Pet Support Services

PET SUPPORT SERVICES ADVERTISING PROPOSAL

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PET SUPPORT SERVICES

ADVERTISING PROPOSAL PET SUPPORT SERVICES

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C O N T E N T S Memorandum 6

Memorandum

Situation Analysis 10 11 12 13

Client History Competition Target Audience Services

Research 16 17 18 19 20 21 22

Primary Research Survey Results Secondary Research Customer Profile Location of Clients Location of Donors SWOT

Creative Work 30 32 34 36 37 38 39 40 41 42 43 44 46

Brand Identity Stationary Print Ads TV Spot Direct Mail Brochure Event Flyers Promotional Donation Letter Pitch Letter Non-Traditional Web Social Media

Media Plan

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Creative Brief

Appendix

26 Creative Brief

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MEMORANDUM

Songbird Media

Dear Dayle and Pet Support Services, Inc., The Songbird Media team would like to send you our dearest thanks for giving us the opportunity to work with your Lansing charity. It has been such an eye opening experience and privilege to work with a growing charity such as Pet Support Services. This experience has given our team a new perspective on the Lansing community and all that its citizens can accomplish.

With sponsorship from Protect America, we have created an integrated advertising campaign for Pet Support Services that will increase awareness and revenue throughout all aspects of your charity. Through this process, we’ve conducted research to stand behind our creative, unique and relevant advertisements ranging from direct mailings, print ads and promotional events. The work we’ve put into this campaign was designed with relevance and maintainability in mind so that Pet Support Services can utilize any of our marketing and advertising ideas with clarity and ease.

We, at Songbird Media hope that you enjoy our proposal and that it inspires you as much as it did us. We would like to thank you again for allowing us to work with you and hopefully make a positive difference in your charity.

Sincerely, Songbird Media

SITUATION ANALYSIS

C L I E N T H I S TO R Y Pet Support Services was established in 1997 and is a federally recognized 501c3.

Prior to Pet Support Services, the non-profit’s creator Dayle Benjamin worked with programs that served to help people with physical and financial disabilities such as Meals on Wheels. He found through his work that the people who he was helping with the delivered meals would forgo their own food to feed their pets. This sparked inspiration for Dayle to create what is today Pet Support Services.

Fifteen years later, Pet Support Services still strives to insure that lower-income citizens, the physically disabled, terminally ill and those with severe debilitating illness and their companion pet remain united during times of physical illness, hospitalization or financial hardship. Through assisting people with payment of vet bills, grooming services, supplies, and care, Pet Support Services aids the greater Lansing area in keeping people and pets together during times of need.

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COMPETITION Some of the charities in competition for donations with Pet Support Services, Inc. include; The Humane Society, ASPCA, Ingham County Animal Control, and Meals on Wheels. Though many of these charities work directly with low income people or with animals, there is not another charity or organization that provides for the needs of people and pets at the same time and offers the same unique services that Pet Support Services does. Other organizations do not do anything to support ownership and only will help an animal once the owners have surrendered it.

The largest advantage the Humane Society, ASPCA, Meals on Wheels, and Animal Control has over Pet Support Services is that the are well established not only in Michigan, but nationwide. Everyone who is a donor to these larger organizations trusts the companies for their legitimacy because they are exposed to advertisements throughout the year.

These other organizations are definite threats to Pet Support Services because they have already established a presence in the market of charities involving low income people or animals, and they already have a positive reputation in the public eye.

Being such a small charity, Pet Support Services is suffering because donors aren’t familiar with the charity and a reluctant to give their money to causes they are not familiar with. Part of our research has shown that people are more likely to donate to the same charity, if they decide to donate regularly.

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TA R G E T AUDIENCE Our target audience includes Lansing area residents that have a lower income and/or debilitating illness that also have pets in their household. Clients range from 40-85 years of age, suffering from unique and individual problems. Pet Support Services’s clients are pet lovers and cannot imagine their life without their pets.They’ve reached out to Pet Support Services so they can forever be united with the furry companions.

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S E R V I C E S Pet Support Services offers assistance with pet food, litter and supplies, veterinary care, and professional pet grooming services for people with low incomes and medical disabilities. Pet Support Services also offers in-home visits for pets when their owner’s are in the hospital, transportation to and from pet-related appointments, pet-walking services, and also educational information for pet owners. Pet Support Services offers an adoption program for those clients who can no longer keep their pet due to failing health who wish to ensure their pets have a good home once they pass away.

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R E S E A R C H

P R I M A RY R E S E A R C H The clients we talked to were very gracious that Pet Support Services existed, and were willing to help them. The services Pet Support Services provides are unique in that they are a custom fit for every client. Pet Support Services’s clients love their pets like members of the family and to have to think about giving them away or putting them down did not seem to be an option. Through our interviews, we noticed that a lot of Pet Support Services’s clients knew each other because of the charity and Pet Support Service was unintentionally, yet progressively able to provide a support group for all of its clients dealing with a variety of issues.

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SURVEY

R E S U LT S

We created a survey through surveymonkey.com and over the course of its implementation we were able to gather 43 responses. From this survey we gained some valuable insights into who donates, where people donate and why they donate. Our survey was spread through social media outlets including Facebook and Twitter. About 63% of our participants were females, with the majority of people making an annual income of 0-$24,000/year.

One of the most valuable insights we’ve gained through this survey is that people learn about existing charities primarily through word of mouth from their friends, and then through their own internet research.

To become more successful in spreading brand awareness and earning donations, Pet Support Services will need a regularly updated website that features services that Pet Support provides to people in need, testimonials from real clients, and also ways that volunteers can become involved. Information of any kind that is avalible to the public who may be interested in donating is the best way to build Pet Support’s reputation as a charity that is honest and caring.

We also learned that people believe their donations make a difference in their chosen charities.

Showing the donors frequent proof that their donations are actually going to help needy people is the best way to ensure future donations from donors who are weary of the way money is used at Pet Support Services.

One last important insight gained is that the people who donate said their most important factors when deciding which charity to donate to was knowing the charity’s legitimacy and where their money was actually going. Again, any proof that Pet Support Services can provide to the public that proves that donations and funding is directly helping people in need is a must if a following of future donors or clients is wanted.

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SECO NDA RY RES E A R C H The non-profit Pet Support Services was created because the owner felt that caring for and having the companionship of a pet improves a person’s life both mentally and physically— they were not wrong. A study by Allen M. Schoen, a professor of veterinary medicine at Colorado State University suggests that having a pet can help lower blood pressure and cholesterol levels, both large problems for elderly citizens.

People who own a pet will also be more active and be less likely to battle depression. Taking care of a pet gives the person a routine to follow and provides them with a way to keep moving forward in life. Pets seem to have a way of knowing when their owner is having a bad day and will comfort them. Because of the idea that pets help people heal there are programs that allow you to bring your animal to a therapy session. People don’t just take care of their pets; the pets take care of their owners in return.

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PET SUPPORT SERVICES

CUSTOMER PROFILE Pet Support Services has two unique customer profiles. First there is the customer profile of Pet Support’s clients and secondly there is the customer profile of Pet Support’s donors.

Understanding the demographics of each customer profile is essential to maximizing the amount of financial support that Pet Support Services will receive from the community and will also increase the client base the Pet Support Services is able to help.

The customer profile of Pet Support’s donors was researched through our consumer survey.

The demographics of those surveyed were modeled to represent the demographics of potential donors in the Lansing area. The survey was conducted online to Mid-Michigan residents of all ages. The majority of our participants (63%) were females. The majority of people who took our survey reported making an annual income of 0-$24,000/year which accurately represented the overall demographics of financial earnings from Lansing.

Applying this data to gaining a base of potential donors, Pet Support Services needs to take consideration to the demographic maps that were provided earlier. One of the most valuable insights we’ve gained through this survey is that people learn about existing charities primarily through their friends, and then through their own internet research.Therefore, if Pet Support Services is hoping to gain additional financing, the best ways to increase awareness and donations is through social media and events where people can be with people that can influence them into making donations.

The demographics of the potential client base were researched though SimplyMap’s online database. We found that the most likely client base are people age 65 and older living alone in non-family homes with lower income. These people most frequently live in the concentrated downtown portion of Lansing in apartments and other rental real estate. If searching for a new client base, it is suggested to visit organizations such as hospitals, hospices, medicaid offices, and churches to reach out to individuals who may be able to benefit from Pet Support Services.

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L O C AT I O N O F C L I E N T S Songbird Media has done extensive research of the clients and potential donors through Simply Map database.

We categorized demographic information of people living in the Lansing area and we were able to determine the exact geographic location where certain groups of people may be located. In the map above, we wanted to find out the exact streets in the southern Lansing area housed seniors who are living alone with low income and pets. This map can be useful if Pet Support Services would like to do a community outreach program. The areas highlighted in the darkest shade of red could benefit most from Pet Support Service’s help.

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L O C AT I O N O F D O N O R S On the other hand, the maps on the page to the right describe the target audience of perspective donors to Pet Support Services. The map shows the density of people who make donations to charities by the amount that each demographic group donates.This information can be used for door to door soliciting for donations or for pledge drives. The grocery stores and community centers in the dark red areas are areas that should have an increased emphasis in informational placement so that this group of people begins to recognise Pet Support Services as a legitimate charity which they can make donations.

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S . W. O . T. strengths • • • • • •

Pet Support Services has a lot of knowledge and love for animals.

Pet Support Services is relevant in the community; they are getting frequent requests for help.

Pet Support Services’ founder is a groomer and can offer his clients grooming services and pet advice.

Pet Support Services has built relationships with a local veterinary clinic.

Pet Support Services is knowledgeable of other charities around the Lansing area.

The Pet Support Services founder is very familiar with clients and the Lansing community.

weaknesses • • • • • • • •

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Pet Support Services has a severe lack of funding.

Pet Support Services is not well known outside of the Lansing community.

Fundraising efforts are not communicated to public effectively.

Potential donors are not notified where their money is going or how Pet Support Services’s clients are chosen.

There is a lack of governmental and corporate aid.

There is a regional weakness because Pet Support Services is only a small team of people.

Lack of trust from Pet Support Services founder related to finding new volunteers.

Lack of technology; computer/internet provider issues.

PET SUPPORT SERVICES

oppor tunities • Increase awareness of Pet Support Services in Lansing and the surrounding area.

• Increase revenue through advertising, fundraisers, the use of social media, annual supply drive events, word of mouth, and non-traditional media.

• Growth in Social Media/Online donations through implementation of a website PayPal account.

• Increase recognition and recall of charity brand by Lansing area residents through advertising.

threats • • • •

Competition for donations from larger charities and organizations.

Public misinterpretations of the cause and importance of Pet Support Services.

People’s belief that because the pets we support already have homes they don’t need help.

Pet Support Services has limited success because of the small regional area they can accommodate.

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C R E AT I V E

BRIEF

C R E AT I V E

BRIEF

What do we want the advertising to do?

We want our advertising to deliver awareness and knowledge about the need for Pet Support Services to the Lansing community in a positive yet urgent manner in hopes of gaining a larger following of people willing to donate to Pet Support Service’s cause. Advertising should promote Pet Support Services’s goals and the new brand identity.Through successful branding, the audience should gain an understanding of the services that Pet Support Services provides and the types of clients that they help.

Who is our advertising talking to?

We want our advertising to reach not only our target audience for potential clients, (lower income individuals and/or individuals with health issues or disabilities, that have pets and experience trouble caring for them) but also to the audience of potential financial supporters of Pet Support Services. (Higher income families that have pets and are able and willing to donate to charities).

What key insights have we found through research?

People’s emotional and physical states are positively affected by their relationships with their pets and people often times value pets as family members.

What are the main problems the charity is currently facing?

People are not aware of Pet Support Services because of the dominance of other pet related charities. Pet Support Services has a very small population of Lansing residents who are even aware of what Pet Support Services does. People do not want to donate to charities that aren’t well known and established so a lack of funding for services is occurring. In addition, past corporate and government aid has been reduced or removed from Pet Support Services.

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How will our advertising will address these problems?

We will address these problems by creating easily maintainable, realistic, engaging and modern advertising through various mediums including social media, a web site, print ads, pitch letters, direct mail, promotional materials and more. Advertisements will be personable and memorable so that the people and pets featured become familiar like a neighbor.

What tone do we want the advertising to evoke?

Our advertising should convey a positive and uplifting, community oriented and genuine attitude.

Advertising should make donors aware of the unique services that Pet Support provides to their client’s and their pets.

How do we want the target market to view the brand?

We are a non-intrusive and discreet charity, offering unique services to pets that already have their forever homes but need help staying there. Donors should feel as though they are helping a neighbor or family member with their time and money.

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C R E AT I V E

WORK

“Keeping Pets and People Together”

PET PET SUPPORT Services Inc.

SUPPORT Services Inc.

PET PET SUPPORT Services Inc.

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PET PETSUPPORT SUPPORTSERVICES SERVICES

SUPPORT Services Inc.

BRAND IDENTITY The new brand and logo we’ve created for Pet Support Services will effectively change the perceptions of the charity into a more professional and esteemed organization. The logo we’ve created will help bring awareness to Pet Support Services because it will reflect upon the charity in a way that is professional, confident and upbeat. The color scheme we’ve chosen provides a needed update and more importantly, direction for Pet Support Services that is attention grabbing through a clean, bold and reputable design approach.

We designed the logo with versatility in mind. The logo is striking when produced large or small scale.The color scheme is fun and versatile as well.The style of the logo is clean so that it will remain appealing through many years of use.

The slogan,“Keeping pets and people together,” sums up the goal of Pet Support Services.

The new slogan gives potential clients and donors insight to the help that Pet Support offers it’s clients without the need for the client to research Pet Support Service’s goal.

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S TAT I O N A RY

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Stationery is an important part of building Pet Support’s image because it will imprint the brand image on clients and it shows a united front for the company. Stationery gives prospective clients the first impression of Pet Support. A good first impression will bring you more income.

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PRINT ADS For print advertising we have created the “Fur Campaign.” Using a play on words, we are able to lightheartedly tell potential donors of the huge impact of having a pet has on a home and the importance of their donations to the continuation of Pet Support’s Efforts to keep people and pets together.

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PET SUPPORT SERVICES

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T V S P OT 30 SECOND PAID PROMOTIONAL SPOT The TV spot to the left is an advertisement explaining how Pet Support Services has benefitted one client and her pet. The TV spots can become a series of stories from multiple clients.

CLIENT CLIENT “Five years ago, my dog Sadie “She was my best friend— was diagnosed with cancer.”

I couldn’t abandon her when she needed me the most.”

CLIENT “With the aid of Pet Support Services I was able to keep Sadie.”

Keeping people and pets together.

CLIENT CLIENT “Pet Support helped me buy “And allowed me to keep my Sadie the medication she best friend.” needed to survive...”

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PET SUPPORT SERVICES

V.O. Donate today to help keep people and pets together.

DIRECT MAIL Direct mail is unique because it gives Pet Support Services a chance to physically reach out to potential donors in a highly visible and interactive way. The direct mail materials that we created are to be distributed around the holiday season in an effort to gain donations through generous holiday donors. The direct mail materials continue our “Fur Campaign” that was used for the print materials.

The theory behind the gift box is that if we send people a gift such as a dog treat or toy with our logo, they will hold onto it and remembers Pet Support Service’s brand name.

Delivering a gift to a potential client will encourage them to return the favor by sending Pet Support a donation.

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BROCHURE Much like stationery, a professionally designed brochure is important in building Pet Support’s brand image. Clients and potential donors will view Pet Support as a reputable charity if the business seems presentable and organized.

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E V E N T F LY E R S

Fundraising events that use flyers designed around your brand image will help people recall pet support services as a legitimate company and that will make people more likely to donate. These flyers were used for the Pet Support Services benefit dinner at Dublin Irish Pub.

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P RO M OT I O N A L Promotional materials like this pet waste bag dispenser and a tee shirt are items that people will hang on to and remember Pet Support Service’s brand image. Both promotional items are useful. The pet waste bag will be targeted toward people who own pets.

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PET PETSUPPORT SUPPORTSERVICES SERVICES

D O N AT I O N L E T T E R The donation letter will be used to aid in the gathering of donations. This letter can be attached to direct mail materials or it can be handed out during door to door solicitations.

Volunteers can be given donation letters to collect donations from their friends and family members.

(donor address)

Dear (donor name), The purpose for this correspondence is to inform you about Pet Support Services, Inc. Presently, we are looking for contributions to help support our many Lansing area clients. Because Pet Support Services is a small non-profit charity, it is difficult to keep up with the needs of our clients. We invite you to join others and contribute to this influential and desired charity.

Pet Support Services, Inc. was established in 1997 by Dayle Benjamin, a lifetime pet lover and groomer for the past ___ years. Pet Support Services, Inc. is a unique intervention allowing pet owners with physical or financial hardships to keep their pets, and is also a Capital Area United Way Participating Agency. By providing pet food, grooming services, vet visits, pet bedding, toys, and many other services, Pet Support Services, Inc. helps keep pets in their forever homes, out of shelters and away from the risk of being euthanized. The Lansing community has shown a tremendous need for Pet Support Services, Inc. and we have intentions of helping as many people and pets as possible. It is scientifically proven that pets help reduce stress, loneliness, blood pressure and anxiety in their owners. These are symptoms many people suffer from when experiencing financial or physical disabilities. By non-intrusively assisting people in these situations, Pet Support Services, Inc. can ensure that pets continue to have the opportunity to give their unconditional and healing love.

Your donation will help purchase pet food, cat litter and other pet supplies, pet grooming services, veterinary visits, transportation to and from pet related appointments and educational information for pet owners. Potential clients are required to provide proof of age and disability. If a client requests monetary assistance from our professional pet care providers and/or service providers, proof of lower income status will also be required.

Feel free to pass this letter on to friends or family members that might be interested in supporting our cause. Any contribution would help immensely and bring us one step closer to ensuring pet lovers and their best friends stay together in their forever homes. We thank you for your time and support.

Sincerely, Pet Support Services, Inc.

lansingpets.wix.com/petsupport

517-372-1455

lansingpets@gmail.com

Pet Support Services, Inc. P.O. Box 13251 Lansing, MI 48901

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PITCH LETTER The pitch letter can be used for promoting stories and hype about Pet Support Services to the press. Pith letters can be useful in gaining buzz about upcoming fundraising events.

Date Dear (Contact): It’s been twelve years since Pet Support Services, Inc. was founded, and hundreds of pet owners and their pets have avoided separation. Thanks to Pet Support Services, Inc. a small charity serving the greater Lansing area, pet owners who have fallen under physical or financial hardships no longer have to worry about providing for their pet and can simply enjoy each others company. One client in particular has felt the love and support that Pet Support Services, Inc. has given them. From having troubles making a meal to getting dressed, this client of Pet Support Services, Inc. has trouble accomplishing everyday tasks that many of us take for granted. And though her doorbell and phone remain silent, her pet is with her every second, providing unconditional love and friendship. Pet Support Services Inc. does everything in its power to ensure those relationships remain intact, whether that means dropping off pet food, offering grooming services or even taking the pets to veterinary appointments. Pet Support Services, Inc. is looking to spread awareness to the community, gain volunteers and also raise money.

This story should be published in _______________. When a Lansing resident reaches out to Pet Support Services, Inc. they are required to provide proof of age and disability. If a client requests monetary assistance from our professional pet-care providers and/or service providers, proof of lower income status will also be required. Having grown up in the Lansing area, founder Dayle Benjamin is familiar with the community and competing charities. Pet Support Services, Inc. is a unique intervention that’s services are unique to the area and each individual client.

This is an exclusive offer, and I will need to know fairly soon if you are interested. Please notify me by __________. Dayle Benjamin and the client have agreed to be interviewed and photographed. I would be happy to set up interviews for you. You can reach me directly at XXX-XXX-XXXX. Dayle Benjamin can be reached at XXX-XXX-XXXX. The client can be reached at XXX-XXX-XXXX.

I will follow up with you by telephone on ___. Thank you for your time and consideration.

Sincerely,

(Name)

lansingpets.wix.com/petsupport

517-372-1455 Pet Support Services, Inc. P.O. Box 13251 Lansing, MI 48901

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PET PETSUPPORT SUPPORTSERVICES SERVICES

lansingpets@gmail.com

NON-TRADITIONAL

This promotional bag is considered non traditional because we are essentially turning it’s carrier into an interactive billboard. The loose string will dangle as people walk and it will look like the kitten is playing with the carrier.

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WEB

An interactive website is essential in informing the public with Pet Support Service’s goals and ideals.

It’s also a great way to collect donations digitally and inform the public of upcoming fundraising events.

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SOCIAL MEDIA

twitter 1 46

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facebook

Social media provides a way for the public to interact with Pet Support Services, post pictures, comments, and become notified about upcoming events. It is a supplement to the information provided on the website.

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MEDIA PLAN

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BILLBOARD TV SPOT DIRECT MAIL PROMOTION PR SOCIAL MEDIA NON-TRADITIONAL

Billboards May-August Billboards will be displayed between May and August because although people are driving all year round, more people are going to be outdoors more and there is an increased rate of leisurely travel.

TV Spot Oct-Dec October is the beginning of the holiday season. By pursuing a TV advertising spot from October through December Pet Support Services hopes to earn the yearly holiday donations that many families make. The increased awareness alone should help prime donors for future donations.

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Direct Mail Nov-Dec Direct mail implementation will also fall around holiday times due to the fact that people are in the generous holiday spirit and are often times already looking to make donations. The direct mail package will arrive to selected homes of higher income families with pets who have donated to charities in the past. The box will arrive among holiday cards and gifts and will encourage the receiver to become engaged with the package and the brand.

Promotion May-Aug The promotional pet waste bag dispenser will be implemented from May through August due to the warm weather. People will be accepting of a useful promotional tool that can help them as they spend more times outdoors with their pet.

Public Relations Year Round Public relations materials such as web sites, pitch letters, and fundraising events and donation letters will take place all year round. Pet Support Services should strive to increase awareness in its brand and gain a following of donors in the process.

Social Media Year Round Social media websites such as Facebook and Twitter will be used constantly. This allows people to follow Pet Support Services in the benefits it provides to clients. It also is an additional supplement of information from the website alone. Social Media allows clients and donors alike to interact publicly.

Non-Traditional June-July Non-Traditional media such as the kitten bag can be distributed though pet supply stores and veterinary offices for clients who make a donation to Pet Support Services through a purchase. The

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APPENDIX sources Felix, Alfonso P. “Pets as Therapists: A Reading Hospital Wellness Program Touts the Benefits of Animal Companions.” McClatchy - Tribune Business NewsJun 27 2008. ABI/INFORM Complete. Web. 23 Nov. 2012 .

Gorrell, Carin. “The Healing Power of Pets.” Psychology Today 2001: 22-. ABI/INFORM Complete; ProQuest Psychology Journals; ProQuest Research Library. Web. 23 Nov. 2012 .

Simplymap.com Surveymonkey.com

survey -What is your gender?

>62.8% Female

>37.2% Male -What is your approximate annual household income?

>0-$24,000; 27.9%/12 people

>16.3%; 50,000-$74,999; 7 people

>200,000+; 7 people -To what charity or non-profit organization do you most often donate?

>Humane Society >Church >None - How likely are you to make another donation to the charity or non-profit organization you donate the most money to?

>38.1% Moderately likely; 16 People

>31% extremely likely; 13 people

>16.7% Very Likely; 7 people - How do you learn about the charities or non-profit organizations you’re thinking about donating to?

>Friends: 74.4%; 32 people

>Internet Search: 37.2%; 16 people

>Pledge Drive; 30.2%; 13 people - How would you most like to receive additional information regarding our fundraisers?

>65%; 26 people: Email

>25%; 10 people; Mail

>10%; 4 people; phone - How helpful do you think your donations to charities or non-profit organizations are?

>35.7%; 15 people; very helpful

>26.2%; 11 people, Extremely helpful

>16.7%; 7 people; moderately/slightly helpful - What is the most important factor for you when choosing a charity or non-profit organization to donate to?

>Where the money goes, relevance to the donator, -How likely are you to donate in the next 12 months

>32.6%, 14 people, moderately likely

>30.2% 13 people, extremely likely

>20.9% 9 people very likely

Songbird Media