Target Strategy

Two segments:

• Parents 

Segmentation has been made by stakeholders.

We’re brand new so our cognitive goal is to conquer PARENTS.

Parents are our marketing and communication target.

Parents we target are aged 20 to 40 years old from Western Europe and North America and may be earning more than $40,000 a year to be acceptable by adoption services. We expect parents to be able to financially meet children's needs.

Parents may pass an exam of their motivation for adoption. A psychologist will meet them to define their expectations about it. 

What to say in our message?

·     We need PARENTS because they expect to adopt children and Ethiopian ones would love sharing their life,

·     Children should be interviewed to meet parents’ expectations

Budget

Communication and marketing campaign based on adoption objectives (100 adoptions  a year)

-          Increase the number of adoptions of 10% by Dec 31^st.

Increase our online visibility by 50% by Dec 31^st

“Recruitment” strategy

·         Transform their will to adopt children into a visit to our centers/blog

·         Obtain a phoning database of contacts that interested by adoption

·         AIO method to segment prospects among their way of life (are they expecting to adopt soon ?)

·         Phoning with arguments to explain our goals in Ethiopia and showing how well adoption worked for other children .

• NGO's (to partnerships)

-       Creation of ad space on the blog.: VISIBILITY

-       Monthly article about the NGO activities : ( interview- values-fights)

-       Invit them for meeting about construction of the blog ( table ronde)

-       Relationship with NGOs needs to be based on a relationship of mutual gain.

-       Our ranking on their website enables us to gain visibility.

-       Putting their links on our blog can redirect potential donors on their website.

 Increase traffic

 Increase the number of positions

 Increase the number of active members

·                          4 posts per week

- Increase the number of visitors (25%)

• ·      Best ranking
• ·      Qualitative content
• ·      Evidence consistent
• ·      Creating a newsletter
• ·      Creating a Forum for parents
• ·      Government ensures

- Improving ranking.

• ·      Active blog
• ·      Creates Facebook page
• ·      Creates partnerships with orphanages and NGOs

- Publish more testimony

Term goal is to increase the number of adoptions in Ethiopia to 10% in future years.

• ·      2009: 445
• ·      2010: 352
• ·      2011: 288