The Communications Group has an entire division of specialists dedicated to public outreach and education. These messaging specialists understand the unique complexities of the social program, government health program, stakeholder relations and nonprofit marketing.
This group of professionals has probably responded to – and won – more Request for Proposals (RFPs) than any other marketing firm in the region.
Our outreach approach is built on four foundational elements;
- Reaching – through appropriate tools and media, a well-defined and researched target audience(s)
- Teaching – providing pertinent, consumer-centric information that will result in behavior change
- Engaging – bringing the target audience(s) into contact with the program, typically at the community level
- Measuring – outcome goals are defined at the beginning of each program. Not as an afterthought.
Our Outreach and Education Group specialists give you access to 125+ years of experience in government and public outreach programming at the local, state, regional and national levels. Led by the agency president, Dan Cowling, the Outreach and Education Group is focused on strategy that changes behavior.
Our Customer Stories
ARKids First – Campaign
The Story: In March of 1997, Governor Mike Huckabee went to a Little Rock child care facility and, using a red crayon, signed the legislation that created this historic program providing health insurance for Arkansas children.
The Cast of Characters:
- The Arkansas Department of Human Services
- Uninsured Children in Arkansas
Our Part in the Story: TCG was hired to create an awareness plan that would tell the ARKids First story and assist in reducing the number of uninsured children in the state.
Based on national and local research, we developed eligibility messages targeted at parents and grandparents that emphasized the importance of well-child checkups.
We told the ARKids First story through logo development, media and printed materials in English and Spanish as well as outreach events and public relations.
The Story Continues: Today, ARKids First provides healthcare coverage to more than 380,000 children in Arkansas who might otherwise be uninsured.
Our current role is to reinforce the benefits of the program: well-child checkups, dental and vision checkups, to the caretakers of ARKids First children.
Arkansas Behind the Badge – Campaign
The Story: Every day, several thousand law enforcement officers in Pulaski County put on a badge and commit their lives to the protection of our communities. The timing for this campaign coincided with an unprecedented level of negative media coverage at the national level about police-citizen interactions. Our team developed Arkansas Behind the Badge as a public service campaign to show support for law enforcement officers who are keeping Pulaski County safe every day.
The Cast of Characters:
- Three Law Enforcement Agencies – Little Rock Police Department, North Little Rock Police Department and Pulaski County Sheriff’s Office
- Media Partners – KATV Channel 7, iHeart Radio and Lamar Advertising
- Simmons Bank
- Positive Impressions by John Festa
Our Part in the Story: Our team felt it was important to develop a campaign that showed support for the great work of our law enforcement community during a time when law enforcement across the country was under intense scrutiny. We used media relationships and our creative partners to build a multi-channel public service campaign at no cost to the law enforcement agencies.
Storytelling is the core of our brand, so we chose a creative approach that involved powerful and personal stories of the officers who protect our community – in their own voices, unscripted. We recruited and successfully built a coalition with three law enforcement agencies – Little Rock Police Department, North Little Rock Police Department and Pulaski County Sheriff’s Office – to produce the elements of the campaign. We used the officer testimonials to develop a media campaign that reached Pulaski County and beyond through television and radio spots. Our team worked with media partners in the market to earn 12 month commitments for placement of radio and television spots in primetime. In December 2015, we launched Arkansas Behind the Badge with a press event held at the state capitol in Pulaski County.
The Arkansas Behind the Badge campaign included 4 TV spots, 4 radio spots, digital outdoor boards, a website and bumper stickers. KATV, Channel 7 and Central Arkansas iHeart radio stations aired the television and radio spots. Lamar Advertising featured the campaign on digital billboards throughout Pulaski County. Simmons Bank’s Pulaski County locations served as the pickup point for Arkansas Behind the Badge bumper stickers. A total of 10,000 bumper stickers were printed and donated by Positive Impressions owner, John Festa of Little Rock.
The Story Continues: The first 24 hours after the Arkansas Behind the Badge launch accounted for impressive earned and owned channel metrics:
- Earned media coverage: 51 earned news stories in print and broadcast media
- Social media reach: 775,885 gross impressions
- Campaign website: Over 600 unique visitors accounted for more than 2,000 page views
One-year after the campaign launch, KATV Channel 7, Lamar Advertising and iHeart Radio donated 945,642 spots, valued at nearly $500,000. In 2017, Signal Media became an Arkansas Behind the Badge media sponsor. The radio spots can be heard on The Point 94.1, 103.7 The Buzz and 106.7 The Ride.
Better Beginnings – Print Ad Series
The Story: Better Beginnings, a program of the Arkansas Department of Human Services, connects Arkansas families with information and care that helps their children experience a safe, happy, healthy childhood. Better Beginnings is designed to improve the level of quality in child care and early childhood education programs across the state. The Better Beginnings administrators rely on us to find creative and effective ways to reach Arkansas families who may be searching for or using child care.
The Cast of Characters:
- Arkansas Better Beginnings
- Arkansas Department of Human Services, Division of Child Care and Early Childhood Education
- Arkansas Families with Children
Our Part in the Story: Our team conducted focus groups with parents from all areas of the state. We learned that parents are primarily concerned with the cost of child care. Location is also a factor when choosing child care, and “quality” was rarely, if ever, a criteria for selection.
Based off the focus group results, it became evident that Better Beginnings needed to show Arkansas parents “what quality child care looked like.” We worked to build messages about language development, brain development, play is learning, how exploration aids reading readiness and how child interaction leads to happiness and willingness to learn.
Our team took keywords from those messages and focused on them to develop a year-long print ad series called “What Quality Child Care Looks Like.” The series is designed to be visually impactful while educating Arkansas parents about characteristics of high quality child care and why quality is important for children.
The print ad series is placed in five monthly family-friendly Arkansas publications. Each print ad focuses on a quality-themed message and includes a corresponding educational resource that directs parents to the Family Resource Library section on the Better Beginnings website.
The Story Continues: Today, the print ad series is seen by an average of 1,165,000 monthly readers statewide through the five Arkansas publications.