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Michigan CTF Campaign Proposal Book

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Michigan CTF Campaign Proposal Book Document Transcript

  • 1. Michigan Children’s Trust Fund Marquette/Alger County Campaign Proposal Marquette/ Alger County Child Abuse andNeglect Council
  • 2. Table of Contents Memorandum.........................................................................................................3 Situation Analysis................................................................................................4 Client History.............................................................................................4 Product Evaluation..................................................................................5 Competition................................................................................................7 S.W.O.T............................................................................................................8 Key Findings..............................................................................................10 Strategic Research............................................................................................ 11 Primary.........................................................................................................11 Secondary...................................................................................................12 Problems/Opportunities..................................................................................13 Creative Brief..........................................................................................................14 Creative Work.........................................................................................................15 Print Ads........................................................................................................16 Outdoor Ads.................................................................................................17 TV Spot...........................................................................................................19 Radio Spots.................................................................................................20 Brochure.......................................................................................................22 Promotional Items...................................................................................24 Budget.........................................................................................................................25 Closing Remarks...................................................................................................26 2
  • 3. 3
  • 4. Situation Analysis Client History In 1982, the Michigan Legislature established the Children’s Trust Fund (CTF). CTF is Michigan’s only source of permanent funding for the statewide prevention of child abuse and neglect. In the last 27 years, CTF has funded 72 local child abuse and prevention councils. A total of 82 out of the 83 counties in the state of Michigan are apart of this program. CTF was established due to the Public Act 249 of 1982 and Public Act 250 of 1982. Children’s Trust Fund’s mission is to “serve as a voice for Michigan's children and families and promotes their health, safety, and welfare by funding effective local programs and services that prevent child abuse and neglect.” The Marquette and Alger local council are apart of the Child and Family Services of the Upper Peninsula, Inc. The Child and Family Services of the Upper Peninsula, Inc. was founded in 1919. Their mission is to “Strengthen children and families by providing high quality programs throughout the Upper Peninsula. They provide programs and services that preserve the dignity and enhance the well being of families and their individual members. Their programs are caring, compassionate and professional, which nurture and empower children and their families for a brighter future.” 4
  • 5. Situation Analysis Product Evaluation The primary service of Michigan Children’s Trust Fund is that it is a non- profit organization dedicated to the prevention and awareness of child abuse and neglect. Since 1982, CTF has dedicated its efforts in being a voice for the children and families of Michigan in order to keep them safe. CTF offers a Zero to Three prevention program designed to give complex services to those expecting a child or those with children between the ages of zero to three years old. This program targets those who have been identified at risk for abuse or neglect. This is good that they target these children because they are the ones who are completely defenseless to abuse; there is nothing they can do to prevent it or fight back. For example, the “Never Shake a Baby” campaign stresses these key factors because shaking a small infant child can lead to negative long term effects. CTF has donated many hours to this campaign, printing and distributing posters, bookmarks, and tri-fold brochures to effectively prevent this baby shaking syndrome. This is beneficial because these programs are informative and dedicated to spreading knowledge about a serious issue. Michigan Children’s Trust Fund offers a number of products all designed with a purpose to create awareness for child abuse and neglect in Michigan. One of these products includes their website, where there is a sufficient amount of information for those who are looking to learn about abuse or just contact CTF for any questions or concerns. A benefit of the website is that it offers a link, “Report Abuse Now” where one can report instances of abuse. Never the less, the site lacks a sense of organization and layout, where the homepage displays too much clutter making it harder to browse through and find exactly what they are looking for. Simple is better, the site may be far too complex for someone who has not been exposed to a computer due to poverty or other factors. 5
  • 6. Situation Analysis Product Evaluation Continued... Children’s Trust Fund created an image of a pinwheel to accompany their campaign for the month of April, which is child abuse prevention month. The pinwheel is an effective symbol because it creates awareness and contributes to a stronger image for CTF. The pinwheel generates more brand recognition of the issue as it is easy to remember when associated to such a serious matter. Another product offered by CTF is a specialty license plate that can be purchased for those who would like the CTF logo featured on the plate of their vehicle. The license plate serves as a good awareness object for CTF. Featuring it on the vehicle will make others who witness the plate aware of Michigan’s Children Trust Fund and may get them interested in finding information on the subject. It could also serve as a trigger, for those who have witnessed abuse or neglect but it has slipped their minds. Michigan Children’s Trust Fund offers three more products or services to those in need, which are beneficial in different ways. First off, they provide a phone number for those to call to report abuse, ask questions about CTF, or just be directed somewhere else in the department of their need. The second is they provide a signature auction where they auction off important memorabilia and profits go to helping prevent child abuse and neglect. Last, CTF provides a tax check-off form. Here Michigan tax-payers can donate to Michigan Children’s Trust Fund via the spaces made available on the tax forms. All these products serve as a way for CTF to get their name out to the public along with information on child abuse. 6
  • 7. Situation Analysis Competition The Michigan Children’s Trust Fund is a non-profit, private agency aimed at strengthening children and families. A client like this has very few competitors, if any. Most agencies like the CTF operate in partnership with other agencies to obtain similar goals. With this in mind we need to determine a specific plan of action for our campaign. If our soul purpose were to bring more donations to the agency our competition would be with other agencies that also use similar donation techniques. A few examples would be; The Children’s Miracle Network, ALS Association or the Susan G. Komen Breast Cancer Foundation. Each of the aforementioned charities uses point of purchase techniques to obtain donations, and have been very successful in doing so. To look at these agencies as competition might seem a little off-putting but if we plan on obtaining higher donation rates we are going to need to look at these agencies as examples. Since the level of competition is relatively low, we should focus more on cooperation. Every year the CTF has to match the grant they receive by raising money in the community or by donations. By focusing on partnerships or sponsorships with other companies we can raise awareness and recognition for the CTF. 7
  • 8. Situation Analysis S.W.O.T. Strengths • The Michigan Children’s Trust Fund (CTF) has established themselves as the caregivers for neglected and abused children in order for children to become successful adults in society. • The Department of Human Services allows taxpayers to have the opportunity to help fight child abuse when filing Michigan taxes using the Children’s Trust Fund (CTF) Michigan income tax check-off. • Since 2008, CTF has been partnered with the Department of Human Services, the Department of Community Health and the Department of Education. • CTF staff members also have affiliation, membership or observe committees with over 15 groups. • The State Prevention Plan has underlined the importance of the necessity of CTF. These steps include: • Raise public awareness of child abuse and neglect prevention, and mandated reporting. • Help improved collaboration with new and existing prevention partners at the local, state and national level. • Advocate needed public policy and best practices that address child abuse and neglect. • Implement best practices supported by evidence-based and evidence-informed policies. • Develop and implement continuous quality improvement practices. • Facilitate educational and professional development with all partners. • Improve funding opportunities for CTF prevention initiatives. • Ensure efficient and results-based use of prevention dollars. • Local Councils/Direct Services • CTF funds over 30 community-based grants across the state. • The Zero to Three Program • It is a statewide interagency collaborative child abuse and neglect prevention project motivated in servicing families at risk 8
  • 9. Situation Analysis S.W.O.T. Weaknesses • Who is CTF? What does the CTF provide? To some Michigan Children’s Trust Fund is a widely known organization. But to others, CTF is another non-profit trying to get money. Let’s find new ways to increase the popularity of CTF. • Funding priority cuts for the Zero to Three Program which decreases services throughout 56 counties. • Many are not educated on the conditions of child abuse and neglect. Many do not know where or who to contact when presented with the social issue. If sources were known then more would be inclined to get help and participate in family programs. Opportunities • Promote awareness of effective prevention programs such as the Child Abuse Prevention Month, which was declared April 2008 by Governor Granholm. As years go by, April should be the month to increase the awareness of child abuse. • Continue to seek out new ways of getting funding for CTF prevention programs. • Endorsements would be a good idea. Using a celebrity to endorse your product/cause the more likely it will be recognized by the public Threats • Lack of government funding and low budgets. • Other non-profit organizations are more recognizable by brand identity as well as their cause, and more likely to receive donations. These organizations include: American Cancer Society, Red Cross, Unicef, American Heart Association, Big Brothers Big Sisters, Humane Society and PETA. • Poverty Rates/Economic Crisis caused Michigan’s economic status to decline in the past few years and is at an all time low. Due to this, family and child poverty has risen to an all time high. • Social Cost for the child and families is a factor because some may be afraid to report cases due to long-term effects on the family and for personal reasons as well. 9
  • 10. Situation Analysis Key Findings From the surveys taken through North Star Academy in Marquette, Michigan, we found some key information. There were about 30 surveys taken and most students do know that child abuse is very common and is out there amongst us, however 24 out of the 30 students surveyed had no idea what CTF was or how to report child abuse or neglect. Many people did not know what emotional child abuse was and that it is a combination of rejection, isolation, terrorizing, ignoring, corrupting, verbal assault, and over-pressuring. There is actually not a certain age that children can be left home alone, but what is best for the child, responses ranged from ages 8-12. Many people said their families were close, although they wished that their families could be somewhat closer. The rating for how close their families was right around 3. Most said that they did not know someone who has experienced child abuse, but a few did say that they knew someone. An interesting finding was that a lot of people thought that strangers pose the greatest risk of sexual abuse to children, when in fact it is not. It is most often the people they know and love. The majority stated that they do not think it is cruel or inappropriate to spank a child for disciplinary reasons, but that it can only go so far. From the survey, most thought that although they do not know for certain, they feel that there could be more being done to help prevent child abuse in Marquette, and that they would be willing to donate $1 to help raise support and awareness for child abuse in Michigan. Another interesting finding was that most said they would read a pamphlet on child abuse on how to spot it and what to do about it, and that child abuse prevention is important to them. Another key finding was the question if a child was being abused, how likely are you to report the incident to the authorities. Some said they were very likely and some what likely to report. Some said that they were in the middle, because they do not know how to go about reporting and to tell if someone is being abused. Everyone said they were familiar with the Marquette Rangers hockey team. This is good, because of the event that our group may help with. Most said that they were pretty likely to purchase a Michigan Children’s Trust Fund t-shirt. In order for people to purchase t-shirts and support the Children’s Trust Fund there needs to be more done to inform people on the Children’s Trust Fund. 10
  • 11. Strategic Research Primary We assembled surveys and distributed them to North Star Academy in Marquette, Michigan. Thirty high school students completed the surveys. The data that we got back consisted of: • What is emotional child abuse? Out of 30 people, 20 people thought it was only verbal assault, and 4 replied rejecting, and 5 said ignoring, and 1 said terrorizing. Emotional child abuse is a mixture of rejecting (refusing to acknowledge the child’s worth and emotional needs), Isolation (denying the child social experiences), Terrorizing (verbal assault to show affection), Ignoring (refusing to show affection), Corrupting (reinforcing destructive, antisocial, or sexually exploitative behaviors), Verbal assault (extreme sarcasm, name calling, public humiliation), and Over-pressuring (criticism of age appropriate behaviors/skills as inadequate). • Are you familiar with the Children’s Trust Fund? 24 out of 30 people surveyed, said that they really had no idea what the Children’s Trust Fund did, and 4 people knew about them, while 2 were slightly familiar. • How likely are you to purchase a t-shirt to support the Michi- gan Children’s Trust Fund? Out of 30 people surveyed, 18 said they would buy a t-shirt, 7 would not, and 5 were indifferent. They did however write that they would if they knew more about the CTF and what they did. 11
  • 12. Strategic Research Secondary • The Children’s Trust Fund “The Power of One” brochure. On average, 337 reports of suspected child abuse or neglect are made each day in Michigan. In 2007, 32 percent of victims were under the age of four. • http://www.milhs.org/Media/EDocs/FY2007CPSVictimsby- TypeWS.pdf In 2007, there were 162 child abuse and neglect cases reported in Marquette County 12
  • 13. Problems/Opportunities Problems The lack of awareness of Michigan Children’s Trust Fund, resulting in low effectiveness in decreasing child abuse and neglect. Lack of funding for important programs, such as the Zero to Three Program, which will decrease services throughout 56 counties in Michigan. Many individuals are not educated on the social issue of child abuse and neglect. Opportunities Creating awareness for child abuse and neglect can be reached through prevention programs, such as the Family Fun Day, that will fall in Child Abuse Prevention Month. Continue to seek out new ways of receiving more funding for CTF prevention programs. Organizing and plan a 5K awareness run, in which participants will receive promotional items, example being frisbees with CTF logo, website and phone number, which will increase knowledge of Michigan Children’s Trust Fund. Teaming up with the Marquette Rangers Junior Hockey Club, to host a promotional awareness game, where the first 500 fans will receive a Step U.P. t-shirt. Concession sales for that same game will go towards Marquette/Alger County Child Abuse and Neglect Council benefiting future endeavors for awareness and prevention. 13
  • 14. Creative Brief Client: Marquette/Alger County Child Abuse and Neglect Council What we want the advertising to do: Raise awareness and educate those of Marquette County about Child Abuse and Neglect for Michigan Children's Trust Fund. Who the advertising is talking to: Primary target audience is adults living in Marquette/Alger County, ages 18 to 44. Insights about the target market relevant to our campaign: Rustic, proud individuals who need re-direction towards maintaining a healthy environment for the children of Marquette/Alger County. Main problems brand is currently facing: • Not enough brand recognition • Funding cuts and raising money • Many individuals do not know who to turn to for help and knowledge How our advertising will address these problems: • Provide simple methods to contact CTF, for information and help • Have a personalized logo on ads and local signs to raise brand recognition What tone we want the advertising to evoke: Sympathetic, encouraging and empowering individuals and families to seek help and take the first steps. How we want the target market to view the brand: As a personable, neighborly service that brings the community together to strengthen coping skills and build resilience. 14
  • 15. Creative Work STE .P. 15
  • 16. Creative Work Print Ads In 2007, there were 162 child abuse and neglect cases reported in Marquette County Take the first step in paving the future for the STE .P. children of the U.P. visit michigan.gov/ctf or call: 1-800-children On average, 337 reports of suspected child abuse or neglect are made each day in Michigan Take the first step and come together to STE .P. prevent child abuse and neglect in the U.P. visit michigan.gov/ctf or call: 1-800-children 16
  • 17. Creative Work In 2007, 32 % of victim s were und er the ag e of 4 Take the first step in preventing child abuse STE .P. and neglect in the U.P. visit michigan.gov/ctf or call: 1-800-children Outdoor Ads michigan.gov/ctf 17
  • 18. Creative Work Roadside Billboards Go Fishing Toss a Frisbee Have a Catch Go Hunting 18
  • 19. Creative Work Guerilla Advertising 3M Vinyl Stairway Graphics
  • 20. Creative Work TV Spot VIDEO AUDIO 1. Black and white image 1. Step U.P. music of young boy looking down throughout the ad, piano and turns head to look up. only. Opens up creased cardboard folded in half SFX: None and it reads, “I’m not fearful” in blue marker. Boy’s voice: In 2007, 32% Looks to left. of victims were under the age of 4. 2. Black and white 2. Girl’s voice: On image of young girl Average, 337 reports of looking to the right, suspected child abuse or holding creased neglect are made each cardboard. Looks up, day in Michigan. opens cardboard to show message that SFX: None reads, “I’m not afraid” in blue marker. Looks to left. 3. Black and white image 3. Girl’s voice: Along with of young girl looking to 162 child abuse and right and turns head to neglect cases reported in look up. Opens creased Marquette County alone. cardboard, it reads, “I’m not scared” in blue SFX: None marker. 19
  • 21. Creative Work TV Spot VIDEO AUDIO 4. All three children turn 4. Adult’s voice: Take the their creased cardboard first step in paving the signs, and as they turn future for the Children them, the children come of the U.P., by visiting into color. Michigan.gov/CTF or call 1-800-Children for more details. 5. The children are all in 5. Adult’s voice: And color with a grey remember... background. The boards form one big sign that Step U.P. music with reads, “We are here”. lyrics. Step U.P. logo fades in and image of children fade out to white. Radio Spot #1 Piano will be playing throughout all spots, with singing at the beginning and end with dialogue in between. MUSIC: STEP U.P. JINGLE, COMPOSED BY TIMOTHY SHELDON TIMOTHY: In 2007, 162 child abuse and neglect cases were reported in Marquette County alone. So take the first step in making the U.P. a better place. Visit Michigan.gov/CTF or call 1-800-CHILDREN for more details..... And remember. MUSIC: END JINGLE 20
  • 22. Creative Work Radio Spot #2 MUSIC: STEP U.P. JINGLE, COMPOSED BY TIMOTHY SHELDON MELISSA: On average, 337 reports of suspected child abuse or neglect are made each day in Michigan. So take the first step and visit Michigan.gov/CTF or call 1-800-CHILDREN for more details...... And remember. MUSIC: END JINGLE Radio Spot #3 MUSIC STEP U.P. JINGLE, COMPOSED BY TIMOTHY SHELDON MELISSA: In 2007, 32 percent of victims of child abuse and neglect were under the age of four. TIMOTHY: Take the first step in paving the future for the children of the U.P. MELISSA: And Remember... MUSIC: END JINGLE STE .P. 21
  • 23. Creative Work Brochure: Side A 22
  • 24. Creative Work Brochure: Side B 23
  • 25. Creative Work Promotional Items Frisbees STE .P. ST E .P. michigan.gov/ctf Hockey Pucks m ic h ig a n .g ov /ctf STE .P. T-Shirts 24
  • 26. Budget Billboard: • Lamar Outdoor Location: Along US-41/M-28 Size: 10’5” X 22’8” Price: (4 weeks) $695 Roadside Billboards: • Signwarehouse.com Road/Park Signs: Corrugated plastic Size: 24 x 18 inches Quantity: 100 Price: $10.30 per 10 Total: $103 3M Vinyl Stairway Graphics: • Signwarehouse.com Quantity: 125 Price: $1.74 ea. TV Spot: Local ad space can be as cheap as $50 per spot WLUC - TV: Twice a day, once during peak hours, once during off-peak hours. Radio Spot: Q107 - WMQT Radio based on their rates Promotional Items: Frisbee: QTY: 500 Price: $1.94 Total: $970 Hockey Pucks: QTY: 300 Price: $.99 Total: $297 T-Shirts: QTY: 500 Price: $3.95 Total: $1,975 25
  • 27. 26