Random House Australia (RHA) is part of the global Random House Group, the world’s largest book publisher. RHA is a trade publisher, publishing around 200 titles each year across multiple genres including crime/thriller, romance, history, literary fiction and children’s.
Zuni and RHA have been working together in a partnership since 2012 in order to move from a campaign based marketing model towards a more customer-centric approach.
Zuni initially performed a review of current digital activities across a range of touch-points, including social, web, email and data. Zuni identified a range of longer-term strategic recommendations for RHA’s digital presences, alongside quick wins and tactics to implement short-term.
Following the initial engagement, Random House Australia chose to continue a process of ongoing consultancy to implement the strategic recommendations through a number of workstreams, including data and measurement, technology and content. Zuni’s approach was to involve and engage with the key on-the-ground staff responsible for the execution of digital marketing activities.This allowed them to engage with the strategic direction, feel a sense of ownership over new approaches and be a part of embedding change through the team’s processes and thinking.
As part of the project Zuni delivered:
Our ongoing work with Zuni has delivered solid results.
Involving the entire team in the consultative process has profoundly developed team skills and a co-ordinated approach to managing and developing our digital marketing activity to build sales.
There is greater focus on planning and analysis and a much stronger appreciation of our core reader segments when developing digital marketing content.
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