The Hispanic Healthy Marriage Initiative is a focused strategy to address the unique cultural, linguistic, demographic, and socioeconomic needs of a growing population of Hispanic children and families in the United States. This study examined how grantees craft recruitment messages and strategies and develop and disseminate marketing materials to encourage participation in family strengthening and relationship education services by a broad and diverse Hispanic constituency.
Program sites developed strategies based on an understanding of cultural values, beliefs, and practices of the target population, while others developed strategies based on the grantees' knowledge of serving low socioeconomic groups. Program sites consistently reported that personal interactions were one of the best ways to market the program, recruit potential participants, and retain current participants.
Report Title: HHMI Grantee Implementation Evaluation: Marketing, Recruitment and Retention Strategies, http://www.acf.hhs.gov/programs/opre/strengthen/hispanic_healthy/reports/marketing_recruit.pdf
Agency Sponsor: ACF-OPRE, Office of Planning, Research and Evaluation
Federal Contact: Girley Wright, 202-401-5070
Performer: The Lewin Group
Record ID: 9881 (March 19, 2012)