This brief, the second in a series using qualitative data collected during the HHMI Grantee Implementation Evaluation, describes 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. Since there is remarkable diversity in the Hispanic population, it is important to give special attention to how grantees craft various marketing messages, recruitment strategies, and retention efforts for different segments of the target population. Content is based on interviews with all nine HHMI Grantee Implementation Evaluation study grantee staff over two rounds of site visits 12 to 18 months apart. The brief first discusses program marketing, then reviews recruitment strategies and finally documents how study grantees attempted to achieve strong retention rates. (Author abstract)
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HHMI Grantee Implementation Evaluation: Marketing, Recruitment and Retention Strategies.