Building The Future Hand in Hand with Parents with Social Impact PR

THE CHALLENGE

Avaans Moves the Needle When It Matters Most

Leading social impact PR campaigns with heart. Our client is a grant-receiving social impact nonprofit organization whose mission is to prepare pre-K children to become successful students. Of the audience served, many parents are economically disadvantaged and rely more heavily on their native language than English. There is another audience: the state legislature who is considering early education programs in its budget. Our legislative content must strike a delicate balance of advocating without alienating decision-makers.

THE PR SOLUTION WITH REAL SOCIAL IMPACT

Our campaign strategy is to utilize social media as the primary communication method with parents and caregivers. We choose this method since many economically disadvantaged families access the internet only through their mobile phones and rely on social media to communicate with one another and geo-diverse family members. Our content needed to speak directly to parents, and be creatively sourced since the organization had no in-house photos or videos with social media permissions. We also felt content needed a peer-to-peer tone versus a “paternalistic” or “educator” tone. We purposely kept the content accessible through simple language and basic design; we felt overly polished content would feel inauthentic and too promotional to the primary audience of parents and caregivers.

CONTENT STRATEGY

Our content included fun activities for families to do together, alongside educational messages sourced from Vroom, an early education app which provides age-based activities for parents & caregivers with the science-based insights on how these activities impact early education. We ensured visuals included diverse examples of families relatable to the target audience and ensured posts could be translated on social platforms by incorporating it into the post. We also developed a series of social-specific videos for use in advertising and organic posts.

COMMUNITY MANAGEMENT

We know real social impact happens when communities form. We monitored social platforms for questions and comments while also encouraging parents and caregivers to share with one another.

COLLABORATION

We engaged other area-based non-profits who shared our target audience to provide more complete resources to our community while also engaging their audiences as well.

CONTENT DEVELOPMENT

We sourced information and developed all social content including copywriting, video, and, social graphics, for parents and caregivers with an eye towards engaging the audience with easy-to-understand, supportive messaging.

SOCIAL ADS

Even nonprofits have to pay to play on social media. Since our community was new and there was an urgency behind the message, we utilized social media advertising on Facebook and Instagram to ensure the messages reached the correct target audiences consistently.

STRATEGIC ADVISEMENT

We provided data-driven strategies and recommendations about utilizing the content, how the audience received the information, what they most responded to, and ways to incorporate it across platforms.

THE PR RESULTS

401K+

Content brand impressions by target audience during 6-month geo-targeted campaign.

52%

Engagement rate on owned content including videos and social visuals.

Because community support was so clear to elected officials, the state legislature passed a bill funding early education programs serving 3-4 year-olds, particularly those who are economically challenged.