Authored by: Ms Rupamala Singh Page No. 1 - World Association of ...

More documents

Recommendations

Info

TTIS CLASS ACT: Passing the GradeSo other than for bringing together schools and spawning an overwhelming student following, hasTTIS achieved the objective it had set out to attain?Has the newspaper reading habit, developed in students by TTIS, translated into greater studentreadership for mainstream, generic newspapers? In the absence of research data to this end, adefinitive ‘yes-no’ answer is not available. However, an exercise that TTIS conducted mightprovide a clue as to where these young readers are likely to go once they move out from school.A farewell party, organized along the lines of a high school prom, was thrown for the passing outbatch of 2004. A total of 114 TTIS subscribers who have just completed their 12 th grade and areabout to enroll in under graduate colleges were invited to attend the bash. Dubbed ‘The TTISComing of Age’ party, the event generated a lot of interest among the age group it was intendedfor.Images from the Class of 2004 Graduation PartyAuthored by: Ms Rupamala Singh Page No. 10
Also through a publicity blitz (including teaser ads carried in the mother-paper The Telegraph) theparty quickly attained the see/be seen stature of every fashionable do. In the course of the party,all attendees were personally called up on stage and given away a TTIS Black Box full ofgoodies. Among other things a free trial subscription offer to The Telegraph was enclosed. Theidea was to time the graduation of kids from school to college with a similar upgrade in theirreading habits – thus, the play around the concept of coming of age, and developing more‘grown-up’ choices.HOW?To go back to the question we posed ourselves – how did this project see the light of the day? InJuly 2003 heads of 250 schools in and around Calcutta were apprised of the spirit of TTIS inorder to ensure a high level of commitment and participation. The manager and the team movedfrom school to school presenting the vision of TTIS, the relevance of reading, English and the partplayed by newspapers in a student’s curriculum.All of this was undertaken to demonstrate the effectiveness of newspapers in education. Schoolswere guaranteed incentives for agreeing to welcome TTIS into their premises – help indeveloping the syllabus and other curriculum-oriented activities.Assembly presentations and class visits were undertaken. The objective was to highlight therelevance of reading, English and newspaper in a students’ curriculum. The staff wanted todemonstrate the effectiveness of newspapers within education.The marketing strategy was to develop a novel and attractive schools project – with theguaranteed incentive to all participating schools of greater school, syllabus and curriculumoriented activities –that would depend on number of subscribers of TTIS from the school.Funding came in from the mother brand The Telegraph while the financials of TTIS subscriptionwas worked out thus:Annual : Rs 185 (with Rs 20 as charity contribution)Half-yearly : Rs 95 (with Rs 10 as charity contribution)Quarterly : Rs 50 (with Rs 5 as charity contribution)Each issue is priced at Rs 5 for readers picking copies off the standsAuthored by: Ms Rupamala Singh Page No. 11
Page 1 and 2: The Telegraph in SchoolsCalcutta, I
Page 3 and 4: TTIS Tiger and Cub Reporter meeting
Page 5 and 6: TTIS EVENTSTTIS organizes activitie
Page 7 and 8: September, 2003PEACEWARDSAn anti-vi
Page 9: WHAT’S SO UNIQUE ABOUT THE PRODUC
Page 13 and 14: ResultsAlthough standard industry c
Page 15 and 16: Mr Basudev BhattacharyaPrincipalHar
Page 17: THE WAY FORWARDThe goal is to estab

Authored by: Ms Rupamala Singh Page No. 1 - World Association of ...

Create successful ePaper yourself

Delete template?

Save as template?