1. Michigan Children’s Trust Fund
Marquette/Alger County
Campaign
Proposal
Marquette/
Alger County
Child Abuse
andNeglect
Council

3. Table of Contents
Memorandum.........................................................................................................3
Situation Analysis................................................................................................4
Client History.............................................................................................4
Product Evaluation..................................................................................5
Competition................................................................................................7
S.W.O.T............................................................................................................8
Key Findings..............................................................................................10
Strategic Research............................................................................................ 11
Primary.........................................................................................................11
Secondary...................................................................................................12
Problems/Opportunities..................................................................................13
Creative Brief..........................................................................................................14
Creative Work.........................................................................................................15
Print Ads........................................................................................................16
Outdoor Ads.................................................................................................17
TV Spot...........................................................................................................19
Radio Spots.................................................................................................20
Brochure.......................................................................................................22
Promotional Items...................................................................................24
Budget.........................................................................................................................25
Closing Remarks...................................................................................................26
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5. Situation Analysis
Client History
In 1982, the Michigan Legislature established the Children’s
Trust Fund (CTF). CTF is Michigan’s only source of
permanent funding for the statewide prevention of child
abuse and neglect. In the last 27 years, CTF has funded 72
local child abuse and prevention councils. A total of 82 out
of the 83 counties in the state of Michigan are apart of this
program. CTF was established due to the Public Act 249 of
1982 and Public Act 250 of 1982. Children’s Trust Fund’s
mission is to “serve as a voice for Michigan's children and
families and promotes their health, safety, and welfare by
funding effective local programs and services that prevent
child abuse and neglect.”
The Marquette and Alger local council are apart of the Child
and Family Services of the Upper Peninsula, Inc. The
Child and Family Services of the Upper Peninsula, Inc. was
founded in 1919. Their mission is to “Strengthen children
and families by providing high quality programs throughout
the Upper Peninsula. They provide programs and services
that preserve the dignity and enhance the well being of
families and their individual members. Their programs are
caring, compassionate and professional, which nurture and
empower children and their families for a brighter future.”
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6. Situation Analysis
The primary service of Michigan Children’s Trust Fund is that it is
a non- profit organization dedicated to the prevention and awareness
of child abuse and neglect. Since 1982, CTF has dedicated its efforts
in being a voice for the children and families of Michigan in order
to keep them safe. CTF offers a Zero to Three prevention program
designed to give complex services to those expecting a child or
those with children between the ages of zero to three years old. This
program targets those who have been identified at risk for abuse or
neglect. This is good that they target these children because they are
the ones who are completely defenseless to abuse; there is nothing
they can do to prevent it or fight back. For example, the “Never Shake
a Baby” campaign stresses these key factors because shaking a
small infant child can lead to negative long term effects. CTF has
donated many hours to this campaign, printing and distributing posters,
bookmarks, and tri-fold brochures to effectively prevent this baby
shaking syndrome. This is beneficial because these programs are
informative and dedicated to spreading knowledge about a serious
issue.
Michigan Children’s Trust Fund offers a number of products all
designed with a purpose to create awareness for child abuse and
neglect in Michigan. One of these products includes their website,
where there is a sufficient amount of information for those who are
looking to learn about abuse or just contact CTF for any questions or
concerns. A benefit of the website is that it offers a link, “Report Abuse
Now” where one can report instances of abuse. Never the less, the
site lacks a sense of organization and layout, where the homepage
displays too much clutter making it harder to browse through and find
exactly what they are looking for. Simple is better, the site may be far
too complex for someone who has not been exposed to a computer
due to poverty or other factors.
Product Evaluation
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7. Situation Analysis
Product Evaluation Continued...
Children’s Trust Fund created an image of a pinwheel to
accompany their campaign for the month of April, which is child abuse
prevention month. The pinwheel is an effective symbol because it
creates awareness and contributes to a stronger image for CTF. The
pinwheel generates more brand recognition of the issue as it is easy to
remember when associated to such a serious matter. Another product
offered by CTF is a specialty license plate that can be purchased
for those who would like the CTF logo featured on the plate of their
vehicle. The license plate serves as a good awareness object for CTF.
Featuring it on the vehicle will make others who witness the plate
aware of Michigan’s Children Trust Fund and may get them interested
in finding information on the subject. It could also serve as a trigger,
for those who have witnessed abuse or neglect but it has slipped their
minds.
Michigan Children’s Trust Fund offers three more products or
services to those in need, which are beneficial in different ways. First
off, they provide a phone number for those to call to report abuse,
ask questions about CTF, or just be directed somewhere else in the
department of their need. The second is they provide a signature
auction where they auction off important memorabilia and profits go
to helping prevent child abuse and neglect. Last, CTF provides a tax
check-off form. Here Michigan tax-payers can donate to Michigan
Children’s Trust Fund via the spaces made available on the tax forms.
All these products serve as a way for CTF to get their name out to the
public along with information on child abuse.
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8. Situation Analysis
Competition
The Michigan Children’s Trust Fund is a non-profit,
private agency aimed at strengthening children and
families. A client like this has very few competitors, if any.
Most agencies like the CTF operate in partnership with
other agencies to obtain similar goals. With this in mind
we need to determine a specific plan of action for our
campaign.
If our soul purpose were to bring more donations
to the agency our competition would be with other
agencies that also use similar donation techniques. A
few examples would be; The Children’s Miracle Network,
ALS Association or the Susan G. Komen Breast Cancer
Foundation. Each of the aforementioned charities uses
point of purchase techniques to obtain donations, and
have been very successful in doing so. To look at these
agencies as competition might seem a little off-putting but
if we plan on obtaining higher donation rates we are going
to need to look at these agencies as examples.
Since the level of competition is relatively low, we
should focus more on cooperation. Every year the CTF
has to match the grant they receive by raising money
in the community or by donations. By focusing on
partnerships or sponsorships with other companies we
can raise awareness and recognition for the CTF.
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9. Situation Analysis
S.W.O.T.
Strengths
• The Michigan Children’s Trust Fund (CTF) has established
themselves as the caregivers for neglected and abused children in
order for children to become successful adults in society.
• The Department of Human Services allows taxpayers to have the
opportunity to help fight child abuse when filing Michigan taxes using
the Children’s Trust Fund (CTF) Michigan income tax check-off.
• Since 2008, CTF has been partnered with the Department of Human
Services, the Department of Community Health and the Department
of Education.
• CTF staff members also have affiliation, membership or observe
committees with over 15 groups.
• The State Prevention Plan has underlined the importance of the
necessity of CTF. These steps include:
• Raise public awareness of child abuse and neglect prevention,
and mandated reporting.
• Help improved collaboration with new and existing prevention
partners at the local, state and national level.
• Advocate needed public policy and best practices that address
child abuse and neglect.
• Implement best practices supported by evidence-based and
evidence-informed policies.
• Develop and implement continuous quality improvement
practices.
• Facilitate educational and professional development with all
partners.
• Improve funding opportunities for CTF prevention initiatives.
• Ensure efficient and results-based use of prevention dollars.
• Local Councils/Direct Services
• CTF funds over 30 community-based grants across the state.
• The Zero to Three Program
• It is a statewide interagency collaborative child abuse and
neglect prevention project motivated in servicing families at risk
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10. Situation Analysis
S.W.O.T.
Weaknesses
• Who is CTF? What does the CTF provide? To some Michigan
Children’s Trust Fund is a widely known organization. But to others,
CTF is another non-profit trying to get money. Let’s find new ways to
increase the popularity of CTF.
• Funding priority cuts for the Zero to Three Program which decreases
services throughout 56 counties.
• Many are not educated on the conditions of child abuse and neglect.
Many do not know where or who to contact when presented with the
social issue. If sources were known then more would be inclined
to get help and participate in family programs.
Opportunities
• Promote awareness of effective prevention programs such as the
Child Abuse Prevention Month, which was declared April 2008 by
Governor Granholm. As years go by, April should be the month to
increase the awareness of child abuse.
• Continue to seek out new ways of getting funding for CTF prevention
programs.
• Endorsements would be a good idea. Using a celebrity to endorse
your product/cause the more likely it will be recognized by the public
Threats
• Lack of government funding and low budgets.
• Other non-profit organizations are more recognizable by brand
identity as well as their cause, and more likely to receive donations.
These organizations include: American Cancer Society, Red Cross,
Unicef, American Heart Association, Big Brothers Big Sisters,
Humane Society and PETA.
• Poverty Rates/Economic Crisis caused Michigan’s economic status
to decline in the past few years and is at an all time low. Due to this,
family and child poverty has risen to an all time high.
• Social Cost for the child and families is a factor because some may
be afraid to report cases due to long-term effects on the family and
for personal reasons as well.
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11. Situation Analysis
Key Findings
From the surveys taken through North Star Academy in Marquette,
Michigan, we found some key information. There were about 30 surveys taken
and most students do know that child abuse is very common and is out there
amongst us, however 24 out of the 30 students surveyed had no idea what CTF
was or how to report child abuse or neglect. Many people did not know what
emotional child abuse was and that it is a combination of rejection, isolation,
terrorizing, ignoring, corrupting, verbal assault, and over-pressuring. There is
actually not a certain age that children can be left home alone, but what is best
for the child, responses ranged from ages 8-12. Many people said their families
were close, although they wished that their families could be somewhat closer.
The rating for how close their families was right around 3. Most said that they did
not know someone who has experienced child abuse, but a few did say that they
knew someone.
An interesting finding was that a lot of people thought that strangers pose
the greatest risk of sexual abuse to children, when in fact it is not. It is most
often the people they know and love. The majority stated that they do not think
it is cruel or inappropriate to spank a child for disciplinary reasons, but that it can
only go so far. From the survey, most thought that although they do not know for
certain, they feel that there could be more being done to help prevent child abuse
in Marquette, and that they would be willing to donate $1 to help raise support
and awareness for child abuse in Michigan.
Another interesting finding was that most said they would read a pamphlet
on child abuse on how to spot it and what to do about it, and that child abuse
prevention is important to them. Another key finding was the question if a child
was being abused, how likely are you to report the incident to the authorities.
Some said they were very likely and some what likely to report. Some said that
they were in the middle, because they do not know how to go about reporting
and to tell if someone is being abused. Everyone said they were familiar with
the Marquette Rangers hockey team. This is good, because of the event that
our group may help with. Most said that they were pretty likely to purchase a
Michigan Children’s Trust Fund t-shirt. In order for people to purchase t-shirts
and support the Children’s Trust Fund there needs to be more done to inform
people on the Children’s Trust Fund.
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12. Strategic Research
Primary
We assembled surveys and distributed them to North Star Academy in
Marquette, Michigan. Thirty high school students completed the
surveys. The data that we got back consisted of:
• What is emotional child abuse?
Out of 30 people, 20 people thought it was only verbal
assault, and 4 replied rejecting, and 5 said ignoring, and 1 said
terrorizing. Emotional child abuse is a mixture of rejecting
(refusing to acknowledge the child’s worth and emotional needs),
Isolation (denying the child social experiences), Terrorizing (verbal
assault to show affection), Ignoring (refusing to show affection),
Corrupting (reinforcing destructive, antisocial, or sexually
exploitative behaviors), Verbal assault (extreme sarcasm, name
calling, public humiliation), and Over-pressuring (criticism of age
appropriate behaviors/skills as inadequate).
• Are you familiar with the Children’s Trust Fund?
24 out of 30 people surveyed, said that they really had no
idea what the Children’s Trust Fund did, and 4 people knew about
them, while 2 were slightly familiar.
• How likely are you to purchase a t-shirt to support the Michi-
gan Children’s Trust Fund?
Out of 30 people surveyed, 18 said they would buy a t-shirt, 7
would not, and 5 were indifferent. They did however write that they
would if they knew more about the CTF and what they did.
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13. Strategic Research
Secondary
• The Children’s Trust Fund “The Power of One” brochure.
On average, 337 reports of suspected child abuse or neglect
are made each day in Michigan.
In 2007, 32 percent of victims were under the age of four.
• http://www.milhs.org/Media/EDocs/FY2007CPSVictimsby-
TypeWS.pdf
In 2007, there were 162 child abuse and neglect cases
reported in Marquette County
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14. Problems/Opportunities
Problems
The lack of awareness of Michigan Children’s Trust Fund,
resulting in low effectiveness in decreasing child abuse and neglect.
Lack of funding for important programs, such as the Zero to Three
Program, which will decrease services throughout 56 counties in
Michigan. Many individuals are not educated on the social issue of
child abuse and neglect.
Opportunities
Creating awareness for child abuse and neglect can be reached
through prevention programs, such as the Family Fun Day, that will fall
in Child Abuse Prevention Month.
Continue to seek out new ways of receiving more funding for CTF
prevention programs.
Organizing and plan a 5K awareness run, in which participants
will receive promotional items, example being frisbees with CTF logo,
website and phone number, which will increase knowledge of Michigan
Children’s Trust Fund.
Teaming up with the Marquette Rangers Junior Hockey Club, to
host a promotional awareness game, where the first 500 fans will
receive a Step U.P. t-shirt. Concession sales for that same game will
go towards Marquette/Alger County Child Abuse and Neglect Council
benefiting future endeavors for awareness and prevention.
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15. Client:
Marquette/Alger County Child Abuse and Neglect Council
What we want the advertising to do:
Raise awareness and educate those of Marquette County about
Child Abuse and Neglect for Michigan Children's Trust Fund.
Who the advertising is talking to:
Primary target audience is adults living in Marquette/Alger County,
ages 18 to 44.
Insights about the target market relevant to our campaign:
Rustic, proud individuals who need re-direction towards maintaining
a healthy environment for the children of Marquette/Alger County.
Main problems brand is currently facing:
• Not enough brand recognition
• Funding cuts and raising money
• Many individuals do not know who to turn to for help and
knowledge
How our advertising will address these problems:
• Provide simple methods to contact CTF, for information and
help
• Have a personalized logo on ads and local signs to raise brand
recognition
What tone we want the advertising to evoke:
Sympathetic, encouraging and empowering individuals and families
to seek help and take the first steps.
How we want the target market to view the brand:
As a personable, neighborly service that brings the community
together to strengthen coping skills and build resilience.
Creative Brief
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16. Creative Work
.P.
STE
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17. Creative Work
.P.
STE
In 2007, there were 162 child abuse and
neglect cases reported in Marquette County
Take the first step in paving the future for the
children of the U.P.
visit michigan.gov/ctf
or call: 1-800-children
.P.
STE
On average, 337 reports of suspected child abuse or
neglect are made each day in Michigan
Take the first step and come together to
prevent child abuse and neglect in the U.P.
visit michigan.gov/ctf
or call: 1-800-children
Print Ads
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18. Creative Work
.P.
STE
In 2007, 32% of victims were under the age of 4
Take the first step in preventing child abuse
and neglect in the U.P.
visit michigan.gov/ctf
or call: 1-800-children
michigan.gov/ctf
Outdoor Ads
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19. Creative Work
Go Fishing
Toss a Frisbee
Have a Catch
Go Hunting
Roadside Billboards
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20. Creative Work
Guerilla Advertising
3M Vinyl Stairway Graphics

21. Creative Work
TV Spot
2. Black and white
image of young girl
looking to the right,
holding creased
cardboard. Looks up,
opens cardboard to
show message that
reads, “I’m not afraid” in
blue marker.
Looks to left.
1. Black and white image
of young boy looking down
and turns head to look up.
Opens up creased
cardboard folded in half
and it reads, “I’m not
fearful” in blue marker.
Looks to left.
3. Black and white image
of young girl looking to
right and turns head to
look up. Opens creased
cardboard, it reads,
“I’m not scared” in blue
marker.
1. Step U.P. music
throughout the ad, piano
only.
SFX: None
Boy’s voice: In 2007, 32%
of victims were under the
age of 4.
2. Girl’s voice: On
Average, 337 reports of
suspected child abuse or
neglect are made each
day in Michigan.
SFX: None
3. Girl’s voice: Along with
162 child abuse and
neglect cases reported in
Marquette County alone.
SFX: None
VIDEO AUDIO
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22. Creative Work
TV Spot
5. The children are all in
color with a grey
background. The boards
form one big sign that
reads, “We are here”.
Step U.P. logo fades in
and image of children
fade out to white.
4. All three children turn
their creased cardboard
signs, and as they turn
them, the children come
into color.
4. Adult’s voice: Take the
first step in paving the
future for the Children
of the U.P., by visiting
Michigan.gov/CTF or call
1-800-Children for more
details.
5. Adult’s voice: And
remember...
Step U.P. music with
lyrics.
VIDEO AUDIO
Radio Spot #1
Piano will be playing throughout all spots, with singing at the beginning and end
with dialogue in between.
MUSIC: STEP U.P. JINGLE, COMPOSED BY TIMOTHY SHELDON
TIMOTHY: In 2007, 162 child abuse and neglect cases were reported in
Marquette County alone. So take the first step in making the U.P. a better place.
Visit Michigan.gov/CTF or call 1-800-CHILDREN for more details..... And
remember.
MUSIC: END JINGLE
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23. Creative Work
Radio Spot #2
MUSIC: STEP U.P. JINGLE, COMPOSED BY TIMOTHY SHELDON
MELISSA: On average, 337 reports of suspected child abuse or neglect are
made each day in Michigan. So take the first step and visit Michigan.gov/CTF
or call 1-800-CHILDREN for more details...... And remember.
MUSIC: END JINGLE
Radio Spot #3
MUSIC STEP U.P. JINGLE, COMPOSED BY TIMOTHY SHELDON
MELISSA: In 2007, 32 percent of victims of child abuse and neglect were
under the age of four.
TIMOTHY: Take the first step in paving the future for the children of the U.P.
MELISSA: And Remember...
MUSIC: END JINGLE
.P.
STE
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24. Creative Work
Brochure: Side A
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25. Creative Work
Brochure: Side B
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26. Creative Work
Promotional Items
.P.
STE
.P.
STE
michigan.gov/ctf
.P.STE
michigan.gov/ctf
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Hockey Pucks
Frisbees
T-Shirts

27. Budget
Billboard:
• Lamar Outdoor
Location: Along US-41/M-28
Size: 10’5” X 22’8”
Price: (4 weeks) $695
Roadside Billboards:
• Signwarehouse.com
Road/Park Signs: Corrugated plastic
Size: 24 x 18 inches
Quantity: 100
Price: $10.30 per 10
Total: $103
3M Vinyl Stairway Graphics:
• Signwarehouse.com
Quantity: 125
Price: $1.74 ea.
TV Spot:
Local ad space can be as cheap as $50 per spot
WLUC - TV: Twice a day, once during peak hours, once during off-peak
hours.
Radio Spot:
Q107 - WMQT Radio
based on their rates
Promotional Items:
Frisbee: QTY: 500 Price: $1.94 Total: $970 Hockey Pucks: QTY:
300 Price: $.99 Total: $297
T-Shirts: QTY: 500 Price: $3.95 Total: $1,975
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