jeudi 8 novembre 2012
The campaign message
Our objective is to inform people of procedures to adopt Ethiopian children.
For 2012, our goal is to increase by 50% our
on-line notoriety but also the number of adoptions of 10% by Dec 31st.
For our parents’ segment, our communication
actions will be:
Ads in magazines
intended for parents (Parents Magazine, Psychology Magazine…) to explain our
activities and how to contact us.
Sending flyers
to medical health specialists to inform sterile people they have a solution to
raise children,
A story-telling
communication campaign with a video would be appropriate.
Parents may feel
concerned and involved when watching poor children waiting for adoption.
Our motto could be: You can easily
give love to Ethiopian children by adopting them, they need you!
lundi 15 octobre 2012
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
jeudi 4 octobre 2012
competitor #3 INTERCOUNTRY ADOPTION
I've selected a great web site: Intercountry adoption.
This web site deals with important and necessary topics like:
- Hague Convention Information
- Who Can Adopt
- Who Can Be Adopted
- How To Adopt
- Traveling Abroad
- After Adoption
They have find the good questions and give effective advices to family.
In the blog there are statistics and a lot of studies about adoption procedure in Ethiopia.
We want to improve this perfect blog and add the notion of chatting.
Adopt an ethiopian. com wants to connect people with similar project of adoption.
We integrate digital innovation like conference call with lawyers, children judge ...
Families would like to have testimonies and practical advices.
Adoption Statistics
Competitor # 2: SOS Enfants Ethiopie.
SOS Enfants Ethiopie was created over 20 years ago in 1989 by Jacqueline and Yves Ferez. This NGO, whose goal is to help orphaned and abandoned children, had originally built an orphanage to accommodate around fifty children in Addis Ababa.
SOSEE has been able to help more and more needy children. Today SOSEE includes orphanages, learning centers, cereal and horticultural farms and about fifteen admission centers located throughout the country.
SOS website is really complete for future parents and donators, there is a lot information about Ethiopia, orphanage center etc... But there is nothing about a concrete approach of adoption... Who can adopt? How... ? adoption procedure...
Our blog is maybe a complement of this website, let's have some advices...
Legal Policy:
(http://www.diplomatie.gouv.fr/fr/enjeux-internationaux/adoption-internationale-2605/comment-adopter-a-l-etranger/les-fiches-pays/fiches-pays-adoption/article/ethiopie)
Ethiopia is not a party to the Hague Convention of 29 May 1993 on Protection of Children and Cooperation in Respect of Inter-country Adoption.
Only married couples are allowed to adopt. Just that one spouse is 25 years of age. Both spouses must consent to the adoption, unless it is the adoption of your spouse's child.
Adopters may, at the time of adoption, have biological or adopted children.
- Anyone aged under 18 whose parents or guardians have consented to the adoption is adoption.
- Any child old enough to express his opinion will be heard by either the judge or by a social worker, before the judgment of adoption.
All adoption records should be in advance, held by a french Agency Approved for Adoption (OAA), proficient in the district of residence of the adoptive parents. He will be responsible for investigating the case with the Ethiopian Ministry of Women (Ministry of Women's Affairs).
dimanche 30 septembre 2012
Competitor #1 : ETHIOPIAN ORPHAN RELIEF, INC.
ETHIOPIAN ORPHAN RELIEF, INC.
This is one of our main competitors (http://ethiopianorphanrelief.org).
 |
| http://ethiopianorphanrelief.org |
Content quality of their website: quite good
You can find board of directors, advisory board and their annual report (even if not working at this
moment) but also how to raise money for Ethiopian (like the 5K run, pay tee-shirts) , all about their
partners. It is all about joining events and participating undirectly in order to raise money.
No interactivity on this website. You are invited to visit the Facebook page and the blog. So, what aims at
showing this website if you are redirected to other pages ? Few comments on their blogs.
Negative comments are not deleted. It may not be handled.
No interactivity on this website. You are invited to visit the Facebook page and the blog. So, what aims at
showing this website if you are redirected to other pages ? Few comments on their blogs.
Negative comments are not deleted. It may not be handled.
Design of their website: medium
Not really exciting, lack of big nice pictures. We want to discover more about the country and all children.
I may leave the website because it doesn't catch my eyes.
I may leave the website because it doesn't catch my eyes.
Conclusion :
Too much focussed on messages about monetizing and fundraising and participating to events.
We don't know much information about children, how they are. It's only about giving you the will to visit
Ethiopia and come to see them. It may be a good way to select people really involved in adopting
Ethiopian... This website doesn't appear as trustworthy because it lacks of pictures and comments from
people who have recently adopted Ethiopian.
We don't know much information about children, how they are. It's only about giving you the will to visit
Ethiopia and come to see them. It may be a good way to select people really involved in adopting
Ethiopian... This website doesn't appear as trustworthy because it lacks of pictures and comments from
people who have recently adopted Ethiopian.
jeudi 27 septembre 2012
Purpose...
This blog aims at promoting Ethiopian's adoption by foreigners. You will understand all conditions to be recevable to welcome Ethiopian children at home. Because, them, as well, need a FAMILY to be loved.
We are highly inspired by the following blogs:
- http://ethiopia.adoption.com/
- http://ethiopianorphanrelief.
org/SOS_EE.php - http://www.hopeadoptionagency.
org/ - http://www.holtinternational.
org/ethiopia/ - http://adoption.state.gov/
country_information/country_ specific_info.php?country- select=ethiopia - http://www.facebook.com/
adoption.children - http://www.facebook.com/pages/
Ethiopian-Adoption/ 356040224429847
Inscription à :
Articles (Atom)