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SYSTEM
Early Childhood
SERVICES
Strategy, Integrated Communications
Many Michigan families with a child age 5 or younger qualify for some type of assistance with child care costs. Yet, families often struggle to know their options and find affordable child care. And, subsidized programs often have low participation rates.
The United Way for Southeastern Michigan wanted to improve awareness of and connection to affordable early childhood learning and care.
THE OPPORTUNITY
United Way partnered with EarlyWorks to design, build, manage and promote Connect4Care Kids with a goal of scaling it into a regional systems-level resource. Since its launch in July 2020 for Detroit families, Connect4Care Kids expanded to all of Wayne County within a year—with active discussion for further growth.
Connect4Care Kids is a free, comprehensive tool that empowers parents and caregivers to search one online hub to search for child care locations, check their eligibility for subsidized programs and start the application process online to have providers with openings contact them. It is available 24/7, when it is convenient for parents and caregivers, via web and text in English, Spanish and Arabic.
EARLYWORKS’ SUPPORT INCLUDES:
Systems design informed by EarlyWorks’ deep understanding of the early childhood sector and policies, and relationships with local providers.
Facilitation and planning for scaling strategies, outreach and implementation.
Dashboard design for metrics monitoring and reporting.
Qualitative research design and insights that informed program design and continue to guide planning and platform enhancements.
Message development and positioning language.
Brand development (within United Way brand guidelines).
Website design and copywriting.
User experience design focused on parents and caregivers while meeting the needs of enrollment specialists with participating programs.
Ongoing and seasonal marketing campaigns.
Content development, including social media, marketing collateral, advertising assets and presentations.
Earned media to promote Connect4Care Kids and United Way’s early childhood expertise.
Overall project management.
““With EarlyWorks’ deep expertise and ability to remain nimble, we were able to turn a notion into a robust, best-in-class product for families. They helped us adopt new strategies, processes and internal capacity for the long-term.””
