Fostering NSW · 2018. 7. 3. · Fostering NSW public awareness campaign 3. ... • Using...
Transcript of Fostering NSW · 2018. 7. 3. · Fostering NSW public awareness campaign 3. ... • Using...
AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)
FosteringNSWRecruitmentandRetentionofCarers
Program
May2013–June2018
EndofProgramReview
2AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)
ProjectOverview
Thisprojecthascomprisedthreecomponents:
1. State-widefostercareinformation&enquiryservice
2. FosteringNSWpublicawarenesscampaign
3. Sectordevelopment(untilJune2016)
3AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)
ProjectOverview
• Providingaone-stop-shopforpeopletofindoutaboutfostering,havetheirquestionsansweredandseekassistancetofindtherightagencyforthem;
• Pioneeringtheuseofsocialmedia,particularlyFacebook,tosharegreatstoriesandcontent,buildcommunityandreplicatethe‘wordofmouth’effecttoattractnewcarers;
• Runninga‘steadypressoffice’forthepitchingofpositivemediastories,particularlyaroundkeyeventssuchasFosterCareWeek,FamiliesWeek,YouthWeek,NAIDOCWeek,MardiGras;
4AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)
ProjectOverview
• Usingcontemporarymarketingresearchtoinformthedesignofanintegratedmulti-platformmarketingcampaignwithengaging,tailoredandculturallyappropriatecreativeandmessaging;
• Collectingandanalysingenquirydatatoimprovecampaigntargeting;
• SupportingNGOrecruitmenteffortswithresources,collaborativework,trainingandadvice.
5AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)
Therewerechallenges………
• Lossofkeystaff(May2014,July2015)
• Pushtochangeourbrandingtobetterreflect‘SafeHomeForLife’(Aug–Nov2015)
• Minister’sOfficeDailyTelegraphdeal(Nov2016)
• Newprogramtenderandresultinguncertaintyandshortfundingextensions(fromJuly2017untilMay2018!)
6AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)
……andmanyrewards!• LaunchatParliamentHouse(May
2013)
• SydneyMardiGras(March2016)
• TheImportanceofBelonging–WhyCulturalCareMatters(Video)(May2016)
• MediaPartnership–Mamamia(Aug-Oct2016)
• Safe–OnCountryandInCulture(June2017)
• Agencyrelationships(ongoing!)
7AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)
WebsiteEnhancements:
• Easiernavigation
• Randomisationofpostcodesearchresults
• Updatedcontenttoreflectreforms
• Informationsessionspage
• Blogpage
• Self-AssessmentQuiz
• Goalsetting
EnquiryandReferralEnhancements
• Processautomisation
• Collectionofmoredemographicdata
• Streamliningofoutcomeoptions
• Betteragencymatching
• The‘Nudge’
WebsiteandEnquiryLine–ContinuousImprovements
8AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)
DATAINSIGHTS:Website
May2013–May2018
• 549,784visitstothewebsite• averaging9,163visitsper
month
• 56%enquiriessubmittedviawebsite
9AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)
DATAINSIGHTS:WebsiteTrending–onwardsandupwards
• Notethemovementfromaverageof5-6-7,000to7-8-9,000permonth.
10AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)
• VisitorChannels
DATAINSIGHTS:Website
Channel %Visits GoalConversion
11AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)
DATAINSIGHTS:EnquiryLine
May2013–May2018
• 11,030enquiries• 4,980referralstoagencies• Conversionrateundetermined
butcouldbeashighas13%
12AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)
13AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)
14AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)
• Continuedincreaseinenquiriesacrosstargetedgroups
15AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)
DATAINSIGHTS:EnquiryLineWhoenquires?
• 78%ofenquirersareagedbetween25and55• 59%ofenquirersareinacouple(35.6%withchildrenin
thehome)
• 69%ofenquirersareworking(30%fulltime,39%parttimeorflexible)
• 45%ofenquirershaveworkedineducation,health,childcare,OOHC,criminaljustice,disability
16AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)
DATAINSIGHTS:EnquiryLineWhattypesofcarearetheyinterestedin?EnquirersareFLEXIBLE.Theymainlyjustwanttohelp…..
• 50%ofenquirerswouldfostertoadopt• 57%ofenquirerswouldconsideremergencycare
• 55%ofenquirerswouldconsiderrestorationcare• 48%ofenquirerswouldconsidersiblinggroups(butoften
withthecaveatthat2mightbeenough….)
17AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)
• 41,698FacebookFollowers–growingby200eachmonth
• Engagingcontent=greatengagement=growyouraudience
• SocialmediawasakeydrivertoourwebsiteandFacebookwas2ndhighestreferralsource.
INSIGHTS:SocialMedia
18AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)
• Videos• Info-graphics• Blogposts• SharedMediastories
• CuratedContent• Promotions
INSIGHTS:SocialMedia
19AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)
SEPT2014–MAY2016• 295Mediamentions
• Audience/circulationof4,439,071
• Advertisingspacerateof$906,833
• Highestaudience=PRESS
JULY2016–SEPT2017• 875Mediamentions
• Audience/circulationof5,000,361
• Advertisingspacerateof$1,398,805
• Highestaudience=INTERNET
INSIGHTS:MediaExposure
20AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)
INSIGHTS:MediaExposure
• Sept2014–May2016
• July2016–Sept2017
21AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)
INSIGHTS:EnquirerResearch• Surveysentouttoallenquirersondatabaseinearly2018
• 239respondents
• 40%promptedtoenquirebecausetheyheardtherewasaneedoritwastherighttimefortheirfamily
• Between53%and68%verysatisfiedwiththeirexperienceofinitialcontactwithFosteringNSW*
• Between53%and71%verysatisfiedwithexperiencewiththeiragency*
• Satisfactiondroppedtoaverageofbetween30%and50%withtraining,applicationandassessmentprocess.
*Note:Peoplewhoseinitialcontactwasbyphonehadabetterexperience.PeoplewhohadagoodorbadexperiencewithFNSW,tendedtoreportasimilarexperiencewiththeagency.
Satisfactionwaslessacrosstheboardwithpeoplewhobeganwithonlinesubmission–morefulltimeworkersappliedonlineinitially–doesthistellussomethingaboutthegapbetweenexpectationandreality?
22AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)
INSIGHTS:EnquirerResearch
Enquirerswhorespondedpositivelysaidtheyfoundserviceshelpful,prompt,encouraging,empatheticandhadalltheirquestionsanswered.
Theysaidtheyfoundtheprocessemotional,informative,enlighteningandpowerful.
23AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)
INSIGHTS:EnquirerResearch
Enquirerswhorespondednegativelysaidtheyfoundservicesslowtorespond,orthattheyhadnoresponseatall,communicationwaslacking.
Theysaidtheyfoundtheprocessoverwhelming,shockingandnotwhattheyexpectedatall.
24AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)
AgencyCollaboration–THANKYOU!
25AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)
Takeawaymessages
• Wordofmouthisstillthebestrecruitmenttool!
• Carersfeelmorevulnerablethaneveratthemoment–theyneedtofeelrespectedandvalued.
• Communication,communication,communication!
• Keymessagesaregettingthrough–recentfocusgroupsusedmuchofoureducativelanguageintheirdiscussionse.g.kidsneedasenseofbelonging,carersarepartofateametc.
• Youaredoinganamazingjob-keepatit!
AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)
“Ican'timaginehowwecouldhaveachievedthethingswehavewithouttheeffortsandsupportofFosteringNSW.”
“Ifeltsupported,heardandacknowledged.Youguyswereanessentialpartinthedevelopmentof[agency]’ssuccessfulfostercarerrecruitmentinpastfouryears.”
“Wehaveappreciatedtheadditionalcommunityexposureandpositivemessagesaboutfosteringthathavebeenprovidedthroughyourwork.”
“Webelieveyouhadagreatsystemandnetworksthatweremakingatangibledifferenceinrecruitingnewcarers.”
27AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)
MyForeverFamilyNSW:Whatyouneedtoknow
• Enquiriestakenonthe1800lineorviawebsitebetweenMonday18thJuneandMonday2ndJulyandanyoutstandingreferralswillbedealtwithandfollowedupbyFaCS.
• FNSWwebsitewillbeswitchedoffonSaturday30thJuneandsearcheswillbere-directedtoMyForeverFamilyNSWwebsite.
• FNSWFacebookpagewillbehandedovertoAdoptChangeandre-brandedtoMyForeverFamilyNSW
• MyForeverFamilyNSWwillsoonbecontactingagenciesregardingnewarrangementsandprocessesforafterthe1stJuly.
• KeycontactisReneeCarterofAdoptChangeviaRenee.carter@adoptchange.org.au
AssociationofChildren’sWelfareAgencies(ACWA)/CentreforCommunityWelfareTraining(CCWT)