In its first formal week of tutor recruitment, AR Kids Read recruited 150 new tutors putting the organization
nearly one third of the way towards its goal of 600 tutors.
“This is a great start towards achieving our goal,” said Charlie Conklin, Executive Director. “When we
surveyed our tutors last year, about 80% indicated they would tutor again this fall, so if we include them we
are about halfway to our goal.”
The campaign kicked off on Monday, August 26 with a press conference at the Hillary Clinton Children’s
Library and Learning Center. In addition to formal media coverage of the campaign, the organization also
made extensive use of social media.
Part of that social media campaign included a guerrilla marketing tactic that included Clifford the Big Red
Dog. Clifford visited area businesses, churches, and schools over a two week period to let people know
where tutors were needed and what organizations were stepping up to provide those tutors.
“Everyone loved that we used Clifford the Big Red Dog to draw attention to the cause,” said Traci Wheelis,
Operations Manager. “People were so excited to have their pictures taken with Clifford!”