Promoting Programs

U.S. 1 cover 2007_2

Image courtesy of U.S. 1

Q: Do you have any suggestions for promoting programs on a small budget?

Sure! I’ll start with the obvious ones first, and then move on to the not-so-typical. These days, the go-to promotional mechanism is online media – Facebook, Twitter, Instagram, blogs, etc. Lower tech options are to make door signs, or put out a stack of flyers so people can grab one and stick it on their fridge. Once, for a major event at a children’s museum, I took over an entire bulletin board, adding updates to it in creative ways. I would see families stop by during visits to see what was new.

E-mail notifications are also a great ways to get the word out. We run our e-notification list through a University listserv service, but you can use the Contact Group mechanism in Microsoft Outlook (go to Contacts tab > New Contact Group):

outlook contact group screen grabI believe Google has some Group Mail options too. One very, very important thing to remember when sending group mailings? Only insert the e-mail addresses in the bcc (otherwise known as the “blind copy”) field! Otherwise, everyone on the list is going to see the addresses, which leads to privacy issues.

Press releases to local newspapers (and online news sources) are also a great way to get the word out. Here are my 4 rules for press releases:

  1. Keep it short.
  2. Include your contact information in the release.
  3. In the subject line of the e-mail, include the date the program is happening. This helps the editor file it more effectively, increasing your chances of having it run.
  4. Send the release at least 3 weeks in advance. Newspapers have crazy publishing schedules. Give them time to put your press release in place.

But my BIG hint when it comes to press releases is to include a promo photo. Most newspaper calendar listings include a smattering of photos. Nab one of those photo spots! Your promo photo does not have to be elaborate. Here, for example, is the photo for a 2007 Harry Potter event.

princyclopedia harry potter promo photoThat’s a donated graduation robe, a witch hat from the Dollar Store, and some goop I bought from a gumball machine for 50 cents. The photo ended up running in 5 local publications. How about this one for a 2011 Lightning Thief event?

princyclopedia lightning thief promo photoI’m wearing a bed sheet tacked together with hot glue, an old curtain, some costume jewelry, and a fake ponytail I bought on Amazon (which made a comeback for my Victorian Tea costume, woot woot!). That’s a paper puzzle of the Empire State Building. Oh, and I’m 6 months pregnant.

If you don’t feel like being the subject in the photo, you can always ask your co-worker, significant other, relative, or neighbor to pose. Here’s my student assistant Katie McGee in 2009. Isn’t she an amazing Alice?

princeton packet princyclopedia alice in wonderland photo by Mark Czajkowski

Courtesy of the Princeton Packet, photo by Mark Czajkowski

You can ask kids to pose too (with parental permission of course). This lad is gearing up for A Day in Digitopolis, our massive math event, which you can read about here and here. If you do photograph kids, be prepared to take lots of photos very quickly. Kids can get wiggly, distracted, bored, or suddenly shy. Also, the fewer props kids have to handle, the better.

a day in digitopolis promo photoYou can also use objects for your promo photos. When we did a Richard Scarry creative car-building program in 2015 (read about it here), I couldn’t use an image from his books, nor could I pose a person as a car. So I sculpted Mr. Frumble’s pickle car out of an oatmeal container:

cars and trucks promo photoIt took some time to make (especially that fedora) but it paid off! The photo ran in quite a few places, including a highly visible pop-up box in Town Topics, one of our local papers.

Town Topics, February 25 2015 edition

Mr. Frumble enjoyed an encore performance when we took the program to the Eric Carle Museum of Picture Book Art (you can read about that here). His final destination? Jeanne Birdsall’s studio in Northampton. I am pickle green with envy because he’s totally going to get to read the final Penderwicks book before I do. Lucky pig. Jeanne sent me this shot of Mr. Frumble happily zipping along under blue skies and puffy clouds.

mr. frumble in northampton

Photo by Jeanne Birdsall

By the way, the goat on the left is from Jarrett Krosoczka’s picture book, Punk Farm. It’s hand-painted by Jarrett himself (and as a quick aside, check out this fantastic timeline of his childhood artwork – wish I had saved mine!).

You don’t have to spend hours hand-crafting an object for a promo photo. Here, for example, is a photo for our annual 350 for 50 writing contest. I borrowed a typewriter from a colleague, put it against a red background, and voila! A lovely, bold photo.

350 for 50 typewriter pop

If you do send a promo photo to a newspaper, make sure the photo is high resolution (300 or higher). Anything lower will blur when they print it, and they won’t use it. If you’re taking the photo with your phone and it only captures images at 72, that’s OK. Just leave the image as large as possible. My phone shoots in 72 and the resulting image is 34″ x 45.” The newspapers can shrink a large, low resolution file down and still print it. But 300 is really the ideal.

If you’re having an event, starting a new initiative, or just have something of interest to the community, you can always call newspapers and pitch an idea for a story. That is how my student assistant Emily Garcia and I ended up on the cover of Central New Jersey’s publication U.S. 1. Michele Alperin wrote a fantastic feature article about the event as well, which you can read here.

U.S. 1 cover 2007_2

Image courtesy of U.S. 1

Another local newspaper, the Princeton Packet, would often (and very graciously) premiere our annual literary extravaganza with a “sneak peek” article. Like U.S. 1, they would send a photographer to take a couple of fun photos to run with the article. Sometimes, one of those photos would end up on the cover of TimeOFF, their weekend insert! Here’s one of their 2010 photos from an article on Treasure Island. Aye, that’s Katie McGee again, this time sporting an eye patch and carrying a old shovel from my neighbor’s garage.

princeton packet princyclopedia article photo by Mark Czajkowski

Courtesy of the Princeton Packet, photo by Mark Czajkowski

A word of advice…if you do decide to suggest an article to a newspaper, choose your topic wisely. Don’t call the editor all the time, pitching every single program you’re offering. Pick and choose, and don’t be discouraged if he/she declines.

One final bit of unusual promo? The windows of local stores. We have a stupendous family-owned local toy store called JaZams (here is pictorial confirmation of their awesomeness). In 2013, they not only agreed to host an activity table at our Journey to the Centre of the Earth event, they let us promote the event in one of their picture windows! Katie and I gathered all the dinosaur, geology, cave, Jules Verne, and night creature related things we could find in their store and put together a thing of beauty.

jazams princyclopedia windowIn 2015, JaZams let us use the window again, this time for our Very Hungry Caterpillar food drive. If you’re wondering who created that beautiful poster, it was our very own Aliisa Lee, artist extraordinaire.

jaZams food drive window

Food drive title and art inspired by the work of Eric Carle.

The nice thing about the food drive was that every donated food item earned the donator a chance to win that gigantic stuffed caterpillar. One generous little girl came every week with new groceries to give. Pounds and pounds. And she won, too!


I always love getting questions from you guys, so keep ’em coming! danas@princeton.edu

These Butterflies Can Book

these butterflies can bookRecently, while in Brooklyn, I wandered into a little toy store called Matt & Juliette. There, I discovered some neat-o wind-up butterflies by Seedling. The clerk at the toy store explained that some people like to put the butterflies inside birthday cards. When the recipient opens the card, the butterfly flutters out. If it works for cards, I thought, it’ll totally work for books! I immediately purchased a pair to test out. They retail for $3 each and come in 4 different colors and styles.

magic butterflies by seedlingAs you can see, the toy is pretty simple. You hold one half and twist the other half. This motion winds the 2 rubber bands, which ultimately propel the toy skyward.

butterfly toyThe directions warned that winding the rubber bands too tightly could cause them to snap. This is true. Over the course of 20 test flights, we broke 2 rubber bands. But there are two spare rubber bands in each package, so no problem! Alas, one of the plastic hooks on the smaller butterfly snapped within 5 minutes, rendering the toy useless, but the other one held out just fine. Ready to see a butterfly in action?


There’s no denying it. It’s fun to have a butterfly sail out of a book. But the toy is erratic. Sometimes it flutters around the table, sometimes it dives to the floor, and sometimes it tears out of the book and zooms away like a bird.


There is absolutely no way to predict, or manipulate, the butterfly’s path out of book. Especially when it decides it wants to attack you.


The erratic flying made me wonder if this toy would freak out kids. So I tested it out on my unsuspecting children (ages 5 and 7). They loved it! There was no flinching or shrieks of alarm when a butterfly suddenly flew out of the book. In fact, they took turns winding it up and releasing it from their hands. This made me realize that the toy is a simple machine, and might work at a STEM program too.

In short, for $3, this is an inexpensive piece of magic for your next story time or program. Just make sure to buy extra butterflies in case the plastic breaks. Happy flying!

Eraserhead

finished eraser headsEvery writer needs a pencil, and at the end of that pencil is…an eraser. By why settle for the cylindrical pink variety when you can opt for a colorful, unique creation of your own imagination? Enter the Creatibles D.I.Y. Eraser Kit, which retails for around $12. The kit includes a rainbow assortment of clay colors that you can sculpt and bake into custom erasers.

creatibles eraser kitOur kid tester, Hope, is taking a break to tackle middle school madness (classes, school play, going to regionals for the National History Day competition…go Hope!), so Marissa took the Creatibles Kit for a test drive. Take it away, Marissa!


At first, the clay was dry and crumbly. I had to knead it and warm it up with my hands, until it had a consistency similar to Play-Doh. After that, it was no problem to use!

prepping the clayWhen working on my first eraser, I was conservative in my design and how much clay I used. I didn’t think there would be enough (each color is only 0.63 ounces). But I soon realized that I didn’t need that much (unless you’re making a gigantic multi-color dinosaur). The more comfortable I became with the clay, the more I experimented with detail and size.

eraser assortmentSome of the colors (like black, green, and blue) will rub off on your hands and table. So it’s a good idea to wash your hands in between colors. Also, use parchment paper. It really helps keep clay residue off your work table.

Making an eraser that fits onto a pencil is a bit more challenging, because once you start adding detail, the hole you created for the pencil gets squished or warped. So every once in a while, make sure to refit the eraser to the pencil.

refitting eraser on pencilWhen adding little detailed pieces to your erasers, make sure you stick the pieces on well! I had a few eyes and limbs fall off because I didn’t press them down hard enough. Eventually, I used a plastic knife for pressing. Clay modeling tools would probably help and look cleaner, but you don’t have to get that fancy – a plastic knife works fine!

using plastic knifeblue girl finishedThe erasers need to bake at 210-250 degrees for 30 minutes (I went with 250 degrees) then cool and set for 1 hour. I used parchment paper to protect my cookie sheet as well. The hardest part of this project? Waiting the full hour while the erasers cooled down and hardened! I kept checking them every 15 minutes (and if you poke them and they haven’t set, you run the risk of leaving a fingerprint or losing small pieces).

I’m happy to report that the clay doesn’t change color when you bake it. There was no melting or shrinking either! Once your erasers have cooled and set, you can try them out…

pink shark eraser testAnd they work! The pencil residue will stick to the erasers, so if you’re truly using them to erase, they won’t stay pretty for long (or rub the eraser on blank paper to clean it). The eraser doesn’t break or wear down quickly either. Even after some rigorous erasing, the pink shark’s chin was still intact!

pink shark undersideThere’s no stated age range for this kit, but I think it would be good for ages 6 & up. However, because the clay starts out dry and crumbly, younger kids might have a difficult time handling it on their own. But once the clay gets to Play-Doh consistency, it’s fine. Also (and it says this on the kit) the clay could stain “certain finishes” and should be kept away from “carpet, clothing, and other porous surfaces.”

The Creatibles D.I.Y. Eraser Kit is easy to use, a snap to bake, the erasers work, and the sky is the limit as far as creativity. I made 9 erasers for the testing, and there was clay left for at least 2 more! So it would make a great group or party activity too. The kit does require a bit of vigilance with clay residue on your hands and work surfaces, but other than that, it’s fun. I highly recommend it!