Beginning the Marketing Campaign

The marketing campaign begins with a close examination of the market segment. To which part of the target population of illiterate adults are you going to aim your marketing efforts? Think about what prods you or pushes you, the messages you receive that get you to do certain things. Look at some of the education you have pursued and why you have done so. Either by yourself or in small groups, list a class, a seminar, a program or a course which you attended and the "message" you received which motivated your attendance. Read the examples which participants gave in some of the workshops and then fill in your own.

You will probably find that the reasons why you pursued the various educational avenues have to do with self-esteem, social approval, self-expression and/or fulfillment. Think back now to Maslow's work on human motivation and the classification of human needs. In brief, his hierarchy of needs is arranged thusly:

Self-actualization needs
(self-fulfillment, self-expression)

Esteem needs
(self-respect, prestige, social approval)

Love needs
(affection, belongingness, identification)

Safety needs
(security, health)

Physiological needs
(hunger, thirst)