United Way

211 Child Care Marketing Research Case Study
211 Child Care Marketing Research Case Study
211 Child Care Marketing Research Case Study

The Challenge

Increase awareness of United Way of Connecticut’s 2-1-1 Child Care, a free, multilingual, child care referral service. Develop additional touchpoints for existing customers.

The Solution

Great stories rely on great news hooks. Enter custom research. Co-Communications commissioned an Omnibus with a third party research firm to determine how the economy was impacting parents’ ability to find quality child care. With 75% of respondents indicating the economy had made it more difficult to find quality child care, the case for 2-1-1 Child Care’s services was made.

Focusing stories around central characters – day care centers facing closure due to declining enrollments; parents struggling to find affordable, high quality child care; unemployed residents opening their own in-home day care centers – Co-Communications was able to not only demonstrate the need for 2-1-1 Child Care’s services, but demonstrate the deep impact a sour economy was having on Connecticut’s families and child care industry.

The Results

By combining compelling data with targeted messaging, Co-Communications was able to garner extensive print and broadcast coverage for 2-1-1 Child Care. From television segments focused on child care and the economy, to expert articles on how to screen a summer camp, Co-Communications accrued earned media with a paid equivalent of three times the client’s investment in just six months, while positioning 2-1-1 Child Care as an expert resource fulfilling a critical need. Co-Communications received a Gold Mercury Award from the Public Relations Society of America for our work with 2-1-1 Child Care.

To learn more about our marketing services or for help performing marketing research and developing a powerful marketing strategy, contact us.

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