I plan to use several key marketing strategies to implement the FOCUS program and establish a presence and target disadvantage youth at the high school level. Bollendorf et al. (1990) outlines the practical marketing strategies used to implement a career development program for high school freshmen. This article included details of the strategy’s mission analysis, market analysis, resources analysis, strategic planning, and evaluation.

Five key elements

1. Create a mission statement and defined program objectives

• Involves the active participation of the other counselors in identifying key program goals to facilitate a shared feeling of ownership in the mission
• Involves motivating others (i.e. teachers, administrators, school board members) in the effort of the mission

2. Communicate effectively with interested publics to develop support layers

• Surveying teachers about programs outcomes and future needs
• Communicating with teachers, key administrators, school board members, and community members
• Involving local businesses in spreading the word about the program

 

3.  Identify the constraints on the program implementation

• Identifying current program strengths and weaknesses
• Identifying the key resources (i.e. counselor visibility in classrooms and study halls)

 

4. Develop strategic plans to implement the program among target markets

• Involving key administrators in the planning process
• Involving both community members and parents in the program
• Involving local businessmen and businesswoman through School-Business Partnerships (i.e. plan for mock job interviews and guest speakers for classes of students)

 

5. Develop measures to evaluate program outcomes

• Increase accountability through the use of program of program attendance numbers, attitudes surveys, and teacher input
• Develop portfolios and media presentations that focuses on the quality of student learning that took place (i.e. pictures and slides of events)

Other Strategic Marketing Techniques

6. Used all forms of media to reach your target audience

• To reach all freshman, host an annual career-orientation week at the beginning of the academic year

• Use student announcements to inform the faculty and students and increase program visibility
• Use the school newspapers to inform faculty and students of ongoing events
• Use signs as visuals to publicize upcoming events
• Use community newspapers and local radio and television announcements as additional vehicles to provide visibility for the program

 

7.  Gain parents confidences and raise their awareness

• Clearly communicate the goals and advantages for their participation in the program

• Offer presentations to parents as part of the orientation process
• Provide parent workshops and information about program’s services

 

8. Penetrate awareness of the students at the school

• Post flyers, bulletins, banners, and posters around the school and in teachers classrooms
• Schedule classroom visits and grade level assemblies throughout the academic year
• Set up a display board or table in the cafeteria exposing the program’s name and logo as frequent as possible

Advertising Brochure

FOCUS Flyer

9. Giveaways

• Hand out free food, t-shirts, candy to advertise the program and raise awareness

10. Continue to keep the audience inform of program events

• Use letters, list serves and newsletters to keep in touch with parents, students and other key markets
• Use websites that provide links to information about the program and ongoing event.

 

References

Bollendorf, M., Howrey, M. & Stephenson, G. (1990). Project career REACH: Marketing

            strategies for effective guidance programs. School Counselor, 37(4), 273-280.

http://www.marketingsurvivalkit.com/