1. Objective:
Equip Educators to Empower the Next Generation

2. FIRST BOOK
GOALS
Add 25K
Motivate
registered Drive Teachers
Raise Awareness Teachers To
schools / to Purchase
Register
programs
CHALLENGES
Teachers and Each district
Convince
administrators and classroom
Teachers that Teachers are
do not know handles book-
First Book is a busy
this program buying
good solution
exists differently

3. Insight:
IT TAKES A VILLAGE
The teacher is not a stand alone decision-maker, they are the core of all touch points
Everyone from the children to parents and administrators can affect the curriculum and
book purchasing protocol
ADMINISTRATORS:
In some districts,
administrators
determine the
curriculum and Target areas with a higher concentration of eligible
purchasing of books
schools
TEACHERS: PARENTS:
OTHER EDUCATORS: The teachers who Participate in
Teachers look to select and children’s education
each other for advice purchase their at home, PTAs and
and lesson plans classroom books other organizations
influence curriculum
directly
STUDENTS:
Teachers derive parts
of their curriculum
from student
preferences and
student needs
http://www.americanprogress.org/issues/2009/08/title1_map.html

4. Media Strategy:
PUT FIRST BOOK ON TEACHERS’ RADAR
Target teachers making purchase decisions, also reach out to the influencers who help
shape the classroom environment
Generate Engage the Spread the Drive Sales
Awareness Community Word aaa
FIRST KIDS & FIRST CONTEST SHARING FIRST BOOK CLUB
BOOK
Partner with the Build upon existing Repurpose the Create the FIRST
First Kids, Sasha relationships with content collected BOOK CLUB to
and Malia Obama, First Book and throughout the promote ongoing
as faces of First forge new ones contest and participation to
Book distribute the facilitate ease of
Encourage teachers
Convey the & influencers to testimonials to class planning and
benefits of First share experiences educators and book purchase
Book, intercepting by submitting influencers in while sustaining
the target in the multimedia to the districts with Title I involvement of
media they landing page and schools both teachers and
consume enter the contest students

5. FIRST BOOK & THE FIRST KIDS
Involve Sasha and Malia as the faces of First Book to raise awareness and establish
credibility, elevating the importance of the First Book message
The Obamas have a broad appeal to reach the entire community—teachers as well as
parents and are role models for children to relate and look up to
Both parents are already involved in various child education
and welfare programs
Click to Skip in 0:30
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creative example: video preroll
creative example: online banners creative example: print ad

6. CREATE A CONTEST
Utilize Sasha and Malia’s endorsement to create excitement around a contest before
the end of the 2011-2012 school year
Current Participants: Prospective Participants:
Drive teachers and communities
currently involved in First Book to Each new teacher that registers
submit their stories to an online throughout the contest will be
landing page to win $10,000 worth of automatically entered to win $1,000
books for their school worth of books for their school
Stimulate community sharing around
the benefits of the program through
social media
Distribute bookmarks to children in classrooms and local bookstores to be brought home with
information and the contest URL
Create a QR code for easy registration and submission
Utilize Shared Direct Mail inserts targeted to parents in eligible communities, encouraging
family participation
Promote the contest through targeted media and First Book’s existing social channels

7. REPURPOSE CROWD-SOURCED ASSETS
Use the submissions gathered through the contest to develop share-worthy media assets
Distribute to DMAs with low income and high concentrations of Title I schools through
targeted media buys, reaching educators and administrators
Speaking to to current and prospective registrants
CLICK HERE TO REGISTER
Click to Skip in 0:30
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creative example: video preroll
creative example: print ad

8. THE FIRST BOOK CLUB
Registered teachers will gain access to customized lesson plans only
available through the FIRST BOOK CLUB & one click purchase options
through the First Book Marketplace
Online communities for teachers &
students:
“Read Along with Sasha &
Malia,” favorites from the
First Children
Suggested reading lists & lesson plans
available only through the FIRST
BOOK CLUB produced by media
partners
Student logins track reading progress
and earn stars, have an impact by
voting for the next book read in
the classroom (from teacher-
created list)
creative example: site mockup

9. MEASURABLE RESULTS
First Kids & Primary awareness driver, creating PR and breaking the through
teachers’ inertia in previous buying habits
First Book
Motivating teachers to involve the community & creating incentives
Contest for promoting First Book and their classroom involvement as well as
driving registration, helping reach 25k registrants
Sharing Engaging everyone who has been a part of First Book and inspiring
additional teachers to participate in the program
Experiences
FIRST BOOK That Drives book sales by offering a value proposition to teachers in
the for of exclusive content and a streamlined course development
Club and book purchasing process, platform for continued involvement

10. FLOWCHART
End of Year ----------------------------------- Back to School --------------------------------------------- Semester End
MAY JUN JUL AUG SEP OCT NOV DEC
TACTICS
Generate Awareness:
Multimedia & First Kid Partnership
Engage the Community:
Contest and driving media
Spread the Word:
Teacher-targeted Multimedia
Drive Sales:
FIRST BOOK CLUB
OFFLINE
$375,000 $375,000
SOCIAL
$1,000,000
ONLINE DISPLAY
$1,000,000
ONLINE VIDEO
$1,000,000
MOBILE
$500,000
PAID SEARCH
$439,000
PRODUCTION FEES/ CONTEST
PRIZES $36,000 $25,000
$5,000,000