Definitions Let's go on to some definitions now. The following are terms that will be used throughout this manual: |
| Social Marketing | Social marketing is an exchange process in which the provider offers programs or products of value to the client so that the client's quality of life is changed and moved towards a more positive, self-sufficient direction. In the case of adult literacy services, the provider or educator offers such things of value as classes, diplomas, time and help to the client or learner in exchange for the learner's time and commitment, which are the learner's valuables. This process assumes that each party — the provider and the prospective student — is capable of communication and delivery. Another assumption is that each party is free to accept or reject the potential exchange. Always remember, however, that acceptance or rejection of adult literacy services may well be a function of the extent to which the provider is sensitive to the fears and denial of the potential learner. We can also define social marketing as the design, implementation and control of programs seeking to increase the acceptability of a social idea or practice in a target group. If successful, the marketing usually encourages people to do something that will be beneficial to others in addition to benefitting themselves. |
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| Public Relations | Public relations is the projection of an image. An effective public relations program on adult illiteracy requires a thorough understanding of the message, of the desired population, and of the most efficient means of conveying that message to the desired population (i.e., adults who need adult literacy services). | |
| Advertising | Advertising brings the adult literacy service to each potential adult literacy student via the mass media and "pre-sells" it through the advertisement. | |
| Outreach | Outreach is the process of contacting and recruiting adult literacy students, including organizing various community agencies and service providers. | |
| Promotion | Promotion is the communication of the existence, quality, and nature of programs which address the needs, wants, and beliefs of identified market segments to the potential students. | |
| Target Audience | Target audience is the population of adults who require adult literacy services. Once this group has been identified, the agency channels all of its energies, efforts, and dollars to reach this population. | |
| Market Segmentation | Market segmentation is the division of the target audience (see definition above) into subsets of homogeneous adults who require literacy services, where any one subset may conceivably be selected as a target audience to be reached. |
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