Woodenship: National Education Association

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Corporate Brand Advertising/Media Planning & Buying:
“Learning Together”

Client:
California Teachers Association (CTA)

Learning Together was created to inform ethnically targeted voters of ways to be involved in public schools. The goal was to create five ethnically based tabloid newsletters to educate voters about issues in schools and ways to be involved in a child's education in a user-friendly format that had a community look and feel. In order to accommodate Latino readers who speak Spanish as a first language we created a bilingual version of the newsletter titled Aprendiendo Juntos.

We created a community look and feel by using variable text and lasering the name of the voter's hometown into a headline on the front page. We also made the bilingual version Aprendiendos Juntos easier for native Spanish speakers to understand by creating all copy in Spanish first and then translating it back into English.

In addition, we set up a hotline that fielded calls from families and organizations all over the state looking for information about how to get involved in their schools.

The core audience for this newsletter was ethnically targeted voters throughout the state of California . Five versions of the newsletter were created and mailed directly to over 700,000 voters. This count included 342,407 multi-ethnic voters; 96,289 African American voters; 37,960 Asian American voters; 222,638 Latino voters; and 7,716 Native American voters.

The response was so great that CTA had Woodenship translate the tabloid into seven additional languages and placed them on their website. We also provided a special second mailing to community groups two months after the initial mailing was sent to voters.

The success of Learning Together tabloid mailing can be measured by the overwhelming support from CTA leadership and membership, whose minority members in the past were critical about CTA's outreach to minority communities. The Associate Executive Director wrote to us, "The feedback from our members is extremely positive. Our members are also thrilled to have materials not only in English and Spanish, but also in Vietnamese, Thai, Hmong and Armenian, among others to help them with the growing diversity of families in our community.

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