Penguin Preliminaries & Book Selection Semi-Finals

Stages of an Imagination Library book

Permission guidelines and usage

The very early years• What a wonderful idea!• Dolly wanted:

– good books– sent by the US Post Office – to the home of the newborn to 5 year old

participants– every month

• She especially wanted this program to be for

ALL children, regardless of income. • Concepts of inclusivity, easy access, low overhead

The early years, continued

• The Golden Books – the good news is that there are terrific titles– the ‘bad news’ was there was no real

partnership resulting in a “hodge podge” selection.

• As a new professor in the UT Department designated to teach children’s literature, I began to ask some questions AND . . .

Dolly’s “Blue Ribbon” Committee was born!

Small & representative of various organizations:

Parents as Teachers

International Reading Association

Teacher of the Year

Infant Mental Health Promotion (Canada)

University of Tennessee

Select a new Publisher

• Create a collaboration… –shared the mission –and easy to work with

• Supply consistently GREAT books…–Popular–Prize-winning–And classic!

Create the Selection Guidelinescontinued

• Bilingual

• Canadian Authors / Illustrators

• Diversity

Create the Selection Guidelinescontinued

• Considering developmental stages

• Regarding the aesthetic in books

• Balancing the overall selection in one year: poetry/prose, humor/serious, theme & classics

• Thinking about characters: gender, ethnicity, families

• We need to care about the main character

• Thinking about settings: rural, urban

The process of selection• Look at new titles published in the year

• Re-commit to ‘old’ titles established in the selection

• Read EVERY book out loud to hear its cadence, its ‘readability’ and tone for the age

• Read for classic narrative structure: is there a complication? A resolution?

Selection, continued

• Begin the process of setting up the titles for the upcoming year: –what to keep/discard for each year

is dependent on:

• Publication costs

• Duplication of themes or author/illustrator

• Balance of criteria

2 full days!

And then, the Imagination Library Team… works with the Penguin Team…

to make it all work!

D

What I Will Cover Today• Logistic to Mail… from polybags to USPS

– Guidelines– Cost Efficiencies– Communication with your RD

• Permissions– Overview– Copyrights & Trademarks– Permission Request Types & Forms– Governing Guidelines– Permission Requests Process

• Promotion & Social Media– Guidelines for Posting Content to Social Media Sites– Do’s & Dont’s

What I Will Cover Today

• Logistic to Mail… from polybags to US Postal Service– Guidelines– Cost Efficiencies– Communication with your RD

USPS Guidelines for Mailing

• Formats– Group 1: Board book– Group 2: Board book & Casebound– Group 3-6: Casebound & Paperback w/

French Flaps

• Restrictions on trim size per format

• Weight matters

Book Processing and PostalCost Efficiencies

• Making fiscally appropriate decisions to keep per child cost low

• How the guidelines previously discussed impact costs

• Greater number of children = lower Net costs

Communication is Key

• Vital to keep on-going dialogs with RD’s about– Registration rates– Enrollment strategy changes– Financial outlook– Enrollment awareness and fundraising campaigns

What I Will Cover Today

• Permissions– Overview– Copyrights & Trademarks– Permission Request Types & Forms– Governing Guidelines– Permission Requests Process

Permissions:Copyright & Trademark Protection

• Copyright Law: this defines exclusive rights to original work (including distribution, adaption, and copying work) as belonging to the author or illustrator

• Trademark Law: protects intellectual property (symbols, names, words, etc) – Lanham Act of 1946: federal registration procedure

Copyright & Trademark Protection

• If the material is used without permission or acknowledgement, there could be fiduciary consequences.

• Penguin has established a process for granting permission to DPIL Affiliates. – In instances where fees would customarily be collected for such usage,

we’ve agreed to waive them for DPIL affiliates.

Importance of protecting: Any infringement of copyright or trademark can lead to legal action against the

affiliate and publisher by author, illustrator, or third party holding rights.

Permissions

• No-Charge Permission Guidelines Forms

• Governing Guidelines

• Permission Approval Process

Permission Request Types

• Book Cover Image Usage

• “Little Engine That Could” Image Usage

• Live Dramatic Performance

• Live Read-Aloud

Used with Permission. Dollywood, Inc.

Note: the last two pertain to activities for fundraising

purposes only.

Permissions

• No-Charge Permission Guidelines Forms

• Governing Guidelines – All approvals are granted for one-time use

only; as defined in the permission request form submitted to Penguin

• Permission Approval Process

Permissions:Governing Guidelines

• All approvals are granted for one-time use only; as defined in the permission request form submitted to Penguin

• All submitted forms must be signed by you on page two

• All requests should be submitted at least 60 days prior to the intended usage

• All requests must be routed by an affiliate to their Dollywood Foundation Regional Director and not submitted directly to Penguin

• Any of the approved uses of Penguin book content, art or material for fundraising purposes is permissible only if the funds are to be generated for the exclusive benefit of Dolly Parton’s Imagination Library program executed by the requesting party 

• No other fundraising purpose will be approved

Permissions

• No-Charge Permission Guidelines Forms

• Governing Guidelines

• Permission Approval Process

Permission Approval Process• Call your Regional Director with

usage request– They have all the forms you’ll need to

get your answers. RD advises you of Penguin’s

guidelines as they pertain to specific request(s) and sends you: Penguin’s guidelines Appropriate Permission Request form(s) Corresponding book materials in electronic

format from the title folder This includes Cover Images, Copyright Lines,

Author and Illustrator Credits, and Publication Credit you’ll need to feature in whatever it is you are doing.

Your Request is APPROVED!• Approved permission forms will be

countersigned by Penguin• Penguin will fax or email a countersigned

form back to RD to forward to you• You can proceed with the approved plans

– NO deviations allowed after approval has been granted

All approvals are granted for one-time use only, asdefined in the permission request form submitted to Penguin.

Your Request Was Not Approved

• Penguin advises RD on required changes or corrections to the proposed usage

• You will resubmit to RD with the noted changes or corrections

• If you are unable to do so, permission will not be granted and you should not continue with your plans.

Penguin ContactPermission requests and related inquiries are facilitated by Lauren DeSimone in

the Penguin home office.

What I Will Cover Today

• Promotion and Social Media– Guidelines for Posting Content to social

media sites

– Do’s & Don’t’s…

Marketing: Social Media• Guidelines for posting content to social media sites

– Videos of Read Aloud:• Entire story = infringement of copyright laws• Static image of someone reading = OK, requires PRF• Partial reading (maximum of 10% of story) = OK, requires PRF

– Posting raffles as a fundraising event on Facebook© is against their terms of use.

• 3rd Party Applications available if necessary• Research Facebook’s© policies firsthand• We strongly recommend you obtain legal guidance

– Featuring Penguin characters• Penguin has created webisodes and Read-Aloud

compilations • we are more than happy to make these available for posting

to your website. • Contact your RD with your request details.

Marketing: Social Media

Don’t’s…

- Post a video of someone reading the entire story aloud

= INFRINGEMENT OF COPYRIGHT LAWS

- Execute a fundraiser on a social media site

= Against Facebook© terms of service

Marketing: Social Media

Do’s…

• Post static images of someone reading to a group• Post a partial reading of no more than 10% of the

content

*** Both require PRF forms ***

• Ask your RD for access to Penguin’s approved character webisodes and our Read Aloud compilations

What If I Still Have Questions? • Consult the Dollywood Imagination Library website for

the FAQ’s all about what I’ve just said

• Reach out to your Regional Director if …

• We didn’t address your question there

• You are still confused about the correct answer

… even after reading all the FAQ’s

• You want to do your idea anyway

…(even though it is not suggested, recommended,

or is generally frowned upon.)

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