STAND OUT: Communications and

Messaging Strategies for CCR&R agencies

Audience Survey

Advertising vs Marketingvs Public Relations

Ad

vert

isin

g v

s M

ark

eti

ng

vs P

ub

lic R

ela

tion

s

Know thy audience

Primary Target Audience

Secondary Audience

Influencers

Kn

ow

Th

y A

ud

ien

ce

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

Kn

ow

Th

y A

ud

ien

ce

Create a Target Audience Profile

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

Kn

ow

Th

y A

ud

ien

ce

Create a Target Audience Profile

Simple Speak:Talking about child care to an

outside audience

Sim

ple

Sp

eak

Preschool vs Daycare vs child care vs early childhood education vs

early care and education

Sim

ple

Sp

eak

AVERAGE MONTHLY SEARCHES IN GOOGLE

Dayca

re

Child C

are

Early

childho

od e

duca

tion

Early

car

e an

d ed

ucat

ion

0

5000

10000

15000

20000

25000

30000

35000

40000

45000 41,900

24,700

18100

170

Sim

ple

Sp

eak

Colorado Child Care Provider Business

Names

Dayca

re

Child C

are

Fam

ily H

ome

Prov

ider

Pres

choo

l

Lear

ning

Cen

ter

Mon

tess

ori

Early

Lea

rning

Early

Childho

od E

duca

tion

0

200

400

600

800

1000

1200

982

870

691633

222

102 8343

Crafting and speaking your elevator pitch

Cra

ftin

g a

nd

Sp

eakin

g Y

ou

r Ele

vato

r P

itch

Your elevator pitch

Cra

ftin

g a

nd

Sp

eakin

g Y

ou

r Ele

vato

r P

itch

The elevator pitch design is outdated.

Cra

ftin

g a

nd

Sp

eakin

g Y

ou

r Ele

vato

r P

itch

Attention Span

Cra

ftin

g a

nd

Sp

eakin

g Y

ou

r Ele

vato

r P

itch

What are your values? 

Cra

ftin

g a

nd

Sp

eakin

g Y

ou

r Ele

vato

r P

itch

What’s the problem you’re trying to solve?

Cra

ftin

g a

nd

Sp

eakin

g Y

ou

r Ele

vato

r P

itch

What’s the solution you are offering?

Cra

ftin

g a

nd

Sp

eakin

g Y

ou

r Ele

vato

r P

itch

What’s the ask?

Cra

ftin

g a

nd

Sp

eakin

g Y

ou

r Ele

vato

r P

itch

What are your values?What is the problem?What is your solution?

What’s the ask?

Cra

ftin

g a

nd

Sp

eakin

g Y

ou

r Ele

vato

r P

itch 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 media?Social Media Marketing:

What should I being doing?

Audience SurveyW

hat

sh

ou

ld I

be d

oin

g o

n s

ocia

l m

ed

ia?

Define Your Social Media StrategyWrite Down Specific Business Goals & Objectives

Wh

at

sh

ou

ld I

be d

oin

g o

n s

ocia

l m

ed

ia?

Establish Who Your Social Media Manager Is

Wh

at

sh

ou

ld I

be d

oin

g o

n s

ocia

l m

ed

ia?

Create a Social Media Content Calendar

Two types • Annual calendar of

events/activities • Weekly calendar

for daily posts/content

Wh

at

sh

ou

ld I

be d

oin

g o

n s

ocia

l m

ed

ia?

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)Wh

at

sh

ou

ld I

be d

oin

g o

n s

ocia

l m

ed

ia?

Social Media CalendarW

hat

sh

ou

ld I

be d

oin

g o

n s

ocia

l m

ed

ia?

To your customers, partners, media, news etc..

Wh

at

sh

ou

ld I

be d

oin

g o

n s

ocia

l m

ed

ia?

Stop thinking campaignsStart thinking conversations

Wh

at

sh

ou

ld I

be d

oin

g o

n s

ocia

l m

ed

ia?

Wh

at

sh

ou

ld I

be d

oin

g o

n s

ocia

l m

ed

ia?

RULE #2: MEASURE

• Easy does it. • Weekends are better. • Early birds catch the worms. • The best Facebook posts are

interactive.

Wh

at

sh

ou

ld I

be d

oin

g o

n s

ocia

l m

ed

ia? TIPS for Facebook

http://www.birthtofivepolicy.org/LinkClick.aspx?fileticket=ESp0PPvQK-c%3d&tabid=115

• 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.

Wh

at

sh

ou

ld I

be d

oin

g o

n s

ocia

l m

ed

ia?

TIPS for Twitter

• 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)

Wh

at

sh

ou

ld I

be d

oin

g o

n s

ocia

l m

ed

ia? Resources

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 mediaH

ow

do I

in

cre

ase w

eb

sit

e t

raffi

c/v

isit

s?

?Questions?

?