The Idea Marketing | Colorado Universal Preschool

Colorado Universal Preschool Awareness and Enrollment Campaign. Banner Ad.

Colorado Universal Preschool Awareness and Enrollment Campaign. Mobile Banner Ad.

In 2023, Colorado launched the Universal Preschool Program, offering free half-day of preschool to all children in the year before kindergarten, saving families an average of $6,000 annually. The Colorado Department of Early Childhood (CDEC) aimed to swiftly educate and enroll families statewide in its inaugural year.

Coupled with the challenges of being a brand-new program, underserved communities—such as rural, BIPOC, and low-income families—have historically had lower preschool enrollment rates compared to their mainstream counterparts. Therefore, special efforts were required to reach these priority populations.

THE SOLUTION:

The Idea Marketing developed a comprehensive awareness campaign with two main objectives: (1) to increase Universal Preschool applications for children, and (2) to encourage early childhood education providers to enroll in the program and offer the benefit to the families they serve.

The campaign’s creative featured clear, compelling messaging about the benefits of early childhood education and how Universal Preschool could help families to cover the costs.

Segmented strategies were tailored for parents, early childhood educators, and Local Coordinating Organizations (LCOs). The campaign was executed across digital and social media platforms, as well as through non-traditional formats such as grocery stores, bus stops, and pediatrician offices, specifically targeting BIPOC and low-income families. Digital and social media platforms garnered over 13 million impressions across the state.

Colorado Universal Preschool Ad on Social Media

Colorado Universal Preschool Ad on Instagram

An example of an interstitial ad for Colorado Universal Preschool, placed by The Idea Marketing.

IT TAKES A VILLAGE

Our outreach efforts included over 120 community events where ambassadors provided one-on-one support, answering questions and assisting with over 1,300 applications. Additionally, collaborations with 16 micro-influencers on social media generated over 10.4 million impressions and 34,000 engagements, significantly extending the campaign’s reach. Community-based organizations (CBOs) also played a crucial role in this effort, distributing materials and helping to eliminate barriers to participation.

To effectively reach Hispanic communities, all materials were not only recreated into Spanish but also adapted with culturally relevant messaging. Advertising was strategically placed in local businesses such as paleterías, Hispanic mercados, and carnicerías. Influencers included Hispanic faith leaders who addressed congregations during services. Additionally, half of the Community Navigators were native Spanish speakers, deployed in zip codes with high concentrations of first-generation Hispanic families.

To assist early childhood providers and local community organizations with their education and enrollment efforts, communication toolkits were developed. These toolkits included tailored social media posts, digital banners, window clings, and outreach materials.