Marketing, Outreach and
Public Relations
18% increase in childcare provider participation.
More engagement, more activations.
Tebo & Associates finished an annual contract (May 2016-2017) with the State of Maryland to create partnerships to improve participation in their statewide quality rating improvement system (QRIS) and enhance program awareness with parents. In the first year, we used marketing, outreach and public relations efforts to increase program awareness by families as well as provided an 18% increase in childcare provider participation.
Our efforts included creating promotional pieces that speak directly to
parents, created and managed outreach events across Maryland to engage
with child care providers and parents, and created an advertising campaign
using radio jock endorsements to share stories.
This generated more engagement by parents and, in turn, created more
interest in the program. Tebo & Associates also created new distribution
channels that increased the program visibility and aligned the program with
more trusted partners.
Tebo & Associates distributed promotional packages to pediatrician’s offices
and created a partnership with the Maryland Library system to distribute
promotional items at all two-hundred libraries across Maryland.
Our strategy proved correct: more event-driven, direct-conversation
models resonated best with parents. We negotiated a partnership with the
Maryland Department of Agriculture to cross-promote county fairs across
the Maryland State Department of Education and, in return, were able to
access their strong family-oriented audience in a relaxed environment
where parents were more likely to engage and retain the message.
Know. Like. Trust. Engage: How to Get Parents to Engage with a Child Care Rating System
We created a radio endorsement campaign and ran 30/60 second endorsement spots across the State of Maryland. We focused on the top four (4) stations that reached parents with children from 0-5 in their household. We then reached personality endorsement agreements with the top morning and afternoon
jocks on each station focusing on radio jocks who had a young child in their household to increase the authenticity of the campaign. Radio jocks are a trusted source of news and have a loyal
listener base so we wanted the message to come from somebody they trust. We ran an 8-week radio campaign and set the frequency goal of each parent hearing the radio endorsement nine (9) times.
Over an eight-week period, we saw a 17% spike in web traffic
and a 12% spike in new user log-in’s for the program.