Skillful writing, some would lament, has become a lost art in the U.S., and national test scores would support the claim. According to a 1998 National Assessment of Educational
Progress, only 25 percent of elementary and secondary students write at "proficient" levels while 22 percent of high school seniors don't meet "basic" standards.
These disheartening statistics prompted Sylvan Learning Center, a supplemental learning institution with 900 locations nationwide, to launch an Academic Writing program in
early 2000. Due to budgetary constraints, the Center wasn't able to mention the writing program in its national TV advertising campaign. So Sylvan called on its PR firm, Eisner
Petrou and Associates (EPA), to promote the writing program exclusively through PR.
Research on Writing
As a franchise, Sylvan relies heavily on local inquiries to generate new business. As such, EPA's first move in August 2000 was to survey 800 Sylvan Learning Center directors
(via blast fax) to determine the drivers that prompt parents to inquire about a writing program. The survey suggested that a majority of parents feel ill-equipped to improve their
children's writing skills. This reluctance was confirmed through research of online databases, including the Department of Education's National Center for Education Statistics.
Of the directors surveyed, an overwhelming majority (90 percent) said they thought parents would order a free journal (if available) to encourage their children to write. As a
result, Sylvan posted an offer for a free journal on its Web site, along with a $25 coupon redeemable against the cost of a writing assessment.
Rallying the Media
EPA's major role was orchestrating a broad media relations campaign with two main objectives: to increase traffic on the Sylvan Web site (http://www.educate.com) by five percent, and to generate 10,000 inquiries related to the Academic Writing program within three months.
To reach parents aged 25-54, outreach focused heavily on local media as a conduit. Although writing is a subject close to the hearts of reporters and editors, a Nexis search
showed a lack of nationwide news coverage about writing deficiencies among children. "Sylvan was definitely in a position to spark dialogue on this issue," notes Jean Miskimon,
SVP at EPA.
Media kits that arrived in kid-sized backpacks attracted the attention of local journalists. Accompanying instructions read, "In Case of Writer's Block, Open Backpack." Inside
each pack was a copy of the Sylvan Learning Center writing journal, along with snacks, writing tools, a dictionary or thesaurus and toys such as yoyos and Slinkyr toys. On a more
serious note, each pack also included a fact sheet on the Academic Writing program, a VNR featuring thoughts on journaling from Sylvan's VP of Education Dr. Richard Bavaria, plus
other background materials.
Local media pick-up was significant - particularly in markets where Sylvan Learning Centers are located. Coverage appeared in publications including the Orlando Sentinel,
Dallas Morning News, San Diego Family, South Jersey Lifestyle and Chesapeake Family, plus a variety of online news venues. Additionally, 90 radio stations picked up an audio news
release featuring comments from Dr. Bavaria. "We didn't expect lots of TV coverage," says Miskimon. "Writing is not really a visual story -- it's more of a print story."
One hurdle that the EPA team didn't count on, however, was interference from hanging chads. Sylvan's media blitz, originally scheduled to launch on November 9, 2000, was pushed
back by two weeks. But media interest remained clouded by the continued national focus on the presidential race.
The Write Stuff
Campaign results were surprisingly stellar regardless of the unusual media circumstances. Publicity about Sylvan's Academic Writing program and the free journal offer resulted
in 5,000 customer inquiries (half of the original target) during the first two weeks of the campaign. By the end of the campaign, 20,000 inquiries had been generated, double EPA's
original goal. Web traffic to the Sylvan site increased 10 percent during the nine weeks that the campaign was in full force.
Miskimon says it's still too early to gauge the campaign's outcome in terms of customer conversions. "When someone is considering supplemental education for his or her child,
it's a long decision process." she says.
(Jean Miskimon, Eisner Petrou & Associates, 410/843-3090; Sylvan Learning Centers, 410/843-8000)
Journals with Jumpstarts
The journals that Sylvan Learning Centers produced as a giveaway were designed to help kids avoid blank page syndrome. The inside of each journal included "thought starters"
such as, "I'm happy when..." and "My fear is..." Helpful writing tips also were included in the back of each journal.
Budget Breakdown
Total Budget: $60,000
Staff Time: $20,000
Press Kits: $4,000
ANR: $5,000
VNR: $200 for dubs (VNR produced internally by Sylvan)
Blast fax survey: $500
Fulfillment (delivery of journals to prospective customers): $10,000
Journal production: $20,000 (three print runs)
Out of pocket (misc): $300
More Campaign Stats
Official campaign theme: Teaching the Forgotten "R"
Time frame: November 2000 - January 2001
Key players: Dr. Richard Bavaria, VP of education, Sylvan Learning Center;
Jean Miskimon, SVP, EPA; Lisa Miles, VP/media strategy, EPA; Nicole Nichols,
account executive, EPA.
Editor's Note
Eisner Petrou and Associates and "Teaching the Forgotten 'R'" were bestowed
honors as "Best of the Best" last month, by IABC's Washington chapter at their
Silver Inkwell Awards.