Lauren Duffy | 19 July 2012 How I would go about planning a marketing campaign to recruit foster carers for your services in Scotland. “Be part of something life-changing”
Marketing strategy Targeting Recruiting + Research: Monitor/ track Use existing data marketing activityQualitative New Foster Carers PromotionResearch in Scotland Raise Target Awareness Audience Targeted Advertising
ResearchInformation Audit: What existing data do you have? Current foster carers – Personal information – Postcodes Previous/ current advertising campaigns - What worked/ what didnt? - Evaluate success rate? Current recruitment process - Is it successful - Evidence?
Qualitative ResearchE-survey – easy to produce and cost effectiveRespondents – use current/ past foster carers ?Ask insightful questions such as: Why did you decide to become a foster carer? What age were you when you decided to become a foster carer? Were you influenced by advertising or personal reasons? What information did you find most useful?Use responses to inform the next stages – who to target and what marketingchannels to use to raise awareness and promote foster care.
Target AudienceHow can we reach out to potential new foster carers?Connect with new networks: Current People who Respite Child- Foster were in care Carers minders Carers themselves Train as Encourage Already Relate to ambassadors to take on have some the children to recruit a more level of needing friends and permanent experience fostered family role
Target AudienceMapping current foster carers Map shows the penetration of foster carers by postcode District. This highlights areas where people may have a higher propensity to foster. This can also be done for other networks.
Target AudienceDemographic Profiling - Mosaic ScotlandSocio-demographic, lifestyle and behaviour classifications.Provides a comprehensive insight into the population of Scotland and it helpsto target, aquire, manage and develop customer relationships.Every postcode is classified into 44 types and aggregated into 10 groups.
Target AudienceMosaic Scotland Group C: Small Town Propriety10.27% of householdsKey features: Married couples Aged 45-64 Older children Skilled professionals Income £25k- £49k Good health 1-2 carsDetails everything from:Qualifications, income, property,council tax band, media consumption,shopping habits, political preferences,hobbies and interests, holidays etc..
Targeted Advertising Action for Children Local Authorities - Youtube Channel - Radio - Twitter - Print - Facebook - Stalls Conversion – - TV are the numbers - Print from initial interest to recruitment Website, phone number, info pack tracked? Coverage – comprehensive both offline and online. Online platforms - could use smarter and target regionally. Use consumer information from Mosaic in the decision making process to better target advertising and to raise awareness.
Raising AwarenessTechnology changes the way we engage with our audience.Social media – when working well, is a continuous cycle:AWARENESS > DECISIONS > JOURNEY > EXPERIENCE > SHARE- Make it REGIONAL - Paid advertising - Make it REGIONAL - Recruit foster families- Search # daily - Target users - Post more regularly - SM enthusiasts- Follow related orgs - Run competitions - Encourage sharing - Blog often- Build relationships - Run competitions - True insight - Online Support Hub - Prospective carersStrategic Messaging – across ALL media channels- Promote the benefits of foster caring- Remove the stigma attached to vulnerable people- Demonstrate how important it is to have a stable family life with routine- Promote the extensive training and support offered by AFC- Drive traffic towards the website – the comprehensive information hub
Monitor and TrackMonitor ALL media channelsOffline – Use vanity URLs to track where visitors are seeing the information. (www.actionforchildren.org/stv)Online – Use Google Analytics to monitor all online platforms - What referring sites are people entering the website from? - Are they coming direct or from a search engine? - What pages are people clicking through to and spending the most time on?Content Generation - Continually update and tailor material across all online platforms. - Start conversations - Encourage sharing - Raise awareness - Increase interest - Continue the social media cycle