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 When it comes to marketing worthy causes, retail giant Target really hits the bulls eye. The company’s recent community service initiative to get kids reading is no exception.
As the winner of the latest President’s Choice Award, Target’s “Ready, Sit, Read” project is a delightful example of how the latest printing resources and an out-of-the-box approach to packaging design can make a lasting impact on audiences of all ages.
The centerpiece of this project is an adorable, colorful cardboard backpack that can be reconfigured to form either a jet pack or a duck. Inside the backpack are sticker sheets, a Book Club flag, a poster, a door hanger that reads “Bedtime Story in Progress,” and even a timer. The main backpack item is a children’s storybook called “Book Club,” illustrated by J. Otto Setbold and printed by GLS. At the end of the book is a series of postcards that kids can use to invite friends to their very own book club.
Target Print Buyers Cathy Budd and Jennifer Bartle were both heavily involved in the production of the “Ready, Sit, Read” kits. According to Cathy, GLS Account Executive Jeff Rodmyre helped brainstorm ideas and various designs for the backpack and its contents, and working in conjunction with GLS’ Creative Team, also provided mock-ups. “Jeff is great at conceptualizing three-dimensional artwork,” she remarked.
Initially, 10,000 backpacks were created and 3,000 were distributed at four festivals across the U.S. The remaining backpacks are housed in GLS’ warehouse, and are shipped automatically as orders come into Target’s website.
Cathy stated that GLS has been integral to the distribution of the on-line orders as well as the project overall. “GLS does a great job,” declared Cathy. “They have the ability to handle a large, multi-faceted project such as this. I am confident in their ability to get the job done.” GLS salutes Target for creating such an accessible, playful way for kids to find a passion for reading. We are proud to partner with companies like Target who continue to bring their best ideas to our communities.
For more information about the “Ready, Sit, Read” program, visit www.target.com/readysitread.
For more information on the President’s Choice Award program please talk to your GLS account executive, or
call Gary directly at 763.971.3277 |
