STRONG FAMILIES VT

The Vermont Department of Health sought to understand factors impacting demand for Strong Families VT maternal and early child home visiting programs in Vermont. Crowd Proof designed a study to address the program’s objectives of increasing referrals and enrollment through heightened awareness and strategic messaging, promote the new Parents as Teachers (PAT) program, and normalize home visiting for people who are pregnant and for families with young children.

  • Crowd Proof established research objectives with the program to:

    • Quantify awareness of SFVT;

    • Describe perceptions of home visiting/SFVT;

    • Uncover barriers to engaging;

    • Document the referral ecosystem and flow of referrals;

    • Explore effective messaging and outreach.

  • Crowd Proof employed a research approach of a series of key informant conversations with referring providers, plus quantitative online surveys with both referring providers and eligible Vermonters.

  • The study found that layers of programs under the SFVT name created confusion, and language needed to be simplified and less formal to resonate with Vermonters. Other findings included a need to clarify and streamline processes for providers and cultivate strategic, top-down outreach starting from the Health Department, as well as leverage the power of recommendations and personal referrals for Vermonters.

  • The SFVT program utilized findings to strengthen brand messages and improve communications plans. In particular, new knowledge around barriers is informing motivational messaging to increase interest in available home visiting services for people who are pregnant and for families with young children.

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