Good Books is a successful Amish Country-based publisher of books on cooking, dieting, health, justice and peacemaking, among other subjects, by more than 170 authors. All are characterized by quality, reliability and readability, hallmarks of this family-owned company.  As PR Agency of Record, JGA was asked to mount a media outreach campaign on behalf of Good Books' blockbuster title, The Mayo Clinic Diet.

Challenge

• To "move the needle" in book sales
• To communicate the title's main point of difference as the "last diet you'll ever need"
• To secure television, radio, print and online coverage and top-tier media features

Strategy

• Leverage the authority of the Mayo Clinic name and America's interest in dieting to generate coverage by journalists and bloggers who report on Health, Diet, Books, Food and Lifestyle
• Arrange TV and radio interviews for the book's medical Editor-in-Chief, Mayo Clinic physician Donald Hensrud, M.D.
• Distribute review copies to top U.S. opinion leaders and pop culture experts

Execution

• JGA contacted approximately 650 media outlets, including 45 national television programs, 15 national radio programs, five local New York television shows, 105 magazines and newsweeklies, the top 150 national and New York City daily newspapers, seven wire services/feature syndicates, 175 online outlet sand 58 bloggers
• JGA targeted multiple contacts at each outlet
• JGA media-trained Dr. Hensrud and liaised with Mayo Clinic to facilitate interviews
• JGA promoted The Mayo Clinic Diet Journal as a companion to the book

Results

• JGA's all-encompassing, high-impact media campaign helped propel The Mayo Clinic Diet to #1 on The New York Times Bestseller List of self-help titles
• National television coverage on The 700 Club (CBC), Good Morning America Health (WABC), FOX News Health Segment and AARP TV's My Generation
• Publicity in top consumer magazines, including Family Circle, FIRST, Marie Claire, USA Weekend and Woman's World, among many others
• Book flew off the shelves at national chain store retailers like Barnes & Noble and Walmart