When Jennifer Powell-Lunder Psy. D. and Barbara Greenberg Ph. D. first decided to write a book together they knew the topic they chose - and the way it would need to be introduced - would require a lot of different thinking.
As clinical psychologists they considered themselves students of adolescent language and behavior and the book they chose to write - Teenage as a Second Language - aims to help parents and kids bridge the communicate gas that often develops in the teenage years.
Jen and Barbara knew they wanted to do more than write a book or a new language however - they wanted to build a community of parents and teens that would share its collective wisdom as well as promote the book. And so they engaged Idea-ware to help them do it.
We set to work building a brand identity centered around Jen and Barbara themselves with a custom illustrated logo that captured their personality and energy. Then we designed and deployed a comprehensive website (on a content management system that they can administer) called TalkingTeenage.com giving them not only a platform for promoting the book but also a place for the community of parents and teens to gather, engage with the authors, share information, and participate in discussions. Finally, Idea-ware provided expertise and guidance on how to leverage Twitter, Facebook and other social media outlets to build awareness of the site and the book.
We launched the site this month, well in advance of the book’s availability this fall, generating important buzz and awareness among influential teens and parents in the blogosphere. And already there are hundreds of subscribers on the website engaging is discussions and building viral awareness for Jen and Barbara.
“The book is just an initial step for us,” said Jennifer. “We believe that the website and the community itself will ultimately eclipse our book in terms of building awareness for this new approach to communications between parents and teens. We expect it will be the foundation of a transformative business. Idea-ware provided the perfect compliment of creative energy and technical expertise to allow us to pull this off quickly and cost effectively. We couldn’t have done it without them!”
Update: November 2010
The book has been on sale at Amazon and other locations for several weeks now! The TalkingTeenage.com site is thriving with hundreds of visitors a day. The TalkingTeenage Twitter channel has almost 3500 followers and over 10,000 tweets. And the Talking Teenage Facebook Fan Page has almost 200 followers. Jennifer and Barbara are holding book signings at Barnes & Noble and are appear on local and national TV as well! All this in just a few short months since launching the site!