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ERIC Number: ED401032
Record Type: Non-Journal
Publication Date: 1996
Pages: 90
Abstractor: N/A
Reference Count: N/A
Designing and Implementing a Marketing Plan To Preserve Early Childhood Services Needed by Full-Time Working Families.
Rose, Judith
This study examined the effectiveness of a marketing plan designed to raise leadership awareness and support for adding four critical services to targeted early childhood programs: (1) childcare for children younger than 18 months; (2) extended hours to meet the needs of working parents; (3) 52 weeks of services each year; and (4) affordable tuition. These program services were offered by a recently closed program, leaving several families without appropriate child care. The strategy was to market these program aspects to four neighboring programs and the funding agency which promised assistance in finding comparable early childhood situations for the families needing the services. The tools used included a written marketing plan detailing student and parent needs and an advertising flyer. Volunteer parents assisted in implementing the marketing plan. Results indicated that the leadership's responses from the targeted programs was favorable. Two programs offered to alter their calendar and hours to operate year-round and with extended hours. One program offered a substantial tuition reduction by creating a new family "track." All the programs offered to extend their program to include some of the new components. Volunteer parents communicated with community leadership at many levels. The majority of parents found suitable placements for their children after the closure of their program. Appendices include samples of the marketing tools and results of some of the strategies implemented. (Contains 31 references.) (KDFB)
Publication Type: Dissertations/Theses - Practicum Papers; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A