Download - Cat’s Cradle Strategic Plan
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?
O 80% of cats die in shelters each year
O Reduce the number of cats in shelters
O Less permanent than adoption
O Instead of being released, placed in loving homes
O Continuing sheltering resource
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
1. Young Adults (Ages 18-30)
2. Middle-Age (Ages 31-60)
3. Senior Citizens (Ages 61+)
Broad Target Market
Problems & Opportunities O Expand the Cat’s Cradle foster care network beyond middle-aged and elderly females.
O Beneficial demographics: Young adults Families
•O More foster homes = more cats off the streets
•O Further increases awareness .
•O Educates the community regarding Cat Cradle’s mission and objectives.
Tactics
PizzaFliers
BusesNewspapers
o Free fliers located on front of pizza box- Provide the fliers for the boxes- Half sheet sizeB/W on neon paper
Located on Anthony’s and Chanello’s pizza boxes
Pizza Boxes
Anthony’sJMU/Students 70%Residents 30%Mon -Thurs 50/boxes per dayWeekend 65/boxes per day
Chanello’sJMU/Students 65%Residents 35%Mon -Thurs 250/boxes per dayWeekend 700-800/boxes per day
Fliers and BrochuresSuggested Placement
- Apartment bus stops- Veterinary Offices- Sylvia’s Pet Shop- Wal-Mart- Grocery Stores
Harrisonburg Public Transportation
• 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
Prices
Production ChargeInterior* $30(1) $300 (13)
Monthly ChargeInterior $250 (13 spots)
Newspaper AdvertisingValley 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 #2
TimelineO Based on your budget and time you have to carry out tacticsO January - February
Pizza Boxes
Bus advertisingAnimal HospitalsPut up fliers
O May - JuneNewspaper
O September The Breeze
Bus
Evaluation
O 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?
Track progress monthly
Evaluation Cont.
O 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?
Thank you
Any questions?