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Using targeted marketing to increase foster carers: making smarter use of limited marketing dollars

Conference Paper


Abstract


  • Finding enough foster carers for children in Australia who are not safe with their birth parents

    is a major challenge. Communicating more effectively with those who would consider

    fostering is one practical way of trying to attract more carers. Based on an empirical study

    with 499 Australians it can be concluded that people with the highest likelihood of making the

    first step towards fostering in the next 12 months differ significantly in a number of sociodemographic

    characteristics and demonstrate a preference for different media channels. These

    findings will help foster care agencies target their communication messages more effectively,

    thus getting more value for their (often very limited) marketing dollars.

Publication Date


  • 2010

Citation


  • Randle, M. J. & Dolnicar, S. (2010). Using targeted marketing to increase foster carers: making smarter use of limited marketing dollars. Australia and New Zealand Marketing Academy Conference (pp. 1-7). Christchurch, New Zealand: Department of Management, College of Business and Economics, University of Canterbury.

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/2462

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Abstract


  • Finding enough foster carers for children in Australia who are not safe with their birth parents

    is a major challenge. Communicating more effectively with those who would consider

    fostering is one practical way of trying to attract more carers. Based on an empirical study

    with 499 Australians it can be concluded that people with the highest likelihood of making the

    first step towards fostering in the next 12 months differ significantly in a number of sociodemographic

    characteristics and demonstrate a preference for different media channels. These

    findings will help foster care agencies target their communication messages more effectively,

    thus getting more value for their (often very limited) marketing dollars.

Publication Date


  • 2010

Citation


  • Randle, M. J. & Dolnicar, S. (2010). Using targeted marketing to increase foster carers: making smarter use of limited marketing dollars. Australia and New Zealand Marketing Academy Conference (pp. 1-7). Christchurch, New Zealand: Department of Management, College of Business and Economics, University of Canterbury.

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/2462

Start Page


  • 1

End Page


  • 7