National Afterschool Association 24th Annual National Convention: Day 3

Day 3

Morning Workshop: Marketing to Teens presented by Rachel Rudd and Naomi Brower, Utah State University Extension

Workshop Blurb: This workshop will address recruitment and retention in afterschool programs, specifically with teens. We will discuss how to develop a marketing plan for your program, special event, or specific club. Participants will learn about some simple ways they can reach out to the community and youth that they serve.

Lessons Learned:

• Teens are multitaskers
• Teens prefer "byte"-sized entertainment
• Teens expect content on demand
• Teens want to participate at their own pace, control
• Enlist teens to manage your social media
• Don't try too hard to be cool
• Know your audience

Step One - Commit to a Business Paradigm

• Convenience
• Competition
• Product Tie-Ins
• Autonomy - personal growth, development
• "Why should your customers do business with you instead of someone else?"

Commit to a business paradigm. Educators want to provide activities that support academic achievement. Educators require student participation to meet their goal. Students want to have with their friends afterschool. Afterschool will not be successful unless it meets the student needs 

Step Two - Research Consumer Needs

• Music
• Fashion
• Television
• Hobbies
• Trends
• Listen, listen, listen
• No hidden agendas
• No preconceived notions
• Don't sell your ideas, sell their ideas.

Step Three - Develop Marketing Strategy

Determine the available media to communicate your message.

• Public address
• School newsletter
• Daily bulletin
• Closed circuit T.V.
• Assemblies
• Facebook (Program and/or volunteer page)
• Twitter (Program and/or volunteer page)

 Recruit your spokespersons

• Consumers are "peer-focused"
• Know which consumers are held in high regard
• Utilize their "coolness" as an asset to sell your product.

 
Step Four - Develop a Business Plan

Analyze assets

• Existing afterschool programs
• Popular teachers
• Facility space

Students are on campus after school doing something. Find out what they are:

• Sports
• Band
• Academic clubs
• Student gov't

Teachers are on campus after school. Find out who they are, what they're doing, how much they're getting paid (if applicable):

• Tutoring
• Special projects
• Alternative learning

 Make the best of your greatest assets: your and your staff

What skills and talents do you bring to the program?

If gaps exist, subcontract with community-based service providers:

• Dance classes
• Martial arts
• Musicians
• Artists

Step Five - Launch Product

Test and revise everything

• Development and research is ongoing
• Change/eliminate anything that's not working
• Test new products

Reward best customers

• Don't take loyalty for granted
• Publicly acknowledge best attendance
• Rewarding customers creates atmosphere of caring

Relaunch products periodically

• Ongoing marketing efforts
• Re-introduce products with new campaign
• Turn old favorites into "new and improved" products

Stick with what works

• Let your customers tell you when they need a change
• Offer multiple classes of most popular activities
• "Ride the camel til it dies."

What gets them to come?

• Accessibility (self-transportation)
• Strong connection to club
• The variety of activities
• Space (attractive and teen only)
• Flexibility
• Positive adult relationships
• Other positive relationships (friends)

My Thoughts:

The presenters were really good, kept everyone awake by making it interactive and asking the audience what things have worked in their programs. For a newbie like me, something like that is always very helpful. The information they provided was very detailed and helpful, as seen by some of the highlighted text. I will have to go to their website and check it out for further resources.