Parent Trust for Washington Children Public Service Campaign

Campaign Structure President Co-Chair Media Public RelationsFundraisingResearch Media Distribution TVRadioPrint Web Co-Chair Creative TV Production Director Editor Radio Production Print Production Brochures / Magnets Copywriters Designers Website

Campaign Timeline

Parent Trust for Washington Children

To create lasting change and hope for the future by promoting safe, healthy families and communities. Mission

Parent Trust for Washington Children provides: Resources for parenting and childhood development. 1.Resources and information for family and life management skills. 2.Various educational programs for parenting success. 3.Family Help Line for live support in child raising issues and concerns. Parent Trust for Washington Children

Campaign Objectives 1.To increase general awareness of Parent Trust among the target audience. 2.To increase the number of phone calls to the Parent Trust Help Line. 3.To increase the use of the web site for further information on Parent Trust and general family resource information. Campaign Objectives & Strategies

Research Objectives Define the Target Markets Define Potential Target Markets Determine Most Influential Media Market Research

Current Market Analysis 77% of clients are referred by State services -Child Protective Services -Adoption Services -Foster Care Focus Group (parenting class) Recommended by women New Parent Resources Seeking Reliable Information Stay Positive Market Analysis

Primary: Parents or guardians (age 25-50) of children under the age of 16 years, currently living in the counties of Washington State that contain a population of at least 100,000 people. Secondary: Hispanic families currently living in a county where at least 15 percent of the population is comprised of Spanish speaking residents. Target Markets

Zone Two ~ Eastern Washington Suburban/Rural 25.7% Hispanic Zone One ~ Western Washington Urban/Suburban 5.37% Hispanic Zone One & Zone Two Comprise 86% of Washington State’s Hispanic Population Target Audience Research

Fundraising

Logo

Magnet

Brochure

Banner Advertisement

Web site

Radio English 30 Second Radio Spot Spanish 30 Second Radio Spot

Television

Targets: Primary Target Market Television Distribution: 8 Local TV Stations NWCN 2 TV (NW Cable News) KOMO 4 TV (ABC) KING 5 TV (NBC) KONG 6 TV (Local) KIRO 7 TV (CBS) KSTW 11 TV (UPN) KSTW 13 TV (FOX) TV Media Distribution

Radio Media Distribution Spokane: 1.KAEP1057 AM: Adult alternative 2.KISC98.1 FM: Adult Contemporary 3.KKZX98.9 FM: Classic Rock Pasco/Yakima/Moses Lake/ Walla Walla: 1.KEYW98.3 FM: Hot AC 2.KONA610 AM: Info and soft hits 3.KHHK99.7 FM: Top 40 4.KATS94.5 FM: Rock Seattle: 1.KEXP90.3 FM Alternative 2.KUOW94.9 FM News

Brochure Distribution WA State Hospitals Pre-natal care facilities

Financials: Production Values & Costs Estimated Value per Media: 1.TV Production: Value $ Cost 0 2.Radio Production Value $ Cost 0 3.Brochure Production: Value $ Cost 0 4.Print Production: Value $ Cost 0 5.Magnet Production: Value $500.00Cost 0 6.Website Production: Value $ Cost 0 Total Production Value: $18,000

Financials: Media Distribution & Costs Media Distribution Costs: TV Distribution Value $42,000Cost: $250 8 stations x 150 x $35= $43,750 Radio DistributionValue $35,000Cost: $ stations x 250 x $35 = $35,000 Brochures 5,000ctValue $1500 Cost: $550 Print MediaValue $2,500 Cost: $500 Magnet 5,000ctValue = $1,875 Cost: $500 Total Media Distribution Value: $84,625 Total Cost: $2100