Marketing Your Adult Literacy Program - A “How To” Manual

Contents

The ABC's of Social Marketing
	Definitions

An Overview of the Operation of a Social Marketing Campaign on Adult Literacy
	Marketing the Product

Beginning the Marketing Campaign
	Identifying and Getting To Know Your Market Segment

Selling Your Program
	Developing a Theme
	Choosing Promotional Activities
		A Closer Look at Media: Newspapers
		A Closer Look at Media: Television
		A Closer Look at Media: Radio
	A Look at Madison Avenue and What They Do Best — Packaging
	Identifying Resources to Get the Job Done

Evaluating a Social Marketing and Public Relations Campaign on Adult Literacy

Completing Your Marketing Plan


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