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Kate Flannery & Liz Potten ACWA

Utilising Contemporary Marketing Approaches and Social Media to Recruit New ‘pools’ of Foster Carers. Kate Flannery & Liz Potten ACWA. The traditional Australian Family. The traditional Australian Family is changing: More women entering the workforce

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Kate Flannery & Liz Potten ACWA

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  1. Utilising Contemporary Marketing Approaches and Social Media to Recruit New ‘pools’ of Foster Carers Kate Flannery & Liz Potten ACWA

  2. The traditional Australian Family The traditional Australian Family is changing: • More women entering the workforce • People staying in the workforce longer • Young people staying at home longer • People starting families later, having fewer children • The end of one size fits all families

  3. The Face of Fostering The face of fostering is changing, too • Fewer stay-at-home Mums • Fewer ‘Empty-Nesters’ • Singles increasingly more likely to foster than couples • Same-sex couples an increasing percentage of carers • Working people need more flexibility • Culturally-appropriate placements a high priority

  4. How we Access Information In the Digital Age • By the end of 2014, 3 billion people will have online access • That is equal to 40% of the world’s population • Mobile access is significantly increasing total media consumption around the world • More sharing of personal information with peers • Peer-to-peer information more trusted

  5. How we Access Information • Movements away from TV to other screens for viewing video content • Tablets are the fastest growing media device in history • Internet surfing is up a massive 24% from Dec 2011 to Dec 2013

  6. Online Engagement In 2012, of Australian non-profits: • 97% had an online website presence • 32% had a LinkedIn company profile • 31% had a Facebook presence • 23% had a YouTube channel • 22% a Twitter profile Source: http://www.wirthconsulting.com.au/research/social-media-research/the-state-of-social-media-use-in-australian-non-profits

  7. Contemporary Marketing Approaches • Content is key • Search • Repurposing

  8. Fostering NSW Campaign

  9. Digital Advertising • Digital flash banner ads • Targeting and re-targeting target groups via popular websites • Results of July – August 2103 burst: • +1 million impressions • 4440k unique browsers • Average frequency of 2.34x • Above average click rate: 0.17%

  10. Google Search Advertising • Google Grant awarded June 2013 • Free Google advertising, up to $10k/month • Links directly to Fostering NSW website

  11. Fostering NSW – Social Media Foster Forum

  12. Facebook

  13. Facebook

  14. Facebook

  15. Facebook

  16. Take Home Messages • Societal changes bring new challenges and opportunities for recruitment • Digital and social media marketing are increasingly an essential part of foster carer recruitment • Engaging, relevant content a must • Current foster carers remain the best ambassadors – social media facilitates this now more than ever

  17. Thank you! www.fosteringnsw.com.au 1800 236 783 kate@acwa.asn.au liz@acwa.asn.au

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