CONTACT US | EVENTS | PARENT LINKS | SITE MAP | SEARCH | HOME
|
|||||
| |||||
|
     |
|
|||
|
|
|||||||||||||||
|
Network Resources: Innovative Strategies |
||||||||
|
|
|
|
Quality Assurance/ Credentialing
|
|
|
|
Marketing Awhile back in MA, we were trying to develop some marketing pieces for the purpose of outreach and to inform families about the program. We spent time up front trying to find a phrase, image etc. that would appeal to the targeted audience. In our state, we focus on teen parents and tried a campaign with an "I'm expecting" theme. This worked for the TV spot but not in print, as most teens don't use the term "expecting" to talk about being pregnant, and didn't understand the point of the written messages. It is important to test the message and images you want to use- we all know what we're talking about, but will a family know what you're driving at? This is especially important if you're talking about a multicultural environment. Be prepared for the possibility that the message parents most respond to is not necessarily your first choice. Here, in the focus groups we conducted, the teens overwhelmingly responded to an image of just a baby (instead of parent(s) and a baby, or parent(s) and a home visitor). The tagline was "your baby is the only one who doesn't care how old you are". From our perspective as program administrators, this was NOT our preferred option. But had we chosen the tagline that we liked, it would most likely have been ignored by the teens we were trying to reach. We did figure out a way to include information about the program that we felt was important, but it was in much smaller print than the rest of the piece. If you are already producing outreach materials (TV/radio, brochures, etc.), it might be useful to repeat your taglines on these other vehicles. This will increase the likelihood that a family will see the same message repeatedly, and hopefully, begin to identify what the message is. If you want parents to take action (e.g.. phone you), provide all the necessary contact information. If possible, try and implement a marketing evaluation plan as you kick off your marketing campaign. Based on your goal of the marketing efforts (increased number of phone calls about the program or increased number of referrals or program acceptances), track these activities to determine how effective your message is.
Sarita Rogers
|
|
|
|
||||||||