Sponsorship Sub-Committee

TV/RadioOnline

Media Sub-Committee

PR Sub-Committee

Chair & Co-Chair

Creative Sub-Committee

Application Process Committee recommendations

Requests from past year’s applicants

Word of Mouth

Selection Criteria Client need v. Ad2SD resources

Marketing budget

Existing media relationships

Minimal red tape

Audience appeal

Established 1880

Independent

Mission To promote the humane treatment of animals, prevent cruelty to

animals, and provide education to enhance the human-animal bond

Provide vital services to animals and people alike

July – Sept Client Selection

ResearchInitial Strategy Development

Oct – DecBegin Solicitation of Vendor/Media Support

Conclude Strategy DevelopmentCreative Concept DevelopmentPress Release/Event Schedule

Apr – June Finalize Creative ProductionMedia/Collateral Distribution

Core Campaign Launch Ongoing PR

Jan – MarOngoing Creative Production

Produce and Submit AAF Club Achievement BookOngoing Solicitation of Vendor/Media Support

Competitive Edge Research & Communication Gauge mindshare and satisfaction

Measure awareness and importance of programs and services

Recommend message targeting strategies

Prioritize future programs

Not Aware of the following Programs:

• Animal Rescue (17%)

• Animal Cruelty Investigation (19%)

• Comprehensive Veterinary Care (39%)

• Behavior Training Classes (57%)

• Educational Programs for Kids &

Adults (72% and 61%)

Familiarity with Programs & Services

Pet Ownership

San Diego County Residents

Ages 25 – 64

HHI $50,000+

Skew Female

Skew Cat/Dog owners

Primary Objectives Increase email database Increase online traffic Increase awareness of programs

– Animal Rescue

– Animal Cruelty Investigation

– Comprehensive Veterinary Care

– Behavior Training Classes

– Educational Programs for Kids & Adults

– Pet Loss Support

Secondary Objectives Increase recognition, positioning, awareness and mindshare Improve overall perception

Increase visibility of the logo (name), programs and drive traffic to www.SDHumane.org

Search Engine Marketing

Search Engine Optimization

Adoption Kit Revision

In-Store Poster & Take-away

Public Service Announcements on TV & Radio

Paid Search - Google & Yahoo Search Engines Set up Google Adwords and Yahoo accounts

Create a complete keyword list, campaign ad groups and text ads

Place Google and Yahoo tracking codes on the organization’s website

Search Engine Optimization Enhance Organic Traffic

Google Grant

In-store Posters

Post-its Take Away

RadioTelevision

Paid Search Campaign Unique Visitors: 45% increase

Email Database: 34% increase

Generated 76% of unique visitors

Client slow to provide creative feedback

Wildfires/Sinkholes

Big Idea v. Red Tape

Take a closer look at Marketing Department structure

Provide more time for client approvals

Focus on recruiting more Creative Team members

Foster teamwork and less solo ownership