The educational way of marketing to children

Responsible retailers try to promote their products or services to children without exploiting them. Edu-Promo, takes this concept one step further, viewing the whole process of marketing to children as an opportunity to foster healthy child development. For the first time the focus is shifted from 'How can we implement marketing without doing harm?' to 'How can we implement marketing to the benefit and growth of South Africa's children?'.

Edu-Promo, a Cape Town - based consultancy, is the first of its kind. It promises not only to turn marketing to children, as we know it, upside down, but to play an important role in the education of South Africa's children as well. By working closely with the team of professional Edu-Promo occupational therapists, integrating medical knowledge with marketing principles, companies and their marketing teams will not only protect children's rights when it comes to their marketing efforts, but also produce promotional material which will develop and educate. This includes promotional toys & products; all forms of print, audio & visual advertising; packaging for toys, food, clothing, beverages etc.; promotional services such as crèches, play parks, clubs; websites and PR campaigns.

Although some marketers do realize the value of educational marketing, they do not always have the knowledge to produce well-targeted educational material. The occupational therapists are invaluable when it comes to the understanding of the expectations, frustrations and limitations particular to each age group. Not only can they guide the marketer's creative efforts in the appropriate educational direction, but they can also assist in tailoring the marketing message to the needs of the different age segments.

Conventional marketing strategies aimed at pre-teenage children are often based only on what they like, not what they need or, more importantly, what is good for them. The Edu-Promo programme encourages a more holistic approach to marketing, taking all aspects of healthy child development into consideration and adding educational value to crowd-pleasers like Pokemon and Monster Inc. All material approved by Edu-Promo will also bear the Edu-Promo Mark of Approval, enabling parents to differentiate between educational and non-educational marketing material.

Not many mediums are as strong and as far-reaching as the mediums for marketing. Edu-Promo will channel this powerful medium to develop, educate and teach - reaching children who can't be reached in other ways. Businesses participating in the Edu-Promo program will not only get their message across without harming, but they will be providing South Africa's children with a new, much-needed source of education which is paid for by the business sector.

"Children are becoming less creative, less social and less independent and there is a need for activity that stimulates development, especially in the previously disadvantaged areas where educational facilities are hopelessly inadequate and virtually non-existent at a pre-primary level. This need creates endless opportunities for companies and their marketing, PR and advertising divisions to employ more responsible, more effective marketing strategies, which factor in healthy development and educational value. That, in a nutshell is what Edu-Promo is all about", says Alda Heunis, the Managing Director of Edu-Promo.

According to occupational therapist Lize de Jager - the first therapist to join the Edu-Promo team - there are many children who are, due to financial and transport problems, not able to attend play schools and pre-primary schools. Very often these children's parents work and consequently they only get the minimum stimulation of developmental skills. At the age of seven they have to go to school and unfortunately very often do so without fully developed and integrated skills. These children are in desperate need of therapy.

"Occupational therapy, however, has become a luxury. Due to the economic status of our country, provincial and departmental posts at state hospitals have decreased drastically. Consequently the private sector has grown tremendously, but most people cannot afford this service any longer. By working closely with Edu-Promo, companies can play a pro-active role in the education of South Africa's children, decrease developmental delays and give children the advantages they need to go through their formal schooling," concluded Mrs. De Jager.

A lot of businesses realise the value of Edu-Promo. M-Web's Learning Online team was so thrilled with the concept that they decided to throw their weight behind the project. Johan van Lill, the Educational Content Manager from M-Web Learning Online had the following to say:

"M-Web's Learning Online supports the aims of Edu-Promo and the philosophy behind the company. Above all, we involve ourselves in the training of their team of professional therapists in all computer-related fields in order for them to be of value in these areas as well. That is M-Web Learning Online's way of empowering them in their quest for educational products, services and promotional material across all sectors."

A further feature of Edu-Promo is Edu-Ware - a sub-brand within the stable, aimed specifically at commercial educational toys & services. Edu-Ware is based on the same concept as Edu-Promo, but the evaluation process is slightly different. Instead of consulting in the development of the actual toy or service, the Edu-Ware occupational therapist will evaluate existing educational toys and services according to the Edu-Ware standards. The Edu-Ware Mark is similar to the Edu-Promo Mark and will be awarded to all educational products & services, which have been tested and approved by the Edu-Ware occupational therapist team.

For more information visit the Edu-Promo website on www.edu-promo.co.za.