University of North Florida students present an advertising campaign for

Family Support Services of North Florida.



Table of Contents
Agency Philosophy
Executive Summary

Company Analysis
Situational Analysis
a) Services Analysis
b) Market Analysis
c) Research
d) Competitive Analysis

Challenges & Opportunities

Campaign Objectives & Strategies

a) Target Market
b) Public Relations Plan

Creative Strategy

Media Plan
Conclusion and Appendix
 Agency Philosophy

Pier Imagination is a new, innovative agency developed by a team of 21 students at the

University of North Florida. We pride ourselves in being very personal and putting our clients
first. Our main focus is to represent our clients in new, exciting ways that will benefit their
businesses and guarantee their success.

We are firm believers that public relations, marketing and advertising must all be integrated in
order to create a successful campaign. Our motto is “The health of your company is the heart of
our agency.” We guarantee that we will respect our clients at all times, and we will provide the
best possible solutions in order for our clients to be successful.

1
 Executive Summary
Campaign Slogan

“There are 168 hours in your week. All we need is one.”

Campaign Theme Major Target Audience
Our campaign will show our target audience has extra time Our target audience is made up of adults
each week to help young adults in getting their lives started between the ages of 24 and 45, and
in a positive direction. Research shows that the number one is comprised of both men and women.
issue keeping people from mentoring is time. However, Members of our target audience are
potential mentors learn that less than four hours each week typically college graduates, work
mentoring can help young adults achieve their goals. We full-time and make more than $70,000
intend to show our target audience how much extra time they annually.
have each week. This proposed campaign not only reveals this
extra time, but also inspires consumers to spend this time
helping others.

Time Period of Plan Overall Budget Total

January 2010 to December 2010 Bronze Package: $15,585
Silver Package: $33,030
Gold Package: $49,254

2
Summary of Media Used Campaign Objectives

Public Service Announcement

- Increase awareness of FSSNF’s role in the community
- Increase awareness of the current state of youth aging
Radio

out of foster care in North Florida
- Reach out to the target audience in order to attract
Press Release 25 to 50 mentors for FSSNF
- Capture significant market share through an integrated
Website marketing and advertising campaign
- Create a campaign that not only grabs the attention of
Direct Mail the target audience, but also inspires community

Folio Ad

involvement in FSSNF’s efforts to mentor foster youth
- Raise $20,000 for the Passport to Independence
Billboard

Program
- Represent FSSNF in a professional manner through PR
Promotional Tools events and promotions

3
 Company Analysis

Family Support Service of North Florida (FSSNF) is a non-profit agency that has been actively
redesigning the foster care process. A select board of directors from Jacksonville, Fernandina and
Amelia Island are responsible for governing FSSNF and implementing these important changes.
FSSNF is the lead Community-Based Care Agency in both Duval and Nassau County. FSSNF also
provides children and families with programs and services that include direct client services in both
counties. FSSNF is proud to have set a state record of 575 total adoptions in Florida during 2008.

Family Support Services of North Florida offers numerous programs and services to children and
families in Duval and Nassau County. They include:

- STEPS
- Foster care
- Adoption events and programs
- The Independent Living Program and The Road-To-Independence Program
- Educational Training Vouchers
- Transitional Support Services
- Aftercare Support Services

4
 Situational Analysis
Services Analysis
Youth under age 18 Youth age 18-23

Pre-Independent Living Services Several programs in Florida help youth after they leave foster
Clients in the foster care system become eligible for these services at care. These transitional benefits can be received up to age 23.
age 13. The services this program offers includes life-skills training,
educational field trips and conferences. The Road to Independence Program (RTI) provides former
foster youth with money and services to pay living expenses
Life Skills Services while attending school. Eligible recipients may receive up to
Clients finish the Pre-Independent Living Services program and then $1,000 a month of support while in school.
enter the Life Skills Services program at the age of 15. Services
include independent living skills training (including training to develop Transitional Support Services allows clients to obtain money
banking and budgeting, interviewing, parenting and time management and services between the ages of 18 and 23, but only if they
or organizational skills), educational support, employment training and are in school and have completed a written transition plan
counseling. The cornerstone of the program is identifying the needs, with their caseworker. This plan lists transitional goals that
interests and abilities of the client with the help of the adults in the are monitored every three months for completion. Clients,
client’s life, and then planning actions and services to help the client if meeting their goals, can continue to reapply every three
meet his or her goals. months for additional funding until age 23. Transitional
Support Services also helps its clients find a home, complete
Subsidized Independent Living applications for college and financial aid, look for employment
Clients become eligible for this program at age 16 (but not yet 18), and help locate other community resources to meet each
which allows mature youth to live on their own if they qualify. In the client’s needs.
state of Florida in 2008, of the 55 young adults who qualified, seven
were FSSNF clients.

5
 Other Services

There are several other transition programs available to young people aging out of foster care. Each program has
specific requirements and is based upon income and availability.

- Temporary Cash Assistance (TCA) is available to low-income families who have children.
- Food Stamps help low-income people buy nutritious food.
- Supplemental Security Income (SSI) provides money to children with a physical or mental disability and
adults who have a disability that prevents them from working. In 2008, 12 percent of youth between the ages
18 and 22 received SSI.

- Pregnancy/Parenting Assistance including child care, school readiness programs and the Woman, Infants and
Children (WIC) program. In 2008, in the state of Florida, 10 percent of young women between the ages of 18
and 22 were pregnant. Of that 10 percent, only 3.8 percent were married.

- Medicaid is essentially free health insurance for people who cannot afford to buy private health insurance.
Under Florida law, former foster children can receive Medicaid until age 21. Some are eligible to have
Medicaid after the age of 21, but only if they are part of the RTI program, have a disability, are pregnant or
meet other criteria. In 2008, in the state of Florida, 90 percent of young adults between the ages of 18 and 20
had Medicaid, and 37 percent of adults, 21 to 22, remained on Medicaid.

6
Market Analysis
In 2007 and 2008, the Independent Living Services Advisory Council, the Community-Based Care Lead Agencies and the
Department of Children and Families conducted a joint project called “Independent Living Transitional Services Critical Checklist.”
This survey was designed to gauge Florida’s success in preparing older foster children for adulthood.

The survey was given to a) youth age 13 to 27, b) young adults age 18 to 22 and c) case workers for the youth ages 13 to 17 years
old. Question topics included background, housing, education, employment, health, Juvenile Justice/Department of Corrections,
transportation and Case Plan/Aftercare and Transitional Services. Shown below are some significant findings that give a great deal
of insight into the success and failures of the Foster Care system in the State of Florida.

Housing
Homelessness is a challenge facing young adults exiting the foster care system. Statewide, 14 percent of young adults between the
ages of 18 and 22 said they have spent at least one night homeless in the last 12 months. This was an increase of 4 percent over
2007. When asked, “What is your current housing/living arrangement?”, they responded:

Renting Housing 51%

Relative 11%
Friend/non-relative 9%
Parent 6%
Foster Home 4%
Own Housing 4%
Group Home 2%
Corrections-Adult 1%
Dorm 1%
Other/no response 11%
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Education
Statistics are disappointing for high school completion and higher What is your current employment Status?
education for foster care students in the state of Florida. When
Employment Status Age 18-22 Total %
asked, “What is the highest completed grade/education that you have
Full time, no job supports 124 7%
completed?”, only 52 percent had completed grade 12 or received
Part time, no job supports 385 20%
a GED program. Only 4 percent completed college or vocational
Seasonal 24 1%
school. The percentages of young adults, 18 to 22, that have goals for
Employed with job supports 16 1%
college: 23 percent aspire for an Associate’s Degree and 14 percent
Volunteer 23 1%
want to obtain a Bachelor’s Degree. Not employed 1285 67%
Not employed due to disability 63 3%
Employment Total 1920 100%
Obtaining a job is a key factor in becoming a productive and Other/no response 351
responsible adult. Data shows that the state of Florida is doing a poor
job of preparing exiting foster care youth for their future employment. If employed, what was your hourly wage?
These young adults responded optimistically to opportunities, with
72 percent responding “yes” to the question “If job training and Wage level per hour, age 18-22 %
internship opportunities (paid or unpaid) were made available now, Below Florida min. wage + tip 11%
Florida min. wage ($5.85/hour) 31%
would you participate?” However, only 38 percent have been given
Minimum Wage to $8.00/per hour 22%
the chance after leaving foster care.
$10.01 to $12.00 per hour 7%

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Research

Background
Foster care is an arrangement by which children live temporarily with people other than their own families. There
are various reasons why their families are unable to care for them, ranging from neglect or abuse by parents to
abandonment. There are more than half a million children currently living in foster homes in the United States.
One factor that causes children to be placed in foster homes is substance abuse. Approximately 75 percent of all
placements are due to substance abuse by one or both parents. A third of all children in foster homes are between the
ages of 13 and 18.

There is not enough money to provide children in foster homes with the things every child needs, and there are
not enough people helping and mentoring children to give them the support they require. If nothing changes by
the year 2020, statistics show that more than 300,000 children will age out of our foster care system unprepared
for independent living. Data reveals that 99,000 children who age out of the foster care system will experience
homelessness at some time.

Some challenges for children in foster care include sibling separation, no pets, no driver’s license, lack of vacations with
foster families, losses or changes of religion, and during the holidays, college students have no place to go when dorms
are closed.

Each year approximately 18,000 youth in the state of Florida will age-out of foster care when they reach 18 or finish
high school. They often lack the necessary help and guidance needed to complete important life goals such as finishing
high school, finding employment, setting-up a health care plan and finding housing or transitional arrangements.

9
Background Continued

Numerous studies have demonstrated that youth leaving foster care have a smaller chance of finishing high
school, and a greater chance of being unemployed and depending on public assistance. Unfortunately, many can
end up in prison, homeless or as parents at an early age.

FSSNF recently began redesigning its foster care program. In a recent article in the Florida Times Union,
FSSNF stated that the “new flexibility” in the design of the foster care system has decreased the number
of children in foster homes by half and increased adoption to a record high of 578 in one year. The “new
flexibility” is a result of a special federal waiver that was only granted to Florida and California.

The waiver gives FSSNF a grant for the children, based on the total number of kids in foster care. Jim Adams,
CEO of Family Support Services, states, “That waiver has allowed us to step in and get that flexibility to reduce
the number of kids in foster care.” Now each FSSNF case worker only has to keep tabs on 17 children instead
of the 35 that they had to look after prior to the waiver. “Kids that go into foster care have worse outcomes,
believe it or not, than kids that stay with maltreating parents,” states Nancy Dreicer, who overlooks the local
Department of Children and Families.

10
Background Continued
When foster care clients turn 18, they are automatically considered a young adult and age-out of the foster care
system. Upon exiting, they face the incredible challenges of transition from adolescence to independent living.
Suddenly, these young adults face the real world and incur expenses like rent, food and school costs. Although
there are several transitional programs available through the state of Florida, funding availability and longevity is
limited due to state budget constraints.

In order to aid children through this transition, the State of Florida requires that a plan be written with strategies
to help foster children live independently and to help determine a personal support system which includes friends,
a foster family, Guardian Ad Litem, relatives and any other supportive adults. It is up to the young person and his
or her provider agency to come up with the transition plan together. Plans for the future should be incorporated,
and all transitioning needs should be written. The plan should state who is responsible for each task and when it
will be done so all parties can be held accountable.

No young adult should be allowed to leave the foster care system without a place to live and a way to support
themselves. It is our belief that a successful Independent Living program will match teens and young adults with
supportive adults, provide independent living classes that provide first-hand experience budgeting money, help in
finding employment and preparation for living alone. Creating a stronger, more organized mentor program would
be a valuable asset to FSSNF and the young adults in the Jacksonville area.

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Primary Research
Focus Group
Methodology
In an attempt to better understand how the public perceives volunteering, independent living youth and initial campaign concepts, a
focus group was conducted on November 12, 2009 at 7 p.m. There were 10 participants between the ages of 24 and 39, with the
average age being 33. In attendance were eight females and two males.

Knowledge of FSSNF
Only 20 percent of the participants knew who FSSNF was. One participant said, “They do a lot of work with the community.”

Barriers to volunteering
Participants were asked what would hold them back from volunteering, and there was a majority agreement that barriers included:
lack of time, lack of program knowledge and the ability to make a commitment. There was a negative connotation when using the
term “Foster child/Foster care” and volunteering/mentoring in the same sentence.
• “I think it is a lot of responsibility to volunteer, and it’s never easy. With foster children, they go through a lot and you don’t
know what you’re getting into.”
• “ I don’t volunteer or mentor because it takes up too much of my time.”
• “Mentoring is done during a certain time, where you go to help. They are staying with you and living where you’re at.”

Feedback on campaign materials

The focus group was presented with a brochure, flyer, direct mail postcard, radio spots and public service announcement. Three
themes frequently emerged from discussions about participants’ perceptions of the message from the campaign:
• The tag line, “There are 168 hours in your week. All we need is one.” was perceived as a strong message.
• The word “pioneer” used instead of “mentor” had a positive reaction. Comments included: “More special,” “you’re not a
leader, you’re a Pioneer,” “that’s why I like the passport to independence, the whole concepts of navigating people on the right
path,” “I would think it’s a leader of mentoring.”
• In the use of the word “pioneer,” highlighting the word “one” in another color has a positive impact on the word pioneer and
pulls the whole concept together.

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Mentoring

The national average of adults who mentor has surpassed 3 million. Of these existing mentors, 96 percent say they
would recommend mentoring to other people. MENTOR, a 2005 study, showed that 44 million American adults
that weren’t currently mentoring said they would seriously consider it. They also found that that 17.6 million young
adults could benefit from having a mentor. Of those, only 2.5 million were in one-to-one mentoring relationships.
That means there are still 15 million young adults waiting for a mentor.

The economy has been tumultuous over the last two years. As a result, non-profit organizations are facing severe
budget cuts. In order for these organizations to continue operating, it is vital that the volunteer base and donations
increase. In a recent study, researchers found that between September 2008 and March 2009, 37 percent of
non-profit organizations reported an increase in the number of people volunteering. Approximately 48 percent of
these organizations foresee an increase in their need for volunteers in the coming year. In the same study, it was
found that none of the non-profit organizations had showed a decrease in their volunteer need.

In a 2008 study, researchers found that people who volunteer on a regular basis were much more likely to donate
to a charitable cause than non-volunteers, with an astounding 78.2 percent contributing $25 or more, compared
to only 38.5 percent of non-volunteers. Research suggests that increases in the FSSNF volunteer base will
subsequently lead to larger donations for the independent living program, as well as other FSSNF programs.
In several studies similar to the MENTOR study, researchers consistently found that the majority of mentors and
volunteers were satisfied with their experience and would recommend mentoring to others.

13
Mentoring Effects on the Youth
Research shows that youth who participate in mentoring relationships experience a number of positive benefits such as:

- Better school attendance

- Positive attitude toward school
- Less drug and alcohol use
- Improved social attitudes and relationships
- More trusting relationships and better communication with parents
- Better chance of going on to higher education
In order to help expand mentoring efforts, we must know what types of people mentor and at what cost. It is also important to
inquire as to why people do or do not mentor. According to the 2005 poll by MENTOR, there are different factors such as race,
age, gender and occupation, that influence whether or not people mentor, and at what rate. Here are some statistics that show
various trends in mentoring:

- Men are slightly more likely to mentor (31 percent) than women (27 percent).
- Middle-aged adults (34-54 years old) and young adults (18-24 years old) mentor at the highest rates.
- Additionally, adults in households with children are significantly more likely to mentor (35 percent),
than those without (24 percent). Baby Boomers, those born between 1946 and 1964, also mentor at high rates. People
with high levels of education are more likely to mentor. Part-time workers are the most likely to mentor (37 percent).

- Older adults, especially senior citizens, (65 and over) are the least likely to mentor. As young adults age and become
young professionals (25-34 years old), they tend to be less involved as mentors. Retired and unemployed people are
less likely to mentor (23 and 22 percent, respectively) than those working full time (32 percent).

14
The 2005 poll found most mentoring relationships last an average of nine months. The study also found that 38 percent of
mentors spent at least 12 months with their mentees. Another encouraging sign is that mentors spend an average of 13
hours per month with their mentees, thus suggesting that the relationships that the mentors develop with their mentees
can be close, as well as supportive.

The vast majority of mentors (71 percent) work informally; the remaining 29 percent are formal mentors. Formal
mentors work through a structured program to provide guidance and support to young people. In contrast, informal
mentors (e.g. teachers, coaches, religious leaders and family friends) do their work without the support of an organization.
Mentors serve important functions, so it is vital to understand how the two groups of mentors differ.

Formal and informal mentors differ dramatically in terms of income and employment. Over half of informal mentors (55
percent) have household incomes under $50,000, while 44 percent of formal mentors have incomes of $75,000 or higher.
Only 45 percent of informal mentors are employed full-time, compared to 70 percent of formal ones. While it may seem
counterintuitive for people with full-time jobs to want formal, structured programs, quite possibly the combination of
structure (e.g. a definite time and place for meeting) and organizational support actually makes it easier for them. Nearly
40 percent of all mentors had no previous relationship with their mentees.

15
16
 Mentoring by Age
35% 33%
31% 31%
30%
27%
26%
25%
22%
20%

15%

10%

5%

0%
18-24 25-34 35-44 45-54 55-64 65-Over

17
Challenges Potential Mentors Face

Potential mentors cite several reasons why they are not able to mentor. One major reason that adults give for not
mentoring is their lack of time. In 2004, the Bureau of Labor Statistics conducted a study and found that 45 percent
of those who had not volunteered in the previous year cited “lack of time” as their main reason for not mentoring.

Recent studies show that there are more than 44 million adults who say they would consider mentoring. They also
stated that they would be willing to mentor at an average of about 4.3 hours per month. If even a fraction of these
people could be moved to actually volunteer, rather than just thinking about it, we could rapidly eliminate the gap of
mentors needed. During the survey, respondents also noted that they would be more willing to mentor if they were
allowed time off from work to volunteer. All youth can benefit from having a caring adult mentor.

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Competitive Analysis
A number of community organizations throughout North Florida sponsor programs that utilize mentors and
volunteers. Regardless of whether or not these organizations recruit the volunteers to mentor children under the
age of 18, they are drawing volunteers from the pool of potential mentors in the North Florida area.

Big Brothers Big Sisters of Northeast Florida has a community-based mentoring program and a site-based
mentoring program. The organization focuses on providing mentors for children between the ages of 6 and 18.
(http://www.bbbs.org)

The YMCA of Florida’s First Coast is a faith-based charitable organization that, among numerous other services,
provides community volunteers for people of various ages. The organization offers adults, both young and old, with
job training, employment services and transitional housing.
(http://www.firstcoastymca.org)

The Arc Jacksonville Academy focuses primarily on helping young adults with emotional and developmental
disabilities. The academy prepares these individuals, ages 18 to 21, through transition programs that are designed
to help teach them necessary life skills.
(http://www.arcjacksonville.org)

The Hope Haven Children’s Clinic and Family Center is a non-profit organization that helps young adults with
developmental disabilities as they transition from school to work.
(http://www.hope-haven.org)

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The City Rescue Mission is a privately-funded Christian organization that, among numerous other services, provides
mentors and volunteers for needy and homeless adults in Northeast Florida. The Mission volunteers help over 250
people by providing mentorship, life-skill instruction, job coaching and other professional services.
(http://www.crmjax.org)

The Child Guidance Center is a fee-based agency that, through a staff of professionals and volunteers, focuses
on providing help for children, young adults and their families. The agency has the LEAP (Learning, Educating,
Advocating, and Preparing) program that specifically targets young people between the ages of 14 and 23.
http://www.childguidancecenter.org)

Daniel Memorial is a multi-service agency that offers a variety of mental health and social service programs
designed to help children and young adults in foster homes, independent living villages or full-service schools.
Volunteers from the community act as mentors, and are paired with children and young adults, ages 5 to 20.
(http://www.danielkids.org)

Children’s Home Society of Florida is a not-for-profit organization that provides services for children and families.
The organizations MODEL (Mentors Opening Doors Enriching Lives) program provides mentors to young people
between the ages of 4 and 18.
(http://www.chsfl.org)

20
 Challenges and Opportunities
SWOT Analysis:

Strengths Weaknesses
- FSSNF already has strong relationships with several local - The organization is always in need of more funding. Receiving
companies and organizations funds, particularly from the state, is a long process
- FSSNF has a proven record of generating donations and other - There has not been a large amount of research on FSSNF
sources of funding - There is an obvious lack of awareness about FSSNF, the
- The organization has an excellent reputation for generating programs they offer and the independent living program
results, particularly in the area of adoption - FSSNF is always in need of more volunteers, particularly for the
- It is a regional organization, but also supports several statewide mentoring program
programs
- The organization has worked with several different marketing and Threats
advertising firms to create successful campaigns in the past - With looming state and federal budget cuts, FSSNF will incur
losses in funding for 2010
Opportunities - The current recession will likely cause a reduction in donations
for charitable organizations
- There are many other potential businesses and organizations in
the community that might be willing to partner with FSSNF to - Many local companies and groups have concerns about the
support foster care and independent living programs liabilities involved in partnering with non-profit organizations,
- Focused advertising can lead to increased mentor recruitment, particularly the threat of breaching a contract. Also, the amount
with minimal costs to the client. FSSNF is still a relatively young of necessary paperwork can be challenging and time consuming
organization, but as it continues to mature, can become an
- Potential mentors will undoubtedly have preconceived
industry pioneer in the areas of independent living and mentoring
stereotypes and notions about the children and young adults in
- By generating awareness for the independent program, other both foster care and independent living situations
FSSNF programs will receive excellent exposure as well - There are several other local organizations that also recruit
volunteers for foster and mentoring programs

21
 Campaign Objectves and Strategies
Target Market

Demographics
Our target audience is made up of adults between the ages of 24 and 45, and is comprised of both
men and women. Studies show that this segment of the population produces the largest numbers of
volunteers on a consistent basis. Also, research shows that men and women volunteer at similar rates,
making both groups equally desirable candidates.

The independent youth of FSSNF represent various ethnic backgrounds, making all ethnicities
equally important to our target audience. Also, members of our target audience are typically
members of religious and civic organizations. Research suggests that these people are more willing
to donate their free time to help others, particulary because they already volunteer for other projects
on a frequent basis.

Members of our target audience are typically college graduates, work full-time and make more than
$70,000 annually. This enables them to make financial commitments, something FSSNF has
expressed a need for. These individuals live structured lives and will serve as the stable role models
that the independent youth of FSSNF desperately need.

22
Psychographics

Thinkers

According to the VALS typology of psychographics, our target audience falls into two categories: Thinkers
and Achievers. Thinkers are people who are motivated by ideals. This aspect of their lives makes them a
good fit for mentoring young people who have been unable to live goal-filled lives. By the time individuals
reach their mid-thirties, they have decided what is best for their lives and are working toward an ultimate
goal. Their need to strive for the best is something our clients have yet to experience and in the end will
benefit from. Thinkers are also mature, satisfied and comfortable people, who value order, knowledge
and responsibility. They have mastered the skills of decision-making and are constantly seeking new
information to better their lives. Our clients will benefit immensely from having a Thinker as a mentor,
because they are well-informed about events and search for opportunities to broaden their knowledge.
All aspects of Thinkers match with our target audience and are the perfect fit for our mentoring program.

Achievers

Achievers are also individuals who live goal-oriented lifestyles. The main difference between Achievers
and Thinkers is that they have a deep commitment to family. By having family-oriented goals, these types
of people will be more willing to give their time to mentoring. With their social lives structured around
family, their places of worship and work, Achievers are perfect individuals to help young adults grow in
their lives.

23
Public Relations Plan
Summary of PR
Through a series of public relations events and direct mail pieces, we aim to get Jacksonville involved in this important cause.

The press release will be sent out to multiple radio stations as seen in the table, to let the public know about the launch of the
Passport to Independence and the event being held at Maggiano’s Littly Italy. Through this release, we will be achieving public
recognition and also getting others involved who were not invited.

The Passport to Independence is an event which includes an auction, appetizers and beverages, for a cost of $20.00 per person.
Maggiano’s Little Italy would be an ideal setting due to the formal atmosphere, the ability to accommodate the size of the
audience and its ideal central location in Jacksonville.  Invitations will be sent out to those active in the community.  Those
included will be members of the Junior League, Rotary League, Adult Sorority alumnae of Delta Sigma Theta and other similar
groups. Throughout the event, we will display our public service announcement, brochure and speakers. We want to convey our
goals, which include finding mentors and gaining funds to finance the Passport to Independence program. After cocktails and
appetizers are served, an auction with items such as cruises, golf packages, restaurant gift cards and others items donated, will
be auctioned off. These items will have been previously donated and the funds will go to FSSNF.  

The direct mail piece will be sent to the people invited to the event. From those who attended the event, to the others that
could not make it, the direct mail piece will bring brand recognition by familiarizing the public with your cause. We will also
send the direct mail piece to local communities in Northeast Florida consisting of our target market.
 

24
Local Radio Stations: Newspapers:

WCRJ 88.1FM JACKSONVILLE, FL CHRISTIAN CONTEMPORARY Folio Weekly

WJFR 88.7FM JACKSONVILLE, FL RELIGIOUS The Mirror
KLRD 89.5FM SAN JOSE, FL CHRISTIAN CONTEMPORARY Jax Air News
WJCT 89.9FM JACKSONVILLE, FL PUBLIC RADIO The Florida Times-Union
WKTZ 90.9FM JACKSONVILLE, FL EASY LISTENING The St. Augustine Record
KAWZ 91.3FM ARLINGTON, FL RELIGIOUS News Leader
WJBC 91.7FM FERNANDINA BCH, FL GOSPEL MUSIC Beaches Leader
WAYL 91.9FM SAINT AUGUSTINE, FL CHRISTIAN CONTEMPORARY
WJXR 92.1FM MACCLENNY, FL OTHER Websites:
WFJO 92.5FM JACKSONVILLE BCH, FL TALK
WJBT 93.3FM CALLAHAN, FL HIP HOP St.Augustine.com
KAWZ 93.7FM EASTPORT, FL RELIGIOUS Jacksonville.com
WSOS 94.1FM FRUIT COVE, FL ADULT CONTEMPORARY Fbnewsleader.com
WAYL 94.3FM JACKSONVILLE, FL CHRISTIAN CONTEMPORARY Jaxairnews.com
WAPE 95.1FM JACKSONVILLE, FL TOP-40 Mayportmirror.com
WEJZ 96.1FM JACKSONVILLE, FL ADULT CONTEMPORARY
WASW96.5FM MIDDLEBURG, FL RELIGIOUS TV Stations:
WJGL 96.9FM JACKSONVILLE, FL CLASSIC HITS
WFKS 97.9FM NEPTUNE BCH, FL TOP-40 News 4 Jax
WQIK 99.1FM JACKSONVILLE, FL COUNTRY First Coast News
WGNE 99.9FM MIDDLEBURG, FL COUNTRY Action News

25
 Press Release

Contact: FSSNF FOR IMMEDIATE RELEASE

Phone: 904-421-5800 Monday, January 4, 2010

Family Support Services of North Florida Presents

The Passport to Independence Dinner

JACKSONVILLE, FL, JANUARY 4, 2010: Family Support Services of North Florida will present the first Passport to Independence Dinner
on Wednesday, February 24, 2010 from 6:00pm to 8:30pm at Maggiano’s Little Italy in St. John’s Town Center. The dinner will be a fundraiser
that will help fund the new Passport to Indepence program created by FSSNF.

Family Support Services provides families the opportunity to foster and adopt children of various ages. People can mentor these
youth and help teach them life lessons they might not learn along the path of their life.

The Passport to Independence Dinner will give the public an opportunity to learn about FSSNF. There will be food, drinks and a variety of
items that will be auctioned off. Attendees will enjoy an exciting evening, with the opportunity to bid on a 3-night Bahamas cruise, a round of
golf, a complete pampering spa day and more. Visit JustOneHour.org for more information on how to help Family Support Services of North
Florida and RSVP for the Passport to Independence Dinner.

Family Support Services of North Florida

4057 Carmichael Ave. Suite 101

Jacksonville, FL 32207

26
 You Are Cordially Invited to Attend
Independence

27
Passport
To

Family Support Services of North Florida, Inc.

4057 Carmichael Ave.
Place
Suite 101 Stamp
Jacksonville, FL 32207 Here
***ADDRESS***
Event Invitation

Save The Date

Front Side
Event Invitation
Back Side

Inde
Pass ndence
port
pe
to
Please join us for cocktails, appetizers

Maggiano’s Little Italy Restaurant

and an auction to benefit the

Wednesday
Passport to Independence program
hosted by
Your involvement with Family Support Services of North Family Support Services of North Florida, Inc.

6:00-8:30pm
Florida will help fund the Passport to Independence

February 24, 2010

program. Maggiano’s Little Italy Restaurant
Wednesday, February 24, 2010
This program allows those involved in the foster care
system the chance to earn prizes by attending a series of
6:00-8:30pm
life-skill classes. Passports are stamped based on the
completion of each course, allowing them the chance to
Please R.S.V.P. by February 3, 2010
win items such as a car or a trip.

Services of North
Family Support
For more information please visit

Hosted by
With your individual donations, we will be able to con-

Florida
www.onlyonehour.org
tinue funding a program that will help make
a difference in their lives.

28
Direct Mail Family Support Services of North Florida INC.
4057 Carmichael Avenue
POSTAGE
Suite 101
Jacksonville, Florida 32207

There are 168 hours in your week.

All we need is ONE.
There are many young adults in Jacksonville who need guidance
from a positive adult figure to help steer them in the right direction.
There are 168 hours in your week.
All it takes is one to make a difference!
For more information visit

to find how you can be that one change in someones life!

.org
29
 Creative Strategy
Our primary concern during the creation of this campaign has been to remain sensitive to how the independent youth
of FSSNF might perceive the advertisements. They have been labeled countless times throughout their lives. Rather
than relabel them with a new term, we chose to focus our advertisements directly on the mentors themselves.

After conducting extensive research, we found that the average mentor contributes 4.3 hours a month. Although there
are mentors that contribute more hours, this number helps establish a minimum, to show people that it only takes one
hour a week to make a difference. Once involved, current mentors are more likely to dedicate several hours a week.
When creating our strategy, we concentrated on the fact that our target audience’s most common excuse for not
mentoring was a lack of time. After researching relevent statistics and showing the consumer how much time they
unnecessarily spend throughout the week, we are able to address the common misconception directly. By informing
them that they really do have time to give, we predict that our target audience will be more responsive and willing to
become “Pioneers.”

The term “mentor” is seen as a cliche, and has a negative connotation for the young adults of FSSNF. We chose to
replace the term with a word that more accurately reflects the role the volunteers will fulfill. The concept of the
Pioneer was developed with a double meaning; the actual definition of the word, and the hidden “one” within the
letters. Webster’s definition of a pioneer is someone who “originates or helps open up a new line of thought or
activity or a new method.” The word “one” is a powerful focus throughout the campaign, so incorporating it into the
branded title “Pioneer” serves to highlight that they are the one difference in someone’s life. The combination of
these two terms integrates these key ideas throughout the entire campaign.

30
Promotional Items

Bumper Sticker Magnet

You spend about 4 hours each

Got ONE hour?

week raiding the fridge.

All we need is ONE.

only hour.org
only hour.org
Business Pen Coffee Mug

You spend 7 hours

each week staring
at this coffee mug.
only hour.org
All we need is

ONE.

31
Brochure
Outside

32
Inside

33
Radio Ads

RADIO SCRIPT Title: FSSNF

Start: 00 END: 30 :30 Writer: Pier
Imagination
Background: (Easy Listening )
Production Time Copy (Double Spaced)
ANNOUNCER - WHO IS A PIONEER
WHO IS A PIONEER?
-
BOY HE TOOK ME TO MY FIRST JAGUARS GAME AND THEY
- HE TOOK ME TO MY FIRST FOOTBALL GAME,
WON
- AND THEY WON!
GIRL SHE ENCOURAGED ME TO CONTINUE IN SCHOOL, SHE
10 SHE ENCOURAGED ME TO CONTINUE IN SCHOOL.
HELPED ME GET
SHE HELPED MEINTO
GETCOLLEGE
INTO COLLEGE.
-
- HE PREPARED ME FOR MY FIRST INTERVIEW AND I
BOY HE PREPARED ME FOR MY FIRST
- INTERVIEW
GOT THE JOB AND I GOT THE JOB!
GIRL
- SHE
SHEHELPED
HELPEDMEME SET
SET GOALS FORMY
GOALS FOR MYFUTURE.
FUTURE,SHE
SHE
20 WASTHERE
WAS THEREFOR
FORME
MEWHEN
WHENNO
NOONE
ONEELSE
ELSE WAS.
WAS.
ANNOUNCER -
THERE
THERE ARE
ISARE 168 HOURS
168 HOURS IN YOUR
IN YOUR WEEK.. . ALL WE
WEEK
GROUP - NEED IS ONE.
ALL WE NEED IS ONE
-
ANNOUNCER TO LEARN
LEARN HOW
- TO HOW YOU
YOUCANCANBEBE
THE ONE
THE CHANGE
ONE IN IN
CHANGE
SOMEONE’S LIFE, VISIT ONLYONEHOUR.ORG
30 SOMEONES LIFE VISIT ONLY ONE HOUR DOT ORG.

-
-
-

34
40
-
-
-
RADIO SCRIPT Title: FSSNF
Start: 00 END: 15 :15 Writer: Pier
Imagination
Background: (Easy Listening )
Production Time Copy (Double Spaced)
SFX -
- (TICK-TOCK)
-
-
-
ANNOUNCER -
THERE IS ONE-HUNDRED AND SIXTY-EIGHT HOURS IN
5
-
-
YOUR WEEK; ALL IT TAKES IS ONE TO MAKE A
- -
-
DIFFERENCE. VISIT ONLY ONE HOUR DOT ORG TO
- 10
FIND OUT HOW YOU CAN BE THAT ONE CHANGE IN
10
- -
- SOMEONE’S LIFE.
- -
SFX - MUSIC FADES OUT
15 -
-
20
-
-
-

Public Service Announcement : Refer to Media Kit

-
30
-
-
-
35
40
Billboard

There are 168 hours in your week.

All we need is

ONE.
only hour.org

36
 Media Plan

Bronze Package
Public Service Announcement – 500 ea. Promotional Materials – 500 ea.
The PSA will serve as a marketing tool to distribute to local Mugs, pens and magnets will be to given to prospective
businesses, religious organizations and during events. To help Pioneers. The promotional tools will have the
encourage people interested in pursuing volunteer work, the PSA justonehour.org logo and incorporate the signature light
will include interviews of Pioneers and the young adults aging out blue font.
of foster care.
Billboard – one-month (January)
Radio Spots – The billboard will be strategically placed on I-95,
30-second radios ads will be run on Lite 96.1 WEJZ and 88.1 The between the Emerson and Main Street Bridge exits. It
Promise. Renda Broadcasting (Lite 96.1) has agreed to match us will include a tagline and a call to action for our website
one-for-one with the radio spots. justonehour.org. Thousands of cars drive past this
billboard on their way to work each morning, resulting in
Events/Fundraising – heavy exposure. Approximately 140,000 cars pass this
The event will be held at Maggiano’s in February, promoting billboard every day. The billboard will be utilized when
our Pioneer program. Five hundred invitations will be mailed to promoting our events.
potential Pioneers. Postage, printing and cutting is included in the
budgetary numbers.

Direct Mail –
Direct mail pieces will be printed and mailed to potential volunteers
for the Pioneer program. The brochures will be used as marketing
materials when giving a presentation at churches and businesses.
They can also be left at the front desks of area businesses, or the
lobby of FSSNF.

37
Bronze Package Continued

38
 Silver Package
Public Service Announcement – 1,000 ea. Radio Spots –
The PSA will serve as a marketing tool to distribute to local 30-second radios ads will be run on Lite 96.1 WEJZ, 88.1
businesses, religious organizations and during events. This The Promise and Gator Country 99.1 WGNE. Renda
announcement will help encourage people to pursue volunteer Broadcasting has agreed to match us one-for-one with the
work. The PSA will include interviews of Pioneers and the young radio spots.
adults aging out of foster care.
Yahoo Behavioral Targeting – 12 months
Folio Weekly 1/8 Page Ad – 25 times for 12 months. We will target potential Pioneers through direct online
Magazine advertisements will be informative and encourage advertising on Yahoo’s search engine.
readers to visit justonehour.org, where they can sign up to
volunteer. Folioweekly’s readership has a median age of 46 years; Promotional Materials – 500 ea.
67,357 readers are college graduates and 178,737 own their own Mugs, pens and magnets will be given to prospective
home. Pioneers. The promotional tools will have the
justonehour.org logo and incorporate the signature light
Events/Fundraising – blue font.
The event will be held at Maggiano’s in February, promoting our
Pioneer program. Five hundred invitations will be mailed to Billboard – 2 one-month runs (January and July)
potential Pioneers. Postage, printing and cutting is included in the The billboard will be strategically placed on I-95, between
budgetary numbers. the Emerson and Main Street Bridge exits. It will include
a tagline and a call to action for our website justonehour.
Direct Mail – org. Thousands of cars drive past this billboard on their
Direct mail pieces will be printed and mailed to potential way to work each morning, resulting in heavy exposure.
volunteers for the Pioneer program. The brochures will be used Approximately 140,000 cars pass this billboard every day.
as marketing materials when giving a presentation at a church The billboard will be utilized when promoting our events.
or business. They can also be left at businesses or the lobby of
FSSNF.

39
Silver Package Continued

40
Gold Package
Public Service Announcement – 1,500 ea. Yahoo Behavioral Targeting – 12 months.
The PSA will serve as a marketing tool to distribute to local We will target potential Pioneers through direct online
businesses, religious organizations and during events. To help encourage advertising on Yahoo’s search engine.
people interested in pursuing volunteer work, the PSA will include
interviews of Pioneers and the young adults aging out of foster care. Promotional Materials – 500 ea.
Mugs, pens and magnets will be given to prospective
Folio Weekly 1/2 Page Ad – 25 times for 12 months. Pioneers. The promotional tools will have the justonehour.org
Magazine advertisements will be informative and encourage readers to logo and incorporate the signature light blue font.
visit justonehour.org, where they can sign up to volunteer. Folioweekly’s
readership has a median age of 46 years; 67,357 readers are college Billboard – 3 one-month runs (January, May and September)
graduates and 178,737 own their own home. The billboard will be strategically placed on I-95,
between the Emerson and Main Street Bridge exits.
Events/Fundraising – It will include a tagline and a call to action for our website
The event will be held at Maggiano’s in February, promoting our justonehour.org. Thousands of cars drive past this billboard
Pioneer program. Five hundred invitations will be mailed to potential on their way to work each morning, resulting in heavy
Pioneers. Postage, printing and cutting is included in the budgetary exposure. Approximately 140,000 cars pass this billboard
numbers. every day. The billboard will be utilized when promoting our
events.
Direct Mail –
Direct mail pieces will be printed and mailed to potential volunteers
for the Pioneer program. The brochures will be used as marketing
materials when giving a presentation at a church or business. They
can also be left at the front desks of area businesses and the lobby of
FSSNF.

Radio Spots –
30-second radios ads will be run on Lite 96.1 WEJZ, 88.1 The Promise
and Gator Country 99.1 WGNE. Renda Broadcasting has agreed to
match us one-for-one with the radio spots.

41
Gold Package Continued

42
2010 FSS Media Budget Plan
Media Ad Size/+uan.ty Jan‐10 Feb‐10 Mar‐10 Apr‐10 May‐10 Jun‐10 Jul‐10 Aug‐10 Sep‐10 Oct‐10 Nov‐10 Dec‐10 Total Cost
PSA
Pioneer Video 500 $520
1000 $1,040
1000 $1,040
Magazine
Folio Weekly 1/8 Page $3,290
1/2 Page $11,990
Radio
88.1 The Promise :30 $1,750
:30 $2,800
:30 $3,333
96.1 Lite :30 $1,750
:30 $2,800
:30 $3,333
99.9 Gator Country :30 $2,800
:30 $3,333
7nternet Mar9e:ng
XahooY Behavioral Targe.ng 12 months $5,000
12 months $5,000
Events/Fundraising
Magiano's event event/invita.ons $3,325
event/invita.ons $3,325
event/invita\ons $3,325
Direct Mail
Postcards 1000 $960
500 $480
1000 $960
Brochures 1000 $1,230
500 $615
1000 $1,230
Outdoor
Billboard 140,000 per day $4,830
140,000 per day $9,660
140,000 per day $14,490
ProBo:onal 7teBs
Mugs / Magnets / Pens 500 each $1,220
500 each $1,220
500 each $1,220

Totals 3 Budget Levels Bronze Silver Gold

$15,585 $33,030 $49,254
 Conclusion and Appendix
CONCLUSION

With numerous non-profit agecies vying for volunteers, money and mentors, it is important that this one campaign stands out among
the rest. Pier Imagination created an integrated campaign that does this through the use of clean lines, catchy headlines, simple
copy and creative execution.

In a commanding market of 17.6 million youth that could benefit from having a mentor, FSSNF could set a standard for mentoring
relationships. Becoming a Pioneer means more then just spending an hour of your week with someone who needs guidance. This
campaign grabs the attention of our target audience by battling the time issue, but once that is done, the creative is meant to show a
need for pioneering a young adult.

FSSNF has a great opportunity to become a leader in independent living success. By gaining mentors and increasing awareness of
these independent youth, FSSNF can help many of their clients better their lives. Our target audience is a dynamic group of
intelligent, giving and motivated people. These advertisements will not only get them to realize how they are using their time, but
convince them to use it wisely by contributing to a great program.

Consumers in our target market prefer not to be told what to do, but rather what they can do. With the one campaign, we can get the
consumer’s attention and keep it by continuing getting them to ask the question, “What can I do?”

Pier Imagination effectively utilizes the $17,000 of FSSNF’s budget and also suggests other budgets that could help increase the
amount of pioneers and funding recieved. With the budget for this year-long campaign, radio, billboard, events, the public service
announcement and promotional items introduce FSSNF, the independent youth and the One Program.

After this campaign is over, the goal is to get people to not only recognize FSSNF as a leader in foster care, but also a role model in
mentoring the independent living youth. With the messages in the marketing mix, Pier Imagination will encourage the target
audience to become a pioneer and help make a difference.

44
Media Kit

CD: Powerpoint Presentation, Public Service

Announcement, Radio Ad

Brochure
Direct Mail
Event Invitation

Special Thanks To :
Hof's Printing
Jacksonville
(904) 356-3655

45
 Dr. Judith Sayre Halp Halmy
Professor Media Director

Brittany Mansfield Kyle Degail e

Campaign Director Asst. Media Directorr

Katia Philip John Meisburg

Asst. Campaign Director Art Director

Ron Moulder Brittany Dombrowski
Account Executive Head Graphic Designer

Brittany Grantham Hunter Burbank

Account Manager Asst. Graphic Designer

Traci Cook Team C.J. Allen

Research Director Head Copywriter

Amanda Macko James Bullock

Asst. Reserach Director Asst. Copywriter

Carmen Griffiths Ali Otoya

Asst. Research Director Asst. Copywriter

Kristen Reil y Megan Madrid
Communications Manager Production Director

Jenna Cohen Kristina Taino

Asst. Communications Manager Asst. Production Director

46
References
(2008). Foster Care. Retrieved from http://www.faqs.org/health/topics/98/Foster-care.html

(2009). Foster Care St atistics. Retrieved from http://www.fosterclu b.com/ar ticle/foster-care-st atistics

(2009). Some Unique Challenges for Young People in Foster Care. Retrieved from http://www.fosterclu b.com/ar ticle/
some-unique-challenges-young-people-foster-care

(2005) Mentoring in America 2005. Retrieved from http://www.mentoring.org/downloads/mentoring_523.pdf

(2008, Januar y). The AFCARS Repor t. Retrieved from http://www.acf.hhs.gov/programs/cb/pu bs/cwo98/appa2.htm

(2008). Independent Living Transition al Services Critical Checklist 2008.

Retrieved from http://www.dcf.st ate.fl.us/indliving/

47
References Continued

(2009). Adoption St atistics. Retrieved from http://st atistics.adoption.com/

Schum acher, Michelle. (2009). Foster adoptions n eed more suppor t. Lexis Nexis Academic,
Retrieved from http://www.lexisn exis.com:80/us/ln academic/results/docview

Conn er, D. (2009, May 5). Changes reshape Nor theast Florida foster care. The Florida Times Union.
Retrieved from http://jacksonville.com/comm unity/m y_n assau_sun/2009-05-05/stor y/changes_reshap

Hannigan, Joni B. (2009, July 22). Gov. Crist announces record number of adoptions for ‘Explore Adoption Day’.
Retrieved from http://www.floridabaptistwitn ess.com/10516.ar ticle(St atisics.adoption.com)

(2008). 2008 Repor t to Comm unity. Family Suppor t Services of Nor th Florida Inc.

48