Many people in this country have been working together to help promote economic recovery at the federal, regional, state, and local levels. As we recover from the Covid-19 pandemic, we keep in mind the hundreds of thousands of small businesses that have had to close their doors forever. There are many including vendors, artists, and independent writers who are now looking to promote their sales at regional events such as festivals and conventions. Many have now had to pool their resources to look for creative outlets and means of boosting marketing strategies to attract new audiences.
Festivals, by definition, attract visitors that support the local economy by spending money both on and off site. Visitors and tourists spend money on site for admission, parking, food, souvenirs, and targeted sales, while the off-site revenue is generated within the community through hotels, gas stations, restaurants, and shops. Festivals also provide an opportunity for marketing and advertising for business owners, entrepreneurs, and artists. Education is another beneficial product of festivals and conventions, where people can actually interact face-to-face with key persons of interest and learn within a fun, hands-on environment. Large public events like festivals also bolster a sense of community and relationship building. Many positive social and economic bonds are made among members of the government, community, private and public organizations, and participating vendors through a collaboration of skills and knowledge.
One particular area that has been experiencing difficulty navigating the adaptive strategies needed to promote in the digital post-pandemic era is the realm of literature. Many independent writers and less sponsored publishers have been struggling to connect with their readers, which has led them to adapt in more creative and collaborative ways. Through a sense of communal teamwork and educational kinship, three baby boomer authors have come together to form the Fort Hunt Authors Alliance. Brian Boger, Tesa Jones, and Norwood Holland all reside in different states but were all members of the Fort Hunt High School Class of 1969. They came together at their 50th class reunion with fond memories of their high school days and clear reflections on the challenging and inspiring education they had received alongside many other talented and intelligent classmates including two Pulitzer Prize winners and an Emmy Award winner. One particular connection among Boger, Jones, and Holland was their memories of their encouraging English teachers and how those teachers instilled a deep love of reading during the dawn of the television era. Their English teachers would pique their interests with a diverse curriculum of genres, periods, authors, and themes. As Boger, Jones, and Holland transitioned into retirement from rewarding careers in teaching and practicing law, these three writers continued to expand their horizons through literature. As such, they came together out of mutual interest and passion to pool their skills in a marketing and promotional alliance to help each other boost literary sales and exposure.
The Covid-19 pandemic brought the literary world to a halt with plans for book launches, library appearances, literary conferences, book clubs, festivals, and other promotional events being cancelled making it difficult to get books into readers’ hands. Boger, Jones, and Holland launched their Fort Hunt Authors Alliance at the Winston-Salem Books and Authors Festival, which took place on September 25, 2021. It was here that these authors were free to supplement virtual and digital marketing with face-to-face marketing greeting the public and discussing their books. They feel that there is strength in numbers and that it is easier to connect with old readers as well as reach new ones at these in-person events. The Winston-Salem Festival proved to be a great success, and the alliance is looking forward to other regional events and festivals going forward. Boger, Jones, and Holland hope to share their readers and marketing knowledge to support each other in appealing to a greater audience.
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