2013-2014
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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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Presentation Transcript


2013 2014

2013-2014


2013 2014

Key Audiences

  • Missouri Residents

  • Grantees

  • Donors


2013 2014

Theme/Slogan

  • Missouri Foundation for Child Abuse Prevention

  • Strong Families, Safe Kids

  • Preventing Child Abuse & Neglect through Grant Distribution, Education & Awareness


2013 2014

Advertising / Media Activity Plan

Public Relations / Social Media Activity Plan

  • Prevention Campaigns

  • Donor Campaigns

  • Media Mix


2013 2014

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


2013 2014

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


2013 2014

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


2013 2014

Never Shake A Baby (SBS)Print & Radio ads

Listen:

Babies Cry


2013 2014

Parent with Patience (PWP)

Print & Radio ads

Listen:

Uh Oh

Stuff Happens


2013 2014

Parent with Patience (PWP)

Cable TV PSA

Watch:

Parent With Patience - Mud


2013 2014

Donor Campaigns

  • License Plate

  • Tax Check-Off

  • General Donations

    • ~End-of-Year

    • ~Matching Gift

    • ~Other


2013 2014

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


2013 2014

Community License Plate Partners


2013 2014

License Plate

Print & Radio

Listen:

SFX

Too Early

You Do We Do


2013 2014

Tax Check Off

Print & Radio

Listen:

Everyone’s Responsibility

The Beach


2013 2014

General Donation

Print & Radio

Listen:

Do It For Me

SFX

You Do We Do – Kids

Everyone’s Responsibility


2013 2014

General Donation

Cable TV PSA

Watch:

Kids Count on Us

Not Even For A Minute


2013 2014

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


2013 2014

Radio Campaigns Statewide


2013 2014

Web Page

http://ctf4kids.org/


2013 2014

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.


2013 2014

Facebook Targeted Advertising


2013 2014

Prevent Shaken Baby Syndrome (SBS)/

Safe Sleep DVD


2013 2014

Banners


2013 2014

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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