Smart Start Messaging: Frequently Asked Questions

1. What are Smart Start messages? As part of the 2017 effort to rebrand Smart Start, a Rebranding Committee made up of local partnership directors and North Carolina Partnership for Children (NCPC) staff developed new messages to talk about Smart Start. The messaging portfolio includes core or general messages that are appropriate for all audiences, as well as targeted messages for businesses, elected officials, funders, and parents and families. Targeted messages were specifically developed with each target audience in mind.

In addition, NCPC developed the Smart Start Promise, a brief description of Smart Start: Smart Start is a nationally recognized leader in early childhood and healthy development. Our network of early childhood partnerships provides expertise, guidance and infrastructure to ensure North Carolina children receive the care and nurturing they need to thrive. Tailored to meet the specific needs of each community, we invest in early education, literacy, health and family support so that our children are ready to succeed, lead productive lives and contribute to a strong, vibrant North Carolina. 2. Why should Local Partnerships use Smart Start messages? When all Smart Start Local Partnerships use common language and consistent messages about early childhood to parents and caregivers, providers, businesses, funders, and elected officials, it helps ensure key messages become second nature to these audiences. It takes someone hearing the same message multiple times for it to resonate. So when Local Partnerships come together as a network, audiences hear the same messages multiple times, which makes it easier for them to remember and pass it along to others. Consistent messages help Local Partnerships to communicate to all audiences, and spread the word about the great work we do and the value of Smart Start. This benefits all early childhood stakeholders, as well as the children and families we serve.

3. How are these different than the messages I already use about early childhood and Smart Start? Local partnership directors have indicated that although they have access to existing messaging regarding the importance of early childhood, there was not a unified message regarding the value of Smart Start. Therefore, the Smart Start Brand Strengthening Committee developed messages specifically for target audiences that could be used to translate the problem, the solution, Smart Start’s role and what the target audience should do about it or the call to action. .When Local Partnerships use a set of common messages, communication to our shared audiences become more consistent and far reaching so all audiences better understand the value of Smart Start and its impact on the community, young children and families in North Carolina. 4. Why did NCPC create Smart Start messages and a new brand? In 2012, NCPC heard from the Local Partnerships that the value of Smart Start was not as known or understood as it once was. NCPC convened a “Brand Strengthening Committee” comprised of 15 Local Partnership representatives from across the Smart Start network with different roles (Director, Outreach Coordinators, Community Engagement Liaisons, and Communication Staff). This committee met regularly for two years, conducted a SWOT analysis, and evaluated the brand. In 2015, the committee made recommendations to strengthen the Smart Start brand, including:  Revitalizing the image through a new logo  Requiring an affiliate ID  Highlighting the Smart Start 25th anniversary in 2018.  Developing common messages about Smart Start

5. How were the messages developed? The Brand Strengthening Committee developed the new Smart Start messages based on their understanding of Smart Start, and why it matters to those in their community. These messages were developed specifically for target audiences that could be used to translate the early childhood problem, the solution, Smart Start’s role and what the target audience should do about it or the call to action.

6. Who should use them?  Local partnership staff and board members should integrate the messages into existing content, such as on websites, printed materials, and in talking points for presentations. .  Child care providers who receive Smart Start funding should understand the role and value of being part of the Smart Start network and should use the new Smart Start messages.

7. When should they be used? Once you review the messages and the messaging guide, you should start using core Smart Start messages immediately in your meetings with providers, families, and community partners. Consistent messages make it easier for Local Partnerships to communicate to key audiences, and for key audiences to remember and pass along the information to others.

8. How can they be tailored or altered? Messages related to Smart Start should remain consistent and should not be altered. You may tailor the messages to include outcomes specific for your Local Partnership or examples of how Smart Start works in your community. Check out the new Smart Start one-pager that can be customized and distributed here:

9. I already use messages from <2000 Days/others>, why should I use these? Although other messages share critical information about child development, no other messaging specifically addresses the importance and role of the Smart Start network. Increased investment in Smart Start means more programs and services for children statewide. The Smart Start messages help Local Partnerships communicate to all audiences in a consistent way about the value of Smart Start. The network grows stronger and our partnerships and more children benefit when all Local Partnerships use common language to describe Smart Start and the impact it has for children, families, and communities. So when Local Partnerships come together as a network, audiences here the same messages again and again, and it makes it easier for them to remember and pass it along to others. 10. Where can messages be integrated in print or online? Messaging about Smart Start and the value of the network can be integrated anywhere you already describe the Smart Start network, a need for increased resources for early childhood, or impact on children, families, and communities.

Check out the new Smart Start one-pager that can be customized and distributed here:

11. Is it required to use the Smart Start messages? It is not required to use the Smart Start messages. However, it takes someone hearing the same message multiple times for it to resonate. Smart Start messages make it easier for Local Partnerships to communicate to all audiences. When Local Partnerships come together as a network and use consistent messages, key audiences hear the same messages multiple times, and the results benefit all early childhood stakeholders, as well as the children and families they serve.

12. Who should I contact if I have questions about Smart Start messaging and branding? If you have other questions about rebranding, go to the website here: http://www.smartstart.org/smart-start-brand-identity/ Or contact Heather Strickland at [email protected]