What: Edmontons Nonfiction Literature Festival, LitFest
When: October 14 th 24 th 2011 Where: Suite 622, 7 Sir Winston Churchill Square, Edmonton, AB T5J 2V5 Why: To support Canadian nonfiction authors and to increase public interest in literature. Litfest is a festival, not a conference. We don't just sit around and read books (although we do that too). At LitFest, nonfiction content comes to life. Avid readers with nonfiction content and creators through a series of events chic gatherings and gourmet experiences. LitFest is an exclusive event. LitFest is the only nonfiction festival in Canada. It brings together some of the best-selling, award-winning and emerging authors of books, magazine and film content. It also supports Edmonton as a local incubator for nonfiction literary talent. LitFest is the successor of the Alberta Book Fair, an annual trade show that served the literary community for almost 20 years. We became a public festival in 2002. In 2006, festival producer Miki Andrejevic worked with the board and programming committee to reshape LitFest as Canada's first festival dedicated to nonfiction. 1
SWOT: Strengths: - Renowned and celebrated authors continue to participate which legitimizes the event and draws in a larger audience. - A committed and diligent programming committee work hard to ensure the festival is executed to achieve success. - Canadian authors are proud to support and be involved with this event, especially because it gives them recognition and media coverage.
1 http://www.litfestalberta.org/AboutUs.aspx
2 - By hosting a literary event, Edmonton gains public respect and improves its reputation; furthermore, Alberta has the spotlight for something more than tar sands and environmental controversies. - Because the festival takes place in October it does not have to compete with other major events. - The subjects of some of the novels are very relevant for Alberta, concerning oil and consumption. Weaknesses: - Marketing targets a very specific demographic which leaves many non-fiction fans in the dark about the festival. - Pricing may be too high for students who want to participate in all of the events. - People may have the wrong impression of the festival, assuming that it is for academics and writers only. They may assume that they would be out of place and unwelcome to partake in the festival. Opportunities: - Appeal to diverse demographics outside of our typical target group. - Edmonton has many post-secondary institutions; many of which may want to get involved and integrate the nonfiction discussed throughout the festival in their syllabus. - Because Alberta often has to defend itself against concerned environmental advocates and there will be earth conscience books at the fest, there is an opportunity to tie this element with publicity. Threats: - An author that is expected to participate does not show up, which would lead to public disappointment and a gap in the itinerary. - There could be other large events happening in the city which would overshadow the publics awareness and excitement for the event.
3 - The media may want to focus on more exciting city events, i.e. rock concerts, than this event. - Donations may not be as high as they expected and is lower than previous years. GOALS: - To reach and excite a larger demographic when marketing the festival. - To encourage attendance and gain appreciation among Edmontons youth (18-24). - To shine a light on the greatness that is non-fiction.
OBJECTIVES: - In order to reach and excite a larger demographic when marketing LitFest, it would be wise to advertise in See, Vue, The Notebook and Georgie. All advertisement will be released one month or in the most recent addition (Notebook is a quarterly publication) before the festival. - To gain a larger attendance among Edmontons youth we will host a pre-party at The Common one week previous to the festival to get everyone enthralled with anticipation. - Non-fiction is much more than a chemistry text book used for a door-stop; to prove this we will have books on various topics that will fascinate participants. To promote such exciting topics, such as: aboriginal rights, oil consumption, philosophy and philanthropy we will use eye catching posters, hung in trendy and academic places.
SPECIAL EVENTS AND PUBLICITY ACTIVITIES: Readers Like To Dance Too! - One week before LitFest begins, The Common (10124 124 St NW) will host a party called Lits Dance! The evening will begin with a representative from LitFest explaining the festival, authors and books. The night will move onto DJs, dancing and mingling between
4 supporters and the committee. Its a party for those involved and those that are curious. Its a way to reach new demographics in a way that is not stuffy and will trigger of word-of-mouth. Literature at Lister: - A media event will take place at the University of Albertas Lister Conference Centre one month prior to the event. Authors will discuss their work and read experts of their writing. Afterward, there will be time for interviews and socializing. Students are welcome to participate and will be able to ask questions. Press is invited to take photographs and B-Roll. Book Worms Unite! - Edmonton Public Libraries will host book club meetings every Monday to discuss the non-fiction involved in LitFest. This is a great way to reach book lovers and get people talking and supporting the work involved. Audreys: - Cross Promote with local book store Audreys. Ask them to promote our event heavily, and well give them 3 copies of each of the books involved in the event plus book signing. Tweets and Status Updates: - Social Media: Have a Twitter and Facebook account, but also make sure to be mentioned on The Commons Facebook page, EPL page and U of A newsletters.
5 MEDIA STRATEGIES: Angles: - Only nonfiction event in Canada. - It brings together some of the best-selling, award-winning and emerging authors of books, magazine and film content. - Many topics are discussed including the environment, which is a great way to bring in Green advocates. - Various and vast topics are bound to satisfy everyones taste. Radio: - CBC 1: The LitFest schedule will be announced on this station throughout the previous week of the event. - CJSR: Will have segments discussing the subjects of the book and interviews with the authors. - CKUA: Will mention the festival and that only cool kids attend. Television: - CTV: Will show clips of the Lister conference and discuss the importance of this festival in Edmonton. Print: - Magazines: Georgie and The Notebook will have advertisements within them regarding LitFest. - Newspapers: The Edmonton Journal, Vue and See will also have advertisements regarding the festival. The Edmonton Journal will have an interview with Julianna Mimande, author of We Eat Together and it will be published two days before the festival begins.
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TIMELINE: July 2011 Sunday Monday Tuesday Wednesday Thursday Friday Saturday 1 Begin Prep for Media events
2 3 4 Contact EPL about book club idea 5 6
7 PSA For Volunteers 8 9 10 11
12 13 14 15 16 17 18 Create Facebook Group
19 20 Start Twitter Feed 21 22 23 24 25
26 27 28 29 30 31
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August 2011 Sunday Monday Tuesday Wednesday Thursday Friday Saturday 1
2 3 4 5 6 7 8 EPL Book Club 9 10 Finish prep for media events
11 12 Tweet and FB Status updates 13 14 15 EPL Book Club 16 17 18 19 20 21 22 EPL Book Club 23 24 Contact Audreys about book deal. 25 26 Tweet and FB Status updates 27 28 29 EPL Book Club 30 31 LitFest Ad in The Notebook
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September 2011 Sunday Monday Tuesday Wednesday Thursday Friday Saturday Tweet and FB Status updates 1 LitFest in Georgie Magazine
2 Send Media Releases to listed places 3 4 5 EPL Book Club 6 7 Phone Conference with The Common 8 9 Contact The Common about Lits Dance 10 11 12 EPL Book Club 13 Tweet and FB Status updates 14 Literature at Lister Hall 10:00 am 15 16 17 18 19 EPL Book Club 20 21 22 23 Volunteer Orientation 24 25 26 EPL Book Club 27 28 29 30
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October 2011 Sunday Monday Tuesday Wednesday Thursday Friday Saturday 1 2 3 CBC 1 starts announcing Festival 4 Tweet and FB Status updates 5 Confirm CTV coverage 6 7 The Common Lits Dance 9:00 pm 8 9 10 CJSR Interviews 11:00am 11 Tweet and FB Status updates 12 CTV News Event 10:00 am 13 Authors Book signing at Audreys 14 EDMONTO N LitFest 15 EDMONTO N LitFest 16 EDMONTO N LitFest 17 EDMONTO N LitFest W/ Photo shoot 18 EDMONTO N LitFest 19 EDMONTO N LitFest 20 EDMONTO N LitFest 21 EDMONTO N LitFest 22 EDMONTO N LitFest 23 EDMONTO N LitFest 24 EDMONTO N LitFest 25 Wrap up dinner for authors and committee 26 27 28 29 30 31
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Budget: Advertisements: SEE: $150.00 VUE: $175.00 Georgie: $95.00 The Notebook $105.00 Edmonton Journal $125.00 Posters (100): $215.00 CJSR $300.00 CBC 1 $425.00 CKUA $350.00 Audreys Cross Promotion: 1 signed book per author at LitFest donated to store in turn for intense promotion at Audreys, average book cost $22.00. 32 authors x $22.00 $704.00 Media Event at Lister: $275.00 Lits Dance Party: Donated by The Common Administration: $400.00 Posters for Book Club: Donated by EPL TOTAL $ 3, 319.00
11 Evaluation: Overall I have achieved my goals as a result of setting strong objectives. Undoubtedly, we reached more various demographics than previous years. Advertising in diverse print media rather than one select publication, which only targets one demographic, enhanced our reach to greater participation. We wanted to capture the attention of young Edmontonians, by throwing a party and mixing literature with music we were able to gain their admiration. As well we wanted to shine a light on the greatness that is non-fiction. Edmonton Public Library had a helping hand in this by hosting a book club every Monday at all locations. The public were able to read and discuss the books involved in the festival which created excitement around Canadian nonfiction writers and their work.