Spring 2014 Strategic PR in a Digital Environment

Strategic Plan

2014-2015

Table of Contents Overview

Mission Statement Vision Statement Client Description Opportunity Statement Research Methodologies Key Publics

Goals and Objectives

Potential Sponsors Current Sponsors Public School Administrators Teachers Parents

Appendix

Overview

Client Description

The ExCELL program, founded in 2008, is a unique educational program that brings together parents, teachers, community resources, and literacy specialists, with the common goal of ensuring children are receiving learning opportunities, not only during school hours, but also at home. The extra time spent learning in the home is critical in developing early language and literacy skills. The program focuses on four main components; (1) Professional development and classroom based coaching, (2) High quality instructional materials, (3) Family literacy events and home literacy materials, and (4) Evaluations. The program currently provides training to 90 teachers and administrators and works with nearly 900 at risk families. In the past three years, ExCELL has demonstrated proven success by using these four components.

Mission Statement

ExCELL brings early childhood educators, families, and community resources together to create a cohesive plan to ensure that children receive opportunities to improve their reading skills at school, in their homes, and in the community.

Vision Statement

ExCELL offers a program where teachers, parents, and librarians collaborate to develop critical literary skills proven to predict future reading success.

Opportunity Statement

ExCELL offers a program where teachers, parents, and librarians collaborate to develop critical literary skills proven to predict future reading success.

Research Methodologies

A MASC 425 undergraduate class conducted research for the ExCELL program.

The methodologies used were focus groups, communications audits, message tests and surveys. These methodologies support the communication programs already in place at ExCELL. The major findings in the research are as follows: • ExCELL has one person whom oversees the daily operations concerning sponsor activities. This is limiting to the amount of time that can be spent in recruiting more sponsors. ExCELL needs to focus its efforts on a comprehensive sponsor relations plan.

• ExCELL partners enjoy how personal the programs communications are, but their social media efforts are confusing. ExCELL needs to determine what direction the program is heading with social media and also how it plans on incorporating traditional communication practices.

Key Publics

Sponsors: Sponsors support the ExCELL program financially, allowing it to promote childhood literacy within the communities that ExCELL serves.

Public School System: ExCELL partners with the public schools system in Virginia to promote childhood literacy for preschool and kindergarten children. ExCELL also provides professional development training to teachers in the school system.

• Messages are an important aspect in any communications program. ExCELL needs to analyze the messages that are being sent to it’s publics. Each public needs specific, targeted messages. A one size fits all message strategy will not work.

Teachers: ExCELL provides preschool and kindergarten teachers with professional development training to promote early childhood literacy inside the classroom. Teachers are an important public because they must allow ExCELL trainers into their classrooms.

Librarians: ExCELL connects with library systems in Virginia to promote early childhood literacy. Additionally, ExCELL provides professional development training to librarians, who work closely with young readers.

Parents: ExCELL provides necessary resources to parents in Virginia so they can help their children learn to read. Parents also directly interact with ExCELL trainers.

• Finally, it would be advantageous for ExCELL to expand its staff and interns. By adding a few more part time employees, ExCELL executives could focus on the efforts that need the most attention. There are many college students looking for internship credits who could oversee the social media for ExCELL.

Goals and Objectives Potential Sponsors

Current Sponsors

Goal: Streamline communication to current sponsors Objective 1: Create an e-newsletter Strategy: Establish monthly or quarterly communication Tactical suggestions: • Use MailChimp to create newsletter

Goal: Increase donations from new sources Objective 1: Redesign PowerPoint presentation Strategy: Use bullets, image, and numbers, making the presentation interactive Tactical suggestions: • Redesign the Venn diagram Goal: Increase number of participating schools • Utilize a PowerPoint template with minimal slides Objective 1: Create an awareness campaign about ExCELL. • Embed video into PowerPoint presentation Strategy 1: Focus on educating administrators about the Objective 2: Create a sponsor video advantages of ExCELL. Strategy: Focus on close interaction of librarians, teachers and parents; Strategy 2: Utilize current participating school administrators limit testimonials; keep it short and impactful as program ambassadors to encourage other schools to Tactical suggestions: participate.

• Film footage of children using the ExCELL program Tactical suggestions: • Edit the footage into a two minute video maximum • On-site presentations Objective 3: Create sponsor packet • Design school administrator packet (with objective of Strategy: Be direct, clear and concise. Show impact and differentiation digitizing in the future) through numbers. Decide and promote annual fundraising goals.

• In packet include: Create donation levels for sponsors to choose from.

• ExCELL video on DVD Tactical suggestions: • One page description of ExCELL • Design printed sponsor packet (with objective of digitizing in the • Success stories from administrators future) • Contact information • In this packet include: • Host public webinars presenting an overview of ExCELL • ExCELL video on DVD • Email current administrators asking them to share the • One page description of the ExCELL link • One page sponsor level explanation • Ask current administrators to speak and share their • Information on how to donate success stories during webinars • Sponsor form and stamp (or paid postage envelope) • Success stories with pictures

• Contact information

Public School Administrators

Teachers

Goal: Excite teachers about having ExCELL in their classrooms Objective 1: Promote collaboration among new ExCELL teachers with current/experienced ExCELL teachers Tactical suggestions: • Google Hangout with other teachers talking about the program • http://mchdata.com Objective 2: Create a video targeted directly at the teachers.

Strategy: Focus on exciting teachers about ExCELL and explaining the impact it has on child literacy

Parents

Goal: Create a parent community online Objective: Increase parent posts to Facebook by 20 in one month.

Strategy: Schedule posts for parents to list their favorite book they read to their child

Marketing Collateral

Goal: Improve and expand marketing collateral materials Objective 1: Create a new, interactive bookmark Strategy: All marketing materials should be interactive, clear and concise and express the message in a simple, understandable way Objective 2: Redesign the logo/venn diagram Strategy: Simplify the current design to be more visually appealing and concise Objective 3: Develop Smartphone app for ExCELL Strategy: Work with computer science students at VCU to develop the app Tactical suggestions: • Push notifications • Time/date of events, school notifications (i.e. weather closings) • Event calendar • Public log for reading hours • Separate for students and parents

Events

Goal: Increase awareness of ExCELL among potential sponsors Objective 1: Create an event page on the ExCELL website Tactical suggestions: Prior to event • Include events in a calendar format • Send out calendar reminders • Include a detailed overview of the event on the website • Provide a functioning map for directions to venue • Provide downloadable PDF information for participants During event • Film events to stream live and archive to view later • Live tweeting events with a designated hashtag After event • Social media posts highlighting elements from the event

Appendix

Survey Students from VCU’s MASC 323 undergraduate introduction to public relations course were recruited in an effort to evaluate the effectiveness of all three videos: ExCELL’s original video, the new teacher/librarian video and the sponsor video. Out of 77 students surveyed, 68% were female, and majority of the students were age 18­25.

Students answered the same series of questions for each video: 1. This video makes me want to learn more about ExCELL 2. This video is memorable.

3. Please select the primary emotion this video causes you to feel: a. Hopeful b. Amusement c. Content d. Sadness e. Awe f. Other g. Anger h. Anxiety 4. 4. If I viewed this video outside of this study, I would share it through my social media account (s).

5. 5. Overall how would you rate the production quality (editing, sound and visuals) of this video?

6. 6. This video makes me want to learn more about ExCELL. 7. 7. What is your gender?

8. 8. What is your age?

The following spreadsheet is raw data from the student survey used to create the charts below:

Timestamp

This video makes me want to learn more about ExCELL.

2/3/2014 16:23:37

Please select the primary emotion this video causes you to feel.

This video is memorable.

5

5 Hopeful

2/3/2014 16:25:31 2/3/2014 16:33:39 2/3/2014 17:51:42 2/3/2014 17:52:57 2/3/2014 17:54:00 2/3/2014 18:09:03

4 4 3 4 3 3

3 3 2 4 5 4

2/3/2014 18:17:36 2/3/2014 18:19:43

4 4

2/3/2014 18:21:43 2/3/2014 18:37:39 2/3/2014 18:42:53 2/3/2014 18:44:12 2/3/2014 18:45:59

3 2 1 4 4

2/3/2014 20:31:33 2/3/2014 20:44:21 2/3/2014 21:18:00 2/3/2014 21:47:16

If I viewed this Overall, how would video outside of you rate the this study, I would production quality This video makes share it through (editing, sound and me want to learn my social media visuals) of this more about account(s). video?

ExCELL. 4

Hopeful Hopeful Content Content Hopeful Sadness

4

This video is memorable.

4

Please select the primary emotion this video causes you to feel.

Amusement 4 (humor)

2 2 3 2 2 3

3 3 4 3 5 4

3 3 3 2 4 5

4 3 2 3 4 3

4 Hopeful 3 Content

3 1

4 3

4 2

3 2

3 1 2 5 3

Hopeful Hopeful Awe Hopeful Hopeful

4 1 1 3 3

2 2 2 4 3

3 2 2 3 4

2 1 2 3 5

5 4 2 2

5 3 2 1

Hopeful Hopeful Other Other

3 4 1 1

3 4 2 3

5 3 1 3

5 3 3 4

2/3/2014 21:59:45

4

3 Sadness

1

3

4

4

2/3/2014 22:01:11 2/3/2014 22:32:27 2/3/2014 22:42:31 2/3/2014 23:00:37 2/3/2014 23:04:04

4 4 3 5 4

3 3 4 2 3

Hopeful Hopeful Hopeful Hopeful Content

1 2 1 2 2

2 3 3 3 3

3 3 2 2 3

3 2 4 1 2

2/3/2014 23:22:29

3

4 Hopeful

1

3

3

3

2/3/2014 23:55:04 2/4/2014 10:25:23 2/4/2014 10:41:33

4 3 3

5 Hopeful 4 Content 2 Hopeful

3 2 1

5 4 2

2 1 3

3 2 3

2/4/2014 10:43:13 2/4/2014 10:46:10 2/4/2014 10:54:47 2/4/2014 11:26:28 2/4/2014 11:28:08 2/4/2014 12:25:11 2/4/2014 12:27:19 2/4/2014 13:08:15 2/4/2014 13:38:28

3 4 5 2 3 3 2 5 3

3 5 4 1 3 4 2 1 2

Hopeful Hopeful Hopeful Other Hopeful Awe Hopeful Hopeful Hopeful

1 3 3 1 2 2 2 3 2

3 4 5 4 3 3 3 2 3

4 3 5 3 4 3 3 4 3

4 1 5 2 4 4 3 4 2

2/4/2014 14:39:57 2/4/2014 14:55:55 2/4/2014 15:25:19

4 5 4

3 Hopeful 5 Awe 5 Hopeful

2 3 3

4 4 3

5 4 5

2/4/2014 15:37:21 2/4/2014 16:29:22 2/4/2014 16:35:19 2/4/2014 17:38:43 2/4/2014 17:53:03 2/4/2014 17:59:46 2/4/2014 19:29:33 2/4/2014 20:57:32 2/4/2014 22:11:03 2/4/2014 22:14:57 2/4/2014 22:29:26 2/5/2014 10:00:43

3 4 3 2 2 5 4 3 3 4 4 3

2 3 3 2 2 5 3 2 3 2 4 3

Other Hopeful Hopeful Content Other Awe Hopeful Content Content Hopeful Hopeful Hopeful

2 3 2 1 1 5 1 1 2 3 3 1

3 3 3 4 3 4 2 1 3 3 4 4

2/5/2014 10:30:36 2/5/2014 10:59:54 2/5/2014 11:15:42 2/5/2014 12:15:58 2/5/2014 12:42:34 2/5/2014 14:08:35 2/5/2014 15:05:20

5 4 4 4 4 4 4

5 3 3 2 4 3 3

Hopeful Content Content Content Hopeful Hopeful Hopeful

4 1 2 1 1 1 4

2/5/2014 16:11:47 2/5/2014 16:55:48 2/5/2014 18:19:33

5 3 4

3 Hopeful 3 Content 3 Content

2/5/2014 18:38:54 2/5/2014 19:45:21 2/5/2014 20:24:05 2/5/2014 21:06:03 2/5/2014 21:16:44 2/5/2014 21:39:08 2/5/2014 21:40:46 2/5/2014 21:55:18

4 4 2 4 4 2 3 3

5 5 3 1 4 2 3 4

Hopeful Hopeful Content Content Awe Other Excitement Hopeful

2/5/2014 22:21:19 2/5/2014 22:26:28 2/5/2014 22:41:03

5 4 3

2/5/2014 22:58:15 2/5/2014 23:00:21 2/5/2014 23:14:30

4 3 4

2/5/2014 23:47:11

5

Strongly Disagree Disagree Neither Agree Strongly Agree

1 9 22 34 11 77

3

5

Please select the primary emotion this video causes you to feel.

This video is memorable.

5

5 Hopeful

Excitement Hopeful Hopeful Content Awe Other Amusement (humor) Content Amusement (humor) Content Content Awe Excitement

2 2 3 2 3 2

4 4 3 3 5 4

5 4 4 4 5 5

4 4 4 4 5 5

2 1

4 3

4 4

2 1 2 3 4

3 2 2 5 5

5 3 4 4 5

4 3 1 2

5 4 2 3

2 1 1 1 1 1

4 4 5

Excitement Content Other Hopeful Amusement (humor) Amusement (humor) Other Content Content Other Amusement (humor) Amusement (humor) Other Other Amusement (humor) Other Excitement Content Awe Awe Content Excitement Other Amusement (humor) Excitement Hopeful

4 4 2 5 3 3 1 2 3 2 5 4

4 5 2 5 5 3 2 1 3 4 4 4

Amusement (humor) Excitement Content Other Content Content Other Other Content Awe Hopeful Excitement

3 2 4 3 3 3 4

3 3 4 2 4 1 2

2 5 5 4 3 1 4

3 2 3

3 3 3

3 3 3

3 4 2

3 1 1 2 3 1 3 1

5 3 2 2 3 2 4 4

1 2 1 5 4 3 3 2

2 4 1 5 5 3 2 2

4 Hopeful 5 Hopeful 3 Excitement

2 3 2

3 3 3

2 2 3

2 1 4

2 Other 2 Content 4 Hopeful

1 1 3

2 2 3

3 5 2

4 5 2

4 Excitement

3

5

3

2

Video 1

This video makes me want to learn more about ExCELL.

If I viewed this Overall, how would video outside of you rate the this study, I would production quality This video makes share it through (editing, sound and me want to learn my social media visuals) of this more about account(s). video?

ExCELL.

Please select the primary emotion this video causes you to feel.

This video is memorable.

5 16 28 15 13 77

Video 2 If I viewed this Overall, how would video outside of you rate the this study, I would production quality This video makes share it through (editing, sound and me want to learn my social media visuals) of this more about account(s). video?

ExCELL. 27 21 23 5 1 77

1 14 38 19 5 77

6 17 30 15 9 77

Content Excitement Content Hopeful Awe Awe Content Amusement (humor) Hopeful Content Amusement (humor) Awe Anxiety Excitement Excitement Excitement Content Content Amusement (humor) Other Excitement Amusement (humor) Excitement Content Amusement (humor)

Please select the primary emotion this video causes you to feel.

This video is memorable.

7 19 17 22 12 77

4

In which of the following ranges is your age?

What is your gender?

5

Male

5 5 4 4 5 5

Male Female Male Female Female Female

18-25 18-25 18-25 18-25 18-25 18-25

4 Hopeful 4 Content

3 2

5 4

Female Female

18-25 18-25

5 3 4 3 5

Awe Hopeful Content Hopeful Awe

5 2 3 3 5

5 3 4 5 5

Female Male Female Female Female

18-25 18-25 18-25 18-25 18-25

5 5 3 4

5 5 4 4

Hopeful Hopeful Hopeful Hopeful

3 5 1 3

3 5 4 4

Female Female Female Female

18-25 18-25 18-25 18-25

4

4

4 Hopeful

4

5

Female

18-25

2 2 4 2 3

4 4 2 3 4

5 3 3 3 4

Hopeful Hopeful Content Hopeful Hopeful

3 3 1 3 3

4 4 4 3 4

Female Female Male Female Male

18-25 18-25 18-25 18-25 18-25

1

2

3

4 Hopeful

1

4

Female

18-25

2 1 2

5 3 2

5 3 4

5 Hopeful 3 Content 4 Hopeful

5 2 4

5 3 3

Female Male Male

18-25 18-25 18-25

1 1 4 1 3 2 3 3 2

4 2 5 3 4 3 3 3 2

3 3 5 4 4 3 4 5 1

2 3 5 3 5 4 4 5 2

1 1 5 1 4 1 4 4 1

3 3 5 4 4 4 4 4 1

Female Male Female Male Female Female Male Female Female

18-25 18-25 18-25 18-25 18-25 18-25 26-35 18-25 18-25

3 3 4

4 4 5

4 4 5

4 Sadness 4 Hopeful 5 Hopeful

2 3 5

5 4 5

Female Female Female

18-25 18-25 18-25

3 3 2 4 1 3 1 1 2 1 4 3

3 4 4 5 4 4 2 2 3 3 4 5

5 5 4 5 4 5 5 4 4 5 5 3

5 5 4 5 4 5 5 3 5 4 5 4

Content Hopeful Hopeful Hopeful Hopeful Awe Sadness Content Awe Hopeful Awe Awe

4 4 3 4 2 5 3 3 3 4 5 2

5 5 5 5 5 5 4 4 5 5 5 5

Female Female Female Female Female Female Female Male Female Female Female Female

18-25 18-25 18-25 18-25 18-25 18-25 18-25 18-25 18-25 18-25 18-25 18-25

2 2 4 1 1 1 2

3 4 5 5 3 4 4

5 5 5 5 5 4 5

5 5 5 5 5 4 5

Hopeful Hopeful Content Hopeful Hopeful Hopeful Hopeful

4 3 3 4 2 2 4

5 5 4 5 4 5 5

Female Female Female Female Female Male Male

18-25 18-25 18-25 18-25 18-25 18-25 18-25

2 2 2

3 5 3

5 5 4

4 Awe 4 Hopeful 3 Content

4 2 4

4 5 4

Female Male Male

18-25 18-25 18-25

1 1 1 3 4 2 2 1

2 4 1 4 5 3 4 3

5 4 4 5 5 3 4 5

5 2 4 5 3 3 3 5

Hopeful Content Content Awe Hopeful Hopeful Hopeful Hopeful

4 1 3 5 1 3 3 2

5 4 4 5 5 4 5 3

Male Female Female Female Female Female Male Female

26-35 18-25 18-25 26-35 18-25 18-25 18-25 18-25

1 1 3

3 2 3

5 4 4

4 Hopeful 4 Hopeful 4 Excitement

3 3 4

4 5 4

Male Male Male

18-25 18-25 18-25

3 5 2

3 5 4

5 5 4

4 Hopeful 5 Hopeful 4 Hopeful

4 5 4

4 5 5

Male Male Female

18-25 18-25 18-25

2

4

4

4 Other

5

5

Male

18-25

26 25 17 8 1 77

1 14 23 24 15 77

1 1 10 31 34 77

Other Hopeful Excitement Content Hopeful Hopeful Excitement Awe Other

The Project ExCELL Video (Video 3) was by far my favorite. It looked like the most presentable, and well put together. I like that you included facts to start the video off.

That made me want to help out by spreading the word. Very good work!

Great videos. I would definitely share if I were pursuing a career in education or education administration.

The first video was okay, but it was boring. Not very memorable. I didn't even want to finish watching it. The second video was okay but not much content about the program. The third video in my opinion was the best. Entertaining, informative, and interesting.

I really enjoyed the first video because you were able to hear from the parents and teachers who take part in the program.

I thought the videos got better as they progressed.

The first video is great as it provides real words from real people, but I believe the third video is most effective.

demographics

Please select the primary emotion this video causes you to feel.

This video is memorable.

0 3 13 31 30 77

If I viewed this Overall, how would video outside of you rate the this study, I would production quality share it through (editing, sound and my social media visuals) of this account(s). video?

10 11 21 21 14 77

1 0 8 29 39 77

In which of the following ranges is your age?

What is your gender? male female

24 53

77 0 0 44 16 2 5 3

0 1 7 20 0 8 14

0 0 47 12 2 9 4

0 7 77

15 12 77

0 3 77

Additional Comments

18-25

5 4 4 2 5 5

Video 3 If I viewed this Overall, how would video outside of you rate the this study, I would production quality This video makes share it through (editing, sound and me want to learn my social media visuals) of this more about account(s). video?

ExCELL.

Hopeful Hopeful Hopeful Content Hopeful Excitement

emotion Anger Anxiety Hopeful Content Sadness Awe Excitement Amusement (humor) Other

If I viewed this Overall, how would video outside of you rate the this study, I would production quality share it through (editing, sound and my social media visuals) of this account(s). video?

18-25 26-35 36-45 46-55 56-65 66+

74 3 0 0 0 0 77

The charts below highlight key findings from the survey:

ExCELL Video Sponsor Video

ExCELL Video Sponsor Video

ExCELL Video Sponsor Video

ExCELL Video School Administration/Parent

Examples of organizations successfully using a “donate” button on their website:

Comfort Zone Camp http://www.comfortzonecamp.org

Doctors Without Borders http://www.doctorswithoutborders.org

“Donate” button continued:

Reach Out & Read http://www.reachoutandread.org Save the Children www.savethechildren.org

Organizations successfully using an event calendar on their website:

Comfort Zone Camp http://www.comfortzonecamp.org/calendar Richmond SPCA http://www.richmondspca.org Notes: Richmond SPCA uses an iCalendar which visitors can export to their personal calendar.

Examples of event reminders:

EVENTS In reference to the May event, below are examples of how other organizations have handled events. ExCELL should follow a similar model when holding events.

To improve attendance of the event, one option is to stream it to the Internet so participants (i.e. sponsors, parents, school administration, teachers) can watch the event as it happens live or at a later date. Options for tools that can be used to stream the event are: ● Livestream ● YouTube ● USTREAM Another tool ExCELL should use are calendar reminders. Calendar reminders should be sent to sponsors, parents, teachers and librarians about the May event. This is a quick, free and effective way to get the event in their minds and in their calendars. The platforms that can be used include: ● Gmail ● Outlook If a person has their Gmail and/or Outlook accounts synced up to their phone then the calendar reminders will pop up on their phone as well.

Along with utilizing calendars it is recommended that ExCELL put a calendar of events on the homepage of it’s website. This allows visitors to see what events have happened in the past and what events are coming up.

Below are screenshots representing how ExCELL could utilize an events calendar:

A final suggestion for the May event is utilizing social media by sending out messages across various platforms.

Facebook ExCELL could post information on Facebook about the event a few days before it actually takes place. These posts could include a map, an agenda, general information, etc. Facebook could also be used to encourage event participants to get involved by posting photos on ExCELL’s Facebook wall and sharing what they thought of the event.

Another idea is to ask participants to “check in” at ExCELL when they arrive at the event. This will show their friends where they are and possibly spark a conversation about ExCELL.

Below are some screenshots of other organizations using Facebook to promote events: Checking In

Promoting events

Twitter Hashtags can be used to promote the May event before, during, and after it takes place. ExCELL can send out a tweet saying what the specific hashtag is for the event and encourage followers and event participants to use the hashtag in conjunction with tweeting about the event. The hashtag used should be catchy and stick in the minds of sponsors, parents, teachers and librarians. Some suggestions are: #ExCELLmayevent #ExCELLliteracy #readingispower #ExCELLchildren #excelwithExCELL Below are screenshots of some trending hastags:

Many companies use Twitter to live tweet during an event. This is where updates about what is happening at the event go out rapidly.

This would be a great job for an intern or other communications specialist to take on. Tweets are sent out at rates of every few seconds to every few minutes, depending on the event.

Live tweeting allows many people who cannot attend the event to see what is happening in real time. This is also a great option for people who cannot live stream the event.

Below are screenshots of events that were live tweeted:

PowerPoint Presentation Template

A Model for Early Literacy Success

Mission Statement ExCELL brings together families, communi<es and early childhood educators to ensure that children receive enriched and coordinated learning development of early language and literacy skills predic<ve of reading success.

6 Schools, 20 Teachers, 360 Families

ExCELL began!

One School, 6 teachers, 54 families

2008

2009 4 Schools, 14 Teachers, 126 Families

2010

20 Schools, 112 Teachers, 1,000+ Families

2011

20 Schools, 90 Teachers, 900 Families

2012

2013-­‐2014 23 Schools, 122 Teachers, 1,200+ Families

Our Loca<ons

Program Overview 1. Professional development (PD) and classroom-­‐based coaching.

2. High quality instruc<onal materials and children’s books.

3. Family literacy events and home literacy materials.

4. Evalua<on.

Our Sponsors!

The new ExCELL book graphic can replace the Venn Diagram previously used by ExCELL. The books titled “Community,” “Teachers,” and “Family,” symbolize the foundation for the top book, “Child.” The books symbolize improvements or “steps” in literacy, and display that all aspects of a child’s environment are required to improve a child’s literacy and allow a child to excel.

The new bookmark encompasses the four important aspects of ExCELL: child, home and family, school and teacher, and community and resources. The bookmark includes two options for the back: one with ExCELLâ&#x20AC;&#x2122;s contact and social media information, and one with a reading log intended to inspire children to read and to use the piece of paper as an actual bookmark. Both options are simple, and include concise information along with an aspect of interactivity.