ERIC Number: ED469037
Record Type: RIE
Publication Date: 1996
Reference Count: N/A
Marketing Your Adult Literacy Program: A "How To" Manual. Revised.
Smith, Barbara E.
This document presents a training module designed to help adult literacy program providers in New York and elsewhere to use the principles of social marketing to improve recruitment and retention in adult education programming. Literacy program providers are taught to view the social marketing process as a process of exchange between themselves as the literacy provider and their prospective students that is influenced by situational, program, social influence, receiver, and outcome variables. The specific competencies addressed in the training materials are as follows: (1) define marketing, outreach, public relations, and advertising; (2) list a range of marketing, outreach, public relations, and advertising strategies; (3) identify the characteristics of specific marketing segments; (4) develop strategies to identify and attract a range of market segments; and (5) package programs effectively. The following are among the materials included: definitions of terms related to social marketing; an overview of the operation of a social marketing campaign on adult literacy; specific steps in identifying and becoming familiar with a literacy program's target market segment; guidelines for developing a marketing campaign theme and selecting promotional materials; tips for using newspapers, television, and radio as marketing media; steps to writing better press releases; guidelines for evaluating a social marketing campaign; and a study survey instrument. (MN)
Descriptors: Adult Educators, Adult Literacy, Adult Programs, Adult Students, Advertising, Behavioral Objectives, Definitions, Educational Practices, Guidelines, Inservice Teacher Education, Learning Activities, Learning Modules, Literacy Education, Marketing, Mass Media, Models, Outreach Programs, Program Guides, Public Relations, Questionnaires, Records (Forms), School Holding Power, Student Recruitment
For full text: http://www.hudrivctr.org/socmarkt.pdf.
Publication Type: Guides - Non-Classroom
Education Level: N/A
Authoring Institution: Hudson River Center for Program Development, Glenmont, NY.
Identifiers: Educational Marketing; New York; Social Marketing
Note: Revision of the 1987 edition (ED 290 873). With special contributions from Kay S. Peavey.