Fifth Third Bank Volunteers to Implement “Project Chalk”
Fifth Third Bank Volunteers to Implement “Project Chalk” for READ FOR LITERACY
Released on September 3, 2010) - On Wednesday, September 8, three employees of Fifth Third Bank will take part in Project Chalk, a “guerilla marketing” promotional effort to help Read For Literacy (RFL) recruit additional tutors. (Scroll to bottom of page to view definition of Guerilla marketing)
The trio – Sharon Montgomery, Andrea Csortos and Kimberly Pack - will use stencils and spray chalk to create promotional signs on sidewalks at the Main Library downtown and at other library branch locations.
The signs will read as follows: If you can read this – help someone who can’t - Volunteer! - Read For Literacy 419-242-7323
The Fifth Third employees chose Project Chalk from a list of 34 volunteer projects submitted by area non-profit agencies as part of the United Way of Greater Toledo’s Day of Caring project.
The goal of Project Chalk is to recruit volunteer tutors for the approximately 60 students now on RFL’s waiting list, said Jim Funk, RFL Director. “We very much thank the Toledo-Lucas County Public Library for allowing us to implement Project Chalk at its Main Library and branch locations, and the employees of Fifth Third Bank for volunteering to carry it out.”
“Approximately 3.6 million people visit the Toledo-Lucas County Public Library annually,” said Funk, “so implementing Project Chalk at Main Library and other branch locations will reach tens of thousands of potential patrons who are readers themselves and who therefore understand what becoming a reader adds to a person’s life.”
BOILERPLATE STATEMENTS
*Read For Literacy is Toledo’s volunteer literacy agency. The agency provides three education-related programs that serve 1,350 persons annually. They are: Adult Basic Education – 1,170 adult students; English as a second Language tutoring – 100 adults; and Creating Young readers, a program through which volunteers read to 80 children in pre-schools operated by the YMCA-JCC, Toledo Day Nursery and the East Toledo Family Center.
RFL’s tutors typically tutor their students twice a week on a one-to-one basis in branch libraries or community agencies.
The volunteers will chalk their first stencils at 10:30 on Wednesday morning on the sidewalk in front of the entrance to the Main Library, at 325 N. Michigan.
“We plan to implement Project Chalk annually and on a larger and larger scale over time,” said Funk. “We believe that low-cost promotional tactics such as Project Chalk can be effective not only in recruiting tutors but also in educating Toledo area residents about the serious literacy challenges facing our community.”
*United Way of Greater Toledo’s Days of Caring - One of the Volunteer Center's specialties is organizing Days of Caring for businesses, churches, schools, or any other group of people. Based on a group's interest and community needs, volunteer projects are assigned that could include (but are not limited to . . . ) painting, cleaning, gardening, organizing, building, or visiting. These projects are a great way to reach out a hand to your community while building teamwork and camaraderie.
CONTACTS
· Sara Mattson, Read For Literacy: 419.242.7323
· Photo op: The volunteers from Fifth Third are scheduled to be at the front of Main Library at 10:30 a.m. on Wednesday, September 8 to chalk their first signs.
· Interview op: Sharon Montgomery, of Fifth Third, is available to discuss why the trio selected Project Chalk as a volunteer opportunity. She can be reached during the workday at 419.259.6880.
WIKI DEFINITION of Guerilla Marketing
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The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing campaigns are unexpected and unconventional; potentially interactive;[1]and consumers are targeted in unexpected places.[2] The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral. The term was coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing. The term has since entered the popular vocabulary and marketing textbooks.
Guerrilla marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, any unconventional marketing intended to get maximum results from minimal resources. More innovative approaches to Guerrilla marketing now utilize cutting edge mobile digital technologies to really engage the consumer and create a memorable brand experience.
Press Release Contact Name: Sara Mattson
Press Release Contact Email: [email protected]
Organization Name: Toledo-Lucas County Public Library