Part of what's so great about doing Ypulse full time is that I now have time to meet up with readers and am quickly discovering what a powerful network Ypulse really is. On Friday, I met up with Ypulse reader Mary, who works at Schwab Learning as the director of marketing. Schwab Learning has created an online community called SparkTop for kids/tweens who "learn differently."

I was thinking about learning issues on Friday after reading Harris Interactive's press release about how teens don't have a solid grasp on mental illnesses such as depression or ADHD and would be more likely to make fun of these kids than those who have asthma. Mary told me that ADHD isn't considered a learning disability, but can lead to specific learning issues. I think that kids/teens with LDs also end up being stigmatized in a big way at school — whether it's being made fun of by other kids or just feeling ashamed of stuff like bad handwriting, dyslexia, etc. Anyhow, I'm glad they have a supportive home on the Net.

What's also cool about SparkTop is that although they are a non-profit, they clearly get that they need to partner with companies and market themselves to reach their target audience. Mary's job isn't director of development, it's director of marketing — and I would go as far to say she knows just as much about youth marketing as any for-profit marketer. I personally believe non-profits must move in this direction in order to survive. This is also a theme I want to explore or develop as a consulting offering. Mary's latest coup? Partnering with Time Inc. to help promote SparkTop to kids, teachers and parents. From their press release:

Schwab Learning Partners with TIME for Kids to Support Teachers
Beginning in September 2006, TIME for Kids will publish an 8-page Teacher’s Guide from Schwab Learning providing educators with general information about learning disabilities, including advice on teaching to an individual student’s needs. The Schwab Learning Teacher’s Guide will be themed around nurturing self-awareness and self-esteem in all students, and will provide supplemental classroom activities for educators and a 'take home' piece for parents to augment the classroom experience. This program will be mailed to 85,000 teachers in grades 4-7 and reach 2.2 million students.

DC Comics Creates Special Schwab Learning Comic Book
As part of the agreement, DC Comics will create a custom-made comic book for Schwab Learning. This original story follows Sara Hunter, a young woman with dyslexia, whose father is trapped in an ancient Aztec tomb. Sarah is joined on her adventure by her friends, DC Comics' popular superhero team the Teen Titans. The comic book will be inserted into 1 million DC Youth Network standard-sized comic books, and reach more than 6 million kids.

Print Ad Campaign in PEOPLE magazine
The September 4th issue of PEOPLE featured a full-page ad for SchwabLearning.org, an online parent’s guide to helping kids with learning difficulties. The site features valuable expertise, advice, resources, articles, publications and support from other parents through a robust online community. All of its services are free. The ad reached 41 million consumers through PEOPLE.

Unique Ad and Sweepstakes with Sports Illustrated for Kids
Sports Illustrated for Kids’ print edition will include advertising and a custom sweepstakes for SparkTop.org. The two-page advertorial will drive kids to SparkTop.org to enter for a chance to win a special Sports Illustrated for Kids “Goody Pack,” including sports jerseys of the winner’s favorite team, tickets to a home game of winner’s local team, sports equipment and apparel, Sports Illustrated for Kids books, magazines, and other premiums. Sports Illustrated for Kids’ website also will include banner campaigns for SparkTop.org. This program will reach nearly 11 million kids and is slated to premiere in spring 2007.

Online Promotion with AOL
An online extension of the agreement includes AOL support of the program with content distribution via three of its portals: AOL@School, StudyBuddy.com and KOL. The AOL channels will feature content provided by Schwab Learning targeted at moms, kids and teachers.

Update: I asked the folks at Schwab how this partnership worked, i.e. if they paid for these placements or they were some sort of barter, etc. They said: "Schwab Learning did pay for media based on non-profit rates; however, unlike most for-profit deals, Time Warner and Schwab Learning partnered to find creative and innovative ways to expand upon the straight media buy. This included overruns, sweepstakes, sponsorships and other additional marketing activities beyond the buy, to help reach as many parents, kids and teachers as possible."

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