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The publishing house plans to publish literature on the history of art (a branch of art history, the subject of which is the study of the laws of the development of the arts from the time of their birth to the present) and on modern trends and trends in the development of the arts.

Slogan of the publishing house
“Power of Art”
Mission of the publishing house
To contribute to the cultural development of young people, to acquaint young people with high-quality art history projects and modern trends and trends in the development of arts. I believe in the power of art.
Values of the publishing house
Honest work for the benefit of readers; ensuring the intellectual development of youth; realization of the wishes of the audience; clearly structured and understandable presentation of information
Key advantages of the publishing house
Creative – use of both photos and vector illustrations, great attention to visual content
Modern – youth edition of the youth audience (16-25 years old is interested in art, understands the importance of enriching one’s own spiritual and intellectual world)
Normative – a detailed check of texts according to the new spelling
Unique – in addition to the Instagram page, the creation of a Facebook page and a chat in the Telegram channel, I aim to acquire a larger audience for discussing topics.

Legend of “Kapuchyn” publishing house
While I was still a schoolboy, I first visited the XII Months Park (Zoo of Happy Animals). During my visit, I spent the longest time near the monkey cages. I really enjoyed watching them. I especially remembered the capuchins.
At home, I decided to look up information about them on the Internet. Capuchin is a genus of American broad-nosed and long-tailed monkeys with hair on the head in the form of a hood (named after the Capuchin monks of the Roman Catholic Franciscan order who wear a cloak with a hood).
In the drop-down list of articles about the Capuchins, there was information about the book “Lullaby for a Brother” by Vladyslav Krapivin. I decided to read it.
The hero of the story “A Lullaby for a Brother”, schoolboy Kyrylo Vekshin, is used to boldly facing danger: when he rushes with his friends on a self-made scooter to save tourists from a forest fire, and when he is accused of theft, and when he has to answer the hooligans-racketeers who terrorize the whole area. And in all his endeavors, he is helped by an imaginary Capuchin, Jimmy, whom his grandfather told him about.
Excerpt from the book:
“Kyril raised his tearful eyes in surprise.
Grandfather looked into those eyes and said trustingly:
“If you want to cry, remember Capuchin Jimmy.”
“What capuchin?” Kyrylo was very surprised.
“I say: ‘Capuchin Jimmy. Immediately imagine him and everything will pass … It helps a lot.’”
To be honest, I now think it wasn’t the best book to read. It’s quite difficult and sad at times, but I remember this capuchin Jimmy very much. I don’t know how, but it seems to me that it really works. There is something in this.
Therefore, now developing the concept of my publication, I decided to call it “Capuchin” and chose the slogan “The Courage of Art,” which best conveys the spirit of this imaginary little but brave friend.
The publishing house plans to publish literature on the history of art (a branch of art history, the subject of which is the study of the laws of the development of the arts from the time of their birth to the present) and on modern trends and trends in the development of the arts.
Target audience
1) By geography – mainly residents of cities and villages (medium and large) of Ukraine and Ukrainian-speaking residents of other countries (Ukrainians living abroad and foreigners, local residents who speak Ukrainian) because the texts will be written in Ukrainian.
2) According to demographic characteristics – age: 16-30 years (generation Z and partly generation Y, millennials; gender: female and male; nationality: mostly Ukrainians, because the pages on Instagram, Facebook and the publishing house’s own Internet page are in Ukrainian; education: secondary and higher (bachelor’s and master’s) mostly in the humanities, because the publishing house produces literature about art; marital status, presence of children and family size: generally not important, but most of the available audience: unmarried girls and unmarried boys, because they have more time to pay attention to various social networks; professions are mainly intellectual work.
3) By economic characteristics – full or part-time employment, income level does not matter much (it can be students), because information about the publishing house will be presented on Instagram pages, Facebook, Telegram channel, podcasts on youth and music radio channels and on its own Internet on the publishing house’s page, but already working young people with an average income will be able to pay to buy any literature about the history of art and about modern trends and trends in the development of arts that the publishing house plans to issue.
4) According to psychological characteristics – lifestyle and habits, young people are confident computer users and active users of the Internet and social networks. Generation Z prefers Instagram, Facebook and the Telegram channel. They like to learn something new and learn. They don’t like politics and news. Generation Y prefers Internet pages more. Before buying a product, they visit company pages on social networks, read reviews, look at photos, compare prices and look for discounts. They follow all the latest news in the field of culture. They love Ukraine and its cultural heritage very much. On weekends, they visit interesting cultural events: exhibitions, fairs and festivals. The temperament main properties are reactivity and plasticity. In most cases, these can be extroverts; character traits: initiative, purposefulness, egoism (in the good sense of the word), sense of dignity, self-criticism; have conscious motives and beliefs about attending cultural events.
5) According to their behavioral characteristics, they are permanent active participants in cultural events, who are very difficult or almost impossible to lure to other events, who are interested in literature about the history of art and about modern trends and trends in the development of arts. It is fundamentally important for them to always be in the trend. Regular buyers of our publishing house, who are very difficult or almost impossible to lure to other publishing houses that offer literature with similar characteristics, willingly agree to attend our advertising events. It is fundamentally important for them to constantly buy new products, and willingly participate in all new promotional offers.

Measures and means of integrated marketing communications

PublicRelations – means and tools for the project
1. Placement of an image article in the mass media with literary, artistic and musical topics.
2. Information notice or press release in a printed periodical with literary, artistic and musical topics about the anniversary of the publishing house.
3. Sponsorship and cooperation with charitable foundations. Delivery of 200 books to orphanages and hospitals.
4. Press conference with the invitation of media representatives regarding the opening of their own store-bookstore.
5. Writing a press release about the opening of one’s own bookstore for local mass media.

Advertising means and tools for the project
1. Creating your own page in social networks (Instagram, Facebook)
2. Creation of the publishing house’s own Internet page
3. Placing advertising products of the publishing house in bookstores (booklets, posters, brochures, catalogs)
4. Placement of advertising booklets and catalogs in modern and youth cafes in Kyiv
6. Creation of the publishing house’s own Telegram channel
7. Creation of podcasts on youth and music radio channels
8. Distribution of advertising booklets and brochures in higher education institutions of Kyiv
9. Participation in book exhibitions and fairs.