STAND OUT: Communications and Messaging Strategies for CCR&R agencies

1. STAND OUT: Communications and Messaging Strategies for CCR&R agencies

3. Audience Survey

4. Advertising vs Marketing vs Public Relations

5. Advertising vs Marketing vs Public Relations

6. Know thy audience

7. Primary Target AudienceSecondary AudienceInfluencers Know Thy Audience

8. 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

9. Parents/FamiliesMothers 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 Create a Target Audience Profile Know Thy Audience

10. Simple Speak: Talking about child care to an outside audience

11. Preschool vsDaycarevschild care vsearly childhood education vsearly care and education Simple Speak

12. AVERAGE MONTHLY SEARCHES IN GOOGLE Simple Speak

13. Colorado Child Care Provider Business Names Simple Speak

14. Crafting and speaking your elevator pitch

15. Crafting and Speaking Your Elevator Pitch Your elevator pitch

16. Crafting and Speaking Your Elevator Pitch The elevator pitch design is outdated.

17. Attention Span Crafting and Speaking Your Elevator Pitch

18. What are your values? Crafting and Speaking Your Elevator Pitch

19. What’s the problem you’re trying to solve? Crafting and Speaking Your Elevator Pitch

20. What’s the solution you are offering? Crafting and Speaking Your Elevator Pitch

21. What’s the ask? Crafting and Speaking Your Elevator Pitch

22. What are your values? What is the problem? What is your solution? What’s the ask? Crafting and Speaking Your Elevator Pitch

23. 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. Crafting and Speaking Your Elevator Pitch

24. Messaging to Members

25. Child Care Aware® of America is here to provide the resources and training that help you serve parents and providers. 

26. Child Care Aware® of America brings awareness to policy makers, funders and researchers on the contributions R&Rs make to their local communities.

27. What should I be doing on social media? Social Media Marketing: What should I being doing?

28. Audience Survey What should I be doing on social media?

29. Define Your Social Media StrategyWrite Down Specific Business Goals & Objectives What should I be doing on social media?

30. Establish Who Your Social Media Manager Is What should I be doing on social media?

31. 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?

32. 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?

33. Social Media Calendar What should I be doing on social media?

34. To your customers, partners, media, news etc.. What should I be doing on social media?

35. Stop thinking campaignsStart thinking conversations What should I be doing on social media?

36. RULE #2: MEASURE What should I be doing on social media?

37. TIPS for Facebook • Easy does it. • Weekends are better. • Early birds catch the worms. • The best Facebook posts are interactive. What should I be doing on social media? http://www.birthtofivepolicy.org/LinkClick.aspx?fileticket=ESp0PPvQK-c%3d&tabid=115

38. 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?

39. 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/LinkClick.aspx?fileticket=ESp0PPvQK-c%3d&tabid=115) What should I be doing on social media?

40. 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 How do I increase website traffic/visits?

41. ? Questions?

42. ?