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2013-2014

2013-2014. Key Audiences. Missouri Residents Grantees Donors. Theme/Slogan. Missouri Foundation for Child Abuse Prevention Strong Families, Safe Kids Preventing Child Abuse & Neglect through Grant Distribution, Education & Awareness. Advertising / Media Activity Plan

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2013-2014

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  1. 2013-2014

  2. Key Audiences • Missouri Residents • Grantees • Donors

  3. Theme/Slogan • Missouri Foundation for Child Abuse Prevention • Strong Families, Safe Kids • Preventing Child Abuse & Neglect through Grant Distribution, Education & Awareness

  4. Advertising / Media Activity Plan Public Relations / Social Media Activity Plan • Prevention Campaigns • Donor Campaigns • Media Mix

  5. Prevention Campaigns Strengthening Families Initiative (SFI) • Not Even For A Minute (NEFAM) ~Never leave children unattended in or around vehicles • Shaken Baby Syndrome (SBS) Prevention ~Never Shake • Parent with Patience (PWP) ~Stress ~Words Help ~Little Kids Make Big Messes ~Strengthening Families

  6. Prevention Media Plan Four Campaigns – Primary (Statewide) Mediums Include: Radio, Parenting Magazines, Online Advertising & Cable TV PSAs • July/August -- NEFAM • December – Stress, Words Help & Parent with Patience • February/March -- Parent with Patience (coupled w/Tax Check-off) • April -- All Messaging *Child Abuse Prevention Month & Strengthening Families • Campaigns supported by the Public Relations / Social Media Campaign Three Campaigns – Secondary (Targeted) Mediums Include: Hispanic Radio and Metro Transit Hispanic Radio: • December -- NEFAM, Never Shake & PWP • March -- NEFAM, Never Shake & PWP • April -- NEFAM, Never Shake & PWP Metro Transit: • December -- Stress • March – Words Hurt • April – Strengthening Families Campaigns supported by the Public Relations / Social Media Campaign

  7. Not Even For A Minute (NEFAM) Print, Radio ads & Cable PSA Listen (Radio): NEFAM - Kids Vehicles Get Hot Fast Watch (Cable): 2013 Not Even For A Minute

  8. Never Shake A Baby (SBS)Print & Radio ads Listen: Babies Cry

  9. Parent with Patience (PWP) Print & Radio ads Listen: Uh Oh Stuff Happens

  10. Parent with Patience (PWP) Cable TV PSA Watch: Parent With Patience - Mud

  11. Donor Campaigns • License Plate • Tax Check-Off • General Donations • ~End-of-Year • ~Matching Gift • ~Other

  12. Donor Media Plan • Three Campaigns Primary (Statewide & Secondary) • Mediums Include: Radio, Print & Cable TV PSAs • November/December -- General Donation (end-of-year, matching gift, license plate) • February/March -- Tax Check-off (coupled with PWP) • June -- License Plate • Campaigns supported by the Public Relations / Social Media Campaign

  13. Community License Plate Partners

  14. License Plate Print & Radio Listen: SFX Too Early You Do We Do

  15. Tax Check Off Print & Radio Listen: Everyone’s Responsibility The Beach

  16. General Donation Print & Radio Listen: Do It For Me SFX You Do We Do – Kids Everyone’s Responsibility

  17. General Donation Cable TV PSA Watch: Kids Count on Us Not Even For A Minute

  18. Media Mix • Radio – Missourinet statewide radio, targeted & metros • Radio – Hispanic in St. Louis, Kansas City, Columbia • Print – Parenting Magazines • Print – Rural Missouri Magazine • Transit – MetroLink & Buses in St. Louis & Kansas City • Website • Public Relations Efforts – traditional & social media • Facebook – Targeted Online Advertising • Cable Television / Public Access Channel PSAs • Twitter • Prevention $ense • Never Shake/Safe Sleep DVD • Texting: Positive Parenting Messages • Print Materials (brochures, posters, banners, magnets, electronic forms, etc.) • Special Events/Exhibits

  19. Radio Campaigns Statewide

  20. Web Page http://ctf4kids.org/

  21. Public Relations Efforts • Integrated with all prevention & donor messaging • Drive all traffic to website • Year-round/monthly/weekly/daily • Social Media • * Facebook Messaging • * Twitter • * Web • * Blogs • * Texting: Positive Parenting Messages • * Podcasts • * Animoto • * Prevention $ense • * Pinterest • Other PR Efforts, including news releases, interviews, etc.

  22. Facebook Targeted Advertising

  23. Prevent Shaken Baby Syndrome (SBS)/ Safe Sleep DVD

  24. Banners

  25. New Initiatives • State Departments Outreach • Refresh NEFAM materials • CTF 30th Anniversary (August 2013) • Add specialty CTF license plate design • Matching Gifts • Focus on: • Strengthening Families Campaign • Neglect Prevention Campaign • Sexual Abuse Prevention Campaign • Safe Sleep Campaign

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