“BBHQ Presentation 28 March 2012” by Better Beginnings
is licensed under a Creative Commons AttributionNonCommercial-ShareAlike 3.0 Australia License.
Permissions beyond the scope of this license may be
available at http://www.slwa.wa.gov.au.
Better Beginnings Campaign Launch
BBHQ Presentation 28 March 2012
SUPPORTED BY WESTERN
AUSTRALIAN LOCAL
GOVERNMENTS
Better Beginnings – In Brief
• The program commenced with a
Birth-3 year program and now
reaches children up to age 9 as
well as adults
• Since 2005 over 150,000 WA
families have received reading
packs
• In 2012 and beyond the program
will reach over 60,000 families pa
Is the program making a difference?
In the Community
• In 2009 85% of mothers read to their children after
receiving a BB pack while only 14% did prior
• In 2009 62% of mothers said their confidence in sharing
books had increased. This figure rose to 88% in 2010
• In 2009 79% said BB had influenced their beliefs about the
importance of reading
• In 2009 23% of parents had library membership for their
child. This figure increased to 65% in 2010
• In 2009 the average number of books suitable for children
in the home was 49. In 2010 this figure was 125
Source: Edith Cowan University independent longitudinal study (regional & metro)
How we touch WA households
What parents are saying
“If I didn’t get the pack, he might not
even own a book”
“I always knew reading to my kids
was important, but this has opened
my eyes to how important and how
much”
Evaluating past marketing activities
In reviewing marketing activities undertaken from 2005-2011 the
following issues were identified:
• The Better Beginnings brand is not linked consistently across all
programs and collateral
• The brand is not strongly linked to the program or with the State
Library (better known for the Yellow Bag)
• The program has broadened from the original focus on child literacy
to include adults
• Clarity between the adult and children’s programs with regards to
branding
• Resources and funding is highly competitive at the local government
and public library level
• Inconsistent and varying levels of support from partners and other
stakeholders of the Better Beginnings program.
The Objectives of Future Marketing
1. Increase awareness of the Better
Beginnings program at a
community level
2. Increase perception on the value
of the program
3. Strengthen the linkage between
Better Beginnings, the State
Library and its sponsors
4. Ensure sustainability through
support and funding.
Three Key Priorities of Future
Marketing
• Branding: Build brand consistency across all
collateral, increase brand awareness of Better
Beginnings and its association with literacy and
in turn libraries
• Consolidation: Define and build a suite of
collateral and templates as resources for all
stakeholders
• Campaign: Build awareness of the Better
Beginnings program and its key messages.
Revised Branding
• Capitalise on the butterfly
as our key character
• ‘Reading Helps Kids Fly’
depicting the journey of life
Linking
– Reading with literacy
– Literacy with libraries
– Better Beginnings to the
State Library – WA
Brand Consolidation – Online
Website
• Central point in the
communications mix
• Share the BB messages
• Key resource centre
• Connect parents and
children with local
libraries
• Provide tools to
encourage children to
read.
Brand Consolidation – Collateral
Build a strong platform for excellence
in delivery:
• Provide local libraries, health
centres, educators and local
governments with the tools to both
promote and deliver on the
program.
Collateral
• Fact and information sheets
• Media kit
• Presentation templates
• Signage (banners, vehicle, building)
• Giveaways (capes, bibs, bookmarks,
t-shirts)
• Promotional (posters, face painting
templates)
Education - Signage
Portable Banners for events & libraries
Cultural Centre
Signage
Building Awareness - Signage
BBHQ window signage
Having fun! Interactive Collateral
•
•
•
•
•
Bags
Capes
Wings
Bibs
Face
painting
• Lapel pins
Integrated Marketing Campaign
• Carnivale 15/4– to launch the BB program & messages
• Public Relations – to raise the profile of BB within the
media & position BB as the ‘go to’ source for comment
on childhood literacy
• Website – information, resources, schedule of events,
interactive games & activities
• Social media – engaging parents in the BB program &
sharing the message through social networks
• Advertising – sharing the message and directing parents
to online & to library resources
• Signage – highlighting key literacy messages & directing
people to the State Library
Drawing attention to the Message
– Carnivale
• The official launch of the Better Beginnings website
• A FREE family event targeting 4,000 attendees
• Program of entertainment for kids of all ages with a focus on
literacy based activities
• Showcasing what the State Library of WA has to offer families
Engaging in the Message – Social Media
Facebook, Twitter, YouTube. Database
communications and interactive competitions.
Building Awareness - Advertising
Online advertising – generating traffic to website & Carnivale
Kids in Perth –
Advertising & Editorial
Reaching Further
• Ongoing social media engagement to build the social
network around BB
• Promote the BB website via all advertising, program
collateral and events as an online resource for parents
• Television and radio advertising to promote program &
literacy messages as well as to direct parents to libraries,
with a focus on regional areas
• A state wide competition to run region by region to
increase community awareness of the program and
resources available
• Strategy to reach dads through social media (LinkedIn)
and appropriate press
Help Us Spread the Better
Beginnings Message
Reading Helps Kids Fly
Questions?