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Michigan Department of Education

Michigan Department of Education

Data Analysis and Content Development for the Early Learning Program


The Objective

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.

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 was 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.

Recruitment and Training

However, providing early learning materials and advice was not the main function of anyone in this Trusted Advisor group. In order to best prepare them to achieve our goal, another group was created, the Trainers. These were interested parties that already had a stake in this early childhood success or showed strong attitudes and beliefs that aligned with MDE’s mission. This smaller group was recruited and trained to be able to educate the Trusted Advisors in the importance of early learning, where to get the information, and how to pass it on to 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 parents 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.