Staff Site

Outreach and Promotion


Children with Print Disabilities

Be sure to include children with print disabilities in your outreach and promotion activities. Visit the Accessibility page for materials and resources.

Outreach to Schools

Contact your local schools and arrange a visit to promote this summer’s TD Summer Reading Club (TD SRC). There are at least three options available for a TD SRC visit:

  • School assembly (Pros: small time commitment with a large impact. Cons: an assembly must be imminent and the school willing to give you a spot. Large groups are easily distracted.)
  • Groups of classes (Pros: reasonable time commitment and the ability to gear your presentation to specific age groups. Cons: requires your school contact to coordinate the visit.)
  • Individual classes (Pros: you can tweak your presentation for the specific age group. Cons: large time commitment on your part and coordination on the school’s part.)


In addition to conducting your own outreach visits to classes or assemblies at schools, consider making a sample package of TD SRC materials available to the schools’ teacher-librarians or library technicians, as they can be useful allies in helping to promote the program, both to other staff and to students. You can include a memo explaining what children receive and how materials are intended to be used, as well as program information specific to your library. Teachers can be encouraged to invite children to bring their notebooks to school in the fall for a show-and-tell about their experiences in the TD SRC!

The Presentation

Allow approximately 5 to 10 minutes for your presentation with extra time for questions. Consider wearing a costume related to the theme, or dress as a favourite character in a book.

Create a script that includes the following components:

  • Introduction to yourself and your library.
  • Information about the TD SRC—theme, artist, author, library, registration procedure, library programs, accessibility for kids who do not read print.
  • Show-and-tell item(s) such as print materials, any contests your library is running or prizes (such as a TD SRC t-shirt).
  • Participation—a chant, song, rhyme, jokes, tongue twisters, etc.
  • Optional: one other element tailored to the size and age of the group, such as a story, picture book, non-fiction book, book talk, joke, etc. 

Visit the Programs and Activities pages in the Staff Resources section for activity ideas to demonstrate during school outreach. Here are some we recommend for: 

Outreach to Summer Camps and Child Care Centres

There are often many children in our communities who have difficulty participating in the TD SRC because they are enrolled in summer-long activities such as day camps, summer schools and child care centres. So, you can go to them!

Examine your community to find out where it is logical to do some outreach. Some examples are:

  • Summer day camps (municipal parks and recreation programs, private day camps, charity-run day camps, YM/YWCA, Boys and Girls Clubs) 
  • Child care centres 
  • Community/public housing projects 
  • Faith-based programs 
  • Multicultural and immigrant services agencies and programs 

Outreach to summer camps and child care centres can take several forms:

  1. Programs at a camp or child care centre: library staff or volunteers make trips to the camp location or child care centre to offer programs based on books and reading. These would occur regularly and library staff would register children at the site in the TD SRC. 
  2. Visits to the library: kids and child-care workers visit the library for special programs and activities. They could take part in regularly scheduled events or have special programs presented to them by library staff. All kids would be encouraged to register for the TD SRC during the visits. 
  3. On-site administration: the library provides TD SRC program materials and registration instructions to the camp or day care, and the staff there register children in the TD SRC and administer the program on site. Staff at the camp or day care would report registration statistics to the library at the end of the summer. In this scenario, you may also wish to leave a small collection of library materials with the group. Items can be signed out for the whole summer or regularly changed as suits the library and the camp or day care. 


  • You may need to order extra TD SRC materials if you are planning a significant outreach program. 
  • Be sure to collect registration statistics from any registrations done outside your library. 
  • Follow up with staff at any camps or day cares at the end of summer to get feedback on how the program worked and whether there’s anything that can be done to improve future collaborations. 

Outreach to Other Community Groups

In addition to working with children in formal care or camp situations, you can also take the TD SRC into the community by working with groups and agencies, such as:

  • Girl Guides and Scouts 
  • Family literacy agencies 
  • Community information and health centres 
  • Family shelters 
  • Hospitals 
  • Organizations serving children with disabilities such as CNIB, the Learning Disabilities Association, and Community Living

You can also look for opportunities to highlight the TD SRC at community events such as:

  • Canada Day and other community celebrations 
  • Local fairs 
  • Community picnics and outdoor events 

Throughout the summer, look for ways to take the TD SRC into the community. This is a great way to use materials you have on hand after the initial registration push in your branches!

Multilingual Welcome Message for Parents and Caregivers

Last year, we created a simple message for parents and caregivers to explain what the TD Summer Reading Club is, and it was available for you to download and print, as needed, in English and French as well as the following languages:


This year, the welcome message has been translated into four additional languages:


At the bottom of the message, there is space for you to add your library’s URL and logo. We hope these translations will be useful new tools in your promotion of the TD Summer Reading Club.


We’ve provided you with handy promotional print materials. Discover ways to use them in our Print Elements of the Program section! Don’t forget to check out our digital and print ad templates and brand guidelines, too!


A selection of Anne Villeneuve’s illustrations are available in our Images section. Staff can use a colour photocopier to enlarge images to create interesting displays. Anne’s cheerful illustrations include children and animals engaged in reading, writing, and having fun doing things that relate to feeding their passions. Creating templates that relate to different passions that children may have—music, sport, dance, collecting, etc.—are good ways to tie the decorations in your branch to the print materials and the kids’ website. Children enjoy seeing their names displayed, so giving each child a shape on which they write their name and favourite book would be an effective way to engage kids AND to decorate your branch!

Book Displays

This year’s theme of feeding your passions provides ample opportunity to make fun displays with your library’s collection. Our recommended reads are a great place to start. We’re certain you’ll have a lot of material on your shelves to create effective displays with this year’s theme.

National TD Summer Reading Club Day

To make it easier for more libraries to participate in this nationwide registration drive, this year libraries are encouraged to host their “Get Your Summer Read On Day!” events or activities on a day of their choice during the period of June 16-23, 2018. Let’s see how many kids we can get to register in a single week! We’ll share more information about this initiative through our blog posts and on our website over the next few months.

During your scheduled activity, you can invite the mayor or a local celebrity to kick off the program to ensure publicity in the local newspaper. Invite staff at your local TD Bank so that they can support the program as well. If your local newspaper does not send a photographer, take a photograph and send it to them, along with a few words about the launch.

Advertise in Your Local Newspaper

Send copies of the program and promotional materials, along with information about the program and the TD SRC website, to your local newspaper. The paper might be willing to run a story about the program and interview a staff member. If your budget allows, consider buying space in the paper as well. Our new print ad templates will make this easier than ever! Please be sure to adhere to the brand guidelines when designing your ad.

Local Television and Radio

Be sure to also send your local cable and radio channels sample program materials and a brief description of the program. Offer to come and speak about the summer of fun that the library has planned. For television broadcasts, take the print materials and explain how children can register, collect stickers and track reading in their notebooks and on the website. Have books by Kevin Sylvester and Camille Bouchard (this year’s serial story authors for the English and French websites, respectively) and Anne Villeneuve (this year’s illustrator) on hand to describe their role in this year’s program. Additionally, take copies of the Recommended Reads brochure to remind the audience that reading is a great summertime activity.

Promoting Your Program Using Social Media

Social media is a great way to promote the TD Summer Reading Club and interact with a wide range of people. Your library can use social media to:

  • Build excitement throughout June in anticipation of the TD SRC 
  • Promote TD SRC registration
  • Promote upcoming TD SRC programs and events
  • Run contests
  • Offer literacy tips for parents and encourage discussion with your patrons
  • Share photos or videos of TD SRC events
  • Connect and collaborate with other participating libraries across the country (e.g. Sister Libraries project) 

Below are some examples of how libraries can use social networking to their advantage.

  • Libraries can create a Facebook page to post information about their programs, events and services. You can encourage parents, teachers and child-care workers to “like” your library page, and they will be instantly updated whenever you post something about your library or the TD SRC.
  • Twitter is a popular way to send and receive short messages (called tweets), 280 characters or fewer, via the Twitter website. Tweets can include links to other websites and photos. Twitter “feeds” can also be easily embedded into your library website using a widget. Consider “live tweeting” at an event (where a staff member could tweet the happenings directly from the event), running a contest on Twitter, or hosting a Twitter chat. Twitter uses hashtags to identify tweets as belonging to a certain topic. Please use #TDSRC or #CLETD in any tweets about the TD Summer Reading Club.
  • Some libraries have been creating entertaining videos to promote the TD Summer Reading Club program for a number of years now. You can create a channel and upload videos on sites like YouTube or Vimeo.
  • Web publishing tools such as Typepad and WordPress make it very easy for any library to publish a blog. Blogs are usually the work of a single individual, occasionally of a small group, and often are themed on a single subject. A typical blog combines text, images, and links to other blogs, Web pages and other media related to its topic. The ability of readers to leave comments and even message each other in an interactive format is an important part of many blogs. It is this interactivity that makes blogging an effective form of social networking, as you can establish relationships with readers and other bloggers. There may be bloggers in your community who have developed a sizeable readership and are writing about topics (e.g. books, children) or for audiences (e.g. children, parents, caregivers) that are a focus of the TD Summer Reading Club. Contact them about promoting the Club on their blog. Offer to write an article or provide an interview. Provide them with links to the TD Summer Reading Club website and your local library.
  • As more and more people have cameras always on the ready to document everyday life, photo sharing websites have become very popular, and we encourage you to explore fun ways to use sites such as SnapchatFlickrPinterest and Instagram to share your own photos, as well as those of families participating in the Club. Check out the national TD SRC Pinterest board!