The challenge: Since EarlyWorks began working for the Network in 2014, the group’s needs have evolved from raising awareness for Head Start services in Detroit to boosting enrollment to providing innovative opportunities for talent recruitment.
The approach: Effective communication is rooted in research and in understanding our audience. EarlyWorks begins with listening sessions - parents, agency leadership, professor at academic institutions, current and prospective teaching staff - to ensure we shape the right message for the right medium to move our target audience.
How we know it worked:
The 2014 enrollment campaign resulted in 100 percent growth in year-over-year enrollment across all Detroit Head Start centers.
Secured 13 media placements (in six weeks), including Detroit Free Press, The Detroit News, Michigan Chronicle, WDET, WWJ, WHPR-TV’s “Talk to me with Brenda Perryman,” WKBD-TV CBS Detroit’s “Street Beats,” DPTV’s “American Black Journal” and BGNTV’s “The Community Shall be Restored” for an estimated 2.9 million media impressions.
Engaged 13 elected officials, primarily through site visits, including Sen. Gary Peters, six Detroit City Council members and three state senators.
DetroitHeadStart.com, a centralized resource for parents to learn about Head Start and connect with providers, generates an average of 80 leads a month - more than 1,300 since the site launched.
A robust Facebook page with nearly 4,000 likes, average monthly engagement of 5 percent (above industry standards) and an average monthly reach of 40,000 users.
Produced the Head Start Educator Report, which examined the barriers to becoming a Head Start educator in the city, and identified opportunities for Detroit.
And the work continues...we’re set to launch talent recruitment-focused content to DetroitHeadStart.com, including a jobs board, and implement a robust marketing strategies to fill the 35+ Head Start jobs in Detroit.
Detroit Head Start Talent Website