Make the National Adoption Recruitment Campaign Your Own...

Make the National Adoption Recruitment Campaign your own! | August 27, 2014

June Dorn

National Adoption Specialist, Children’s Bureau

Kathy Ledesma

National Project Director, AdoptUSKids

Jill May

Director, National Resource Center for

Diligent Recruitment at AdoptUSKids

Melissa Otero

Marketing and Communications Director, AdoptUSKids

PLACEHOLDER

• Placeholder: Kathy Intro

• Placeholder: June Remarks-TBD

Housekeeping

• This webinar is 75 minutes long, with time at the end for

questions and answers

• We will record this webinar and have it available on our website

• Phone lines are muted

• Interactive—you can ask questions and interact with us

• Seeking your feedback—evaluation at the end of the webinar

Chat Feature

Raise Hand Feature

Webinar Agenda

• Welcome

• Webinar Goals

• 2014 National Adoption Recruitment Campaign

• Localization

• Supporting a Localized Campaign Launch

• Media Training for Trainers

• NRCDR Tools and Resources

• Questions and Discussion

• Closing Reminders

Webinar Goals

• Share information on the upcoming national (“You Don’t Have to be Perfect to Be a Perfect Parent”) ad campaign and ways that your agency will be able to localize the public service advertisements (PSAs) and other campaign materials

• Provide an overview of the localization process, including how to request and access free materials

• Discuss key tools and resources available to support adoption awareness, recruitment efforts, and a local campaign launch

• Highlight best practices for preparing successful foster and adoptive parents to work with the media in support of your family recruitment efforts

NATIONAL ADOPTION RECRUITMENT CAMPAIGN

National Adoption Recruitment Campaign

• Campaign Objectives:

– To change public perception about adopting children and

youth from the foster care system

– To increase the number of potential adoptive families

inquiring about adoption

– To ultimately have more children and youth adopted from

foster care

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• Target audience:

– Potential adoptive parents

• Target population:

– Sibling groups

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• Strategic Focus:

– “You Don’t Have to be Perfect to be a Perfect Parent”

• Creative executions will showcase simple, emotional

connections between parents/youth, as well as the strong

bond between siblings

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LOCALIZATION

Localization: What is it?

• Localization allows child welfare systems to feature local

contact information such as:

– Agency name

– Agency Website

– Agency phone number

– Agency logo

Localization: Key Benefits

• Expansion of the national campaign at the local level

• Use of high-quality, FREE recruitment campaign materials

• Savings of time and money

• Encourages audiences to contact and utilize

local resources

Localization: Television

• Customizable :05 TV end frame with your:

– Agency Name

– Logo

– Phone number

– Website

Sample End Frame

Localization: TV Example

• Example Localized PSA Endframe

Localization: Radio

• Pre-Localized

– One :30 localized radio spot available for each state

• End tag features a pre-localized URL

– Example: adoptuskids.org/CO

Localization: Outdoor

• Customizable billboards with your:

– Logo

– Web address

– Phone number (as applicable)

Localization: Print

• Customizable full-page print ads with your:

– Logo

– Web address

– Phone number

Localization: Requesting and Accessing Materials

Step 1

• Determine which media, lengths, and sizes you are interested in localizing

Step 2

• Complete localization order form available at: adoptuskids.adcouncil.org/spread-the-word/

Step 3

• Submit completed form and EPS file of your logo to [email protected]


• Allow time for State approval

• Allow time for production of localized materials

• Materials will be posted on psacentral.org for easy access

and distribution


• AdoptUSKids.adcouncil.org

• PSACentral.org

• Specific questions and requests can be directed to:– Melissa Otero

Marketing and Communications Director, AdoptUSKids

Localization: Guidelines for Usage

• Use the PSA during approved usage periods

• Use the PSA only in donated media space or time

• PSAs cannot include any references to commercial

advertisers or their logos

• Do not alter or use the body of any PSA for any other purpose

or provide it to any third parties

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Localization: Online Toolkit

Adoptuskids.adcouncil.orgAdoptuskids.adcouncil.orgAdoptuskids.adcouncil.orgAdoptuskids.adcouncil.org

Localization: Accessing Materials

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Localization: What’s next?

• Launch of new national adoption recruitment campaign

– November 2014

• State/local launches in support of national efforts

– Focus on finding permanent families for siblings

– Celebrating 10-year anniversary of “You Don’t Have to be

Perfect to be a Perfect Parent”

– Use of spokesfamilies to promote positive media coverage

of foster care and adoption

Support for a Local Campaign Launch

• Use of free localized national adoption recruitment

campaign materials

• Use of spokesfamilies to promote positive stories on

adoption and foster care

– Database of spokesfamilies

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Support for a Local Campaign Launch

• Media training resources available to support states:

– Quarterly webinar trainings

– Archived media training webinar:

• http://video.adoptuskids.org/v/Webinar/spokesfamily_training/spokesfamily_training_101.mp4

– Train the trainer

• Free tools and resources

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Online Toolkit

Adoptuskids.adcouncil.org

Support for a local launch

• Available resources and tools:

– Sample Op-Ed

– Sample Blog Post

– Social Media

• Infographics

• Shareable images

• Sample posts supporting the campaign, National

Adoption Month, adoption and foster care

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Promoting the PSAs

• Available resources and tools:– Media outreach guide– Letter to PSA Directors– Localizable press releases– Media tips and tactics

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MEDIA TRAINING FOR TRAINERS

Sample Agenda

• Welcome

• About <ORGANIZATION>

• Adoption Recruitment Campaign Overview

• Importance of spokesfamilies

• Interview Tips

• Questions and Answers

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Goals

• Provide general information on adoption from foster care

• Provide professional media training to prepare families for their

role as media spokespersons

• Prepare families for several types of media experiences

• Provide expert tips on working with the media

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Thank you!

• We know that one of the best ways to find more foster and

adoptive parents is to share real stories

• We appreciate your time and efforts

• You are making a difference

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Why should you share your story?

• To help raise public awareness of the need for foster and

adoptive families, and inspire and motivate others

• Prospective foster or adoptive families are more likely to

consider foster care or adoption when they hear or see

messages from successful families

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Sharing your Story

• Be knowledgeable and familiar with key data points:

– Approximately 400,000 children and youth in foster care

– 102,000 are available for adoption

– State specific date available at:

• http://www.acf.hhs.gov/sites/default/files/cb/children_waiting2012.pdf

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Sharing Your Story

• Avoid criticizing the system

• Know your audience

• Focus on the positive

– Emphasize the benefits of fostering and adopting

• Keep confidentiality and privacy top of mind

– Especially important for foster or pre-adoptive situations

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Sharing Your Story

• Share your story

– Prepare your family story in advance

– Only share what you want to

• Not required to answer every question

• Not obligated to share private information or details

– Be realistic about the challenges of parenting

• “You Don’t Have to be Perfect to be a Perfect Parent”

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Sharing Your Story

• Language to be mindful of:

Use Avoid

Birthparent Real parent

My child My adopted child

Was adopted Is adopted

Place a child for adoption Give up a child

Waiting child Adoptable child

Child with special needs Special needs child

Child in foster care Foster child

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Interview Tips

• Preparation

– Develop clear and direct message points to effectively inform

various target audiences

• Have 2-3 key messages ready in advance

– Have a plan in mind

• What are your goals for the interview?

• Anticipate questions a reporter might ask

– Who, what, where, when and why?

– Keep your family story top of mind

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Interview Tips

• Keep all comments professional

• Answer in complete sentences

– If given a yes or no question, try to rephrase

• Don’t feel obligated to fill silences

• Nothing is “off the record”

• Avoid use of “No comment”

• It’s OK to say “I don’t know”

• Avoid ums, uhs, and ahs

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Interview Tips

• Avoid negative words, comments, and questions

– Watch out for ‘gotcha and negative questions’

– Create a bridge from the negative to the message you

want to convey

• Avoid “I think”

• Avoid sarcasm and facetious statements

• Be honest and factual

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Interview Tips

• Use the headlining technique to close interviews

– “The most important thing to remember about adoption

from foster care is….”

– “What I really want you to know is…”

– “To find more information on adoption and foster care visit

<agency website>”

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Interview Tips-TV

• What to wear:

– Conservative, dark-colored suit or dress

• Solid colors are best

• Powder blue shirts are best for TV

• Avoid red, white, and black

– Splashes of color are ok, but keep it simple

– Avoid distracting jewelry, heavy eyeglass frames, or self-

adjusting lenses

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Interview Tips-TV

• Helpful hints:

– Tuck the tails of your coat underneath you

– Check your appearance before on-camera interviews

– Hair should be neat and away from your face

– Use a light layer of powder to control shine

– Avoid bulky items in pockets

– Turn off technology

– No gum

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Interview Tips-TV

• On-camera body language:

– Maintain

�High energy

�Confidence

�Friendly smile

�Relaxed demeanor

�Direct eye contact

�Occasional hand gestures

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Interview Tips-TV

• On-camera body language:

– Avoid:

�Slouching or sitting uncomfortably straight

�Shifting eyes

�Looking directly into camera or TV monitors

�Playing with pens, glasses, microphones, or buttons

�Touching hair, face or fix clothes while on camera

�Bouncing or crossing legs

�Swiveling in chair52

Sample Interview Questions

• Why did you decide to foster or adopt?

• How has this experience changed your life?

• What’s one piece of advice you would give to others

considering fostering or adopting?

• Where can people go for more information?

– Promote adoptuskids.org and the toll-free number

• 1-888-200-4005

– Note that information is available in English and Spanish

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NRCDR TOOLS AND RESOURCES

NRCDR Tools and Resources

• www.nrcdr.org

• Tools and Publications

• Training and Technical Assistance

nrcdr.org

NRCDR Tools and Publications

• Diligent Recruitment Navigator

• Tools to support the Ad campaign

– http://adoptuskids.org/nrcdr/free-resources/quick-tips-and-

tools-for-recruitment-and-retention

• Customer service

• Market segmentation

Technical Assistance

• How the NRCDR can help

• Our approach

• Who to contact

Contact Us

• Melissa [email protected]

• Jill May [email protected]

QUESTIONS AND DISCUSSION

Make the National Adoption Recruitment Campaign Your Own...

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