Cobb County Animal Control Public Relations Campaign Developed
Cobb County Animal Control Public Relations Campaign Developed by Kennesaw State University students in PR 4465
Introduction Welcome!!! We would like to formally thank you for being here and allowing us to share our presentation with you! This presentation will cover the following information: • A SWOT (strengths, weaknesses, opportunities, and threats) analysis of your organization as well as your competitors • Goals and Objectives of this campaign • Strategies and tactics of this campaign • And additional information we have gathered to benefit you as our client
SWOT Analysis Strengths Weaknesses • It is easy to access information on the • Lack of sufficient signage to direct visitors website. to the facility and informational materials • The information is accurate and up to date to provide to visitors. on the website. • Lack of volunteers and staff to properly • The website visibly and clearly provides greet visitors and meet the needs of the laws regarding pet ownership. shelter. • The facility is large in size and capacity. • Poor quality graphics and photos on social • CCAC is government ran and owned. media and website. • Website is outdated and difficult to navigate. • CCAC lacks informational materials to provide visitors on services and adoption process. Opportunities Threats • Consistent posts on social media • To leverage volunteers to help with its social media promotional activities. • To improve the quality of content provided on collateral materials and social media accounts with high quality photos of the pets in the shelter. • To host a series of major events. • To redesign website to increase awareness and traffic. • Over breeding • Maltreatment of animals by pet owners or volunteers • Negative media coverage and online stigmas. • Natural disasters • Competition from other shelters and pet stores.
Problem Statement While Cobb County Animal Control has many strengths, it does have some weaknesses. Some of those weaknesses include: ● Limited resources ● Short staffing ● Low brand awareness among the public (which makes it difficult for the organization to communicate effectively with its target audience and the media)
Key Publics • Cobb County Residents • Cobb County Families • KSU Students • Senior Citizens • Cobb County Students • Veterans
Goals and Objectives Goal: To increase awareness of Cobb County Animal Control Objectives: • To increase social media followers across all platforms by 1, 000 among Cobb County residents, KSU students and Cobb County families by December 2018 • To increase the number of adoptions at Cobb County Animal Control by 10% among Cobb County residents by December 2018 • To recruit 125 more KSU students for volunteer work by December 2018 • To increase website traffic with 125 more monthly website hits among Cobb County residents, KSU students and Cobb County families by December 2018 • To develop partnerships with at least 5 Cobb County businesses or organizations by December 2018
Key Messages and Tagline • Cobb County Animal Control cares about its citizens as well as the well-being and betterment of its animals. • Cobb County Animal Control holds adoption events to provide dogs and cats with responsible, safe and stable homes. • Cobb County Animal Control re-homes an array of diverse dog and cat breeds. • Cobb County Animal Control encourages volunteers to assist with the caretaking and acclimation of its animals. • Cobb County Animal Control hosts various events to interest and engage the Cobb County community. • Cobb County Animal Control can be reached by a multitude of online and social media platforms in a timely and efficient manner. • Cobb County Animal Control is always looking for volunteers to assist with kennel care, event planning and socialization of its animals. Tagline Cobb County Animal Control: Adopt. Donate. Volunteer.
Online Strategy We will use current online followers to increase engagement and connections. This will attract new followers increasing online engagement and brand recognition.
Tactic 1: Social Media Contests • Create various social media contests that require people to “like”, “follow”, and “share” the page to win • Research how competitive animal shelters conduct social media contests • A social media contest example would be sharing a photo with current prices for adoption. Whoever likes the CCAC Facebook page, shares the photo, and comments why they want to rescue a pet will be entered into a drawing for a waived adoption fee.
Social Media Contest Prototype
Tactic 2: Create Hashtags and Partner up • Creating new hashtags that are creative and memorable to apply to all posts, photos, and comments will increase social media views/followers • Hashtag example can be #CCACadopt, #Adoptdontshop, etc. • Collaborating with social media influencers, celebrities, well-known people in Cobb County with high following rate can increase CCAC social media traffic • Influencers can promote the client to thousands of local residents through their accounts
Tactic 3: Follow New Users • Research local users who are following, liking, or commenting on similar photos and accounts • Follow active and relevant users’ accounts on Instagram and Twitter • For example: check out other pet adoption agencies’ posts in the area such as Petland follow accounts that “like” and comment • 10 relevant social media accounts to follow in the prototype
Tactic 4: Post Varied Info: Infographics and Photos The social media calendar should be a weekly plan of what to post. • Monday and Wednesday, CCAC can post pictures of pets that are up for adoption. • Friday posts can reference upcoming events. • Sunday can be contests. This will attract more followers on social media by keeping the page organized. Keep in mind that content can differ for each social media platform.
Tactic 5: Set Up a Blog • Routine blog posts can attract new followers to the social media platforms. • Blog posts can include volunteer stories and how they were impacted by working with the CCAC. • Other blog ideas can be of pets up for adoption and feature stories about people who have adopted through CCAC. • A blog editorial calendar should be established to ensure posts are varied, organized and routine.
Strategy Budget: Tactic Social Media Contest Cost Goodie baskets ($200) Waived adoption fee ($115) Hootsuite subscription ($119. 88) Create Hashtags and Partner Up $434. 88 $0 Follow New Users $0 Post Varied Info: Infographics and Photos $0 Set Up a Blog $0 Total Strategy Cost: $434. 88
Social media timeline Tactic Date Range Social Media Contest Dec. 1, 2017 - Dec. 31, 2018 Create Hashtags and Partner Up Dec. 10, 2017 - Dec. 5, 2018 Follow New Users Dec. 4, 2017 - Dec. 3, 2018 Post Varied Info: Infographics and Photos Dec. 1, 2017 - Dec. 1, 2018 Set Up a Blog Dec. 2, 2017 - Dec. 22, 2018 Please review your campaign book for more detailed timelines.
Events Strategy
Barks at the Ballpark 1 day event- April 13 th home game for the Braves The Barks at the Ballpark event will be a Cobb County Animal Control event hosted at Sun. Trust Park in partnership with the Atlanta Braves. CCAC will provide friendly adoptable dogs and some cats for adoption right outside the stadium where guests can openly play with them in a small gated area. This event can be promoted on social media, posting on both Braves and CCAC accounts and websites. Flyers with event information can also be posted around the Battery. Goals of this specific event are: • to promote adoption and overall support for the organization • partnerships • volunteer awareness
Grand Opening The CCAC Grand Opening event is an opportunity to introduce the residents of Cobb County to the new changes that have been implemented within the CCAC facility. This event will include family-friendly games and activities, music, light refreshments and interactions with CCAC pets. Guests who come will have the chance to sign up for volunteer opportunities and adopt a pet on-site. This event serves to: • Inform residents of Cobb County about CCAC and its mission. • Increase volunteer involvement within CCAC and the community. • Increase awareness of CCAC, as well as its social media following. • Increase CCAC adoptions.
Adoption Fairs Cobb County Animal Control will be hosting bi-weekly adoption fairs to reach the Cobb County community in their backyards! With the new CCAC van, adoption fairs will be a great way to showcase many of the great cats and dogs from the shelter at our local Swift Cantrell Park. We will invite any and all Cobb County residents as well as promote in neighboring counties. This event will: • Increase the number of adoptions • Increase social media followers and website traffic • Increase volunteers
Owl-O-Ween October TBA 2018 (Two Day Event) Owl-O-Ween will be in its sixth year and is advertised as “Atlanta’s largest Hot Air Balloon festival and costume party. ” The event invites residents from all over the city and state to come out for live entertainment, food, hot air balloon rides, games and fun. The event also offers vendors and artist the opportunity to interact with guests. CCAC can use this as opportunity to : • Increase brand awareness among both KSU students and Cobb County residents • Recruit volunteers • Allow guests to meet and greet with the animals and potentially increase adoptions • Increase social media following by posting photos from event Important Dates and Reminders • Application due in early December • Application fee of $1000 • Email events@promotionsmarketing. com for application.
Spring Fling Festival March 25, 2018 - July 25, 2018 Cobb County Animal Control’s Spring Fling is a seasonal festival held at CCAC’s own shelter. The event invites Cobb County residents to come to the facility to adopt, as well interact with facility members, volunteers and many of the animals they have in house. Those who attend the Spring Fling will have the chance to get to know the any of the animals as well as learn about different opportunities available at the shelter year round. Pet owners will be encouraged to bring their current pets to play and get involved in the event festivities. Objectives addressed by tactic: • Increase overall awareness of CCAC • Increase number adoptions • Develops partnerships • Increase website traffic
Events Timeline Tactic Date Range Adoption Fairs Dec. 2, 2017 - Dec. 29, 2018 Barks at the Ballpark Jan. 20 - April 15, 2018 Spring Fling Festival Mar. 25 - Jul. 25, 2018 Grand Opening May 28 - July 4, 2018 Owl-O-Ween Sept. 30 - Oct. 27, 2018
Events Budget Tactic Cost Barks at the Ballpark $240. 00 Grand Opening $1, 063. 11 Adoption Fairs $968. 28 Owl-O-Ween $1, 958. 80 Spring Fling Festival $1, 003. 44 Total Strategy Cost: $5, 233. 63
Collateral Materials Strategy
Tactic 1: Social Media Flyers • The flyers will have all websites, social media, contact information, and addresses. Also, the catching factor on the flyer will be the promotions. The contact info will make reaching out an effortless process. The adopters won’t have to fight through a stressful process. The flyer can be handed out or left at local business.
Tactic 2: Pet Adoption Brochures • The brochure will contain content information about Cobb County Animal Control’s pet adoption process. • The brochures will be passed out during special events that the shelter will be hosting.
Tactic 3: Email Newsletter • Emails can be collected from those who visit the shelter when they check in to volunteer, adopt an animal, or donate supplies to the shelter. • The information sent out in the bi-monthly email will consist of upcoming events, new adoptable pets and other basic information such as prices and hours of operation.
Tactic 4: Posters • Laminated posters can be kept inside buildings for long periods of time. • Framed Posters of owners and adopted pets can be kept inside the CCAC building with short descriptions underneath.
Tactic 5: Volunteer Brochure • This brochure will focus on how to become a volunteer for CCAC. • It will be placed at the front of the building near the main entrance.
Collateral Materials Strategy Timeline Tactic Date Range Posters Dec. 5 -12, 2017 Fact Sheet Dec. 10 -20, 2017 Pet Adoption Brochures Dec. 5 -10, 2017 Social Media Flyer Jan. 11 -18, 2018 Social Media Content Calendar Feb. 1 -2, 2018
Collateral Materials Strategy Budget Tactic Cost Posters $1, 620. 00 Social Media Flyers $134. 99 Pet Adoption Brochures $44. 99+tax Email Newsletter $0. 00 Volunteer Brochure $44. 99+tax Total Strategy Cost: $1, 844. 97
Partnerships Strategy
Atlanta Braves • Social Media Posts • Partnering on Website • Partnering at games • Dedicated wall, bonding room, etc. • Merchandise
KSU Athletics • Partner with KSU Athletics • All levels include option for setting up adoption trailer prior to home football games. • Unique items: dedicating one bonding room as a KSU bonding room, Pet of The Game video, and sponsored pet.
KSU Department of Fraternity and Sorority Life • Develop a partnership with KSU Department of Fraternity and Sorority Life in order to increase adoptions and volunteering • Host adoption drives at KSU Marietta or Kennesaw campuses
Pet Supermarket Partnership Pet Supermarket CCAC ·Placement of materials on social media and website ·Promote CCAC on social media and store website ·Partner with CCAC to do an event ·Display partner name on a banner at events ·“Change for loving homes” donation option at checkout ·Place large Pet Supermarket decal on the CCAC trailer ·Allow CCAC to display informational packets by checkout in Pet Supermarket ·Display and hand out Pet Supermarket branded materials
Volunteer KSU Partnership Volunteer KSU CCAC ∙ Provide shelter volunteers ∙ Logo placement ∙ Provide volunteers for event staffing as needed ∙ Volunteers follow CCAC on social media platforms ∙ Logo placement on website and social media ∙ Weekly social media mention & Volunteer KSU hashtag ∙ Wo. W on campus event to promote Volunteer KSU ∙ Collateral material placement at all CCAC events
Partnerships Strategy Timeline Tactic Date Range Atlanta Braves Dec. 5, 2017 - Jan. 4, 2018 Jan. 5 - Feb. 5, 2018 KSU Athletics Department of Fraternity and Sorority life Pet Super. Market Jan. 8 - Jan. 22, 2018 Feb. 8 - Feb. 27, 2018 Volunteer KSU Mar. 6 - Mar. 21, 2018
Partnerships Strategy Budget Tactic Cost Logo Placement $1225. 19 Business Dinners Add Partnerships to Digtal and Print Media $429. 60 $0. 00 Total Strategy Cost: $1981. 24
Thank you! Any questions?
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