We began by evaluating the existing enrollment process, communication tools, and brands of the multiple nonprofit providers that manage Detroit Head Start. We then held participatory design workshops with parents and caregivers, as well as Head Start employees and center directors. Using what we learned in the workshops, we developed content that would instill trust in our audience: images and direct quotes from trusted Head Start staff and parents. We co-crafted bilingual campaign messages with parents and created a unified brand identity that effectively spoke to our target audience: other parents.

To build momentum and connect with new families, we developed an ongoing stream of original content for the website, Facebook, and paid online advertising. We also designed print collateral and mailers that were distributed to target audiences. By the end of our project, the website, which is a centralized resource for parents to learn about Head Start and connect with providers generated an average of 80 leads a month. The Facebook page had nearly 4,000 likes with an average monthly engagement of 5 percent (above industry standards) and an average monthly reach of 40,000 users. The tools we designed were also used to engage 13 elected officials, primarily through site visits. As a result of these efforts, the 2014/2015 enrollment campaign resulted in 100 percent growth in year-over-year enrollment across all Detroit Head Start centers.

PHOTOGRAPHY

Khaaliq Thomas