Part 3 – Communicating to Parents about QRIS: Designing the Campaign Concept and Marketing Materials


In Part 1 of this series, we discussed how to create a communications framework for reaching out to parents.

In Part 2 we reviewed strategy and tactics, as well as the kinds of marketing materials needed to reach each audience.

In Part 3, we’ll share a case study—the parent campaign developed for BrightStars, Rhode Island’s quality rating and improvement system.

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By now, you have a plan for your parent communications—outlining where, what, how, and with whom you’ll connect in order to reach parents with information about your state’s QRIS.

So, now that you’ve got your communications strategy in place, a brand identity, and a clear budget defined, the next step is to design the campaign concept(s).

What exactly do we mean by that?