Introduction:
Public marketing campaigns involves a range of methods and techniques that inform people and influence their attitudes. Whether through print, broadcast media, publications, focus groups discussions or campaigns, successful communications rests on clarity of messages and effective mechanisms for disseminating them. However, the importance of setting objectives cannot be overstated. Similarly, Drucker (1990) supported the point that public organization can achieve result in spite of scare resources, if they adopt the use of marketing objectives that are specific, measurable, attainable, realistic and time bound (SMART).
While variation exist in the framework that guides marketing campaign in the private and public institutions, …show more content…
This underscores the importance of the position of Peters (1987), that it is better for organizations to “under-promise” and “over-deliver”. Although, the UBE marketing campaign succeeded in enticing a good number of urban populace based on the promise of a qualitative and free education. Regrettably, many of the urban clients opted for the private schools because of the poor services rendered in most UBE schools, (Nbina, 2010).
As some point in the implementation of the UBE marketing campaign, it was observed that the boys (75%) had a higher completion primary education rate than girls (25%). The low performance of girls was associated with the inherent socio-cultural factors that intensified the preference boys had over girls. In this stance, it was expected that the marketing campaign would be innovative and flexible enough to switch from the general campaign and address the specific socio-cultural issues but it did not happen, either due to lack of fund or the lack of the requisite technical expertise, …show more content…
In general, the National UBE marketing strategy should move away from the one sided external focus (market orientation) to a more effective broad-based, long-term approach (brand orientation) as proposed by (Gromark & Merlin, 2005, 2011Melin, 1997; Urde, 1994, 1997, 1999). This recommendation is based on the premise that brand orientation has a survival focus above the short-sighted focus of the market orientation
Public marketing campaigns involves a range of methods and techniques that inform people and influence their attitudes. Whether through print, broadcast media, publications, focus groups discussions or campaigns, successful communications rests on clarity of messages and effective mechanisms for disseminating them. However, the importance of setting objectives cannot be overstated. Similarly, Drucker (1990) supported the point that public organization can achieve result in spite of scare resources, if they adopt the use of marketing objectives that are specific, measurable, attainable, realistic and time bound (SMART).
While variation exist in the framework that guides marketing campaign in the private and public institutions, …show more content…
This underscores the importance of the position of Peters (1987), that it is better for organizations to “under-promise” and “over-deliver”. Although, the UBE marketing campaign succeeded in enticing a good number of urban populace based on the promise of a qualitative and free education. Regrettably, many of the urban clients opted for the private schools because of the poor services rendered in most UBE schools, (Nbina, 2010).
As some point in the implementation of the UBE marketing campaign, it was observed that the boys (75%) had a higher completion primary education rate than girls (25%). The low performance of girls was associated with the inherent socio-cultural factors that intensified the preference boys had over girls. In this stance, it was expected that the marketing campaign would be innovative and flexible enough to switch from the general campaign and address the specific socio-cultural issues but it did not happen, either due to lack of fund or the lack of the requisite technical expertise, …show more content…
In general, the National UBE marketing strategy should move away from the one sided external focus (market orientation) to a more effective broad-based, long-term approach (brand orientation) as proposed by (Gromark & Merlin, 2005, 2011Melin, 1997; Urde, 1994, 1997, 1999). This recommendation is based on the premise that brand orientation has a survival focus above the short-sighted focus of the market orientation