ideas = success...ideas = success presented thursday, august 29, 20 3 2 7 sw highway 484, ocala, fl...
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Kids Central, Inc. • 2��7 SW Hwy 484 • Ocala, FL 34474 • (352) 873-6332kidscentralinc.org
IDEAS = SUCCESSPresented Thursday, August 29, 20�3
2��7 SW Highway 484, Ocala, FL 34473 H P: 352.873.6332 H F: 352.29�.8658 H www.kidscentralinc .org
IDEAS = SUCCESS
Solving the Recruitment Conundrum
Presented Thursday, August 29, 20�3
Kids Central, Inc. • 2��7 SW Hwy 484 • Ocala, FL 34474 • (352) 873-6332kidscentralinc.org
IDEAS = SUCCESSPresented Thursday, August 29, 20�3
BRIEF INTRODUCTION
History of Foster Parent Recruitment — Background
2004 — Adopt Us Kids & The Ad Council:
Developed Multimedia Adoptive Family Recruitment Initiative
• Keyelementsfordiligentrecruitment:
1. Utilizeadata–drivenapproach:Tosupportrecruitmentoffoster
andadoptivefamilies
2. Buildcommunityrelationships:Tochannelrecruitmentefforts
3. Developgeneralandspecificrecruitmentstrategies
4. Engageculturallydiversecommunitieseffectively
2005 — Youth Law Initiative:
“Who Are They and What Are Their Motivations”
• ReportedFosterParentDemographics:
1. Mostfostercaregiversarewomen
2. Substantiallyolderthantraditionalparents
3. Lowerquartilesofincomeandeducation
4. African–American:42%
5. WhiteandHispanic:36%
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IDEAS = SUCCESSPresented Thursday, August 29, 20�3
2��7 SW Highway 484, Ocala, FL 34473 H P: 352.873.6332 H F: 352.29�.8658 H www.kidscentralinc .org
Kids Central, Inc. • 2��7 SW Hwy 484 • Ocala, FL 34474 • (352) 873-6332kidscentralinc.org
IDEAS = SUCCESSPresented Thursday, August 29, 20�3
BRIEF INTRODUCTION
History of Foster Parent Recruitment — Background
2012 — University of Oxford Literature Review:
“Why Do People Become Foster Carers”
• Issues:
1. Only50%whorequestinformationaboutfosteringconsideritfurther
2. 80%ofinquiriesdonotresultinanapplication
• KeyFindings:
1. Mostoften,knowingotherfosterparentsleadspeopletoconsideration
2. Commonmythsaboutfosteringcanbedispelledthrougheducation
andinformation
3. Lackofappropriatesupportandpoorrapportmaylimitenthusiasmfrom
thoseconsideringfostering
• CommonTraits:
1. Studiesreliedonsinglesourcesofdatawithoutvalidation
2. Studiesdidnotengagefosterparentstodevelopresearchquestions
• RecruitmentRecommendations:
1. Engagefosterparentstoactasambassadorsinrecruiting
2. Use“mythbusting”factstoeliminatethebarrierstofosteringcreatedby
negativeperceptions
3. Followuppromptlyandeffectivelyafterinitialinquiries
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IDEAS = SUCCESSPresented Thursday, August 29, 20�3
2��7 SW Highway 484, Ocala, FL 34473 H P: 352.873.6332 H F: 352.29�.8658 H www.kidscentralinc .org
Kids Central, Inc. • 2��7 SW Hwy 484 • Ocala, FL 34474 • (352) 873-6332kidscentralinc.org
IDEAS = SUCCESSPresented Thursday, August 29, 20�3
BRIEF INTRODUCTION
History of Foster Parent Recruitment — Where Are The Solutions?
• SomePromisingPractices—NASWWebsite:
1. Partnershipswithfaith–basedorganizations
2. Recruitingfamiliesforsiblings
3. Culturallysensitiverecruitment
4. Engagingthecommunity
Most of the previous research has been demographic, with psychological
traits unknown. The next step is to collect psychographic data.
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IDEAS = SUCCESSPresented Thursday, August 29, 20�3
2��7 SW Highway 484, Ocala, FL 34473 H P: 352.873.6332 H F: 352.29�.8658 H www.kidscentralinc .org
Solving the Recruitment Conundrum
• Recruitment(and retention) ofhigh-qualityfosterparentshasbeendownnationally,regionallyandinCircuit5.
• Therehavebeentoomanyunknownsregardingthecauseofthisandwhattodoaboutit:
— Therehasbeenlittleornopsychographicdataonhigh-qualitycandidates,(none in Circuit 5) onlydemographicdata;and
— Therehasbeenlittleinformationonthedecision-makingprocessofsuch
prospects,ontheirinfluencesandtheirinfluencers.
• KidsCentralsawthisasatraditionalmarketingchallengethatrequiredthefollowingprovenapproach.
• Thefollowingishowwewentaboutsolvingtherecruitmentconundrum.
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IDEAS = SUCCESSPresented Thursday, August 29, 20�3
2��7 SW Highway 484, Ocala, FL 34473 H P: 352.873.6332 H F: 352.29�.8658 H www.kidscentralinc .org
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Kids Central, Inc. • 2��7 SW Hwy 484 • Ocala, FL 34474 • (352) 873-6332kidscentralinc.org
IDEAS = SUCCESSPresented Thursday, August 29, 20�3
All available data on foster parent demographics and
recruitment marketing was reviewed. These data were used
to frame our research questions, inform our marketing
plan, and to compare with our primary research findings.
SECONDARY RESEARCH 1
We conducted in-depth psychographic one-on-one inter-
views among current and past foster parents in the Kids
Central service area (Circuit 5).
PRIMARYCONSUMERRESEARCH
2
We conducted in-depth one-on-one interviews
among “gatekeeper” constituents, especially church
and school leadership.
PRIMARYGATEKEEPER
RESEARCH 3
We conducted an online quantitative survey to verify our
qualitative research findings, as well as to rank marketing
messages, concepts, tactics and more.
STATISTICAL RESEARCH4
Finally, we prepared a detailed Strategic Marketing Plan
to guide our foster parent recruitment marketing program
for years to come.
STRATEGIC MARKETING
PLANDEVELOPMENT
5
Chart �
Background/Approach
A Five Step Process Was Employed
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Kids Central, Inc. • 2��7 SW Hwy 484 • Ocala, FL 34474 • (352) 873-6332kidscentralinc.org
IDEAS = SUCCESSPresented Thursday, August 29, 20�3
INCREASE AWARENESS:
Of the critical need for loving foster parents to provide
nurturing homes to abused, neglected or abandoned
children in Circuit 5.
PRIMARY1
STIMULATE INTEREST:
Generate marketing responses from high-quality foster
parent candidates. (Primarily strong adults with a heart
for children who feel compelled to help.)
SECONDARY 2
INCREASE TRIAL:
Among high-quality candidates, who will formally begin
the foster parenting process. TERTIARY3
Chart 2
Key Marketing Objectives
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Kids Central, Inc. • 2��7 SW Hwy 484 • Ocala, FL 34474 • (352) 873-6332kidscentralinc.org
IDEAS = SUCCESSPresented Thursday, August 29, 20�3
CONSUMERS:
Strong-willed, middle-aged, middle-income adults—
primarily women—with a college education. They have
a heart for children and a strong religious faith. Many
have also had a form of trauma impact their lives.
They are inherently “helpers,” and often work in education,
healthcare or social work, and are active church members.
PRIMARY1
“GATEKEEPERS”:
Those who have easy access to large concentrations
of our primary audience, especially the leadership of
churches and schools.*
SECONDARY 2
MEDIA:
To increase awareness of the needs of abused and
neglected children, and to change the negative press and
perceptions of foster parents and the child welfare system.
TERTIARY3
*PLEASE NOTE: Additional sources include adoption agencies, as well as places where families congregate.
Chart 3
Target Audiences
Three Key Constituencies
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Kids Central, Inc. • 2��7 SW Hwy 484 • Ocala, FL 34474 • (352) 873-6332kidscentralinc.org
IDEAS = SUCCESSPresented Thursday, August 29, 20�3
To convince the primary audience that there are many
children in our community who are victims of child
abuse and neglect, and need a loving home. And those
persons with heart, strength and compassion are called
to provide one.
MAIN IDEA1
Our primary audience is “called” because:
– They have a loving heart for children;
– They can make a positive impact on the lives
of children for generations to come;
– They have empathy for the sufferings
of traumatized children; and
– They have a mandate from God to help.
SUPPORT 2
One of compassion, strength and resiliency, using key
messaging touch-points that speak to their faith
and personal life experiences.
TONE/ ATTITUDE3
Chart 4
The Overall Message
Uncovered in Primary Research
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Kids Central, Inc. • 2��7 SW Hwy 484 • Ocala, FL 34474 • (352) 873-6332kidscentralinc.org
IDEAS = SUCCESSPresented Thursday, August 29, 20�3
Television was cited as the leading means to communicate
our need. It has the benefits of immediacy, the message
can be controlled, and it allows us to tell compelling stories
of children in crisis and how they can be helped.
MEDIAADVERTISING 1
Including media relations (press generation) for its
believability, and to change negative perceptions about
foster care and the child welfare system over time.
PUBLICRELATIONS 2
Leverage the relationships of current foster parents to open
doors among the leadership of churches, schools and other
family-centered organizations.
RELATIONSHIP MARKETING 3
Constantly monitor, measure and report audience
awareness, interest, sentiment, recruitment and retention. MEASUREMENTS 4
Chart 5
Key Tools & Tactics
Cited in Primary Research
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Kids Central, Inc. • 2��7 SW Hwy 484 • Ocala, FL 34474 • (352) 873-6332kidscentralinc.org
IDEAS = SUCCESSPresented Thursday, August 29, 20�3
FOSTER PARENTS STATE: • 93% — Licensing process is too long• 86% — Licensing process is too repetitive• 50% — Re-licensing is too involved• 43% — Licensing is too invasive
QUALIFICATION PROCESS*2
FOSTER PARENTS REPORT: • 93% — More support is needed for new parents• 86% — Mentors should be assigned• 64% — They were insufficiently prepared to begin
SYSTEMSUPPORT*4
FOSTER PARENTS BELIEVE: • 70% — Reimbursement process not acceptable• 56% — Reimbursement amount not acceptable• 28% — All who mentioned either on an unaided basis
REIMBURSEMENT*5
PLEASE NOTE: Percentages have been rounded off. Some may not equal 100% when multiple responses were available or answers were not provided. * Aided Questions
System Improvements
Content Analysis of One-On-One Interviews& Online Statistical Study Results
CASEWORKERS*3 • 93% — Are overworked
• 86% — Are difficult• 79% — Are inexperienced
• 72% — Are condescending • 57% — Are unknowledgeable
FOSTER PARENTS SAY CASEWORKERS:
Chart 6
AWARENESS1
FOSTER PARENTS IN INTERVIEWS INDICATE: • 100% — There is low awareness for the need• 93% — There is poor system image• 86% — There is poor foster parent image
FOSTER PARENTS IN THE STATISTICAL STUDY INDICATED*: • 67% — There is low awareness for the need• 73% — There is poor system image
(Only 27% rated the system’s image as “very good”)
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Kids Central, Inc. • 2��7 SW Hwy 484 • Ocala, FL 34474 • (352) 873-6332kidscentralinc.org
IDEAS = SUCCESSPresented Thursday, August 29, 20�3
• 93% — Women• 7% — Men
• 100% — Indicated that women are the primary decision maker
GENDER1
• 51 — Average age today • 43 — Average age when they began fosteringAGE2
• 68% — Married• 11% — Single, divorced
• 14% — Single, never married• 7% — Single, widowed
MARITALSTATUS3
• 100% — High school graduates
• 14% — No college or trade school
• 36% — Some college or trade school
• 22% — Bachelor’s degree only• 28% — Master’s degree
EDUCATION 4
• 39% — Education field• 22% — Healthcare field• 18% — Religious field
• 14% — Only foster in care• 7% — OtherEMPLOYMENT 5
• 51K — Average HHI (Higher than the state and circuit average)
• 10% — Lower HHI• 68% — Middle HHI• 22% — High HHI
INCOME6
• 2.8 — Birth children• 1.2 — Adopted children
• 32 — Foster childrenCHILDREN7
Demographics
Content Analysis of One-On-One Interviews
PLEASE NOTE: Percentages have been rounded off. Some may not equal 100% when multiple responses were available or answers were not provided. * Aided Questions
Chart 7
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Kids Central, Inc. • 2��7 SW Hwy 484 • Ocala, FL 34474 • (352) 873-6332kidscentralinc.org
IDEAS = SUCCESSPresented Thursday, August 29, 20�3
• 91% — Women• 9% — MenGENDER1
• 22% — 31–40• 38% — 41–50• 24% — 51–60
• 10% — 61–70• 6% — OtherAGE*2
• 14% — Single, never married• 6% — Single, widowed
• 8% — Single, divorced• 71% — Married
MARITALSTATUS*3
• 10% — Lower HHI• 57% — Middle HHI
• 24% — High HHI• 8% — Would not discloseINCOME * 4
• 76% — Currently an active church member• 24% — Not currently an active church member
CHURCHMEMBERSHIP*5
Demographics
Online Statistical Study Results
PLEASE NOTE: Percentages have been rounded off. Some may not equal 100% when multiple responses were available or answers were not provided. * Aided Questions
Chart 8
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Kids Central, Inc. • 2��7 SW Hwy 484 • Ocala, FL 34474 • (352) 873-6332kidscentralinc.org
IDEAS = SUCCESSPresented Thursday, August 29, 20�3
• 100% — “Called,” “commissioned” or “mandated” by God to help children in needCALLED*1
• 100% — Described themselves as spiritual• 100% — Described themselves as a ChristianCHRISTIANS2
• 57% — Personally as a child• 22% — Personally as an adult• 28% — Immediate family member• 14% — Close friend or loved one• 18% — Death of immediate family member• 7% — No history of trauma reported
TRAUMA VICTIMS*3
• 100% — “Helper” personalities (compelled to help others)• 100% — Have a heart for childrenHELPERS 4
• 93% — Push case workers to help*• 7% — No “pushing” required
STRONGWILLED 5
Psychographics
Content Analysis of One–on–One Interviews
PLEASE NOTE: Percentages have been rounded off. Some may not equal 100% when multiple responses were available or answers were not provided. * Aided Questions
Chart 9
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Kids Central, Inc. • 2��7 SW Hwy 484 • Ocala, FL 34474 • (352) 873-6332kidscentralinc.org
IDEAS = SUCCESSPresented Thursday, August 29, 20�3
• 34% — A compelling need to give children a safe loving home• 19% — To make an impact on a child’s life• 16% — They had a spiritual calling• 8% — As an adoption alternative• 8% — They were an empty nester• 8% — Family need existed• 6% — They knew other foster families
INITIAL REASON TO
FOSTER1
Psychographics
Content Analysis of One–on–One Interviews
PLEASE NOTE: Percentages have been rounded off. Some may not equal 100% when multiple responses were available or answers were not provided. * Aided Questions
Chart �0
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Kids Central, Inc. • 2��7 SW Hwy 484 • Ocala, FL 34474 • (352) 873-6332kidscentralinc.org
IDEAS = SUCCESSPresented Thursday, August 29, 20�3
• 100% — Selected television advertising as the most effective form of recruitment advertisement, followed by radioTELEVISION1
• 100% — Selected positive news articles as critical, ideally with testimonials
PUBLICRELATIONS2
• 100% — Selected relationship– building with gatekeepers as the most important form of marketing overall
• 100% — Cited churches• 86% — Cited schools• 28% — Cited others
(adoption agencies, civic organizations...)
RELATIONSHIP MARKETING3
• 78% — Cited collateral as important
• 14% — Cited radio
• 3% — Cited print PSAs* as important
• 0% — Cited out–of–home
OTHERS— OFFLINE4
• 7% — Cited social media as important
• 5% — Cited the website
• 0% — Cited online searches as important
OTHERS— ONLINE5
Communications
Content Analysis of One-On-One Interviews
PLEASE NOTE: Percentages have been rounded off. Some may not equal 100% when multiple responses were available or answers were not provided. * Aided Questions
Chart ��
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Kids Central, Inc. • 2��7 SW Hwy 484 • Ocala, FL 34474 • (352) 873-6332kidscentralinc.org
IDEAS = SUCCESSPresented Thursday, August 29, 20�3
• 44% — Selected television as best form
• 20% — Selected radio
• 16% — Selected newspaper• 16% — Selected online• (Restaurant cards placed last)
BESTADVERTISING
METHODS*1
• 71% — Church pastor presents the need
• 44% — School event presents the need
• 22% — Need is presented at healthcare event
BEST RELATIONSHIP MARKETING*
2
• 67% — Foster child or parent testimonial
• 60% — Personal contact by friend or family
BEST WAY TO DELIVER MESSAGE*
3
Communications
Online Statistical Study Results
PLEASE NOTE: Percentages have been rounded off. Some may not equal 100% when multiple responses were available or answers were not provided. * Aided Questions
Chart �2