There was a significant lack of awareness that Focal Press offered numerous instructor solutions beyond textbooks (such as our video products, e-resources products, instructor resources, etc.). We were also competing against much larger publishers for attention, and needed to do so in a way that communicated the Focal Press brand.

Thus, I led the development of the We Have Your Solutions campaign, where we mailed instructors a 'ransom letter' telling them 'we had their solutions.'  When they visited the landing page URL we sent, they would see a video that we created (in the video player to the right) that let them know, in a playful and engaging way, that we had the solutions they were looking for.

The campaign was a big success and helped us exceed revenue targets.