Marketing Strategy

Rationale

By using advertising and the media, Kidsave International will generate such a strong name for itself that people will be compelled to participate in and support their programs. With increased participation and support, the organization can focus its efforts on other projects, especially in Borovichi, Russia. We suggest using different 1-800 phone numbers in the different ads to track response origins, especially concerning Campaign A. We realize that it will be hard to track that kind of information from people who go to the website.

Short to Long Term:

Advertising

Get the word out about Kidsave and the Summer Miracles program to people who want to adopt. Present a coherent, recognizable, and professional image.

Public Relations

1. Kidsave International should consider instituting some of the following public relations practices:

2. Make sure brochures are available in all family planning institutions, fertility clinics, adoptive agencies, and doctor offices that apply.

3. Place brochures in churches and community centers in cites where the Summer Miracles program is active.

4. Seek out media coverage of efforts and progress.

5. Purchase e-mail lists of the target from such companies as 24/7 Mail or Penn Media and inform them about Kidsave International and the Summer Miracles program.

6. Form partnerships with popular adoption websites to ensure Kidsave is included under lists of additional resources and other websites. Such lists include:

• frua.org (families for Russian and Ukrainian Adoption)
• achildshope.org
• russianadoption.org
• eeadopt.org (Eastern European Adoption Coalition)
• pnpic.org (Parent Network for the Post Institutionalized Child)
• abcadoptions.com
• RainbowKids.com
• Adoptions.com
• Adoption.com
• Adopting.com
• adoptionprofessionals.com
• Adopting.org

Financial Assistance

Kidsave will try to provide funding to families who wish to adopt children but cannot meet the high costs of international adoption. Phone calls, Literature Increase awareness of Kidsave among high-level individual donors ($10,000+) and possible corporate sponsors.

Long Term

Hire more staff and enlist the help of additional agencies to expand the number of cities where the Summer Program is run, and the number of children adopted.