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Play on words - Educational comics for children Case study

This case study examines how Donath Business & Media (DBM) created and promoted educational comics to engage young school-age children and increase interest in English language courses offered by The Bell School.

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Play on words - Educational comics for children Case study

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  1. May 2012 Play on words - Educational comics for children Case study

  2. 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

  3. Have to be there on time… Michal's IPREX presentation

  4. My name is Emil The Pigeon and I am looking for Michal Donath of DBM Prague

  5. 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

  6. 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

  7. Searching for the hero

  8. First issue

  9. Travelling around the World

  10. Spontaneous reactions

  11. X-mas card

  12. Exercise book

  13. 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

  14. Thank you...

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