ERIC Number: ED182472
Record Type: RIE
Publication Date: 1979-Jun-29
Final Report of Promotional/Recruitment Cost Effectiveness Research for Portsmouth Public Schools Department of Education.
Portsmouth City School Board, VA.
To apply promotional techniques and measure the impact and response on target adult basic education (ABE) enrollment, a project focused on (1) increasing awareness of adult education programs, (2) successful recruitment techniques; and (3) development of professional relationships with referral agencies. Activities included development of a slide and sound presentation, informational brochures, bumper stickers and decals, gift certificates, posters, story books, and newsletters. Various materials were distributed through the public schools, door-to-door, by referral agencies, and through personal contact. The impact of each item and possible correlations with socioeconomic factors were assessed through 413 telephone interviews with a stratified random sample of households in target areas, questionnaire responses of 147 ABE students, and comparison of responses to questionnaires administered to 234 students (including high school credit and GED) before and after dissemination of promotional materials. Results show the promotional materials had an impact on enrollment. Word-of-mouth (from friends, family, neighbors, and current students) was the most effective means of recruitment. Other methods most often cited as effective include local newspaper, brochures, publications brought home by school children or received at work, referral agencies, and churches. (Copies of the promotional materials are appended.) (JT)
Publication Type: Reports - Evaluative; Reports - Research
Education Level: N/A
Sponsor: Office of Education (DHEW), Washington, DC.
Authoring Institution: Portsmouth City School Board, VA.
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