Reading + Math = Literacy | The campaign resulted in a $1 million sales increase in less than six months
Tags:Corporate Communications / Media Events / Media Relations / Media Training / Product Launch
Pearson Learning sought to heighten awareness for its math and reading textbooks and related products. To accomplish the goal, Rosica developed an awareness campaign using spelling and math bees. The campaign featured a four-foot tall carnival wheel, the “Wheel of Knowledge,” to create an attention getting visual to attract media coverage at schools to promote the slogan we created on the client’s behalf: “Reading + Math = Literacy,” which still appears on the company’s products. Additionally, Rosica secured media placements for the author of Pearson’s Developmental Reading Assessment tool on national and local television stations throughout the country. The campaign resulted in a $1 million sales increase in less than six months. Rosica’s grassroots media efforts included a media event promoting Pearson’s Plaid Phonics imprint that became the subject of a USAToday feature, which is credited with boosting sales by $250,000 in less than 90 days.