Pearson: Reading + Math = Literacy
To heighten awareness for Pearson Learning’s innovative curricula, Rosica worked with this leading publisher to develop positioning and key messages to differentiate the company’s approach and offerings. In our strategy session, we identified a consistent theme: literacy is about more than just reading. Rosica soon developed the company’s slogan: ”Reading + Math = Literacy,” which was used across multiple divisions at Pearson and brought to life through stakeholder communications, tradeshow marketing, and in-school awareness building.
The campaign featured a four-foot-tall “Wheel of Knowledge,” which attracted media attention in several schools. Rosica also secured media placements for the author of Pearson’s Developmental Reading Assessment (DRA) tool on national television and in local markets across the U.S. The campaign resulted in a $1 million sales increase in less than six months. What’s more, Rosica executed a grassroots media event for Pearson’s Plaid Phonics imprint that became the subject of a USA Today feature, which is credited with boosting sales by $250,000 in 60 days. Rosica’s strategic approach to corporate thought leadership and PR delivered measurable ROI.