| Why do you need AdAids help? | Last year we were offered the possibility of air time through TVNZs charity function. To make use of any possible airtime, however, we require an advertising campaign created, which can be prohibitively expensive. As our main function is to support our Membership, we can only proceed down this path with the help of third parties wishing to donate their time/skills. |
| What is the issue or problem your organisation responds to and who does it affect? | The Federation is a network of over 150 Services that employ 1400 predominantly volunteer staff, that offer budgeting advice and skills to the New Zealand community. Our Clients, typically suffering from debt crises, are dealt with on a one-off or ongoing intensive basis and many Budget Services also offer community education. Currently our Clients are low-income earners and beneficiaries, usually in financially critical situations, although budgeting skills and debt and savings issues affect a broad spectrum of New Zealand society. We worked with over 32,000 Client families and fielded more than 280,000 enquiries last year alone. |
| How could an advertising campaign help? What is the single biggest objective? | An advertising campaign will raise the awareness of budgeting services and the 'family budgeting' brand in New Zealand to increase both client and volunteer numbers as well as furtherfunding possibilities. |
| Who is your target audience for a campaign? | Low to middle income families |
| If you need a campaign that requires a direct response for the public what resources do you have to manage this? | This campaign does not require a direct response from the public. Our Services are well placed to increase their capacity if the need arises and this campaign has the potential to increase both volunteer and client numbers, which will balance each other out in terms of workloads. There is also a possibility of including an 0800 number that the Federation has reserved for this purpose in the campaign, which would require further resources but could be easily managed. |
| How will you be able to measure the results? | Annual statistics collation as well as website and phoneline metrics. |
| Do you wish this campaign to work nationally or in a local region only? | Nationally |
| What timing challenges does this campaign present if any? | None presently, although possibly dependent on advertising space and a potential national budgeting week. |
| Do you have any previous campaigns created for you by an advertising or design agency? When and which agency? | False. When: . Which agency |
