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“One Book” Marketing PlanNanette Buleboshmsbosh@gmail.com

Fond du Lac Reads 2010

FDLPL, November 30, 2009

“The idea is that the city that opens the same book closes it in greater harmony.”

- Mary McGrory, The Washington Post, March 17, 2002

PROGRAM GOALS

“By setting goals you will be able to articulate your plans, your needs for assistance that you hope this program will have on your community.” and the impact .”

- From ALA’s Planning Your Community-Wide Read,2003

What do FDLPL and its partners want to accomplish with Fond du Lac Reads 2010?

Involve the community in a shared reading experience Encourage inter-generational interaction Inspire and nurture civic unity, community pride Bring more people into the library Foster great conversations Get people excited about reading!

PROGRAM GOALS

“OUR GOAL IS TO FOSTER COMMUNITY BY PROVIDING A FORUM FOR PUBLIC DISCUSSION AND INTERACTION - AND MOST OF ALL - DEMONSTRATE THAT READING CAN BE FUN!”

- “Fond du Lac Reads” website

The instructions for this exercise also mentioned a desire to inspire YOUNG

ADULTS to participate

PREVIOUS FDL SELECTIONS

2005 To Kill a Mockingbird2006 Population 4852007 Fahrenheit 4512008 The Kite Runner2009 Living a Country Year

So what should be next?

Important caveat: No one person should ever make such a decision alone; this is one situation that requires group brainstorming.

MY CRITERIA

The ideal book will …

have the capacity to excite readers attract the interest of more than one age group provoke lively conversations or debates inspire new and interesting program ideas be relatively inexpensive be relatively easy to obtain not repeat the same themes covered in previous years be written by a Wisconsin native or current resident … who might be willing to make a personal appearance.

INTRODUCING RICHARD SCHICKEL …

Author of more than 30 books

Producer, director and writer of 30 television programs

Time Magazine film critic since 1972

Four Emmy nominations Guggenheim Fellowship Graduated from UW-Madison Grew up in Wauwatosa, WI

A PARTIAL LIST OF SCHICKEL’S BOOKS Elia Kazan: A Biography D.W.Griffith: An American Life The Disney Version: The Life, Times, Art

and Commerce of Walt Disney Clint Eastwood: A Biography Brando: A Life in our Times Matinee Idylls: Reflections on the

Movies

WHAT OTHERS HAVE SAID ABOUT HIM

"Mr. Schickel knows how to use his prodigious knowledge of cinematic history to create portraits of film artists that illuminate their individual talents while at the same time situating them within a social and aesthetic context."

A.O. Scott, the New York Times “Whether taking on stars, directors, or trends Schickel shows us what is fractured, forgotten, misunderstood, or just not gotten by audiences about his subjects.”

Lyall Bush, Amazon.com reviewer

IN 2003, HE PUT THE LENS ON HIMSELF

GOOD MORNING, MR. ZIP ZIP ZIP:MOVIES, MEMORY, AND WORLD WAR II

WHY THIS BOOK?

It’s about growing up in a small Wisconsin community He couldn’t wait to get away (youth appeal) Midwest boy does well, has fascinating career It’s very accessible, very absorbing It can inspire participation from a variety of organizations It explores very popular topics (WWII, “Greatest

Generation,” and war movies) with a provocative twist: He deplores Brokaw’s label; wants to deconstruct the “lies” of Hollywood and government officials

Everyone has opinions about the movies they’ve seen Imagine the lively discussions we can have It offers excellent programming potential

WHAT OTHERS SAID ABOUT THIS BOOK

“ … a brutally honest and gracefully written memoir … he does a thorough job of illuminating the myths wartime America told itself.” - Martin Scorsese

“Exhilarating … an invaluable remembrance of things and movies past.” - Molly Haskell

WHAT OTHERS SAID ABOUT THIS BOOK

“A testimony to joy, and an honorable account of the tricky business of growing older, of moving on.” – Jonathan Schwartz

“He masterfully links his own singular embrace of movies as a boy growing up in an insulated Midwestern town … addresses all our unspoken anxieties and all our dreams of escape.” – Daphne Merkin

REVIEWS

Bayles, Martha. “Lean Back in Darkness, “ Review of Good Morning Mr. Zip Zip. Zip, New York Times Book Review, April 13, 2003. http://www.nytimes.com/2003/04/13/books/lean-back-in-darkness.html

Olson, Ray. “Good Morning Mr. Zip Zip Zip, Booklist Online, April 1, 2003. http://www.booklistonline.com/default.aspx?page=show_product&pid=1131171

Yardley, Jonathan. “Good Morning Mr. Zip Zip Zip.” Washington Post, April 6, 2004. http://www.washingtonpost.com/ac2/wp-dyn/A19878-2003Apr3?language=printer

AUDIO INTERVIEWS

The Diane Rehm Show. Richard Schickel’s American University Radio interview with Diane Rehm about Good Morning, Mr. Zip Zip Zip, June 19,2003. http://wamu.org/programs/dr/03/06/19.php

Morning Edition. NPR’s Renee Montagne speaks with Richard Schickel about Good Morning Mr. Zip Zip Zip, April 24, 2003. http://www.npr.org/templates/story/story.php?storyId=1242331

Reel Myths. Transcript from Richard Schickel speaking with Brooke Gladstone on NPR’s On the Media program about Mr. Zip Zip Zip, April 11, 2003. http://www.onthemedia.org/transcripts/2003/04/11/08

Wired for Books. Richard Schickel interview with host Don Swaim about his book, Shickel on Film. June 15, 1989. http://wiredforbooks.org/richardschickel/

In the fictions of the war … our soldiers were always presented as profoundly normal human beings. You know the cliches: guys getting a dirty job done as quickly as possible so they could return to their girlfriends, their mutts, Mom’s apple pie. It occurred to none of us that you cannot be a hero in wartime and maintain the fiction of ordinariness. Moreover, maintaining this lie required the culture to sustain other lies that were in some ways more devastating.

In this book … I am calling into account these institutions (the government and mass media) and, above all, I hope, my all-too-innocent self, attempting to identify at least some of what we missed or were misled about.

From “Prologue: Wartime Lies” Good Morning, Mr. Zip Zip Zip

WHAT SCHICKEL IS AFTER IN HIS DISSECTION OF MORE THAN 100 WWII FILMS AS WELL AS HIS OWN CHILDHOOD IN WISCONSIN:

Schickel on Sergeant York (1941): “Its very obvious metaphorical message was that it was time to stop idling about pacifistically, time to be up and doing, ready to kill or be killed, on behalf of threatened democracy.”

“Men of my generation still speak admiringly of this movie and of how our fathers took us to see it almost as a moral obligation.”

Casablanca (1943) “… often a hard, cynical, wisecracking movie, but it always rediscovers its immortal romantic center again … it’s a movie about learning how to say goodbye gracefully.”

Lassie Come Home (1943): “The wartime metaphor is obvious: long, perilous journeys can be survived. We can—some of us– come home, no matter what the odds. The movie is the better for never mentioning its implied message.”

A Guy Named Joe (1943): “It suggests that good men enlisted in a just cause can never really be lost, that service to a total war did not necessarily have to stop at the grave.”

Happy Land (1943): The grieving father’s late grandfather “returns from the dead to show him all the good things Rusty died defending … suggesting, of course, an unshakable continuity between past, present, and future … that even death can sunder.”

The Best Years of Our Lives (1946) “I think of it as the last great wartime lie, a fantasia of good feelings eerily out of touch with reality … It was what we had not yet learned to call a feel-good movie.”

EXHIBIT IDEAS

Possibilities for using FDLPL’s Langdon Divers Community Gallery (and perhaps other local galleries) to promote the book and programs:

Invite families of local WWII veterans (or veterans of any wars) to submit photos for a month-long display; honor them at a public reception. Complement these with recordings of their stories.

Create a special display of photos, memorabilia and newspaper clippings about area soldiers who did not come home. Set it up either at the Gallery or somewhere in the community (a local church, VFW Hall, etc.)

Collect and display artwork from the era (see following pages) Display WWII movie posters (possibly with the assistance of Marcus

Cinemas or local collectors). Invite local artists to submit artwork about the era or about warfare Host a public reception with special guest speakers (historians at Marian

University, perhaps) to showcase the exhibit. Play music from the 1940s.

HONOR FLIGHT TO DC, APRIL, 2009

Left: Ed Bulebosh, age 17, at Great Lakes Naval Base, 1945. Above: Dad and me at the WWII Memorial, April 25, 2009

PROGRAM IDEAS, PAGE 1

Book discussion on Good Morning, Mr. Zip Zip Zip led by local film historians;compare and contrast with The Greatest Generation or other WWII books

Film screenings (at the library or one of the local cinemas) featuring some of the films. Follow with discussion led by local film historians.

Teen film festival. Invite local students to submit films (10 min or less) on the topic: paradies of Casablanca or other films of the era, video interviews with relatives, creative response/critique of the book, their views about war …. There are numerous possibilities. (And we don’t have to restrict this to teens)

PROGRAM IDEAS, PAGE 2

Before Computers, X-Box and TV. Host a youth or teen program that features games, activities, and music enjoyed by young people in the early 1940s. Decorate the room with vintage lamps, small furniture pieces, etc. Borrow and use a 1940s radio.

Readers Theater. Seek actors to perform excerpts from WWII literature (Diary of Anne Frank, Summer of my German Soldier, etc.) Or read portions of letters from Fond du Lac area soldiers serving overseas (Are there things like this in the library’s local history section?

Springtime Swingtime. Turn the library meeting room or another downtown location into a 1940’s dance hall, and put together a variety show and dance. Feature local musicians and stand-up comedians (who could portray Burns & Allen, Bing Crosby and Ginger Rogers). Ask local dance coaches to teach 40’s dance moves.

PROGRAM IDEAS, PAGE 3

Panel discussion featuring local veterans or citizens who lived through the era; ask their thoughts on rationing, tin foil collection drives, their views on the war at the time, and of course what movies they saw at the time.

Concert at Windhover Center for the Arts, UW-FDL, or elsewhere featuring music from the era. Tommy Dorsey, etc. Also perform “Good Morning, Mr. Zip Zip Zip”

The power of music in war. A music appreciation workshop led by a Marian University or Fond du Lac High School teacher. Compare WWII music with that of other wars. What songs did you listen to?

News of the War. Ask The Fond du Lac Reporter and KFIZ radio to search their archives for a sample 1945 front page & and evening broadcast.

Downtown Walking tour or photo exhibit of well-known landmarks as they appeared in the 1940s. Display sample Gold Star Mothers sign, etc.

PROGRAM IDEAS, PAGE 4

Fundraiser(s) for local veteran groups or Honor Flights organizations (veterans can fly for free, but guardians must pay $500).

Youth “collection drives” of newspapers, cooking oil, tin foil. (ask a local artist to create a sculpture out of the tin foil)

Victory Gardens for kids; seek assistance from local garden clubs

Good Morning Mr. Schickel. Special appearance by the author of the book. Book selling with the assistance of local book stores or his publisher.

Costume party (for youth, teens, adults or all of these). Invite people to dress up as their favorite WWII movie characters (Bogart trench coats and fedoras, Ronald Reason in uniform, etc.).

PROGRAM IDEAS, PAGE 5

WWII-era cooking (everyone then had to do with less) with MPTC Culinary Arts instructors

Oral history school project. Ask youth to interview family members and submit video, oral and print histories that will become part of the FDLPL collection. Seek help from local genealogy groups and/or UW-Madison Oral History Program.

Stalig Wisconsin. A program about German prisoners-of-war in the Fond du Lac area (“A Home Away from Home” in History by the Lake)

WWII Aircraft: Reel vs Real Planes. Just how realistic were those flying scenes in these movies? (Casablana set designers used a model plane with midgets to make it look big) Invite experts from Wisconsin Aviation Museum.

POTENTIAL COLLABORATORS

Local veterans groups such as American Legion & VFW Wisconsin Aviation Museum Local schools, churches and businesses MPTC, Marian University, UW-FDL Marcus Cinemas Local arts groups Children’s Museum of Fond du Lac Fond du Lac Historical Society Green Thumb Garden Club, other garden clubs Old Glory Honor Flights (Appleton) or other Honor Flight groups Fond du Lac Reporter & KFIZ Radio Local senior centers, group homes, Dept of Aging, etc.

MARKETING & PROMOTION

Start early, develop a plan and timetable, and assign responsibilities to paid staff, partnering agencies, and library volunteers. Check progress status regularly (wikis can save a lot of time).

The goal of the public relations campaign is to reach as many community members as possible, inspire enthusiasm, and encourage participation from the library’s regular supporters and (hopefully) newcomers.

Host an initial mini-workshop involving key people to establish goals, assign roles, and get commitments from individuals and groups for promotional help.

MARKETING & PROMOTION

Publicity/Public Relations. Contacting the media and using the web are key to getting the message across. Send press releases to newspapers, radio stations and

(for the headlining event) television stations. A week before, send out a media alert to key contacts. Make ample use of the library webpage. Consider creating a Twitter and/or Facebook account

devoted to this event. Invite “followers” and “fans.” Don’t forget post-event marketing. Make sure the key

events are covered by media, photographed, and recorded for later publication and broadcast (and the library’s archives). Have an evaluation plan in place.

MARKETING & PROMOTION

Direct Marketing to a list of target individuals and organizations through mass emails, flyers, postcards, letters and VIP invitations.

Personal Contact is among the most effective ways to promote special events. Speak at civic organizations, meet with school and church administrators, visit classrooms and college campuses, and attend Chamber of Commerce meetings to talk about the book and the planned programs. Your want to generate excitement and create a community-wide buzz. Bring literature (flyers or bookmarks) to distribute.

Advertising can be effective, but is often expensive. Try to find in-kind donations to cover printing costs of flyers, discussion guides, invitations, etc. Find creative distribution methods (inserts in church bulletins, school announcements, etc.) Use bookmarks, buttons, signs, flyers as well as the library website to promote. Use paid advertising sparingly; seek discounts when you do.

ESTIMATED BUDGET

Use prior experience to estimate this year’s expenses and to identify potential revenue sources, but also look for new financial partnerships and in-kind donations.

Make active use of networking (trustees, corporate connections, municipal leaders) to secure corporate and civic sponsorship

State and regional arts/humanities councils and foundations (see Marquette U’s great foundation book), as well as local civic groups, book stores, and benefactors are more likely than out-of-town and national groups to underwrite events.

General Guidelines:

Estimated Expenses *

* Not including copies of the book

Program costs

Schickel honorarium $10,000 for 3 or 4 talks over two days

Airfare /parking Los Angeles to MKE

$800 roundtrip for two

Meals for two days $700

Lodging Assume B&B donation

Other Schickel expenses $300

Other author/speaker fees $2,000

Recording of programs $2,000 (this is a very rough estimate

Decorations & props $1,800

Refreshments (for a dozen programs)

$1,200

Publicity/printing costs

Brochures, flyers, discussion guides

$5,000 (I have no idea how many FDLPL would need)

$23,800

ALTERNATE WAR-RELATED TITLES

Bradley, James, Flags of Our Fathers- Lafayette, IN 2007- Traverse City, MI 2007

Brokaw, Tom, The Greatest Generation- Long Beach, CA 2007- Iola, KA 2006

Hedges, Chris, War is a Force That Gives Us Meaning- South Bend, IN 2004-05

O’Brien, Tim, Things They Carried- Chicago,IL 2003- St. Paul, MN 2006-07

Zusak, Marcus, The Book Thief- North Reading, MA 2009- Loudoun County, VA 2007

Books used in other One Book events

ALTERNATE WISCONSIN TITLESBooks by Wisconsin authors also considered for this projectBakopoulos,Dean, please don’t come back from the moon (2005) Set in a working-class, Detroit suburb. Themes: Working class families, teenage boys, fatherless families, unemployment

Ellis, Mary Relindes, The Turtle Warrior (2004) WLA Banta winner Set in northern Wisconsin. Themes: Vietnam War, WWII veterans, working class families, alcoholism, domestic abuse, discrimination, Ojibwe culture

Gaiman, Neil, The Graveyard Book (2008) ALA Newbery winner Set in a graveyard. Themes: orphans, death, coming of age, fantasy.

Rhodes, David, Driftless (2008) Set in western Wisconsin. Themes: city and town life, farming culture, agricultural issues, corporate malfeasance, disabilities,

Watson, Larry, Orchard (2003) WLA Banta winner Set in Door County, WI. Themes: artists and art subjects, apple orchards, marriage, infidelity, rural communities, 1950s, Norwegian emigres.

RESOURCES CONSULTED FOR THIS PROJECT

American Library Association Public Programs Office, Planning Your Community-Wide Read, 2003 http://www.ala.org/ala/aboutala/offices/ppo/programming/onebook/files/onebookguide.pdf

Dempsey, Beth, “One Book, One Community: One Great Idea,” Library Journal, Sept. 1, 2009. http://www.libraryjournal.com/article/CA6677269.html?q=one+book

Fond du Lac Public Library website, “Fond du Lac Reads: Introduction” (also the links to the Community and Information pages) www.fdlpl.org/fdlreads/intro.html. Library of Congress Center for the Book, Local/community resources. http://www.read.gov/resources/

Wisconsin Library Association, WLA Readers Section and Literary Awards Committee. http://www.wla.lib.wi.us/readers/

For more information:

Nanette BuleboshN8894 Snake RoadElkhart Lake, WI 53020920-876-3184/920-946-9482msbosh@gmail.com