Nature and Geography Magazine for Kids "Explorer Classroom Pack" Takes Over Schools



Posted: Tuesday, March 03, 2009

by
DoMedia

In-School Objective: This co-op program was designed to encourage and teach students to explore continents, discover their inventive side, and educate about endangered animals through fun, interactive learning. This program also targeted girls and the importance of building their self-esteem. This is a great example of how one specific alternative advertising campaign can be multi-faceted in directing multiple messages toward many different audiences.

Business Objective: From a business and financial standpoint, the overall goal of this alternative advertising campaign was to increase brand awareness of an international nature and geography for kids magazine. By incorporating a trial by students and families, the brand was able to gather valuable research information. In conjunction with the trials, the magazine also provided advertisers with access to an in-school nature channel. This campaign was able to form a co-op classroom pack for grades 2-6 providing valuable content and information for classroom discussions. This gives a purpose for the campaign existing outside of marketing and business driven goals.

Reach: This alternative advertising campaign was able to reach more than 500,000 students in 1,200 different schools in selected DMAs across the country. While it may not be realistic for all such campaigns to have this extensive level of reach - due to budget restrictions or the geographic restraints of the product/company - a similar campaign can still create an effective sample with less numbers.

Classroom Pack Elements: The nature and geography for kids magazine "Kids Dare to Explore" poster highlighting the various and specific characteristics of the Continents and a "Where in the World" item find, where students could demonstrate what they had learned. The Pack also included a Wild Planet Teacher Guide and Classroom poster encouraging students to discover their inventive side by creating their own inventions and participating in the Wild Planet Kid Inventor Challenge.

The alternative advertising campaign also brought in another brand, a popular steakhouse chain, to sponsor a program bringing awareness of endangered animals to the school kids with an interactive poster, reproducible activity sheets and collectible bookmarks for each student.

Finally, a special edition magazine was created for each girl encouraging them

to always do the right thing, to enjoy their lives, and to "be yourself".

Feedback from the students and the school administrators, as well as the nature and geography magazine for kids representatives, was positive for all areas of the alternative advertising campaign.

Jeff R. Lamb is the president of DOmedia. The DOmedia Community is the place for all members of the alternative advertising industry to come together, share ideas, ask questions, promote best practices and meet others who have the same passion for alternative media in all of its forms. Asset Owners. Advertisers. Agencies. Aficionados. Learn more at www.domedia.com

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