Media Objectives

Summer Miracles Campaign:

Primary Target:

Married couples (with a primary focus on wives) who are having trouble creating a family on their own. These individuals are between the ages 35-50 and have the money and the resources for other options, including adoption. They are hardworking people that have an annual household income of more than $30,000.

Secondary Target:

Married men and women whose ages range from 30-44 and already have a family that they take care of. They own a house, work full-time and their annual household income is $30,000 or more. Typically, two to four people already live in the house.

Geography:

Since the cities where Kidsave's Summer Miracles program exists are all over the country and range from small to large, this campaign should be a national effort. It is imperative to note that advertising should be prominent in the cities where the program currently exists to give the name stronger meaning.

Cities/areas where the Summer Miracles program exists: § Orange County, CA§ Los Angeles, CA§ San Diego, CA§ Denver, CO§ Tampa, FL§ Jacksonville Beach, FL§ Chicago, IL§ Topeka, KS § Lawrence, KS§ Gaithersburg, MD§ Minneapolis, MN § Havre, MT§ Albuquerque, NM§ Northeast, NJ§ Westchester, NY § Long Island, NY§ Buffalo, NY§ Cleveland, OH§ Rocky Ridge, OH (Toledo metro area)§ Portland, OR§ Pittsburgh, PA§ Scranton, PA§ Memphis, TN§ Dallas, TX§ Houston, TX§ Austin, TX§ San Antonio, TX§ Seattle, WA§ Tacoma, WA§ Washington, DC

Seasonality:

There should be continuity in the campaign throughout the year. However, the advertising should be heavier in the first and second quarter when summer plans are underway and then continue on as much as the budget allows.

Reach/Frequency:

We want to reach our target in full force. Kidsave International's message can never be heard too many times. We want to generate response, so we need to make a massive in impact. To do so effectively, we need to hit a majority, at least 65%, of our target as many times as possible, hopefully more than 5 times a month.

Awareness Campaign

Primary Target

All Adults 30-54 who earn more than $40,000 per year.

Secondary Target

Head CEOs, top executives, and philanthropy directors at major corporations.

Geography:

The Awareness Campaign will be a national effort. In the future, the goal is to build this up to an international campaign because this is a world issue.

Seasonality:

The main purpose of this campaign is to make Kidsave International a brand name among adoption organizations and other charities. The campaign should remain continuous as long as the budget allows, but should definitely be integrated during the holiday seasons (December and January) when people are especially likely to give money. These months also represent the year-end for many companies and bonuses are often given at this time. The goal is to build a strong brand name for Kidsave International at the beginning of the campaign and maintain it throughout the campaign.

Reach/Frequency:

The main purpose of the campaign is to reach as many adults within the country as possible. Frequency is not as grave of an issue because we want to spread the word as far as possible.

Total Budget

$5 million media budget- excludes production costs.