7. Presented by TREZ
Presented by TREZ
Objective
Increase 2% of the overall Brand Awareness
by using PBSS within 3 months.
which allow to BENCHMARK association to Blue Cross
8. Presented by TREZ
Presented by TREZ
Opportunities
● Families and friends lack know-how
● Formal counseling services lack empathy
● Reciprocity Theory (Cialdini, 2004)
GRATITUDE 2X
Research found
(Packman, 2011) (Toray, 2004) (Torche,2004)
10. Presented by TREZ
Presented by TREZ
The Challenges
How can PBSS be present at the exact moment the service
is needed
How can we promote PBSS and make Blue Cross the top of
mind charity for pet bereavement
11. Presented by TREZ
Presented by TREZ
Segmentation
Promote PBSS among potential
targets that are likely to be
organizational targets
Donors Volunteers
12. Presented by TREZ
Presented by TREZ
Age 35-49
The most likely to be
volunteers
Target Analysis
Demographic - Donors and Volunteer
Age 25-64
The donation rate is high
%
Source: Charity Aids Foundation (2014)
%
%
%
13. Presented by TREZ
Presented by TREZ
Identify Target
Demographic
Age: 25-64 years old
Gender: Both male and female
Income: Average
Pet: Have or used to have pet
Geographic
Live in: The UK
14. Presented by TREZ
Presented by TREZ
Insights
• Pet loss is one of the most difficult times
in their life
• Women think of the pet as their child
• Men think of the pet as their best friend
• Lack of empathy from others
• Grief is felt more than a year after the loss
• Seeing other pets remind them of their pet
loss and grief
(Planchon et.al, 2002) (Pat Sable, 2013)
Target Analysis
(Chunhansen, 2006)
16. Presented by TREZ
Presented by TREZ
The Strategy
WARM
HOT
• Pet Loss
• Pet Sick
• Pet Stolen
• Pet Given up
• Relationship Breakdown
• Any Pet Owners who love them
like family (8 M. households)
Source: http://www.pfma.org.uk/pet-population-2014
18. Presented by TREZ
Presented by TREZ
Warm Lead Hot Lead
Video Content (30 Sec)
Promote via
• Facebook Video ads
• Youtube Trueview
19. Presented by TREZ
Presented by TREZ
Warm Lead Hot Lead
Poster
Using ‘Lenticular Poster’ to convey the key message
● Vet Clinics
● Dog Parks
● Pet shops
● Pet cafes
example
Promote via
20. Presented by TREZ
Presented by TREZ
Warm Lead Hot Lead
Facebook Campaign
Setting ‘PBSS DAY’ with a fixed date: 15th for coping, 30th for
recruiting volunteers
15 30
• Demonstrate PBSS
• Create Earned Media
• Define Hot Leads and
Trigger to Try PBSS
• Recruit volunteers
Coping Volunteer
PBSS DAY
22. Presented by TREZ
Presented by TREZ
Warm Lead Hot Lead
SEM > Google Adwords
Direct Keywords Related Keywords
• Pet Bereavement
• Pet Loss
• Dog Loss
• Cat Loss
• Pet Grief
• Losing A Pet
• Death Of A Pet
• Pet Memorial
• Dog Memorial
• Cat Memorial
• Pet Cremation
• Pet Crematorium
• Pet Loss Poems
To be found when targets need us with direct and related
keywords
23. Presented by TREZ
Presented by TREZ
Warm Lead Hot Lead
• click call fromPet Bereavement
Mobile - Click to call (service time), Text ads (off service)
PC/Tablet - Text ads
24. Presented by TREZ
Presented by TREZ
Warm Lead Hot Lead
SEO - Wikipedia
Utilize Wikipedia as a free media and SEO tool to tell audience.
Show the link between PBSS and Blue Cross.
25. Presented by TREZ
Presented by TREZ
Warm Lead Hot Lead
Pet Forum
Create PBSS conversation among pet lovers with the volunteer story
to draw attention and stimulate them to use PBSS
26. Presented by TREZ
Presented by TREZ
Warm Lead Hot Lead
Brochures
Using ‘Brochures’ as the guidance for the needed target
at the right place
Pet Crematoriums
• Coping with pet loss
• Coping for your children
27. Presented by TREZ
Presented by TREZ
Media Summary
• Facebook Video Ad
• Facebook Boost Post
• Youtube Trueviews
• Lenticular Posters
• Google AdWords
• Brochures
• Forums
• Wikipedia
WARM HOT
34. Presented by TREZ
Presented by TREZ
Reference list
Coloribus (n.d.)Amf Pension: "LENTICULAR PRINTING" Outdoor Advert by Forsman & Bodenfors Gothenburg. Available from:
http://www.coloribus.com/adsarchive/outdoor/amf-pension-lenticular-printing-10506405/ [Accessed 13 January 2016]
Cialdini, R. (2004) The SCIENCE of Persuasion', Scientific American Special Edition, 14 (1), 70-77.
Pfma (n.d.)Pet Population 2014.Available from:
http://www.pfma.org.uk/pet-population-2014 [Accessed 05 Dec 2015]
Packman,W., J. CARMACK, B. and Katz,R. (2014) online survey as empathic bridging for the disenfranchised grief of pet loss,
OMEGA 69(4),334. Available from:
http://eds.a.ebscohost.com/eds/pdfviewer/pdfviewer?sid=191a4b96-4afb-4f76-9ac4-d37607ed4759%40sessionmgr4003&vid=11
&hid=4205[Accessed 05 Dec 2015]
Taylor, G. (2012-2013) Advertising in a Digital Age - Best Practices & Tips for Paid Search and Social Media Advertising.
Available from:
https://books.google.co.uk/books?hl=zh-CN&lr=&id=8we-AR0nOasC&oi=fnd&pg=PA5&dq=youtube+trueview+in-stream+ads&ots
=n5U95JfkTE&sig=hUGiMcMGZIEqoIMTW1dF0KHWAok#v=onepage&q=trueview%20in-stream%20ads&f=false [Accessed 07
January 2016]
Torche, F.(2004) Reciprocity and Trust: A Theoretical Model of Two Types of Social Capital* Annual Meeting, San Francisco, p1.
23p.Available from:
http://eds.b.ebscohost.com/eds/pdfviewer/pdfviewer?sid=724d8305-fab3-4b2c-be6c-90554bd003a9%40sessionmgr112&vid=5&h
id=120 [Accessed 11 January 2016]
UK Civil Society Almanac (2014) Who volunteers in the UK. Available from:
http://data.ncvo.org.uk/a/almanac14/who-volunteers-in-the-uk-3/ [Accessed 14 December 2015]
UK Civil Society Almanac (2014) What kind of people give to charity?. Available from:
http://data.ncvo.org.uk/a/almanac14/what-kind-of-people-give-to-charity/ [Accessed 14 December 2015]
35. Presented by TREZ
Presented by TREZ
“Empathy Not Sympathy”
BIG IDEA
Summary
Obj.
Tactic
How
Expected
Outcome
Promote Brand & PBSS Awareness
Hot leads
Pull Advertising
Drive targets to use PBSS
We know We‘ve been through that before
• Google Adwords
• Brochure
• Wikipedia
• Forum
Drive action to use PBSS
Warm Lead
Push Advertising
Reach target and introduce
PBSS services
we SEE what others DON’T
● Facebook VDO Ad
● Facebook Boost Post
● Youtube Trueviews
● Lenticular Posters
More aware of PBSS and feel gratitude toward Blue Cross
Task
Target
increasing by brand awareness by using PBSS
Key
Message
• Amplify to owned media
- Youtube / Facebook / Instagram
36. Presented by TREZ
Presented by TREZ
Estimated Revenue
3,274,5000 is the full estimated reach of our digital campaigns. Using average Click-Thru Rate values for
each platform, we estimate AWARENESS from our reach to be 1,082,910.
