Welcome
Introduction
Situation Analysis
Competitive Analysis
Marketing Objectives
Marketing Strategy
Research
Target Audience
Media Objectives
Media Strategy
Creative Strategy
Awareness Campaign
Summer Miracles Campaign
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Situation Analysis
As stated in the Kidsave International brochure, Kidsave International exists for one reason: To end the harmful institutionalization of abandoned children by creating families for them.
More specifically, Kidsave has enacted a unique program, Summer Miracles, to give orphans from Russian and Kazakhstan an opportunity to live with an American family for six weeks while attending a summer camp. It is Kidsave’s goal to place 250-350 children in summer homes throughout the United States so that they may experience a family and home environment.
The Summer Miracles program, as well as other Kidsave initiatives, focus on placing older children with families. They recognize that institutionalized children may have medical or emotional disabilities, but emphasize that children can, and do, make miraculous recoveries.
Strengths of Kidsave
- Summer Miracles offers adoptive families an opportunity to get to know children before committing to adoption.
- Kidsave International attempts to provide assistance to families with adoption costs.
- Overarching mission to deinstituionalize children proves Kidsave with a long-term objective.
- Kidsave is a non-profit organization that is in business to go out of business.
Weaknesses of Kidsave
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Lack of donations.
- Program is three-years young and, therefore, not well established. This also contributes to low name recognition.
- "Product" is older children who may have psychological and physical difficulties.
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