The Lynn Educational Alternative Program (LEAP)

Education in the United Kingdom has come under increased scrutiny and criticism in recent years ("Empire Building," August 28, 1993, p. 54). Much of this focus has been on elementary and secondary education with little attention paid to post-secondary schooling ("Trying," November 20, 1993, p. 62). The concern focuses on preparing individuals for entering the workforce (Eglin, May 1994, p. 14). Some pressure has come from industry groups who are seeking to better equip potential new employe

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actual visit would. Strategies Choosing the right strategies to promote the video is key to its success (Nickels, 1984, p. 179). With appropriate strategies, the video will reach those individuals and decision makers who can make the decision to enroll students in LEAP. It is also important to remember that while the video is promoted as a separate entity, it is actually part of a much larger marketing program that includes other strategies. In order to be successful, the entire marketing program for LEAP must be carefully coordinated and seek common results (Nolan, 1965, p. 35). Several strategies will be used to achieve the best promotion of the video. To begin with, a direct mail campaign will target educators who work with students with learning disabilities. This campaign will use printed material to introduce LEAP and its overall strategy and will include the video (in European format) for viewing. This strategy is intended to reach the first component of the primary target audience. In addition, advertisements for LEAP will be placed in magazines that target parents with a phone/fax number for readers to request a video. This technique prevents blanketing the market with the video and helps qualify the leads that L
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Approximate Word count = 1763
Approximate Pages = 7 (250 words per page)

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