Partner Overview
The Early Childhood Services program of Montgomery County DHHS aimed to ensure equitable access to high-quality child care and education for all children in the county. However, awareness of the program’s offerings among families and potential child care providers was limited, particularly within Spanish-speaking communities. The program needed an effective communication strategy to educate parents about available resources and to encourage child care providers to become regulated and licensed.
Solution
Communications Shop developed and executed a comprehensive campaign to promote Early Childhood Services, focusing on both families seeking child care and potential providers interested in becoming regulated. Key components of the strategy included:
- Audience Research:
- Conducted focus groups with targeted audiences, including families and child care providers, to understand their needs, preferences, and barriers to accessing information about child care services.
- Multilingual Campaign:
- Developed campaign materials in both English and Spanish to ensure broad accessibility and to reach diverse communities effectively.
- Created brochures, flyers, and digital content that highlighted the benefits of the program, including information on licensing, incentives, and grants for child care providers.
- Virtual Events:
- Identified a strong demand for interactive information sessions, leading to the implementation of virtual events where families and providers could engage directly with Early Childhood Services staff.
- Organized six virtual events in Spanish and six in English from July 2021 to June 2022, allowing participants to ask questions and receive real-time answers.
- Digital Marketing:
- Utilized various emerging media and technology strategies, including social media campaigns, email newsletters, and targeted online ads, to promote the virtual events and program services.
- Highlighted testimonials and success stories from families and child care providers to build trust and encourage participation.
Results
The campaign achieved significant engagement and awareness among the target audiences:
- High Attendance: Over 44,000 individuals participated in the virtual events, either live or by watching recorded sessions on DHHS platforms, demonstrating a strong interest in Early Childhood Services.
- Increased Awareness: The campaign successfully raised awareness of the program’s offerings, providing critical information to families about available resources and support.
- Enhanced Community Engagement: Families expressed appreciation for the opportunity to ask questions and receive personalized guidance from Early Childhood Services staff, fostering a sense of community and support.
Conclusion
The communications campaign led by Communications Shop effectively promoted Early Childhood Services in Montgomery County, significantly enhancing awareness and engagement among families and potential child care providers. By leveraging multilingual resources and interactive virtual events, the initiative successfully addressed the informational needs of the community, ensuring that children in Montgomery County have access to high-quality child care and education. The campaign not only increased participation but also laid the groundwork for ongoing relationships between families, providers, and the Early Childhood Services program.
- Partner : Early Childhood Services
- Link : Early Childhood Services - Montgomery County, Department of Health & Human Services
- Categories : •Campaign •Access To Information •Immigration
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