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CRAYOLA PUBLIC RELATIONS
TOOLKIT
VICTORIA SCRIMA
INFOGRAPHIC
OUR
GREENISCOLOR
FAVORITE
“RESPONSIBLE”
DOING WHAT IS RIGHT.
means
At Crayola we believe being
Setting EnvironmentalStewardship Standards:
Some of our green Crayola products include:
solar power,markers made from
recycled plasticsand colored pencils
produced withreforested wood.
crayons made using
Powered by the sun: Our solar farms include over
30,000 panelson 20-acres of land,
which is enough to make
1 billionCrayola crayons and
500 millionmarkers a year.
ColorCycle Program:Crayola joins with schools
across North Americato help kids protect
the environment.
We show them how tocollect used markers
and send them to aconversion facilitywhere they will be
transformed intoclean-burning fuel.
BROCHURE
CRAYOLA PARTNERS WITH
CHILDREN’S MIRACLE NETWORK
CONTACT US TO GET INVOLVED
www.crayola.com/cmn
1100 Church LaneEaston, PA 18044
(610)253-6272
MEET GRAYSON, Pennsylvania Champion Child
Crayola proudly supports Grayson, Children’s Miracle Network
Champion Child of Pennsylvania.
At just 2 years old, Grayson underwent chemotherapy to reduce the size of an inoperable brain tumor. Tragically, less than a year later, a lawnmower accident claimed four of his toes and resulted in
a partial-foot amputation.
Amidst his horrible situation, Grayson shares a contagious mentality of
optimism and hope that inspires us all.
You can help children like Grayson by purchasing
Crayola Color Miracle products.
This year, Crayola celebrates 115 years and partners with
Children’s Miracle Network to save lives of kids in our community.
MISSION OF CHILDREN’S MIRACLE NETWORK:
To increase funds and awareness for local children’s hospitals.
WHAT CHILDREN’S MIRACLE NETWORK DOES:
• Raised over $5 billion since 1983
• Donates to 170 children’s hospitals across the United States and Canada
• Fundraises to purchase equipment, pay for care, support research
and fund training
• Serves children with cancer, premature birth, traumatic injury,
genetic diseases and more
• Includes 24 crayons (with four anniversary colors)
• Available Nov. 1, 2014, through Oct. 31, 2015
• Found online, at Crayola Factory, and in major toy retailers such as Toys R
Us, Wal-Mart, and Target stores
CRAYOLA PARTNERS
WITH CHILDREN’S MIRACLE NETWORK
ADDING COLOR TO KIDS’ DAYS:
Crayola employees visit CMN hospitals to color with pediatric
patients. Crayola pays these employees regular salary or wages for the visits, twice a
month for two hours.
CELEBRATING BY GIVING BACK:
Crayola donates 115-year anniversary special-edition products to CMN hospitals’
pediatric units.
CHILDREN’S MIRACLE NETWORK
HELP
Crayola donates 50 percent of its revenues from Color Miracle products
to Children’s Miracle Network.
ABOUT COLOR MIRACLE PRODUCTS
BY PURCHASING CRAYOLA COLOR MIRACLE PRODUCTS
MEDIA KIT
1100 Church LaneEaston, PA 18044-0431Phone: (610) 253-6271www.crayola.com
Jim DeeganEditorThe Express-Times30 North 4th StreetEaston, PA 18042
Dear Mr. Deegan,
As you may know, this year Crayola celebrates 115 years with a huge anniversary celebration! Crayola hosts the party on Saturday, Nov. 1 from 9 a.m. to 5 p.m. at the company’s factory in Easton, Pennsylvania. We want the public to be informed about its invitation to join the fun. The parents and teachers that cherish Crayola products also read your newspaper, and a feature story in The Express-Times would help make our goal happen.
Your readers want to know about Crayola’s anniversary celebration—this company has been trusted and loved for over a century. Help us celebrate 115 years together! Crayola’s announcement of its drawing contest winners occurs at the celebration, which strengthens our community ties. President Barack Obama and Crayola President and Chief Executive Officer Mike Perry present speeches at the party, which will grab the attention of readers and create a desire to learn about our event. This anniversary celebration’s features will impress all – a tremendous crayon-shaped cake, special promotional items, gift bags for attendees, limited-edition colors, and more are promised. To not recognize this event in your newspaper would present a loss.
Please feel free to contact me by phone at (123)456-7890 or by email at [email protected]. I would love to answer any questions or provide any more information you would need. I look forward to following up with you next week to hear your thoughts.
Sincerely,
Victoria ScrimaPublic Relations DirectorCrayola, Inc.
1100 Church LaneEaston, PA 18044-0431Phone: (610) 253-6271www.crayola.com
Contact: Victoria ScrimaPublic Relations Manager(123)[email protected]
MEDIA ADVISORYCrayola, a company that has spun color and creativity into homes and classrooms, celebrates its 115-year anniversary this year. On Saturday, Nov. 1, from 9 a.m. - 5 p.m., Crayola hosts a huge blowout party at its factory in Easton, Pennsylvania and invites the public. The celebration features guest appearances by President Barack Obama and Crayola President and Chief Executive Officer Mike Perry.
- Mike Perry, Crayola President and Chief Executive Officer- Barack Obama, President of the United States of America
- Crayola’s 115-year anniversary celebration- Announcement of the winners of Crayola’s drawing contest- Speeches by President Barack Obama and Crayola President and Chief Executive Officer Mike Perry- Special yearlong displays, limited time products, party favor packages to celebrate anniversary
Crayola Factory 30 Centre Square Easton, PA 18042
- Saturday, Nov. 1, from 9 a.m. to 5 p.m. - Speeches by President Barack Obama and Crayola President and Chief Executive Officer at 9 a.m.- Announcement of drawing contest winners at 10 a.m.- Interview and photo opportunities available between 8 a.m. and 6 p.m.
To celebrate Crayola’s 115 years with public.
Parking passes and directions available upon request. Contact Victoria Scrima, Crayola Public Relations Director, for more information by phone (123-456-7890) or email ([email protected]).
WHAT
WHEN
WHO
WHERE
WHY
1100 Church LaneEaston, PA 18044-0431
News Release
Oct. 7, 2014FOR IMMEDIATE RELEASE
Contact: Victoria ScrimaPublic Relations Manager
Crayola celebrating 115 years with public at anniversary party
EASTON, Pa. — Crayola, a beloved company that has spun color and creativity into homes and classrooms, celebrates 115 years this fall. On Saturday, Nov. 1, from 9 a.m. - 5 p.m., Crayola hosts a huge blowout party at its factory in Easton, Pennsylvania, and invites the public. The celebration features guest appearances by President Barack Obama and Crayola president and chief executive officer, Mike Perry.
“We at Crayola have been privileged to spawn 115 years of creativity in children of all ages in nearly every country on the planet. We celebrate their accomplishments and commit ourselves to continuing our mission for another 100 years—and beyond. Thank you to all who celebrate with us today,” said Perry.
In addition to speeches by President Obama and Perry, highlights of the celebration include an assortment of balloons and a humongous cake in the shape of the crayon. Special yearlong displays exhibited at the party feature unusual and applied use of crayons. The celebration will showcase limited-time products, including colors such as galaxy sparkle, firefly, terra firma and pearl of great price. Each guest receives a party favor package containing special products.
“For the past 115 years, Crayola has fostered the imaginative spirit of millions of children around the world. We celebrate 115 years of individual expression and creativity made possible by this dedicated company. Happy birthday to Crayola, and many, many, more,” said President Obama.
Announcements of the winners of Crayola’s drawing contest occurs at the anniversary celebration. At 10 a.m. following the guest speeches, Crayola reveals the top three awards to children in three different age categories. Contestants had to submit a drawing that used at least 25 different crayon colors. One winner in each age group receives a free two-day, two-night stay in Easton plus free passes for them along with all immediate family members to the attractions. Crayola honors the contest winners with permanent displays of their creations following the party.
Headquartered in Easton, Pennsylvania, Crayola has inspired creativity and color for over a century. Throughout the years, Crayola continues to expand its portfolio of innovative and educative products since its first box of
crayons rolled off the assembly line in 1903. The Crayola Experience, located in downtown Easton, invites families to an interactive brand experience to see how the company makes its iconic crayons and markers. To
learn more about Crayola, visit: www.crayola.com.
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1100 Church LaneEaston, PA 18044-0431Phone: (610) 253-6271
HISTORY
Contact: Victoria ScrimaPublic Relations [email protected]
PRODUCT DEVELOPMENT
BACKGROUNDER
Crayola, a brand boasting 99 percent house-hold name recognition, never ceases to move forward in the name of innovation and growth. The company’s forward-thinking perspectives in product development, sustainable production and philanthropic movements characterize its 115-year existence. Crayola’s rich history since the 1800s displays incredible context for the company’s current position.
Joseph Binney founded Crayola’s roots in 1864 through establishing Peekskill Chemical Works in upstate New York to produce charcoal and lamp black. Joined by son Edwin Binney and nephew C. Harold Smith, Joseph Binney set up headquarters in New York City in 1880. Five years later, Joseph Binney retired, and the two others formed a partnership, naming it “Binney & Smith.” In 1984, Binney & Smith became a wholly-owned subsidiary of Hallmark Cards Inc. Crayola celebrated 100 years in 2003 and hosted an anniversary party in Easton, Penn-sylvania, where the Guinness World Record’s Largest Crayon was unveiled, weighing 1,500 pounds and extend-ing fifteen-feet-high. In 2007, Binney & Smith officially became Crayola LLC. The Crayola experience, a real-life extension of the brand with 21 hands-on attractions, opened in 2013 in Easton. Since its beginnings in the 1800s, Crayola has vastly expanded its variety of product offerings.
Binney & Smith’s first crayon and dustless school chalk, both developed in 1902, marked a milestone for the future brand of Crayola. The next year, the company produced the first box of eight Crayola crayons featuring the colors red, orange, yellow, green, blue, violet, brown, and black, selling for a nickel. Since then, the company has grown, introducing the 48-pack of crayons in 1949 and 64-pack in 1958. Crayola markers followed close behind with their introduction in 1978. Today, Crayola boasts 120 different crayon colors and production of 3 billion crayons a year. Looking towards the future and sustainability regarding production and philanthropy, Crayola has become involved in several initiatives.
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ENVIRONMENTAL IMPACT
PHILANTHROPY
Crayola Backgrounder, page 2 of 2
Crayola leads several green initiatives. Sustainable products include markers made with recycled plastic, colored pencils made with reforested wood, and crayons and markers made using solar power. Crayola’s solar farms contain over 30,000 panels on 20-acres of land and provide enough power to produce 1 billion Crayola crayons and 500 million markers a year. In addition to environmentally-conscious production, Crayola launched a ColorCycle program that teaches kids in schools across North America and Canada the importance of their role in protecting the environment. The program shows kids how to collect used markers and send them to conversion facilities to transform them into clean-burning fuel. Crayola’s products, non-toxic and safe, adhere to all government and industry safety standards. Regarding environmental standards, Crayola complies with, and even exceeds, industry standards and its own sustainability goals.
Crayola’s philanthropy supports local 501(c)3 nonprofit organizations and schools in Lehigh and Northampton Counties in Pennsylvania and Phillipsburg, N.J. Lehigh Valley United Way receives most of the corporate funding allocated to this area. Other recipients include agencies and programs that serve disadvantaged children, the elderly and the disabled as well as families of Crayola employees. Grant programs offered by Crayola include cash and product donations to nonprofit organizations addressing the needs of children through projects in the arts, education, health and welfare and civic affairs. Crayola’s Arts in Education Grants for Schools are for private and public schools, kindergarten through eighth grade. Crayola extends its philanthropic commitment to early childhood, special needs and quality arts-in-education initiatives. Additionally, Crayola reserves a small portion of its annual funding for civic programs and events.
This year, Crayola celebrates 115 years. The company continues to release new products, seek innovative and sustainable production, and serve communities through philanthropic actions and programs. Future plans in-clude developing exciting new products that foster creativity and continuing to exceed industry standards.
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FUTURE
This year Crayola celebrated 115 years by hosting a drawing contest. Contestants had to submit a drawing using at least 25 different Crayola crayon colors. One winner was selected from each of three age categories: 3-6, 7-9, and 10-12. The three winners drawn randomly from 14,357 entries in contest won a free two-day, two-night stay in Easton, Pa., plus free passes for them and all immediate family members to the attractions. Awards for contest winners also include permanent displays of their creations.
1100 Church LaneEaston, PA 18044-0431Phone: (610) 253-6271
CHRISTIE MILLER3- TO 6-YEAR-OLD WINNER
BIOGRAPHIES
Contact: Victoria ScrimaPublic Relations [email protected]
Christie Miller, 4 years old, won the drawing contest in the 3- to 6-year-old cate-gory. Christie lives in Hearst, Texas, and goes to Sunshine Factory Preschool. Her family includes parents Michael and Sharon Miller, two brothers and a sister, and pet parakeet and calico kitten. Her father said, “Christie’s imagination keeps her thinking outside the box, while her love for friends and relatives keeps her heart grounded. This contest was a great way for her to put her thoughts into action while having a lot of fun.”
Christie aspires to work as an astronaut someday and creatively used her Crayola crayons to draw a colony on Mars. “When I get big, I want to go to outer space and build a place for people to go and visit. And if the Earth ever gets too hard to live on, we can go to my space place and live there.”
Katie Jones, 9 years old, won the drawing contest in the 7- to 9-year-old age cate-gory. Katie’s family includes parents Monica and George Jones and one brother. In her hometown of Berwick, Maine, she attends Northeast Elementary School. Katie desires to someday teach or report news, and she said, “I love school, and I love the way my teachers are always telling us kids to use our creative talents to make a difference. I wanted to draw/build a classroom that would be the perfect place for kids to do that.” Her winning contest drawing designed the ultimate classroom. Katie’s mother said, “When Katie was just a toddler, she used to line up her crayons from the 64 box in rows and pretend they were her students. She always encouraged them to be creative!”
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KATIE JONES7- TO 9-YEAR-OLD WINNER
This year Crayola celebrated 115 years by hosting a drawing contest. Contestants submitted a drawing using at least 25 different Crayola crayon colors. One winner was selected from each of three age categories: 3-6, 7-9, and 10-12. The three winners drawn randomly from 14,357 entries in the contest won a free two-day, two-night stay in Easton, Pennsylvania, plus free passes for them and all immediate family members to the attractions. Awards for contest winners also include permanent displays of their creations.
Stephen Smith, 12 years old, won the drawing contest for the 10- to 12-year-old age category. Stephen’s family includes parents Joe and Susie Smith, two sisters, and pet beagle and anole lizard. He resides in Littletown, Colorado, and is a sixth grader at Littletown Middle School.
Stephen used crayons to draw a new rendition of the Twin Towers as his contest submission. He said, “Ever since I heard about September 11, I wanted to do something to remember those people who died, and to honor the heroes who died trying to save them. When I heard about this contest, I knew this was my chance.” Regarding Stephen’s love for architecture, his teacher Celeste Schwab said, “Stephen always had a creative streak in him. Crayola’s contest gave him, and thousands of children, the opportunity to give expression to his feelings while using his talents.”
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Crayola Drawing Contest Biographies, page 2 of 2
STEPHEN SMITH10- TO 12-YEAR-OLD WINNER
NEWSLETTER
The expanse of the Easton Crayola Factory fills with 5,000 bright smiles and curious eyes. Wonder-struck guests clutching party favor packages navigate through ceiling-high balloons and taste a slice of the humongous crayon-shaped birthday cake. Featured sections include impressive year long displays depicting unusual applied uses of crayons and a booth with children thrilled to be the first to try out new special-edition anniversary crayon colors. The crowds hush to hear the words from President of the United States of America himself, Barack Obama. An enthusiastic Crayola employee an-nounces drawing contest winners as the faces of the three lucky children light up. Guests enjoy spending time celebrating Crayola’s 115 years and that evening take home with them the wonderful memories shared with the brand.
Crayola’s 115-year anniversary celebration on Nov. 4 was a fantastic success. Around 5,000 people attended including shareholders, employees, administration, teachers, parents and children. The photo booth photographer took over 10,000 photos that day and cap-tured the smiles of thousands. We received coverage from many media channels, including The Express-Times newspaper and local news stations. I had the pleasure of speaking to commence the celebration, and I sincerely meant it when I said: “We at Crayola have been privileged to spawn 115 years of creativity in children of all ages in nearly every
country on the planet. We celebrate their accomplishments and commit ourselves to continuing our mission for another 115 years—and beyond.” Thank you to everyone who celebrated with us that day!
We cannot neglect to mention the out-standing appearance made by President Barack Obama, a pleasure to host at our own Easton Crayola Factory. Obama shared a touching speech with guests, saying “For the past 115 years, Crayola has fostered the
imaginative spirit of millions of children around the world. We celebrate 115 years of individual expression and creativity made possible by this dedicated company. Happy birthday to Crayola, and many, many more.” Following the party, Obama contacted me to say that his daughters, Sasha and Malia Ann, thoroughly enjoyed the
interactive Crayola displays and the exciting festivities of the party. I would like to extend a huge thank-you to our elaborate security force for maintaining safety and smoothness at our event.
Following Obama’s speech, we announced the winners of our Crayola drawing contest at the celebration. The contest required contestants to submit a drawing using at least 25 different Crayola crayon colors and opened to kids in three age categories: 3-6, 7-9, and 10-12. Our contest gained 14,357 entries! We selected one winner from each age group to invite to a free two-day,
From the desk of CEO Mike Perry...115 Years of Success Thanks to You
two-night stay in Easton, Pennsylvania, town of the Crayola Factory, along with free passes for them and all family members to the attrac-tions. Adorable Christie Miller, Stephen Smith, and Katie Jones won the drawing contest. We enjoyed spending time with them and their families in Easton during the week following the celebration. I thank employee Alyssa Morgan for her assistance with coordinating the contest and providing hospitality for our winners. This could not happen without you! Each of the winners’ drawings has been framed and placed on permanent display at our Crayola Experience location.
My last but not least thank-you goes to the 250 Crayola employees who dedicated their time and energy into decorating our Easton factory. Every inflated balloon, every filled and delivered party package, and more – what tremendous detail and effort! Our own Nancy Heisey and Jon Carter poured their artistic talents into the several fabulous displays of crayons, each in creative, unusual arrangements. My favorite pieces included the globe made of crayons and the portrait painted with melted crayons. I observed as guests looked in awe at these masterpieces and the exceptional décor filling our Easton factory.
Cherish and remember the celebration from Nov. 4, but imagine a new celebration five years from now. Before our next party, five more years of unlimited potential as a company await us. Our employees and team members make us great, proven by the success of our celebration. This celebration could not have happened without the dedication of you all. I am thankful for the past 115 years, and I certainly look forward to celebrating 120 years together!
Sincerely,
Mike Perry Crayola CEO, Company President
WEB WRITING
Although our crayons feature every color under the sun, Crayola’s favorite color is green. We aim to protect our environment and set our kids up for a sustainable future. We proudly take part in several green initiatives including sustainable production, eco-friendly products, and green education through our ColorCycle program.
Crayola strives to leave as little of an environmental trace as possible. We reduced the following in 2011: carbon footprint by 10 percent, solid waste by 45 percent and water usage by 12 percent. Additionally, Crayola aims to reduce each of these amounts by another 2 percent by 2015. Crayola continually complies with, and even exceeds, industry standards and its own sustainability goals.
Our products are now greener than ever before. Along with crayons made using solar power, green products include markers made from recycled plastic and colored pencils produced with reforested wood. Plastic scraps from marker production are crushed and recycled into the system, resulting in little waste. Similarly, any chipped or broken crayons are re-melted and reused. Also, our colored pencils made from reforested wood respectfully preserve our forests. With each tree used for production, Crayola plants another of the same kind. Trees from tropical rainforests or endangered species are not used for our products.
We prioritize teaching our kids about environmental responsibility. Taking green initiatives a step fur-ther, Crayola launched its educational ColorCycle program, partnering with schools across North America. The program emphasizes the kids’ role in protecting the environment and teaching steps to help, such as sending used markers to a Crayola conversion facility to transform into clean-burning fuel. ColorCycle also provides standards-based lesson plans to facilitate environment-minded discussions in classrooms.
Crayola extends an invitation to you to join our green initiatives. Get involved and find sustainable Cray-ola products on retailer’s shelves. More information about any of our production processes, products, environmental standards or ColorCycle program can be found at http://www.crayola.com/about-us/com-pany/green-initiatives.aspx.
Crayola Goes Green… In an Environment Kind of Way
Our sustainable production methods set an example for other companies. With its first factory powered by water, Crayola’s history features renewable energy sources. Today, our solar farms, including over 30,000 panels on 20-acres of land, harness enough power to create 1 billion Crayola crayons and 500 million markers a year. Our solar farm project feeds power directly into the manufacturing plant, creating clean electricity and lowering greenhouse gas emissions. Look in stores near you for specially marked boxes indicating crayons made with solar power.
