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Association of Early Learning Coalitions MARKETING & OUTREACH PLAN
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“CHILDREN READY TO LEARN; FLORIDIANS READY TO EARN” AWI NEW TAG LINE
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EDUCATE & MOTIVATE! AELC MARKETING FOCUS
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Stakeholders: 1.Parents/Families 2.Early Learning Community 3.Local Community Residents 4.Civic/Business Leaders 5.Policy Makers & Legislatures
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PARENTS/ FAMILIES
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Parents/Families GOALS: Change perception from “ child care/babysitting ” to “ early education ” Increase knowledge regarding: Who Coalitions are and their role in the early learning industry What being “ school ready ” means and understanding child development milestones for children ages birth -5 The importance of being the child ’ s first teacher How to choose quality early education and care programs Motivate greater involvement: In teaching their child critical skills necessary to enter school ready to learn In working in partnership with their provider of choice to ensure their child ’ s early education program prepares their child successfully. Reach hard-to-reach families and culturally diverse populations
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PROPOSED MARKETING STRATEGIES
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Marketing Campaigns Branding/Marketing Campaign – state and local initiatives designed to: Increase the understanding of the role of Coalitions with parents/families Change current perception from “child care/babysitting” to “early education” Public Awareness Campaign – state and local initiatives designed to: Increase awareness of early learning programs, Increase understanding and importance of child development benchmarks, Increase knowledge of the importance of parents being their child’s first teacher, Increase early learning enrollments as applicable
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Local & State Initiatives Coalition Sponsored Events – may include VPK Roundups, other early learning related events as identified Community/Collaborative Events – may include corporate and/or community health fairs, other agency sponsored events, etc. Miscellaneous Outreach Efforts – may include direct mailings, signs posted in yards or on vehicles, flyers/posters displayed at grocery stores, libraries, etc. AWI/DOE/DCF/Coalition Websites – includes consistent information posted on AWI/DOE/DCF/Coalition websites at state and local levels regarding early learning, how to register for programs, etc. Partner Websites – includes information about early learning programs and links to local Coalition websites; partners may include, but not be limited to, the Health Department, Healthy Families, School Districts, etc.
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EARLY LEARNING COMMUNITY
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Early Learning Community GOALS: Establish common understanding and use of early learning vocabulary Establish/define workforce lattice and promote career opportunities in early learning industry Increase the number and quality of early learning providers Increase the number of early learning teachers
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PROPOSED MARKETING STRATEGIES
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Marketing Campaigns Branding/Marketing Campaign – state and local initiatives designed to: increase the understanding of the role of Coalitions within the early learning community change current perception from “child care/babysitting” to “early education” Early Learning Awareness Campaign – state and local initiatives designed to: promote consistent early learning language and messages Educate the importance of increasing staff credentials/professionalism and program quality
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Local & State Initiatives Early Learning Associations/Networking – may include coordinated efforts by Early Learning Associations and other networking related groups to educate and promote “early learning evolution” AWI/DOE/DCF/Coalition Websites – includes consistent information posted on AWI, DOE, DCF, and Coalition websites regarding provider related events, professional growth opportunities, scholarships, and other initiatives designed to increase staff development Coalition Initiatives – may include local provider related events, trainings, incentives to promote increased professionalism, higher education and program quality
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LOCAL COMMUNITY RESIDENTS
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GOALS: Educate the community about the importance and economic impact of early learning and the role of Coalitions “ Grow ” early learning advocates and voting power Increase volunteerism, sponsorships, donations, etc. Increase community partnerships with other not-for- profit, civic, and/or business organizations Increase early learning provider capacity LOCAL COMMUNITY RESIDENTS
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PROPOSED MARKETING STRATEGIES
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Marketing Campaigns Branding/Marketing Campaign – state and local initiatives designed to: increase the understanding of the role of Coalitions within the community change current perception from “child care/babysitting” to “early education” Public Awareness Campaign – state and/or local initiatives designed to: Educate the public on available early learning opportunities regarding volunteerism, donations, sponsorships, etc. Motivate public to become early learning advocates, supporters, and volunteers
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Local & State Initiatives Coalition Networking/Events – may include attendance/sponsorship of local community events, membership of local Chamber of Commerce(s), attendance of other networking opportunities as identified Media Awareness – may include newspaper articles, radio interviews, etc. providing education, statistics, and ways to get involved Speaking Engagements – may include presentations to civic groups, volunteer organizations, networking groups, etc. AWI/DOE/DCF/Coalition Websites – includes consistent information posted on AWI, DOE, DCF, and Coalition websites regarding early education and/or advocacy and volunteer/sponsorship opportunities
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CIVIC/BUSINESS LEADERS
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GOALS: Educate community leaders about the importance and economic impact of early learning and the role of Coalitions “ Grow ” early learning advocates and voting power Increase volunteerism, sponsorships, and donations CIVIC/BUSINESS LEADERS
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PROPOSED MARKETING STRATEGIES
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Civic/Business Leaders Branding/Marketing Campaign – state and local initiatives designed to: increase the understanding of the role of Coalitions within the community change current perception from “child care/babysitting” to “early education” Public Awareness Campaign – state and/or local initiatives designed to: Educate civic/business leaders on the importance and economic impact of early learning in the community Motivate community leaders to become early learning advocates, supporters, and volunteers
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State & Local Initiatives Coalition Networking/Events – may include attendance/sponsorship of local community events, membership of local Chamber of Commerce, attendance of other networking opportunities as identified Leadership Awareness Initiatives – may include special newsletters/media/ or other form of outreach designed for community leaders CCEP/CCPP – generation of additional CCEP/CCPP participants/dollars AWI/DOE/DCF/Coalition Websites – includes consistent information posted on AWI, DOE, DCF, and Coalition websites regarding early education and/or advocacy and volunteer opportunities
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POLICY MAKERS/ LEGISLATORS
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GOALS: Educate policy makers/legislators about the importance and economic impact of early learning and the role of Coalitions “ Grow ” early learning advocates and voting power Increase legislative funding for early learning POLICY MAKERS/ LEGISLATORS
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PROPOSED MARKETING STRATEGIES
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Policy Makers/ Legislators Branding/Marketing Campaign –state and local initiatives designed to: Change current perception from “child care/babysitting” to “early education” Legislator Awareness Campaign –local Board volunteer initiatives designed to: Educate policy makers/legislators about the importance and economic impact of early learning Motivate policy makers/legislators to properly fund early learning
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Local Initiatives Board Volunteer Networking – may include attendance of local political events, Chamber sponsored events, attendance of other networking and face-to-face opportunities as identified Board Volunteer Correspondence – may include white papers, letters, emails, to policy makers and legislators regarding a wide variety of early learning issues AWI/DOE/DCF/Coalition Websites – includes consistent information posted on AWI, DOE, DCF, and Coalition websites regarding early education and local community needs
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TOOLS FOR SUCCESS
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Tools for Success The following Tools for Success shall be developed with localizable capability: Media Tool Kit – includes Public Service Announcements (PSA’s), radio and TV commercials, Sample Press Releases, Sample Newsletter articles, billboard layouts, sign layouts, ATM advertising, and more as identified Community Outreach Tool Kit – includes speaker’s bureau manual, key early learning messages, ongoing updated statistics (state and local), etc. Policy Maker’s Tool Kit – includes sample white papers, post cards with key supporting issues; etc.
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AELC Community Outreach/Marketing Plan Overview AWI Legislator Awareness Campaign Coalition Networking / Events Leadership Awareness Initiatives CCEP/CCPP Board Volunteer Networking Board Volunteer Correspondence AWI/DOE/DCF/ Coalition Websites Coalition Networking / Events Media Awareness AWI/DOE/DCF/ Coalition Websites Association of Early Learning Coalitions Coalitions Early Learning Advisory Council Parents/Families Early Learning Community Local Community Residents Civic/Business Leaders Policy Makers & Legislators Branding/Marketing Campaign Public Awareness Campaign Coalition Sponsored Events Community/ Collaborative Events Misc. Outreach Efforts AWI/DOE/DCF Coalition Websites Branding/Marketing Campaign Early Learning Awareness Campaign Coalition Initiatives EL Associations/ Networking AWI/DOE/DCF/ Coalition Websites Public Awareness Campaign Branding/Marketing Campaign Public Awareness Campaign AWI/DOE/DCF/ Coalition Websites
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QUESTIONS & ANSWERS
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