Sonoma County Wildlife Rescue PR Campaign
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Sonoma County Wildlife Rescue PR Campaign

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I created this PR campaign for the Sonoma County Wildlife Rescue as my final project for the Advance Public Relations Class at Sonoma State University

I created this PR campaign for the Sonoma County Wildlife Rescue as my final project for the Advance Public Relations Class at Sonoma State University

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  • 1. Campaign Presented By:Caitlin Petrucelli & Elyse Jurbina
  • 2. Table of ContentsSituation. . . . . . . . . . . . . . . . . . . . . . . . . 1Audience. . . . . . . . . . . . . . . . . . . . . . . . . 3Objective #1 . . . . . . . . . . . . . . . . . . . . . . . . 5Objective #2. . . . . . . . . . . . . . . . . . . . . . . . 6Objective #3. . . . . . . . . . . . . . . . . . . . . . . . 7Final Impact/Output Statement. . . . . . . . . . . . . . . . . . 8Tactic#1: Online Press Kit. . . . . . . . . . . . . . . . . . . 9! Personalized letter. . . . . . . . . . . . . . . . . . . . 10! Organization Overview. . . . . . . . . . . . . . . . . . 11! Biographies of Staff. . . . . . . . . . . . . . . . . . . 12! SCWR in the News. . . . . . . . . . . . . . . . . . . 13! Press Release. . . . . . . . . . . . . . . . . . . . 14! Frequently Asked Questions. . . . . . . . . . . . . . . . . 15! Contact Information. . . . . . . . . . . . . . . . . . . 16Tactic #2: Video News Release. . . . . . . . . . . . . . . . . 17! Storyboard. . . . . . . . . . . . . . . . . . . . . . 18! Script. . . . . . . . . . . . . . . . . . . . . . . 19Budget. . . . . . . . . . . . . . . . . . . . . . . . . 20Timeline. . . . . . . . . . . . . . . . . . . . . . . . 21Evaluation. . . . . . . . . . . . . . . . . . . . . . . . 22
  • 3. Situation Dedicated to the “rescue, rehabilitation and release of sick, injured or orphaned wildlife”,Sonoma County Wildlife Rescue is now one of the largest rehabilitation centers in the area.Founded by executive director, Doris Duncan, this non profit organization is considered to be herdream come true. The establishment serves as a home to mountain lions, coyotes, owls, skunksand a variety of other animals. It can easily be described as a true success story. Doris originally started her career by volunteering at the Kenwood Rehabilitation Center.She came across the estate in 2005 while responding to a coyote that had been hit on the side ofthe road. Little did she know that the coyote was actually drawing her to a place that was full ofopportunity. Within a month, Doris had made the decision to purchase the property, pouringeverything she had into what is now Sonoma County Wildlife Rescue. The rescue center wasable to set themselves apart from the rest, by leaving a lasting impression on the public whentheir establishment quickly progressed. Together, the staff was able to convey the message thatthis new organization was there to stay. Consisting of a variety of strengths, Sonoma County Wildlife Rescue takes an immenseamount of pride in their core group of volunteers. Through the use of their website, animal toursand the volunteer center of Sonoma County, the organization has accumulated a skilled and verydiverse set of volunteers. In addition, the rescue center has also developed a program titled theExclusion Service, which is unique to their organization For a small fee, they will kindlyremove and release pests from your home or business. Additionally, the organization has built a
  • 4. strong relationship with the community. Having worked in conjunction with the Rotary Club,Kiwanis Club, Agilent Technologies, the court community service program as well as a varietyof local schools, the rescue center continues to reach out to the people of Sonoma County. Sonoma County Wildlife Rescue continues to set many goals which will assist in furtheringthe development of their organization’s weaknesses. Currently in need of additional donations forthe finishing touches of their raptor recovery center, they seek to develop a partnership with localwineries by proving that the raptor plays a the vital role as a predator in the grape growingprocess. The organization also seeks to improve the role and participation of their members. Byexpanding their program and implementing new offers, the program will appear to be bothintriguing and beneficial.
  • 5. Target Audiences Determining your audience is a main focus when dealing with public relations. In order tomake a positive lasting impact, you must be aware of who you are trying to target. For theSonoma County Wildlife Rescue Center, we have identified four potential publics that will helpbenefit their organization. The first potential public that the Wildlife Rescue center should reach out to, is men andwomen from the ages of sixteen to forty. Who have an household income of $24,000-$200,000,and go to school or have a full time job. They are either in school presently, have a high schooldiploma, or have completed multiple degrees. They are residents of Sonoma County, and careabout making an impact in the community. They own a some kind of pet, and are somewhatknowledgable about wildlife.We intend to reach out to this audience to recruit volunteers anddonating members for the organization. By utilizing social media such as facebook, twitter, andyoutube, and sending out a newsletter once a month instead of twice a year, we believe that theorganization can reach out to this public and their members more efficiently. The third potential public is the Sonoma County wineries. The wineries that we planon reaching out to will be locate in Sonoma County, have an average of 60,000 acres or more andan income of $50,000-300,000. We intend to partner with the wineries in order for them to claima non-proft organization and for us to recieve large donations. The donations will be goingtowards the new Raptor recovery center which will benefit the wineries by keeping raptors ingood health. Raptors are vital to the wineries because they keep the rodents and pests from the
  • 6. vineyards that can harm their crop. We intend to reach out to them by creating a “wine tasting”event that they will be given the opportunity to contribute their wine and also become awareabout our organization. The fourth potential public is animal lovers. These are men and women from ages sixteento forty five, own some kind of pet, and have an income of $30,000-200,000. They live inSonoma County, and are very active in the community, they have some knowledge about wildife,and are either interested in having a career working with animals, or just want to make a smallimpact. They either live with or are homeowners, and have up to 2 children, they tend to be verygiving, and are sympathetic towards animals in the wild that get injured by humans. Overall, Sonoma County Wildlife Rescue is a non profit whose ambitious attitude has ledto their prominent establishment. However, through the utilization of additional resources, andreaching out to their potential publics, they will be able to continually develop and expand theirorganization
  • 7. Objective #1 By utilizing social media, (facebook, twitter, youtube) which we will link toour website, sending out a newsletter once a quarter, we intend to build a strongerrelationship with our members and attract men and women volunteers between theages of sixteen through forty with an average income of $24,00-200,000.Explanation: Social media would appeal most to men and women between the ages of sixteen and fortybecause this form of networking has become apart of this public’s everyday lives. Being that it isoften checked multiple times on a daily basis, members, volunteers and those who are interestedin Sonoma County Wildlife Rescue will conveniently stay updated on the latest news and eventsat the organization.
  • 8. Objective #2 By creating an video news release about the wildlife rescue center, we intendto raise awareness about the organization and gain additional donations by sendingthe video out to the local North Bay media.Explanation: Sonoma County Wildlife is continuously growing and expanding. This objective targetsthe local media and is designed to help the wildlife center gain more publicity for theirorganization. A VNR would be an accessible resource for SCWR to provide the media with, ifever in need of further information about the goals of their non profit organization. In return themedia would serve as a positive way to branch out throughout the local area.
  • 9. Objective #3 By hosting a “wine tasting” event we would reach out to local wineries withan average of 60,000 acres and an revenue of $50,000-200,000 per winery. Wewould give them the opportunity to promote their product at the event, and throughdonations create awareness about our cause and gain momentum and support forour new raptor recovery center.Explanation: Wineries appeal to a large target public in Sonoma County. This public is generallywealthier and interested in making donations to show their support for a good cause. Bybuilding a positive relationship with local wineries SCWR would be able to venture out andeducate a broader public about their cause.
  • 10. Final Impact/Output Statement! By creating a press kit to be distributed and placed online along withoutlining a script and storyboard for a VNR, we plan to target the localNorth Bay Media and the general public of North Bay in order to createmore awareness about Sonoma County Wildlife Rescueʼs missionstatement and rescue efforts.
  • 11. Tactic #1Online Media Press Kit
  • 12. About Sonoma County Wildlife Rescue Sonoma County Wildlife Rescue is one of the largest rescue and rehabilitation centers inthe area. Located in Petaluma, California our non profit organization was founded in 1981 byexecutive director, Doris Duncan. Our establishment serves as a home to mountain lions, otters,coyotes, foxes, owls, skunks and a variety of other animals. Whether through direct animal care, education or advocacy, Sonoma County WildlifeRescue works to fulfill our commitment to wildlife protection. We promote the importance ofusing a nonlethal approach to aid helpless wildlife through our Wildlife Exclusion Service.Recognized throughout Sonoma County, we take pride in our core group of volunteers and ourinvolvement with local organizations as well as the judicial community service program. Inorder to raise awareness about the mission statement of our non profit organization, our facilitiesare open to the public for a guided tour. We encourage the public to do their part in helping tosave the lives of sick or injured wildlife by reporting to Sonoma County Wildlife Rescue aboutsuch findings.
  • 13. Wildlife Hotline (707) 526-WILD(9453) Administrative Office (707) 992-0274 A Wildlife Exclusion Service (707) 992-0276 Animal Drop Off and Administrative Offices 403 Mecham Rd, Petaluma Ca 94952 Mailing Address PO Box 448, Cotati Ca 94931Office Business Hours:Regular Business hours: Tuesday-Saturday 10am-5pmEmergency Animal Drop Off: Seven days a week 9am-5:30pmExecutive Director:Doris Duncanscwrdoris@scwildliferescue.orgAnimal Care Director:Danielle Mattosanimalcare@scwildliferescue.orgEducation Outreach Director:Kristen
  • 14. Sonoma County Wildlife Rescue Center!Meet the Staff...DORIS DUNCANExecutive DirectorAfter a fifteen-year career in education, Ms. Duncanbecame involved in wildlife rehabilitation in 1997 at theurging of her young daughter.To support her daughter’sdream, Ms. Duncan and her daughter volunteeredtogether at various wildlife centers in northern California. " " SONOMA COUNTYShe began enrolling in wildlife classes and credits CCWRwith providing the most extensive opportunities for aprofessional education in wildlife rehabilitation. Wildlife Rescue Center DANIELLE MATTOSIn 2000, Ms. Duncan was hired as the first employee of Animal Care DirectorSonoma County Wildlife Rescue and was subsequentlypromoted to Executive Director. Duncan’s daughter is Danielle has twelve years ofnow also on staff with SCWR in the role of Animal Care experience starting as aDirector. volunteer.  She has been on SCWR staff for four years. Her  Since 2004, Ms. Duncan, along with a small staff and responsibilities include hospital,dedicate volunteers, has built two wildlife centers in KRISTEN REEDER animal intake, volunteer training,Sonoma County with a third center currently being Education Outreach Director. care of the wildlife educationrenovated. She has served as a board member for community and the foster careCCWR and on the Animal Welfare Advisory Committee – Has been on staff at SCWR for program.   She is studying atan appointment by the Sonoma County Board of two years after have worked at a SRJC in the vet tech program.Supervisors. She is currently a member of Oiled Wildlife local veterinarians office. !Her She is trained in oil spillCare Network and International Bird Rescue Center Oiled primary focus is to provide response and was on siteResponse Team. educational outreach to local support after the disaster in the schools and to coordinate group Gulf of Mexico.In 2004, Ms. Duncan launched a pilot nuisance wildlife visits to the Center. !She is alsoexclusion service – the first of its kind in the nation. “A responsible for the SCWR web siteWildlife Exclusion Service” (AWES) now mentors other MICHAEL MCGUIRE and provides administrativewild rehabilitation centers to start their own exclusion Exclusion Service Director support to "AWES" (A Wildlifeservice. Exclusion Service). She is studying Joined the SCWR team last year at SRJC in the vet tech program.Ms. Duncan especially enjoys hands-on work including with a background inwildlife rescues, oil spill response, designing and building landscaping and construction.wildlife enclosures, and working with other professional Michael is responsible forand passionate people in the field. providing humane exclusion services to property owners toShe earned her AA in early Childhood Education in 1993. address nuisance wildlife.
  • 15. Francesca SmithPublic Relations Representative(707)778-9200Fsmith@ciginsurance.comFOR IMMEDIATE RELEASE Sonoma County Wildlife Rescue Center Moving On To Bigger and Better Things.(Rohnert Park, Ca May 2, 2012) The Sonoma County Wildlife Rescue Center has come a longway from what it once was. Starting out the non-profit organization was based in someone’sbackyard of their home for four years. It was not until January of 2005 when they answered arescue call about an injured coyote that they knew about a prospective large property.The non-profit organized a license agreement with the county to acquire the property they now are locatedon. With their new location, the Sonoma County Wildlife Rescue Center is now the largestfacility in the area. The Sonoma County Wildlife Rescue Center is dedicated to their mission statement, andis driven to improve their facility to further help a wide variety of wildlife. Through donations,and their exclsion and education services the center gains funds to expand their facility. Thecenter has just completed installing an otter pond, where they can have a place to treat animalsthat are sent to them from marine facilities. Their newest project is to build a raptor recoverycenter and hospital, where large birds will be treated and rehabilitated. The center is in greatneed of this center to help accomadate the number of animals they can take in. Sonoma County Wildlife Rescue is dedicated to the rescue, rehabilitation and release ofsick, injured and orphaned wildlife and to promote understanding and appreciation of wildlifethrough our Education Outreach Program. For more information please or call (707) 992-0274 ###
  • 16. Wildlife Rescue in the News The Press Democrat: Otter Goes Free at Spring Lake Golden Eagle on the Road to Recovery Returning Animals to the Wild Why are the Pelicans Starving Rescuers Trying to Save Golden Eagle Wayward Otter Captured in Rohnert Park Rescuing Wildlife, from here to the GulfSonoma Wildlife Rescue saves baby owl found in Glen Ellen Returning to the Rescue Petaluma Cougar Cubs Redeem Their Image Skunk Season in Sonoma County Home for the Wildlife Rescued River Otters Set Free YouTube: Doris Duncan- A Real Hero
  • 17. Welcome! Thank you for taking the time to review Sonoma County Wildlife Rescues online presskit. This press kit is comprised of general information relating to our non profit organizationsstructure and objectives. This information is intended to aid in your role of contributing to thepositive representation of our mission statement. This online press kit highlights thecommitment we strive to practice at Sonoma County Wildlife Rescue. This press kit contains information pertaining to our organizations background, finances,staff members, news coverage, and contact information. Also included in the press kit arephotographs of our location and a list of frequently asked questions. By providing a broadoverview of our non profit organization we seek to ensure that your media company is providedwith clear, concise and accurate details regarding Sonoma County Wildlife Rescue. Sonoma County Wildlife Rescue is delighted to collaborate with you in an effort torescue and rehabilitate the wildlife of Sonoma County. If you have any further questions pleasefeel free to contact Francesca Smith at (707) 778-9200.Sincerely,Francesca SmithPublic Relations Representative
  • 18. F.A.Q.Frequently Asked QuestionsHow long has SCWRC been in existence?!The Sonoma County Wildlife Rescue Center was founded in 1981, by Dorris Duncan and started out of a woman’shome. In their 31 years of helping rescue and treat wildlife, they have now expanded to be on of the largestrehabilitation centers in the North Bay area.!If there are other wildlife rescue groups in the North Bay area, why do we needanother group?Rehabilitation centers can hold a max amount of animals in their facilities. Being the largest rehabilitation centerin the area, the SCWRC takes in injured animals that other facilities can not accomadate.What kinds of animals does SCWRC help?Mountain lions, Foxes, badgers, owls, otters, squirrels, coyotes, skunks, opossums, rabbits….the list goes on and on.Is there a fee for bringing in an animal that is hurt or sick?We gladly accept donations, although we do not charge for our services.When is it appropriate to bring an animal to SCWRC?We available to take in animals between the hours of 9am-5:30pm everyday. If you find an animal after hours pleasecall our 24 hour rescue hotline at 707.526.WILD (9453)Can we visit the facility?Yes, we have tours on Saturdays October-April at 2:00 pm and May-September 12 pm and 2 pm. Our regularbusiness hours are Tuesday through Saturday 10 am-5 pm. 403 Mecham Road Petaluma, Ca 94952Can I become a member of SCWRC? What about volunteer work?Yes, to become a member please call our office at 707.992.0274. We have several different volunteer programs thatinclude opportunites for adults and youth. We also have internship opportunities available as well, for people whoare 18 years of age and older.Does SCWRC help residents with nuisance wildlife? ! 1
  • 19. Tactic #2Video News Release
  • 20. VNR ScriptShot 1 : Mission StatementThe Sonoma County Wildlife Rescue Center is dedicated to the rescue, rehabilitation and release of sick,injured and orphaned wildlife and to strives to promote understanding and appreciation of wildlife throughthe multiple programs and services we offer.Shot 2 : Success StoryThe Sonoma County Wildlife Rescue Center has come a long way from what it once was. Starting out thenon-profit organization was based in someone’s backyard of their home for four years. It was not untilJanuary of 2005 when we answered a rescue call about an injured coyote, that we knew about a prospectivelarge property. We then took advantage of the opportunity and organized a license agreement with thecounty to acquire the property we now are located on.Shot 3 : What sets us apart...What Sets Sonoma County Wildlife Rescue Center apart from other facilities in the area is our size. We areknown as being the largest wildlife rehabilitation facility in the area.Shot 4 : Education ServicesThe Educational Outreach Program is designed to introduce the local community to the vast array of wildlifeinhabiting Sonoma County. It also addresses wildlife emergencies and serves to promote a deeperunderstanding of the problems facing wildlife in an environment which is rapidly being altered by humanactivities. Many children today know very little about the wild animals that live in their area and are unawareof the tremendous impact we all have on their continued survival. If you would like to sign up for one of ourpresentations or schedule a field trip, please call (707) 992-0274 or email us Shot 5 : Exclusion ServiceRather than trap and relocate animals, which is illegal and can expose wildlife to diseases and territorial conflicts,AWES technicians identify how an animal is getting in and seals points of entry without trapping the animalinside. The solution motivates the animal to leave the property and reduces the likelihood of other animals gettingin. Call our hotline to get assitance.Shot 6: Vet Sonoma County Wildlife Rescue’s Internship Program is an unpaid position developed to teachstudents in related majors about wildlife conservation, how to properly work with and handle wildlife, intakeexams, medical treatments and procedures, natural history and education aspects of wildlife rescue, care and !maintenance of animals and their housing, and fundraising. Email us for more information. 1
  • 21. Client Sonoma County Wildlife Rescue Center Title Video News Release Story Board Spot At Wildlife Rescue Center By # PRShot 1: Logo Shot 2: Dorris standing in front Shot 3: B-roll tour of facility Shot 4: Show education services, of sign or building Script: “What sets us Animals with kids.Script: Mission Statement Script: Success Story apart...Largest Facility..” Script: Education field trip info. Shot 6: Show partients in Shot 7: Show bird flying rehabilitated Shot 5: Show exclusion serivice hospital (Include information on bottom) Script: Exclusion number, what Script: Vetinary intern oppor- Script: Restate mission to do if you find an animal tunities Page 1
  • 22. Budget = $1,000 Tactic Time Estimated Cost Realized Cost NotesOnline-Press/ Media 40 hours N/C N/CKit-Personalized Letter 2 hours #PR N/C-Co. Overview 2 hours #PR N/C-Finance Info 2 hours #PR N/C-Biographies 4 hours #PR N/C-FAQ’s 2 hours #PR N/C-News Coverage 2 hours #PR N/C-Press Release 2 hours #PR N/C-Contact Info 2 hours #PR N/C-Photos 2 hours N/C N/COptional- N/A $15 per drive $11.99 per drive Only needed if not uploaded fromUSB Drive computer for distribution.VNR 2 monthsAll inclusive Package $800 $1,000 It is cheaper to hire a professional videographer for basic VNR-Videographer $100 an hour $1,000 8+ hours to shoot video-Equipment $200 $500 For HD high quality video-Editor/Editing $500 $1,000 For HD high quality videoScript 5 hours #PR N/CStoryboard 4 hours #PR N/COption 1: Use computer for press kit distribution and hire all inclusive Total = $1,000 ! Broke Evenvideographer Total= $2,512 Over budget by $1,512Option 2: Buy USB Drive, and create VNR without all inclusive package.
  • 23. Timeline! Tactic Task Contact Start Date End Date Resources Notes -Write Personalized Caitlin P. April 12 April 18 Editor, Online Letter Distribution, Media -Gather organization Dorris D. (SCWR) April 13 April 17 list financial information -Type finance info out Elyse J. April 17 April 25 Online -Write organization Elyse J./ Caitlin P. Press /Media overview Kit -Collect bioʼs of staff Dorris D. (SCWR) April 13 April 17 members -Collect FAQʼs Francesca-SCWR April 13 April 17 -Research news coverage Francesca-SCWR April 17 April 18 - Create press release - Write out contact Francesca-SCWR information Dorris D. (SCWR) April 12 April 18 - Gather photos - Submit to North Bay Dorris D. (SCWR) May 2 May 10 media outlets Francesca-SCWR - Write script Caitlin P, Elyse J. April 16 April 25 Videographer/ Video - Have script edited Francesca-SCWR April 18 April 20 Editor, filming and - Create Storyboard Caitlin P., Elyse J. April 16 April 27 editing equipment, Video News - Hire Videographer Dorris D. (SCWR) May 2 May 24 Media list Release - Start Filming Videographer June 1 June 1 - Edit with voice over Videographer June 2 June 12 - Completed and uploaded Francesca- SCWR June 20 June 20 to website and social media - Submit to media outlets Francesca- SCWR July 1 July 6
  • 24. Timeline!
  • 25. Evaluation In first beginning our campaign for the Sonoma County Wildlife Rescue Center weworked together to develop an objective that best met the needs of our client. Our objective wasto create an online press kit and outline the components of a VNR in order to create moreawareness about Sonoma County Wildlife Rescue’s mission statement and rescue efforts. Thesetactics are intended to target the local North Bay media as well as the general public of the NorthBay. An online press kit fits our clients needs best as they are continuously expanding and inneed of an easily available resource the media can refer to. Being that this press kit is an onlineresource, it will immediately act as an infinite number of media kits that are readily availablewith the click of a mouse. An online press kit will make the Sonoma County Wildlife RescueCenter look professional and concerned about the needs of those they have built relationshipswith, such as The Press Democrat. The benefits of an online press kit include the ability toconstantly update and maintain it. In addition, it is convenient because it can be emailed out toover one hundred media clients and those within the public who share an interest. A video news release is the ultimate goal behind our development of a script andstoryboard. This will provide the local media, potential investors and the public with a visual ofSonoma County Wildlife Rescue’s atmosphere and services. A visual will encourage the viewerto learn more about the organization and act as a promotional tactic to advocate involvement.Similar to a press kit, A VNR can easily be posted to the website or emailed out. It will bebeneficial in readily publicizing the name Sonoma County Wildlife Rescue has created forthemselves.