THE PROJECT
Since 2021, CultureSpan has helped Region 19 Head Start build awareness of their early childhood education services and meet annual enrollment goals.
Each year has resulted in increasingly successful outcomes and in 2024, they wanted to explore a refresh to the creative approach for their upcoming 2025 campaign launch.
THE APPROACH
The ideal creative strategy would be a fresh and dynamic approach consistent with their brand identity while also being playful, inviting, and welcoming. Our team began the process with a recommendation to showcase various families providing testimony regarding Head Start’s services and how they’ve helped each family and their children succeed.
As children are the focus of the program, “My Child’s Head Start” was recommended for the campaign’s theme line. The direction was so well-received by Head Start that they also wanted the theme line to serve as the campaign’s tagline as well. Our creative team took on the next phase to execute the visual aspect of the creative strategy. It’s worth noting that we see ourselves as an extension of our client’s marketing team and invite them to participate as much or as little as they desire. The Head Start team was more than happy to collaborate with the execution, which resulted in a bright, whimsical, and eye-catching treatment that would certainly showcase the program in a new light while remaining consistent with their brand identity.
THE RESULTS
The Head Start team was thrilled with the final campaign direction and assets were launched via media vehicles such as digital, out-of-home, social media, TV, and radio. While the campaign is still in the early phase of the launch, early results are showing a clear uptick in performance across multiple engagement metrics. Post interactions have remained consistently above 2,000 per day throughout the first month, a stronger sustained performance than previous months. Page engagements have also outperformed previous months along with post shares and comments, indicating stronger content resonance and audience interaction.
Overall, these metrics are showing that the new creative is connecting better with Head Start’s audience while also delivering stronger results more cost-effectively.
