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QRIS COMMUNICATIONS
QRIS Think Tank June 24, 2019Laura Bowen
EVERFELT LIKE THIS?
ORTHIS?
AGENDA
▶ QRIS Communications Overview▶ Rule of Intention▶ Communications Plans
▶ Part 1: Family Communications▶ Issue vs. Initiative▶ QRIS Examples▶ Group Work
▶ Part 2: Advocacy Communications▶ Advocacy Equation▶ QRIS Examples▶ Group Work
QRIS COMMUNICATIONS OVERVIEW
5 P’sRule of Intention Channels of Communications
RULE OF INTENTION
AudiencesKnow what you want them to knowUnderstand their knowledge, needs and values
MessagesFramed for each audience
StrategyThe right messenger and channel Delivered in the right way
ImplementationAllocate time and resources to design and execute well Measure effectiveness
QRIS AUDIENCES: 5 P’S
Providers
Recruitment and retention
Ambassadors
Parents
Understanding of quality, awareness of
QRIS
Drive demand
Policymakers
Support and funding
Why quality, why QRIS
Partners
Support and resources
Ambassadors
Public
Community-wide understanding and
value
COMMON QRIS COMMUNICATIONS CHANNELS
QRIS Designers
Operating PartnersPolicy-m
akers
Parents
ProvidersFunding Partners
Advocacy Partners
THE IMPORTANCE OF COMMUNICATIONS PLANNING
Dwight D. Eisenhower
Plans are nothing; planning is everything.
CONTENTS OF A PLAN
▶ Analysis
▶ Audiences
▶ Messages
▶ Goals
▶ Strategies
▶ Sequencing and Metrics
LET YOUR STARS SHINE
Join the Quality Movement
Parent Aware Communication Plan
The Minnesota Department of Human Services contracts with Child Care Aware of Minnesota to create and execute a comprehensive communication plan. It includes:
• Increasing the number of low-income children in high quality settings.
• Increasing provider participation in Parent Aware.• Supporting communication with partners.
BETTER BEGINNINGS OUTREACH PLAN
SFY 19
ARKANSAS BETTER BEGINNINGS QRIS
COMMUNICATION AND OUTREACH PLAN
IMPROVED WEBSITE AND FAMILY RESOURCES
BETTER BEGINNINGS OUTREACH PLANSFY 19
ARKANSAS BETTER BEGINNINGS QRISCOMMUNICATION AND OUTREACH PLAN•Plan made and implemented annually
•Use of professional marketing and media form
BETTER BEGINNINGS OUTREACH PLANSFY 19
ARKANSAS BETTER BEGINNINGS QRISCOMMUNICATION AND OUTREACH PLAN• Increase in traffic to the Better Beginnings Website
•Length of time and activity on website
FAMILY COMMUNICATIONS
Steve Martin
Be so good they can’t ignore you.
RULE OF INTENTION
AudiencesKnow what you want them to knowUnderstand their knowledge, needs and values
MessagesFramed for each audience
StrategyThe right messenger and channel Delivered in the right way
ImplementationAllocate time and resources to design and execute well Measure effectiveness
QRIS EXAMPLE:LA COUNTY
799,311Children 0-5
26%Live in poverty
55%Speak a language other than English at home
QSLA QRIS COMMUNICATIONS FRAMEWORK
Communications to support understanding of and value for quality early learning.
Parents understand child development and the role quality early learning programs play.
Initiative IssueCommunications to support successful ongoing operations.
Parents understand how ratings can inform their search and how QRIS participation positively impacts programs.
QSLA FAMILY COMMUNICATIONS
Audience Messages• ECE program quality matters for learning
and development• QSLA raises quality and offers you
resources and tools• Families at sites: Your provider is going
above and beyond to provide high quality ECE; QSLA ratings help your provider understand their strengths and areas for growth
Strategy• Target all parents through traditional
and digital media• Target parents at sites through providers
and partners
Implementation• Digital marketing and online
communities• Distribution of materials and
tools
• Communications planning survey• Focus groups for key messages and materials• Communications workgroup of QRIS partners• Two segments: all parents, parents at participant
sites
INITIATIVE COMMUNICATIONS
ISSUE COMMUNICATIONS
LET YOUR STARS SHINE
Join the Quality Movement
It Takes A System
The Coordinating Office relies on our internal and statewide system staff to guide the work.__________________________________________• Parent Aware Communications Advisory Team
• Representatives from each service delivery area, as well as different geographic regions
• Parent Aware Access Ambassadors Workgroup• Examines system for bias• Advocates for system changes
• Child Care Information Specialists• Work through intermediaries to reach
low-income parents
Reaching Families
• Child Care Information Specialists• Job Training Centers• MFIP Offices• Health Care Networks
• PDG Research Work• Print Ads in Ethnic
Publications• Language-specific ads on
community radio• Digital Display Ads
targeting new parents
ParentAware.org
• Launched 2014
• Free listing for all licensed programs
• Rated programs are featured in search results
• More than 300,000 users
• More than 3 million page views
Child Care Search
New Chat Feature!
Free Marketing Kits
BETTER BEGINNINGS OUTREACH PLAN
SFY 19
ARKANSAS BETTER BEGINNINGS QRIS
COMMUNICATION AND OUTREACH PLAN
MESSAGING SUPPORT TO FAMILIES
PAID MEDIA
• Run print ads in publications such as Amigo, El Latino and LaPrensa Libre
• Run print ads in publications such as Arkansas Living City & Town, Little Rock Family, Metro Little Rock, and Peekaboo English speaking families
•Radio
• One radio spot on resources available to families on the web-site and how to
research for and select high quality care on the web-site
SOCIAL MEDIA
•YouTube
•Quarterly provider recognition
•Monthly themes/topics
•Email retargeting to list of emails of Constant Contact unopen. Message example: “In case you missed this month’s Buzz.”
•Use still images from resources pages to create slides how video ads
ORGANIC SOCIAL MEDIA
• Outlets• Facebook
• Monthly themes/topics
• Monthly posts on Provider Resource Toolkit updates. i.e. how providers are using them, what they like most, etc.
• Early Childhood Professional of the Year posts about winner, nominating for next year, etc.
• Refine channels: Twitter will be more media focused; Facebook was family/provider focused
• “Rising Star”-how to make up in Better Beginnings, featuring standout provider/facilities
• Workforce messaging videos will be used periodically to reach families
PUBLIC RELATIONS
•Better Beginning Buzz
• Send to media outlets in addition to the regular Buzz audience
• Each edition will include a monthly poll question to gather information from the
audience to enhance the Better Beginnings message
•Media Relations
• Professional Marketing and Media Group-The Communication Group will write
new releases as relevant and/or upon the request of the client
• Professional Marketing and Media Group-The Communication Group will make
Media pitches throughout the year to local and statewide media
WEBSITE
• Interactive Parent Tool
• Digital tool that helps parents understand how every day activities are vital to
brain development in children
•Blog Post
• Posting the monthly edition of the Buzz, news releases, media appearances and
other families and providers
•Regular Updates
• Uploading resource pages in English and Spanish, videos and CLAM families and
providers
COLLATERAL MATERIALS
•Resource Pages
• Monthly resource pages supported by paid and organic social media, the Buzz, website slider and Facebook cover image
• Resource pages created in English and Spanish for families
NATIONAL GOVERNOR’S ASSOCIATION VIDEOS
•Two videos were created for the NGA meeting
•Message: Importance of quality early child care in the state and the economic benefits it will have on the future of Arkansas
• Employers, local and state officials, economic developers, principals and
superintendent families and providers
STATE TEAM WORK
Using the “Rule of Intention,” complete the worksheet for your family audience.
Get specific!
QUESTIONS?
Your brand is what other people say about you when you’re not in the room.
ADVOCACY COMMUNICATIONS
Jeff Bezos
THE ADVOCACY EQUATION
Obstacles for change
+
Leverage you can bring and use
=
Feasible advocacy objective
PUBLIC POLICY DECISION-MAKING INFLUENCERS
▶ Experience and Personal Views
▶ “Resources Over Everything” Perspective
▶ Habit & Tradition
▶ Political Climate
▶ Pressure Groups, Lobbyists and Opinion Leaders
▶ Public Opinion Surveys and Focus Groups
▶ Evidence/Research
QRIS EXAMPLE:LA COUNTY
KEY FINDING:Many local policymakers and stakeholders are already invested in early childhood efforts.Opportunity: QSLA can build on this with a strong message about quality.Challenge: The complexity of QRIS is a barrier to engagement.
QSLA QRIS COMMUNICATIONS FRAMEWORK
Communications to support understanding of and value for quality early learning.
Policymakers support a sustained and systematic approach to increase access to high quality early learning.
Initiative IssueCommunications to support successful ongoing operations.
Policymakers value continued investment in and operations of the QRIS.
QSLA POLICYMAKER COMMUNICATIONS
Audience Messages• ECE program quality matters for learning
and development, which matters for long-term success
• QSLA raises program quality• QSLA is making a difference, but more
investment is needed
Strategy• Collect and share impact stories and
data, along with clear asks• Promote quality and QSLA through
traditional and digital media
Implementation• Digital marketing and online
communities• Distribution of materials and
tools
• Communications planning survey of system partners
• Landscape scan• Working with advocacy staff at key
partner agencies
ADVOCACY: STORYTELLING
ADVOCACY: STORYTELLING
ADVOCACY: DATA
ADVOCACY: CLEAR ASKS
LET YOUR STARS SHINE
Join the Quality Movement
BETTER BEGINNINGS OUTREACH PLAN
SFY 19
ARKANSAS BETTER BEGINNINGS QRIS
COMMUNICATION AND OUTREACH PLAN
FAMILIES
•Better Beginnings is a resource in early childhood development in
literacy, math, science, and value of quality learning environments.
•Drive families to the website for resources by using relatable images, sounds, and words.
PROVIDERS
•The importance of earning and maintaining Better Beginnings Star
Level Status
•Use accessible, value-added content to incentivize providers to retain status and serve as ambassadors for high quality education and care for Arkansas Children
EMPLOYERS, ELECTED OFFICIALS, SUPERINTENDENTS, AND
ECONOMIC DEVELOPERS ETC.• Importance of quality early child care in the state and the economic
benefits it will have on the future of Arkansas.
STATE TEAM TALK
Discussion Questions:
1. In thinking about the Advocacy Equation, the top influencers for policy making, and your state context, what resonates?
2. What is an immediate next step?
3. In one year, what assets do you think you can develop that would support this work?
QUESTIONS?
CONTACT NO.
650.517.6232
WEBSITE
www.viva-strategy.com
THANK YOU
