By now you know what The Reason’s all about – Insight, Ideas, Impact. Check out how that thinking was applied when working with first-time author Anastasia Goodstein to promote the release of her book Totally Wired: What teens and tweens are doing online. Most agencies talk a good game about experiential marketing; here’s how The Reason gets it done.
Insight: Since the premise of the book was to educate parents about youth activities online, The Reason identified and targeted natural advocates who would effectively reach and influence parents: 1) Helicopter parents – because they are the parenting segment who want to be “in the know” and educate their peers on educational resources; 2) Influential teachers, librarians, and other educators of teens and tweens –because their credibility relies on their ability to proactively arm themselves with the most current, relevant information needed to better communicate with teens and tweens.
Ideas: The goal was simple – Get Totally Wired to the proverbial tipping point. To do so, rituals (activities of importance) for the targeted advocates were scrutinized to determine the best communications plan. Ultimately, we designed and implemented a national tour anchored by regional PTA conferences and several high profile national education conferences. Tour updates were managed via a branded microsite. In addition, Procter & Gamble’s BeingGirl.com was sold as a national sponsor and blogher was brought in as media sponsor.
Impact: There were two additional print runs and book sales increased by over 500%. As Anastasia tells it… “The Reason has been instrumental in helping me take the message of my book to hundreds of parents and educators hungry for information about what kids are doing online and with other technology. By helping me attract a blue-chip sponsor (Procter & Gamble) and coordinating speaking engagements across the country, The Reason has helped me exceed my goals for promoting Totally Wired.”
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