A theory-based approach to understanding best practices in using online marketing materials for home-based parenting programs

Home-based parenting programs provide one-on-one coaching to help parents experiencing high-risk factors (e. g., living in poverty, substance abuse, mental health issues, interpersonal violence) to learn safety, health, and parenting skills. Although these programs are empirically-supported and available to the community, they reach only a small proportion of the population in need of services. As such, there is a critical need to improve efforts to inform eligible families and engage them in services. The present study incorporates existing information search theory into a qualitative study of eligible families to understand factors related to successful online marketing of home-based parenting programs. Forty-nine families experiencing risk factors associated with child maltreatment were presented with a marketing website for home-based parenting programs and then interviewed in an effort to understand best practices for marketing these services. Themes emerge regarding the importance of positive content, useful resources, program contact information, clear enrollment instructions, and specific program details. Overall, findings have implications for ways to successfully market home-based parenting programs to families experiencing risk factors for child maltreatment and engage them in evidence-based services to promote family well-being.