American Reading Company
Client: American Reading Company
Date: 2019
About the client:
Built and run by education activists, American Reading Company (ARC) is a trusted partner of 5,320+ schools and 1,070+ districts in 50 states. ARC helps strengthen district and school capacity at every level by placing literacy and agency at the heart of school transformation with the mission, “To ensure every student is reading on or above grade level.“ As a result, all students read, write, think, investigate, and solve problems at increasing levels of proficiency.
The creative challenge:
Working with the Midwest regional sales team, I researched and strategized marketing campaigns that would be most effective and resonate with the audiences in the Midwest. Our regional goals were to become the premier provider of Spanish Language Arts resources, to exceed a revenue goal of $8.5 million, and to have at least one ARC Core implementation in each terrority in FY18.Â
The outcome:
After implementing an ambitious marketing plan, facilitating monthly webinar series, and focusing on national success stories, the regional sales team exceeded their FY19 target revenue goal of $8.5 million with an 102% increase over FY18. Attendance for comparable webinars increased an average of 73% between FY18 and FY19.Â
National Success Stories
To highlight the success of ARC's partnership with Midwest schools, I proposed success story one-pagers that features infographics for proficiency test improvements, implementation timelines, and parent and teacher testimonies. Each school's full-picture story showed the drastic improvements attributed to ARC's program and the potential for other schools struggling to meet the needs of their students. These success stories could be use at in-person events and meetings as flyers, attachments on sales emails, CTA links for email campaigns, and for leadership presentations.
Regional Email Campaigns
ARC's Midwest audience and even state-specific schools all have different needs. Many Midwest schools supported dual-language learning so both English and Spanish language arts were a key selling point. Our email campaigns would target specific school board members, principals, and teachers with information about curated classroom libraries that encouraged multiculturalism and ARC Core's robust project-based K-12 curriculum. Other campaigns were used for events, webinars, and other learning opportunities with phonics experts and coaches.
