Download Getting the messages out

Getting the Message Out
Direct Communication strategies
Local Authorities undertake a wealth of communication activities very week and have a wide
range of communications tools available to deploy in the effort to communicate about the
two-year-old offer to parents.
These include but are not exclusive to:
 Websites
 Social media
 Newsletters and free-sheets
 Email updates
 Community forums and meetings
 Communications from Councillors including the Leader or directly elected Mayor
 Advertising
 Press and media
 Events
 Plasma screens in council buildings
Each of these potential mediums can and should be utilised to maximum effect in the effort to
communicate about the new offer to parents. As this a major new Council initiative your
Council’s communications team are likely to have a key role to play in this.
Working with them, you will want to be thinking about the appropriate phasing of
communications activities alongside your operational delivery plan.
This might include:
1) Considering when you and your providers will be ready to deal with an influx of interest
triggered by a big publicity drive;
2) When you want to turn awareness raising into registrations;
3) When your monitoring mechanisms tell you whether your comms effort is working or
whether you need to do more to reach eligible families to meet your 2013/14 targets;
4) When might be a good time to start highlighting successes – personal stories of the
benefits of the new offer etc;
5) Utilising all the potential communications tools and opportunities available to you.
This toolkit includes communications collateral which we hope will be helpful including
posters, a parent’s leaflet, a press release, a newspaper advert and a suite of key messages.
On-line and social media
Increasingly digital and social media are recognised as key tools for communicating with a
range of audiences. This includes a growing number of service providers, public bodies,
charities and others who recognise that some more traditional forms of communications –
including direct mail, traditional media like newspapers, and bill board advertising were of
less relevance, particularly to younger audiences.
With the majority of people now accessing social media via their smart-phones many of the
parents who are the target audience for the two-year-old offer will be using the various social
media sites several times a day. Other key stakeholders including childcare providers, local
community groups etc are now also active on social media.
Though for many social media began as a way of keeping in touch with friends and family – it
is now used by many to keep up to date with things they are interested in – including what is
going on or is available in their area.
Your council’s communication team will already be using social media to promote the work of
the council and its services – and there will be a social media protocol which will determine
who, what, when and how social media is used. Talk to the person who coordinates this
about how to use social media to promote the two-year-old offer.
Here are a few key things to keep in mind:
 Think about what you want to say and to whom – it’s like any other form of
communications in that sense.
 Remember – social media is a conversation not just a ‘broadcast’, you will engage people
most effectively if you encourage them into a two-way dialogue.
 Lots of your key local stakeholders will be on social media sites so encourage them to
‘follow’, ‘like’ and ‘share’ your activities. And in return do the same – as appropriate within
your council’s social media rules.
 Promote your social media feeds on-line but also include them in the contact details that
you add to the posters and leaflets. Just because it is social media doesn’t mean you
can’t promote your feeds off-line.
 Don’t forget other forms of online engagement beyond social media – there will be
websites and local forums where some of your audience might go e.g. Netmums local
sites, community websites etc.
 Think about working with partners – websites like Netmums, Mumsnet, Disability websites
etc. will likely have more users than the local authority homepage, and can reach a larger
audience.
CharityComms has produced two fantastic guides to social media – including a practical
guide to getting started. You can access them at
http://www.charitycomms.org.uk/articles/charitycomms-guide-to-social-media-for-charities
Indirect communication strategies –
utilising the reach of key stakeholders
There are a wide range of stakeholders who interface with parents who have children who
are eligible for the two-year-old offer. The more of these stakeholders that you can get
positively, engaged in spreading the message the better.
TIER ONE STAKEHOLDERS
1. Parents
Parents who have utilised free early education either as part of two-year-old pilots or for their
3 and 4 year olds can be fantastic champions for the benefits both for children and parents.
Research for this programme has found that parents really value and trust hearing about
childcare – both in general and about specific childcare providers – from other parents.
Parent Champions usually work closely with the local Family Information Service and
Children’s Centres, to encourage parents to seek more information about what services or
providers best meet their needs.
But in addition to the learning and social benefits, a detailed analysis of the Social Return on
Investment (SROI) undertaken by the Day Care Trust shows that investment in Parent
Champions pays for itself many times over. The final calculation from the project showed
that the total benefit to society in money terms was £1,075,567 – a more than 12-fold
return on the total original investment of £84,092.
Marketing ideas:
Parent Champions can be utilised in a number of ways including:
 Drop-in information sessions
 Informal workshops in community locations;
 Contact-building at children’s activities, such as stay and play and health sessions at
children’s centres and library reading programmes;
 Targeted door knocking in the community to reach parents that are not already in
contact with services.
2. Children’s Centres / Health visitors:
Children’s Centres and health visitors are the most important partners you have in reaching
target families to ensure they know about the new offer. They work every day with many of
the families that will be eligible and in many cases are valued as trusted professionals whose
advice is sought and valued. They also have a mutual, professional interest in helping many
of these same families to ensure their children get the best start in life.
Key argument / Approach:
In addition to arguments about the potential benefits of early education to this group that
health visitors and Children’s Centre staff will be familiar with, it is worth noting that if children
are accessing the two-year-old offer this may allow them to access back to work, parenting or
other support at the Centre.
It is absolutely vital that when children’s centres are carrying out outreach work, and drawing
people in to access the free two-year-old offer, they operate a ‘warm welcome’ approach.
Parents and carers, particularly those from disadvantaged communities, often feel anxious or
reluctant to engage with settings – and overcoming these feelings is vital to encouraging
parents to engage with early education.
Settings should be warm and welcoming to both parents and children, and professionals
should ensure that parents’ fears are allayed, that they are not made to feel inadequate or
overwhelmed by their need for information, and that they are persuaded to access the setting
– rather than expected to. The use of a ‘warm welcome’ approach can substantially increase
take-up of two year old places.
Marketing ideas:
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Children’s centres offer the opportunity to informally meet some potentially eligible
parents at stay and play and other sessions. They may be great places to hold ‘meet the
childminder’ sessions or for parent champions to discuss their experience with target
families.
Children’s Centre outreach workers should be able to provide advice on where to target
promotions and door to door flyer drops.
Advertising materials within the centres on notice boards
Include details in their promotions emails / newsletters
Staff and partner health professionals to spread the word among the families they support
3. Nurseries, pre-schools, play-groups, childminders and childcare providers
Nurseries, pre-schools, play-groups and childminders will be providing the free entitlement
and as such will play a vital role in communicating with parents; and share a mutual interest
in doing so. Providers can spread the word as part of their planned marketing strategies and
to existing or former clients who may have eligible children.
Key argument / Approach:
The offer will provide a welcome boost to some local providers who are likely to see demand
for their services increase. Families who experience the benefits of high quality education
and care may wish to continue using the services for other siblings or may spread the word
about the positive experience they’ve had throughout the wider community.
As with children’s centres, it is absolutely vital that settings operate a ‘warm welcome’
approach. Parents and carers, particularly those from disadvantaged communities, often feel
anxious or reluctant to engage with settings – and overcoming these feelings is vital to
encouraging parents to engage with early education.
Settings should be warm and welcoming to both parents and children, and professionals
should ensure that parents’ fears are allayed, that they are not made to feel inadequate or
overwhelmed by their need for information, and that they are persuaded to access the setting
– rather than expected to.
Marketing ideas:
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Nurseries, pre-schools, play-groups to advertise the free entitlement within their settings;
Spread the word among the families they work with / meet.
Include promotions within advertising channels for their business / parent emails or
newsletters
Distribute / display leaflets within the setting.
[NOTE – NDNA have been commissioned to undertake a separate piece of work on
supporting LAs in communicating the two-year-old offer to providers. To find out more about
this work and how to learn from its outcomes contact your A2YO Regional Lead.]
4. Schools
Schools are a key partner in promoting the offer as many families who have children of
school age will also have younger children who may qualify for the free entitlement. Schools
may also be able to help identify those families who qualify for free school meals and may
therefore be eligible to take up the offer for their younger children.
Key argument / Approach: By helping to promote the take up of the two year old offer,
schools can play a key role in improving the school readiness of children from disadvantaged
backgrounds. In doing so they can also help to reduce social inequality and raise educational
attainment across typically under-performing social groups.
Marketing ideas:
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Schools could advertise the offer to parents via school noticeboards, parent forums and
information that is sent to parents to inform of parents evenings / school trips etc. They
may wish to target at Reception class and younger children to increase the likelihood of
reaching the target age group.
Schools with onsite children’s centres or nurseries are likely to be particularly receptive to
working closely with you to ensure strong communication of the offer to parents.
5. Jobcentre Plus and Work Programme Providers
Families on some of the key qualifying benefits will be in regular contact with their local
Jobcentre Plus or Work Programme provider. Jobcentre Plus also have significant data on
families in receipt of benefits and in the future on Universal Credit.
Key argument / Approach:
Parents accessing the two-year-old offer may feel better able to begin to engage with training
or work. In addition, accessing 15 hours a week of free childcare may help remove one of
the biggest barriers parents see in entering work – the cost of childcare.
Marketing ideas:
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At ‘work focused interviews’ and review meetings, Jobcentre Plus can identify those
families who are eligible and encourage the parent to take up the offer.
They may also be willing to promote the offer on notice boards and distribute leaflets
within the building.
[NOTE – Government is working at a national level to try and overcome some of the data
sharing issues that still persist at a local level. Speak to your A2YO Regional Lead for more
information.]
6. Local Charities, Churches and faith groups, and parent toddler groups
For those amongst your target group of families that are typically less likely to actively
engage with ‘state’ or official services, faith and other local community groups are in a
stronger position to get the message across than you are. Churches, faith and other
community groups hold strong credibility within many families and can act as strong opinion
formers in particular for some BME communities.
Key argument \ Approach:
By helping to promote the offer, local community groups can play a key role in reducing
social and health inequalities among the families they support and improve educational
attainment for the most vulnerable children in the community.
Marketing ideas:
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To promote the entitlement within existing communication channels including on websites,
newsletters, notice boards and social media.
To spread the word in their day to day interactions with vulnerable families
Local charities may also be able to provide assistance in communicating the offer in
languages spoken by target minority ethnic groups.
TIER TWO STAKEHOLDERS
1. GP surgeries / Health centres or clinics
Local health services are regarded as highly credible sources of information among families
from all ethnic and social backgrounds. The support of local health services will add
important credibility and trust to the offer. Health services may also have frequent contact
with families where there are children living with a disability or special need. They would
therefore be important ambassadors in promoting the offer and may be able to support local
authorities in identifying target audiences.
Key argument / Approach:
By helping to promote the two year old offer, GP surgeries and health agencies can help to
reduce social and health inequalities and improve the life chances of children in their
community.
Marketing ideas:
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Frontline staff could be asked to spread the word about the free entitlement among
patients
They may also be willing to promote the offer on their notice boards, websites and may
distribute or display leaflets within the surgery / clinic.
2. Housing Associations and Registered Social Landlords
Housing Associations and other social landlords are increasingly seeing their role in a more
holistic sense and are engaging with their tenants on a wider range of issues including
providing help and advice on issues including debt, benefits, work and training.
Marketing ideas:
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Staff engaging with target families could be asked to spread the word about the free
entitlement
Associations may also be willing to promote the offer on their notice boards, websites and
may distribute or display leaflets within offices and communal areas.
3. Libraries / Community Centres / Leisure Centres / Soft Play
The above have all been identified as key stakeholders because they provide popular
universal services to families from all social backgrounds, and in many cases, targeted
activities for families with young children.
Key argument / Approach:
By helping to promote take up of the two year old offer, they can play a key role in reducing
social inequality and helping children to get off to the best start in life. In some cases, they
may wish to encourage parents to use their newly found free time to take up a hobby /
regular activity at their premises.
Marketing ideas:
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Visiting baby swimming, story and rhyme time sessions to talk to families informally about
the offer – these may be great places to utilise parent champions.
Management may be willing to promote the offer on their notice boards, websites, social
media etc and distribute leaflets within the building.
4. Colleges / Universities
Potential students / mature students interested in enrolling for a course or training may feel
unable to do so because of the time constraints / dual cost of studying and paying for
childcare. Promoting the free entitlement within colleges and universities may offer an
additional incentive for potential students with young children and encourage them to pursue
further education.
Key argument / Approach:
Promoting the offer could help to reduce barriers to studying for parents with young children.
Marketing ideas:
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Staff involved in discussing study opportunity with mature students or student parents can
promote the offer where appropriate
The college / university may also be willing to promote the offer on their notice boards,
website and distribute leaflets within the building.
TIER THREE STAKEHOLDERS
1. Transport networks, hospitals and supermarkets
The above stakeholders could provide excellent ‘opportunities to see’ for communications
around the two year old offer as they are all frequently used or visited by families with young
children. However, they may be less incentivised than other stakeholders due to having a
lesser invested interest in the impact of the entitlement.
2. High street shops, restaurants, conveniences etc.
In particular those targeted towards families with young children or those accessed by
families on low incomes e.g. Poundland, Mothercare, Early Learning Centre, McDonalds,
would also provide valuable ‘opportunities to see’ for families with young children.