Presentation on theme: "CALPRO, Corley & Shaewitz, 050103 1 Promoting CALPRO Using Social Marketing Principles to Promote CALPRO Products and Services Dahlia Shaewitz Mary Ann."— Presentation transcript:
CALPRO, Corley & Shaewitz, Promoting CALPRO Using Social Marketing Principles to Promote CALPRO Products and Services Dahlia Shaewitz Mary Ann Corley
CALPRO, Corley & Shaewitz, What is Social Marketing? The marketing of ideas and beliefs A program planning process that promotes voluntary behavior change of a specific audience A social-change management technology William Smith, Social Marketing Academy for Educational Development Washington, DC
CALPRO, Corley & Shaewitz, Social Marketing is NOT Advertising Bumper Stickers Slogans A Short-term Effort
CALPRO, Corley & Shaewitz, Social Marketing Works By Offering benefits that people want; Reducing barriers that people face; and Persuading, not just informing.
CALPRO, Corley & Shaewitz, Key Ideas of Social Marketing 1.Segmentation of Audience: Understand and segment the various audiences for your products/services. Those most ready to change their beliefs, attitudes, or behaviors present the best opportunities to you. 2.Exchange: Identify the benefits of your products/services for specific audiences. People do things in exchange for benefits they hope to receive. 3.Persuasion: Don’t talk information; talk emotion. Outline the benefits to potential users.
CALPRO, Corley & Shaewitz, Benefits to Users of CALPRO 1.Enhanced knowledge and skills of Administrators leading to smoother and more effective operation of adult education program or school. Teachers leading to more effective instructional practices that, in turn, lead to increased student learning gains. 2.Opportunities for networking/sharing with others in similar roles 3.Access to up-to-date, research-based information via CALPRO publications, Website, and workshops and institutes.
CALPRO, Corley & Shaewitz, Segmenting the Audience Adult education instructors, administrators, and support staff in: Adult schools and adult education agencies Small Schools Correctional facilities Community-based organizations Other organizations receiving federal or State funding for adult education programs
CALPRO, Corley & Shaewitz, Promoting CALPRO: Background Established in March 2001; Until now, has focused on developing products, providing services, and building an infrastructure; Now has turned its attention to broadening its name recognition as the “one-stop center for professional development for California’s adult educators.”
CALPRO, Corley & Shaewitz, Current Promotional Opportunities Use of CALPRO logo/name in all mailings, flyers, e- mail, Web pages; CALPRO workshops and exhibits at State and regional conferences; Online needs assessment of users’ professional development needs; Semi-annual newsletter; Coordination of CDE’s Programs of Excellence; Leadership Institute and others, such as GED/HSD Critical Thinking and Problem Solving Institute; Timely response to inquiries
CALPRO, Corley & Shaewitz, Challenges to Enhancing CALPRO Recognition Size of State: Distances that some users must travel to attend CALPRO workshops; Diversity of regions and populations: Needs may differ from one region to the next; Diversity of agency structures: One size does not fit all related to development of new products; Large number of newly appointed administrators and teachers: Need to provide basic info on adult ed means that it takes longer to build capacity Regional Resource Centers in 7 of the State’s 11 regions: LAUSD, northern counties, and CBOs are underserved.
CALPRO, Corley & Shaewitz, The CALPRO PR Plan Strategy 1 – To promote a uniform product A.Ensure all new products promote the CALPRO name and logo B.Revise current RRC products for consistency and to reflect the CALPRO name and logo
CALPRO, Corley & Shaewitz, The CALPRO PR Plan Strategy 2 – to promote/publicize CALPRO successes and upcoming events A.Draw more viewers to the Website Placement of CALPRO poster in adult ed agencies to draw users to CALPRO Website Seeding search engines
CALPRO, Corley & Shaewitz, The CALPRO PR Plan Strategy 2 – to promote/publicize CALPRO successes and upcoming events (Cont.) Post testimonials and pictures on the website Leadership Institute graduates’ testimonials and photos; Workshop photos to emphasize personal contact with students; Programs of Excellence highlighted with photos and descriptions of award-winning programs
CALPRO, Corley & Shaewitz, The CALPRO PR Plan Strategy 2 – to promote/publicize CALPRO successes and upcoming events (Cont.) B.Enhance the CALPRO conference exhibit “Did You Know?” easel Teacher’s Tips CALPRO online (live site or saved screens) C.Consider development of a cross- promotional flyer or poster highlighting the four CDE Leadership Projects
CALPRO, Corley & Shaewitz, The CALPRO PR Plan Strategy 3 – to reach out to underserved audience segments A.Host focus groups to assess needs of users/potential users in underserved programs such as those in Northern California, LAUSD, and CBOs (through a partnership with California Literacy); A.Plan at least one activity (such as the upcoming Region I conference in Eureka) for each audience segment;
CALPRO, Corley & Shaewitz, The CALPRO PR Plan Strategy 3 – to reach out to underserved audience segments (Cont.) C.Review and adapt CALPRO publications and workshops for specific audiences (e.g., CBOs); D.Develop workshop flyers to attract specific audiences (e.g., small schools, CBOs)