1. Business Outreach Program
Rio Grande Literacy Center
Mid Year Evaluation

2. Mid Year Review Objectives: Primary Research
Understand how to better inform students
Develop recommendations on how to attract RGV Literacy Center’s target market
Increase student enrollment
Primary Research
Qualitative: Focus Group

3. Focus Group Total Participants: 6 25-52 years old: Females
Number of questions: 25 questions
Driving Questions: 6

4. Focus Group Analysis Q1
Have you ever heard of RGV Literacy Center before? P1 No P2
Yes P3 P4 P5 P6

5. Focus Group Analysis Q1(b) Does this seem interesting to you? P1
Yes, this way we as adults have more options to improve our studies. P2
Yes P3
Yes, ESL is important to expand our language. P4
Yes, I would like to have more information about the classes they offer. P5
It is one more option inside the valley to overcome education at a low cost. P6
Yes, there’s many places where to go to learn.

6. Focus Group Analysis Q5
How can we convince you that it’ll be a good idea to register for these services? P1
What options do you give me to take the classes? P2
If there wasn’t an inscription fee. P3
If the method is different than the previous ones we’ve attended. P4
Flexible schedule P5
Get to know the options within the Literacy Center. P6
Flexible schedule and classes Monday through Fridays for 2 hours a day.

7. Focus Group Analysis
Q11
What learning method would you prefer, a large group (20+) , small group (5-20), or individual? P1
5-20 small groups, 5-15 maximum P2
I believe groups of 5-20 are better. P3
5-20 P4
I would like small groups of 5-10 students which makes the class more personalized and serious. P5
Small groups (5-20) P6
I would like a small groups (5-20)

8. Focus Group Analysis
Q13
What suggestions do you have to attract people who need or are interested in learning English? P1
Free trial classes to evaluate and see if they qualify to my needs. P2
Giving a free class to people interested in the program to see if that is what they are looking for. P3
The teachers and system must be effective. P4
Assist to one of their classes to know how the system works. P5
Make known the qualities of the service. P6
Probably by being free.

9. Focus Group Analysis Q1 (2)
What would be the best suggestion to distribute and promote flyers. P1
During schools entrance and exit hours. P2
Through mail. P3
Entrance and exit hours of schools. P4
At the end of the school day when parents pick up their children. P5
Entrance and exit school hours. P6
At festivals where students participate and parents attend.

10. Focus Group Analysis Q6 (3)
Which are your best suggestions to maintain your number one option (Facebook) from social media active? P1
Update your activities day by day. P2
Facebook should always be updated. P3
More pictures and the constant update of their information. P4
Update information, achievements, and student’s certificates day by day. P5
Upload daily content and manage the use of likes. P6
Constant updating of information. If possible, daily.

11. Target Market Sketch (primary)
Name: Nora Jimenez Age: 42 Gender: Female Geographic: Pharr, TX Nora Jimenez is a parent volunteer at Southwest Early College High school. She happens to also be a professional nurse. Nora has studied at Region One for 6 months, however, she wants to learn technical English that can help her with her profession. Nora Jimenez is interested in attending a literacy center that teaches her technical English.

12. Target Market Sketch (Secondary)
Name: Gloria Rodriguez
Age: 57
Gender: Female
Geography: McAllen, TX
Gloria Rodriguez is a retired English teacher. Although, she still has the desire to educate and teach. Gloria would like to use her spare time to volunteer at a Literacy Center.
Gloria is interested in helping her community rise and provide economic opportunities through education.

13. Marketing Strategy Recommendations
Change the flyer design such as: *Q5
Colors (use vibrant colors)
Make it concrete with basic information (location, contacts, registration fee, offered classes)
Webpage: *Q1, 2, & 3
Translate all information to Spanish
Provide more photos, testimonies, opinions etc.
Social Media (Facebook):
Update frequently with your daily activities, photos, information, and student accomplishments *Q6

14. Marketing Deliverables
Poster
Trifold
Commercial Script/Story Boards
Website
Social Media
30 Sec Radio Spot

15. Poster Concept

16. Thank you!