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A Social Marketing Approach to Promoting Literacy-RelatedBehaviors Among Low-Income FamiliesMargarita Hurtado, Ph.D., Principal Research ScientistJulia Galdo, M.A., Managing Director, CommunicationLori Agin, Principal Communications SpecialistSusan Heil, Ph.D., Principal Research Scientist

American Institutes for Research

May 3, 2010

ContentsAIRs RoleSocial MarketingFormative ResearchMessage and Materials TestingAppeal and DemandOutreach AssessmentLessons Learned2

2AIRs RoleApply 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 activitiesConduct process and outreach evaluation on specific aspects of the campaign3Social Marketing4

4Effective Social Marketing Is Based On Understanding the AudienceMessages that are relevant to them Delivered where they live, work, play, eat, shop and prayBy messengers and channels they trustAsking them to take a clear action (that they can take and believe they can take)

5Formative Research6

6Goals Identify and understand:RTL families (target audience) Marketplace of literacy initiatives and services available to RTL families Current brand and position of RTLResources and potential partnershipsDistribution and communication infrastructure

77FindingsRTL families are focused on basic needs. Most parents have little time to be involved in their childrens activities.Some parents dont see themselves as their childrens first teacher.Parents dont have much faith in school system but they do want better opportunities for their children.Most didnt know that simple behaviors (rhyming and letter recognition games) can help their children get ready to read.Many dont 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 families88Implications:Messages to ParentsAnytime is Learning Time.Do simple, fun and easy things with your kids anywhereHave your children watch PBS shows that are not only fun but can help them get ready to readHave your children go to ReadyToLearnReading.orgOverall: Emphasize the benefits to parents related to having their children succeed in life rather than putting the emphasis on succeeding in school.

99Implications: Benefits of New Behaviors for ParentsChildren 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 lifehelping them build a foundation for success and reach their potential.

1010Messages and Materials Testing11

11GoalsTest concepts, messages, and materials developed by PBS with target audienceUnderstand RTL parents perceptions of concepts, messages and materialsCollect information that will be used to revise messages and materials so that they are attractive, understandable, and actionable1212Findings 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.1313ImplicationsKeep it simple and directModel desired behaviorsRTL parents tend to be very literal so elements should be concreteMaintain unity of time and spaceUse humor, but make sure you test it with target audienceAll characters should interact with each otherCall to go to ReadytoLearnReading.org may go unheeded due to access limitations1414Appeal and Demand15

15PBS KIDS Raising Readers DVD

16Children who enjoyed the DVD more, were also more likely to have watched it more oftenYounger children (3-5 yrs) tended to watch and enjoythe DVD more than older children (6-8 yrs)

Enjoyed DVDFrequency watched DVD(Response cards = 4,201)Most children highly enjoyed the DVD and watched it often16Outreach Assessment17

17Characteristic2008(N=308)2009(N=443)Female85.2%80.4%Primary Language - English 98.4%98.2%Age of ChildrenChildren 2 years old29.5%31.4%Children 3 to 5 years old65.6%62.1%Children 6 to 8 years old48.0%57.1%Living Under the Federal Poverty Level* (Yes)45.6%38.4%Educational Attainment8th grade or less< 1%2.7%Some high school, did not graduate10.2%9.0%High school graduate or GED23.1%29.2%Some college or vocational training44.2%37.7%4-year college graduate or more21.8%21.4%GoalsObtain information on parental attitudes, perceptions, and behaviors related to the campaignAssess the implementation of the campaign at the local levelIdentify success factors and lessons learned1818Findings and Implications The Anytime is learning time message is reaching parents60% 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 ReadersViewership of PBS KIDS shows & playing word gamesEngaging with children in word games play increased significantly from 2008 to 2009Pre-literacy opportunities may be different in English-speaking and Spanish-speaking RTL households

1919Awareness QuestionsParent Responses (Percent)TotalYes(Row %)No(Row %)Dont Know,Missing(Row %)Have you ever heard about the PBS KIDS Raising Readers campaign?121(27.3)283(63.9)39(8.8)443In the last month, have you heard the message: Anytime Can Be Learning Time or Anytime is Learning Time267(60.3)126(28.4)50(11.3)443Lessons From Social MarketingInvest the time up front to get to know your target audience and learn how to reach them.Design communication products based on your audiences 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. 20Thank You! Margarita Hurtado, Ph.D.mhurtado@air.org(301) 592-2215

www.air.org/health21

211. CohortTarget0.2830.1560.561

2. Language85.2514.75

3. AgeChildren8.4211.6355.2824.66

Mean = 4Age of childrenPercentage of children

4. NumChildren46.4533.0618.611.89

Mean = 2Number of childrenPercentage of respondents

Freq5821.516.14.3

Frequency of Watching the DVDPercent of respondents

EnjoyFreq63.121.213.52.2617.13348.71.16027.2745.4527.2724.666.166.1663.01

3 times or more2 times1 timeDid not watchLevel of EnjoymentPercent of Respondents

EnjoyCohortLang88.79.60.41.387.15.90.26.890.97.30.61.278.92.9018.3

VerySomewhatNot at allMissingPercent of respondents

FreqCohortLang662013.30.840.623.42016.355.830.312.71.241.421.215.422.1

3 times or more2 times1 timeDid not watchPercent of respondents

EnjoyTargLang188.28.30.33.288.98.30.22.786.35.60.47.8896.20.54.3

VerySomewhatNot at allMissingPercent of Respondents

FreqTargLang157.0821.1815.576.1758.5621.2318.231.9850.1926.7713.759.2964.2522.048.65.11

3 times or more2 times1 timeDid not watchPercent of Respondents

5. Enjoyed91.58.20.3

Sheet1Cohort 128.3%Cohort 215.6%Non-target zip codes56.1%EnglishSpanishTarget zip codes (N=1,907)Non-target zip codes (N=2,440)85.314.885.984.714.115.3Number of childrenAge of childrenAll (N=4,347)All (N=8,131)Less than 246.5< 2 years8.4Two33.1Age 211.63 to 518.6Ages 3 - 555.36 to 81.9ages 6 - 8+24.7100.0100.0EnjoyedFreq_watchVery much91.5Three or more58.0Somewhat8.2Twice21.5Not at all0.3Once16.1Didn't watch4.399.9Enjoyed by cohort by LanguageEnglish Cohort 1 (N=1066)English Cohort 2 (N=572)Spanish Cohort 1 (N=165)Spanish Cohort 2 (N=104)Very88.787.190.978.9Somewhat9.65.97.32.9Not at all0.40.20.60Missing1.36.81.218.3100100100100.1Freq_watch by Cohort by LanguageEnglish Cohort 1 (N=1066)English Cohort 2 (N=572)Spanish Cohort 1 (N=165)Spanish Cohort 2 (N=104)3 times or more66.040.655.841.42 times20.023.430.321.21 time13.320.012.715.4Did not watch0.816.31.222.1100.1100.3100.0100.1Enjoyed by Target by LanguageEnglish - Target (N=2068)English - Non-target (N=1638)Spanish - Target (N=372)Spanish - Non-target (N=269)Very88.288.986.389Somewhat8.38.35.66.2Not at all0.30.20.40.5Missing3.22.77.84.3100100.1100.1100Freq_watch by Target by LanguageEnglish - Target (N=2068)English - Non-target (N=1638)Spanish - Target (N=372)Spanish - Non-target (N=269)3 times or more57.158.650.264.32 times21.221.226.822.01 time15.618.213.88.6Did not watch6.22.09.35.1100.0100.0100.0100.0Freq_watch by level of enjoymentVery (N=3845)Somewhat (N=345)Not at all (N=11)Missing (N=146)3 times or more63.117.10.024.72 times21.233.027.36.21 time13.548.745.56.2Did not watch2.31.227.363.0100.1100.0100.0100.0

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Target zip codes

Target zip codes0.2830.1560.561

TargetLang85.914.184.615.3

Percentage of respondents from Target and Non-target Zip CodesEnglishSpanishPercent of respondents

NumKids4433.112.54.71.50.50.50.92.53728.410.541.30.50.40.82.46.94.720.70.10.10.10.10.1

OneTwoThreeFourFiveSixSevenEightNonePercent of respondents

KidsAge8.411.617.421.316.686.110.57.310.115.318.21475.18.71.21.62.23.22.61.111.9

OneTwoThreeFourFiveSixSevenEight or olderPercent of children

Enjoyed88.57.90.33.4

Percent of respondents

Freq5821.516.14.3

Never watched4%

EnjoyFreq155.818.711.921.42.63.90.100.10.10.10.80.20.22.1

3 times or more2 times1 timeDid not watchLevel of EnjoymentPercent of Respondents

EnjoyCohortLang57.86.20.20.930.42.10.12.455.84.50.40.730.51.107.1

VerySomewhatNot at allMissingPercent of respondents

EnjoyCohortLang257.830.455.830.56.22.14.51.10.20.10.400.92.40.77.1

English Cohort 1 (N=1066)English Cohort 2 (N=572)Spanish Cohort 1 (N=165)Spanish Cohort 2 (N=104)Level of EnjoymentPercent of Respondents

FreqCohortLang42.9138.70.514.28.26.95.734.218.67.80.7168.268.6

3 times or more2 times1 timeDid not watchPencent of respondents

FreqCohortLang242.914.234.216138.218.68.28.76.97.860.55.70.78.6

English Cohort 1 (N=1066)English Cohort 2 (N=572)Spanish Cohort 1 (N=165)Spanish Cohort 2 (N=104)Percent of Respondents

EnjoyTargLang149.64.60.11.5393.70.11.451.63.60.32.536.22.30.23.3

VerySomewhatNot at allMissingPercent of Respondents

EnjoyTargLang249.63951.636.24.63.73.62.30.10.10.30.21.51.42.53.3

English - Target (N=2068)English - Non-target (N=1638)Spanish - Target (N=372)Spanish - Non-target (N=269)Percent of Respondents

FreqTargLang125.29.46.92.732.711.910.21.121.111.25.83.937.312.853

3 times or more2 times1 timeDid not watchPercent of Respondents

FreqTargLang225.232.721.137.39.411.911.212.86.910.25.852.71.13.93

English - Target (N=2068)English - Non-target (N=1638)Spanish - Target (N=372)Spanish - Non-target (N=269)Percent of respondents

Sheet1Cohort 128.3%Cohort 215.6%Non-target zip code56.1%Target zip codes (N=1,907)Non-target zip codes (N=2,440)English85.984.6Spanish14.115.3Number of childrenAge of childrenAll (N=4,347)English-speaking parents (N=3,706)Spanish-speaking parents (N=641)All (N=8,131)English-speaking children (N=6,945)Spanish-speaking children (N=1,186)One44376.9One8.47.31.2Two33.128.44.7Two11.610.11.6Three12.510.52Three17.415.32.2Four4.740.7Four21.318.23.2Five1.51.30.1Five16.614.02.6Six0.50.50.1Six8.07.01.1Seven0.50.40.1Seven6.15.11.0Eight0.90.80.1Eight or older10.58.71.9None2.52.40.1EnjoyedFreq_watchVery Much88.5Three or more58.0Somewhat7.9Twice21.5Not at all0.3Once16.1Missing3.4Didn't watch4.3Enjoyed by cohort by LanguageEnglish Cohort 1 (N=1066)English Cohort 2 (N=572)Spanish Cohort 1 (N=165)Spanish Cohort 2 (N=104)Very57.830.455.830.5Somewhat6.22.14.51.1Not at all0.20.10.40Missing0.92.40.77.1Freq_watch by Cohort by LanguageEnglish Cohort 1 (N=1066)English Cohort 2 (N=572)Spanish Cohort 1 (N=165)Spanish Cohort 2 (N=104)3 times or more42.914.234.2162 times138.218.68.21 time8.76.97.86Did not watch0.55.70.78.6Enjoyed by Target by LanguageEnglish - Target (N=2068)English - Non-target (N=1638)Spanish - Target (N=372)Spanish - Non-target (N=269)Very49.63951.636.2Somewhat4.63.73.62.3Not at all0.10.10.30.2Missing1.51.42.53.3Freq_watch by Target by LanguageEnglish - Target (N=2068)English - Non-target (N=1638)Spanish - Target (N=372)Spanish - Non-target (N=269)3 times or more25.232.721.137.32 times9.411.911.212.81 time6.910.25.85Did not watch2.71.13.93Freq_watch by level of enjoymentVery (N=3845)Somewhat (N=345)Not at all (N=11)Missing (N=146)3 times or more55.81.400.82 times18.72.60.10.21 time11.93.90.10.2Did not watch20.10.12.1

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