CONTEXT
Scholastic, a well-known publisher in children's literacy, launched its first "Balanced Literacy Curriculum," Scholastic Literacy. The goal was to shift its reputation from a supplemental provider to a leading core curriculum provider. This was achieved through an innovative marketing campaign that highlighted the curriculum’s unique benefits to educators.
APPROACH
The strategy involved thorough research, creating a detailed campaign brief, and developing a range of marketing materials, including print and digital ads. The campaign was executed across multiple channels to ensure a unified introduction of the new curriculum.
IMPACT
The campaign successfully repositioned Scholastic as a leader in core literacy education. It generated significant interest and adoption among educators, strengthened Scholastic’s market presence, and enhanced its role in the educational sector.
Created a refreshed look and feel for an existing identity, featuring a new advertising campaign across physical and digital touch points.
Motion graphics with the new look and feel introduced the Literacy Pro digital classroom management tool and directed visitors to the trade booth at an international trade show.
Guided Scholastic’s internal design team in translating the new look, enabling them to effectively use and extend the provided assets for the tradeshow booth at an education conference.
Role: Design Director (Creative and design lead)
Agency: Tenet Partners
Team: Beth Flom (Senior Partner, Strategy), Andrew Bogucki (Senior Partner, Creative Director), Andrew Douglas (Director, Editorial Services), Renee Malfi (Account Director)
