{"id":4391431,"date":"2021-12-21T23:22:00","date_gmt":"2021-12-21T21:22:00","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/the-story-behind-a-self-publishing-companys-growth\/"},"modified":"2025-12-08T11:12:04","modified_gmt":"2025-12-08T09:12:04","slug":"the-story-behind-a-self-publishing-companys-growth","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/en-in\/case\/the-story-behind-a-self-publishing-companys-growth\/","title":{"rendered":"The story behind a self-publishing company’s growth"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\n<\/button>\n\t\tBlurb\t<\/h2>\n\t\tThe story behind a self-publishing company’s growth\t<\/h1><\/div>\n\n
\n\t\n\t\tBased in San Francisco, Blurb is a book-making platform and creative community that enables individuals to create, publish, and share or sell high-quality photo books, trade books, magazines, and wall art. Blurb\u2019s customer base is made up of two segments: consumers making a one-time book creation for personal reasons, and professional consumers (prosumers) making one or more books for resale.\t<\/p><\/div>\n\n
\n\t\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div><\/div>\n\n
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\n\t\t\t49%\t<\/h2>\t<\/div>\n\n\t
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\n\t\t\tincrease in bookings\t<\/h2>\t<\/div>\n<\/div><\/div><\/div>\n\n
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\n\t\t\t350%\t<\/h2>\t<\/div>\n\n\t
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\n\t\t\tincrease in non-brand ROAS\t<\/h2>\t<\/div>\n<\/div><\/div><\/div>\n\n
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\n\t\t\t78%\t<\/h2>\t<\/div>\n\n\t
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\n\t\t\tincrease in ROAS account-wide\t<\/h2>\t<\/div>\n<\/div><\/div><\/div>\n<\/div>\n\n
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\n\t\t\n\t\tDriving growth from new customers among heavy competition\t<\/h2>\n\t\t\t\t\t
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\n\t\tBlurb typically enjoyed repeat purchase rates of 35\u201340% after customers had created and purchased their first book. Yet, heavy competition from large competitors for advertising keywords on Google and social sites had made it difficult and expensive to attract business via search. At the same time, Blurb\u2019s prosumer segment was under pressure due to the pandemic\u2019s negative impact on book creators. Blurb was relying on repeat business from existing customers, as opposed to growth from new customers.

With the goal of driving down customer acquisition costs while simultaneously maximizing revenue from the prosumer segment, Blurb\u2019s three-person marketing team turned to DEPT\u00ae to form a strategy for sustainable, long-term growth.\t<\/p><\/div><\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t