358. marketing and outreach: strategies, tactics and ......•colgate gum protection to total there...
TRANSCRIPT
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358. Marketing and Outreach: Strategies, Tactics and Stunts that Increase Provider Participation and Family Awareness
July 16, 2018, 8:30 am - noon
If you have a QRIS system that has low provider participation or you want to reach more parents through smart marketing and outreach, this is your session. This session will talk about marketing and outreach strategies that you can implement to improve
parent awareness and increase provider participation in your QRIS program. No matter what state or municipality your QRIS covers, there are many strategies, tactics, and stunts that you can use to make your program more visible and invaluable to parents and
providers. Participants will leave with actionable plans to improve their marketing and outreach.
Presenters: Brian Siatkowski, Johns Hopkins University
2018 BUILD CONFERENCE
San Diego, CA
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Part 1
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Mix
Marketing communications mix is used to reach, engage, provoke audience-centered conversations.
It consists of 5 tools, which are 1)Advertising,
2)Sales & Promotion, 3)Public Relations,
4)Direct Marketing and 5)Personal Selling.
The types of messages that are enhanced can be 1)Informational,
2)Emotional, 3)User-generated, or/and
4)Brand content.
The last main component of MC mix is Media, which corresponds to the channel used to send the message. Media is divided into 3 categories, and these are media by
1)Form, 2)Source and
3)Functionality.
Tools You Can Use (Your marketing mix)
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#1 Understand Your Unique Selling Propositions
Parents
Cost
Location
Time
Child Care Business Owners
Location
Cost
Time
“Care” factor
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Branding: Use simple language, make a unique claim that solves a real business problem, and repeat your position over and over to claim it
#2 Branding
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Integrate & align
• Your image
• Your message
• Your Program
Branding
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Branding
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Branding
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Branding
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Branding
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Branding
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Branding
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Branding
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Behavioral Psychology and five things you need to know
• Thinking Fast and Slow by Daniel Kahneman
• Drive by Daniel Pink
• Switch by Chip Heath and Dan Heath
• What Sticks by Briggs and Stuart
• Good to Great by Jim Collins
• Contagious by Jonah Berger
• Creativity, Inc. by Ed Catmull
• Decisive by Chip and Dan Heath
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1. How things get shared(from Contagious by Johah Berger)
• Social currency
• Triggers
• Emotion
• Public
• Practical Value
• Stories
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2. What Motivation to Use
Carrot and Stick
Vs.
Autonomy, Master, and Purpose
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Packaging
• Colgate Gum Protection to TotalThere is an aspect of consumer-buying motivation for even a low-involvement product
such as toothpaste that is tied to social acceptance and personal relevance.
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Touchpoints
• Starbucks
– The lid communicates something
– The cup (thicker and not Styrofoam)
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Nudge
• Or COP – communication optimization process
• The order in which we ask questions
• The medium we use (multiple mediums increase response rates rather than 3x on same medium)
• Videos that show the product logo all the way through see improved performance.
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Part 2
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1.) Tell Your Story
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Take Time To Design
It is the silent ambassador of your brand.
-Paul Rand
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3.) Rethink Your Audience
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Tribes
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Who are millennials• They are smart. If you supply them with something of
value they will share the heck out of it• They want sharable content so they can be trusted by
their peers and community• Happy content and important information get shared
the most• They don’t like being talked “at”• They are easily incentivized and expect to be rewarded
for their loyalty
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4.) Do Some Research
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6.) Use Emotion
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Endorsements Tell Stories
Maryland’s QRIS system wanted to connect with families.
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6.) Use Emotion
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“The lap of luxury can make you less empathetic”
(Your brain has a tough time putting itself in somebody else’s shoes)
From Psychology Today’s “The Neuroscience of Empathy” 10/10/13 by Christopher Bergland
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Get Creative
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Branding
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Branding
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Mix
Marketing communications mix is used to reach, engage, provoke audience-centered conversations.
It consists of 5 tools, which are 1)Advertising,
2)Sales & Promotion, 3)Public Relations,
4)Direct Marketing and 5)Personal Selling.
The types of messages that are enhanced can be 1)Informational,
2)Emotional, 3)User-generated, or/and
4)Brand content.
The last main component of MC mix is Media, which corresponds to the channel used to send the message. Media is divided into 3 categories, and these are media by
1)Form, 2)Source and
3)Functionality.
Tools You Can Use (Your marketing mix)
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Distribution/Marketing Channels
• Your local Child Care Resource and Referral agency (CCR&R)
• Public and private schools• Grocery stores• Public libraries• Newspapers• Pediatrician offices• Centers of worship• Corporations and businesses• Colleges and universities• Internet networking sites• Online community forums, such as Craigslist
and homeowners’ associations• Online Chamber of Commerce listing
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Example of work
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Part 3
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“BUILD” on your success. One year later…
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Johns Hopkins Improving Quality System
The Smarter Way to High Quality Care and Early Education
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Service & Consultation Research & Evaluation Product Development & Distribution
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Why System-Level Shared
Resources & Services?
✓ Capitalizing on Strengths
✓ Solve Challenges Together
✓ Reduce Costs & Promote Sustainability
Johns Hopkins University School of Education Center for Technology in Education
✓ Improve Practice for Children & Families
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Changing How Early Learning Systems Do Business
Mission-driven non-profit committed to children and families
Independent Solution Vendor Solution System-Level Shared Services
State has to assume all development, operation, and maintenance costs.
Vendor treats each ‘install’ as separate contract–if actual costs are less, than their profit margins increase – NOT incentivized to reduce costs.
Distribute fixed cost across multiple common usersDistribute dependent costs by volume across multiple adoption sitesNon-profit focuses on mission
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Our Impacts
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Higher engagement with parents
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Increased provider participation
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More resources for providers
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More meaningful marketing
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Distribution/Marketing Channels
• Your local Child Care Resource and Referral agency (CCR&R)
• Public and private schools• Grocery stores• Public libraries• Newspapers• Pediatrician offices• Centers of worship• Corporations and businesses• Colleges and universities• Internet networking sites• Online community forums, such as
Craigslist and homeowners’ associations• Online Chamber of Commerce listing
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Maryland EXCELS Growth2013 - 2016
330
1,579
2,867
3,542
5,0555,569
Jul '13 Dec '13 Jun '14 Nov '14 Jul '15 Jan '16
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Integrated Early Learning SystemEnsuring Your Whole System is Connected
IQS Online
Licensing
School Readiness &
Progress Monitoring
Instructional Support
Registry & Workforce
Training
IFSP/IEP
Subsidy
Attendance Tracking
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IQS Program Coordination Model
• Two-tiered rating and coaching model designed to promote continuous quality improvement
• Defined review protocols, technical assistance, and monitoring and verification procedures
• Flexible and adaptable to each system – to include portfolio or on-site review, and can use your own team, a combination, or the expert Program Quality Specialist rater and coaching team from Johns Hopkins
Coaching
RatingTechnical Assistance
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Quality Rated!
State
Provider Documents Quality
Uploads to our online system
Program Coaching
Supports Quality Improvement & Conducts
Evidence Review
Quality Assurance
Conducts a rating verification
Quality Level Award
A scale of 1-5 checks is used to recognize programs
Published Provided
Programs can market their rating level and receive
other perks
JHU
R&R
The IQS Process24/7 Technology Help Desk
Resource & Referral
Provides program TA as requested or assigned
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Maryland EXCELS 2.0: Program View
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Maryland EXCELS 2.0: Program Coordinator Dashboard
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✓User-friendly tracking interface
✓Quick-view status reports❑ Assessors
o Preferred countieso Confirmed assignments
❑ Programso Ready for assignmento Visit date confirmationo Assessment complete
Real-Time Tracking Capacity Assessment and Validation Module Scheduling | Tracking | Data Collection | ReportingTracking
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✓Coordinated program and assessor availability calendars support automated visit scheduling
✓Random classroom selection✓ Integrated email notification
and visit confirmation✓One-click reschedule
requests
Flexible Scheduling Solutions Assessment and Validation ModuleScheduling | Tracking | Data Collection | ReportingSchedulin
g
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✓ System status reports❑ Coordinator, assessor and
program utilization❑ Log of all system activity
✓ Assessment reports❑ Exportable ERS and CLASS
scoring data (CSV or XLS format)❑ Validation study criteria❑ Customizable graphs and charts
Assessment and Validation ModuleScheduling | Tracking | Data Collection | ReportingRobust Reporting Reporting
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Data & Reporting
• Defined and customized
data reporting
• Exportable data sets,
queried returns,
established time-based
report delivery
• Visualized data for
public and private
review
• JHU partnership on
insights, trends, and
recommended actions.
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IQS Care About Quality Strategies
• Mobile Quality Finder app for iOS & Android
• Find-a-Program Directory for web and mobile – with reporting and data feed applications
• Web & interactive media creation
• Social media and strategic branding support
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Educate FamiliesMaking Quality the First Choice
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Toolkit
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Partnering for a Shared Services VisionStarting Great Public Policy Initiatives is Not Enough if They Cannot be Sustained
Whenever possible, leveraging existing infrastructure and personnel in order to sharecosts and maximize impact toward the implementation of continuous quality improvement strategies. A shared service model does not require shared governance, but rather allows the building off of an established base for customization and implementation that is aligned to each location. At the same time, a shared service approach also shares innovations and lessons learned through open communication and information transfer, allows the field to examine greater magnitudes of effects of CQI over larger populations, and taps into a common expertise, creating cost-efficiencies and sustained improved systems for the benefit of children in all locations.
• Technical Assistance and Program Rating Expertise• Thought Leadership, Research, and Evaluation• Data-Systems
• Workforce Transformation & Competency Development
• Family Outreach and Communication• Targeted Supports for High-Needs Populations
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Contact
Brian Siatkowski
Managing Partner
Tebo & Associates
(410) 960-1089
www.Tebopartnerships.com