NEW YORK: CourseSmart, an e-textbook venture created by five educational publishers, hired Kwittken & Co. as its AOR this month to raise brand awareness.
The online e-textbook service, administered by a number of publishers - Pearson, John Wiley & Sons, Cengage Learning, McGraw Hill Education, and Bedford, Freeman & Worth - had achieved awareness among university administrators, but wanted to raise its profile among faculty members, students, and parents of students, said Frank Lyman, EVP of marketing at CourseSmart.
"We feel like we have good awareness among one community… and we were looking to take the next step and have more of a consumer approach," he said.
The agency, which began work April 1, is conducting media awareness to general interest outlets, trade titles, and student newspapers, said Gabrielle Zucker Acevedo, MD at Kwittken. She added that the agency is creating a student ambassador program with students who are CourseSmart customers so they can reach out to their peers.
Kwittken will increase media outreach prior to the start of the next school year, she added.
"We're gearing up for back-to-school season, which really doesn't start until July and August, and that's when we expect to add significant media pressure," Acevedo said.
Lyman selected Kwittken after seeking proposals from as many as five agencies, then narrowing the search to two finalists. Lyman declined to name the other agencies involved in the search or prior agencies the consortium employed.