Jacksonville Early Learning Coalition of Duval Marketing, Public Relations Promotions, and Corporate Identity


		Integrated Marketing Plan Case Study #6 Early Learning Coalition of Duval - Guiding Stars 2007 Marketing, Public Relations, Promotional and Corporate Identity Campaigns Project Scope Launch Guiding Stars, THE rating system that aims to convert ALL of Jacksonville’s childcare centers into learning centers. BroadBased Communications developed the branding strategy for Guiding Stars of Duval by both proposing the name "Guiding Stars" for the program and developing the visual identity. Objectives Raise the awareness of Guiding Stars while highlighting the program as ELC created and driven, but complementary to Rally Jacksonville! Target Audience Jacksonville’s parents, early learning center owners, educators as well as the general public within the county/city. Types of Media Used Brochures, print advertising, online advertising, transit advertising, flyers, promotional items and public and media relations. PR Strategies Create, plan and execute a newsworthy press conference to announce the Guiding Stars program. In addition, strategically pitch and secure a Florida Times-Union feature story on the program, with the ELC as the leader/creator of the program. Secondly, communicate the importance of the program as complementary to Mayor Peyton’s Rally Jacksonville! program, but separate and most stringent in the state of Florida. Overall Evaluation The press conference was attended by more than 100 ELC partners and centers. It was covered by all three major TV news outlets in Jacksonville (First Coast News, Channel 4 and Fox/CBS). It was featured on the front page of the Times-Union on the day of the rollout. This story was strategically pitched and coordinated more than a month in advance. In addition, WJCT FM attended and covered the event along with WOKV interviewing ELC Executive Director Susan Main for the next day’s morning news. The Financial News and Daily Record featured a picture from the event on the next day’s front page. BroadBased estimates the news conference and rollout received more than $250,000 worth of media coverage (based on AVE).