Final Exam Heartland Humane Society Case Study Integrated

Final Exam: Heartland Humane Society Case Study Integrated Marketing Communications by Judy Corwin, VP Marketing March 18 -19, 2020

Table of Contents • About Heartland • • Mission Statement, Vision Statement Situation Analysis • Competitor Analysis • Focus Groups • Message Analysis • SWOTS • Target Audience • • Persona • Audience Segments Marketing Communications Objective • • Position Statement Marketing Strategies • Marketing Campaign Budget • Marketing Tactics • Implementation • • New Logo & Brand Identity Guide (provided) • Content Calendar Evaluation of Campaign

About Heartland Humane Society provides an open-door animal shelter to care for 1, 000 – 2, 000 animals each year. Services include lost & found animals, affordable adoptions, pet foster care, Safe Housing Program, humane education programs, a pet food bank, and behavior counseling referrals. Heartland is not affiliated with any other local or national organization and receives no tax dollars; our work is made possible only by the generosity of people like you. Learn how you can help. Heartland is located in Corvallis at 398 SW Twin Oaks Drive. It operates a Thrift Store, located downtown on SW 3 rd Street in Corvallis.

Mission and Vision Statements MISSION STATEMENT To build a more compassionate community by teaching humane messages to our youth, caring for homeless animals, and strengthening the human-animal bond. VISION STATEMENT To carry out our humane commitment to the animals of Benton County by operating an open-door shelter and caring for homeless animals; providing education and enrichment programs to promote healthy human-animal bonds; offering access to low-cost services to those in need, with an emphasis on population control; developing progressive outreach programs; setting a high standard of animal care and husbandry; supporting opportunities for clinical education; and enhancing our funding resources to continue expanding these efforts.

Situation Analysis During the past year, Heartland embarked on a major effort to improve Brand Awareness of its non-profit organization in order to launch a capital campaign to raise money and build a new shelter and expand services. Heartland had been losing market share to its major competitor, Safe. Haven Humane Society, located in Albany, OR. Safe. Haven had just built a new shelter and branded itself as a “no-euthanize” facility with this mission – “Safe. Haven is guided by its belief that no adoptable or treatable companion animal should be unnecessarily euthanized due to space, time, appearance or treatable conditions. ” Safe. Haven has captured market share, not to mention compassion, of donors and grantors.

Situation Analysis Competitor

• Discovery – Market Study Phase 1 Situation Analysis Heartland hired the services of a marketing Agency, Madison Avenue Collective, to improve brand awareness of its services and educate the community about humane society programs. Madison Avenue outlined a 4 -Phase program. • Messaging and Development Phase 2 • Visual Identity Design Phase 3 Phase 4

Situation Analysis Market Study Discovery During the Discovery Phase, Madison Avenue reviewed the logos of Animal Shelters in Oregon, the National humane society organizations, and Other organizations with the name of “Heartland. ” The company found 48 pages of logos and visual identity programs from 33 humane societies and shelters in Oregon. Next, Madison Avenue did interviews and focus groups with community stakeholders. Then, it completed a Brand Messaging analysis, evaluating target audiences and message strategies. Following is what they learned in the forms of a SWOT Analysis.

Strengths • These words best described Heartland- • Compassion, Education, Helpful, Community, Lifeline/no-kills, Open Door Weaknesses SWOTs for Heartland • The community is confused about Heartland’s open-door policy, its status as a non-kill shelter, and lack of awareness of services. Community views Heartland negatively as “The Pound”. The Heartland Thrift Store is unknown The Heartland story is not being told well enough. • Shelter location is unknown.

Opportunities SWOTs for Heartland Humane Society • Citizens don’t know about the role of Heartland Humane Society as Benton County’s shelter. • They aren’t aware of services to people and children. Threats • Citizens believe that Heartland ends lives of pets, instead of saves them, which is not true; that Heartland is isolated when in reality it serves the public needs and benefits animals; that Heartland is more than just an adoption center. It returns lost pets to owners, cares for pets who are homeless, educates children in schools about animal care, rehabilitates sick animals, and partners with the community to extend benefits.

Target Audience 30 to 70 Adults Enjoy volunteering Kind and loving of Animals Pets of their Own Appreciate finding a lost pet Want to adopt pets Community minded

Target Audience Segments Focus on Community: Find your new best friend at Heartland Focus on Donors: You can make a difference at Heartland Focus on Volunteers: Your help matters at Heartland

Persona 1

Persona 2

Persona 3

Marketing Communications Objective Hierarchy of Effects Improve Brand Awareness and Education about Heartland Humane Society

Marketing Communications Positioning Statement Heartland is a nonprofit animal shelter and care organization working to make Benton County a safe and healthy place for every pet, and for the people who love them.

Marketing Strategies Update the Visual Identity system for Heartland Humane Society to a more modern, simple look. Be cognizant of how the new design will differentiate Heartland from its competitors and other non -profit organizations. Include an icon or illustration that will be flexible and versatile, and can be used in various mix of media. Create messaging that helps tell the Heartland story more prominently. Consider tagline alternatives in the messaging. Create a marketing implementation plan to include signage, website, social media, mobile, and events.

Marketing Plan Budget A budget of $20, 000 was used for market study and creative services. Another $10, 750 must be raised for the media buying to implement the campaign.

Marketing Plan Tactics Market Study - $20, 000 (Done) New Signage for Shelter- $1, 200 New Signage for Thrift Store- $1, 200 New Logo Launch Presentation at Donor Event- $25 New Logo Stickers -- $500 Bill. Boards -- $2, 000 New animal bandana’s with logo$500, available at Pet Stores Mobile App to track steps during dog walks -- $500 New landing page design to register walking steps on app-- $325 Press Release on new brand - $0 Facebook and Instagram -- $1, 500 Dog (Animal) singing You. Tube with human translation of Heartland Message $500 Dog Walk 5 K Event -- $2, 500 .

Implementation Content Calendar

How will we measure campaign success? CTR to Landing Page for Dog -Walking Apps, Steps recorded Pet Adoptions Number of bandanas distributed $$$ raised at donor event Click-thru engagement to Facebook and Instagram Views of You. Tube video

Thank You Thank you!