Child Care Group Issues Advertising and Marketing RFP

ChildCareGroup’s is soliciting proposals for the services of a full-service advertising and marketing firm. Note that this initiative is specifically to raise awareness of ChildCareGroup programs that serve young children, parents, and early childhood educators. The firm selected will advise on media, content, and design of all aspects of the campaign goals.

Background:

Established in 1901, ChildCareGroup’s mission is to champion a strong two generation system that teaches children and parents, trains early childhood professionals, and assists families. We believe that all children, regardless of background or circumstance, deserve a good start and a solid foundation that will help them succeed later in school and in life.

This is a period of unprecendented growth and change in the field of early childhood education. There is now broad understanding of what ChildCareGroup has known for over a century: children are born ready to learn, and a quality early education makes a tremendous impact on a child’s future development and success. At the same time, child care is a workforce issue and parents cannot go to work or attend school or job training without access to affordable, safe, and reliable child care.

ChildCareGroup is seeking a relationship with an agency to advise on the development and execution of a high-quality, cost-effective community outreach, public awareness, and advertising campaign utilizing various forms of media to help raise awareness of ChildCareGroup programs. The geographic scope for this project is for the Dallas County area only.

Scope of Work:

  • Goals

ChildCareGroup has identified the following as the goals of the campaign:

  • Awareness

o   Increase overall awareness among parents, and the community at large, of available early childhood programs, especially the Child Care Assistance (CCA) program, program requirements and eligibility, how to access services, and the importance of choosing quality care.

o   Create awareness of ChildCareGroup websites, portals and programs and, as appropriate, other relevant programs and resources available to parents seeking quality,affordable child care and early education programs.

o   Drive new enrollment for programs.

o   Establish ChildCareGroup as the leading resource for finding quality child care in Dallas County.

  • Community Outreach

o   Conceptualize, develop, produce, implement and evaluate a marketing strategy to highlight the importance of high-quality early education.

o   Provide market analysis about Dallas County to identify the most effective media to reach the target audience and meet stated goals.

o   Provide recommendations for the development and placement of targeted advertising within Dallas County.

o   If market analysis warrants, prepare and place customized print advertising for inclusion in newspapers, brochures, flyers, or other such print medium that creates awareness and drives new enrollment.

o   If market analysis warrants, prepare and place customized broadcast advertising that creates awareness and drives new enrollment.

o   If market analysis warrants, prepare and place customized outdoor advertising that creates awareness and drives new enrollment.

o   If market analysis warrants, prepare and place customized social media posts and advertising that creates awareness and drives new enrollment.

o   Actively negotiate discounted display, posting, listing or advertising rates with media vendors.

Due Date:

June 17, 2019 

Address:

ChildCareGroup

1420 W. Mockingbird Lane, Suite 300

Dallas, Texas 75247

Agencies with relevant experience includes Zeno Group and Edelman PR.

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