Social Media Digital Marketing Marketing Strategy Influencer Marketing
We helped advocate for children’s literacy by building social media engagement.
The TD Summer Reading Club is a free, inclusive program that strives to engage all children in the joy of reading during the summer months through fun and accessible activities. It is Canada’s biggest, bilingual summer reading program for kids of all ages, all interests, and all abilities, spanning over 2,000 public libraries across the country and accessible online.
Children’s education is impacted by summer learning loss.
Over the summer, students experience what is known as the ‘summer slide’, which means they lose literacy and numeracy skills during school closures. This was exacerbated during the pandemic, which had a greater impact on children from disadvantaged backgrounds, including those who do not speak English or French at home, children of color, socio-economically disadvantaged children, and those with learning difficulties. The reading achievement gap between lower-income students and their middle- and upper-income peers was found to be as much as 85%, according to a 2017 Scholastic Canada’s report. In part, they have varying levels of access to summer programming and learning resources. Overall, when starting the new school year, children often need to relearn some of the skills from the previous year.
Inspiring summer reading and learning with free and accessible programming.
Studies suggest that reading clubs are effective in preventing learning loss and improving children’s reading skills. To connect families with libraries and reading materials in a flexible and accessible manner, the TD Summer Reading Club aims to inspire all kids to explore the joy of reading and learning during the summer months and beyond. In previous years, 97% of participating children increased or maintained their enjoyment of reading, 96% of caregivers reported increased confidence in their child’s reading, and 98% of parents and caregivers saw their child’s reading skills maintained or improved, according to the 2022 Impact Report from the TD Summer Reading Club.
Amplifying awareness and engaging families across Canada.
We created and managed the program’s first social media platforms to promote the Club on a national level, drive traffic to the website, increase program registration, and engage in conversations with Canadian families about the many positive benefits of raising a reader. Through engaging bilingual social media posts, animations, and live events, we increased reach, engagement, and followers. We also created an exclusive online Facebook community for all participating libraries across the country to join in.
Additionally, we collaborated with partners, sponsors, and brand ambassadors to ensure that the program’s key messages were implemented beyond social media through out-of-home, digital, and media marketing campaigns. In a collective effort, with all members of the national committee, we oversaw each year the creation of the marketing plan.
- Social media management.
- Community engagement.
- Videography and content creation.
- Influencer marketing.
- Marketing plan.