parent trust for washington children 2006 - 2007 public service campaign
DESCRIPTION
Parent Trust for Washington Children 2006 - 2007 Public Service Campaign. Campaign Structure. Campaign Timeline. Parent Trust for Washington Children. Mission. Parent Trust for Washington Children - PowerPoint PPT PresentationTRANSCRIPT
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Parent Trust for Washington Children
2006 - 2007 Public Service Campaign
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Campaign Structure
President
Co-ChairMedia
Co-ChairCreative
Public Relations Research Media Distribution
TV Radio PrintWeb
TV Production Radio Production
Director
Editor
Print ProductionBrochures / Magnets
Copywriters
Designers
WebsiteFundraising
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Campaign Timeline
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Parent Trust for Washington Children
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Parent Trust for Washington
Children
To create lasting change and hope for the
future by promoting safe, healthy families
and communities.
Mission
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Parent Trust for Washington Children provides:
1. Resources for parenting and childhood
development.
2. Resources and information for family and life
management skills.
3. Various educational programs for parenting
success.
4. Family Help Line for live support in child
raising issues and concerns.
Parent Trust for Washington Children
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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
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Research Objectives
• Define the Target Markets
• Define Potential Target Markets
• Determine Most Influential Media
Market Research
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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
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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
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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
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Fundraising
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Logo
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Magnet
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Brochure
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Banner Advertisement
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Web site
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Radio
English
30 Second Radio Spot
Spanish
30 Second Radio Spot
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Television
QuickTime™ and aSorenson Video 3 decompressorare needed to see this picture.
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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
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Radio Media Distribution
Spokane:1. KAEP 1057 AM: Adult alternative2. KISC 98.1 FM: Adult Contemporary3. KKZX 98.9 FM: Classic Rock
Pasco/Yakima/Moses Lake/ Walla Walla:1. KEYW 98.3 FM: Hot AC2. KONA 610 AM: Info and soft hits3. KHHK 99.7 FM: Top 404. KATS 94.5 FM: Rock
Seattle:1. KEXP 90.3 FM Alternative2. KUOW 94.9 FM News
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Brochure Distribution
WA State Hospitals Pre-natal care facilities
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Financials: Production Values & Costs
Estimated Value per Media:1. TV Production: Value $7500.00 Cost
02. Radio Production Value $3000.00 Cost
03. Brochure Production: Value $1500.00 Cost
04. Print Production: Value $500.00 Cost
05. Magnet Production: Value $500.00
Cost 06. Website Production: Value $5000.00 Cost
0
Total Production Value: $18,000
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Financials: Media Distribution & Costs
Media Distribution Costs:
TV Distribution Value $42,000 Cost: $250
8 stations x 150 x $35= $43,750
Radio Distribution Value $35,000 Cost:
$300
10 stations x 250 x $35 = $35,000
Brochures 5,000ct Value $1500 Cost: $550
Print Media Value $2,500 Cost:
$500
Magnet 5,000ct Value = $1,875 Cost: $500
Total Media Distribution Value: $84,625 Total
Cost: $2100