The Launch Lab | Details

The Launch Lab takes place over the course of three months, during which team members gather to learn from leading experts in social media, publicity, book selling, marketing and more. Writers are led through a process in which they honestly assess themselves, their books and their audiences in order to create the best campaign and strategy to launch their books and careers. Once strategy is in place, writers are encouraged to find and have faith in their authentic promotional voices, build or enhance their online and off line presence, recognize and create audience channels, and learn how to approach publicity and pitching. Along the way, authors also learn about advertising, social media metrics, and how to best utilize Amazon. In addition, through rigorous media training, even media-shy authors will learn how to put their best foot forward in service of their book and their career.

Community is key here. Writers network and assist each other in their work by sharing successful strategies as well as failed experiments. Lab participants give and receive feedback on their blogs, websites, pitches, and presentation skills. A private Facebook page offers inside information to participants and enables them to maintain an active community in which resources are continually pooled and questions addressed. Each writer is assigned an experienced author coach who provides individualized feedback and advice on any questions that come up between sessions. Launch Lab has been called “an incredibly full and supportive experience.”

Program Structure

Day One: Uncovering your Motivation—Articulating Your Mission
Friday, October 2nd, 10:00am-8:00pm, including networking dinner

  • Introduction to The Launch Lab Logic Model
  • Goal setting and defining success
  • What’s right for you and your book?
  • The all-important "one-liner"
  • Visits from marketing expert and guest authors

Day Two: Defining your Public Persona and Connecting with Community
Saturday, October 3rd, 10:00am-5:00pm

  • Connect others to your book and your mission
  • Mindmapping
  • Brainstorm angles related to your book that you will use to pitch media
  • Learn how your strengths and weaknesses play into social media
  • Creative marketing
  • Marketing plan templates
  • Strategy for the next month, including developing specific targets

Day Three: Strategic Execution of Your Campaign
Friday, November 6th, 10:00am-8:00pm, including networking dinner

  • Small group sessions on what’s working with your launch plan, and what’s not
  • Social Media: The view from 10,000 feet
  • What a successful campaign looks like: Your personal pitch session
  • Book PR expert and guest author visit

Day Four: Evaluating and Reassessing Your Outreach
Saturday, November 7th, 10:00am-5:00pm

  • Media training: guidelines; practice; expert feedback; troubleshooting
  • Quantitative and qualitative campaign assessments
  • Understanding analytics
  • Marketing expert visit

Final Gathering
Saturday, December 5th, 10:00am-5:00pm, including lunch and post cocktail party

  • Small group sessions on what’s working with your launch plan and what’s not
  • Qualitative analysis: evaluating the emotional experience
  • Key Note panel, folowed by a cocktail party send-off: Cementing Your New Community


All sessions take place at GrubStreet's headquarters in Boston at 162 Boylston Street, 5th floor. We estimate that participants should plan on spending a minimum of 10 hours per week on this work.

See more information about our submission guidelinesinstructors, and students and why we started this program.