Child Guidance Center PR Campaign

Mental Health Begins at Home Public Relations Campaign by: Lana Barendse. Jessica Goldman, Hannah Goodman and Alex Mandinach

Child Guidance Center “Mental Health Begins at Home�

Public Relations Campaigns Professor: Christopher Trela Spring 2015

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6 introduction and executive summary 7 client fact sheet PART ONE: CAMPAIGN PLAN 9 background + situation analysis 10 survey results 11 core problem + opportunity 12 goals + objectives 13 key public + profiles 16 theme + messages 17 strategies + tactics 18 communication table 20 calendar 21 budget 22 evaluation criteria

table of contents

PART TWO: COMMUNICATION TACTICS 24 news release 25 feature article 26 social media enhancements 27 media pitch email 28 newsletter 29 radio psa 30 press kit 31 website suggestions PART THREE: APPENDIX 33 research findings 34 preliminary identification of publics 35 works cited 36 thank you’s

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WHAT IS THE CHILD GUIDANCE CENTER? For over 40 years, the Child Guidance Center has been providing quality behavioral and mental health services to Orange County children and their families and empowering them to reach their potential. As a 501(c) 3 nonprofit organization, the Child Guidance Center helps children and parents throughout Orange County achieve healthier, more balanced lives through innovative counseling, treatment and educational enrichment programs.

MISSION The Child Guidance Center seeks to provide quality outpatient mental health and child abuse-related counseling services, empowering children and families to reach their potential and providing education on the importance of prevention and treatment.

KEY PROBLEMS - Since the CGC offers a variety of services and treatments, the current message of “helping children and families repair relationships since 1967� does not entirely encompass what the organization seeks to achieve.

- The name recognition of the Child Guidance Center is not well known in Orange County.

- The donor base of the CGC is not at the size it needs to be at in order to insure financial stability outside of government funding.

introduction

executive summary PROBLEM & OPPORTUNITY If the Child Guidance Center does not increase donations, they will be unable to support the needs of their ever-growing clientele and risk solely operating on unreliable government funding.

4. Host a parent-focused workshop series at an Orange County elementary or middle school facilitating parent-child interaction by September 1 of 2015, during the Back to School night.

5. Have the CGC attend a community outreach opportunity (resource fairs, street fairs, festivals, etc.) once a month.

GOALS

STRATEGIES

1. Increase donor support and retention for the Child Guidance Center.

2. Increase overall awareness of services provided by the Child Guidance Center.

3. Promote better awareness of the Child Guidance Center’s wide array of mental health and behavioral services, and draw particular interest to the work they do with families.

1. Encourage and motivate prospective and current donors to support the Child Guidance Center on a regular basis financially and in the form of attendance at events.

2. Increase the name recognition of the Child Guidance Center by improving community outreach through the Back to School Night event, speaker outreach opportunities a local schools and participation at community resource fairs 3. Communicate the message of the Child Guidance Center more clearly and succinctly by redesigning elements of the website, redeveloping the tagline for the organization, creating a stronger social media presence and rewording the messaging in the brochures.

OBJECTIVES 1. Create an incentivized allegiance program to ensure longevity with current donors by August of 2015.

2. Create a multi-channel communication and engagement strategy between the organization and its supporters by December of 2015.

3. Create a speaker series for elementary and middle school students promoting the CGC as a resource and overall healthy living habits by September 1 of 2015, during mental health awareness days.

THEME Mental Health Begins at Home

BUDGET $2,880 with donations or in house $5,080 without donations

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535 N. Cabrillo Drive, Suite 300, Santa Ana, CA 92701 FACT SHEET Contact: Karen Knee (714) 953-4455 ext. 614 Kknee@cgcinc.org Mission:

Our mission is to provide quality outpatient mental health, trauma and child abuse related counseling; to empower children and families to reach their potential; to educate on the importance of prevention and treatment.

Organization: A committed Management Team, consisting of an Executive Director supported by three Clinical Program Directors, a Manager of Administration, one Administrative Assistant, and Director of Development/Marketing, oversees more than 50 professionals including Licensed Child Psychologists, Clinical Social Workers, Marriage Family Therapists, and Board Certified Child Psychiatrists.

Services:

CGC provides in-depth counseling programs that include individual, family, and group counseling; trauma-focused cognitive behavior treatment/psychological testing; PEERS group treatment; psychiatric evaluation and medication support.

Parent-Child Interaction Therapy (PCIT) is an evidence-based approach to treating parents along with their young children, ages 2-10, in which a therapist behind a one-way mirror coaches the parent wearing wireless earphones on specific ways of relating to, or managing the child’s behavior “at that moment.”

Services are provided at Family Resource Centers in Santa Ana, Anaheim, on school sites, and as needed in home, in addition to our three main offices in Santa Ana, Fullerton, and Buena Park.

Hours:

All three of our main offices are open Monday – Friday. 9am-5pm. The Fullerton office is located at 2050 Youth Way, Fullerton, CA 92701. The Buena Park office is located at 6301 Beach Blvd., Suite 245, Buena Park, CA 90621.

Patients:

CGC serves over 1000 mental health, child abuse and PCIT-related clients per week. And less than 1% of families seen in 10 or more visits in CGC’s child abuse counseling programs are referred a second time for abuse-related reasons.

Funding:

All support comes through contracts from the Orange County Health Care Agency/Behavioral Health Division, Social Services Agency, outside funders, and community support. 90 cents of every dollar received goes directly to treatment.

3/2/2015

client fact sheet

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PA RT O N E campaign plan

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treatment makes it challenging to receive medical attention in a timely and consistent manner.

DIFFICULTIES IN NONPROFIT SECTOR The cause and mission of mental health therapy is impactful and deserving of donations. However, it is a challenge for smaller nonprofits to compete for funds with larger, more well-known nonprofits.

ABOUT THE CHILD GUIDANCE CENTER The Child Guidance Center is a county and donorfunded organization that aids children with mental health issues, providing them and their families the help they need. They offer low-income families with therapy they may not otherwise receive, at no cost to the patient.

INDUSTRY The mental health nonprofit field is prevalent across the United States and Orange County, but the focus on youth mental health shows to be less common.

MARKET SEGMENT OF MENTAL HEALTH FOR YOUTH

HOW THE CHILD GUIDANCE CENTER STARTED The center opened in reaction to a need for Orange County to focus on specialized behavioral services not provided by state and local governments.

The Child Guidance Center began in 1967 with the help of the Children’s League of Fullerton & La Habra Women’s club. It is funded through the support of donors and government funds, providing a small yet consistent pool of financial resources.

OPPORTUNITIES & THREATS Most organizations in the mental health field struggle with conveying their message in a heartwarming yet understandable way. Yet larger nonprofits face less difficulty for their messages tend to be simpler and more straightforward.

State and local governments offer mental health services as a public good. Yet high demand for

background + situation analysis

The CGC, on the other hand, covers a vast array of mental health services, such as behavioral management, parent guidance, dietary therapy and therapy for military families with PTSD. This makes it difficult to convey the services they offer to their target audience. But, their PCIT and Military Family Stress Program are two recent successes that the CGC can capitalize on.

OBSTACLES According to the American Psychological Association, nearly 15 million of our nation’s youth are affected by a mental disorder. The CGC prides itself on its use of parent involvement when providing services to children. The organization hopes to administer services to a larger number of children afflicted in Orange County, yet are faced with a lack of funding due to their small donor pool.

GOALS The organization plans to create unified branding across multiple platforms and publications, expand their donor and volunteer pool and receive more professional recognition in the media, for example, being the first organization people called when events like the Isla Vista shootings occur.

survey results

60%

indicated that they would rank their knowledge of CGC programs as a 4 or more (on a scale of 1-5)

100%

90%

have made a financial donation to the CGC before taking the survey

60%

indicated a ranking of 3 for how would recommend someone well the CDC engages with the they know to donate to the CGC community (on a scale of 1-5)

90%

(of those who have donated recently) said they were aware of CGC events and happenings.

80%

say that the CGC did not have name recognition in Orange County

20%

found out about the CGC because they are on the Board of Directors, [20 % are current employees and 30% were introduced to the CGC by a current volunteer, donor or patient]

What made you want to donate to the CGC? “Their purpose and conviction” “Due to my significant involvement for the overall belief that CGC is the best at what they do. In the years they have been in operation they have helped over 3,000,000 children and their families. That says a lot about their reputation and expertise.”

Feedback: “We just need it to grow in the social enterprise realm so their name/brand recognition is out in all the OC communities for potential clients. SEO maximization would help for people online desperate for help - which is great, but needs the internal structure to support increase in client appointments.”

“CGC provides a few different types of services which do not translate into a single message. The message needs to either focus on one service - military families for example - be a crystal clear umbrella image. At the moment, it is fuzzy and not compelling.”

Survey emailed to Child Guidance Center donor and volunteer base, and received 10 total responses.

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If the Child Guidance Center does not increase donations, they will be unable to support the needs of their ever-growing clientele and risk solely operating on unreliable government funding.

core problem + opportunity

goals + objectives

GOAL NUMBER ONE

GOAL NUMBER TWO

To increase donor support and retention for the Child Guidance Center.

To increase overall awareness of services provided by the Child Guidance Center.

Objectives: 1. Add 20 new high-level donors each year starting in 2015.

2. Get each donor to attend at least one CGC event by the end of 2016.

3. Have each donor bring in at least one potential donor to a CGC event by the end of 2016.

4. Create an incentivized allegiance program to ensure longevity with current donors by August of 2015.

5. Create a specified monthly donation program by August of 2015.

6. Invite 100 business professionals to the annual CGC Christmas event, the “Holiday Tree Fantasy.�

7. Create a multi-channel communication and engagement strategy between the organization and its supporters by December of 2015.

Objectives: 1. Create a speaker series for elementary and middle school students promoting the CGC as a resource and overall healthy living habits by September 1 of 2015.

2. Create a high school and college speaker series promoting the CGC as a quality psychological resource on adolescent mental health by September 1 of 2015.

3. Develop a campus club program by December of 2015 for both Orange County districts with high schools and Orange County universities with student organizations.

4. Host a parent-focused workshop series at an Orange County elementary or middle school facilitating parent-child interaction

by September 1 of 2015, during the Back to School night.

5. Have the CGC attend a community outreach opportunity (resource fairs, street fairs, festivals, etc.) once a month.

6. Improve messaging of marketing materials by the end of 2015.

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Prospective Donors: Upper-class White Families in Orange County

Board of Directors & Volunteers - Child Guidance Center Supporters

Public Elementary and Middle School Counselors/Administration in the Orange County Area

key publics

key public profiles

PROSPECTIVE DONORS: UPPER-CLASS WHITE FAMILIES IN ORANGE COUNTY Upper-class families (100k or higher per year), of which a large percentage is white/caucasian, living in wealthier areas of Orange County.

Most prospective donors will have a connection to mental illness in some way, therefore making them more attracted to the Child Guidance Center’s programs. This public will likely have members in their families who struggle with mental illness or have a heart for helping the less fortunate. This public is more likely to donate to the Child Guidance center because of the impact their money will have on lower income families in the Orange County area.

Self-Interests: helping those less fortunate (especially those dealing with mental illness,) charitable and want to give back to their community and family members with a mental illness Influentials: clients, community leaders, local government officials, family members who have a mental illness and current donors

PUBLIC ELEMENTARY + MIDDLE SCHOOL BOARD OF DIRECTORS & VOLUNTEERS COUNSELORS/ADMINISTRATION IN THE CHILD GUIDANCE CENTER SUPPORTERS ORANGE COUNTY AREA Educational staff and administration at public elementary and middle schools in the Orange County area, more so in lower income areas.

These professionals work directly for and interact with students, and would be able to recommend a student to visit the Child Guidance Center for therapy or a form of treatment.

It is important to have strong relationships with educational professionals so they can continue to recommend the services of the Child Guidance Center.

Self-interests: wanting to give more in-depth care and services to their students, especially those who can’t afford treatment or services on their own Influentials: parents, higher level school administration such as superintendents, governmental administration who provide funding to public schools

The board consists of bank heads, construction companies, insurance companies and the government.

This public is required to contribute to charity, and they chose the Child Guidance Center. A large percentage of this group is white, upper class and has some sort connection to children and mental health. This group most likely resides in wealthy areas of Orange County.

Self-Interests: requirement for company, charitable and want to give back to their community as well as helping those less fortunate, and an overall passion for the organization Influentials: company that they work for, their own family and loved ones, and government officials

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Campaign Theme: Mental Health Begins at Home Tagline: Mental Health Begins at Home Goal: To promote better awareness of the Child Guidance Center’s wide array of mental health and behavioral services, and to draw particular interest to the work they do with families.

campaign theme

message strategies PUBLIC ELEMENTARY AND MIDDLE SCHOOL COUNSELORS/ADMINISTRATION IN THE ORANGE COUNTY AREA The CGC currently is not a top resource for outside mental health services for Orange County elementary and middle school students. Long term mental betterment is not currently a primary focus for students.

The CGC can work with schools in the OC area to promote mental health awareness and the organization as a whole, including speaker series, awareness days and better educating school administration of the CGC programs and services.

Appeal: School counselors and administration are a primary liaison between the student and their access to and awareness of mental health services in the area. They have the opportunities to bridge the gap for families who are not aware of all of their options for long term improvement for their children’s mental health and behavioral issues.

BOARD OF DIRECTORS & VOLUNTEERS (CHILD GUIDANCE CENTER SUPPORTERS)

PROSPECTIVE DONORS: UPPER-CLASS WHITE FAMILIES IN ORANGE COUNTY

The Board of Directors and volunteers currently are not as aware as they should be of the programs and services that the CGC offers, creating a disconnect between the most vital supporters and the organization itself.

The CGC needs more donors to have a more reliable and sustainable funding source. Current donors are not entirely aware of updates, programs and services with the CGC.

The CGC can implement marketing materials and training programs to better educate its top supporters. This will cultivate a stronger relationship to and connection with the organization and its supporter network.

Appeal: The CGC relies heavily on the support of its leadership and volunteer network to further promote the message of the organization and its services to the Orange County community.

The CGC can focus on tailoring their outreach efforts towards specific individuals who will most likely want donate to the organization. This will come with more personal and detail-oriented messaging.

Appeal: The CGC cannot thrive and cannot assist a larger portion of the community without proper monetary support.

THEME Mental health begins with your donation.

THEME Be a leader in your community. Mental health begins with your help.

THEME Mental health begins in the classroom.

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STRATEGY ONE Create and implement a tiered sponsor program within the CGC’s donor base to encourage larger and recurring monetary donations.

Tactics: 1. Send a weekly email update for donors so they can stay informed on the Child Guidance Center.

2. Create specific levels of donation opportunities, each coming with a specific incentive, i.e. VIP treatment at events or having a plaque named after them. a. Gold, Silver, Bronze (or other names as

preferred.)

1. Gold: you have been a donor for 6+ years

have donated over [x] amount, and can win

a trip somewhere, as well as all below incentives.

2. Silver: you have been a donor for 4+ years

and can receive local day trip somewhere,

VIP treatment at a local country club or

sports game, as well as all below incentives.

3. Bronze: you have been a donor for 2+

strategies + tactics

years, can receive your name on a plaque

at the CGC and receive VIP treatment at

events.

3. Have each donor invite one potential donor to a CGC event throughout 2016. Include in the invitation and weekly email, and both attendees will be entered into an opportunity drawing at each event.

4. Distribute invitations at the Santa Ana Chamber of Commerce and other OC chamber city meetings.

Incentivize special seating and VIP treatment at the 2015 Holiday Tree Fantasy event.

5. Add a section to the “Donate” page of the website that allows donors to support specific programs within the center, for example, military programs, PCIT, trauma-focused behavior therapy, etc.

3. Keep website and social media up to date with events, news, success stories, happenings, etc.

4. Create a tab on the website that includes onepage stories from clientele that are testimonials to the CGC’s programs and services. Include in monthly newsletter and share on social media.

5. Offer college credit for undergraduate students and paid graduate fellowships on a semester and yearly basis by January 2016.

STRATEGY TWO

Tactics: 1. Facilitate a workshop series at a Back to School night in Orange County. A psychologist from the CGC will conduct a seminar and then lead a workshop similar to PCIT but without the mirror. The psychologist will present on promoting mental and family-building behavioral development activities a. Have the CGC host a booth where families can go for further questions after, before, or during the event. b. Advertise to all parents attending through email, social media and distributing marketing materials. c. Email and set up meetings with school

guidance counselors in Orange County elementary and middle schools to set up these workshop series.

Create a multi-channel communication strategy between the organization and its supporters by December of 2015.

Tactics: 1. Send an interactive kit to Board of Directors that updates them on what CGC is currently doing and how their support is helping.

2. Create and design a monthly newsletter that includes updates on programs, services, events, speaker engagements, and attendance at community fairs.

STRATEGY THREE Create parent-focused programs promoted through OC schools that promote CGC programs and services by September 1 of 2015.

communication confirmation table PERSPECTIVE DONORS helping those less fortunate (especially those dealing with mental illness,) charitable/want to give back to Self-Interests the community, family members who have a mental illness

Messages Influentials

Objectives Strategies

Tactics

“Mental Health Begins with Donations” clients, community leaders, local government officials, family members who have a mental illness, current donors Add 20 new high-level donors each year starting in 2015.

Create and implement a tiered sponsor program within the CGC’s donor base to encourage larger and recurring monetary donations - Send a weekly email update to donors - Create specific levels of donation opportunities with specific incentives - Ask each donor to invite one potential donor to a CGC event throughout 2016. Include in event invitation and weekly email. Both attendees will be entered into an opportunity drawing at each event.

- Distribute invitations at the Santa Ana Chamber of Commerce, and other OC chamber city meetings.

- Incentivize special seating and VIP treatment at the 2015 Holiday Tree Fantasy event.

BOARD OF DIRECTORS + VOLUNTEERS requirement for company, charitable and want to give back to their community as well as helping those less fortunate, Self-Interests and an overall passion for the organization Messages

“Mental Health begins with Volunteers”

Influentials

Corporate social responsibility, their own family and loved ones, government officials

Objectives

To increase overall awareness of services provided by the Child Guidance Center.

Strategies

Create a multi-channel communication strategy between the organization and its supporters by December of 2015.

Tactics

- Send interactive kit to Board of Directors - Create and design a monthly newsletter - Keep website and social media consistently up to date - Create a tab on the website that includes one page stories from parents or kids that are testimonials to the CGC’s programs and services. Include in monthly newsletter and share on social media.

- Offer college credit for undergraduate students and paid graduate fellowships on a semester and yearly basis by January 2016.

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ELEMENTARY + MIDDLE SCHOOL COUNSELORS/ADMINISTRATORS

Self-Interests

helping the students that attend their schools, wanting to give more in-depth care and services to the students they help, who can’t afford treatment or services on their own.

Primary Messages “Mental Health begins in the Classroom.”

Influentials

parents, higher level school administration such as superintendents, governmental administration who provide funding to public schools

Objectives

To increase overall awareness of services provided by the Child Guidance Center.

Strategies

Tactics

Create parent-focused programs promoted through OC schools that promote CGC programs and services by September 1 of 2015.

-Facilitate a 2-night workshop series, where night one is just with parents, and night two incorporates the entire family. Similar to PCIT but without the mirror.

-Have a psychologist present on promoting mental and family-building behavioral development activities, and have the CGC have a booth where families can go for further questions.

-Advertise at Back to School nights to all parents attending and distribute marketing materials.

-Email and set up meetings with school guidance counselors in Orange County elementary and middle schools to set up these workshop series.

communication confirmation table, cont.

month-by-month calendar

JUNE

JULY

- Reach out to school(s) about hosting “Mental Health Begins at Home” - Attend at least one communityengagement fair - Order new hand-to-hand promotional materials - Create/design donor newsletter

- Attend at least one communityengagement fair - Send out donor newsletter - Order Press Kit Materials & Event Invitations - Set up category-specific monthly donation program - Set up intern program

AUGUST

SEPTEMBER

- Launch category-specific monthly donation program - Finalize and Staff “Mental Health Begins at Home” event - Send out press kits and print materials for event - Heavily promote “Mental Health Begins at Home” across all online and print platforms - Attend at least one communityengagement fair - Begin fall intern recruitment process

- Last minute marketing push for “Mental Health Begins at Home” - Prepare presentation and presenter for event - Send follow-up emails to media and pull together any accommodations needed - Track media coverage of event - Attend at least one communityengagement fair

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Item Description

Quantity

Cost per Unit

Total Cost Estimate

In-House/Donated

Newsletter (via email) - Writer (If not written in house) - Graphic Designer

1

$1,000.00

$1,000.00

0

$750.00

$750.00

$750.00

Website (small upgrades) - Writers Fee

1

$1,000

$1,000

0

- Web Design/Programmer Fee

1

$1,000

$1,000

$1,000

1 1 150 Stress Balls 300 Message Pens

$200.00 $100.00 $150.00 $350.00

$200.00 $100.00 $150.00 $350.00

0 $100

$150.00 $350.00

20 20 200

$50.00 $300.00 $180.00

$50.00 $300.00 $180.00

$50.00 $300.00 $180.00

Back to School Night: - Psychologist Overtime and Expenses - Small snacks and drinks for attendees - New Hand to Hand Promotional Tools - Press Kits • Invitations • USB Drives • Branded Water Bottles

campaign budget

1

evaluation tactics 1. Add twenty new high-level donors each year starting in 2015.

- Compare and analyze donations from the 2015 year with the donations of the 2016 year to determine if 20 new members have donated.

2. Get every donor to attend at least one CGC event by the end of 2016.

- Have all donors register upon arriving at an event to have a record of events CGC donors attended.

3. Have each donor bring in at least one potential donor to a CGC event by the end of 2016.

- Have each donor and their plus one register at each event. Store information in a new database for potential members.

- Assess the numbers in database generated from each event.

4. Create an incentivized allegiance program to ensure longevity with current donors by August of 2015.

- Assess the number of donors who joined the CGC six months prior to the establishment of the Allegiance Program and six months after its implementation.

- Review the database generated during this yearlong period 5. Create a specified monthly donation development program by August of 2015.

- Track total donations and determine which increment levels are most common.

6. Invite 100 business professionals to the annual CGC Christmas event, “Holiday Tree Fantasy.�

- Analyze percentage of business professionals invited by the CGC who attended the event via event questionnaire.

7. Create a multi-channel communication and engagement strategy between the organization and its supporters by December of 2015.

- Analyze percentage of press kit recipients who attended the event via event questionnaire.

- Track the number of people who open the newsletter over the course of four months and determine frequency for each newsletter recipient.

- Using Google analytics, determine website traffic, including regular and unique page views, how long they are staying on the site, nd where visitors are coming from. Analyze four months prior and four months following the website changes.

8 & 9. Create a speaker series for Elementary and Middle school students, as well as a High School and College speaker series.

- Assess differences in attendance per event.

- Monitor press coverage and social media reach of each event.

- Use Google analytics to determine an increase in website traffic due to event attendance.

10. Develop a campus fundraising club program

by December of 2015 for Orange County districts with high schools as well as Orange County university campuses.

- Have each club on campus register through the CGC to determine total club members, average club size and total money raised per club.

- Analyze change in the number of volunteers and overall donations before the implementation of the clubs and afterward.

11. Create a parent-focused workshop series that travels from school to school in Orange County facilitating parent-child interaction by September 1 of 2015, during Back to School nights.

- Record total sign ups for CGC services, volunteer work, and email/donor lists to determine the success of each event.

12. Have the CGC attend a community outreach opportunity (resource fairs, street fairs, festivals, etc.) once a month.

- Monitor the amount of materials handed out at each event.

- Compare before and after numbers of website hits, donors/donations and volunteers after CGC attends its monthly events - Determine if these public appearances help the organization’s overall awareness.

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PA RT T WO communications tactics

news release August 24, 2015 Contact: Karen Knee Director of Development 917-568-9985

FOR IMMEDIATE RELEASE Back to School night in Santa Ana Focuses on Mental Health The Child Guidance Center of Orange County is celebrating its first “Mental Health Begins At Home” seminar, taking place at Fairhaven Elementary School in Santa Ana on Tuesday, September 8, from 6-8pm.

Parents and families will have the opportunity to hear one of the Child Guidance Center’s top therapists give a lecture offering simple tips to improve parent-child interaction and child behavior at home, with a Q&A session afterward.

This event kicks off their new “Mental Health Begins at Home” campaign, aiming to promote a healthier mental well being in the home. This seminar will generate awareness about the resources provided by the Child Guidance Center available for families and children in need of support and aid on mental health issues.

Child Guidance Center of Orange County, a nonprofit organization founded in 1967, devotes itself to strengthening the relationships between parents and children with mental disabilities through innovative counseling, treatment, and educational enrichment programs. Showing that treatment for mental health extends beyond the therapists and into the home.

The event is free and open to parents and families with children currently enrolled in Orange County School districts, RSVP by September 1 to Karen Knee, the director of development, at kknee@cgcinc.org.

About the Child Guidance Center: The Child Guidance Center is a county and donor funded organization that hopes to aid children with mental health issues and their families get the help they need. The center focuses on helping children living below the poverty line get the therapy they need to improve their mental health, all at no cost to the patient. The CGC specializes in ParentChild Interaction Therapy, or PCIT, a method that places a therapist in a room with a two-way and administers live coaching to the parent via an earpiece as he or she watches the parent and the child interact with one another. www.cgcoc.org ###

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feature article

social media: twitter TWITTER ENHANCEMENTS The Child Guidance Center has a Twitter account but does not use the platform to its full advantage.

Only a few posts are made each month, and they are usually centered on promoting fundraising events the organization is hosting.

The Twitter account is lacking interaction with the public and does not have the necessary element of conversational engagement that is essential to gain an active follower base.

The blank spaces in the hashtags will be replaced with the name of that month’s therapist. The public will be encouraged to give their input via Twitter on the thoughts and advice of the therapists and also be encouraged to use direct messaging on Twitter to communicate with that month’s therapist on a more private level.

The direct messaging will offer a quick alternative to coming into the Center and offer advice from therapists on a certain situation as they come up in the lives of the families the Center serves.

2. In order to engage with different participants in the mental health movement, the Center should follow and engage with other nonprofits who have similar missions on the local, state and national level. Engaging with these organizations on Twitter can draw other followers to the Center account.

3. The hashtag #mentalhealthmonday should be created to feature a different event the center is hosting, showcase a different type of therapy or service offered or share a helpful tip to improve mental health.

THE NUMBERS Account handle: @ChildGuidnce Followers: 19 Following: 31 Tweets: 19

SUGGESTIONS 1. Every month there should be a highlighted therapist from the Child Guidance Center is that is assigned to answer the questions of the public via Twitter. The assigned therapist will tweet out his/her weekly advice using the hashtag #guidancefrom______ and #ask______. Example

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media pitch

newsletter design

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Script: Parent PSA - “Mental Health Begins at Home” Child Guidance Center of Orange County :30 second Radio Script ANNCR: “Has your child been acting out of character or behaving poorly? The Child Guidance Center is here as a resource. For over 40 years, the Child Guidance Center has provided quality behavioral and mental health services to Orange County youth. With locations in Buena Park, Fullerton, Mission Viejo and Santa Ana, they believe in a “no turn away” approach to health care as they treat over 1,000 children per week. They believe in mental health starting at home and their staff is ready to support your family through empowering treatments that improve relationships. For more information please visit the website at cgcoc.org or call 714-953-4455.”

radio psa

press kit

CONTENTS Invitation to the CGC’s Back to School Night Event made to look like a chalkboard USB (Possibly made to look like a piece of chalk). Will contain: - Videos - Testimonials - Fact Sheet - Stock and past event photos - Photo and bio of Lori M. Pack, executive director of CGC Branded pencils and a pencil pouch Reusable branded water bottle Child Guidance Center brochures

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HOME PAGE

SERVICES

- Update the event advertisements on the homepage as well.

- Increase logo size because it is the first thing visitors will see, and add new slogan beneath it.

- Remove the redundant tabs labeled “Parents,” “Professionals,” and “Donors.”

- Switch the Services and Testimonials tabs - Replace the letter from the Executive Director with a list that introduces the CGC and its purpose.

TESTIMONIALS - Include therapist and donor/volunteer testimonials - Include more in-depth parent testimonials

- Sections titled “Areas of Expertise” and “Child Guidance Center Offers” should be moved to the “About Us” page.

- The “Our Services” tab should have hyperlinks for each service, taking visitors to a detailed description of that service lower on the page.

TYPEFACE - Create textual hierarchy (size, bold, underline, italic) to create visual paths for the eye as it scrolls down the page.

THROUGHOUT THE SITE - Remove all extra “Donate Now” tabs - Add more visuals - Remove all of the addresses and “four convenient locations” and instead place only on the homepage and “Contact us” page.

EVENTS - Continuously update this page with any upcoming event the CGC will host or table at.

website suggestions

current website

PA RT T H R E E appendix

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CALIFORNIA RESEARCH IN THE FIELD OF MENTAL HEALTH AND CHILD ABUSE COUNSELING Last year, a study found that more than 300,000 California children between the ages 4 and 11 needed mental health care, but only one in four was treated.

Of the children identified as having mental health issues, 70.8 percent of them go without counseling.

From 2007 to 2012, mental health hospitalizations of those 21 and younger increased by 38 percent.

The problems stem not from having insurance, which 95 percent of them do, but instead stem from barriers to specific treatment, the stigma surrounding mental health, language barriers and waiting lists. And while access to mental health care has increased under the Affordable Care Act, families in the state looking for services for their children often find it to be more difficult, and those particularly impacted are those in foster care.

research findings

ORANGE COUNTY RESEARCH IN THE FIELD OF MENTAL HEALTH AND CHILD ABUSE COUNSELING

INTERNATIONAL TRENDS IN THE FIELD OF MENTAL HEALTH AND CHILD ABUSE COUNSELING

Over the past 10 years, the percentage of kids without health insurance has dropped from 9.0% to 6.9%, according to the 20th Annual Report on the Conditions of Children in Orange County.

According to the World Health Organization’s report on “Caring for Children and Adolescents with Mental Disorders,” up to 20% of children worldwide suffer from disabling mental illness.

Overall economic well being for children has dropped slightly while educational achievement is slowly improving. The number of high school dropouts has dropped from 12.3% to 7.3% over the past 10 years. Sustained child abuse also declined over the past 10 years, reducing the number of children with psychological and emotional scars from child abuse. Overall, the conditions of children in Orange County are improving.

Suicide is the third leading cause of death among adolescents. Severe depression has its onset in adolescence and is associated with psychosocial behavior impairment and risk of suicide. Conduct disorders carry into adult life, creating greater chance for delinquency, adult crime, dissocial behavior, marital problems, unemployment, and poor physical health. In Europe, many countries have taken steps to help children with mental health issues.

THE NATIONAL NEED FOR AFFORDABLE MENTAL HEALTH SERVICES IN THE UNITED STATES According to the American Psychological Association, an estimated 15 million of our nation’s young people have been diagnosed with a mental disorder.

There has been a significant increase over the past 10 years in the number of adolescents that have been diagnosed with mental disorders in the United States.

The number of child psychiatrists and other specialists has increased in just about every country, leading to an international trend of greater out-patient services and pediatric services to help children with mental health problems. Various nations are beginning research projects regarding the nature of child psychology and the development of mental health issues in children. While more research is needed, there is a worldwide trend recognizing the importance of ensuring kids with mental health issues get the help they need.

preliminary identification of publics

DONORS

EVENT ATTENDEES

Psychiatric Physicians - Working in Orange County Pediatricians in Orange County Banks Orange County Men and Women who make $100,000 or more and have personally dealt with mental illness in their family or have experienced it in another way.

SUSCRIBERS OF EMAIL NEWSLETTER

BOARD OF DIRECTORS Banks Capital Bank, a technology company Restaurants on the Run Construction Companies insurance companies

ELEMENTARY AND MIDDLE SCHOOL COUNESELORS AND ADMINSTRATION IN ORANGE COUNTY -counseling staff (therapists, psychologists) -teachers -administrative staff -higher level education administration (principals, superintendents)

OC YOUTH GROUPS AND ELEMENTARY, MIDDLE AND HIGH SCHOOL STUDENTS

CLIENTELE

COMMUNITY GROUPS

ower Income Families - Minorities in Orange County Hispanic/Latino families with one or more children ages 4-12 with a history of mental illness Military Families with Children ages 4-12 Single parent households with children ages 4-12 Homes with history of abuse and children ages 4-12

SUPPORTERS OF OTHER MENTAL HEALTH NONPROFITS

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in California.” The Chronicle of Social Change. N.p., n.d.

Web. 16 Feb. 2015.

Hope Youth Ranch. (n.d.). Retrieved February 15, 2015, from http://hopeyouthranch.org/

About CGC | Child Guidance Center. (n.d.). Retrieved February 15, 2015, from http://cgcoc.org/about-cgc/ About the National Federation of Families. (n.d.). Retrieved February 15, 2015, from http://www.ffcmh.org/ aboutus “Across California, ‘Waiting Lists’ for Children’s Mental Health Services - New America Media.” Across California, ‘Waiting Lists’ for Children’s Mental Health Services - New America Media. N.p., n.d. Web. 15 Feb. 2015.

American Psychological Association. Children’s Mental Health. (n.d) Retrieved Febuary 15, 2015, from http:// www.apa.org/pi/families/children-mental-health.aspx “Child and Adolescent Mental Health.” World Health Organization. World Health Organization. Web. 16 Feb. 2015. <http://www.who.int/mental_health/maternal-child/ child_adolescent/en/>.

“Comprehensive Mental Health Action Plan 2013-2020.”

World Health Organization. World Health Organization.

Web. 16 Feb. 2015.

“Forum Focuses Attention on Children’s Mental Health

works cited

Kitsap Mental Health Services, Bremerton, WA - a nonprofit community mental health center. (n.d.). Retrieved February 15, 2015, from http://www.kitsapmentalhealth. org/home.aspx “Maternal Mental Health.” World Health Organization.

World Health Organization. Web. 16 Feb. 2015. <http:// www.who.int/mental_health/maternal-child/maternal_ mental_health/en/>.

“Mental Health Hospitalizations Spike for California’s Youngest Residents.”Sacbee. N.p., n.d. Web. 15 Feb. 2015.

Our Mission | The New Foundation. (n.d.). Retrieved February 15, 2015, from http://thenewfoundation.org/ about-us/our-mission/ The Hastings Center (2008). Mental Health in Children and Adolescents. Retrieved Febuary 15, 2015 from, http:// www.thehastingscenter.org/Publications/BriefingBook/ Detail.aspx?id=2188 Krug, PhD., Etienne G. “The World Report on Violence and Health.” The Lancet. The Lancet. Web. 16 Feb. 2015. <http://www.thelancet.com/journals/lancet/article/ PIIS0140-6736(02)11133-0/fulltext>.

Remschmidt, Helmut. “Mental Health Care for Children and Adolescents Worldwide: A Review.” National Center for Biotechnology Information. World Psychiatry Association. Web. 16 Feb. 2015. http://www.ncbi.nlm.nih.gov/ pmc/articles/PMC1414764/ SAMHSA. (n.d) Children. Retrieved February 15, 2015 from, http://www.samhsa.gov/children The Margaret Clark Morgan Foundation - Akron, Oh. (n.d.).

Retrieved February 15, 2015, from http://www.mcmfdn. org/home The National Technical Assistance Center for Children’s Mental Health. (n.d) Retrieved, February 15, 2015 from, http://gucchdtacenter.georgetown.edu/ “Three of Four California Children with Mental Health Needs Don’t Get Treatment.” UCLA Newsroom. UCLA, n.d.

Web. 16 Feb. 2015.

Top 5 Reasons Why Non-Profits Should Use Social Media.

(2014, September 15). Retrieved February 15, 2015, from http://manoverboard.com/top-5-reasons-why-non-profits-should-use-social-media/

thank youâ&#x20AC;&#x2122;s

Many thanks to our professor, Christopher Trela, and the CGCâ&#x20AC;&#x2122;s Director of Development Karen Knee for all of your help and guidance.

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