Our History

Xcellent Marketing has been consulting with publishing companies since 1987. Since 1995, we have integrated Internet and e-commerce strategies into our practice, because from its very beginnings, the opportunities presented by the Internet have presented powerful marketing applications and opportunities. Based in Denver, Colorado, we provide our services nationwide, to a range of clients, from Internet start-ups to several of the largest publishers and software developers in the country. Our expertise is based on more than 30 years in the publishing profession.

Case Studies in Brief

Following are some examples of our consulting work, the types of projects we've been involved in recently, and the outcomes of our recommendations.

Client: Educational Book Publisher
Issue: This publisher wanted to create a web site for e-commerce to K-12 schools.
Approach: "The Quick Fix."

During a one-day consulting session with the management team, we reviewed the product mix and developed market leadership strategies within their niches. Several marketing "hooks" were recommended for incorporation into the web site to capture visitor demographics. Several web site "stickiness" features were outlined to encourage longer and repeat visits. A web site host and developer were recommended, matched to the client's budget and market needs.
Outcome: The site will be live shortly. The company has already been back in touch for a follow-up meeting, a critique of their first site and the development of "where do we go from here" strategy.

Client: .com Start-Up
Issue: New education startup focusing on the professional development market niche within the K-12 arena, seeking venture funding.
Approach: Comprehensive Business Plan.

Developed a comprehensive marketing section of the business plan prepared specifically to address venture funding requirements. An existing plan was critiqued to align it with the realities of the K-12 market. The plan was supplemented with a competitive analysis, suggested pricing strategies and an extensive overview of the intricacies of the K-12 educational marketing, including technology, spending, decision-makers and marketing channels. The completed business plan also included an organizational strategy for the marketing and sales departments.
Outcome: Funding is in process.

Client: Book Distributor
Issue: Recently acquired company grappling with new management, eroding revenues and morale at a record five-year low.
Approach: Staff Training, Comprehensive Turn-Around Plan

A complete organizational audit uncovered significant opportunities in product development, marketing, order processing and customer relationship management. During a six-month contract period, our firm assumed the role of Vice President of Marketing and Sales. Action steps included hiring and training a new marketing team, repositioning and revamping all direct marketing materials and developing an entirely new marketing and sales strategy. Problem-solving teams were created to change decision-making processes and achieve greater speed-to-market and accountability.
Outcome: The company began a significant turn-around, supported by dramatically improved morale and is posting substantial annual sales and profit gains.

Client: Reference Publisher
Issue: How to generate revenues from a large backlist of titles.
Approach: Product and Marketing Materials Analysis

Low selling products were analyzed for their content and applicability to the market needs. Results determined that these products were "nice to have" but not essential to library collections. Their price point was high and because they were low sellers, information about these products was relegated to the back pages of a large annual catalog. Our solution was to create a new "sale" catalog to be mailed prior to the start of the new funding season and to include only those titles that had not sold any units for more than 5 years.
Outcome: This catalog generated more than $1 million in new revenue for the company and is now a staple in their marketing mix.

Client: Venture Capitalist
Issue: Evaluate a potential investment in an educational software publisher
Approach: Strategic Product Development, Competitive Analysis

A small Internet-based educational publisher needed a capital infusion in order to grow its business. The venture capital firm was unfamiliar with the education market and needed an expert to evaluate the company. We reviewed the product, the competition, the business plan and conducted interviews with the key management and recommended that they invest in the company.
Outcome: The company received its first round of funding.