HELPING YOU HELP YOUR FAMILY

Lopez & McCool Public Relations Agency

Agency Information

Lopez & McCool Public Relations Agency

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Lopez & McCool is a Jacksonville-based public relations agency that focuses primarily on non-profits and small businesses. Previous clients include:• Children’s Miracle Network• Girls & Boys Club of Jacksonville• Hubbard House • Second Harvest Food Bank

Lopez and McCool Public Relations Agency strives to guarantee client satisfaction while upholding the highest ethical standards established by the Public Relations Society of America.  

Agency Mission Statement

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Agency Team

Founder of Lopez & McCool

Creative Director

Shelby Lopez Emily Gregorchik

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Agency Team

Co-Founder of Lopez & McCool

Project Manager

Amber McCool Jade Newman

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Client BackgroundHistory: Established in Jacksonville in 1902 by Reverend D.W. Comstock, the CHSF

opened as a response to the growing number of homeless and abandoned children in northeast Florida.

Originally, with a staff of only two people, they were able to find homes for 21 children in its first year.

CHSF has been very influential in creating laws and legislation protecting children’s rights. It played a key role in the enacting of Child Labor Laws as well as outlining the Compulsory Education Law.

Mission Statement: Embracing children. Inspiring lives. We change lives. Join us. When kids are hurting, we help them.   When kids need a safe place to call “home,” we find them loving families. What the company does: A non-profit organization that aims at healing and protecting children. Programs geared towards putting families back together, ending the cycle of

violence and abuse and one-on-one counseling for families and individuals.   4

Secondary ResearchChildren’s Home Society of Florida is a national organization dedicated to bettering

the lives of children through adoption, educational and counseling programs. This organization also strengthens families by offering parenting courses to those struggling to build cohesive relationships between parents and children.         According to the CHSF web page, it was founded in Jacksonville on Nov. 17, 1902. It is hard to believe that the once single-roomed office now consists of 15 divisions with 90 plus offices in 67 counties throughout Florida. CHSF’s 15 locations can be found in western Florida, Emerald Coast, North Central, Buckner, Mid-Florida, North Coastal, Central Florida, Greater Lakeland, Gulf Coast, southwest Florida, Brevard, Treasure Coast, South Coastal, Intercoastal and southeastern Florida. CHSF is made up of more than 19,000 employees and has helped nearly 200,000 children and families in the past year. Duval County’s Buckner location helps more than 2,500 kids and families alone. CHFS’s state board consists of 23 members, with Victoria Weber as Chair and Marty Rubin as Vice Chair. There are 15 Executive Directors, a management team of 11 and 6,357 loving volunteers. Volunteers have given 126,021 hours of their time and a potential total dollar value of time of $2.69 million into helping the CHSF thrive.         CHSF has four major objectives they’ve worked towards everyday since they were established. Those objectives include breaking the cycle of violence, healing the pain from abuse, finding a “forever family” for children and preparing teens for independence.  According to CHSF’s 2011 annual report, a total of $108.3 million was dedicated to resources strictly bettering the lives of children and families.  Through the use of parent education, counseling, mentoring, education and in-home services, 25,881 children and family members were assisted. There were 162,569 children and families aided in the healing of pain caused by abuse or neglect and $75.6 million spent on these services. Through its journey to find children “forever families,” CHSF spent $4.9 million; which lead to 2,803 children and families served, 841 finalized adoptions and 38,435 finalized adoptions since 1902.  CHSF is the only adoption agency in the state to provide lifetime confidentiality and maintenance of records. A combination of life skills training, educational coaching and safe housing has assisted 7,336 teenagers who are ready to leave foster care and begin their adult life.        

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Secondary ResearchThe CHSF Family Life Program is open to the community and consists of three series of parenting

courses. According to the the United Way of Northeast Florida website, the age of the children involved indicates which program they will be partaking in. This program is designed to help parents discuss the difficulties they face with parenting troubles, aggressive children or those with a mental health issues. The most common mental health issue parents deal with is Attention Deficit Disorder. Parents can get help in a confidential setting through counseling and one-on-one guidance meetings. Classes are offered to parents of infants, toddlers, school-aged kids and teenagers. Each course costs $75 for a six-week period and is open Monday through Friday 8-5 p.m. The Good Choices Good Parenting program offers parenting classes to teens in foster care. Teens ages 12 to 18-years old are given education and case management services. These services cover all aspects of sexuality, infant parenting and pregnancy prevention and education.  The third program is a one-on-one in-home parenting course. Families are charged by an hourly rate using the sliding fee scale.

There are numerous organizations that partner with the CHSF. These affiliates include Children Home Society of America, Healthy Families Florida, Florida Department of Health, Florida Department of Children & Families, Alliance For Children & Families, United Way, CCAI’s Angels in Adoption, Believe Achieve Inspire and the Council of Accreditation. Business affiliates in the in Northeast Florida, Buckner division include K.I.D.S (Kids In Distressed Situations), Family Support Services, Panera Bread, United Way of Northeast Florida, Target and The Jim Moran Foundation.            As of June 30, 2011, the total amount of money spent on assets was $89,202 and $50,184 on its total net assets.  The CHSF continues to operate through means of service contracts, public support, service fees and other resources. CHSF receives $99,538 (89 percent) from services contracts, $10,195 (9 percent) from public support, $1,640 (1 percent) from adoption and services fees and $1,034 of its 2011 revenue came from other resources. These amounts come to the total amount of $112,407 of the organization’s income. CHSF spent a total of $110,933 on programs, general and administrative purposes and fundraising. Programming fees cost the organization $95,620 (86 percent), $11,866 (11 percent) was general and administrative fees, and $3,447 (3 percent) was spent on fundraising. These fees lead to the organization’s total expenditure of $110,933, according to its 2011 annual report. 10

Primary ResearchTo gain a better understanding on the general public’s awareness of the Children’s

Home Society of Florida and what they do for the community, a nine question survey was conducted and distributed with the use of Facebook. Results from the survey indicate that 75 percent of those surveyed were women and 25 percent were men.  Out of those who participated, 50 percent were between the ages of 21 and 30 and the other 50 percent were aged 41 and older. The vast majority, 66.7 percent, of those surveyed reported that they had never heard of the CHSF. Ninety percent of people knew what CHSF does but 100 percent of them had not heard of the Family Life Program. Results also indicated that 66.7 percent of participants knew someone suffering with Attention Deficit Hyperactive Disorder, 33.3 percent did not have several communication problems within their family and TV and other outlets were the main sources of information. Pre- and post-surveys will also be conducted among the primary target audiences specifically, to understand their knowledge of the CHSF. Focus groups will be the main source for obtaining qualitative data about the target audiences’ attitudes towards the CHSF. Parents, teachers, family lawyers and media members will each have their own focus group and will be asked about their opinions of the CHSF and the programs they offer.

In-depth interviews will provide more detailed perspectives on the CHSF from our audiences. Our firm will ask questions to those who have worked with the CHSF personally, either through the court system or by voluntarily seeking help.

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The Children’s Home Society of Florida is trying to increase participation in the Family Life Education program. Currently, the most involvement is through court-appointed families. CHSF would like the community to be made aware of all the programs that it has to offer, as well as a significant increase in the amount of non-court-appointed families enrolled in the programs.  

Situational Analysis

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SWOT

Provides help for families

Easy process to get help

Not just a foster and adoption clinic

Helps to break bad habits, heal distraught and prepare for independence

The current foundations and companies

Parenting courses are a huge advantage

Classes are a very reasonable price as well as free

The CHSF hotline

Non court-ordered families or individuals seek help or counseling

Getting in-home services involved

A well-known corporation partner with CHSF

Seeking out to the community and families to feel like they can use CHSF’s tools

Strengths Weakness Opportunities Threats

Education program isn’t that well known

The community isn’t aware of the functions of CHSF

The program participation is low

Other foster homes and non-profit organizations in Fla.

Psychologists and counseling offices

Competitors

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Campaign Goal

Overall Strategy

Promote awareness about the many CHSF programs.

Specifically to increase participation in the ‘Family Life Education’ program so that families in need know these programs are available.

We also want to build mutually beneficial relationships with Jacksonville-based corporations who share the same values as the CHSF.

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Target AudienceParents:Teachers:Media: Family lawyers: Corporations:

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Objectives Increase participation in in-home services by 30 percent by

July 2013. (motivational)Evaluation method- Compare July 2012 numbers to July

2013. Partner with 3 Jacksonville-based corporations to help fund

and promote the CHSF’s services by July 2013. (motivational)Evaluation method- Determine if corporations are willing to continue partnership with us after campaign ends.

Reach 200 Jacksonville families with information about the CHSF services by July 2013. (informational)

Evaluation method- Survey parents within a 50 mile radius of CHSF about knowledge of the Home’s services through mailings.

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HELPING YOU HELP YOUR FAMILY

Creative Concept: Tagline

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Tactics Social Media Campaign:

Thoroughly and specifically talk to our target audience.

CHSF will use the geographic tool to direct posts to specific audiences.

Pictures and videos will be used to really catch the audiences’ attention. The posts will be around 9 a.m., after 5 p.m. and weekends.

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TacticsCHSF teacher and mommy Blog:

A blog targeted for teachers and mothers.

The blog will have beneficial and entertaining information for them to read and pictures to look at.

The blog will provide them with advice for their children as well as the family program steps.

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TacticsRestaurant Sponsor:

Panera Bread Company is already a sponsor of CHSF. Panera will help us raise money.

Panera will dedicate a week of 7 percent of their sales to the CHSF foundation. Seven percent of each customer’s transaction the week of Feb. 4, 2013.

CHSF will contact all of the direct school offices and corporations to see if they would want to use Panera for a catered luncheon. Then inform them of the 7 percent of proceeds and how it is going towards CHSF specific programs.

The media will be involved during the opening day of the promotion. The press and media will be invited to any Panera. 20

Tactics Parent-Teacher Conferences:

CHSF will partner with district school boards around Florida during each school’s parent-teacher conference.

Packets will be given to each parent letting them know what our program offers.

Included in the packet will be CHSF magnets. This will gain awareness through parents and teachers.  

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TacticsSchool District Information:

We will provide school districts within Florida pamphlets and informational meetings about the CHSF programs.

This is will increase awareness and ensure teachers and faculty to come to us for help and spread the word about what and who we are.

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TacticsChildren’s Home Society Family Night:

Saturday April 13, 2013 CHSF will have a Children’s Home Family night at Pump It Up. Families will be notified through social media, our current clients and Duval County schools. Panera Bread will cater this event with several of their famous dishes.

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January 2013-July 2013 6 month launch period

Campaign Time Frame

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Timeline

January 7: Campaign Launch DateJanuary 7: Launch of Mommy Blog

January 14: Collect Agency FeeFebruary 4: Begin Panera Bread PromotionFebruary 11: End Panera Bread Promotion

April 13: Children’s Home Society of Florida Family night at Pump it Up

July 31: End of Campaign 25

-Determine if that was an actual increase in involvement in the in-home classes by the projected 30 percent goal by comparing the number of those enrolled in the programs in July 2012 to the number of those enrolled in July 2013.  

-Determine if corporations were willing to continue or start a new partnership with the CHSF.

- Conduct an informational survey for parents within a 50 mile radius of the CHSF about the services provided.

Evaluation

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Budget

Recommended Budget: $25,000

Promotional MaterialsParent Packets        Brochures                                          500@.20         $100Magnets                                         500@.75         $375Pens                                                  500@.50         $250School District Packets         Brochures                                300@.20         $60         Magnets                                  300@.75         $225 Children’s Home Family Night         Brochures                                 400@.20         $80         Magnets                                 300@.75         $225         Pens                                         300@.50         $150 Media Press Kit                                          20@$50        

$1000 Extra Flyers 500@.20 $100Extra Pens 500@.50

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BudgetEventsChildren’s Home Family Night

Venue- Pump It Up $1,700Jacksonville Zoo Contest Tickets (2 adults, 3 children)

$59.75Gift Goodie Bags

Donated Baptist Health Pencils FreeDonated Panera coupons FreeSmall toys 500@$1.25 each

$625Donated Water Bottles from Baptist Health Free

Panera Food(4) 10 person salad @$44.99 each

$179.96(4) 10 person salad @$44.99 each

$179.96(4) 4 person mac & cheese @$19.99 each

$79.96(4) 4 person soup @$12.99 each

$51.96Social MediaFacebook, Twitter, Pinterest                                                 FreeTeacher and Mommy Blog         Hosted on Tumblr and Wordpress                         Free

Agency Fee$2500Total Expenses $8,191.59

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