Cause Marketing
/Case Study
Raising Arizona: Giving a Voice to Early Childhood Education
First Things First
Challenge
Getting the right start to school isn't just about getting a good night's sleep and a new backpack. It's about getting kids ready for life. We work closely with First Things First to improve the lives of children ages birth through five. The goal is simple, yet challenging, in a state as diverse as Arizona: to ensure that all children are ready for kindergarten and, ultimately, prepared for a lifetime of success.
We began working with First Things First in its infancy. This was a new entity with low name recognition. Moses Anshell worked closely with this organization to build awareness, establish credibility and begin to reach Arizonans. Our 2010-11 campaign includes 99 billboards throughout the state, ads on 667 movie theater screens, 169 ads in newspapers, a variety of online ads, grocery store shopping carts and displays, transit billboards, gas stations and TV spots.
Results
The total impact? 480 million impressions, with ads telling the state about the mission and great work of First Things First. All media drove people to www.readyazkids.com. Early numbers include 59,000 visits to the website; 259,000 page views; and visitors not only from Arizona but from California, Texas, New York, the District of Columbia, Colorado, Michigan, Virginia, Florida and New Mexico.
Now, First Things First is receiving attention nationally as a group on the rise and ahead of the curve with early childhood education.
