TITLE Marketing to the senior generation : a study circle
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 PLAN - WHAT DID YOU SET OUT TO DO? |
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| Summary/ Description of Activity |
| Get a better understanding of contemporary conditions for seniors; their priorities, needs, views on life/life quality and their expectations on society in a group consisting of adult education organisers. A study circle formed out of the common interest in development of good services for seniors. Strengthen the group of professionals working in different places working on the same schemes from different starting points. Discussions and a final workshop with a trained person marketing professional with experience from working with the target group |
| Learning objectives: |
| Know more about seniors born around 1945 – 1954, hence being able to conclude more about all seniors. Achieve understanding of how to address seniors in order to be able to engage them in various kinds of activities. Know more about conditions for senior volunteering – what are the premises for people to engage, continue an engagement and/or engage others in volunteering, Know more about what seniors may view as benefits or incentives to engage and how expectations of that kind could be met into learning experiences.To make an interesting program with events, workshops and discussions appealing to seniors of today. |
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DESCRIPTION OF ACTIVITY |
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| Date [dd/mm/yyyy] |
Spring 2009 |
| Length of activity |
2,5 hours |
| Frequency |
Every fortnight and 4 times |
| Organiser |
Library and associations fore adult learning |
| Tutor |
The participants in the study circle and the professional marketing person. |
| Group Size |
8 |
| Venue |
Library |
| Location |
Vara SE |
| Environment |
Small town |
| Location Factors |
Some learning activities are run by organisations spreading over a large area. The person organising has his/her workplace elsewhere. |
| Partnerships |
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| Target group |
Staff engaged in services for seniors in libraries and Associations for Adult Learning |
| Contact |
Birgitta.hansson@vara.se |
| Marketing |
Internal marketing |
| Method of delivery |
Self instruction, members special presentations, discussions and workshop |
| Equipment required |
The Record Generation. A research report on Swedes born 1945 – 1954 based on questionnaires (people born 1945 – 1954), cultural connotations and other reports on the same subject |
| Other Factors |
To find time to read the book and prepare the meetings. |
| Tasks |
(Task1) Involving seniors in learning process |
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EVALUATION OF ACTIVITY
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| Evaluation of the Learning Objectives |
| The learning objectives were met to a satisfactory level. Some were very good, some confirming old knowledge, different to different people depending on previous knowledge and experience. The group as a whole has benefited from sharing knowledge and everybody has learnt new things. |
| Evaluation of the activity |
| It was a little bit difficult for some participants to find time to read the book and prepare for the following sessions and the workshop. The optimal had been to invite the authors of the book for a seminar as planned from the beginning but proved to be too expensive. |
| Evaluation of what was learned by the participants |
| We learned that seniors born 1945 – 1954 have high expectations on their future and on the society. Lot of them want to live a life full of experience and adventure. They are relatively well off and look at their senior lives as a “second period of freedom” to what they had as teenagers, now with the economic means to fulfil their ambitions. Seniors want to have lots of things (events) to choose from and the events need to be relatively high standard. The ones interested in voluntary work don’t want to do work too often but still want to feel needed. There seems to be a need to help seniors create an arena where everyone can participate one way or another according to their respective personal profile. |
| Evaluation of what staff have learned |
| Collaborate learning takes a long time to organise – finding partners, raising funds, coordination, arrangements, sharing of workload. Lots of people work with seniors although just a few in each organisation. A thorough planning period will enable invitations of people of great interest and the event can be used for networking between people working in the field |
| Keywords |
| Marketing ; Sweden ; study circle ; staff education |
ANALYSIS OF EVALUATION |
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| What would you change to improve activity? |
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| What particular circumstance could affect a change in the activity? |
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| Other possible Activities |
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| Best practice |
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| Transferability: |
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