Making the Case for Smart Beginning Brand  Frame  Strategize  Engage  Deliver

What is a Brand? Who are we, anyway?

Smart Beginnings Brands Smart Start Start Strong Success By 6 VECF Partnership for Children Kids First Coalition

Confused?

Virginia’s Brand for Early Care and Education Use it on everything Brand your initiative Show that you are a part of a unified effort Use it with care Don’t forget to ask permission

Framing Smart Beginnings Communicating to a Specific Audience

Berkeley Media Studies Group Making the Case of Early Care and Education Check it Out at

5 Core Messages Support Our Youngest Citizens Our Can-Do-Spirit Will Get Us There With So Many Kids In Care, Let’s Do It Right Child Care is Early Learning Take Advantage of Early Brain Growth

Support Our Youngest Citizens Public good frame Benefits to all of society Neighborhoods, communities, states Workforce and economy Early ed. today  democracy tomorrow

Our Can-Do-Spirit Will Get Us There American’s can solve our toughest problems Barn raising – man on moon – rebuild WTC Military model If military can do it, so can government for all Together we can realize accomplishments

With So Many Kids In Care, Let’s Do It Right Pragmatic frame American realize most kids in outside care Make sure that care is highest quality Society has to find solutions Public see’s economic connections

Child Care is Early Learning When done right, more than babysitting Enhances development and social skills Reduces behavioral problems Prepares children for school success Increased opportunities for life success

Take Advantage of Early Brain Development The stakes are high Enhances development and social skills Reduces behavioral problems Prepares children for school success Increased opportunities for life success

The Hierarchy of Frames Young CitizensCan Do SpiritLet’s Do It RightEarly LearningBrain Development

Young CitizensCan Do SpiritLet’s Do It RightEarly LearningBrain Development Most likely to inspire policy and business support Least likely to inspire policy and business support Societal Personal

Strategic Communications Surprising Solutions

The Strategic Approach What needs to happen?Who can make it happen?What story do they need to hear?Who should they hear it from?How should we tell them?

Where to Start? Let’s Have a Press Conference!

Where to Start? We Need to Make 10,000 Calls!

NEVER START WITH HOW!

What Needs To Happen? We need to announce our grant We need to get business support Our lawmakers need to know our success People need to know it’s important REALLY?

We Need Local Business to Support Us Funding our initiative Influence Leadership Family friendly workplaces

Who can make it happen? People with connections/relationships Chamber leadership CEO Faith Leader You decide! You strategize!

What Story Do They Need to Hear? We need productive workers and leaders We will do it - quality of life is at stake Fed says doing it right is best investment Every experience early on impacts us later First five years of brain growth is key

Look familiar? Support Our Youngest Citizens Our Can-Do Spirit Will Get Us There With So Many Kids In Care, Let’s Do It Right Child Care is Early Learning Take Advantage of Early Brain Growth

Who Should They Hear It From? CEO colleague Economist Educator Mayor Person of influence

HOW Can We Tell Them? Phone call Letter or flyer Breakfast spot Op Ed in newspaper Targeted message Press release?

Assignment Divide into groups of 3-5 Your group needs something to happen Decide on your strategy Choose the right message frame Create your story Use “Smart Beginnings”

Assignment Prepare 5 minute group presentation Explain what needs to happen Share your strategy How message frames are used Tell your group’s story Presentations after lunch

Groups: What Needs to Happen? 1. Funding for ECE needed from Assembly 2. Business leadership needed for council 3. Matching support required from city 4. ECE providers to participate in QRIS 5. Need matching $$ from major employer 6. Gain support of K-12 education