ExceleRate Illinois

McKnight Kurland was contracted by INCCRRA, an Illinois state agency responsible for connecting parents with childcare options, to brand and market a new quality rating and improvement system for early learning and development providers through a public awareness campaign. McKnight Kurland developed and is implementing the new brand, messaging, strategic communications plans and all programs and tactics. Our strategy employs two directions:

1) Strategic Partnership Alliance—identifying, negotiating, and providing specific content and materials for pass-through to parents, and

2) Direct to Parent Communications through social media posts, ads and campaigns.

To date, our services and deliverables have included:

  • Program brand naming, theme and complete identity development
  • Program positioning and messaging—in simple, clear lay language
  • Two websites—one for early learning providers and one for the public
  • Extensive content assets, including 12 provider-  and parent-specific videos
  • PR, including media outreach, placement, and ongoing communications
  • Strategic alliances with ICAAP , children’s museums and library systems
  • Advertising including print, online, transit and outdoor
  • Active and ongoing social media campaigns including Google AdWords and Facebook advertising campaign
  • Multi-site media event
  • Direct-to-parent marketing and engagement programs (multi-lingual)

To-date, our activities have resulted in:

  • 100% participation for program designations
  • More Facebook followers than any other state’s similar program (9000+)
  • 100,000 Homepage views in less than 2 years
  • 39,000 Facebook post engagements per month
  • Facebook Ad impressions topping 3 million
  • More than 5 million Google AdWords impressions

 

 

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