Organization Background
The Office of Children and Families (OCF) plays a vital role in enhancing the well-being of children, families, and communities within the city. This office is tasked with aligning the city’s policies, resources, and services to ensure that children are safe, families are strong, and schools and communities are supported.
At the heart of its mission, the OCF supervises the Department of Human Services (DHS), which responds to child abuse and neglect reports, operates a child abuse hotline, and manages both in-home support services and foster care. DHS also provides services for youth involved in the juvenile justice system, underlining the OCF’s commitment to child welfare and safety.
In addition to child welfare, the OCF offers a variety of family support programs. These include Out-of-School Time programs and summer camps, which are crucial for providing safe, educational, and engaging environments for children outside of school hours. Furthermore, the OCF’s WorkReady program offers valuable job experiences for youth, highlighting its commitment to fostering strong families and communities.
Education and community development are also key areas of focus for the OCF. The office administers several city-supported initiatives such as Community Schools and PHLpreK, aiming to enhance educational opportunities and support developmental growth for Philadelphia’s children and youth. Additionally, OCF’s adult education initiative, Next Level Learning, helps build skills leading to the achievement of personal and professional goals for individuals 16 and older. These programs represent the OCF’s dedication to supporting education and providing resources that enrich community life.
Moreover, the OCF collaborates with other city departments, including Philadelphia Parks & Recreation and the Free Library of Philadelphia, to broaden its impact and provide comprehensive services to the community. This collaborative approach is essential for creating a supportive and resource-rich environment for families and children.
The overall vision of the OCF is to create a more inclusive, equitable world where all children are safe, families are empowered, and communities have access to high-quality schools, libraries, recreation, and public parks. This vision guides the OCF’s diverse range of programs and services, making it a cornerstone in the city’s efforts to nurture and support its younger residents and their families
About the Project
Creative Repute successfully designed a comprehensive marketing and promotion strategy for the Office of Child and Family (OCF), aimed at boosting awareness and engagement with OCF’s programs and services across Philadelphia and beyond. Our task was to analyze existing data from OCF’s previous social media and advertising efforts, conduct independent market research, and develop an all-encompassing strategy to elevate the agency’s mission, priorities, and its significant impact on children, youth, and families within the community.
Our primary goal was to significantly increase call volume to OCF’s new 1-833 phone number, dedicated to inquiries about adult education classes, scheduling assessment quizzes, and enrollment processes. The broader aim was to boost enrollment in OCF’s online and in-person classes in Philadelphia, targeting a diverse audience comprising parents, caregivers, educators, and community leaders. Through a mix of social media, email marketing, and print materials, we crafted tailored messaging to enhance awareness, drive engagement, and encourage prospective learners to discover courses that could advance their personal and professional lives.
Our Approach
Creative Repute embarked on a mission to elevate OCF’s presence within and beyond Philadelphia, targeting a significant uplift in program engagement. Leveraging data from past initiatives and conducting thorough market research, we crafted a marketing and promotion strategy tailored to amplify OCF’s mission. Our approach encompassed a comprehensive advertising campaign, spanning recommended channels to optimize reach and engagement. By focusing on a mix of social media, email campaigns, and print materials, we aimed to connect with a broad spectrum of learners.
Key deliverables included:
- A strategic marketing plan, informed by our analysis of historical data and market research, aimed at increasing OCF’s visibility and engagement.
- A series of targeted ad buys on carefully selected channels, designed to maximize reach and impact among Philadelphia’s residents and beyond.
- A collection of custom-designed graphic materials for ad creatives, tailored to resonate with diverse audience segments, from parents and educators to community leaders.
To achieve these goals, Creative Repute designed a multi-pronged marketing approach focused on targeted messaging and multilingual outreach. We developed a series of ad creatives specifically for Facebook and Google Ads, employing A/B testing to optimize performance and identify the most compelling visuals and messaging for each audience segment.
This included creating separate ad sets not only in English but also in Spanish. This strategy ensured we reached a wider range of potential learners in Philadelphia, a city with a diverse population. By catering to Spanish speakers, we ensured that more residents had the opportunity to discover the enriching educational opportunities offered by the “Next Level Learning” program.
The Outcome
Through these deliverables and the use of A/B testing to enhance the performance of the ads, we established a foundation for sustained engagement with OCF’s programs and services. In addition, the bilingual approach assisted in expanding reach. The comprehensive strategy and creative assets delivered are poised to support OCF’s goals of increasing awareness, driving engagement, and enhancing educational opportunities for the community.
