HELPING YOU HELP YOUR FAMILY

1. HELPING YOUHELP YOUR FAMILY Lopez & McCool Public Relations Agency

2. Agency Information Lopez & McCool Public Relations Agency • Lopez & McCool is a Jacksonville-based public relations agency that focuses primarily on non-profits and small businesses. Previous clients include: • Children’s Miracle Network • Girls & Boys Club of Jacksonville • Hubbard House • Second Harvest Food Bank 1

3. Agency Mission Statement Lopez and McCool Public Relations Agency strives to guarantee client satisfaction while upholding the highest ethical standards established by the Public Relations Society of America.   2

4. Agency Team Shelby Lopez Emily Gregorchik Founder of Lopez & McCool Creative Director 5

5. Agency Team Amber McCool Jade Newman Co-Founder of Lopez & McCool Project Manager 6 6

6. Client Background History: • Established in Jacksonville in 1902 by Reverend D.W. Comstock, the CHSF opened as a response to the growing number of homeless and abandoned children in northeast Florida. • Originally, with a staff of only two people, they were able to find homes for 21 children in its first year. • CHSF has been very influential in creating laws and legislation protecting children’s rights. It played a key role in the enacting of Child Labor Laws as well as outlining the Compulsory Education Law. Mission Statement: • Embracing children. Inspiring lives. • We change lives. Join us. • When kids are hurting, we help them.   • When kids need a safe place to call “home,” we find them loving families. What the company does: • A non-profit organization that aims at healing and protecting children. • Programs geared towards putting families back together, ending the cycle of violence and abuse and one-on-one counseling for families and individuals. 4

7. Secondary Research General Information: • The Children’s Home Society of Florida was founded on Nov. 17, 1902 • 15 divisions with more than 90 offices in 67 counties. • The Duval County Buckner location helps more than 2,500 children and families alone. • The State Board consists of 23 members • Victoria Weber is Chair • Marty Rubin is Vice Chair • Volunteers: 6,357 • Total Hours: 126,021 • Potential total dollar value of time: $2.69 million • 89 percent of the 2011 revenue came from service contracts Four Major Objectives: • Breaking the Cycle of Violence Healing the pain from abuse • Finding a “forever family” Preparing teens for independence 9

8. Secondary Research Programs: • Family Life Program • Good Choice Good Parenting Program • Education and  Case Management Services Affiliates: • National Affiliates • Children Home Society Florida Department of Health • Florida Department of Health Alliance For Children & Families • United Way Florida Department of Children & Families • CCAI’s Angels in Adoption, Believe Achieve Inspire • Council of Accreditation • Northeast Buckner Affiliates • K.I.D.S (Kids In Distressed Situations) Target • Family Support Services United Way of Northeast Florida • Panera Bread The Jim Moran Foundation.

9. Primary Research • Facebook Survey • 9 questions • 66.7% had never heard of the Children’s Home Society of Florida • 100% never heard of the Family Life Program • Future Research • Focus Groups • Each target audience • In-depth interviews • Target audiences members • Those who have experience working in the programs 8

10. Situational Analysis The Children’s Home Society of Florida is trying to increase participation in the Family Life Education program. Currently, the most involvement is through court-appointed families. CHSF would like the community to be made aware of all the programs that it has to offer, as well as a significant increase in the amount of non-court-appointed families enrolled in the programs.   7

11. SWOT Strengths Opportunities Threats Weakness • Provides help for families • CHSF has an easy process to get help • CHSF is not just a foster and adoption clinic • CHSF helps to break bad habits, heal distraught and prepare for independence • The current foundations and companies that support and donate to the CHSF • Parenting courses are a huge advantage • The prices for parenting or counseling classes are a very reasonable price as well as free • The CHSF hotline • To have non court-ordered families or individuals seek help or counseling • Getting in-home services involved • Having a well-known corporation partner with CHSF • Seeking out to the community and families to feel like they can use CHSF’s tools • CHSF’s education program isn’t that well known to the people who are in need • The community isn’t aware of the functions of CHSF • The program participation is low • Other foster homes and non-profit organizations in Fla. • Psychologists and counseling offices • Companies and corporations that already budget for other non-profits 11

12. Campaign Goal Overall Strategy • Promote awareness about the many CHSF programs. • Specifically to increase participation in the ‘Family Life Education’ program so that families in need know these programs are available. • We also want to build mutually beneficial relationships with Jacksonville-based corporations who share the same values as the CHSF. 12

13. Target Audience Parents: Teachers: Media: Family lawyers: Corporations: 13

14. Objectives • Increase participation in in-home services by 30 percent by July 2013. (motivational) Evaluation method- Compare July 2012 numbers to July 2013. • Partner with 3 Jacksonville-based corporations to help fund and promote the CHSF’s services by July 2013. (motivational) Evaluation method- Determine if corporations are willing to continue partnership with us after campaign ends. • Reach 200 Jacksonville families with information about the CHSF services by July 2013. (informational) Evaluation method- Survey parents within a 50 mile radius of CHSF about knowledge of the Home’s services through mailings. 16

15. Creative Concept: Tagline Helping you help your family 17

16. Tactics Social Media Campaign: Throughout social media CHSF will thoroughly and specifically talk to our target audience. CHSF will use the geographic tool to direct posts to specific audiences. Pictures and videos will be used to really catch the audiences’ attention. The posts will be around 9 a.m., after 5 p.m. and weekends. Facebook, Twitter and Pinterest will be actively used. 18

17. Tactics CHSF teacher and mommy Blog:CHSF will create a blog targeted for teachers and mothers. The blog will have beneficial and entertaining information for them to read and pictures to look at. The blog will provide them with advice for their children as well as the family program steps. The blog will be posted on Wordpress, Tumblr, Stumbleupon, Facebook, Twitter and Pinterest. 19

18. Tactics Restaurant Sponsor: Panera Bread Company is already a sponsor of CHSF. Panera will be used in an unique way to raise money. Panera will dedicate a week of 7percent of their sales to the CHSF foundation. Seven percent of each customer’s transaction the week of Feb. 4, 2013 will go to a CHSF program of their choice. This tactic will significantly build CHSF awareness. - CHSF will contact all of the direct school offices and corporations to see if they would want to use Panera for a catered luncheon. Then inform them of the 7percent of proceeds and how it is going towards CHSF specific programs. - The media will be involved during the opening day of the promotion. The press and media will be invited to any Panera. The press and media will be allowed to interview the customers and employees on the benefits about the donation to CHSF. 20

19. Tactics Parent-Teacher Conferences: CHSF will partner with district school boards around Florida during each school’s parent-teacher conference. At these conferences packets will be given to each parent letting them know what our program offers. Included in the packet will be CHSF magnets. This will gain awareness through parents and teachers.   21

20. Tactics School District Information:We will provide school districts within Florida pamphlets and informational meetings about the CHSF programs. This is will increase awareness and ensure teachers and faculty to come to us for help and spread the word about what and who we are. If there are any families or students that are in need for our services they will now know where to go. 22

21. Tactics Children’s Home Society Family Night:Saturday April 13, 2013 CHSF will have a Children’s Home Family night at Pump It Up. Families will be notified through social media, our current clients andDuval County schools. Panera Bread will cater this event with several of their famous dishes. There will be family activities to make them feel united. CHSF will raffle 5 Jacksonville Zoo tickets as well as hand out promotional flyers, pens and magnets. 23

22. Campaign Time Frame January 2013-July 2013 6 month launch period 24

23. Timeline January 7: Campaign Launch Date January 7: Launch of Mommy Blog January 14: Collect Agency Fee February 4: Begin Panera Bread Promotion February 11: End Panera Bread Promotion April 13: Children’s Home Society of Florida Family night at Pump it Up July 31: End of Campaign 25

24. Evaluation -Determine if that was an actual increase in involvement in the in-home classes by the projected 30 percent goal by comparing the number of those enrolled in the programs in July 2012 to the number of those enrolled in July 2013.   -Determine if corporations were willing to continue or start a new partnership with the CHSF. - Conduct an informational survey for parents within a 50 mile radius of the CHSF about the services provided. 26

25. Budget Recommended Budget: $25,000 Promotional Materials Parent Packets         Brochures                                          500@.20         $100 Magnets                                         500@.75         $375 Pens                                                  500@.50         $250 School District Packets         Brochures                                300@.20         $60         Magnets                                  300@.75         $225 Children’s Home Family Night         Brochures                                 400@.20         $80         Magnets                                 300@.75         $225         Pens                                         300@.50         $150 Media Press Kit                                          20@$50         $1000 Extra Flyers 500@.20 $100 Extra Pens 500@.50 $250 27

26. Budget Events Children’s Home Family Night Venue- Pump It Up $1,700 Jacksonville Zoo Contest Tickets (2 adults, 3 children) $59.75 Gift Goodie Bags Donated Baptist Health Pencils Free Donated Panera coupons Free Small toys 500@$1.25 each $625 Donated Water Bottles from Baptist Health Free Panera Food (4) 10 person salad @$44.99 each $179.96 (4) 10 person salad @$44.99 each $179.96 (4) 4 person mac & cheese @$19.99 each $79.96 (4) 4 person soup @$12.99 each $51.96 Social Media Facebook, Twitter, Pinterest                                                 Free Teacher and Mommy Blog Hosted on Tumblr and Wordpress Free Agency Fee$2500 Total Expenses$8,191.59 28