1. Fall 2014 Campaign 2. Table of ContentsTeam Biographies .................................................1Introduction ...........................................................5Background & Current Situation .....................6Situation Analysis .............................................. 11Primary Research ...............................................27Planning ................................................................40Evaluation ............................................................57Budget & Calendar ...........................................60Conclusion ..........................................................68Appendix .............................................................69 3. Team BiographiesHaley Besser - Account Executivemember for the Once A Mountaineer, Always Amove back to New York City and pursue a career in theBrittney Smith - Account Executiveworked with Mountaineer Idol Gives Back as a PR internand with Woman & Home Magazine as a copywriter inChristopher Nelson - Research DirectorPhiladelphia and pursue a career in the sports industry.1 4. Team BiographiesLucy Sutton - Research Directoras a special events coordinator and West Virginia BotanicGarden as a PR intern. She has also worked as an assistantinterior designer at a local furniture store and taughtand the social issues that she is most passionate about.Personnel and with Senator Joe Manchin on Capitol Hill as apress intern. She has worked for the Natalie Tennant for2Katie Heller - PR DirectorEleina Elachkar - Content Strategistthe NRECA in Washington, D.C. as a PR intern and withsuccessful. 5. Team BiographiesDerek Collins - Community Outreachpursue a career that will strengthen his skills in the industry.Sara Cottle - Creative DirectorVerge Magazine as a PR intern and feature writer in London;Idol Gives Back as a PR intern. She currently works atAmanda McComas - Digital Media Director3strengthening her design skills.Amanda plans to move to New York City and pursue a careerin the sports or fashion industry. 6. Team BiographiesOlivia Mastromonaco - Digital Media DirectorShe has done PR work for the Trinue Hallack Fire Departmentand helped plan PR strategies for the Mount Olive Ath-EdYork metropolitan area to pursue a PR career in the sportsindustry.4 7. Introduction 8. /About the Campaign dD^EWdtshZdD^EWEzThroughout the course of the campaign, the team worked to completely rebrand MSNAPdMSNAP D^EWDtsD^EWdresidents with redeemable spay/neuter vouchers to local veterinary clinics. In the followingD^EWraise funds and awareness.5 9. BackgroundCurrent Situation 10. Background D^EWD^EWDtsof its kind, MSNAP was created by former volunteers of Animal Friends of North Central Westsstray and feral animals. MSNAP founders provided Monongalia County with another choice -tD^EWspay/neuter vouchers in partnership with ten local veterinary clinics (MSNAP, n.d.) D^EWdDKEz^ ^'sW:DD^EW'KEzDMSNAP in obtaining publicity or funding (MSNAP, n.d.). D^EW/D^EWD^EWD^EWZdZdDDD^EWD^EW'KzW^D^EWDcontrol (MSNAP, n.d.).MSNAP uses a voucher program to help Monongalia County residents with paying forspay/neuter services. Vouchers are only available by phone requests to maintain the order in^members of the target audience may not have access to the Internet or computers, so phone6 11. Ez^ ^D^EWDD^EW/dzZ, t/clear that MSNAP only provides spay/neuter services. MSNAP does not foster, adopt or trapDService AudienceThe MSNAP voucher program requires users to meet three main criteria. First, the person^D^EWdEz^and most importantly, those seeking assistance must be residents of Monongalia County (N.z^residency. ZDDD^EWKz' dDtshD^EWdunion, The Mountainlair. However, MSNAP has found that this community as a whole eitherEz^ ZDD^EWD^EWz'd/ dtshtshis a major asset to Monongalia County, as it is full of a variety of pet owners and even moreDD^EWand a user-friendly website.7 12. dD^EWmonetary resources. Animal Friends and Monongalia County Humane Society are both localD^EWMonongalia County. However, MSNAP does not trap, adopt or foster animals as some otherD^EW EzD^EWD^EWbe made available to anyone who seeks it as a way to remain honest and trustworthy toEz^dD^EWFriends and the Monongalia County Humane Society, however, have more money in a budgetD^EWD^EWdtshD^EWzZ tword of mouth, MSNAP will be able to reach a larger audience, which can bring in more/D^EWWD^EWtshdDtD^EWD^EWonly public presence is ReTails, a small store within the Morgantown Mall. MSNAP does not /D^EWtshdDtdtshDD^EWtshEz^In Monongalia County, there are many pet owners that look to MSNAP for spay/neuterdMonongalia County residents obtain the services without having to provide proof of being inThere is a high demand for spay/neuter services. With only an answering machine toD^EW8 13. animals, pet owners look for ways to cut the cost of caring for their furry friends and MSNAPprocant discount for services crucial to the care of any pet.Core Problem and OpportunityMSNAPs current core problem is that its target audience lacks a clear understanding ofsocial media use. Therefore, there is an opportunity to increase program awareness within thereaching its target audience.A secondary concern of the client is its inability to reach rural Monongalia County. This9tested.VisionMSNAP chair members hope that this campaign will educate Monongalia Countyunderstanding of the services it provides among key audiences. With a new logo, user-friendlyto clearly dervices ttshcommunity. Although Young is on board with a majoritykeep up with the new technologies. 14. Works CitedAnimal Friends of North Central West Virginia (n.d.). Animal Friends main Retrieved from10animalfriendswv.orgMon County Humane Society (n.d.). Mon County Humane Society main Retrieved frommoncountyhumanesociety.orgMSNAP (n.d.). MSNAP main Retrieved from MSNAP.orgYoungED^EWReports [internal document]. 15. SituationAnalysis 16. ^ dD^EWtshdD^EWhdD^EWDtshD^^ZK dD^EWdbecause it showed the team which strategies have worked and which have not. GaugingdD^EWdD^EWDdwhyd ZtshEzd^/D dDzWallowed the team to develop a solid base of knowledge regarding the issue of animalDd'd^^W^'d ZdD^EWsocialdD^EW11 17. dD^EWtshdD^EWsubsequent results will be discussed in the Primary Research chapter.Past press releases and news coverage distributed by local media outlets such as WAJR,tKzdWD^EWpresence in the media. The team also referenced published case studies and the websites ofdD^EWreduce the number of animals euthanized in Monongalia County.dD dtshdtshDdtheir awareness of MSNAP and its mission.Rural Monongalia County was also considered as a target audience, but, unfortunately, isD^EWW^W^'MSNAP had considered doing a mass mailing to the rural part of the county but found the costDzmailings to fund the surgeries for the animals already known to be in need of assistanceW^s^ ^D^EWmain focus, in part because spaying/neutering animals is the only humane way to maintain orDEz^d dD^EW dThe applicant must be a resident of MonongaliaCounty (proof-of-zipcode is required)dD^EWWobtaining a voucher. There is a limit of three vouchers per applicant per quarter, and eachW^hD^EW12 18. dDprogram./D^EWdd/D^EWd/zZKW^D^EW dDCenter (MCCAC) is an animal control andtts/dDdD'^13While researching similar spay/neuterFigure 1: Number of Vouchers Distributedcampaigns implemented by The Humane Societyh^EtsEtsd,^^EDn.d.). This strategy created an ominous tone that was intended to pull at the heartstrings ofembraced a cheerful tone through eye-catching images and light-hearted videos to promote theimportance of spaying/neutering (Animal Friends, n.d.)./D^EW 19. be confusing to the public. The team will determine through primary research which styleMonongalia County residents.Media Presence and Coverage D^EWdKDKD^EWKdD^EWD^EWDdKD^EWW^dZdWt't:ZzAnnual Reports). /KD^EWzZdD^EWd dZthroughout the year. MSNAP earned coverage for its World Spay Day campaign through radioPSAs broadcasted by WCLG and an announcement published in The Dominion Post. ThetshW^s/hthe videoD^EWs-D^EWtsh:W/DzW^dDW^,D^EWdDs,EDThe image on the poster showed the body of a pregnant woman with the head of a cat under,h^hWs,zcats spayed or neutered, [MSNAP] put a cat head on the body of a perma-Duggar. MSNAPstands for Mountaineer Spay Neuter Assistance Program, and honestly, if pregnant cats wore/Dd14 20. to be successful thus far. The Dominion Post and WV Press wrote a story in February about thet^WW^t:ZDDD^EWtKzD^EW,'d dD^EW/D^EWbrown paw print is placed on the corner of the rectangle, which is also emphasized by a blackdD^EWshape in a chalky, italicized font. Forestgreen, brown and pale yellow appearD^EWscheme. A small thumbnail version of the/dimage is simply the brown paw print from the original logo outlined by a black square. ForestD^EWs/Eenlargement. The paw print in the image is most commonlyD^EWhdMSNAP. The appearance of the logo is outdated and does not/DtdZD^EWlogo disregards this rule. Another important rule in designing a logo is to makeZanimals. Giving MSNAP a new logo that represents its services with a cleaner, more legibleddD^EWtcan more easily be used on social media as an avatar, once again keeping with consistency and15Image 2: MSNAPs ThumbnailImage 1: MSNAPs Current Logo 21. D^EWZdDDD^EWD^EWDhD^EWlogo is in no way related the current ReTails logo. This, once again, may confuse the publicZdD^EWtdD^EWdD^EWddD^EWZdlogo design the seal that appears on the vouchers. This image is black and red. One would notknow what the seal was or how it was related to MSNAP unless they have received a voucher/ZdD^EWZdD^EWdSocial MediaOnline PresenceD^EWdImage 3: MSNAP Website d16calendar of events, how to become amember and a Zdto MSNAP can bemade directlythrough thewebsite through link that redirects tojustgive.org where oneD^EWhclicking the Amazon icon, users are redirected to the online shopping site. A percentage of theD^EWZ 22. /DzD^EWorder to create a sense of between MSNAP and the public, a factor that Ms. Young believes to be one of the most import-zD^EWWImage 5: ReTails FacebookZdWZdd17The MSNAPImage 4: MSNAP FacebookFacebook page, as seen in/Ddcan be accessed by typingD^EWD^EWthe primary social mediawith the public and promoteevents. The Facebook pagedD^EW/WD^EW/On average MSNAP posts once a month, but to this date, nearly three months have passeddZd/Ddcan be found by typingpage is used as a means tosold in the store, along withfundraisers shared viaD^EWsocial media presence, theD^EW 23. should include more photographs from social events and fundraisers. Even an update sharingthe number of vouchers distributed that week or month would keep Facebook users wellD^EWdZdD^EW D^EWD^EWddD^EWdtshhddWD^EWtshhdD^EWdtD^EWWhdD^EWWWW D^EWDfor the voucher program. MSNAP has also collaborated with a variety of local businesses andPets Are Worth Saving (PAWS)Student Animal Legal Defense Fund (SALDF) dtsh^^ d,KtsK,Kts 'D18Senior Monongalians d'^WEPAWS Wt^tshWt^D^EW^ D^EW^dtsh^ 24. WVU Center for ServiceLearning D^EWtsh^/^D^EWd-salso receive credit for community service by logging their service hours on iServe.K D^EWD^designated items were donated to MSNAP.ZtKKIt was important for the team to note that MSNAP does not have a stableDAnimal Friends of North Central West Virginia, located on Brewer Road, and the Mon CountyHumane Society, located on High Street. For reasons disclosed by Ms. Young, the MSNAPEz^contact would be neither relevant nor useful to this campaign. MSNAP has not done any work ^dD^EW^D^EWCurrent Messaging StrategiesdD^EWhthe19sporadic, inconsistent methodImage 6: Beat Their Heatmakes comprehending eachpiece nearly impossible. Themanner in which they arepresented is neither apparentD^EWto be consistent with itsmessaging materials.W 25. Kd,zW^//tzZ /^/ds,D^EWt^dKzddKasleep, not dead./dD animals in cages, and light, with upbeat music and a Zd with facts. This inconsistency is confusing for the D^EW 20Two PSAs have been released for MSNAPwithin the past couple of years. One is a factual,light-hearted video that focuses on important factsand ways the public can get involved. The second is K messages will only confuse the public. The tone must be selected and promoted throughoutD^EWthe public can easily interpret in order to successfully broadcast the message. It is alsothe important issues MSNAP supports. D^EWD^EWtshdtD^EWeducate its current audience while simultaneously reaching a new sector. 26. KD^EWKts^21World Spay DayZWDWMountaineer Week,^Morgantown Farmers MarketWoofstocktsh,W t^D^EWKdrecognized event, an annual campaign of the Humane Society, has one of its numerousDdKD^EWMSNAP is and raise awareness of its mission. DttshDD^EWdoing the same at the Morgantown Farmers Market on Spruce Street every Saturday. InformingD^EWDMSNAP to spread a consistent message. Signage, partnerships, and community presenceDD^EWmembers there talking with people and telling them what MSNAP does, that is not going tochange. dfundraising events. Some of these fundraisers were the Annual Golf Tournament at MeadowPonds, held in Maidsville, West Virginia; an MSNAP sponsored yard sale, situated at theW'Z^^on High Street; ENJOY coupon book sales; and a partnership with Amazon Marketplace sellingZdZdEz^Wd 27. 22While someTable 1: Actual and Projected Fundraisingevents in which MSNAPseem to directly increasethe spay/neuter rate, eachone servers as a means toD^EWbrand with thecommunity and to makeit aware of the currentEXPENDITURESissues facing MonongaliaCounty animals. Therefore,the team believes it isD^EWtshDWD^EWSWOT AnalysisREVENUEACTUAL D^EW/unsuccessful, MSNAP cannot share its mission statement, which is to make spay/neuter theDD^EWDDaudience is the challenge the team currently faces. dKD^EWKD^EWThere are many obstacles the campaign could come across. The likeliness that MSNAPmembers are not properly taught how to use social media. A related problem is the chance that/tshD^EW^tKdd 28. Table 2: SWOT Analysis23 29. ZD dInconsistent messages conveyed to the public h d MSNAP does in regards to the fact it do not adopt, shelter or transportanimals/ dDdD^EWhD D^EWaudiences. The consistent and frequent use of social media is required to do so. A seconddD^EWKD^EWdD^EW dthe MCCAC, can be used as a shock factor if MSNAP chooses to assume this tone. The likelihoodwith MSNAP. Lastly, it has been made clear through the documents provided by the client thatD^EWdKDWith the help of the campaign team and a more focused approach to planning these events,MSNAP has the opportunity to become a common household name.24 30. Works CiteddKZ^ Z^25friendswv.org/DEdd^d/^dZ^ est-cat-thing-ive-seen-today/).zED^EWZzED^EWZzED^EWZzED^EWZzED^EWZzED^EWZD^EW,'dd,WKZ ^D^EWtournament-to-help-local-pet-ownersD^EWD:Z^D^EWDDZ^D^EWD^EW:Z ^D^EW'Z 31. tzED^EW'W:D^EWD^EW Z^ D^EW^EDd,^h^Z^^^Z 26about-us/saldf/s/D^EWDZ^ MSNAP.org/zE^ZttZ^^Z^ 32. PrimaryResearch 33. ^The primary research was a fundamental part of this campaign. It was vital for the teamD^EWtsh/dD^EWW^D^EW^WZKdD^EWdtshEDdtshd'ZY,h^tKd^Zdtshcommunity knows about MSNAP, its mission and the services it provides, as well as thedaudience.d,D^EW 27and services?,Monongalia County?ttshWhy are some pet owners more inclined to spay/neuter their animals than others? 34. MethodThe primary research consisted of two methods. First, the team created an online surveyd^KtshdtshdD^EWOnline SurveyThe survey was created using the web-based survey generator Qualtrics. The survey was^KKWE dtshD/yttsh/ZD^d ddZDY ^tshdDdd' dtKD,^tsh28 35. dKdtshtshdd29message most appealing'DMeasure awareness of MSNAP, its mission and the services it provides tshgathered more in-depth results due to the personal bond established between the moderators,messages appealed most to the audience, but why these messages were the most appealing. d^^dDD/ydd EW/focus groups, and others used their personal cell phones to record the audio of bothdiscussions. At the conclusion of both nights, the team members present at the session had agroup.Online Surveyd