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

Part 1

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)

#1 Understand Your Unique Selling Propositions

Parents

Cost

Location

Time

Child Care Business Owners

Location

Cost

Time

“Care” factor

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

Integrate & align

• Your image

• Your message

• Your Program

Branding

Branding

Branding

Branding

Branding

Branding

Branding

Branding

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

1. How things get shared(from Contagious by Johah Berger)

• Social currency

• Triggers

• Emotion

• Public

• Practical Value

• Stories

2. What Motivation to Use

Carrot and Stick

Vs.

Autonomy, Master, and Purpose

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.

Touchpoints

• Starbucks

– The lid communicates something

– The cup (thicker and not Styrofoam)

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.

Part 2

1.) Tell Your Story

Take Time To Design

It is the silent ambassador of your brand.

-Paul Rand

3.) Rethink Your Audience

Tribes

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

4.) Do Some Research

6.) Use Emotion

Endorsements Tell Stories

Maryland’s QRIS system wanted to connect with families.

6.) Use Emotion

“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

Get Creative

Branding

Branding

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)

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

Example of work

Part 3

“BUILD” on your success. One year later…

Johns Hopkins Improving Quality System

The Smarter Way to High Quality Care and Early Education

Service & Consultation Research & Evaluation Product Development & Distribution

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

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

Our Impacts

Higher engagement with parents

Increased provider participation

More resources for providers

More meaningful marketing

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

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

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

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

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

Maryland EXCELS 2.0: Program View

Maryland EXCELS 2.0: Program Coordinator Dashboard

✓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

✓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

✓ 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

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.

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

Educate FamiliesMaking Quality the First Choice

Toolkit

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

Contact

Brian Siatkowski

Managing Partner

Tebo & Associates

(410) 960-1089

Brian@TeboPartnerships.com

www.Tebopartnerships.com