STAND OUT: Communications and Messaging Strategies for CCR&R agencies.
-
Upload
berenice-baker -
Category
Documents
-
view
215 -
download
0
Transcript of STAND OUT: Communications and Messaging Strategies for CCR&R agencies.
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
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
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.
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.
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?
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?
Stop thinking campaignsStart thinking conversations
Wh
at
sh
ou
ld I
be d
oin
g o
n s
ocia
l m
ed
ia?
• 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?