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Implementation The proposed plan for the implementation of the Read Across Auburn Kickoff event is detailed within this section. For the convenience of our client, we have broken this section down into subsections utilizing subheads for each tactic being described.

WEBS proposes that the implementation of all materials regarding the kickoff event, be put into action during the months of January and February 2010. As referenced in the “Planning” section of this report, WEBS has outlined both the recommended and specific dates in which we feel each tactic should be employed.

Below each subhead, you will find a brief description of each tactic, as well as the purpose each tactic will serve. A physical example of each tactic, excluding the kickoff event details and the school banner, can be found in the Appendix portion of our report. Tactics: Banners for in Front of the School The Auburn Chamber of Commerce has decided to be a financial backer to many of the Read Across Auburn campaign endeavors. Therefore, at the discretion of our client and the provision of a banner by the Auburn Chamber of Commerce, WEBS has included this as one of our tactics. As specified by the “Timeline for Tactics” located in the “Planning” section of this report, WEBS recommends the banner be placed out in front of the parent-student dropoff on Jan. 15, 2010, and should remain in use until Feb 12, 2010, which is the tentative kickoff date. The banner should include the title of the event, a logo, as well as the time and date of the event.


School Web site Banner (Appendix Item A) In order to reach the largest audience, in the shortest amount of time and in the most costefficient manner, WEBS has proposed that Ogletree place a Web banner on the Ogletree Elementary School Web site. The Web site banner WEBS has provided should be strategically placed in the center of the “HOME” Web page on the Ogletree Elementary Web site. The banner itself contains the logo, title, date and times of the kickoff event. The banner will serve as a reminder to parents of the upcoming event. WEBS would recommend uploading the banner on Jan. 15, 2010 and leaving it up until the kickoff had taken place.

Teacher Web page Banner (Appendix Item B) In order to cater to the members of the primary public who only utilize individual teacher Web pages, WEBS has provided a Web banner to be placed on every teacher’s Web page. This Web banner provided contains the same information as the Web site banner. As mentioned in the “Timeline for Tactics,” it is recommended that the banners be placed on the individual Web pages on Jan. 15, 2010 and remain in effect until Feb. 12, 2010. In order to make sure all teachers place the banner on their individual pages, WEBS recommends the banner be sent to all teachers on Jan. 12, 2010. The early release of this banner will allow adequate time for teachers to upload the file, or seek help if any problems were to be encountered. Instead of placing the banner in the center of the page, like the previous banner, WEBS would recommend using this banner as a header so it is the first thing both the primary public and their children will see when accessing the page.


Brochure (Appendix Item C) The “Reading Success Begins in the Home Brochure” was created by WEBS to offer parents facts and statistics regarding the impact leisure reading activities practiced in the home have on both literacy rates and educational motivation. More importantly, the brochure offers tips to the primary public on how they can implement and encourage leisure reading, which directly addresses the organizations stated goal. Because WEBS feels the brochure will help increase awareness of the benefits derived from reading, as well as giving a direct call-toaction to the primary public, WEBS has allocated this tactic as one of the contingency materials discussed in the “Planning” section of this report. Since this tactic has been labeled a contingency item, WEBS recommends three release dates. The original date for dissemination is Jan. 29. The contingency brochures should be distributed on Feb. 5 and Feb. 12, 2010.

Speech for the PTA (Appendix Item D) In order to reach the members of our primary public who are willing to take action and participate in the campaign process, WEBS has ghostwritten a speech to be delivered by Carol Ham, or another representative of the Read Across Auburn campaign, during an Ogletree Elementary School Parent Teacher Association meeting. This tactic seeks to gain the PTA’s participation in attending and creating awareness for the event. WEBS


recommends the speech be delivered during the first PTA meeting that takes place after the holidays in January 2010. If a meeting is not currently on the meeting schedule, WEBS would recommend assembling one to take place during the first week of school in January. Save-the-Date bookmark (Appendix Item E) In order to incorporate an age-old tactic into this campaign, WEBS opted to create a savethe-date bookmark to be distributed to the primary public. The bookmark ties in the “reading theme” our client has requested, while still serving its primary purpose. WEBS has recommended the bookmarks be distributed on Feb. 5, 2010, which is exactly one week before the event will take place. Unlike other tactics, WEBS felt the bookmark should be sent later in the campaign to reduce the chances of the save-the-date getting lost or misplaced in the weeks prior to the event.

Door-Hanger (Appendix Item F) According to the Reading is Fundamental Web site, “A great way to encourage children to read is to provide them with new and enticing ways to start reading.” In order to do this, WEBS has developed a door-hanger, similar to the “Do Not Disturb” door-hangers one would find in bookstores and novelty shops. The format of the door-hanger provided by WEBS is one that is eye-catching. It utilizes bright colors and bold designs to immediately engage the recipient. With the text stating “Hope to See You There” on the front and “Reading: Do Not Disturb” on the back, this tactic then becomes multifunctional. Not only will it be sent home in the “Weekly Friday Take-Home Folder” the day of the event serving


as a last-minute reminder, it will then serve as a reminder to engage in leisure reading within the home when placed on a door. The recommended date for distribution is Feb. 12, 2010.

Informative Flyer (Appendix Item G) The informative flyer provided by WEBS should be utilized to inform the primary public of the importance of reading, while reinforcing the desired behavior of attending the event. In order to do so, WEBS incorporated a few facts and statistics about literacy and leisure reading and paired those with event details. Like several of the other tactics mentioned, this flyer will be sent home in the “Weekly Friday Take-Home Folders” as well. This tactic has also been labeled a contingency item. Therefore, WEBS recommends the initial distribution date be Jan. 22, with Jan. 29, Feb. 5, and Feb, 12, 2010 serving as contingency release dates.

Map Flyer (Appendix Item H) For the convenience of the kickoff attendees, WEBS has produced a map of events to be distributed at the event site. This map flyer consists of a generic map of the school grounds with a major emphasis on the basketball courts where the event will be taking place. On the diagram of the basketball courts, WEBS has provided a sample layout of how the booths could be set up.


Backgrounder on Read Across America (Appendix Item I) With Read Across Auburn being a brand new initiative, WEBS feels it is important to inform the primary public of where the initiative idea originated. In order to do so, WEBS has created a backgrounder about the Read Across America campaign which takes place annually throughout the United States. Since the Read Across America campaign is the foundation for which the Read Across Auburn campaign was built, WEBS feels this is an important tactic to utilize. WEBS recommends this tactic be distributed on Jan. 15, 2010 to spearhead the initial publicity efforts of the Read Across Auburn campaign.

Biography of Mike Artell (Appendix Item J) Mike Artell is an esteemed children’s author which has been solicited by Ogletree Elementary to speak at the kickoff event on behalf of the Read Across Auburn initiative. A biography about Artell, including books he has written and where he is now, has been written by WEBS to be used as additional promotional material for the kickoff event. Because he is being featured at the event, WEBS recommends the biography be distributed on Feb. 5, 2010, the Friday before the event takes place. WEBS feels this tactic will prove useful in the opinion change of parents who are not reached by the previous tactics because having an esteemed author as a speaker provides a larger amount of credibility to this new initiative than would an event which had no professional in attendance.


Kickoff: The Ogletree Elementary kickoff will be comprised of booths, much like that of the Auburn City Fall Festival. In order to instill and reinforce positive attitudes toward reading, with a specific emphasis on leisure reading and the benefits of reading, WEBS proposes the use of reading-oriented booths. Student service organizations from Auburn University and Auburn City Schools (e.g. National Honor Society) could run the booths in alternate fashion free of charge. Some of the ideas proposed are: 1. A Bookmark Booth o This station will allow children to create their own custom bookmark as an incentive to use it while reading. This allows children to add their own personal touch and associate positive emotions with leisure reading. o COSTS: 

Construction paper (pre-made cutouts would be best)

Yarn (for tassels on to hang outside the book)

Cups for rinsing off paint brushes

Paper towels for clean-up, rinsing hands, etc.


2. Face-Painting Booth o This station will allow children to get their favorite book character painted on their face as a way to connect reading with something fun and exciting. o COSTS:


Paint brushes

Face paint.

3. Reading Booth o So often do parents want to hear their children read aloud to them, but because of time constraints or prior obligations, children have to wait to show off their skills. This event provides ample opportunity for parents to listen thus increasing children’s confidence in their reading endeavors and more leisure reading could ensue. o COSTS: 

Four sheets of plywood to be constructed to resemble a house

Three chairs for sitting 

Computer chairs from teachers at Ogletree Elementary School

4. Character Descriptions Trivia Booth o This booth will give the children of Ogletree Elementary School the opportunity to put their reading knowledge to the test and guess who the description is describing or guess what book the character came from. o COSTS: 

Paper and printing costs of trivia cards

5. Hats Off to Hometown Heroes Booth o This idea came from the National Education Association Web site and includes a booth that will allow students to write local heroes and ask them about their favorite books. Showcase these hometown heroes and their choices in your reading celebration. ( This would include


copies of the letters written and responses and photos of both the child and the respondent. These could be placed on a “Wall of Significance,” “Wall of Contributions,” etc. o COSTS: 

Paper fee


Copying fees to produce the wall or strategic placement of the photos throughout the carnival grounds

Tape to hang the submissions

6. Costume Contest Booth o Encourage children to dress like their favorite book characters for a fun and exciting way to promote reading. This booth will have winners for fun categories such as “most creative,” “best design,” etc., rather than a first, second and third place. Children should not be discouraged from reading because they did not win a contest. o COSTS: 

Stage 


Supplied by the school


7. Book Walk Booth o This booth can be a fun way for children to win books. It will continue throughout the duration of the carnival. In order to amass the amount of books necessary for the book walk, WEBS recommends the entry fee to the carnival be one new or used book per family.

8. Go Fishing Station Booth o This booth is essentially a replica of the Go Fish station at the Fall Festival. There would be a volunteer worker asking a child an open-ended question about reading. Once answered, the child could claim a prize by casting a makeshift fishing pole over a wall. This idea would be based off Dr. Seuss’s “One Fish, Two Fish, Red Fish, Blue Fish” Book. o COSTS: 

Four ply-wood walls


Four sticks for makeshift poles


Clothes pins

9. Author Presentation o The presentation will take place at the beginning of the carnival. There will be a “meet and greet” after the presentation.


o COSTS: 

Travel expenses

Room and board for the author and meals

Service charge for public speaking

10. Basketball Booth o This booth will have a volunteer on hand to ask the children questions about favorite books that were found in the focus group conducted with Ogletree Elementary School students. If the student answers the question correctly, they will receive the chance to shoot the basketball into the hoop. o COSTS: 

Paper and printing fees for trivia cards

Basketball to be provided by the school

11. Timeline Booth o The timeline booth will allow children to put their favorite books in order. The plot structure will be broken up into several pieces including, the introduction, rising action, climax, falling action and resolution. The students will then be asked to put the pieces together. There should be several books broken up into this fashion in order to avoid students answering questions from watching the person before them. o COSTS: 


Paper and printing fees for cards

12. Certificate Booth o The certificate booth is a fun way for every student to take something home from the event. The student can go up to the booth and put their name on a certificate of reading achievement. This way, the student feels they accomplished something and will be encouraged to continue reading after the event. o COSTS: 

Certificate printing cost


13. Exercise your Mind Booth o The exercise your mind booth is created to keep the children of Ogletree Elementary School active. Two volunteers, each with one student, will ask the students to answer a book-related question, thus exercising their mind. The children will have to hurry to answer the question correctly so they can move on

to a hula-hoop contest or a jumping-jacks contest. The first one to complete a specified number of jumping-jacks or time with the hula-hoop will win. o COSTS: 


Paper and printing fees for trivia cards

14. Arts and Crafts Booth o This booth is for children of Ogletree Elementary School to explore their creativity. The arts and crafts booth could have anything to do with reading.


The children could make their favorite book character, create a character on their own or make their own door hanger. This booth is to allow children to relate reading with fun and exciting activities. 






Paint brushes

Paper towels

Cups for paint brushes


15. Scholastic Book Fair o This booth would be set up to provide students with a variety of different books that suite their interests. They are great ways for children to learn about new books and explore book genres that they would have otherwise not have known existed. 



Scholastic sponsors the fair at no cost

Read Across Auburn  

This document details the implementation portion of the Read Across Auburn Kickoff Event.

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