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May 2012. Play on words - Educational comics for children Case study. About DBM. Provides comprehensive public relations and public affairs services History: Burson Marsteller CS established in 1991 as part of the international Burson-Marsteller agency network
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May 2012 Play on words - Educational comics for children Case study
About DBM • Provides comprehensive public relations and public affairs services • History: • Burson Marsteller CS established in 1991 as part of the international Burson-Marsteller agency network • 1998-2010 Donath-Burson-Marsteller is an independently-owned agency, part of the Burson-Marsteller network • 2011 DBM changes name to Donath Business & Media • 2012 DBM joins IPREX • Current permanent staff: 15 • Operating in the Czech Republic and Slovakia
Have to be there on time… Michal's IPREX presentation
My name is Emil The Pigeon and I am looking for Michal Donath of DBM Prague
Before we started… • The Bell School, a leading international provider of English language courses commissioned DBM to promote new courses for young school-age children • The main challenges: • Increase the low interest of young school children in extra-curricular educational activities • Differentiate The Bell School from numerous other national and international English course providers • Increase traffic at www.bellschool.czwith information on courses available for children • Respect the limited resources for campaign purposes
Why the comics form? • Adequate form for children's magazines • Attractive for children • Contains relatively small amount of text • Included a competition for readers - easy to measure the impact • Can be used by teachers during English lessons
Results • Monthly average of 150 answers to the test questions, 900 altogether • 1500 copies of the exercise books were distributed to 10 basic, 4 grammar and 7 kindergartens in the district of Prague 10 • 200 children subscribed to the courses • The project was shortlisted for the SABRE Awards • In recognition of its “imaginative and delightful combination of a comic strip and a competition with significant student recruitment outcomes,” The Bell School in Prague has won the 2009 Bell Quality and Innovation Award. 38 language schools of 16 countries participated in the competition