Page plan · 13 pages

Written for: The bookshop owner and staff deciding on a seasonal campaign

1. 1

   The reading hour: a winter campaign for a neighbourhood bookshop

   • This is a winter campaign called the reading hour, made for our neighbourhood bookshop.
   • It asks customers to keep one evening hour for reading.
   • Today we want a decision from owner and staff on whether to run it this season.
2. 2

   Fewer adults read books with each survey round

   • The share of US adults who read at least one book in the past year fell from 54.6% in 2012 to 52.7% in 2017 and 48.5% in 2022.
   • Novel or short story reading fell from 45.2% to 41.8% and then 37.6% over the same rounds.
   • Each survey round shows a lower figure than the one before, for both measures.
   • Fewer readers means a shop like ours has to give people a reason to start again.

   Column chart: Share of US adults who read in the past year (%). Source: Federal Data on Reading for Pleasure: All Signs Show a Slump · checked 2026-10-10

3. 3

   The last hour before sleep

   • The hour before sleep is when many people choose between a book and a screen.
   • It is a calm, private moment, which suits reading better than a busy daytime slot.
   • Our campaign aims to claim that hour for books.
   • Winter's early dark evenings make that hour longer and easier to protect.
4. 4

   What the winter campaign has to achieve

   • The campaign must bring customers into the shop during the winter months.
   • It should make the reading hour a habit people link with our shop.
   • It has to stay simple enough for staff to run alongside daily work.
   • Success could be tracked by simple counts of visits and sales (illustrative: 10% more evening visits).
5. 5

   Swap one hour of scrolling for one hour of pages

   • The core message is a swap: one hour of scrolling for one hour of pages.
   • It is a small, doable ask rather than a big reading resolution.
   • The message speaks to people who want to read more but feel short of time.
   • We will repeat the same line across every poster, post and sign.
6. 6

   The idea: an evening hour kept for reading

   • The idea is an evening hour set aside for reading, phone away.
   • Customers can pick a book from us and start their hour that night.
   • Staff can suggest titles suited to a quiet evening read.
   • Giving the hour a name makes it easy to share and remember.
7. 7

   The lead poster for the shop window

   • The lead poster goes in the shop window to stop people passing by.
   • It carries the swap line in large, simple type with plenty of space.
   • A warm lamp-lit image sets the evening mood.
   • A small line at the bottom invites people to step inside and start their hour.
8. 8

   Posters, social posts and in-store pieces

   • The campaign uses three kinds of pieces: posters, social posts and in-store pieces.
   • Posters carry the main message to people on the street.
   • Social posts reuse the same line and imagery for our followers.
   • In-store pieces, such as shelf cards, help customers choose a book on the spot.
9. 9

   The reading-hour mark on bags, bookmarks and signs

   • A simple reading-hour mark ties every piece together.
   • It appears on bags, bookmarks and signs so customers see it again and again.
   • Bookmarks give people something to take home and use during their hour.
   • The mark should stay clear and legible at small sizes.
10. 10

    A quiet, warm tone of voice

    • The tone is quiet, warm and friendly, like a good recommendation from a neighbour.
    • We invite rather than lecture or shame people about screens.
    • Sentences are short and plain, with no hard sell.
    • Staff can use the same tone when talking to customers in the shop.
11. 11

    Reading-hour corners inside the shop

    • Reading-hour corners are cosy spots in the shop for browsing and trying a book.
    • Soft lighting and a comfortable seat set the evening mood.
    • Each corner shows a small selection picked by staff.
    • The corners give customers a reason to linger rather than just buy.
12. 12

    Budget, timeline and print runs

    • The budget should cover printing, window display and small in-store items.
    • Print runs should be kept modest so we can reorder if something works (illustrative: 200 bookmarks).
    • The timeline works back from the first winter evening, with printing done beforehand.
    • Staff time for setup and for the corners should be planned in advance.
13. 13

    Start the reading hour on the first winter evening

    • We launch on the first winter evening with the window poster and corners ready.
    • Customers are invited to start their reading hour that very night.
    • After launch we review what worked and adjust through the season.
    • The decision needed today is whether to approve the plan and begin preparing.