As these questions are asked of all buyers, the thrust of the marketing campaign will become clear. For example, the reason inmates might buy a family literacy program is:

• It provides them with an opportunity to communicate with their children.
• Their participation might make them feel better about themselves as parents and enhance their image in the eyes of their children.
• All parents like to talk about their children.
• It passes time.

Funding entities and community service providers might be interested in supporting family literacy programs because:

• It satisfies their mission of working with troubled families.
• The program tests the importance of parent-child relationships in successful transitioning from a correctional facility.
• Staff development opportunities may become available.
• It provides an opportunity for community building.
• They can be perceived as innovative in their efforts to strengthen families during incarceration.

Support for family literacy will be garnered based on the extent to which its “sellers” are deliberate and thoughtful about defining the product and identifying the various buyers. The seller’s perception of why someone should buy the product is inconsequential. The critical perceptions are those of the buyers.

Buyers’ perceptions can be positively influenced in a variety of ways. Marketing strategies that successfully promote family literacy include:

• large and small group presentations at staff meetings, regional workshops, and conferences
• videotape presentations of successful programs
• site visits to successful family literacy programs
• brochures and letters
• interviews on specific talk shows or cable access programs
• articles in local newspapers.