Case Study: An Alaskan Flyfisher’s Odyssey
This case study is a chance to work with an actual client seeking marketing advice. Dan Hoffman is a
Fairbanks resident, and his book An Alaskan Flyfisher’s Odyssey is set to be published in July 2021. Please
review the author proposal, interview and book cover, conduct additional research and then answer the
questions (6 points each).
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An Alaskan Flyfisher’s Odyssey - author proposal which include comparable titles and notable trends
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Book cover (art made on moose hide by Dan’s spouse, Gwen)
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Interview with Dan Hoffman, author
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Dan would be thrilled to to partner with these companies:
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Hatch Magazine
The New Fly Fisher
Jensen Fly Fishing
Orvis Fly fishing
Simms Fishing Products
1. Dan Hoffman is interested in getting his book to a national audience, not only Alaskans. What are some
ways he could promote his book to a wider audience? Provide details about how to get media coverage
and book reviews, especially in the publications he is interested in.
2. The book is about more than just fly fishing, it’s about life. Because of this, it could be sold in many
sections of a bookstore, the fishing/outdoors section, the memoir section, and the self-help section.
How could Dan show each of these markets that the book is relevant to them?
3. Social media is a major part of marketing, however not everyone chooses to use it. Dan is not
particularly interested in maintaining a social media presence for promoting his book, what other
methods of advertising could he use instead? Are other methods as effective in reaching his target
audience, or must he start promoting through social media?
4. After reviewing comparable titles and the notable trends, provided in the author proposal, what other
advice do you have about marketing An Alaskan Flyfishers Odyssey?
5. What did you learn from working for a real client? If the book interests you, how did that help
you with your research? If it does not interest you, what did you learn about marketing for a
client with differing interests/areas of expertise?