THE BIG PICTURE
VIVA designed and coordinated the production of customized educator kits tailored to the specific needs of early educators joining Quality Counts, the San Mateo County Quality Rating and Improvement System (QRIS). High-quality promotional items were curated into branded boxes with custom communications materials that welcomed providers to the program, directed them to online resources, and invited them to join an educator-focused Facebook community.
San Mateo County recognized that by volunteering to participate in a QRIS initiative, educators go above and beyond what is required by state licensing standards to improve the quality of the care and education they provide. To demonstrate their appreciation for this hard work and to provide educators with ongoing support, Quality Counts San Mateo partnered with VIVA to create customized educator kits as part of a multi-channel communications campaign. The campaign was supported by a robust online library of resources and an active social media presence, administered by VIVA Strategy + Communications.
VIVA conducted focus groups with providers to determine what products they would most appreciate as an incentive for joining Quality Counts, what information they required to prepare for the QRIS assessment and coaching process, and what the support they needed to communicate about Quality Counts with the families in their programs.
Then, VIVA worked with Quality Counts to curate a suite of branded promotional items that included waist aprons, travel mugs, clipboards, notepads, pens, window clings, magnets, lawn signs, and stickers, amongst others. VIVA also developed an introductory letter outlining the provider participation process, family-friendly talking points, and a brochure to help providers share how they are improving quality.
All materials directed providers online to access additional resources related to improving quality across all elements of the QRIS matrix, and to the Quality Counts San Mateo Educators’ Facebook page, which connects like-minded educators with each other and to valuable resources that support their quality improvement journey. Through this approach, Quality Counts was able to capitalize on the excitement generated by the educator kits to build an engaged online community and keep quality improvement efforts front-of-mind for participating providers. Says Michelle Blakely, one of the QRIS leads, “We think the Educator Kits are the hottest ‘ticket’ in town! We wanted to provide materials to show appreciation for the teachers’ hard work and to provide materials that are useful and raise awareness of Quality Counts.”