I've Promoted Plenty of Campaigns -- Now I'm Launching My Own with #SantaInTheSun

If you stay in PR long enough, you’ll inevitably be tasked with promoting a corporate marketing campaign. It’s just the way it is.

The trades will run it, and your marketing colleagues will appreciate the collaboration.

But consumer media outlets won’t bite because marketing – albeit an essential strategy every successful business needs to incorporate – isn’t always packed with news.

So here I am – sitting in my home office, glasses perched atop my contacts (yup, not kidding, after years of sitting behind a computer, my eyes need more, a lot more!), crafting strategic PR and marketing plans not for a client, but for myself. I’m promoting my debut children’s book, building my author brand from scratch, and writing this post, in particular, to share the launch of my new social media campaign.

It’s still surreal, humbling, and a little bit thrilling to be both the storyteller and the story.

When I first started writing my manuscript a decade ago, I didn’t think about the whirlwind of work it takes to bring a book to life after the writing is done. I was too caught up with the writing, and it was fun.

But the after is where the real work begins.

Thankfully, stepping into this new world over the summer wasn’t just a challenge – it was a joy. I learned how to build a website and design a logo; I secured professional and credible individuals to join my team; and I found myself drawing on years of career experience in a fresh, new way.

For example, I developed a strategic, omni-channel communications plan designed to support multiple phases of my author journey. I’ve begun cultivating a social media presence (it’s modest for now but growing!), and I’d be absolutely thrilled if you joined me on Instagram: @christinafecherauthor.  

This week marks an exciting milestone: the launch of my inaugural social media campaign, where I’ll be sharing details about my debut children’s book.

For me, this is more than a “corporate campaign” a comms team is forced to publicize. This is the beginning of the story behind the story I’ve waited years to tell!

I started writing my manuscript in a hotel room while traveling for work. Like many people who travel occasionally on business, the workday doesn’t end when the meetings do. I’d settle into a restaurant booth with my laptop open, finish emails over dinner, and wrap up deliverables or work ahead on my bed in the hotel room. And after that, I would finally start writing for me.

My kids were so little then. Every night, we read books together, even when I was away. Sometimes they’d read to me; it was so sweet hearing their cherub voices over the line. So, children’s books were just a natural part of my life.

In corporate communications and PR, you’re always “on.” So, while I carved out moments to work on my manuscript, there were other nights when I’d have to pivot back to the job.

As I was writing for me, I decided I wanted to create something fun and unique. It made me think of the people who rarely got time off – spokespeople, small business owners, and, of course, Santa, a hugely popular character in our household throughout the holiday season.

That’s where the idea began to take shape.

What if Santa took some time off and popped up somewhere unexpected in the off season – sunglasses on and a twinkle in his eye?

That’s the spirit behind #SantaInTheSun, a playful social media campaign that carefully gives a peek behind the curtain – without giving away the full story. This campaign is meant to be playful and engaging, while offering fresh clues about my book before its release.

I hope you join me on this journey and have fun with your imagination along the way!