First 5 is an organization dedicated to educating the community about the importance of the first five years of a child’s life. The organization strives to ensure that children in Fresno County are raised in healthy, nurturing homes and communities so that they can reach their full potential. Every year, First 5 presents the Child-Friendly Business Awards, a celebration of five businesses in Fresno County that prioritize family and go above and beyond to support parent employees. Balancing work and family is not always easy, but workplace flexibility and advocacy for parents makes a big difference.
Client:
First 5 Fresno CountyCategory:
Nonprofit
For the 2021 Awards, First 5 wanted to highlight small businesses and minority-owned businesses in Fresno County who are doing more for their parent employees, since the majority of past winners were large corporations. Prior to our partnership, the CFBA webpage and nomination form only existed in English. Spanish-speaking employees or business owners were able to call First 5 for full assistance, but the team was looking for a more efficient and effective solution. In addition, the COVID-19 pandemic forced many businesses to adapt their policies to be more flexible, which is great, but also made it more difficult for CFBA judges to distinguish the most deserving family-friendly businesses.
We developed collateral to highlight the Awards, including videos, radio ads, organic social content, social media ads, and posters in both English and Spanish. In order to more effectively reach the target audiences, we created the awards name and logo in Spanish to craft a meaning that would better resonate with Spanish speaking parent employees. For the duration of the campaign we developed and executed a robust posting plan with custom graphics, photo and videos across five platforms. We also created a strategic email marketing plan reaching out to local business owners and parents.
In total, First 5 received more submissions than in past years. Twenty-one local influencers and organizations posted on behalf of First 5, collectively reaching over 290,000 people. TV and radio efforts surpassed projections through added value, and secured TV interviews, garnered further media exposure. The 2021 nomination period ended with five deserving companies being awarded the honor of a First 5 Fresno County Child-Friendly Business. Subsequently, and in addition to the original goals set, their Facebook and Instagram pages saw immense growth from this campaign in both organic interactions and paid engagement.
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