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Weld
By:
CONTRACT AGREEMENT AMENDMENT
BETWEEN
TRY. WELD COUNTY DEPARTMENT OF HUMAN SERVICES
ANI) UNITED WAY OF WELD COUNTY
This Agreement Amendment, made and entered into Cu!day of December. 2016, by and between the Board of Weld
County Commissioncrs. on behalf of the Weld County Department of Human Services, hereinafter referred to as the
'Department". and United Way of Weld County, hereinafter referred to as the "Contractor".
WHEREAS the parties entered into an Agreement to provide professional services for Child Care Provider
Recrwtrnent Public Relations Campaign, (the "Original Agreement") identified by the Weld County Clerk to the Board of
County Commissioners as document No. 2016-2004 approved on June 27, 2016.
WHEREAS the parties hereby agree to amend the term of the Original Agreement in accordance with the terms of
the Original Agreement. which is incorporated by reference herein, as well as the terms provided herein.
NOW THEREFORE, in consideration of the premises, the parties hereto covenant and agree as follows:
• Flie Onginal Agreement will end at Completion of Contractor's work described in Exhibit A.
• The Amendment, together with the Original Agreement, constitutes the entire understanding between the parties.
The following change is hereby made to the Contract Documents'
1. The original scope of work is amended to provide work to be completed and final report to be written and
delivered to WCDHS by December 31, 2016.
2. Original agreement item #6 will be amended to extend completion date of original scope of work to December
31, 2016.
• All other terms and conditions of the Original Agreement remain unchanged.
IN WITNESS WHEREOF, the parties hereto have duly executed the Agreement as of the day, month, and year first above
written.
ATTEST: _ "e� BOARD OF COUNTY COMMISSIONERS
WELD COUNTY, COLORADO
Deputy C
/,2,'/9- 2O
o the Board
COUNTY;
Mike Freeman, Chair DEC 1 9 21316
CONTRACTOR;
United Way of Weld County
PO Box 1944
Greeley. CO 8063:1
By:
Comm, or's (or designee's) Signature
an ate
v,--6 )(IQ,
l�
is-i9-��
oZo/ 6 - 0200
QUALITY CHILD CARE TASK FORCE
DHS CHILD CARE PROVIDER RECRUITMENT CAMPAIGN
REVISED SCOPE OF WORK AND BUDGET UPDATE
—Revised Scope of Work
by May 312016
I by June 30 2016
i by July 31 2016
by September 30 2016
I by December 31 2016
choose PR firm
purchase advertising
Idesign print/radio/television/etc ads
run ad campaign
C final report to Weld County DHS
Budget
r Invoiced As of
Nov 4
Reallocate
United Way of Weld County
cord Weaver (project mgmt and
creatives)
Design (print & television)
Translation
7500
16450
7500
12275
21950
0
18508
1830
0
I --B. anners & Banner -Up
! Flyer in Utility Bills (Atmos Energy
place+printing)
Guest Editorial (12)
1650
5000
839
0
0
0
0
Newspaper (7 newspapers, 40-50 Ads) 20555
Outdoor (4-6 billboards + GET bus) 18000
Press Release (3) 0
Print Collateral *
Radio (KG RE, K -99+1R1102.5, KFKA)
Social Media (Facebook)
Television (Comcast/DirecTV/Dish) 11000 _
UWWC Website (landing pages) 0
Total
Budget Remaining
5650
117234 _
22000
0
4532
16655
28506
16655
31806
13734
0
0
0
0
0
152916
United Way of Weld County
Iin'tonw.t`; ;ti,ir
146913
j 6003
0
i
_1
QUALITY CHILD CARE TASK FORCE
DHS CHILD CARE PROVIDER RECRUITMENT CAMPAIGN
REVISED SCOPE OF WORK AND BUDGET UPDATE
Revised Scope of Work
by May 31 2016
choose PR firm
by June 30 2016
purchase advertising
by July 31 2016
design print/radio/television/etc ads
by September 30 2016
run ad campaign
by December 31 2016
final report to Weld County DHS
Budget
Invoiced As of
Nov 4
Reallocate
United Way of Weld County
7500
7500
0
Word Weaver (project mgmt and
creatives)
16450
12275
0
Design (print & television)
21950
18508
0
Translation
0
1830
0
Banners & Banner -Up
1650
839
0
Flyer in Utility Bills (Atmos Energy
place+printing)
5000
0
0
Guest Editorial (12)
0
0
0
Newspaper (7 newspapers, 40-50 Ads)
20555
17234
0
Outdoor (4-6 billboards + GET bus)
18000
22000
0
Press Release (3)
0
0
0
Print Collateral *
5650
4532
0
Radio (KGRE, K-99+TRI102.5, KFKA)
16655
16655
0
Social Media (Facebook)
28506
31806
0
Television (Comcast/DirecTV/Dish)
11000
13734
0
UWWC Website (landing pages)
0
0
0
Total
152916
146913
0
Budget Remaining
6003
United Way of Weld County
UnitedWay-Weld.org
RESOLUTION
RE: APPROVE AGREEMENT FOR PROFESSIONAL SERVICES FOR CHILD CARE
PROVIDER RECRUITMENT PUBLIC RELATIONS CAMPAIGN AND AUTHORIZE
CHAIR TO SIGN - UNITED WAY OF WELD COUNTY
WHEREAS, the Board of County Commissioners of Weld County, Colorado, pursuant to
Colorado statute and the Weld County Home Rule Charter, is vested with the authority of
administering the affairs of Weld County, Colorado, and
WHEREAS, the Board has been presented with an Agreement for Professional Services
for Child Care Provider Recruitment Public Relations Campaign between the County of Weld,
State of Colorado, by and through the Board of County Commissioners of Weld County, on behalf
of the Department of Human Services, and United Way of Weld County, commencing upon full
execution and ending September 30, 2016, with further terms and conditions being as stated in
said agreement, and
WHEREAS, after review, the Board deems it advisable to approve said agreement, a copy
of which is attached hereto and incorporated herein by reference.
NOW, THEREFORE, BE IT RESOLVED by the Board of County Commissioners of Weld
County, Colorado, that the Agreement for Professional Services for the Child Care Provider
Recruitment Public Relations Campaign between the County of Weld, State of Colorado, by and
through the Board of County Commissioners of Weld County, on behalf of the Department of
Human Services, and United Way of Weld County be and hereby is, approved.
BE IT FURTHER RESOLVED by the Board that the Chair be, and hereby is, authorized
to sign said agreement.
The above and foregoing Resolution was, on motion duly made and seconded, adopted
by the following vote on the 27th day of June, A.D., 2016.
BOARD OF COUNTY COMMISSIONERS
WELD COUNTY, COLORADO
ATTEST: Galt V , ;OA
Mike Freeman, Chair
Weld County Clerk to the Board
puty Clerk to the Board
torney
Date of signature: 2 / 90 f a0
Steve Moreno
CG' t--1SD C3G/CAM
-7/`o1Ol9O1Co
2016-2004
HR0087
MEMORANDUM
DATE: June 27, 2016
TO: Board of County Commissioners
FR: Judy A. Griego, Director, IIuman Services
RE: Child Care Agreements
On May 5, 2016, a Work Session was held regarding Child Care. During the Work Session, the
Board approved the development and funding of multiple contracts with United Way. Three
agreements were approved on June 6, 2016 and have been executed.
• Quality Child Care Task Force
• Weld County Child Care Market Rate Survey
• Weld County Child Care Needs Assessment
The final agreement for the Child Care Recruitment and PR Campaign is was developed with
the guidance of Karin McDougal, and the scope of work is consistent with our needs and the
Board's direction. The contract amount is $152,916 and is effective June 27, 2016 with work
being completed by September 30, 2016. We are requesting approval of the contract and scope
of work.
02oth - 1Lc4
Informational Memorandum; June 6, 2016 Page 1
5,23
WELD COUNTY AGREEMENT FOR PROFESSIONAL SERVICES
BETWEEN WELD COUNTY & UNITED WAY OF WELD COUNTY
CHILD CARE PROVIDER RECRUITMENT PUBLIC RELATIONS CAMPAIGN
THIS AGREEMENT is made and entered into this / day of June, 2016, by and between the County of Weld, a
body corporate and politic of the State of Colorado, by and through its Board of County Commissioners, whose address is
1150 "O" Street, Greeley, Colorado 80631 hereinafter referred to as "County," and United Way of Weld County, a
nonprofit organization, whose address is 814 9'i Street, Greeley Colorado 80631, hereinafter referred to as "Contractor".
WHEREAS, County desires to retain Contractor as an independent Contract Professional to perform services as
more particularly set forth below; and
WHEREAS, Contractor has the ability, qualifications, and time available to timely perform the services, and is
willing to perform the services according to the terms of this Agreement.
WHEREAS, Contractor is authorized to do business in the State of Colorado and has the time, skill, expertise,
and experience necessary to provide the services as set forth below;
NOW, THEREFORE, in consideration of the mutual promises and covenants contained herein, the parties
hereto agree as follows:
1. Introduction. The terms of this Agreement are contained in the terms recited in this document and in Exhibit A which
forms an integral part of this Agreement. Exhibit A is specifically incorporated herein by this reference.
2. Service or Work. Contractor agrees to procure the materials, equipment and/or products necessary for the Project and
agrees to diligently provide all services, labor, personnel and materials necessary to perform and complete the Project
described in Exhibit A.
3. Term. The term of this Agreement begins upon the date of the execution of this Agreement by County, and shall
continue through and until Contractor's completion of the responsibilities described in Exhibit A. This contract may be
extended annually upon written agreement of both parties.
4. Termination. County has the right to terminate this Agreement, with or without cause on thirty (30) days written
notice. Furthermore, this Agreement may be terminated at any time without notice upon a material breach of the terms of
the Agreement.
5. Extension or Modification. Any amendments or modifications to this agreement shall be in writing signed by both
parties. No additional services or work performed by Contractor shall be the basis for additional compensation unless and
until Contractor has obtained written authorization and acknowledgement by County for such additional services.
6. Compensation/Contract Amount. County agrees to pay Contractor an amount no greater than One Hundred Fifty
Two Thousand Nine Hundred and Sixteen Dollars, ($152,916.00), as set forth in Exhibit A, Child Care Provider
Recruitment and PR Campaign Scope of Work and Budget. County agrees to pay Contractor through an invoice process
during the course of the contract in accordance with Scope of Work and Budget as described in Exhibit A. Contractor
agrees to submit invoices which detail the work completed by the Contractor. The County will review each invoice and if
it agrees Contractor has completed the invoiced items to the County's satisfaction, it will remit payment to the Contractor.
Contractor agrees to work within the confines of the Scope of Work outlined in Exhibit A, with the full scope of work
being completed by September 30, 2016. County will not withhold any taxes from monies paid to the Contractor
hereunder and Contractor agrees to be solely responsible for the accurate reporting and payment of any taxes related to
payments made pursuant to the terms of this Agreement.
7. Independent Contractor. Contractor agrees that it is an independent Contractor and that Contractor's officers, agents
or employees will not become employees of County, nor entitled to any employee benefits from County as a result of the
execution of this Agreement. Contractor shall perform its duties hereunder as an independent Contractor. Contractor shall
be solely responsible for its acts and those of its agents and employees for all acts performed pursuant to this Agreement.
Contractor, its employees and agents are not entitled to unemployment insurance or workers' compensation benefits
02O/6, -02OO/
through County and County shall not pay for or otherwise provide such coverage for Contractor or any of its agents or
employees.
8. Subcontractors. Contractor acknowledges that County has entered into this Agreement in reliance upon the particular
reputation and expertise of Contractor. Contractor shall not enter into any subcontractor agreements for the completion of
this Project without County's prior written consent, which may be withheld in County's sole discretion.
9. Ownership. All work and information obtained by Contractor under this Agreement or individual work order shall
become or remain (as applicable), the property of County. The County gives the Contractor permission to use the work
and information developed under this Agreement for purposes of supporting other caregivers and communities within our
state in relation to Early Childhood Care and Education initiatives.
10. Confidentiality. Contractor agrees to keep confidential all of County's confidential information. Contractor agrees
not to sell, assign, distribute, or disclose any such confidential information to any other person or entity without seeking
written permission from the County. Contractor agrees to advise its employees, agents, and consultants, of the
confidential and proprietary nature of this confidential information and of the restrictions imposed by this agreement.
11. Warranty, Contractor warrants that the services performed under this Agreement will be performed in a manner
consistent with the standards governing such services and the provisions of this Agreement. Contractor further represents
and warrants that all services shall be performed by qualified personnel in a professional and workmanlike manner,
consistent with industry standards, and that all services will conform to applicable specifications.
12. Acceptance of Services Not a Waiver. In no event shall any action by County hereunder constitute or be construed
to be a waiver by County of any breach of this Agreement or default which may then exist on the part of Contractor.
Acceptance by the County of, or payment for, the services completed under this Agreement shall not be construed as a
waiver of any of the County's rights under this Agreement or under the law generally.
13. Insurance and Indemnification. Contractor shall procure at least the minimum amount of automobile liability
insurance required by the State of Colorado for the use of any personal vehicle. Proof of said automobile liability
insurance shall be provided to County prior to the performance of any services under this Agreement. Professional
Liability (Errors and Omissions Liability) The policy shall cover professional misconduct or lack of ordinary skill for
those positions defined in the Scope of Services of this contract. Contract Professional shall maintain limits for all claims
covering wrongful acts, errors and/or omissions, including design errors, if applicable, for damage sustained by reason of
or in the course of operations under this Contract resulting from professional services. In the event that the professional
liability insurance required by this Contract is written on a claims -made basis, Contract Professional warrants that any
retroactive date under the policy shall precede the effective date of this Contract; and that either continuous coverage will
be maintained or an extended discovery period will be exercised for a period of two (2) years beginning at the time work
under this Contract is completed.
Minimum Limits:
Per Loss
Aggregate
$ 1,000,000
$ 2,000,000
14. Indemnity. The Contractor shall defend, indemnify and hold harmless County, its officers, agents, and employees,
from and against injury, loss damage, liability, suits, actions, or claims of any type or character arising out of the work
done in fulfillment of the terms of this Contract or on account of any act, claim or amount arising or recovered under
workers' compensation law or arising out of the failure of the Contractor to conform to any statutes, ordinances,
regulation, law or court decree.
15. Non -Assignment. Contractor may not assign or transfer this Agreement or any interest therein or claim thereunder,
without the prior written approval of County.
16. Interruptions. Neither party to this Agreement shall be liable to the other for delays in delivery or failure to deliver
or otherwise to perform any obligation under this Agreement, where such failure is due to any cause beyond its reasonable
control, including but not limited to Acts of God, fires, strikes, war, flood, earthquakes or Governmental actions.
17. Compliance with Law. Contractor shall strictly comply with all applicable federal and State laws, rules and
regulations in effect or hereafter established, including without limitation, laws applicable to discrimination and unfair
employment practices.
18. Non -Exclusive Agreement. This Agreement is nonexclusive and County may engage or use other Contractors or
persons to perform services of the same or similar nature.
19. Entire Agreement/Modifications. This Agreement including the Exhibits attached hereto and incorporated herein,
contains the entire agreement between the parties with respect to the subject matter contained in this Agreement. This
instrument supersedes all prior negotiations, representations, and understandings or agreements with respect to the subject
matter contained in this Agreement. This Agreement may be changed or supplemented only by a written instrument
signed by both parties.
20. Fund Availability. Financial obligations of the County payable after the current fiscal year are contingent upon
funds for that purpose being appropriated, budgeted and otherwise made available. Execution of this Agreement by
County does not create an obligation on the part of County to expend funds not otherwise appropriated in each succeeding
year.
21. Employee Financial Interest/Conflict of Interest — C.R.S. §§24-18-201 et seq. and §24-50-507. The signatories to
this Agreement state that to their knowledge, no employee of Weld County has any personal or beneficial interest
whatsoever in the service or property which is the subject matter of this Agreement.
22. Severability. If any term or condition of this Agreement shall be held to be invalid, illegal, or unenforceable by a
court of competent jurisdiction, this Agreement shall be construed and enforced without such provision, to the extent that
this Agreement is then capable of execution within the original intent of the parties.
23. Governmental Immunity. No term or condition of this contract shall be construed or interpreted as a waiver,
express or implied, of any of the immunities, rights, benefits, protections or other provisions, of the Colorado
Governmental Immunity Act §§24-10-101 et seq., as applicable now or hereafter amended.
24. No Third Party Beneficiary. It is expressly understood and agreed that the enforcement of the terms and conditions
of this Agreement, and all rights of action relating to such enforcement, shall be strictly reserved to the undersigned
parties and nothing in this Agreement shall give or allow any claim or right of action whatsoever by any other person not
included in this Agreement. It is the express intention of the undersigned parties that any entity other than the
undersigned parties receiving services or benefits under this Agreement shall be an incidental beneficiary only.
25. Board of County Commissioners of Weld County Approval. This Agreement shall not be valid until it has been
approved by the Board of County Commissioners of Weld County, Colorado or its designee.
26. Choice of Law/Jurisdiction. Colorado law, and rules and regulations established pursuant thereto, shall be applied in
the interpretation, execution, and enforcement of this Agreement. Any provision included or incorporated herein by
reference which conflicts with said laws, rules and/or regulations shall be null and void. In the event of a legal dispute
between the parties, Contractor agrees that the Weld County District Court shall have exclusive jurisdiction to resolve said
dispute.
27. Public Employment Retirement Program. Contractor is responsible for notifying Weld County of any previous
participation in the Colorado Public Employee Retirement Program. Contractor must notify Weld County of the most
recent employment for a PERA contributing employer.
28. Public Contracts for Services C.R.S. §8-17.5-101. Contractor certifies, warrants, and agrees that it does not
knowingly employ or contract with an illegal alien who will perform work under this contract. Contractor will confirm
the employment eligibility of all employees who are newly hired for employment in the United States to perform work
under this Agreement, through participation in the E -Verify program or the State of Colorado program established
pursuant to C.R.S. §8-17.5-102(5)(c). Contractor shall not knowingly employ or contract with an illegal alien to perform
work under this Agreement or enter into a contract with a subcontractor that fails to certify with Contractor that the
subcontractor shall not knowingly employ or contract with an illegal alien to perform work under this Agreement.
Contractor shall not use E -Verify Program or State of Colorado program procedures to undertake pre -employment
screening or job applicants while this Agreement is being performed. If Contractor obtains actual knowledge that a
subcontractor performing work under the public contract for services knowingly employs or contracts with an illegal alien
Contractor shall notify the subcontractor and County within three (3) days that Contractor has actual knowledge that a
subcontractor is employing or contracting with an illegal alien and shall terminate the subcontract if a subcontractor does
not stop employing or contracting with the illegal alien within three (3) days of receiving notice. Contractor shall not
terminate the contract if within three days the subcontractor provides information to establish that the subcontractor has
not knowingly employed or contracted with an illegal alien. Contractor shall comply with reasonable requests made in the
course of an investigation, undertaken pursuant to C.R.S. §8-17.5-102(5), by the Colorado Department of Labor and
Employment. If Contractor participates in the State of Colorado program, Contractor shall, within twenty days after hiring
an new employee to perform work under the contract, affirm that Contractor has examined the legal work status of such
employee, retained file copies of the documents, and not altered or falsified the identification documents for such
employees. Contractor shall deliver to County, a written notarized affirmation that it has examined the legal work status
of such employee, and shall comply with all of the other requirements of the State of Colorado program. If Contractor
fails to comply with any requirement of this provision or of C.R.S. §8-17.5-101 et seq., County, may terminate this
Agreement for breach, and if so terminated, Contractor shall be liable for actual and consequential damages.
Except where exempted by federal law and except as provided in C.R.S. § 24-76.5-103(3), if Contractor receives federal
or state funds under the contract, Contractor must confirm that any individual natural person eighteen (18) years of age or
older is lawfully present in the United States pursuant to C.R.S. § 24-76.5-103(4), if such individual applies for public
benefits provided under the contract. If Contractor operates as a sole proprietor, it hereby swears or affirms under penalty
of perjury that it: (a) is a citizen of the United States or is otherwise lawfully present in the United States pursuant to
federal law, (b) shall produce one of the forms of identification required by C.R.S. § 24-76.5-101, et seq., and (c) shall
produce one of the forms of identification required by C.R.S. § 24-76.5-103 prior to the effective date of the contract.
29. Acknowledgment. County and Contractor acknowledge that each has read this Agreement, understands it and agrees
to be bound by its terms. Both parties further agree that this Agreement, with the attached Exhibit A, is the complete and
exclusive statement of agreement between the parties and supersedes all proposals or prior agreements, oral or written,
and any other communications between the parties relating to the subject matter of this Agreement.
IN WITNESS WHEREOF, the parties hereto have signed this Agreement this day of June, 2016.
CONTRACTOR: U tte. ay of Weld County
Name
"I itle
WELD COUNTY: ,_yJ��0
ATTEST: dim. w -"'—;ci
Weld .0 y Clerk to the Boar
BY:
APPR
Controller
APPROVED AS TO FORM:
Couny'' torney
Date
BOARD OF COUNTY COMMISSIONERS
WELD COUNTY, COLORADO
ike Freeman, Chair JUN 2 7 2016
PROVED AS TO SUBSTANCE:
Direct r of General Services
oo/6-aQ04
Ho' Ev 11 sA- W PAVER
WORD WEAVER & Co.
Statement of Work: Child Care/CCCAP PR Campaign
United Way of Weld County
Weld County Department of Human Services
6.17.16, Rev. 1
Exhibit A
Project Description: To develop a comprehensive and strategic
marketing campaign to recruit new candidates for
early childhood development training/careers and
inform low income families about the availability of
child care subsidies.
Budget:
Objective:
Target 1:
Target 2:
$100K -$150K, to include all strategic and creative
development and execution, media planning and
placement and project management.
• To let women 28-65 know that they could have a
satisfying career as a credentialed child care provider
with the proper training and career development. In
addition, current child care providers could increase
their skills at providing quality of care. (75% of
budget)
• To educate women of child bearing age and other
family members (grandparents) (15-65)
about the availability of child care subsidies. (25% of
budget)
1
Target Market:
Target 1:
Target 2:
• Women ages 28-65 who live in Weld County. They
either have children or enjoy working with them, but
haven't considered the possibility of becoming an
early childhood education and care provider. Many
are not aware that they can earn additional money for
their families by providing accredited childcare
services in their home, or at a facility or business.
They could also be current childcare providers who
want to increase their skills or earn accreditation.
• Women ages 15-40 who live in Weld County and
either are pregnant, have small children or are
planning to start a family. Also women 35-65 who are
family members (grandparents) who may be raising
children.
What Do They Need?
Target 1:
Target 2:
• Many women want to be able to help support their
families, but may not have the education, training or
opportunity to do so. They don't even know that they
could become a credentialed childcare provider and
work at home or at a childcare facility. They need to
know about training opportunities that will help them
develop skills and knowledge that will enable them to
work as a credentialed childcare provider. This
audience could also include current childcare
providers who might be interested in increasing their
skills and earning their Child Development Associate
credentials.
• Pregnant Lower socio economic women or those
with children (or grandchildren) 6 and under may not
be aware that there are child care subsidies available
that can help them afford the child care they need, so
they can join the workforce.
2
Positioning Strength:
Target 1:
Target 2:
Key Messages:
Target #1:
• United Way of Weld County can connect you with
the right training program to help you increase your
skills and become a credentialed childcare
professional. You'll have a satisfying career helping
babies and children thrive, and help your family
financially.
• United Way of Weld County is a proven source of
information and resources to help
parents/grandparents find the help they need to care
for their children, including child care subsidies.
• If you enjoy being around and taking care of children, you should
consider becoming a credentialed child care provider.
• If you are a current child care provider, you can increase your skills
and become credentialed.
• You can become a credentialed child care provider with only 48 hours
of training.
• You'll learn about baby and toddler brain development, how to be a
responsible caregiver, how to help young children develop
healthy emotions, how to provide a safe and healthy environment
for young children, how to help them develop their language and
literacy skills, how to support the development of motor skills and
more.
• You'll be able to help children be the best they can be.
• You'll be able to nurture the emotional, physical, intellectual and social
development of children.
• Grants are often available for tuition costs.
• You could provide credentialed childcare in your own home, or work
in a licensed child care facility.
• You'll be able to advance your career and increase your earning
3
potential by becoming a credentialed child care provider.
• Your credentials will provide your clients (parents) with peace of
mind
• You'll get great satisfaction knowing you can help children grow,
thrive and succeed.
Target 2:
• United Way and the Weld County Department of Human Services are
committed to improving the well being of every child in Weld
County.
• We can provide you with information about child care subsidies, so
you can afford quality child care for your young children or
grandchildren.
• With the help of child care subsidies, you can find quality child care for
your young children or grandchildren, so you can join the
workforce.
Single Net Impression:
Target 1:
I need to learn more about how I can develop my skills and
become a credentialed child care provider, and help support
my family.
Target 2: I need to find out if I quality for child care subsidies, so I can
provide quality child care for my young children or
grandchildren while I join the work force.
Call To Action: Visit a landing page/website or call 2-1-1 for more
information.
Tonality: Expert, knowledgeable, caring, friendly, informative.
trusted
Creative Mandatories: United Way of Weld County logo
2-1-1
Weld County Department of Human Services logo
web address
4
ELEMENTS OF THE CHILD CARE/CCCAP PR CAMPAIGN
Creative Brief and Strategic Plan Development
Word Weaver & Company will work with representatives from the
United Way of Weld County and the Weld County Department of Human
services to develop a Creative Brief that describes the project and a
Strategic Plan to achieve the goals of the Child Care/CCCAP PR
Campaign.
Social Media
Growth Weaver, LLC will provide all social media support for the
campaign. www.growthweaver.com. Elements of the Social Media
campaign include:
• Social Ad Campaign for Candidate Recruitment
Target #1: Recruitment:
The goal of the recruitment program is to drive best prospects to a
landing page that will capture the respondents' information. The
landing page will be equipped to provide retargeting, which will allow
you to promote the opportunity to prospects who visited the landing
page but did not sign up or call for more information. This allows us to
connect with all the prospects, and not just those who click.
While social marketing is an ideal tool for lead generation, it is
important to move respondents off the social platform in order to avoid
paying multiple times for the same lead. Our program has been
designed to be very efficient and will drive 2,025 new prospects to your
landing page.
Once they arrive at the landing page, you will be able to continue to
market to them at a fraction of the price of a social campaign. The long-
term goal is to build a large database of individuals who are interested
in becoming a credentialed childcare provider.
The landing pages will be built and hosted on your website platform.
5
They will be visible to other visitors who may be interested in becoming
a credentialed childcare provider. The program is built so that it will be
easy and inexpensive for you to maintain these tools long after the
promotional period.
• Display Ad Campaign
GrowthWeaver will run ads across websites and apps, targeting people
in Weld County who fit the target profiles. All those clicks will be
directed to the landing page, which will enable us to gather information
for retargeting.
Radio:
Target #1:
Target 2:
We will produce one: 60 second radio spot in both English
and Spanish to promote becoming a credentialed child care
provider or increasing your current child care skills. We
will hit the airwaves on July 25 through August 14. We want
to use the radio buy at the launch of the campaign to drive
traffic to 2-1-1 and our landing pages, so we can build a
database for recruitment early on.
We will encourage women to visit a landing page or call 2-1-
1 to find out more about becoming a credentialed child care
provider. The spots will air on K-99 (Country), KGRE
(Spanish Language), TRI102.5 (Contemporary) and KFKA.
We will produce one :60 second radio spot in both English
and Spanish to inform low income families about existing
child care subsidies. The schedule will run the last two
weeks in August, to coincide with the community emphasis
on back -to -school. The spots will air on K-99 (country),
KGRE (Spanish language,) TRI102.5 (contemporary hits)
and KFKA.
Video: Fireside Production
We have partnered with Denver -based Fireside Production
(www.FiresideProduction.com), a well-known and respected video
6
production company which has extensive experience working with non-
profits.
We will produce videos with two different messages:
• A :15 and :30 video, in both English and Spanish, to promote
becoming a Credentialed Child Care Provider. The videos will be
featured be on YouTube, appropriate web pages, social media ads,
landing pages
• Two :30 spots (one in English, one in Spanish), in which we hear
directly from current credentialed child care providers in Weld
County, for use on YouTube, appropriate websites, social media
ads, landing pages and a television schedule designed to reach our
target on Comcast, DIRECTV and Dish Network.
UWWC Website
We will create a special web tabs/pages that provides more information
about the importance of becoming a credentialed childcare provider, the
course study, enrollment, grant opportunities and benefits. Videos
would be embedded on the website, as well. We will also create an easy -
to -remember web address for all marketing efforts. It will link to the
appropriate UWWC pages.
Outdoor:
Outdoor boards (Lamar) would be purchased in high traffic areas along
Hwy 85, CO 52 and I-76, during the months of July and August. (English
and Spanish)
We will also invest in interior cards in buses in Weld County. All
materials will promote child care provider recruitment (75%) and the
availability of child care subsidies (25%). (English and Spanish)
Guest Editorials:
We will write and submit 12 guest editorials (one per month July 2016-
Jue 2017) to all Weld County newspapers. Topics could include:
7
• The importance of early childhood education and development
• How to choose the right child care provider
• The need for more credentialed childcare providers in Weld
County
Press Releases:
We will write and distribute three press releases (July, August,
September) to all Weld County newspapers. Topics could include:
• Announcement of available certification classes for child care
providers
• Article about shortage of credentialed child care providers in
Weld County, and potentially track someone as they go
through the education process (feature)
• Article about child care subsidies available to Weld County
families
Landing Pages:
Our designer will work with GrowthWeaver on the development of
Landing Pages. One will recruit individuals to become credentialed
child care providers, one will provide information about child care
subsidies available to Weld County Families.
Collateral:
• Brochures in English and Spanish that summarize the benefits of
becoming a credentialed child care professional, including a list of
courses/classes, providers, how to apply for a grant, etc.
• Tri-fold business cards for distribution by appropriate staff regarding
becoming a credentialed child care professional. Bilingual.
• Brochure that can be provided to all Weld County hospitals to be given
to all new mothers, providing information about how to choose the right
child care provider and the benefits of using a credentialed child care
provider. (Bilingual)
8
• Flyers about child care subsidies to be distributed to families through
Weld County schools, quantity 25,000 (Bilingual). Would also be
distributed specifically to Jefferson High School and other appropriately
identified facilities/organizations.
Utility Bill Inserts
We would provide utility companies (Atmos Energy, etc.) in Weld
County with a bilingual insert to be distributed in the August or
September consumer bills. We would promote the opportunities to
become a credentialed child care provider in Weld County.
Newspaper
• Create ads to run in small town local newspapers throughout Weld
County, recruiting candidates to become credentialed child care
providers (one per week for 6 weeks) and promoting the
availability of child care subsidies (one per week for two weeks)
(Windsor Now, Tribune Extra, Johnstown Breeze, Fort Lupton
Press, Lost Creek Guide, North Weld Herald, Fence Post,
• Create ads to run in Back to School Special Section in the Greeley
Tribune and Tribune Extra regarding child care subsidies.
Banner -Ups:
We would produce two banner -ups in English and two in Spanish, to be
used at festivals, meetings, conferences, etc.
Banners:
We would produce one 4 ft. X 6 ft. banner in English and one in Spanish,
to be used at outdoor festivals, conferences, sports events, etc.
9
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