Ready To Learn: A Social Marketing Approach for a National Education Campaign Julia Galdo, Managing Director, Communication Lori Agin, Principal Communications Specialist American Institutes for Research Maria Salinas, Director of Ready To Learn Community Engagement Corporation for Public Broadcasting June 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.
Ready To Learn 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. Four Key Strategies 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 A 360-Degree Approach Broadband Interactive games and tools to make your own raps, rhymes, comic strips, etc. Platforms for sharing. Facilitator Support Television 39 half-hour episodes, Interstitials and PSAs
MTV meets Schoolhouse Rock with Learn to Rap shorts & sketch comedy Community Engagement Print Magazines, comics The-Circuit Tour Portable Media & Console Games Interactive games and tools to make your own raps, rhymes, comic strips, etc. Platforms for sharing. Facilitator
Support Live community events Informal curricular structure for facilitators with accompanying activities for children Online 500,000 visits (Jan 2009) 82% Repeat Visitors 124,000
Accounts (& Counting) 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 AIRs 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 childrens books
RTL Social Marketing Approach Audience Focus Wants and needs Market Campaign Products and Services Activity guides, DVDs, tip sheets Camps, training Community engagement activities, events Behavior Change Make literacy a part of everyday life Use PBS KIDS Raising Readers resources Reaching RTL Families and Caregivers Examine Progress & Assess Results
Formative Research Message Development Channel Selection and Distribution Audience Surveys Share Success Models Model Development 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 PRIZM Segments NE 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
Low-Rise Living The 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 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. Big City Blues (San Antonio) Ethnic Diversity: With a population thats 50 percent Latino, Big City Blues has the highest concentration of Hispanic Americans in the nation Age: <45 Education: More than 40 percent havent 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.
PRIZM Geo Maps Created for Each RTL Zip Code Community National City, CA 91950 91950 92155 All residents in 91950 Town/City National City, CA 14,757 Total
14,757 Marcy Ave Target: RTL families Number of RTL HHs in zip code (each dot % Penetration represents 10 RTL HHs) 7,196 48.8 92114 7,196
48.8 92113 Fig Ct Donnington Way 92136 92139 91950 91902 Karra Ct a Pl Zip 92101
code Base Buying and Reading Books Adults per 100 HH 120 111.67 100 80 77 69.59 RTL Families
2.05 4.1 0 Buy Children's Book,1yr (A) Heavy Book Buyer,1yr (A) Buy Any Books,1yr Read a Book,1yr (A) (A) Buy Book Online,1yr (A) Buy Books on
Tape,1yr (A) Shopped in Last 3 Months (Number of adults per 100 HHs) 180 167 160 140 120 104 100 80 60 148
143 138 53 5354 94 77 66 63 81 70 61 41 40
51 89 60 5150 Target 98 596259 76 64 31 0
FT BA KCU BCB LRL Kmart Walgreens 20 NB Wal-Mart MC
91950 Zip Code Wal-Mart Locations 18 stores near 91950 : 1. National City, CA 91950 2. Chula Vista (W), CA 91910 3. Chula Vista (S), CA 91911 4. San Diego, CA 92115 5. San Diego, CA 92154 6. Chula Vista (E), CA 91915 7. La Mesa, CA 91942 8. San Diego, CA 92123 9. El Cajon (C), CA 92020 10. San Diego, CA 92111 11. Santee, CA 92071 12. El Cajon, CA 92021 13. Poway, CA 92064 14. San Marcos, CA 92069 15. Vista, CA 92083
16. Oceanside, CA 92056 17. Oceanside, CA 92054 18. 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 childrens lives childrens favorite TV programming and characters
participants involvement in either reading to or doing other educational activities with their children Peggys 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.
Peggys Story I 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 childrens 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 Local Market Strategy Timeframe 2008 Message Intro JAN FEB MAR APR MAY
JUN JUL AUG SEP OCT Advertising On-Air Support + Inspire Community Engagemen t
Target Capture Remind + Conclude Street Marketing and Community Activities Non-Traditional Advertising Reaching RTL Families and Caregivers Examine Progress & Assess Results Formative Research
Message Development Channel Selection and Distribution Audience Surveys Share Success Models Model Development Thank You! American Institutes for Research Julia Galdo [email protected] Lori Agin
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