Promoting CALPRO

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 Dont 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 Californias 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 CDEs 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 of newly appointed administrators
  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 States 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
• Teachers 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)