Approved by voters in 2006 for an initial period of 10 years, the Denver Preschool Program (DPP) was created to make it possible for every 4-year-old in Denver to attend a high-quality preschool. DPP accomplishes this by providing tuition credits to families, increasing access to preschool information and measuring quality standards to provide the best schools in the city.
After working with DPP for several years, it was time for an overhaul from the ground up. The purpose of this update was to give the public a renewed sense for the values of DPP, ensure alignment in communication between all parties, and ultimately create a targeted awareness campaign to drive traffic to their new website with the goal of increasing enrollment numbers.
Starting with an insight-driven approach our team worked with key stakeholders to establish a more focused description of DPP’s role from functional and philosophical angles. After defining audience segments we were able to create a message map and guidelines around how to express the brand — both verbally and visually — in an appropriate and relevant manner to each audience.
The new grown-up expression included a more mature color palette, custom typography and iconography, a qualifying functional tagline “Funding Quality Preschool for Denver”, and a conceptual before-and-after approach for the advertising based around the marketing line “Tomorrow Starts Now.” By using portraits of actual DPP recipients in a larger-than-life style the children became the hero, making the ultimate connection to both parents and the general public and illustrating how quality preschool can affect a child now and in the future. Racial diversity in the portraits allowed the campaign to be geographically targeted to specific segments of the population, using both English and Spanish versions where appropriate.
Our team designed and worked with a developer to refresh the existing content-managed website. The same creative expression was extended to targeted mailers, informational handouts, an annual report, a traveling exhibit system and a city-wide awareness campaign (applied across multiple media outlets; traditional print, online, outdoor, radio & TV), all in English and Spanish versions. A graphic standards document was also created to guide consistency in messaging and visual communication going forward.
Denver Preschool Program
Awareness Campaign Development & Activation