The Challenge
Colorado’s Professional Development Information System (PDIS) and related guidelines outline the skills and competencies needed for early childhood professionals to advance in their careers and deliver high-quality care.
However, many early childhood professionals were unaware of available pathways or found the system difficult to navigate. At the same time, the early childhood sector faced ongoing workforce shortages, burnout, and barriers to entering and advancing in the field.
CDEC also sought to increase the number of licensed providers and elevate the overall quality of care across the state—goals directly tied to awareness and use of professional development resources. The challenge was to make professional development feel accessible, relevant, and worth pursuing, while reinforcing its role in supporting licensing, career growth, and the delivery of high-quality child care.
Our Approach
SE2 approached this work through a strategic communications lens—focusing on clarifying the value of professional development and positioning it as a pathway to both career growth and higher-quality care.
This included developing a clear communications strategy and messaging framework that made PDIS and the professional development guidelines easier to understand, navigate, and act on. Messaging emphasized real-world benefits for providers, including skill-building, career advancement, and the ability to deliver higher-quality experiences for children.
To activate this strategy, SE2 implemented an internal communications campaign targeting current providers. This effort focused on increasing awareness, building motivation, and encouraging deeper engagement with available tools and resources.
In parallel, SE2 extended outreach beyond the existing workforce through targeted paid media campaigns aimed at friend, family, and neighbor (FFN) caregivers—an audience often providing care informally. These efforts introduced the benefits of formal licensing and professional development, positioning it as an achievable and valuable next step.
Together, these efforts created a coordinated approach to both strengthen the current workforce and expand the pipeline of licensed, quality-focused providers across Colorado.
The Impact
Evaluation findings showed that the videos and toolkit materials improved providers’ understanding of the Professional Development Guidelines and how to engage with the system. Providers reported greater clarity around available pathways, requirements, and next steps for advancing their careers.
The resources also made it easier for providers to navigate PDIS and related supports, increasing confidence in accessing tools, trainings, and opportunities. Overall, the work helped reduce barriers to engagement—making professional development feel more approachable, actionable, and relevant to providers across the state.
