MONTHLY BOOKLETS WITH BEDTIME STORIES
On an other rainy day in Belgium we read in the newspapers:
‘Dropping levels can be explained because Flemish schools invested less time on reading and language than the other countries included in the study. Also Flemish parents admit that they don’t read enough to their kids. Those two elements influence reading levels, because who reads on a daily base scores better than someone who barely or never reads.’
This was our cue to create a pro-active concept for which we teamed up two of our beloved clients, both fit for this challenge: Pelckmans Uitgevers and Sleepworld. First one makes sense. But a mattress retailer? Well yes, because most of the time we read to our children before going to bed. Et voilà, the link was clear and the budget doubled.
Our target group’s to do lists are endless. And now we want them to add ‘reading to their children’ as well. Messaging needs to be fun, no finger pointing, no guilt-feeling. We want to be a partner and enabler. Not only talking but also doing. So we created a platform that enables reading. Every month you receive a free booklet with stories in your mailbox. And every week a kind reminder by e-mail. Every week more tips&tricks. We know the struggle of today’s (plus)moms, (plus)dads and grandparents, we shaped the platform especially for them. Not asking too much – small steps like once a week one ‘reading’ moment – to get started. To maximize reach and registrations we limit thresholds – customer experience is key to obtain our targets on long and short term.
We need people to be truly committed and involved – because the effect is on a long term. So every month people need to subscribe again to receive the booklet. Committing themselves again to one month of reading aloud. Platform drop-offs get super personal emailings reminding them of the importance and inviting them to contact us to see what the struggles are and how we can help them. No ‘kind&gezin’ chat, but proper help.
We ended 2019 with 4.106 registrations on the platform and 92% of them committing again, month after month. For us this 92% is the real deal. Because the benefits of reading aloud are only visible when doing it persistently. Week after week. 4.412 people visited the platform from the beginning of October till the end of December. So we charmed 93% of all visitors and convinced them to commit to reading aloud.
Besides our committed registrators, we aimed for general awareness about the importance of reading aloud to kids. On a non-Kind&Gezin- kind a way. Challenging, with no (media)budget. Gratefully the concept and message works perfectly for PR. So we managed to get a radio interview on MNM, different press articles and even a broad partnership with Sanoma – Libelle Winterfair partner and free advertising space in their magazines.
Together with the owned channels of our clients (booth at Boekenbeurs, social media and websites) we managed to reach more than 1 million persons with our message.
Date
November 13, 2017