Parents as Teachers 25th Anniversary and Capital Campaign

Challenge

In preparation for its 25th anniversary celebration, the National Center for Parents as Teachers tapped Standing Partnership to focus on two key objectives: to raise awareness of the National Center and to communicate the need for a capital campaign to strengthen services for families with young children.

Strategy and Action

As part of the campaign strategy, Standing teamed up with the National Center on:

• Key messages
• Marketing materials (including collateral pieces, a campaign video and a microsite)
• Aggressive media relations

Results

Within two months, the reach of the campaign was widespread:

• The 25th anniversary microsite and campaign video (shared only with select audiences with ties to the campaign) received more than 300 visits, with 725 page views;
• Nearly 100 business and community leaders throughout Missouri were exposed to the campaign materials and 25th anniversary messaging; and
• Dozens of placements about the National Center and its programs were secured in Missouri, totaling more than 500,000 impressions.

Through the 25th anniversary campaign, the National Center positioned itself as a leading nonprofit organization in early childhood and parent education, yielding an impressive list of campaign supporters and more than 80 percent of its campaign goal, with multiple commitments pending (as of November 2009).