“Leer da Poder”; building a better community through literacy

 

Situation

Corporate identifies a need to connect better with the Latino population as demographics indicate the importance of this segment and their unique needs (i.e. 25% illiteracy rate in 6th largest city in US).

Strategy

Results

Execution begins and campaign is launched;  “Leer da poder”.  Results are tracked and success and new learnings are shared internally to all divisions across Scholastic. Initiative continues to be monitored and new target markets are identified.  Amongst the impressive statistics include:

  • 5% increase of parents agreement with the phrase “Reading Empowers”
  • 15% increase of parents mentions such as “We need to motivate our children to read”
  • Reached an amazing 1,000,000M print and online media impressions, 75,000 radio impressions and close to 300,000 TV impressions
  • Approximately 18 schools ran the program