Media Strategy

Summer Miracles Campaign

Newspaper

Through newspaper, we can ensure that our target is being hit in the specific geographical areas where the Kidsave Summer Miracles program exists. It is an effective way to use money for this kind of advertising because most papers provide a non-profit or charity discount of at least 15 percent. Through our primary research we found that a large majority, 76 percent, of our target read daily newspapers every day.

Newspapers provide a variety of advantages such as:

• Sense of immediacy
• Ability to convey long or detailed copy well
• Wide variety of ad sizes and coloration available
• Low production cost
• Increasing responsiveness to the need for national advertisers
• Excellent geographic flexibility

Some major newspapers in which to consider advertising (based on the locations of the Summer Miracles program):

§         The Orange County Register §         Los Angeles Daily News §         Los Angeles Times §         San Diego Union-Tribune §         The Denver Post §         The Tampa Tribune §         Jacksonville Times-Union §         Topeka Capital-Journal §         Lawrence Journal-World §         Chicago Sun-Times §         The Chicago Tribune

§         Minneapolis Star-Tribune §         Havre News §         Albuquerque Journal-Tribune §         Newark Star-Ledger §         Buffalo News §         The New York Times §         Long Island Newsday §         Cleveland Plain Dealer §         The Toledo Blade §         The Oregonian §         The Pittsburgh Post Gazette

§         The Scranton Times §         Memphis Commercial Appeal §         Austin American-Statesman §         The Dallas Morning News §         The Houston Chronicle §         San Antonio Express-News §         Seattle Post-Intelligencer §         Tacoma News-Tribune §         The Washington Post §         The Gaithersburg Gazette

National Consumer Magazines

By advertising in national magazines, Kidsave International receives the national exposure they need. Magazines are a useful way to hit the target with very little waste. Some general facts about magazine readers are:

• Median age: 41.5
• Median household income: $36,194
• 46% graduated from college
• 58.8% are married
• 60.7% are heads of households
• 55.5% live in a three or more person household
• 54.6% live in a metropolitan area
• 67% own their own home with a $95,393 median value
• 94% of adults read at least one magazine during the average month
• Readership skews toward upscale audiences

Magazines are a good way to ultra target individuals. The two main categories that are recommended are adoption and parenting magazines. We recognize that people who read parenting magazines are already parents, but through our research we found that people who have adopted previously are likely to do so again.

Some strengths of consumer magazines:

• Efficient reach of selective audiences
• Long shelf-life and high pass-along readership
• Good reproduction quality; high quality graphics
• Opportunity for repeat ad exposure
• Can deliver detailed or long copy
• Readership is not seasonal

Adoption Publications to consider:

• Roots and Wings
• Adoptive Families
• Adoption Today
• Healing

Parenting Publications to consider:

• Family Life
• Child
• Parent & Child
• Healthy Kids
• Parents

Radio

Radio is a great way to reach a large amount of people on a targeted level. Although we do not recommend that this medium be used throughout the entire campaign, radio is an effective support vehicle during the "heavy" advertising period when we are trying to get response.

In general:

• Over 99% of homes have at least one radio
• Average home has 5.6 radios
• 95% of all cars have a radio
• Reaches 96% of people over 12 years of age in one week and 79% in one day

Some strengths of radio:

• High frequency potential
• Target selectivity through format selection
• Low production costs
• Mobile
• Portable, personal medium

Internet

Advertising can be as specific as possible when wanting to hit your target. It is a precise way to see how effective and how many people that you want to hit was actually reached. We do not recommend doing a Run of Network because we feel that the waste that it will create is not an effective way of spending money.

Internet usage:

• Over 50 million households are online
• More than seven hours of Usage per week and growing
• 79% of advertisements drive people online
• Gender usage is 50/50
• 61% of people earning $50,000 or more are online
• A way to direct market and brand at the same time
• 1984 300 users, 1999 over 80 million

Strengths of internet:

• Best medium for target
• Ability to get response immediately
• Able to measure effectiveness of dollars spent
• Combination of branding and response driven

The following web sites accept advertising and Kidsave International should be advertising here as much as possible: Apotion.com, Adoptions.com, Rainbowkids.com



Awareness Campaign

Internet

This relatively new interactive form of advertising is a great way to hit masses of people. Usage is higher than ever and a useful way to measure how appropriately your money is being spent. We recommend doing a Run-of-Network (RON) through two different Internet buying services such as Doubleclick and Flycast Communications. By doing so, we can utilize their optimization process, both creatively and placement-wise, and effectively drive as much traffic as possible to the Kidsave website.

National Newspapers

We recommend using national newspapers with extremely high circulation and readership. National newspapers to consider: Wall Street Journal, The New York Times

Cinema Slides

Cinema slides are still-frame advertisements run in a theater before a movie begins. Each slide lasts approximately 25 seconds. We recommend doing a test run of cinema slides in Philadelphia, Boston and Northern New Jersey. We chose to use two markets where the Summer Miracles program exists and another where it does not. By doing so, we can see how effective it is and determine whether to use it in the future.

Strengths of cinema slides:

• Mass reach of an upper-income audience
• Target selectivity through movie selection
• Impactful because there is nothing else to do but watch the screen
• Geographic flexibility