Challenge

After several years' presence in the educational publishing market and still lacking brand recognition, Pearson turned to Green for help. Capitalizing on the fast-growing trend of custom book publishing, Green set out to align Pearson accordingly and get its brand name to jump off the page.

Solution

Green created the "It's Your Course" campaign to help Pearson promote the value of custom book publishing to both college professors and students. This campaign proved successful in teaching the benefits of custom book publishing while educating college professionals in the Pearson brand and its value.

As importantly, the national campaign earned top marks for its ability to adapt to a broad range of print and media materials, enabling Pearson's new look and feel to reach all of its potential customers on both sides of the desk.