Public Service Campaign 2007-2008. Selection Process RFP –Three key criteria Potential impact Ad 2 Madison could make Ability to meet expectations and.

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Presentation transcript:

Public Service Campaign

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

Mission: To prevent child abuse and neglect, strengthen families, and promote healing of those affected by abuse Parental Stress Center PreventStrengthHeal

Core Beliefs WorthGrowth Dignity Potential Support IndependenceResponsibility

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

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

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

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

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

Target Audience Adults in Dane County who are parents with children ages newborn to 17 years old

Critical Insights abuseneglect alone help

Creative Strategy Spa Welcoming Soft Gentle Soothing

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

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

Identity Package

Postcard

Print

Valpak Insert

Radio

TV

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

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

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

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

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

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

Public Service Campaign