CASE STUDY: Implementing Marketing and Public Relations Techniques

International Literacy Day offers a unique opportunity for ACE programs to attract local print and electronic media. However, this is just one subject for special event planning. The following are suggestions for publicizing International Literacy Day:

Focus on Success Stories

Press Release

Write press releases or feature stories about successful ACE students in the Adult Basic Education Program. Use International Literacy Day as the "angle."

• Fax release/feature story/advisory/PSA, as appropriate, to all local media contacts approximately two weeks prior to International Literacy Day.
• Send feature story/release to local television morning shows. Follow up with phone calls to see if producers will invite ACE "success students" in the Adult Basic Education Program to appear as guests on International Literacy Day.

Media Advisory/Written PSAs

Write a short advisory or public service announcement (PSA) for radio stations that do not have guest programs. Most radio stations are unlikely to cover a feature story, but they may mention International Literacy Day and ACE's Adult Basic Education Program.

• Call media contacts/editors a few days after sending the story to confirm that they received the fax. Ask if they plan on covering the story – try to sell them on a local angle, such as illiteracy rates in the area, and that illiteracy is a very important issue that deserves coverage.

Books for Literacy™ Campaign

In some communities, local residents can drop off donated (new or used) books at libraries, local businesses and ACE schools to be used by new readers. These books can be used at ACE with the Adult Basic Education Program, donated to local libraries and sent to other organizations that offer adult literacy programs.

General Contact

• Contact local libraries to get them involved in the "ACE Books for Literacy" drive to promote adult literacy.
• Contact businesses about placing a donation box at their place of business for book drop-offs. They may also display a sign in their front window promoting the event and announce that their business is a book drop-off location.
• Send letter to civic groups asking for help with the "Books for Literacy" drive.
• Send a letter with information about "Books for Literacy" to local homeowner association newsletters. This should be done at least three months prior to kick-off (most of the newsletters are bi-monthly).