A Strategic Marketing Communications Plan for Court Appointed Special Advocates (CASA) of Johnson and Wyandotte Counties

Hawks, Elizabeth

Publication

A Strategic Marketing Communications Plan for Court Appointed Special Advocates (CASA) of Johnson and Wyandotte Counties

Hawks, Elizabeth

Abstract

This study analyzes the current marketing communications efforts of Court Appointed Special Advocates (CASA) of Johnson and Wyandotte Counties in terms of how those efforts help meet the organization's primary goal of fundraising. Two main hurdles are 1) lack of awareness and understanding of CASA's mission and services, and 2) a negative perception of foster care. The team conducted primary research including in-depth interviews and surveys, as well as extensive secondary research on economic impact, corporate giving, communication channels, volunteer impact, non-profit market and CASA's financial condition. Better educating the public has a high probability of leading to an increase in volunteers and funding. Equipping supporters with the right key messages and means to spread the word about CASA is critical. Our team recommends strategies that focus more resources on PR, radio public service announcements (PSAs), word of mouth and social media, and in order to maximize return on resources.