Turds

Creation and distribution of promotional materials
Increased involvement in community and Autistic events

While Rabbit Turds is a great read for children, it is not widely available to the general
public due to the lack of stores and shops that carry it. Currently, two bookstores in
downtown Sioux Falls carry Rabbit Turds: Zandbroz Variety and the Home Porch. Susan
already has agreements in place with these businesses and sells a small amount of books.
Our hope is to not only increase the number of shops that sell Rabbit Turds, but give
Rabbit Turds better representation as well. At this time, contact has been initiated with
several other shops in Sioux Falls, which include: Kidtopia Toys, Childs Play Toys, and
Sticks and Steel. Of these three businesses, Kidtopia Toys did respond and is currently
reviewing the book. It would be in the best interest of Rabbit Turds to continue to make
contact with these shops as well as look for shops where Rabbit Turds would fit in with
the other merchandise. The amount of shops and boutiques is growing with the inflating
population of Sioux Falls. This is an opportunity that needs to be taken advantage of in
order to get more copies of Rabbit Turds on the shelf. In order to find these shops,
additional research along with networking efforts and the use of promotional materials
will be necessary.
With more books on shelves in local stores, we believe it would be beneficial for Susan to
undergo another series of book signings. She has already had one book signing at
Zandbroz Variety, but we would like to incorporate a book signing with the Front Porch
and possibly Kidtopia Toys (contingent upon their decision to sell the book). Susan also
recently mentioned that she is negotiating with Costco about a possible book signing in
the future. However, before Susan partakes in another signing, she needs to obtain
promotional materials for the book. This would include items such as flyers, brochures,
and even a cardboard rabbit like the one on the cover. Susan can use these materials not
only draw attention to the book, but will hopefully draw in consumers in order that they
become more aware of the story behind Rabbit Turds. We chose to do business with
AlphaGraphics of Sioux Falls, as Susan has had other materials for Rabbit Turds printed
there in the past. The amounts and prices of these materials are provided in the budget
analysis section of the plan. These materials will add additional costs to the budget, but
we feel it is important for Susan to obtain these items before moving forward with more
book signings and marketing efforts.
It is our intention that Susan will hold one book signing each month of the proposal, with
the location yet be determined. At each of these events, promotion flyers (which we have
previously mentioned) exhibiting the selling points of the book, background on the
authors, and a brief description of the ASBH will be distributed. Utilizing the video of
Jon, the attention grabbing promotional cutouts, and Susan present to talk about the book
and her story, we firmly believe market buzz will be gained.
Relationships are a core part of the business world, and we believe that one of the reasons
that Rabbit Turds has not sold well is due to its disconnectedness in the market. There is
an event that will be held on the Augustana College campus on June 12-13 called
Lighting the Way Autism Conference, which is an event sponsored by many Autistic and

13

health groups in the Sioux Falls area. The theme this year is Solutions for Success:
Diagnosis through Adulthood. This would be a great opportunity for Susan to network
with other individuals in the community who help sponsor Autism related events and to
relate to those who have dealt with Autism on a personal level.

Budget Analysis
Total three-month budget = $3000
Expense:
Brochures
Flyers
Cut Out Promotional Piece
Autism Event-Sioux Falls
Rapid City Event Expense

Description:
200 @ $.661 each
250 @ $.472
5 @ $176.26
Entrance fee plus miscellaneous
Gas, mileage, food, and accommodations

Total Expenses

Cost:
$132.20
$118.00
$881.30
$150.00
$650.00
$1,931.50

Brochures:
The brochures are a promotional piece that Susan can use at book signings and as an
informational guide for Autism agencies and others interested in her story and the cause.
They will be two sided with a glossy print.
Flyers:
Flyers will be beneficial for the city of Sioux Falls. They will be used as a marketing
piece in order to increase awareness of Rabbit Turds. They will be on a heavier material,
allowing use for bulletin boards in shops and stores downtown.
Cut Out Promotional Pieces:
This expense will be used to create a more professional look when Susan does her book
signings. The cut outs will be of the rabbit on the cover of Rabbit Turds. These 4 pieces
will also serve as an attention-grabbing store display.
Autism Event:
Funds have been allocated in order for Susan to attend the Light the Way for Autism
event in Sioux Falls. The budget includes an entrance fee along with additional cash for
food and miscellaneous expenses that may be incurred.
Rapid City Event:
Rapid City is home to the Autism Society of the Black Hills (ASBH) and Story Book
Island. These two events would be beneficial to Susans networking and promotional
efforts. Included in the budget is money for gas, food, and accommodations. There is also
an additional $200 for Susan to donate to this society if she would choose to do so. A
donation ensures a spot in the monthly newsletter where Susan could share more about
Jonathon, herself, and Rabbit Turds.

14

Management Issues
Critical management issues include:
1.
Inventory system lack efficiency
Susan has many copies of Rabbit Turds but currently does not have a professional or
systematized inventory system. Currently, 650 copies of Rabbit Turds are being stored in
her home. This not only creates an inconvenience for Susan having to find room for the
hundreds of books, but also it may be more difficult to move copies once bookstores,
schools, or other clients decide to purchase Rabbit Turds.
2.
Lack of familiarity with social media
Social media is arguably the easiest and least risky means to promote a person or product
in todays world. Currently, Rabbit Turds lacks an engaging or exciting presence on its
social media platforms and is not being used to its full potential for a competitive
advantage. In order to overcome these obstacles, it is our recommendation that Susan
follows the plan and use the materials provided. It would also be beneficial for her to
watch tutorials on social media in order to market Rabbit Turds effectively.
3.
Competition as a self-published author
As a self-published author, Susan has many obstacles to overcome. Large retailers such
as Amazon are not friendly to independent authors, taking 55% of the selling price. For
example after a book was sold, Amazon made $9.32 and Susan $7.63 (she lost $1.50 per
book sale after expenses). It is hard to find your way on the shelves of bookstores as a
new author; it is even tougher to do it as a self-published one.

15

Sources
Interview with manager at Barnes and Noble in Sioux Falls. April 4, 2014.
Phone interview with Sheryl Cronan from the Autism Society of the Black Hills. May 1,
2014.
Phone interview with Pier Center for Autism. April 26, 2014.
Email correspondence with Susan Froehlich. April-May 2014.
Email correspondence with Sheryl Nelson from Kidtopia Toys. May 5, 2014.
Price Quote from AlphaGraphics. Sioux Falls. May 2, 2014.
Interview with Brenda from Bagel Boy. May 5, 2014.

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Promotional Items
Possible Facebook Postings
1. International Rabbit Day - 27 September

International Rabbit Day-Happy International Rabbit Day! To show our love and support for our cottontail
companions, for every sold copy of Rabbit Turds, $1 will be donated to the House
Rabbit Society in help of rescuing rabbits and finding them new homes!

2.
Rescued
Month

Adopt A
Rabbit
(February)
o

Somebunnys Waiting for you! Save a life, Adopt A Rescued Rabbit!

o Its February, which means youre looking for that special somebunny! Make that special some-bunny Rabbit Turds! In honor of it
being Adopt A Rescued Rabbit month, pick up a copy of Rabbit Turds
@ 20% off selling price.
o Ehh.. Whats up Doc? Looking for a new book to read the little ones
during storytime? Give Rabbit Turds a bite. This poetry book is chock
full of whimsical poems that will leave your little ones begging for
more.

17

o Other suggested post topics may include

Facts about Autism

Snippets of poems from the book with original art

Upcoming events regarding the ASBH/ Book signings

Sale promotions (Ex. Limited time offers)

Exciting news about Susan or Jon

Articles about the MCA award

Sample Letter to Retailers

To Whom It May Concern:
My name is Susan Froehlich, and I have recently co-written a childrens poetry
book called Rabbit Turds with my Autistic son, Jonathan. The book has over 70
poems and unique illustrations. It is a fun read for kids with poems about silly
things such as rabbit turds to important topics such as bullying. It not only
provides a fun read for kids but has an educational basis in terms of new
vocabulary words. It is sure to be an experience that will be enjoyable for children
and parents alike.
I recently stumbled upon your website and loved the unique children's products
that are offered. I would love to bring the book by your shop in order for you to
take a look at it and decide if it would be something that would fit in with your
merchandise. I've done some surfing on your website, and I think the book would
be a great fit for your store.
I included the website for the book below. There you will be able to find more
information about Jonathan and myself along with some examples of the poems.

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Thank you for your time, and I look forward to hearing from you!
Best,

Susan Froehlich

www.rabbitturds.net

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