2. Agenda
● Company Overview
● Brand Story
● Company Viewpoint
● Group Analysis
● Partnerships
● Target Market
● Myth Icon
● Facebook Campaign
● Email Campaign
● Outline
● Reflection
3. Company Overview
● A public-private partnership designed
to increase foster care awareness,
foster homes, and support in Region 5
● Formed in December 2014
● Created as a result of several failed
initiatives
● No actual employees
● Social workers from the state and
private agencies
4. Brand Story
Home in 5 is a passionate group of
volunteers who started the organization in
December 2014 in response to failed
legislation and pilot programs in Region 5
to privatize foster care. They are striving to
connect families with agencies that best fit
the needs of both the child and family while
keeping them in Region 5.
Working together, we can bring
our kids back ‘Home in 5’
5. Company viewpoint
Past marketing efforts - percentage night, recruitment fair, held one event every week during May
for National Foster Care Month
Growth of the company - they can only grow from this point
Partners - works to increase awareness of all agencies, public and private, to make sure foster
parents are matched with the right agency
Key segments to target- couples that are not able to have children, empty nesters, local families in
region 5
Short-term and long-term company goals: increase social media awareness by 40%; establish a
major presence in athens community including the university of Georgia Campus (by partnering with
specific organizations)
6. Company Analysis
Strengths
Internal experience in the social work
field, dedicated volunteers
Weaknesses
No employees, no funding, no
marketing experience, confidentiality
restraints
Opportunities
Philanthropic community, Marketing
intern
Threats
Other philanthropies, Legislation
7. Group Analysis
Strengths
Internal experience in the social work
field, dedicated volunteers,
partnerships, worthy cause
Weaknesses
No employees, no funding, no
marketing experience, confidentiality
restraints, no target market, no
internal structure
Opportunities
Philanthropic community, Marketing
intern, invest in SEO
Threats
Other philanthropies, Legislation
12. Home in 5
Kappa Alpha Theta
UGA School of Social Work
Athens Church
13. Target Market
Families in region 5
Couples that are not able to have children, empty
nesters, local families
14. Myth Icon
● The Caregiver
○ Core Desire: Protect people
from harm
○ Goal: to help others
○ Fear: Selfishness,
ingratitude
○ Strategy: Do things for
others
○ Gift: Compassion, generosity
○ Trap: Martyrdom of self,
entrapment of others
15. Foster Father’s Age Frequency Percentage
18-25 5 0.9%
26-40 100 18.0%
41-60 160 30.0%
61-over 37 7.0%
Foster Mother’s Age Frequency Percentage
18-25 8 1.5%
26-40 185 34.3%
41-60 259 48.1%
61-over 54 10.0%
Marital Status Frequency Percentage
Single 60 11.1%
Married 304 56.4%
Separated 19 3.5%
Divorced 92 17.1%
Widowed 49 9.1%
Facebook User
Demographics
Market Research
Gender
Age
16. Objective - Facebook
- Create interesting content that gets
attention, generating new likes and shares
- Measured by likes and shares
- Promote and organize events
- Encourage users to share events
- Measured by turnout at events
- Increase overall digital presence
- Measured by Facebook analytics to see page views,
likes, shares, etc.
17. Proposed Campaign- Facebook
Monday: A graphic design
“weekly greeting”
Tuesday: Share a partner’s
post
Wednesday: Share a success
story or short interview
Thursday: Throwback
thursday - post a picture of a
previous event
Friday: Remind users of
upcoming event
- Use the “Event” app on
Facebook to promote
events
- Share the events and
encourage followers to
share as well
- Link to Facebook from
website
18. Objective - Email newsletter
- Reach new clients who potentially want to adopt children or who will help
spread awareness about Home in 5
- Increase turnout at events
- Send a monthly newsletter that emphasizes their event for the month,
highlights one of their partners, and adds links to current foster care news
articles
- Add an email newsletter sign up button on their website
- Use MailChimp analytics
- number of subscribers, clicks to website, etc.
20. Outline
October -
November
December -
January
February -
April
May -
July
August -
September
- Keep a fall
theme
- Be present at
fall festivals
with booth
- Holiday
theme
- Feature
holiday
events
from
partners
- Start promoting
events for
Foster care
awareness
month (May)
- Create
fundraising
goals for May
- Heavily
promote
Foster care
month events
- Share photos
from the May
events
- Share
fundraising
results
- Back-to-school
theme
- Renew
partnerships
with sororities
and schools
21. Reflection
Co-Branding: pair their brand with their partners’ brands
Emotional Appeal: to help foster brand loyalty and create a bond with the
brand; utilize pictures of children and parents to appeal to audiences’
emotional side
Hierarchy of Effects: awareness and knowledge (Cognitive Stage)
