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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
■ FamiliesFirst Network’s Recruitment Lead: Linda [email protected]
Michelle
352-213-7219
