The Challenge:
In 2018, New Hampshire Governor Chris Sununu shared his vision of developing an online “one-stop-shop” where parents and caregivers of young children would be welcomed to the state and easily gain access to valuable resources. It was up to grant recipient and nonprofit Welcome Families NH to make that vision a reality.
The Insight:
The key question we first had to answer: What are the major life decisions that call families with young children to New Hampshire? We wanted to gain a better understanding about the current early childhood system and use that data to underpin our approach. That would set us up to better address the needs of vulnerable young children and their families and help build a strong foundation to improve outcomes for the children, their families, schools, and communities.
The Solution:
Because we were working with grant money, our goal was to create a site that would resonate with the target audience, and get it right the first time. To get there, we employed a strategy that included amplifying brand perception and credibility laced with SEO, persona-driven content, mapping the user experience against core needs, and utilizing data science and insights.
The Results:
We created the Welcome Families NH site, a destination for families, especially those with young children, who live in or are looking to move to New Hampshire. Our research and strategy yielded links to resources and opportunities in the state that can help users find and access basic needs, such as housing and childcare; access current information about childhood development; connect users with resources if they or their child is facing a crisis or risk; and assist in discovering the many valuable resources New Hampshire has to offer (activities, transportation, job opportunities, and more.)
