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Pulic 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.

Published in: Marketing
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Pulic Relations & Digital Reach Campaign for Missouri CTF

  1. 1. 2015 - 2016
  2. 2. Key Audiences • Every Missouri Resident! • Grantees • Professionals & Other Stakeholders • Donors
  3. 3. • Missouri’s Foundation for Child Abuse Prevention • Strong Families, Safe Kids • Preventing Child Abuse & Neglect & Strengthening Families through Grant Distribution, Education, Awareness & Partnerships • 1 Childhood 4 Every 1 – All Kids Deserve a Good 1 Theme/Slogan
  4. 4. Advertising / Media Activity Plan Public Relations / Social Media Activity Plan • Prevention Campaigns • Donor Campaigns • Media Mix
  5. 5. Prevention Campaigns • Not Even For A Minute (NEFAM) o Never leave children unattended in or around vehicles • Shaken Baby Syndrome (SBS) Prevention o Never Shake • Safe Sleep o ABCs o 5 Steps • Parent with Patience (PWP) o Stress o Words Help o Little Kids Make Big Messes o Strengthening Families o 1 Childhood 4 Every 1 Strong Families, Safe Kids
  6. 6. Prevention Media Plan All campaigns supported by the Public Relations / Social Media Campaign Mediums Used • Radio • Print • Metro Transit • Digital Media o Online Display Ads, Facebook Ads, YouTube Pre-Roll, Instagram, Google AdWords • Cable TV PSAs Four Campaign Themes • July/August – NEFAM • December – Safe Sleep • February/March – Parent with Patience coupled with Tax Check-off • April -- All Messaging *Child Abuse Prevention Month & Strengthening Families
  7. 7. Listen (Radio): NEFAM - Valuables Radio Billboard Watch (Cable): NEFAM Cable Ad July/August Not Even For A Minute (NEFAM)
  8. 8. December Listen: Cable: ABCs 5 Steps Radio billboard • ABC’s • 5 Steps
  9. 9. February Listen: One Check Radio Billboard Tired Cable: • Sparky • Flour Parent with Patience (PWP) Tax Check-Off
  10. 10. April Child Abuse Prevention Month Listen: Uh-Oh Look At Me Cable: • Never Shake • Mud • Cereal
  11. 11. • License Plate License to Care • Tax Check-Off Coupled with PWP in Feb/March • General Donations o End-of-Year o Matching Gift o Memorial/Honorary Other funding: • Dedicated fees on marriage licenses & vital records • Federal grant Donor Campaigns
  12. 12. Three Statewide Campaigns Mediums Used Radio, Print, Metro Transit, Digital Media (Online Display Ads, Facebook Ads, YouTube Pre-Roll, Instagram, Google AdWords) & Cable TV PSAs • October – License Plate • February/March -- Tax Check-off (coupled with PWP) • June -- License Plate All campaigns supported by the Public Relations / Social Media Campaign Donor Media Plan
  13. 13. Community License Plate Partners
  14. 14. Listen: Do it for Me Kids Motorcycle ad October & June License Plate
  15. 15. Listen: Profession Tax Check-Off February
  16. 16. • Radio – Missourinet statewide radio, targeted & metros • Radio – sponsorship billboard mentions • Print – Rural Missouri Magazine • Website • Transit – MetroLink & Buses in St. Louis & Kansas City • Online – State Fair Advertising • YouTube Pre-Roll • Google AdWords • 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 Media Mix
  17. 17. Radio Campaigns Statewide • 76 radio stations statewide • 17,539,800 impressions
  18. 18. Web Page http://ctf4kids.org/
  19. 19. Public Relations 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 Podcasts o YouTube o Prevention $ense • Other PR Efforts, including news releases, interviews, outreach (CAPM special professional outreach.)
  20. 20. Facebook Targeted Advertising
  21. 21. • Print – Rural Missouri Magazine • Website • Transit – MetroLink & Buses in St. Louis & Kansas City • Online – State Fair Advertising • YouTube Pre-Roll • Google AdWords Media Mix
  22. 22. Banners
  23. 23. Social Media Campaigns Prevention • NEFAM • PWP • CAPM o Developed in conjunction with MPP Donor • License Plate • Tax Check-off o CTF specific o At Large Tax Check-off Program Other • Child Safety • Parenting Tips • Sexual Abuse Prevention Awareness • Child Development • Special Events
  24. 24. 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: • Governor Jay Nixon presented the Missouri Prevention Partners (MPP) with a proclamation declaring April as Child Abuse & Neglect Prevention Month in Missouri. • Child Advocacy Day – Wednesday, April 1 • Go Blue Day in Missouri: Friday, April 10 *CTF created & distributed a related electronic flier encouraging people to wear blue in support of prevention. • CTF Prevention Conference Tuesday, April 14 & Wednesday, April 15 in Jefferson City • Pinwheels for Prevention: Tuesday, April 14 • CTF sported blue handprints on its logo, electronic docs & educational materials. • CTF Media/Social Media Activity Campaigns • Missouri Prevention Partners (MPP) CAPMonth Committee Social Media Campaign • Distributed the CTF CAPMonth Flier • Updated the Calendar of Events section on the CTF website to highlight April prevention activities • Distributed the Making Meaningful Connections 2015 Prevention Resource Guide • Truman Building Exhibit • CTF/Missouri Kids Count Pinwheels for Prevention Display at the Truman Building • Easter Award Presentation
  25. 25. Ongoing Initiatives • State Departments Outreach • Spanish Translation of Materials • Matching Gifts • Social Media Donation Programs • Amazon Smile • Giving Tuesday • Online Display Ads • Focus on: o Strengthening Families Campaign o Neglect Prevention Campaign o Sexual Abuse Prevention Campaign o Safe Sleep Campaign o Firearm Safety in Homes o Drug Endangered Children (MO DEC) o Resource Guide o Emotional Abuse

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