Mission: Expanding Scholastic's reach within ethnic markets, focusing primarily on Hispanic and African-American audiences. Already the No. 1 media brand sold through schools, Scholastic's goal is to increase its penetration in schools with a higher proportion of ethnic students. "We're a big name in schools, but we want to reach all kids everywhere," Ms. Kenney says.
Strategy: Scholastic plans to use research and target marketing to devise new ways to introduce its products to ethnic audiences. Plans include increasing its direct-to-home marketing efforts, as well as its programs targeting teachers to sell Scholastic's books, magazines, videos and other education-related products to alternative ethnic groups. "We have a lot of products for multicultural audiences but until now we've had no corporate strategy for delivering it to through alternative channels," Ms. Kenney says.