Cobb County Animal

Control

P u b l i c R e l a t i o n s C a m p a i g n

Developed by: The Fall 2017 PR 4465 Team

Instructor: Kristen Heflin

Kennesaw State University

STRENGTHS

• On-site veterinarians

• Volunteer

opportunities

• Government-owned

• Facility size

• Friendly and

welcoming staff

WEAKNESSES

• Website is unappealing and

not user-friendly

• Social media platforms are

not being used to their

full potential

• Very few volunteers

• Kill shelter

• Name of the shelter has a

bad reputation

OPPORTUNITIES

• Partnerships/sponsorship

s

• Rebranding of social media

accounts

• Website makeover

• Implement surrounding

resources

• Take advantage of holidays

THREATS

• Humane Societies

• Lack of volunteers

• No-kill shelters in the

surrounding areas

• Competitors’ social media

accounts

• Bad publicity

PROBLEM STATEMENT

The key problems that Cobb County Animal Control

currently face are found mainly in their public image, and

their means of reaching an audience. CCAC’s website is

fairly unorganized, it is not user-friendly, and links

visitors to a government-run page as opposed to a page

devoted solely to the organization. CCAC makes little to

no use of social media platforms such as Facebook,

Twitter, or Instagram. The lack of consistent posts and

low follower counts contribute to the organization’s

issues with social media, and presenting a positive public

image. CCAC is currently a facility that uses

euthanization, which is a large negative factor for their

public image. Another large issue that CCAC faces is the

lack of volunteers.

Key Publics: Primary

• Cobb County residents

• News media

• Partners

• Students

Key Publics: Secondary

• Families

• Pet owners

• Service animal

organizations

Goal

To increase awareness of

Cobb County Animal

Control.

Objectives

• To increase adoptions by Cobb

County residents at a rate of 10%

by December 2018.

• To increase the number of

volunteers by 25 KSU students by

December 2018.

• Increase social media engagement

among Cobb County residents

over all social media platforms by

25% by December 2018.

• To increase community

involvement by developing at least

2 partnerships by December 2018.

• To have five different media

outlets cover a Cobb County

Animal Control story by

December 2018.

Key Messages

• Not only does Cobb County Animal

Control deal with unwanted animal

visitors, strays and adoptions, they also

offer emergency pet assistance,

discounted spay/neuter services and

discounted vaccines.

• Cobb County Animal Control is a

government-owned, family-friendly hidden

gem of the community where animals are

reunited with their owners or are adopted

by eagerly waiting forever families.

• We need volunteers of all kinds, not only

cleaners and dog walkers but also for

socialization and playmates.

• Cobb County Animal Control has over 200

adoptable dogs and more than 100

adoptable cats.

• We aren’t just animal control. We are a

group of dedicated and caring individuals

working to find these animals homes and

families.

Key Messages

• The mission of the Cobb County Animal

Control Unit is to enforce state laws and

county ordinances pertaining to animal

control and management; educate the

community on responsible pet ownership

and wildlife care and provide housing and

care for homeless animals, while

coordinating their adoptions when

possible.

• While we accept owner surrenders at no

charge, we also offer emergency pet

assistance to members of the community

that have fallen on hard times and need

help supplying for their furry friend.

• While we are a governmental organization,

we still accept all donations of toys,

food, and pet accessories. What we don’t

use directly goes into our emergency pet

pantry for local needy pet owners.

• Cobb County Animal Control adopted out

X dogs and X cats last year alone. Let’s aim

to adopt out more animals this year.

Tagline

Online

Strategy Team

Online Strategy Calendar

Social Media

Branding

• Facebook, Instagram and Twitter

should all be updated with

consistency and readability

across all three platforms.

• Creating consistency will provide

a stronger visual for CCAC’s

brand.

• Key publics will easily be able to

recognize the CCAC image if all

three platforms are cohesive.

• Tactic prototype includes:

updates to the bio/about me

sections, improved media content,

use of hashtags, and monitoring

of feedback and reviews.

Website Recommendations

Online Strategy Timeline

Tactic Time Frame

Social media calendar Over the entire year

Social media branding Feb. 1, 2018 – Feb. 14, 2018

Website recommendations Jan. 4, 2018 – Feb. 19, 2018

Online Strategy Budget

Tactic Cost

Social media calendar $451.88

Social media branding $0

Website recommendations $0

Strategy Total: $451.88

EVENTS

Strategy: Hold events to help Cobb

County Animal Control increase their

adoption rate and volunteers.

The purpose of this strategy is to

create events that will encourage the

community to come out and meet the

animals and staff of Cobb County

Animal Control.

We hope to have these events

influence the community to want to

volunteer and ensure that the animals

of Cobb County Animal Control find

forever homes.

Cobb County

Animal Control

5K

• Purpose: To raise

money for CCAC and

build community

• Booths

• Pets can participate

in 5K

• Pros: build trust with

surrounding

community and gain

future volunteers

Paws for a

Cause Banquet

• Purpose: To raise

money for CCAC and

build community with

guests and nearby

businesses.

• Fundraiser with

raffles and live/silent

actions.

• Discounted adoption

price for attendees.

• Buffet-style dinner

with $10 entry fee.

Dogs Days at

KSU-Marietta

• Purpose: To attract

KSU students to

adopt animals and

create awareness of

volunteer

opportunities

• Drop-by event for

KSU students

• Students can sign-up

to volunteer and

adopt onsite

• Entertainment

includes a DJ,

pictures with dogs,

and prizes

Fur Baby

Festival

• Purpose: To

create a better

relationship with

the community.

• Meet-and-Greet

the CCAC staff

and animals

• Activities, face

painting, music

*GRAPHIC PLACEHOLDER*

Events Timeline

Tactic Time Frame

Paws for a Cause fundraiser

Dec. 3, 2017 – Jan. 28, 2018

CCAC 5K

April 20, 2018 – Oct. 13, 2018

Dog Days at KSU-Marietta March 5, 2018 - April 13, 2018

Fur Baby Festival May 1, 2018 - June 8, 2018

Events Budget

Tactic Cost

Paws for a Cause fundraiser

$900

CCAC 5K $1240

Dog Days at KSU-Marietta

$851.50

Fur Baby Festival

$25.99

Strategy Total: $3017.49

Collateral

Materials

Strategy Team

Adoption Brochure

• Tangible resource for potential adopters

• Contains pertinent information

• Template instead of permanent

• Offers easier access

to CCAC

• Give CCAC an

opportunity to

convey more

family/animal-

friendly vibe

• Informative and

decorative

Posters

• Easy way to give quick information about

adoption

• Way to make fact sheet more appealing

Infographic/ Fact Sheet

• Used to reach potential volunteers

• Contains:

• Types of opportunities

• Steps to join

Volunteer Brochure

Collateral Materials

Strategy Timeline

Tactic Time Frame

Adoption Brochure Dec. 2, 2018 – Dec. 5, 2019

Posters Feb. 7, 2018 – Nov. 5, 2019

Infographic Dec. 3, 2018 – Dec. 3, 2019

Volunteer Brochure Dec. 9, 2018 – Dec. 11, 2019

Collateral Materials Strategy

Budget

Tactic Cost

Adoption Brochure $0

Posters $216

Infographic $0

Volunteer Brochure $190

Strategy Total: $406

Partnerships Strategy

Internship Tactic

• Greater involvement with

• KSU

• Media outlets

• Local community

• CCAC benefits

• Additional salaried-type help without

paying an additional employee

• Increased involvement with community

and improved image

• Consistent new input and ideas

• Interns benefits

• Real-life insight

• Ability to communicate with publics

from a nonprofit

• Resume experience

Pet Supply Tactic

•Pet supply stores already have a target audience

that CCAC is trying to reach

• Pet owners

• Cobb County residents

•Benefits from pet supplier:

• adoption specials listed in store

• exclusive ads in the store that show how to:

• rescue an animal

• help volunteer/ donate

•Pet supplier benefits from CCAC:

• Providing the families of newly adopted pets

a flyer within adoption packet

• Providing families with store coupons

• Advertising for the store during specials

KSU Greek Life

*GRAPHIC PLACEHOLDER*

•Cobb County Animal Control is in

need of many volunteers to not only

assist with facility operations, but to

increase their presence in the

community and gain more support

• More adoption opportunities

through increased volunteer

opportunities

• CCAC would also have the

opportunity to host events on

campus to promote the shelter:

• Dog Day on The Green

• “Tail”gates

• Percentage Nights

• To initiate this partnership, CCAC

must send a pitch letter and

proposal to the Department of

Kennesaw State University Greek Life

Local High

Schools and

Colleges

*GRAPHIC PLACEHOLDER*

Partnering with local high

schools and colleges gives the

opportunity to participate in the

school’s events and gain

potential volunteers.

• CCAC Benefits:

• Gain volunteers from

students at the schools

• Publicity through events

attended hosted by the

schools

•Local schools and colleges

benefits:

• Students would have more

volunteer opportunities

• Schools/Athletics would

gain more support from the

community

Partnership Strategy

Timeline

Tactic Time Frame

Internship Dec. 11, 2017 – End of Term

KSU Greek Life Dec. 10 – Dec. 31, 2017

High Schools and Colleges in

Cobb County

Aug. 6 – Aug. 31, 2018

Pet Supply Store Dec. 1, 2017 – Dec. 15, 2018

Partnerships Strategy

Budget

Tactic Cost

Internship $179.88

KSU Greek Life $1,010.00

High schools and colleges in

Cobb County

$503.50

Pet supply store $310.77

Strategy Total: $2004.15

Thank you Cobb County

Animal Control!

The floor now belongs to you

for any questions you may have…