Strategic Messaging and Partnerships To Increase Book SalesThe Patton Foundation
“Portraits of Service”, a new book by photographers Robert Miller and Andrew Wakeford, presents images and vignettes of a cross-section of living war veterans that capture the fears, emotions and unique stories of service men and women across four generations. The publisher, The Patton Foundation, wanted to raise its visibility and identity through media relations, increase book sales and assist in building relationships with corporate sponsors and allied organizations. To differentiate our messaging from other veterans groups, the content focused on servicewomen, an oft-unrecognized segment of the veterans community. We also created alliances with the Gary Sinise Foundation and Final Salute, Inc.; celebrity spokesperson actress Erin Cummings; and developed a relationship with A&E Networks, that all contributed to significant increase in book sales.