Social Service agency--interview, showing marketing solutions to client attraction challenges for Head Start and other social service programs

1. 1 5 Challenges
2 Head Start
3 Website
4 10 No/Low Cost
Website Enhancements

2. Head Start
2015-16 Enrollment
Internal
Communications
Marketing
Strategy/BrandingWebsite
First Bergen
Federal Credit Union
$

3. Strengths
Credible, proven success
Generic name recognition
Affordable/Free
Weaknesses
Website is challenging to use
and hard to find
Opportunities
Rising prices of
competitors’ facilities
Threats
Community’s perception that
program is not operational
Full time public pre-school
September enrollment will be lagging
due to misinformation among client
Brand/Name confusion
Parents in need will
continue to grow

4. Stephanie
AGE: 18-35
TECHNICAL COMFORT: Highly proficient in web searching and
social media. Uses smartphone almost exclusively.
OCCUPATION: Retail worker (9-5, M-F)
BACK STORY: Proud single mom (2YO Michael), HS graduate,
learning parenting skills. Close with her family of origin
MOTIVATIONS: find affordable daycare situation
Linda
AGE: 40-70
BACK STORY: Married, mother, grandmother, hard-
working, family-oriented, savvy and tough
MOTIVATIONS: Know that children/grandchildren are
settled
FRUSTRATIONS: Worries about her grandchildren’s futures
and children’s financial picture
IDEAL EXPERIENCE: Grandchild succeeding in school and
eventually going to college
FRUSTRATIONS:
cost of daycare
outweighs
earnings, strapped
for time, unaware
of daycare
options—and
she’s late out of
the gate
IDEAL EXPERIENCE: affordable, convenient daycare that will
enrich Michael, and that he will enjoy. Bonus if she can make
friends with other single moms.
TECHNICAL COMFORT:
Basic computer
knowledge on desktop
PC. Uses basic
cellphone (with no
Internet access).
Active on Facebook.
OCCUPATION:
Administrative
support

5. Facebook adsTwitter ads
Mobile game banner ads
Flyers at:
>GBCA
>Hospital ER
>Doctor/Dentist office
>Social Services
Billboards
Busboards
Bus shelter
Retailer placards
Herald News
(North Jersey Deals)
Cable TV
Stephanie
Linda
Organic social media
Google Adwords
NorthJersey.com
Regular mail
Community (weekly)
newspaper
eMail newsletter

6. RESOURCES
(Time,Money,Energy)
ACTION 
• Facebook ads
• Twitter ads
• Mobile game banner ads
LOW
HIGH
• Organic social media
• Flyers
• Google Adwords
• Billboards
• Busboards
• Bus shelter
• Retailer placards
• NorthJersey.com
• Herald News
(North Jersey
Deals)
• Herald News ROP
• Cable TV ads
• Paper mail
• Community
newspaper
• Email
1 2
3 4

7. Written Content
Parenting tips
Discounts
Events
Things to Do
Video
Kids being interviewed
Behind the scenes: teachers, food
service, janitorial
Family spotlight
Kids being surprised by something
Artwork
Parents (or parents and kids) performing:
a voice dub, dance, song, talent show
School announcements
Job openings
Awards
At-home activity ideas
(especially during holidays,
breaks and snow days)
Images/Photos
Infographics
Memes (funny or inspirational)
Interview with special school guests
Contests
In school activities
Volunteer opportunities

8. Easier to useMore engaging Mobile accessible
Online forms
More colorful Step-by-step instructions
More primary colors
Less copy
More graphics
Clear targets
Captioned photos
Photos of facilities at
each location
Clients
Funders
Volunteers
Staff
Community
Better navigation
Larger photos
Onsite search
English
Spanish
Other Languages
FastFacts
Income chart
Flag on home page
Illustrative icons

9. CommunityFundersClients Volunteers Staff
$

10. ?
Do I
Qualify?
What Are Your
Interest Rates??
How Much do You
Want me to Donate?
What Does it
Cost?
How do I Apply?

11. 11
Volunteers
Community
Staff
Clients
5. Ask questions for future outreach
6. Test by going through customer
journey with client volunteers
Funders
3. Add a separate Facts & Figures
channel and add a single link to
F&F on program pages $
1. Include names/photos where possible
2. Assign each department a web monitor
7. Include photos and current
stories to increase site traffic
8. Hand out business cards with
site URL when taking photos at events
9. Include current, specific
opportunities (like Jobs)
10. Include names/photos
as much as possible and action photos
4. Donors: Give suggested amounts
and how they could be spent