Ready To Learn: A Social
Marketing Approach for a
National Education Campaign
Julia Galdo, Managing Director, Communication
Lori Agin, Principal Communications Specialist
American Institutes for Research
Maria Salinas, Director of Ready To Learn Community Engagement
Corporation for Public Broadcasting
June 19, 2009
What we hope to leave you with today…
 Demonstrate how social marketing has been successfully used for a
national US Department of Education literacy initiative
 Understand how audience and market research play a critical role in
moving a client from knowledge-based campaigns to campaigns
based on behavior change.
 Demonstrate how social marketing can utilize strong, pre-existing
brands, like Sesame Street.
Ready To Learn
Five year grant from the
Department of Education
to use public media to
improve the reading skills
of children, ages 2-8, who
are living in poverty.
Four Key Strategies
• Content
 On air, Online, On the ground
• Community Engagement
 Reaching the families where they live, work, and play
 Modeling desired behaviors with parents/caregivers
 Leveraging partnerships
• Building Capacity
 PBS stations
 Professional development for educators and caregivers
• Research and Evaluation
 Foundational
 Social Marketing
 Impact
A 360-Degree Approach
Broadband
Interactive games and
tools to make your
own raps, rhymes,
comic strips, etc.
Platforms for sharing.
Facilitator Support
Television
39 half-hour episodes,
Interstitials and PSA’s
MTV meets
Schoolhouse Rock with
“Learn to Rap shorts &
sketch comedy
Community Engagement
Print
The-Circuit Tour
Magazines,
comics
Portable Media & Console Games
Interactive games and
tools to make your own
raps, rhymes, comic
strips, etc. Platforms for
sharing. Facilitator
Support
Live community
events
Informal curricular
structure for
facilitators with
accompanying
activities for children
Online
• 500,000
visits
(Jan 2009)
• 82%
Repeat
Visitors
• 124,000
Accounts
(& Counting)
On-Air
On-the-Ground
Ready To Learn Outreach
Grant Goals
Connect PBS KIDS Raising Readers products, content
and activities with the intended audience:
– Parents
– Caregivers
of 2 to 8 year-olds from low-income families
AIR’s Support Role in the RTL
Outreach Grant
 Apply the principles of social marketing to reach RTL
families
 Conduct and analyze audience, market, message and
materials research
 Plan and implement RTL marketing and community
engagement activities in 20 RTL markets
Traditional Learning-to-Read
Awareness Campaigns
Previous RTL Grant Approach: View-Read-Do
Message audit revealed “inspirational” and “how-to”
messaging
Inspirational: Communicate the importance of early
reading skills to academic achievement
How-to: Provide practical tips for reading with
children
– Read aloud to kids everyday.
– Read from a variety of children’s books
RTL Social Marketing Approach
• Audience Focus
Wants and needs
• Market Campaign Products and Services
Activity guides, DVDs, tip sheets
Camps, training
Community engagement activities, events
• Behavior Change
Make literacy a part of everyday life
Use PBS KIDS Raising Readers resources
Reaching RTL Families and Caregivers
Understand
the Target
Audience
Learn How to
Communicate
With This
Audience
Formative Research
Implement
Marketing &
Community
Engagement
Message
Development
Channel Selection
and Distribution
Examine
Progress
& Assess
Results
Audience
Surveys
Share
Success
Models
Model Development
Formative Research
•
•
•
•
•
•
•
Environmental scan
Interviews: national organizations
Interviews: community organizations
RTL Families Analysis based on PRIZM segmentation
Focus groups with RTL families
In-home interviews and observations of RTL families
Interviews with PBS station grantees
Formative Research
• Identify and understand:
– RTL families and
caregivers
– Marketplace of literacy
initiatives and services to
RTL families
– Current brand and position
of RTL
– Distribution and
communication
infrastructure
– Potential partnerships &
resources
Environmental Scan
• Conducted during spring 2006
• First step toward understanding the market place in
which RTL exists, including organizations focused on
literacy and/or serving children entitled to Title I benefits
• Environmental scan included a:
– Media audit
– Scholarly and trade publication literature reviews
– Message audit
Target Audience:
Eight PRIZM Segments
NE
• Used PRIZM-NE segmentation software to learn
more about the target audience in RTL markets.
• Defining RTL Families for Outreach:
– Under the Federal Poverty Guidelines
– Has at least one child under 6
PRIZM Analysis
•
•
•
•
Geographically-based
Zip codes
Segments, built on zip +4
Demographic information (education, income,
race, ethnicity, size of household, and more)
• Lifestyle and psychographic information (typical
activities, where shop, product usage, use of
media and more)
Target Audience:
Eight PRIZM-NE Segments
• Eight PRIZM-NE
segments where
identified as having a
high concentration of
RTL families
–
–
–
–
–
–
–
RTL New Beginnings
Multi-Culti Mosaic
Family Thrifts
Bedrock America
Big City Blues
Low Rise Living
Shotguns and Pick
Ups
– Kid Country
Low-Rise Living
The most economically challenged urban segment,
Low-Rise Living is known as a transient world for
young, ethnically diverse singles and single
parents. Home values are low--About half the
national average--and even then less than a
quarter of residents can afford to own real estate.
Typically, the commercial base of Mom-and-Pop
stores is struggling and in need of a renaissance.
Big City Blues
With a population that's 50 percent Latino, Big City
Blues has the highest concentration of Hispanic
Americans in the nation. But it's also the multi-ethnic
address for downscale Asian and African-American
households occupying older inner-city apartments.
Concentrated in a handful of major metropolitan areas,
these young singles and single-parent families face
enormous challenges: low incomes, uncertain jobs and
modest educations. More than 40 percent haven't
finished high school.
Big City Blues (San Antonio)
• Ethnic Diversity: With a population
that’s 50 percent Latino, Big City
Blues has the highest concentration
of Hispanic Americans in the nation
• Age: <45
• Education: More than 40 percent
haven’t finished high school
• Urbanicity: urban
• Median HH Income: $29,998
• Young singles and single-parent
families face enormous challenges:
low incomes, uncertain jobs and
modest educations.
ford
ral
t
Pra
yC
Pony
91902
Wa
y
Gre
e
C
nwo
od
P
l
lC
t
Esla
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Espuelas Ct
L
y
Alle
e
r Av
Ola Ct
Pl
w
ie
Do
Ave
Per
a Pl
Vist
y St
dv
wa
y
ive
Dr
Wyconda Way
Pl
Alta
4
Bram
rra
Dr
k
Loc
5
Hwy
State
48.8 m
Casa Verde Ct
Ave
Rio
le
Shir
Elde
ve
wn A
C St
92139
ir
ve
MA
St
e
F Av
r
Ci
ve
28th
la
Oak
au
t
S
0th
W2
St
8th
W2
l
Pa
GA
10th St
e
n Av
91950
Ca
Pl
St
48.8
Prancer Way
Donnington Way
ont C
92155
Altam
E 9th
noita
92136 W 5th St
S La
Osborn St
Pl
ood
w
e
Ledg
Farmdale St
te St
Duar
Fig Ct
Ct
Epsilon St
l
Peta
Hw
e
te
Sta
St
Mayberry
Ebbs St
y 75
5
y1
T St
a Av
t
92114
7,196
Rita Ct Duluth Ave
St 14,757
Creighton Way
Mes
w
State H
92113
elt
S
7,196
rook
Total
EB
represents 10 RTL HH’s)
14,757
Hemlock St
% Penetration
b
Park
National City, CA
Marcy Ave
Number of RTL HH’s
in zip code (each dot
All residents
in 91950
Town/City
91950
Target: RTL families
G
ra
n
Zip
92101
code
Base
Co
National City, CA 91950
State Hwy 125
PRIZM Geo Maps Created for Each
RTL Zip Code Community
Buying and Reading Books
Adults per 100 HH
120
111.67
100
80
77
69.59
RTL Families
60
Middle Class Families
43.66
38.75
40
33.97
23.31
25.22
20
16.68
5.76
2.05
4.1
0
Buy Children's
Book,1yr (A)
Heavy Book
Buyer,1yr (A)
Buy Any Books,1yr Read a Book,1yr
(A)
(A)
Buy Book
Online,1yr (A)
Buy Books on
Tape,1yr (A)
Shopped in Last 3 Months
(Number of adults per 100 HH’s)
180
167
160
148
143
138
140
120
104
100
80
60
53 5354
94
77
66 63
81
70
61
41
40
51
89
60
5150
Target
98
596259
76
64
31
0
FT
BA
KCU
BCB
Kmart
Walgreens
20
NB
Wal-Mart
LRL
MC
91950 Zip Code
Wal-Mart Locations
18 stores near 91950 :
1. National City, CA 91950
2. Chula Vista (W), CA 91910
3. Chula Vista (S), CA 91911
4. San Diego, CA 92115
5. San Diego, CA 92154
6. Chula Vista (E), CA 91915
7. La Mesa, CA 91942
8. San Diego, CA 92123
9. El Cajon (C), CA 92020
10. San Diego, CA 92111
11. Santee, CA 92071
12. El Cajon, CA 92021
13. Poway, CA 92064
14. San Marcos, CA 92069
15. Vista, CA 92083
16. Oceanside, CA 92056
17. Oceanside, CA 92054
18. Oceanside, CA 92057
Focus Groups
• Fall 2006
• 8 focus groups in Baltimore, MD; Jackson, MS; Greenville, MS; San
Antonio, TX
• Total 64 participants
• Recruited through Community Geo Mapping, Target Random Digit
Dialing within designated ZIP Codes, local community sites
• Eligibility criteria:
– Communicate in English or Spanish
– Income status
– Age
– Primary caregiver of one or more children between ages 2 and 8
In Home Observations
• AIR conducted 13 in-home interviews in Baltimore, MD,
Jackson, MS, Greenville, MS; and San Antonio, TX
 This qualitative research was used primarily to explore issues,
perceptions and attitudes.
• Research provided more information about:




the daily lives and challenges of RTL families
the role of consumer electronics children’s lives
children’s favorite TV programming and characters
participants involvement in either reading to or doing other
educational activities with their children
Peggy’s Story
I have three kids. I love them to
death. I wish I had more time to
spend with them. When I get home, I
just have time to make sure they do
their homework and have some
dinner. Then it is bath-time. They
watch some TV and it is bed-time.
We sometimes watch TV together but
mostly the kids watch their own TV
programs. I try to make sure that the
stuff they watch on TV is not violent.
My kids love Dora and Diego. The
kids also play video games, plug and
plays and on-line games.
Peggy’s Story
I know that the education is
important and I try to do as
much as I can to make sure
they do their homework, but
our schools are no good. My
kids are at a Head Start
program during the day and
Boys and Girls club in the
afternoon. There are a few
programs in this area that help
people like me.
Understand the
Target Audience
Key Findings:
• Most low income parents are focused on such basic family needs as
food and shelter, reliable transportation, health care, child care and
safety.
• Parents do not see teaching as their responsibility.
• Parents want better opportunities for their children to succeed in life
(beyond school); free time to relax; fun and entertainment; and to be
good parents.
• They have little time for being involved in their children’s activities or
for spending quality time with them. However, they are willing to try
activities with their kids if they could easily fit it into their schedules.
Understand the Target
Audience
Key Findings:
• Parents did not know that simple behaviors (rhyming and letter
recognition games) can help their children get ready to read.
 Many parents do not read to their kids every day, because they do
not have time, do not read well or cannot read English.
 Parental interaction primarily:




Completing homework
Watching adults/teen TV
Eating at fast food restaurants
Shopping (often at) big box and “dollar type” stores
TRANSLATING THE RESEARCH
INTO MESSAGES AND OUTREACH
STRATEGY
RTL Key Messages
• “Any time is learning time.” Do simple, fun and
easy things with your kids anywhere (while in the
car and grocery stores)
• Direct your children to watch PBS shows that
are not only fun and can help them get ready to
read.
• Go to ReadyToLearnReading.org
Perceived Benefits to Parents
 Children can be entertained and educated at the same time with
little effort on behalf of the parents.
 Choosing RTL content for their children can make parents feel
like better parents.
 By accessing RTL content parents give their children a leg up in
life – helping them build a foundation for success and reach their
potential.
Creative Materials
Campaign Implementation
Strategy and Approach
• Think “Wholesale” not “Retail”
• Strategic partnerships with a purpose
– Build on existing distribution channels
– Find a sales force
• Intergrated communication programs
Customized Surround Sound
Marketing Elements
• Mass advertising
• Street marketing
• Direct mail
• Community engagement
• Public relations
Local Market Strategy Timeframe
2008
Message
Intro
JAN
FEB
MAR
APR
MAY
JUN
JUL
AUG
SEP
OCT
Advertising
On-Air
Support +
Inspire
Community
Engagement
Target
Capture
Remind +
Conclude
Street Marketing and Community Activities
Non-Traditional
Advertising
Reaching RTL Families and Caregivers
Understand
the Target
Audience
Learn How to
Communicate
With This
Audience
Formative Research
Implement
Marketing &
Community
Engagement
Message
Development
Channel Selection
and Distribution
Examine
Progress
& Assess
Results
Audience
Surveys
Share
Success
Models
Model Development
Thank You!
American Institutes for Research
Julia Galdo
jgaldo@air.org
Lori Agin
lagin@air.org
Corporation for Public
Broadcasting
Maria Salinas
msalinas@cpb.org