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Public Service Campaign 2007-2008. Selection Process. RFP Three key criteria Potential impact Ad 2 Madison could make Ability to meet expectations and deadlines Anticipated working relationship with client. Parental Stress Center. - PowerPoint PPT Presentation
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Public Service Campaign
2007-2008
Selection Process
• RFP– Three key criteria
• Potential impact Ad 2 Madison could make• Ability to meet expectations and deadlines• Anticipated working relationship with client
Mission: To prevent child abuse and neglect,
strengthen families, and promote healing of those
affected by abuse
Parental Stress Center
Prevent Strength Heal
Core Beliefs
Worth Growth
Dignity
Potential
Support
Independence Responsibility
Services
• Parent Stressline– 608.241.2221
• Families United Network (F.U.N.)– Weekly dinners – Play dates
• Oasis– Sexual abuse counseling
The Center’s Challenges
• Lacking name recognition
• Currently not delivering a consistent image and message for the organization
• Lack of materials, tools and resources to provide public awareness
Opportunities
• Spanish speaking staff
• Parent Advocate activity
• Multi-tiered programming
• Gateway to other services at Parental Stress Center
Research
• Survey to Parent Advocates
• Reviewed questions from their call log
• Reviewed a few call logs
• Reviewed the training that the Parent Advocates receive
Campaign Objectives
• Increase the call volume
• Build an awareness campaign
• Increase parent advocate activity
Target Audience
• Adults in Dane County 18-49 who are parents with children ages newborn to 17 years old
Critical Insights
abuse neglectalone
help
Creative StrategySpa
Welcoming
Soft
Gentle
Soothing
What’s in a Name…
Canopy-a protective covering; the
uppermost spreading branchy layer of a forest
Source: Merriam-Webster
Identity
We’re about kids ♥
We’re about those who care for them™
Identity Package
Postcard
Valpak Insert
Radio
TV
Canopy Center in the news
• Stopping Parental Stress– NBC 15
• Executive Director called to comment on Run-away mom
• Comeback– The MIC 92.1
• Executive Director interviewed with mother and daughter who co-authored a book on abuse and incest
March April May June July
Broadcast TV
Cable TV
Radio
Website
Print Print
Media Timeline
Campaign Value
Radio: 52%
Print: 8 %
Cable TV: 19%
Broadcast TV: 19%
$ 110,337
Results
• Impressions total = 5.3 million
• Calls - 25% increase
• YouTube hits 155 in two months of posting
Intangibles
• Empowerment
• Created a strong identity and brand– Integrated campaign– Built brand awareness
• Fostered future media/vendor relationships
Conclusion
Research: Stress triggers
Strategy: Reach the parents on an emotional level
Promise: Offer of support
Results: Multi-tiered media campaign =
25% call increase
Public Service Campaign
2007-2008