ARRA Proposal Communications Campaign

Early Education and Care System Components Informed Families and Public (FS, C, I) Finance (Q, FS, WF, I) EEC Strategic Directions: Q = Quality FS = Family support, access, and affordability WF = Workforce C = Communications I = Infrastructure 2

3 Of the $23.9M available through CCDF ARRA funds, $1.2M must be spent on quality improvements for infant and toddlers. This proposal is to use up to $298,500 of those quality funds to create a statewide communication infrastructure, with key partners (using collective resources), to raise awareness regarding the importance of the earliest years that provides leverage for existing local community efforts. Overview of Proposal

Alignment with Priorities 4 Alignment with the Board of Early Education and Care Policy Considerations for 2010 and Strategic Plan Strategic Direction: Communication: Create and implement an external and internal communications strategy that advocates for and conveys the value of early education and care to stakeholders, consumers, and the general public and positions EEC as a national education leader. Feedback from July 2009 Board Retreat; the Board Indicated Strong Support for the Following Policy Consideration for FY2010: Build a statewide internal and external communication strategy that includes the role of families (and partnerships with families) in the development of children as infants, toddlers, preschoolers and out of school time, and connection to public schools. Frame communications to align with the strategic plan and Governors Readiness Action Agenda report. Ensure that the internal strategy addresses interagency, intra-Secretariat, and connects regions with main office and the Board.

5 Alignment with ARRA Funding These funds would be invested in a manner that does not result in unsustainable continuing commitments after the funding expires and will be closely monitored. Alignment with Multiple Stakeholders Feedback and Efforts The Birth to School Age Task Force recommended using funds to support a communications campaign that focused on the importance of the earliest years. During seven statewide community-level Birth to Three forums the most frequently reported theme was the need for increased communication that focuses on the importance of quality early education and care for this age group. Aligns with the United Ways Impact Area around Healthy Child Development as well as multiple community-level efforts (Talk, Read, Play; Thrive in Five, Mother Goose on the Loose, Cherish Every Child etc.). Alignment with Priorities (continued)

Public Private Partnership 6 EEC has had preliminary discussions with the United Way regarding a strategic partnership that leverages collective resources to raise awareness around the importance of the earliest years (including quality early education and care experiences). Multiple audiences would be targeted for direct consumer education and communication, including but not limited to families, workforce, field, legislature etc. This communication effort would take into account the multiple on-going community-level efforts across the state and would aim to serve as an overarching infrastructure that these local efforts/messages can align with and connect to.

Family Forums 7 EEC recognizes families, as consumers of early education and care programs and services, families plan an integral role in shaping policies, programs and practices designed and supported by EEC. EEC has invited families to statewide meetings which focus on developing effective communication strategies for providing parents with information and resources that increase their awareness of: the current science related to raising young children, and recognizing the critical elements of high quality programming, such as: curriculum and learning the importance of early childhood environments as the framework for childrens learning qualifications and professional development of early childhood educators the key role families play as partners in their childs education, and the role of leadership in early education and care. The conversation will focus on effective methods.

Family Forum Dates 8 March 31, 2010, 6-8 pm 1250 Hancock Street, Suite 120-S Quincy, MA April 1, 2010, 6-8 pm 95 Liberty Street, Suite 1124 Springfield, MA April 6, 2010, 6-8 pm 360 Merrimack Street, Building 9, Third Floor Lawrence, MA April 13, 2010, 6-8 pm 10 Austin Street Worcester, MA April 15, 2010, 6-8 pm 1 Washington Street, Suite 20 Taunton, MA 02780

Next Steps 9 Identify Any Additional Interested Key Partners: at the state and local level. Continued Planning: with key partners (including community partners); EEC will develop a greater understanding of associated fund use and timeline to share with EEC Board. Identify Key Messages: Use science where applicable to support key messages. Messaging will be focused and will be reduced to key messages that families/public/legislators etc. need to be aware of and will then link to services that a family etc. may need (housing, early education, community-based program, etc.). Implementation: (depending on the structure of this campaign (in-house etc.) a competitive RFP may be necessary to select a vendor; more information will be provided). Consider use of social networking media to expand audience.

Preliminary Budget and Timeline 10 EEC is still working to understand the associated breakdown of costs for this initiative, collective resources available and the associated timeline. More information will be shared once available. Additional partnership resources are likely to leverage these funds. EEC proposes the use of up to $298,500 of ARRA funds for this proposal. ARRA funds must be spent by September 2011 and this initiative would align with that timeline. More information will be shared once available.