Foreword

The original "how-to" manual was developed to provide content to participants in the New York -You Can Read marketing training offered in the winter and spring of 1987. Over the years, we have used social marketing in a variety of applications. Our most popular application has been recruitment and retention in adult education programming. Almost ten years later, this manual still is helpful in setting down the principles and practices which result in the recruitment of additional adult learners and which ensure they stay long enough to accomplish their goals.

Originally, this manual was developed under the auspices of Interorganizational Relations, Ltd., which is no longer operational. The Hudson River Center for Program Development, Inc., in augmenting its staff development in recruitment and retention, has donated its resources in the revision of this manual.

Introduction

The purpose of this manual is to enable adult educators to market their services better and to reach students who are not currently served. By receiving training in the techniques of social marketing and the development of strategies that are designed to be sensitive to the needs of potential adult literacy students, adult literacy providers will be motivated to reach adults needing literacy services to seek help while realistically portraying what literacy can "deliver."

How can you reach adults?

How can you contact and recruit the adults who require literacy services?

What can you say to arouse their interest when they are reluctant to listen, when the message is potentially threatening?

By what methods can you increase your overall effectiveness in contacting and recruiting them?

How do you know if you are sensitive to their needs?

How can you gain the general public's support?

What type of resources and techniques can you use to achieve these goals?

The work starts by knowing the people who live in your neighborhood, community, and city. That's where your work begins — at home in New York.