St. Francis CARE Mallory Henkelman Kate Feirick Andrew Fines Krystal Saulsberry
History • Opened its doors in Murphysboro, IL in June 2006 • An Animal Welfare OrganizaKon • Provides shelter and veterinary care to lost, unwanted and abandoned animals.
Current and Past MarkeKng • Never had adverKsing • Bring animals and signage to PetCo • Have 2 annual events for past adopters and volunteers.
ObservaKonal Research Main building contained operaKng room and cages for special needs/sick animals.
ObservaKonal Research Separate buildings for large dogs, medium dogs, puppies & cats.
ObservaKonal Research Between all of the buildings on the grounds are mulKple large fenced-‐in play areas.
Focus Group • 4 Separate Focus Groups • 4-‐5 Subjects in each group • Age Range: 19-‐26
Focus Group: Key Points • Volunteer for self-‐fulfillment • Would love to adopt, but have restricKons • Most would go to the Humane Society first • QualiKes desired in a pet: loyal, cute, not shy, affecKonate, protecKve, and obedient
Focus Group: Key Points
The Collie was most appealing because it is a beauKful dog and looks like it is following a command.
Email Survey • Conducted using Google Documents • Sent out via email and Facebook • 91 Total Responses • 81 within Target Audience
Email Survey Which organiza,ons would you donate to?
Animals is one of the top 3 organizaKons respondents would donate money to
Email Survey If you were considering ge9ng a pet where would you go FIRST?
Why Shelters? Shelter pets need the most help. Respondents don’t support puppy mills.
CompeKKve Matrix
Brand Analysis Good ConKnuity between materials Uses logo on all materials including signage, brochures, and company van.
Strengths Â
Weaknesses Â
OpportuniKes Â
Threats
ObjecKves Sales Objec,ves • Increase adopKons by 20% over the next year. • Increase Market Share by 5% over the next year. • Raise $500.00 at Music/BBQ Fundraiser.
Adver,sing Objec,ves • Specifically target and raise brand awareness with 18-‐27 year olds in Carbondale and surrounding areas through the duraKon of the campaign. • Increase number of volunteers by 20% over the next year. • Increase monetary donaKons by 10% over the next year.
Budget • St. Francis’ current budget: $0 • Our suggested budget: $6495.96 • OR: $5900.96 with use of volunteers
Budget Â
Big Idea
• Chosen for it’s versaKlity and importance to consumers, volunteers and animals • Inspired by the fact that St. Francis CARE houses the happiest sheltered animals in Southern Illinois
Radio • Sundays, Mondays & Tuesdays throughout April and August • 101.5 CILFM • 4 Kmes/day = $1458 • 100.7 KGMO • 2 Kmes/day=$8010
Newspaper • Weekly in April, May, August & September • 2x3 Black and White Ads • The Daily EgypKan, Mondays = $1431 • Nightlife, Thursdays = $900
Newspaper Â
Social Media
• Update Facebook and Twijer Accounts twice a week for enKre year • Labor Cost = $442
Bus Benches • April, May, August & September • Student Center, Thompson Point, Southern Hills, University Mall • 4 benches for 4 months = $600
Dog Walker • April, May, August & September • Walk dogs through campus once a week from 11:30a-‐12:30p • 10 tshirts = $140 • Labor = $293
Dog Walker
Dog Walker
Friday Night Fair • Weekly event held in Carbondale Town Square • Fridays: April 22 – Oct 28 • Bring adoptable pets & “Puppy Chow” • Cost = $280
Friday Night Fair
Friday Night Fair
Inflatable Dogs Place 12 inflatable dogs with signs around campus every other week in April, May, August & September • $29.99/dozen • 4 dozen = $199.96
Inflatable Dogs
Media Flow Chart
EvaluaKon Concurrent TesKng by counKng the number of new volunteers per month during campaign.