Early On + Build Up Preschool Developmental Support Program Awareness and Recruitment, Michigan
Client:
Michigan Department of Education
Project Goals:
Awareness, Recruitment
Full-Service Campaign
Developmental delays wait for no one.
The Michigan Department of Education wanted to increase awareness of Build Up, the state’s extensive preschool early intervention program, in target areas of the state. A campaign was needed to stress the importance of early evaluation of children ages 3 to 5 and to make parents and caregivers aware of the free educational support available to help children become kindergarten ready.
Research Planning Messaging Creative Social Media Media Buying Digital Public Relations
Normalizing delays was key.
Children develop at different rates, so it’s difficult for families to recognize delays. Research revealed many barriers, including denial and embarrassment, that prevented parents and caregivers from seeking help.
We helped families feel at ease.
Associating Build Up’s intervention program as part of the transition into kindergarten helped normalize the process.
The introduction of a “buddy who’s always by your child’s side” gave Michigan families hope and confidence.
It was crucial that parents and caregivers stay engaged.
Digital and social media strategies continually put child development resources within reach. Digital display messaging and welcoming social media tactics encouraged parents to pick up the phone and make an appointment.
It’s good to have a friend you can turn to.
Online pre-roll video was highly effective with digital click-through rates far exceeding the industry average.
Pivoting for the Flint Water Crisis.
When drinking water in Flint was found to be contaminated with dangerous levels of lead, a more urgent message – “Don’t wait. Evaluate.” – was targeted directly at Flint parents to help Early On®, a sister program to Build Up, and the Genesee Intermediate School District evaluate all children ages 0 to 3 in Flint.
There wasn’t a moment to lose.
The simple modification of the existing Build Up campaign was rapidly deployed across multiple media channels.
Billboards were placed throughout Flint to encourage families to take action on behalf of their children.
Public transportation print advertising was effective at reaching the target most affected.
All families – not just some – needed to know what to do.
An up-to-the-minute digital display and social media presence helped us reach families.
The urgent need to evaluate every Flint child was further reinforced with an extensive presence on the web.
Content marketing videos and articles were pushed through social media and digital news service channels to help tell the story of Flint.
Results.
Phone calls to Early On
Doubled.
Build Up website traffic
increased 133%
versus previous year with the number of
pages up by 92%.
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