Single Parents Going Back to School Campaign
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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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Single Parents Going Back to School Campaign


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


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


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.


Engaging Media

  • Communication Methods and Media:

    • Local newspaper

    • Flyers

    • Signs

    • Posters

    • Person to Person

    • Single Parents Going Back to School Event


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)


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


Timeline for Media

  • January:

    • Handout Flyers

  • February:

    • Handout flyers, advertise through newspaper, hang up signs, person to person, and host event.

  • March:

    • Evaluation


Visual of Timeline


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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