DENVER PRESCHOOL PROGRAM
Integrated Marketing Campaign
The Idea Marketing collaborated with the Denver Preschool Program (DPP) for a period of five years. As a non-profit organization dedicated to helping all Denver children receive quality early education, we developed an awareness campaign to increase parents and providers enrollment in the program. We created a campaign concept and advertising strategy that was appealing for both the mainstream and Hispanic market as well as grassroots outreach among minority groups.
The project began with the development of a coherent creative concept, which transformed into effective collateral pieces, including innovative posters, brochures, banners, newsletters, and a van wrapping. Our team was also responsible for the production and post-production of the TV spot, media buy and public relations. We developed and distributed press releases, secured radio interviews, conducted media training for senior staff and strengthened community relations with key organizations to make them our brand ambassadors. For parenting magazines and neighborhood publications, we drafted advertorials that communicated the importance of early education.
Before the implementation of our campaign many parents were not aware of the program or were reluctant to enroll their kids in preschool. As a result, DPP experienced an increase in enrollment and more importantly, reached their objectives within the first two years instead of five as they were initially forecasted!