Education is an integral part of people's lives that determines their future lives and careers. Today, culture is significantly diverse compared to a few decades ago because of advancement in technology that makes it easier to teach. Distant learning courses and online learning has grown into a significant part of education today. Online learning has been legal since the late 20th century and has grown into a new way of teaching students of all ages. The popularity of online education has grown over the years because of the ease of the internet. Online education is a good option for many people who need post-secondary education to get jobs. This makes online tutoring an excellent choice for a growing number of people who want to extend their education while in employment. It can benefit adult learners who are looking for solutions to meet the demands of their crazy schedules while furthering knowledge. The purpose of this paper is to promote a campaign for online education and its benefits to students. The article describes the central message of this persuasion campaign, the target audience, as well as the intended outcome of this campaign ( Mott, 2017) .
Central Message of the Campaign
The main message of this active campaign is to implement an online education program, which is a more flexible form of learning compared to the physical learning environment. Under this mode of learning, students can access educative information at any convenient time, depending on their schedule. The campaign looks to persuade individuals to buy the idea of online education by explaining the benefits of this mode of education ( Norman, 2017) . In this digital age, everything is moving towards online engagement, which makes online learning a perfect model for Millennials. Online education is one of the fasted growing industries in the country as more students opt for this method as opposed to joining college for a degree.
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The online education system allows learners to the educational information at their pace while dealing with other personal issues such as family and a job. The benefits of online education include the convenience of scheduling that makes it appropriate for full-time employees who cannot fit in a schooling schedule ( Norman, 2017) . Students can have plenty of time to complete their work with the convenience of selecting an appropriate time to attend classes. The online environment can benefit many people who are working while seeking to further their education.
The flexibility of online education is another benefit of this program compared to the traditional school system. This flexibility ensures that learners have the freedom to select the content to learn and the time appropriate to their schedule and comfort. In this sense, they are not confined to a given mode of presentation and have the freedom to select how they want to learn. Furthermore, online education will be offered by the use of online tutors as opposed to in-person teachers. Discussion on issues under online education is done in chat rooms and forums, which provides students a wide area to interact with each other. This feature of online learning creates a realistic environment for students, similar to a traditional classroom setting. The tutors will be offering personal consultative teaching practices to students in the online classroom
Some characteristics of online education is a lack of face to face contact. In this regard, the university offering this form of knowledge makes the experience realistic by providing resource tabs for students to perform their assignments and projects; as well as designing online classes that stimulate real-life learning situations. The online medium of communication which will be used for this promotional campaign offers a wide range of educational resources relevant to the specific educational fields.
Online education can benefit students who cannot be constrained by geographical boundaries. This means a person from a foreign country can apply and study in an institution in the United States without being restricted. At the same time, the expenses associated with online education are lower compared to those of a traditional school model. This shows how the costs of online learning are cheaper and therefore, more affordable even to low-income individuals. The online education is appropriate for low-income earners who need to sustain a job while seeking to further their education.
Target Audience
Before starting any marketing or winning a campaign, there is a need to consider and analyze the target audience for the message. The target audience analysis entails determining the demographic, psychographic as well as geographic aspects of the target audience, including their needs that would make them ideal for the product ( Mott, 2017) . The target audience for this effective campaign for online education is mainly the millennial generation who range between the age of 18 and 34 years. These are people who are more inclined towards using online training because of easy access to technology and the internet.
Furthermore, the online education system fits the millennial generation whose financial resources are limited, blocking them from enrolling in a traditional university setting. The online learning allows them an opportunity to study while working to pay for their fees. The online education will enable Millennials to explore at any given time and engage in other activities that earn them a living.
Most millennial people are characterized by a search for freedom from supervision or being constrained to specific customs. This makes online learning appropriate for their lifestyles, where they can select an appropriate time to study that is flexible and fits their plans. The freedom to choose the educational path is a characteristic of the millennial generation, who crave for freedom from constant supervision. The needs and preferences of Millennial are different from other age groups such as baby boomers because they want more freedom
The online education system is also appropriate for the millennial generation because of how it is displayed. The education is packaged in attractive forms, including graphic impressions that interest most Millennials. Furthermore, most millennials have access to technology and the internet, which makes it easier to implement the online education system. This campaign aims to shift the primary target audience from baby boomers to Millennial as they grow the digital world ( Mott, 2017) .
The online chat forums associated with online learning is similar to the traditional classroom setting, which allows students to interact with each other and share their interests across vast areas. Just like social media, online education will enable students from all regions of the world to communicate in a virtual environment and share ideas.
In essence, this effective online education campaign targets the millennial generation because it offers current and trendy resources that entices them. Most Millenials love staying upbeat with current information, resources, and tools, and will enjoy being part of this form of education ( Vyshanvi, 2018) . Most students have computers and the internet, which allows them to participate in the online education system without any constraints. Furthermore, most Millenials have prior knowledge on several aspects of online learning, and will easily integrate into the system compared to other age groups or generations.
Medium Used for Persuasion
The online education system will be rendered using computer technology and internet-supported media. An effective online education campaign will be done using the internet and social media to ensure it reaches the right target audience. It will also entail using any other media that is relevant to transmitting the central message to the target audience ( Mott, 2017) . The easy access to technology and the internet makes it easy to promote the campaign through the internet where a majority of the target audience is found. The message of this effective campaign is the benefit of online education compared to the traditional school model for Millennials whose schedule interferes with their ability to study effectively.
Social media will also be used in spreading the campaign. Social media is a top medium for discussion and the primary form of communication among the youth. Sites such as Facebook, Instagram, Twitter, and YouTube have taken a toll on the child and presents the most comfortable way of passing an advocacy campaign. The popularity of social media makes them the most go-to medium when thinking of spreading an advocacy message and connecting with the target audience. Social media is the medium that is in use by millennials, who comprise the target audience for this online campaign ( Mott, 2017) . Therefore, it will be greatly utilized to get the message across by attaching images, videos, and graphics on the importance of online education. The campaign focusing on the benefits of online education is best transmitted using online ads on websites and social media accounts.
The promotion of online education will also be spread through the use of emails or recipients, especially the target audience who are not fond of using social media. The emails are more formal ways of spreading the campaign and will be used to raise awareness of online education in the country ( Mott, 2017) . Recipients of these emails have the freedom to choose how to react to the information, and if they accept they can share with their friends. Furthermore, the online education campaign will be presented using appealing graphical details to raise the interest of consumers. This will be presented in traditional media forms such as billboards and the use of television ads. Print media forms such as newspapers and magazines will also be considered in this campaign promotion to relay information about the benefits of online learning ( Norman, 2017) .
The purpose of this persuasive campaign is to encourage millennial student’s online education by spreading its importance. The medium chosen for this campaign is appropriate for the target audience because the millennial generation is known for being fond of browsing the internet. This means they are well placed to see the online ads regarding this promotion on online education. The demographic aspect of the target audience also makes the online model appropriate to reach the target audience ( Vyshanvi, 2018) . Using social media as a medium of disseminating the campaign will help reach a large population of the target audience at a cheaper cost compared to other means of advertising. The media for transmission and dissemination of this campaign message intends to provide a personal touch to the campaign that is needed to convince members to buy into the idea of online education.
Intended Persuasion Outcome
The intended outcome of this persuasion online education campaign is to inform the Millennials about the benefits of online education when compared to the traditional form of education. The campaign spreads the message that online education is a practically reasonable mode of education. Furthermore, the intended purpose of this campaign is to improve the practice of online education in schools and institutions of learning. The campaign will showcase the benefits of earning a degree through online education, especially for people who cannot access traditional classroom model ( Norman, 2017) . The purpose of this promotional campaign is also to convince most Millenials to start using online education. In essence, the campaign targets Millennial who cannot afford to join the physical institution due to commitments in their areas of work but intends to further their academic credentials. The outcome is to have more people enrolling for online education courses within the university.
Persuasive theories
Persuasion refers to the act of influencing others by modifying their values, beliefs, and attitudes. It is a daily skill that is important for any interaction with human beings to achieve a particular outcome. Persuasion is an important skill for any person looking to influence an idea or opinion. The idea is to convince the target audience about the importance of online education as a model of learning for individuals who cannot access the physical school ( Borchers, 2012) . Businesses around the world use persuasion to drive their campaigns, including advertisements on the media and websites. These advertisements utilize several persuasion theories seeking to convince people and the public to purchase the products or services offered by the company. In the same way, this campaign for online education will utilize this aspect of persuasion to pass the message around to the target audience ( Borchers, 2012) . Several persuasive theories can be used in this campaign to make the message more convincing and persuasive to the target audience
Social Judgment Theory
This is one of the persuasive theories that can be used in promoting the campaign to the target audience. It is based on the idea that people will agree to a concept depending on several factors such as their preferred position on the issue, the alternatives as well as the ego-involvement in the issue. According to the theory, the attitude of a person regarding a particular subject can determine how to persuade ( Petty, 2018) . A person can determine the reaction of a person regarding a certain concept or idea and present ideas that will be accepted from the audience’s point of view.
In this campaign on online education, the focus is presenting the benefits of online education compared to the traditional classroom model and how it can benefit the target audience. The campaign shows how Millennial is the appropriate audience for online education. The medium of using social media and the internet is also relevant to the target audience, showing how the social judgment theory applies to this campaign ( Mott, 2017) .
Cognitive Dissonance Theory
The second persuasive theory that will be used in this online education campaign is the cognitive dissonance theory. It is based on the idea that cognitions support attitude and behavior and a person more likely to repeat or maintain a behavior or seek consistency among the beliefs and opinions. In this case, any dissonance or inconsistency between attitudes can affect how to spread the message ( Petty, 2018) .
In this campaign, the cognitive dissonance theory is used to explain the advantage of online education for Millennials. The theory states that persuading someone to buy into an idea or opinion requires the need to infuse them with benefits that arise from the idea ( Norman, 2017) . It also states that a person can be influenced to abhor a certain practice by furnishing them with a negative impact on the practice. This theory applies to this campaign of promoting online education.
For example, this campaign is promoted by explaining the importance of online education to Millennials compared to the use of the traditional schooling model. For example, the paper mentioned the affordability and flexibility of online education when compared with the traditional school model. Furthermore, the persuasion for this campaign is done by majoring on the reasons why a person should undertake in online education compared to the other forms. This means explaining the benefits of engaging in this online learning, which makes cognitive dissonance theory an important part of the persuasion campaign ( Norman, 2017) .
Narrative Paradigm Theory
The last persuasive theory that will be used in this online education campaign will be the narrative paradigm. This is a model that believes people can be persuaded when the message is based on factual arguments and rational declarations. The paradigm claims that all meaningful forms of communication are effective when done using storytelling or reporting of events. As a result, stories are shown to be more persuasive when compared to arguments.
This campaign for online education will use the narrative paradigm by clearly outlining the aspects of this idea, including its advantages and viability to the target audience ( Norman, 2017) . Explaining all aspects of the online learning idea in a clear manner is crucial in influencing them to embrace the concept. People are most likely to believe in an idea once they clearly understand them and can draw reasonable conclusions from them.
The campaign will also be more elaborate on its distinct features compared to the traditional education model. It will also clarify the parties that will be involved in online education and how it will benefit all students involved. The campaign will entail providing detailed discussions, stories, and solutions on this issue of distant learning and online education. It elaborates on all relevant aspects of the campaign, including the viability of the target audience.
Conclusion
This paper has described a persuasion campaign that promotes the need to use online education for Millennials whose schedules do not allow them to attend physical classrooms. The campaign is relevant to the targeted audience comprising of Millennials because of their continued integration into the internet and technology. Among the factors that can improve education and learn for millennial online education is emerging as the most appropriate way for people who do not want to learn away from physical classrooms. The media selected for transmitting this promotional campaign information, including using social media and the internet. This media is appropriate for the target audience who are mostly tech-savvy and are well placed to access the information quickly. At the same time, the paper has discussed the intended outcome for this persuasive campaign for online education. Some of the intended outcomes include explaining the benefits of online education compared to the traditional method of teaching ( Norman, 2017) . These outcomes will be achieved when the relevant strategies are put in place to fulfill the campaign.
References
Borchers, T. (2012). Persuasion in the media age . Waveland Press.
Mott, E. (2017). Effectiveness of Advertising to a Target Audience. Retrieved from https://smallbusiness.chron.com/effectiveness-advertising-target-audience-80695.html
Norman, S. (2017, August 3). 5 Advantages Of Online Learning: Education Without Leaving Home. Retrieved from https://elearningindustry.com/5-advantages-of-online-learning-education-without-leaving-home
Petty, R. E. (2018). Attitudes and persuasion: Classic and contemporary approaches . Routledge.
Vyshanvi, G. (2018). Five things you need to know about the target audience of your online course. Commlab India. Global learning solutions
