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

Social marketing has been defined as an exchange process in which the provider offers programs or products of value to the prospective student so the student's quality of life is changed and moved towards a more positive, self-sufficient direction. The process of reaching prospective students requires thoughtful planning.

The model on the next page illustrates the range of possibilities that can occur in the exchange transaction.

In the exchange process of social marketing we see two major actors: you, the adult literacy provider, and the prospective student. As you can see from themodel, you (Adult Literacy Program) and the prospective student (Prospective Learner) will engage in actions, communicate, and exchange information in order to influence the exchange.

The adult literacy provider should effectively communicate such qualities as credibility, expertise, trustworthiness, authority, flexibility, caring, and responsibility.

On the other hand, the prospective student's perceptions of these qualities will be influenced by self-confidence, sense of self-esteem, life experiences, conflicts, anxieties, fears, and values. The ultimate decision to attend the adult literacy program will also be influenced by such situational variables as employment status, opinions of family and peers, individual needs, socioeconomic status and previous educational experiences.

Prospective students will also be influenced by their notions of the range of possible outcomes associated with attending the adult literacy program. A number of outcomes are possible. The student may or may not get a job which may or may not result in additional income. Family and peers may approve or may not, depending on their perceptions. Self-satisfaction and pride may or may not be an outcome of the program, depending upon its effectiveness in meeting the needs and dealing with the fears of the student. The adult literacy program may provide a social environment for the student or it may not.

In marketing adult literacy programs, you must keep in mind the complexities of the exchange process illustrated on the following page. The outcome of the initial transaction can be positive or negative and depends heavily on your careful planning and follow-up procedures.