Media associated with this campaign
Overview of this campaign
Juniorspot is a product birthed from NMG’s Newspapers in Education (NiE) initiative. This is a Young Reader Development initiative that involves the use of newspapers in the learning process in schools. The program is anchored on the notion that reading is the starting point of all formal learning and gives children an opportunity to experience worlds and opportunities outside of their own
This interactive pull-out thus seeks to achieve the following objectives:
- Creating a new audience segment through collating content that is relevant and interesting for children aged 8-14 years.
- Recruit future readers: This audience is key as it will be the organization’s key spending audience in the next five years
- Increase Daily Nation circulation through increased subscriptions for the Newspapers in Education (NiE) program. With age specific content contained in the paper, there will be an increased interest and subscription to newspapers on a weekly basis
Results for this campaign
Juniorspot is the perfect addition to NMG’s print publications as it contains content on the application of lessons contained in the new syllabus, general knowledge and current affairs. It takes a fun and holistic approach to learning with information on financial literacy, nutrition, lifestyle, arts, sports, entertainment and so much more.
In the 9 months that Juniorspot has been in circulation, the impact has been as follows:
- Increased content for children in the newspaper leading to greater interest from schools to subscribe to the newspaper to access content contained within the pull out
- Uptake of the new product, with positive feedback being received from the target audience
- Brand visibility and awareness through heightened marketing efforts-advertisements, teacher trainings at the school and school brand activations
- Increased circulation of the newspaper due to Juniorspot through paid partnerships that ensure periodic circulation of the paper to needy schools
- Growth in revenue to the Group - Paid partnerships and staff newspaper subscriptions for schools have brought in an additional $160,000