School-based marketing is worthwhile if you are writing in the young adult genre, or if your book would be relevant to students in a classroom situation (see a related article on this site, “School Based Marketing Events: Who Do They Work For?”, for more information). This kind of marketing is an easy way to be in front of 50 to a few hundred people in your target audience.
To get started, contact the appropriate teachers or principal to see if you can be incorporated into a class. Using the full classroom hour of 45 or 50 minutes, your presentation should take no more than 30 minutes, followed by time for student questions and a discussion with the teacher. If you’re trying to get your book incorporated into a lesson, be sure that it is appropriate for the targeted age group.
If your book can fit into a classroom setting, you might be able to give a presentation to students who welcome the chance to meet a published author. You might be able to present your book, but it would be best if you could relate your book to something that is already in the curriculum. Say your book is set in World War II and you’ve done a lot of research for it. You could present your research data and then relate it to your book.
If your book isn’t really relevant in a classroom but is still targeted towards children and/or young adults, contact the PTA to ask about other events. With luck, a book fair where you can set up a table to market your book, or a career day to talk to youngsters about what it takes to be an author will be available to you. The librarian is a good source for events being held at the school library, such as a reading or after-school program. You can speak to them about what kinds of in-school and after-school programs are available. Many would appreciate an author participating in a reading or book signing. It may even be possible for you to do a reading at the school library one evening. It would be a great way for the school to draw attention to its library.
These type of events work well because you’ll already be around young people who like to read, so you’ve got your target audience. You can sign books for students and take pictures with them. These events can range from a couple of hours to an entire day. Students will be awed by your knowledge and writing prowess, so be prepared to answer their questions.
Regardless of who you contact at the schools, include the principal and even the superintendent’s office, in any inquiry emails so that you avoid any roadblocks. And who knows? The principal and superintendent may want you to present in other classrooms and schools.
Start marketing your young adult book in the school setting. You were a student once. Remember what it felt like to meet an author, and what an impact it had on your life. Or, if you never did meet one, imagine what a difference it would have made had you met an author as a young adult.