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

Single Parents Going Back to School Campaign


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

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


Single parents going back to school campaign

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.


Single parents going back to school campaign

Engaging Media

  • Communication Methods and Media:

    • Local newspaper

    • Flyers

    • Signs

    • Posters

    • Person to Person

    • Single Parents Going Back to School Event


Single parents going back to school campaign

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 parents going back to school campaign

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


Single parents going back to school campaign

Timeline for Media

  • January:

    • Handout Flyers

  • February:

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

  • March:

    • Evaluation


Single parents going back to school campaign

Visual of Timeline


Single parents going back to school campaign

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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