Marketing
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Public Agencies

First 5 San Diego

SITUATION:

First 5 San Diego is an expert resource and partner to the health, education and social service providers of the region for promoting the healthy development of children ages 0 to 5. The importance of First 5, its mission and the first five years of childhood development needed to be strengthened among key stakeholders. Toward that end, MJE Marketing conducted a program of paid media and community outreach to increase awareness of First 5 and utilization of its services. In advance of this multicultural public service campaign, MJE Marketing refreshed the organization's brand identity for all communication vehicles.

EXECUTION:

  • Update the graphics approach, theme ("Head. Hand. Heart."), headlines, color palette and font type/styles.
  • Create the call to action: "Call First 5 San Diego for a Good Start."
  • Target audiences: parents of children ages 0-5, pregnant women, caregivers, contractors/subcontractors, teachers and local officials.
  • Build a user-friendly, interactive and search-engine-optimized Web site, including content in both English and Spanish.
  • Establish the 24-hour access phone line: 1-888-5 FIRST 5.
  • Place pay-per-click notices on Google and Yahoo!
  • Place public service announcements in television, radio, out-of-home and transit media.
  • Display clinic posters in contractors' and providers' offices, promoting importance of a child's first five years, developmental milestones and the benefits of select First 5 San Diego programs.
  • Distribute a general brochure and four rack brochures that focus on the pillars of Family, Learning, Health and Community.
  • Further community education through monthly feature stories on a local news station, farmer's market table, media story pitches.

RESULTS:

  • Unique visits to the Web site rose from 400 to 2,600 per week.
  • Phone calls increased from 5 to 75 per week.
  • An estimated 1 in 7 children ages 0 to 5 in San Diego County were served through First 5 San Diego Healthy Development Services.
  • 33,000 young children received services for early identification of developmental, behavior, vision, hearing, language problems.
  • 5,052 children and their parents and caregivers participated in early care and education activities.
  • 6,642 parents and caregivers participated in parent education and classes.
  • 13,946 children ages 0 to 5 obtained routine dental treatment through First 5 San Diego's Oral Health Initiative.
  • 1,878 pregnant women received routine dental treatment.
  • 15,827 children received comprehensive pre-kindergarten programs including learning, health and family support services that can increase their chances of academic, social and professional success.
  • 5,332 parenting classes were held and 65,207 parents received a Kit for New Parents - an invaluable tool for all families