Marketing Strategy ___________

1
Marketing Strategy___________

• Keeps Florida working, companies thriving and
  children learning.

2
What are the goals for marketing the CCEP program?

• Arm local FPSR coalitions and central agencies
  with collateral materials and the knowledge to
  communicate CCEP messages at local levels.
• Develop relationships with private businesses and
  corporations at both state and local levels.
• Facilitate training and support for maintaining
  the CCEP program.
• Increase private sector program participation.
• Brand the CCEP program as a necessary work-life
  benefit for employees and as a vital component
  for improving a businesss bottom line.
• Increase awareness of the CCEP program with
  business leaders, working parents and policy
  leaders.
• Establish the child care industry as a catalyst
  for economic growth in business.

3
STAGE 1 Development

• Contact local FPSR coalitions and central
  agencies to identify CCEP point people (CCEP
  Ambassadors).
• Finalize and produce remaining collateral
  marketing materials for Tool Kit
• Frequently asked questions (FAQs)
• PowerPoint presentation
• WANTED one-pager
• Making News
• Sample letters to the editor
• Sample news release
• Testimonies

4
STAGE 1 continued...

• Develop a statewide database of large-scale,
  private sector employers.
• Identify managers and key decision-makers of
  statewide companies.
• Link local Ambassadors to close the deal.

5
STAGE 2 Education Outreach

• Educating business leaders, working parents and
• policy leaders at the statewide level about the
  CCEP
• program is critical for supporting local CCEP
  outreach
• efforts.
• This statewide approach is three-fold
• Increase awareness about the societal need to
  support early care and education efforts and why
  it is beneficial
• Create a buzz about the economic benefits
  businesses garner by providing work-life benefits
  for employees and
• Promote success stories of businesses and
  families participating in the CCEP program.

6
STAGE 2 continued

• Release Tool Kit to CCEP Ambassadors via mail.
• Include a personalized letter and instructions.
• Schedule and present group-marketing trainings to
  CCEP Ambassadors.
• Empower, educate and train CCEP Ambassadors about
  the CCEP messages and how to utilize the CCEP
  Tool Kit materials.

7
STAGE 3 Spread the message

• Launch a statewide public awareness campaign.
• Through an aggressive and strategic earned media
  campaign, the CCEP program will be branded as a
  work-life benefit that is important for children,
  society and strong business.
• Earned media is cost-effective, far reaching and
  CREDIBLE.
• By creating momentum at the state level, CCEP
  Ambassadors will be able to leverage
  participation at local levels.

8
Identify audiences.

• Legislators and policy leaders
• Professional business associations, chambers of
  commerce and economic development councils
• Civic organizations
• Work force development boards and committees
• Financial and human resource industry leaders and
  decision makers
• Business owners
• Child care industry leaders
• Working parents/grandparents

9
Where will earned media be targeted?

• Top Florida media markets
• Gainesville
• Broward
• Miami-Dade
• Jacksonville
• Orlando
• Ft. Myers

• Palm Beach
• Pensacola
• St. Petersburg
• Tallahassee
• Tampa

10
Media Audiences

• Business reporters and editors
• Education reporters and editors
• Family and lifestyle reporters and editors
• Columnists
• Editorial editors and editorial boards
• Publication editors with industry specific
  associations
• Independent publications, newsletters and e-news
  communications

• Of
• Major daily newspapers
• Trend and business magazines, journals and
  publications
• Professional publications and Web sites
• Statewide radio programs
• Statewide television news and programs

11
Get Results.

• Forum staff will actively
• Develop and pitch a news release announcing the
  CCEP program to statewide print, television and
  radio media outlets.
• Pitch and place education stories about the value
  of supporting early care and education.
• Leverage the 2003 The Economic Impact of Child
  Care in Florida report to generate business and
  trend stories.

12
Earned media efforts continued

• Draft and pitch op-eds, under the byline of CCEP
  board members, CCEP business members and
  advocates, to make use of compelling research,
  new findings and the CCEP message.
• Draft and pitch new releases as appropriate.
• Urge editorial boards to weigh-in on 1) the
  positive economic impact of quality early care
  and education and 2) the greater need to link
  child care to economic development policies.

13
Earned media continued

• Design and develop a branded CCEP monthly
  e-newsletter to communicate, update and motivate
  local CCEP Ambassadors. This e-newsletter will
  serve as an internal communications tool for both
  CCEP members and potential business participants,
  showcasing the successes of program participants.
• Create useful and strategically timed direct-mail
  distributions targeting fiscal managers, tax
  accountants and human resource managers. These
  direct-mail pieces will educate managers on the
  cost-effective savings businesses can achieve by
  participating in the CCEP program.

14
Why use the media to get the message out?

• To fuel strong support for quality child
• care and to urge business and economic
• development teams to
• Realize the link between child care and economic
  success.
• Consider quality child care a work-life value and
  provide it to employees and through incentive
  packages.
• Increase advocacy efforts for early care and
  education.

15
Engage the masses

• Forum staff will research opportunities to speak
  to
• large groups of business leaders and decision
  makers a
• critical component of spreading the CCEP
  message.
• Legislative committee meetings
• Industry and trade workshops
• Leadership board meetings
• Conferences

16
NEXT STEPS Timeline

• Develop statewide database of private businesses
  and corporations
• Initial development November
• Identify local CCEP Ambassadors November
• Mail collateral materials to CCEP Ambassadors
  November
• Schedule regional trainings throughout the state
  December
• Execute trainings with CCEP Ambassadors Ongoing
  in 2004
• Officially launch CCEP program statewide
  December/ongoing

17
Timeline continue

• Design CCEP monthly e-newsletter January
• Create recipient e-mail database December
  January/ongoing
• Launch first e-newsletter February
• Speaking Opportunities Ongoing
• Research organizations and opportunities
• Schedule speaking events
• Earned media Ongoing
• Develop media databases education/business/column
  ists/editorial board November
• Pitch earned media opportunities
• Distribute direct-mail pieces March - June

18
Communicate Results.

• HOW?
• Forum staff will create progress reports prior to
  each board meeting.
• INCLUDE INFORMATION ABOUT?
• New CCEP partners
• Earned media success at statewide and local
  levels
• Speaking opportunities and key meetings
• Activities and success reported by CCEP
  Ambassadors
• WHY?
• To measure results and develop future strategies.

19
Open discussion.

• QUESTIONS?