Integrated Marketing Campaign: The Family Resource Center

 Background:

The Family Resource Center was a joint community initiative between the Florida Dept. of Juvenile Justice, Tallahassee Police Department and ALARM Community Development
Center.  The goal of the program was to curb unnecessary 911 calls concerning troubled children.

Marketing Campaign Goals

• Develop a tri-county marketing campaign raise awareness of the initiative.
• Drive traffic to the website and calls to the hotline.
• Coordinate press conference to officially launch program.

Target Markets

• Families in low-income minority neighborhoods.
• Parents of troubled youth and teens.

FRC Website

• Zip Code searchable service providers and social media component allowing various providers to post information.

FRC Press Release

• This press release was used to obtain both news print and television news stories on all local media.

Media Used & Actions Taken:

• Developed slogan (Get Help Now!) and memorable URL (www.FRCHelpNow.com).
• Designed promotional materials and directed the website design.
• Strategically placed flyers, billboards, and yard signs in targeted neighborhoods.
• Aired Direct Response Ad on Urban Radio and featured banner on their websites.
• Launched viral campaign.

FRC Billboards

• Placed in target neighborhoods.
• Image chosen to convey parents inability to connect with son.

​Results

• The FRC received 73,103 hits on the website, during the 3 months after the launch.  This was an increase of 1300% after the marketing campaign was launched.
• Local ABC affiliate WCTV covered the press conference and introduced FRC to the community.
• Tallahassee Democrat’s published a story on the Family Resource Center.