Communications Plan 2013 National Day March 7, 2013

Situation Analysis

Paul Werth Associates is pleased to provide the following budget proposal to the National Adoption Day Coalition for media relations efforts and communications initiatives to support the 14th annual National Adoption Day celebration on November 23, 2013.

All efforts will bring attention to the thousands of children waiting in U.S. for their forever and support the National Adoption Day Coalition’s goals for 2013:

• National Adoption Day will generate public awareness of the need for foster care adoption and move Americans to action. • Every community in the United States will have a branded, self-sustaining and institutionalized, annual celebration of National Adoption Day on or near the Saturday before Thanksgiving to finalize of children from foster care and/or celebrate all adoptions. • National Adoption Day will engage and influence policymakers and their staffs to create policy and practice to support adoption of children from foster care.

Target Audiences

• People who are interested in adoption • Adoptive • General public • Policymakers • Media influencers (traditional and social media)

Strategies and Tactics

To accomplish the Coalition’s goals, the 2013 communications plan will utilize the following strategies and tactics.

Strategy 1: Implement an overall communications strategy to serve as a foundation for all communications efforts to build awareness of National Adoption Day and the need for foster care adoption.

• 1.1 Communications plan: Werth recommends receiving approval from the Coalition by March 1 to begin implementing the strategies and tactics outlined in this plan. • 1.2 Messaging: Werth will update messaging to include key findings from the Dave Thomas Foundation for Adoption’s new Harris Interactive survey on adoption attitudes. Werth recommends Rita Soronen serve as the spokesperson for media interviews about the survey. • 1.3 Secure spokespeople: Werth recommends having both a and a celebrity serve as national spokespersons. A family shares a real, human-interest story about the impact adoption has on a and family, and a celebrity captures the interest of national media. The celebrity could be a or a person with a credible record of working to promote the welfare of children. Also, working in coordination with the Congressional Coalition for Adoption Institute, Werth will identify and secure legislative spokespersons for elite political-

National Adoption Day Coalition 2013 Communications Plan March 7, 2013 Page 2 of 8

based media. Werth will present the Coalition with three recommendations for a celebrity spokesperson and family by March 15. Werth recommends securing all spokespersons by April 15 to enable the team to implement the national media relations program as early as possible. Possible tactics to engage the spokesperson will be shared with the Coalition for review prior to discussions with the spokespeople (see tactic 1.4). In addition, all members of the National Adoption Day Coalition will be offered as media spokespersons as appropriate for the media outlet. • 1.4 Spokesperson tactics: Werth will create a menu of opportunities for the spokesperson or celebrity-supporter to engage with National Adoption Day to create a national “echo chamber” about foster care adoption and leverage supporters’ talents and networks to reach a greater audience.

Strategy 2: Lead a national media relations program to bring additional exposure to the campaign from elite media, raise awareness of foster care adoption, and highlight local National Adoption Day events.

Tactics:

• 2.1 National spokesperson: Werth recommends leveraging the national spokespeople with consumer-focused and entertainment-based media and key online media influencers to feature stories on National Adoption Day and foster care adoption. Media targets include national print publications such as Los Angeles Times and USA Today, national parenting and adoption magazines, national radio programs such as “Morning Edition” and national television programs such as “The Today Show” and “The View.” Werth will keep in mind a celebrity’s commitment, schedule and location prior to pitching media. Any travel by the Werth team to assist the spokesperson with interviews (with the exception of the Internet media tour) will be billed in addition to the project fee. • 2.2 Signature event support: Werth will provide media relations support for a major, signature event by developing media lists, alerts and pitches. Any collateral support such as additional banners or other creative materials, or travel expenses will be billed in addition to the project fee. • 2.3 Research and story development: Prior to media relations outreach, Werth will review and update all media lists. Werth will continue to build relationships with reporters and bloggers on the Coalition’s behalf. In addition, Werth will work with the editorial staff at targeted publications to identify upcoming story opportunities and develop pitches and articles. Werth will develop hard news pitches based on the message points, such as the results of the Dave Thomas Foundation for Adoption’s new Harris Interactive survey, coupled with powerful family adoption stories and celebrity spokesperson as applicable. • 2.4 Share the story: Werth will target national print, broadcast and online media (online news sites and bloggers) for opportunities to support National Adoption Day and generate public awareness of the need for foster care adoption and move Americans to action. Target major media outlets include Associated Press, USA Today, New York Times, National Public Radio, CNN, People, Parent Magazine and others. Additionally, Werth will target key adoption publications and lead an aggressive blogger outreach campaign. In addition, Werth will lead an aggressive blogger outreach campaign targeting adoption and parenting blogs to bring attention to children waiting in U.S. foster care for their forever families, celebrate National Adoption Day and share the “One Day Project.” Bloggers will be invited to submit three to five questions about foster care adoption for our spokespersons to answer. Werth will provide draft responses for the Coalition’s review before submitting to the blog. National Adoption Day Coalition 2013 Communications Plan March 7, 2013 Page 3 of 8

• 2.5 Coordinate interviews: Werth will prepare background materials for media interviews. The materials will include message points, National Adoption Day fact sheets and background about the reporter/outlet. • 2.6 Bylined article: Werth will develop one bylined article for Adoption Today about National Adoption Day to bring attention to the thousands of children waiting in U.S. foster care for their forever families. If Adoption Today is not interested in a bylined article this year, Werth will approach another trade publication. • 2.7 E-release program: Werth will develop and distribute three e-releases via Marketwire at key points during the 2013 campaign. • 2.8 Audio news release: Werth will develop and distribute an audio news release about National Adoption Day featuring the national spokesperson or a member of the Coalition. • 2.9 Internet media tour: Werth will oversee an Internet media tour for the national spokesperson with interviews during the week leading up to National Adoption Day. The spokesperson may be the celebrity or family. An Internet media tour will maximize coverage, maintain a longer media “shelf life” for the story and be more accommodating of the spokesperson’s time. • 2.10 Media monitoring: Werth will monitor for media coverage for National Adoption Day and calculate an ad equivalency and return-on-investment for media placements. A comprehensive monitoring report will be provided at the end of the campaign. Press release dashboard results and earned media placements will be shared throughout the campaign. Out-of-pocket costs for purchasing any television spots not available online will be billed to the National Adoption Day Coalition; prior approval will be needed.

Strategy 3: Utilize social media to engage families and adoption advocates to raise awareness of National Adoption Day and foster care adoption.

Tactics:

• 3.1 One Day Project: Werth recommends continuing promotion of the “One Day Project” in 2013. Promotion will include Facebook and Twitter posts, blogger outreach and PSA distribution to TV stations. Werth will provide template social media posts for the Coalition to encourage their partners to support the project. Also, Werth will continue to review, categorize and post video submissions on the site.

• 3.2 Facebook, Twitter, YouTube: Werth will continue social media outreach via Facebook, Twitter and YouTube to continue to build online community support, promote local events, share adoption news, and encourage others to submit letters to the editor about National Adoption Day to local newspapers. In 2013, there will be more posts early in the year and frequency will increase as National Adoption Day approaches. Followers will be encouraged to change their profile image to the “One Day” logo leading up to National Adoption Day. The Dave Thomas Foundation for Adoption will assist Werth with social media updates on Pinterest, Tumblr and LinkedIn. • 3.3 Infographic: Werth will develop an infographic based on National Adoption Day key messages to promote via social media and media relations efforts.

• 3.4 Twitter Chat: Werth recommends hosting a Twitter Chat about National Adoption Day using a customized hashtag. Members of the Coalition will moderate the chat and provide answers to participant questions. Werth will assist in the promotion of the chat via social media and media relations outreach. Any sponsorship costs for the Twitter chat will be billed to the National Adoption Day Coalition in addition to the project fee; prior approval will be needed.

National Adoption Day Coalition 2013 Communications Plan March 7, 2013 Page 4 of 8

Strategy 4: Leverage digital communications strategies to reach a larger audience about the need for foster care adoption through television and the National Adoption Day website.

Tactics:

• 4.1 New “One Day” PSA: Werth will create a new 30-second video PSA featuring foster care children and families that will include a call-to-action for others to submit a video about their adoption story and/or encourage others to consider foster care adoption at nationaladoptionday.org. • 4.2 PSA distribution: Werth will distribute and monitor the new “One Day” PSA to the top 50 media markets. A detailed tracking report will be shared on Coalition conference calls and included in the final media monitoring report. • 4.3 Website: Werth will create up to three new images for the slide show on the National Adoption Day home page. In addition, Werth will continue to maintain the site including posting press releases, e-newsletters and updating text copy.

Strategy 5: Focus on building community efforts across the country to support National Adoption Day and leveraging new networks to increase awareness of the need for foster care adoption.

Tactics:

• 5.1 Targeted local event media outreach: Werth will coordinate with local event coordinators in top-tier media markets to support media relations efforts in each of these markets. This will include assisting event coordinators with media alerts, pitches and outreach efforts. • 5.2 Redesigned flyer: Werth will redesign the one-page event flyer for 2013. Also, the poster and banner will be given an updated look to reflect the new website. • 5.3 Update toolkits: Werth will update the content in all the toolkits with 2013 event information and adoption statistics, including templates, flyers, posters, church bulletins, Web banners, etc. • 5.4 Social media tookit: Werth will enhance the existing social media toolkit with additional tips and resources to encourage event coordinators to leverage social media to build awareness of National Adoption Day and participation in their local event. For example, suggestions for Facebook and Twitter promotion (i.e., hashtags, Twitter chats, Facebook party). • 5.5 Letterhead and flyers: Werth will update and order letterhead and flyers to support outreach for event planners and other supporting organizations. Up to 1,500 pieces each of letterhead and flyers will be ordered and shipped to the appropriate Coalition members. The letterhead and flyers will also be made available electronically. An additional order beyond the 1,500 pieces of each will be an out-of-pocket expense billed to the National Adoption Day Coalition; prior approval will be needed. • 5.6 Branded item: Werth will distribute one free branded item to every registered local event. Event planners will receive a National Adoption Day banner. Remaining balloons from 2012 will be distributed on a first-come, first-serve basis. Project fee includes the production and distribution costs of these items. • 5.7 Event registration: Werth will continue to oversee the event registration process and provide an update on the number of registered events during team conference calls. Werth will add a field to the event registration asking event coordinators to include possible media- friendly families. This information will be private; a signed release form from the family will be secured before any media outreach. The Alliance for Children’s Rights will continue to review events as they are submitted to ensure appropriateness. National Adoption Day Coalition 2013 Communications Plan March 7, 2013 Page 5 of 8

• 5.8 E-newsletter: Werth will develop and distribute up to four e-newsletters for National Adoption Day partners and event planners using the existing e-newsletter template. Werth recommends distributing one e-newsletter each in September and October, and two in November (early in the month and post-National Adoption Day). • 5.9 New event cities: Werth will work with The Alliance for Children’s Rights to identify key communities that do not currently host an event and offer assistance to the new event coordinators to help with media outreach. This will support the goal of every community in the United States to have a branded, self-sustaining and institutionalized, annual celebration of National Adoption Day.

Evaluation/Measurement

• Increase the amount of media coverage (national and trade media outlets, as well as online resources and social media) in 2013 as compared to media coverage in 2012. • Secure five blog placements, featuring the National Adoption Day spokespeople and generate awareness of the need for foster care adoption. • Place one bylined article about National Adoption Day in Adoption Today or another adoption or parenting trade publication. • Increase the number of “One Day Project” video submissions as compared to 2012. • Increase the number of registered events in 2013 as compared to 2012.

Professional Fees

National media relations professional services $43,000 Social media program $ 7,500 New “One Day” PSA $ 5,500 New collateral (flyer, poster, banner, infographic), toolkit text updates, website new images, web maintenance $10,500 Local events support (includes e-newsletter) $ 8,000 Travel expenses $ 3,000 Audio news release $ 4,000 Internet media tour (TV/radio) $12,500 PSA distribution, pitching, tracking (vendor fee) $12,500 Banners, flyers, letterhead (printing/shipping) $ 4,500 Newswire fees (vendor fees) $ 4,000 TOTAL (including out-of-pocket expenses): $115,000

National Adoption Day Coalition 2013 Communications Plan March 7, 2013 Page 6 of 8

Timeline

March

• Begin national spokesperson communications and planning. Confirm 2013 spokespeople. • Begin coordinating with local event coordinators to identify potential media-friendly families in top media markets. • Update the National Adoption Day website with new figures when available. • Develop new artwork for the flyer, poster and banner. • Continue social media updates.

April

• Update media lists and past media materials with new dates and figures. • Begin to update the online toolkit materials used to support local event planners, government officials, businesses, faith community and others. • Develop social media toolkit. • Finalize new artwork for flyer, poster and banner. • Develop and finalize new images for home page slide show. • Order and ship 2013 letters and flyers to appropriate Coalition members. • Develop concept and scripts for new “One Day” PSA. Secure talent and appropriate approvals. • Begin long-lead print media outreach. • Contact national entities and television programs regarding support of a Twitter Chat. • Continue social media updates.

May

• Continue long-lead print media outreach. • Contact Adoption Today to see if they are interested in a bylined article about National Adoption Day. Draft article. • Finalize the online toolkit materials. • Update talking points for 2013 for media spokespersons. • Order banners for event planners. • Produce new “One Day” PSA. • Continue social media updates.

June

• Continue long-lead print media outreach. • Distribute new “One Day” PSA to TV stations in top media markets. • Continue social media updates, including promotion of “One Day Project” via Facebook and Twitter.

National Adoption Day Coalition 2013 Communications Plan March 7, 2013 Page 7 of 8

July

• Continue long-lead print media outreach. • Begin distribution of free item to event planners. • Continue social media updates, including promotion of “One Day Project” via Facebook and Twitter. • Begin blogger outreach campaign, focusing on “One Day Project.”

August

• Continue long lead print media outreach. • Begin regional and national broadcast media outreach. • Confirm Internet media tour. Coordinate details. • Prepare and distribute first press release. • Provide suggested social media posts to Coalition to encourage partners to support “One Day” project. • Continue distribution of free item to event planners. • Continue PSA print placement outreach. • Continue social media updates, including promotion of “One Day Project” via Facebook and Twitter.

September

• Continue regional and national broadcast media outreach. • Finalize details for Internet media tour. • Continue blogger outreach to support “One Day Project.” • Monitor 30-second video PSA placement in top media markets. • Continue distribution of free item to event planners. • Develop and distribute first e-newsletter for partners and planners. • Continue social media updates, including promotion of “One Day Project” via Facebook and Twitter.

October

• Continue regional and national broadcast media outreach. • Produce Internet media tour. • Continue blogger outreach to support “One Day Project.” • Continue blogger interview series outreach for national spokesperson. • Monitor 30-second video PSA placement in top media markets. • Continue distribution of free item to event planners. • Develop and distribute second e-newsletter for partners and planners. • Continue social media updates, including promotion of events in key cities, letters to the editor and “One Day Project” via Facebook and Twitter.

National Adoption Day Coalition 2013 Communications Plan March 7, 2013 Page 8 of 8

November

• Confirm final media bookings. Internet media tour takes place. • Coordinate all national broadcast media interviews with designated spokespeople. • Continue regional and national broadcast media outreach, including supplementing local media outreach for events in key cities as needed. • Prepare and distribute pre-NAD press release. • Record and distribute the audio news release. • Continue blogger outreach to support “One Day Project.” • Continue blogger interview series outreach for national spokesperson. • Prepare and distribute post-NAD press release (distribute before Thanksgiving if numbers available). • Monitor 30-second video PSA placement in top media markets. • Continue distribution of free item to event planners. • Develop and distribute third and final e-newsletters for partners and planners. • Continue media monitoring. • Continue social media updates, including promotion of events in key cities, letters to the editor and “One Day Project” via Facebook and Twitter.

December

• Submit final media monitoring and social media report to Coalition. • Continue social media updates, including post-National Adoption Day information and update and promotion of the “One Day Project” via Facebook and Twitter.