“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
- An internal infrastructure was established to design a CSR model (School, Community and Family) to learn, assess, design and implement a corporate initiative
- Test market is identified and funded directly by CEO’s discretionary funding
- Getting “buy in” from the community— the San Antonio Test Market
- Corporate executives learn to LISTEN and UNDERSTAND what are the needs of the community
- Latino Working Group is formed—an internal cross functional group of executives serving as the heart and core team of internal consultants to the CEO.
- Go to Market Strategy – Partnerships are formed (city officials, community and local businesses)
- All Scholastic divisions are activated to serve as resources to the initiative and business goals are established
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