This document summarizes a presentation about partnering with schools to promote corporate and nonprofit initiatives. It introduces Tom Mooradian from PepsiCo and Bernadette Grey from MDR, an education marketing agency. The agenda discusses PepsiCo's sustainability efforts and Recycle Rally program, which provides recycling incentives to schools. MDR works with companies to create custom engagement initiatives for educators, students, and families. Examples of partnerships highlighted include The Nature Conservancy's virtual field trips, Samsung's STEM competition, Citgo's STEM activities and sweepstakes, and St. Jude's Math-a-thon fundraising. The document emphasizes engaging educators as influencers and provides metrics for measuring success of school initiatives.

1. TAPPING INTO THE SCHOOL CHANNEL
Strategies for Teaming up with Teachers, Classrooms and
Students

2. Tom Mooradian is Manager of Environmental
Sustainability at PepsiCo, the global food and
beverage company whose brands are household
names throughout the world. Tom is proud to
support PepsiCo’s Performance with Purpose
agenda through his involvement in resource
conservation efforts among PepsiCo’s
manufacturing facilities and also by managing
consumer-facing recycling programs under the
PepsiCo Recycling umbrella. Residing in
Bloomington, IN, Tom enjoys gardening,
beekeeping, and hiking with his dogs in his spare
time.
Bernadette Grey is chief program strategist
at MDR, the nation’s leading education
marketing practice. MDR, a division of Dun &
Bradstreet, specializes in bringing mission-
based education initiative to teachers,
students, and parents. Prior to joining MDR,
Bernadette was an editorial director at
Scholastic. A NYC native and mother of two
software engineers, Bernadette spends her
free time in the Green Mountains of Vermont.
greyb@dnb.com

3. WHAT’S ON DECK
TODAY’S AGENDA
• PepsiCo Performance with Purpose,
PepsiCo Recycling, and
MDR/WeAreTeachers
• Schools & Teachers/Q&A—Bernadette
• PepsiCo Recycle Rally/Q&A—Tom
• Other Examples/More Q&A (if time)—Bernadette

4. XXXXXXX
PEPSICO
PepsiCo is working to create a healthier future for people and our
planet.
Our Performance With Purpose 2025 agenda is designed to
deliver needed change across our company, value chain, industry
and world.
Performance With
Purpose
• People
• Products
• Planet
PepsiCo Recycling

5. XXXXXXX
PEPSICO RECYCLING
The U.S. is recycling less than half its bottles and cans.* PepsiCo
believes that bigger change starts with one bottle, with one
person, with one action.
The PepsiCo Recycling initiative, introduced on Earth Day 2010,
brings innovative recycling solutions to colleges and
universities, K-12 schools, gas stations and popular retail
locations across the U.S. with the goal of increasing the national
beverage container recycling rate.
Simple Acts. Big Impact.
*American Beverage Association, 2014 Recycling Rates – Preliminary, November 30, 2015
PepsiCo Recycling can’t do it alone,
but we can pave the way.

6. Full-service marketing partner focused exclusively on schools,
youth and family.
Leading multi-channel marketing partner leveraging a powerful
K-16 database.
Media company with WeAreTeachers brand ranked #1 in social
engagement for educators.
Creative producers of custom engagement initiatives that engage
educators, students, and, sometimes, families.
Trusted partner to Fortune 500, consumer brands, nonprofits, and
corporate foundations: Ford, PepsiCo, H&R Block, Samsung,
Scholastic, The Nature Conservancy, Microsoft, Amazon and many
more.
Your Partner in Education
MDR
Your Partners in Education

7. LET’S TALK ABOUT
SCHOOLS & TEACHERS

8. THE EDUCATOR RIPPLE EFFECT
SCHOOLS ARE OUR COMMUNITIES
Nearly 60% of the US population’s
239M people belong to a K-12
school community
Over 5.6M
Educators
38M
Households
55.6M
Students
118M
Family Members

9. EDUCATORS ARE
INFLUENCERS
STUDENTS, PARENTS,
ADMINISTRATORS, SOCIAL
COMMUNITIES

10. WHAT DO TEACHERS WANT?
Source: MDR 2015 K-12 Supplemental Classroom Resources
Survey
SUBJECT-SPECIFIC
RESOURCES
Science 93%
Reading 93%
Social Studies 91%
Tech 87%
Math 85%
Engineering 77%
Arts 71%
SUPPLEMENTAL LIFE SKILLS
RESOURCES
Conservation 81%
Health/Nutrition 81%
Financial Literacy 78%
Cyber Safety 76%
Physical Fitness 75%
Bullying Prevention 75%
Workforce Readiness 73%

11. EDUCATORS CARE ABOUT CAUSES
I look at the work I do as a career, not just a
job
Packaging for product should be recycled
I am willing to volunteer for a good cause
It’s important that a company acts ethically
0% 20% 40% 60% 80% 100%
US Public Educators
Source: MDR 2013 Teachers as Consumers: Attitudes, Preferences, Buying
Behavior

12. TYPES OF CORPORATE & NONPROFIT
SCHOOL INITIATIVES
Cause Benefits
• Future leaders, decision-makers (H&R Block,
PwC)
• Advocates and enthusiasts (TNC)
• Workforce pipeline (Samsung SFT)
• Safe and healthy kids (Sanford fit4schools,
NFPA, Ford)
• Fundraising (St Jude, LLS,)
• Engaged students and citizens (PepsiCo)
Educator Benefits
• Real-world, project-based lessons (H&R
Block)
• Immersive, interactive experiences (TNC,
Ford)
• FUN, supplemental teaching resources
(Samsung, Sanford fit4schools)
• Subject area curriculum (St. Jude, Citgo)
• Teaching good citizenship (PepsiCo, UNICEF
TOT)
• Engaged, successful students (All of them)

13.  Sign ups to competitions; sweepstakes (Citgo)
 Student or school applications (Samsung SFT)
 Engagement with resources (Sanford)
 Requests for materials (Walmart)
 Pre/post surveys (H&R Block, FEMA)
 Downloads of apps/videos/resources (NFPA)
 Reach, impressions, awareness
 Traffic to sites
 Attendance at events
 Lesson plan usage
 PR mentions
SUCCESS METRICS
Sometimes about teachers; sometimes about
students; sometimes about parents.

14. PEPSICO RECYCLE RALLY

15. PEPSICO RECYCLE RALLY
Recycle Rally is a free nationwide program that directly benefits
K-12 schools and students by providing valuable incentives and
resources to help make recycling easy, fun, and rewarding.
• Schools can access a repository of free resources, including
poster templates, lesson plans, activities, D-I-Y projects,
certificates, comprehensive event guides and much more
• Schools accumulate reward points as they recycle plastic
bottles and aluminum cans and can redeem for supplies, fun
rewards for students, or gift cards
• The program also includes contests, tips, and
encouragement to make recycling fun and engaging
throughout the school
CREATING LIFELONG RECYCLERS

16. PEPSICO RECYCLE RALLY
Since 2010, the program has made a big
impact.
• More than 100 Million plastic bottles or cans recycled to date
• More than $1 million in prizes and rewards awarded to
schools
• More than 4,000 schools participating across the U.S.
CREATING LIFELONG RECYCLERS

17. PEPSICO RECYCLE RALLY
CREATING LIFELONG RECYCLERS
TARGET
Target audience for this campaign are K-12 teachers at schools
willing to take on the responsibility of signing up for PepsiCo
Recycle Rally program.
PROGRAM OBJECTIVES
Help PepsiCo achieve goal of doubling participation from 2000 to
4000 schools. Primary objective is to boost awareness of the
program to drive more schools to sign up. Secondary objective is
to activate schools that have not recycled.
STRATEGY
Drive awareness by sharing engaging content & videos and drive
sign ups by incentivizing teachers with recycling T-shirts for their
class

18. PEPSICO RECYCLE RALLY
CREATING LIFELONG RECYCLERS
• Registration Page
• Content Marketing: Blog Articles
• Facebook Ads
• Social Videos
• WeAreTeachers Social Shares
• T-shirt Giveaway
An integrated, multi-channel marketing approach
leverages email, social and content marketing to engage
educators.

19. PEPSICO RECYCLE RALLY
CREATING LIFELONG RECYCLERS
MDR’s CAMPAIGN HAS DRIVEN:
• 3 Million Total Impression to date
• 1.4 Million Reach
• Over 6% Engagement Rate
• Increased total registered schools by over 25%!
• What’s next? Educator Activation

20. QUESTION TIME

21. MORE EXAMPLES

22. THE NATURE CONSERVANCY
Science Ed and Virtual Field Trips
Link
Target: Grades 6-12 science teachers and
their students.
Objective: Building STEM workforce pipeline
and next generation of conservationists.
Strategy: MDR produces and promotes
virtual field trips, taking teachers and their
students around the world.
Results: In two years, nearly 32K total views
and 10.5K “day of event” Virtual Field Trip
classroom views to-date. An estimated 367K
students have participated on the day-of
event field trips.
ADVOCATES

23. Target: High school science teachers and
students
Objective: Increase participation in Samsung’s
national high school STEM competition.
Strategy: Now in its fourth year partnering
with Samsung, MDR has helped successfully
boost school participation in this STEM
initiative. We combined the power of all of
our marketing channels to generate
awareness and teacher sign-ups for Solve for
Tomorrow.
Results: MDR’s promotion drives several
thousand educators to the Solve for
Tomorrow site and 1.5 million+ educator
social impressions.
SAMSUNG SOLVE FOR
TOMORROW
STEM Education Competition
WORKFORCE PIPELINE

24. WORKFORCE PIPELINE
CITGO FUELING EDUCATION
Sweepstakes Site, STEM Activities for Schools &
Families
Link
Target: Students, 5-14, and their parents in
Citgo’s 28-state footprint
Objective: Boost children’s interest in STEM.
Make Citgo part of the local community.
Strategy: MDR built a site and sweepstakes.
We give away gift cards, host school events,
and create classroom and parent materials.
Results: 62,000 unique teachers came to the
site. We signed up 12,500 educators in Year 1
and distributed print materials to an
estimated 400,000 families. An additional
10,000 educators downloaded digital kits.
Citgo is now in Year 2.

25. HEALTHY STUDENTS
SANFORD HEALTH fit4Schools
Classroom Activities
Target: Young children, parents, and teachers
Objective: Activating and reinforcing healthy
behaviors. The hospital funded an extensive collection
of fit4schools classroom resources. But it needed MDR
to dramatically boost engagement.
Strategy: MDR launched fit4Schools Facebook and
Pinterest pages, a school sweepstakes, and social
videos. We promote fit across the country and
conducting pre/post program research.
Results (in first 7 months): We’ve reached 1+ million
families; 12,000 schools have signed up for the
sweepstakes; 14,500 educators are fit4schools FB
followers.

26. ST. JUDE MATH-A-THON
AND TRIKE-A-THON
Educator Engagement
LinkLink
Target: PreK-Grade 8 educators, PTA, students
Objective: Fundraise for St. Jude Children’s Research
Hospital by generating educator leads who will
engage their schools and students in school
fundraising programs.
Strategy: For the last several years, MDR has been
creating custom content and promoting an in-
school marketing campaign to connect educator
objectives to St. Jude’s rich learning resources.
Results: Over several campaigns, MDR has provided
100,000+ educator leads for St. Jude’s in-school
fundraising initiatives.
FUNDRAISING

27. THANK
YOU!Bernadette Grey
greyb@dnb.com
Tom Mooradian
tom.mooradian@pepsico.c
om
THANK YOU!