Learn to Read

Empowering Our Community to Learn to Read


Services We Provided: Branding from the Core®, Facilitated Strategic Planning Sessions, Logo, Visual Identity System, Brand Standards, Website Reskinning, Integrated Recruitment Campaign Advertising and Design, PR Strategy, Video Development

While our passion has always been to help organizations tell their stories, some of the most fulfilling work we produce stems from cause-related initiatives. When Learn to Read of Northwest Florida came to us, they had a very big problem, and an even larger opportunity.  Needless to say, we jumped at the challenge.

Having never launched a formal marketing campaign, Learn to Read sought the help of idgroup to develop a recruitment campaign that actively aimed to enlist the help of citizens as volunteer tutors. Additionally, this campaign would also need to recruit potential students who may be fearful or embarrassed to seek help. Our biggest challenge? Speaking to two different audiences with two different reading levels, utilizing the same campaign.

To address this quandary, idgroup worked with Learn to Read leadership to facilitate an intimate one-on-one dialogue session to better understand the mindset, motivations and hesitations of both students and tutors. Armed with this knowledge, idgroup created the “One in 6” campaign, an educational PSA-style campaign to educate the community of Learn to Read’s services, while also inviting citizens to sign up as tutors. This integrated campaign included television, radio, flyers, brochures, and website (complete with educational sales video) for individuals at any reading level.

Results

The campaign launched September 1, 2016 and has since resulted in the recruitment of more volunteers and students than the organization has seen in the last five years.

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