First Five Commission

First public-private partnership program of its kind including three “First 5 for Kids” programs

GOAL

To create and implement the first public-private partnership program of its kind with KPBS for nonprofit public agencies including three “First 5 for Kids” programs providing San Diego’s youngest children with healthy development screenings, dental care, high-quality preschool, and parenting workshops. Programs included were Q-Kids ($2.5 million), Immunization Outreach – ($1.0 million), and Oral Health and Wellness ($780,000).
 

CAMPAIGN STRATEGY

Ark Marketing’s initial work consisted of creating an advisory board made up of community leaders with experience in children’s health and education to discuss and get input on local needs and priorities as well as collaborate with a variety of community groups to eventually disseminate information about the programs and the services offered.

Ark Marketing helped form partnerships to develop the marketing materials and messaging for the various programs including the translation of print materials into seven different languages. Ark worked with Eagle marketing on the direct mail plan and execution and also partnered with Spanish language radio station KLNV/KLOQ to create and place radio schedules, assisted in the creation of a 15-minute program De Viva Vow and helped oversee and facilitate outreach at key station events.

In addition, Ark Marketing partnered with local television station KGTV to develop and place schedules and along with the Advisory board and First Five Commission public relations firm, aided in the content of news segments, the production of on-air educational announcements and custom 10Mobile interstitials. Ark Marketing also oversaw and facilitated outreach at key KGTV events and assisted Children’s Hospital in the creation of a custom immunization module for outreach presentations as well as helping KPBS in creating community calendars for each PBS and commercial stations’ outreach at events and clinics throughout San Diego County.
 

OUTCOME

• Research completed on the project has shown the following:
• Nearly 67% of all respondents have become more aware of local health and safety resources.
• 12,000 development guides and other resource materials have been distributed.
• More than 56,000 people attended the 21 events in San Diego that Q Kids participated in or hosted.

Another 48.3 % of viewers interviewed by an outside evaluator stated they took or planned to take action based on seeing the educational messages on television. Moreover, 1,268,954 impressions were delivered on websites for KPBS and KGTV during the campaign.