Strengthening Public Understanding of Free Preschool
The Challenge
As open enrollment neared, Le Chevallier Strategies worked with the Multnomah County’s Preschool for All (PFA) program to raise awareness about the free preschool program. Still a relatively new program—funded by an income tax on high-income earners—the team continued to refine their communications strategy — aiming to provide clear information, address misconceptions, and share its progress. Ensuring that families and the broader public understood these accomplishments was critical to building trust in a program designed to serve young children.
The Solution
We worked with PFA to develop a communications plan around open enrollment that focused on educating the public and providing tangible results that demonstrated progress since the program opened. We worked with the County to:
• Lead implementation of the communications plan
• draft a 6-page progress report
• Developed a suite of earned and owned media materials, including a press release, talking points and social media posts
• Planned a press conference
• Pitched OPB’s Think Out Loud to have the Director join the live, in-studio program
• Worked to identify families benefiting from the program to serve as spokespersons
The Results
Efforts to highlight the program as a valuable resource for families with low incomes was effective in raising awareness about the program benefits and progress:
The press event garnered more than 120 media mentions, generating more than $4.9 million in free publicity
Coverage included stories from The Oregonian, OPB, Portland Observer, and all 4 network TV affiliates
The Director joined Think Out Loud, which reached an audience of approximately 240K
85% of media coverage was either positive or neutral in tone
More than 10 media outlets attended the media briefing
One family spoke at the press conference about the value of the program
Media Coverage
