HELPING YOU HELP YOUR FAMILY
Lopez & McCool Public Relations Agency
Agency Information
Lopez &
McCool
Public
Relations
Agency
Lopez & McCool is a Jacksonville-based public
relations agency that focuses primarily on nonprofits and small businesses. Previous clients
include:
• Children’s Miracle Network
• Girls & Boys Club of Jacksonville
• Hubbard House
• Second Harvest Food Bank
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Agency Mission Statement
Lopez and McCool Public Relations Agency strives to guarantee client
satisfaction while upholding the highest ethical standards established
by the Public Relations Society of America.
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Agency Team
Shelby Lopez
Emily Gregorchik
Founder of Lopez & McCool
Creative Director
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Agency Team
Amber McCool
Jade Newman
Co-Founder of Lopez &
McCool
Project Manager
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Client Background
History:
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Established in Jacksonville in 1902 by Reverend D.W. Comstock, the CHSF opened as a
response to the growing number of homeless and abandoned children in northeast Florida.
Originally, with a staff of only two people, they were able to find homes for 21 children in
its first year.
CHSF has been very influential in creating laws and legislation protecting children’s rights. It
played a key role in the enacting of Child Labor Laws as well as outlining the Compulsory
Education Law.
Mission Statement:

Embracing children. Inspiring lives.

We change lives. Join us.

When kids are hurting, we help them.

When kids need a safe place to call “home,” we find them loving families.
What the company does:


A non-profit organization that aims at healing and protecting children.
Programs geared towards putting families back together, ending the cycle of violence and
abuse and one-on-one counseling for families and individuals.
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Secondary Research
Children’s Home Society of Florida is a national organization dedicated to bettering the lives of children
through adoption, educational and counseling programs. This organization also strengthens families by offering parenting
courses to those struggling to build cohesive relationships between parents and children.
According to the CHSF web page, it was founded in Jacksonville on Nov. 17, 1902. It is hard to believe
that the once single-roomed office now consists of 15 divisions with 90 plus offices in 67 counties throughout Florida.
CHSF’s 15 locations can be found in western Florida, Emerald Coast, North Central, Buckner, Mid-Florida, North Coastal,
Central Florida, Greater Lakeland, Gulf Coast, southwest Florida, Brevard, Treasure Coast, South Coastal, Intercoastal
and southeastern Florida. CHSF is made up of more than 19,000 employees and has helped nearly 200,000 children
and families in the past year. Duval County’s Buckner location helps more than 2,500 kids and families alone. CHFS’s
state board consists of 23 members, with Victoria Weber as Chair and Marty Rubin as Vice Chair. There are 15
Executive Directors, a management team of 11 and 6,357 loving volunteers. Volunteers have given 126,021 hours of
their time and a potential total dollar value of time of $2.69 million into helping the CHSF thrive.
CHSF has four major objectives they’ve worked towards everyday since they were established. Those
objectives include breaking the cycle of violence, healing the pain from abuse, finding a “forever family” for children
and preparing teens for independence. According to CHSF’s 2011 annual report, a total of $108.3 million was
dedicated to resources strictly bettering the lives of children and families. Through the use of parent education,
counseling, mentoring, education and in-home services, 25,881 children and family members were assisted. There were
162,569 children and families aided in the healing of pain caused by abuse or neglect and $75.6 million spent on these
services. Through its journey to find children “forever families,” CHSF spent $4.9 million; which lead to 2,803 children
and families served, 841 finalized adoptions and 38,435 finalized adoptions since 1902. CHSF is the only adoption
agency in the state to provide lifetime confidentiality and maintenance of records. A combination of life skills training,
educational coaching and safe housing has assisted 7,336 teenagers who are ready to leave foster care and begin their
adult life.
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Secondary Research
The CHSF Family Life Program is open to the community and consists of three series of parenting courses.
According to the the United Way of Northeast Florida website, the age of the children involved indicates which program
they will be partaking in. This program is designed to help parents discuss the difficulties they face with parenting
troubles, aggressive children or those with a mental health issues. The most common mental health issue parents deal with
is Attention Deficit Disorder. Parents can get help in a confidential setting through counseling and one-on-one guidance
meetings. Classes are offered to parents of infants, toddlers, school-aged kids and teenagers. Each course costs $75 for
a six-week period and is open Monday through Friday 8-5 p.m. The Good Choices Good Parenting program offers
parenting classes to teens in foster care. Teens ages 12 to 18-years old are given education and case management
services. These services cover all aspects of sexuality, infant parenting and pregnancy prevention and education. The
third program is a one-on-one in-home parenting course. Families are charged by an hourly rate using the sliding fee
scale.
There are numerous organizations that partner with the CHSF. These affiliates include Children Home
Society of America, Healthy Families Florida, Florida Department of Health, Florida Department of Children & Families,
Alliance For Children & Families, United Way, CCAI’s Angels in Adoption, Believe Achieve Inspire and the Council of
Accreditation. Business affiliates in the in Northeast Florida, Buckner division include K.I.D.S (Kids In Distressed Situations),
Family Support Services, Panera Bread, United Way of Northeast Florida, Target and The Jim Moran Foundation.
As of June 30, 2011, the total amount of money spent on assets was $89,202 and $50,184 on its total net
assets. The CHSF continues to operate through means of service contracts, public support, service fees and other
resources. CHSF receives $99,538 (89 percent) from services contracts, $10,195 (9 percent) from public support, $1,640
(1 percent) from adoption and services fees and $1,034 of its 2011 revenue came from other resources. These amounts
come to the total amount of $112,407 of the organization’s income. CHSF spent a total of $110,933 on programs,
general and administrative purposes and fundraising. Programming fees cost the organization $95,620 (86 percent),
$11,866 (11 percent) was general and administrative fees, and $3,447 (3 percent) was spent on fundraising. These fees
lead to the organization’s total expenditure of $110,933, according to its 2011 annual report.
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Primary Research
To gain a better understanding on the general public’s awareness of the Children’s Home Society of Florida
and what they do for the community, a nine question survey was conducted and distributed with the use of Facebook.
Results from the survey indicate that 75 percent of those surveyed were women and 25 percent were men. Out of those
who participated, 50 percent were between the ages of 21 and 30 and the other 50 percent were aged 41 and older.
The vast majority, 66.7 percent, of those surveyed reported that they had never heard of the CHSF. Ninety percent of
people knew what CHSF does but 100 percent of them had not heard of the Family Life Program. Results also indicated
that 66.7 percent of participants knew someone suffering with Attention Deficit Hyperactive Disorder, 33.3 percent did
not have several communication problems within their family and TV and other outlets were the main sources of
information. Pre- and post-surveys will also be conducted among the primary target audiences specifically, to understand
their knowledge of the CHSF.
Focus groups will be the main source for obtaining qualitative data about the target audiences’ attitudes
towards the CHSF. Parents, teachers, family lawyers and media members will each have their own focus group and will
be asked about their opinions of the CHSF and the programs they offer.
In-depth interviews will provide more detailed perspectives on the CHSF from our audiences. Our firm will
ask questions to those who have worked with the CHSF personally, either through the court system or by voluntarily
seeking help.
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Situational Analysis
The Children’s Home Society of Florida is trying to
increase participation in the Family Life Education
program. Currently, the most involvement is through courtappointed families. CHSF would like the community to be
made aware of all the programs that it has to offer, as
well as a significant increase in the amount of non-courtappointed families enrolled in the programs.
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SWOT
Strengths

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Provides help for
families
Easy process to get
help
Not just a foster and
adoption clinic
Helps to break bad
habits, heal distraught
and prepare for
independence
The current
foundations and
companies
Parenting courses are
a huge advantage
Classes are a very
reasonable price as
well as free
The CHSF hotline
Weakness



Education program
isn’t that well known
Opportunities

The community isn’t
aware of the functions
of CHSF

The program
participation is low


Non court-ordered
families or
individuals seek
help or counseling
Getting in-home
services involved
A well-known
corporation
partner with CHSF
Threats



Other foster homes
and non-profit
organizations in
Fla.
Psychologists and
counseling offices
Competitors
Seeking out to the
community and
families to feel like
they can use
CHSF’s tools
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Campaign Goal
Overall
Strategy



Promote awareness about the many CHSF programs.
Specifically to increase participation in the ‘Family Life
Education’ program so that families in need know these
programs are available.
We also want to build mutually beneficial relationships with
Jacksonville-based corporations who share the same values as
the CHSF.
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Target Audience
Parents:
Teachers:
Media:
Family lawyers:
Corporations:
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Objectives



Increase participation in in-home services by 30 percent by July
2013. (motivational)
Evaluation method- Compare July 2012 numbers to July 2013.
Partner with 3 Jacksonville-based corporations to help fund and
promote the CHSF’s services by July 2013. (motivational)
Evaluation method- Determine if corporations are willing to
continue partnership with us after campaign ends.
Reach 200 Jacksonville families with information about the CHSF
services by July 2013. (informational)
Evaluation method- Survey parents within a 50 mile radius of
CHSF about knowledge of the Home’s services through
mailings.
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Creative Concept: Tagline
HELPING YOU HELP YOUR FAMILY
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Tactics
Social Media
Campaign:
Thoroughly and
specifically talk to
our target audience.
CHSF will use the
geographic tool to
direct posts to
specific audiences.
Pictures and videos
will be used to really
catch the audiences’
attention. The posts
will be around 9
a.m., after 5 p.m.
and weekends.
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Tactics
CHSF teacher and
mommy Blog:
A blog targeted for
teachers and
mothers.
The blog will have
beneficial and
entertaining
information for them
to read and pictures
to look at.
The blog will
provide them with
advice for their
children as well as
the family program
steps.
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Tactics
Restaurant Sponsor:
Panera Bread Company is already a sponsor
of CHSF. Panera will help us raise money.
Panera will dedicate a week of 7 percent of
their sales to the CHSF foundation. Seven
percent of each customer’s transaction the week
of Feb. 4, 2013.
CHSF will contact all of the direct school offices
and corporations to see if they would want to
use Panera for a catered luncheon. Then inform
them of the 7 percent of proceeds and how it is
going towards CHSF specific programs.
The media will be involved during the opening
day of the promotion. The press and media will
be invited to any Panera.
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Tactics
Parent-Teacher
Conferences:
CHSF will partner with
district school boards
around Florida during
each school’s parentteacher conference.
Packets will be given to
each parent letting them
know what our program
offers.
Included in the packet
will be CHSF magnets.
This will gain awareness
through parents and
teachers.
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Tactics
School District
Information:
We will provide school
districts within Florida
pamphlets and
informational meetings
about the CHSF
programs.
This is will increase
awareness and ensure
teachers and faculty to
come to us for help and
spread the word about
what and who we are.
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Tactics
Children’s Home
Society Family
Night:
Saturday April 13,
2013 CHSF will
have a Children’s
Home Family night
at Pump It Up.
Families will be
notified through
social media, our
current clients and
Duval County
schools. Panera
Bread will cater this
event with several
of their famous
dishes.
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Campaign Time Frame
January 2013-July 2013
6 month launch period
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Timeline
January 7: Campaign Launch Date
January 7: Launch of Mommy Blog
January 14: Collect Agency Fee
February 4: Begin Panera Bread Promotion
February 11: End Panera Bread Promotion
April 13: Children’s Home Society of Florida Family night at Pump it Up
July 31: End of Campaign
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Evaluation
-Determine if that was an actual increase in involvement in the
in-home classes by the projected 30 percent goal by
comparing the number of those enrolled in the programs in
July 2012 to the number of those enrolled in July 2013.
-Determine if corporations were willing to continue or start a
new partnership with the CHSF.
- Conduct an informational survey for parents within a 50 mile
radius of the CHSF about the services provided.
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Budget
Recommended Budget: $25,000
Promotional Materials
Parent Packets
Brochures
Magnets
Pens
School District Packets
Brochures
Magnets
500@.20
500@.75
500@.50
$100
$375
$250
300@.20
300@.75
$60
$225
Children’s Home Family Night
Brochures
Magnets
Pens
400@.20
300@.75
300@.50
$80
$225
$150
Media Press Kit
Extra Flyers
Extra Pens
20@$50
500@.20
500@.50
$1000
$100
$250
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Budget
Events
Children’s Home Family Night
Venue- Pump It Up
Jacksonville Zoo Contest Tickets (2 adults, 3 children)
Gift Goodie Bags
Donated Baptist Health Pencils
Donated Panera coupons
Small toys
Donated Water Bottles from Baptist Health
Panera Food
(4) 10 person salad @$44.99 each
(4) 10 person salad @$44.99 each
(4) 4 person mac & cheese @$19.99 each
(4) 4 person soup @$12.99 each
$1,700
$59.75
500@$1.25 each
Free
Free
$625
Free
$179.96
$179.96
$79.96
$51.96
Social Media
Facebook, Twitter, Pinterest
Teacher and Mommy Blog
Hosted on Tumblr and Wordpress
Free
Agency Fee
$2500
$8,191.59
Total Expenses
Free
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