Post on 27-Dec-2015
transcript
Parent Trust for Washington Children
2006 - 2007 Public Service Campaign
Campaign Structure
President
Co-ChairMedia
Co-ChairCreative
Public Relations Research Media Distribution
TV Radio PrintWeb
TV Production Radio Production
Director
Editor
Print ProductionBrochures / Magnets
Copywriters
Designers
WebsiteFundraising
Campaign Timeline
Parent Trust for Washington Children
Parent Trust for Washington
Children
To create lasting change and hope for the
future by promoting safe, healthy families
and communities.
Mission
Parent Trust for Washington Children provides:
1. Resources for parenting and childhood
development.
2. Resources and information for family and life
management skills.
3. Various educational programs for parenting
success.
4. Family Help Line for live support in child
raising issues and concerns.
Parent Trust for Washington Children
Campaign Objectives
1. To increase general awareness of Parent Trust
among the target audience.
2. To increase the number of phone calls to the
Parent Trust Help Line.
3. To increase the use of the web site for further
information on Parent Trust and general family
resource information.
Campaign Objectives & Strategies
Research Objectives
• Define the Target Markets
• Define Potential Target Markets
• Determine Most Influential Media
Market Research
Current Market Analysis• 77% of clients are referred by State services
- Child Protective Services- Adoption Services- Foster Care
Focus Group (parenting class)• Recommended by women• New Parent Resources• Seeking Reliable Information• Stay Positive
Market Analysis
Primary: Parents or guardians (age 25-50) of children under the age of 16 years, currently living in the counties of Washington State that contain a population of at least 100,000 people.
Secondary: Hispanic families currently living in a county where at least 15 percent of the population is comprised of Spanish speaking residents.
Target Markets
Zone Two ~ Eastern
Washington
Suburban/Rural
25.7% Hispanic
Zone One ~ Western
Washington
Urban/Suburban
5.37% Hispanic Zone One & Zone Two
Comprise 86% of Washington State’s Hispanic Population
Target Audience Research
Fundraising
Logo
Magnet
Brochure
Banner Advertisement
Web site
Radio
English
30 Second Radio Spot
Spanish
30 Second Radio Spot
Television
QuickTime™ and aSorenson Video 3 decompressorare needed to see this picture.
Targets:• Primary Target Market
Television Distribution: 8 Local TV Stations• NWCN 2 TV (NW Cable News)• KOMO 4 TV (ABC)• KING 5 TV (NBC)• KONG 6 TV (Local)• KIRO 7 TV (CBS)• KSTW 11 TV (UPN)• KSTW 13 TV (FOX)
TV Media Distribution
Radio Media Distribution
Spokane:1. KAEP 1057 AM: Adult alternative2. KISC 98.1 FM: Adult Contemporary3. KKZX 98.9 FM: Classic Rock
Pasco/Yakima/Moses Lake/ Walla Walla:1. KEYW 98.3 FM: Hot AC2. KONA 610 AM: Info and soft hits3. KHHK 99.7 FM: Top 404. KATS 94.5 FM: Rock
Seattle:1. KEXP 90.3 FM Alternative2. KUOW 94.9 FM News
Brochure Distribution
WA State Hospitals Pre-natal care facilities
Financials: Production Values & Costs
Estimated Value per Media:1. TV Production: Value $7500.00 Cost
02. Radio Production Value $3000.00 Cost
03. Brochure Production: Value $1500.00 Cost
04. Print Production: Value $500.00 Cost
05. Magnet Production: Value $500.00
Cost 06. Website Production: Value $5000.00 Cost
0
Total Production Value: $18,000
Financials: Media Distribution & Costs
Media Distribution Costs:
TV Distribution Value $42,000 Cost: $250
8 stations x 150 x $35= $43,750
Radio Distribution Value $35,000 Cost:
$300
10 stations x 250 x $35 = $35,000
Brochures 5,000ct Value $1500 Cost: $550
Print Media Value $2,500 Cost:
$500
Magnet 5,000ct Value = $1,875 Cost: $500
Total Media Distribution Value: $84,625 Total
Cost: $2100