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The State of Tennessee kidcentral tn

Platform + Campaign

kidcentral tn pulled together the programs and resources offered to families by the State of Tennessee and made them accessible to parents through research, engineering and smart digital design.

Situation

The State of Tennessee offers thousands of services, programs and physical, mental and emotional health resources to help Tennessee parents raise healthy kids. However, because the information was siloed across dozens of agencies, families across the state were unable to access them. The state needed a single centralized online hub where parents could find answers to their questions.

Solution

A comprehensive approach to digital platform development aligned data-informed functional content marketing, an integrated brand strategy and a deeply human user experience. Web, mobile and software development led to the creation of a single online hub, giving users Tennessee’s first searchable directory of family-specific programs.

Impact

Web, mobile and software development led to the creation of a single central online hub, giving users Tennessee’s first searchable directory of family-specific programs. The new, easy-to-navigate site architecture grouped services into simple categories, made it easy to sign up for alerts and massively improved overall site performance. A custom-designed mobile app and kiosks in health department offices statewide ensured Tennesseans had multiple ways to access kidcentraltn.com. In the first five years, iostudio’s customized solution for the State of Tennessee provided significant outcomes, including a 500% increase in both the website use and email subscribers.

Meeting human needs

through digital platforms

is equal parts science,

art and emotion.

Responsive web design

delivered content optimized

for every screen.

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User research combined with deep content audits across six state agencies identified users’ media habits and interests.

Focus groups and stakeholder surveys completed the picture and set the stage for the creation of a new brand.

User research combined

with deep content audits

across six state agencies

identified users’ media

habits and interests.

After an intense 90-day discovery process with stakeholders, the need was clear.

The state’s vast collection of available resources overwhelmed parents, educators and caregivers alike. Multiple sites and logins, disconnected email lists, and inconsistent branding meant that good information was not easily found and, as a result, unused.

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Social media content

creation opened new

communication channels.

The custom-engineered CRM solution eliminated multiple logins.

A single, simple, secure parent sign-on made it easy and fast for parents to receive updates and track customized milestones in their children’s growth.

Digital and email marketing

campaigns drove awareness,

which led to dramatically

increased site usage.

1 million + unique visitors

since launch.

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“Thanks for making a great site. I was able to use it already for locating dental services in my area for our situation.”

– Jon R., Homeschooling Dad

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kidcentral tn helped both Tennessee parents and the state agencies publishing the information they sought.

Overhauled content management made creation more efficient for agencies, while robust search capabilities coupled with improved email automation made it easier for parents to locate the necessary information.