Marketing MiraclesSavannah Arthur, Lauren Glenn, Kathryn Anderson, Riley Clause, Aaliyah Solomon, Elspeth Male

Agenda

● Company Overview● Brand Story● Company Viewpoint● Group Analysis● Partnerships● Target Market● Myth Icon● Facebook Campaign● Email Campaign● Outline● Reflection

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

Brand StoryHome 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’

Company viewpointPast 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)

Company AnalysisStrengths

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

Group AnalysisStrengths

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

Potential Partnerships

Potential Partnerships

818 1,059 6,061 1,134

34 5 255 25

0 0 4.8/5 (332

reviews)

4.8/5 (6

reviews)

4 1 3.5 2.5

30% 100% 100% 90%

Home in 5Kappa Alpha Theta

UGA School of Social Work

Athens Church

Target MarketFamilies in region 5

Couples that are not able to have children, empty nesters, local families

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

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

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.

Proposed Campaign- FacebookMonday: 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

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.

Proposed Campaign- Email Newsletter

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

ReflectionCo-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)

Questions?