School and Library Outreach and Events for

the First Time AuthorA Two-Hour Intensive

Meet Kellie Celia

Marketing Communications Manager, Publishing for Walden Media/Walden Pond Press

Walden Pond Press

Overview Goals

Reaching Educators

Structuring Your Visit

Pitching Your Visit

Preparing for Your Visit

Content

Engagement Strategies

Great Visit Examples

Librarian Q&A

Pitching Activity

What Are Your Goals?

Goals Word of Mouth

Increase Book Sales

Honorariums: Supplement Your Income

Reaching Teachers and Librarians

Share Your Story

Familiarize Schools with Your Book Early and Often

Who To Reach

School Librarians

Classroom Teachers

Literacy Coaches/Reading Specialists

Specials Teachers (Music; Art; PE)

PTA Members

Principals

Guidance Counselors/Social Workers

How to Reach Out Start Local – Educators in Your Network

Social Media – Reach Out on Twitter/Blogs/Facebook

Other Authors – Joint Visits

Bookstores – Find Stores That Will Coordinate

Website – Educator Specific Section

YouTube Example

Online Lists – Speakers Directories and Skype Lists

Conferences – Attend and/or Pitch Presentations

Local Kidlit Events – Book Clubs; Forever YA; Meet-ups

Regional School Library/Teaching/Reading Associations

Brochures/Bookmarks

Booking Agency or Publicist

How to Reach Out Start Local – Educators in Your Network

Social Media – Reach Out on Twitter/Blogs/Facebook

Other Authors – Joint Visits

Bookstores – Find Stores That Will Coordinate

Website – Educator Specific Section

YouTube Example

Online Lists – Speakers Directories and Skype Lists

Conferences – Attend and/or Pitch Presentations

Local Kidlit Events – Book Clubs; Forever YA; Meet-ups

Regional School Library/Teaching/Reading Associations

Brochures/Bookmarks

Booking Agency or Publicist

How to Reach Out Start Local – Educators in Your Network

Social Media – Reach Out on Twitter/Blogs/Facebook

Other Authors – Joint Visits

Bookstores – Find Stores That Will Coordinate

Website – Educator Specific Section

YouTube Example

Online Lists – Speakers Directories and Skype Lists

Conferences – Attend and/or Pitch Presentations

Local Kidlit Events –Book Clubs; Forever YA; Meet-ups

Regional School Library/Teaching/Reading Associations

Brochures/Bookmarks

Booking Agency or Publicist

How to Reach Out Start Local – Educators in Your Network

Social Media – Reach Out on Twitter/Blogs/Facebook

Other Authors – Joint Visits

Bookstores – Find Stores That Will Coordinate

Website – Educator Specific Section

YouTube Example

Online Lists – Speakers Directories and Skype Lists

Conferences – Attend and/or Pitch Presentations

Local Kidlit Events – Book Clubs; Forever YA; Meet-ups

Regional School Library/Teaching/Reading Associations

Brochures/Bookmarks

Booking Agency or Publicist

Author Website: Jarrett Krosoczka Example

Author Website: Melissa Stewart Example

How to Reach Out Start Local – Educators in Your Network

Social Media – Reach Out on Twitter/Blogs/Facebook

Other Authors – Joint Visits

Bookstores – Find Stores That Will Coordinate

Website – Educator Specific Section

YouTube Example

Online Lists – Speakers Directories and Skype Lists

Conferences – Attend and/or Pitch Presentations

Local Kidlit Events – Book Clubs; Forever YA; Meet-ups

Regional School Library/Teaching/Reading Associations

Brochures/Bookmarks

Booking Agency or Publicist

Skype/Speaker Networks: A Sampling

Skype an Author Network

Authors Who Skype with Book Clubs for Free

Author School Visits by State Blog

SCBWI Speakers’ Directory

Children’s Book Guild Directory

Publisher’s Directory

How to Reach Out Start Local – Educators in Your Network

Social Media – Reach Out on Twitter/Blogs/Facebook

Other Authors – Joint Visits

Bookstores – Find Stores That Will Coordinate

Website – Educator Specific Section

YouTube Example

Online Lists – Speakers Directories and Skype Lists

Conferences – Attend and/or Pitch Presentations

Local Kidlit Events – Book Clubs; Forever YA; Meet-ups

Regional School Library/Teaching/Reading Associations

Brochures/Bookmarks

Booking Agency or Publicist

How to Reach Out Start Local – Educators in Your Network

Social Media – Reach Out on Twitter/Blogs/Facebook

Other Authors – Joint Visits

Bookstores – Find Stores That Will Coordinate

Website – Educator Specific Section

YouTube Example

Online Lists – Speakers Directories and Skype Lists

Conferences – Attend and/or Pitch Presentations

Local Kidlit Events – Book Clubs; Forever YA; Meet-ups

Regional School Library/Teaching/Reading Associations

Brochures/Bookmarks

Booking Agency or Publicist

Structuring Your Visit

You Work Directly With a School

Goal: Spread the Word

PROSEasier for Debut

AuthorsGood Marketing

StrategyGets the Ball Rolling

TO DOPitch School/PTA

Have a Bookstore “On Notice”Ask for

References/Recommendations

VideotapeOffer Follow-up

CONSNo Guaranteed SalesNo Payment for TimeAuthor Does All the

Work

You Work With a Bookstore

Goal: Increase Sales

PROSIncrease Sales

Ordering is Handled by Bookstore

In Some Cases, Bookstore

Coordinates Entire Event

Can Be Less Work Possible Bookstore

Event Too

TO DOPitch Bookstore

Schedule Signing (prior to, during, or after school

event)Set Up Separate Bookstore

Event?Ask for

References/Recommendations

VideotapeOffer Follow-up

CONSNot All Bookstores are Involved with

SchoolsIf Bookstore Doesn’t Typically Work with Schools – Author

Coordinates Everything

For Some Schools: No In-School SalesLess Control Over School Selection

Sell Your Own Books

Goal: Increase Sales

PROSIncrease Sales

More Profit Per Sale (Author Buys at

Discount)Complete Control

Over Entire Process

TO DOPitch School

Sell Books Before or After EventAsk for

References/Recommendations

VideotapeOffer Follow-up

CONSFewer Royalties

More RiskMore Work for AuthorFor Some Schools: No

In-School Sales

Honorarium Visits

Goal: Get Paid for Your Time

PROSPayment for Time

Supplement IncomeTravel Coverage

May Also Get Sales

TO DOWebsite

Pitch SchoolInclude Curriculum Ties in

PresentationSend a Contract

Ask for References/Recommendat

ionsVideotape

Offer Follow-up

CONSHarder to Nab Visits

(Small Budgets)Honorarium but No

Travel CoverageExtremely Difficult to

do for Skype VisitsNeed Curriculum Ties and (Ideally) Multiple

Presentations

Earning Honorariums Jarrett Krosoczka Example

Earning Honorariums: Kate Messner Example

Earning Honorariums: Cost

Cost Per Day (Local) Starting: $500 Average: $1000

Cost Per Day (Travel) Starting: $500 plus travel Average: $1500

Cost Per Presentation/Per Hour Avg: $150-$300

Making the Pitch

Questions to Ask Prior to Pitching

What ages/grade levels are appropriate for your book?

What size group are you comfortable with?

How long is your presentation?

What is the format of presentation?

What is the focus of your presentation?

Any curriculum ties?

Are there any interactive elements?

How far will you travel?

What is your schedule like?

Focus on Skype, In-Person Visits, or Both?

Making the Pitch

Best Times to Schedule

Prove You Are an Engaging Speaker

Provide a Hook for Your Book

Tie Your Presentation to Curriculum

Offer Teasers

Emphasize “Free” (if applicable)

Prove You Are an Engaging Speaker

Prove You Are an Engaging Speaker

Evidence: Video; Accolades

Interesting Background

Experience Presenting

Other Talents

Previous Work with Kids

Expertise

Presentation Examples - Teasers

Hook Your Book

Hook Your Book

Great for Reluctant Readers

Unique Back Story

Ties to Curriculum: Social Studies/Science/etc.

Specialty Book: Comics/Graphic Novel

Review Quotes; Awards

Tie to Curriculum

Tie to Curriculum English Language Arts: Writing; Reading Literature;

Speaking & Listening

Revision

Presentations on Different Topics

Reference Educational Standards (Common Core or State)

Offer Teasers PowerPoint Slides

Excerpts/ARCs

Short Skype Visit

Video

Preparing for the Visit

Before the Visit

Book SalesWhere? When? By Whom?

Signing?

PresentationNumber? For Whom?Current Classroom Reading/Activities?

AV NeedsWhat does school provide?

Prepping the KidsFamiliarity with the Book?

Prepared Questions?

Day of the Visit

TECHNOLOGY Arrive Early to Assess AV

Back-Up PlanPowerPoint Help

MESH WITH THE SCHOOLUse School Quiet Signal

Follow the Teacher’s Lead

Other Important Questions…

CORI Check

Lunch

Parking/Directions

Sign-In Procedures

Who Knows You are Coming?

When Skyping…

More Informal

Fourth Grade and Up

Have Kids Prep Questions

Test Call

Follow-up With Signed Bookplates

The PresentationContent and Engagement

The Presentation: Timing

Timing: 30-45 minutes for 3rd and up; 20 minutes for

K-2 60% Speaking 30-40% Q&A/Activity/Reading

The Presentation: Content Ideas

K-2 Story Time How to Make a Picture Book Create a Character or Create a Story Visual Learning

3rd – 6th Grade (Middle Grade) Become a Writer (Chris Rylander, Peter Lerangis) Create a Story as a Class (Peter Lerangis) Demystify the Writing Process The Story of Your Book Curriculum Specific (Jacqueline Davies; John Stephens)

Story ARC; Story Openers; Poetry Writing; Revision; Writing Humor

7th and Up Issue Driven Student Lead Discussion – More Q&A (Neal Shusterman; Ellen Hopkins) Curriculum Specific - higher level (Melissa Marr)

Breaking Grammar Rules; Point of View; Theme; Multiple Plot Lines; Revision

The Presentation: Engagement

C.A.V.E Connect

Make it Personal Connect Writer to Writer Compliment

Ask Questions Validate Engage

Show Visuals/Bring Props

Classroom Management

Clear Introduction

Preface Questions with “Raise Your Hand If…”

Let Teacher Set the Tone

You are Not Managing Behavior

Don’t refer to “Kids,” refer to “Readers” & “Writers”

Always Keep it Positive and Energetic

The Presentation:

ExamplesDara Goldman

Jarrett KrosoczkaNeal Shusterman

Goals Word of Mouth

Increase Book Sales

Honorariums: Make a Living from Your School Visits

Questions to Ask Prior to Pitching

What ages/grade levels are appropriate for your book?

What size group are you comfortable with?

How long is your presentation?

What is the format of presentation?

What is the focus of your presentation?

Any curriculum ties?

Are there any interactive elements?

How far will you travel?

What is your schedule like?

Focus on Skype, In-Person Visits or Both?

How to Reach Out Start Local – Educators in Your Network

Social Media – Reach Out on Twitter/Blogs/Facebook

Other Authors – Joint Visits

Bookstores – Find Stores That Will Coordinate

Website – Educator Specific Section

YouTube Example

Online Lists – Speakers Directories and Skype Lists

Conferences – Attend and/or Pitch Presentations

Local Kidlit Events – Book Clubs; Forever YA; Meet-ups

Regional School Library/Teaching/Reading Associations

Brochures/Bookmarks

Booking Agency or Publicist

Making the Pitch

Prove You Are an Engaging Speaker

Provide a Hook for Your Book

Tie Your Presentation to Curriculum

Emphasize “Free” (if applicable)

Prove You Are an Engaging Speaker

Evidence: Video; Praise

Interesting Background

Experience Presenting

Other Talents

Previous Work with Kids

Expertise

Presentation Examples - Teasers

Find Kellie & WPP Online

LinkedIn: http://www.linkedin.com/in/kelliecelia(If you enjoyed this presentation, please endorse me!)

Facebook: www.facebook.com/waldenpondpress1www.facebook.com/kellieocelia

Twitter: @WaldenPondPress@Kellie_Celia

Goodreads: Walden Pond PressBlog: www.waldenpondpress.blogspot.com

Web: www.walden.com/books

Find Slides on Slideshare: https://www.slideshare.net/WaldenPondPress

Resources Common Core Standards

http://www.corestandards.org/the-standards

Massachusetts English-Language Arts Standards: http://www.doe.mass.edu/frameworks/ela/0311.pdf

Lesson Plan Example (Scholastic): http://www.scholastic.com/teachers/lesson-plan/create-picture-book

Help With Curriculum Guides: Winding Oak: http://www.windingoak.com/

Help with Contracts: http://www.schoolvisitexperts.com/resources/TEXT-10%20Get%20It%20In%20Writing.pdf

Booking Agencies/Lists Balkin Buddies: http://www.BalkinBuddies.com/ Dayton Bookings: http://www.daytonbookings.com/ Dave Greenburg’s Authors & Illustrators: http://www.authorsillustrators.com/ McBook Words: http://www.mcbookwords.com/ School Bookings: http://www.SchoolBookings.com/ Author Visits: http://authorvisits.com/ Host Jewish Book Author: http://www.host-a-jewish-book-author.com/

Resources Teaching Authors Blog: Good resource for creating

writing lessons: http://www.teachingauthors.com/

Author School Visits by State Blog – Add Your Name: http://authorbystate.blogspot.com/

Speaker’s Directories (you must be part of the org. to join) Children’s Book Guild:

http://www.childrensbookguild.org/about-our-members/speakers-bureau

SCBWI Speaker Directory: http://www.scbwi.org/Speakers-Listings.aspx

Skype Networks: Skype an Author Network: http://skypeanauthor.wetpaint.com/ Authors who Skype for Free with Classes and Book Clubs:

http://www.katemessner.com/authors-who-skype-with-classes-book-clubs-for-free/

Resources Blog Sites

Nerdy Book Club: http://nerdybookclub.wordpress.com/ Kidlitosphere Central:

http://www.kidlitosphere.org/members/

American Booksellers Association, Member Directory: http://www.bookweb.org/aba/members/search.do

New England Children’s Bookseller’s Association Interactive Author Touring Map: http://www.necba.net/necbamap5.html

Resources: School Visit Examples

Dara Goldman School Visit: http://www.youtube.com/watch?v=vNV6b8V2Xqw

Jarrett Krosoczka School Visit: http://www.youtube.com/watch?v=vNV6b8V2Xqw

Neal Shusterman School Visit: http://www.youtube.com/watch?v=ZW0h83MPQ-k

Jon Scieszka School Visit: http://encino.patch.com/articles/award-winning-childrens-author-jon-scieszka-visits-encino-elementary

Derek Taylor Kent School Visit: http://www.youtube.com/watch?v=oxmV4_Ehwxo

Dan Gutman Skype Visit: http://www.youtube.com/watch?v=U247HpofOgA

John Green School Visit: http://www.youtube.com/watch?v=K2qi9TsNvv8

John Nathan School Visit: http://www.youtube.com/watch?v=z6F1e2hj2PM

Dan Yaccarino School Visit Promo: http://www.youtube.com/watch?v=12D20R5hV2o

Resources: Author Website Examples

Melissa Stewart: http://www.melissa-stewart.com/sciclubhouse/libbook/visits.html

Matt de la Pena: http://bit.ly/15z3UEz

Bruce Hale: http://brucehale.com/visitp1.htm

Jo Whittemore: http://www.jowhittemore.com/author_presentations.htm

Jarrett J. Krosoczka: http://www.studiojjk.com/schoolvisits.html

Kelly Milner Halls: http://www.wondersofweird.com/school-visit-info.html

Mitali Perkins: http://www.mitaliperkins.com/author_visits.html

Margaret Peterson Haddix: http://haddixbooks.com/visit2.html

Kate Messner: http://www.katemessner.com/teachers/

Managing Sales Into Schools: To Do List

6 Weeks in Advance of Visit: Provide order forms for librarian to pass to students for their parents with instructions that you will retrieve in a month. [See sample order form handout]

2 Weeks in Advance: Collect order forms from librarian Put orders into spreadsheet and supply to bookseller

Days Before Visit: Sign/personalize ordered books and either furnish to librarian prior to visit for disbursement or bring to event. You can do a signing at site on day of visit, but be sure to account for

the amount of time needed (generally not advised).

After Visit: Leave a few more order forms for librarian to offer once more to students. Collect order forms several weeks out from visit. Or set up a bookstore event post-visit so students who have not

purchased a book have a chance to do so.