Example of my PR & Activation Work

Vision & Objectives

• Celebrate 100 years of 'TBD Book Company" with a multi-tiered, highly visible, and culturally relevant activation.
• Drive brand awareness and reinforce TBD Book Co as an iconic voice in publishing and book culture.
• Engage diverse audiences: TBD Book Co members, book lovers, industry leaders, and pop-culture influencers.
• Secure major media placements and social impressions through curated experiences.
• Build a legacy campaign that extends TBD Book Co’s influence into the next century.

I. Activations & Events

1. TBD Book Co Centennial Festival (NYC, LA, and Virtual)

A multi-city book culture festival, featuring authors, influencers, and immersive literary experiences.

Event Highlights:

• Opening Gala (NYC): A red-carpet literary awards event honoring past and present TBD Book Co authors, hosted at a historic venue (e.g., The Morgan Library). 
• TBD Book Co100 Book Fair (NYC & LA): A pop-up book festival featuring 100 curated books from TBD Book Co history, author signings, and a collector’s edition book sale.
• Immersive TBD Book Co Experience (NYC, LA, Virtual): A walkthrough activation showcasing TBD Book Co's evolution, featuring interactive exhibits, AI-generated book recommendations, and an “instagrammable moment” wall/area for social media photo ops. 
• Celebrity & Influencer Panels: Discussions on the impact of books, featuring authors, filmmakers, and top book influencers.
• Live Podcast Stage: Partnering with major book-related podcasts (e.g., The Read, Lit Hub, and NPR’s Book Club) for live recordings, building off & expanding your existing podcast platform

2. TBD Book Co Centennial Limited Edition Book Series

• Re-release of 10 iconic BOTM picks with exclusive centennial edition covers.
• Signed copies & premium collector’s boxes available for top-tier subscribers.
• Cross-promotion with adjacent industries, publishers & bookstores to drive wider reach.

3. The TBD Book Co 100 List: A Cultural Retrospective

• A high-profile, media-backed list of the 100 most influential books of the last century, curated by literary experts, authors, and readers.
• Social engagement campaign: Fans vote on their all-time favorite TBD Book Co book.

4. TBD Book Co “Pop-Up Reading Lounges” (NYC, LA, Chicago, London)

• Temporary TBD Book Co-branded reading spaces in key cities and venues (e.g., Hudson News in various airports), featuring cozy lounge areas, exclusive book previews, and interactive installations.
• Influencer and celebrity drop-ins to do live readings and Q&As.

5. BOTM Scholarship & Literacy Initiative

• $1M donation campaign supporting literacy programs and teachers in underserved communities.
• TBD Book Co-branded Little Free Libraries in 100 locations across the U.S.

II. Branding & Content Strategy

1. Centennial Brand Identity

• Special TBD Book Co 100 logo and aesthetic across all marketing materials.
• Custom TBD Book Co bookmark designs, tote bags, and collector’s edition swag.

2. Documentary Short Series: “100 Years of TBD Book Co”

• Five-part mini-documentary on TBD Book Co's evolution, featuring archival footage, author interviews, and industry insights.
• Distributed on YouTube, Instagram Reels, TikTok, and streaming platforms.

3. Influencer & Author Partnerships

• TBD Book Co Ambassador Program: Partnering with 100 top book influencers to create UGC (user-generated content) and viral engagement.
• Celebrity book picks from major authors, actors, and musicians.

III. Logistics & Operations

1. Venue & Partnerships

• Partner with landmark bookstores, libraries, and cultural institutions (e.g., The New York Public Library, The Los Angeles Times Festival of Books, Morgan Library).
• Collaborate with top publishers and media outlets for exclusive book releases and promotional support.

2. Data-Driven Metrics & KPI Tracking

• PR & Media Reach: Track media impressions across major outlets (NYT, Vogue, The Atlantic).
• Social Media Engagement: Measure reach using branded hashtags (#TBDBookCo100, #100YearsofTBDBookCo).
• Subscriber Growth: Leverage activations to increase TBD Book Co membership sign-ups.
• Event Attendance & Participation: Monitor ticket sales and attendance via RSVP platforms (Cvent, Eventbrite, Splash) 

IV. Post-Event & Legacy Planning

• TBDBookCo100 Archive: A permanent digital timeline showcasing TBD Book Co’s impact over the decades.
• Annual TBD Book Co Literary Award: A new, prestigious literary prize recognizing emerging authors.

V. Cross-Department Collaboration & Community Building

A centennial celebration of this scale requires seamless collaboration across all of TBD Book Co’s key departments. By working closely with internal teams, this initiative will not only honor the past 100 years but also strengthen TBD Book Co’s brand for the future.

1. Graphics & Creative Team

• Custom Branding for TBDBookCo100 – Collaborate on the development of logos, digital assets, event signage, and collector’s edition book covers to ensure a consistent and compelling visual identity across all centennial activations.
• Content Creation & Social Aesthetic – Ensure photo and video assets from events align with TBD Book Co’s brand voice and social media aesthetic for maximum engagement.

2. Business Intelligence (BI) & Data Team

• Tracking Success Metrics – Work together to define key performance indicators (KPIs) such as membership growth, event attendance, social reach, and PR impact to measure the success of the centennial campaign.
• Consumer Insights & Engagement Trends – Leverage historical and real-time data to understand which books, themes, and activations will resonate most with TBD Book Co members and the broader literary community.

3. Membership Engagement & Retention

• Exclusive Member Perks – Partner with the membership team to create TBDBookCo100-exclusive benefits (e.g., VIP event access, subscriber-only book editions, behind-the-scenes content).
• Member-Centric Activations – Involve TBD Book Co members directly through voting campaigns, social media challenges, and opportunities to be featured in centennial content.

4. Marketing & PR

• Press & Media Strategy – Align centennial initiatives with ongoing media outreach efforts to amplify TBD Book Co’s industry presence.
• Influencer & Author Collaborations – Work closely to curate a diverse set of voices—from established authors to rising BookTok influencers—to expand TBD Book Co’s reach.
• B2B Collaborations & Giveaways - Partner with adjacent businesses such as tea companies, stationery brands, and cozy lifestyle products to create exclusive giveaways, enhancing the membership experience and driving cross-promotional engagement.

5. Technology & Digital Innovation

• AI-Powered Book Concierge – Collaborate on the integration of an interactive book recommendation tool as part of the TBD Book Co Centennial Experience.
• Website & App Integration – Ensure centennial activations are seamlessly incorporated into the TBD Book Co website, app, and social platforms, making participation easy for members and new audiences alike.

Why This Matters

By working collaboratively across TBD Book Co's internal teams, this initiative will:

• Strengthen brand consistency across all centennial efforts.
• Leverage in-house expertise to enhance engagement and innovation.
• Ensure long-term impact, turning the celebration into a springboard for TBD Book Co's future success.

TBD Book Co's Centennial Celebration Estimated* Budget

Category

Estimated Cost ($)

Opening Gala (Venue, Catering, AV, Decor, Talent)

750,000

Book Fair & Pop-Up Experience (Rentals, Displays, Staffing)

500,000

Immersive BOTM Experience (Tech, Installations, Staffing)

600,000

Influencer & Celebrity Panels (Honorariums, Travel, Production)

400,000

Live Podcast Stage (Equipment, Host Fees, Promotion)

250,000

TBD Book Co 100 Limited Edition Book Series (Production, Marketing)

700,000

TBD Book Co 100 List & Voting Campaign (Digital Promotion, PR)

300,000

Scholarship & Literacy Initiative ($1M Direct Donation)

1,000,000

Documentary Short Series (Production, Editing, Distribution)

500,000

Branding & Merchandise (Totes, Bookmarks, Collector's Items)

350,000

Influencer & Author Partnerships (Sponsorship, Gifting)

400,000

Marketing & PR (Press Coverage, Paid Ads, Social Media)

600,000

Event Logistics (Security, Insurance, Staffing)

300,000

Data Analytics & KPI Tracking (Survey Tools, Reports)

150,000

Post-Event Content & Legacy Planning (Website, Archive)

200,000

Estimated Total Cost

$7,450,000

*prices are estimates and subject to market fluctuations 

Estimated Budget Breakdown

The budget estimates I created are based on industry standards, historical event costs, and benchmarking similar large-scale activations, they are subject to change and easily scalable to meet your budget, whatever it might be. Here’s a breakdown of how I arrived at each cost:

1. Opening Gala ($750,000)

• Venue Rental: $200,000 (e.g., The Morgan Library, The New York Public Library)
• Catering & Beverages: $150,000 (Premium sit-down dinner + open bar)
• AV & Production: $100,000 (Lighting, sound, video)
• Decor & Branding: $75,000 (Custom installations, BOTM 100 branding)
• Talent & Honorariums: $125,000 (Celebrity speakers, entertainment, authors)
• Staffing & Security: $50,000
• Miscellaneous & Contingency: $50,000

2. Book Fair & Pop-Up Experience ($500,000)

• Venue & Permits: $150,000 (Large public space rental, e.g., Bryant Park)
• Booth Installations & Displays: $100,000
• Staffing & Logistics: $50,000
• Book Inventory & Giveaway Budget: $100,000
• Marketing & Promotion: $50,000
• Tech (QR code scanning, AI recommendations, etc.): $50,000

3. Immersive BOTM Experience ($600,000)

• Venue Rental & Setup: $200,000
• Custom Installations & Digital Activations: $250,000
• Content Creation (AI Book Concierge, Augmented Reality features): $100,000
• Security, Staffing & Insurance: $50,000

4. Influencer & Celebrity Panels ($400,000)

• Honorariums for High-Profile Guests: $200,000 (20-25 speakers at ~$8,000-$10,000 each)
• Venue Rental: $75,000
• Production (Stage, Sound, AV, Livestreams): $75,000
• Travel & Accommodation for Speakers: $50,000

5. Live Podcast Stage ($250,000)

• Podcast Hosts & Guest Fees: $75,000
• Tech & Production Costs: $75,000
• Marketing & Promotion: $50,000
• Event Logistics & Staffing: $50,000

6. TBD Book Co 100 Limited Edition Book Series ($700,000)

• Production of 10 Special Edition Books: $400,000 (~$40,000 per book for printing, design, licensing)
• Marketing & Distribution: $200,000
• Celebrity Endorsements & Influencer Outreach: $100,000

7. TBD Book Co 100 List & Voting Campaign ($300,000)

• Digital Voting Platform Development: $75,000
• Advertising & Social Media Spend: $125,000
• Media Outreach & PR: $100,000

8. Pop-Up Reading Lounges ($450,000)

• Four Locations (NYC, LA, Chicago, London): ~$100,000 per location
• Design & Installations: $150,000
• Books & Merchandise: $100,000

9. Scholarship & Literacy Initiative ($1,000,000)

• $1M direct donation to literacy programs, BOTM-branded libraries.

10. Documentary Short Series ($500,000)

• Production (Interviews, Archival Footage, Editing, Post-Production): $400,000
• Marketing & Distribution: $100,000

11. Branding & Merchandise ($350,000)

• Custom Tote Bags, Bookmarks, Swag: $200,000
• TBD Book Co 100 Logo & Aesthetic Design: $75,000
• Signage & Event Branding: $75,000

12. Influencer & Author Partnerships ($400,000)

• Top 100 Book Influencers Campaign: $200,000
• Celebrity Endorsements & Sponsored Posts: $150,000
• Gifting & Unboxing Campaigns: $50,000

13. Marketing & PR ($600,000)

• Media Buying (Print, Digital, Social Ads): $300,000
• Press Outreach & PR Firm Fees: $200,000
• Influencer Seeding & Content Creation: $100,000

14. Event Logistics ($300,000)

• Security, Permits, Insurance: $150,000
• Transportation & Equipment Rentals: $100,000
• General Staffing & Event Coordination: $50,000

15. Data Analytics & KPI Tracking ($150,000)

• Surveys & Engagement Tracking: $50,000
• Social Media & Sentiment Analysis: $50,000
• Post-Event Reports & Analytics: $50,000

16. Post-Event Content & Legacy Planning ($200,000)

• TBD Book Co 100 Digital Archive: $100,000
• Video & Photography Recaps: $50,000
• Post-Event Social Campaigns & Engagement: $50,000

Total: $7,450,000

Note: The numbers are based on real event cost estimates, historical pricing for large-scale activations, and best practices in the industry but they are just that – estimates! Note that these are the “go big” estimates – everything is scalable and can be modified to meet your specific budget and needs.

Final Thoughts

A Very Merry Birthday to TBD Book Co!

TBD Book Co is turning 100, a century of curating stories and helping readers build personal libraries. TBD Book Co is about discovery! The thrill of unboxing a new book, knowing it was carefully chosen to be placed in the hands of readers who will love it. For generations, TBD Book Co has adapted to changing literary trends, shifting reading habits, and the evolution of how books are shared, bought, and treasured. And now, here we are, standing at the precipice of its centennial, with an opportunity to remind the world that books still matter, and so does this institution.

So, what do we do? We go big.

A gala that gathers authors, storytellers, and literary voices of all kinds, bringing them into the spotlight to celebrate a century of great books. A festival that wraps New York, Los Angeles, and the digital sphere in the warm, familiar embrace of storytelling. A curated book list that spans a century and reminds readers why they fell in love with books in the first place. Pop-up reading lounges where book lovers can escape the real world for a while and sink into the joy of words. An Instagrammable moment for customers to share their excitement (and your #hashtag) with the world. A celebration of authors, readers, and the conversations that books inspire.

And what does TBD Book Co get in return?

A cultural moment. A reminder to the world that this is not just a book subscription - it is a legacy. Major media coverage. Social engagement that reaches the next generation of book lovers, the ones who curate their bookshelves like personal museums and document every read on Instagram and TikTok. A chance to own the conversation about books in 2025 and beyond.

This is where I come in.

I believe in stories. I believe in events that do not just entertain but mean something. I believe in moments that capture attention, drive headlines, and build lasting brand equity. I want to help TBD Book Co turn its centennial into a landmark event, one that resonates long after the last glass of champagne is raised and the last book is signed.

Because in the end, this is not just a celebration of the past. It is a bold step into the next 100 years.