Shaping Our Story: It Is More Than Just Numbers

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Shaping Our Story It Is More Than Just Numbers

• CSDA Conference
• October 20, 2009
• Natalie Metzger
• Policy/Communications Analyst
• Child Support Directors Association of California
• (916) 466 - 6700
• nmetzger_at_csdaca.org

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Shaping Our Story It Is More Than Just Numbers

• How does CSDA help to shape our story?
• By bringing people together!
• By being a resource!
• By providing informative and accurate
  outreach and education materials for our
  internal and external stakeholders

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Shaping Our Story It Is More Than Just Numbers

• What is our Goal?
• To communicate the benefit and value of
  Californias child support program

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Shaping Our Story It Is More Than Just Numbers

• Shaping Our Story in Two Ways
• (aka. CSDA Education Campaign)
• Develop and Nurture an Identity Statement and
  Specific Messages
• Develop Outreach and Education Materials

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Shaping Our Story It Is More Than Just Numbers

• Shaping Our Story Part I
• Develop and Nurture an Identity Statement
  andSpecific Messages Focusing Our Efforts
• To strengthen the public awareness of CSDA and
  its mission and messages
• Guide overall Education Campaign efforts

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Shaping Our Story It Is More Than Just Numbers

• Identity and Message Development
• An identity statement and specific messages were
  drafted by the CSDA Education Committee for
  statewide and local outreach efforts
• Each message underwent an evaluation process

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Shaping Our Story It Is More Than Just Numbers

• Identity Statement
• Child Support Directors Association.....
• a coalition of experts collecting billions for
  Californias children.

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Shaping Our Story It Is More Than Just Numbers

• Message 1
• Audience Legislature/Policy Makers
• Child Support A Sound Investment for Our
  Children

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Shaping Our Story It Is More Than Just Numbers
Message 2 Audience Customers, General Public
and Stakeholders Child Support An Investment
in the Future of Our Children
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Shaping Our Story It Is More Than Just Numbers

• How Were They Used?

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Shaping Our Story It Is More Than Just Numbers

• CSDA Logo
• Before After

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Shaping Our Story It Is More Than Just Numbers

• CSDA Website

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Shaping Our Story It Is More Than Just Numbers
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Shaping Our Story It Is More Than Just Numbers

• Shaping Our Story Part II
• Developing Outreach and Education Materials
• Educate customers and the general public about
  the child support program
• Educate the legislature and policy makers about
  the importance of adequate program funding for a
  revenue generating program.

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Shaping Our Story It Is More Than Just Numbers

• Development
• Materials are developed in collaboration with
  local child support agencies through the
  CSDA committee structure.
• - CSDA Education Committee, Video
  Production Committee created
• English/Spanish translations for materials
  available

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Shaping Our Story It Is More Than Just Numbers

• Outreach materials used to educate customers and
  the general public
• - Program Fact Sheets
• - Publication Face of Child Support
• - Media Lobby video, Learning to Work
  Together Video
• - Child Support Awareness Month Materials
  (posters/banners, proclamation, press releases)
• - Newsletter

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Shaping Our Story It Is More Than Just Numbers
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Shaping Our Story It Is More Than Just Numbers
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Shaping Our Story It Is More Than Just Numbers

• Dissemination
• Local Child Support Agencies
• Other County Departments
• Statewide Media Outlets
• CSDA/County websites

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Shaping Our Story It Is More Than Just Numbers

• Outreach materials used to educate the
  legislature and policy makers
• - Policy Fact Sheets
• - Publication Face of Child Support
• - Power Points Face of Child Support
  (policy/public), The Benefits of Child Support

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Shaping Our Story It Is More Than Just Numbers
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Shaping Our Story It Is More Than Just Numbers
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Shaping Our Story It Is More Than Just Numbers
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Shaping Our Story It Is More Than Just Numbers

• Dissemination
• Local Public Officials (CAO, Board of
  Supervisors, Other Department Heads)
• Public Forums (City Council, School Board,
  Chamber of Commerce, Community Events)
• Local/State Elected Officials
• CSDA and County Websites

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Shaping Our Story It Is More Than Just Numbers

• How do we store all of this information and make
  it available to our members and stakeholders?
• The CSDA Website!

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Shaping Our Story It Is More Than Just Numbers

• How is the CSDA Website Used?
• As a vehicle for dissemination of outreach
  and education materials
• As an information archive for county staff
  and external stakeholders
• To promote the Associations identity and
  its messages

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Shaping Our Story It Is More Than Just Numbers

• In 2008 Re-Designed its Website
• Updated Technology (e.g. slide shows,
  video, rotating news articles, graphics,
  calendar)
• More user friendly more updates
  increase in web traffic
• Uses graphics/design to show that our
  association focuses on families first

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Shaping Our Story It Is Not Just Numbers

• Is it working?
• Have these efforts been successful in
  helping to shape our story?

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Shaping Our Story It Is More Than Just Numbers

• What are the challenges?

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Shaping Our Story It Is More Than Just Numbers

• Questions?