a social marketing approach to promoting literacy-related behaviors among low-income families...
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A Social Marketing Approach to Promoting Literacy-Related
Behaviors Among Low-Income Families
Margarita Hurtado, Ph.D., Principal Research ScientistJulia Galdo, M.A., Managing Director, Communication
Lori Agin, Principal Communications SpecialistSusan Heil, Ph.D., Principal Research Scientist
American Institutes for Research
May 3, 2010
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Contents
• AIR’s Role• Social Marketing• Formative Research• Message and Materials Testing• Appeal and Demand• Outreach Assessment• Lessons Learned
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AIR’s Role
• Apply the principles of social marketing to reach Ready to Learn (RTL) families
• Conduct audience, market, message, and materials research
• Plan and implement RTL-RR marketing and community engagement activities
• Conduct process and outreach evaluation on specific aspects of the campaign
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Social Marketing
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Effective Social Marketing Is Based On Understanding the Audience
• Messages that are relevant to them • Delivered where they live, work, play, eat, shop
and pray• By messengers and channels they trust• Asking them to take a clear action (that they can
take and believe they can take)
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Formative Research
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Goals
• Identify and understand:– RTL families (target audience) – Marketplace of literacy initiatives and services
available to RTL families – Current brand and position of RTL– Resources and potential partnerships– Distribution and communication infrastructure
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Findings
• RTL families are focused on basic needs. Most parents have little time to be involved in their children’s activities.
• Some parents don’t see themselves as their children’s first teacher.
• Parents don’t have much faith in school system but they do want better opportunities for their children.
• Most didn’t know that simple behaviors (rhyming and letter recognition games) can help their children get ready to read.
• Many don’t read to their kids but are willing to try new activities with their kids if they can easily fit them in their schedules.
• PRIZM-NE segmentation software is useful for localizing and characterizing RTL families
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Implications:Messages to Parents
• “Anytime is Learning Time.”
• Do simple, fun and easy things with your kids anywhere
• Have your children watch PBS shows that are not only fun but can help them get ready to read
• Have your children go to ReadyToLearnReading.org
• Overall: Emphasize the benefits to parents related to having their children succeed in life rather than putting the emphasis on succeeding in school.
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Implications: Benefits of New Behaviors for Parents
• Children can be entertained and educated at the same time.
• Requires little time and effort.• Can make them feel better as parents.• They are giving their children “a leg up in life”—
helping them build a foundation for success and reach their potential.
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Messages and Materials Testing
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Goals
• Test concepts, messages, and materials developed by PBS with target audience
• Understand RTL parents’ perceptions of concepts, messages and materials
• Collect information that will be used to revise messages and materials so that they are attractive, understandable, and actionable
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Findings
• “Anytime is learning time” message was well understood and motivating across groups tested.
• TV and radio ads that took place in one location and in the present only were more easily understood.
• Ads that addressed parents directly were more easily identified by the target audience.
• PBS was a “trusted brand”; familiarity with shows varied.
• Computer and Internet use was sometimes lower than expected.
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Implications
• Keep it simple and direct
• Model desired behaviors
• RTL parents tend to be very “literal” so elements should be concrete
• Maintain unity of time and space
• Use humor, but make sure you test it with target audience
• All characters should interact with each other
• Call to go to ReadytoLearnReading.org may go unheeded due to access limitations
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Appeal and Demand
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PBS KIDS Raising Readers DVD
Very much91.5%
Somewhat8.2%
Not at all0.3%
Children who enjoyed the DVD more, were also more likely to have watched it more often
Younger children (3-5 yrs) tended to watch and enjoythe DVD more than older children (6-8 yrs)
Three or more58%Twice
22%
Once16%
Never watched4%
ENJOYED DVD
FREQUENCY WATCHED DVD
(Response cards = 4,201)
Most children highly enjoyed the DVD and watched it often
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Outreach Assessment
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Goals
• Obtain information on parental attitudes, perceptions, and behaviors related to the campaign
• Assess the implementation of the campaign at the local level
• Identify success factors and lessons learned
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Findings and Implications
• The “Anytime is learning time” message is reaching parents—60% had heard it. – Parents understand and internalize it, but need concrete
examples or modeling of the message.
• Awareness of the “Anytime is learning time” message is associated with behaviors encouraged by PBS KIDS Raising Readers– Viewership of PBS KIDS shows & playing word games
• Engaging with children in word games play increased significantly from 2008 to 2009
• Pre-literacy opportunities may be different in English-speaking and Spanish-speaking RTL households
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Lessons From Social Marketing
• Invest the time up front to get to know your target audience and learn how to reach them.
• Design communication products based on your audience’s needs and wants.
• Test all concepts and materials with the target audience.
• Campaign messages, ad content, outreach activities, and other campaign elements will probably be modified based on the above.
• Apply multiple channels and approaches to delivering information to target audience and reinforce messages.
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Thank You!
Margarita Hurtado, Ph.D.mhurtado@air.org(301) 592-2215
www.air.org/health
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