McDonald’s Corp. has budgeted about $1 million for a customized marketing campaign it will conduct with Scholastic Corp.
Like a similar one last year, the promotion is designed to reach children under age 6 through a lending library of Scholastic books. McDonald’s will mail the mini-library to the nation’s largest 22,000 pre-school and kindergarten classrooms.
The books will go directly to teachers who receive Scholastic’s bimonthly Parent & Child magazine.
Enclosed with the mini-library will be a business reply card for teachers’ responses. Teachers will be asked to answer seven questions on the BRC. Besides updating name and address, they’ll be asked their thoughts about the program itself, such as whether it helped fuel kids’ excitement about reading. And they’ll be asked whether McDonald’s should renew the program.
The promotion is one of 14 Scholastic will co-sponsor this year.
