Social Marketing Principles Enhance Enrollment in the Cash and Counseling Demonstration and Evaluation

Explore the use of social marketing principles to enhance enrollment in the C&C Demonstration and Evaluation (CCDE). In this study, focus groups were conducted in Arkansas and Florida. Several lessons emerged from the findings including the importance of conducting process evaluation activities early during program implementation, carefully selecting and training personnel to conduct outreach and enrollment activities, and developing specific messages to include in marketing the cash option.