The education industry – in general – does a good job of marketing to typical parents of the average child.
Whether it’s targeting those needing tutoring assistance in certain subjects or addressing parents who envision a full grade point improvement, schools and tutoring centers have streamlined their marketing approaches with these criteria in mind.
This leaves out one quickly-growing segment of the population: Parents of special needs students.
Special Needs by the Numbers
Cornell University’s Disability Statistics reveal that there are an estimated 54 million Americans who are currently living with a disability.
It is fair to extrapolate that a large share of these individuals are also parents.
A good number are also students.
Moreover, the term “disability” includes a broad range of physical and intellectual conditions.
Thus, it stands to reason that the average school marketing efforts that leave out disabilities of either parents or children are sure to miss the mark.
An Under-served Market
At this time, the special needs market is under-served, which is where your business can make a huge difference with its marketing approach.
For example, highlight in brochures how your tutoring center provides qualified professionals who can help disabled students to improve their quality of life.
This may be achieved by enhancing educational progress and fostering self-esteem and self-reliance.
When marketing to disabled adults in this setting, underscores how all kinds of parents bring their children to your tutoring center. Include images of blind or otherwise disabled parents.
Adjust Your Marketing Approach
It is not necessary to customize a marketing campaign to only target the disabled demographic.
Experts in the field have suggested that keeping all ad campaigns inclusive is much more effective and budget-friendly than tailoring one campaign exclusively to one segment of the population.
With this in mind, is it not time to change your AdWords approach, social media presence, and perhaps also your video marketing setup?
If you are unsure how to proceed with the new angle, simply contact experts like Six Degrees Digital Media for assistance.
We make it possible to create an inclusive campaign that that reaches the disabled consumer as well as the parents of a disabled child.
Working on both premises requires you to identify goals that then become part of your advertising methods.
Help parents to understand how their hard-earned money is well-spent on your tutoring or educational coursework.
Highlight the benefits to a disabled parent as well as to a disabled child.
This information can go hand-in-hand with the benefits outlined to the population at large.
Confused? Don’t be.
We can help you make sense of this approach and incorporate it into your marketing setup.
