GFM|CenterTable
Circle of Parents & Illuminate Colorado

Helping Parents Find Their Circle of Support

A group of parents sits together at a Circle of Parents meeting

Challenge

As the state chapter for Circle of Parents®, Illuminate Colorado is focused on growing a national, evidence-informed model that creates friendly and supportive communities led by parents and other caregivers throughout Colorado. Illuminate partnered with the team at GFM|CenterTable to implement a campaign to increase awareness, boost attendance and create partnerships for Circle of Parents in priority communities throughout the state.

Approach

To build awareness and boost participation, we developed a strategic, multi-channel approach that combined messaging and branding, paid and digital engagement, collateral development and an aggressive community outreach program. Key elements included: 

  • Messaging Platform – Crafted a compelling narrative supported by statistics, storytelling and clear calls to action, emphasizing the importance of peer-to-peer parenting support groups. 
  • Branding & Guidelines – Designed a welcoming identity with clear brand guidelines to ensure consistency across all partner communications. 
  • Content & Collateral – Developed engaging toolkits, social media graphics, flyers, posters, an explainer video and website assets tailored for facilitator and partner use. 
  • Community Outreach – Conducted proactive outreach to dozens of community groups and referral sources, and blanketed key communities with posters and flyers about local groups and offerings.  
  • Social Media Strategy – Created a content calendar and digital assets for partners, ensuring broad online visibility and engagement. 
  • Paid Campaign – Implemented a hyper-targeted paid media campaign to provide visibility, education and action. 
A gif of a sketched circle around the words Find Your Circle

Social Media Graphics

A Spanish graphic that says Comunidad, Esperanza, Resiliencia with Prejuicios crossed out
A graphic that says Find Your Circle
A graphic that says Circle of Parents support groups are safe, friendly and confidential.
A graphic showing women at a Circle of Parents discussion
A graphic that says A Circle for Every Parent
A social media testimonial from a parent that says, "In ways, this group has honestly saved my life. I've made a lot of relationships and built a community."

A Video Produced by GFM|CenterTable

Results

The campaign generated so much interest around the state that Circle of Parents had to create a new statewide online version of the support group to accommodate the boost in interest and participation. The Circle of Parents team also shared they were overwhelmed with the interest and outreach from participants while the campaign was running, and they received significant positive feedback on the program.

70+

Made connections with 70+ partner/referral organizations across the state and in key communities. 

150+

Posted more than 150 flyers/posters in libraries, coffee shops, grocery stores and recreation centers in key communities.

15,000

Delivered 15,000 bilingual flyers to homes of Denver Public Schools’ families through Food for Thought Powersacks. 

A six-month paid campaign generated: 

4,289,517

Impressions

17,235

Clicks

0.40%

Click-through Rate

2,676

Find a Circle Website Clicks

15.5%

Conversion Rate