Campaign plan for Samaritan Foundation from me and my group mate.

1. Tyler Bridges
Naomi Cavanagh
Hudson Fallon
Vaida Shaw
Abbie Stoner
Leonard Tong

2. CAMPAIGN PLAN:
Samaritan Foundation
Table of Contents
Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Situation Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

3. SWOT Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Market Profile . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Potential Stakeholders . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Environment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Communication Pathways and Tools. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Contingency Plan. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Implementation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Control and Evaluation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Budget. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Creative Pieces . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Print Release . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Presentation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Online Quiz . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Media Release . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Event . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

4. Executive Summary
Samaritans is a not-for-profit organisation that provides various care and disability support
throughout Newcastle and regional New South Wales. Through the implementation of a
campaign that intends to target couples aged between 30-45 years that have the intention
of fostering children.
Through various partnerships with stakeholders such as Headspace Maitland and the Church
of England there is the potential to ensure the support and success that the campaign is
able to achieve the goals that are set out.
Within the Newcastle and Mudgee regions there is a significant demand for foster carers.
Through a 4-month campaign spanning from December 2018 till March 2019 there is the
objective to recruit sixteen new foster carers across the Newcastle (10) and Mudgee (6)
regions.
Throughout there will be various goals that are intended to be met including; meeting the
current and future demands of foster carers within the aforementioned regions, gain a large
turn-out to the presentation, gain extensive engagement through the online quiz and
enhance social media followers to ensure Samaritans brand awareness is upheld.
Strategically there will be a number of innovative methods used in order to ensure the
success of the campaign. The use of print media (flyers), a presentation, social media, digital
media, an online quiz, media releases and an event will be used as a means to raise
awareness and increase the discourse relating to the topic amongst the target public.
With a total budget of $3,000 there will be the potential for a successful campaign across
three months. With a clear target public, message and relatively inexpensive strategies
there is the potential to reach all objectives set.

5. SituationAnalysis
SWOT Analysis:
Strengths Weaknesses
- Over 100 wrap around services offered
to carers
- Post-foster care programs
- 24/7 on-call team
- Community reputation
- Local registered NDIS support provider
- Connection with Headspace Maitland
- Small budget
- Lack of resources
o Man power
o Data base
o Information
- Limited cares due to smaller population
(Mudgee)
Opportunities Threats
- Social media building relationships
- Change to ‘Permanency Support
Program’(PSP)
- Data retention from all pathways to
analyse what is most effective
- Perceived connection to religion
- Out of Home Care (OOHC) change to
PSP
- Multiple competitors within similar
regions
- Meeting funding obligations and quota
- Change from placement based
philosophy to restoration focus
- Recruitment to carer is a long process

6. Market Profile:
Demographic Geographic
- Aged 30-45 years old
- Male & female
- Middle-above average income
- Residing in Mudgee or Hunter region
- Residing in Suburbia near schools or
shopping centers
- Community driven areas
- Middle-upper socio-economic areas
Psychographic Behavioral
- Family oriented
- Active members of the community
- Higher moral standards and values
- Interest in helping others
- Spends time in community activities
- Promotes an active life-style
- Positive and dedicated attitude
Potential Stakeholders:
Potential partners for the campaign include the following:
- Headspace Maitland
- The Anglican Church
- Local schools and daycare centres
- Local shopping centres
- Social media influencers (Facebook and Instagram)
- Community events
- Region politicians
Potential competitors for the campaign include the following:
- Allambi
- Barnardo’s
- Catholic Care
- Wandiyali

7. Environment (PEST):
The current environment is based around the geographical locations of Newcastle and
Mudgee. There is currently a relatively positive attitude surrounding the foster care system.
There are child protection laws and support avenues in place for the children as well as
training and support for the carers.
Political:
 Permanency Support Program (PSP, previously known as Out of Home Care) is funded
by Family and Community Services (FaCS) and many providers in the local region receive
funding
 Redesign/rebrand from OOHC to PSP
Economic:
 Funded by Family and Community Services (FaCS) and many providers in the local region
receive funding
Social/Cultural:
 ATSI and CALD carers
 Middle-socio to higher-socio economic groups are likely to foster
 30-45 age group looking to start/expand family likely to foster
Technological:
 Retaining data and information from calls (potential carers) to see which pathways and
methods were most effective
 Research into targeting and segmenting publics
 Technological awareness: importance of social media
Objectives
The Samaritan Foundation focus this campaign on two main objectives; firstly, to acquire six
new carers within the Mudgee region over a period of twelve months after the
implementation of the program, and secondly, to acquire ten new carers in the Hunter and
Newcastle region over a period of twelve months after the implementation of the program.

8. As a result of these objectives, the following SMART goals will be used to track and measure
the progress of the campaign. These goals include the following:
- To recruit the above number of new carers who have the required characteristics;
resilient, flexible, patient, able to support sibling groups, confident, middle socio-
economic background, diverse backgrounds, connected in community, facilitators,
committed to building relationships, and varied ages.
- Gain a 15% increase in social media followers
- Gain a large engagement on the online quiz, 50% the number of people who have
attended seminars
- A turn-out of 1/5 of their social media following to the Newcastle event
Strategy
PR Collective will use various methods in order to implement the campaign in an innovative
manner. These strategies are tailored specifically to the demographics and geographical
aspects of the target publics in order to maximize reach and conversation.
These strategies include the following:
- Use print releases, specifically flyers, to increase word-of-mouth amongst the target
audience.
- Implement presentations in local schools and shopping centres to educate the target
audience on the crisis and need for carers.
- Utilize social media platforms in order to increase brand awareness and inform target
publics on the situation.
- Include an online quiz, embedded in the Samaritan Foundation’s website in order to
determine whether or not interested publics share the appropriate characteristics for
the caring of foster children
- Send media releases to potential stakeholders in order to spread word-of-mouth and
increase brand awareness.
- Create an event in which potential carers are able to come and learn more about the
company and what becoming a carer means.

9. - Social media platforms will be used to educate and inform target audiences, thus
increasing overall awareness of the organisation. For example, the use of parent groups
on Facebook can be effective in reaching young families. An increase in resources will
aid in this strategy; for example, the use of an intern from the University of Newcastle
can provide new insights and extra help where needed at no cost.
- An existing promotional and informational video will be used to reach target audiences
and gain new foster carers. The video focuses on the voices of foster children and their
carers. This will be presented on social media and in presentations for future foster
carers.
CommunicationPathways and Tools
The pathways and tools used to implement this campaign suggest the following:
- Print releases will be tailored to local communities in order to start conversation and
build word-of-mouth. These flyers will be creative and innovative, tailored to the
primary target market. This strategy will include leaving flyers at schools after
presentations (see below) and ‘interactive’ posters in the community.
- Presentations specific to PTA meetings and specially organized nights will be
implemented. These presentations will be held at schools that are within the right
socioeconomic level. The presentation will cover a range of topics to gain more potential
foster carers.
- Social media platforms will be taken advantage of, specifically Facebook. A page tailored
specific to the campaign will be created on Facebook, specifically targeting 30-45 year
olds looking to start or build a family. Facebook has been chosen as the main platform to
raise awareness and word-of-mouth. Hootsuite will be utilized in order to implement
posts and stories at tailored times specific to when the primary target audience is
online.
- An online quiz will be created and embedded in the Samaritans Foundation site,
focusing on building an understanding with potential carers as to what characteristics
and traits are needed for caring for foster children and young adults.

10. - Media releases will be developed to reach augmented target publics such as journalists
and social media influencers, as well as communication students at the university. These
media releases will inform and educate augmented publics in order to widen the
campaign reach.
- An event will be executed in late February. This event will be tailored to the target
audience as a picnic where current foster families and publics interested in becoming a
foster carer will be invited to learn and share conversation with the company. This plan
will focus on informing potential carers and raise awareness for the need for more
carers.
Contingency Plan
- Weather problems - Picnic Event: move to indoor location or postpone (depending on
venues found)
- Negative publicity surrounding Samaritans and/or foster care: postpone events, media
releases, social media and/or presentations depending on situation. If worst case
scenario- postpone whole campaign. Indirectly addressing the issue to re-build
reputations if appropriate
- Foster carers to feature in presentation: if this falls through we will use Samaritans
employees
- Flyers: have flyers that are still visually appealing and informative in case the AR doesn’t
work through the app
- Quiz: can email and/or print out quiz if there are technological problems so that people
can still participate
Implementation
Early December:
 Start consistent social media- the messages and details will change over the course of
the campaign
 Uni media release
 Quiz available

11. Early January:
 Overall media release
 Flyers in public places
Late January:
 Event media release
Early February:
 Presentation to schools
 Flyers handed out to students
Late February:
 Event
March:
 Social media to continue conversation
Control and Evaluation
Performance measures
- Media Impact (Engagement, Reach, Leads, Conversions)
- Keyhole
- Services Test (Quiz)
- Campaign Impact (Number of people attended the event)
- Customer Relationship Management
Control/monitoring
- Media is used
- Timing of the campaign
- Cost (Budget)
- Number of people reached to the campaign
- Responses generated
Reviewing
- Reviewing what sections of the campaign worked effectively
- Find out how the target audience responded to the campaign
- Give informative and useful learnings for future campaigns

12. Budget
Quiz- $30 a month/4 months= $120
Flyer- LAYAR $20 month/4 months= $80
-Printing of flyers: DL size - 50 for $11.98
Social media – Approximately $800 for CPM
-Hootsuite: $39/3 months (first month free)= $117
Creative Pieces
1. Media Releases
Description:
Three media releases will be produced for Samaritans. Each will be developed to reach a
separate target audience. The first will be written as an overall awareness-raising media
release to target the broad target publics of the 30-45 year-olds with a family to increase
awareness about Samaritans in the Newcastle and Mudgee areas. Hence, this release will be
sent to local media outlets in these areas; targeting newspapers, radios and schools to reach
families and teachers. The second release will announce the picnic event for existing foster
families, and potential foster carers. This will also be sent to media outlets and schools in
the Newcastle and Mudgee areas. The third and final media release will be targeted to the
University of Newcastle, seeking to employ an intern. This will provide extra assistance and
new ideas for the Samaritans in Newcastle.
Goal (strategy alignment):
To increase awareness in the Newcastle and Mudgee regions of the Samaritans as an
organization for potential foster carers and their events, and to increase low-cost resources
through a university intern.
Target Audience:
 The first and second media releases will be written for 30-45 year olds wishing to
expand their families in the Newcastle and Mudgee regions

13.  The third media release will be written for release at the University of Newcastle for
public relations students
Key message:
The key message of the first two media releases are primarily to present Samaritans as an
organization that can help children in need, and can aid in expanding families. The key
message of the University media release is to present an excellent opportunity for a student
to gain experience in the PR industry.
Tone:
Media releases follow a formal, informative and engaging tone to grasp the attention of
journalists and university staff.
Project & design requirements:
Media releases follow a very specific format and conventions. Short sentences, formal and
informative language and engaging content and headlines will be utilized to captivate
journalists/university staff and inform target publics.
2. Presentations
Description:
Where: In PTA meetings, or specially organized nights. Schools in the right socioeconomic
level areas include; Newcastle/Hunter- Edgeworth Public School, Bishop Tyrrell Anglican
School (Fletcher), Mereweather Public School, Maryland Public School, Mereweather
Heights Public School, and Warners Bay Primary School. Mudgee- Cudgegong Valley Public
School, Mudgee Public School, and St Matthews Catholic School Mudgee.
What: A presentation including the below information/items, ran by someone with
extensive knowledge of the campaign, but also of how foster care works, and possibly
extensive knowledge of carers in the area. Would also be ideal if some foster carers would
volunteer to do these, to put an ‘exact face’ on who we are seeking.
Presentation covers: what is foster care, what are the rewards of foster care, what makes a
good foster carer, could you be a good foster carer? - include the quiz (see below), more
information about how to get in touch and to become a foster carer, and advertisement of
our get to know you event (see above).

14. Who: Parents, guardians and teachers. This will allow a diverse range to be targeted and to
have the presentation given to, but the content of the presentation will narrow down to
those of the more suitable personality type.
Goal (strategy alignment):
To gain more carers and awareness in schools for parents and teachers who have the
potential to be foster carers.
Target Audience:
Teachers and parents who are starting families and/or want to expand their family. As well
as those that then fit into the quiz and the requirements of being a career.
Key message:
‘Foster carers are needed’, ‘have you got what it takes to be a foster carer’
Tone:
Colloquial and conversation starting, informative
Project & design requirements:
Presenter, information about the events, the quiz to determine if you are an appropriate
carer, the physical presentation with all relevant information, contact details for those
interested.
3. Social Media
Description:
In order to reach the target audience for this campaign, various social media strategies will
be implemented and executed in a strategic way.
Facebook will be utilized as the main social media platform. This platform will require two
posts a day at 9:00pm and 9:30pm, specific to the most active times the target audience is
online. The posts will inform the target audience with information and statistics to children
and young adults in need of care as well as how families can care short term and long term.
Facebook will specifically focus on building a following, increasing word-of-mouth, and
reaching a wide audience.
The social media piece will use both earned and paid media strategies focusing on Facebook
and Instagram.
Goal (strategy alignment):

15. To increase awareness and educate the target audience on the rising issue in a creative and
innovative manner using two-way communication strategies.
Target Audience:
30-45 year old females. Married with young kids or looking to start a family. This target
audience is active in the community both on and offline.
Key message:
The key message is to build an understanding of the need for carers and how one can
become a carer.
Tone:
Facebook will focus on a semi-formal and conversational tone.
Project & design requirements:
Facebook will have a page specific to the campaign and not just the company so that the full
page is targeted at the key audience. Trending hashtags are yet to be decided on but will
focus on two main hashtags; one specific to the company, and the other specific to the
campaign.
4. Online Quiz
Description:
This quiz aligns potential carers with the appropriate characteristics of caring for a foster
child.
Goal (strategy alignment):
Recruit foster carers that have the characteristics needed to become a carer before the
training is initiated.
Target Audience:
Potential carer’s
Key message:
Certain characteristics align with being a suitable foster carer
Tone:
Informative
Project & design requirements:

16. Creating a quiz through a generator and including choices that allude to certain
characteristics
5. Print Releases
Description:
The use of a flyer throughout any campaign is an important component. Within the
campaign for the Samaritans there will be a total of two designs that will be put in place.
The first will be put in place to target the broader target audience:
- A5 sized prints
- Colour print
- Contains a black base that is emblazoned by a silhouette of a child that is guided by a
light.
- This will be accompanied by the phrase “Make someone’s life” and the Samaritans logo.
- At the bottom, it will state that “Download the Layar app and scan this page to find out
more” When this is done a video of a family that has fostered will play that will tell the
story of their plight and the positives.
The second will be put in place to accompany the presentation:
- DL sized print
- Black and white
- Stylised design
- Gives information and statistics in relation to fostering a child.
- Allows for the parents of the children that saw the information to gain a greater insight
of the issue.
Goal (strategy alignment):
Inform potential carers of the positive aspects that fostering provide and encourage
discussion about the benefits that can be gained.
Target Audience:
Couples aged 30-45
Key message:

17. Being a foster carer is an enlightening experience and provides a lifelong connection for
both the carer and child.
Tone:
Formal and informative
6. Event
Description:
A picnic/event for current and potential foster carers.
Goal (strategy alignment):
To raise awareness and create a platform for current and potential foster carers to have
meet and discuss their experience and ask questions
Target Audience:
Potential and current foster carers, their children and current foster children.
Key message:
Foster Caring can be an enlightening experience. Current and previous foster carers as well
as the children are the best ones to ask questions about the experience and gain more
knowledge in the area.
Tone:
Relaxed and informal tone, informative.
Project & design requirements:
Manage an event with food, entertainment and activities for current foster carers, their
children and potential carers. Sponsors will be contacted to provide food, entertainment
and activities to lower the cost and create a positive experience for all involved. Information
will be made available through the event for those interested in becoming a carer.