Cats Cradle Strategic Plan Expanding your foster care

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Cat’s Cradle Strategic Plan Expanding your foster care network Group 2: Kristen Cicala Keryn

Cat’s Cradle Strategic Plan Expanding your foster care network Group 2: Kristen Cicala Keryn Dohanich Alyssa Johnson Ashley Siegle Heather Thoreson

Why foster care? 80% of cats die in shelters each year O Reduce the

Why foster care? 80% of cats die in shelters each year O Reduce the number of cats in shelters O O Less permanent than adoption Instead of being released, placed in O loving homes Continuing sheltering resource O

Goals and Objectives Goal: To further develop Cat’s Cradle’s existing foster care network by

Goals and Objectives Goal: To further develop Cat’s Cradle’s existing foster care network by increasing awareness to more demographics. Objective: Increase the number of foster homes from 35 to 70 in 2009.

Publics Broad Target Market 1. Young Adults (Ages 18 -30) 2. Middle-Age (Ages 31

Publics Broad Target Market 1. Young Adults (Ages 18 -30) 2. Middle-Age (Ages 31 -60) 3. Senior Citizens (Ages 61+)

Problems & Opportunities O Expand the Cat’s Cradle foster care network beyond middle-aged and

Problems & Opportunities O Expand the Cat’s Cradle foster care network beyond middle-aged and elderly females. Beneficial demographics: Young adults Families O • O More foster homes = more cats off the streets • O Further increases awareness. Educates the community regarding Cat Cradle’s mission and objectives. • O

Tactics Pizza Fliers Buses Newspapers

Tactics Pizza Fliers Buses Newspapers

Pizza Boxes o Free fliers located on front of pizza box - Provide the

Pizza Boxes o Free fliers located on front of pizza box - Provide the fliers for the boxes - Half sheet size B/W on neon paper Located on Anthony’s and Chanello’s pizza boxes

Anthony’s JMU/Students 70% Residents 30% Mon -Thurs 50/boxes per day Weekend 65/boxes per day

Anthony’s JMU/Students 70% Residents 30% Mon -Thurs 50/boxes per day Weekend 65/boxes per day Chanello’s JMU/Students 65% Residents 35% Mon -Thurs 250/boxes per day Weekend 700 -800/boxes per day

Fliers and Brochures Suggested Placement - Apartment bus stops - Veterinary Offices - Sylvia’s

Fliers and Brochures Suggested Placement - Apartment bus stops - Veterinary Offices - Sylvia’s Pet Shop - Wal-Mart - Grocery Stores

Harrisonburg Public Transportation Prices Production Charge Interior* $30(1) $300 (13) Monthly Charge Interior $250

Harrisonburg Public Transportation Prices Production Charge Interior* $30(1) $300 (13) Monthly Charge Interior $250 (13 spots) • Annually buses carry over 1. 3 million passengers (local residents to college students) • Routes cover 17 square miles with a population outreach of 44, 000 • Interior ads hold longer exposure ratings (riders can sit back and relax while they ride the bus) • Reinforce brand name and logo from bus stops. • Transit advertising is cost effective

Newspaper Advertising Valley Scope - Total Market Coverage: 69, 558 households Shenandoah Valley Newspaper

Newspaper Advertising Valley Scope - Total Market Coverage: 69, 558 households Shenandoah Valley Newspaper Network - Total Market Coverage: 20, 000+ households - Page News/Courier, The Shenandoah Valley- Herald, The Valley Banner, The Warren Sentinel The Breeze - Circulation: 9, 500 - Readership: 22, 000+

Newspaper ad sample #1

Newspaper ad sample #1

Newspaper ad sample #2

Newspaper ad sample #2

Timeline Based on your budget and time you have to carry out tactics O

Timeline Based on your budget and time you have to carry out tactics O January - February O Pizza Boxes Bus advertising Animal Hospitals Put up fliers May - June O Newspaper O September The Breeze Bus

Evaluation Track progress monthly Did the number of homes increase? O Did we reach

Evaluation Track progress monthly Did the number of homes increase? O Did we reach all three target markets? O How did new foster parents hear about the program? O Which advertisements did the foster parents come across? O How many brochures were taken from each location? O

Evaluation Cont. What is the average time a new foster parent took part in

Evaluation Cont. What is the average time a new foster parent took part in the program? O How many cats are new foster parents will to take in? O What are the feelings about the foster program with new members? O How successful does Cat’s Cradle feel the campaign went? O

Thank you Any questions?

Thank you Any questions?