Thursday, April 1, 2004 and Friday April 2, 2004
Nashville, Tenessee

Download Cookbook University Registration Form (PDF)

University Schedule
Open to any self-publisher developing a new book or marketing an existing book.

Day One

7:00 - 8:00
Registration & Class Schedules
Continental breakfast for all students

8:00 - 9:30
Pep Rally for all students

The School of Cookbook Development

9:45 - 12:00
Cookbook Development 101
Get started with theme development and title selection. We will discuss the art of recipe collection, sorting, choosing the best recipes, and testing. Editing considerations to be covered are pagination, copyright and ethical issues, and nutritional analysis. Learn the ways to have effective non-recipe text, such as headnotes, footnotes, tips, sidebars, chapter opener copy, and front matter including the foreword, dedication, preface, and introduction. When to use charts, the components of a good glossary and index, reference materials, and sources will be discussed.

12:00 - 1:30
Lunch

1:30 - 3:45
Cookbook Development 102
We will discuss the intricacies of cookbook design, including cover treatments, recipe and non-recipe page layout,and chapter opener design. See how all the pieces of the puzzle fit together to support your editorial theme. Learn how to develop fabulous cover concepts and chapter opener ideas while maintaining book specifications appropriate for your budget. Learn the basics of custom food photography, including the cast of characters involved, studio versus location photography, digital versus film photography, and budgeting for the entire process.

4:00 - 5:00
Office Hours
Your opportunity for one-on-one "tutoring" with the instructors. Come prepared to discuss your individual project and to ask questions specific to your needs.

5:00 - 7:00
Tailgate Party for all students
Join us at the FRP Cookbook University Bookstore for food, drink, and Southern hospitality. This is a great opportunity to network with students from across the country and to learn about their ideas for creating and selling cookbooks.

The School of Cookbook Marketing

9:45 - 12:00
Cookbook Marketing 101
Play a round of Marketing Millionaire. Freshen up on the basic principles of marketing and how they apply to a thriving cookbook. Hear success stories that illustrate the tremendous opportunities associated with self-publishing cookbooks.

12:00 - 1:30
Lunch

1:30 - 2:30
Students choose one class:

Publicity 101
Learn the basics of writing a press release and putting together a great media kit. See actual examples from FRP clients. Learn how to get the most mileage out of media contacts and gain exposure with little expense.

Cookbooks Are a Business 101
Learn procedures for setting up a new cookbook business as well as how to make the existing business run more efficiently. We will discuss managing inventory, processing shipments, invoicing, and developing solid policies and procedures.

Existing Book Sales 101
Do you have a cookbook that has been on the market awhile and need a new sales "shot in the arm?" This session will spark some new ideas and help generate exciting results for uncovering great titles that just need to be dusted off.

2:45 - 3:45
Students choose one class:

Awards & Promotional Materials 101
An award for your cookbook can skyrocket sales, so we'll share information about various awards that are available to cookbook publishers, including deadlines, costs, and requirements. Learn how to develop promotional materials that will increase your sales. See examples of brochures, postcards, bookmarks, posters, etc.

Committee Structure for Volunteer Organizations 101
Recommended committee structure and suggestions for positions within the committees will be provided for volunteer organizations. Learn tips that will insure a smooth transition for the cookbook committee from year-to-year.

Partnering 101
Increase sales by "partnering" with corporations within your local community. Find out who to contact and how to approach prospective corporations. Learn creative marketing approaches, including asking for corporate underwriting in the development process or selling books as corporate gifts.

4:00 - 5:00
Students choose one class:

Budgets, Plans, and Goal Setting 101
Learn about the necessary elements of annual budgeting and planning for the success of your cookbook business. Learn how to set realistic goals for the number of books to sell in one year. Answers to questions such as: do I need a marketing plan and how much should I allocate for advertising?

Retail Sales/Special Sales 101
Learn about your opportunity to pull in the most profit per book through retail sales. Capitalize on sales through members, friends, and corporate gift giving. Think outside the traditional sales box, and learn how to orchestrate successful special events.

Wholesale Sales 101
Learn how to work with local retail outlets, who to approach, and what to expect in order to get your books on their shelves. A "hit" list of wholesale accounts will be provided.

5:00 - 7:00
Tailgate Party for all students
Join us at the FRP Cookbook University Bookstore for food, drink, and Southern hospitality. This is a great opportunity to network with students from across the country and to learn about their ideas for creating and selling cookbooks.

Day Two
Listed below is a combined Class Schedule for the School of Cookbook Development and the School of Cookbook Marketing.

7:00 - 8:00
Continental breakfast for all students

8:00 - 9:00
Combined Class Schedule, all students choose one class to attend per session:

Pre-sales 101
Think you can't sell books until they are printed? Think again! Learn how to gain momentum through pre-sales and sell one-fourth or even one-half of your books before they arrive at your doorstep. Hear examples of how other FRP clients did it!

Distribution Sales 101
Find out why distribution is an important part of your sales mix. Learn what a distributor is, how to choose the right one to work with, and how to make the most of that relationship in order to sell more books.

Working with FRP*
This class is mandatory for incoming students who have not worked with FRP. We will take you through the system and explain how FRP works with you to have a successful cookbook project from start to finish.

9:15 - 10:15
Combined Class Schedule (Classes REPEAT from Day One):

Publicity 101

Cookbooks Are A Business 101*

Existing Book Sales 101

10:30 - 11:30
Combined Class Schedule (Classes REPEAT from Day One):

Awards & Promotional Materials 101

Committee Structure for Volunteer Organizations 101*

Partnering 101

11:30 - 1:00
Lunch

1:00 - 2:00
Combined Class Schedule (Classes REPEAT from Day One):

Budgets, Plans, and Goal Setting 101*

Retail Sales 101

Wholesale Sales 101

2:15 - 3:15
Combined Class Schedule (Classes REPEAT from Day Two) :

Pre-sales 101*

Distribution Sales 101

Working with FRP

3:30 - 4:30
Commencement Address & Graduation Ceremony

*Recommended classes for students attending the School of Cookbook Development.