Case Study: Think Globally, Plant Locally SC Johnson, committed market leader in green chemistry turned to Scholastic when they wanted to generate brand awareness and trial of their new green product line Nature’s Source.

• Eco-Marketing Challenge/Objective Differentiate brand from other environmentally and socially responsible products in crowded, growing marketplace. Strengthen presence in community as champion for families, healthy homes and for the environment.

• Cause & Connect Launched a total eco-engagement kit for Earth Day that created a robust online community and inspired neighborhood planting projects.

• A Truly Grassroots Initiative Fourth-sixth grade classrooms received a box bursting with fun, vibrant, branded materials: a poster, standards-based lessons and activities for class and home, marigold seeds for each child and coupons. A custom site sustained buzz year-long with games, polls, widgets, photo sharing, social networking, and a teacher sweepstakes. Program supports Nature’s Source brand personality and its “clean for your family, green for your world™” tagline.

• Millions Growing Green– 10,000 educators--over 300,000 children, their families and communities (“pass along”?)

• 95% of target teachers who responded used, or plan to use the program.*– Total digital impressions: 8,943,353. Game Plays: 152,782** – Email blasts: 175,504 delivered, with 12% average open rate and 4% click thru rate

• Naturally, A Success!– Virtual Forest Challenge, which helps kids make “green” choices, had over 840,000 page views in the

first three months--with average time spent of 8:34 minutes! – Ten teachers were selected from thousands of entries to receive exciting “Green Your Classroom”

packages, including Nature’s Source, valued at $1,200 each.

**as of 6-28-09**2009 BRC Study

http://www.scholastic.com/growgreen/virtualforest/

Product Launch SC Johnson Nature’s Source™

• Eco-Marketing Challenges/Objectives Create awareness of Lexus Pursuit of Potential that generates millions of dollars to improve children’s lives. Promote Lexus as leader in developing first luxury hybrids. Target future drivers. Gain hybrid market share.

• Pay It Forward Now in its third year, The Lexus Eco Challenge empowers teens to make a positive difference for the environment. Aligns with Lexus’ “actions speak louder” philosophy.

• Drive to Inspire..a two-pronged approach – Kit reaches sixth-eighth grade Social Studies, Government, Science and Civics classes with

posters, lessons, take-home pieces and a dynamic website. – Competition invites students to participate in two initial challenges: land & water and air & climate.

Teams define an issue, make a plan, implement it, and report results online. Finalists receive $10,000 and are eligible for up to $30,000 in the final round.

• Accelerate the Potential (impressions since 07 online? Total classroom reach since 07?) – 100,000 classrooms in Year 2: Over 3 million students and their families – More than 8,500 students rewarded for environmental action

• One Good Turn… – $500,000 in grants and scholarships awarded throughout this year’s program – Winner of the PR Platinum Award in Social Marketing – Winner of the PR Society of America’s “Prism Award”, Award of Excellence

• The Road Ahead – Scholastic and Lexus are working towards a Year 4 partnership

“With more than 170 entries in the Lexus Eco Challenge to date for the first round in ‘09, it’s clear that the program is achieving its goal of inspiring and empowering teens to learn about the environment and take action to improve it,”

Mark Templin, Lexus group vice president and general manager.

QuickTime™ and aTIFF (Uncompressed) decompressor

are needed to see this picture.

Case Study: Eco ChallengeLexus, the leading luxury automotive brand in the United States, in sales and in environmental stewardship, chose Scholastic as its educational and youth marketing partner when they wanted to generate awareness of their luxury hybrids and eco-centric philanthropic

initiatives in a way that would resonate with their customers.

Awareness Lexus Environmental Stewardship