A Land Grant University Community Partnerships and Social Marketing
Abstract: Moving learning into behaviors that benefit individual citizens and the community is important to the University of California Cooperative Extension (UCCE). The UCCE is a Land Grant institution charged with applying research and development. The America Saves campaign promotes personal wealth building and debt reduction with a call to action. This social marketing campaign through partnerships with businesses, non-profit organizations and government agencies creates an environment for individuals to set savings goals and take positive actions to improve personal wealth building. The UCCE champions the local San Diego Saves to inspire savings as a call to action. Examination of this social marketing approach through its partnerships and target audience strategies guide the development and progress of this campaign.