Workman Publishing engaged DCI to create a brand and audience building public relations campaign around the curriculum update for BRAIN QUEST®, a learning tool for ages 2-13. How could DCI make a mark on the competitive consumer educational products industry and garner publicity for a product that was nearly 15 years old?
DCI’s background in education public relations and publishing was uniquely suited to help Workman Publishing deliver the best possible publicity for the brand. By simultaneously outreaching to 30 major and tertiary markets as well as key national media, DCI positioned the award-winning educators who revised BRAIN QUEST as experts on education, reinforcing how BRAIN QUEST engages children in learning. The agency reached out to parenting and education editors as well as to drive-time radio and am television producers, encouraging these media to take the “BRAIN QUEST Challenge” in order to generate editorial coverage.
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REAL RESULTS
BRAIN QUEST received extensive nationwide
print and broadcast coverage, including national
exposure in PARADE, WORKING MOTHER,
PUBLISHERS WEEKLY, NICK JR. and on MARTHA.
DCI secured on average four regional hits in
each market, including features in KIDSDAY,
ATLANTA JOURNAL CONSTITUTION and MILWAUKEE
JOURNAL SENTINEL. |
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