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In partnership with Banfield Pet Hospital December 2, 2013centertopDescription:Operation Kindness is a no kill shelter that is committed to finding homes for pets. We want to help them out with a month long adoption event to raise awareness and find homes for pets in the process. Prepared For: Mr. David K. LenhardtCEO PetSmart19601 N. 27th Ave?Phoenix?AZ?85027Prepared By:Brock Castillo Diana AqradawiAvery MchughBen XhaoShahid SattarTable of Contents_____________________________________________________________Page NumberCoverpage 1Table of Contents2Introduction3Background4-6Proposal7Schedule8-9Marketing Plan10-11Budget12Staffing 13Authorization page14Reference15Introduction__________________________________________________________________Each year a growing number of animals enter shelters not only in Dallas, but also in the United States. On average, a shocking 26,000 dogs and cats enter Dallas shelters each year, of which 83% of dogs and 92% cats are eventually euthanized (citation). Of the 26,000 animals that enter Dallas shelters each year, only about 1,450 are adopted (citation). On average, three to four million animals enter shelters throughout the United States per year. Nearly 2,700,000 are euthanized due to overcrowding in animal shelters (citation). As caring members of the Dallas community, we have begun to put our heads together to see how we can lessen the number of homeless pets in the Dallas area.PetSmart has teamed up with Operation Kindness, a nonprofit animal organization that aims to find homes for unwanted pets, (citation) to create a month long event which will help put a stop to the issue that the Dallas area is facing in regards to homeless pets. Standing by the strong belief that all pets deserve to live a long, happy life, we have made it our personal goal to make that a reality. Over the month that the movement will be in action, we hope to decrease pet homelessness through marketing and providing ease and affordability to pet adoption. With the implementation of several adoption days put on throughout the month of October, we hope to find homes for many pets that otherwise would not have found a home, as well as raising social awareness to an issue that has recently plagued the Dallas area. Since PetSmart already has the necessary resources for the event, such as an adoption area in most stores, as well as other assets to offer people willing to adopt a pet, we feel that with the help of Operation Kindness we will be able to find much success with the project. After months of preparation, PetSmart and Operation Kindness are proud to present “Operation Extending Kindness” to the Dallas Chamber of Commerce. Throughout the month of October, we will put on four adoption days at various PetSmart’s around the Dallas area. Using five locations each day, each PetSmart will have a chance to host an adoption day to try to get as many as 20 dogs and 20 cats adopted each day. As one of the largest pet retail stores in the United States, we feel that it is our responsibility to help stop the increasing numbers of homeless pets. We believe that PetSmart going hand-in-hand with Operation Kindness will be the perfect combination to make this project successful and to create more social awareness to the issue that is “dogging” the Dallas area. A caring message that is appealing to a large audience can make a big difference in our community. Background__________________________________________________________________“No other charity saves as many pets’ lives as we do, because of our reach and strong partnerships with communities and pet lovers live you” -PetSmartEvery day one may see a dog wandering the streets or a cat sleeping under a car, but one may not take into account how many animals live like this. So many animals are alone in the world and do not know when they are going to eat next. It is a sad epidemic. Pet homelessness is a worldwide issue that is beyond the scope on one’s imagination. What is even more upsetting is when one takes the time to do the research concerning these animals. The statistical facts are horrific.According to , there are approximately 70 million stray cats across the United States. That is just cats alone. It is nearly impossible to take a census for the homeless animals nationwide. Homeless animals outnumber homeless people on a 5 to 1 ratio (). Fortunately, there are animals that are rescued every day and put in a shelter. Every year, 8 million animals enter a shelter, but only 4 million find a home (PetSmart, 2013). The other 4 million get euthanized (Operation Kindness, 2008). This is a common arrangement, and has to happen in order to maintain enough space for the new animals being brought in everyday. Each day, an average of 300 animals are brought in (Operation Kindness, 2008). One cannot begin to fathom these outstanding numbers.PetSmart is determined to help bring down these high figures. PetSmart is a profitable retail chain company that partners with non-profitable organization because they are willing to help when needed. There are more than 1,200 stores in the United States. They provide a broad range of pet products and in-store services including pet adoption, grooming and training (PetSmart, 2013). They also make available pet care information on their website for the public to refer to anytime necessary. Through their PetSmart Charities, they save approximately 400,000 animals every year, totaling more than 5 million pets since 1994. With their help, dogs become more disciplined each year, and they offer training classes to the owners that guarantees 100% satisfaction. The charities they partner with are non-profit organizations that save lives of homeless pets and reduce shelter intake through spay/neuter efforts. “In 2012, nearly 450,000 dogs and cats found homes through the organization’s adoption centers in all PetSmart stores and by sponsoring community adoption events. PetSmart Charities is the leader in granting money to help pets in need, with more than $28 million given in 2012 throughout North America”. Overall, PetSmart is a great company that ranges in various expertises’ (PetSmart, 2013). Operation Kindness is a nonprofit organization and receives no government funding. Operation Kindness is the largest organization in the United States that does not involve itself in the euthanizing of helpless animals. All of their income comes from donations from individuals and businesses, adoptions, fundraising events, and the sale of pet-related merchandise (Operation Kindness, 2008). Operation Kindness is one of the oldest, yet largest organizations today. In 1976, Operation Kindness was founded in Garland, Texas. For the first 12 years of business, Operation Kindness operated from a small facility out of a donated building. The small shelter had previously housed a veterinary clinic. In 1988, Operation Kindness was forced to relocate their business due to the loss of their donated space. However, things only looked brighter for the future of Operation Kindness. From there, the organization re-opened in a warehouse in Carrollton, Texas. The new space estimated to be about 2,300 square ft. The new facility was perfect for the growing business (Operation Kindness, 2008).The mission of Operation Kindness is to provide quality care for homeless or unwanted cats and dogs in a compassionate, no-kill environment until they are adopted into responsible, loving homes, and to be a leader in our community in promoting humane values through education and awareness (Pegasusnews). About fifty percent of the animals at Operation Kindness come from the public—rescuing an animal or animals off the street. The other fifty percent comes from shelters that have a time limit on their animals, so Operation Kindness takes them into their no-kill environment (Operation Kindness, 2008).Every year 27,000,000 dogs and cats are born in the United States. Hundreds of thousands of those animals are killed (My Hero). Imagine how many of all those animals are killed in shelters. OK helps finds homes to an astounding 3000 animals every year. Since the opening of OK in 1976, they have successfully saved more than 75,000 animals (Operation Kindness, 2008). Every day, new foster animals are being brought into the shelter for immediate care and attention. With the numbers in animals being rescued increasing, the organization needed more volunteers on hand. Since Operation Kindness is a non-profit organization, volunteers reached out through advertisement on their website and by ‘word of mouth’ to ask people to help out of the kindness of their hearts. Volunteers are heavily depended on, to lend a hand with a number of responsibilities, depending on preference. Operation Kindness has lots of active volunteers that really care for and support the cause. The youngest volunteers are only six years old! But Operation Kindness still believes that there is no age limit for helping animals and every bit of effort helps (Operation Kindness, 2008). Operation Kindness takes these statistics and cold hard facts to heart. They have every intention to change the world, one animal at a time. Since they are a non-profit organization, they will need to rely on the aid of PetSmart to help put events and occasions together. The point of planning special events is to spread the word about how many homeless animals there are and to help get theses helpless creatures adopted as possible. Proposal____________________________________________________________________Operation Kindness is a not-for-profit no kill shelter located in Addison, Texas. Two of their biggest needs when it comes to putting on these events are volunteers and monetary funding. Being a non-profit shelter, they have difficulty raising the money to keep multiple adoption days going. Because of this, they have severe overcrowding in their shelters that force them, at times, turn away stray dogs and cats. This only increases the alarming numbers of euthanized pets. To help them and the pets that are affected by overcrowding, we are proposing a project called “Operation Extending Kindness”. Our proposed idea to help save dogs and cats across the area is to have multiple adoption days. We are aware that Operation Kindness already puts on adoption days across the area, but not on the scale that they could put on with our help. We want to hold an adoption month located at several PetSmart locations across North Texas each weekend (alternating Saturdays and Sundays). Our proposed idea calls for five PetSmart locations within a twenty mile radius of downtown Dallas to be used each weekend. There are twenty locations that fit the parameters for the target area which is why we chose five stores a weekend. We want to have twenty dogs and ten cats at each location a weekend that are to be up for adoption. In addition to this, we want to have our trainers and veterinarians that are offered, set up at booths to offer assistance and ultimately make appointments for these new pet owners. These four events could provide for a serious impact on shelters and the dogs and cats that inhabit them. This is an easily solvable problem and with the help we can bring them it will, not only clear their shelters out a little, but it will also give Operation Kindness some advertisement and publicity that should lead to an increase in adoption frequency down the line. The benefits are astronomical for Operation Kindness and ultimately pets across the area, but there are also many benefits for us as a company.If we choose to schedule these adoption days for Operation Kindness it will supply Pet Smart three big benefits; producing goodwill with the community, advertising for Pet Smart, and creating new pet owners, thus creating new potential customers. Promoting adopting pets that would otherwise be euthanized appeals to the emotional side of society and puts Pet Smart in a higher light. For example, the commercials of abused animals that the ASPCA airs increase the amount of people that will help out. It will have the same effect with us. This can only help the company grow and increase clientele because people will see us as the truly animal loving company we are. In addition, the events will create an advertisement for Pet Smart, not only because our name will be attached to the project, but also because we are hosting the adoption days at Pet Smart locations. The last benefit ties in directly with both of the previous benefits. It will create new customers because people will be drawn towards Pet Smart based off of our support for Operation Kindness and also the advertisement the project brings. Also, having the events right outside our doors gives new pet owners the convenience of getting all of their new pets need at Pet Smart. If we do choose to hold “Operating Extending Kindness” then no one will lose. Pets across the area will find new homes, family’s will have a wonderful new addition to their homes, and PetSmart will gain clientele. We hope that PetSmart decides to go through with the plan. Schedule______________________________________________________________________PetSmart Adoption days campaign and Promotional event Schedule (July 1 – Dec 30) DateActivityMay 6Partner with Operation Kindness for animal adoption daysContact other PetSmarts stores that will hold adoption daysStart selection process for marketing agencyMay 16Pick marketing agencyJune12Review and select marketing strategies for posters, flyers, newspaper ads, web ads, local commercials, and radio adsJuly 1Launch advertising campaign: July 30Contact Operation Kindness to start scheduling events Get volunteers from operation kindnessSchedule PetSmart employees to work eventGet Operation Kindness and PetSmarts Vets and Trainers for eventsSeptember 1Have posters and flyers printed Finish schedules for all advertising campaigns September 20Start Preparations for PetSmarts holding Adoption Days.September 26Finalize Preparations for stores holding adoption daysOctober 27Advertisement Campaign endsPetsNumber of Pets per eventDogs 45Cats20Date EventSaturday - October 4 2014Adoption day 1 (stores 1-5)Sunday - October 12 2014Adoption day 2 (stores 6-10)Saturday - October 18 2014Adoption day 3 (stores 11-15)Sunday - October 26 2014Adoption day 4 (stores 16-20)Adoption Day SchedulePetSmart will work with Operation Kindness and its affiliates to obtain all Animals that will beBe avalible for adoption at the events.Operation Extending Kindness ActivitiesActivity DescriptionPlaying with PetsGet a chance to bond and play with pets before adopting.TrainingTrainers will show tips and tricks to effectively train pets, Also will be promoting PetSmarts professional training programs available.PromotionsEmployees will be advertising various deals that PetSmart has available Healthy PetsVets will educate on how to keep pets happy and healthy .October Event Schedule and Locations – Events will be held from 10:00 am – 6 pmSaturday – October 4 2014Store addressStore 1 - Castle Hills 4854 Highway 121Lewisville, TX 75056Store 2 - Duneonville2525 W. Wheatland Rd. Duneonville, TX 75237Store 3 - Wylie 33403340 FM 544 St. 800 Wylie, TX 75098Store 4 - South Arlington 203 E. Interstate 20 East Arlington, TX 76018Store 5 - Rockwall 931 E. Interstate 30 Rockwall, TX 75087Sunday – October 12 2014Store addressStore 6 - Grand Prarie2309 W. Interstate 20 Grand Prarie, TX 75150Store 7 - Garland5401 N. Garland Ave Garland, TX 75040Store 8 - Euless2800 Highway 121 Euless, TX 76039Store 9 - Mesquite19175 Lyndon B Johnson Fwy Mesquite, TX 75075Store 10 – Lewisville 2325 S. Stemmos Freeway Lewisville, TX 75067Saturday – October 18 2014Store address Store 11 – North Arlington150 Lincoln Square Arlington, TX 76011Store 12 - Irving4005 W. Airport Fwy Irving, TX 75062Store 13 –West Plano6204 W. Park Blvd Plano, TX 75093Store 14 – North Dallas16821 N. Coit Rd Dallas, TX 75248Store 15 - Rowlett5709 Liberty Grove Rd Rowlett, TX 75089Sunday – October 26 2014Store addressStore 16 - East Plano3300 N. Central Expwy Plano, TX 75074Store 17 - Addison3800 Belt Line Rd Addison, TX 75001Store 18 - Las Colinas8100 Walton Blvd Irving, TX 75206Store 19 - Dallas (N. Tollway)12100 Inwood Rd. Dallas, TX 75244Store 20 – Dallas (University Park)5500 Greenville Ave. Dallas, TX 75206Marketing Plan_________________________________________________________________Operation Extending Kindness EventDuring the events for Operation Extending Kindness, several activities will be available to shoppers and perspective adopters. An area will put aside for people to get one on one interaction with pets they might want to adopt. Also, trainers will be showing helpful tricks and tips on how to train a pet. They will also promote PetSmarts various available professional training sessions and classes. PetSmart employees will promote other deals available at PetSmart such as the new pet starter kit. Finally, vets will be educating people on how to keep their pets happy and healthy. They will mention healthy food brands offered by PetSmart and also veterinarian practices associated with PetSmart. During events PetSmart gift cards will be given out to people who adopted a pet on a random basis.Benefit PetSmart has several benefits it can realize from operation extending kindness. First off, it is good publicity for PetSmart to help homeless pets. This is something PetSmart has already tried to do. Another benefit is creating new customers and customer loyalty. If someone adopts a pet through PetSmart, they are more likely to continue to shop at PetSmart for their other items their animal needs. Also during the event, specials will be presented to people adopting pets. That will increase sales the day of the event. Finally, this will help homeless pets find a loving home.PetSmart Advertisement Campaign PlanMarketing Plan: PetSmart will hire a marketing agency to create advertisement campaign strategies to be approved by PetSmart. The Selection process for the marketing agency will start May 6. The final candidates for the marketing position will be analyzed, and the final selection will be made May 16. Advertisements will be in the form of local television commercials, newspaper ads, radio ads, flyers, posters, and web advertisements. Marketing strategies will be reviewed, and the selection process will begin starting June 12. All Final products for campaign must be ready by the launch date July 1.Television Advertisements: Commercials will run on local channels in areas where Opertation Extending Kindness events will be held. The commercials will convey the needs of the homeless pets. This will also help direct people to a website where all of the details can be found, such as dates, times, and locations.Newspaper ads: Ads will appear in several newspapers including the Dallas Morning News. Articles on the event will appear on different days during the four weeks the events are being held. Local papers for areas where events are being held will give details for time and locations of events. Radio ads: Radio advertisements will appear on several different stations in areas where the adoption days will be held. Also, advertisements on morning radio shows such as the Kid Kraddick in the morning will increase awareness of the event. Ads will run at various times during the day on various stations that have events in the region.Flyers and Posters: Flyers will be distributed in places near the locations of the adoption days. Posters will be hung promoting details of the adoption days. Web Advertisements: Advertisements will be put on the main PetSmart website giving dates, time and locations of all Operation Extending Kindness events. Also details will be posted on the Operation Kindness website. Other affiliates of Operation Kindness and PetSmart will also have links directing them to the Operation Extending Kindness event page.Budget____________________________________________________________________ItemCostCampaign AdvertisingTV Advertising$10,000Local Radio Advertising$1,000Online Advertising$0Newspaper/Magazine Advertising$500Brochures$200Poster$180Total$11,880ItemCostEventSite:Room and Fall fees$0Equipment$5,000Table and Chairs$500Refreshment:Staff Food and Drink$4,000Pet Food$500Decorations:Pet Toys$1,000Balloons$30Paper Supplies$400Publicity:Graphics work$300Photocopying/Printing$200Prize:Gift Cards$2,000Staff:Veterinarian$1,793Volunteer$0Pet Trainer$372PetSmart Employees$1,360Total$17,455Four Events Total$69,820Total Cost$81,700Staffing_______________________________________________________________WorkforceNo. Of PeopleTaskPet Smart Employees204 per storeAnswer questions and help passing food or brochuresPet Trainers51 Per storeTeach people how to train a petVolunteers204 per storeHelp with set-up and break-down activitiesVeterinarian51 per storeGive the lessons about pet health.PetsNo. Of PetsDogs40Cats25Total No. Of People/ per event50Total No. Of Pets/ per event65Authorization_______________________________________________________________This form is authorization that PetSmart has read and agreed to work in partnership with Operation Kindness to hold the month long event “Operation Extending Kindness”. In addition, by signing below PetSmart is agreeing that they will fund the sum of $80,400 to kick start the event. __________________________________ __________________David K. LenhardtDateCEO of PetSmartReferences__________________________________________________________________Join over 2.2 million young people taking action.. (n.d.). Do Something. Retrieved October 29, 2013, from Texas' Oldest and Largest No-Kill Animal Shelter | Operation Kindness | Saving animals since 1976. (n.d.). North Texas' Oldest and Largest No-Kill Animal Shelter | Operation Kindness | Saving animals since 1976. Retrieved November 5, 2013, from Employment and Wages, May 2012. (n.d.). bureau of labor statistics. Retrieved November 25, 2013, from Kindness. (n.d.). Pegasusnews - Operation Kindness. Retrieved October 20, 2013, x2013, from organizations/operation-kindness/PetSmart Hourly Pay. (2013, November 23). Glassdoor. Retrieved November 30, 2013, from Supplies, Pet Accessories, and Many Pet Products | PetSmart. (n.d.). PetSmart, Inc.. Retrieved November 2, 2013, from from Hendersonville. (2007, June 21). The My Hero Project - Brenda & Calvin. . Retrieved November 1, 2013, from Alliance for Homeless Pets. (n.d.). linkedin - Texas Alliance for Homeless Pets. Retrieved October 30, 2013, from pet (link for graph background) ................
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