Diamond Lawson

PUR 3100
Audience Analysis

The focus is on the endeavorous ones known as Generation X, the generation post World War
II. Career-established professionals who were born from 1946 to 1964 in the Jacksonville area,
will be targets for getting great donations for Childrens Home Society. Gen X adults are well
seasoned when it comes to having their lives together. Most are married with kids of their own so
donating to this charity, could reach the target successfully. With kids being involved, Gen Xers
tend to
have more of a sympathy approach and will more find ways to help out.

They are already in positions at their jobs that pay great money and
allows them to have a reasonable work-life balance. About 18 percent of men and 20 percent of
women in Gex X are educated but work more than the following millennial generation,
according to CNN. They are also married with kids, many live in nicer subdivision areas of town
such as Riverside, Ponte Vedra, or Mandarin. Their kids are older, like teens or young adults so
time is usually spent at home or small getaway trips with spouses. There is a great amount of
time on their hands for them to be able to get involved.

Gen Xers are also very active on Facebook so they will be able to get great information about
this event. According to Statisita, as of 2014 81 percent of Gen X uses Facebook. The
endeavorous ones are actually social and enjoy interacting with friends.

According to Credit Infocenter, Gen X averages about $50,400 dollars yearly separately and an
annual combined income could reach over $100,000. Generally, married couples are both
working and established with a career as well. However, having a luxury lifestyle isnt for them
so they invest money elsewhere. The donations could be larger than expected.
Married Gen Xers who arent able to have kids are great candidates as well. They generally have
a soft spot for the youth.
 PRESS RELEASE
FOR IMMEDIATE RELEASE
Contact:
Diamond Lawson, Public Relations Specialist
Childrens Home Society of Florida, Buckner Division
(904) 493-7744
n01164933@unf.edu
Help Save the Youth
Sip, savor, and save lives

JACKSONVILLE, Fla. (April 17, 2017) - First Coast foodies can help provide children safe,
stable, and nurturing homes at an Evening of Taste with Chef Matthew Medure on April 23.

Donations will help fund services to place children in nourishing homes so they can heal. Money
will also support parents with programs that will teach them what they need to know to maintain
a healthy family. Twenty-thousand Florida children live in uncertainty due to dangerous
situations at home. Children coming from abusive homes will need support for safer living
conditions.

One of the truly incredible things about Caring Chefs is 100 percent of ticket purchases go
directly to helping children said Special Events Coordinator Andrea Dezso.

Tickets for the event will be on sale for $150 per person. Donators also have an opportunity to
participate in the auctions that are held that evening.

There are more than 60 First Coast chefs that come together and prepare their favorite seasonal
dishes for guests to sample. The restaurants decorate these amazing elaborate booths and some
like Jacksonville Golf & Country are a must see! There are also three live bands, fun photo
booths and giveaways from Jacksonville Magazine.

About Childrens Home Society

Childrens Home Society is passionate about the development of new initiatives that can
dramatically transform lives, including community schools, tech success in Florida, and
changing the way foster children are cared for. For more information please visit
http://chsfl.org/Buckner

###
 Feature Article
Childrens Home Society (CHS) is dedicated to making children and families happy again.
Caring chefs around Jacksonville are providing services to help raise money to keep programs
going. Chef Matthew and the Evening of Taste is just one of the many events that allows locals
to have fun for a great cause. Donations are used to continue programs such as counseling
sessions, early head start, and perinatal programs. With the communitys help, many children
will have the opportunity to grow up in healthy homes.
Just one ticket can provide a therapy session for a traumatized child or new shoes and clothes
for two children who were once neglected, said Special Events Coordinator Andrea Deszo.
Early head start is one program with a significant effort that helps stability in the home from day
one. Children dont come with an instruction manual, says CHS website. Women who are
pregnant or already have kids ranging from zero to three years old, can utilize this service. Help
with preparation for birth allows mothers to feel supported and know that they dont have to be
alone. Volunteers are also available to help create family goals that will have a positive impact
for the children. Personal goals for parents are also highly effective for the familys safety and
growth. In addition, parents build a level of confidence in knowing they are being the best they
can be.
Families of younger children receive home visitors for about 90 minutes every week until the
child turns three. The experienced individual will answer any questions concern parents may
have and provide lists of activities that will help create stronger family bonds in the household.
Also, there are medical professionals who can be contacted to help with any health services
children may need. If parents decided to be a part of the program, CHS just request them to be
available for home visitors to come once a week and attend two family gatherings twice a month.
Since 1902, CHS has been caring for children and families across the state. Thousands of
children face unstable living conditions and it can be prevented if parents seek help. As an
organization, its important to break the cycle and protect children from harm. Family success
has a large impact on children mentally as well as physically. Even if participants cant attend
the events, there are other ways to help.
Folks can always donate on our website at chsfl.org or follow us on Facebook for more events
and upcoming fundraisers in the community, Dezso states.
With the communitys help, children will be less at risk for homelessness, mental issues, and
becoming orphans. Other programs provided by CHS include adoption services so kids are able
to feel what a real home is really like.
Client Name: Childrens Home Society
Campaign URL: https://www.chsfl.org/Buckner
Date of Brief: April 17, 2017
Target Audience: Generation X
Advertising Objective: To help raise money to keep programs and services at CHS going.
Key Consumer Benefit: Adults may see the scared child on the billboard and start to realize
children dont deserve to be mistreated and abused. Some wouldnt even imagine having their
own kids going through what these kids go through.
Competition: Not for sure who exactly would compete with efforts of trying to save children
and end unhealthy homes.
Campaign Personality: My campaign would be sad but in order for people to understand whats
really going on, they must see kids at a sad point in their lives but know that their efforts will
help raise them up to be much happier.
Mandatory Elements: The quote must be on the billboard but also include Children Home
Society logo, specifically the Buckner division.

Billboard will state Teddy, dont leave me.

The picture I chose happens to be a child holding a teddy bear while looking frightened. I chose
this picture because as adults, we hate to see kids scared or afraid especially of people who are
supposed to be taking care of them. I think this picture could draw a lot of attention from the
public because it makes such a cold statement. With the child holding on to a teddy bear, this
may express that this is the only item that seems to comfort her in her hurtful situations. This
could definitely capture attention to what Children Home Society really accomplishes.

Print Ad Headline: Childrens Home Society needs your help to continue providing safe and
healthy environments for our children in need.
 Radio PSA
CLIENT: Childrens Home Society TIME: 30
seconds

TITLE: Lets Create Safer Homes Together DATE: April 17, 2017

TEENAGE FEMALE: IN FLORIDA, NEARLY TWENTY

THOUSAND CHILDREN LIVE IN

UNCERTANITY BECAUSE IT IS TO

DANGEROUS AT HOME.

MY NEW FAMILY WAS ABLE TO SAVE

ME AND GOT ME THE HELP I NEEDED

TO LIVE A BETTER LIFE.

BUT THAT IS NOT THE CASE FOR THE

REST OF THE CHILDREN WHO ARE

SUFFERING.
CHILDRENS HOME SOCIETY HAS

HELPED MANY CHILDREN AND

FAMILIES FIND HOPE, HEALING, AND

OPPORTUNITIES TO CREATE

STRONGER BONDS EACH YEAR. BUT

THEY NEED YOUR HELP TO CONTINUE

PROVIDING GREAT SERVICES FOR US.

SINCE 1902, CHILDRENS HOME

SOCIETY HAS BEEN SAVING KIDS LIKE

ME.

FOR MORE INFORMATION ON HOW

YOU CAN BECOME INVOLVED VISIT

CHILDRENS HOME SOCIETY FLORIDA

DOT COM.
 Media List
Outlet Name Title News Type News Hour Email Address
Jax Blog Megan Co-Founder Blog 24/7 info@jaxmomsblog.com
Kilis
Jax Blog Vicky Co-Founder Blog 24/7 info@jaxmomsblog.com
Lane
Snack and Jill Blog Jill Cruz Food blogger Blog 24/7 snackandjill@gmail.com
Magazine Amy Sales Director Local 24/7 amy@jacksonvillemag.com
Robertson magazine
Blog Steve Children's Author/illustrator Blog 24/7 steve_asbell@yahoo.com
Asbell
The Florida Times Mary Kelli Editor Newspaper Sundays mary.palka@jacksonville.com
Union Palka
First Coast News Bonnie Programming & Community Advertising n/a bsolloway@firstcoastnews.c
Solloway Relations
First Coast News Penny Business Department Advertising n/a pwidner@firstcoastnews.co
Widner
News4Jax Francesca Reporter Local TV n/a famiker@wjxt.com
Amiker news
News4Jax Ethan Reporter Local TV n/a ecalloway@wjxt.com
Calloway news
News4Jax Jennifer Morning Show Team Local TV Morning jwaugh@news4jax.com
Waugh news
News4Jax Bruce Morning Show Team Local TV Morning bhamilton@news4jax.com
Hamilton news
Local TV network Bounce TV Advertising n/a advertise@bouncetv.com
News4Jax Tom Wills Anchor Local TV n/a tom@news4jax.com
news
News4Jax Mary Anchor Local TV Evening/nightly mary@news4jax.com
Baer news news
Action News Jax Erica Anchor/Reporter Local TV Weekend ebennett@actionnewsjax.co
Bennett news mornings
First Coast News Barbara Director of Marketing Local TV n/a bberesford@firstcoastnews.
Beresford news
News4Jax Joy Purdy Anchor Local TV Evening jpurdy@wjxt.com
news
News4Jax Nikki Anchor Local TV Morning nkimbleton@wjxt.com
Kimbleton news
The Florida Times Tom Lifestyle editor Newspaper Sundays tom.szaroleta@jacksonville.
Union Szaroleta
 Web Content

Child Abuse Is Not Only Physical

Adults arent always fit to take care of children therefore putting the child at risk of unstable
living. The Childrens Home Society (CHS) in Jacksonville, Fla. is providing services and
programs to help parents and children. In order for these services to stay active, CHS host
different events to raise money. Proceeds are used to provide clothes, shoes, and healing services
for children and families.
Since 1902, CHS has been making an impact on todays youth in need. When their doors initially
opened, 21 children were housed on just a $400 budget. Fast forward to today, nearly 100
percent of children and families who complete programs here end up abuse free. The
organizations mission is to make a difference because its essential for children to grow up to be
successful. Always doing better for kids is the motto on the website and CHS lives up to that.
Next to the leaders of the company, volunteers have also been a part of all families success.
Before CHS was founded, public welfare and assistance wasnt available to children in need. In
the early 1900s, there was a terrible fire in Jacksonville and a lot of children were displaced
without families to take care of them. With Rev. D.W. Comstock and a staff of two, Nov. 17,
1902 was when CHS was established.
While this service was free, the success of the organization came rapidly. From a single room
office to 15 divisions throughout Florida, money is needed to help things continue.
Jacksonvilles Pampered Chefs has joined forces with CHS to provide fun ways for locals to
become involved and donate. An Evening of Taste with Chef Matthew Medure is the latest event
just for adults this time. Ticket purchases go directly to the programs and services CHS provides.
Guests are spoiled with great food, drinks, and music all while giving for a great cause.
With nearly 1,800 employees, CHS has officially helped more than 90,000 children and families
across the state.