Detailed Persuasive Campaign Report: Online Education Strategies

This report presents a detailed persuasive campaign for online education, emphasizing its importance and benefits. It explores the current educational landscape, highlighting the increasing relevance of online learning, especially in competitive environments where time is limited. The campaign targets diverse audiences, including students and working professionals, offering flexible learning options. It identifies the target audience, proposes effective communication methods like magazines, newspapers, and billboards, and utilizes the message learning theory to persuade the audience. The report outlines a slogan, discusses technological advancements, and addresses the need for universities to adapt their business models. It also covers the application of the Hovland Model, the importance of exposure to online resources, and the factors influencing the success of online platforms. Overall, the campaign aims to promote online education as a valuable tool for skill development and career advancement.

Running head: PERSUASIVE CAMPAIGN
Persuasive Campaign
Name of the Student
Name of the University
Author Note

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Introduction
The following paper is dedicated to present a persuasive campaign for the development
of the persuasive campaign. The use of the educating the children through the online devices has
become very common from all the aspects. There are numerous students all over the world that
need the help of the online education from the top notch universities of the country. Some
persuasion theories of education will be used in the paper because to denote how the students can
benefit from these practices properly (Arkorful & Abaidoo, 2015). Many students across the
countries like China, India, Japan, Malaysia, Germany, United Kingdom, Canada and others take
the benefits of the online education properly. The development of the professional market has
been growing vehemently because of the demands from its target audience. The slogans and
objectives have also been detailed by the universities so the online education can be developed
properly. The students will be able to save their time for other things and indulge in developing
their educational skills as well.
Importance of online education campaign
The online education has been a matter of great importance in the current education
structure of the various countries. It is mostly relevant in the United States in the current times.
The world has become very much competitive and people get very little time to allot for other
things. The universities are trying to persuade the students about the overall importance of the
online education campaigns properly. The purpose of the universities is to create and promote a
new brand of the students who will always show the importance of the online education skills to
the other students (Arkorful & Abaidoo, 2015). The demand for learning new things an

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improving the skills of the students have been increasing has been on the high in the last few
years.
So, it has become increasingly essential for the universities to promote the campaigns for
encouraging education through the online sources (Allen & Seaman, 2015). Here the meaning of
campaigning refers to the set of activities that will be done in an organized manner. These
activities will be dedicated to convince the students regarding affiliation to the online education
courses by all means. The campaigns are organized so the goal of the organizations can be
achieved (Arkorful & Abaidoo, 2015). As the goal is to persuade the students for getting
admitted in the online education courses, the activities should be performed through the online
social media. The campaigns should be arranged where the students will both be urged and
encouraged to participate in this process.
The university authorities of various states of USA have given special attention to the
advertisement for the campaigning on the importance and value of online education. The
arguments will have to be made for achieving the benefits. The online social media should be
used in this condition so the issues could be sorted out (Arkorful & Abaidoo, 2015). This
campaign will definitely talk about the value of education and spreading it across all the
individuals within the society. According to the statistics, it has been seen several times that
many people within the society are not able to continue with their studies for a number of
reasons (Martín-Gutiérrez et al., 2017). Therefore, they have to quit their studies and focus on
earning money. This affects their professional career to some extent as well. On the other hand,
they are not able to get the wages they should have got after completing their education.
Therefore, universities think all the students should be given the opportunity to complete their
online courses and progress in their professional careers as well (Kurelovic, 2016).

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Many people also do not get the opportunity to receive the education since they live in
many remote areas of the country (Arkorful & Abaidoo, 2015). The lack of proper
communication hinders them from reaching their schools, colleges and universities. The proposal
of online education is given to the students so they can enjoy the benefits of this feature. The
probable slogan for this persuasive campaign can be:
GO ONLINE, LEARN BETTER AND ACHIEVE YOUR DREAMS
This slogan can be effective many contexts because students want to complete their
education and learn all the things they are interested in. Otherwise, they will not get the proper
motivation to work harder and improve their level of knowledge and skills. Though there are
some problems in the installing of new technologies for the benefits, all the universities are of
the same opinion that the improvements of technologies will indeed benefit the students only in
the future (Van Deursen & Helsper, 2015). There is another thing in this scenario that should be
discussed for the improvement of the online education courses. The universities must reinvent
their business models for the betterment of their strategies. It is quite evident from the business
perspectives through different innovative technologies that the learning process will not be
limited within the classrooms only. Rather one can access the learning process through their
laptops and smartphones as well (Martín-Gutiérrez et al., 2017). The persuasion campaign will
acknowledge the benefits that students can access their learning materials from the online
modules and they will not have to books at high costs.
However, the university authorities must also highlight one disadvantage of this situation.
The universities have to increase the course fees for the advancement of the various technologies
(Van Deursen & Helsper, 2015). On the contrary, universities have also highlighted in their

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persuasion campaign that they could teach students only during the beginning o their career after
they finished their school. In this arrangement, universities would be able to teach their students
all through career with a single click on their laptops or browsing their smartphones (Allen &
Seaman, 2017). The universities would also be able to arrange for the training and re-training of
their students so they can build their careers strongly as well.
This persuasion campaign has also targeted the young people just finishing their school
degrees because they have a fresh beginning to their career at that point of time. Previously some
colleges and university authorities believed in the fact that online education was an additional
thing in their traditional courses (Van Deursen & Helsper, 2015). The students have high
demands for the professional education so the university authorities have gone on to arrange for
that only. They are keen to provide the high quality education through the online modes that will
not take a large amount of time for students and in return it will benefit them as well. The
campaigns must ensure that the students will be provided with the best quality education that will
help them to achieve best careers in their lives. The development programs will continue and this
will updated every single time so educational institutions can contribute to the success tale of
students as well.
Target audience for persuasive campaign
It is, therefore, important to note that the target audience of these online education
courses must be identified by the educational institutions. The numerous students should be
recognized by the university authorities who are unable to receive the formal education in the
reputed colleges and universities (Allen & Seaman, 2017). These people generally cannot access
the formal education process for their financial background and poverty. The university

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authorities will arrange for discounted courses so these people can avail all these benefits. Thus
their education process will not stop and they can continue with their job responsibilities to
support their families as well. The online platforms for education would provide these people
with the opportunities for enhancing their knowledge and guide them according to the needs of
the time. Thus, it will be beneficial for everyone.
As discussed earlier, the second category of people to attend the online education courses
who do not find time to attend the classroom lectures because they have their commitments at
their workplaces (Simonson, Zvacek & Smaldino, 2019). This will be applicable for the full time
employees of the society. This kind of online education program or course will definitely be
effective for the full time employees as they will get to learn new things to improve their skills
and capabilities within the society. This will enable them to choose the place and time for the
skills that they like. This education process will take place in the virtual platform. Thus the
universities will look to provide their services for these two sections of the society in the primary
segments. These two sections should avail this opportunity largely and utilize the opportunities
mostly as they can. Thus their ultimate purpose will provide essential knowledge and
information across all the people in the communities.
Now, it is also important to provide the important knowledge to their target audience.
There are various ways through which the educational institutions can approach the communities
(Gass & Seiter, 2015). They can opt to approach these people through the magazines and
newspapers. Most teenagers are addicted to read various types of magazines including the sports
magazines. Through this persuasive campaign, the information can be put through in the popular
magazines and highly sold newspapers (Simonson, Zvacek & Smaldino, 2019). This is the most
effective thing to reach out to their target audience. Another method of reaching out to their

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target audience is through putting up the hoardings on the billboards. All the people will be able
to see the advertisements on the hoardings and this will cater to the success of the campaign
(Baran, 2014). The target audience will then contact the authorities of educational institutions
and get all the relevant information from them.
Theoretical framework for persuasive campaign
In the next section of the paper, some theories will be used so the target audience can
understand the relevance of these online education platforms. There are manifold benefits of
implementing these plans and it is highly useful for everyone. The use of theories will be
effective enough to prepare the advertisements for these campaigns.
The very first theory to be implemented in this persuasive campaign is the message
learning theory. It is one of the most effective persuasive theories to convince the targeted
people. This theory focuses on the fact that the change of attitudes among human beings is a
definite outcome of learning. According to the theorists, the limits of the change of attitudes will
depend upon the arguments posited in the persuasive message (Alruwais, Wills & Wald, 2018).
Therefore, it highlights the fact that educational authorities should highlight all the positive
points and advantages of this process. The people believing in the traditional concepts will not be
convinced very easily to use the online mode of education (Burrows & Blanton, 2016).
They might think this process will be problematic and they might not be able to use the
laptops or smartphones in the future. The technological risks will also be a threat for the
educational institutions. However, this theoretical process is formed on five steps. These steps
are exposure, attention, comprehension, yielding process and retention (Alruwais, Wills & Wald,
2018). The primary target of the educational institutions will be to streamline the extent of

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exposure that the online learners will get. They will be provided with all the latest journals,
articles and books. This access will help them to grab the helpful knowledge from it and apply it
in their practical lives (Armitage & Christian, 2017). The theorists of this framework have also
asserted that the overall implications of this framework will depend upon four types of variables.
These are channel factors, message factors, source factors and recipient factors. Here the
recipients will be online learners and quality of learning accessed by them will finalize if they
can be retained for future (Petty, 2018). The success of the online media platforms will depend
upon these steps as well. This theoretical approach is called as Hovland Model and this theory is
very interesting to outline the essential nature of the development of online education course
programs.
The second theory that will be used in this scenario is that of the self-persuasion theory.
This theory has become highly efficient and effective to promote the different aspects of the
social influences (Bem, 2017). The online education program is also a social program dedicated
to spread education across all the communities in the society. The technological advancements in
the United States will also promote this social influence to higher levels.
The outcomes of the persuasion campaign will rely upon the extent of the social impact
this program can create. The teachers of these online courses will definitely help the target
communities to create an identity through which they will become a known face in the society.
According to this theory, the receiver of the influence would be able to motivate himself or
herself with the purpose to change the behavior. The active role of the receiver will be the
ultimate factor in the change of behavior (Clark, 2014). This kind of persuasion is not like the

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direct kind of persuasion. It follows the indirect approach and social influence plays the
stimulating role in this concern.
Here, the students of online education platforms are the receivers and they must place
themselves in a situation where they could realize the need for the change in their behaviors. On
the other hand, it should also be specified that no one will make any attempts to persuade the
receivers. Therefore, the receivers of the online education should understand the need of the
process (Bem, 2017). They should acknowledge the benefits and advantages they will get from
this. Then only, people belonging to the target audience would avail this opportunity properly.
The motivation for the changing behavior will come from inside and people will recognize their
decisions to be effective for their future career. According to the critics, this will definitely be
very powerful and influential mode of persuasion since its impacts will be permanent
(Valkenburg, 2017). It is because no other party will be directly responsible behind the
persuasion campaigns. The impacts of the advertisements will determine the change of behavior
in their minds.
The third theory that will have to be discussed in this paper regarding persuasion
campaign for online education is attitude theory (Vogel & Wanke, 2016). This theory suggests
that the purchasing behaviors of the customers might change according to the behaviors or
attitudes of the individuals. Here the buyers or purchasers are the people targeted as potential
students of the online education courses. According to the proponents of theory, the behavior
changes in the customers can be created, formulated and then redesigned within a time gap.
Otherwise, it will be problematic to create the positive influence on the minds of these people.
This is more important to implement on the poorer sections of the people. The influences will

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have to be created on these target communities positively (Pratkanis, Breckler & Greenwald,
2014).
The first thing to be done in this context is to create the positive attitudes on the buyers or
the target audience for online education. After developing the positive attitudes, the
advertisements or the persuasion campaigns would be effective to draw the attention of these
people. It can be assumed that poor sections of the society might not be encouraged towards the
use of online education programs (Vogel & Wanke, 2016) They might think this is another way
of making fraud with their hard earned money. However, the educational institutions need to
ensure them all the money invested by them will not go in vain. Rather it will be used for their
benefits only. They will gain more information about all subjects they love and get good jobs for
their future. Then only their attitudes will change and they will become loyal students of these
educational institutions.
Outcomes of persuasion campaigns
The positive or negative outcomes of the persuasion programs will be judged on the basis
how these theories will be implemented. All the three theories are important in this cause.
However, it should be ensured that the online education will be helpful for the larger section of
the society (Simons, Jones & Simons, 2017). The educational institutions have to invest a lot of
money to update their technological assistance and advance for the betterment of the society.
This huge amount of investment must cater to the development of the society indeed. In order to
do so, the persuasion campaigners should always bring forth the benefits and advantages of their
targeted audiences.

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According to some critics, the campaigners of the persuasion will have to use the attitude
theory for better outcomes in terms of future developments (Jowett & O'donnell, 2018). When
this theory is implemented properly, the education institutions will be sure that the attitudes of
their target audience can be changed. The best benefit of this theory is the fact that the overall
attitudes of the people can be changed regarding their outlook towards the online education
(Simons, Jones & Simons, 2017).
The students of the online education will realize that they will be able to gain knowledge
and information from any part of the world at any age. This will definitely be the main attraction
of the persuasion campaign. They will not have to attend the classroom sessions in a single
particular region or city. They will not have to mix with any single community and there will be
no threats of gender or racial discrimination. The entire process will go through the virtual
forums. Consequently, their objectives will be fulfilled and students will attain the needed
knowledge as well (Valkenburg, 2017). So, it is entirely feasible that education will be important
to improve the decision making capacity as well as their capacity of thinking critically as well.
Thus, the persuasion campaign along with the above mentioned slogan will persuade the target
audience for their developments only.
Conclusion
On a concluding note, it can be said that education is the most critical aspect for the
development of the personalities of the people. There are certain sections in the society that are
not able to gain the knowledge and education because of some barriers. This persuasion
campaign with the help of the slogan will attract those people in the society. The attitude theory
will be the most important framework to convince the people so they can avail the opportunity of

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the online education. Here this persuasion campaign will be launched through social media
platforms, newspapers, magazines and billboard hoardings. This is how the enlightenment of
education will spread across all the communities.