Marketing Objectives

Summer Miracles Campaign:

Primary objective

Attract families to host and eventually adopt children through Kidsave's Summer Miracles program. They plan to bring 250 to 350 children into the United States per year, and the main goal for the summer program is place 100% of the children in permanent homes. In order to do this, Kidsave must have enough prospective parents signed up to participate. Ultimately, however, Kidsave aims to find homes for ALL children; this should be a consideration when advertising, and may be something more effectively addressed in the Summer Miracles Campaign.

Secondary objective

Build brand awareness for Kidsave International, especially for Kidsave's Summer Miracles program to promote growth of the program beyond the 25 states in which it now operates.



Awareness Campaign:

Primary objective

To have people recognize Kidsave International as a credible organization with a worthwhile mission. In addition, this campaign will drive people to Kidsave International's website and inform people about the harmful effects of institutionalization on children while emphasizing that children make miraculous recoveries. Secondary objective Get people to think of Kidsave when they consider making charitable donations and compel people to want to give money to Kidsave.