WORK

Case Studies

The Basics Guilford
Case Study

3-Year Launch Plan and Promotion

THE SITUATION

The Basics are five simple, free activities parents and caregivers can use to support the growth and development of children under 3. Developed by Harvard University researchers, the Basics have been embraced by communities nationwide and globally as an accessible way to enhance parent-child engagement. In November 2018, a nonprofit hired RLF to create and execute a three-year plan to launch the Basics in Guilford County. Building on that success, Smart Start of Mecklenburg County engaged RLF in January 2020 to promote both the Basics and Dolly Parton’s Imagination Library in their community.

RLF’S APPROACH

In the initial months of our engagement, we developed an array of marketing materials, including posters, brochures, TV commercials, promotional items, a website, and social media channels. The Basics in Guilford County officially launched on April 10, 2019, with a kick-off event attended by over 150 local influencers, including civic leaders, government officials, and early childhood advocates. Since then, we’ve employed targeted public relations and marketing strategies to reach parents, caregivers, business leaders, and others invested in early childhood development. Our efforts have included sponsorships, bus ads, billboards, event participation, a robust digital presence, and geofencing campaigns at local birthing centers and family-focused events.

TACTICS 

Event Management

Marketing Campaign

Outreach & Sponsorships

Digital Presence

Impressed by our success in Guilford County, Smart Start of Mecklenburg County engaged us in January 2020 to promote the Basics and Dolly Parton’s Imagination Library, following their RFP process. With smaller budgets and shorter timelines (grant funding required use by June 30, 2020), we quickly adapted to challenges posed by the COVID-19 crisis. Originally, we planned geofencing campaigns targeting birthing centers and Discovery Place, Charlotte’s children’s museum, but hospital visitor restrictions and venue closures prompted a shift to email advertising and streaming service ads, such as on Spotify.

To further support both counties’ Basics campaigns and the Imagination Library, we also reallocated budget to Google search ads, recognizing that families were increasingly online searching for ways to entertain their young children.

RESULTS

Since launching the Basics in Guilford County in April 2019, we’ve reached thousands through various channels, including bus ads generating over 11.6 million impressions and more than 10 hours of television commercials. Our three-month geofencing campaign, paused due to COVID-19, resulted in over 214,000 impressions and nearly 900 new website visitors. Google search ads in Guilford County have also achieved a 10.5% click-through rate.<

In Mecklenburg County, our digital campaign for the Basics, launched in late March, has driven over 7,100 new visitors to the website. Although we don’t have full analytics for the Dolly Parton Imagination Library website, our Google ads have directed over 1,500 new visitors in just six weeks.

11.6 Million Impressions from Bus Ads

214,000 Impressions from Geofencing Campaign

7,100+ New Visitors to the Website

10.5% Click-thru Rate

Impressed by our success in Guilford County, Smart Start of Mecklenburg County engaged us in January 2020 to promote the Basics and Dolly Parton’s Imagination Library, following their RFP process. With smaller budgets and shorter timelines (grant funding required use by June 30, 2020), we quickly adapted to challenges posed by the COVID-19 crisis. Originally, we planned geofencing campaigns targeting birthing centers and Discovery Place, Charlotte’s children’s museum, but hospital visitor restrictions and venue closures prompted a shift to email advertising and streaming service ads, such as on Spotify.

To further support both counties’ Basics campaigns and the Imagination Library, we also reallocated budget to Google search ads, recognizing that families were increasingly online searching for ways to entertain their young children.

DESIGN ELEMENTS

Poster, 11×17″

Website

Poster, 11×17″

Digital Banner