In a six-figure account, Goddard will utilize its new agency's expertise to deepen its connection to 25- to 49-year-old mothers, through tactics such as targeted media outreach, cause marketing, and online programs, like the creation of Goddard's first corporate blog.
Child's Play will also create a special event at all the company's schools in March with an environmental tie-in and accompanying online elements, according to Stephanie Azzarone, president of Child's Play Communications.
“We want to capture that there is a conversation going on about Goddard,” added Wayne McAllister, director of advertising and marketing for Goddard Systems. “We hired [Child's Play]... to get our name further out there to the public, so when someone thinks of preschool, they'll think of Goddard.”
Team Mom, the agency's existing network of roughly 100 mommy bloggers, was a “key point” in Child's Play's hiring, according to McAllister, who emphasized Goddard's plan to strengthen its online presence.
“It's really helpful to start [to reach out to] mom bloggers, through the Team Mom programs,” Azzarone said.