ECFE Messaging

Marketing ECFE is only one aspect of your job. It’s necessary, of course, but it can’t take up all of your time. Before we dive into specific messaging and personas, let’s make sure our foundation is strong so that you’re able to think like a professional marketer without actually becoming one.

Fundamentally, people need to see a consistent message at least seven times and across more than one trusted channel to remember it, believe it and act on it. 

The secret to marketing success isn’t one viral post; it’s strong, consistent messaging that balances empathy (“we understand your wants and needs”) with authority (“we have a plan to help”).

There are several core messages you’ll want to incorporate into your marketing efforts, including:

• What ECFE is: This is a good opportunity to reinforce your vision and mission while also sharing an overview of ECFE programs and resources.
• Why ECFE matters: This is where you can reinforce the benefits for children, caregivers and the community, as well as incorporate persona-informed messaging.
• How ECFE helps: This is the right place to share key program talking points, like affordability, inclusion, flexibility, child development and peer support.

Overarching ECFE messages

ECFE is a highly effective parenting resource available to support parenting goals, questions and challenges. It’s an inclusive, collaborative and friendly community of parents and children working together to help children succeed in life. Trained parent educators walk beside parents and children, respectfully guiding activities and parent-led conversations. Whether it’s starting school or starting a new phase, ECFE plays a pivotal role in helping children get ready for what’s next.

Handling different parenting situations

These overarching messages are universal across all families, reflecting what all parents want for their children—to grow up to be good people with good values. There are unique circumstances for parents and caregivers. Some are new to parenting. Some are grandparents and caregivers. Some face challenging situations that require additional support.

The following ECFE personas and persona-specific messages have been created to help you understand and respond to those unique circumstances. It will give you an opportunity to tailor your marketing communications and one-on-one interactions on an empathetic needs basis.

ECFE personas

Optimistic Ana

Age: 25
New mom of a new infant

Ana is like most moms (and dads). She wants the very best for her child. She doesn’t have overly unrealistic expectations, she just wants to see her child grow up to be happy and healthy. To be a good person with good values.

• Needs: Ana is driven by the hopes and dreams she has for her child. In fact, her child’s future plays into every decision she makes. She wants to be the best mom she can be, but since she’s new to parenting, she could use some expert advice and support. After all, parenting doesn’t come with a manual.
• Motivations: Ana is not afraid to admit she needs help. She is looking to understand what’s available to her and her family. She’s excited to learn there is a parenting education resource that will help her thrive as a parent and help her child thrive in life.
• Messaging strategy: Show how ECFE supports the parental aspirations people have for their children.

Persona-specific messaging

With a customizable curriculum around parent/child time, child activity time and parent group time…

• ECFE understands the hopes and dreams parents have for their children as well as the challenges and concerns they face as new parents
• ECFE helps parents meet these challenges while helping children develop socially, physically, emotionally and intellectually
• ECFE fosters a collaborative and inclusive environment that encourages parents and children to grow together

Grandma and Grandpa Goodman

Ages: 50 and 52
Grandparents of a second grandchild, who just turned 2

Wanda and her husband, Jerome, welcomed their second grandchild a few years ago. With an active toddler sometimes in their care and one grandchild already in school, their days can get pretty hectic. They’re not too sure where to find the emotional and physical parenting support they need for themselves and their grandchildren.

• Needs: They’ve heard of parenting education resources before but have some questions and concerns. Will they be judged? Will their grandchild be judged or yelled at? They want their grandkids to feel safe and to be treated with respect. They also don’t have a lot of energy left at the end of every day, but when it comes to their grandchildren’s welfare, they’ll make the time.
• Motivations: The Goodmans are looking to find a place where they belong. A safe, non-judgmental environment that will support their emotional and mental health needs. They’re open to getting help, but only if it’s a parenting education resource with genuine empathy and respect for their parenting goals and challenges.
• Messaging strategy: Show how ECFE provides respectful support.

Persona-specific messaging

With a customizable curriculum around parent/child time, child activity time and parent group time…

• ECFE is a place where all children and parents can feel safe, respected and welcomed
• ECFE understands the challenges parents face and is here to support them while helping children develop socially, physically, emotionally and intellectually
• ECFE strengthens families and supports children’s healthy growth and development
• ECFE fosters a collaborative and inclusive environment that encourages parents and children to grow together

Isolated Nasra

Age: 28
At-home mom of a 3-year-old

Nasra is thrilled to be at home with her child. It’s what she always wanted. She's doing everything she can to be the best mom she can possibly be but often feels isolated and alone.

• Needs: While she’s grateful for support from family and friends, she doesn't have a dedicated community of parents she can talk to. Nasra has a lot of parenting questions and would like to be around others like herself to share her parenting questions and challenges.
• Motivations: Nasra would love to be part of an inclusive and collaborative parenting community. One that will help her child succeed in life, as well as helping her and her partner succeed as parents. It might even be a chance to make lifelong friendships.
• Messaging strategy: Show the benefits of being part of a supportive ECFE parenting community.

Persona-specific messaging

With a customizable curriculum around parent/child time, child activity time and parent group time…

• ECFE is a friendly community of parents, caregivers and parent educators supporting early childhood development
• ECFE helps parents meet the challenges of parenting while helping children develop socially, physically, emotionally, intellectually and culturally
• ECFE fosters a collaborative and inclusive environment that encourages parents and children to grow together

Culture-proud Mai and Tou

Ages: 32 and 34
Proud parents of three

Mai comes from a strong and proud culture. While her children are well integrated into America, she wants to make sure they don’t lose their cultural values and traditions. She cherishes her close family ties but sometimes finds their parenting ideas to be conflicting in this country.

• Needs: Mai is determined to balance traditional values with an evolving parenting approach. She needs an inclusive educational resource that values cultural diversity. A parenting group designed to help her child grow up to be successful in this country while also being proud of their rich cultural background.
• Motivations: Mai is motivated by ECFE’s approach to social development and acceptance, along with an expanded worldview for her child. She'll love being part of a culturally affirming education and peer parenting group. She'll appreciate programming based on diverse representation and social exposure.
• Messaging strategy: Show how ECFE weaves cultural diversity into their program.

Persona-specific messaging

With a customizable curriculum around parent/child time, child activity time and parent group time…

• ECFE works hard to ensure an inclusive environment that respects and invites all cultural traditions and nuances
• ECFE helps parents meet the challenges of parenting while helping children develop socially, physically, emotionally and intellectually
• ECFE creates a positive setting for child development and growth
• ECFE fosters a collaborative and inclusive environment that encourages parents and children to grow together

Overwhelmed Sam and Jasmine

Ages: 29 and 30
Parents of active toddlers, one with ADHD

There are times when Sam and Jasmine feel overwhelmed by caring for their children, especially when it comes to information overload or contradictory parenting norms. They’re not sure the system reflects their lived experience and unique parenting experiences.

• Needs: They need a trusted parenting resource to help guide them with practical advice around child behaviors, development and school readiness. They need the support of programs that can respectfully adapt to their unique needs.
• Motivations: Sam and Jasmine appreciate ECFE's non-judgmental approach to caregiving. They also like the confidence that comes with trusted parent educators at their side, helping them understand and navigate complex educational systems, particularly those involving special needs.
• Messaging strategy: Show the collaborative support with ECFE's parenting approach and resources.

Persona-specific messaging

With a customizable curriculum around parent/child time, child activity time and parent group time…

• ECFE is a collaborative community of parents and caregivers that support each other with early childhood development
• ECFE helps parents meet the challenges of parenting while helping children develop socially, physically, emotionally, intellectually and culturally
• ECFE offers dedicated parent/child classes, special events and a wide range of resources and referral services
• ECFE creates a positive setting for child development and growth