STAND OUT:
Communications and Messaging
Strategies for CCR&R agencies
Audience Survey
Advertising vs Marketing
vs Public Relations
Advertising vs Marketing vs Public Relations
Know thy audience
Know Thy Audience
Primary Target Audience
Secondary Audience
Influencers
Know Thy Audience
Create a Target Audience Profile
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
Parents/Families
Mothers 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
Simple Speak:
Talking about child care to an
outside audience
Simple Speak
Preschool vs Daycare vs child care vs
early childhood education vs early care
and education
AVERAGE MONTHLY
SEARCHES IN GOOGLE
Simple Speak
45000
41,900
40000
35000
30000
24,700
25000
20000
18,100
15000
10000
5000
170
0
Daycare
Child Care
Early childhood
education
Early care and
education
Colorado Child Care
Provider Business Names
Simple Speak
1200
1000
982
870
800
691
633
600
400
222
200
102
83
43
0
Daycare Child Care
Family
Home
Provider
Preschool
Learning Montessori
Early
Early
Center
Learning Childhood
Education
Crafting and speaking your elevator pitch
Crafting and Speaking Your Elevator Pitch
Your elevator pitch
Crafting and Speaking Your Elevator Pitch
The elevator pitch design is outdated.
Crafting and Speaking Your Elevator Pitch
Attention Span
Crafting and Speaking Your Elevator Pitch
What are your values?
Crafting and Speaking Your Elevator Pitch
What’s the problem you’re
trying to solve?
Crafting and Speaking Your Elevator Pitch
What’s the solution you are
offering?
Crafting and Speaking Your Elevator Pitch
What’s the ask?
Crafting and Speaking Your Elevator Pitch
What are your values?
What is the problem?
What is your solution?
What’s the ask?
Crafting and Speaking Your Elevator Pitch
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.
Messaging to
Members
Child Care Aware® of
America is here to
provide the resources
and training that help
you serve parents and
providers.
Child Care Aware® of
America brings awareness
to policy makers, funders
and researchers on the
contributions R&Rs make
to their local communities.
What should I be
doing on social
Social Media Marketing:
media?
What should I being doing?
What should I be doing on social media?
Audience Survey
What should I be doing on social media?
Define Your Social Media Strategy
Write Down Specific Business Goals & Objectives
What should I be doing on social media?
Establish Who Your Social Media
Manager Is
What should I be doing on social media?
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?
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?
Social Media Calendar
What should I be doing on social media?
To your customers, partners, media, news etc..
What should I be doing on social media?
Stop thinking campaigns
Start thinking conversations
What should I be doing on social media?
RULE #2: MEASURE
What should I be doing on social media?
TIPS for Facebook
•
•
•
•
Easy does it.
Weekends are better.
Early birds catch the worms.
The best Facebook posts are
interactive.
http://www.birthtofivepolicy.org/L
inkClick.aspx?fileticket=ESp0PPvQ
K-c%3d&tabid=115
What should I be doing on social media?
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?
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/LinkCli
ck.aspx?fileticket=ESp0PPvQKc%3d&tabid=115)
How do I increase website traffic/visits?
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
Questions?