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Single Parents Going Back to School Campaign

Single Parents Going Back to School Campaign. Campaign’s Target Audience. Promoting higher education to Single parent families with the following characteristics: L iving in the Bellefonte Borough Suffering with limited opportunities

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Single Parents Going Back to School Campaign

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  1. Single Parents Going Back to School Campaign

  2. Campaign’s Target Audience • Promoting higher education to Single parent families with the following characteristics: • Living in the Bellefonte Borough • Suffering with limited opportunities • Experiencing an economical disadvantage due to lack of education • Interested in furthering their education Bellefonte Single Parents….. Are you tired of living Paycheck to Paycheck? Time for YOU to go to SCHOOL

  3. The Purpose Of the Campaign • Discuss resources and financial assistance available for single parents • Explain how to overcome the barriers preventing single parents from becoming educated • Describe the key steps involved in applying to an institution of higher education • Identify the benefits parents receive by gaining an education

  4. Objectives of the Campaign • Target low-income, single parents with an interest in escaping poverty by achieving an education. • To have10 % of audience explain three key steps. • To have 10 % of audience list three benefits parents reap by furthering their education.

  5. Engaging Media • Communication Methods and Media: • Local newspaper • Flyers • Signs • Posters • Person to Person • Single Parents Going Back to School Event

  6. Why Engage Traditional Media • For example, the Newspaper: • Print, online, and combined proven to be most effective marketing vehicle • Newspapers are identified as a destination not a distraction • On average, 3 out of 4 people read a newspaper or visit a newspaper website (Scarborough Research)

  7. Single Parent Going Back to School Event • Reach specific target audience at a booth outside Weis Store in Bellefonte and… • Provide exact details one on one to interested parents • Personally meet and welcome parents • Make representatives from campaign available to answer questions

  8. Timeline for Media • January: • Handout Flyers • February: • Handout flyers, advertise through newspaper, hang up signs, person to person, and host event. • March: • Evaluation

  9. Visual of Timeline

  10. Evaluation • Surveys will be used to evaluate the effectiveness of promotional strategy: • (Two weeks later) Survey 1: was event helpful and asking for three steps • (Four weeks later) Survey 2: number of participants that had actually taken steps to further their education

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