Fathers First

Positive Parenting for Fathers in Santa Cruz County, California Presented by Adcom

About the Agency

Overview
Adcom Communications, Inc. specializes in marketing communications within the consumer, business-to-business, non-profit and industrial market places. Adcoms view on brand is that it is not one thing or necessarily one word nor a logo or set of graphic guidelines that makes a brand a brand. We believe all forms of communication are branding and anything that reaches your audience influences the brand identity and brand experience. We aim to achieve a level of consistency in appearance and messaging to clearly establish your brand and the positive perception in the audiences mind about your brand. The Adcom Group of Companies includes Optiem LLC and Uppercut Motion and Sound. Together, our brands have expertise in communications strategy, production, internet marketing, web development, broadcast production and video content. Adcom won the Silver Award for the Charitable/Not-for-Profit Category for the Inner City Youth Program Video and Health & Wellness Category for the Healthy Kids Day Video from the 2011 International Davey Awards. Adcom works with various non-profits and community-based organizations, including the American Red Cross, the YMCA of Greater Cleveland, AAA and the Cleveland Clinic.

Client List
KeyBank Fathead Moen YMCA Sherin Williams OnBase AAA Cleveland Clinic

Kichler Lighting Swagelok First National Bank The American Red Cross

Case Studies
Rolling out Wellness: The Cleveland Clinic introduced an online initiative called 3605. Its purpose is to provide medically backed wellness advice, guidance and purchasable programs involving a balance of mind, body and food content. Adcom had the job of establishing the concept both locally and nationally and assisting in strategies to drive online sales. Adcom targeted wellness seekers and people with chronic conditions. The two-phase campaign included print, outdoor, broadcast and online media. Leveling the Playing Field: After acquisitions and mergers, First National Bank wanted to compete with sophisticated banks that already have a presence in urban markets. The target audience was individuals, families and businesses in Pennsylvania and eastern Ohio, specifically new markets such as Pittsburgh and Wilkes-Barre. A television campaign was launched in 2009 to introduce the bank. The banks website became the main source of information, reducing paper waste. Jennifer Reel, First National Bank Vice President & Director of Brand and Communication Strategies, said Adcom helped us elevate our brand image in all markets, but especially in major markets where we now compete with banks much larger than ourselves. Our new advertising materials stand up against anyone. With our new marketing campaign and in-branch materials, its an entirely level playing field. Hard sell for software: Hyland Software created a successful enterprise content manager called OnBase. The company wanted to allow customers to re-purpose the software into a touch screen kiosk that would allow consumers to enter their own data. Adcom was hired to develop a promotional video for the new kiosk. The target audience

is the government and healthcare sectors. Working with Uppercut Motion and Sound partner, a casting call was done for a spokesperson for the U.S. and Japanese markets. A site survey was done to find the ideal site for filming. Flash animation graphics were created to demonstrate how the kiosk would work. The video helped Hyland Software open to new business internationally. Guiding in $196 million: Key Bank wanted to gain new and qualified checking account customers by giving a Garmin GPS gift when someone signed up for an account. In addition, they wanted to retain the customer and deepen their relationship by offering products, services and promotions. Finally, they wanted to elevate their brand as a respected brand known for innovation and leadership. The target audience was family asset builders and the mass banking audience. Adcom created in-branch posters, radio, outdoor, transit and other advertisements with the image of the Garmin GPS and graphics relating to Key Bank. Due to the promotion, Key Bank had $196 million in new deposits.

Strengths and Opportunities

Adcom has strong partnerships with the Cleveland Clinic and the YMCA and can utilize them to get resources about positive and healthy parenting. In addition, Adcom has experience with different types of media, such as flyers and videos. Finally, Adcom has experience in working in an urban environment. Environmental opportunities include fathers who want to be involved but who dont know how or are scared. We will give them an opportunity to express fears and learn how to be a positive parent. Another opportunity is the desire for judges and correctional offers to want single fathers to have a relationship with their son so they will stay out of trouble. This will be an opportunity for them to send them to the program.

Weaknesses and Threats

Adcom is located in Cleveland, Ohio while the program will happen in Santa Cruz, California. This will be minimized by partnering with an agency in the county who has more expertise in the region. In addition, Adcom has not done a previous campaign like this before, although they have done several campaigns to benefit the community. Environmental threats include fathers who do not want to be involved at all. In addition, culture may pressure young fathers to not want to be with their children.

Background Information
Single Parent Households
ChildStats.gov o 64% of children ages 0-17 lived with two married parents in 2012, down from 77% in 1980. o In 2012, 24% of children lived with only their mothers. o The proportion of Hispanic children living with two parents decreased from 75% in 1980 to 59% in 2012. ChildWelfare.gov o Children with an involved father tend to have higher IQs. o Toddlers with involved fathers are more patient and can handle the stresses and frustrations of school. o An active and nurturing father is associated with better verbal skills, intellectual functioning and academic achievement among adolescents. U.S. Department of Education: 43% more likely to get As and 33% less likely to have to repeat a grade. o Children with involved fathers tend to be more emotionally secure, aware of their surroundings and be more connected to their peers. o Children with a good relationship with their father were less likely to have depression, exhibit disruptive behavior and to lie. o Children who live with their fathers are more likely to have good physical and emotional health, to achieve academically and to avoid drugs, violence and delinquent behavior.

Santa Cruz County, California

2007-2011 Census Bureau o Total of 93,834 households o 27,533 households have children under 18.

o 19,495 households of married couples with children under 18 years of age. o 5,911 households are single women with children under 18. o Median family income: $80,572 o 13.7% of population below poverty level. o 32% of residents are Hispanic and Latino.

Campaign Purpose
To teach positive parenting to first time, young, unmarried and Hispanic fathers. To keep fathers in their childs lives and support the father in learning how to be a parent. To create a support group to encourage the continuance of skills learned.

Campaign Focus
To give positive parenting skills to first-time, young, unmarried and Hispanic fathers.

Prior Efforts
Fathers and Families Together o Program by The Centers for Families and Children in Cleveland, Ohio. o Has workshops to provide fathers with tools to becoming caring and responsible fathers, such as financial literacy, cooking, legal classes, healthy relationships, and networking. o Open to all men interested in developing fathering skills. Fathers and Families Center o Nonprofit agency in Indianapolis, Indiana. o Workshops for fatherhood development (it starts with you!), workforce development, educational and career services and support services.

o Faces of Fatherhood Luncheon to create awareness of the importance of fathers; has Heart of a Father Awards. o Symposium for father of children with special needs. Center for Fathers and Families o Nonprofit agency in Sacramento, California. o Offers paid classes for topics like parenting, anger management, coparenting and personal assistance. o Free MASTERS after school program.

Audiences
Primary Audience Profile: Unmarried, young new or soon-to-be fathers
Size: According to the Census Bureau, 5,911 households are single women with children under 18. In addition, 19,495 households of married couples with children under 18 years of age. It can be estimated that there are 7,000 of our audience in the area. Problem incidence and severity: The number of single parent households and teenage pregnancies are increasing, so our target audience is constantly growing. Demographics: Males ages 16-24 Psychographics: Value their friends and the media, care about what others think about them, do not think being a parent is cool even though having sex is, might not believe school is important. Infographics: Not knowledgeable about birth control and safe sex Geographics: Live in the urban areas of Santa Cruz County Behaviors: Hang out with their friends, may not attend school regularly, watch sports and listen to music and look up to these individuals. Stages of Change: These men are in all varying stages but we will be targeting the ones who are most interested in being involved with their children.

Primary Audience: Barriers and competing behaviors

Young people have many barriers about the perception of being a parent. They may believe that being a good parent isnt cool. In addition, they may believe that they are not fit to be a parent. The main competing behavior is not being a part of the childs life. Benefits of that may be seen as having more time to do other things and keeping the money that would have normally been spent on the baby.

Primary Audience: Benefits

The audience will be motivated by money, status and acceptance amongst peers.

Primary Audience: Influential others

This audience is influenced by peers, older teenagers in the community, friends, older siblings and celebrities including hip hop artists. Many of these audiences are not doing the desired behavior. Peers, older peers and siblings may also have children and they might not be a part of their lives. Some celebrities have baby mamas and brag about that and the drama with them.

Secondary Audience: Social workers, judges, probation officers

This audience will be utilized to get the primary audience aware of the program. Fathers who were in jail or are under probation can be given this as a part of their release in order to be a part of their childs life.

Objectives and Goals

Behavior Objectives
The main target audience should be a father in his childs life. He will understand what a positive parent is and work on being one with his child.

Knowledge Objectives
Having a father in a childs life increases the childs wellbeing as well as the father.

Belief Objectives
Being a part of your childs life is important to both you and the child. Taking responsibility is important even if it is not perceived as cool.

Goals
Have at least 20 fathers in the first class. Keep a steady amount of 20-30 fathers in each class group. Have fathers stay in their childs life for at least one year after the class. Have fathers keep a year-long relationship with their mentor/mentee after the class.

Positioning Statement
We want young, unmarried, first-time fathers to see being a positive parent and staying in his childs life as beneficial to both father and baby and more important and beneficial than leaving the mother to be a single parent.

Products
Core Product
A bond between father and child

Actual Product
Positive parenting modules and workshops Fathers First support group

Augmented Product
Mentor/mentee program Job search help Coupons on baby supplies Other parenting resources

Budget
Staffing for program: $10,000 Workshops: $5,000 Promotional materials: $10,000

Implementation Plan
Phase One: Preparation
Partnerships with local organizations and companies (such as diaper companies) will be created for coupons, free samples and special deals. Promotional materials will be created

Phase Two: Awareness and First Steps

Flyers will go up in places where single fathers will most likely be found. In addition, the information will be spread to case workers, social services, probation officers and judges for an additional group. Registration will be live online and in person. Applicants will be screened and the top candidates will be chosen to participate in the program.

Phase Three: Program Start

The fathers will attend weekly meetings and be paired up with a buddy (or mentor in later programs). They will learn about positive parenting, parenting skills and the importance of staying in a childs life.

Phase Four: Program End

Fathers will receive a graduation gift and ask to be a mentor for the next group of students.

Phase Five: Evaluation

After three-month evaluation is successful, the second class will open and start. Six- and twelve-month evaluations will continue as scheduled.

Evaluation
Evaluation Purpose and Audience
The purpose of the evaluation is to see if the program works and what changes should be made. The evaluation is being done by Adcom for First 5 to ensure the program is working should be continued. It will also be done to show organizations who we want to partner with to show the success of the program. In addition, we can use this to try to get a grant.

Measured Goals
The first goal will be measured by the number of applicants and attendees in the first trial group. The second goal will be measured by the number of applicants and attendees in future classes. If there is an overwhelming demand, separate classes can be added (ex. a Monday group and a Thursday group.) The third goal will be done by a visit to the fathers/childs house one year later. Since surveys are not guaranteed responses and the class sizes will be kept small, there will be enough manpower for a surprise visit to the father. Graduating students will receive deals and coupons in the mail so an updated address is important. The fourth goal will be done in the above visit. The mentee will be asked if he keeps in contact with his mentor. In addition, the mentor is most likely someone who is willing to help and will keep updated contact information. They will be asked also.

Techniques and Cost

The first two goals will be measured by attendance and registration. The last two will be done by surprise visits and phone calls. Attendance and registration numbers should always be taken and updated. The visits about being in the childs life and mentor/mentee relations will be done three, six and twelve months after the program. As surveys will not be created, it will cost regular manpower.