Sample Publicity Plan

The Situation
The public library in Left Overshoe, a suburban Ontario community, has conducted a survey of
its patrons and discovered that its facilities are under-utilized by parents with school-aged
children. The library would like to draw in more patrons from this demographic and boost its
visibility among them. Surveys of the wider community show that these parents are amenable to
visiting the library, but often forget about its existence because it has a low-visibility location
and advertises less aggressively than the communitys commercial entertainment businesses.
Goals
The overarching goal of this publicity campaign will be to increase the annual number of library
visits by families from the target demographic. It would also like to generate more community
awareness of its programming
Objectives
The library would like to increase the annual visits and generate the community awareness
through a well-publicized event that brings new members of its target audience into the library.
Target Audience
The target for the publicity campaign will be parents aged roughly 22 to 40 years of age. The
survey results have revealed that families with middle to lower incomes are a likely source of
library patronage, as free programming appeals to them.
Strategy
The library would like to build a relationship with local print and broadcast media, and produce
content for its social media channels in order to increase its number of followers.
Tactics
1. Hold a Mystery night event in which teams of adults and children solve riddles and hunt
for clues in the library catalogue, the stacks, and the events calendar.
2. Publicize this event locally through paid advertising, earned media and social media
activity.

SOLVE LIBRARY MYSTERIES, WIN DINNER

For immediate release

LEFT OVERSHOE (June 8, 2016) The Left Overshoe Public Library is inviting super sleuths
young and old to spend an evening following the footsteps of Sherlock Holmes. On Saturday,
June 23, the library will host the Mystery Treasure Hunt. Family teams of two or more people
will be given riddles, puzzles and codes to decipher. The puzzles lead to clues hidden throughout
the building. The team that collects the most clues by 9 pm will win a pizza dinner for four,
courtesy of Proudfoots Restaurant.
The event is the brainchild of librarian Sam Cobbler. Ive loved puzzles and mysteries since
before I could read, he said. This is a way to pass the fun on to the next generation. The event,
which starts at 7:30, is completely free. All junior detectives will receive a prize, with one
Holmesian family taking home the grand prize.

For more information, contact Sam Cobbler at (519) 555-5555

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