THE BIG PICTURE
QualityStart OC, Orange County’s quality improvement initiative, partnered with VIVA to produce educator marketing kits to recognize and raise the capacity of early learning educators who were participating in its Quality Rating and Improvement System (QRIS), called Quality Stars. VIVA combined useful, branded gifts with a suite of custom communications materials targeted to educators.
A QRIS communications planning process led by VIVA identified the need to build brand awareness, foster the importance of quality, and ensure the continued participation of early educators. QualityStart OC prioritized strengthening their relationship with participating educators and building educators’ ability to communicate about the QualityStart OC initiative. As part of this effort, VIVA supported the development of educator marketing kits to be given to participants at a key point in the QRIS participation process, the rating visit.
All kit items were developed based on research into the educators’ needs and preferences and on QualityStart OC goals for brand recognition. VIVA created custom content and designs for a welcome letter, parent letter and fact sheet, press release template, certificate, and window decal, all of which were developed with an understanding of the need to celebrate quality and alleviate concerns related to quality ratings. Educators were also given useful, branded promotional items that played on the idea of excellence and stars and that would make the QualityStart OC brand visible in their programs.
The educator marketing kits gave QualityStart OC staff an opportunity to recognize and reward participants. They also gave participants tools for talking about their commitment to quality in a positive and constructive way with parents and their community.