Donate Recordable Storybooks to Lift Literacy LevelsDonate Recordable Storybooks to Lift Literacy Levels

in the Dallas Communityin the Dallas Community

• Nationally, 33% of adults read at or below an 8Nationally, 33% of adults read at or below an 8thth grade levelgrade level

• 43% of those with lowest literacy rates live in poverty43% of those with lowest literacy rates live in poverty

• Approximately 13% of adults in North Texas can not Approximately 13% of adults in North Texas can not read or writeread or write

• Limited job opportunities to those with low literacy Limited job opportunities to those with low literacy and comprehension levelsand comprehension levels

• Negative effect on economyNegative effect on economy

• Hallmark has partnered with Literacy Instruction Hallmark has partnered with Literacy Instruction for Texas (LIFT)for Texas (LIFT)

• LIFT to repurpose Hallmark Recordable LIFT to repurpose Hallmark Recordable Storybooks to be integrated within LIFT’s adult Storybooks to be integrated within LIFT’s adult literacy programliteracy program

• LIFT serves the North Texas region of Dallas, LIFT serves the North Texas region of Dallas, Collin, Denton, Rockwall & Tarrant countiesCollin, Denton, Rockwall & Tarrant counties

• What is adult literacy?What is adult literacy?

Instruction & services below postsecondary level Instruction & services below postsecondary level provided for individuals:provided for individuals:• Who are 16 or olderWho are 16 or older• Not enrolled or required to be enrolled in Not enrolled or required to be enrolled in

secondary school under state law,secondary school under state law,• and who:and who:

a.a. Lack basic educational skills to function Lack basic educational skills to function effectively in society,effectively in society,

b.b. Do not have a secondary diploma or Do not have a secondary diploma or equivalent, orequivalent, or

c.c. Are unable to speak, read or write EnglishAre unable to speak, read or write English

(Texas Workforce Commission, 2010)(Texas Workforce Commission, 2010)

• As of 2007, 3.9 million Texans qualified for adult As of 2007, 3.9 million Texans qualified for adult education serviceseducation services

• That number is expected to climb to 8 million by 2040That number is expected to climb to 8 million by 2040

• Approximately 2.2 million Texans read at or below a Approximately 2.2 million Texans read at or below a 1212thth grade level grade level• 200 thousand read at or below a 5200 thousand read at or below a 5thth grade level grade level• 544 thousand between 5544 thousand between 5thth and 8 and 8thth grade level grade level• 1.4 million between 91.4 million between 9thth and 12 and 12thth grade level grade level

• Approximately 1.7 million received some college Approximately 1.7 million received some college education but not proficient in Englisheducation but not proficient in English

• Starting December 5Starting December 5thth, Hallmark and Literacy , Hallmark and Literacy Instruction for Texas (LIFT) will initiate “LIFTing Instruction for Texas (LIFT) will initiate “LIFTing Literacy”Literacy”

• A Hallmark location in Dallas will be chosen as a A Hallmark location in Dallas will be chosen as a drop off location for used Hallmark Recordable drop off location for used Hallmark Recordable Storybooks to be picked up by LIFT volunteersStorybooks to be picked up by LIFT volunteers

• LIFT volunteers will listen to recorded content and LIFT volunteers will listen to recorded content and if appropriate, re-record audioif appropriate, re-record audio

• A chance for Hallmark and LIFT to give back to A chance for Hallmark and LIFT to give back to local community while simultaneously addressing local community while simultaneously addressing recycling needsrecycling needs

• LIFT was chosen as a non-profit partner due to it’s LIFT was chosen as a non-profit partner due to it’s local history, continued growth and program local history, continued growth and program improvementimprovement

• LIFT has been providing literacy program to the LIFT has been providing literacy program to the Dallas area for over 50 yearsDallas area for over 50 years

• Participation increases each year with a Participation increases each year with a tremendous 292% jump between 2004 and 2007tremendous 292% jump between 2004 and 2007

• LIFT now offers distant learning courses on their LIFT now offers distant learning courses on their website website http://LIFT-texas.org

• Expanded presence in North Texas including a Expanded presence in North Texas including a satellite located at The University of Texas at Dallas satellite located at The University of Texas at Dallas

• Hallmark has chosen the Gold Crown store locate at Hallmark has chosen the Gold Crown store locate at 6333 Mockingbird Lane, Dallas, TX 75214 as the drop 6333 Mockingbird Lane, Dallas, TX 75214 as the drop off location for Recordable Storybooksoff location for Recordable Storybooks

• Located in a neighborhood with high average Located in a neighborhood with high average household income where Recordable Storybooks are household income where Recordable Storybooks are likely to have been purchasedlikely to have been purchased

• Close proximity to law offices and other business that Close proximity to law offices and other business that operate downtown and approximately 5 miles away operate downtown and approximately 5 miles away from LIFT’s downtown locationfrom LIFT’s downtown location

• Donation box next to register with signage informing Donation box next to register with signage informing customers of programcustomers of program

• Books kept on-site until LIFT volunteers picks up once Books kept on-site until LIFT volunteers picks up once per week and checks for functionality and re-records per week and checks for functionality and re-records content if necessarycontent if necessary

• Created by Hallmark, the books were designed Created by Hallmark, the books were designed for family members to record their voice to read for family members to record their voice to read stories to childrenstories to children

• The books contain a digital recorder that can be The books contain a digital recorder that can be re-recordedre-recorded

• A short 30 second commercial demonstrates the A short 30 second commercial demonstrates the books capabilities:books capabilities:

http://youtu.be/XGkNenwn_Tc

• Most people that are illiterate are embarrassed to Most people that are illiterate are embarrassed to admit they can not readadmit they can not read

• Books can help overcome embarrassment, slow Books can help overcome embarrassment, slow learning pace and lack of instructorslearning pace and lack of instructors

• Users will be able to learn at their own pace without Users will be able to learn at their own pace without becoming frustrated and embarrassed in a fast becoming frustrated and embarrassed in a fast paced classroompaced classroom

• Instructors are able to focus attention on other Instructors are able to focus attention on other students and the books can be easily shared students and the books can be easily shared amongst usersamongst users

• Exposure to fun reading can lead to greater Exposure to fun reading can lead to greater enjoyment of books and learningenjoyment of books and learning

• Increased customer base, brand recognitions, Increased customer base, brand recognitions, social responsibility and recycling effortssocial responsibility and recycling efforts

• Increasing the number of individuals is an increase Increasing the number of individuals is an increase in Hallmark’s customer basein Hallmark’s customer base

• Each donated book will proudly display a sticker Each donated book will proudly display a sticker showing both Hallmark and LIFT’s commitment to showing both Hallmark and LIFT’s commitment to the programthe program

• Additional recognition for Hallmark’s recycling Additional recognition for Hallmark’s recycling efforts exists with the State of Texas Alliance for efforts exists with the State of Texas Alliance for Recycling (STAR) Reward.Recycling (STAR) Reward.

• Dedicated employees/volunteers who would want Dedicated employees/volunteers who would want to be involved and assist their surrounding to be involved and assist their surrounding communitycommunity

• Hallmark will provide a budget to cover the coast Hallmark will provide a budget to cover the coast of materials including batteries, stickers, posters, of materials including batteries, stickers, posters, flyers, a drop-off box and other expensesflyers, a drop-off box and other expenses

• Increasing job satisfaction by feeling safer and Increasing job satisfaction by feeling safer and more confident at workmore confident at work

• Opportunities for advancement with increased Opportunities for advancement with increased job security and earning higher wagesjob security and earning higher wages

• Enhancing quality of life by using language skills Enhancing quality of life by using language skills learned at work to improve life at home and in learned at work to improve life at home and in the communitythe community

• Environmental benefit from recycling Recordable Environmental benefit from recycling Recordable StorybooksStorybooks

• Promotion of LIFTing Literacy is an essential part Promotion of LIFTing Literacy is an essential part of the programof the program

• The awareness and support of the local public is The awareness and support of the local public is crucialcrucial

• LIFTing Literacy is qualified for WFAA LIFTing Literacy is qualified for WFAA sponsorshipsponsorship

• News programs on WFAA is watched by News programs on WFAA is watched by thousands of local viewers which will help thousands of local viewers which will help increase awarenessincrease awareness

• Posters and flyers will be displayed at the Posters and flyers will be displayed at the Hallmark Gold Crown store on Mockingbird Lane Hallmark Gold Crown store on Mockingbird Lane as well as all LIFT locationsas well as all LIFT locations

• Advertising will be displayed inside the Dallas Advertising will be displayed inside the Dallas Morning News to spread the word to higher-Morning News to spread the word to higher-income householdsincome households

• Billboards at three key locations new Hallmark Billboards at three key locations new Hallmark location will be leased for 8 weekslocation will be leased for 8 weeks

• North Central Expressway and Lovers Ln ($3,500 North Central Expressway and Lovers Ln ($3,500 leasing fee per 4 weeks)leasing fee per 4 weeks)

• Dallas North Tollway and Lemmon Ave ($3,500 Dallas North Tollway and Lemmon Ave ($3,500 leasing fee per 4 weeks)leasing fee per 4 weeks)

• President George Bush Turnpike and Preston Rd President George Bush Turnpike and Preston Rd ($3,500 leasing fee per 4 weeks)($3,500 leasing fee per 4 weeks)

• Online marketing on both Hallmark’s and Online marketing on both Hallmark’s and LIFT’s website as well as social media LIFT’s website as well as social media websites such as Facebook and Twitterwebsites such as Facebook and Twitter

  Description of Work Start and End Dates

Preparation Phase

Mockingbird location team researches and composes a proposal to be presented in front of Hallmark regional manager and other personnel. WFAA sponsorship application to be filled out.

August – October, 2013

Phase OneContact LIFT to design and review the program, get approval from Hallmark

October 1-November 15, 2013

Phase Two Print out stickers, flyers and posters, purchase batteries.November 16 -November 30, 2013

Phase ThreeLaunch of the program at Mockingbird location. Use different media channels to advertise the program. Accept donations and arrange delivery to LIFT.

December 5- May 31, 2013

Phase FourProgram report and evaluation. Management’s decision on performance

June 1- July 1, 2013

Launch date December 5th

WFAA community give back January 22nd

Content and battery verification LIFT volunteer opportunity.Every Friday for shipment out on next Monday

Book pick up by LIFT Every Monday

Battery Recycle Drop off Last Thursday of the month by one LIFT employee volunteer

LIFT first 12-week program milestonesReading program at LIFT location

December 1-February 28

LIFT second 12-week program milestones

March 1 – May 31

• Staff will be located at two locationsStaff will be located at two locations• Hallmark Gold Crown Store at 6333 Mockingbird Hallmark Gold Crown Store at 6333 Mockingbird

Lane, Dallas, TX 75214Lane, Dallas, TX 75214

• LIFT location at 2121 Main Street, #100, Dallas, LIFT location at 2121 Main Street, #100, Dallas, TX 75201TX 75201

• Both locations are located within 5 miles from each Both locations are located within 5 miles from each otherother

• Hallmark will collect books and manufacture stickers to Hallmark will collect books and manufacture stickers to promote programpromote program

• No additional cost to Hallmark since the staff at LIFT No additional cost to Hallmark since the staff at LIFT are all volunteersare all volunteers

Sample Sticker

• Two Hallmark employees will each devote 2-3 Two Hallmark employees will each devote 2-3 hours/week to LIFTing Literacyhours/week to LIFTing Literacy

• One employee to print stickers and to gather One employee to print stickers and to gather donated books to loading docks for pick-updonated books to loading docks for pick-up

• Another employee to provide technical Another employee to provide technical assistance to LIFT volunteers should issues arise assistance to LIFT volunteers should issues arise when re-recording audiowhen re-recording audio

• Shift managers will be notified of program to Shift managers will be notified of program to provide ongoing assistanceprovide ongoing assistance

• A total of six volunteers from LIFT are needed for A total of six volunteers from LIFT are needed for the programthe program

• One volunteers to pick up books every Monday at One volunteers to pick up books every Monday at 3:00pm3:00pm

• Two volunteers to check books for damage and Two volunteers to check books for damage and place stickers on those that can be re-purposedplace stickers on those that can be re-purposed

• Two volunteers to listen to content and will re-Two volunteers to listen to content and will re-record and replace batteries if necessaryrecord and replace batteries if necessary

• One volunteer to take dead batteries to local One volunteer to take dead batteries to local Home Depot for recycling and non-functional Home Depot for recycling and non-functional books will be recycled during weekly trash pick-upbooks will be recycled during weekly trash pick-up

• A total of six volunteers from LIFT are needed for the A total of six volunteers from LIFT are needed for the programprogram

• One volunteers to pick up books every Monday at One volunteers to pick up books every Monday at 3:00pm3:00pm

• Two volunteers to check books for damage and place Two volunteers to check books for damage and place stickers on those that can be re-purposedstickers on those that can be re-purposed

• Two volunteers to listen to content and will re-record Two volunteers to listen to content and will re-record and replace batteries if necessaryand replace batteries if necessary

• One volunteer to take dead batteries to local Home One volunteer to take dead batteries to local Home Depot for recycling and non-functional books will be Depot for recycling and non-functional books will be recycled during weekly trash pick-uprecycled during weekly trash pick-up

• All LIFT volunteers will agree to a six month contracts All LIFT volunteers will agree to a six month contracts and will agree to contribute at least 2 – 4 hours/weekand will agree to contribute at least 2 – 4 hours/week

Description of Work Quantity Rate(in dollar)

Anticipated Costs (in dollar)

Posters 10 $40.00 $400.00Flyers - Boxes 10 $30.00 $300.00Sticker - Boxes 1 $6.79 $6.79Battery - Boxes 3 $406.60 $1,219.80

BillboardDesign and Installation 3 $2333.33 $9,947.00

Billboard – Leasing fee (per 8 weeks) 3 $3,500.00 $11,500.00

Newspaper Ad(per week) 8 $500.00 $4,000.00

Drop-off box 2 $46.00 $92.00 Sub Total $27465.59 Taxes (8.25%) $2265.91 Total Cost $29,731.50

• Becoming involved in a charity event can be mutually Becoming involved in a charity event can be mutually beneficialbeneficial

• Hallmark as a whole will enhance their image in society Hallmark as a whole will enhance their image in society as company investing in the nation’s educationas company investing in the nation’s education

• If program is successful, it will lead Hallmark to a new If program is successful, it will lead Hallmark to a new potential marketpotential market

• The cost of the program is minimal and the tax benefit is The cost of the program is minimal and the tax benefit is undeniableundeniable

• Hallmark employees that donate their time will have self Hallmark employees that donate their time will have self satisfaction and increase employee loyalty for Hallmarksatisfaction and increase employee loyalty for Hallmark

• The Recordable Storybooks manufactured by Hallmark The Recordable Storybooks manufactured by Hallmark and the program will serve a dual purpose as an indirect and the program will serve a dual purpose as an indirect advertisement for the productadvertisement for the product

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Questions?Questions?