Member Article

Early Years Brand set to 'Grow' with 438

Knutsford based integrated marketing agency 438 Marketing has been appointed by Tameside Metropolitan Borough Council to create a second suite of marketing materials for its highly successful new Grow initiative, developed by 438.

Grow is an umbrella brand for Tameside Council’s Early Years Development services. It was launched in 2018, with the help of 438, to help families with children aged 0 to five to find services and support more easily, encouraging them to Go To Grow for all queries relating to breastfeeding, child behaviour, pre-school activities plus other issues relevant to healthy child development.

The scheme’s overall aim is to increase the percentage of school readiness (where each child that enters school is ready to engage in and benefit from learning experiences), as well as its breastfeeding rates and attendance at parenting classes in the Tameside area.

Following the success of the original launch, 438 has now been tasked with a new integrated campaign encompassing videography, photography, literature and social media.

Andy Whitmore from 438 Marketing explains: “Our original brief was to produce a brand for Tameside’s Early Years Development team that would deliver high recall, was engaging and had the right tone of voice.

“We created the Grow name, logo, full brand proposition and corporate identity guidelines, as well as a website, leaflets and posters. All Children’s Centres were also externally rebranded as Grow. We gave the Council’s internal artwork department all of the tools they needed to be able to create their own materials across channels they use to communicate with audiences.

“The success of the inaugural campaign reflects how well the brand and concept has been received – with results showing strong recall and response rates to the main call to actions, including to ‘Go To Grow’ (the new URL for its website - gotogrowtameside.co.uk).

“The new work will extend the brand’s roll out further. The videos will be short 30-60 second videos that help parents find fun ways to learn at home with their child, while the photography will ensure that marketing reflects the diversity of Tameside’s vibrant community to engage audiences with real life settings that they can relate to.” Charlotte Lee, Population Heath Programme Manager, said: “Grow in Tameside supports the growth and development of children and families in the area. Everyone wants their family to reach their full potential and Grow is designed to make it easy for you to get the right support when needed. “Bringing our services together with a strong brand identity and proposition clearly shows the idea that there is a singular place for parents, carers and guardians to obtain the information needed to support pre-school development.

“Having developed such a strong and engaging brand for us, which has been so well received both internally and by our community of parents and carers, 438 is the ideal agency to help with our next phase of campaign activity. The agency has an unrivalled understanding of our vision and goes above and beyond to add value to the materials we’re producing – from both a strategic perspective to copy used and tone and voice.”

Grow in Tameside’s new campaign is due to launch in Q4.

This was posted in Bdaily's Members' News section by Kirsty Hunt .