The Yale Year of Reading was established by the Learning Resource Centre and the Essential Skills Teams at Yale College. The idea was inspired by the fact that both teams wanted to work more closely with curriculum areas to promote literacy skills and to help the college achieve the Basic Skills Standard, but there was also a desire for both services to ensure that the whole College community could particpate in the enjoyment of one of the most fundamental skills – reading.
“A well thought through campaign (really the two worked together really well) the Yale Year of Reading that encouraged everyone on campus to get involved in reading and visit the library. The target audiences were well defined (always a good marketing start if you want success) and specialist events planned around these target groups. A good communications campaign was used that leveraged easy ‘wins’ throughout the college and even resulted in some free publicity in the local press – the link with the ‘Fancy That’ campaign was one such win. One of the most telling outcomes has been that the YYoR has become a brand…and with the development of a brand you have sustainability!”
We apologise that the above project document is only available in English