“Early Education, Better Care”

In the face of the highly anticipated Universal Pre-K public school program, the Day Care Council of New York found itself at a crossroads. They needed to differentiate their members' offerings and turned to Viney Group for a solution.

Understanding the challenges and recognizing the untapped potential, we devised a marketing campaign aptly titled "Early Education, Better Care." The campaign's essence was to promote the quality and affordability of the 200+ community-based childcare centers served by the Day Care Council of New York.

We rolled out a comprehensive strategy that wasn't just broad but targeted. It included the creation of a campaign website, coordination of community events, deployment of eye-catching signage and billboards in high-traffic areas, and an agile digital marketing approach. The PR strategy's success was highlighted by interviews with The Steve Harvey Show on WBLS Radio and the Jeanne Parnell Show on WHCR Radio, along with features in Chalkbeat New York and three community newspapers.

But the triumph wasn't just in visibility; it translated into tangible results. The campaign played a critical role in leveraging the budgetary allocations of pre-K funding and addressing salary parity. Between 2018 and 2019, members of the Day Care Council witnessed an impressive 18% increase in both enrollment inquiries and job applicants.

The "Early Education, Better Care" campaign stands as a testament to Viney Group's ability to innovate, engage, and deliver results. It's a demonstration of how strategic marketing can not only resonate with the community but also catalyze growth and foster success.