Finding Children Homes through Marketing

Situation

The Children’s Service Society of Wisconsin (CSSW) is the largest, private, not-for-profit provider of welfare services for children in the state. For the past 117 years, the CSSW has placed children in foster and adoptive homes and worked to make the child’s existing living situation as healthy and happy as possible. Much of their success depends upon the recruitment of potential foster and adoptive parents.

Challenge

Zizzo Group Marketing + PR + Media (ZGM+PR+NM) was challenged by CSSW to create advertising to target the unique type of individual that would likely be an adoptive or foster parent.

Results

Part of their non-profit practice area, ZGM+PR+NM responded with motivating and touching advertising aimed at CSSW’s target audience. The creative included radio, print and direct mail. The direct mail received an unheard of response rate for the direct mail industry.