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Brevard Family Partnership "Foster a Future for Brevard's Youth"


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LEAD Brevard's Leadership Brevard Class of 2019 Leadership Action Project
This project will assist Brevard Family Partnership (BFP) in helping to increase the number of quality foster homes by raising awareness of the need for foster families within the community by creating and executing a marketing and outreach campaign designed to educate the public and create solutions to aide in filling this need. The team will work in conjunction with BFP staff to identify specific targeted audiences, create an outreach plan to effectively communicate the need to the intended audiences, and execute the plan.

Published in: Government & Nonprofit
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Brevard Family Partnership "Foster a Future for Brevard's Youth"

  1. 1. Leadership Brevard Leadership Action Project by Angelique Blake, Barbara Gunter, Kyle Hash, Sarah Levanti, Peter Mannino, Isadora Rangel, Kelsey Will
  2. 2. Name of Project: “Foster a Future for Brevard’s Youth” Specific Objectives & Goals: The overall outcome desired is an increased number of quality foster homes within Brevard County. The goal of this project is to create an outreach and marketing campaign designed to spread awareness of the need within the community. The team would help develop and execute a marketing and outreach campaign to educate and create solutions to aide in filling this need. 2
  3. 3. Objectives The “Foster a Future for Brevard’s Youth” project will assist BFP in helping increase the number of quality foster homes by raising awareness of the need for foster families within the community. Within that framework, the objectives are: • Identify specific targeted audiences • Determine the best methods and strategies to effectively reach identified audiences • Assist in executing campaign via determined strategies 3
  4. 4. BFP History & Mission • Brevard Family Partnership (“BFP”) was established as Community Based Care of Brevard in 2003 as a 501(a)(3) non- profit organization. • BFP is the lead child welfare agency in Brevard County providing foster, adoption, and child abuse prevention services to the community. • Our mission is to “Protect children, Strengthen families and Change lives,” through the prevention of child abuse and the operation and management of a comprehensive, integrated, community-based system of care for abused, abandoned and neglected children and their families. 4
  5. 5. Completed Actions 5
  6. 6. Target Audience Research • In order to move forward with developing marketing campaign, LAP team determined we needed more information about who BFP’s target audience was and their endorsements & objections to fostering • We developed an online survey to gain key insights into BFP’s target audience • This survey was shared via two Florida Today articles, email, and social media • Over a 90 day period, we received 98 responses. Respondents must be from Brevard County & over 21 to complete the survey 6
  7. 7. Demographic Survey Results 7
  8. 8. Behaviors • 55% of participants do not know what BFP is • 56% have considered fostering • 9% have fostered • Reasons for not fostering: time commitment, current child in the home, belief there are safety and behavior issues with foster children • Reasons not considering fostering: stage of life and time commitment • Might change mind: if had more information • 57% of participants worst fear about fostering is that the foster child will have major behavioral issues; 38% believe they will get too attached to the foster child 8
  9. 9. Media ● Column in FLORIDA TODAY titled, “Brevard County needs 65 new foster families.” ● CEO Phil Scarpelli featured on “Eye on Brevard” TV show on WEFS. ● Scheduling interview on WFIT (NPR affiliate). 9
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  11. 11. Sheriff Ivey PSA • Sheriff Ivey has promised to partner with BFP to promote the dire need for foster families due to the law change • He will promote via his huge social media following and speaking engagements 11
  12. 12. Pizza With A Purpose • We provided an opportunity to showcase their organization while raising funds to support them via contributions derived from food sales during one night at Pizza Gallery & Grill • Pizza Gallery & Grill created a flyer which was shared through a variety of social media channels to promote the event • Brevard Family Partnership set up a table in front of the restaurant and provided promotional items as well as wearable stickers to diners to identify them to servers • There was a great turnout, and BFP’s event raised the most funds seen recently during these type events, at nearly $300 12
  13. 13. Recommended Actions
  14. 14. 2019 Annual Concept: Race To 60 • Create an immediate visibility with an actionable goal for the public to see, i.e., Billboard • BFP’s website • Presentations 14
  15. 15. Billboards Brevard County Clear Channel area Placement of Billboards as follows: 15
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  18. 18. Proposed Digital Billboard Plan • Utilize digital billboard network pool in Brevard County for 12 weeks during advertising push • 16 digital boards across Brevard County • Amplify Foster A Future and activate new Brevard foster parents • Package: 2 Preemptable Spots rotating on digital billboard network pool for $1,000 per 4 weeks for a 12 week campaign 18
  19. 19. Snackable Videos • Benefits of 30-60 second videos on social media: – Grabs the attention of users – Shared more often – More direct, social, and real • Informative………..but SHORT 19
  20. 20. Paid Social Media Broaden message to larger audience through targeted boosted posts on Facebook. 20
  21. 21. Earned media Establish relationships with more media outlets and pitch stories about the need for more foster families: ● WMFE (Orlando NPR station) ● Channel 13 ● Channel 9 ● Space Coast Daily ● Fox 35 ● FLORIDA TODAY guest column 21
  22. 22. Closing Lessons Learned • There is no one perfect foster parent criteria • Need for visibility of the organization • Struggle for resources and time • Get involved 22