Derbyshire County Council
Fostering and Adoption

Using low budget television and radio advertising but achieving high quality results

Challenge

We were simply tasked with increasing enquiries to Derbyshire County Council Fostering & Adoption.

The high cost of ensuring  these children are cared for alongside the more important issue of securing safe and secure families to look after them meant we were really motivated to get results. We needed to cover the key Derbyshire County Council resident populations of Chesterfield, Ilkeston, Buxton alongside parts of Derby City which were the responsibility of DCC all within a very limited budget.

Strategy

We wanted to move outside the previously used media as the response was beginning to drop off. We decided to use television and radio advertising to help stop the decline in enquiries.

The use of broadcast media allowed us to reach large numbers of the population across the target areas where press advertising was failing to deliver a response. We wanted to maximise the frequency of the message by combining this with radio. This allowed a high repetition of message and enhanced the overall reach and impact of the campaign.

Solution

We ran a relatively short 2 week Television campaign on ITV Yorkshire Belmont which is one of the least costly ITV regions at the time but actually covered the key populations for DCC.

By using short but clear 20 second commercials we kept the cost low but maintained the reach of the campaign. We focused the message by keeping the creative simple and the content had a clear call to action.

We also used a 4 week campaign of VOD (Video on Demand) which targeted Derby only within the ITV Central East Region to increase efficiency and minimise wastage.

By avoiding using ITV Central East (which is a much more costly ITV region) we saved vital budget and maximised the frequency of the message to the target market.

By linking the radio to the Television you gain a multiplying effect which can extend the campaign duration, increase the recall and generated greater success for less budget.

Results

We were delighted to generate record enquiries to the DCC Fostering & Adoption specialist call centre.

We successfully helped place 29 children with new foster parents that resulted from the increased enquiries generated.

To get results like these was fantastic but to think that we helped ensure children across Derbyshire and the City had safe homes and a much better future was really rewarding.

 

 

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