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Social Marketing Strategy for Low SES Communities: Research and Strategy Phase
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Social Marketing Strategy for Low SES Communities: Research and Strategy Phase

Mary Kelly, Sandra Bridgland, Kate Flynn, Gabrielle O'Brien, Laura Boers, Cathy Cupitt, Diane Costello, Maria Raciti, Lynne Eagle, Rebekah Russell-Bennett, …
Queensland University of Technology
2016
Appears in  NTRO Research Collection
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Abstract

Marketing
Research Background Higher education qualifications lead to a myriad of benefits for individuals and society; however, some groups remain underrepresented in Australia. The purpose of this project was to develop a comprehensive social marketing strategy to uplift higher education participation among low socioeconomic (LSES) communities. Both social marketing and widening participation domains seek to redress social inequalities. Auspiced by the Queensland Widening Participation Consortium, which comprises Queensland’s eight public universities, the project’s stated objective was to ’research and design an appropriate, cost effective national social marketing campaign targeted at low socio-economic status (LSES) students and communities that will assist universities to increase awareness of and raise aspiration to higher education.’ Research Contribution The blend of social marketing and widening participation in this national project was the first of its kind. The project’s first phase developed a Position Paper merging social marketing’s research knowledge and widening participation’s practice-based knowledge. The Position Paper is a novel and valuable resource for practitioners, researchers and policy-makers. The second phase of the project comprised national surveys, interviews, group workshops and validating interviews. Key contributions were the development of school staff, student and parent personas that were the basis for three solutions presented to the Australian Government Department of Education—a digital-rich, comprehensive national portal, a people-rich ‘parents as influencers’ targeted strategy and embedding of finding into existing resources and strategies. Research Significance The project was funded by a grant from the Australian Government Department of Education and Training ($580k, Cat 1) under the Higher Education Participation and Partnerships Program National Priorities Pool competitive scheme.

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