Marketing the Product

Once the overall concept of social marketing is clear, then we move on to the actual process of marketing your literacy services which involves the following steps:

(1) identifying the market segment

(2) assessing needs and desires

(3) developing a marketing plan

(4) communicating the message

(5) assessing the match between services and clients

(6) evaluating techniques and results

An approach has been designed so you can follow a step-by-step process.

The first step is identifying the market segment; that is, you will determine which segment of the prospective adult learner population is underrepresented in your program and over- represented in the community.

The second step is beginning to develop a marketing plan to attract the adult learners who require literacy services. Communicating via a message or well-defined theme is the third step. The fourth step is the creation and implementation of the marketing plan for the campaign.

The fifth step will assess the match between services and students to ensure literacy services are relevant to the market segment in your area. And, finally, the techniques and results will be evaluated.