Agenda Item 9A Strategic Communications UPDATE February 2019 - PowerPoint PPT Presentation

Agenda Item 9A Strategic Communications UPDATE February 2019

COMMUNICATION GOALS 2 1 3 Position First 5 Further cultivate a Communicate the San Joaquin as a San Joaquin County impact of First 5 source of information collaborative San Joaquin’s and support for network among investments. parents and children those who reach ages 0 to 5. children ages 0 to 5 and their parents.

TARGET AUDIENCES PARENTS & FUNDED POTENTIAL BUSINESS INFLUENCERS CAREGIVERS PARTNERS & FUNDERS COMMUNITY OTHER SERVICE PROVIDERS

Comprehensive Resilient Quality Early Health & Families Learning Development

Resilient Families

Resilient Families IN PROGRESS… “The radio makes you visualize your experiences.” “[The pictures] are perfect. [The people] are adding to your life.” “F5SJ makes the ad believable.”

Comprehensive Health & Development Weed Free Baby NO AMOUNT IS SAFE TARGET AUDIENCE Women 15-34 years old African Americans and English-speaking Latinas KEY MESSAGE Marijuana is now legal and may seem relatively safe because of it’s “natural” halo. However, smoking or taking marijuana in any form while pregnant or breastfeeding can have serious and lasting harmful effects on unborn and breastfeeding babies.

Comprehensive Health & Development 2018 Weed Free Baby RESULTS • Over 1.5M impressions on KWIN • 30 convenience store posters resulted in 4.3M impressions • Nearly 10 minutes on-air earned media • Facebook: 179,693 impressions, 941 clicks to site and 517 engagements • Digital: Banners ads, geo-fencing and audio streaming resulted in 1.4M impressions

Comprehensive Health & Development 2018 Weed Free Baby EDIBLES & CHILD SAFETY • Amplifying the message • Engagement rate 2.95%, nearly 3x the Facebook average • More than 100 shares and 400 reactions on just one version of ad

Comprehensive Health & Development 2018 TARGET AUDIENCE Multicultural parents of children ages 0 to 5, including those who speak English and Spanish. CAMPAIGN GOAL Align partners and provide consistent messaging and promote oral health behavior changes and access CAMPAIGN STRATEGIES • Digital banner ads on digital and social media • Facebook page and website launch (sjteeth.org) • Audio streaming digital ads (Pandora) • Radio ads on KWIN and KJOY

Comprehensive Health & Development 2018 SJ TEETH “NOTHING BEATS WATER” RESULTS • 5,722 Video Views • 245,810 Impressions on Facebook • Nearly 400 Facebook page likes

Comprehensive Health & Development 2018 SJ TEETH EXPAND CAMPAIGN • Focus on success stories and additional key messages • Integrate oral health messages with TRSDP campaign

Quality Early Learning

Quality Early Learning Raising Quality! EXPAND CAMPAIGN • Expanded social media ad campaign • Promote quality child care education and resources • Develop TRSDP toolbox for parents and child care providers

Quality Early Learning TRSDP TALK.READ.SING.DRAW.PLAY TARGET AUDIENCE Multicultural parents of children ages 0 to 5 English- and Spanish-language dominant parents CAMPAIGN GOAL Encourage positive parent-child engagement in simple and everyday ways by amplifying TRSDP campaign messages in the community

Quality Early Learning TRSDP RESULTS • Mini billboards resulted in 640,000 impressions • Distributed 6,000 handouts at 40 stores • Facebook: More than 49,000 people reached through engagements and impressions

Quality Early Learning TRSDP EXPAND CAMPAIGN • Expanded social media campaign • Extend contextualized TRSDP messages (i.e. oral health, child care setting) • Develop/adapt TRSDP messages in Spanish

THANK YOU!