Promoting You

Please see below for the 2018-2019 Strategic Update on FDCA's Member Initiatives that fall under the 'Promote' priority. To navigate directly to an initiative, click on the links below.

2018 Excellence in Family Day Care Awards | 2019 National Family Day Care Week | Family Day Care National Advertising Campaign | Awareness and Perception Benchmark Study

Member Initiative

2018 Excellence in Family Day Care Awards

Summary

The 2018 Excellence in Family Day Care Awards recognise excellence in the family day care sector and also highlight the wonderful contribution that family day care services and educator make to communities across the country.

The awards play a key role in FDCA’s media strategy, and form a strong platform for ongoing positive publicity for the family day care sector.

Click here to find out more about the awards.

Goals and Impacts (what we want to achieve and how it will make a difference to our members)
  • Raise awareness and position family day care on its unique strengths in delivering high quality early childhood education and care to support long term sector viability and growth through marketing, public relations and strategic media management.
  • Increase the positive level of perception of family day care amongst the general public and current family day care users.
Outcomes to date
  • Over 2,500 nominations
  • 65 positive media stories across Australia
  • Media generated reached over 562,000 people
Status

Complete

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Member Initiative

2019 National Family Day Care Week

Summary

National Family Day Care Week provides an opportunity for the family day care sector to unite and celebrate the amazing work done in the community by family day care educators and services across Australia.

The week also provides a platform for FDCA to showcase family day care by generating media coverage of National Family Day Care Week celebrations held by educators and services Australia-wide.

Click here for more information about National Family Day Care Week.

Goals and Impacts (what we want to achieve and how it will make a difference to our members)
  • Raise awareness and position family day care on its unique strengths in delivering high quality early childhood education and care to support long term sector viability and growth through marketing, public relations and strategic media management.
  • Raise awareness and position family day care as a career of choice to support services in the recruitment of professional early childhood educators in areas of need and opportunity.
  • Increase the positive level of perception of family day care amongst the general public and current family day care users.
Outcomes to date
  • 2019 National Family Day Care Week celebrations held during 6-12 May 2019
  • 2 "Picnic in the Park" celebrations held in Western Australia
  • 64 celebrations registered across Australia
  • Over 75 positive stories published in broadcast media with a reach of over 250,000
Status

Complete

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Member Initiative

Family Day Care National Advertising Campaign

Summary

This initiative has built upon the campaign of 2017-2018 by including a national regional television buy as part of the 2018-2019 campaign, as well as investing in Facebook, search and display marketing. The campaign also saw family day care commercials and brochures placed in GP clinics across Australia.

The campaign continued to utilise digital channels through social media, display and online advertising.

The campaign ran throughout the entire 2018-2019 financial year.

Goals and Impacts (what we want to achieve and how it will make a difference to our members)
  • Raise awareness and position family day care on its unique strengths in delivering high quality early childhood education and care to support long term sector viability and growth through marketing, public relations and strategic media management.
  • Raise awareness and position family day care as a career of choice to support services in the recruitment of professional early childhood educators in areas of need and opportunity.
  • Increase the positive level of perception of family day care amongst the general public and current family day care users.
  • Increase the number of leads generated for members via FDCA's Family Day Care Locator.
Outcomes to date
  • 1,200 television commercial spots shown nationally
  • Family day care brochures and TV advertisements displayed in 748 GP clinics across Australia
  • Achieved a cumulative reach of over 550,000 through Facebook advertising
  • Generated over 37,500 interactions through Google Search and Google Display Advertising
  • Assisted in generating over 11,000 leads for FDCA members via FDCA's Family Day Care Locator during the campaign
Status

Complete

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Member Initiative

Awareness and Perception Benchmark Study

Summary

Understanding ‘actual’ awareness and perception will support FDCA in developing tailored and targeted messaging as we look to promote the sector and improve the image and profile of family day care.

This project has provided a benchmark by which to assess changes in awareness and perception, by examining both public (non-user) and parent (current user) awareness and perception of family day care.

The key findings from this study have been shared with FDCA members and are available here.

Goals and Impacts (what we want to achieve and how it will make a difference to our members)
  • Support ongoing improvement in pedagogical and operational practice, and outcomes for children in family day care, through research, resources,  professional learning opportunities and professional networks.
  • The findings from this study will be able to assist FDCA members in improving the marketing, communications and general operations of their family day care businesses.
Outcomes to date

The awareness and perception study has been completed with the following benchmark levels for non-users and users of family day care:

Non-users:

  • Unprompted awareness 32%
  • Positive perception 69%

Current users

  • Positive perception +85 (Net Promoter Score

Results of the study were published in the winter 2019 edition of JiGSAW magazine, click here to view.

Status

Complete

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