CALPRO, Corley & Shaewitz, Promoting CALPRO Using Social Marketing Principles to Promote CALPRO Products and Services Dahlia Shaewitz Mary Ann Corley

CALPRO, Corley & Shaewitz, 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

CALPRO, Corley & Shaewitz, Social Marketing is NOT Advertising Bumper Stickers Slogans A Short-term Effort

CALPRO, Corley & Shaewitz, Social Marketing Works By Offering benefits that people want; Reducing barriers that people face; and Persuading, not just informing.

CALPRO, Corley & Shaewitz, Key Ideas of Social Marketing 1.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. 2.Exchange: Identify the benefits of your products/services for specific audiences. People do things in exchange for benefits they hope to receive. 3.Persuasion: Don’t talk information; talk emotion. Outline the benefits to potential users.

CALPRO, Corley & Shaewitz, Benefits to Users of CALPRO 1.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. 2.Opportunities for networking/sharing with others in similar roles 3.Access to up-to-date, research-based information via CALPRO publications, Website, and workshops and institutes.

CALPRO, Corley & Shaewitz, 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

CALPRO, Corley & Shaewitz, 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 California’s adult educators.”

CALPRO, Corley & Shaewitz, 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 CDE’s Programs of Excellence; Leadership Institute and others, such as GED/HSD Critical Thinking and Problem Solving Institute; Timely response to inquiries

CALPRO, Corley & Shaewitz, 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 State’s 11 regions: LAUSD, northern counties, and CBOs are underserved.

CALPRO, Corley & Shaewitz, The CALPRO PR Plan Strategy 1 – To promote a uniform product A.Ensure all new products promote the CALPRO name and logo B.Revise current RRC products for consistency and to reflect the CALPRO name and logo

CALPRO, Corley & Shaewitz, The CALPRO PR Plan Strategy 2 – to promote/publicize CALPRO successes and upcoming events A.Draw more viewers to the Website  Placement of CALPRO poster in adult ed agencies to draw users to CALPRO Website  Seeding search engines

CALPRO, Corley & Shaewitz, 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

CALPRO, Corley & Shaewitz, The CALPRO PR Plan Strategy 2 – to promote/publicize CALPRO successes and upcoming events (Cont.) B.Enhance the CALPRO conference exhibit  “Did You Know?” easel  Teacher’s Tips  CALPRO online (live site or saved screens) C.Consider development of a cross- promotional flyer or poster highlighting the four CDE Leadership Projects

CALPRO, Corley & Shaewitz, The CALPRO PR Plan Strategy 3 – to reach out to underserved audience segments A.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); A.Plan at least one activity (such as the upcoming Region I conference in Eureka) for each audience segment;

CALPRO, Corley & Shaewitz, The CALPRO PR Plan Strategy 3 – to reach out to underserved audience segments (Cont.) C.Review and adapt CALPRO publications and workshops for specific audiences (e.g., CBOs); D.Develop workshop flyers to attract specific audiences (e.g., small schools, CBOs)