Large Print Awareness Research Study Campaign

Used the research findings from the 2024 large print study that was conducted by Project Tomorrow on behalf of Thorndike Press — Gale's large print business — to raise awareness about the value of large print books and how they support student literacy development.

To rollout an effective multichannel campaign, I developed and executed a full content strategy from the ground up. I mapped the entire content ecosystem across three phases — Pre-Launch, Launch, and Post-Launch — organized by media type: earned, paid, owned, and shared.

The strategy targeted teachers, librarians, school and district administrators, literacy specialists, and parents through multiple channels including social media, email, blogs, newswire, and media outlets. Content took the form of contributed articles, blog posts, press releases, infographics, whitepapers, webinars, and social assets, all anchored by a diverse set of thought leadership voices — a large print expert, a study data expert, literacy influencers, and study participants including educators and students.

What made the strategy effective was the sequencing. Each phase was designed to feed into the next, building a cumulative body of content that continuously reinforced the value of large print books through voices the target audiences already trusted.

For media pitching and story narrative development, I used newsjacking tactics to piggybacked off trending national news stories about the nation's declining reading scores of 4th and 5th graders and inserted the study findings into the story to show how large print is an evidenced-based reading intervention that can help.

This strategy amplified brand visibility of Gale’s youth large print business by 96%, securing prominent media coverage in top-tier outlets including: The Washington Post, Chicago Tribune, Tech & Learning Magazine, Publishers Weekly, EdSurge, District Administration, SmartBrief, Baton Rouge Parents, Language Magazine and more. This produced AI-driven thought leadership content—leveraged by sales, marketing and social media teams—that directly contributed to triple digit new business growth and established the Thorndike Press brand as the trusted authority and go-to source for youth large print.

As a bonus, we shared the study findings directly with our large print customers — libraries and schools — who found the data not only informative, but a valuable proof point for offering large print books in their collections. Many took it a step further, publishing their own posts about the research on their library and school blogs to help patrons, students, and parents better understand the value of large print and its role in supporting student literacy development. This helped extend large print awareness and brand reach.

Below is some of the notable coverage and content from the PR campaign: