Case Study

Renaissance

World’s Largest K-12 Reading Survey Sheds Light on Literacy in U.S.

Goals

Renaissance’s annual What Kids Are Reading (WKAR) report gathers data from more than 300,000 schools across the U.S., providing teachers and administrators with detailed information measuring literacy instruction and achievement. Each year, Renaissance aims to increase awareness of the WKAR report among key decision makers (district leaders, administrators, teachers). CB&A developed a media relations and promotion plan to secure greater news media coverage, attract additional website visitors and convert more WKAR report downloads than ever before.

  • Media Relations
  • Thought Leadership
  • Strategic Planning
  • Measurement & Evaluation

Strategy

  • Write news release announcing 2017 WKAR report findings
  • Distill and pitch WKAR news to select education trade media, consumer-facing outlets, parenting bloggers and holiday gift guides
  • Coordinate interviews and provide additional information as needed to help journalists develop stories prior to the public WKAR release
  • Publicly distribute news release and lift embargo to remaining outlets so all coverage and marketing materials are released simultaneously

Results

Through careful research of niche media audiences and a clearly defined education marketing plan, CB&A nearly tripled the news media coverage over the prior year, increased traffic to the Renaissance website and achieved a record-setting number of downloads of the WKAR report.

181

Increase in Features

115

Leads Generated
RECOGNITION

PRSA Alchemy Award of Excellence

23.1

Total earned reach in millions

3296

Downloads of report

“CB&A has been fantastic. On a tactical level, we’ve experienced more placements and reach while working with the team than we had in previous years. CB&A is totally tuned into client needs and is very quick to respond to them.”

– Melissa Ripp, Director, PR & Communications, Renaissance