Dolly Parton’s Imagination Library expands to Canada thanks to Lettermail
Lettermail delivers library books to kids cost-effectively, no matter where they live in Canada.

Lettermail delivers library books to kids cost-effectively, no matter where they live in Canada.

Posted on June 16, 2014 by in Marketing solutions
 

When parents read to their children regularly, from birth through their preschool years, a lot of really wonderful things start to happen: the kids develop a greater ability to learn and their imaginations grow.

 

Dolly Parton, Founder

Dolly Parton’s Imagination Library

When Dolly Parton’s Imagination Library expanded their program to Canada, they turned to the only company that delivers to every Canadian address: Canada Post. Now hundreds of thousands of children receive books each month thanks to our quick and efficient Lettermail™ service.

Background

In 1996, Dolly Parton launched Dolly Parton’s Imagination Library, an exciting new program to benefit the children of her home county in East Tennessee, U.S.

Dolly’s vision was to foster a love of reading among preschool children and their families by providing them with the gift of a specially selected book each month. She believes that mailing high-quality, age-appropriate books directly to their homes will excite children and help them to understand the magic storybooks can create. It also ensures that every child has access to books, regardless of their family’s income.

Marketing strategy and challenge

Since the launch of the program, the Imagination Library has gone from mailing a few dozen books to young people in the U.S., to sending a total of more than 53 million books to 730,000 children every month in the United States, Canada and the United Kingdom.

In 2013, the Library and its local sponsors distributed 8.2 million books, welcomed close to 300,000 new children, and established a province-wide program in Manitoba for every child under five living on a First Nations reserve.

The challenge is to ensure the large number of books shipped every month are sent cost-effectively and arrive safely with the children.

Canada Post solution

Canada Post is the only company to deliver to every address in the country. Through this unparalleled reach, and with no surcharges for delivery to even the most remote parts of the country, Canada Post’s Lettermail service is an efficient and cost effective way for the Library to get books to children in every Canadian community.

Results

“Dolly Parton’s dream is for every child to have a library of books that parents can read to them, from the time they’re born until they start school,” said David Dotson, President of the Dollywood Foundation.

“The Lettermail service has been a crucial component in helping to ensure Canadian children receive their books in a timely, cost-effective manner, no matter where in the country they live. We know how excited the children are to receive their books every month, and Canada Post has helped us to deliver the magical experience of learning to kids in communities from coast to coast.” please

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