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30480025101209500010980277350882Kennesaw State UniversitySchool of Communication & MediaPublic Relations Campaigns (PR 4465)Fall 201700Kennesaw State UniversitySchool of Communication & MediaPublic Relations Campaigns (PR 4465)Fall 201716941801598071CCAC Campaign Book00CCAC Campaign Book371475184708300Table of Contents TOC \h \u \z Executive Summary2SWOT Analysis4Problem Statement6Primary Publics and Secondary Publics7Goals and Objectives9Online Involvement and Reputation: Strategies and Tactics11Online: Budget12Online: Timeline14Partnership: Strategies and Tactics19Partnerships: Budget22Partnerships: Timeline 25Collateral Materials: Strategies and Tactics32Collateral Materials: Budget33Collateral Materials: Timeline35Events: Strategies and Tactics41Events: Budget43Events: Timeline47EXECUTIVE SUMMARYKey Publics Addressed:Primary PublicsCobb County ResidentsNews MediaPartnersStudentsSecondary PublicsFamiliesPet OwnersService Animal OrganizationsKey Messages: Not only does Cobb County Animal Control deal with unwanted animal visitors, strays and adoptions, they also offer emergency pet assistance, discounted spay/neuter services and discounted vaccines.Cobb County Animal Control is a government owned, family friendly hidden gem of the community where animals are reunited with their owners or are adopted by eagerly awaiting forever families.We need volunteers of all kinds, not only cleaners and dog walkers but also for socialization and playmates.Cobb County Animal Control has over 200 adoptable dogs and more than 100 cats.We aren’t just animal control. We are a group of dedicated and caring individuals working to find these animals homes and families.The mission of the Cobb County Animal Control Unit is to enforce state laws and county ordinances pertaining to animal control and management; educate the community on responsible pet ownership and wildlife care and provide housing and care for homeless animals, while coordinating their adoptions when possible.While we accept owner surrenders at no charge, we also offer emergency pet assistance to members of the community that have fallen on hard times and need help supplying for their furry friend.While we are a governmental organization, we still accept all donations of toys, food, and pet accessories. What we don’t use directly goes into our emergency pet pantry for local needy pet owners.Campaign Goals & Objectives:Goal: To increase awareness of Cobb County Animal ControlObjective #1: To increase adoptions by Cobb County residents at a rate of 10% by December 2018.Objective #2: To increase the number of volunteers by 25 KSU students by December 2018.Objective #3: To increase social media engagement among Cobb County residents over all social media platforms by 25% by December 2018.Objective #4: To increase community involvement by developing at least two partnerships with local partners by December 2018.Objective #5: To have five different media outlets cover a Cobb County Animal Control story by December 2018. Proposed Strategies:The strategies that are included in this campaign will assist Cobb County Animal Control with public relations, community involvement and increasing adoptions. Each strategy is supported by various tactics that will allow CCAC to accomplish its goals. The strategies areOnline Involvement and Reputation: addressing CCAC website and social media accountsPartnerships: addressing the pursuit of mutually beneficial relationshipsCollateral Materials: addressing methods to increase volunteerism and pet adoptionsEvents: addressing methods for CCAC to reach its goals and participate within the communityOverall Cost of Proposed Strategies:The overall cost of this campaign is $5,880General Campaign Timeframe:December 27, 2017- December 8, 2018Campaign Tagline:“Rescue local, gain a friend.” SWOT ANALYSISStrengthsCobb County Animal Control offers on-site veterinarian services such as neutering/spaying and treating sick or injured animals. This is a strength because it shows that they not only care about finding the animals homes, but they care about their health as well. ?Cobb County Animal Control has several volunteer opportunities that make it easy for the community to get involved with their shelter. This is a strength because it spreads the word about Cobb County Animal Control and allows the community to get involved. With Cobb County Animal Control being government owned, this gives them the advantage of access to resources that other shelters may not have. Access to these resources allows them to shelter more animals and provide more services to them.The size of Cobb County Animal Control’s facility serves a strength to them. Having such a large lot gives them the opportunity to expand, the ability to host fundraisers or events on-site, and offer space to shelters that are full or evacuating from natural disasters.The staff at Cobb County Animal Control is very friendly and welcoming. This is a strength because it lets people who visit know that the animals are in good hands with people who truly care about the animals.The location of Cobb County Animal Control serves as a strength to their shelter. Cobb County is a highly populated area with several opportunities for partnerships and publics to reach.Cobb County Animal Control does not charge a fee for pet surrenders. If you have to surrender your pet due to financial issues, they will offer you resources from their pet pantry to help keep your pet if possible.WeaknessesThe website is not appealing to the eye. It is cluttered with too many icons, the “Find a Pet” page is confusing, and the overall website is not attractive to key publics. This is a weakness because it could turn CCAC’s key publics away.The social media accounts are not being used at their full capacity. They are not being used to show off their animals to help them get adopted. All social media accounts are lacking in the amount of followers. The Twitter account hasn’t been used in a few years and the Instagram posts are sporadic. This is a weakness because key publics could be dissuaded from using their services or adopting pets from CCAC seeing as though they do little to keep their key publics informed and engaged.The volunteers are few and elderly. This is weakness because these volunteers can’t help get all of the tasks done on and around the facility.Cobb County Animal Control euthanizes animals. This is a weakness because a lot of their key publics do not want to support a kill shelter.The name “animal control” has a bad reputation; therefore Cobb County Animal Control does not sound appealing. This is a weakness because CCAC is overlooked by a lot of their key publics. The key publics don’t know all of the good that CCAC does for the community.Cobb County Animal Control’s lobby lacks collateral material such as brochures, flyers, and signage for visitors to take home with them. This is a weakness because it limits visitors from having tangible information to take home if they decide to volunteer or adopt at a later date. The lobby of Cobb County Animal Control is not warm and inviting for possible pet adopters or volunteers. This is a weakness because this could deter these publics from interacting with the facility.OpportunitiesCobb County Animal Control should develop partnerships or gain sponsorships with other organizations. This is an opportunity because it will help them gain more exposure and raise more money.The social media accounts need to be rebranded. They should follow the example of surrounding animal shelters that have a large amount of followers and post professional pictures of their animals. This is an opportunity because it will attract a whole new audience and will help increase pet adoptions.The Website needs a makeover. This is a great opportunity for CCAC because it will attract more business and volunteers, as well as boost their reputation. They need to make the website less cluttered and more appealing to the eye and easy to navigate.Cobb County Animal Control can use its surrounding resources such as Kennesaw State, other college campus’, and high school volunteer departments for recruitment. This is an opportunity because it would help them appeal to/recruit a younger generation of volunteers. This in turn would help CCAC obtain more than their usual amount of volunteers.Cobb County Animal Control should take advantage of all holidays and use them for special promotions. This is an opportunity because it could help them gain more exposure and pet adoptions.Cobb County Animal Control needs to take advantage of their land and lobby. Implementing the use of their land would give more options to volunteers, such as walking animals and using the grounds for events and fundraisers. ?Making use of the lobby would give Cobb County Animal Control a better reputation and make it more inviting for visitors.ThreatsThere are multiple humane societies in the surrounding area of Cobb County Animal Control. Humane societies are a threat to CCAC because they have a more positive reputation than animal control centers.The lack of volunteers is a threat to Cobb County Animal Control. This could mean that there is not enough staff to keep the facility running and could pose the threat of having to close it down.Having no-kill shelters in the surrounding area is a threat to Cobb County Animal Control. Kill shelters, which could lead them to adopt, turn key publics away and volunteer at other shelters are no-kill petitors to Cobb County Animal Control have implemented their social media accounts more. This is a threat to Cobb County Animal Control because they are spreading the word about their shelters to the public more efficiently.Bad publicity is a threat to Cobb County Animal Control. In the event of receiving bad publicity, CCAC does not have a large enough platform on social media to address the issues. Also, bad publicity could lead to less people coming in to adopt from them.Having negative reviews online poses as a threat to Cobb County Animal Control. This is a threat because negative public opinion leads to an overall poor public image.PROBLEM STATEMENTThe key problems that Cobb County Animal Control currently face are their public image and their means of reaching an audience. CCAC’s website is fairly unorganized, not user-friendly, and links visitors to a government-run page as opposed to a page devoted solely to the organization. CCAC makes little to no use of social media platforms such as Facebook, Twitter, or Instagram. The lack of consistent posts and low follower counts contribute to the organization’s issues with social media, and presenting a positive public image. ?The fact that they struggle with reaching an audience attributes to their lack of volunteers. Also, CCAC is currently a facility that uses euthanasia, which is a large negative factor for their public image.PRIMARY PUBLICSCobb County Residents: (Primary, internal/external, active/inactive) According to Volckmann (2017), “Cobb county residents have a median age of 36 years old within a median annual income of $70,000 a year” (Volkmann, 2017). Some of this public uses CCAC as their source for adoption, but not everyone knows where or how it works. They are both internal and external because residents can work for CCAC and adopt from there. They are both active and inactive because some of the members of the county are unaware or don’t use the services offered at CCAC. They are a primary public because they are vital in raising our awareness and adoption rates.News Media: (Primary, external, active/inactive) Bialik’s (2017) study found the following:As of August 2017, 43% of Americans report often getting news online, a share just 7 percentage points lower than the 50% who often get news on television. The gap between the two news platforms was 19 points in early 2016, more than twice as large. The share of Americans who often get news from TV – whether from local TV news, nightly network TV news or cable news – has fallen, while the portion of Americans often getting news online – either from news websites/apps or social media – has grown.News media are an external public because they are not directly related or work for CCAC. They are inactive and active because they are used for getting information for CCAC out into the public. They are a primary source because they are vital in raising awareness and adoption rates.Partners: (Primary, external, inactive/ active). According to Weathers (2013), “Cobb County Animal Control works closely with nonprofit animal rescues, thereby attempting to transfer as many animals as possible into animal rescue programs. CCAC in a kill- shelter, thereby, euthanizing sick and healthy animals when the shelter runs out of cage space. Most nonprofit animal rescues are no-kill shelters, so animal residents can live out their lives while awaiting adoption” (Weathers, 2013). A CCAC office technician (anonymous) works closely with local rescues to coordinate animal transfers. Partners would only be considered an external public because it is not directly work for CCAC. They are both active and inactive because they are working together for the well being of the animals located at CCAC. They are a vital primary public because they are a helps ensure the safety of as many animals as possible.Students: (Primary, internal/external, active) Research by Norman (2017) supports “the average age of a college student ranges from 18 to 24 with an average salary of 14,400 per year (Norman, 2017).” They do not typically use the client’s services but those who do seem to enjoy what they have to offer. They are internal and external because students are likely to adopt or volunteer. They are an active public because they are the most likely demographic to volunteer, adopt, or donate. They are a primary public because they are vital to the adoption rate and overall contribution of CCAC.SECONDARY PUBLICSFamilies: (Secondary, external, active/inactive) According to Volckmann (2017), ”Families in Cobb county have an average salary of $70,246 per year with an average age of 36” (Volckmann, 2017). Some of this public uses CCAC as their source for adoption, but not everyone knows where or how it works. Families are an external public because they are not likely to be involved with CCAC other than to adopt. They are both active and inactive because although many are unaware of CCAC, others are adopters, volunteer, and donators. They are a secondary public because they are not the most likely to better the overall status of CCAC.Pet owners: (Secondary, external, active/inactive) Research by Springer (2017) supports in a recent survey 22,202 respondent completed the screener, of which 12,581 were current pet owners (Springer, 2017). Pet owners are external publics because they are not working for or with CCAC. Pet owners can be active or inactive because animal lovers such as pet owners are likely to contribute to CCAC in some form or fashion. They are a secondary public because most people with pet are not looking to adopt which is the main goal of CCAC.Service Animal Organizations: (Secondary, external, active/inactive) Research by Georgia Canines for Independence (2005) supports “GCI provides trained service dogs to increase the independence of people with various medical conditions including cerebral palsy, Friedrich's ataxia, Guillain-Barre syndrome, multiple sclerosis, muscular dystrophy, spina bifida, spinal cord injury, and stroke (2005)”. Service animal organizations are most likely unaware of CCAC. They are an external public because they do not directly work with CCAC in any official status. They are both an active and inactive public because they are likely to adopt animals to train as service pets. This is a secondary public because the impact they would have on CCAC adoption rates would be minimal.GOALS AND OBJECTIVESGoalTo increase awareness of Cobb County Animal Control.ObjectivesTo increase adoptions by Cobb County residents at a rate of 10% by December 2018.To increase the number of volunteers by 25 KSU students by December 2018..,To increase community involvement by developing at least two partnerships with local partners by December 2018.To have five different media outlets cover a Cobb County Animal Control story by December 2018.Key MessagesNot only does Cobb County Animal Control deal with unwanted animal visitors, strays and adoptions, they also offer emergency pet assistance, discounted spay/neuter services and discounted vaccines.Cobb County Animal Control is a government owned, family friendly hidden gem of the community where animals are reunited with their owners or are adopted by eagerly awaiting forever families.We need volunteers of all kinds, not only cleaners and dog walkers but also for socialization and playmates.Cobb County Animal Control has over 200 adoptable dogs and more than 100 cats.We aren’t just animal control. We are a group of dedicated and caring individuals working to find these animals homes and families.The mission of the Cobb County Animal Control Unit is to enforce state laws and county ordinances pertaining to animal control and management; educate the community on responsible pet ownership and wildlife care and provide housing and care for homeless animals, while coordinating their adoptions when possible.(Source: Cobb County Animal Control. Retrieved from )While we accept owner surrenders at no charge, we also offer emergency pet assistance to members of the community that have fallen on hard times and need help supplying for their furry friend.While we are a governmental organization, we still accept all donations of toys, food, and pet accessories. What we don’t use directly goes into our emergency pet pantry for local needy pet owners.Cobb County Animal Control adopted out X dogs and X cats last year alone. Let’s aim to adopt out more animals this year.TaglinesRescue local, gain a friend.References(2005). Georgia Canines for Independence. Retrieved from , K. (2017). Key trends in social and digital news media. Retrieved from … County Animal Control. (n.d.). Retrieved October 08, 2017, from. Weathers., (Dec 7, 2013). Theoretical Evaluation of the Community Collaborationon Pet Homelessness. Retrieved from . Leyla., (Sep 26, 2017). What is the Average College Student’s Income. Retrieved by. Julie., (2017-2018). The APPA National Pet Owners Survey Debut. Retrieved by. Volckmann., (2017). Cobb County Government. Retrieved by =1941ONLINE INVOLVEMENT AND REPUTATION STRATEGYDescription: This strategy is based on the fact that a lot of the free promotional opportunities are being lost on the Cobb County Animal Control’s website and social media accounts. This strategy is about implementing a social media calendar, updating the social media accounts and refreshing the company website.Objectives addressed:To increase adoptions by Cobb County residents at a rate of 10% by December 2018.To increase the number of volunteers by 25 KSU students by December 2018.To increase social media engagement among Cobb County residents over all social media platforms by 25% by December 2018.To increase community involvement by developing at least two partnerships with local partners by December 2018.To have five different media outlets cover a Cobb County Animal Control story by December 2018.Key publics reached:Cobb County residentsNews mediaPartnersKSU studentsONLINE INVOLVEMENT AND REPUTATION TACTICSTactic 1: CalendarAn easy to follow step-by-step calendar that can be reused and adjusted for different events and tactics throughout the year for the company to use, it will include dates to update social media, recommended public events, newsworthy promotional tactics and volunteer appreciation events. Hopefully, these tools will help the CCAC reach their goal.(Prototype included: Social media, events, and ideas calendar.)Tactic 2: Website Call to Action ListDevelop suggestions to improve Cobb County Animal Control's online web content in order to increase public awareness. ?Arrange information in a concise manner, omit unnecessary information, incorporate a "success page," promote their purpose through current photo/artwork and create a page for seasonal activities and promotions. (Prototype included: List of website suggestions/recommendations.)Tactic 3: Social Media BrandingCreate consistency across all social media platforms (Facebook, Instagram, Twitter) in order to create a stronger visual for the organization's brand. Using the same logo, wording, and theme among the three platforms will provide a cohesive look to the organization's online presence. CCAC should provide the same message on all platforms. Key publics will be able to identify the CCAC brand easily and the consistency in visuals will build a stronger, more trusted brand.(Prototype included: 1 page each of recommendations for Facebook, Instagram, and Twitter.)Online Strategy BudgetTacticItemCostTactic TotalSocial Media Content CalendarSocial media intern· ?Post internship at KSU < 20 hours/week$0451.88Creation of calendar - Design a basic template to be used over the year$0Instagram Image Contest· ?1 grand prize winner will win a free pet, a months’ worth of food, accessories kit and a dinner voucher at a local restaurant.· ?????2 winners will win a free pet.· ?5 winners will win a $10 PetSmart gift card.$100*Facebook Share Contest· ?1 grand prize winner will win a free pet, a months’ worth of food, accessories kit and a dinner voucher at a local restaurant.· ?????3 winners will win a free pet.· ?5 winners will win a CACC swag bag.$50*Twitter Story Contest· ?1 grand prize winner will win a free pet, a months’ worth of food, accessories kit and a dinner voucher at a local restaurant.· ?????3 winners will win a free pet.· ?????5 winners will win a CACC swag bag.$50*Copies for internal meetings· ?10 copies at 10 cents ea.· ?12 times per year$12Monthly subscription to Hootsuite ()· ?12 months @ $19.99/month$239.88Website Revamp and RecommendationsReport of website recommendations$0$0Social Media BrandingReport of social media information to be implemented$0$0Strategy Total$451.88* Indicates item could be donated. Online Strategy TimelineTacticTaskDue DateStaffingDecember 2017Social media content calendarDesign 2018 calendar to be reevaluated monthly for any needed changesDec. 271 employee and 2 supervisorsJanuary 2018Social media content calendar#newyearnewlove#cuddleupwithapetReview social media content calendar and make any necessary changesJan. 21 communication internBegin implementing social media content calendar for JanuaryJan. 33 communication employeesSocial Media BrandingReview and make changesJan. 4Chesley McNeil, 1 communication internFebruary 2018Social media content calendar#lovewinsReview social media content calendar and make any necessary changesFeb. 1Chesley McNeil, 1 communication internBegin implementing social media content calendar for FebruaryFeb. 23 communication employeesInstagram Image ContestFeb. 2 – 281 communication internSocial Media BrandingBegin implementing changes to all social media profiles to be completed in two weekFeb. 1 - 141 communication internWebsite RevampReview and make changes ???????Feb. 5Craig Owens, Shana Luke, Chesley McNeilDiscuss changes with relevant staffFeb. 19Craig Owens, Shana LukeMarch 2018Social media content calendar#pittysday#nationalpuppyday (March 23)Review social media content calendar and make any necessary changesMarch 11 communication internBegin implementing social media content calendar for MarchMarch 23 communication employeesWebsite RevampBegin implementing changes.March 19IT, WebmasterApril 2018Social media content calendar#colormelucky#nationalpetsday (April 11)Post a picture of a mixed breed and claim it’s purebred. (April 1)Review social media content calendar and make any necessary changesApril 11 communication internBegin implementing social media content calendar for AprilApril 23 communication employeesMay 2018Social media content calendar#memorialday#momsbestfriendReview social media content calendar and make any necessary changesMay 11 communication internBegin implementing social media content calendar for MayMay23 communication employeesJune 2018Social media content calendar#dadsbestfriendReview social media content calendar and make any necessary changesJune 11 communication internBegin implementing social media content calendar for JuneJune 23 communication employeesFacebook Share ContestJune 2 – 301 communication internJuly 2018Social media content calendar#celebratefreedomReview social media content calendar and make any necessary changesJuly 11 communication internBegin implementing social media content calendar for JulyJuly 23 communication employeesAugust 2018Social media content calendar#adoptedisthenewblackReview social media content calendar and make any necessary changesAug. 11 communication internBegin implementing social media content calendar for AugustAug. 23 communication employeesSeptember 2018Social media content calendar#endpetlessnessReview social media content calendar and make any necessary changesSep. 11 communication internBegin implementing social media content calendar for SeptemberSep. 23 communication employeesTwitter Story ContestSep. 2 – 301 communication internOctober 2018Social media content calendar#nationaladoptapetmonth#makeadifferenceReview social media content calendar and make any necessary changesOct. 11 communication internBegin implementing social media content calendar for OctoberOct. 23 communication employeesNovember 2018Social media content calendar#blacknovember#bethankfulReview social media content calendar and make any necessary changesNov. 11 communication internBegin implementing social media content calendar for NovemberNov. 23 communication employeesDecember 2018Social media content calendar#greatestgiftofall#newyearnewloveReview social media content calendar and make any necessary changesDec. 11 communication internBegin implementing social media content calendar for DecemberDec. 23 communication employeesPARTNERSHIP STRATEGYWhen the Cobb County Animal Control and its leaders develop and nurture partnerships, CCAC will produce a mutually beneficial relationship where consistent partnership activities are ever-present. CCAC’s cascaded partnership vision will alleviate external confusion and internal disorganization, promoting an efficient, objective and transparent organization.Strategy Description: CCAC is experiencing a deficit on human, social and financial capital, with partnerships being the most essential aspect to produce all of the results that we seek to achieve for CCAC. Partnerships are needed to plan and produce the events, develop social media content to increase awareness, financial aid, adoptions, create collateral materials to promote the organization and gain the necessary human capital (volunteers, media contacts, interns, business leaders, government officials) to provide the ultimate return on investment.ObjectivesDeveloping partnerships as a strategy seems to encompass all of the campaign’s objectives in one way or another.1. To increase adoptions by Cobb County residents at a rate of 10% by December 2018.2. To increase the number of volunteers by 25 KSU students by December 2018.3. To increase social media engagement among Cobb County residents over all social media platforms by 25% by December 2018.4. To increase community involvement by developing at least 2 partnerships with local partners by December 2018.5. To have five different media outlets cover a Cobb County Animal Control story by December2018.Key publics reachedFurthermore, developing partnerships would both implicitly and explicitly have the potential to reach all of our key publics that the objectives seek to target.Primary Publics:Cobb County residentsNews mediaPartnersKSU studentsSecondary Publics:FamiliesPet ownersService animal organizationsPARTNERSHIPS TACTICSTactic 1: InternshipCobb County Animal Control has the untapped luxury of being in close proximity to large numbers of KSU students at both the Kennesaw and Marietta campuses. This provides an opportunity to foster a partnership with CCAC and Kennesaw State faculty/administration, thus creating a connection to the students. By establishing an internship program at CCAC, this opens and solidifies community relationships and also opens the door to many opportunities. Many KSU students are seeking internships to put on their resumes and CCAC is seeking consistent volunteers (human capital) to run the facilities. CCAC also needs assistance with its marketing, visuals, social media content, PR, basic operations and management. Interns can provide the much-needed and high-quality labor in these areas of development for free, instead of CCAC having to hire an additional salaried employee to do the work at the same quality it is currently producing. This internship program creates a mutualistic relationship with both CCAC, the students earning college credit and its partner (KSU) that can be used for years, which will allow new ideas and innovation to consistently flow through its doors. (Prototype included: internship description and directions for how to partner with KSU’s Department of Career Planning and Development and the KSU School of Communication and Media)Tactic 2: KSU Greek LifeCobb County Animal Control is in need of many volunteers to not only assist with facility operations, but to increase their presence in the community and gain more support by word of mouth. CCAC should utilize Kennesaw State University’s Greek Life to obtain more volunteers and develop those needed relationships. Many Greek organizations require their members to complete a certain amount of volunteer hours each semester. If CCAC were to create a partnership with KSU’s Greek Life, it would be mutually beneficial for both parties. If KSU students were more involved with volunteering at CCAC, it would generate more adoptions and overall support for the shelter. Many Greek organizations hold percentage nights at restaurants such as Chick-fil-A and Moe’s Southwest Grill, giving part of the proceeds back to a specific organization or cause for every person who mentions they are there to support. CCAC would also have the opportunity to partner up with Greek organizations to host events on campus to promote their shelter and even certain deals/specials they have to encourage more people to adopt. To initiate this partnership, CCAC must send a pitch letter and proposal to the Department of Kennesaw State University Greek Life. (Prototype included: Partnership pitch letter and proposal)Tactic 3: Pet Supply ProvidersCobb County Animal Control wants to reach a variety of different publics in order to increase adoptions and community involvement and a partnership that would be beneficial to accomplishing these objectives would be the CCAC working with a pet supply company. Stores like Petco and PetSmart already have a target audience of pet owners and Cobb County residents as both stores have locations in the county. This partnership would be beneficial for both parties because they could help each other reach their goals. For instance, CCAC wants to get community involvement, pet adoptions and recognition. By working with a pet supply store, CCAC could have their adoption specials listed and exclusive ads in the store detailing how to rescue an animal from them or how to help volunteer or donate. In return, CCAC could provide the families with newly adopted pets a flyer or coupons within the adoption papers for the pet supply store to get a bag of food, toy or bed. Once people go to a store for the first time they are more likely to continue to shop there. There could be various levels to the partnership such as gold, silver, and platinum where at the highest level, CCAC has exclusive partnership with a specific location of a specific pet supply store and they provide a coupon to redeem a free bag of pet food with every adoption and the store donates a portion of earnings to CCAC. The lowest level could be CCAC referring new pet owners to a pet supply store for their animal training and the pet supply store having a flyer for CCAC in their store. Whatever level is chosen, it will be a great opportunity to help CCAC to accomplish its objectives. In order to propose the partnerships, a proposal letter specifying the different levels of partnership will be sent to the appropriate individuals of the pet supply stores. (Prototype included: Partnership pitch letter and proposal)Tactic 4: High Schools and Colleges in Cobb CountyPartnering with high schools and colleges in the area would be crucial to Cobb County Animal Control and the amount of volunteers they receive. Both school levels host several events that are perfect opportunities for Cobb County Animal Control to be present at and promote themselves. Attending sporting events or school festivals, sponsoring sports teams, and even visiting the schools would not only help raise the amount of volunteers, but promote Cobb County Animal Control as a whole. By partnering with local schools, this would benefit the image of Cobb County Animal Control and make it aware to the public that they are kid and community-friendly. The two types of publics are the ideal audience that Cobb County Animal Control should reach in order to raise awareness of the shelter and increase adoptions. In order to partner with these publics, a pitch letter should be written to present to the schools explaining the depths of the partnership and what each member of the partnership should expect. (Prototype included: Partnership pitch letter and proposal)Partnerships BudgetTacticItemCostTactic TotalInternship1. ?Advertising the Internshipa. Handshake accountb. Spot in KSU Sentinel classifieds$0$179.88Uniform shirt$20Social media content calendar$0● ????Pre-employment screening○ ????Background check○ ????Drug test$40PR MaterialsMonthly subscription to Hootsuite ()12 months @ $9.99/month Adobe Creative Cloud Subscription (paid by tuition)Students can access these digital production programs through KSU VMWare$119.88KSU Greek Life Partnership EventFlyers for eventUPS Store ()250 copies for .33 cents each$82.5$1,010.5Raffle Gift?$100 Visa Gift Card$100Event T-ShirtsCustom Ink ():· ??100 T-shirts (S:30, M:40, L:30) for $8.28 each$828Tailgate at KSU Football GameFlyers for event250 copies at .33 each Source: $82.50$503.50Koozies200 koozies at $1.61 each Source: $322TentSource: . com/$99Pet StorePosters- to distribute at closest 3 store locations-1 (36” x 48”) per store-1 = $72$216$310.77FlyersTo advertise calendar of events, adoption specials and volunteer opportunities250 copies for 3 stores$94.77Strategy Total$2,004.65 Partnerships TimelineTacticTaskDue DateStaffingDecember 2017KSU Greek Life Partnership EventFinalize event logistics with Greek LifeDec. 101 communication team member with Greek Life RepresentativeDesign and place order for event fliersDec. 171 communication team memberDesign and place order for event T-shirtsDec. 241 communication team memberPass out fliers on KSU campus and collect raffle entriesDec. 313 volunteers and 3 KSU Greek Life membersInternshipFinalize internship program job description.Create Ads for KSU Sentinel Create Handshake AccountDec. 111 Communication team memberContact Thomas Gray (tgray17@kennesaw.edu) to evaluate Internship criteria. Select mentor for the intern.Post Ads for Internship & post Handshake internship postDec. 12Dec. 171 Communication team memberPet Supply StoreSend proposals to Petco and PetSmart to see which company is willing to engage in partnership to avoid conflict between competing organizationsDec. 11 Communication team memberFollow up with companies to see which organization a partnership would be most beneficial with/ who accepted partnership proposal at best levelDec. 81 Communication team memberHave final timeline of partnership schedule for the year.Have materials ready to distribute between CCAC and pet supply stores. (I.e. flyers, posters, coupons, calendars.)Dec. 151 Communication team memberJanuary 2018InternshipRead over applicationsJan 3.1 Communication team memberSelect & Welcome new applicantsJan 7.1 communication team memberPet Supply StoreCheck that partnership agreements are being met and that both parties are satisfiedJan. 151 Communication internFebruary 2018Internship30-day check-in with new internFeb. 71 communication memberWork on promoting and getting awareness about this month’s events through social mediaFeb. 81 Communication internPet Supply StoreCheck that partnership agreements are being met and that both parties are satisfiedFeb. 151 Communication internMarch 2018InternshipWork on promoting and getting awareness about this month’s events through social mediaMar. 11 Communication InternPet Supply StoreCheck that partnership agreements are being met and that both parties are satisfiedMar. 151 Communication internApril 2018Pet Supply StoreCheck that partnership agreements are being met and that both parties are satisfiedApr. 151 Communication internInternshipWork on promoting and getting awareness about this month’s events through social mediaApr. 11 Communication internInternshipPost ads in Handshake andApr. 11 CommunicationSentinel for Summer internsmemberMay 2018InternshipWork on promoting and getting awareness about this month’s events through social mediaMay 11 Communication internPet Supply StoreCheck that partnership agreements are being met and that both parties are satisfiedMay 151 Communication internJune 2018Pet Supply StoreCheck that partnership agreements are being met and that both parties are satisfiedJun. 151 Communication internJuly 2018InternshipWork on promoting and getting awareness about this month’s events through social mediaJul. 11 Communication InternPet Supply StoreCheck that partnership agreements are being met and that both parties are satisfiedJul. 151 Communication internAugust 2018High Schools and Colleges in Cobb CountyContact KSU Football to ask about setting up a tailgateAug. 61 communication team meberPet Supply StoreCheck that partnership agreements are being met and that both parties are satisfiedAug. 151 Communication internInternshipWork on promoting and getting awareness about this month’s events through social mediaAug 1.1 Communication InternSeptember 2018High Schools and Colleges in Cobb CountyContact KSU Football to finalize details on tailgate for home game on Sept. 22Sept. 11 communication team memberHigh Schools and Colleges in Cobb CountyOrder koozies from . 11 internHigh Schools and Colleges in Cobb CountyDesign and order flyers from . 21 communication teammember, 1 internHigh Schools and Colleges in Cobb CountyPass out flyers at KSU’s campus and post flyer CAC’s siteSept. 172 volunteers, 1 intern, 1 communication team memberPet Supply StoreCheck that partnership agreements are being met and that both parties are satisfiedSept. 151 Communication internOctober 2018InternshipWork on promoting and getting awareness about this month’s events through social mediaOct. 11 communications internPet SupplyCheck that partnershipOct. 151 CommunicationStoreagreements are being met and that both parties are satisfiedinternNovember 2018InternshipWork on promoting and getting awareness about this month’s events through social mediaNov. 11 Communication internPet Supply StoreCheck that partnership agreements are being met and that both parties are satisfiedNov. 151 Communication internDecember 2018InternshipWork on promoting and getting awareness about this month’s events through social mediaDec. 11 Communication internPet Supply StoreCheck that partnership agreements have been met and if the partnership would like to be continued into the next year. Evaluate for improvementsDec. 151 Communication internCOLLATERAL MATERIALS STRATEGYDescription: To create collateral materials that showcase Cobb County Animal Control’s brand and increase volunteers and pet adoptions by creating brochures, flyers, a fact sheet, and signs.Objectives addressed:To increase adoptions by Cobb County residents at a rate of 10% by December 2018.To increase the number of volunteers by 25 KSU students by December 2018.To increase social media engagement among Cobb County residents over all social media platforms by 25% by December 2018.To increase community involvement by developing at least 2 partnerships with local partners by December 2018.To have five different media outlets cover a Cobb County Animal Control story by December 2018.Key publics reached:Cobb County residentsNews mediaPartnersKSU studentsCOLLATERAL MATERIALS TACTICSTactic 1: Create a Volunteer BrochureThis tactic will be tangible material used by Cobb County Animal Control to reach potential volunteers. It will contain information on the types of volunteer opportunities available and how to get in contact with the organization’s volunteer coordinator. Prototype included: Volunteer BrochureTactic 2: Create an Adoption BrochureThis tactic will be used as a tangible/ take-along tool for potential adopters of shelter pets, and it will contain all important information regarding the process (prices, steps to take, what to do after adoption, resources, etc.) Prototype included: Adoption BrochureTactic 3: Fact SheetThis tactic will be used as an easy way for CCAC to let those who visit know some quick information about CCAC. The fact sheet will also include some infographics that will help make the fact sheet more visually appealing for visitors. These can be placed inside the facility as well in other businesses. Prototype included: Fact SheetTactic 4: Create Signs/postersThis tactic will be used as a way to easily locate Cobb County Animal Control as well as make the facility a more family/animal friendly place. The signs and posters will be informative and will add a decorative aspect to CCAC.Prototype included: 3 signs/ posters for facilityCollateral Materials Strategy BudgetTacticItemCostTactic TotalAdoption BrochureInDesign software$0(In-house)$0Ink (Color & B&W)$0 (in-house)8.5 x 11 paper$0 (in-house)Volunteer BrochureInDesign software$0(In-house)??$190????PrintingUPS Store ()● ? ????250 copies for $190$190Fact SheetInDesign Software$0(In-house)???????????$08.5x11 paper$0(In-house)PostersInDesign Software$0(In-house)$216PrintingUPS Store ( ):● ?3 Glossy finish copies @ $72 each????$216Distributing posters$0Strategy Total$406Collateral Materials Strategy TimelineTacticTaskDue DateStaffingDecember 2017Adoption BrochureCreate brochure templateDec. 21 communication team memberAdjust/edit template based on calendar of eventsDec. 51 communication team memberPrint brochures and distributeDec. 81 communication team memberFact sheetCreate fact sheet templateDec. 31 communication team memberReview fact sheet and make final adjustmentsDec. 101 communication team memberPrint fact sheet and distributeDec. 124 volunteersVolunteerBrochureCreate volunteer brochure templateDec. 91 communication team memberEdit volunteer brochure template based on calendar of eventsDec. 111 communication internPrint and distribute brochuresDec. 132 communication internsJanuary 2018February 2018Adoption BrochureReview calendar of events and adjust/edit template accordinglyFeb. 21 communication internPrint brochures and distributeFeb. 51 communication internsPostersDesign/create postersFeb. 71 communication team memberPrint posters and set up at office and eventsFeb. 102 communication internsVolunteerBrochureReview and edit volunteer brochure template based on calendar of eventsFeb. 91 communication internPrint and distribute brochuresFeb. 112 communication internsMarch 2018April 2018Adoption BrochureReview calendar of events and adjust/edit template accordinglyApr. 21 communication internPrint brochures and distributeApr. 51 communications internVolunteerBrochureReview and edit volunteer brochure template based on calendar of eventsMay 91 communication internPrint and distribute brochuresMay 112 communication internsMay 2018June 2018Adoption BrochureReview calendar of events and adjust/edit template accordinglyJune 21 communication internPrint brochures and distributeJune 51 communication internFact sheetReview fact sheet and make needed adjustmentsPrint and distribute fact sheetsJune 31 communication internVolunteerBrochureReview and edit volunteer brochure template based on calendar of eventsJuly 91 communication internPrint and distribute brochuresJuly 112 communication internsJuly 2018August 2018Adoption BrochureReview calendar of events and adjust/edit template accordinglyAug. 21 communication internPrint brochures and distributeAug. 51 communications internVolunteer BrochureReview and edit volunteer brochure template based on calendar of eventsAug. 91 communication internPrint and distribute brochuresAug. 112 communication internsOctober 2018Adoption BrochureReview calendar of events and adjust/edit template accordinglyOct. 21 communication internPrint brochures and distributeOct. 51 communications internVolunteer Brochure?Review and edit volunteer brochure template based on calendar of eventsOct. 91 communication internPrint and distribute brochuresOct. 112 communication internsNovember 2018PostersCreate/design postersNov. 21 communication team memberPrint posters and set up at office and eventsNov. 52 communication internsDecember 2018Adoption BrochureReview calendar of events and adjust/edit template accordingly(May want to review template as a whole to make sure it is still accurate)Dec. 21 communication internPrint brochures and distributeDec. 51 communications internFact SheetReview fact sheet and make needed adjustmentsPrint and distribute fact sheetsDec 31 communication internVolunteer BrochureReview and edit volunteer brochure template for the new year(Review calendar of events)Dec. 91 communication internPrint and distribute brochuresDec. 112 communication internsEVENTS STRATEGYStrategy: To hold events to help Cobb County Animal Control increase its adoption rate and volunteers.Description: Our strategy is to create events that will encourage the community to come out and meet the animals and staff of Cobb County Animal Control. We hope these events will influence the community to volunteer and ensure that the animals of Cobb County Animal Control find forever homes.ObjectivesTo increase adoptions by Cobb County residents at a rate of 10% by December 2018.To increase the number of volunteers by 25 KSU students by December 2018.To increase social media engagement among Cobb County residents’ social media platforms by December 2018.To increase community involvement by developing at least two partnerships with local partners by December 2018.To have five different media outlets cover a Cobb County Animal Control story by December 2018.Primary PublicsCobb County residentsNews mediaPartnersKSU studentsSecondary PublicsFamiliesPet ownersService animal organizationsTACTICSTactic 1: Cobb County Animal Control 5kHost a 5k run that the surrounding community can participate in with their pets. Have booths set up with activities for owner and pets, treats, informational booths, etc. The purpose of this event is to raise money for the shelter, build a relationship with the surrounding community, and gain future volunteers. (Prototype included: Event plan)Tactic 2: Fur Baby FestivalHost an event outside the Cobb County Animal Control center where the community can come and meet the animals at the shelter. Pet owners can also bring their pets. There should be entertainment, tents set up that display different information about each type of animal at the center and give out information about the Cobb County Animal Shelter. There should be activities that pet owners can play with their pets. A dog trainer that demonstrates tips on how to train animals would be a good idea. There can be face painting for the kids and a spot where future pet owners can play with the animals from the center. This festival should help the local community learn more about CCAC and in turn increase volunteers and adoption rates. (Prototype included: Event plan)Tactic 3: Paws for a Cause BanquetHost a banquet at CCAC, where guest can enter with a $10 entry fee, which covers a buffet style dinner. At the banquet, guests can participate in raffles and an auction consisting of various items donated from local businesses. Guest will be able to play with the animals and tour the facility. Adoption will be free of charge for guests who participate in the auction. The purpose of this event is to raise money for CCAC, support local businesses to grow relationships in the surrounding communities, and encourage adoption. (Prototype included: event plan)Tactic 4: Dogs Days at Kennesaw State University Marietta campusHost an event at the Kennesaw State University Marietta campus to attract college students to adopt animals and be aware of volunteer opportunities that CCAC offers. Because of the location of Cobb County Animal Shelter, the Marietta campus would be most accessible and convenient to hold the event. It can be on the field at the school. Dogs from the shelter can be adopted on campus during the event using the adoption trailer. In addition, Information about volunteering will be available. Entertainment should be provided. If the event is successful, this can become a partnership and a recurring event CCAC holds at KSU.(Prototype included: Event plan)Events BudgetTacticItemCostTactic TotalCobb County Animal Control 5KTents/Tables/ChairsUsed from Cobb County Government$0T-Shirts with $3.58 per shirt x 250 shirts$895Entertainment (Stage, microphone, speakers)Used from Cobb County Government$0Location (Park)Used from Cobb County Government$0Water bottles with logo$0.69 per bottle x 500 bottles$345Prize/AwardsAwards donated from Bank of AmericaPrizes baskets filled with goodies for dogs donated from PetSmart $0Signage/FormsUsed from Cobb County Government $0Police/PermitUsed from Cobb County Government$0FoodFood donated from Whole Foods MarketPet treats donated from PetSmart$0$1240Fur Baby FestivalPropsTentsChairs Tables Used from Cobb County Parks$0GoodiesTreatsToysProvided by CCAC$0Entertainment SpeakerUsed from County Parks$0DecorationsBalloons -25 count bag $1.00 x 2Streamers -5 count bag $1.00Posters -5 count $1.00 x 3Markers -8 count box $1.00 x 3Face Paint Kit - $16.99 (Walmart)$ 25.99$25.99Paws for a Cause Fundraiser Venue/ Tables/ Chairs CCAC and government$0Raffle & Auction items donated from local businesses: PetSmart, PetLand, Bed Bath & Beyond, Chili’s, Target, Starbucks, Dick’s Sporting Goods, Barnes & Noble, Academy Sports, Auto Zone, Massage Envy, and Plato’s Closet$0Catering Includes plate ware, heating trays, drinks, and buffet style southern food) at $8 per person including tax and labor. Expecting 100 attendees. $800Speakers/ microphone Used from government$0Local Auctioneer$100Advertising (flyers, social media)$0$ 900Dogs Days at Kennesaw State University Marietta campusDesign flyer$0Print flyersOffice Depot () 250 color prints x .59 cents each$147.50Distribute on CampusPost them around campus and hand out to people$0Gift Cards for raffle:$8.99 raffles tickets ()4, $25 gift cards to PetSmart1, $100 gift cards to PetSmart $209Tables to talk to CCAC representativeUsed from Cobb County Parks$0Dog adoption vanUsed from Cobb County Animal Control$0Photo boothDecorations for a photo booth; have volunteer Pinterest and decorate$200 for arts and craftsBorrow a camera, have volunteer take photos$200EntertainmentHouse of Harlow DJ; 4 hours for $295()$295Dog TreatsUsed from Cobb County Animal Control Parks$0$851.50Events Total$3017.49Events TimelineTacticTaskDue DateStaffingDecember 2017Paws for a Cause FundraiserReview event plan, make necessary changes, confirm local businesses about donations December 33 communication team membersPaws for a Cause FundraiserImplement event planDecember 103 communication team members Paws for a Cause FundraiserAll donations confirmedDecember 292 communication team membersJanuary 2018Paws for a Cause FundraiserDay of eventJanuary 287 communication team members, 4 volunteers February 2018March 2018Dogs Days at KSU MariettaReview event plan and make necessary changesMarch 52 communication team membersDogs Days at KSU MariettaBegin implementing event planMarch 122 communication team membersApril 2018Dogs Days at KSU MariettaHold event at Kennesaw State University Marietta campus April 13 3 communication team members 10-15 volunteersCCAC 5KReview event plan and make necessary changes April 20 4 team members May 2018 Fur Baby FestivalStart reviewing the event plan. Make necessary changes if needed. May 1 All staff meeting Fur Baby FestivalStart implementing the event plan May 18 3 communication team members CCAC 5K Start implementing the event plan May 6 4 team membersJune 2018 Fur Baby FestivalHost Fur Baby Festival at Cobb County Animal Control Center June 8 5 communication team members15 volunteers CCAC 5KAll potential vendors identified June 15 6 team members July 2018 CCAC 5K Registration begins July 15 No staff-online registration August 2018 September 2018 October 2018 CCAC 5K Day of eventOctober 13 10 team members, 40 volunteers November 2018 December 2018 ................
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