Association of Early Learning Coalitions MARKETING & OUTREACH PLAN

1. Association of Early Learning CoalitionsMARKETING &OUTREACH PLAN

2. AWI NEW TAG LINE “CHILDREN READY TO LEARN; FLORIDIANS READY TO EARN”

3. AELC MARKETING FOCUS EDUCATE & MOTIVATE!

4. Stakeholders: • Parents/Families • Early Learning Community • Local Community Residents • Civic/Business Leaders • Policy Makers & Legislatures

5. PARENTS/FAMILIES

6. 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

7. PROPOSED MARKETING STRATEGIES

8. 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

9. Local & StateInitiatives • 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.

10. EARLY LEARNING COMMUNITY

11. 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

12. PROPOSED MARKETING STRATEGIES

13. 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

14. Local & StateInitiatives • 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

15. LOCALCOMMUNITYRESIDENTS

16. LOCAL COMMUNITY RESIDENTS 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

17. PROPOSED MARKETING STRATEGIES

18. 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

19. Local & StateInitiatives • 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

20. CIVIC/BUSINESS LEADERS

21. CIVIC/BUSINESS LEADERS 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

22. PROPOSED MARKETING STRATEGIES

23. Civic/BusinessLeaders • 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

24. 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

25. POLICY MAKERS/LEGISLATORS

26. POLICY MAKERS/LEGISLATORS 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

27. PROPOSED MARKETING STRATEGIES

28. 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

29. 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

30. TOOLS FOR SUCCESS

31. 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.

32. AWI Association of Early Learning Coalitions Early Learning Advisory Council Coalitions Parents/Families Early Learning Community Local Community Residents Civic/Business Leaders Policy Makers & Legislators Branding/Marketing Campaign Branding/Marketing Campaign Branding/Marketing Campaign Branding/Marketing Campaign Branding/Marketing Campaign Legislator Awareness Campaign Early Learning AwarenessCampaign Public Awareness Campaign Public Awareness Campaign Public Awareness Campaign Board Volunteer Networking Coalition Networking /Events Coalition Networking /Events Coalition Sponsored Events Coalition Initiatives Leadership AwarenessInitiatives Board Volunteer Correspondence Media Awareness EL Associations/ Networking Community/ Collaborative Events AWI/DOE/DCF/ CoalitionWebsites CCEP/CCPP AWI/DOE/DCF/ Coalition Websites Misc. Outreach Efforts AWI/DOE/DCF/ CoalitionWebsites AWI/DOE/DCF/ CoalitionWebsites AWI/DOE/DCF Coalition Websites • AELC Community Outreach/Marketing Plan Overview

33. QUESTIONS & ANSWERS