Perceived Effectiveness of Home Education Event Marketing Tools

Abstract: Examines the prevalence and perceived effectiveness of prominent event marketing tools applicable to the home education conference and bookfair sector in the United States. The most commonly displayed organizational demographic in the home education conference and bookfair sector was that of a non-profit status. The greatest obstacle facing home education organizations is the availability of financial resources. Less than nine percent of home education conferences and bookfairs were professionally marketed in 2004. The event marketing tools employed in the sector, reported in order of frequency, were the organizational/event website, word-of-mouth communication, and local support group distribution. Of these tools, websites and word-of-mouth were perceived by event directors as being the most effective. Two event attributes reported to have the most influence on event attendance were organizational/event reputation and quality of program/speakers. Despite their nonprofit status, homeschool event sponsors must attract customers and/or funding or risk limiting the accomplishment of their objectives.

Ryan B. Lunsford, *Volume 25, Number 2, 2009, p. 1-9.

Southwestern College, Phoenix, Arizona 85032, This e-mail address is being protected from spam bots, you need JavaScript enabled to view it

* Volumes and numbers are re-structured beginning in 2009.