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HELPING YOU HELP YOUR FAMILY

HELPING YOU HELP YOUR FAMILY. Lopez & McCool Public Relations Agency. Agency Information. Lopez & McCool Public Relations Agency . Lopez & McCool is a Jacksonville-based public relations agency that focuses primarily on nonprofits and small businesses. Previous clients include:

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HELPING YOU HELP YOUR FAMILY

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  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 nonprofits 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. Executive Summary The Children’s Home Society of Florida (CHSF) has faced many challenges. In recent years, this organization has struggled to gain participation in the programsit offers geared towards helping families build a loving, cohesive environment for children. These programs are currently only being utilized by court-appointed families. CHSF would like to increase participation in its programs from all families in need and for the community to be made aware of all the programs and benefits that this organization has to offer. CHSF offers programs such as, one-on-one counseling, a Family Life Program, life and parenting skills, family counseling and the Good Choices Good Parenting Program. These programs are aimed to end the violent cycle of abuse, helping parents build loving, healthy bonds with their children and teaching teenagers in foster care the necessary skills for life as an adult.   The Lopez & McCool Public Relations Agency strives to help the CHSF with increasing participation in these programs, as well as gaining recognition in the community. Lopez & McCool agency has done extensive research in order to find the amount of awareness this organization has generated before our campaign started.Wehope to increase this awareness through special events such as a Children’s Home Society Family Night at Pump It Up and a special promotion with our corporate sponsor, Panera Bread, in which a portion of the proceeds go towards CHSF programs. This campaign will utilize different aspects of social media such as Twitter, Facebook, Pinterest and an ongoing “mommy blog,” in order to gain interest and participation in our campaign. 3 3

  5. 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. Currently, the CHSF continues to help children and work on social issues. CHSF has expanded to 15 divisions throughout the state and has helped over 200,000 children and families. • 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. When parents want to provide stable, nurturing for their babies, we help. When families are in crisis, we help them rebuild trust. Create stronger bonds. We create brighter futures for kids, for families, for communities. Kids need us. They need you. Together, we’ll make an even bigger difference.   • What the company does: The CHSF is a nonprofit organization that aims at healing and protecting children.  They offer a series of programs geared towards putting families back together, ending the cycle of violence and abuse and one-on-one counseling for families and individuals. 4

  6. Biographies Shelby Lopez Emily Gregorchik Graduate from the University of Florida with a degree in Communication, focusing in public relations. In 2009 she became the Chief Founder of Lopez & McCool Public Relations Agency after working for the Susan G. Komen, Cure Florida Suncoast Affiliate in St. Petersburg, Fla. for five years. She has experience working with other nonprofit organizations such as the Humane Society of Tampa Bay and the Special Olympics. Graduate of UC-Berkeley with a degree in Communication, focusing in public relations. She has vast experience working with nonprofits such as The Boys and Girls Club and the Jacksonville Humane Society. She has worked for Lopez & McCool for the past year and continues to do freelance work in her spare time. Emily brings an artistic edges to this agency and hopes to strive as the artistic director for her firm.   5

  7. Biographies Amber McCool Jade Newman Amber McCool graduated from the University of Florida with a degree in Communication. She graduated in 2009 and volunteered with St. John & Partners Agency in Jacksonville, Fla. She gained a variety of public relations and advertising experience. Later in 2009, she became the co-founder of Lopez & McCool Public Relations Agency. With everything she accomplished in college she is ready to move forward and guide her agency to the next level. Jade Newman is a 2009 graduate of University of Florida with a degree in Communication. She has worked for numerous public relations agencies including Fleishman-Hillard, Axia and St. John & Partners. Jade brings a fresh spin to a newly established agency. 6 6

  8. 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

  9. Secondary Research Children’s Home Society of Florida is a national organization dedicated to bettering the lives of children through adoption, educational and counseling programs. This organization also strengthens families by offering parenting courses to those struggling to build cohesive relationships between parents and children. According to the CHSF web page, it was founded in Jacksonville on Nov. 17, 1902. It is hard to believe that the once single-roomed office now consists of 15 divisions with 90 plus offices in 67 counties throughout Florida. CHSF’s 15 locations can be found in western Florida, Emerald Coast, North Central, Buckner, Mid-Florida, North Coastal, Central Florida, Greater Lakeland, Gulf Coast, southwest Florida, Brevard, Treasure Coast, South Coastal, Intercoastal and southeastern Florida. CHSF is made up of more than 19,000 employees and has helped nearly 200,000 children and families in the past year. Duval County’s Buckner location helps more than 2,500 kids and families alone. CHFS’s state board consists of 23 members, with Victoria Weber as Chair and Marty Rubin as Vice Chair. There are 15 Executive Directors, a management team of 11 and 6,357 loving volunteers. Volunteers have given 126,021 hours of their time and a potential total dollar value of time of $2.69 million into helping the CHSF thrive.         CHSF has four major objectives they’ve worked towards everyday since they were established. Those objectives include breaking the cycle of violence, healing the pain from abuse, finding a “forever family” for children and preparing teens for independence.  According to CHSF’s 2011 annual report, a total of $108.3 million was dedicated to resources strictly bettering the lives of children and families.  Through the use of parent education, counseling, mentoring, education and in-home services, 25,881 children and family members were assisted. There were 162,569 children and families aided in the healing of pain caused by abuse or neglect and $75.6 million spent on these services. Through its journey to find children “forever families,” CHSF spent $4.9 million; which lead to 2,803 children and families served, 841 finalized adoptions and 38,435 finalized adoptions since 1902.  CHSF is the only adoption agency in the state to provide lifetime confidentiality and maintenance of records. A combination of life skills training, educational coaching and safe housing has assisted 7,336 teenagers who are ready to leave foster care and begin their adult life. 9

  10. Secondary Research The CHSF Family Life Program is open to the community and consists of three series of parenting courses. According to the the United Way of Northeast Florida website, the age of the children involved indicates which program they will be partaking in. This program is designed to help parents discuss the difficulties they face with parenting troubles, aggressive children or those with a mental health issues. The most common mental health issue parents deal with is Attention Deficit Disorder. Parents can get help in a confidential setting through counseling and one-on-one guidance meetings. Classes are offered to parents of infants, toddlers, school-aged kids and teenagers. Each course costs $75 for a six-week period and is open Monday through Friday 8-5 p.m. The Good Choices Good Parenting program offers parenting classes to teens in foster care. Teens ages 12 to 18-years old are given education and case management services. These services cover all aspects of sexuality, infant parenting and pregnancy prevention and education.  The third program is a one-on-one in-home parenting course. Families are charged by an hourly rate using the sliding fee scale. There are numerous organizations that partner with the CHSF. These affiliates include Children Home Society of America, Healthy Families Florida, Florida Department of Health, Florida Department of Children & Families, Alliance For Children & Families, United Way, CCAI’s Angels in Adoption, Believe Achieve Inspire and the Council of Accreditation. Business affiliates in the in Northeast Florida, Buckner division include K.I.D.S (Kids In Distressed Situations), Family Support Services, Panera Bread, United Way of Northeast Florida, Target and The Jim Moran Foundation. As of June 30, 2011, the total amount of money spent on assets was $89,202 and $50,184 on its total net assets.  The CHSF continues to operate through means of service contracts, public support, service fees and other resources. CHSF receives $99,538 (89 percent) from services contracts, $10,195 (9 percent) from public support, $1,640 (1 percent) from adoption and services fees and $1,034 of its 2011 revenue came from other resources. These amounts come to the total amount of $112,407 of the organization’s income. CHSF spent a total of $110,933 on programs, general and administrative purposes and fundraising. Programming fees cost the organization $95,620 (86 percent), $11,866 (11 percent) was general and administrative fees, and $3,447 (3 percent) was spent on fundraising. These fees lead to the organization’s total expenditure of $110,933, according to its 2011 annual report. 10

  11. Primary Research To gain a better understanding on the general public’s awareness of the Children’s Home Society of Florida and what it does for the community, a nine question survey was conducted and distributed with the use of Facebook. Results from the survey indicate that 75 percent of those surveyed were women and 25 percent were men.  Out of those who participated, 50 percent were between the ages of 21 and 30 and the other 50 percent were aged 41 and older. The vast majority, 66.7 percent, of those surveyed reported that they had never heard of the CHSF. Ninety percent of people knew what CHSF does but 100 percent of them had not heard of the Family Life Program. Results also indicated that 66.7 percent of participants knew someone suffering with Attention Deficit Hyperactive Disorder, 33.3 percent did not have several communication problems within their family and TV and other outlets were the main sources of information. Pre- and post-surveys will also be conducted among the primary target audiences specifically, to understand their knowledge of the CHSF. Focus groups will be the main source for obtaining qualitative data about the target audiences’ attitudes towards the CHSF. Parents, teachers, family lawyers and media members will each have their own focus group and will be asked about their opinions of the CHSF and the programs they offer. In-depth interviews will provide more detailed perspectives on the CHSF from our audiences. Our firm will ask questions to those who have worked with the CHSF personally, either through the court system or by voluntarily seeking help. 8

  12. 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

  13. Campaign Goal Overall Strategy • Lopez & McCool Agency’s overall goal for this campaign is to 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

  14. Target Audience Parents: City-Data.com states 96 percent of the city of Jacksonville is comprised of families, with families ranging from 2 to 4.2 members. 7.9 percent of children are enrolled in nursery or preschool, 5.8 percent are enrolled in kindergarten, 23.3 percent are enrolled in grade 1 to 4, 22.2 percent are enrolled in grade 5 to 8, and 20.5 percent are enrolled in 9 to 12. All parents want their children to be happy and successful. However, every child is different. Parents have the greatest influence over the choices and direction of a child’s life. Parents who have rough relationships with their children and children with behavioral issues or hyperactive children need to know that the CHSF is there to help. The U.S. Department of Education notes that some parents will never make it to their child’s school and will need to be contacted at home. Parents are busy and they need to be contacted when it’s convenient for them, for instance, through mail or email. Sending a regular newsletter via email is a great way to contact parents and gain their attention. Newsletters and brochures should include educational materials and fact sheets to establish credibility. It’s important to first gain the parent’s trust when trying to convey a message, because some may have had a negative experience in their own education and may be wary of educators. The Department of Education states, “Parents who for whatever reason have lost trust in their local education system may be more receptive to information delivered by an organization in which they do have confidence, such as their church or local Boys and Girls Club.” There needs to be personalized two-way communication in order to connect with these parents. Partnering with community outreach organizations or trusted corporations is a great way to build credibility in the community. 13

  15. Target Audience Teachers: Teachers can be reached through third-parties. Many teachers use online tools, seminars, magazines or books to stay up to date and learn new techniques. These venues provide a great way to send the CHSF message. Even contacting guidance counselors of Jacksonville elementary, middle and high schools about the CHSF programs and support can reach teachers effectively. Teachers trust their co-workers and higher-ups. Many teachers learn through peer blogs as well. Starting a teaching blog with helpful tips on how to cope with the challenges of children with behavioral problems, children with ADHD, information on support groups and parenting classes could steer teachers to suggest the CHSF programs to struggling parents. Indeed.com lists the average teaching salary as $34,000 to $49,000 in Jacksonville, Florida as of October 2012. City-Data.com lists Mandarin High School as the biggest public high school and Mandarin Middle School as the biggest public elementary/middle school. Both schools are in district 16. 14

  16. Target Audience Media: The first step in targeting the media is to create a media list and identify the right person at each outlet to send materials to. It is imperative to send media ‘news you can use’ so that they will be more likely to run our stories. Press kits will be sent to the media for the Panera sponsorship and Children’s Home Society Family Night. Press kits will include tools for radio and television networks, including WOKV, First Coast News, News4Jax, Action News Jax, WAPE, RadioNOW, WQIK, Gator Country and WJFR. The media will be aware of every tactic in our campaign through news releases. Family lawyers:All family law offices in a 50 mile radius of CHSF will receive flyers describing our programs. Receptionists and secretaries will be targeted since they are the gatekeepers to lawyers. Promotional pens will also be given. Corporations: Jacksonville-based corporations such as Baptist Health and Firehouse Subs will be targeted to build partnerships with the CHSF. Panera Bread and the Jacksonville Zoo will also be targeted. These corporations will be reached by contacting their community outreach coordinators and offering our promotional materials. The corporations’ logos will be featured on any flyers promoting events they help sponsor. 15

  17. Objectives • Increase participation in in-home services by 30 percent by July 2013. (motivational) Evaluation method- Compare July 2012 numbers to July 2013. • Partner withthtreeJacksonville-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

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

  19. 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

  20. 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

  21. 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 ofitssales to the CHSFFoundation. 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

  22. 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

  23. 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

  24. 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 five Jacksonville Zoo tickets as well as hand out promotional flyers, pens and magnets. 23

  25. Campaign Time Frame January 2013-July 2013 Sixmonth launch period 24

  26. 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

  27. 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

  28. 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

  29. 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

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