Integrated Marketing & PR Campaign
Before the Bell was a statewide public awareness campaign designed to help Oklahoma parents understand the critical role they play in their child’s early development. As client lead, I helped shape campaign messaging, digital content strategy and integrated campaign execution across multiple channels.
The Client Challenge
Oklahoma Human Services and Oklahoma Partnership for School Readiness needed a campaign that could help parents and caregivers better understand their role in early childhood development. The campaign needed to make resources feel approachable, practical and relevant to everyday parenting.
Strategy & Execution
Developed a parent-focused messaging framework designed to make early childhood development information feel clear, warm and accessible to parents. The key pillar messages were:
The first 2,000 days shape a lifetime.
It's never too early for kids to learn.
Home is our first classroom.
Adapted the campaign's messaging platform across the microsite, blog, social media, paid advertising, billboards, print materials and public relations, strategically adapting message expression to fit the unique context of each channel while maintaining message consistency.
Developed a social campaign supporting the Dolly Parton Imagination Library, a free book program for young children administered in Oklahoma by OPSR.
Provided strategic direction and coordination for team members, including digital marketers, video producers, media buyers and external vendors, to ensure cohesive campaign execution.
Monitored campaign performance for 2+ years and continuously refined messaging, creative and content through A/B testing and optimization to improve engagement and campaign effectiveness.
Results
92 million impressions from marketing
304k microsite sessions
2% month-over-month growth in Dolly Parton Imagination Library enrollment
1 million books delivered to Oklahoma children through the Dolly Parton Imagination Library
100% placement rate for press releases and op-eds
Awards
Silver ADDY Award — Integrated Media Public Service Campaign, American Advertising Federation OKC
Silver ADDY Award — BeforeTheBellOK.org Microsite, American Advertising Federation OKC
Award of Excellence — Marketing Campaign, PRSA Uppercase Awards
Uppercase Award — Public Service Campaign, PRSA Uppercase Awards
Silver Link Award — Branding Category, Silver Link Awards
Microsite Content
A campaign resource hub was designed to make early learning tools easier to access, navigate and understand for families across Oklahoma.
Blog Content
Audience-centered blog posts were written to help parents navigate early childhood development topics through approachable, supportive and actionable educational content.
Social Advertising
Social-first creative was developed to engage Oklahoma parents through approachable messaging and audience-focused storytelling.
Billboards
Outdoor messaging was created to reinforce campaign visibility through concise, approachable copy and high-impact creative.
Billboard creative shown predates the campaign’s later visual rebrand to align with OPSR branding.
Print Resources
As a part of the campaign, printable materials, such as this Developmental Milestone Map, were created for partners and educators. This piece provides guidance on milestone details and helps families track their child’s progress.
Public Relations
To expand campaign reach and reinforce key messaging, a series of press releases and ghostwritten op-eds were developed and pitched to local media outlets.
Featured Blog Content
Redefining What It Means to Be a Good Parent
This blog explores the gap between expectations and the realities of parenthood while emphasizing the importance of emotional presence, communication and everyday connection.Early Literacy 101: Free Ways to Build Early Literacy Skills with Your Child
This blog highlights simple, accessible ways parents and caregivers can support early literacy development through everyday activities and free community resources.
Featured Op-Eds
Focus on Early Childhood Education Would Help Oklahoma’s Low Test Scores
This op-ed connected Oklahoma’s declining reading and math scores to the importance of investing in early childhood education, while highlighting how the Before the Bell campaign helps parents support learning from birth through age five.Fathers Are Instrumental in Early Childhood Years
This op-ed emphasized the role fathers play in early childhood development and promoted Oklahoma-based parenting and early learning resources available through the Before the Bell campaign.
Featured Social Advertising
The first 2,000 days shape a lifetime.
Did you know by age 5, 90% of your child's brain has already developed? 🧠
Every story, song and playtime builds the foundation for their future. Visit BeforeTheBellOK.com for free early learning resources. 🌟
It's never too early for kids to learn.
Whether it’s talking, singing or reading — it’s never too early for little ones to learn.📚 Explore free early learning resources and parenting tips at BeforeTheBellOK.org
Home is our first classroom.
Problem solving and managing emotions are some of the many skills a child learns before ever stepping foot in school. Make home their first classroom. 🌟📚 Explore free early learning resources at BeforeTheBellOK.org!