PBS is a great media partner.
One example of the value of a great media partnership is when we worked with six Public Broadcasting Service partners across the state for a Build Up Michigan campaign targeting parents and caregivers of children 3-5. Build Up is the overarching name for Michigan’s public preschool programs that aim to get children 3-5 who have exhibited developmental delays prepared for kindergarten. It’s a sister program to Early On Michigan, which provides early intervention services to children ages 0-3 and their families. With the pandemic hampering in-person preschool programs, we needed to highlight activities and exercises parents could do at home with their children to ensure they were meeting key milestones for development. Working with Michigan PBS stations, we developed the Thrive From Home campaign, which included videos that aired during PBS Kids programming and focused on aspects of early childhood development, including science, communication and gross motor skills.
We were surprised to discover how distinct the coverage was for PBS. Each station had different strengths and weaknesses when connecting to its audiences, with different levels of penetration in its market. For example, in the Upper Peninsula, the PBS station didn’t reach southern counties we needed to be in. Luckily, PBS fits the description of a great media partner, and we both quickly figured out a solution.