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Consumers want control over their children's education but
don't want to take on excess responsibility (â€œThat's the
teacher's job!â€?). Parents might respond to messages showing
them involved with their (smart and successful) children, but not
burdened or stressed out by the demands that this makes on them.
Think of ways to promote the idea of low-key parental involvement:
entertainment and shopping experiences that offer creative or
educational outlets for children, books and other media that
educate as they entertain.
A parent's ultimate fantasy is one of personalized, attentive
care to his or her child's emotional, social and academic
development. Perhaps more marketing messages could depict images of
children succeeding in school, teachers providing individualized
attention and schools proving to be a source of local pride.
Parents are desperate to find creative solutions to the
problems in public education. Companies and other organizations
might want to stress what they're doing on a pro bono or charitable
basis for their local schools or for school reform on a national
level. Establishing targeted scholarship programs might be one way
to do so.