here is a recognition that these needs should be met, at least at the pre-college levels ("Revising Hard," January 8, 1994, p. 58). Given these market conditions, a program such as LEAP that targets students with special needs with the express goal of better preparing them for the workplace should meet with strong success.
There are two primary target audiences for the video, and an additional secondary audience. The two primary audiences are the education community and parents of those individuals with learning disabilities (it should be noted that while parents compose the bulk of the second primary audience, this audience also includes other family members or those financially responsible).
Those in the education community can "push" the video through the marketing process and help create demand for LEAP. Through their interaction with parents and other interested parties, these individuals will not themselves make the decision to enroll a student at LEAP, but they may exercise considerable influence on such decision makers.
Parents of students with learning disabilities are most likely to be those individuals making the economic decision to send a student to LEAP. In addition to the benefits that the student would receive, there are additional considerations that these individuals will take into account, including the effect on the student of being so far from home and in a foreign country, albeit one where the language and culture are very similar to the native culture. This audience will be making the decision whether to enroll a student in LEAP, possibly, but not necessarily, in conjunction with the student himself.
The secondary audience includes the learning disabled individuals themselves, who must be attracted by the video to be willing to pursue LEAP as an educational alternative. These individuals will "pull" the program through the marketing process by putting pressure on the economic buyer (the parent,...