The Tutor/Mentor Connection's Public Awareness Strategy piloted since 1993 is based on the marketing/ advertising strategies used by big companies to draw customers to multiple locations in many states. T/MC never had an advertising or public awareness budget, thus it looked for other ways to create media frequency and reach and greater public attention. (Note: Since 2011 the T/MC has been operated as part of Tutor/Mentor Institute, LLC. The goals are the same. The tax and funding structure is different.)
One strategy was to create maps that follow feature stories in local papers and TV, which usually sensationalizes violence and poverty. We called our map strategy "THE REST OF THE STORY". We posted these maps in blog articles that are intended to leverage the public awareness generated by the media, in ways that draw volunteers and donors directly to tutor/mentor programs in neighborhoods that have been the focus of negative news.
In March 2009 T/MC launched an interactive program locator, that enables visitors to create their own maps of different sections of the city. This blog article shows a map created in just 10 minutes, using this feature. This visual essay shows how "everyone could be a map maker". Using data platforms like the Program Locator students in high school and colleges can become advocates, and journalist, drawing media, volunteer and donor attention to neighborhoods where more non-school learning, mentoring and career opportunities are needed. (Note: due to a lack of funding the Program Locator built in the 2000s is now only available as an archive. View the 2004 version here and 2009 version here.)
With the help of students, volunteers and the business community, we could get THE REST OF THE STORY on the internet, within 24 to 48 hours, while it is still featured in the news, the local papers become our advertising partner. This is a strategy that we hope youth journalists and advocates in high school, college, or other community technology centers, will adopt, with youth creating maps of their own neighborhood, and drawing volunteers and donors to tutor/mentor programs in their own community. Contact the T/MC if you'd like to learn how you might use the T/MC map gallery and database for this purpose.
