City of San Antonio - File #: 15-4206

• File #: 15-4206
• Type: Staff Briefing - Without Ordinance
• In control: Early Childhood Education Municipal Development Corporation Board of Directors
• On agenda: 8/4/2015
• Posting Language: Staff briefing of the Pre-K 4 SA Marketing Plan for the 2015-2016 school year and Board consideration to approve an increase of $280,000.00 to the Pre-K 4 SA Public Relations/Marketing budget to be funded by savings in other program areas resulting in a total FY 2016 budget of $659,361.00 [Kathy Bruck, Pre-K 4 SA CEO]
• Indexes: Pre-K 4 SA

DEPARTMENT: Pre-K 4 SA


DEPARTMENT HEAD: Kathy Bruck, CEO


COUNCIL DISTRICTS IMPACTED: City Wide


SUBJECT:

FY 2016 Communications Plan Overview


SUMMARY:

This item includes a staff briefing and Board consideration to approve the FY 2016 Communications Strategy and Plan Overview.


BACKGROUND INFORMATION:

Previous years' communications efforts have focused specifically on enrollment initiatives. Both messaging and placement have utilized a single-target approach tailored to women 18-34 years of age with prekindergarten age children in the household. Year-over-year decreases in the communications budget combined with a decrease in overall post Pre-K 4 SA launch top-of-mind awareness have resulted in diminishing return on investment (measure by application rates).

Opportunity exists to gain stronger share of mind and higher consideration by employing an approach that seeks both strategic breadth in scope of message and placement as well as targeted depth aimed at driving program awareness and preference in priority populations throughout the city.

The proposed plan is a dual-objective multi-audience approach to driving (1) year-over-year applications and (2) educating the San Antonio population of the citywide benefits of the program.

The Board adopted Public Relations/Marketing budget is $379,361.00 of which $225,000.00 is dedicated to communication efforts for enrollment.

The proposed communication plan budget of $505,000.00 is consistent with post-launch budget levels, allows for:
* Targeted multi-audience messaging;
* Focused strategically-driven messaging and placement (60% enrollment/40%awareness and education);
* Citywide coverage;
* Continuity of presence throughout the calendar year;
* Rebranding of the program so that it is both breakthrough and memorable; and
* In-market evaluation (as approved in strategic plan) for the optimization of current and future efforts (AAU- awareness, attitudes and usage study)...