STAND OUT: Communications and Messaging Strategies for CCR&R agencies Audience Survey Advertising vs Marketing vs Public Relations Advertising vs Marketing vs Public Relations Know thy audience Know Thy Audience Primary Target Audience Secondary Audience Influencers Know Thy Audience Create a Target Audience Profile 2012 User Demographics • 78% of people who use the phone referral services are women. • 45% are between the ages of 20-29; 26% are between 30-39. • 67% of current referrals are low-income (57% are CCAP recipients.) • 51% of current referrals are single adult homes. • Employed • Highest concentration of referrals = Denver County Create a Target Audience Profile Know Thy Audience Parents/Families Mothers age 18-34 working outside the home with HH income up to $75,000: Emotionally and intellectually, our most likely targets share the following attributes: • Want the best for their children • Have little understanding about why quality child care is important • Have little to no awareness of what quality child care looks like • Assume that licensed ensures some quality • Assume price dictates quality • Struggle to make ends meet; convenience and cost are the two main drivers in choosing child care Simple Speak: Talking about child care to an outside audience Simple Speak Preschool vs Daycare vs child care vs early childhood education vs early care and education AVERAGE MONTHLY SEARCHES IN GOOGLE Simple Speak 45000 41,900 40000 35000 30000 24,700 25000 20000 18,100 15000 10000 5000 170 0 Daycare Child Care Early childhood education Early care and education Colorado Child Care Provider Business Names Simple Speak 1200 1000 982 870 800 691 633 600 400 222 200 102 83 43 0 Daycare Child Care Family Home Provider Preschool Learning Montessori Early Early Center Learning Childhood Education Crafting and speaking your elevator pitch Crafting and Speaking Your Elevator Pitch Your elevator pitch Crafting and Speaking Your Elevator Pitch The elevator pitch design is outdated. Crafting and Speaking Your Elevator Pitch Attention Span Crafting and Speaking Your Elevator Pitch What are your values? Crafting and Speaking Your Elevator Pitch What’s the problem you’re trying to solve? Crafting and Speaking Your Elevator Pitch What’s the solution you are offering? Crafting and Speaking Your Elevator Pitch What’s the ask? Crafting and Speaking Your Elevator Pitch What are your values? What is the problem? What is your solution? What’s the ask? Crafting and Speaking Your Elevator Pitch Primary Pitch Qualistar Colorado is one of the leading nonprofits in the state focused on improving the quality of child care. Secondary Messages We’re known for our Qualistar Rating, which measures quality. And we also improve the quality of child care through professional development, scholarships and grants. Lastly, we educate parents on what quality is and connect them with providers through our resource and referral system. Messaging to Members Child Care Aware® of America is here to provide the resources and training that help you serve parents and providers. Child Care Aware® of America brings awareness to policy makers, funders and researchers on the contributions R&Rs make to their local communities. What should I be doing on social Social Media Marketing: media? What should I being doing? What should I be doing on social media? Audience Survey What should I be doing on social media? Define Your Social Media Strategy Write Down Specific Business Goals & Objectives What should I be doing on social media? Establish Who Your Social Media Manager Is What should I be doing on social media? Create a Social Media Content Calendar Two types • Annual calendar of events/activities • Weekly calendar for daily posts/content What should I be doing on social media? Content Calendar Outline • Monday: 3rd party link to an interesting article • Tuesday: Photo of “behind the scenes” at your office/event • Wednesday: Your own blog post • Thursday: Question of the day (could be around a news event, social question, or crowd sourcing) • Friday: Fan of the week (highlight a Fan or Fan Page that has contributed to a conversation on your page this week) What should I be doing on social media? Social Media Calendar What should I be doing on social media? To your customers, partners, media, news etc.. What should I be doing on social media? Stop thinking campaigns Start thinking conversations What should I be doing on social media? RULE #2: MEASURE What should I be doing on social media? TIPS for Facebook • • • • Easy does it. Weekends are better. Early birds catch the worms. The best Facebook posts are interactive. http://www.birthtofivepolicy.org/L inkClick.aspx?fileticket=ESp0PPvQ K-c%3d&tabid=115 What should I be doing on social media? TIPS for Twitter • Keep it to 120. • Short but clear with action verbs. • Link and connect. • Use hashtags #ECE, #PreK, #Infants, #Toddlers, #HeadStart, #Kindergarten, #Childcare. • Always credit your source (if you are retweeting.) • Be chatty, be witty. • Use Twitter buzz words to increase clicks. What should I be doing on social media? Resources • How to Master Facebook Marketing in 10 Days - A Publication of HubSpot (www.hubspot.com) • Strong Foundations - The #B25 Strong Foundations Social Media Campaign A Birth to Five Policy Publication (http://www.birthtofivepolicy.org/LinkCli ck.aspx?fileticket=ESp0PPvQKc%3d&tabid=115) How do I increase website traffic/visits? Now What? • Simple speak – talking about child care to an outside audience • Identify and understand your audience • Strategies to develop or refine your elevator speech and messaging • Simple strategies to get started with social media Questions?