National Foster Care Month 2005 Overview 2006 Preview

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National Foster Care Month 2005 Overview - 2006
Preview
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Agenda

• Introductions
• What is NFCM?
• 2005 Overview
• What Works for You?
• How can NFCM and the States support each others
  needs
• Strategies and Logistics
• Running and Registering Events
• Tools to Use
• Constituency Engagement

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What is NFCM?

• A collaboration of 13 national leaders who
  support children and families
• A strategic and tactical marketing program to
  create awareness and support on a national,
  regional and local level
• www.fostercaremonth.org
• The national face of foster care
• A central repository of events, tools and
  programs
• A vehicle to deliver your message
• A comprehensive set of tools and supports

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How Can NFCM Support Your Agency Objective?

• Define How You Have or Plan to Leverage NFCM in
  Your State and Communities.

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NFCM Campaign Objectives

• Demonstrate viability of National Foster Care
  Month as an awareness-raising platform for issues
  affecting children and youth in foster care and
  their families.
• Secure national and regional media coverage that
  heightens public awareness of
• The magnitude and nature of Americas foster care
  system
• The urgent and sustaining needs of children and
  youth in foster care and the service needs of
  their families
• The critical challenges, issues and implications
  confronting older youth as they age out of
  foster care, particularly those lacking a
  permanent connection to a caring adult.

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NFCM Campaign Objectives

• Position May is National Foster Care Month as a
  public call-to-action on behalf of children and
  youth in foster care
• Build a communications and marketing springboard
  for inspiring sustained civic engagement on
  behalf of children and youth in foster care.
• Broaden NFCM messaging to inspire more direct
  public action as a result of awareness-raising
  and educational efforts.
• Increase the number of individuals, organizations
  and communities who come forward to help a young
  person in foster care and their families.

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NFCM Campaign Objectives

• Develop a positive framework to maintain
  visibility and interest to support the year-
  round work of the NFCM Partners
• Cultivate/build new relationships with media
  outlets for future NFCM efforts.
• Increase recognition of foster parents,
  advocates, volunteers, workers and others
  dedicated to helping young people in foster care
  thrive and obtain permanency.
• Showcase select initiatives implemented by NFCM
  partner organizations.
• Assist NFCM partners with constituency engagement
  to increase campaign participation.
• Promote Foster Care Permanency continuum

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NFCM Campaign Elements

• Publicity
• Brand/Materials Development
• NFCM Web Site

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Marketing Materials Examples

• NFCM Logo Pin
• Brand Refinement
• Change A Lifetime Ways to Get Involved
• Core Promotional Poster
• Website Home Page
• Promotional/Order Card
• Ads
• Ribbon Event Poster

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National Foster Care Month Logo Pin
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2006 Brand Refinements
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Call To Action Ways to Get Involved
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• NFCM Basic Campaign Poster
• Use for Local Distribution
• Library
• School
• Retailers
• Malls
• Government Offices
• Banks

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NFCM Web Site Home Page
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Promotion Material Order Card
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Ads
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Ads
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Ads
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Ads
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Event Poster
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2006 NFCM State Strategy

• Awareness creates greater connectivity to foster
  care
• Connectivity in any (small) way leads to larger
  potential pools of foster parents, social
  workers, CASAs, Mentors, etc.
• Awareness improves the public perception of
  Foster Care
• Broader public involvement creates greater
  support and respite for existing foster parents

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Comments and Suggestions

• Opportunity to present key ideas, successes and
  programs

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Total NFCM Campaign Impressions Summary Only
readership, not pass along

• Publicity Campaign 106,914,531
• NFCM Unique Website Visitors 23,521
• (155,000 page views)
• NFCM Unique Partners Site Visitors
  63,431
• CFS, CASA, NFPA, CFK (259,368 page views)
• Material Distribution Impressions
  1,748,000
• Pins/Ribbons, Posters, Cards
• Print/Promotional Ads 56,000
• CASA, CWLA, NFPA, CFS Voices,
• Childrens Bureau Express
• Paid Ads 36,036,384
• NPR Radio Tags, Roll Call, Todays Child
• Total Impressions 144,841,867

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Direct Contact By Individuals

• Web email contacts 166
• Web referrals to partners 3,049
• Mail list subscribers 336
• 800 Calls 278
• Web events participants 149
• Inquiries to NFPA during May (400 mth avg)
  8,000
• Inquiries to CASA during May (50 mth avg)
  2,500

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National Foster Care Month Web Site Summary
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NFCM Web Site Overview

• www.fostercaremonth.org was named a Yahoo!
  Notable New Site
• 1 of 3 named daily 2.3 billion page views per
  day altogether
• Total Unique Visitors 23,521
• 493 Average Daily Visits in April, May June
  2005
• Total Page views 155,170
• Total Visits 44,905
• Unique Visitors May15,000
• 802 Average Daily Visits in May 2005
• 149 events posted representing 41 states.
• 3,049 referrals to partners (275 to CFP).
• 336 people subscribed to our mailing list.
• Web based ordering and fulfillment 36,720 pins
  and ribbons

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May 2005 Daily Visits
Yahoo Listing
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Top Page Views - May 2005

• NFCM Home Page
• Get involved
• Get involved/home
• Get involved/Heart
• Events

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Goals for 2006

• More constituency engagement could provide
  significant boost to overall campaigns
  effectiveness at reaching local audiences
• Long lead time press really needs 9 - 12 months
  advance time for press development and pitching
• Lack of accessible, current child welfare data
  (for basic fact sheets) required extensive
  research, synthesis and review. Build Your Local
  Data NOW
• Be prepared by developing sources and materials,
  identifying spokespeople, media outlets/contacts,
  local events, etc.
• Integrate and leverage NFCM materials and events
  at state and local agencies

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The Power Of Your Constituents

• 13 Partners
• 50 States and CD
• 100,000 State and Federal Employees
• 500,000 Related Parties

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How Can NFCM Support Your Needs

• Tools to Use
• Press Kits
• Storylines
• Hub Events tie-in
• Marketing Material
• Fundraisers
• Local Event Suggestions
• Government Support and Involvement
• Running and Registering Events
• Constituency Engagement Supports
• Tracking of Referred Families via the AdoptUSkids
  web site

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How Can FCMs Support NFCM

• Build local teams of foster parents to speak with
  press and generate appearance on broadcast
• Leverage your governmental P/R departments
• Create recognition events for quality foster
  parents and agencies
• Create and register event
• Give workers time to place materials in the
  community
• Have foster parents engage their friends and
  family to post materials and attend events
• And more

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Open Discussion
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Partner Constituency Engagement Strategy

• Marketing Materials
• Printed, PDF, Pins/Ribbons
• Fundraising
• Pins/Ribbons
• Web Site
• Event Registration, Lead management
• Local Event
• Organizing, Running and Leveraging
• Community Engagement
• Local store owners, churches, business groups
• Press
• How to tell your story

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NFCM 2006 Collaboration
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Its National Foster Care Month

• And You Can Help
• Any Day of the Year!