We were contracted by INCCRRA, an Illinois state agency responsible for connecting parents with childcare options, to brand and market a new quality rating and improvement system for early learning and development providers through a public awareness campaign. We developed and is implementing the new brand, messaging, strategic communications plans and all programs and tactics. Our strategy employs two directions:
1) Strategic Partnership Alliance—identifying, negotiating, and providing specific content and materials for pass-through to parents, and
2) Direct to Parent Communications through social media posts, ads and campaigns.
To date, our services and deliverables have included:
- Program brand naming, theme and complete identity development
- Program positioning and messaging—in simple, clear lay language
- Two websites—one for early learning providers and one for the public
- Extensive content assets, including 12 provider- and parent-specific videos
- PR, including media outreach, placement, and ongoing communications
- Strategic alliances with ICAAP , children’s museums and library systems
- Advertising including print, online, transit and outdoor
- Active and ongoing social media campaigns including Google AdWords and Facebook advertising campaign
- Multi-site media event
- Direct-to-parent marketing and engagement programs (multi-lingual)
To-date, our activities have resulted in:
- 100% participation for program designations
- More Facebook followers than any other state’s similar program (9000+)
- 100,000 Homepage views in less than 2 years
- 39,000 Facebook post engagements per month
- Facebook Ad impressions topping 3 million
- More than 5 million Google AdWords impressions
“You are the Chosen One. You have brought balance to this world. Stay on this path, and you will do it again for the galaxy. But beware your heart.”
— The Father