Doubling Childhood Literacy

Viviana BertorelliAdvocacy, Branding, Community Relations, Digital Media, Event Management, Media Relations, Publications, Research and Analytics, Services, Strategic Communications Planning, Video, Website Development



On behalf of the Nashville Public Education Foundation, MP&F coordinated and executed the release of the Nashville Literacy Collaborative (NLC)’s Blueprint for Early Childhood Success, a groundbreaking plan to double the number of third-graders who read on grade level by 2025.

As part of the report rollout, MP&F coordinated a press conference with the NLC, with Mayor Megan Barry and Director of Schools Dr. Shawn Joseph and created media partnerships, social media campaigns, a website launch and community engagement.


Blueprint for Early Childhood Success website



GOALS


The No. 1 goal of the launch campaign was to achieve community awareness and support of the plan. Our strategy was centered around high media visibility, focused on a press conference and a partnership with The Tennessean. We worked closely with the newspaper to share the news of the Blueprint’s release and the content of the report in “bite size pieces” for people to better understand its weight and impact. Part of this work included delivering the Blueprint in several formats so our audience could easily digest the highlights of this 200-plus-page plan.

Those formats included:

  • Press conference with the Mayor, Director of Schools and NLC members (22 community organizations)

  • Television interviews with NLC leadership

  • Comprehensive press release and fact sheet that summarized the report’s findings

  • Exclusive story in The Tennessean on the same day of the report release that showcased the importance of the report and featured interviews with NLC leadership

  • Three-part op-ed series in The Tennessean focused on activating the community

  • Three-part animated video series that explained the Blueprint’s findings and solutions in an engaging way, embedded in the op-ed series

  • Launch of Blueprint for Early Childhood Success website with downloadable resources





RESULTS




0+
press conference attendees
1 video of the conference by The Tennessean that accompanied a Sunday column
2 television segments
0
total clips
The Tennessean (5 online, 3 print)
NewsChannel 5 (1 online, 1 TV segment)
WSMV (1 online, 1 TV segment)
Green Hills News (1 online, 1 print)


0
total media impressions
0
Total social media impressions
Developed 3-part animated video series about the Blueprint, included in The Tennessean’s Op-Ed series


0+
video views across all channels within the first month
Secured a partnership with The Tennessean on a 3-part Op-Ed series