This Assessment constitutes a Performance Task in which you are asked to complete a variety of marketing-related tasks, including creating marketing materials and responding to public relations concerns.
Overview
This Assessment constitutes a Performance Task in which you are asked to complete a variety of marketing-related tasks, including creating marketing materials and responding to public relations concerns.
Imagine you are the director of the Green Hills Early Childhood Center, which is in its 4th year of operation. Recently, the board of directors met to discuss a number of issues related to the future success of Green Hills. You have been tasked with the responsibility of developing a marketing plan that addresses the concerns of the board of directors. The board expects that your marketing plan will help increase enrollment and attract new families to Green Hills while forging strategic partnerships with outside organizations.
Part II: Developing Marketing Materials
In order to increase enrollment at Green Hills, you will need to develop an advertisement and explain your marketing strategy for attracting new families to your program.
Step 1
Create a new advertisement. This advertisement may be one of the following:
• Brochure advertising the center
Step 2
Write a 2 page explanation of your advertisement from Step 1 that addresses the following:
• Explain why you anticipate the advertisement will be effective in attracting children and families to your center.
• Identify the medium you chose and provide a rationale for your choice.
• Describe at least two additional materials you would develop to supplement the advertisement as part of your overall marketing strategy.
Part III: Employing Public Relations Strategies
A local newspaper has published an article (Stoneriver Gazette Article) that is highly critical of the academic rigor of your curriculum.
Step 1
Respond by writing a 3-page press release that defends your center’s approach to pedagogy while maintaining a positive tone.
Step 2
In a 2-page response, describe at least two proactive strategies you would use to promote a positive image of your center in the community, and explain why the strategies are effective.
Part IV: Enlarging Your Network
Imagine that Green Hills Early Childhood Center is located in your community. Consider how you might partner with local, state, and/or national agencies and/or organizations to help grow your network of early childhood resources and promote healthy child development and learning. Write a 3-page narrative that:
• Identifies at least two local (Sacramento), state (CA), and national organizations and/or agencies you would like to partner with to serve the children and families at your center
(Note: Include at least one local organization and/or agency, and provide web links or other citations where appropriate.)
• Explains why the organizations and/or agencies are appropriate partners and how they will contribute to the healthy development and learning of children in your center
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