1

What: Edmontons Nonfiction Literature Festival, LitFest

When: October 14
th
24
th
2011
Where: Suite 622, 7 Sir Winston Churchill Square, Edmonton, AB T5J 2V5
Why: To support Canadian nonfiction authors and to increase public interest in literature.
Litfest is a festival, not a conference. We don't just sit around and read books (although we do
that too). At LitFest, nonfiction content comes to life. Avid readers with nonfiction content and
creators through a series of events chic gatherings and gourmet experiences.
LitFest is an exclusive event. LitFest is the only nonfiction festival in Canada. It brings together
some of the best-selling, award-winning and emerging authors of books, magazine and film
content. It also supports Edmonton as a local incubator for nonfiction literary talent.
LitFest is the successor of the Alberta Book Fair, an annual trade show that served the literary
community for almost 20 years. We became a public festival in 2002. In 2006, festival
producer Miki Andrejevic worked with the board and programming committee to reshape
LitFest as Canada's first festival dedicated to nonfiction.
1

SWOT:
Strengths:
- Renowned and celebrated authors continue to participate which legitimizes the event
and draws in a larger audience.
- A committed and diligent programming committee work hard to ensure the festival is
executed to achieve success.
- Canadian authors are proud to support and be involved with this event, especially
because it gives them recognition and media coverage.

1
http://www.litfestalberta.org/AboutUs.aspx



2
- By hosting a literary event, Edmonton gains public respect and improves its reputation;
furthermore, Alberta has the spotlight for something more than tar sands and
environmental controversies.
- Because the festival takes place in October it does not have to compete with other
major events.
- The subjects of some of the novels are very relevant for Alberta, concerning oil and
consumption.
Weaknesses:
- Marketing targets a very specific demographic which leaves many non-fiction fans in the
dark about the festival.
- Pricing may be too high for students who want to participate in all of the events.
- People may have the wrong impression of the festival, assuming that it is for academics
and writers only. They may assume that they would be out of place and unwelcome to
partake in the festival.
Opportunities:
- Appeal to diverse demographics outside of our typical target group.
- Edmonton has many post-secondary institutions; many of which may want to get
involved and integrate the nonfiction discussed throughout the festival in their syllabus.
- Because Alberta often has to defend itself against concerned environmental advocates
and there will be earth conscience books at the fest, there is an opportunity to tie this
element with publicity.
Threats:
- An author that is expected to participate does not show up, which would lead to public
disappointment and a gap in the itinerary.
- There could be other large events happening in the city which would overshadow the
publics awareness and excitement for the event.



3
- The media may want to focus on more exciting city events, i.e. rock concerts, than this
event.
- Donations may not be as high as they expected and is lower than previous years.
GOALS:
- To reach and excite a larger demographic when marketing the festival.
- To encourage attendance and gain appreciation among Edmontons youth (18-24).
- To shine a light on the greatness that is non-fiction.

OBJECTIVES:
- In order to reach and excite a larger demographic when marketing LitFest, it would be
wise to advertise in See, Vue, The Notebook and Georgie. All advertisement will be
released one month or in the most recent addition (Notebook is a quarterly publication)
before the festival.
- To gain a larger attendance among Edmontons youth we will host a pre-party at The
Common one week previous to the festival to get everyone enthralled with anticipation.
- Non-fiction is much more than a chemistry text book used for a door-stop; to prove this
we will have books on various topics that will fascinate participants. To promote such
exciting topics, such as: aboriginal rights, oil consumption, philosophy and philanthropy
we will use eye catching posters, hung in trendy and academic places.

SPECIAL EVENTS AND PUBLICITY ACTIVITIES:
Readers Like To Dance Too!
- One week before LitFest begins, The Common (10124 124 St NW) will host a party called
Lits Dance! The evening will begin with a representative from LitFest explaining the
festival, authors and books. The night will move onto DJs, dancing and mingling between



4
supporters and the committee. Its a party for those involved and those that are
curious. Its a way to reach new demographics in a way that is not stuffy and will trigger
of word-of-mouth.
Literature at Lister:
- A media event will take place at the University of Albertas Lister Conference Centre one
month prior to the event. Authors will discuss their work and read experts of their
writing. Afterward, there will be time for interviews and socializing. Students are
welcome to participate and will be able to ask questions. Press is invited to take
photographs and B-Roll.
Book Worms Unite!
- Edmonton Public Libraries will host book club meetings every Monday to discuss the
non-fiction involved in LitFest. This is a great way to reach book lovers and get people
talking and supporting the work involved.
Audreys:
- Cross Promote with local book store Audreys. Ask them to promote our event heavily,
and well give them 3 copies of each of the books involved in the event plus book
signing.
Tweets and Status Updates:
- Social Media: Have a Twitter and Facebook account, but also make sure to be
mentioned on The Commons Facebook page, EPL page and U of A newsletters.







5
MEDIA STRATEGIES:
Angles:
- Only nonfiction event in Canada.
- It brings together some of the best-selling, award-winning and emerging authors of
books, magazine and film content.
- Many topics are discussed including the environment, which is a great way to bring in
Green advocates.
- Various and vast topics are bound to satisfy everyones taste.
Radio:
- CBC 1: The LitFest schedule will be announced on this station throughout the previous
week of the event.
- CJSR: Will have segments discussing the subjects of the book and interviews with the
authors.
- CKUA: Will mention the festival and that only cool kids attend.
Television:
- CTV: Will show clips of the Lister conference and discuss the importance of this festival
in Edmonton.
Print:
- Magazines: Georgie and The Notebook will have advertisements within them regarding
LitFest.
- Newspapers: The Edmonton Journal, Vue and See will also have advertisements
regarding the festival. The Edmonton Journal will have an interview with Julianna
Mimande, author of We Eat Together and it will be published two days before the
festival begins.





6

TIMELINE:
July 2011
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 Begin
Prep
for
Media
events

2
3 4 Contact
EPL
about
book club
idea
5 6

7
PSA
For
Volunteers
8 9
10 11

12 13 14 15 16
17 18
Create
Facebook
Group

19 20
Start Twitter
Feed
21 22 23
24 25

26 27 28 29 30
31










7


August 2011
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1

2 3 4 5 6
7 8
EPL
Book Club
9 10 Finish
prep for
media
events


11 12
Tweet and
FB Status
updates
13
14 15
EPL
Book Club
16 17 18 19 20
21 22
EPL
Book Club
23 24 Contact
Audreys
about book
deal.
25 26
Tweet and
FB Status
updates
27
28 29
EPL
Book Club
30 31
LitFest Ad
in The
Notebook











8


September 2011
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Tweet and
FB Status
updates
1
LitFest in
Georgie
Magazine

2
Send
Media
Releases to
listed
places
3
4 5
EPL
Book Club
6 7 Phone
Conference
with The
Common
8 9 Contact
The
Common
about Lits
Dance
10
11 12
EPL
Book Club
13
Tweet and
FB Status
updates
14
Literature
at Lister
Hall 10:00
am
15 16 17
18 19
EPL
Book Club
20 21 22 23
Volunteer
Orientation
24
25 26
EPL
Book Club
27 28 29 30









9


October 2011
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1
2 3
CBC 1 starts
announcing
Festival
4
Tweet and
FB Status
updates
5
Confirm
CTV
coverage
6 7 The
Common
Lits Dance
9:00 pm
8
9 10
CJSR
Interviews
11:00am
11
Tweet and
FB Status
updates
12
CTV News
Event 10:00
am
13
Authors
Book
signing at
Audreys
14
EDMONTO
N
LitFest
15
EDMONTO
N
LitFest
16
EDMONTO
N
LitFest
17
EDMONTO
N
LitFest W/
Photo shoot
18
EDMONTO
N
LitFest
19
EDMONTO
N
LitFest
20
EDMONTO
N
LitFest
21
EDMONTO
N
LitFest
22
EDMONTO
N
LitFest
23
EDMONTO
N
LitFest
24
EDMONTO
N
LitFest
25
Wrap up
dinner for
authors and
committee
26 27 28 29
30 31






10

Budget:
Advertisements:
SEE: $150.00
VUE: $175.00
Georgie: $95.00
The Notebook $105.00
Edmonton Journal $125.00
Posters (100): $215.00
CJSR $300.00
CBC 1 $425.00
CKUA $350.00
Audreys Cross Promotion:
1 signed book per author at LitFest donated to store in turn for intense promotion at Audreys,
average book cost $22.00.
32 authors x $22.00 $704.00
Media Event at Lister: $275.00
Lits Dance Party: Donated by The Common
Administration: $400.00
Posters for Book Club: Donated by EPL
TOTAL $ 3, 319.00





11
Evaluation:
Overall I have achieved my goals as a result of setting strong objectives. Undoubtedly, we
reached more various demographics than previous years. Advertising in diverse print media
rather than one select publication, which only targets one demographic, enhanced our reach to
greater participation. We wanted to capture the attention of young Edmontonians, by throwing
a party and mixing literature with music we were able to gain their admiration. As well we
wanted to shine a light on the greatness that is non-fiction. Edmonton Public Library had a
helping hand in this by hosting a book club every Monday at all locations. The public were able
to read and discuss the books involved in the festival which created excitement around
Canadian nonfiction writers and their work.