(Submitted by Raghava Pandit das [backtobhakti webservant] on November 10, 2011)
A. Purpose
This communications/media plan is intended to execute the instructions directly spoken by Srila Gurudeva in his Bhakti Trust Purpose Statement of August 7, 2008 in Vrindavan, India as follows;
Why did you create the Bhaktivedanta Trust International?
What is its purpose?
Srila Gurudeva: I have preached the vani of Sri Caitanya Mahaprabhu and Sri Rupa-Raghunath in every part of the world. I have also printed and distributed books everywhere around the world. These are the two main features of my mission. So, just as preaching and printing is going on in my presence, in a similar way, also after me, I want the vani of Sri Rupa-Raghunath and Sri Caitanya Mahaprabhu to continue to be preached around the world, but even more so — in much greater proportion. […]
B. Objective
The objective of this presentation is to give Bhakti Media a strategic focus and seek funding for an initiative to improve upon the current perception and identity of Srila Gurudeva’s worldwide community of devotees, and to enhance the quality of its communications, including publications, presentation, and overall appearance.
One of the major goals is to create new marketing and distribution channels to extend our “bhakti” reach. Bhakti Media will utilize professional marketing and promotion practices and use innovative marketing and product design to embed the term “bhakti” into society as much as words like karma, yoga, guru, etc. have become.
The program aims to establish Bhakti Media and GVP as the premier publishers of authentic bhakti literature and irrevocably link bhakti to Gaudiya Vaisnavism in the minds of the worldwide public.
This is achieved in 4 areas
C. Research & Product Development
Aimed at developing a proposition to build and nurture relationships with our customers, thereby turning them into loyal members. Shifting our focus from transactions and products to relationships and experiences.
Identify and Research Internal and External markets
Find out what the needs are of our current distributors and local sanga centers (known as our internal market), while identifying trends and opportunities in untapped demographics (external market as identified in B.3 above).An important aspect of our R&D is crowd-sourcing and co-creation: Co-Creation, is “the act of involving consumers directly, and in some cases repeatedly, in the product creation or innovation process. Companies engage with consumers on initial product concepts and ideas, and they use consumers as a resource throughout the product development life cycle.” Social media and other idea sharing tools are used to gather ideas and feedback for product development. A major benefit is that you are generating a demand before creating a supply, as well as get “buy-in” from those being consulted and “buzz” to their friends.
Internal – Initial research quickly identifies an obvious need for a series of first-contact entry-level (small) books for mass distribution, promotional and outreach presentation materials (‘branded’ flyers and pamphlets), as well as a crying need to improve the logistics of ordering and shipping books.
Keywords: Affordable, comprehensible, relevant, visually attractive, superior quality, etc.
External – Careful study of current trends in the Vaisnava, bhakti-yoga, spiritually conscious and eco/vegetarian communities show an increase in acceptance and popularity of vegetarianism, ‘bhakti-yoga’, meditation, yoga, kirtan, ayurveda, and ancient wisdom traditions in general.
Keywords: Sustainable, authentic, lifestyle, organic, supportive, relationship based, nonsectarian, creative, charitable, education, etc.
Product and Concept Development
Internal - Develop a series of sales support and outreach materials to stimulate book sales in increase visibility and bhakti brand awareness.
Products: Branded (roll-up/stand-up) banners, brochures, flyers, mantra cards, counter top displays, book racks, etc.
- The Bhakti Sanga — introducing our community, history, beliefs, practices and temple services;
- Join our classes on Bhagavad-gita — promotional flyer;
- Recipe cards — hand-outs;
- Hare Krishna Maha-mantra cards — song for enlightenment;
External – Publish a series of entry-level books (4 titles / 108 pages), derived and excerpted directly from Srila Gurudeva’s lectures, books and unpublished content.
Suggested titles:
- Bhakti-yoga — the yoga of devotion; (focus on yoga)
- Path of perfection through love and affection; (focus on love)
- Timeless wisdom from the Vedas — an introduction to bhakti-yoga; (focus on Vedas)
- Daily bhakti practice guide — getting your spiritual practice started;
- The bhakti-yoga diet; cooking for enlightenment;
- Kirtan — singing for enlightenment;
The above titles will be presented as a boxed set, packaged in an attractive gift box containing 3 titles. Each title will be available separately as well.
Concept books:
There are many more concept ideas for these types of entry-level books for mass distribution, to be released in the second quarter. These include
- Full color deluxe cookbook
- Braja coffee table book
D. Sales and Marketing (Point of Entry)
Monthly we average between 60 – 90.000 page views on backtobhakti.com alone, and polls and surveys have shown a readiness among our readers for new products in support of local preaching as well as in attracting new readers. Backtobhakti.com was 100% conceived by Raghava Pandit das, the main driver of this proposal, to meet the sanga’s need for community news, events, announcements, etc. and has since become a mainstay within the Vaisnava community with nearly a million page views since its launch in Nov 2009.
Sales will be generated as follows:
- Internally we will leverage the loyal readership we have built within our internal Bhakti network on backtobhakti.com and other such websites to,
- Raise awareness of new product and service offerings, and
- Expand said network by adding e-commerce features to the existing framework.
- Externally we will establish partnerships* and affiliates with: (on-line off-line)
- Local sangas
- Independent book stores
- Yoga studios
- Vegetarian cafes
- Health food stores, as well as
- Book tables at (our own bhakti) festivals and
- Our sanga’s current preaching centers / book tables
* Channel Partner development will be executed based on Internet research, sales calls, and follow up correspondence. (Who will do, how many hours)
Marketing will be supported by:
- Point of Purchase materials (counter top displays, book racks, etc.
Click link to see a demo of such a display: http://www.2seconddisplay.com/en/products/Counter.aspx) - Sales collateral (brochures, pamphlets, etc)
- Online advertising (Google, Social Media, etc.)
- Banner advertising on affiliate websites
- More …
Other marketing tools to increase book (and product) sales include:
- Posters + pamphlets
- On-line blogs + ads
- On-line dedicated book club-community leveraging our large readership and subscriber base
- Study groups with (free) study guides
Point-of-entry
Our current websites including purebhakti.com and backtobhakti.com are still too parochial from an outsider’s perception. A major factor that will contribute to our success is in developing a website specifically designed to Inform and Inspire first time visitors. To this end, BhaktiLiving.com has been registered and will be launched in month 2 and will include:
- Introduction to bhakti-yoga
- History and background
- Beliefs and practices
- “Learn about…” videos
- Bhakti Sanga Centers and Services
- FAQ + LiveChat (projected)
- On-line community offering cooking, kirtan music and philosophy of devotion
- More [...]
Deliverables
Print publishing
- 6 Mini books (conceptual; 12 x 18cm; 145p)
- Define roles
- Develop content
- Form team
- Source printers
- Submit files for production
- Graphic design
- Cookbook
- This is Braja (coffee table book)
Branded Bhakti Events Booth
- Banners
- POP materials
- Sales manual
Bhakti Media Introduction Workshop GP
- The What and Why of this new service
Launch BhaktiLiving.com (point-of-entry website)
- Content Development & Graphic Design
- “Learn about …” videos
- Beliefs and practices
- History and backgrounds
- Locations and services
Srila Gurudeva + Sanga Promo Video
Launch BhaktiMedia.org (visit)
- Content Development and Proposition
- Services
- Projects
- Recruitment
- Co-creation platform for crowd sourcing
- Resources for Outreach
- Flyers, PPT, Invitations, Pamphlets
Launch BhaktiGifts.com (visit)
- Product Development (initial range for Christmas launch + ongoing)
- Greeting cards (bhakti + generic)
- Calendar(s), posters
- Banners (maha-mantra, arati songs, SG, India, Braja, RK, Gaura)
- Product catalog
Bhakti Sanga Introduction Booklet (who we are, beliefs & practices, locations & services)
- Content Development & Graphic Design
- Submit for printing
Bhakti Sanga Media kit (Free download on all Bhakti websites)
- Content Development & Graphic Design
- Develop “Partner” Proposition
- Value proposition (commission structure, etc.)
- Sales + marketing support (POP)
Online advertising campaign
- 3-month Advertising plan + budget
- Identify networks/channels
- Design online banner ads
- Corresponding Landing pages
- Special promotions (2-for-1, free shipping, etc.)
Integrate and Optimize BhaktiStore and PureBhakti.tv into Media network
- Audit, improvements, plan
- Technical update
Launch BhaktiTunes.com
- Build case
- Artist network
GVP ePubs (for iPad and other e-readers)
- BhaktiProjects.org
- bvml.org Memorial Library
Dandavat pranams prabhu’s and didi’s.
I would just like to beg your indulgence from a graphic design standpoint in relation to the 58 page booklet “Sri Hari-nama Maha-Mantra” which I understand is designed as an intro for new people. As I have worked for several years as a graphic designer specializing in “conceptual” design and “corporate I.D” I have to say that this design and concept (especially front and back covers) does not work for western countries. In India of course this works very well but for westerners? where is the rationale behind this?
We should not employ “projective identity” as an element in this particular design concept, in other words what “we” may percieve as attractive isn’t necessarily the same as the people out there who have little inclination for spiritual development.
Please accept my humble obeisances.
All glories to Sri Sri Guru and Gauranga.
One suggestion I have is, all through my spiritual awakening early life, I had found it very difficult to find the real meaning of Sanskrit words accurately e.g… Gobind or Govinda , Brindaban or Vrindavan, you get the jest,also words can have more than one meaning depending on what context they are used in,they could be listed together for better understanding as is in the Oxford Dictionary.
In braja one time I came across two Bhaktas heatedly shouting at each other over the meaning of
a Sanskrit word, each of them were uncompromising it looked like they may come to blows,I was then puzzled further by a sanyasi’s reaction to them, he approached laughing so much he almost wet himself. The sanyasi putting his arms around the two bhakta’s explained that they were both exactly correct,the word had two meanings, immediately the two devotees embraced then joined the laughter, Such is Braja lila.
We really do need a comprehensive Vaishnarva dictionary. (joke)
All devotees could be involved,with who can find the most words+meanings in a month,maybe a prize by senior devotees like say One of Gurudeva’s books,then a prize for the most overall words submitted in total, a personal old set of Gurudeva’s counting beads or maybe a set of japa mala chanted on by B.V Madhava Maharaj, just an example.
This could begin with a web page where Devotees contribute Unlisted Sanskrit words with meaning to be Proof read by two or more Sanskrit & English versed senior devotee’s
Put it simple..Who wouldn’t want something personal of our beloved Gurudeva.
to cherish.
We really do need a comprehensive Vaisnava dictionary.
Pranaam’s.