Black Love Letters

by Edited by Cole Brown and Natalie Johnson, Foreword by John Legend

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Pub Date Oct 24 2023 | Archive Date Dec 14 2023

Zando Projects | Get Lifted Books

Essays & Collections

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Description

From celebrated Black writers, creators, and thinkers—and with a foreword by John Legend—comes a collection of letters and original illustrations on the subject of Black love, a powerful and heartfelt celebration of Blackness in all its many forms.

In this exquisite anthology of letters and illustrations, Cole Brown and Natalie Johnson bring together a constellation of influential Black figures to write to the people, places, and moments that mean the most to them. With a foreword from John Legend and contributions from Brontez Purnell, Morgan Jerkins, Reverend Al Sharpton, and Dr. Imani Perry, among many others, Black Love Letters is an ode to a phenomenal community: a testament to the fact that where there has been pain and suffering, there has also always been immeasurable, irrepressible joy and love.

From celebrated Black writers, creators, and thinkers—and with a foreword by John Legend—comes a collection of letters and original illustrations on the subject of Black love, a powerful and...

Advance Praise

“A wide-ranging collection of testaments to what moves the heart.” - Kirkus Reviews

Marketing Plan

Campaign strategy:

Spotlight the creators to spark conversation and celebration around Black love
Launch the book as central to Get Lifted Books' mission and utilize John Legend's platform to tell the story behind the book's creation
Position as the perfect gift as a beautiful collector's item in time for holidays and again at Valentine's Day

Pre-buzz campaign includes:

Big Mouth mailing, targeting primarily BIPOC-owned bookstores with BLADs
Pre-order campaign with Black-owned bookstores with art prints from the book

Launch campaign includes:

Pitch editors and Get Lifted founders for radio, podcast and broadcast interviews
Pitch excerpt to major pop culture or Black outlet e.g. Cosmopolitan or Ebony
Review coverage from New York Times, The Washington Post, The Boston Globe, The LA Times, etc.
Book Club Outreach: Well-Read Black Girl, Noname Book Club, Oprah's Book Club, etc.
Events: Book tour at Black-owned bookstores: Loyalty (DC), Cafe con Libros (NYC), Reparations Club (LA), Harriet's Bookshop (Philly), etc.
Create dedicated landing page for the book
Launch video series featuring the founders on Zando's social media channels and landing page
Launch love letter contest in partnership with Get Lifted
Out of home advertising such as wheatpasting and/or subway ads
Gift guide advertising in lifestyle publications and online
Amazon advertising targeting fans of Well-Read Black Girl: Finding Our Stories, Discovering Ourselves, Collective Wisdom (Grace Bonney), All About Love (bell hooks)
TikTok Spark advertising with content creators
Regional Holiday Advertising through the RAMP catalog and CAILBA holiday catalog including features in print and digital formats of the catalogs which will be distributed in bookstores, newspapers, social media, mailings as well as direct to store for a total of over 500K impressions

Campaign strategy:

Spotlight the creators to spark conversation and celebration around Black love
Launch the book as central to Get Lifted Books' mission and utilize John Legend's platform to tell the...