Success
Starts Early.
The Ask
Data Analysis and Content Development for the Early Learning Program
The Michigan Department of Education received a Federal grant to inform parents of the importance of early learning from ages zero to three when 80% of brain development happens. The grant was also to inform parents of the small steps they should take during that time to greatly improve their child’s chances of success in school and later in life.
The Challenge
- How to reach an ever-changing target audience
- Not enough budget to reach every parent in Michigan
in an on-going basis - Lack of state-run platforms for distributing information
The Solution
Initial Research and Analysis
Upon a thorough analysis, the main issue that presented itself was that the target audience was an ever-changing group of parents in a short time window. Each year, new babies were born and three-year-olds would age out of the group, turning four. The parents MDE needed to reach were a moving target. There was not enough budget to reach every Michigan parent in this constantly changing group on an on-going basis.
Development and Distribution of Information Kits
Informed by the data analysis, we crafted a strategy to put together information kits for three target audiences: the Parents of 0 – 3-year-olds, Trusted Advisors, and Trainers. The key to this strategy was the Trusted Advisors group. This group would include pediatrician offices, OBGYN offices, preschool, and child care personnel, and health and welfare workers – all the people who regularly interact with parents in this group. The idea was to give them the materials to share with parents.
Online Content Distribution
Kits were prepared for each group that could be accessed online through a portal containing all materials. Videos were created for parental education for early learning and for trainers, a trainer letter was developed to recruit them, infographics, blog posts, articles, brochures, posters, social media strategies and posts, content strategies, and a year-long content calendar were all part of the kits developed and distributed.Hudson Collective team members addressed these needs through the following strategies:
Initial Research and Analysis:
Identified that the target audience (parents of children aged zero to three) was constantly changing as new babies were born and older children aged out.
Due to budget constraints, reaching every Michigan parent consistently was not feasible.
Development and Distribution of Information Kits:
Created information kits for target audiences: Parents of 0–3-year-olds, Trusted Advisors, and Trainers. This strategy was a crucial component of the early learning program, ensuring parents had the resources necessary to support their child's development during the critical 0–3 age window..
Trusted advisor program for early childhood: Included pediatricians, OBGYNs, preschool and child care personnel, and health and welfare workers. These trusted intermediaries were instrumental in sharing materials from the early learning program with parents, bridging the gap between the Michigan Department of Education and the families they aimed to support.
Trainers: Recruited and trained individuals with a vested interest in early childhood success. Trainers educated Trusted Advisors on the importance of early learning and equipped them to effectively relay information to parents, emphasizing the value of parental involvement in their child's development.
Developed a comprehensive online portal with resources including videos, infographics, blog posts, articles, brochures, posters, and a year-long content calendar.
Distributed content to all groups to ensure consistent and effective dissemination of information.
The Impact
Enhanced Outreach: The strategy effectively reached the target audience through trusted intermediaries, overcoming the challenge of the constantly changing parent demographic.
Empowered Advisors: Trusted Advisors were well-equipped to pass on important early learning information to parents, supported by trained Trainers.
Comprehensive Resources: The online portal and various content types ensured that both parents and intermediaries had access to valuable, easily shareable information.