The proposed campaign involves having customers design paper book covers in bookstores to promote libertarian literature. This will create a community online where customers can view and discuss each other's designs. The goals are to expand the audience, strengthen connections, and increase awareness through low-cost tactics like coupons and a user-generated content website that builds brand loyalty through discussion.

1. BOOK Overview
Solution
How it will work
Attracting people
COVER
What will you need
Your actions
Time management
Why it will be successful
STORY
Benefits
How you can modify the campaign
Summary

2. OVERVIEW
The problem:
LiberLibri is specialising at a libertarian literature.
Current promotional activities do not produce a desirable
commercial effect.
Objectives:
• To expand the strong audience and keep a close con-
nection with existing audience
• To increase awareness about among general audience
LiberLibri is interested in
• Relevant gadgets and accessories
• Coupon strategy
• Internet strategy

3. SOLUTION: “Book Cover Story”
Campaign
Let people to express their opinion and feelings in paper
book cover design and share it with other people (user
generated content)
Let the readers get in touch
Create discourse around the books

4. HOW IT WILL WORK
Julio comes to the book store to find something to
spend time on, he is not particularly interested in libertar-
ian ideas. Julio notices a book case with books in original
paper covers. He learns about the campaign and he liked
one of the cover designs. He takes the book, comes to the
table with pencils and creates his own design.
Julio buys the book he liked and comes home. He logins
to LiberLibri website and finds the book in the cover
he designed. “Oh! Somebody already bought it!“ “Hey,
did you like my cover?“ - comments Julio. “Let’s check
whose book I bought!“. He surfs on the website looking
at the covers and the books. All of them are connected by
libertarian ideas. He gets involved in a discussion...
Julio becomes a member of community united by liber-
tarian political views.

5. ATTRACTING PEOPLE
Ideas to bring people to the store:
Offline:
• Discount coupons can be distributed anywhere
• Posters at book stores
Online:
• Application for creating book cover online
• Discount coupons in the Internet
Attracting people inside the store ideas:
• Decorated book case
• Signs at the book case
• Hostess
• Workshop station (table with tools) and people work-
ing at it

6. WHAT YOU WILL NEED
Website functionality: Blank paper book covers:
• User registration or (and) Facebook loginning You can write about the campaign on one of the cover
• “liking“ of the pictures side. To adjust a book cover to any book you will need a
• Commenting the pictures hole in the cover.
• Tagging the authors/buyers to the pictures
= All those can be performed in Facebook
Optional: application for creating book covers online
(can be generated for Facebook as well)
Tools and materials:
Coupons:
Boost creative process. Give the readers pens and pen-
Coupons with discount to bring people to the store. They
cils. Also you can use LiberLibri logo stickers, coloured
can be done in form of paper planes or book marks. Can
paper, glue, colourful magazine pages... whatever you
be left anywhere: in the Universities, coffee shops, on the
want to make the covers colourful.
benches...

7. YOUR ACTIONS
Before the campaign
• Distribute the coupons and prepare the website
• Negotiate with bookstores
• Prepare covers and tables for working
When campaign starts
• Scan book cover designs and upload them to the website
• Track the book in a designed book cover status: on sale/
sold to somebody
• Take the names of people buying the book in designed
covers (optional: people can tag themselves as designers
or buyers on the website, they also can do it on Facebook)
When campaign will finish you can
• Make a contest for the best cover
• Organize a party/meeting of all cover designers with some
book authors

8. TIME MANAGEMENT
Campaign start Campaign finish
Website upgrading
distributing coupons
Coupons
covers and tools supply
Preparing blank covers and tools
Negotiation with book stores
Users create covers and community
Website support
Information analyses

9. WHY IT WILL BE SUCCESSFUL
User generated content is a powerful tool
People like to create, they like to be part of a campaign,
they like to be in the focus.
As an example http://www.ibelieveinadv.com/commons/
mars-messages.jpg
Social community is even a more power-
ful tool
During the campaign the community of people interested
in libertarian issues will be created. That will give you
the opportunity to track the discussions, give new topics,
and keep contact with your readers what will help you to
keep the sales stable.
As an example: http://www.ibelieveinadv.com/commons/
canon-eos-digital-camera-photochains.jpg

10. BENEFITS
Your audience will
• Know more about you
• Become more interested in libertarian literature
• Like artists
• Will meet people of similar political views
You will
• Increase sells
• Get lots of useful information about your readers
• Set up a contact with your readers
• Get discourse around your books and libertarian
topics

11. HOW YOU CAN MODIFY THE CAMPAIGN
Modify Stages
You can leave just 2 stages: designing covers in the book
stores and creating community at the website/Facebook
Change The Place
Put the designing station outside the bookstore. Thus you
will attract people passing by.
Add Creators
Ask the authors of the books, artists and other “opinion
leaders“ supporting libertarian ideas to create their ver-
sion of a paper book cover. Let them to create profiles at
your website and to communicate to other book readers.

12. SUMMARY
Awereness Brand connection Sales
Coupon strategy united with readers’ designs which brings them to the
online community where the readers can exchange their views, book
expression and thoughts will make a successfull campaign at a low
budget.
If you have any questions you can contact me govor52@yandex.ru.