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

Resources

Applying

Overcoming Barriers

Benefits

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

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.

Objectives of the Campaign

Engaging Media

Communication Methods and Media:Local newspaper

Flyers

Signs

Posters

Person to Person

Single Parents Going Back to School Event

Come Join Us at the "Single Parents Going Back to College”

Event!

When: Saturday, February 27, 2010 at 1:oop.mWhat: Preparation to further YOUR education

Where: Bellefonte Elementary SchoolFor Whom: Interested Single Parents

Why: According to the U.S Census Bureau, those with bachelors degree earn an average of

$51,206 a year

Childcare will be provided

on cite!

For additional information contact Single Parents at

814-355-0000

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

Single Parents Going Back to School Media Campaign

Janu

ary

Febr

uary

M

arch

Flyers Signs Newspaper Posters Person to Person Event

Evaluation Process

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