Marketing, Outreach and Public Relations- Early Learning
18% increase in childcare provider participation.
More engagement, more activations.
We just finished an annual contract (May 2016-2017) with the State of Maryland where we created partnerships to improve the participation in their statewide quality rating improvement system (QRIS). We also managed marketing and public relations efforts for the Maryland State Department of Education with a focus on their Maryland EXCELS program. In the first year, we managed to increase enrollment and program awareness with families as well as an 18% increase in childcare provider participation.
We recreated a brochure to speak directly to parents. By doing this and
changing the focus from a state program that needs to be seen by parents,
we changed it to a reference for parents looking for “quality child care.”
This generated more engagement by parents and, in turn, created more
interest in the program. We also created new distribution channels that
increased the program visibility and aligned the program with more trusted
outlets. We distributed flyers to pediatrician’s offices and created a
partnership with the Maryland Library system to distribute these flyers
at all two-hundred libraries across Maryland.
We found that more event-driven, direct-conversation models with parents
worked best. We negotiated a partnership with the Maryland Department
of Agriculture to cross-promote county fairs across the State of Maryland
and, in return, we were able to access their strong family-oriented
audience in a relaxed environment where they were more likely to retain
When we couldn't reach our audience directly, we set up radio jock
endorsements with radio stations that had a strong reach with parents of
0-5 year olds.
Know. Like. Trust. Buy: How we got 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.