The Lynn Educational Alternative Program (LEAP)

The Lynn Educational Alternative Program (LEAP) is affiliated with Lynn University and targets post-secondary students with learning disabilities. The program offers training in food service and human services with the goal of providing the necessary skills to learning disabled individuals to enable them to lead productive and independent lives. LEAP, located in upstate New York, has met with considerable success in its domestic marketing efforts and is now considering expanding its market overseas. The United Kingdom was chosen because of the common language and similar culture; students coming to LEAP from the United Kingdom will have fewer external obstacles to overcome than those coming from other nations where language and culture are more differentiated from the United States. In order to promote LEAP to the overseas market, a short video has been produced highlighting the program and its environment. This research outlines a promotional strategy for that video.

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

Category: Psychology - T