Client Profile

The Society for the Prevention of Cruelty to Animals (SPCA) is a private, non-profit

organization created to “ promote responsible human behavior toward animals.” The SPCA

of Central Florida has been devoted to this mission since 1937 and is known as one of Central

Florida’s most respected animal welfare agencies. They are currently located on 2727 Conroy

Road, Orlando, FL 32839. They have an array of services offered for the animal lovers of

Central Florida, including affordable veterinary services, mobile spay/neuter services, animal

behavioral training classes, pet welfare courses online, Pet Food Xpress, which is a program

to help bring pet food to the senior citizen community, and pet adoptions. Most of the

services provided are executed through numerous devoted volunteers, however they currently

have 87 employees, with two to three part time employees managing their website

www.OrlandoPets.org. According to their annual report for July 2009- June 2010, their

income was reported to be $6,347,393 and expenses averaging $6,434,313. With donations

totaling $447,000, $225,000 was made through an online portal.

Market Analysis

The  current  and  potential  customers  are  community  minded  individuals  who  share  a  

passion  for  the  overall  welfare  of  animals.  Due  to  lack  of  resources  it  is  difficult  to  track  

the  exact  number  of  potential  customers  in  the  local  market,  however,  the  SPCA  of  

Central  Florida  has  had  102,821  customers  utilize  their  services  in  2009-­‐2010  and  they  

expect  a  similar  return  amount  for  2011.    According  to  the  United  States  Census  Bureau  

there  are  12  establishments  in  Central  Florida  existing  under  the  North  America  

Industry  Classification  System  code  813312  (Environment,  Conservation  and  wildlife  

organizations).  Although  each  of  these  establishments  serves  as  possible  competitors,  

the  SPCA  has  two  direct  competitors,  the  government  funded  human  society  and  the  

ASPCA  (The  American  Society  for  the  Prevention  of  Cruelty  to  Animals),  which  is  a  

national  organization.    Although  they  are  each  reputable  organizations  they  do  not  offer  

the  competitive  array  of  affordable  services  in  veterinary  care  and  educational  courses.  

The  animal  rescue  market  is  currently  matured  with  minimal  competition  and  

saturation.    

Current Marketing

Although this portion is suppose to be the most extensive description, unfortunately due to

their financial limitations there is not much marketing or advertising spending. Their website

www.OrlandoPets.org is currently is designed to inform and educate viewers. Website

strengths include very informative details on the organization and services, an adoption pet

gallery, and consistent updates on their events. Noted weaknesses include: lack of

communicating the importance of their mission, inconsistent seeking of email capture

(currently only available on index page,) ineffectively tracking of visitors, poor imagery, and

inability to connect all the services available when navigating away from home page.

After conducting several keyword searches through Google it was determined that the

majority of places their website appeared was through Google Places. However, if you type

“affordable veterinary services in Orlando,” they appear number four in the organic results.

When using “pet adoptions in Orlando,” they appear number nine in the organic results after

Google Places. They currently do not have any Google Analytics or third party web tracking

software available. The SPCA currently does have an email campaign for those who have

specifically been affiliated with the SPCA either through adoptions, events, website or use of

service. They have not paid for any advertising online or offline. However, have used offline

marketing in conducting charity events and broadcasting channels. They currently have a

partnership with News 13 Orlando to air The Pet of Day to persuade viewers to adopt a pet.

Conclusion

Our intention is to develop an adwords campaign that will mirror the clients

business. Currently our potential customers are unable to find this outstanding organization

conveniently when searching online. The adwords campaign will be designed to align with

the many unique products, services, and events they offer. We will demonstrate with adwords

that it is possible to begin to develop a clientele and effectively track those interested in

organizations such as these.

 

 

 

Proposed  AdWords  Strategy  

 

Number  of  Ad  Groups  and  the  focus  for  each  Ad  Group.  

We  created  7  Total  Ad  Groups  under  4  campaign  umbrellas.      Each  group  focused  on  

different  services,  products,  or  events  currently  advertised  on  their  website.    

Keywords  and  negative  keywords.  (We included samples from each Ad Group)  

1. Ad Group 1 titled: “Pet Adoption” (Services Campaign)

119 Keywords: pet adoptions, adopt a pet, pet stores, adopt cat, adopt puppy, cat for

adoption, cats for adoption, dog shelter, more  

2. Ad Group 2 titled “Spay/Neuter” (Services Campaign)

71 Keywords: spay neuter, spay, neuter cat, spay cat, spay and neuter

Negative Keywords: Cheap, Discount, Free  

3. Ad Group 3 titled “Vet Clinic Services” (Services Campaign)

40 Keywords: vet clinic, veterinarian information, cat veterinarian, more

Negative Keywords: birds, ferrets, fish, gerbils  

4. Ad Group 1 titled: Furball Fundraiser Event (Events Campaign)

8 Keywords: charity foundation, SPCA, animal rescue fundraising,

Negative Keywords: missions, church  

5. Ad Group 2 titled: Summer Camp (Events Campaign)

44 Keywords: Keyword: summer camps, summer camp, kid activity, kid activities,

camps, kid summer camp, kid summer camps, (44 total keywords) Negative Keywords: Free, Residential more  

6. Ad Group Titled: Join SPCA (Membership Campaign)

22 Keywords: what is the SPCA, SPCA, SPCA Florida, Florida SPCA,

Negative Keywords: ASCPA (trademarked competitor)

7. Ad Group Titled: Pet Classes (Classes Campaign)

5 Keywords: Puppy Class, Free Pet Classes, Kitten Class, Dog Behavior Workshop,

Pit Bull Classes

Negative Keywords: Vet  

Text  for  AdWords  versions  (3  of  35  AdWords  are  shown  below)      

 

 

Daily  and  weekly  plans  for  spending  their  campaign  budget  

We  created  7  Total  Ad  Groups  under  4  campaign  umbrellas.      We  needed  the  ability  to  

budget  each  campaign  differently.      

I. “Services” Campaign: Budget is $5.00 per day/$35.00 per week. Ad Groups 1,2,3

II. Events Campaign: Budget is $1.75 per day/$12.25 per week. Ad Groups 4, 5

III. Membership Campaign: Budget is $1.75 per day/$12.25 per week. Ad Groups 6

IV. Classes Campaign: Budget $1.00 per day/$7.00 per week. Ad Groups 7

Networks  –  Placements  managed  on  the  sites  below.  

Ad Group 1: PetFinder.com, MyAdopt.com, FindAPetOnline.com, more

Ad Group 2: petplace.com, vetclick.com, and more

Ad Group 3: VetRatingz.com, vetclick.com, rescueme.org, more

Ad Group 4: animals-zone.com, petplace.com, animalrescuechase.com, more

Ad Group 5: mysummercamps.com, summer-daycamps.com, kidscamps.com, more

Ad Group 6: animalrights.about.com, pets911.com, more

Ad Group 7: dog-obedience-training-online.com, dog-obedience-training-review.com

Target Audience Settings were set to the recommended settings.

Ad Serving Options were left on the default settings.

We felt the website did not have sufficient tracking tools to implement this feature.

Keyword  Bidding  We  set  maximum  bid  on  all  AdWords  at  $1.00.  

Geotargeting for all campaigns is set to Orlando, Florida. This is their service area.

CPC / CTR Goals: CPC - All clicks are set to $1.00 or less. If we observe the less

expensive clicks have a significant CTR we may eliminate some of the more expensive

keywords. If we observe we are not getting substantial traffic on keywords less than one

dollar we will unpause some higher priced keywords carefully.

Success Metrics: We feel the campaign will drive business to them; however we are a little

concerned on how to track results. We suggested that they add email capture to the pages we

drive traffic to help build their email list and show tangible result. We also suggested custom

landing pages for improved results, but they were not able to adjust the site at this time.

When we conclude the campaign we hope to help them make adjustments to their site so they

can have maximum return on investment on their budget with Adwords in the future.