Download - ccaccampaign.weebly.com · Web viewThe social media accounts are not being used at their full capacity. They are not being used to show off their animals to help them get adopted

CCAC Campaign Book

Kennesaw State UniversitySchool of Communication & Media

Public Relations Campaigns (PR 4465)Fall 2017

CCAC Campaign Book 1

Table of Contents

Executive Summary 2

SWOT Analysis 4

Problem Statement 6

Primary Publics and Secondary Publics 7

Goals and Objectives 9

Online Involvement and Reputation: Strategies and Tactics 11

Online: Budget 12

Online: Timeline 14

Partnership: Strategies and Tactics 19

Partnerships: Budget 22

Partnerships: Timeline 25

Collateral Materials: Strategies and Tactics 32

Collateral Materials: Budget 33

Collateral Materials: Timeline 35

Events: Strategies and Tactics 41

Events: Budget 43

Events: Timeline 47


EXECUTIVE SUMMARY

Key Publics Addressed:● Primary Publics

○ Cobb County Residents○ News Media○ Partners○ Students

● Secondary Publics ○ Families○ Pet Owners○ Service Animal

Organizations

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 awaiting 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 cats.● We aren’t just animal control. We are a group of dedicated and caring individuals

working to find these animals homes and families.● 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.

Campaign Goals & Objectives:● Goal: To increase awareness of Cobb County Animal Control

○ Objective #1: To increase adoptions by Cobb County residents at a rate of 10% by December 2018.

○ Objective #2: To increase the number of volunteers by 25 KSU students by December 2018.

○ Objective #3: To increase social media engagement among Cobb County residents over all social media platforms by 25% by December 2018.

○ Objective #4: To increase community involvement by developing at least two partnerships with local partners by December 2018.

○ Objective #5: To have five different media outlets cover a Cobb County Animal Control story by December 2018.


Proposed Strategies:The strategies that are included in this campaign will assist Cobb County Animal Control with public relations, community involvement and increasing adoptions. Each strategy is supported by various tactics that will allow CCAC to accomplish its goals. The strategies are

● Online Involvement and Reputation: addressing CCAC website and social media accounts

● Partnerships: addressing the pursuit of mutually beneficial relationships● Collateral Materials: addressing methods to increase volunteerism and pet adoptions● Events: addressing methods for CCAC to reach its goals and participate within the

community

Overall Cost of Proposed Strategies:The overall cost of this campaign is $5,880

General Campaign Timeframe:December 27, 2017- December 8, 2018

Campaign Tagline:“Rescue local, gain a friend.”


SWOT ANALYSIS

Strengths

1. Cobb County Animal Control offers on-site veterinarian services such as neutering/spaying and treating sick or injured animals. This is a strength because it shows that they not only care about finding the animals homes, but they care about their health as well.

2. Cobb County Animal Control has several volunteer opportunities that make it easy for the community to get involved with their shelter. This is a strength because it spreads the word about Cobb County Animal Control and allows the community to get involved.

3. With Cobb County Animal Control being government owned, this gives them the advantage of access to resources that other shelters may not have. Access to these resources allows them to shelter more animals and provide more services to them.

4. The size of Cobb County Animal Control’s facility serves a strength to them. Having such a large lot gives them the opportunity to expand, the ability to host fundraisers or events on-site, and offer space to shelters that are full or evacuating from natural disasters.

5. The staff at Cobb County Animal Control is very friendly and welcoming. This is a strength because it lets people who visit know that the animals are in good hands with people who truly care about the animals.

6. The location of Cobb County Animal Control serves as a strength to their shelter. Cobb County is a highly populated area with several opportunities for partnerships and publics to reach.

7. Cobb County Animal Control does not charge a fee for pet surrenders. If you have to surrender your pet due to financial issues, they will offer you resources from their pet pantry to help keep your pet if possible.

Weaknesses

1. The website is not appealing to the eye. It is cluttered with too many icons, the “Find a Pet” page is confusing, and the overall website is not attractive to key publics. This is a weakness because it could turn CCAC’s key publics away.

2. The social media accounts are not being used at their full capacity. They are not being used to show off their animals to help them get adopted. All social media accounts are lacking in the amount of followers. The Twitter account hasn’t been used in a few years and the Instagram posts are sporadic. This is a weakness because key publics could be dissuaded from using their services or adopting pets from CCAC seeing as though they do little to keep their key publics informed and engaged.

3. The volunteers are few and elderly. This is weakness because these volunteers can’t help get all of the tasks done on and around the facility.

4. Cobb County Animal Control euthanizes animals. This is a weakness because a lot of their key publics do not want to support a kill shelter.

5. The name “animal control” has a bad reputation; therefore Cobb County Animal Control does not sound appealing. This is a weakness because CCAC is overlooked by a lot of


their key publics. The key publics don’t know all of the good that CCAC does for the community.

6. Cobb County Animal Control’s lobby lacks collateral material such as brochures, flyers, and signage for visitors to take home with them. This is a weakness because it limits visitors from having tangible information to take home if they decide to volunteer or adopt at a later date.

7. The lobby of Cobb County Animal Control is not warm and inviting for possible pet adopters or volunteers. This is a weakness because this could deter these publics from interacting with the facility.

Opportunities

1. Cobb County Animal Control should develop partnerships or gain sponsorships with other organizations. This is an opportunity because it will help them gain more exposure and raise more money.

2. The social media accounts need to be rebranded. They should follow the example of surrounding animal shelters that have a large amount of followers and post professional pictures of their animals. This is an opportunity because it will attract a whole new audience and will help increase pet adoptions.

3. The Website needs a makeover. This is a great opportunity for CCAC because it will attract more business and volunteers, as well as boost their reputation. They need to make the website less cluttered and more appealing to the eye and easy to navigate.

4. Cobb County Animal Control can use its surrounding resources such as Kennesaw State, other college campus’, and high school volunteer departments for recruitment. This is an opportunity because it would help them appeal to/recruit a younger generation of volunteers. This in turn would help CCAC obtain more than their usual amount of volunteers.

5. Cobb County Animal Control should take advantage of all holidays and use them for special promotions. This is an opportunity because it could help them gain more exposure and pet adoptions.

6. Cobb County Animal Control needs to take advantage of their land and lobby. Implementing the use of their land would give more options to volunteers, such as walking animals and using the grounds for events and fundraisers. Making use of the lobby would give Cobb County Animal Control a better reputation and make it more inviting for visitors.

Threats

1. There are multiple humane societies in the surrounding area of Cobb County Animal Control. Humane societies are a threat to CCAC because they have a more positive reputation than animal control centers.

2. The lack of volunteers is a threat to Cobb County Animal Control. This could mean that there is not enough staff to keep the facility running and could pose the threat of having to close it down.

3. Having no-kill shelters in the surrounding area is a threat to Cobb County Animal Control. Kill shelters, which could lead them to adopt, turn key publics away and volunteer at other shelters are no-kill shelters.


4. Competitors to Cobb County Animal Control have implemented their social media accounts more. This is a threat to Cobb County Animal Control because they are spreading the word about their shelters to the public more efficiently.

5. Bad publicity is a threat to Cobb County Animal Control. In the event of receiving bad publicity, CCAC does not have a large enough platform on social media to address the issues. Also, bad publicity could lead to less people coming in to adopt from them.

6. Having negative reviews online poses as a threat to Cobb County Animal Control. This is a threat because negative public opinion leads to an overall poor public image.

PROBLEM STATEMENT

The key problems that Cobb County Animal Control currently face are their public image and their means of reaching an audience. CCAC’s website is fairly unorganized, 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. The fact that they struggle with reaching an audience attributes to their lack of volunteers. Also, CCAC is currently a facility that uses euthanasia, which is a large negative factor for their public image.


PRIMARY PUBLICS

Cobb County Residents: (Primary, internal/external, active/inactive) According to Volckmann (2017), “Cobb county residents have a median age of 36 years old within a median annual income of $70,000 a year” (Volkmann, 2017). Some of this public uses CCAC as their source for adoption, but not everyone knows where or how it works. They are both internal and external because residents can work for CCAC and adopt from there. They are both active and inactive because some of the members of the county are unaware or don’t use the services offered at CCAC. They are a primary public because they are vital in raising our awareness and adoption rates.

News Media: (Primary, external, active/inactive) Bialik’s (2017) study found the following:As of August 2017, 43% of Americans report often getting news online, a share just 7 percentage points lower than the 50% who often get news on television. The gap between the two news platforms was 19 points in early 2016, more than twice as large. The share of Americans who often get news from TV – whether from local TV news, nightly network TV news or cable news – has fallen, while the portion of Americans often getting news online – either from news websites/apps or social media – has grown.News media are an external public because they are not directly related or work for CCAC. They are inactive and active because they are used for getting information for CCAC out into the public. They are a primary source because they are vital in raising awareness and adoption rates.

Partners: (Primary, external, inactive/ active). According to Weathers (2013), “Cobb County Animal Control works closely with nonprofit animal rescues, thereby attempting to transfer as many animals as possible into animal rescue programs. CCAC in a kill- shelter, thereby, euthanizing sick and healthy animals when the shelter runs out of cage space. Most nonprofit animal rescues are no-kill shelters, so animal residents can live out their lives while awaiting adoption” (Weathers, 2013). A CCAC office technician (anonymous) works closely with local rescues to coordinate animal transfers. Partners would only be considered an external public because it is not directly work for CCAC. They are both active and inactive because they are working together for the well being of the animals located at CCAC. They are a vital primary public because they are a helps ensure the safety of as many animals as possible.

Students: (Primary, internal/external, active) Research by Norman (2017) supports “the average age of a college student ranges from 18 to 24 with an average salary of 14,400 per year (Norman, 2017).” They do not typically use the client’s services but those who do seem to enjoy what they have to offer. They are internal and external because students are likely to adopt or volunteer. They are an active public because they are the most likely demographic to volunteer, adopt, or donate. They are a primary public because they are vital to the adoption rate and overall contribution of CCAC.


SECONDARY PUBLICS

Families: (Secondary, external, active/inactive) According to Volckmann (2017), ”Families in Cobb county have an average salary of $70,246 per year with an average age of 36” (Volckmann, 2017). Some of this public uses CCAC as their source for adoption, but not everyone knows where or how it works. Families are an external public because they are not likely to be involved with CCAC other than to adopt. They are both active and inactive because although many are unaware of CCAC, others are adopters, volunteer, and donators. They are a secondary public because they are not the most likely to better the overall status of CCAC.Pet owners: (Secondary, external, active/inactive) Research by Springer (2017) supports in a recent survey 22,202 respondent completed the screener, of which 12,581 were current pet owners (Springer, 2017). Pet owners are external publics because they are not working for or with CCAC. Pet owners can be active or inactive because animal lovers such as pet owners are likely to contribute to CCAC in some form or fashion. They are a secondary public because most people with pet are not looking to adopt which is the main goal of CCAC.

Service Animal Organizations: (Secondary, external, active/inactive) Research by Georgia Canines for Independence (2005) supports “GCI provides trained service dogs to increase the independence of people with various medical conditions including cerebral palsy, Friedrich's ataxia, Guillain-Barre syndrome, multiple sclerosis, muscular dystrophy, spina bifida, spinal cord injury, and stroke (2005)”. Service animal organizations are most likely unaware of CCAC. They are an external public because they do not directly work with CCAC in any official status. They are both an active and inactive public because they are likely to adopt animals to train as service pets. This is a secondary public because the impact they would have on CCAC adoption rates would be minimal.


GOALS AND OBJECTIVES

Goal

To increase awareness of Cobb County Animal Control.

Objectives

1. To increase adoptions by Cobb County residents at a rate of 10% by December 2018.2. To increase the number of volunteers by 25 KSU students by December 2018.3. .,4. To increase community involvement by developing at least two partnerships with local

partners by December 2018.5. 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 awaiting 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 cats.● We aren’t just animal control. We are a group of dedicated and caring individuals

working to find these animals homes and families.● 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.(Source: Cobb County Animal Control. Retrieved from https://www.cobbcounty.org/pets)

● 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.


Taglines

● Rescue local, gain a friend. References

(2005). Georgia Canines for Independence. Retrieved from http://www.gcidogs.org Bialik, K. (2017). Key trends in social and digital news media. Retrieved from …http://www.pewresearch.org/fact-tank/2017/10/04/key-trends-in-social-and-digital-news-media/Cobb County Animal Control. (n.d.). Retrieved October 08, 2017, fromhttps://cobbcounty.org/petsLydia. Weathers., (Dec 7, 2013). Theoretical Evaluation of the Community Collaborationon Pet Homelessness. Retrieved from http://digitalcommons.kennesaw.edu/cgi/viewcontent.cgi? article=1643&context=etdNorman. Leyla., (Sep 26, 2017). What is the Average College Student’s Income. Retrieved byhttps://bizfluent.com/info-7934153-average-college-students-income.htmlsSpringer. Julie., (2017-2018). The APPA National Pet Owners Survey Debut. Retrieved byhttp://americanpetproducts.org/Uploads/MemServices/GPE2017_NPOS_Seminar.pdfB. Volckmann., (2017). Cobb County Government. Retrieved byhttps://cobbcounty.org/index.php?option=com_content&view=category&id=482&Itemid =1941


ONLINE INVOLVEMENT AND REPUTATION STRATEGY

Description: This strategy is based on the fact that a lot of the free promotional opportunities are being lost on the Cobb County Animal Control’s website and social media accounts. This strategy is about implementing a social media calendar, updating the social media accounts and refreshing the company website.

Objectives addressed:● 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.● To 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 two partnerships with local

partners by December 2018.● To have five different media outlets cover a Cobb County Animal Control story by

December 2018.Key publics reached:

● Cobb County residents● News media● Partners● KSU students

ONLINE INVOLVEMENT AND REPUTATION TACTICS

Tactic 1: CalendarAn easy to follow step-by-step calendar that can be reused and adjusted for different events and tactics throughout the year for the company to use, it will include dates to update social media, recommended public events, newsworthy promotional tactics and volunteer appreciation events. Hopefully, these tools will help the CCAC reach their goal.(Prototype included: Social media, events, and ideas calendar.)

Tactic 2: Website Call to Action ListDevelop suggestions to improve Cobb County Animal Control's online web content in order to increase public awareness. Arrange information in a concise manner, omit unnecessary information, incorporate a "success page," promote their purpose through current photo/artwork and create a page for seasonal activities and promotions. (Prototype included: List of website suggestions/recommendations.)

Tactic 3: Social Media BrandingCreate consistency across all social media platforms (Facebook, Instagram, Twitter) in order to create a stronger visual for the organization's brand. Using the same logo, wording, and theme among the three platforms will provide a cohesive look to the organization's online presence. CCAC should provide the same message on all platforms. Key publics will be able to identify the CCAC brand easily and the consistency in visuals will build a stronger, more trusted brand.(Prototype included: 1 page each of recommendations for Facebook, Instagram, and Twitter.)


Online Strategy Budget

Tactic Item Cost Tactic Total

Social Media Content Calendar

Social media intern· Post internship at KSU < 20 hours/week

$0 451.88

Creation of calendar - Design a basic template to be used over the year

$0

Instagram Image Contest· 1 grand prize winner will win a free pet, a months’ worth of food, accessories kit and a dinner voucher at a local restaurant.· 2 winners will win a free pet.· 5 winners will win a $10 PetSmart gift card.

$100*

Facebook Share Contest· 1 grand prize winner will win a free pet, a months’ worth of food, accessories kit and a dinner voucher at a local restaurant.· 3 winners will win a free pet.· 5 winners will win a CACC swag bag.

$50*

Twitter Story Contest· 1 grand prize winner will win a free pet, a months’ worth of food, accessories kit and a dinner voucher at a local restaurant.· 3 winners will win a free pet.· 5 winners will win a CACC swag bag.

$50*


Copies for internal meetings· 10 copies at 10 cents ea.· 12 times per year

$12

Monthly subscription to Hootsuite (www.hootsuite.com)· 12 months @ $19.99/month

$239.88

Website Revamp and Recommendations

Report of website recommendations

$0 $0

Social Media Branding Report of social media information to be implemented

$0 $0

Strategy Total $451.88

* Indicates item could be donated.

Online Strategy Timeline

Tactic Task Due Date

Staffing

December 2017

Social media content calendar Design 2018 calendar to be reevaluated monthly for any needed changes

Dec. 27

1 employee and 2 supervisors

January 2018


Social media content calendar#newyearnewlove#cuddleupwithapet

Review social media content calendar and make any necessary changes

Jan. 2 1 communication intern

Begin implementing social media content calendar for January

Jan. 3 3 communication employees

Social Media Branding Review and make changes Jan. 4 Chesley McNeil, 1 communication intern

February 2018

Social media content calendar#lovewins


Feb. 1 Chesley McNeil, 1 communication intern

Begin implementing social media content calendar for February

Feb. 2 3 communication employees

Instagram Image Contest Feb. 2 – 28

1 communication intern

Social Media Branding Begin implementing changes to all social media profiles to be completed in two week

Feb. 1 - 14


Website Revamp Review and make changes Feb. 5 Craig Owens, Shana Luke, Chesley McNeil

Discuss changes with relevant staff

Feb. 19 Craig Owens, Shana Luke

March 2018

Social media content calendar#pittysday#nationalpuppyday (March 23)


March 1


Begin implementing social media content calendar for March

March 2

3 communication employees


Website Revamp Begin implementing changes.

March 19

IT, Webmaster

April 2018

Social media content calendar#colormelucky#nationalpetsday (April 11)Post a picture of a mixed breed and claim it’s purebred. (April 1)


April 1 1 communication intern

Begin implementing social media content calendar for April

April 2 3 communication employees

May 2018

Social media content calendar#memorialday#momsbestfriend


May 1 1 communication intern

Begin implementing social media content calendar for May

May2 3 communication employees

June 2018

Social media content calendar#dadsbestfriend


June 1 1 communication intern

Begin implementing social media content calendar for June

June 2 3 communication employees

Facebook Share Contest June 2 – 30


July 2018

Social media content calendar#celebratefreedom


July 1 1 communication intern

Begin implementing social July 2 3 communication


media content calendar for July

employees

August 2018

Social media content calendar#adoptedisthenewblack


Aug. 1 1 communication intern

Begin implementing social media content calendar for August

Aug. 2 3 communication employees

September 2018

Social media content calendar#endpetlessness


Sep. 1 1 communication intern

Begin implementing social media content calendar for September

Sep. 2 3 communication employees

Twitter Story Contest Sep. 2 – 30


October 2018

Social media content calendar#nationaladoptapetmonth#makeadifference


Oct. 1 1 communication intern

Begin implementing social media content calendar for October

Oct. 2 3 communication employees

November 2018

Social media content calendar#blacknovember#bethankful


Nov. 1 1 communication intern

Begin implementing social media content calendar for November

Nov. 2 3 communication employees


December 2018

Social media content calendar#greatestgiftofall#newyearnewlove


Dec. 1 1 communication intern

Begin implementing social media content calendar for December

Dec. 2 3 communication employees


PARTNERSHIP STRATEGY

When the Cobb County Animal Control and its leaders develop and nurture partnerships, CCAC will produce a mutually beneficial relationship where consistent partnership activities are ever-present. CCAC’s cascaded partnership vision will alleviate external confusion and internal disorganization, promoting an efficient, objective and transparent organization.

Strategy Description: CCAC is experiencing a deficit on human, social and financial capital, with partnerships being the most essential aspect to produce all of the results that we seek to achieve for CCAC. Partnerships are needed to plan and produce the events, develop social media content to increase awareness, financial aid, adoptions, create collateral materials to promote the organization and gain the necessary human capital (volunteers, media contacts, interns, business leaders, government officials) to provide the ultimate return on investment.

ObjectivesDeveloping partnerships as a strategy seems to encompass all of the campaign’s objectives in one way or another.

1. To increase adoptions by Cobb County residents at a rate of 10% by December 2018.2. To increase the number of volunteers by 25 KSU students by December 2018.3. To increase social media engagement among Cobb County residents over all social media platforms by 25% by December 2018.4. To increase community involvement by developing at least 2 partnerships with local partners by December 2018.5. To have five different media outlets cover a Cobb County Animal Control story by December2018.

Key publics reachedFurthermore, developing partnerships would both implicitly and explicitly have the potential to reach all of our key publics that the objectives seek to target.

Primary Publics:● Cobb County residents● News media● Partners● KSU students

Secondary Publics:● Families● Pet owners● Service animal organizations


PARTNERSHIPS TACTICS

Tactic 1: InternshipCobb County Animal Control has the untapped luxury of being in close proximity to large numbers of KSU students at both the Kennesaw and Marietta campuses. This provides an opportunity to foster a partnership with CCAC and Kennesaw State faculty/administration, thus creating a connection to the students. By establishing an internship program at CCAC, this opens and solidifies community relationships and also opens the door to many opportunities. Many KSU students are seeking internships to put on their resumes and CCAC is seeking consistent volunteers (human capital) to run the facilities. CCAC also needs assistance with its marketing, visuals, social media content, PR, basic operations and management. Interns can provide the much-needed and high-quality labor in these areas of development for free, instead of CCAC having to hire an additional salaried employee to do the work at the same quality it is currently producing. This internship program creates a mutualistic relationship with both CCAC, the students earning college credit and its partner (KSU) that can be used for years, which will allow new ideas and innovation to consistently flow through its doors. (Prototype included: internship description and directions for how to partner with KSU’s Department of Career Planning and Development and the KSU School of Communication and Media)

Tactic 2: KSU Greek LifeCobb 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 by word of mouth. CCAC should utilize Kennesaw State University’s Greek Life to obtain more volunteers and develop those needed relationships. Many Greek organizations require their members to complete a certain amount of volunteer hours each semester. If CCAC were to create a partnership with KSU’s Greek Life, it would be mutually beneficial for both parties. If KSU students were more involved with volunteering at CCAC, it would generate more adoptions and overall support for the shelter. Many Greek organizations hold percentage nights at restaurants such as Chick-fil-A and Moe’s Southwest Grill, giving part of the proceeds back to a specific organization or cause for every person who mentions they are there to support. CCAC would also have the opportunity to partner up with Greek organizations to host events on campus to promote their shelter and even certain deals/specials they have to encourage more people to adopt. To initiate this partnership, CCAC must send a pitch letter and proposal to the Department of Kennesaw State University Greek Life. (Prototype included: Partnership pitch letter and proposal)

Tactic 3: Pet Supply ProvidersCobb County Animal Control wants to reach a variety of different publics in order to increase adoptions and community involvement and a partnership that would be beneficial to accomplishing these objectives would be the CCAC working with a pet supply company. Stores like Petco and PetSmart already have a target audience of pet owners and Cobb County residents as both stores have locations in the county. This partnership would be beneficial for both parties because they could help each other reach their goals. For instance, CCAC wants to get community involvement, pet adoptions and recognition. By working with a pet supply store, CCAC could have their adoption specials listed and exclusive ads in the store detailing how to rescue an animal from them or how to help volunteer or donate. In return, CCAC could


provide the families with newly adopted pets a flyer or coupons within the adoption papers for the pet supply store to get a bag of food, toy or bed. Once people go to a store for the first time they are more likely to continue to shop there. There could be various levels to the partnership such as gold, silver, and platinum where at the highest level, CCAC has exclusive partnership with a specific location of a specific pet supply store and they provide a coupon to redeem a free bag of pet food with every adoption and the store donates a portion of earnings to CCAC. The lowest level could be CCAC referring new pet owners to a pet supply store for their animal training and the pet supply store having a flyer for CCAC in their store. Whatever level is chosen, it will be a great opportunity to help CCAC to accomplish its objectives. In order to propose the partnerships, a proposal letter specifying the different levels of partnership will be sent to the appropriate individuals of the pet supply stores. (Prototype included: Partnership pitch letter and proposal)

Tactic 4: High Schools and Colleges in Cobb CountyPartnering with high schools and colleges in the area would be crucial to Cobb County Animal Control and the amount of volunteers they receive. Both school levels host several events that are perfect opportunities for Cobb County Animal Control to be present at and promote themselves. Attending sporting events or school festivals, sponsoring sports teams, and even visiting the schools would not only help raise the amount of volunteers, but promote Cobb County Animal Control as a whole. By partnering with local schools, this would benefit the image of Cobb County Animal Control and make it aware to the public that they are kid and community-friendly. The two types of publics are the ideal audience that Cobb County Animal Control should reach in order to raise awareness of the shelter and increase adoptions. In order to partner with these publics, a pitch letter should be written to present to the schools explaining the depths of the partnership and what each member of the partnership should expect. (Prototype included: Partnership pitch letter and proposal)


Partnerships Budget


Internship 1. Advertising the Internshipa. Handshake accountb. Spot in KSU Sentinel classifieds

$0 $179.88

Uniform shirt $20

Social media content calendar $0

● Pre-employment screening○ Background check○ Drug test

$40

PR MaterialsMonthly subscription to Hootsuite (www.hootsuite.com)12 months @ $9.99/month Adobe Creative Cloud Subscription (paid by tuition)Students can access these digital production programs through KSU VMWare

$119.88


KSU Greek Life Partnership Event

Flyers for eventUPS Store (https://www.theupsstore.com/)250 copies for .33 cents each

$82.5 $1,010.5

Raffle Gift $100 Visa Gift Card

$100

Event T-ShirtsCustom Ink (https://www.customink.com/):· 100 T-shirts (S:30, M:40, L:30) for $8.28 each

$828

Tailgate at KSU Football Game

Flyers for event250 copies at .33 each Source: https://www.theupsstore.com/

$82.50 $503.50

Koozies200 koozies at $1.61 each Source: https://www.customink.com/

$322

TentSource: http://www.dickssportinggoods. com/

$99

Pet Store Posters- to distribute at closest 3 store locations-1 (36” x 48”) per store-1 = $72

$216 $310.77


FlyersTo advertise calendar of events, adoption specials and volunteer opportunities

● 250 copies for 3 stores

$94.77

Strategy Total $2,004.65


Partnerships Timeline

Tactic Task Due Date Staffing

December 2017

KSU Greek Life Partnership Event

Finalize event logistics with Greek Life

Dec. 10 1 communication team member with Greek Life Representative

Design and place order for event fliers

Dec. 17 1 communication team member

Design and place order for event T-shirts


Pass out fliers on KSU campus and collect raffle entries

Dec. 31 3 volunteers and 3 KSU Greek Life members

Internship Finalize internship program job description.Create Ads for KSU Sentinel Create Handshake Account

Dec. 11 1 Communication team member

Contact Thomas Gray ([email protected]) to evaluate Internship criteria. Select mentor for the intern.Post Ads for Internship & post Handshake internship post

Dec. 12Dec. 17

1 Communication team member


Pet Supply Store

Send proposals to Petco and PetSmart to see which company is willing to engage in partnership to avoid conflict between competing organizations


Follow up with companies to see which organization a partnership would be most beneficial with/ who accepted partnership proposal at best level


Have final timeline of partnership schedule for the year.Have materials ready to distribute between CCAC and pet supply stores. (I.e. flyers, posters, coupons, calendars.)


January 2018

Internship Read over applications Jan 3. 1 Communication team member

Select & Welcome new applicants

Jan 7. 1 communication team member

Pet Supply Store

Check that partnership agreements are being met and that both parties are satisfied

Jan. 15 1 Communication intern

February 2018


Internship 30-day check-in with new intern Feb. 7 1 communication member

Work on promoting and getting awareness about this month’s events through social media

Feb. 8 1 Communication intern

Pet Supply Store


Feb. 15 1 Communication intern

March 2018

Internship Work on promoting and getting awareness about this month’s events through social media

Mar. 1 1 Communication Intern

Pet Supply Store


Mar. 15 1 Communication intern

April 2018

Pet Supply Store


Apr. 15 1 Communication intern


Apr. 1 1 Communication intern

Internship Post ads in Handshake and Apr. 1 1 Communication


Sentinel for Summer interns member

May 2018


May 1 1 Communication intern

Pet Supply Store


May 15 1 Communication intern

June 2018

Pet Supply Store


Jun. 15 1 Communication intern

July 2018


Jul. 1 1 Communication Intern

Pet Supply Store


Jul. 15 1 Communication intern

August 2018

High Schools and Colleges in Cobb County

Contact KSU Football to ask about setting up a tailgate

Aug. 6 1 communication team meber

Pet Supply Store


Aug. 15 1 Communication intern



Aug 1. 1 Communication Intern

September 2018


Contact KSU Football to finalize details on tailgate for home game on Sept. 22

Sept. 1 1 communication team member


Order koozies from https://www.customink.com/

Sept. 1 1 intern


Design and order flyers from https://www.theupsstore.com

Sept. 2 1 communication teammember, 1 intern


Pass out flyers at KSU’s campus and post flyer CAC’s site

Sept. 17 2 volunteers, 1 intern, 1 communication team member

Pet Supply Store


Sept. 15 1 Communication intern

October 2018


Oct. 1 1 communications intern

Pet Supply Check that partnership Oct. 15 1 Communication


Store agreements are being met and that both parties are satisfied

intern

November 2018


Nov. 1 1 Communication intern

Pet Supply Store


Nov. 15 1 Communication intern

December 2018


Dec. 1 1 Communication intern

Pet Supply Store

Check that partnership agreements have been met and if the partnership would like to be continued into the next year. Evaluate for improvements

Dec. 15 1 Communication intern

COLLATERAL MATERIALS STRATEGY

Description: To create collateral materials that showcase Cobb County Animal Control’s brand and increase volunteers and pet adoptions by creating brochures, flyers, a fact sheet, and signs.

Objectives addressed:1. To increase adoptions by Cobb County residents at a rate of 10% by December 2018.2. To increase the number of volunteers by 25 KSU students by December 2018.3. To increase social media engagement among Cobb County residents over all social media

platforms by 25% by December 2018.4. To increase community involvement by developing at least 2 partnerships with local


December 2018.

Key publics reached:


● Cobb County residents● News media● Partners● KSU students

COLLATERAL MATERIALS TACTICS

Tactic 1: Create a Volunteer BrochureThis tactic will be tangible material used by Cobb County Animal Control to reach potential volunteers. It will contain information on the types of volunteer opportunities available and how to get in contact with the organization’s volunteer coordinator. Prototype included: Volunteer Brochure

Tactic 2: Create an Adoption BrochureThis tactic will be used as a tangible/ take-along tool for potential adopters of shelter pets, and it will contain all important information regarding the process (prices, steps to take, what to do after adoption, resources, etc.) Prototype included: Adoption Brochure

Tactic 3: Fact SheetThis tactic will be used as an easy way for CCAC to let those who visit know some quick information about CCAC. The fact sheet will also include some infographics that will help make the fact sheet more visually appealing for visitors. These can be placed inside the facility as well in other businesses. Prototype included: Fact Sheet

Tactic 4: Create Signs/postersThis tactic will be used as a way to easily locate Cobb County Animal Control as well as make the facility a more family/animal friendly place. The signs and posters will be informative and will add a decorative aspect to CCAC.Prototype included: 3 signs/ posters for facility

Collateral Materials Strategy Budget


Adoption Brochure

InDesign software $0(In-house)

$0

Ink (Color & B&W) $0 (in-house)

8.5 x 11 paper $0 (in-house)


Volunteer Brochure

InDesign software $0(In-house)

$190

PrintingUPS Store (https://www.theupsstore.com/)● 250 copies for $190

$190

Fact Sheet InDesign Software $0(In-house)

$0

8.5x11 paper $0(In-house)

Posters InDesign Software $0(In-house)

$216

PrintingUPS Store (https://www.the upsstore.com/):● 3 Glossy finish copies @ $72 each

$216

Distributing posters $0

Strategy Total $406


Collateral Materials Strategy Timeline


December 2017

Adoption Brochure

Create brochure template Dec. 2 1 communication team member

Adjust/edit template based on calendar of events


Print brochures and distribute Dec. 8 1 communication team member

Fact sheet Create fact sheet template Dec. 3 1 communication team member

Review fact sheet and make final adjustments



Print fact sheet and distribute Dec. 12 4 volunteers

VolunteerBrochure

Create volunteer brochure template Dec. 9 1 communication team member

Edit volunteer brochure template based on calendar of events


Print and distribute brochures Dec. 13 2 communication interns

January 2018

February 2018

Adoption Brochure

Review calendar of events and adjust/edit template accordingly

Feb. 2 1 communication intern

Print brochures and distribute Feb. 5 1 communication interns

Posters Design/create posters Feb. 7 1 communication team member

Print posters and set up at office and events

Feb. 10 2 communication interns

VolunteerBrochure

Review and edit volunteer brochure template based on calendar of events

Feb. 9 1 communication intern

Print and distribute brochures Feb. 11 2 communication interns

March 2018


April 2018

Adoption Brochure


Apr. 2 1 communication intern

Print brochures and distribute Apr. 5 1 communications intern

VolunteerBrochure


May 9 1 communication intern

Print and distribute brochures May 11 2 communication interns

May 2018

June 2018

Adoption Brochure



Print brochures and distribute June 5 1 communication intern

Fact sheet Review fact sheet and make needed adjustmentsPrint and distribute fact sheets


VolunteerBrochure


July 9 1 communication intern


Print and distribute brochures July 11 2 communication interns

July 2018

August 2018

Adoption Brochure



Print brochures and distribute Aug. 5 1 communications intern

Volunteer Brochure



Print and distribute brochures Aug. 11 2 communication interns

October 2018

Adoption Brochure



Print brochures and distribute Oct. 5 1 communications intern

Volunteer Brochure



Print and distribute brochures Oct. 11 2 communication interns

November 2018

Posters Create/design posters Nov. 2 1 communication team member


Print posters and set up at office and events

Nov. 5 2 communication interns

December 2018

Adoption Brochure

Review calendar of events and adjust/edit template accordingly(May want to review template as a whole to make sure it is still accurate)


Print brochures and distribute Dec. 5 1 communications intern

Fact Sheet Review fact sheet and make needed adjustmentsPrint and distribute fact sheets

Dec 3 1 communication intern

Volunteer Brochure

Review and edit volunteer brochure template for the new year(Review calendar of events)


Print and distribute brochures Dec. 11 2 communication interns


EVENTS STRATEGY

Strategy: To hold events to help Cobb County Animal Control increase its adoption rate and volunteers.

Description: Our 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 these events will influence the community to volunteer and ensure that the animals of Cobb County Animal Control find forever homes.

Objectives1. To increase adoptions by Cobb County residents at a rate of 10% by December 2018.2. To increase the number of volunteers by 25 KSU students by December 2018.3. To increase social media engagement among Cobb County residents’ social media

platforms by December 2018.4. To increase community involvement by developing at least two partnerships with local


December 2018.

Primary Publics● Cobb County residents● News media● Partners● KSU students

Secondary Publics● Families● Pet owners● Service animal organizations

TACTICS

Tactic 1: Cobb County Animal Control 5kHost a 5k run that the surrounding community can participate in with their pets. Have booths set up with activities for owner and pets, treats, informational booths, etc. The purpose of this event is to raise money for the shelter, build a relationship with the surrounding community, and gain future volunteers. (Prototype included: Event plan)

Tactic 2: Fur Baby FestivalHost an event outside the Cobb County Animal Control center where the community can come and meet the animals at the shelter. Pet owners can also bring their pets. There should be entertainment, tents set up that display different information about each type of animal at the center and give out information about the Cobb County Animal Shelter. There should be activities that pet owners can play with their pets. A dog trainer that demonstrates tips on how to train animals would be a good idea. There can be face painting for the kids and a spot where


future pet owners can play with the animals from the center. This festival should help the local community learn more about CCAC and in turn increase volunteers and adoption rates. (Prototype included: Event plan)

Tactic 3: Paws for a Cause BanquetHost a banquet at CCAC, where guest can enter with a $10 entry fee, which covers a buffet style dinner. At the banquet, guests can participate in raffles and an auction consisting of various items donated from local businesses. Guest will be able to play with the animals and tour the facility. Adoption will be free of charge for guests who participate in the auction. The purpose of this event is to raise money for CCAC, support local businesses to grow relationships in the surrounding communities, and encourage adoption. (Prototype included: event plan)

Tactic 4: Dogs Days at Kennesaw State University Marietta campusHost an event at the Kennesaw State University Marietta campus to attract college students to adopt animals and be aware of volunteer opportunities that CCAC offers. Because of the location of Cobb County Animal Shelter, the Marietta campus would be most accessible and convenient to hold the event. It can be on the field at the school. Dogs from the shelter can be adopted on campus during the event using the adoption trailer. In addition, Information about volunteering will be available. Entertainment should be provided. If the event is successful, this can become a partnership and a recurring event CCAC holds at KSU.(Prototype included: Event plan)


Events Budget


Cobb County Animal Control

5K

Tents/Tables/Chairs● Used from Cobb County Government

$0

T-Shirts with design● AlliedShirts.com● $3.58 per shirt x 250 shirts

$895

Entertainment (Stage, microphone, speakers)● Used from Cobb County Government

$0

Location (Park)● Used from Cobb County Government

$0

Water bottles with logo● www.4imprint.com ● $0.69 per bottle x 500 bottles

$345

Prize/Awards● Awards donated from Bank of America● Prizes baskets filled with goodies for dogs donated

from PetSmart

$0

Signage/Forms● Used from Cobb County Government

$0

Police/Permit● Used from Cobb County Government

$0

Food● Food donated from Whole Foods Market● Pet treats donated from PetSmart

$0


$1240

Fur Baby Festival Props● Tents● Chairs● Tables

Used from Cobb County Parks

$0

Goodies● Treats● Toys

Provided by CCAC

$0

Entertainment● Speaker

Used from County Parks

$0

Decorations● Balloons -25 count bag $1.00 x 2● Streamers -5 count bag $1.00● Posters -5 count $1.00 x 3● Markers -8 count box $1.00 x 3● Face Paint Kit - $16.99 (Walmart)

www.dollartree.comwww.walmart.com

$ 25.99

$25.99

Paws for a Cause Fundraiser

Venue/ Tables/ Chairs● CCAC and government

$0

Raffle & Auction items donated from local businesses:● PetSmart, PetLand, Bed Bath & Beyond, Chili’s,

Target, Starbucks, Dick’s Sporting Goods, Barnes & Noble, Academy Sports, Auto Zone, Massage Envy, and Plato’s Closet

$0

Catering $800


● Includes plate ware, heating trays, drinks, and buffet style southern food) at $8 per person including tax and labor. Expecting 100 attendees.

Speakers/ microphone● Used from government

$0

Local Auctioneer $100

Advertising (flyers, social media) $0 $ 900

Dogs Days at Kennesaw State

University Marietta campus

Design flyer $0

Print flyersOffice Depot (https://www.officedepot.com)

● 250 color prints x .59 cents each

$147.50

Distribute on Campus● Post them around campus and hand out to people

$0

Gift Cards for raffle:● $8.99 raffles tickets (Amazon.com)● 4, $25 gift cards to PetSmart● 1, $100 gift cards to PetSmart

$209

Tables to talk to CCAC representative● Used from Cobb County Parks

$0

Dog adoption van● Used from Cobb County Animal Control

$0

Photo booth● Decorations for a photo booth; have volunteer

Pinterest and decorate$200 for arts and crafts

● Borrow a camera, have volunteer take photos

$200

Entertainment● House of Harlow DJ; 4 hours for $295

(https://www.thumbtack.com)

$295

Dog Treats● Used from Cobb County Animal Control Parks

$0


$851.50

Events Total $3017.49


Events Timeline


December 2017


Review event plan, make necessary changes, confirm local businesses about donations

December 3 3 communication team members


Implement event plan December 10

3 communication team members


All donations confirmed December 29

2 communication team members

January 2018


Day of event January 28 7 communication team members, 4 volunteers

February 2018

March 2018

Dogs Days at KSU Marietta

Review event plan and make necessary changes

March 5 2 communication team members


Begin implementing event plan March 12 2 communication team members

April 2018


Hold event at Kennesaw State University Marietta campus

April 13 3 communication team members 10-15 volunteers


CCAC 5K Review event plan and make necessary changes

April 20 4 team members

May 2018

Fur Baby Festival Start reviewing the event plan. Make necessary changes if needed.

May 1 All staff meeting

Fur Baby Festival Start implementing the event plan May 18 3 communication team members

CCAC 5K Start implementing the event plan May 6 4 team members

June 2018

Fur Baby Festival Host Fur Baby Festival at Cobb County Animal Control Center

June 8 5 communication team members15 volunteers

CCAC 5K All potential vendors identified June 15 6 team members

July 2018

CCAC 5K Registration begins July 15 No staff-online registration

August 2018

September 2018


October 2018

CCAC 5K Day of event October 13 10 team members, 40 volunteers

November 2018

December 2018

Download - ccaccampaign.weebly.com · Web viewThe social media accounts are not being used at their full capacity. They are not being used to show off their animals to help them get adopted

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