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Parent Trust for Washington Children 2006 - 2007 Public Service Campaign

Parent Trust for Washington Children 2006 - 2007 Public Service Campaign. Campaign Structure. Campaign Timeline. Parent Trust for Washington Children. Mission. Parent Trust for Washington Children

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Parent Trust for Washington Children 2006 - 2007 Public Service Campaign

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  1. Parent Trust for Washington Children2006 - 2007 Public Service Campaign

  2. Campaign Structure

  3. Campaign Timeline

  4. Parent Trust for Washington Children

  5. Mission Parent Trust for Washington Children To create lasting change and hope for the future by promoting safe, healthy families and communities.

  6. Parent Trust for Washington Children Parent Trust for Washington Children provides: • Resources for parenting and childhood development. • Resources and information for family and life management skills. • Various educational programs for parenting success. • Family Help Line for live support in child raising issues and concerns.

  7. Campaign Objectives & Strategies Campaign Objectives • To increase general awareness of Parent Trust among the target audience. • To increase the number of phone calls to the Parent Trust Help Line. • To increase the use of the web site for further information on Parent Trust and general family resource information.

  8. Market Research Research Objectives • Define the Target Markets • Define Potential Target Markets • Determine Most Influential Media

  9. Market Analysis 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

  10. Target Markets 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.

  11. Target Audience Research Zone One ~ Western Washington Urban/Suburban 5.37% Hispanic Zone Two ~ Eastern Washington Suburban/Rural 25.7% Hispanic Zone One &Zone Two Comprise 86% of Washington State’s Hispanic Population

  12. Fundraising

  13. Logo

  14. Magnet

  15. Brochure

  16. Banner Advertisement

  17. Web site

  18. Radio Spanish 30 Second Radio Spot English 30 Second Radio Spot

  19. Television

  20. TV Media Distribution • 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)

  21. Radio Media Distribution Spokane: • KAEP 1057 AM: Adult alternative • KISC 98.1 FM: Adult Contemporary • KKZX 98.9 FM: Classic Rock Pasco/Yakima/Moses Lake/ Walla Walla: • KEYW 98.3 FM: Hot AC • KONA 610 AM: Info and soft hits • KHHK 99.7 FM: Top 40 • KATS 94.5 FM: Rock Seattle: • KEXP 90.3 FM Alternative • KUOW 94.9 FM News

  22. Brochure Distribution WA State Hospitals Pre-natal care facilities

  23. Financials: Production Values & Costs • Estimated Value per Media: • TV Production: Value $7500.00 Cost 0 • Radio Production Value $3000.00 Cost 0 • Brochure Production: Value $1500.00 Cost 0 • Print Production: Value $500.00 Cost 0 • Magnet Production: Value $500.00 Cost 0 • Website Production: Value $5000.00 Cost 0 • Total Production Value: $18,000

  24. 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

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