AMB202 09169440

Animal Welfare League Queensland (AWLQ)

Rehoming Campaign

Student name: Sequoia Painter

Student number: N9169440

Tutor name: Alicia

Tutorial: Thursday 3pm

Word Count: 1647 (excluding executive summary, tables, references and

appendices)

Colour text codes:

Tactical strategy

Implementation

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Table of Contents

Executive Summary.......................................................................................................... 3

Client proposal and objectives solved.............................................................................4

Situational Analysis.......................................................................................................... 4

Target Audience.................................................................................................................. 7

Branding/Positioning Strategy......................................................................................... 9

Marketing Communication Strategy............................................................................10

Marketing objectives........................................................................................................ 10

Message Strategy............................................................................................................. 10

IMC Tactical Strategy and implementation...............................................................10

Online marketing, social media and user-generated content (UGC).............11

P-mailing........................................................................................................................... 11

Ambassador/influencer marketing..........................................................................12

Public Relations.............................................................................................................. 12

Campaign Evaluation...................................................................................................... 13

Budget and timeline.......................................................................................................... 14

Marketing Collateral...................................................................................................... 16

References......................................................................................................................... 20

Appendices........................................................................................................................ 23

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Executive Summary

The following report has been commissioned to develop an animal rehoming

campaign for Animal Welfare League Queensland (AWLQ) to raise awareness in the

Brisbane area.

The aim of AWLQ is to achieve zero euthanasia of healthy and sociable animals in

the Brisbane city shelters located in Warra and Willawong. AWLQ is a non-profit

organisation focused on the welfare of animals; the ‘homebody buddy’ campaign has

been developed to target individuals, who are 18-54, value companionship and are

introverted in nature. By creating a campaign that humanises shelter animals, AWLQ

strategically leverages elements of companionship that an animal ‘buddy’ provides.

Tactical strategies such as online and social media marketing, direct marketing

through p-mail and e-mail, public relations, employing ambassadors for influence and

encouraging user-generated content have been utilised in order to create

communication synergy for the marketing message. Suggested evaluation metrics

have been provided in order to understand the target audience, measure response and

effectiveness of the campaign message and provide important insights for future

campaigns. Cost considerations and timeline have been considered and outlined along

with marketing collaterals.

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Client proposal and objectives solved

The Animal Welfare League QLD (AWLQ) aims to achieve zero euthanasia of

healthy and sociable animals in the Brisbane city shelters located in Warra (North

Brisbane) and Willawong (South Brisbane). The proposed campaign will run for a

month with the primary objectives of increasing the awareness of Brisbane city

shelters and AWLQ by 20 percent and achieve a 25 percent increase in the number of

animals rehomed during the campaign period. The objectives will be solved using an

integrated communications approach, strategically creating “unity of effort at every

point of contact” Gronstedt (2000) in accordance with the consistency triangle (Chitty

et al., 2015).

Table 1. Outline of objectives

Objective Priority & possible timeframe1 Achieve zero euthanasia

of healthy and sociable animals in the city’s shelters

High priority, AWLQ has achieved zero euthanasia of healthy and sociable animals in its own shelters and has entered an agreement with the Brisbane City Council to operate two council rehoming shelters. This objective requires an estimated timeframe of 6 months.

2 Rehome 25% more animals during the 31-day campaign

High priority and a primary objective of the campaign. To be achieved the month of the campaign

3 Increase awareness of AWLQ and the city shelters by 20%

The third objective of the campaign is to increase awareness of AWLQ and adoption options by increasing social media engagement and website traffic.

Situational Analysis

AWLQ is a nationally recognised non-profit organisation (NPO) that cares for up to

15,000 strays and surrendered animals each year (awlq.com, 2016). A SWOT analysis

of AWLQ (table 1) indicates competitive pressure to obtain donations and volunteers,

as well as budgetary constraints that may inhibit promotional activity. Despite such

threats and weaknesses, AWLQ has strong media connections that may be leveraged

to secure positive press and media releases. AWLQ has well-developed SEO,

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displaying in the top results on the first page for Google searches relating to pet

adoption in Brisbane. High consumer demand also presents itself as a key strength for

AWLQ with 59% of Australians surveyed without a current companion animal is in

desire of obtaining one (Animal health alliance, 2013). The RSPCA, a leading

competitor for donations and volunteers, euthanised 55 dogs and 5,673 cats for the

2014-15 financial year for reasons other than infectious, medical, behaviour or legal

concerns (RSPCA, 2015). The achievement of zero euthanasia of healthy and sociable

animals provides a competitive advantage for AWLQ.

Table 1. SWOT analysis

STRENGTHS

- Has achieved zero euthanasia in AWLQ shelters

- 5 rehoming centres, 10 op shops, 1 antiques/collectables, 2 bookstores

- 3 Community vet clinics- Previously successful

campaigns/fundraisers i.e. UBERpuppies & paws + connect.

- Strong social media followings- Well-known ambassadors- Media connections & Sponsors- Strong SEO (in top results in

Google search)

OPPORTUNITIES

- Pet industry is a growing market

- 59% of Australians who do not have pets, would like to own one (Animal Health Alliance, 2013)

- Regulations passed to decrease puppy farming.

- Public Relations opportunities through media connections & sponsors

WEAKNESSES

- Budget constraints- Reliant on community

generosity in the form of both time and monetary donations

THREATS

- Competition included large NPO’s competing for donations and volunteers from the community i.e. RSPCA & Animals Australia

- Pet stores and puppy mills- Consumer concerns with the

nature/behaviour of shelter animals

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In the PESTLE analysis (table 2), legislative factors such as puppy mill regulations is

expected to impact the quantity of canines bred for sale, subsequently resulting in a

decreased quantity of strays in need of rehoming. This regulation also enlightens

prospects of the truth of puppy breeders and is expected to have a positive impact on

perceptions of shelters and rehoming centres compared to breeders and pet stores.

Table 2. PESTLE Analysis

Political

Economic The GFC had little impact on the pet

industry, in fact, the prioritisation of pets

has lead to the growth of new and

emerging products and services for pets

(Animal Health Alliance, 2013)

Social Expanding social trends in relation to

technological development include the

increased use of social network

platforms. The welfare of animals is

becoming a greater concern of Australian

society.

Technological New technological developments have

contributed to the importance of tactically

coordinating marketing communications

and to realise new channels for

interaction (Selker, 2011). According to

Hawkins (2011), making social

marketing more integrated is essential

given the limited resources of social

marketing organisations and the

requirements of time, money and effort

for promotion

Legal Regulations for puppy mills, and breeder

ID requirements.

Environmental The Australian environment places a high

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priority on pets with 59% of pet-less

Australians, wanting a pet (Animal

Health Alliance, 2013)

In the past AWLQ has implemented numerous campaigns to encourage the rehoming

of animals, current examples being the ‘Paws + connect’ program which seeks to

provide animal companionship to Brisbane employees and ‘golden oldies’ targeting

those close to, or in retirement (awlq.com, 2016)

Target Audience

The target demographic outlined in table 3 consists of those within the 18-54 age

bracket who value animal welfare and are or will soon consider purchasing a pet. This

target audience comprises both generation Y (Millennials) and generation X.

Millennials respond well to authenticity, and having spent their development years in

the digital age interact strongly with and respond well to social media. It has been

indicated that Millennials trust information garnered through user-generated content

50 percent more than from other media sources (Callegari, 2014). Generation X is

also tech savvy with 60 percent using smartphones and 67 percent using laptops daily

(Manchee, 2016). The target psychographic is slightly more introverted and spending

more time in the home. Introversion is often misunderstood as unfriendly, lethargic or

cold yet it is important to understand that is a stable personality dimension

(Baumeister & Vohs, 2007). The campaign will target individuals who value

companionship and spend quality time in the home with family, studying or relaxing

after work.

Table 3. Target audience analysis

Description Potential impactGeographic Segmentation

Warra and Willawong themselves have small populations. The campaign will therefore, target larger suburbs in close proximity to the city shelters such as

- Acacia Ridge (Willawong shelter)

Prospects living in close proximity to the city shelters have greater ease of access.

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- Archerfield (Willawong shelter)

- Dalby (Warra shelter)- Jimbour (Warra

shelter)- Warra- Willawong

Demographic Segmentation

18-54 year olds

Both males and females are targeted with this campaign.

Those in the 18-54 age bracket range from those moving out of home into their own home (young adults), is inclusive of those starting families, or with families already up to those with empty nests and in pre-retirement.

Psychographic Segmentation

Companion seeking, introverted and empathetic

Those who are more introverted in nature may be less inclined to plan busy social schedules thus spending more time in the home or with family.Though not as extroverted, and not necessarily lonely, obtaining a pet offers these individuals companionship.Companion seeking psychographic pertains to those who may not fit the introverted segment, but rather those who have an ‘empty-nest’ or just moved out of a home.

Behavioural Segmentation

Spends time in the home; e.g. gardening, watching TV, cooking, playing with children.

These behaviours are ideal for the target market, as spending more quality time in and around the home means that they will be present for their animal companion.

Branding/Positioning Strategy

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AWLQ runs regular campaigns to position the brand as a reliable and trustworthy

option for pet adoption. It is important for the marketing strategy that AWLQ

maintains the current brand position of a community run, non-profit with the primary

focus placed on animal welfare.

AWLQ provides families and individuals with a sense of championship and heroism.

This symbolic need is satisfied through rehoming stray animals with both individuals

and families throughout the region. The service marketing mix relating to AWLQ is

outlined in the SIVA model (table 4).

Table 4. SIVA model

Solution Offering the solution to companionship

requirements/desires

Information Disperse information relating to the

benefits of companion animals and how

they contribute to quality of a home

environment

Value Emphasise the mental and physical

wellbeing and subsequent value of

adoption for both the individual and the

animal.

Access Social media enhances access for

prospects to engage in two-way

communication with AWLQ. Links to

AWLQ social platforms, website and

subscribe options for EDM increase ease

of access. Maps of the shelter locations.

Sharing relatable content also makes the

brand more accessible from a consumer

perspective (Wolburg & Pokrywczynski,

2001)

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Marketing Communication Strategy

Marketing objectives

Objective One

Achieve zero euthanasia of healthy and sociable animals in the Brisbane city shelters

located in Warra and Willawong through rehoming. The following objectives have

been designed to support the primary objective.

Objective Two

Increase awareness of AWLQ and the Brisbane city shelters by 20% in 31 days.

Objective Two

Increase rehoming by 25% during the 31-day campaign.

Message Strategy

The Unique Value Proposition (UVP) for AWLQ is the ability to provide

companionship, heroism and improved quality of home life for prospects. The

message for the ‘homebody buddy’ campaign aims to connect the AWLQ brand and

the animals up for adoption with a sense of companionship and quality of life. The

campaign strategy is to create a personality for the shelter animals, humanising the

animal as a home ‘buddy’ in order to emphasise the companionship they offer for a

‘homebody’. By humanising the issue AWLQ can create an emotional bond between

rescue animals and the Australian public (Warc, 2016) and enhance feelings of

‘heroism’ by providing people with the hope that they can change the situation if they

take action.

IMC Tactical Strategy and implementation

The following tactics will be implemented in order to reach the target market with

minimal spending. The campaign will implement a continuous schedule throughout

the month of the campaign in order to maximise reach and frequency.

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Online marketing, social media and user-generated content (UGC)

Facebook remains the leading social network comprising of 1.44 billion

monthly active users and 936 daily active users (Beese, 2015). AWLQ will

utilise the Facebook ad function to market to the specific target markets, and

will set a pre-selected daily budget of $5 causing the total budget for this

channel to be $155. Figure 2 (page 23) shows an example of the potential reach

for an ad campaign set up to target the Warra region.

Instagram presents a viable option for raising awareness and engagement with

over 400 million monthly active users and 97 percent of campaigns achieving

increased advert recall (Instagram for business, 2016). Donation-funded, 60-

second videos will be used on this platform to spread the campaign message;

these videos will be posted 2 times per week for the month of the campaign.

AWLQ will tag the location of the photo/video and will tag any relevant

associated accounts to increase reach and target specific audiences.

Twitter, when paired with email newsletters is more effective than any other

digital media (War, 2010). AWLQ will release the campaign to the current

audience of 20,000+ subscribers, sending daily posts relating to the campaign

message ensuring synergy at all times in accordance with the triangle xx.

AWLQ will utilise the 140 characters on Twitter to tell short 140 character

stories about each animal up for adoption.

P-mailing

P mailing allows AWLQ to target specific postcodes or suburbs. AWLQ will

send social mail material, such as greeting cards introducing a few of the

animals for adoption, to the suburbs indicated on the graph below. The suburbs

have been selected based on proximity to the city’s new shelters in Warra and

Willawong. Postage rates per item start at $0.585 (“Acquisition Mail – Australia

Post”, 2016) for the same state tray, $4453.02 has been budgeted for this

activity. Whilst this represents a large percentage of the campaign budget, it

directly targets people in their homes. Though more expensive, Chitty et al.,

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(2013) notes that compared to other media, p-mail can be much less wasteful

and will usually produce the highest percentage of responses.

Table 5. P-mail target audience

ACACIA R

IDGE,4110

ARCHERFIELD,4108

DALBY,4405

JIMBOUR,4406

WARRA,4411

WIL

LAWONG,4110

0100020003000400050006000

AWLQ p-mail target audience

Residential Addresses

Suburbs

Res

iden

tial

ad

dre

sses

Figure 4. P-mailing target suburbs based on proximity to city shelters

Ambassador/influencer marketing

The current ambassadors will be leveraged in order to increase awareness,

trust and authority of the brand. Short, high-quality, donation funded films will

also be created and shared by the ambassadors for AWLQ to direct their

followings to the campaign website. There will be 8 videos, each

approximately 30 seconds in length to be posted by a different ambassador

every 4 days.

Public Relations

AWQL will communicate with local media owners in order to gain donated

print, radio and outdoor media. This will extend the reach and frequency of the

campaign message whilst driving traffic to the AWLQ website and social

media pages. The donation of owned advertising channels may be negotiated

with AWLQ’s sponsors such as Gold Coast bulletin for press releases and

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NOVA press for printed flyers, posters and greeting cards to be used for p-

mailing. This opportunity provides mutual benefit as it attaches the sponsors

name to the advertisement and drives an increase of awareness for their brand

also.

Campaign Evaluation

Google Analytics (GA) will be used to measure engagement on all online

platforms specifically traffic and traffic sources. This will allow AWLQ to gauge

the overall effectiveness of the campaign tactics. Additionally, changes to the

number of followers, likes, commented and shares across social media will

indicate the effect of the campaign on engagement.

Adoption rates during the campaign month will indicate the success of the

campaign; a short survey including questions such as “how did you hear about

AWLQ” will be attached to adoption papers to gauge the impact of each tactic on

increasing awareness and response.

BuzzSumo and similar applications are useful in gauging how successful a

particular article; blog post or media release has been in relation to consumer

engagement online. An example of BuzzSumo has been shown in the image

below.

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Buzzsumo search example

Budget and timeline

As a non-profit organisation, the campaign for AWLQ has a limited budget. The 31-

day campaign is expected to be successful at any time of year and has a budget of

$5000, with estimated expenditure to be approximately $4806.

Table 6. Budget outline Tactic Expense

Facebook Ads $155 ($5 per day)

P-mailing $4453.02

NOVA print services (AWLQ sponsor) $0 (negotiated service donation)

Social Media posts $0

Ambassador videos $0 (Student filmmakers / donation funded)

The timeline for the campaign is outlined in the Gantt chart below, taking into consideration content creation, PR negotiation and evaluation, the total period allocated for the campaign is 10 weeks.

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Marketing Collateral

Images 1-4. Examples of social media posts for the ‘homebody buddy’ campaign.

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Images 5-7. Example of email for campaign

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Image 8. Facebook ‘create an ad’ example

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Image 9. Example Facebook advertisement

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References

About Us. (2016). RSPCA Australia. Retrieved 1 June 2016, from

https://www.rspca.org.au/what-we-do/about-us

Acquisition Mail - Australia Post. (2016). Auspost.com.au. Retrieved 1 June 2016,

from http://auspost.com.au/business-solutions/acquisition-mail.html

Animal Health Alliance,. (2013). PET OWNERSHIP IN AUSTRALIA 2013 (pp. 16-

46, 80-83). Retrieved from http://animalmedicinesaustralia.org.au/wp-

content/uploads/2015/06/AMA-Pet-Ownership-in-Australia-5-AUGUST-

2013.pdf

AWLQ - Adopt a Pet. (2016). AWLQ. Retrieved 26 May 2016, from

http://www.awlqld.com.au/

AWLQ welcomes first efforts to bring puppy farms to heel and urges further action -

AWLQ. (2016). AWLQ. Retrieved 5 June 2016, from

http://www.awlqld.com.au/AWLQ-welcomes-first-efforts-to-bring-puppy-

farms-to-heel-and-urges-further-action

Baumeister, R. & Vohs, K. (2007). Encyclopedia of social psychology. Thousand

Oaks, Calif.: Sage Publications.

Beese, J. (2015). 17 Powerful Facebook Stats for Marketers and Advertisers.

sproutsocial. Retrieved from http://sproutsocial.com/insights/facebook-stats-

for-marketers/

Callegari, J. (2014). New york city-based crowdtap survey: Millennials connect most

with user-generated content. Long Island Business News, Retrieved from

http://gateway.library.qut.edu.au/login?url=http://search.proquest.com/

docview/1508868637?accountid=13380

Chitty, Luck, Barker, Valos & Shimp (2015). Integrated Marketing Communications,

4th Asia Pacific edition. Cengage Learning.

Crawford, C. (2016). Never Backing Down: The Latest Trends in Content Marketing.

Tweak your biz. Retrieved from

http://tweakyourbiz.com/marketing/2016/05/26/never-backing-down-the-

latest-trends-in-content-marketing/?

utm_source=twitterfeed&utm_medium=twitter&utm_campaign=Feed

%3A+bloggertone+%28Bloggertone%29

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Create a Custom Audience. (2016). Facebook for Business. Retrieved 1 June 2016,

from https://www.facebook.com/business/learn/facebook-ads-custom-

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Gronstedt, Anders. The Customer Century: Lessons from World-Class Companies in

Integrated Marketing Communications. New York: Routledge, 2000.

Hassan, S., Nadzim, S., & Shiratuddin, N. (2015). Strategic Use of Social Media for

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http://dx.doi.org/10.1016/j.sbspro.2015.01.363

Hawkins, J., Bulmer, S., & Eagle, L. (2011). Evidence of IMC in social

marketing.Journal of Social Marketing, 1(3), 228-239.

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How Much Do Facebook Ads Cost?. (2016). Facebook for Business. Retrieved 31

May 2016, from https://www.facebook.com/business/learn/how-much-

facebook-ads-cost/

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1 June 2016, from https://business.instagram.com/gettingstarted/

Manchee, R. (2016). Why You Really Need to Stop Overlooking Generation X.

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to-stop-overlooking-generation-x

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uncertainty and competition. Automatica, 45(3), 601-610.

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RSPCA_Australia-Report_on_animal_outcomes-2014-2015.pdf

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Selker, S. M. (2011). Enhancing publicity and promotion: Applying gerard hauser's

theory of reticulate public spheres to encourage discourse for integrated

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Appendices

REPORT TABLES AND ADDITIONAL INFORMATION

Table 1 Objective

Objective Priority & possible timeframe1 Achieve zero euthanasia

of healthy and sociable animals in the city’s shelters

High priority, AWLQ has achieved zero euthanasia of healthy and sociable animals in it’s own shelters and has entered an agreement with the Brisbane City Council to operate two council rehoming shelters. Secondary objective of this campaign and requires an estimated timeframe of 6 months.

2 Rehome 25% more animals during the 31 day campaign

High priority, primary objective of the campaign. To be achieved the month of the campaign

3 Increase awareness of AWLQ and the city shelters by 20%

The third objective of the campaign is to increase awareness of AWLQ and adoption options by increasing social media engagement and website traffic.

Table 2 Potential Competitors

Competitor Potential impact – immediate or long term?RSPCA Potential long-term impacts, AWLQ competes

with RSPCA for volunteers and donations.Animals Australia Potential long-term impact, as AWLQ compete

with RSPCA for volunteers and donationsOne Stop pet shop One stop pet shop is located near the Willawong

shelter and has an immediate potential impact as people select to purchase pets from the pet shop rather than adopt. Leading to less prospects looking to purchase a pet, with many animals remaining in the shelters.

Tradingpost.com.au The website lists numerous animals to purchase, often purchasing from such online platforms is supporting puppy farms and poses a negative and long-term impact to the number of animals bred and subsequently in need of a home

Puppyshack.com.au This pet store located at Grange in Brisbane

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specialises in puppy sales. Pet shops such as the puppy shack mean that people considering dog adoption may be more inclined to purchase puppies and less inclined to adopt older, more mature dogs.

Table 3 Analysis of the Target Audience

Description Potential impactGeographic Segmentation

Warra and Willawong themselves have small populations. The campaign will therefore target larger suburbs in close proximity to the city shelters such as

- Acacia Ridge (Willawong shelter)

- Archerfield (Willawong shelter)

- Dalby (Warra shelter)- Jimbour (Warra

shelter)- Warra- Willawong

Prospects living in close proximity to the city shelters have greater ease of access.

Demographic Segmentation

18-54 year olds

Both males and females are targeted with this campaign.

Those in the 18-54 age bracket range from those moving out of home into their own home (young adults), is inclusive of those starting families, or with families already up to those with empty-nests and in pre-retirement.

Psychographic Segmentation

Companion seeking, introverted and empathetic

Those who are more introverted in nature may be less inclined to plan busy social schedules thus spending more time in the home or with family.Though not as extroverted, and not necessarily lonely, obtaining a pet offers these individuals companionship.Companion seeking psychographic pertains to those who may not fit the

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introverted segment, but rather those who have an ‘empty-nest’ or just moved out of home.

Behavioural Segmentation

Spends time in the home; e.g. gardening, watching TV, cooking, playing with children.

These behaviours are ideal for the target market, as spending more quality time in and around the home means that they will be present for their animal companion.

Table 4 SWOTA and PESTEL

STRENGTHS

- Has achieved zero euthanasia in AWLQ shelters

- 5 rehoming centres, 10 op shops, 1 antiques/collectables, 2 bookstores

- 3 Community vet clinics- Previously successful

campaigns/fundraisers i.e. UBERpuppies & paws + connect.

- Strong social media followings- Well-known ambassadors- Media connections & Sponsors- Strong SEO (in top results in

Google search)

OPPORTUNITIES

- Pet industry is a growing market

- 59% of Australians who do not have pets, would like to own one

- Regulations passed to decrease puppy farming.

- Public Relations opportunities through media connections & sponsors

WEAKNESSES

- Budget constraints- Reliant on community

generosity in the form of both time and monetary donations

THREATS

- Competition included large NPO’s competing for donations and volunteers from the community i.e. RSPCA & Animals Australia

- Pet stores and puppy mills- Consumer concerns with the

nature/behaviour of shelter animals

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Table 5 Marketing Tactics Overview

Marketing Tactics Description#1 Online & Social Networks Frequent posts to social media to

enhance engagement with prospects in two-way communication.TwitterFacebookInstagramEDMAWLQ Website + Blog

#2 Ambassador videos/promotional material

Higher quality ambassador videos will be created by AWLQ, funded by donations and created by student filmmakers from local Brisbane universities as part of unpaid experience.

#3 P-mail Australian post#4 Public Relations Communicating with local media and

companies to secure positive press releases and exposure of the marketing message.

Table 6. Marketing Materials Overview

Marketing Materials Description#1 Social Media posts Designed using canva.com for no cost

and posted daily to social media platforms.Emphasising animal ‘personality’ and humour.

#2 Greeting cards Sent through Australia post – cost effective strategy to target prospects based on specific geographical location.

#3 User-generated content: photo/video Encourages engagement from prospects, increases awareness.

#4 Ambassador videos/photos Utilises large following of ambassadors, reaches out to the wider audience through that audience to increase awareness and enhance trust in the brand by using authoritative yet trusted personalities.

#5 140 character text stories Personal stories

Table 7. SIVA modelSolution Offering the solution to companionship

requirements/desires

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Information Disperse information relating to the

benefits of companion animals and how

they contribute to quality of a home

environment

Value Emphasise the mental and physical

wellbeing and subsequent value of

adoption for both the animals and the

adopter.

Access Social media enhances access for

prospects to engage in two-way

communication with AWLQ. Links to

AWLQ social platforms, website and

subscribe options for EDM increase ease

of access. Maps of the shelter locations.

Sharing relatable content also makes the

brand more accessible from a consumer

perspective (Wolburg & Pokrywczynski,

2001)

Table 8. Budget Tactic Expense

Facebook Ads $155 ($5 per day)

P-mailing $4453.02

NOVA print services (AWLQ sponsor) $0 (negotiated service donation)

Social Media posts $0

Ambassador videos $0 (Student filmmakers / donation funded)

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