Devon County Council
Marketing and advertising campaign for Fostering in Devon
Fostering in Devon is a department of Devon County Council and provide safe caring homes for over 700 children and young people across Devon who are not able to live with their birth families.
It is under the same roof as the social workers working directly with the child which means that there is no middle agency. This ensures that information can be shared quickly, efficiently and accurately to the benefit of the child.
- Complete campaign marketing strategy
- Enhance existing brand identity
- Headline creation
- Website banner design
- Social media planning and marketing
- Social media advertising
- Radio advert
Once we secured the marketing and creative contract for Fostering in Devon, we put forward a number of creative and marketing ideas based on similar completed earlier projects.
This particular project needed to utilise the same brand identity previously created, using the preestablished colour scheme and type styles. To change things up a bit though, we included some fresh new photography, a cleaner layout, some new headlines and a very clear call to action.
All the collateral would not only need to be impactful, but would also need to create the greatest response, yet still fit within the Devon County Council budget.
Once the marketing strategy and subsequent plan was agreed between White Space and the Fostering in Devon team, we took our initial creative concepts and started to adapt them to the various requirements, which included a direct mail piece, website banners, social media page assets, social media post graphics, remarketing adverts and a radio advert.
For the 4pp direct mail, some intrigue was added to help engagement and ensure we created some draw to pick it up and read it! This was further helped by adding the revealable headline “6 children in Devon are currently in care”. We designed it in such a way that when opened up, the headline was fully revealed, stating the real number of “684 children in Devon are currently in care”.
The body copy was purposely kept to a minimum to ensure it could be read quickly and not detract from the message. The accompanying photography was of actual foster children to add an additional aspect of authenticity. 300gsm Silk was used to finish this off with a quality result.
The website banners featured images and headlines we created for the online advertising campaign, such as social media post graphics. These headlines included:
“I can foster because of the financial support provided”
“Flexibility in my job means I can foster”
“Early retirement means I can foster”
The campaign centred around the one key message of “I can foster”, created to resonate with individuals that fall into a particular life group.
Please click here to find out more details about the radio advert.
Overall, the brand style and messages were consistent across all media and resulted in a significant uptake in Fostering enquiries over the 6-month period.