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.

1. Public Education Committee Meeting
May 2018

2. Key Audiences
• Every Missouri Resident!
• Grantees
• Professionals & Other
Stakeholders
• Donors

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. Media/Social Media
Activity Plan
• Prevention Campaigns
• Donor Campaigns

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. 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. 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. 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. 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. 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. Print Ads Placed in Rural Missouri Magazine

12. Transit Ads Placed in St. Louis, Kansas City & Springfield

13. Email Deployments
• November – Donor
• December – Protective Factors
• February – Tax Check-off
• April – CAPMonth
• June – License Plate

14. Radio Campaigns Statewide
• 76 radio stations
• 14,622,100 impressions, 18+
• 6,580,200 impressions, 18-54
Media Analytics

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. 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. 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. 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. 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. 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. 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. 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. 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. 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.