Promoting Literacy in the Digital Age
Spreading the Word
With so many components of its global literacy campaign now in place, Scholastic is busy spreading the word about it in a variety of ways, mixing both traditional and new-media marketing methods. "Every division of the company is actively spreading the word about the campaign, The Reading Bill of Rights and the You Are What You Read website, including promoting the campaign throughout the company website to our millions of … users," says Good. "In addition, our Literacy Champion partners are sharing the campaign with their audiences. We are distributing materials at conventions, book festivals and other public gatherings throughout the year, and we are purchasing advertising on Facebook for the You Are What You Read social networking site."