About the client
Easterseals Chicagoland and Greater Rockford (ECR) offers Head Start and Early Head Start (HS/EHS) programs at 39 early childhood centers in Chicago and suburban Cook County. These programs provide inclusive, high-quality learning opportunities for children aged 0-5, pregnant mothers, and families.
Project Scope
Duration: 5 months seasonal
01
Goals
Increase awareness of Easterseals’ Head Start/Early Head Start programs and drive enrollment into these programs.
02
Audience
• Primary: Families of children 0-5 at or below the federal poverty level
• Secondary: Expectant families; pregnant mothers at or below the federal poverty level
• Tertiary: Partners and stakeholders serving low-income communities
03
Positioning
For free, your children can learn, play and explore with other kids today.
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Tonality: Welcoming, warm, inclusive, empowering.
04
Tactics
• Radio/Digital Audio
• Digital Video/Cable
• Out-of-Home (billboards, bus transit, bus
shelters)
• Paid Social (Facebook, Instagram, Snapchat)
• Digital Display
• Direct Mail
Results
A strategic mix of paid media established the right series of touchpoints that triggered the desired outcome — awareness and action. 37 billboards in strategic locations near childcare centers generated 24.5M impressions.
The campaign included TV placements during NBA and NCAA basketball games, audience-targeted spots on digital video platforms like Hulu and YouTube, and Spanish spots on Telemundo. It achieved 4.7 million TV impressions and 3.5 million digital video impressions—the campaign overdelivered by 2 million impressions, providing additional value.
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On social, 8.2M Impressions were reached generating 991K Engagements.
