University of the District of Columbia,
State Education Agency
(http://www.dcadultliteracy.org)

The University of the District of Columbia's State Education Agency on Adult Education (SEA) seeks to help adult learners gain literacy in order to improve the quality of their lives at work, at home, and in their communities.

SEA sponsors the Walk for Literacy, an annual 3K walk in downtown Washington, D.C. For three consecutive years the agency has sought McKinney & Associates' guidance to build support for the Walk and to position it as a significant public education and fundraising tool for their adult literacy programs.

The McKPR approach encompassed highlighting the issue of adult literacy in the District through sustained media outreach. Targeted materials dissemination, story placements, and coordinated media buys formed the heart of the firm's public awareness efforts.

Publicity materials spotlighted SEA success stories and positioned the Walk as the vehicle to ensure future successes for the agency's clientele.

The firm's targeted media outreach included print, broadcast, ethnic, and health & fitness outlets. On-site media management and public relations services at the Walk rounded out McKPR's engagement. As a result, the event has received extensive coverage in local print and broadcast media.