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  1. 1. 1ON POINTPR The Last Dog Rescue Awareness and Fundraising Campaign Haley Poling, Samantha Reyes, Kathryn Kuroski, Stephanie Rozycki, and Amber Ritter On Point PR Fall 2014
  2. 2. 2ON POINTPR Table of Contents Executive Summary..1 Research..3 Analysis of the Situation Analysis of the Organization Data Analysis of Key Publics Core Problem/Opportunity Statement Situation Analysis Summary Statement Strategic Plan..8 Data Goals Key Publics Primary and Secondary Messages Objectives Strategies Communication Tactics Budget Communication Confirmation Table GANTT chart Implementation.....15 Data Special Event Plan Social Media Media Kit Evaluation..34 Data Criteria Method Appendix38 Appendix A Data/Survey Questions Appendix B On Point PR- Meet the Team
  3. 3. 3ON POINTPR The On Point PR Firm contacted The Last Dog Rescue September of 2015. The Last Dog Rescue is a local non-profit organization that is responsible for the foster care and adoption of homeless dogs, headquartered in Dallastown, Pennsylvania. After an initial meeting with Christina Runkle, the director and founder of the organization, it was decided that On Point PR Firm would create and conduct a fundraising and awareness campaign for The Last Dog Rescue. The Last Dog Rescues goal is to create a larger sense of awareness and increase of funding through different publics in the York community. While The Last Dog Rescue gained attention through its existing Facebook account, media messages and advertisements for the organization were proving to be unclear and inefficient. The Last Dog Rescue stressed the importance of gaining awareness and establishing relationships throughout the local community, however it has been unable to form clear strategies and objectives. The Last Dog Rescue also stressed the importance of building a greater relationship with York College of Pennsylvania. Research for this awareness and fundraising campaign began in September 2014. Surveys were distributed to students and faculty members of York College of Pennsylvania. The results of these surveys were expected by both, The Last Dog Rescue and On Point PR. The majority of faculty members and students were unaware of the organization, as well as the idea of fostering dogs. Students and faculty members received little to no information about the organization, or the prospects it offered. This research shaped the strategy that On Point PR would use to collaborate to develop a fundraising and awareness campaign with The Last Dog Rescue. The first element of the campaign was to increase awareness, to generate a stronger prominence on the web. On Point PR took control of the organizations Facebook account and entirely regenerated it by utilizing given tools to enhance the impact on its target audience. On Point PR also created a Twitter page that could be easily shared between students at York College of Pennsylvania. The use of these media outlets created a channel for students to familiarize themselves with the organization. After generating objectives and goals for the special event, On Point PR began promoting the event through on-campus fundraisers, flyers, and social media networks. The quarter auction special event took place on Friday, November 21st, at the Parkton American Legion Post #256 in Parkton, Maryland. On Point PR felt that it was important to plan an event that was family-friendly and appealing to individuals of all ages. There were opportunities during the quarter auction to win prizes and gift baskets. Prizes at the event were provided by sponsors such as Jewelry Candles, Pampered Chef, Brianna Robinson (jewelry designer), Thirty-one, and Scentsy. This event was an imperative part of the campaign by raising both funding and awareness.
  4. 4. 4ON POINTPR The purpose of this campaign managed by On Point PR, was to increase the awareness of the Last Dog Rescue, as well increasing donations, and establishing a stronger social media presence. With the assistance of On Point PR, The Last Dog Rescue was able to establish and maintain relationships with the York community, York College students, and York College faculty members. With the increase of usage on social media, The Last Dog Rescue will be able to maintain its new relationships with its publics, and continue to raise awareness. The success of our goals and objectives were easily achieved by working with such a committed organization, such as The Last Dog Rescue.
  5. 5. 5ON POINTPR On Point PR Research
  6. 6. 6ON POINTPR Research: On Point PR conducted a phone interview with the CEO and Director of Operations, Christina Runkle. This information determined what needed to be done for The Last Dog Rescue. After gathering this information, On Point PR performed a convenience survey in the Student Union of York College. Below is the interview that transcribed between On Point and Christina Runkle. All volunteers there are 2 other people in Virginia. How many dogs do you have in The Last Dog Rescue? In total there are 8-10 dogs in the foster system. Do you currently advertise? No because of small funds we just have a Facebook page. Are you open to using social media to publicize your organization? Yes, I am open to any suggestions Have you done any major fundraising events? No, we havent had any yet but I am considering a quarter auction. Are you open to having any events on campus? Yes, I would love to get more involved with York College of Pennsylvania. On Point PR also conducted research by performing a convenience survey in the Student Union of York College. A table was set up to sell candy to benefit The Last Dog Rescue and to survey those who donated at the same time. The survey consisted of four questions, all of which were easily answered without explanation. After surveying 54 people, On Point found that a majority of the answers were similar.
  7. 7. 7ON POINTPR shelter 83% breeder 17% Would you preferto adopt from a shelter or a breeder? yes 13% no 87% Were you aware you could foster a dog?
  8. 8. 8ON POINTPR After conducting these surveys, On Point realized the immense potential to grow this organization and raise awareness for The Last Dog Rescue. yes 65% no 35% Would you consider fosteringa dog in your home? yes 4% no 96% Have you ever heard of The Last Dog Rescue?
  9. 9. 9ON POINTPR ON POINT PR STRATEGIC PLAN
  10. 10. 10ON POINTPR Strategic Plan Data Out of 80 surveys, 5 people claimed that they had heard of The Last Dog Rescue. Out of 80 surveys, 57 people claimed that they would like to know more information about The Last Dog Rescue, and fostering opportunities through the organization. Out of 80 surveys, it was recorded that social media sites were the main source of information for York College professors and students, as well as members of the York community. Out of 80 surveys, it was recorded that only 37 people were aware of the opportunity to foster a dog until a permanent living situation could be established. The amount of money York College students were willing to donate to The Last Dog Rescue was $.50-$10.00 There are various reasons why students, professors, and members of the York Community are unaware of The Last Dog Rescue, primarily being lack of advertising and publicity. The organization does not have a prominent online presence, and has displayed lack of advertising through other channels as well. On Point PRs research found that The Last Dog Rescue was not utilizing correct media channels to communicate with its target audiences, therefore the funds and donations needed were not being collected. The .06% of people surveyed that had been previously exposed to messages from The Last Dog Rescue, is composed of individuals who had previously been involved with fostering animals in the York community. On Point PRs research has shown that the most effective way to spread awareness would be the utilization of social media. It was observed that before On Point PR had collaborated with The Last Dog Rescue, funding and donations were at an all-time low, due to lack of awareness in the community. When On Point PR revitalized The Last Dog Rescues Facebook, a 6.9% awareness increase was seen in less than one week. On Point PR also constructed an Instagram and Twitter account that was targeted at a younger demographic in the community, including but not limited to York College students. Goals 1. Increase awareness in the York community. 2. Increase funding and donations. 3. Expand media outlets and channels used, as well as participation on social media. 4. Create a widely attended special event. 5. Establish ideas for multiple events per year to cultivate more organizational activity in the York Community.
  11. 11. 11ON POINTPR Key Publics 1. York College students 2. York College professors 3. York Country Residents Christina Runkle, founder of The Last Dog Rescue, would like to target the members of the community who could provide opportunity for dogs needing foster homes, as well as those who would be willing and able to provide donations to the organization. She believes that if On Point PR can target this desired audience effectively, it is possible to eliminate the issue of lack of funding and donations. She has also expressed interest in targeting students from York College. She believes that by informing students, outlets can be created for volunteer work and campus philanthropy opportunities. Key Messages Primary Messages: 1. The Last Dog Rescue offers individuals the opportunity to provide a safe home for foster dogs who are awaiting adoption. 2. The Last Dog Rescue operates solely on donations. 3. The Last Dog Rescues main focus is saving dogs from kill shelters. Secondary Messages: 1. The Last Dog Rescue will be holding quarterly events to increase funding and donations. 2. The Last Dog Rescues goal is to spread awareness throughout the York Community. 3. The Last Dog Rescue supports other shelters in the York community and the surrounding areas. Objectives Objective 1: Increase donations by $800.00 from the special event and other fundraisers by the end of the campaign, December 17, 2014. Strategy: Utilize social media and advertising outlets to increase donation participation at the special event and campus fundraisers. Tactics: 1. Share and spread The Last Dog Rescues Facebook through On Point PRs personal Facebook accounts. 2. Establish Twitter and Instagram accounts.
  12. 12. 12ON POINTPR 3. Consistently update and post on all social media outlets. 4. Email flyers to community members, Facebook followers, and past donors. 5. Utilize York College portal to promote special event and The Last Dog Rescues campus fundraisers. Objective 2: Increase awareness by 18% throughout the community by end of the campaign, December 17, 2014 Strategy: Connect with local businesses and venues to advertise and publicize The Last Dog Rescue. Tactics: 1. Travel to local businesses and distribute organizations flyers created by On Point PR 2. Advertise the special event on social media and email contact list. 3. Create larger social media following so followers are able to see what donations are being used for specifically. 4. Attend other York Community and animal shelter fundraisers to represent The Last Dog Rescues support of other non-profit organizations. Objective 3: Increase the number of special events per year from 1 per year to 6 per year. Strategy: Cultivate new event ideas for The Last Dog Rescue to utilize to expand audience base after campaign is over December 17, 2014 Tactics: 1. Develop community events to boost community participation. 2. Use focus groups to discover what events would interest members of the community. 3. Use surveys to identify which events previously held by The Last Dog Rescue were most enjoyed. 4. Share new event ideas with the community through the email contact list, Facebook, Twitter, Instagram, and flyers. a. Quarter Auction b. Doggy Delicious Objective 4: Increase dog foster participation in the York community by 6% by the end of the campaign, December 17, 2104. Strategy: Educate the community on the opportunities of fostering homeless dogs, and its mutual benefits. Tactics: 1. Host local events featuring special segments on what it means to foster a dog.
  13. 13. 13ON POINTPR 2. Display pictures and blurbs from those individuals that have participated in fostering dogs through The Last Dog Rescue on social media outlets and website. 3. Promote social media campaign which features dogs looking sickly and depressed with bold lettered statements about needing to find a home. Budget Printing of 30 initial surveys $3.00 $.10 per survey Printing of 80 revised surveys $8.00 $.10 per survey Printing 150 Quarter Auction Flyers $60.00 $.40 per flyer Poster for Doggy Delicious Fundraiser $3.99 Purchasing 6 bags of candy for Doggy Delicious Fundraiser $15.00 $2.50 per bag of candy Survey Service for On Point PR $145.00 Deposit for Special Event Location $75.00 Special Event Accommodations $300.00 $100.00 per hour 3 hour event Special Event Service for On Point PR $975.00 $65.00 per hour per member 3 hour event with 5 members Special Event Promotion $160.00 $20.00 per hour per member 4 member promotion On Point PR Service $75,600.00 $150 per hour per member work time 12 week period for campaign 8 hour per week per support staff 10 hour per week for Account Executive ______________________________________________________________________ Total Budget: $77,344.99 Communication Confirmation Table
  14. 14. 14ON POINTPR Key Publics Self Interest Primary Messages Influentials Objectives Tactics York Community Members The Community has not been highly involved with the financial or foster support of The Last Dog Rescue. The Last Dog Rescue offers individuals the opportunity to provide a safe home for foster dogs who are awaiting adoption. Community Members and other dog shelters in the York community. Increase dog foster participation in the York community by 6% by the end of the campaign, December 17, 2104. Connect with local businesses and venues to advertise and publicize The Last Dog Rescue. Provide adequate information and knowledge among the community through advertisements and social media. York College Professors and Students The college has shown no display of support for The Last Dog Rescue. The Last dog Rescue operates solely on donations York College Administration, Professors, and Students. Increase donations by $800.00 from the special event and other fundraisers by the end of the campaign, December 17, 2014. Utilize York College portal to promote special event .
  15. 15. 15ON POINTPR Activity Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Research Plan Contact The Last Dog Rescue Phone Interview with The Last Dog Rescue Meeting with The Last Dog Rescue Conduct Research Meeting with The Last Dog Rescue Survey YCP Survey York Community Develop Strategic Plan Develop Special Event Doggy Delicious Event Assess LDR Attendance Implement Special Event Flyers Meeting with The Last Dog Rescue Evaluation Plan Special Event Evaluate Special Event with On Point PR and LDR
  16. 16. 16ON POINTPR ON POINT PR IMPLEMENTATION PLAN
  17. 17. 17ON POINTPR Implementation Data Research indicated there was a lack of funding and a lack of awareness about The Last Dog Rescue. This drove the special event created for the organization. After completing 45 surveys on York Colleges campus, it was clear that not many people knew about the foundation or about the concept of fostering a dog. The Last Dog Rescue decided to host an event in order to raise awareness and funding for the foundation. The special event chosen by founder, Christina Runkle was a quarter auction. This event took place at the Parkton American Legion in Maryland. This event is an auction put on by The Last Dog Rescue and its volunteers. The co-founder of the organization, Christina Runkle will be present along with the members of On-Point PR. People that chose to come to the quarter auction will be able to bid on the various items that have been donated by different vendors. The Last Dog Rescue is hoping that this event will raise awareness and funds to help support their cause.
  18. 18. 18ON POINTPR September 2014
  19. 19. 19ON POINTPR Monday Tuesday Wednesday Thursday Friday Saturday Sunday 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 Group Meeting 5:30 Chose Last Dog Rescue as Non Profit 22 23 24 25 26 27 28 Group Meeting 5:30 Spoke with LDRPA director via telephone 29 30 Group Meeting 5:30 Met with director 3:30pm October 2014 Monday Tuesday Wednesday Thursday Friday Saturday Sunday NOTES First Month We met with one of the directors of LDR Christina Runkle where we discussed the goals and objectives ofthe semester as well as fundraising ideas.
  20. 20. 20ON POINTPR 1 2 3 4 5 6 7 8 9 10 11 12 Group Meeting 5:30 13 14 15 16 17 18 19 20 21 22 23 24 25 26 Group Meeting 5:30 Fundraising table in Student Union Created FB Quarter Auction Event 27 28 29 30 31 Group Meeting 5:30 Met with Director November 2014 Monday Tuesday Wednesday Thursday Friday Saturday Sunday 1 2 NOTES Second Month We finalized the benefitauction idea with director. Chose a date and time as well as found donations for the event.
  21. 21. 21ON POINTPR Created flyer for event 3 4 5 6 7 8 9 Group Meeting 5:30 10 11 12 13 14 15 16 Created GoFundMe account 17 18 19 20 21 22 23 Group Meeting 5:30 EVENT 6:00pm 24 25 26 27 28 29 30 Raised $300 on GoFundMe account 31 Special Event Planning: The Last Dog Quarter Auction Special event planning took place at the On-Point PR offices starting in late September. Many different event ideas were discussed; On- Point PR and volunteers of The Last Dog Rescue decided that having a Quarter Auction was the best route to take. The calendar shows the planning and implementation of the special event that was chosen by the participating parties. NOTES Third Month Spent the entire month collecting donations and raising money/awareness for LastDog Rescue as well as the quarter auction event.
  22. 22. 22ON POINTPR Accommodations for the Special event: - Accommodations were made in advance with the Parkton American Legion in Maryland, PA Advertising for Special Event: - Flyers were created to be posted on social media and to be distributed to local businesses for display - Flyers included the logo, location and time of event - Flyers were printed by the local printer - Flyers were distributed - PDF version of the flyer was posted on all forms of social media Raising Donations - A solicitation letter was drafted to be given to possible donators - Solicitation letter was revised - Solicitation letters were printed - All members of On-Point PR handed out solicitation letters in the hope of collecting donations for the quarter auction Special Event- November 21st- 4:30pm-11pm; - Leave for event in Maryland from Pennsylvania at approximately 4:30pm - Arrive at event location at approximately 5:15pm - Set up for event starting at 5:30pm - Set up includes; o Registration table where you collect your materials for the auction as well as buckets for the penny wars o Table where all auction items are displayed o Table where all supplies go for the auction itself o Table where with materials explain the non-profit (i.e.; flyers, boards, etc.) o Tables and chairs for guests to sit at during the event itself - Event begins at 7pm; people were ale to participate in the auction until 10pm - Clean up/ tear down of the event immediately followed - The total raised from the quarter auction was posted on November, 23rd on The Last Dog Rescues Facebook Page and Twitter Social Media: Facebook was originally the only source of social media for The Last Dog Rescue. Facebook was also the only source of advertisement for the company. On Point recommended that The Last Dog Recue create more awareness by adding Twitter and Instagram to the list of social media. Twitter was used to advertise fundraising events on campus, as well as promoting the adoption and fostering of the dogs. Below the weekly improvement of the social media accounts are found. Social Media Information: Facebook Likes before On Point take over- 1,362
  23. 23. 23ON POINTPR Created Last Dog Rescue Twitter- Oct. 15 Week 1 (Oct. 19) Facebook Likes - 1,443 Twitter Followers -33 Week 2 (Oct. 26) Facebook Likes- 1450 Twitter Followers- 48 Week 3(Nov. 2) Facebook Likes-1453 Twitter Followers- 53 Week 4 (Nov. 9) Facebook Likes-1461 Twitter Followers- 54 Week 5 (Nov. 16) Facebook Likes- 1472 Twitter Followers- 60 On Point promoted the quarter auction via all social media accounts. Sharing the post among personal pages, as well as The Last Dog Rescue pages. The quarter auction Facebook event was created on October 26th. Since then about 30 couples electronically RSVP. Since On Point promoted further usage and advancement of the Last Dog Recue social media accounts. Since On Point PR has taken over all of its social media counts, there has been an increasing amount of participation from followers. The Last Dog Rescue wanted to reach out to more community members and since teaming up with On Point, they have reached this goal and were able to get more of their dogs adopted. On-Point PR 441 Country Club Road York, PA 17403 Haley Poling- 443-786-1295 Broadcast for The Last Dog Rescue: 30 second PSA- Public Service Announcement
  24. 24. 24ON POINTPR York Pennsylvania wants to make you cognizant of its local non-profit dog rescue. The Last Dog Rescue is located at 335 Cherry Street, Dallastown Pa. The Last Dog Rescue is full of various opportunities to help dogs in need of fostering and adoption. If you are a dog lover who is on the search of outlets to endorse local non-profit organizations, Christina Runkle, The Last Dog Rescues co-founder, and the volunteers are eager to steer you in the right direction. The Last Dog Rescue helps dogs in need by placing them in the foster system so they dont get euthanized. Come help the dogs by participating in the first-ever, The Last Dog Quarter Auction. The Auction will be held at the Parkton American legion on November 21st starting at 7pm. For more information feel free to contact On-Point PR by calling 717-309-8615. Communication Plan- Social Media; Public: Dog Lovers; The Last Dog rescue needs volunteers as well as fosters families. On Point PR decided to reach out to these individuals through social media because we believe that this demographic would be a likely candidate to have these social media profiles making it easy to reach them through social media networks such as Facebook
  25. 25. 25ON POINTPR and Twitter. Goal: To create an awareness regarding this non-profit and its main cause, which is fostering dogs and getting them in to adoptive homes. After doing research, we discovered that most people do not know what it means to foster a dog. We enlighten the people that told us they didnt know what it meant or what it entailed to foster a dog. We also posted different stories about fostering a pet on our social media accounts. Goal: To increase volunteer/ fostering participation; contact information was added to all forms of social media and also included on all printed materials from this date forward. Objective: To fundraise $800 by the end of the campaign and to raise awareness by 40% through social media. Social Media Facebook Likes before On Point take over- 1,362 Created Last Dog Rescue Twitter- Oct. 15 Week 1 (Oct. 19) Facebook Likes - 1,443 Twitter Followers -33 Week 2 (Oct. 26)
  26. 26. 26ON POINTPR Facebook Likes- 1450 Twitter Followers- 48 Week 3(Nov. 2) Facebook Likes-1453 Twitter Followers- 53 Week 4 (Nov. 9) Facebook Likes-1461 Twitter Followers- 54 Week 5 (Nov. 16) Facebook Likes- 1472 Twitter Followers- 60 Week 6 (Nov. 23) Facebook Likes- 1483 Twitter Followers- 62 Since On Point suggested better use of the Last Dog Recue social media accounts, they have seen more Facebook participation from followers. The Last Dog Rescue wanted to reach out to more community members and since teaming up with On Point, they have reached this goal and were able to get more dogs adopted and put into their foster system. Facebook
  27. 27. 27ON POINTPR Twitter
  28. 28. 28ON POINTPR Background/Facts
  29. 29. 29ON POINTPR Short Description We rescue shelter dogs that are out of time and place them in approved foster and then forever homes. The dogs are vetted before placed in any foster care or adoption homes. The Last Dog Rescue relies on its amazing donors in order to do the life-saving work it does. Please consider fostering to help save lives! Long Description The Last Dog Rescue was formed in 2012 when two friends found a hound dog in North Carolina that was to die at noon that day. Elsa had been discarded like trash. She was thrown over the fence that surrounds the shelter and suffered severe trauma to her mouth and body. She was broken, scared and her life was at risk. When they called and discovered the dog was alive, she was brought (all by volunteers) to PA from North Carolina where she was fully immunized, and later became a foster failure. The following week another dog at this same shelter in NC was at risk of being killed. He too was brought by volunteers to PA and found his new forever home and family. This pattern was repeated again and again, and the rescue was born. Mission Statement We are a volunteer 501(c)3 rescue that has grown out of love and compassion for animals. We rescue dogs from kill shelters that are out of time and at risk of losing their life. Our mission is to provide immunizations, food, and shelter to unwanted and abused dogs in need of new homes and loving families. With the rising costs of vet care, we rely on the generosity of our supporters to help us, help the dogs. Contact Information; [email protected] http://www.thelastdogrescue.org/
  30. 30. 30ON POINTPR The Last Dog Rescue Media Kit The Last Dog Rescue Fact Sheet
  31. 31. 31ON POINTPR Founded: 2012 Location: York, Pennsylvania Website: http://thelastdogrescue.org Leadership: Christina Runkle, president/director About Us: We are an all-volunteer501(c)3 rescue that hasgrown out of love andcompassionforanimals.We rescue dogsfromkill sheltersthatare out of time and at risk of losingtheirlife.Our missionistoprovide vetting,foodandsheltertounwantedand abuseddogsinneedof newhomesandlovingfamilies.Withthe risingcostsof vetcare, we relyonthe generosityof oursupporters to helpus,helpthe dogs
  32. 32. 32ON POINTPR FOR IMMEDIATE RELEASE Contact: Haley poling York College of Pennsylvania 443-786-1295 [email protected] 441 Country Club Road York, PA 17403 News Release November 14, 2014 Quarter Auction benefit for The Last Dog Rescue Come show support for the foster system dogs of York, PA YORK, PA- The Last Dog Rescue, a volunteer non-profit organization that rescues dogs days before they are to be euthanized and places them into foster homes, will be holding a quarter auction Friday, November 21st, at the Parkton American Legion Post #256, in Parkton, MD. The Last Dog Rescue, founded in 2012, is solely operated on monetary donations and the kindness of people who transport dogs from kill shelters and bring them to temporary foster homes, before they are adopted and placed into their forever homes. To learn more about The Last Dog Rescue and their event, please visit their website at http://www.thelastdogrescue.org, or follow them on Facebook at https://www.facebook.com/ldrpa.
  33. 33. 33ON POINTPR FOR IMMEDIATE RELEASE Contact: Haley Poling York College of Pennsylvania 443-786-1295 [email protected] 441 Country Club Road York, PA 17403 News Release November 14, 2014 The Last Dog Rescue Makes a Name for Itself After a Ruff Start YORK, PA- After two Pennsylvania natives found out about a hound in North Carolina that was scheduled to be euthanized that day at noon, they took immediate action. Elsa had been discarded like waste. She was thrown over the fence that surrounded the shelter and suffered severe trauma to her mouth and body. Broken, scared, and barley holding on, founder of the Last Dog Rescue Christina Runkle, organized a carpool of volunteers to transport Elsa from the Tar Heel state up to Pennsylvania where she was fully vetted, however became a foster failure after dying due to accident related injuries. The following week, another dog from the same shelter was scheduled to be euthanized, yet once again thanks to the help of volunteers, the designated foster home eventually turned into his forever home. The pattern was repeated again and again, and from that the rescue was born. Operated strictly on donations and volunteers, The Last Dog rescue has facilitated homes to save the lives of over 40 dogs since its beginning back in 2012. Its mission? To provide immunuization, food and shelter to unwanted and abused dogs in need of new homes and loving families. If you would like to learn more about The Last Dog Rescue and their values, or would like to make a donation to help out the cause, visit their website at http://www.thelastdogrescue.org, or follow them on Facebook at https://www.facebook.com/ldrpa.
  34. 34. 34ON POINTPR On Point PR Media Advisory For Immediate Release Contact: Haley Poling Friday, November 14, 2014 443-786-1295 [email protected] The Last Dog Rescue Quarter Auction Benefit What: Get a chance to learn more about and support The Last Dog Rescue at a quarter auction. With prizes including Origami Owl, Diamond Candles and more, come join us for an evening of fun while helping dogs-both present and future- of The Last Dog Rescue! When: Friday, November 21, 2014 Doors open at 6pm, Auction starts at 7pm. Where: Parkton American Legion Post #256 19520 York Road, Parkton, Maryland 21120 Who: Christina Runkle, president & director Why: Ran entirely on monetary donations and human kindness, The Last Dog Rescue is a nonprofit organization that has helped save the lives of over 40 dogs, set to face euthanizing, since 2012. With the growing cost of vet care and other necessities, every donation helps!
  35. 35. 35ON POINTPR The Last Dog Rescue Evaluation
  36. 36. 36ON POINTPR Data Evaluation Awareness Campaign October 13,2014 To get an understanding regarding how much knowledge people had of The Last Dog Rescue and fostering dogs, On Point PR held an event in the student union at the York College of Pennsylvania and conducted random surveys. The results were very clear-people not only had zero knowledge of The Last Dog Rescue, or the opportunity to provide a foster home for dogs that are scheduled for euthanization. With this information, On Point PR knew something had to be done. On Point PR used social media as its central channel to increase awareness. As soon as The Last Dog Rescues prominence online was established and increased, there was a drastic change in funding and awareness. Quarter Auction November 21,2014 Our special event was held on Friday, November 21st, at the Parkton American Legion Post #256, in Parkton, Maryland, located approximately 30 minutes for York College. The purpose of the event was to raise awareness and funds for The Last Dog Rescue, as it is strictly operated on donations. The auction had an attendance of nearly 50 people! With all the prizes donated to the cause, the event was all profit. The Last Dog Rescue was able to raise $800 at the auction. Twitter Before On Point PR, The Last Dog Rescue did not have a Twitter account. With On Point PRs social media specialist taking the content posted on the Facebook page and mimicking the tone of voice and the information, attention was gained by over 254 followers within three days. counting. Facebook Before the campaign, The Last Dog Rescue had 1,362 likes and follows on Facebook. Knowing that number could be more, we were able to promote the organization via different social media outlets and spreading the word throughout York College of Pennsylvania, as well as family and friends, and were able to increase their fan base by 7.85%, reaching 1,469 likes as of November 14, 2014.
  37. 37. 37ON POINTPR Criteria Over the course of several weeks and numerous meetings with president and director Christina Runkle, On Point PR was able to establish wants, needs, and goals of The Last Dog Rescue, both short and long term. The main issue The Last Dog Rescue faces is lack of awareness among the public. After revealing our research to Christina, she was shocked by the absence of knowledge of the organization. For someone who quit her fulltime job to run this nonprofit, she was very caught off guard, feeling as if there was something she was doing wrong. The only problem was that she was not utilizing the social media aspect to its full potential. After a little over a month and a sizable increase of social media followers, On Point PR had developed new goals for The Last Dog Rescue: 1. Continue to do both on and off campus campaigns to gain funds and raise awareness for the organization 2. Increase promotional and fundraising events throughout the year 3. Revamp the social media quality to increase followings on Facebook, Twitter and possibly create an Instagram By implementing these simple goals, The Last Dog Rescue was able to gain the attention it was seeking. By holding campaigns on campus, On Point PR was able to connect with students of all ages, as well as teachers and administration. On Point PR was able to gather reliable research which was later used to help On Point PR conduct a plan on how to raise awareness and get a better idea on what specifically needed to be done for The Last Dog Rescue. While hosting an event can be stressful and time-consuming, it was the most effective way to raise funds for the nonprofit. People enjoy going to events that are for a good cause. Rather than having the one-quarter auction, we felt that more needed to be done. With that, we have been brainstorming up a list of ideas that can be used as fund raising events in the future such as a doggie fashion show and a Meet the Pups event held at a public park. In todays society, people turn to social media for everything. From getting their news to staying connected with old friends, social media is crucial for any organization. On Point PR had to distinguish what was appropriate and inappropriate to post on the Facebook, such as no selling of personal items or political rants. Once we were able to establish a line not to cross, things began to fall into place and On Point PR saw an increase in their population. Overall, the goals that we established from day one with Christina for The Last Dog Rescue were successful. Without the passion she had for her organization and the drive behind On Point PR, the goals never would have been met.
  38. 38. 38ON POINTPR Method After brainstorming the most effective method to use when going about raising awareness for The Last Dog Rescue, setting up a table in the student union of York College seemed to be the most effective. The tables were set up from 12-2pm, which was the most popular time for students to walk through to get to the dining hall. The increase of foot traffic throughout the time period was very beneficial to On Point PR. We had tons of people willing to answer our survey as well as donate money for the cause. This is also where we had the most opportunities to tell people about the different forms of social media related to The Last Dog Rescue and encouraged them to follow. While the tables were found to be the most effective way of communicating with the student body and the staff, we noticed that there were no students or faculty members at the quarter auction. On Point PR believed that due to the distance of the auction from the college, students were deterred from attending. With the high cost of gas, or the lack of a car playing a factor, the lack of York College attendance at the event was not surprising. It was agreed that future events need to be in a more student-friendly location if The Last Dog Rescue seriously wanted to increase the student population. Social media also played a role in raising awareness of The Last Dog Rescue. As individuals, all of On Point PR shared the link to the organizations Facebook on their personal pages, gaining the attention of friends and family near and far. Once we had a steady increase in followers when more demonstrative stories and images were added to the page. Christina had a difficult time deciphering how to share the event on Facebook. Once On Point PR was able to do that, it was able to increase the attendance of the participants at the auction. The approaches that On Point PR took to increase awareness and funds for The Last Dog Rescue resulted in: Increase of social media presence Increase in organization awareness Increase in donations and funds Working with The Last Dog Rescue has been nothing but a positive experience for On Point PR. With the strides it has made thus far in such a short amount of time, it is evident that the future is very bright for The Last Dog Rescue.
  39. 39. 39ON POINTPR Appendix
  40. 40. 40ON POINTPR Appendix A Appendix A will contain survey questions conducted by On Point to random students/ faculty members on York College campus. It will also contain the interview with The Last Dog Rescue director Christina Runkle. Survey questions YCP students and faculty: 1. Would you prefer to adopt from a shelter or a breed? 2. Have you ever considered fostering a dog? 3. Were you aware you could foster an animal before today? 4. Would you consider fostering a dog in your home? 5. Have you ever heard of The Last Dog Recue? Survey with YCP students and faculty: Would you prefer to adopt from a shelter or a breed? o Shelter Have you ever considered fostering a dog? o Yes Were you aware you could foster an animal before today? o Yes Would you consider fostering a dog in your home? o Yes Have you ever heard of The Last Dog Recue? o No Would you prefer to adopt from a shelter or a breed? o Shelter Have you ever considered fostering a dog? o No Were you aware you could foster an animal before today? o No Would you consider fostering a dog in your home? o Yes Have you ever heard of The Last Dog Recue? o No Would you prefer to adopt from a shelter or a breed? o Shelter Have you ever considered fostering a dog? o No Were you aware you could foster an animal before today? o No
  41. 41. 41ON POINTPR Would you consider fostering a dog in your home? o Yes Have you ever heard of The Last Dog Recue? o No Would you prefer to adopt from a shelter or a breed? o Either Have you ever considered fostering a dog? o No Were you aware you could foster an animal before today? o No Would you consider fostering a dog in your home? o No Have you ever heard of The Last Dog Recue? o No Would you prefer to adopt from a shelter or a breed? o Breeder Have you ever considered fostering a dog? o No Were you aware you could foster an animal before today? o No Would you consider fostering a dog in your home? o Yes Have you ever heard of The Last Dog Recue? o No Interview with LDRPA director: How many people work for The Last Dog Rescue ? o There are two people from Virginia, the rest is run by volunteers. How many dogs do you have in The Last Dog Rescue? o In total there are 8-10 dogs currently in the foster system. Do you currently advertise? o No. Because of our small funds we just have our Facebook page. Are you open to using social media to publicize your organization? o Yes, I am open to any suggestions. Have you done any major fundraising events? o No, we havent done any yet, but we are currently discussing an auction. Are you open to having any events on campus? o Yes, I would love to get more involved with York College of Pennsylvania.
  42. 42. 42ON POINTPR Appendix B Meet the women of On Point Public Relations. On Point Public Relations began in 2013 by these ambitious women, (pictured from left to right) Katheryn Kuroski, Amber Ritter, Stephanie Rozycki, Haley Poling and Samantha Reyes. On Point is a local firm located in York, Pennsylvania. With a passion for helping local businesses and charities, On Point works exclusively with local non- profit organizations. Together they helped to raise money and awareness for over 70 non-profit organizations in the southern Pennsylvania area.