Ready To Learn: A Social Marketing Approach for a National Education Campaign Julia Galdo, Managing...
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Transcript of Ready To Learn: A Social Marketing Approach for a National Education Campaign Julia Galdo, Managing...
Ready To Learn: A Social Marketing Approach for a
National Education CampaignJulia Galdo, Managing Director, CommunicationLori Agin, Principal Communications Specialist
American Institutes for ResearchMaria Salinas, Director of Ready To Learn Community Engagement
Corporation for Public BroadcastingJune 19, 2009
What we hope to leave you with today…
Demonstrate how social marketing has been successfully used for a national US Department of Education literacy initiative
Understand how audience and market research play a critical role in moving a client from knowledge-based campaigns to campaigns based on behavior change.
Demonstrate how social marketing can utilize strong, pre-existing brands, like Sesame Street.
Five year grant from the Department of Education to use public media to improve the reading skills of children, ages 2-8, who are living in poverty.
Ready To Learn
• Content On air, Online, On the ground
• Community Engagement Reaching the families where they live, work, and play Modeling desired behaviors with parents/caregivers Leveraging partnerships
• Building Capacity PBS stations Professional development for educators and caregivers
• Research and Evaluation Foundational Social Marketing Impact
Four Key Strategies
A 360-Degree Approach
The-Circuit Tour
Live community events
Informal curricular structure for facilitators with accompanying activities for children
Community Engagement
Magazines, comics
Interactive games and tools to make your own raps, rhymes, comic strips, etc. Platforms for sharing. Facilitator Support
Portable Media & Console Games
Interactive games and tools to make your own raps, rhymes, comic strips, etc. Platforms for sharing. Facilitator Support
Broadband
39 half-hour episodes, Interstitials and PSA’s
MTV meets Schoolhouse Rock with “Learn to Rap shorts & sketch comedy
Television
• 500,000 visits (Jan 2009)
• 82% Repeat Visitors
• 124,000 Accounts (& Counting)
Online
On-Air
On-the-Ground
Ready To Learn Outreach Grant Goals
Connect PBS KIDS Raising Readers products, content and activities with the intended audience:– Parents– Caregivers
of 2 to 8 year-olds from low-income families
AIR’s Support Role in the RTL Outreach Grant
Apply the principles of social marketing to reach RTL families
Conduct and analyze audience, market, message and materials research
Plan and implement RTL marketing and community engagement activities in 20 RTL markets
Traditional Learning-to-Read Awareness Campaigns
• Previous RTL Grant Approach: View-Read-Do
• Message audit revealed “inspirational” and “how-to” messaging
• Inspirational: Communicate the importance of early reading skills to academic achievement
• How-to: Provide practical tips for reading with children
– Read aloud to kids everyday.
– Read from a variety of children’s books
RTL Social Marketing Approach• Audience Focus
Wants and needs
• Market Campaign Products and Services
Activity guides, DVDs, tip sheets
Camps, trainingCommunity engagement activities, events
• Behavior Change
Make literacy a part of everyday life
Use PBS KIDS Raising Readers resources
Examine Progress & Assess Results
Formative Research Message DevelopmentChannel Selectionand Distribution
AudienceSurveys
Model Development
Reaching RTL Families and Caregivers
Share SuccessModels
Formative Research
• Environmental scan• Interviews: national organizations• Interviews: community organizations• RTL Families Analysis based on PRIZM segmentation• Focus groups with RTL families• In-home interviews and observations of RTL families• Interviews with PBS station grantees
Formative Research
• Identify and understand:– RTL families and
caregivers– Marketplace of literacy
initiatives and services to RTL families
– Current brand and position of RTL
– Distribution and communication infrastructure
– Potential partnerships & resources
Environmental Scan
• Conducted during spring 2006• First step toward understanding the market place in
which RTL exists, including organizations focused on literacy and/or serving children entitled to Title I benefits
• Environmental scan included a:– Media audit– Scholarly and trade publication literature reviews– Message audit
Target Audience: Eight PRIZMNE Segments
• Used PRIZM-NE segmentation software to learn more about the target audience in RTL markets.
• Defining RTL Families for Outreach:– Under the Federal Poverty Guidelines– Has at least one child under 6
PRIZM Analysis
• Geographically-based• Zip codes• Segments, built on zip +4• Demographic information (education, income,
race, ethnicity, size of household, and more)• Lifestyle and psychographic information (typical
activities, where shop, product usage, use of media and more)
Target Audience: Eight PRIZM-NE Segments
• Eight PRIZM-NE segments where identified as having a high concentration of RTL families
– RTL New Beginnings– Multi-Culti Mosaic– Family Thrifts– Bedrock America– Big City Blues– Low Rise Living– Shotguns and Pick
Ups– Kid Country
Big City Blues With a population that's 50 percent Latino, Big City Blues has the highest concentration of Hispanic Americans in the nation. But it's also the multi-ethnic address for downscale Asian and African-American households occupying older inner-city apartments. Concentrated in a handful of major metropolitan areas, these young singles and single-parent families face enormous challenges: low incomes, uncertain jobs and modest educations. More than 40 percent haven't finished high school.
Low-Rise LivingThe most economically challenged urban segment, Low-Rise Living is known as a transient world for young, ethnically diverse singles and single parents. Home values are low--About half the national average--and even then less than a quarter of residents can afford to own real estate. Typically, the commercial base of Mom-and-Pop stores is struggling and in need of a renaissance.
Big City Blues (San Antonio)
• Ethnic Diversity: With a population that’s 50 percent Latino, Big City Blues has the highest concentration of Hispanic Americans in the nation
• Age: <45• Education: More than 40 percent
haven’t finished high school• Urbanicity: urban• Median HH Income: $29,998• Young singles and single-parent
families face enormous challenges: low incomes, uncertain jobs and modest educations.
National City, CA 91950 Base Target: RTL families
Zip code
Town/CityAll residents
in 91950
Number of RTL HH’s in zip code (each dot represents 10 RTL HH’s)
% Penetration
91950 National City, CA 14,757 7,196 48.8
Total 14,757 7,196 48.8
91902
91910
91913
91915
91950
91977
92101
92113
92114
92118
92136 9213992155
Marcy Ave
Fig Ct
Donnington Way
Arg
a P
l
Karra Ct
PRIZM Geo Maps Created for Each RTL Zip Code Community
Buying and Reading BooksAdults per 100 HH
23.3125.22
69.59
38.75
5.762.05
33.97
43.66
111.67
77
16.68
4.1
0
20
40
60
80
100
120
Buy Children's Book,1yr (A)
Heavy Book Buyer,1yr (A)
Buy Any Books,1yr (A)
Read a Book,1yr (A)
Buy Book Online,1yr (A)
Buy Books on Tape,1yr (A)
RTL Families
Middle Class Families
Shopped in Last 3 Months(Number of adults per 100 HH’s)
53
77
61
8194 89
98104
66
41
7060 59
148
53
138 143
167
5162
76
5463
31
51 5059 64
0
20
40
60
80
100
120
140
160
180
NB FT BA KCU BCB LRL MC
Target
Wal-Mart
Kmart
Walgreens
91950 Zip CodeWal-Mart Locations
18 stores near 91950 :
1. National City, CA 919502. Chula Vista (W), CA 919103. Chula Vista (S), CA 919114. San Diego, CA 921155. San Diego, CA 921546. Chula Vista (E), CA 919157. La Mesa, CA 919428. San Diego, CA 921239. El Cajon (C), CA 9202010. San Diego, CA 9211111. Santee, CA 9207112. El Cajon, CA 9202113. Poway, CA 9206414. San Marcos, CA 9206915. Vista, CA 9208316. Oceanside, CA 9205617. Oceanside, CA 9205418. Oceanside, CA 92057
Focus Groups• Fall 2006• 8 focus groups in Baltimore, MD; Jackson, MS; Greenville, MS; San
Antonio, TX• Total 64 participants• Recruited through Community Geo Mapping, Target Random Digit
Dialing within designated ZIP Codes, local community sites• Eligibility criteria:
– Communicate in English or Spanish– Income status– Age– Primary caregiver of one or more children between ages 2 and 8
In Home Observations
• AIR conducted 13 in-home interviews in Baltimore, MD, Jackson, MS, Greenville, MS; and San Antonio, TX This qualitative research was used primarily to explore issues,
perceptions and attitudes.
• Research provided more information about: the daily lives and challenges of RTL families the role of consumer electronics children’s lives children’s favorite TV programming and characters participants involvement in either reading to or doing other
educational activities with their children
Peggy’s Story I have three kids. I love them to death. I wish I had more time to spend with them. When I get home, I just have time to make sure they do their homework and have some dinner. Then it is bath-time. They watch some TV and it is bed-time. We sometimes watch TV together but mostly the kids watch their own TV programs. I try to make sure that the stuff they watch on TV is not violent. My kids love Dora and Diego. The kids also play video games, plug and plays and on-line games.
Peggy’s StoryI know that the education is important and I try to do as much as I can to make sure they do their homework, but our schools are no good. My kids are at a Head Start program during the day and Boys and Girls club in the afternoon. There are a few programs in this area that help people like me.
Understand the Target Audience
Key Findings:
• Most low income parents are focused on such basic family needs as food and shelter, reliable transportation, health care, child care and safety.
• Parents do not see teaching as their responsibility.
• Parents want better opportunities for their children to succeed in life (beyond school); free time to relax; fun and entertainment; and to be good parents.
• They have little time for being involved in their children’s activities or for spending quality time with them. However, they are willing to try activities with their kids if they could easily fit it into their schedules.
Understand the Target Audience
Key Findings:
• Parents did not know that simple behaviors (rhyming and letter recognition games) can help their children get ready to read.
Many parents do not read to their kids every day, because they do not have time, do not read well or cannot read English.
Parental interaction primarily: Completing homework Watching adults/teen TV Eating at fast food restaurants Shopping (often at) big box and “dollar type” stores
TRANSLATING THE RESEARCH INTO MESSAGES AND OUTREACH
STRATEGY
RTL Key Messages• “Any time is learning time.” Do simple, fun and
easy things with your kids anywhere (while in the car and grocery stores)
• Direct your children to watch PBS shows that are not only fun and can help them get ready to read.
• Go to ReadyToLearnReading.org
Perceived Benefits to Parents
Children can be entertained and educated at the same time with little effort on behalf of the parents.
Choosing RTL content for their children can make parents feel like better parents.
By accessing RTL content parents give their children a leg up in life – helping them build a foundation for success and reach their potential.
Creative Materials
Campaign Implementation Strategy and Approach
• Think “Wholesale” not “Retail”
• Strategic partnerships with a purpose– Build on existing distribution channels– Find a sales force
• Intergrated communication programs
Customized Surround Sound Marketing Elements
• Mass advertising
• Street marketing
• Direct mail
• Community engagement
• Public relations
2008 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT
Message Intro Advertising
On-Air Support +
Inspire Community Engagemen
tTarget
Capture
Street Marketing and Community Activities
Remind + Conclude Non-Traditional
Advertising
Local Market Strategy Timeframe
Examine Progress & Assess Results
Formative Research Message DevelopmentChannel Selectionand Distribution
AudienceSurveys
Model Development
Reaching RTL Families and Caregivers
Share SuccessModels
Thank You!
American Institutes for Research
Julia Galdo
Lori Agin
Corporation for Public
Broadcasting
Maria Salinas