Time Warner Partners With Schwab Learning for Marketing Campaign
Time Warner Global Marketing, the cross-company marketing unit of Time Warner and Schwab Learning, a nonprofit program dedicated to helping children with learning and attention disabilities, have partnered for an integrated marketing campaign to reach more than 100 million people.
Through the agreement, Time Warner's Time for Kids, Sports Illustrated for Kids, DC Comics, People magazine and AOL will support Schwab Learning's two consumer Web Sites at www.schwablearning.org and www.sparktop.org.
Time Warner will also provide a national advertising campaign and custom publishing programs.
Time for Kids will support teachers by publishing an eight-page Teacher's Guide, while DC Comics will create a special Schwab Learning comic book.
People will feature a full-page ad for SchwabLearning.org and Sports Illustrated for Kids' print edition will include advertising and a custom sweepstakes for SparkTop.org.
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.