e q u e n t l y A s k e d Q u e s t i o n
b o u t t h e S o h o C e n t
e r ' s A 1 - K I D S - 1 C a m p a i g n
Here are some of the questions that have come up as
we have discussed implementing this
television and radio campaign with nearly 100 sponsors nationwide
will this campaign help us grow our program?
three highly-produced commercials are designed to get providers (and,
a certain extent, parents) to pick up the phone and find out about a
program - the CACFP. If you're a participating sponsor and are
these commercials in your area, we'll fax you callers' names and phone
numbers every few days so you can follow up and encourage as many
as possible to join your program.
When you call them, you can
choose to emphasize children's nutrition,
nutrition education, the link with quality child care, and/or how the
participating providers get each month can help (feed children well,
them stay in business, etc.). In other words, you get to deliver
your message about the benefits of the CACFP in your way to each
sponsors use television and radio to target providers?
Providers are your primary audience, and reaching them is the only way
to make your program grow. It's providers who ultimately
to show some interest in finding out more. It's providers who
to know about your organization and how you can help them. And
providers who need to be told why it's worth getting licensed/regulated
and the value of the Food Program. But none of this will happen
providers call. That's why our commercials target primarily
sponsors use television and radio to target parents?
and public awareness of the CACFP is always desirable, and our
include parents in their target audience. However, our experience
in several states shows that while a certain number of parents do call,
the overwhelming majority of callers are providers. If you want
grow your program, targeting primarily providers remains the very best
way to do it.
most providers already know about the Food Program?
While many licensed/regulated providers participate in the CACFP, they
represent a small percentage of all providers nationally. There
huge numbers of unregulated providers who have never heard of the Food
Program. And most new providers entering the field have never
of the CACFP.
Until more providers know
about the CACFP, there's little incentive
for many of them to get regulated. Television and radio are an
broad-scale way to get the word out. And our commercials do that
in an appealing and non-threatening manner - while encouraging them to
call and find out more.
if there's another tv or radio campaign available to us?
sure the other campaign will really generate calls! Ask for
hard data about how many parents and providers actually called in
to anyone else's tv or radio campaign. The Soho Center's tv and
campaign WORKS! Compare our numbers with theirs.
For example, the Soho Center's
three commercials were placed as PSAs
(unpaid tv time) in Oregon and generated over
450 calls for the sponsor who used them! This
helped the sponsor grow their program. Along with "public
the Soho Center's tv and radio spots deliver real providers.
the commercials mention Soho Center?
campaign isn't about promoting the Soho Center. In
as far as the caller is concerned, these commercials are your commercials.
We're completely "invisible." Nowhere on the commercials is there
any mention of the Soho Center. And when people call our
we don't say Soho Center either.
We simply thank each person
for calling and then get basic information
from each caller (name, where they live, phone number, and whether
a parent or provider). We enter this information into a database
and fax it to participating sponsors each week for them to follow up.
is the Soho Center doing this?
want to help a lot of kids and the child care field. This
is a real good way to do that.
We're a non-profit with a 30
year track record of successfully developing
and supporting quality child care programs and services. Over the
past decade, we have received major foundation funding to develop a
of strategies and materials to improve the quality of child care for
numbers of kids, to reach out to low-income and rural providers,
and to promote the Food Program in cost-effective ways.
One thing we did was use our
funding to produce the well-reviewed Business
of Family Child Care video featuring Tom Copeland formerly of
Press. We gave away hundreds of copies of this 25-minute video
then donated it to Redleaf to sell in support of their efforts. (This
is now available directly from the Soho Center.)
Another thing we did was to
work with an award-winning team to develop
several high-quality commercials to publicize the Food Program.
field-tested them in several states and worked out a cost-effective
and intake system. Now we're making these highly-produced spots
to sponsors across the nation. The simple truth is that you can
these comercials to grow your program.
In case you're wondering, we
know the Food Program and the challenges
of doing outreach and recruitment. We were the fastest-growing
sponsor in our state until we voluntarily stopped being a sponsor in
to avoid any appearance of conflict of interest when we received 3
grants from the W. K. Kellogg Foundation.
To find out more, our web site
includes sections about our 30 years
of developing quality children's programs, our foundation and corporate
supporters, reviews of the commercials and the video, and details about
more than one sponsor in a state use these commercials?
Our aim is to help as many sponsors as possible grow their programs -
they have overlapping territories or not. When possible, a
campaign involving multiple sponsors is an ideal way to proceed.
just one sponsor run the campaign in a tv/radio market?
If a sponsor can serve at least 75% of the area that the tv/radio spots
will reach, that sponsor can join and get all the names from the
(The sponsor will then refer callers they can't serve to other sponsors
who can serve them - at no charge for the referral).
If a sponsor can't serve at
least 75% of a particular tv/radio market,
then the sponsor needs to get one or more other sponsors to also
in the campaign before the campaign can go ahead in that area. (Once
the small percentage of callers who can't be served by the
sponsors will be referred to other sponsors at no charge.)
In this way, we ensure that
every caller is served.
Whenever possible, a
state-wide campaign involving multiple
sponsors is well worth considering.
does it work when sponsors have "defined" or "non-overlapping" areas?
easiest situation. If two or more sponsors are needed to cover a
tv/radio market, two or more sponsors need to join the campaign to
that all callers can be served. Each sponsor then gets all the
and takes care of the providers in their food program area.
about where there are "competing sponsors?"
A. In areas
two or more "competing" sponsors participate, each "competing" sponsor
will get all the names at the same time. While following any
USDA guidelines, each sponsor can follow up all callers in their area
make arrangements with other participating sponsors as to which sponsor
follows up which callers.
should "competing" sponsors cooperate?
it's in everyone's interest to increase CACFP participation
The more providers everyone has to follow up, the better. Instead
of "fighting" over the same 2 or 20 names, this campaign can help
200 or 2,000 names of potential providers for "competing" sponsors. The
result? You can get more total providers on your program (and a
administrative budget for your agency). And more providers and
get the benefits of the Food Program.
You can count on us to be
fair. We'll fax each participating
sponsor in a tv/radio market the names of providers and parents at the
same time. Your staff can then call as many as you want (in areas
your agency covers) to describe your organization, the Food Program,
how you can help them.
does it cost and how can we pay for it?
cost to participate
in the campaign varies depending on the number of participating
sponsors. There are several ways for each participating sponsor
to pay for it. One way is to use some of your administrative
another is to secure some local/regional support for the effort, a
is to apply for a USDA Low Income or Rural Expansion Grant.
Of the three options, we
encourage you to apply for an Expansion
Grant. These grants are available nation-wide to sponsors and
give a sponsor up to $9,500 in new funds for recruitment and outreach
in low income and/or rural areas. This means that you can cover
full cost of the campaign and still have some funds left to do
outreach activities, buy additional air time, and/or follow up the
that the campaign surfaces.
can we find out more about Expansion Grants?
A. The best
is the newly-issued USDA regs published in the Federal Register, dated
February 26, 1998. As a service to sponsors, we have made the
text of the current regulations available on our web site. (Go
to the previous page. Part way down on that page is a link to the
complete text of the regs.)
You can also give us a call at
540-923-5012 for a simple explanation
of Expansion Grants. We'll be happy to talk with you about
this supplemental source of funding. And, of course, your state
administering agency should be able to give you this information; they
are also the source for the actual application.
If you apply for an Expansion
Grant and want to participate
in this campaign, we'll help you fill in the grant application to
reflect the campaign elements.
will the Soho Center do for their share of the grant?
provide you with the rights to use our three highly-produced
for the duration of the agreed-upon campaign. We'll give you
about placing the commercials as PSAs in your area. We'll give
VHS copies of the commercials to use in explaining the campaign to
stations. We'll provide broadcast-quality tv and/or radio dubs
your broadcasters need to run the PSAs. We'll set up the database
sub-system for each participating sponsor. We'll accept at our
all the 800-number calls from your area. We'll cover our staff
to get and enter caller information into the database. We'll fax
caller information to you on a regular basis. And we'll give you
100 copies of our Child/2000 National Child Care
Resource Directory for you to use as provider incentives.
Simply close this window or tab when you are finished.
The main CACFP page will remain,