Can't Read, Won't Read

Read Complete Research Material

CAN'T READ, WON'T READ

Educational Campaign

Introduction1

Opportunities2

E-book2

Department of Education2

National Literacy of Trust3

Celebrity Endorsement3

Film Portrayals3

Copyright Laws3

Threats4

Demand Decline4

Mature Stage4

Selling Points4

SMART Objectives4

Objective #14

Objective #25

Objective #35

Market Segmentation5

Geographic and Demographic5

Psychographic5

Behaviouristic6

Product6

People6

Pricing7

Place7

Promotion7

Contests7

Social Media8

Mail Order Marketing8

Product Giveaways8

Arranging Appreciation Events8

Processes9

Marketing Communication Tools9

TV Advertisement9

Radio Advertisement9

Press Advertisement9

Leaflet Distribution10

SMS Campaign10

Cinema Advertisement10

Ambient Advertisement10

Outdoor Advertisement11

Team with College/ University Goers11

Sponsorship11

Control11

Evaluation12

Recommendations12

Appendix16

Educational Campaign

Introduction

“Can't Read and Won't Read” is a campaign which focuses on reviving the dying reading habits among children in UK especially. Today the children including teens rely more on electronic books. This had adversely affected the culture of reading and now it seems as if part of history. The authors and teachers understand the value of book reading habit. They want to re-inculcate the culture of reading especially among children. As a marketing Director of the campaign I will explore the current market and its potential to absorb the campaign, I will also give my recommendations to see “Can't read, Won't Read” as a successful initiative. Setting SMART (specific, measurable, achievable, reliable, timely) will support this positive initiative by the campaign.Overview of the Market

At present, the culture of reading and owning book is deteriorating. In United Kingdom, 40% of the kids say confirm that they love reading, 60% say that they can read but will not read for fun. Around 4 million UK based kids do not own books. Further reports discover that one out of every three children is not the owner of any book. The ratio has increased as compared to the last 7 years' statistics. Last time, it was the ration of 1 out of ten. In the most recent survey among the children who were between 8 and 16 year old. In that survey, 18,000 children participated and revealed that boys take pride in not bearing a book in comparison to girls. Even with the government's initiative of providing free school meals hold more probability of not having a book than their wealthier class fellows.

The other survey suggests that children, who do associate themselves with books, are 3 times more prone to have lower literacy rate in comparison to the ones who own at least one book. The research reveals that 75% of children who have a habit of reading nine books in a month actually read above the expected rate for them when compared to 28.6% of children who do not read any book in a span of one month. According to one library book research the entire situation also depends on the viability of parents to buy books for their children. The deal comes out of range of affordability of parents or guardians. Department for Education suggests that school's phonic system also plays a vital role in inculcating the desire for reading among the children. Additional investment will help motivate and instil reading habit among less privileged children (Rose, 2005, pp.11-26).Key External Factors

Opportunities

E-book

The campaign can develop maximum e-book by working in collaboration of the publishers. Children are preferring books on the internet rather than going in the market to buy published books. Keeping the changing trend of the market, the campaign has ...
Related Ads