THE BIG PICTURE

VIVA developed a marketing plan and brand strategy for a social marketing campaign that blended community outreach and partnerships with grassroots social media content to meet parents where they were already seeking parenting information—in the community and online.

 

THE BACKGROUND

First 5 Sonoma County recognized the importance of the attachment between babies and toddlers and their parents, and wanted to foster strong attachment in their community, especially among high-risk populations. First 5 Sonoma County hired VIVA to develop and execute a bilingual social marketing campaign designed to teach parents about the importance of engaging with their young children.

 

THE NITTY-GRITTY

VIVA developed a three-year marketing plan and corresponding yearly action plans to support the social marketing campaign. VIVA created a new name and brand identity for the campaign that was playful, accessible, and memorable. To ensure that the brand and campaign would be meaningful to the target audience, VIVA conducted research into best practices for marketing outreach and conducted focus groups of local parents in English and Spanish to gain feedback on the brand and to better understand their media and social media consumption habits. The result was an educational campaign that fostered healthy attachment through simple messaging and accessible resources to get parents to read, talk, and play with their young children.

This work was part of a comprehensive three-year social marketing campaign that dramatically increased the number of parents engaging with and learning from First 5 Sonoma County. Click here to learn more about our work with this client.

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