Q: I am looking for some information for LERN to share with our University Relations department about our Youth Catalog.
They do not agree with my decision to market my youth classes to the youth and not the parent. I have made this decision based on LERN recommendations (and agree with them) but I can't find anything in writing to email to the UR department. Can you help? I need to send this catalog to the printer today so I can mail it in feb –asap.
A: There are good reasons to market to the young people who will actually will be participating in the programs--the youth.
In today's world, children and youth have a tremendous amount of choice and influence on how family dollars are spent. Thus, appealing to the young person, especially those of adolescent age, is essential. Parent's also have "hot buttons" about what they want to see in an opportunity for their child, and making sure to communicate these to parents is also important. The reality, is, however, that if the child does not embrace the opportunity, the parent is much more likely to look for some other type of opportunity.
http://www.pewsocialtrends.org/2013/03/14/modern-parenthood-roles-of-moms-and-dads-converge-as-they-balance-work-and-family/