ABSTRACT

Contributions that a social marketing approach can make to improving academic performance are described in Chapter 8, efforts that increased: Literacy, Parental Involvement in Early Childhood Education, Volunteers for Youth Tutoring, High School Graduation Rates, College Applications, and College Graduation. A review of highlighted cases indicates one of the primary intervention tools is the development of a new product created to meet the needs of educators. Other cases demonstrate the power of identifying a priority audience. Each case story includes three major sections: The Problem, The Social Marketing Solution, The Results. The chapter concludes with a summary of intervention tools attributed to the campaigns’ successes