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2018 Public Relations & Digital Reach Campaign for Missouri CTF

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This presentation represents a variety of ways that the Missouri Children's Trust Fund works to reach the public in their efforts to prevent child abuse and neglect through grant funding, public awareness and education.

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2018 Public Relations & Digital Reach Campaign for Missouri CTF

  1. 1. Public Education Committee Meeting May 2018
  2. 2. Key Audiences • Every Missouri Resident! • Grantees • Professionals & Other Stakeholders • Donors
  3. 3. Theme/Slogans • Missouri’s Foundation for Child Abuse Prevention • Strong Families, Safe Kids • Preventing Child Abuse & Neglect & Strengthening Families through Grant Distribution, Education, Awareness & Partnerships • Child Well-Being is a Shared Responsibility
  4. 4. Media/Social Media Activity Plan • Prevention Campaigns • Donor Campaigns
  5. 5. Media Mix • Radio – Missourinet statewide radio, targeted & metros • Radio – sponsorship billboard mentions • Print – Rural Missouri Magazine • Website • Transit – MetroLink & Buses in St. Louis, Kansas City, Springfield • YouTube Pre-Roll • Google AdWords • Email Deployments • Public Relations Efforts – traditional & social media • Facebook/Instagram – Targeted Online Advertising • Twitter • Materials • Prevention $ense • Texting
  6. 6. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 93% 87% 70% 61% 54% 37% Media Weekly Reach What People Use Overall
  7. 7. Media Plan Timeline Mediums Used • Radio • Print • Metro Transit • Email Deployments • Digital Media o Online Display Ads, Facebook Ads, YouTube Pre-Roll, Instagram, Google AdWords Media Flights Themes • July/August – NEFAM, License Plate, Safe Sleep • September – Safe Sleep & License Plate • November – Donation, Positive Parenting, License Plate • February – Tax Check-off & Positive Parenting • April – Child Abuse Prevention Month, Strengthening Families, Never Shake & Safe Sleep • June – License Plate All campaigns supported by social media
  8. 8. Media/PR Campaign Themes Strong Families, Safe Kids • Safe Sleep o ABCs o 5 Steps • Not Even For A Minute (NEFAM) o Never leave children unattended in or around vehicles • Shaken Baby Syndrome (SBS) Prevention o Never Shake • Strengthening Families
  9. 9. Donor Outreach • License Plate – ads placed within other prevention campaigns • Tax Check-Off – ads aired in February, license plate • General Donations – ads placed within other prevention campaigns All campaigns supported by social media Other funding: • Dedicated fees on marriage licenses & vital records • Federal grant
  10. 10. Radio Ads Aired This Fiscal Year Kids Valuables People Love Kids Safe Sleeps ABCs Donation Resolution Parenting Resolution Tax Tired One Check Everyone’s Responsibility Kid Talk Never Shake Do It for Me Baseball Billboard – Safe Sleep Billboard – Parenting Resolution
  11. 11. Print Ads Placed in Rural Missouri Magazine
  12. 12. Transit Ads Placed in St. Louis, Kansas City & Springfield
  13. 13. Email Deployments • November – Donor • December – Protective Factors • February – Tax Check-off • April – CAPMonth • June – License Plate
  14. 14. Radio Campaigns Statewide • 76 radio stations • 14,622,100 impressions, 18+ • 6,580,200 impressions, 18-54 Media Analytics
  15. 15. Media Analytics Rural Missouri Magazine • Monthly Subscribers: 550,000 households • Two-four readers per copy, 1,375,000 million readers per month • Readers spend an average of 47 minutes with each issue Source: MRI Customer Research 2004, 2007 & 2010
  16. 16. Media Analytics Transit (Two Months) • St. Louis Buses 10 Kings each month 3,400,000 impressions • St. Louis MetroLink 25 Bulkhead displays each month 90,000 daily impressions • Kansas City Buses 10 kings each month 5,433,000 impressions • Springfield Buses 10 Queens 1,235,205 impressions
  17. 17. Media Analytics Social Media Ad Impressions Impressions for ads that ran on Facebook, Instagram, YouTube and Snapchat. Impressions: 163,171 Reach: 74,568 Engagements: 2,420 Page Likes: 3,094
  18. 18. Media Analytics Email Results • 3 Deployments (As of 4/23/18) • Opens: 17,572 • Average Open Rate: 11.71% • Clicks: 2,005 • Top Calls-to-Action: • How to Help • License Plate
  19. 19. Public Relations/ Social Media Efforts Integrated with all prevention & donor messaging • Drive all traffic to website • Year-round/monthly/weekly/daily • Social Media o Facebook Messaging o Twitter o Web o Blogs o Texting: Positive Parenting Messages o YouTube o Prevention $ense
  20. 20. Web Page & Social Media Profiles http://ctf4kids.org/ Organic reach on website and social media through post content, via search engine, typing in domain, or viewing on social media feed: 213,990 Top 10 Locations of Visitors to the Website 1. St. Louis 2. Jefferson City 3. Kansas City 4. Springfield 5. Columbia 6. Saint Joseph 7. Rolla 8. Creve Coeur 9. Chesterfield 10. Clayton Audience Stats Web & Social Media Followers: 64,361 Website Audience Demographics • 77% Female, 23% Male • Strongest Age: 25-34
  21. 21. Additional Outreach • Prevention $ense • Safe Sleep Videos • Texting: Positive Parenting Messages • Print Materials Safe Sleep, NEFAM, Never Shake, Emotional Well-being, Strengthening Families, License Plate • Special Events/Exhibits • Training
  22. 22. Child Abuse Prevention Month (CAPM) CTF and its partners engaged in various activities and events to highlight April as Child Abuse & Neglect Prevention Month in Missouri: • Child Advocacy Day, Tuesday, April 3 • Missouri Go Blue Day, Friday, April 6 • Go Blue Wellness Walk, Friday, April 6 • CTF Media/Social Media Activity Campaigns • Distributed 2018 Prevention Resource Guide • Harry S Truman Building Exhibit & Pinwheels for Prevention Garden
  23. 23. Strategies • State Departments Outreach • Matching Gifts/Double the Donation • Social Media Donation Programs o Amazon Smile o Giving Tuesday • Board Engagement • Promote CTF Activities • Expand Donor Base • Strategic Communications Continued Focus • Strengthening Families • Safe Sleep • Emotional Abuse/Neglect Prevention • Sexual Abuse Prevention • Professional Trainings • Parent Leadership • ACE Study • Neglect
  24. 24. CTF’s Partnership with Missourinet & Learfield How We Operate Much like ABC and CBS deliver world and national news to radio stations throughout the U.S., Learfield News delivers statewide news of interest to affiliated radio stations throughout Midwest. In exchange for our news programming, our affiliates provide us with commercial inventory each week during radio’s prime time – 6 a.m. to 7 p.m. Monday through Friday. We bundle that commercial inventory to give our clients statewide and regional reach at reduced rates. No Premium Pricing Instead of charging a premium for news programming, we sell our commercials for 1/2 to 2/3rds the cost of buying our stations independently. Media Buying Without Added Costs Learfield’s experience in the media industry in Missouri gives a holistic perspective to public awareness campaigns. We partner and service some of the largest companies and governmental organizations in the state. Learfield holds a contract with the State of Missouri for media buying and message generation services. We don’t charge extra for our message strategizing and media buying services.

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