Fostering NSW · 2018. 7. 3. · Fostering NSW public awareness campaign 3. ... • Using contemporary marketing research to inform the design of an integrated multi-platform marketing

AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)

FosteringNSWRecruitmentandRetentionofCarers

Program

May2013–June2018

EndofProgramReview

2AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)

ProjectOverview

Thisprojecthascomprisedthreecomponents:

1. State-widefostercareinformation&enquiryservice

2. FosteringNSWpublicawarenesscampaign

3. Sectordevelopment(untilJune2016)

3AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)

ProjectOverview

•  Providingaone-stop-shopforpeopletofindoutaboutfostering,havetheirquestionsansweredandseekassistancetofindtherightagencyforthem;

•  Pioneeringtheuseofsocialmedia,particularlyFacebook,tosharegreatstoriesandcontent,buildcommunityandreplicatethe‘wordofmouth’effecttoattractnewcarers;

•  Runninga‘steadypressoffice’forthepitchingofpositivemediastories,particularlyaroundkeyeventssuchasFosterCareWeek,FamiliesWeek,YouthWeek,NAIDOCWeek,MardiGras;

4AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)

ProjectOverview

•  Usingcontemporarymarketingresearchtoinformthedesignofanintegratedmulti-platformmarketingcampaignwithengaging,tailoredandculturallyappropriatecreativeandmessaging;

•  Collectingandanalysingenquirydatatoimprovecampaigntargeting;

•  SupportingNGOrecruitmenteffortswithresources,collaborativework,trainingandadvice.

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Therewerechallenges………

•  Lossofkeystaff(May2014,July2015)

•  Pushtochangeourbrandingtobetterreflect‘SafeHomeForLife’(Aug–Nov2015)

•  Minister’sOfficeDailyTelegraphdeal(Nov2016)

•  Newprogramtenderandresultinguncertaintyandshortfundingextensions(fromJuly2017untilMay2018!)

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……andmanyrewards!•  LaunchatParliamentHouse(May

2013)

•  SydneyMardiGras(March2016)

•  TheImportanceofBelonging–WhyCulturalCareMatters(Video)(May2016)

•  MediaPartnership–Mamamia(Aug-Oct2016)

•  Safe–OnCountryandInCulture(June2017)

•  Agencyrelationships(ongoing!)

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WebsiteEnhancements:

•  Easiernavigation

•  Randomisationofpostcodesearchresults

•  Updatedcontenttoreflectreforms

•  Informationsessionspage

•  Blogpage

•  Self-AssessmentQuiz

•  Goalsetting

EnquiryandReferralEnhancements

•  Processautomisation

•  Collectionofmoredemographicdata

•  Streamliningofoutcomeoptions

•  Betteragencymatching

•  The‘Nudge’

WebsiteandEnquiryLine–ContinuousImprovements

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DATAINSIGHTS:Website

May2013–May2018

•  549,784visitstothewebsite•  averaging9,163visitsper

month

•  56%enquiriessubmittedviawebsite

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DATAINSIGHTS:WebsiteTrending–onwardsandupwards

•  Notethemovementfromaverageof5-6-7,000to7-8-9,000permonth.

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•  VisitorChannels

DATAINSIGHTS:Website

Channel %Visits GoalConversion

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DATAINSIGHTS:EnquiryLine

May2013–May2018

•  11,030enquiries•  4,980referralstoagencies•  Conversionrateundetermined

butcouldbeashighas13%

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13AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)

14AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)

•  Continuedincreaseinenquiriesacrosstargetedgroups

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DATAINSIGHTS:EnquiryLineWhoenquires?

•  78%ofenquirersareagedbetween25and55•  59%ofenquirersareinacouple(35.6%withchildrenin

thehome)

•  69%ofenquirersareworking(30%fulltime,39%parttimeorflexible)

•  45%ofenquirershaveworkedineducation,health,childcare,OOHC,criminaljustice,disability

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DATAINSIGHTS:EnquiryLineWhattypesofcarearetheyinterestedin?EnquirersareFLEXIBLE.Theymainlyjustwanttohelp…..

•  50%ofenquirerswouldfostertoadopt•  57%ofenquirerswouldconsideremergencycare

•  55%ofenquirerswouldconsiderrestorationcare•  48%ofenquirerswouldconsidersiblinggroups(butoften

withthecaveatthat2mightbeenough….)

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•  41,698FacebookFollowers–growingby200eachmonth

•  Engagingcontent=greatengagement=growyouraudience

•  SocialmediawasakeydrivertoourwebsiteandFacebookwas2ndhighestreferralsource.

INSIGHTS:SocialMedia

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•  Videos•  Info-graphics•  Blogposts•  SharedMediastories

•  CuratedContent•  Promotions

INSIGHTS:SocialMedia

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SEPT2014–MAY2016•  295Mediamentions

•  Audience/circulationof4,439,071

•  Advertisingspacerateof$906,833

•  Highestaudience=PRESS

JULY2016–SEPT2017•  875Mediamentions

•  Audience/circulationof5,000,361

•  Advertisingspacerateof$1,398,805

•  Highestaudience=INTERNET

INSIGHTS:MediaExposure

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INSIGHTS:MediaExposure

•  Sept2014–May2016

•  July2016–Sept2017

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INSIGHTS:EnquirerResearch•  Surveysentouttoallenquirersondatabaseinearly2018

•  239respondents

•  40%promptedtoenquirebecausetheyheardtherewasaneedoritwastherighttimefortheirfamily

•  Between53%and68%verysatisfiedwiththeirexperienceofinitialcontactwithFosteringNSW*

•  Between53%and71%verysatisfiedwithexperiencewiththeiragency*

•  Satisfactiondroppedtoaverageofbetween30%and50%withtraining,applicationandassessmentprocess.

*Note:Peoplewhoseinitialcontactwasbyphonehadabetterexperience.PeoplewhohadagoodorbadexperiencewithFNSW,tendedtoreportasimilarexperiencewiththeagency.

Satisfactionwaslessacrosstheboardwithpeoplewhobeganwithonlinesubmission–morefulltimeworkersappliedonlineinitially–doesthistellussomethingaboutthegapbetweenexpectationandreality?

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INSIGHTS:EnquirerResearch

Enquirerswhorespondedpositivelysaidtheyfoundserviceshelpful,prompt,encouraging,empatheticandhadalltheirquestionsanswered.

Theysaidtheyfoundtheprocessemotional,informative,enlighteningandpowerful.

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INSIGHTS:EnquirerResearch

Enquirerswhorespondednegativelysaidtheyfoundservicesslowtorespond,orthattheyhadnoresponseatall,communicationwaslacking.

Theysaidtheyfoundtheprocessoverwhelming,shockingandnotwhattheyexpectedatall.

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AgencyCollaboration–THANKYOU!

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Takeawaymessages

•  Wordofmouthisstillthebestrecruitmenttool!

•  Carersfeelmorevulnerablethaneveratthemoment–theyneedtofeelrespectedandvalued.

•  Communication,communication,communication!

•  Keymessagesaregettingthrough–recentfocusgroupsusedmuchofoureducativelanguageintheirdiscussionse.g.kidsneedasenseofbelonging,carersarepartofateametc.

•  Youaredoinganamazingjob-keepatit!

AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)

“Ican'timaginehowwecouldhaveachievedthethingswehavewithouttheeffortsandsupportofFosteringNSW.”

“Ifeltsupported,heardandacknowledged.Youguyswereanessentialpartinthedevelopmentof[agency]’ssuccessfulfostercarerrecruitmentinpastfouryears.”

“Wehaveappreciatedtheadditionalcommunityexposureandpositivemessagesaboutfosteringthathavebeenprovidedthroughyourwork.”

“Webelieveyouhadagreatsystemandnetworksthatweremakingatangibledifferenceinrecruitingnewcarers.” 

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MyForeverFamilyNSW:Whatyouneedtoknow

•  Enquiriestakenonthe1800lineorviawebsitebetweenMonday18thJuneandMonday2ndJulyandanyoutstandingreferralswillbedealtwithandfollowedupbyFaCS.

•  FNSWwebsitewillbeswitchedoffonSaturday30thJuneandsearcheswillbere-directedtoMyForeverFamilyNSWwebsite.

•  FNSWFacebookpagewillbehandedovertoAdoptChangeandre-brandedtoMyForeverFamilyNSW

•  MyForeverFamilyNSWwillsoonbecontactingagenciesregardingnewarrangementsandprocessesforafterthe1stJuly.

•  KeycontactisReneeCarterofAdoptChangeviaRenee.carter@adoptchange.org.au

AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)