Using Marketing to Recruit Foster Families more...

A NEW ERA:Using Marketing to Recruit

Foster Families more Effectively, Efficiently &

Economically

Jenn Petion, M.A., A.P.R.Director of Administration

and Special ProjectsFamiliesFirst Network

Michelle KidneyRecruitment Specialist

Partnership for Strong Families

Who Are You Trying to Reach?

■ Analyze your current demographic

■ Identify any unreached target demographics

Why Make a Change?

■ Our target audience has changed a lot over the last decade or so and will continue to evolve

– By 2020, 46% of the workforce will be Millennials

■ The way they prefer to be engaged has changed with them– 1 in 3 millennials said “social media freedom” is a higher

priority than salary when considering a job

MillennialsSource: Millennial Marketing

Born 1980-2000

MillennialsSource: UNC and YEC

I do not see a magazine, printed newspaper or

special event mentioned here

Online Advertising Options

Website Banner Ads

Google Ads

Putting this to Work for Foster Home Recruitment

Social media marketing is the best bang for the buck. It may not be your entire advertising budget, but it should probably be about 80%.

– Audience can be customized to your target– Reach is expanded by user interaction– Real-time analytics – Easy to control cost and campaign timing– No cost for exposure – only pay for action– Mobile-friendly

Facebook & Instagram

Up and Coming Platforms

■ Snapchat– Snapchat reaches 41% of all 18-34 year-olds in

the US on any given day– Their reach is growing (>100 million people use Snapchat daily and watch 10 billion videos a day, a 350% increase in the last year)

– Least “trolly” social media outlet

■ Pokemon Go– Has surpassed Twitter in number of daily users– Can buy “lures” to bring foot traffic to a

location– Ad opportunities are expected to be released– Can also show users who play that you connect

with them by referencing on other platforms

Examples of Brands Using Pokemon Go

Messaging is key

■ No one wants to join a sinking ship that’s on fire– “We have a crisis need for foster parents”

■ A cruise is risky, but it’s an adventure that’s sure to be life-changing– “You can make a life-changing impact on a foster teen”– “Something missing? Let a foster kid bring adventure to your

life”– “Foster kids give you an excuse to try Pokemon Go”

Sinking Ship Adventure CruiseVs.

Now You’ve Got Their Attention

■ You need them, they don’t need you– Make the process as user-friendly as possible– Examine and challenge every single step of the process– Keep them engaged the whole way

■ Don’t waste time on individuals who will never make it through licensure

– Online orientation and quiz– Front-end paperwork and background screening

■ Pass them on to the licensing department seamlessly– Not one lost– Fast-tracked home study during training classes

A Few Tips

■ Facebook Ads Manager

■ Facebook Support Tools– Facebook Ads Support Page– Facebook Blueprint – eLearning Modules for ads and marketing

A Few More Tips

■ Separate your Efforts– Even if the same department handles foster and adoptive

recruitment, keep the ads and efforts separate

Be prepared for the expanded social media audience

■ More “likes” and “follows”

■ Reaching people you never would have before

■ Increased donor base

■ Enhanced brand and cause awareness

■ As other platforms shrink, this one grows

■ Opportunities to link with other organizations

■ Pages must stay fresh and communication be two-way

■ More homes for kids!

■ You inevitably have (unhappy) clients within your target audience

■ They may comment, or worse, rate you

■ You will need to monitor social media constantly

A Few More Tips

Results

Questions?

Jenn

■ Jenn.Petion@bhcpns.org850-490-5066

■ FamiliesFirst Network’s Recruitment Lead: Linda RoushLinda.Roush@bhcpns.org

Michelle

■ Michelle.Kidney@pfsf.org

352-213-7219