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



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%





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





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.



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.





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



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



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



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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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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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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• 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


Chart 7

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• 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


Chart 8

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• 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


Chart 9

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• 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


Chart �0

Page �6



• 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


Chart ��

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• 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


Chart �2

IDEAS = SUCCESS...IDEAS = SUCCESS Presented Thursday, August 29, 20 3 2 7 SW Highway 484, Ocala, FL...

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