Allambi Care

Foster Care Campaign

Allambi Care is a not for profit organisation providing Residential Care and Disability Support Services across the Hunter Region of New South Wales.

Having collaborated with Allambi Care since 2015 – initially to to rebrand the organisation and to redesign and redevelop their website – Headjam were again engaged to develop a campaign for Allambi Care’s Foster Care team to encourage and increase foster care enquiries.

Background

Allambi Care is a not for profit organisation providing Residential Care and Disability Support Services across the Hunter Region of New South Wales.

Allambi Care serves individuals, families, communities and government agencies. They are committed to addressing safety and growth needs to empower people to reach their full potential.

They have a simple philosophy; that all who work with them, be they clients, staff or carers, are a part of the Allambi Care family. Their programs are aimed at supporting the vulnerable in the community by providing them with access to the services and care required to reach their full potential. Allambi Care believe that in each person there is tremendous potential and that with the right support, people can achieve anything.

Allambi Care currently employ over 500 staff, Carers and volunteers across the following service areas;
+ Foster Care
+ Youth Services
+ Disability Services
+ Family Support
+ Clinical Support

Having collaborated with Allambi Care since 2015 – initially to to rebrand the organisation and to redesign and redevelop their website – Headjam were again engaged to develop a campaign for Allambi Care’s Foster Care team to encourage and increase Foster Care enquiries.

Objective

To increase new Foster Care enquiries and Carers within the region by 40% within the year, to help meet the demand within the region.

Target Audience

Foster Carers come from all walks of life, so the campaign had to appeal to a range of individuals such as:
+ Same sex couples, young and old
+ Opposite sex couples, young and old
+ Young existing families
+ Mature existing families
+ Singles

Consumer Proposition

Supporting those to meet the challenge of being a Foster Carer.

Desired Consumer Response

'I want to make a difference in a child’s life and become a Foster Carer. Allambi Care support me throughout each of these steps'.

Creative Solution

Headjam’s planned approach and strategy for this campaign was formulated based on the in-depth data supplied by Allambi Care on the different types of Foster Carers that they need to acquire and the existing makeup of the individuals they were currently supporting. It also included insight into the growing need and data on the projected increase of this need for Foster Carers for all of New South Wales.

Headjam took this information and created a simple suite of ads and video content that showcased the Carers and the child they were caring for, being surrounded by the Allambi Care team.

This concept was created to visually represent the support the Allambi Care team provide to those that are embarking on the Foster Care journey. We wanted to let people know in a safe and engaging way, that Allambi Care understood that being a Foster Carer was hard, but that they had your back throughout the whole process.

To define which ads were the most effective in the marketplace, we used a variety of different Carers for each of the target audiences to ensure we had a good cross-section of creative content to test. Custom digital target audiences were created and the ads were strategically placed and targeted to relevant individuals in the Hunter region.

Online digital media placement was a combination of digital advertising across Facebook and the leveraging of Google remarketing to keep the campaign front of mind and to demonstrate the sensitivity to such a large decision.

This campaign leveraged the new website and was used to drive website enquiries for Foster Carers to an appropriate team member.

Finally a printed booklet was created to hand out to people once they had enquired, to give them a more in-depth understanding of the process. External marquees and banners were designed and ordered for various expos that the organisation would go to throughout the year.

Evaluation

Since the launch of the digital ads in April 2016, the number of enquiries has increased by over 70% compared to the previous year. This is a 30% increase over Headjam and Allambi Care’s target. This result is down to both the success of the campaign and the hard work the Allambi Care team have put into their Foster Care procedures.

Due to this huge increase in enquiries, Allambi Care has employed additional staff members specifically to manage enquiries throughout the campaign periods, ensuring that they are responding to, and providing information to potential Carers in a timely manner.

The campaign is ongoing in the marketplace and has been expanded into different mediums such as TV, to continue the significant and positive growth for this arm of Allambi Care support services. Headjam produced 15 second and 30 second TV commercials to support the campaign, which have since been running in the Hunter region.

Processes Used in this Project

Advertising Campaigns· Advertising Photography· Portrait Photography· Branding· Brand Identity· Brand Management· Brand Positioning· Brand Strategy· Graphic Design· Digital Signage· Environmental Graphic Design· Signage· Marketing· Digital Marketing· Marketing Campaign· Marketing Plan· Marketing Strategy· Media Buying· Qualitative Research· Quantitative Research· Social Media Marketing· Print Media· Print Advertising· Print Design· Print Management· Print Production· Project Management·