Challenge: Boston UPK began in 2019 as a universal pre-kindergarten program for 4-year-olds in Boston, made possible by a grant from the City of Boston. Over the years, it expanded to serve 3-year-old children and include additional community settings. However, this gradual growth and the involvement of numerous community partners led to a fragmented communications approach. As a result, the team discovered that after 5 years, many families citywide were unaware of UPK, its benefits, and its connection to Boston Public Schools (BPS).

Objective: To increase awareness and understanding of the UPK program among Boston families by clearly communicating UPK’s benefits, its connection to Boston Public Schools, and its role in supporting early childhood education across various community settings.

Methodology: A range of quad discussion groups were conducted among prospective parents from Boston neighborhoods, across school districts, ethnicities and income levels.  In-depth interviews were also conducted among parents who currently had children enrolled in Boston UPK, representing a mix of different school settings.

Results: Insights led to recommendations for enhancing UPK’s communications with families and community partners. These included rebranding with a new name incorporating “Boston” (rather than “BPS”) to better represent the diverse range of settings offered, and adding specific program descriptions to the key messaging, focusing on the features families value most when selecting a pre-k program.