Gridley + Kayiket, Designers
Demographic Research + Marketing Audit
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TABLE OF CONTENTS
OVERVIEW 02/ BACKGROUND AND OVERVIEW 04/ PHASE OVERVIEW 05/ CATEGORY REVIEW 06/ COMPANY PORTFOLIO
RESEARCH 08/ TARGET AUDIENCE 11/ RELATED ORGANIZATIONS
Gridley + Kayiket, Designers
GOING FORWARD 12/ OBSERVATIONS AND CONCLUSIONS 14/ BUSINESS OBJECTIVES AND DESIGN STRATEGY 15/ PHASES: PROJECT SCOPE, TIMELINE AND BUDGET
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OVERVIEW
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BACKGROUND AND OVERVIEW
BACKGROUND
THE DESIRED OUTCOME
The Humane Society seeks to reduce overcrowding in shelters by preventing surrenders and returns, and to reduce the number of dogs euthanized because they have been rendered unadoptable as a result of poor ownership practices that led to behavioral problems.
The desired outcome of the project is threefold:
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A measurable increase in the awareness of proper education and preparation before pet adoption. A reduction of impulse or gift adoptions.
2001
A study conducted by Pet Health, Inc., and published in the PetPoint Journal #7 in 2001 found that nearly 86% of pets are surrendered to shelters because the owner could not or would not adapt their circumstances to accomodate the animal’s needs. The top reasons for relinquishment of dogs are for behavioral, financial or time-constraint issues, all of which should ideally be considered before adoption.
A marked decrease in the number of dogs surrendered or returned to shelters.
The Humane Society seeks to reduce overcrowding in shelters by preventing surrenders and returns, and to reduce the number of dogs euthanized because of poor ownership practices that result in unwanted behaviors and unadoptable dogs. The primary problem directly contributes to other issues; because owners don’t understand how to prepare to adopt a pet into their homes, eventually the shelters become overpopulated with surrendered pets, returned pets, and pets that have to be euthanized because they are unadoptable. This has resulted in underfunded and understaffed shelters nationwide, which decreases the level of care and availability of space for incoming dogs. It is the Humane Society’s position that it is unacceptable for an owner to surrender a pet to a shelter solely because it does not obey commands. The resultant behavior issues often cause the dog to be euthanized, when the responsibility rests mainly on the shoulders of the owner.
Gridley + Kayiket, Designers
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PHASE OVERVIEW
PHASE OVERVIEW A summary of this project’s phases are as follows:
Phase 1: Client Meeting and Orientation Initial exploration and summation of client needs and expectations regarding the project, problem and desired outcome.
Phase 2: Research and Development The gathering of statistical and anecdotal data on canine adoptions, as well as background on other animal-welfare related organizations.
Phase 3: The Marketing/Design Brief Finalization of marketing/design brief, including layout, illustrations, photographs and infographics.
Phase 4: Creative Exploration Exploration of various related concepts using sketches, word maps, concept mapping and other ideation techniques.
Phase 5: Creative Refinement Refinement of initial exploration into one unifying concept, fleshed out and ready for the implementation phase.
Phase 6: Creative Implementation Execution of the final concepts across the scope of the agreed-upon deliverables, and production of physical pieces of a cohesive campaign.
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Gridley + Kayiket, Designers
The Humane Society of the United States
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CATEGORY REVIEW
Over the past two or three decades, Americans’ attitudes toward dogs in the home have evolved from a working dog or child’s toy and to an integral part of the family. Of course this perception is not universal, but it is pervasive enough to create a large and lucrative market that caters to our furry friends.
PUBLIC SUPPORT
US Spending on Pet Services and Supplies
In addition to the amount Americans spent to feed, clothe, and care for their pets, they also contributed more than $300 million to pet welfare related charities in 2009, which is the most recent year which there are comprehensive numbers. $50M
$50 B
According to the 2011-2012 APPA National Pet Owners Survey, 62% of U.S. households own a pet; about 72.9 million homes. In 2010, Americans spent nearly $50 billion on their pets, with $18 billion going to food, $16 billion to vet care, boarding and grooming, and more than $10 billion on toys, supplies and medication. Compare this to 1994, when the total amount spent in the pet industry—$17 billion—equaled less than is currently spent on food.
TRENDS IN PET CARE
The HSUS has two primary competitors for its slice of the philanthropic pie; the American Society for Prevention of Cruelty to Animals (ASPCA) and People for the Ethical Treatment of Animals (PeTA). The Best Friends Animal Society, a Utah-based group, is catching up quickly, earning nearly half of HSUS’s total revenues for 2009 and topping out its revenue growth at a staggering 17.4% over HSUS’s 1.9%. The American Humane Association, also a national nonprofit, operates on a slightly smaller scale, and diversifies its focus to both animals and children.
Eco-friendly, human-grade grooming products.
$40M
$30M
$20M
Organic and specialized pet foods. State-of-the-art technology such as computerized ID tags, digital aquariums, automatic doors and feeders, and touch-activated toys.
$10M
Products from traditionally human-oriented companies like Omaha Steaks, Harley Davidson and Old Navy. Access to restaurants, hotels and other travel destinations. 1994
Gridley + Kayiket, Designers
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2005
2010
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COMPANY PORTFOLIO
THE MISSION The Humane Society of the United States (HSUS) is a national non-profit animal protection organization. Established in 1954, it is funded primarily by public contributions, which in 2010 totaled over $100 million. Their mission statement is “Celebrating Animals, Confronting Cruelty” and it indicates their purpose and intent to “reduce suffering and to create meaningful social change for animals by advocating for sensible public policies, investigating cruelty and working to enforce existing laws, educating the public about animal issues, joining with corporations on behalf of animal-friendly policies, and conducting hands-on programs that make ours a more humane world.”
CURRENT CHALLENGES The HSUS enjoys a three-star rating from non-profit watchdog Charity Navigator, but their reputation is under attack by allegations from the Center for Consumer Freedom that “the vast majority of HSUS donations aren’t going to shelters that help find homes for the nation’s homeless puppies and kittens.” In a sense, this is true; the efforts of HSUS include but stretch far beyond pet adoption and shelter issues. In a rebuttal posted to their website, the HSUS details findings from an independent report on the Richard Berman group of companies, all of which are non-profits circulating their funds throughout their various front groups.
Among the accomplishments listed in their 2010 Annual Report, the HSUS reports their care centers provided emergency treatment and sanctuary to over 15,000 animals in addition to treatment of thousands of others by their veterinary clinics and wildlife experts. Other accomplishments included: Five HSUS undercover investigations exposed abuses at industrial egg, pork and turkey facilities. HSUS teams deployed to 51 emergency rescues, saving 11,000 animals from puppy mills, animal fighting operations, and egregious neglect. Ninety-eight pro-animal state laws and regulations enacted, including the nation’s first ban on the sale of whole battery cage eggs. The federal Truth in Fur Labeling Act is enacted, following years of lobbying, lawsuits, and exposés of mislabeled and unlabeled fur-trimmed garments. The HSUS fought Gulf Coast pet overpopulation through innovative outreach programs and funding assistance for three spay/neuter clinics.
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Gridley + Kayiket, Designers
The Humane Society of the United States
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COMPANY PORTFOLIO
BRAND STRATEGY
The Humane Society of the United States has over 17,000 followers on Twitter, where the feed is updated at least once every 24 hours with links, information and photographs relevant to current HSUS endeavors. On the HSUS MySpace and Facebook pages, supporters can sign petitions, watch the undercover investigation videos, or comment on posts. Their most recent media campaign is a series of tug-at-the-heartstrings commercials featuring starving, injured and shivering animals accompanied by captions like, “Why do they keep beating me?” and “When will I get out of this cage?” If YouTube fans are any indicator, this approach is far less popular than The Shelter Pet Project’s dogs and cats verbally reproaching their less-than-responsible human owners. Their YouTube channel features videos of their rescue and welfare efforts, including a series on slaughterhouse investigations that have garnered over 300K hits each. The page welcomes viewers with a charming, upbeat collection of clips entitled “Rise and Shine” that features happy, healthy animals being cared for by shelter staff.
STRENGTHS & OPPORTUNITIES Strong, visionary LEADERSHIP from CEO Wayne Pacelle Superior MARKETING strategies, strategic litigation and legal expertise FINANCIALLY STABLE organization Broad, diverse FOCUS Large, committed DONOR BASE Effective FUND-RAISING efforts LONGEVITY as an organization
WEAKNESSES & AREAS FOR IMPROVEMENT A recurring criticism of the HSUS is that “supporters of HSUS believe erroneously that their gifts directly benefit local animal shelters, especially shelters with humane society in their name.” This indicates a need for clearer, more effective communication of the organization’s primary focus and the breadth of their efforts, as well as more targeted marketing strategies and fund-raising tactics.
A still frame from the HSUS’s “Rise and Shine” YouTube video shows three pups playing together in a shelter enclosure.
Gridley + Kayiket, Designers
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RESEARCH
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TARGET AUDIENCE
The Humane Society of the United States (HSUS) targets any gender or any age old enough to be educated about animal rights. HSUS does not focus their marketing efforts on a specific age range, gender or ethnicity, opting instead to cover all demographics in their communication efforts.
Demographics
The current demographic for HSUS is comprised mainly of unmarried middle-aged, middle-income Caucasian women with no children. This is similar to PeTA and the ASPCA’s demographics, with the exception of income (PeTA’s median is lower, while ASPCA’s supporters tend to be more affluent), and education level; nearly half of PeTA’s and the ASPCA’s supporters have no college education, while 62% of HSUS’s donor base are either college or graduate-school educated.
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In examining the typical pet adopter, we find she is fairly similar to the HSUS demographic both physically and socioeconomically. She is a highly educated woman between the ages of 26 and 55 who owns her home, had a dog as a child, and has been a previous dog owner in her adult life. Studies have found, however, gender does not play a crucial role in the ultimate success of adoptions.
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Young people have a natural affinity for animals. Our various resources for parents and educators help nurture that bond by instilling empathy and a humane ethic in children at every stage in their development.
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The psychographics of HSUS’s audience is comprised of liberal-leaning animal lovers who believe their philanthropy contributes to the greater good. They are optimistic, principled, generous, and emotionally motivated. These kinds of people are more concerned with not just saving an animal but majority feel the need to educate and guide those who want to help make a change. They tend to be more conservative than PeTA supporters, but more liberal and emotionally motivated than your typical ASPCA donor.
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TARGET AUDIENCE
Gridley + Kayiket, Designers
Wayne Pacelle, CEO, Humane Society of the United States
The Humane Society of the United States
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RELATED ORGANIZATIONS
The two national organizations most closely related to HSUS are People for the Ethical Treatment of Animals (PeTA), and the American Society for the Prevention of Cruelty to Animals (ASPCA). Both organizations have similar types of goals and offer related services. PeTA’s efforts tend to focus more on animal use and is far more extreme in its marketing and activism. Their trademark catchphrase is “Animals are not ours to eat / wear / experiment on / be entertained by / abuse in any way.” They investigate and research companies to ensure they are not animal testing or using animal formulas in products. They believe in being Vegan and in animal-free products. Their most successful campaign has been the “I’d rather go naked than wear fur” which features risque photographs of celebrities. The brand is perceived as extremely liberal, volatile, and high-visibility.
Percent of Total Contributions in 2010
Contributions to NFP Animal Welfare Organizations $140M
2008
13%
2009 $120M
10%
2007
2010
41% $100M
35%
The American Society for the Prevention of Cruelty to Animals (ASPCA) was established in 1866 and is the oldest animal welfare organization in the United States. Their mission is divided into three key areas: caring for pet parents and pets, providing positive outcomes for at-risk animals and serving victims of animal cruelty, and they are the first humane organization to be granted legal authority to investigate and make arrests for crimes against animals. They are more conservative in their marketing strategies and activism than PeTA, and are a trusted brand with high recognition and established longevity.
$80M
$60M
$40M
$20M
ANIMAL SOCIETY
Best Friends
The Best Friends Animal Society, a Utah-based group, is catching up quickly, earning nearly half of HSUS’s total revenues for 2009 and topping out its revenue growth at a staggering 17.4% over HSUS’s 1.9%. The American Humane Association, also a national non-profit, operates on a slightly smaller scale, and diversifies its focus to both animals and children.
Best Friends ANIMAL SOCIETY
Gridley + Kayiket, Designers
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GOING FORWARD
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OBSERVATIONS AND CONCLUSIONS
The Humane Society of the United States (HSUS) is competing mainly with the ASPCA for its share of the $300 million contributed annually by animal lovers. Its revenue growth has been steady and healthy under the visionary leadership of its CEO, Wayne Pacelle. The market position of People for the Ethical Treatment of Animals (PeTA) is extreme while the American Society for the Prevention of Cruelty to Animals (ASPCA) is more conservative, leaving the market open for a moderate yet committed approach from the Humane Society of the United States. It is critical that HSUS differentiate itself from these organizations, while continuing to support the ideals of animal welfare overall. The Humane Society’s donor base is mainly comprised of single women with disposable income who empathize with animal-rescue efforts and probably own or have owned a pet at some time in their adult life. The Humane Society’s mission is broad and diverse, including legislative actions, national campaigns, etc. It is currently under attack by CCF front man Richard Berman, who claims HSUS’s donations don’t directly support local animal shelters. Public perception of HSUS only takes into account a small portion of its role in animal welfare. This perception is what has allowed the CCF to gain ground in their campaign against the organization as it targets its message to the Humane Society’s demographic. The organization’s image would benefit from a greater awareness of the diversity of its mission and how it relates to the public perception of the HSUS as primarily an animal shelter. The Humane Society could also benefit from a campaign focused on grooming its younger demographic to take an attitude of stewardship toward our animal friends as they grow into future donors and advocates.
Gridley + Kayiket, Designers
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BUSINESS OBJECTIVES AND DESIGN STRATEGY The campaign objectives originally stated in the Background & Overview section of this manual were focused on increasing the awareness of proper education and preparation before pet adoption, reduction of impulse or gift adoptions, and prompting a significant decrease in the number of dogs surrendered or returned to shelters. However, information gleaned throughout the research process suggests a more immediate need for a general education and awareness goal.
OUR CAMPAIGN OBJECTIVES WILL BE THREE-FOLD:
1.. Educate the general public on the various aspects of the Humane Society of the United States’ mission and accomplishments.
2. Refute the charges of and mitigate the damage to HSUS’s donor base by the Center for Consumer Freedom’s attack campaign.
3. Educate children about animal welfare and how they can help the HSUS mission.
OUR DESIGN STRATEGY WILL ACCOMPLISH OUR OBJECTIVES BY:
1. Placing ads in a few mainstream magazines, billboards and posters in hightraffic areas, and web banners placed on the HSUS website and other related sites.
2. Determining where the HSUS and CCF’s demographic overlaps, research their reading habits, and place targeted ads in a few specific publications.
3. Creating a child-friendly educational publication or advertisements for HSUS’s educational tools in kids’ magazines like Highlights and on kids’ activities websites. These deliverables would highlight the diverse nature of HSUS’s mission, emphasizing the organization is NOT a shelter, but their work supports and advocates for shelters.
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Gridley + Kayiket, Designers
The Humane Society of the United States
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PROJECT SCOPE
PHASE 1: CLIENT MEETING AND ORIENTATION October 6-13, 2011
PHASE 4: CREATIVE EXPLORATION October 27-November 17, 2011
Phase 1
This phase entails initial exploration and summation of the client’s needs and expectations regarding the project, problem and desired outcome.
This is the ‘brainstorming’ phase, in which the creative team will freely explore various concepts using sketches, word maps, and other techniques.
Deliverables: Project Overview and Background in MS Word document Budget: $1375 Approvals: Client
Deliverables: 20+ sketches, word/concept map, 3 mood boards Budget: $2700 Approvals: Client
PHASE 2: RESEARCH AND DEVELOPMENT
October November December 6 13 20 27 3 10 17 24 1 8 15
PHASE 5: CREATIVE REFINEMENT
Client Meeting and Orientation
Phase 2 Research and Development
Phase 3 Marketing and Design Brief
Phase 4
October 13-27, 2011
November 17-December 1, 2011
The R&D phase will include gathering statistical and anecdotal data on canine adoptions, surrenders/relinquishment and euthanasia, as well as some background on other animal-welfare related organizations and their initiatives.
In the refinement phase, the creative team will narrow the field of ideas to one unifying concept, and flesh out that central idea in readiness for the implementation phase.
Phase 5
Deliverables: 3 digital composites, style guide with color palette, font specs, etc.
Phase 6
Budget: $2500
Creative Implementation
Deliverables: Preliminary documentation in MS Word; Infographics; Photographs Budget: $2500 Approvals: Art Director, Client
PHASE 3: THE MARKETING/DESIGN BRIEF
Approvals: Art Director, Client
PHASE 6: CREATIVE IMPLEMENTATION
Creative Exploration Creative Refinement
BUDGET TOTAL
November 24-December 15, 2011
October 6-December 15, 2011
In the final phase, the creative team will execute the final concepts across the scope of the agreed-upon deliverables, producing physical pieces of a cohesive campaign.
All phases of development and execution. Budget: $15,075
October 27-November 10, 2011 This is the phase in which the content of the marketing/design brief will be finalized, laid out and illustrated as necessary with correlating infographics. Deliverables: Completed marketing brief in digital and print formats Budget: $2500 Approvals: Art Director, Marketing Director, Client
Deliverables: Posters (3), billboard design (1), editorial advertisement (1), web component (1) Budget: $3500 Approvals: Art Director, Marketing Director, Client
Gridley + Kayiket, Designers
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Melissa Gridley + Deniz Kayiket, Designers The Art Institute of Tampa GR4622 Art Direction Prof. William Corridori October 2011