Reaching Unconventional Contacts

Welcome back to Finding the Vein by Jennifer Hanlon Wilde, Ooligan’s third title in the Library Writers Project, our partnership with Multnomah County Library. Ooligan’s first mystery title follows two detectives, a teen sleuth and a police sergeant, as they and their respective partners-in-crime (or in-justice, as the case may be) investigate a camp counselor’s death. In addition to the multiple potential murderers and classic mystery genre red herrings, Finding the Vein is filled with comedy and heart.

When we developed the marketing plan for this book, we included unconventional contacts that were appropriate for the themes in Finding the Vein. These included adoption associations, libraries, book clubs, and summer camps, in addition to the typical contacts that a project team collects such as national and regional publications and magazines, independent bookstores, individual bloggers and book reviewers on social media, and podcasts. Our question was this: How do we reach the unconventional ones? Thankfully, some of the libraries are already taken care of through our partnership with LWP: Multnomah County Library purchases a few copies of the LWP books as they are published to distribute among Multnomah County’s library branches. For the adoption associations, other libraries, book clubs, and summer camps, though, we needed to get more creative. Due to COVID-19, our options were limited because we didn’t have the usual physical collateral that teams include in a sales kit.

We decided that we needed to design something versatile that could be used both physically and virtually in both our marketing and social media campaigns, and we came up with the idea of designing a summer camp–themed postcard. We have a small budget set aside for collateral, which we haven’t used yet, so this is a completely doable strategy. First, we’ll send our contacts an email that informs them of the forthcoming Finding the Vein, gives a summary of the book, describes why it may be of interest to them, and encourages them to tell their colleagues about it. If we get a response, we will send them a physical postcard; that way we don’t waste any by sending them to contacts who won’t be interested or informed of its relevance beforehand. Hopefully we will receive more sales through these connections. At most, we may receive a couple of reviews or an announcement in a newsletter out of our efforts, both of which would be fantastic to have from these more specialized contacts.

The additional benefit of designing a postcard is that we can use it virtually as well. I’ll be sending it to Jennifer, the author, in case she’d like to use it during her email preorder campaign in the early spring of 2021, as well as for usage on her website and blog. They can also be printed out and used as flyers, so we’ll be sure to send the independent bookstores and libraries on our contact list a virtual copy as well. Lastly, the design can be used as an image on social media. Through the combined usage of the postcard design, we are essentially creating an immediately recognizable image that nearly every one of our contacts (and their associates) will eventually see in some format. This ensures that if they or a member of our intended audience sees Finding the Vein on a bookshelf or an online store, they will be that much more likely to purchase it, and in turn, tell others about it.

I’m excited to see how our postcard campaign moves forward, and I can’t wait to see its results!

Finding the Vein will launch on April 20, 2021, in both trade paperback and ebook formats. To learn more about the Library Writers Project and how to submit work to the Multnomah County Library, please visit their website.

The Mystery Behind the Mystery Genre

Overseeing the process of publishing Ooligan’s third title in our partnership with Multnomah County Library and their Library Writers Project has been a whirlwind of mystery and excitement so far. From designing the cover to crafting our marketing plan, Finding the Vein has shown how different the publishing process can be for different genres. As a reminder, Finding the Vein is written by Jennifer Hanlon Wilde and is about a murder at a summer camp for adopted international children. After a well-liked counselor mysteriously dies, camper Isaac and his new friend Hal—a duo not unlike Sherlock Holmes and John Watson—begin to theorize with their fellow campers what could have happened. Sergeant Mikie O’Malley is called to the scene to investigate the case and, due to the nature of the camp, is reminded of her recent discovery that she and her father are not biologically related. Soon, both the amateur and professional detectives come to the conclusion that Paul was murdered. The question is how. All parties involved slowly realize that there is more to Heritage Camp than meets the eye, and the murder is just the beginning.

As the LWP team saw last year while researching the romance genre when working on Iditarod Nights, it can be difficult but also incredibly rewarding to learn how to publish a new genre. Like every kind of genre fiction, we knew that the mystery genre has a large audience, which would be great for Ooligan to break into. We just needed to get there. How? Well, that’s part of the mystery.

Working as detectives, the LWP team investigated the best ways to design the cover—the first step in order to properly reach the desired audience. We researched popular design decisions for mystery and thriller books, finding that dark and misty forest photographs and all-caps sans serif fonts would set the scene of this title perfectly while still meeting the expectations of mystery-book lovers. With this in mind, our designers got to work. What came out is a beautiful cover design that not only solidifies Finding the Vein as a mystery book to its audience, but one that looks like it belongs to the same collection as the two previous LWP titles, The Gifts We Keep and Iditarod Nights. In addition, the design is lighthearted enough to fit the other aspects of Finding the Vein, such as the comedic interactions of the endearing characters, the setting of a summer camp, and themes such as identity and learning what it means to be LGBTQ+.

In regards to marketing, Finding the Vein proved again to be educational to the LWP team. We needed to rethink how to reach our desired audience, so we began researching mystery book bloggers, reviewers, podcasters, and book clubs. We searched for adoption associations, summer camps, and LGBTQ+ media that may be interested in other aspects of the book as well. We are excited about what kinds of attention Finding the Vein may receive once we start inquiring about blurbs and reviews from all of our collected contacts!

In addition to the above-mentioned progress, Finding the Vein has undergone a developmental edit, a heavy copyedit, a medium copyedit, and has been prepared for the design process via XML typecoding. Next up, we’ll see the finalized galley, finish up the social media strategy plan, and do a print proofread.

Finding the Vein will launch in April 2021 in both trade paperback and ebook formats. I can’t wait to see how this title progresses through the publication process and to finally hold it in my hands. For updates on this title and others, stay tuned to Ooligan’s blog, Facebook, Instagram, and Twitter accounts. To learn more about the Library Writers Project and how to submit work to the Multnomah County Library, please visit their website.