ChildNet Community Based Care

• CLIENT — ChildNet is the Community-Based Care (CBC) lead agency that oversees the child welfare system in Florida’s Broward and Palm Beach Counties.

• MARKETING CHALLENGE — Foster parent recruitment levels had stagnated even as increasing numbers of children and youth entered the local child welfare system;

• PRIMARY RESEARCH — A broad-based quantitative and qualitative research study found low awareness for the urgent local need for foster parents, especially in affluent Palm Beach County;

• CREATIVE SOLUTION — We developed a detailed Strategic Recruitment Marketing Plan that prescribed a multimedia broadcast, online, and faith-based marketing campaign to immediately increase inquiries from high-quality prospects. The creative featured recognizable Palm Beach locations and messaging that emphasized the immediate need for foster parents – and how those with a heart for children can “Foster a Brighter Future”; and

• RESULTS — Calls and electronic inquiries from high-quality foster parent prospects increased more than 650% in the six weeks following the campaign’s launch.