Parent Trust for Washington Children

2006 - 2007 Public Service Campaign

Campaign Structure

President

Co-ChairMedia

Co-ChairCreative

Public Relations Research Media Distribution

TV Radio PrintWeb

TV Production Radio Production

Director

Editor

Print ProductionBrochures / Magnets

Copywriters

Designers

WebsiteFundraising

Campaign Timeline

Parent Trust for Washington Children

Parent Trust for Washington

Children

To create lasting change and hope for the

future by promoting safe, healthy families

and communities.

Mission

Parent Trust for Washington Children provides:

1. Resources for parenting and childhood

development.

2. Resources and information for family and life

management skills.

3. Various educational programs for parenting

success.

4. Family Help Line for live support in child

raising issues and concerns.

Parent Trust for Washington Children

Campaign Objectives

1. To increase general awareness of Parent Trust

among the target audience.

2. To increase the number of phone calls to the

Parent Trust Help Line.

3. To increase the use of the web site for further

information on Parent Trust and general family

resource information.

Campaign Objectives & Strategies

Research Objectives

• Define the Target Markets

• Define Potential Target Markets

• Determine Most Influential Media

Market Research

Current Market Analysis• 77% of clients are referred by State services

- Child Protective Services- Adoption Services- Foster Care

Focus Group (parenting class)• Recommended by women• New Parent Resources• Seeking Reliable Information• Stay Positive

Market Analysis

Primary: Parents or guardians (age 25-50) of children under the age of 16 years, currently living in the counties of Washington State that contain a population of at least 100,000 people.

Secondary: Hispanic families currently living in a county where at least 15 percent of the population is comprised of Spanish speaking residents.

Target Markets

Zone Two ~ Eastern

Washington

Suburban/Rural

25.7% Hispanic

Zone One ~ Western

Washington

Urban/Suburban

5.37% Hispanic Zone One & Zone Two

Comprise 86% of Washington State’s Hispanic Population

Target Audience Research

Fundraising

Logo

Magnet

Brochure

Banner Advertisement

Web site

Radio

English

30 Second Radio Spot

Spanish

30 Second Radio Spot

Television

QuickTime™ and aSorenson Video 3 decompressorare needed to see this picture.

Targets:• Primary Target Market

Television Distribution: 8 Local TV Stations• NWCN 2 TV (NW Cable News)• KOMO 4 TV (ABC)• KING 5 TV (NBC)• KONG 6 TV (Local)• KIRO 7 TV (CBS)• KSTW 11 TV (UPN)• KSTW 13 TV (FOX)

TV Media Distribution

Radio Media Distribution

Spokane:1. KAEP 1057 AM: Adult alternative2. KISC 98.1 FM: Adult Contemporary3. KKZX 98.9 FM: Classic Rock

Pasco/Yakima/Moses Lake/ Walla Walla:1. KEYW 98.3 FM: Hot AC2. KONA 610 AM: Info and soft hits3. KHHK 99.7 FM: Top 404. KATS 94.5 FM: Rock

Seattle:1. KEXP 90.3 FM Alternative2. KUOW 94.9 FM News

Brochure Distribution

WA State Hospitals Pre-natal care facilities

Financials: Production Values & Costs

Estimated Value per Media:1. TV Production: Value $7500.00 Cost

02. Radio Production Value $3000.00 Cost

03. Brochure Production: Value $1500.00 Cost

04. Print Production: Value $500.00 Cost

05. Magnet Production: Value $500.00

Cost 06. Website Production: Value $5000.00 Cost

0

Total Production Value: $18,000

Financials: Media Distribution & Costs

Media Distribution Costs:

TV Distribution Value $42,000 Cost: $250

8 stations x 150 x $35= $43,750

Radio Distribution Value $35,000 Cost:

$300

10 stations x 250 x $35 = $35,000

Brochures 5,000ct Value $1500 Cost: $550

Print Media Value $2,500 Cost:

$500

Magnet 5,000ct Value = $1,875 Cost: $500

Total Media Distribution Value: $84,625 Total

Cost: $2100