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Public Service Campaign 2007-2008

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.

deborah-house
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Public Service Campaign 2007-2008

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  1. Public Service Campaign 2007-2008

  2. Selection Process • RFP • Three key criteria • Potential impact Ad 2 Madison could make • Ability to meet expectations and deadlines • Anticipated working relationship with client

  3. Parental Stress Center Mission: To prevent child abuse and neglect, strengthen families, and promote healing of those affected by abuse Prevent Strength Heal

  4. Core Beliefs Worth Growth Independence Responsibility Potential Support Dignity

  5. Services • Parent Stressline • 608.241.2221 • Families United Network (F.U.N.) • Weekly dinners • Play dates • Oasis • Sexual abuse counseling

  6. 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

  7. Opportunities • Spanish speaking staff • Parent Advocate activity • Multi-tiered programming • Gateway to other services at Parental Stress Center

  8. Research • Survey to Parent Advocates • Reviewed questions from their call log • Reviewed a few call logs • Reviewed the training that the Parent Advocates receive

  9. Campaign Objectives • Increase the call volume • Build an awareness campaign • Increase parent advocate activity

  10. Target Audience • Adults in Dane County 18-49 who are parents with children ages newborn to 17 years old

  11. Critical Insights abuse neglect alone help

  12. Creative Strategy Spa Welcoming Soft Gentle Soothing

  13. What’s in a Name… Canopy- a protective covering; the uppermost spreading branchy layer of a forest Source: Merriam-Webster

  14. Identity We’re about kids ♥ We’re about those who care for them™

  15. Identity Package

  16. Postcard

  17. Print

  18. Valpak Insert

  19. Radio

  20. TV

  21. 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

  22. Media Timeline March April May June July Broadcast TV Cable TV Radio Print Print Print Website

  23. Campaign Value Print: 8 % Broadcast TV: 19% $ 110,337 Radio: 52% Cable TV: 19%

  24. Results • Impressions total = 5.3 million • Calls - 25% increase • YouTube hits 155 in two months of posting

  25. Intangibles • Empowerment • Created a strong identity and brand • Integrated campaign • Built brand awareness • Fostered future media/vendor relationships

  26. Conclusion Research: Stress triggers Strategy: Reach the parents on an emotional level Promise: Offer of support Results: Multi-tiered media campaign = 25% call increase

  27. Public Service Campaign 2007-2008

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