Ready to Learn Campaign

Client
Alignment Rockford

Industry
Education
Nonprofit

Our Expertise:
Strategic Facilitation
Message Development
Marketing
Graphic Design
Public/Media Relations

Alignment Rockford strives to align community resources in support of public school strategies to raise student achievement, improve the health and happiness of regional children, and advance the economic and social well-being of the Rockford community. The nonprofit organization partners with the Rockford Public Schools to identify solutions, pilots programs that are intended to solve problems, and then sees through the full implementation of these programs in the district.

Alignment Rockford relied on Chartwell Agency’s expertise to help introduce and launch its new Ready to Learn initiative, which supports early childhood learning by ensuring families have access to resources, understand the needs of their small children ages 0-5, and can prepare their kids for kindergarten.

Chartwell Approach

The Ready to Learn initiative is unique because it has three target audiences: families, the business community, and volunteers/stakeholders. Chartwell implemented an integrated four-prong approach to assist the organization in developing a consistent message while working to reach a variety of audiences through:

Strategic Facilitation & Message Development: Chartwell oversaw the strategic facilitation and message development to give Alignment Rockford a strong, shared vision and corresponding message. We brought together key representatives and community leaders to help identify targeted audiences and message points to share.
Message Training: Chartwell provided message training to all committee members, especially those responsible for community outreach. This provided those charged with community outreach the understanding for how and comfort in staying “on message” throughout all their interactions
Marketing Campaign Creative and Rollout: Based on the messaging, Chartwell developed a creative marketing campaign which serves as the creative umbrella under which all marketing efforts are consistently produced. We also provided recommendations for a campaign rollout strategy within a communications plan for maximum effectiveness.
Integrated Communications Plan (ICP): An ICP was designed to provide an actionable strategy for Alignment Rockford with tactics to implement throughout the year to deliver information to the families and neighborhoods being targeted. The plan provides guidance on media relations, public relations, marketing strategies, social media strategies, and digital and traditional advertising.

Outcome

Through Chartwell’s efforts, Alignment Rockford was able to launch its Ready to Learn initiative with a robust communications plan. From digital to social to traditional advertising techniques, strategic PR and marketing guidance, and creative concepts to showcase, Alignment Rockford can introduce the initiative to all its target audiences while supporting its mission to improve early childhood education.

Ready to Learn Campaign

Chartwell Approach

Outcome

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