Kyle Good, VP of corporate communications for Scholastic, explained the company turned to Facebook because "we know there are robust communities of moms and teachers and book lovers on Facebook." The campaign will promote Scholastic's practice of donating books, and will also tie into its Summer Challenge, encouraging kids to read four books over the summer.
"We'll be able to talk about the Scholastic 90th anniversary global literacy campaign, which will be rolling out this year, as we celebrate 90 years, to this audience," Good added. "We think that those particular audiences who we could engage with this campaign not only want to help get books to kids, but they would be the people who would be interested in staying with us on Facebook."
Scholastic started the campaign, which runs through September 1, with around 5,200 Facebook fans, Good said, and kicked off the program by donating that same amount of books. The budget is small, Good said, and will include the cost of the donated books and shipping. The company is also hoping to get together some funding for a small Facebook ad campaign as well.
Handling all PR internally, Scholastic is also working with KIDS to promote the group's work, which brings together larger companies with local agencies, nonprofits, and organizations that help children.
"It's a chance for us to build their visibility and, at the same time, for them to build the visibility of the campaign to their networks," Good said of the partnership with KIDS. "And it's a good way for [this audience] to define Scholastic in a way that we're so well-known in the nonprofit community, which is as the company that puts books in the hands of kids."