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Promoting CALPRO

Promoting CALPRO. Using Social Marketing Principles to Promote CALPRO Products and Services Dahlia Shaewitz Mary Ann Corley. What is Social Marketing?. The marketing of ideas and beliefs A program planning process that promotes voluntary behavior change of a specific audience

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Promoting CALPRO

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  1. Promoting CALPRO Using Social Marketing Principles to Promote CALPRO Products and Services Dahlia Shaewitz Mary Ann Corley

  2. 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

  3. Social Marketing is NOT • Advertising • Bumper Stickers • Slogans • A Short-term Effort

  4. Social Marketing Works By • Offering benefits that people want; • Reducing barriers that people face; and • Persuading, not just informing.

  5. 3 Key Ideas of Social Marketing • 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. • Exchange: Identify the benefits of your products/services for specific audiences. People do things in exchange for benefits they hope to receive. • Persuasion: Don’t talk information; talk emotion. Outline the benefits to potential users.

  6. Benefits to Users of CALPRO • 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. • Opportunities for networking/sharing with others in similar roles • Access to up-to-date, research-based information via CALPRO publications, Website, and workshops and institutes.

  7. 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

  8. 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.”

  9. 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

  10. 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 ofnewly appointedadministrators 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.

  11. The CALPRO PR Plan • Strategy 1 – To promote a uniform product • Ensure all new products promote the CALPRO name and logo • Revise current RRC products for consistency and to reflect the CALPRO name and logo

  12. The CALPRO PR Plan • Strategy 2 – to promote/publicize CALPRO successes and upcoming events • Draw more viewers to the Website • Placement of CALPRO poster in adult ed agencies to draw users to CALPRO Website • Seeding search engines

  13. 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

  14. The CALPRO PR Plan • Strategy 2 – to promote/publicize CALPRO successes and upcoming events (Cont.) • Enhance the CALPRO conference exhibit • “Did You Know?” easel • Teacher’s Tips • CALPRO online (live site or saved screens) • Consider development of a cross-promotional flyer or poster highlighting the four CDE Leadership Projects

  15. The CALPRO PR Plan • Strategy 3 – to reach out to underserved audience segments • 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); • Plan at least one activity (such as the upcoming Region I conference in Eureka) for each audience segment;

  16. The CALPRO PR Plan • Strategy 3 – to reach out to underserved audience segments (Cont.) • Review and adapt CALPRO publications and workshops for specific audiences (e.g., CBOs); • Develop workshop flyers to attract specific audiences (e.g., small schools, CBOs)

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