Public Awareness Campaign – The Most Powerful Organization That Nobody’s Heard Of
Learn to Read of Northwest Florida, Inc
Learn to Read of Northwest Florida, Inc. (LTR) is an all-volunteer literacy organization based in Pensacola and serving Escambia and Santa Rosa counties. The local Council on Aging formed LTR to address the lack of literacy skills in many of their clients. Due to demand, the program was expanded to serve challenged readers age 18 and up. LTR later became affiliated with the Laubach Literacy Action, a nationwide network of adult literacy organizations united to improve adult reading and writing skills and to teach English proficiency to foreign nationals. In 2002, Laubach Literacy merged with Literacy Volunteers of America to form ProLiteracy Worldwide, and LTR became the local area affiliate. LTR’s mission is to ensure through teaching that no adult members of society be denied the opportunities and privileges of living fulfilling, enjoyable lives, providing for themselves and their families, and contributing to society, due to the inability to read and write. LTR offers these programs: One-On–One Tutoring; Walk-In Learning Lab; Weekly English Conversation Classes; and Pilot Program with Re-entry Alliance Pensacola’s Offender Re-entry Program.
LTR has been serving the Escambia and Santa Rosa population since 1984, yet many people, including potential students and tutors, do not know LTR exists. LTR will conduct a public awareness campaign for the purpose of increasing the number of adult students who may receive free one-on-one literacy instruction. This will be achieved through the recruitment of additional volunteer tutors, enrolling more students, reaching new target markets previously out of budget range for LTR, and encouraging additional donations. The full scale marketing campaign will use a marketing consultant to creatively lead in the production of television and radio spots, print media, billboards, brochures and other program materials under the theme, “The Most Powerful Organization Nobody’s Heard Of.” LTR will also upgrade unreliable office equipment to gain greater efficiency, and will install bookcases and study cubicles for new student computer workstations.
LTR’s goal will be to reach out to the 34,000 functionally illiterate adults and speakers of other languages in Escambia and Santa Rosa counties to inform them of the free one-on-one English literacy program. LTR averages 60 enrolled students, meaning the students consistently attend, work diligently and make reasonable progress. LTR would like to increase that average by enrolling and maintaining 10 additional students at all times and correspondingly to recruit, train and maintain at least 10 more volunteer tutors. The additional exposure, which will come from the community awareness campaign, will increase the general operating funds by 8% by way of additional donations and sponsorships. LTR expects to work more efficiently with the purchase of updated equipment. Like other literacy programs, LTR is a stepping stone for adults who go on to participate in higher level educational programs such as the GED program at Pensacola State College. LTR’s literacy program affects positive change at the root of many community problems such as: economic concerns through helping functionally illiterate adults enter the workforce; immigration through helping local employers, merchants, and financial, social and healthcare workers to communicate with foreign nationals; children’s education as parents’ low literacy skills often set a bad example; health issues through addressing health and safety in literacy lessons; and quality of life by reducing the need for welfare support, increasing vocational training, partnering in inmate re-entry programs, developing a culture of literacy, and addressing substance abuse prevention, voter registration, education, anti-poverty and crime prevention