A Student Report to:

Angela Pok

Client Service Officer

By: Siti Aisyah Bagarib, Lee Pei Yong, Lee Jia Lin

UWA Communication Studies Student Consultants

Wednesday 14th November 2012SCOM3320 Communication Strategies for Change

Low-cost Means of Communicating Pet Neglectfor

Existing Pet Owners

Executive Summary

We have developed low-cost means of communicating issues of pet neglect after communicating with our client, SPCA (Society for the Prevention of Cruelty to Animals). By understanding the drivers of participation and optimising the use of the internet, we will be utilising social media platforms to create buzz. A mix of qualitative and quantitative methods will be used to measure the effectiveness of the campaign.

SPCA has received a 10% increase in 2011 for the number of calls regarding cruelty to animals. 70% of the 1,027 cases involved neglected pets. The number of pet owners has been on the rise as we see the increase in affluence and spending power of people. The lack of knowledge, time and lifestyle changes and insufficient regulations also contributes to the rising issues of pet neglect.

SWOT analysis was done to identify factors that affect SPCA's welfare activities. After problem situations have been addressed, policies are formulated to accurately target the organisation's objectives and goals.

Prior findings with regards to people’s attitudes towards their animals have become more positive over the years. Media also influences attitudes towards pets. Drivers of participation also influences participants, which is useful to influence desired outcomes.

Our target audience are current local pet owners aged between 10 to 50 years old. As there is no current age restriction for sale of pets to minors, they will also be part of our targeted audience. Pet farms and pet shop owners are included in our target audience as we would hope that they would relay information to pet owners on how to take care of their pets during their purchase (to avoid pet neglect).

Our message is that pet neglect is an issue which can be easily avoided and that taking care of pets does not necessarily require much time. Our message also focuses on the socialising aspects of participating or supporting animal welfare.

The Campaign would run over a course of 3 months and the main platform would be on Facebook and Twitter. Social Media platform like Facebook and Twitter were chosen because they are able to reach a large pool of audience within a short period of time. Furthermore, it does not require spending a large sum of money as both Facebook and Twitter is free to the general public.

The Campaign would consists of ‘Like & Share’ contest, ‘Amazing pet, Amazing owner’ contest, Pet week dedicated to 5 different types of animal available at the SPCA as well as a food raising event to be sponsored by local pet food distributors/chains.

We plan to raise awareness regarding issues of pet neglect and educate the public that there is more to be taken into consideration when taking care of their pet besides feeding them. We also hope to raise adoption and lower abandonment rates for animals with special needs and help to spread the joy or the feeling of being relieved from work stress by taking care of their pet. We emphasise on A Pet is For Life.

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It was revealed to us that the SPCA does not have an evaluation method to measure the effectiveness of their past campaign efforts. It is common for advocacy evaluation to receive little focus because animal welfare advocacy activities are seen as hard to measure. We would use both Quantitative and Qualitative method for our evaluation methodologies. Online surveys and polls on Facebook and SurveyMonkey will be deployed to analyse the level of effectiveness of the communication strategy in a given amount of time. Qualitative research enables a deeper understanding of the issue already studied using the quantitative methodology.

We recommend that SPCA can set up a forum dedicated on Pet Care if there is additional funding. The Public will be able to set up free accounts and partake in the discussions. Users are able to post and partake in the discussion posted by the other members.

Acknowledgements

We would like to thank Angela Pok for taking us on board for this project and assisting us with information and archived information regarding past SPCA campaigns. We hope our recommendations and contribution is useful in helping your organization achieve your objectives of caring for animal welfare.

We also would like to thank Associate Professor Nancy Longnecker for her insights and our tutor, Gwen Lee McPherson for her guidance during the course of this semester.

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Table of ContentsExecutive Summary ................................................................................................................................ 2

Acknowledgements ............................................................................................................................... 3

Introduction ........................................................................................................................................... 5

Overview ............................................................................................................................................ 5

The Consultancy Problem .................................................................................................................. 5

SPCA ................................................................................................................................................... 5

Background .................................................................................................................................... 5

SWOT Analysis ............................................................................................................................... 6

Prior Findings ..................................................................................................................................... 8

Campaign Aims and Objectives ............................................................................................................ 10

Target audience ................................................................................................................................... 11

Messages ............................................................................................................................................. 11

Elements .............................................................................................................................................. 12

The Campaign .................................................................................................................................. 13

Campaign Week 1 to 2 - ‘Share’ & ‘Like’ Contest ............................................................................. 13

Campaign Week 3 to 5 – ‘Amazing Pet, Amazing Owner’ Photo Contest ......................................... 14

Campaign Week 6 to 9 – Pet Week Event ........................................................................................ 15

Campaign Week 10 to 12 – ‘Like’ for ‘Food’ ..................................................................................... 15

Campaign Outcomes ........................................................................................................................ 16

Recommended Sponsors ................................................................................................................. 16

Budget ................................................................................................................................................. 18

Results ................................................................................................................................................. 19

Evaluation Methodologies ............................................................................................................... 19

Quantitative method .................................................................................................................... 20

Qualitative method ...................................................................................................................... 20

Conclusion and Recommendation ....................................................................................................... 21

Recommendation ............................................................................................................................ 21

Conclusion ....................................................................................................................................... 21

References ........................................................................................................................................... 22

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Introduction

OverviewWe have developed low-cost means of communicating issues of pet neglect after communicating with our client, SPCA (Society for the Prevention of Cruelty to Animals). By understanding the drivers of participation and optimising the use of the internet, we will be utilising social media platforms to create buzz. Measuring the effectiveness of the campaign will be by using a mix of qualitative and quantitative methods.

The Consultancy ProblemSPCA has received a 10% increase from the previous year in the number of calls regarding cruelty to animals. 70% of the 1,027 cases involved neglected pets. The number of pet owners has been on the rise as we see the increase in affluence and spending power of people. The lack of knowledge, time and lifestyle changes and insufficient regulations also contributes to the rising issues of pet neglect.

Many pet owners are not aware that what they are doing is actually considered a form of pet neglect. Pet owners sometimes do not know what is constituted as pet neglect (Fong, 2012). Neglect can be intentional or unintentional and usually comes from ignorance and lack of knowledge on how to properly care for pets. Some examples of pet neglect are such as leaving animals unattended or tied up for a long time, leaving sick animals untreated thinking that nature will take its course and self-heal. Not bringing pets for regular check-ups because they ‘look healthy’ and not taking dogs out for walks because the pet owner has ‘no time’ is also considered as pet neglect.

Many busy working adults do not have much time to care for their pets. Social media platforms are used to target at this group of audience. This group of audience are usually IT savvy and spends most of their time on social media websites rather than on traditional media.

SPCA

BackgroundSPCA is a registered non-profit animal welfare organisation. As SPCA is not a government agency they rely on donations from their supporters to continue their important role as animal protector. It was founded as The Royal Society for the prevention of cruelty to animals (RSPCA) in 1800s. It is one of the more prominent names in animal welfare and is the only organisation which takes in all types of animals.

SPCA has always been promoting the respect for animals and caring attitude towards their own pets as a priority. It is in hope that the number of abandoned animals will be reduced in the long term and the number of cases of having to put the animals down as well.

SPCA investigates any complaints that are lodged by the public regarding animal cruelty and they also have public education programme for students and adults to advocate for the humane treatment of animals. The two main objectives of SPCA are to promote kindness and prevent cruelty to animals and birds.

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SWOT AnalysisBelow is the SWOT analysis done to identify factors that affect SPCA's welfare activities. After problem situations have been addressed, policies are formulated to accurately target the organisation's objectives and goals.

Strengths

Singapore SPCA is the most popular animal welfare organisation in Singapore. Its prominent presence makes it of interest to the society and traditional media outlets (The Straits Times, 1937, p. 4)

Thrives on a volunteer community. It is also open to hands-on corporate volunteering and foster care volunteering to help carry out caring and accommodating for the animals. Schools are also enthusiastic in organising exhibitions and activities for SPCA to spread the word on animal welfare. SPCA currently has 822 volunteers helping with its shelter operations.

The only animal shelter in Singapore that accepts every animal that is turned in to them regardless of species.

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Weaknesses

Since the SPCA relies fully on donations and public support, the public perception of the organisation is very important. Policy implementations, campaigns and events by the organisation must not upset or offend the public.

SPCA receives no grants from the government. The only source of funding it receives is from donations or profits gained from its merchandise and events. Careful attention is given on distribution of expenses.

Difficulty in using a one-fits-all approach of communicating messages. Mediums used to spread its message may not reach their target audience at all. Even if it does, there is limited ways of measuring its effectiveness. People are also generally not interested in looking up or taking note of information regarding pet neglect messages as compared to looking up on where to buy pets.

SPCA can only investigate and advice pet owners that are neglecting their pets. It is found that only 30% of owners made improvements after being issued advice. SPCA has no enforcement powers to implement laws or fines. Extreme cases of pet abuse are referred to the AVA.

Opportunities

Online and social media platforms cost relatively lower to utilize as compared to traditional media platforms. The growing base of internet users is growing rapidly. As of 2011, 71.1% of the Singapore population uses the internet and 85% of households have internet connection (World Bank 2012); (Info-communications Development Authority of Singapore 2011)

Its long-standing history and presence in Singapore can be used to an advantage. It is advantageous in both attention and accreditation aspects. Other businesses like to sponsor or partner with the SPCA to boost their corporate social responsibility profiles.

Other animal welfare groups are happy to collaborate on events. Example of this would be the Animal Welfare Symposium held on the 19th March 2011.

Schools are open to have SPCA-related activities engaged by their students. SPCA regularly gives talks and visits to schools. Schools are also a good way to increase membership numbers of the SPCA Club.

In 2012, 225 sales events were held, selling merchandise such t-shirts and calendars.

Threats

SPCA receives about 600 animals monthly. Its headquarters at Mount Vernon is not big enough to accommodate such a high number of animals. Even if it were to move to a bigger area, the manpower and expenses needed to accommodate all those animals would be a logistical nightmare. SPCA thus practices humane euthanasia to put animals to sleep. This has been met with disapproval from some.

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$2,000,000 is required annually to keep SPCA running and the government issues no grants to the organisation. Its monetary reserves must be managed wisely. Furthermore money is also needed for the construction of their new building at Sungei Tengah which is planned to begin works in 2014.

Manpower costs money. The organisation works on a tight budget and will not spend unnecessarily on unimportant or risky projects. In 2011, 31 full-time staff was hired by the SPCA.

Prior Findings

People’s attitudes towards their pets have generally have become more positive over the last 400 years (Ritvo, 1988). Factors that influence attitudes towards pet ownership come from personal experience and the influence of media such as television, books, newspapers, etc. Domestic pets serve little practical purpose and no economic benefit, yet owners give them individual names, spend time, money and effort in caring for the animals and treat them like members of the family (Serpell, 1986). Therefore attracting the selective attention of individuals to issues of pet neglect is relatively easier in a society where animal welfare is valued.

In a 2008 study involving around 4,500 people from ages 30 to 75 found out that cat owners are at 40% lower risk of dying of a heart attack in a 20 year study compared to non-cat owners. Researchers also found out that cat owners are at lower risk to die of cardiovascular diseases as compared to non-cat owners. (Laino, 2008)

Dr Hayley Christian (nee Cutt) from the University of Western Australia found out from her study that dog owners increased their recreational walking by 4 times compared to non-dog owners. Dog owners are also more likely to achieve the recommended time for exercising compared to non-dog owners. (Cutt et al, 2008, pp.17-27)

Drivers of Participation

Participation is influenced and shaped by a multitude of contextual environmental, technological, social, political and economic factors that may link or overlap each other (Brodie, Cowling & Nissen 2009). Some will be highlighted below. It is useful to think of what drives a person and use that to influence desired outcomes.

1. Consumerism and self-expression

Leisure-based activities such as shopping are important indicators of our place and who we are in an increasingly consumerist society (Riley 2008, pg 2). Technological advances makes it easy for individuals to express and engage in multiple and fluid identities, behaviours and activities (Riley 2008).

2. Citizen Action

Social media and technologies have the potential to mobilize activism and action (Shirky 2008).

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3. Affinity to third-party groups.

Participation based on efforts of an affiliated or unrelated third-party group, not because of the cause or activity. For example, a person who purchases a Starbucks tumbler which proceeds will go SPCA, not because they care about animal welfare but because they like Starbucks and coffee-drinking.

4. Affinity to activity.

Participation because one enjoys the activity involved. People who participate in runs not only have to tire themselves physically, they also need to pay money in order to register themselves in those events. Why else would one participate in such strenuous activities unless one simply finds enjoyment in them?

5. Affinity to participants.

Participation because of other participants involved in the event. Participants are driven by the socialising aspects of said activity because they have friends taking part in them.

6. Affinity to cause.

Participants support and believe and support in the cause advertised.

7. Affinity to organisation.

Participate simply because one likes or feel loyal to a certain community. For example a person who supports SPCA because the person is impressed with the work that organisation has done throughout the years.

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Campaign Aims and ObjectivesSpecific

• To raise awareness of pet neglect among current pet owners.

• To decrease the number of phone calls with regards to pet neglect cases.

Measurable

• Raise SPCA’s Facebook's likes by 5,000.

• Decrease in pet neglect related phone calls by 5% over a period of 3 months (5% of 719 pet neglect cases per year is approximately 37 calls).

• Public’s awareness of issues on pet neglect increases. This would be measured by quantitative and qualitative methods.

Achievable

• In the first month where the campaign is executed, an increase in the number of likes of SPCA’s Facebook page should increase by at least 1,000.

• After the execution of the pet week campaign, awareness of pet neglect and pet related info should be higher and SPCA’s Facebook page likes should have increased by 3,000.

Realistic

• Educate the public on pet neglect and being a responsible pet owner. Giving another perspective that taking care of pets does not takes up much of their time and is actually beneficial for both the pet owner and pet.

Timely

• Over a period of 3 months of executing the campaigns

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Target audience

Our target audience are current local pet owners aged between 10 to 50 years old. As there is no current age restriction for sale of pets to minors, they will be part of our targeted audience.

Pet farms and pet shop owners are also included in our targeted audience as we would hope for them to relay information to pet owners on how to take care of their pets during their purchase (to avoid pet neglect). Some pet owners do not recognise their own actions as pet neglect and we hope the information reaches out to them.

Messages

Pet neglect is an issue that can be easily avoided

Taking care of pets does not necessarily require much time

Socialising aspects of participating or supporting animal welfare

A Pet is For Life

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ElementsSingapore has the highest level of internet penetration in Southeast Asia. As of 2011, 71.1% of the Singapore population uses the internet and 85% of households have internet connection (World Bank, 2012). Internet and new media can significantly increase non-profit organisation's ability to communicate to audiences (Waters, 2007). Traditional media is based on a one-way sender-receiver model, whereas new media has enabled higher user interactivity and engagement with both information and other users.

The rise of social media technologies can take on many forms, such as blogs, internet forums, social media networks, virtual gaming worlds and content-sharing communities. Users of social media technologies are also the content creators. Social media has increasingly been used in marketing strategies. Social media humanizes brands names and organisations to foster a more personal relationship with its target audience (Figueroa, 2012). A survey revealed that social media marketing is the fourth most effective tactic for small and medium-sized businesses, after websites, emails and in-person interactions (Crosett, 2012). The survey also reveals that 83% of those businesses named Facebook as the most effective social channel (Crosett, 2012).

Facebook, Youtube and Twitter are the top visited websites in Singapore (Alexa, 2011). The client already has existing accounts on these websites. We suggest that the client optimize the integration of the Facebook and Twitter platforms in their communication strategy to communicate issues of pet neglect. However, the client must not jump onto the social media bandwagon simply because other businesses are doing it. It can risk devaluing the organisation's image if proper marketing and communication goals are not developed beforehand; by taking into account access, dialogue, risk assessment and transparency (Altes, 2011) (Prahalad & Ramaswamy, 2004).

Optimising Facebook

Uses: Facebook fosters a sense of community and provides the ability to post a variety of content such as music, videos, articles, polls, links and pictures.

Access: In Singapore, Facebook has a reach of 80.24% of its online population, in other words 2,935,400 Facebook users (Socialbakers, 2012).

Currently, the SPCA Facebook page has 55, 587 likes.

Optimising Twitter

Uses: Twitter helps with business to business communication, brand awareness and customer service.

Access: Twitter has a reach of 17.7% in Singapore (Burson-Marsteller, 2011).

Currently, the @SPCA_SG twitter account has 1,216 followers.

YouTube (Optional)

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Uses: Youtube has the ability to build brand awareness, feedback and fosters co-creation via online videos.

Access: Singapore has 45% active YouTube profiles from its online population (Nielson, 2011).

The CampaignThe Campaign would run over a course of 3 months and the main platform would be on Facebook and Twitter. Social Media platform like Facebook and Twitter were chosen because they are able to reach a large pool of audience within a short period of time. Furthermore, it does not require spending a large sum of money as both Facebook and Twitter is free to the general public.

All the contests would be held on Facebook, Twitter would be used as a secondary channel for releasing information.

Facebook’s Features

Use of the “Share”, “Comment” and “Likes” functions of Facebook

Twitter’s Feature

Hash-tag trending topics

Retweets and @replies

The Campaign would be split up and roll out subsequently, different sections of the campaign would last about 1-3 weeks each.

Campaign Week 1 to 2 - ‘Share’ & ‘Like’ Contest

The Plan

Information about the Campaign would be released on Facebook and Twitter. Users that share and like the Campaign information would be entered into a lucky draw and can stand to win pet-related prizes sponsored by local pet shop chains.

The draw would take place by the end of the campaign. Additional prizes will be given if there is a 5% increase in the number of likes for SPCA Facebook page within the 2 weeks.

Reasons

Users are encouraged to garner likes for SPCA’s Facebook page through sharing of the Campaign Information.

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In order to ‘like’ the post regarding the Campaign Information, one must ‘like’ the SPCA’s Facebook page first. This would increase the number of people liking the page when they want to participate in the contest.

By holding a ‘share’ and ‘like’ contest, it would ensure that the Campaign Information would reach a larger target audience. The prizes act as a drive for people to participate in this contest.

Also, this event is used, as a stepping-stone to garner ‘likes’ from Facebook users. Once a user ‘like’ the SPCA’s Facebook page, it would ensure that any information given out on Facebook would reach that Facebook user by appearing on his/her news feed.

Campaign Week 3 to 5 – ‘Amazing Pet, Amazing Owner’ Photo Contest

The Plan

Photo contest featuring pet owners and their pet would be held on SPCA’s Facebook page. Pet owners residing in Singapore are able to submit a photo of them with their pet(s) with brief description of how they went through ‘thick and thin’ together. Those pets that qualify are those with special needs like old age, blindness or disability.

Entries that are sent in would be judged by SPCA’s administration before being published on SPCA’s Facebook page. Those entries that are featured would stand to win pet-related hampers. Also, Facebook users who shared the entries would stand to win prizes as well.

Reasons

Through sharing of these stories, people would gain more awareness towards pets that have special needs. It also highlights the undying devotion from the pet owners in caring of their pets. Most importantly, it tells the public that no matter how tough the situation is, abandoning your pets isn’t the only way.

By encourage Facebook users to share the entries, it would ensure that a larger pool of audiences that would see the posts. Friends of the Facebook user who shared the post would be able to see the entries on their news feed as well, those that would want to know more information are able to click and link back to SPCA’s Facebook page.

This contest also aims at educating the public on such issues, pet owners who are struggling with pets with special needs can use this platform to get more information or even seek help when the need arises. At most shelter, pets with special needs would stay in the shelter for a long period of time, as not many people would want to adopt them.

Our team hopes to bring a new leash of hope to these animals with special needs by showing the public that caring for pets with special needs isn’t as tough as it seems.

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Campaign Week 6 to 9 – Pet Week Event

Pet Week Event would be held on Facebook over a course of 4 weeks. 5 types of animals would be featured on Facebook, 1 whole week would be dedicated to that animal.

First Week – Dogs Second Week – Cats Third Week – Rabbits Fourth Week – Guinea Pigs and Hamsters

A series of information on different types of animals would be subsequently rolled out in 4 different weeks. The information will range from tips caring for the different age group of the animal (Young to Old)

5-10 minutes pet-play and pet-care tips on the featured animal would be shared via Facebook and Twitter. Users that share the pet-care and pet-play tips would be entered into a lucky draw and can stand to win pet-related prizes.

There would be Question and Answer session each week whereby volunteering veterinarians would take over SPCA’s Facebook page and answer questions pertaining to that specific animal that are raised by the public.

Reasons

No animal is the same and thus they require different basic care, generally pet care tips would not work for all animals. Using this Pet Week Event, out team aims to educate on the needs of different animals. Dogs, Cats, Rabbits, Hamsters and Guinea pigs were chosen because our teams decided to work on the animals’ types that SPCA currently have for adoption.

By having the Q & A session, the public would be better educated on animal issues. Holding the Q & A session on Facebook, it would ensure that everyone that visits the Facebook page would be able to get answers on issues they might have. For those that have no questions, they would benefit too by partaking in the Q & A to gain more insights and knowledge on the featured animals.

5-10 minutes pet-play and pet-care tips are catered for people that might be too busy to care for their pets, mainly working adults. With these 5-10 minutes pet-play and pet care tips, busy pet owners would not feel overwhelmed after a busy day at work. Both the pet owners and their pets would benefit from the 5-10 minutes interaction.

Campaign Week 10 to 12 – ‘Like’ for ‘Food’

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The Plan

For this event to work it would require donations/sponsors from local pet food distributor or local pet food chains. SPCA would need to source for the sponsors that are willing to partake in this event.

Facebook users would be ask to spread the news to like both the pet food sponsor’s Facebook page and SPCA Facebook page if they have not done so.

The number of Facebook users who ‘likes’ both the sponsor’s and SPCA’s Facebook page within these two weeks would be the amount to the number of cat / dog food donated to SPCA.

For example, if 2000 ‘likes’ is garnered for both pages, SPCA would receive 2000 bowls of cat /dog food from the pet food sponsor(s).

The Reason

This is an attempt to raise SPCA’s Facebook page with collaboration with the local pet food sponsor(s). Our team hopes use emotion appeal to garner pet food and Facebook ‘likes’ for SPCA. Facebook users would be more reluctant to ‘like’ a Facebook page especially when it is to do with a good deed.

By ‘liking’ the Facebook page, they are able to donate a bowl of dog/cat food to SPCA, which makes them feel good about helping the animals. With the amount of ‘likes’ garnered it would be easier for SPCA to get any news of information out to the public quickly when there is a large fan base of the SPCA Facebook page.

Campaign Outcomes

Raise awareness regarding issues of pet neglect. Educate the public that there is more to be taken into consideration when taking care of

their pet besides feeding them. Raises adoption and lowers abandonment rates for animals with special needs. Help to spread the joy or the feeling of being relieved from work stress by taking care of their

pet. Emphasis on A Pet is For Life.

Recommended Sponsors

Local pet shopso Pets Lover Centreo Pet Station

Pet food distributorso KC & WATSON (FAR EAST) PTE LTD

Veterinarian Clinics

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Long-time sponsoro Keppel

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BudgetThe implementation cost of the suggested communication strategy is $3,300 SGD. This amount is spent on manpower for three months, which is the duration of which the communication strategy runs. We recommend designating one full-time staff to manage content and moderate the organisation's Facebook and Twitter account. It is not advisable to have volunteers manage SPCA's social media accounts as the job scope of this person would include responding to queries and feedback in a timely manner, monitoring traffic and audience behavioural patterns and interests, generating useful content, and portraying an online presence that is consistent with the organisation's image and goals.

Rationale

The team feels that it is important to have a designated person for this job rather than have the management of social media presence done ad-hoc by existing SPCA staff because of the immediate, accessible and interactive nature of social media. One of the biggest mistake companies make when using social media is ignoring interaction from their audience (Thaeler, 2011). Once content is posted, the information is instantly received by subscribers and followers. The content is also immediately accessible by non-subscribers and non-followers alike. Responses to posts, comments and replies from the audience need to be given with thought as these interactions are often public. The Humane Society, also a non-profit organisation, has a response time of under two hours for their Facebook account. This level of attention has resulted in consistent and successful growth of over 1 million Facebook fans (McNaughton, 2011).

Attention to the tone of language used on social media platforms also need to be appropriate. It is found that audience prefers Facebook posts to have a serious tone and Twitter posts can take on a more informal tone (McNaughton, 2011).

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ResultsThe client revealed to us that they do not have an evaluation method to measure the effectiveness of their past campaign efforts. In fact, it is common for advocacy evaluation to receive little focus because animal welfare advocacy activities are seen as hard to measure. Communication strategy programs attempts to shape behaviour towards desirable outcomes (Weiss and Tschirhart, 1994). However, there are evaluation challenges ranging from limited organisational capacity to manage evaluation, to the role of external factors such as governmental policies, to the complex interactions of the audience with policy makers and other players and even the need for advocacy organisations to quickly adapt themselves to windows of opportunities (Weiss, 2007).

Benefits of Evaluation

1) In the area of animal welfare advocacy, evaluation can measure the performance and effectiveness of a proposed communication strategy to determine what activities are not working well and provide information on what could be done to improve advocacy efforts.

2) Evaluation also demonstrates to donors and funding sources of the benefits or successes that an advocate group has achieved. Most funders would prefer if there was some sort of evaluation method done not because they want proof that advocacy is worth their investment but rather, because they want to see that they have helped improve or facilitate efforts of the advocates. Furthermore, successful evaluation information can be used to attract other potential funders (Weiss, 2007, p. 32).

3) Evaluation results in information-sharing opportunities about successes and failures with other organisations. Information and findings from documented evaluations can add on to the developments in the study of behavioural change theories, advocacy and policy change.

Indicators are needed to track the implementation and result of the communication strategy. Indicators of success should be seen at the individual, organisational or community level.

Evaluation MethodologiesThe table below shows the framework of the data that will be necessary to evaluate the effectiveness the proposed evaluation strategy. The data can be obtained through quantitative and qualitative methods as the client sees fit. Questionnaires address the awareness, attitudes and behavior with regards to 4 areas: the communication strategy; the audience; the objectives of the advocacy; and the messages of the propose communication strategy.

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Quantitative methodQuantitative data focuses on things that can be counted, categorized, and subjected to statistical analysis. Online surveys and polls on Facebook and SurveyMonkey will be deployed to analyse the level of effectiveness of the communication strategy in a given amount of time. A series of questions and statements will be presented and respondents are asked to rate items answered on a 5-point answer scale to ensure that data collected is informative. Effectiveness can also be measured by a decrease in calls and reports of pet neglect.

Qualitative methodQualitative research enables a deeper understanding of the issue already studied using the quantitative methodology (Berg, 1998). For example, it can be rationalized that an increase in the number of pet neglect reports would not necessarily mean that actual cases of pet neglect has risen or that the implemented campaigns were ineffective, rather could be rationalize as more people are aware of what constitutes pet neglect and are reporting it. Interview questions are asked to winners of the contest and also to focus groups.

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Conclusion and Recommendation

Recommendation

SPCA Pet Forum

SPCA can set up a forum dedicated on Pet Care if there is additional funding. The Public will be able to set up free accounts and partake in the discussions. Users are able to post and partake in the discussion posted by the other members.

Members are also able to ask questions regarding their pets on the forum; helpful members that answered the question would be given badges to show appreciation in helping others.

There might be a need to hire an administrator to oversee the whole forum while some users can volunteer to be moderators for the forum.

Conclusion

In this report we have responded to the issues raised by SPCA’s client service officer, Ms Angela Pok, and demonstrated research and findings to the relevant issues. Analysis and research have been done on SPCA and our targeted audience to maximise the potential of using social media platforms for our communication strategies.

Evaluation methods have been listed in the report so as to help SPCA measure the success of the campaign which they have not done so in past campaigns. We hope our communication strategies plans would help to achieve SPCA’s objectives and reach the mass audience as quickly and low-cost as possible.

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Covert, Anita, A. Whiren, J. Keith, and C. Nelson (1985), "Pets, Early Adolescents, and the Family," pp. 95-108 in M. Sussman (ed.), Pets and the Family

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Cutt, HE, Knuiman, MW and Giles-Corti, B, 2008, ‘Does getting a dog increase recreational walking?’ International Journal of Behavioral Nutrition and Physical Activity, vol (5), pp. 17-27.

Figueroa, Benjamin (2012) Use Social Media to connect with your audience in Singapore, Branding Personality, 6 April 2012 [online] Available at: http://www.brandingpersonality.com/use-social-media-to-connect-with-your-audience-in-singapore/ [Accessed 13 November 2012].

Fong, Corinne (2012) “Nearly half of alleged animal abuse cases 'unintentional'”, MyPaper, 1st October 2012 [online] Available at: http://www.catwelfare.org/drupal/node/3303 (Accessed 10 October 2012)

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