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thread, Alaska’s statewide Child Care Resource & Referral (CCR&R) Network, sought to launch an awareness campaign aimed at parents to promote quality early care and education. Agnew::Beck conducted a market analysis to identify key audience segments, and worked with thread to prioritize the market segments into target groups. Agnew::Beck’s market analysis also identified the types of messaging most likely to reach the priority target markets in a positive way and created a public outreach campaign centered around key characteristics of quality child care that simultaneously developed a stronger brand presence for thread and its services. The campaign involved the development of campaign collateral including flyers, informational cards, website banners, and a style guide.