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First 5 Sonoma County Read Talk Play Social Marketing Campaign: Community Outreach and Media Relations

The Challenge

First 5 Sonoma County hired VIVA to develop and execute a social marketing campaign designed to teach parents about the importance of engaging with their young children. While the primary focus of the campaign was digital and social media, community outreach and media relations were critical pieces in building audience awareness and engagement.

VIVA developed an outreach and media campaign that led to strong partnerships with community organizations, multiple earned media placements, and overall campaign audience growth of 1,900%.

When it comes to early childhood, what do families need to know and how do we tell them?

The Approach

VIVA developed a comprehensive community outreach and partnership building campaign that harnessed local partnerships, events, paid advertising, and public relations to reach local parents with valuable parenting education. VIVA designed playful printed brochures, posters, and other materials to share with parents at community events and at partner locations. VIVA fostered partnerships in the community, including with WIC and the library, to support parent outreach and engagement. Additionally, VIVA planned and coordinated several outreach events, including a Dr. Seuss-themed story time at a local WIC branch.

Media relations was another powerful piece of the campaign. VIVA developed a partnership with a local radio station that led to both paid advertisements and earned interviews with the Read Talk Play spokesperson. Media outreach also led to a number of media placements in local publications and an interview with a local Spanish-language television station. Paid advertising with a local bilingual newspaper was also utilized to extend the reach of Read Talk Play content.

This work was part of a comprehensive three-year social marketing campaign that dramatically increased the number of parents engaging with and learning from First 5 Sonoma County.




This campaign came from an intensive marketing and communications planning process and a full website and social platform redesign. Take a look at those projects too, to understand everything that is possible when you invest in strategic communications.