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PR Campaigns Operation Catnip of Gainesville

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This campaign was created as my capstone project for my final public relations course (campaigns). The campaign looked to increase community participation in the spaying/neutering of community (stray) …

This campaign was created as my capstone project for my final public relations course (campaigns). The campaign looked to increase community participation in the spaying/neutering of community (stray) cats in the largest zip code in Gainesville, Fla.

My role in the project was working in a group of five through the ROPES model to create the campaign. I created the logo, overall layout/color scheme and made sure everything was consistent. Also, all team members were responsible for reading copy and making necessary edits.

Accomplishments:
-The team learned about the community's view on the organization. From there, we considered that research in creating the campaign. The organization wasn't very well known, so we made sure to explain the mission while educating the community on the importance of sterilizing cats.
-The group provided OC of Gainesville a communications campaign to implement.

Challenges:
-The organization had little influence in the community, making it more difficult to explain to the target public of zip code 32609.
-OC of Gainesville did not have a website during the planning of the campaign, making it hard to explain the goals and find any primary and secondary research.

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  • 1. Operation CatnipOf Gainesville
  • 2. 2Thank YouLetterApril 25, 2012Shaye OlmsteadExecutive DirectorOperation Catnip of Gainesville, Inc.PO Box 141023Gainesville, FL 32614Dear Ms. Olmstead,On behalf of RR Communications, I wanted to thank you for being helpful and gracious with our team thissemester by providing support and insight for our public relations campaigns course. With your help, we were ableto create a campaign increasing awareness for Operation Catnip.We sincerely cherish your help in this whole process. By working with you and Operation Catnip, it fostered real-world insight on planning, research, development, strategy and other topics related to public relations that willhelp us as we pursue careers in the field.Again, thank you for the exceptional assistance this semester. RR Communications is grateful the assistance youmade available to us.Kind regards,Raven PritchettAccount ExecutiveRR Communications
  • 3. 3Table ofContentsExecutive Summary 4Introduction 5Secondary Research 6-12Primary Research 13-22Key Publics 23-24Goals and Objectives 25-26 Strategies 27-30Messages 31 Tactics 32-37Timetable 38-39Budget 40 Evaluation 41-43Stewardship 44-45Campaign Snapshot 46-47Appendices 48-53Bibliography 54-55Biographies 56-58
  • 4. 4ExecutiveSummaryIntroduction This overview is to a provide a brief glimpse into the campaign RR Communications prepared onbehalf of Operation Catnip of Gainesville.Secondary Research The organization needs to increase their brand recognition in the community. Since the organizationis in the process of building a website, their Facebook page is the primary form of communication. Manypeople know the organization through word-of-mouth. The central situation issue is the lack knowledge of32609 residents and the understanding that taking cats to a shelter will fix the problem, but it does not stopthe cats from reproducing.Primary Research In conducting qualitative and qualitative research, RR Communications found that only 29 percent ofthose surveyed were familiar with Operation Catnip, while 71 percent were unfamiliar. Results also revealed85 percent supported spaying/neutering and 82 percent were comfortable with social media.Key Publics Since the campaign targets the 32609 zip code, key publics include those who are aware, apatheticand unaware.Goal(s) & Objective(s) With three primary goals, RR Communications based objectives for a successful campaign on theSMART method, standing for specific, measurable, attainable, realistic and time-specific. These objectivesmeasure a logical progression through three stages of persuasion: awareness, acceptance and action.Strategies To outline the principles of effective communication for OC, RR Communications determinedthe three c’s would be beneficial to the campaign in determining a credible, charismatic and controlledspokeswoman, executive director Shaye Olmstead.Messages One-way communication is proposed to reach all residents of 32609, for a memorable impact on thetarget public’s emotions to engage them to react and use Operation Catnip’s services.Tactics In campaign implementation, communication for eight tactics are explained in detail to promotea successful campaign: website event launch, YouTube video, share a personal story, online petition,Facebook/Twitter, guerrilla fliering, Cat Calls/Cat Stickers and a PSA.Evaluation If the objectives are met, the goals were attainable. To gain effective results, a closing survey issuggested.
  • 5. 5Introduction Operation Catnip of Gainesville is an organization whose goal is to raise awareness about thepresence of community cats, communicate their sensitivity to welfare of animals and to end cat euthanasia.They also seek to educate the public on the importance of spaying and neutering free-roaming cats. Theorganization has the potential to grow and save an increasing number of cats with the help of a publicrelations campaign that will increase awareness to residents in the 32609 zip code. Based on secondary research the target public is accepting to simple messages and credible opinionleaders. There is low awareness about the organization in zip code 32609. If the target public were awareabout spaying/neutering of community cats, then overpopulation in their area will be reduced. Basedon primary research, the public who will use social media outlets the most is the younger generation.All publics surveyed are reachable via varying media outlets and OC will be able to utilize the researchinformation to target specific age groups for most effective communication. The goals of the campaign are to increase participation of Operation Catnip in 32609, target residentsto become actively engaged in the campaign, have the target public turn to Operation Catnip for the Trap-Neuter-Return services instead of sheltering community cats with other pet welfare organizations andincrease the number of community cats brought to monthly Spay and Neuter events. Through the use of the Uses and Gratifications Theory, the strategies will take the role of online andsocial media while still incorporating traditional media. RR Communications’campaign to improve Operation Catnip’s organization is titled“OperationSave Robin.”Robin was a community cat brought to Operation Catnip who was spayed. She stayed withOperation Catnip until she was eventually adopted. Thanks to Operation Catnip, Robin no longer roams thecommunity of the 32609 where she would have otherwise been able to reproduce with other cats, give birthto multiple liters and increase the cat population further. Operation Save Robin’s campaign is a mission to educate the target public on the importance ofneutering and spaying cats, to increase Operation Catnip’s organizational awareness in the communityand to help end cat euthanasia in Alachua County. Although, Robin has already been“saved”by OperationCatnip and adopted by a family she will be the face of the campaign. Robin will stand to represent everycommunity cat in the 32609 who should be brought to Operation Catnip for their services. The campaign will centralize around social media by the use of a YouTube video portraying the life ofRobin and engaging the target public to further connect with Operation Catnip and the campaign throughFacebook and Twitter. The campaign will also encourage viewers to help end cat euthanasia by signing anonline petition. The campaign will also user fliers and radio advertisements to gain support from peoplewho do not use social media and encourage them to fight for the cause as well as increase their educationabout Operation Catnip. Operation Save Robin is not just about one cat in one community, it is about all catsin every community. Operation Save Robin will bring the change that the public in the 32609 zip code doesnot yet realize community cats are in search of.
  • 6. 6SecondaryResearchOrganizational BackgroundIntroduction/Overview Operation Catnip of Gainesville offers avariety of services for community cats in AlachuaCounty. Services available include: spay/neuter,vaccines, flea treatment, de-wormer, antibiotics andpain medication. All community cats are offered afree spay or neuter. Partnering with the Universityof Florida College of Veterinary Medicine, OperationCatnip has been able to reduce the population ofcommunity cats throughout the community throughpromotion and wider spread knowledge of theorganization and its cause. OC has administrative offices at the AlachuaCounty Humane Society, located at 4205 NWSixth St., Gainesville, FL, 32609. The operations areperformed at the UF Vet School located at 2015 SW16th Ave., Gainesville, FL, 32608. The spayings occuronce a month and target to fix 250 cats per month,but have fixed about 400 in one month. As part ofthe operation, the tip of the cat’s left ear is croppedto signify it has been sterilized (Flier2&3). At eachmonthly spay day, there are about 75 volunteersincluding veterinarians, veterinarian students andtechnicians who make the commitment to betterthe community for cat welfare (College of VeterinaryMedicine, 2012). Humane traps are provided toanyone participating in Operation Catnip. Theorganizations hours are Monday to Friday 9 a.m. to 6p.m. Operation Catnip has one specific campaign forthe population in zip code 32609.Mission/Vision/Purpose Operation Catnip’s mission is to humanelyreduce the cat population in Alachua Countythrough Trap-Neuter-Return and to serve as amentor and model program for other communitieswith a shared vision to end killings of cats in shelters(Flier2&3). With the help from grants (received multi-million dollar grant to build website over a two-yearperiod of time), donations and volunteers, OperationCatnip can build its presence throughout theGainesville area. Without these key components ofthe organization, the budget would be even smallerand they may not be able to help as many cats asthey currently do.Composition There are three employees: executive directorShaye Olmstead and program coordinators TahjAllen and Alana Humrich. The organization alsohas had about 800 future veterinarians throughthe UF College of Veterinary Medicine who haveparticipated in the program during enrollment in vetschool. According to the Florida Department of StateDivision of Corporations, there are five members onthe board of directors: Julie Levy, Sylvia Tucker, KarenScott, Andrea Brower and Jessica Torrence.Relevant Publics The external publics are the residents inthe 32609 zip code, including currently registeredvolunteers and residents. Through the campaign setby RR Communications, those residing in the 32609are the target public.
  • 7. 7Funding Operation Catnip operates on a limited budget. As a 501(c)(3) non-profit, OC receives donations. The funding sources decreased from 2009 to 2010, where 2009 yielded $103,379 in revenue and2010 yielded $60,810. The results come from the U.S. IRS 2010 990 Form made available as public record of anon-profit organization. The total percentages are based off $60,810 revenue and are expressed in monetary form as: $165from fundraising events, $14,251 from surgery donations, $943 from investment income and $45,451 fromcontribution, grants and gifts.Competitive Frame The organization does not have a local competitor, but does compete with other free-roaming cat-type programs. Some competitors are: AZ Cats, Feral Cat Coalition (a TNR organization) and First Coast NoMore Homeless Pets (in Jacksonville).Industry Situation Operation Catnip created Trap-Neuter-Return (TNR) to help control the increasing communitypopulation in Alachua County. According to the Operation Catnip flier, more than 33,000 surgeries havebeen performed since 2009 and the total community cat deaths has reduced by 40 percent. The programoriginated in Alachua County and has now directly impacted states across the United States. OperationCatnip wants to shadow First Coast No More Homeless Pets, an organization that promotes saving cats anddogs by providing spay and neuter services (http://www.fcnmhp.org). According to Shaye Olmstead, FirstCoast No More Homeless Pets (FCNMHP) is an example of what Operation Catnip hopes to be in the future.Interpretation and Application
  • 8. 8 The organization is growing. It currentlyuses fliers, a bookmark and a Facebook in place ofa website. The website is in the process of beingcomplete, as it is funded as a grant from PetSmartCharities. The organization has the potential toincrease the number of aware publics throughimplementation of the new site once it is launched.It will help them to establish a consistent media toreach out.Communication AnalysisCommunication Audit Summary Operation Catnip employs various mediaoutlets for promotion of the organization. Facebook,Twitter, the Independent Florida Alligator,Gainesville Sun, public service announcements andfliers promote their visibility.Organization Image and Reputation According to the Operation CatnipFacebook page, the organization has receivedpositive feedback from volunteers and other petorganizations. The organization is mainly knownvia word-of-mouth and the Alachua CountyHumane Society. There was one instance where theorganization could have potentially been seen in anegative way, which was in an ad published in TheGainesville Sun. The ad had a picture of a row of catsthat were lined up ready for surgery. This picturewas not pleasing to the public and could havebeen portrayed negatively by readers. OperationCatnip has expressed that the ad in The GainesvilleSun has been the least effective way of gettingmore people to take advantage of the services thatthe organization provides (Olmstead, 2012). Theorganization is still building a concrete image; it is inthe process of developing a website and currentlyrelies on print media and social media to deliver itsmessage.Recent Public Relations Initiations Recent public relations efforts initiated bythe organization have been holding monthly freespay and neuter days. The organization is presentfor adoption days at PetSmart Charities wherepeople can interact with employees of OperationCatnip. Operation Catnip provides free humanetraps in order to catch community cats and havethem spayed or neutered. However, the organizationis only focusing its efforts in the 32609 zip code(Operation Catnip Facebook, 2012). OperationCatnip strives to control the cat population anddecrease the number of cats killed in shelters.Communication Currently in use Operation Catnip has used various channelsto communicate with its audience on a daily basis.They have used television coverage, fliers with tear-offs, public service announcements, free print publicservice announcements in The Independent FloridaAlligator, radio and social media. The organizationhas utilized Facebook and Twitter the most topromote its services. As of April 18, 2012, OperationCatnip had 983 likes on its Facebook page and activeposts from followers on the wall’s page (OperationCatnip Facebook, 2012).Messages being communicated andreceived by the organization The messages communicated and receivedon Facebook promote spay and neuter days and thefree humane traps for community cats. OperationCatnip posts videos and links to other resources ororganizations who provide the same services. Thefollowers of the page comment on the posts andpost questions (Facebook). Overall, the Facebookpage has proven to be a useful tool to displayits message and have two-way communication
  • 9. 9with its audience. The Twitter account is used togive recognition to members and businesses thatcontribute to the organization. It promotes eventsand interesting podcasts or articles (Twitter).Interpretation and Application The different media outlets help get theword out about the services. According to Olmstead,word-of-mouth is the primary way that people findout about the organization. The information hasbeen collected to contribute to the planning of thepublic relations campaign which provided insightinto the effective media outlets (Facebook, Twitter,the Gainesville Sun, etc.). Because of this insight, thecampaign will be easier to execute. The campaignplan will concentrate on utilizing media outletsthat are already successful, but also improve mediaoutlets that are not being utilized to their fullestpotentials.Current SituationIntroduction/ Interview Operation Catnip’s current situation is theylack a brand identity in the community. Volunteersperform tasks for the organization, which makes itunique in that it is volunteer-based. The volunteersinclude veterinary students, veterinary techniciansand cat lovers. Monthly, Operation Catnip holds“Spay Day,”where a target of 250 community catsare sterilized in a few hours for free. Records arekept for each cat that detail every procedure thatoccurred while the cat was under anesthesia. Thisapproach proves to be effective because it takes ahigh-volume approach as opposed to sterilizing onecat at a time (Paschal, 2010) .Development The organization has developed significantlysince its creation in 2000. In 2000, there were morethan 3,600 cat deaths but Operation Catnip hassuccessfully helped to reduce this number overthe years. An estimate of 15,000 less cats havebeen killed thanks to the organization. Animalcontrol agencies in Gainesville have tried to reducefree-roaming cats by capturing and killing them.This plan does not reduce the population. SinceOperation Catnip’s introduction of its Trap-Neuter-Return approach, there has been about a 40 percentdecrease in community cat death. The organizationhas performed more than 33,000 surgeries oncommunity cats that would have otherwise beenput down (Olmstead, 2012).
  • 10. 10SWOT AnalysisStrengths• Volunteer base: 785 current volunteers• Constant Contact Listserv• Volunteer loyalty and their consistency (for exaple:UF Vet School)• Dedication of staff working on low budget• Partnership with the Alachua County HumaneSocietyWeakness• Staff of three and dependent on volunteers• Donations are limited from volunteers• Brand identity: Alachua County Humane Societytakes away from Operation Catnip because it islocated at the same facilityOpportunities• Expanding to other zip codes, counties and stateswith a specified target campaign• Limited awareness in the community leads tocreating brand loyalty opportunity•“Cat Calls”Threats• Not informed of what spay and neutering actuallyis• Grant funding going to other organizations with asimilar TNR program in other statesInterpretation and Application The interpretation of this organization is that they have the potential to grow and save an increasingnumber of cats in the future. They have incredible partnerships that make funding the organization possible.The application to help the organization grow will be to target other publics who are not yet aware of theoperation and to build and form new relationships between the 32609 population and Operation Catnip.
  • 11. 11Current Position Operation Catnip has an establishedconnection in the Gainesville/Alachua communitywith more than 3,000 contacts. Every Spay Day,about 50 to 200 people bring one to 10 communitycats each. The biggest relationship with thecommunity is the partnership with the University ofFlorida’s Veterinary School. This partnership is thereason why Operation Catnip can be so efficientand cost-effective. More than 800 veterinarystudents have volunteered during the monthlyspay/neuter clinical days. The partnership is uniquebecause not only benefits the organization but thevolunteers receive valuable hands-on experiencein administering anesthesia, handling and caringfor cats throughout the surgery process (Olmstead,2012). The organization wants to target the 32609zip code and specific sub divisions, includingmobile home parks. Operation Catnip also wants toutilize public service announcements and any freeadvertising space in print publications.Direction The direction of Operation Catnip is towarda sociert from of cat killing that seeks to endeuthanasia of cats by providing humane alternatives.Although the Operation’s only current focus is in the32609 zip code, they hope to spread to the entireGainesvilel area and Alachua County (Olmstead,2012).Central Issue The central issue is cat overpopulationin Gainesville, specifically the 32609 zip code.People tend to think that by taking a cat to ashelter they are helping end overpopulation. Thisassumption is wrong because it only removescats off the streets but does not stop cats fromreproducing. The reproduction of cats is whatcreates the overpopulation. In order to decreasethe overpopulation issue, spaying/neutering cats isessential (Olmstead, 2012).Vision Operation Catnip’s vision is to humanelyreduce the community cat population in AlachuaCounty through Trap-Neuter-Return. They seek toserve as a mentor and model program for othercommunities with a shared vision of ending thekilling of cats in shelters (Paschal, 2010).Pitfalls The pitfalls of the organization’scommunication efforts are they lack of readilyaccessible information and that people who areaware that OC will actually reduce the cat populationdiffer from people assuming a shelter will eliminatecat population (Olmstead, 2012). Obstacles that hinder the communicationgoals are based from the small budget, which will beput toward literature for the target public.Preliminary Identification ofTarget PublicsTarget Publics The target public for the Operation Catnipprogram is residents in the 32609 zip code. Currentusers of the“Trap-Neuter-Return”program arefemales within the 30- to 60-year-old age group.The 32609 zip code, located in East Gainesville, willbe used as the target public for the new campaign.This zone is notable for loosely-owned or un-ownedcat ownership (Olmstead, 2012). Composition ofresidents in the zip code have an equal percentageof inhibitation for blacks and whites, with an averageincome of $27,900 in 2010 and median age of 32.7.
  • 12. 12Demographics, Psychographics andGeographic Locations (City-Data.com)Demographics•Population: o 22,754 residents• Gender: o Males: 52.2 percent, Females: 47.8 percent• Ethnicity: o White: 52.18 percent; Black: 41.93 percent; American Indian and Alaskan Native: 0.37 percent; Pacific Islander or Native Hawaiian 0.02 percent; Asian 1.07 percent; Hispanic:5.39 percent; Other: 4.43 percent o Median age: 32.7 years; Females: 35.2 per cent, Males 32.3 percent o Adjusted Gross Income in 2009: $33,165 o Residents with income below the povertylevel: 28.8 percent• Education level estimates: 23 percent with lessthan high school education, 30 percent with highschool equivalent, 12 percent with a bachelor’sdegree, 4 percent with a master’s degree, 1 percentProfessional and 1 percent Doctorate. Psychographics (2010 Prize Segmentation System)• Living in aging homes where jobs are scarceGeographic Locations• The 32609 zip code is located in East Gainesville.Notable facilities and places of interest includeKoppers Industry Superfund Site, Clariant LSMFlorida Inc., North Florida Juvenile Detention Center,Alachua Halfway House, Hospital Homebound andthe Sidney Lanier Center.Organization Relationships According to Olmstead, this target publicis not active in seeking services from OperationCatnip. Currently, the strongest relationship iswith individuals with an affinity for cats. However,Olmstead is optimistic for establishing a relationshipwith the inactive and unaware public.Cognitions, Attitudes and Behaviors(PerceptGroup.com and Claritas.com)Cognitions The active public, who are primarilyvolunteers, are aware and their cognitions are thatthey are knowledgeable of the organization. Theunaware public, including residents in the 32609 zipcode that are not in Operation Catnip’s database areunaware of the organization.Attitudes and Behaviors Two distinct lower- to middle- age workingclass groups, middle age and senior citizens,have similar behaviors. Large numbers use publictransportation or drive affordable vehicles. Marketresearch has shown these individuals to be ofstrong Christian faith, by regularly attending churchservices in the community. Ethnically diverse—withabout half the residents who are black, white andsome Hispanic—households with moderate livingstandards.
  • 13. 13Introduction/Overview In order to understand how many peopleare familiar with and aware of Operation Catnip,its services about feline spaying and neutering, weconducted quantitative research to get informationfrom the target public. Qualitative research wasconducted for the public opinion in order to gaindetailed information about how the target publicfeels about Operation Catnip of Gainesville and toget a better understanding of them. This aids us todiscover new dimensions about the problem, whichis open-ended research.The primary research was focused on thefollowing areas:• Residents’familiarity with and awareness ofOperation Catnip of Gainesville (OC).• How often social media is used by residents, tomeasure effectiveness of use by Operation Catnipto communicate with its publics, Facebook fans andTwitter followers and what forms of social media areused.• Familiarity with other pet organizations in theGainesville area to understand what level ofawareness the public has in general. By using both qualitative and quantitativeresearch methods, a triangulation approach wasemployed. In analyzing both research methods, wehave a complete understanding of the client andtarget public. In reaching out to 32609 residents, anyage group was surveyed about their knowledge ofthe client.Statement of the problem There is low awareness about theorganization in zip code 32609. If the target publicwere aware about spaying/neutering of communitycats, then overpopulation in the area will bereduced. If the public is aware and has an interest inhelping the organization, they will help implementthe mission and goals that the OC seeks to achieve,thus decreasing overpopulation. According toOlmstead, there is no way of determining theamount of community cats that roam in 32609.Based off of the TNR project in Tangier Island,Virginia, which was a joint effort by Operation Catnipand Best Friends Animal Society, providing TNRoptions for community and roaming cats helped todecrease the cat population who faced an identicalproblem as Operation Catnip currently deals with ofoverpopulation.Research questions/hypotheses Research Question One: Research questionone is used to gauge the best avenue to take inorder to increase awareness to the target public.This question was geared to determine whetherthe target public prefers the use of social mediato traditional media. Currently OC uses theirFacebook page as its website and main source ofcommunication. OC also uses Twitter to disseminatemessages.RQ1: What is a best way to create awareness aboutOperation Catnip within the 32609 zip code? Hypothesis One: The current use of OC’ssocial media goes beyond the 32609 zip code,therefore Research Question One and HypothesesOne will determine which media platform to utilize.H1: If traditional media is used more than socialmedia, then the target the public of the 32609 zipcode will be reached. Knowing the result to research question onewill help RR’s campaign by determining which mediaoutlet will be used to communicate with the targetpublic. This result is important because the use ofPrimaryResearch
  • 14. 14a media outlet that the target public does not usewill conclude in the target public not receiving theinformation. If the correct media outlet is used, thenthe target public will receive the correct informationand awareness of OC will increase. The result ofthis question is needed in order to determine thebest channel to utilize to reach the target public formaximum reach. Research Question Two: Research questiontwo is used to find a relationship between thetarget public’s awareness of pet organizationsbesides OC and the support of spaying andneutering community cats. The question is gearedto determine if the target public is familiar with petorganizations, then the target public is educated andsupports spaying and neutering of community cats.RQ2: Would knowledge of other pet organizationsthat support spaying and neutering of communitycats in 32609 through Operation Catnip? Hypothesis Two: Hypothesis two detailsRR’s projection that the target public who isfamiliar with pet organizations will be inclined tosupport neutering and spaying of community catsthrough OC. The target public members who arefamiliar with pet organizations will be less inclinedto be educated on the process and protection ofneutering and spaying of community cats. Thehypothesis details a relationship between awarenessof pet organizations besides OC and the support ofneutering and spaying.H2: If the target public is actively engaged the otherpet organizations such as Alachua County HumaneSociety, St. Francis House Pet Care Clinic, OperationPetSnip, etc., the target public is more likely tosupport neutering and spaying of cats. Knowing the result to research question twowill help RR’s campaign because it will determine ifthe campaign should target individuals who haverelationships with pet organizations. Knowing thisinformation can help create partnerships betweenOC and pet organizations to help one anotherspread the awareness within the pet organizationrealm. The result of this question will help RR gaugethe lifestyle of the target public. Research Question Three: Research questionthree is used to gauge whether an overpopulationof community cats in the 32609 zip code is a nuanceto the population. This question will determine if theoverpopulation creates problems that directly affectthe target population’s lifestyle in a negative way.RQ3: Is cat overpopulation, the cat population thatis exceeding the carrying capacity of their habitat,directly affecting the target public’s lifestyle? Hypothesis Three: Hypothesis three detailsRR’s projection that if the target public is educatedon OC’s ability to neuter and spay cats then thetarget public will support the organization in orderto help reduce the over population in the targetpublic’s area.H3: If cats are spayed or neutered in the 32609 zipcode, then cat overpopulation will decrease in thearea thus eliminating a negative attitude toward catabundance and increase support toward OperationCatnip. Knowing the answer to this research questionwill help RR to determine if there is a legitimateproblem of cat overpopulation in the opinions of thetarget public. If the target public believes there is catoverpopulation and that it is a problem that affectsthe target public’s lifestyle, then RR’s campaign canbe geared toward being the solution to the problemof cat overpopulation in 32609.
  • 15. 15Method During research implementation, RRCommunications conducted quantitative andqualitative research to understand the target publicof which reside in the 32609 zip code and awarenessof Operation Catnip of Gainesville with respectto the community. A random survey of our targetpublic was used to gather data. In-depth, 20-minuteinterviews and a 10-to-13 question survey helpedgather results for help with the campaign. As a part of the research conduction, theagency went to local businesses, churches and areasof those frequented by 32609 residents, along withresidencies in the zip code. A sample size of 101residents was surveyed to obtain both qualitativeand quantitative results. The residents of HiddenLake Apartments, located on 13th St. and 21st Ave.in east Gainesville, and stand-alone houses locatedin east Gainesville off 13th St., were polled. Also,residents of the zip code frequent the Walmart Plazaon 13th St. and were surveyed. These residents wereapproached for quantitative research through RR’ssurvey. Passage Family Church, located on 2020 NE15th St., was another place where a large percentageof the information was collected. The Main Campuslocation is in the heart of the 32609 zip code. Allthe respondents at this location traveled fromall areas of the zone to attend religious servicesat this prominent church in the neighborhood.The opportunity to survey participants on AshWednesday, February 22, 2012, allowed ampleresponses. All respondents varied in sex and age,providing diverse answers to the survey. People thatfrequent Ignite Life Center were also surveyed. Eventhough the church is not part of the 32609 zip code,many of the people that frequent the church doreside in the 32609 area. These people were the onestargeted when the survey was taken. An additional group was surveyed via theConstant Contact account of Operation Catnip ofGainesville. Through assistance of OC ExecutiveDirector Shaye Olmstead, surveys were e-mailedto about 200 to 300 people who are aware of theorganization, but are not active publics. Through herguidance, she decided who lived in the 32609 zipcode and had participated with the organization’sspay/neuter prior initiatives with a lower frequencyof using their services. The qualitative research was conducted atthe same locations noted above. The research wasconducted by holding brief 20-minute personalinterviews with individuals who had the time tospare. RR also attended an Alachua County AnimalService meeting at the University of Florida’sVeterinarian School. At the meeting RR gatheredopen-ended responses to pressing questions thatwere asked pertaining to pet welfare, particularly tocat welfare. Other in-depth interviews occurred onFebruary’s Spay Day at Operation Catnip on February5, 2012, as well as PetSmart’s first tri-annual NationalAdoption Day event for 2012 on February, 12, 2012.
  • 16. 16FindingsSpecific Findings: Face-to-Face-Quotes fromInterviewso “Keep the population down, and keep catshealthy.”-Dan Brainerdo “Homeless cats usually mean dead cats.”-JanetWesho “[Personally] seen the suffering from euthanasia.[Spaying and neutering is the better option for catpopulation control].”-Wendy Nelsono “Began with no knowledge of‘fixing’cats. Nowknow it’s a good cause.” -Webber MillerQualtrics Survey Findings with 101 participants:o 100 percent of 101 participants currently live in the32609 zip codeo Of 101 people surveyed: 29 percent are familiarwith Operation Catnip; 71 percent are unaware ofthe organizationo Of 101 people surveyed: 85 percent supportspay/neuter of community cats; 15 percent do notsupport thiso Of 101 people surveyed: On a scale of 1 to 10, 1being not aware and 10 being highly aware, themean is 3.17 with a sample standard deviation of 3.2o Of 101 people surveyed: 82 percent arecomfortable communication through social media;18 percent are not comfortableo Of 101 people surveyed: On a scale of 1 to 10,1 being not frequently using Facebook and 10meaning use Facebook often, the mean value was6.19, then, on average, are your targets are oftenusing Facebooko Of 101 people surveyed: 39 percent use otherforms of social media; 61 percent do not use otherforms of social mediao Of 101 people surveyed: 84 percent prefer usingthe Internet to receive informationFindings Based off of Hypotheses and ResearchQuestionso H1: If traditional media is used more than socialmedia, then the target the public of the 32609 zipcode will be reached.• According to the Qualtrics survey of 101participants, 39 percent use other forms of socialmedia; 61 percent do not use other forms ofsocial media.o H2: If the target public is actively engaged theother pet organizations such as Alachua CountyHumane Society, St. Francis House Pet Care Clinic,Operation PetSnip, etc., the target public are morelikely to support neutering and spaying of cats.• Of 101 people surveyed, 29 percent are familiarwith Operation Catnip; 71 percent are unawareof the organization. This statement justifies thatthe average amount of people are not familiarwith the organization. According to appendix,chart Research 3, all 101 participants are familiarwith other pet organizations.o H3: If cats are spayed or neutered in the 32609 zipcode, then cat overpopulation will decrease in thearea thus eliminating a negative attitude toward catabundance and increase support toward OperationCatnip.• Of 101 people surveyed, 85 percent supportspay/neuter of community cats; 15 percent donot support this, according to Qualtrics survey.
  • 17. 17Tables and charts illustrating findings, demographicsThose who use Facebook on a scale from score 1 to score 10 (Out of 101 participants)• Those who listed score 1 do not use Facebook frequently• Those who listed score 10 use Facebook frequently
  • 18. 18Familiarity of target public with Operation Catnip• Blue: 29 percent of 101 participants are familiar with Operation Catnip• Red: 71 percent of 101 participants are not familiar with Operation Catnip
  • 19. 19Support of target public toward neutering/spaying of community cats• Blue: 86 percent of 101 participants support spaying and neutering of animals• Red: 15 percent of 101 participants do not support spaying and neutering of animals
  • 20. 20How comfortable the target public is with commentating through social media• Red: 18 percent of 101 participants are not comfortable with social media• Blue: 82 percent of 101 participants are comfortable with social media
  • 21. 21How the target public prefers to communicate After surveying residents in the 32609 zip code, RR Communications findings included the list ofother forms of communication that the target public were familiar with. Above is a bar graph describing thetypes of communication and the amount of people, by percent, who are familiar with them based on the101 people surveyed.
  • 22. 22Interpretation and Application According to the Qualtrics Survey, onlynineteen out of the 101 participants do not useFacebook. These results show that using socialmedia will not reach all residents of the 32609zip code, however a segment of the target publicactively uses social media and is willing to take partin conversations with the organization throughsocial media sites. All publics surveyed are reachablevia varying media outlets and OC will be able toutilize the research information to target specific agegroups for most effective communication. Based on the Animal Service of AlachuaCounty (ASAC) meeting, it was found that the priorgoal was for the county to be a no kill zone. ASAC isa service provided by Alachua County that promotesthe adoption of animals. Alone this goal has not yetbeen accomplished there, but there have been majorleaps forward to reach it. RR’s campaign will worktoward helping OC help ASAC to eventually becomea no kill zone. When asked what was the vision foranimal welfare in the community, community cats’freedom and a community cat initiative were at thetop of the list. Having spay/neuter’s education moreaccessible to the public is important. This evidencehelps support RR’s campaign because it shows thatthere are individuals in the community who arealready engaged. It also shows that these issues arereal and prevalent issues in the 32609 community. Information from the in-depth interviewsfrom Spay Day and Adoption Day provided apersonal connection to Operation Catnip. Theseindividuals were determined as customers thathave brought a cat(s) to the organization lessthan five times within the last year. The in-depthconversations with 32609 community membersshared these services as helpful and professional. Amajority of participants agreed to help spread theword about Operation Catnip’s services becausethe organization is so well maintained, both at thefacility and treatment of the pets. Answers to thisquestion in the survey resulted in concern for theprotection and promotion of the welfare of cats tohelp the community. RR Communications will base the campaignas an approach tailored on a level closer to the likesand interests of this public. Data showed membersare knowledgeable about the meaning of cats being“fixed,”but may require additional information tobecome more inclined to heighten activity to spreadawareness about Operation Catnip. Presentation ofdata in a simple format (vocabulary and images),including personal stories from customers willbenefit in spreading awareness about the client.Limitations In conducting primary research, limitationswere determined to be a lack of availablerespondents and time. RR passed the target goalof 100 resident surveys, mainly targeting the non-active publics of the 32609 zip code. In conductingresearch, there was difficulty and resistance fromcompanies, businesses and organizations to allowtheir customers to be surveyed, which created ahardship in securing results. An increase in time would have providedadditional qualitative in-depth feedback to helpwith the campaign. RR Communications was able togather responses from pet-related events promotingthe welfare of animals -- cats in particular. Anotherchallenged encountered during the survey waslack of knowledge on spay/neuter. As stated in thefindings, Operation Catnip can benefit from teachingthe non-active publics about the benefits of theirservices.
  • 23. 23 Operation Catnip has a desire to reach theirtarget public, residents of the 32609 zip code. Thepublics in this zip code have none to low knowledgeregarding Operation Catnip and its services.There are three primary, relevant publics to thecampaign —apathetic, aware and unaware. Relatedto the three are publics who are involved with theorganization: customers and enablers.Aware This target public is the customers thatrecognize the problem. Customers are apt to act,usually in situations when there considerableconcern. However in the case of OperationCatnip, their traits are described as intermittent,mainly using Operation Catnip’s services whenthey consider community cats a strong problem.According to data gathered from the surveys, theseindividuals support Operation Catnip’s missionand understand the importance of controlling thecommunity cat population by means of spaying andneutering. It is important to connect and engage theenablers with the aware group for further assistanceof controlling the cat community through servicesby Operation Catnip. Enablers within the awaregroup are actively utilizing Operation Catnip beyondthe main attraction of the Trap-Neuter-Returnprogram. Using them as gatekeepers to the targetpublics to largely influence and increase the servicesof Operation Catnip. Members from this group arein small numbers within the zip code, but are easyto reach through traditional and non-traditionalcommunication mediums.Apathetic Customers in the apathetic category neitherhave a care nor an interest to use Operation Catnip’sservices. From the surveys conducted, the 20 to30-year-old age group was prevalent among thesubjects. Among them, about 71 percent wereunaware of Operation Catnip, with an average ratedawareness level of 3.17 (1 being“low awareness”and10 being“high awareness”). Reaching this publicrequires motivation and consequence regardingcommunity cat welfare. Also more than 40 percentof the apathetic responded with Black or AfricanAmerican as their race. It is important to reach thisgroup by using messages and tactics relatable to theAfrican American community. Intercessory publics,by form of community leaders like pastors, districtleaders and effective marketing, will create a call toaction by motivating the apathetic public.KeyPublics
  • 24. 24Unaware This group is completely unaware ofOperation Catnip. Characteristics of individualsfrom this group within the 32609 zip code vary inrace and age, with the common trait of communityinvolvement. People from this group like theidea of involvement and making an impact in thecommunity, often through the community’s keyofficials. With a low awareness in the community,Operation Catnip can acquire large gains from thispublic. An opportunity is present by reaching thismassive public with tactics that this public will beattracted to. This audience will be the foremosttarget in the zip code.Quick facts on the target publics• Average age of 20-30 years old.• Average to high users of social media for youngeraudience; low to no use of social media for older,use of traditional media greatly valued by oldergenerations.• High frequency of Blacks/African Americans.• Value individual involvement for the community.
  • 25. 25Introduction/Overview Operation Catnip has distinguished theirprimary goal as raising awareness for its servicesfor community cats in the 32609 zip code. Ourobjectives for Operation Catnip were based uponthe SMART method of outlining specific, measurable,attainable, realistic and time specific objectives.Operation Catnip’s main goals and objectives are toraise awareness about the presence of communitycats, to communicate their sensitivity to welfareof animals, cats in particular, in addition a sense ofurgency for the target audience to become engagedin Operation Catnip. Also the organization seeks toeducate the public on how important their role is tohelp control free-roaming cats.Statement of Goals1. Increase participation of Operation Catnip in the32609 community, targeting residents to becomeactively engaged in the campaign.2. Have the target public turn to Operation Catnipfor the Trap-Neuter-Return services instead ofsheltering community cats with other pet welfareorganizations.3. To increase the number of community cats thatare brought to monthly Spay and Neuter events.Contribution to Organizational Goals By increasing Operation Catnip’s presencein the 32609 community, RR Communications willbuild upon the reputation of Operation Catnip toincrease clients. This goal supports the goals of theorganization by gaining more supporters who areeducated on their role to help control free-roamingcats. Having the target public turn to OperationCatnip when dealing with community cats will thencreate a positive relationship between the targetpublic and Operation Catnip. This goal supports theoverall goals of Operation Catnip by strengtheningits relationship with the target public, residentsof 32609 zip code. By increasing the number ofcommunity cats brought to monthly spay and neuterevents, this task-oriented goal helps get the targetpublic become active. The target public will havea sense of urgency in participating with OperationCatnip’s efforts, when this goal is implemented. The primary goal of RR Communicationsis to increase awareness and engagement byincreasing the participation of the target public in32609 community, gaining target public supporttoward recognizing Operation Catnip as a placeto take community cats, and improving theattendance at monthly spay and neuter events. RRCommunications would like to see an increase ofengagement toward Operation Catnip in the 32609zip code as a result of this public relations plan.Goals andObjectives
  • 26. 26Objectives1. Increase participation of Operation Catnip ofGainesville in the 32609 community, includingresidents to become actively engaged in thecampaign targeting their residence.• Awareness objective: To increase the awarenesslevel of publics up to 20 percent living in the 32609zip code, initiate action regarding outdoor catsand engage an interest in community cats directlyrelated to Operation Catnip’s efforts by November2013.• Acceptance objective: To obtain 150 morevolunteers as a result of increased engagementtoward the organization in the 32609 zip code,including“Cat Calls,”where residents can callOperation Catnip services for community cats byNovember 2013.• Action objective: To obtain donations fromunaware publics exceeding $2,000 or increaseauxiliary support of OC by more than 100 people byNovember 2013.2. Have the target public turn to OperationCatnip for Trap-Neuter-Return services instead ofsheltering community cats with other pet welfareorganizations.• Awareness objective: To increase the public’scomprehension and relationship with OperationCatnip sterilization efforts by 1,000 people byNovember 2013.• Acceptance objective: To establish awareness ofspaying and neutering for community cats offeredby Operation Catnip to 30 percent by November2013.• Action objective: To have 5,000 formerly unawareresidents of the 32609 zip code bring communitycats to OC through the Trap-Neuter-Return methodby November 2013.3. To increase the number of community catsbrought to the monthly spay and neuter day events.• Awareness objective: To increase understandingand awareness of OC monthly Spay Days from the32609 zip code by 200 residents beginning in May2012 and ending in November 2013.• Acceptance objective: To generate anunderstanding for newly active residents of 32609to bring community cats to two or more monthlyspay days beginning in May 2012 and ending inNovember 2013.• Action objective: To increase amount ofcommunity cats being spayed or neutered by 300cats at monthly spay days by targeting specificresidential subdivisions in 32609 between May 2012and November 2013. RR Communications has developedobjectives for the 32609 zip code campaign basedon the needs for Operation Catnip of Gainesville.
  • 27. 27Strategies and TheoriesIntroduction to Strategies By proposing strategies for OperationCatnip, RR Communications hopes to succeed in thecampaign targeting 32609. The strategies use theaforementioned goals and objectives to specificallyidentify how to make them work, meaning outliningin depth what should be done with each.Theoretical Application OC can utilize different theories to reachtheir public. These theories include the Uses andGratification Theory, the Impression ManagementTheory and the Symbolic Convergence Theory.Uses and Gratification Theory The Uses and Gratification Theory, by Katz,Blumler and Gurevitch, applies to the campaignbecause the theory can have a user/audiencecentered approach. Currently, OC utilizes socialmedia as their main source to reach their public, butalso embraces traditional media when coverage ispresent. Based off our research from the qualitativeand quantitative data of RR Communications’surveys, all of those surveyed have different needs.The theory breaks down these needs into fivecategories: cognitive, affective, personal integrative,social integrative and tension release.• Cognitive needs: From the research, some peoplehave intellectual needs, to acquire knowledge fromsources such as the local newspaper, search engines,social media and other outlets. From the agency’sfindings and communication with OC, social mediais a vital part of the two-way communication withtheir public. The organization’s Facebook serves asa temporary website, since one is about a year awayfrom completion due to sponsorship from PetSmartCharities. The target public wants to gain knowledgeand uses different outlets to answer their questions.One of the main focuses of the organization atthis point is social media, with hopes during thiscampaign implementation to spread to traditionalmedia and word-of-mouth communication.• Affective needs: People surveyed support OCbecause they have a passion for the animals.According to the agency’s surveys, 29 out of 101people surveyed were familiar with the organization.Of the same 101 people surveyed, 86 supportedspaying/neutering of community cats. This statisticsupports the affective needs, meaning emotionalpleasure and appeal.• Personal integrative needs: This need relates to thedesire for people to make a change or help a causebased off of media outlet-supplied information.During research implementation, qualitative surveysrevealed volunteers support and help OC andorganizations with similar missions. Participantsduring the preliminary research answered questionsregarding volunteering their time at the Spay Day inFebruary. According to results from Qualtrics survey,the majority of the community cats brought werefrom active publics.• Social integrative needs: The needs encompassthose to socialize with people in the 32609community, family and friends. As a result ofquantitative research, 83 of the 101 people surveyedare comfortable communicating through socialmedia, which proves there is a need for socialintegration. The public surveyed favors Twitter andFacebook as the most popular and frequented formsof social media. This translates to people followingtrends. Instead of social gathering face-to-face, socialmedia outlets are preferred based off the statistics ofhigh popularity with social media.Strategy
  • 28. 28• Tension release needs: These needs include thosewho want to escape and have diversion in thecommunity or in society as a whole. Based off theagency’s research, 18 people of 101 surveyed are notcomfortable using social media. This correlates withneeding traditional media and word-of-mouth to beutilized during the campaign to ensure reaching themost amount of the target public. Because the theory breaks down the needs,it is important to the campaign to understand whatthe different people in the target public will want.Since everyone is different, it is necessary to keepthat in mind when planning the campaign.Principles of EffectiveCommunicationThree C’s For the campaign, there should be aspokeswoman who is credible, charismatic andcontrol. Executive Director Shaye Olmstead wouldbe the ideal representative of OC because of herknowledge, understanding and creation of thecampaign.• Credibility: Olmstead is the leader of theorganization and is well-known throughout thecommunity through her involvement with theorganization. In volunteer settings, she is present towork with the UF Vet School, at PetSmart adoptiondays and monthly Spay Days.• Charisma: She is approachable and veryknowledgeable in wanting to help the cause sheis passionate about. Her passion is translated toher wanting to help the community and gainmore volunteers, along with residents of 32609 toparticipate in spaying and neutering communitycats.• Control: Through Olmstead’s position, she is theultimate decision maker along with the Board ofDirectors. She is the head of the staff and helpscoordinate volunteer efforts, making her a vital partand ultimate controller of the campaign.Structure By using social media, two-waycommunication will be established. To makeeffective communication, OC will be able to talk withtheir audience directly. Verbal and nonverbal cueswill be evident because from social media sites, theaudience will have nonverbal cues since they arenot face-to-face. A way to make the communicationverbal is if the target audience shares videos andthere is correspondence from OC in the samemanner. Another form of communication will beone-sided communication since some of the tacticsfor contacting the residents will be through fliering,media coverage and targeting specific residenceareas. With these, nonverbal cues will be used sincethere will not be face-to-face interaction with theaudience.Corresponding StrategiesGoal 1: Increase participation of Operation Catnipof Gainesville in the 32609 community, includingresidents to become actively engaged in thecampaign targeting their residence.• Objective 1: To educate 20 percent of lunawarepublics living in the 32609 zip code, initiate actionregarding outdoor cats and engage an interestabout community cats directly related to OperationCatnip’s efforts by November 2013.o Strategy 1: Build brand awareness.o Strategy 2: Improve spaying/neutering of outdoorcats.
  • 29. 29• Objective 2: To obtain 150 more volunteersas a result of increased engagement toward theorganization in the 32609 zip code, including“CatCalls,”where residents can call Operation Catnipservices for community cats by November 2013.o Strategy 1: Gain volunteers.o Strategy 2: Increase use of Cat Calls.• Objective 3: To obtain donations from unawarepublics exceeding $2,000 or increase auxiliarysupport of OC by more than 100 people byNovember 2013.o Strategy 1: Receive monetary donations.o Strategy 2: Increase support of OC.Goal 2: Have the target public turn to OperationCatnip for Trap-Neuter-Return services instead ofsheltering community cats with other pet welfareorganizations.• Objective 1: To increase the public’scomprehension and relationship with OperationCatnip sterilization efforts by 1,000 people byNovember 2013.o Strategy 1: Increase use of TNR by 32609residents.o Strategy 2: Decrease use of pet welfareorganizations.• Objective 2: To establish a knowledge of spayingand neutering for community cats offered byOperation Catnip by November 2013.o Strategy 1: Educate residents of spaying andneutering.o Strategy 2: Explain community cats (lifestyle,term, etc.).• Objective 3: To have 5,000 formerly unawareresidents of the 32609 zip code bring communitycats to OC through the Trap-Neuter-Return methodby November 2013.o Strategy 1: Increase awareness of 5,000 residents.o Strategy 2: Have formerly inactive residents helpspay and neuter cats.Goal 3: To increase the number of community catsthat are brought to the monthly spay and neuter dayevents.• Objective 1: To increase understanding andawareness of OC monthly Spay Days from the 32609zip code by 200 residents beginning in May 2012and ending in November 2013.o Strategy 1: Increase participation at Spay Days.o Strategy 2: Educate target public about SpayDays.• Objective 2: To generate information andunderstanding for newly active residents of 32609to bring community cats to two or more monthlyspay days beginning in May 2012 and ending inNovember 2013.o Strategy 1: Have newly active residents bring catsto two or more monthly Spay Days.o Strategy 2: Explain what Spay Days accomplish.• Objective 3: To increase amount of communitycats being spayed or neutered by 300 cats atmonthly spay days by targeting specific residentialsubdivisions in 32609 between May 2012 andNovember 2013.o Strategy 1: Target residential subdivisions.o Strategy 2: Increase spaying and neutering catnumbers from 32609.
  • 30. 30ObstaclesPossible Issues In the campaign, there are some things thatmay become issues/problems resulting from thestrategies. One of the challenges may be a limitedstaff, but this can be changed because of the largevolunteer base OC has. If residents do not wish to communicate withOC, then the effectiveness of the campaign may becompromised which will make it harder to educatethe public about how to reduce the problem of catoverpopulation in the 32609.Avoidance of Obstacles By confirming participation with the staffand volunteers, the issue of not having enoughpeople to effectively communicate the purpose ofthe campaign to residents may be minimized oreliminated. Recruiting major players in the community,such as church figures, the mayor and organizationalleaders, the problem with miscommunication canbe avoided. By involving as many pivotal membersas possible, the largest zip code in Gainesville shouldhave penetration from outside residents whomhopefully will become engaged in the campaign.
  • 31. 31 RR Communications’campaign to improveOperation Catnip’s organization is titled“OperationSave Robin.”Robin was a community cat brought toOperation Catnip who was spayed. She stayed withOperation Catnip until she was eventually adopted.Thanks to Operation Catnip, Robin no longer roamsthe community of the 32609 where she would haveotherwise been able to reproduce with other cats,give birth to multiple liters and increase the catpopulation further. Operation Save Robin’s campaign is a missionto educate the target public on the importance ofneutering and spaying cats, to increase OperationCatnip’s organizational awareness in the communityand to help end cat euthanasia in Alachua County.Although, Robin has already been“saved”byOperation Catnip and adopted by a family she willbe the face of the campaign. Robin will stand torepresent every community cat in the 32609 whoshould be brought to Operation Catnip for theirservices. Adapting the positive emotional appeal isthe approach for this campaign. Positive appealswith this target public will demand action. Appealsthrough the use of love, virtue and humor will evokeemotion from a public that values togethernessand loyalty. Because the attitudes researched arein support of spaying/neutering, it will be effectivein reinforcing existing attitudes and behaviors inrelation to Operation Catnip’s Trap-Spay-Neuterprogram. The campaign will centralize around socialmedia by the use of a YouTube video portrayingthe life of Robin and engaging the target publicto further connect with Operation Catnip andthe campaign through Facebook and Twitter. Thecampaign will also encourage viewers to helpend cat euthanasia by signing an online petition.The campaign will also user fliers and radioadvertisements to gain support from people who donot use social media and encourage them to fight forthe cause as well as increase their education aboutOperation Catnip. Operation Save Robin is not justabout one cat in one community, it is about all catsin every community. Operation Save Robin will bringthe change that the public in the 32609 zip codedoes not yet realize community cats are in search of.Messages
  • 32. 32Introduction/Overview Operation Catnip’s campaign will revolvearound eight tactics. These tactics will utilizedifferent media including social media andtraditional media. Other forms to be utilized areword-of-mouth and promotional stickers thatadvocate for the 32609 zip code campaign. Through use of the tactics, the campaignwill be on different platforms to ensure covering asmany possible people in the target public and alsodifferent mediums as to how to reach them. Somepeople may be affected by multiple tactics, whichwould prove beneficial in reaching them becauseit reiterates the message of the campaign, whichinspires action.Proposal for SatisfyingObjectivesWebsite Event Launch Since OC is currently in the process ofcreating a website, a critical tactic needs to bethe launch of the site. Every public that we targetwith the following tactics will be aware of whenthe site will launch and will hopefully be excitedto visit it on the launch date. This tactic will helpmeet the third objective, for the third goal, ofincreasing the amount of community cats beingspayed or neutered by helping to target residentialsubdivisions with the websites traffic. It will alsohelp meet the second objective, for the third goal,that will generate information and understandingfor new active residents by the websites informativeinformation that explains what a Spay Day is, doesand what it accomplishes. These activities will beaddressed toward every public through social andtraditional media and through the campaigns useof consistency and convergence. There should beone person responsible for all website design andcontent posted. The steps toward carrying out thisactivity is hiring an intern and ensuring that theperson knows how to successful run and manage awebsite.Create personal YouTube video -“Robinthe Cat” This will be a brief one to two minute videothat shows Robin as street cat, being brought to OCfor neuter/spaying and released back outdoors tolive a free life without reproduction. The video willrelay facts about neuter/spaying and the importanceof the procedure. This tactic will help meet thefirst objective, for the second goal, to increase thepublic’s comprehension and relationship with OCby education the public on the use of TNR and howOC is a better solution than pet welfare organizationthus promoting the decrease of pet welfareorganizations use. There should be multiple peopleresponsible for carrying out this activity becausetheir needs to be a person to film, edit and recordthe actual video and a person to narrate the video.The steps involved in carrying out this activity iscreating the content, recording and producing thevideo and dissemination.Tactics
  • 33. 33Share personal story –“Robin the Cat” Utilize Facebook and Twitter to encourage fans and followers to share the video and make it go viral.Once the video has gone viral it will reach a vast amount of people in the hopes of gaining more supportersand volunteers and raise awareness. This tactic will help meet the third objective, for the first goal, toobtain donations from publics. The video will increase support of OC by being informative and educationalwhile motivating the viewer to go to the link to donate and sign the petition. This activity will be able toaddress all individual publics with its viral wide range approach. There should be one person responsible formonitoring the videos“shares”and the amount of donations coming in through the website. Steps involvedin this tactic are to create a site for donations and ensure that it is include and explicit in the online video.
  • 34. 34Online Petition An online petition will be created on Change.org where anyone can sign to support the causeof ending euthanasia. The petition will be linked atthe end of the YouTube video and on the website.This tactic will help achieve the second objective,for the second goal, to establish a knowledge ofspaying and neutering by educating the residentson spaying and neutering while explaining to themwhat a community cat is prior to being allowedto actually sign the petition. There should be oneperson responsible for carrying out this activityand the step they would need to take is to create apetition and disseminate it.PSA To reach the target public through traditionalmedia, a radio station, the agency believed aPSA would prove effective in reaching them. Incase some of the people do not have cable ortelevision access, radio is another medium that is anopportunity for them to become familiar with thecampaign and Operation Catnip in general.Radio PSA script- Live CopyOperation CatnipOperation Catnip of Gainesville, a non-profitorganization, has the following PSA for theGainesville Area.• Use: Immediate• Time: 30 Seconds• Title:“Operation Catnip Trap-Neuter-Return”The following is the 30 second message:•“IF THERE’S SOMETHING STRANGELURKIN IN YOUR BUSHESWHO YA GONNA CALL?OPERATION CATNIP!• IF IT’S THAT TIME OF YEARBABY KITTIES IN THE NEIGHBORHOODWHO YA GONNA CALL?OPERATION CATNIP!• REACH US AT 352-380-0940 AND LET US TAKE CAREOF IT”Thank you for taking the time to review the PSA. Welook forward to hearing it on (specific radio). The PSA announcement will help meetthe second objective, for the first goal, to obtainvolunteers and increased engagement that includeCat Calls to OC. The PSA will motivate and educatethe public on how OC can be utilized as a resourcefor cat control. This tactic will address publics whoare unaware of the organization. There shouldbe multiple people involved in carrying out eachactivity because someone will need to follow thesteps that include recording the PSA and make surethat it is broadcasted.
  • 35. 35Guerilla Robin’s face on fliers and ads Every single flier or ad made will be photo-heavy with Robin’s face in the three colors chosen torepresent the organization. The logo will be the only other image on the material and the website will belocated. The guerilla tactic will be disseminated everywhere in the 32609 zip code, in order for residentsand frequent visitors to become familiar with the image, wonder what it is for and make them visit thewebsite to complete one of the next accompanying tactics. This tactic will help to meet the first objective,for the first goal, to increase understanding and awareness of OC by striking on the publics’interest andquestionable desires. The fliers and ads will entice the viewer to visit the website and thus become aneducated public and hopefully an active member of Spay Days. These activities address every public byensuring that these fliers are located everywhere throughout the community and guaranteeing that thepublic does not miss a chance at viewing the materials. There should be multiple people involved in carryingout this activity in order for the entire zip code area to be covered with printed materials. The steps involvedin carrying out this tactics are having someone design the flier, print the flier and mass dissemination.
  • 36. 36Facebook/Twitter Although Operation Catnip already uses these social sites our campaign will improve them. Facebookwill be used as a hub for online information because it is easy to share and disseminate information. Twitterwill be used to create #TriviaTuesday in the hopes of increasing the publics education on the cause. EveryTuesday OC will release a series of 5-10 trivia questions and whoever answers the question right will receivea prize. Based on our quantitative research, the majority of our public is comfortable using social media.Therefore in order to gain support from the unaware residents of the 32609 zip code this tactic will helpreach the third objective, for the third goal, by engaging publics through emotional appeals on Facebookand logical appeals on Twitter through the use of trivia questions. The trivia questions will be the key toreceiving answers from publics and the publics wanting to be involved with OC. There should be one personresponsible for carrying out all messages through the social media sites. The steps involved are to createcontent and enhance the use of the social media sites. For example, follow back every individual on Twitterso that way OC can see when someone mentions their organization.
  • 37. 37Cat Calls/Cat Stickers An OC sticker could be used as a model alarm system stickers and will be given to every business andhomeowner for them to display in front window. The sticker will be in the colors that represent OC and willblatantly display OC phone number along with the message to call OC if there is an outdoor roaming cat.Obstacles There are two main obstacles that OC may face with the listed tactics above. The first big obstacle islack of funding. However, the way the campaign will avoid an issue with funding is by utilizing all possiblefree resources such as free online sites, free staffing with student interns and finding the least expensive andmost economic printing locations. The other big obstacle is ensuring that the materials are being viewed.The way the campaign will avoid an issue with this is by constantly pushing the material and checking up onall locations of interest.
  • 38. 38Introduction/Overview It is important that the eight tactics previously described are executed in a timely manner. Two ofthe tactics, the website, have been in the process of being completed for the past several months, but arestill not completed. In order for the campaign to be successful these two tactics need to be completed, sothat Operation Catnip can start building a stronger brand awareness. Therefore they are included in thetimetable in order to ensure that the website and logo are used to their full advantage. Once a concretebrand name is established with the logo and the website, it will become easier for OC to continue reachingout to unaware publics in the 32609 zip code. The“Robin the Cat”video will be a great visual for the targetpublic to see and connect with. The video and fliers will help grab the attention of the target audience andencourage them to visit the website and social media sites to get more involved. For this reason it is crucialthat the set deadlines are followed. In order for all of the goals and objectives to be accomplished it isimportant that the deadlines for each tactic are met and followed through. As seen in the chart below tacticsare beginning to be carried out very soon or have already started. In order for all the tactics to be a successthe help of staff members and volunteers is very important. Also, the hiring of a few interns will be beneficialfor the organization.Timetable
  • 39. 39Task Delegate Start Date End DateWebsite launch date 1 Intern/Staff Member TBA* ContinuousMass use of logo Staff Member May 1** ContinuousMaking of“Robin theCat”Video 3 Volunteers May 1 May 15Posting of Video Executive Director May 15 ContinuousSharing Video throughFacebook and Twitter Volunteers and StaffMembers May16 May 21Monitoring of the video’s“shares”and amount ofdonations I Intern/Staff Member May 16 ContinuousCreation of OnlinePetition Staff Member May 1 May 1Dissemination of Petition Staff Member May 2 May 2Creating contentfor Twitter’s TriviaTuesday Intern June 1 ContinuousManage Social MediaAccounts Staff Member May 1 ContinuousCreation of Robin fliers 1 Intern May 1 May 2Dissemination of fliers allthroughout the 32609zip codeVolunteers May 2 ContinuousDesign the Cat Stickers 1 Intern June 1 June 1Distribution of Catstickers Volunteers June 5 June 6Receiving cat calls Staff Member June 6 ContinuousRecording of PSA Executive Director September 14 October 1Broadcasting of PSA Intern October 2 January 1Print Fliers Volunteers May 1 May 2*- Start date depends on when website is completed by outside contractor.**-Start date is pending on approval of the logo.
  • 40. 40BudgetIntroduction/Overview: The budget given for the proposed campaign is $5,000. However, a lot of the tactics can beaccomplished with no cost to the organization. The reason for most of the tactics not having a cost toOC is because most of the projects can be done by volunteers, interns or staff members. Stickers for thewindows will be another expense that the organization has to cover, however the unit cost is low for eachsticker. Since the cost is low the organization can see if it is a tactic that can be done again depending onthe number of calls that OC gets due to the Cat Stickers. Operation Catnip has the advantage that severalradio station do not charge nonprofit organizations for its public service announcements, it will be able toutilize these service to reach out to more of the unaware public. Also, the use of social media will be verycost effective because a majority of the target audience is comfortable with using social media, and a largenumber of people can be reached through this medium. Operation Catnip is an organization that providesunique services that needs a lot of funding and having cost effective projects is crucial for the organization.Expenses Quantity Unit Price CostManagement of Website N/A No Cost No CostDesigning Logo 1 No Cost No CostVideo of Robin the Cat 1 No Cost No CostCreation of onlinepetition1 No Cost No CostDesigning Robin Fliers 1 No Cost No CostPrinting of Robin fliers 1,000 No Cost/$0.07 No Cost/$68Cat Stickers 250 $0.30 $73.97PSA Broadcasted onRadio Stations1 No Cost No CostTotal $141.97
  • 41. 41 In order to evaluate the successfulness of thecampaign, the program is evaluated by what levelshave been set by the goals and objectives. If theobjectives are met, then the goals were attainablefor the proposed objectives and goals set forth bythe campaign from RR Communications. Criteriaassessing if the objectives and goals are met willbe measured by preparing a focus group/ surveyfor responses from residents in the 32609 zip code.Question examples are provided later in this section.Goal 1:• Objective 1: To educate 20 percent of unawarepublics living in the 32609 zip code, initiate actionregarding outdoor cats and engage an interestabout community cats directly related to OperationCatnip’s efforts by November 2013.Tactic: Website event launch, logo/color scheme,guerilla flier marketing, cat calls/stickers .Evaluation technique: Survey of 32609 residentswho have notified his or her first time usingOperation Catnip’s services and/or advocating forpet welfare; focus groups for message remembrance;monitoring traffic from websites and other tactics.Questions to consider: How many times did yousee the flier/stickers? How did the color scheme/logoattract your attention? Was the website informativeand easy to understand? What was the emotionalappeal from the YouTube video/PSA/fliers/etc.?• Objective 2: To obtain 150 more volunteersas a result of increased engagement toward theorganization in the 32609 zip code, including“CatCalls,”where residents can call Operation Catnipservices for community cats by November 2013.Tactic: Public service announcement, stickers,YouTube video.Evaluation technique: Survey of 32609 residentswho have notified his or her first time usingOperation Catnip’s services and/or advocating forpet welfare; Content analysis from target public fromcomments on survey and in focus group; monitortraffic on website, YouTube video, and Facebook/Twitter page.Questions to consider: How many times did yousee the flier/stickers? What was the emotional appealfrom the YouTube video/PSA/fliers/etc.? Can you tellme about how the story of“Robin the Cat”inspiredyour current relationship with Operation Catnip?• Objective 3: To obtain donations unaware publicsexceeding $2,000 or increase auxiliary support of OCby more than 100 people by November 2013.Tactic: Social media, guerilla flier marketing .Evaluation technique: Survey of 32609 residentswho have used Operation Catnip’s services and/or advocate for pet welfare; monitoring traffic fromhighly-involved target public members requestingservices from Operation Catnip via tactics andother promotional methods. By asking for contactinformation upon donation, those donating fromcertain zip codes will and can be identified.Questions to consider: How many times did yousee the flier/stickers? What was the emotional appealfrom the YouTube video/PSA/fliers/etc.? Rate theresponses from Facebook/Twitter on a scale of 1(extremely unhelpful) to 10 (extremely helpful)? Canyou tell me about how the story of“Robin the Cat”inspired your current relationship with OperationCatnip?Evaluation
  • 42. Goal 2:• Objective 1: To increase the public’scomprehension and relationship with OperationCatnip sterilization efforts by 1,000 people byNovember 2013.Tactic: YouTube video, online petitionEvaluation: Survey of 32609 residents who haveused Operation Catnip’s services and/or advocate forpet welfare; focus groups for message remembrance;monitoring traffic from websites and other tacticsQuestions to consider: Was the website informativeand easy to understand? What was the emotionalappeal from the YouTube video/PSA/fliers/etc.? Canyou tell me about how the story of“Robin the Cat”inspired your current relationship with OperationCatnip?• Objective 2: To establish a knowledge of spayingand neutering for community cats offered byOperation Catnip by November 2013.Tactic: guerilla flier marketing , public serviceannouncementEvaluation: Survey of 32609 residents who haveused Operation Catnip’s services and/or advocate forpet welfare; Content analysis from target public fromcomments on survey and in focus group; monitortraffic on website, YouTube video, and Facebook/Twitter pageQuestions to consider: How many times did yousee the flier/stickers? What was the emotionalappeal from the YouTube video/PSA/fliers/etc.? Ratethe responses from Facebook/Twitter on a scale of 1(extremely unhelpful) to 10 (extremely helpful)? Canyou tell me about how the story of“Robin the Cat”inspired your current relationship with OperationCatnip?• Objective 3: To have 5,000 formerly unawareresidents of the 32609 zip code bring communitycats to OC through the Trap-Neuter-Return methodby November 2013.Tactic: Cat calls/stickers, public serviceannouncement, Facebook/Twitter, YouTube videoEvaluation: Survey of 32609 residents who haveused Operation Catnip’s services and/or advocatefor pet welfare; monitoring traffic from volunteersrequesting services from Operation Catnip via tacticsand other promotional methodsQuestions to consider: How many times did yousee the flier/stickers? Was the website informativeand easy to understand? What was the emotionalappeal from the YouTube video/PSA/fliers/etc.? Ratethe responses from Facebook/Twitter on a scale of 1(extremely unhelpful) to 10 (extremely helpful)? Canyou tell me about how the story of“Robin the Cat”inspired your current relationship with OperationCatnip?42
  • 43. 43Goal 3:• Objective 1: To increase understanding andawareness of OC monthly Spay Days from the 32609zip code by 200 residents beginning in May 2012and ending in November 2013.Tactic: Facebook/Twitter, guerilla flier marketingEvaluation: Survey of 32609 residents who haveused Operation Catnip’s services and/or advocatefor pet welfare; monitoring traffic from volunteersrequesting services from Operation Catnip via tacticsand other promotional methods.Questions to consider: How many times did yousee the flier/stickers? Was the website informativeand easy to understand? What was the emotionalappeal from the YouTube video/PSA/fliers/etc.? Ratethe responses from Facebook/Twitter on a scale of 1(extremely unhelpful) to 10 (extremely helpful)?• Objective 2: To generate information andunderstanding for newly active residents of 32609to bring community cats to two or more monthlyspay days beginning in May 2012 and ending inNovember 2013.Tactic: Facebook/Twitter, website launch, websiteevent launch, guerilla flier marketingEvaluation: Survey of 32609 residents who haveused Operation Catnip’s services and/or advocate forpet welfare; Content analysis from target public fromcomments on survey and in focus group; monitortraffic on website, YouTube video, and Facebook/Twitter pageQuestions to consider: How many times did yousee the flier/stickers? Was the website informativeand easy to understand? What was the emotionalappeal from the YouTube video/PSA/fliers/etc.? Ratethe responses from Facebook/Twitter on a scale of 1(extremely unhelpful) to 10 (extremely helpful)? Canyou tell me about how the story of“Robin the Cat”inspired your current relationship with OperationCatnip?• Objective 3: To increase amount of communitycats being spayed or neutered by 300 cats atmonthly spay days by targeting specific residentialsubdivisions in 32609 between May 2012 andNovember 2013.Tactic: website event launch, Facebook/TwitterEvaluation: Survey of 32609 residents who haveused Operation Catnip’s services and/or advocatefor pet welfare; monitoring traffic from volunteersrequesting services from Operation Catnip via tacticsand other promotional methodsQuestions to consider: Was the website informativeand easy to understand? What was the emotionalappeal from the YouTube video/PSA/fliers/etc.? Ratethe responses from Facebook/Twitter on a scale of 1(extremely unhelpful) to 10 (extremely helpful)? Canyou tell me about how the story of“Robin the Cat”inspired your current relationship with OperationCatnip?Timeline: Evaluating the campaign should beginon January 2 because this is the date afterthe last broadcasting of the public serviceannouncement. Evaluating after this date ensuresthe implementation timeline is being followed,along with not making any changes that can affectthe outcome of the campaign.
  • 44. 44Introduction/Overview Stewardship should be used toward thetarget audience because it acts as a safe guard for allrelationships between Operation Catnip and publics.Stewardship will allow Operation Catnip to maintainand nurture relationships. For the overall futureof Operation Catnip, the organization will need tomaintain good relationships for a number of yearswith residents of 32609, PetSmart company, non-governmental organizations and pressure groupsthat are critical toward Operation Catnip.Methods There are four specific dimensions towardmethods of how Operation Catnip can fosterpositive relationships with key publics. The fourapproaches include: i. Reciprocity: Operation Catnip candemonstrate gratitude toward residents in the32609 zip code by sending a organization newsletterevery other month to thank the residents for theirinvolvement. This should be done by August 1,2012. ii. Responsibility: Operation Catnip canmaintain that positive relationship with PetSmartCharities by keeping promises to the companyby achieving high standards within the internalbody of Operation Catnip. This can be achievedthrough successful organizational management anddecision making which Operation Catnip is alreadycomposed of. iii. Reporting: With thorough communicationabout internal developments toward OperationCatnip publics, stewardship will be produced. Forinstance, in a crisis communication, OperationCatnip can report to their publics about what ishappening throughout the entire process. This willbuild a positive relationship with the publics as wellas build a positive reputation out of a crisis. iv. Relationship Nurturing: Operation Catnipshould foster relationships with both existingstakeholders and new stakeholders. The existingstakeholders are those that have already taken partin Operation Catnip services. The new stakeholdersare those unaware of Operation Catnip and thoseunaware residents of 32609. Through consistentrelationship nurturing goals, publics will feel thatthere is an appreciation toward them. OperationCatnip can send handwritten cards on birthdays,special occasions and other events that relate to thetarget public. For PetSmart Charities, whom donatesmoney toward Operation Catnip, there shouldbe a special thank you and updated newsletterbimonthly. This should start on August 1, 2012.Client Evaluation Operation Catnip can send a postcard andsurvey that serve as a follow-up after a randomgiving or when a resident has found an interest inthe organization. The survey can specifically seekif donors appreciated reciprocity, responsibility,reporting, and relationship nurturing. Fundraisersby Operation Catnip are encouraged to incorporateall of these strategies into the overall campaignplanning.Stewardship
  • 45. 45Client Evaluation Below is an outline of the tasks and details about completion timeline and how to get itaccomplished.• Task1: Complete during the week of May 1. Staff will work to get volunteers to spread word-of-mouthabout the organization.• Task 2: Complete during the week of May 7. Mailings of post cards to residents of 32609 zip code willbegin.• Task 3: Complete during the week of June 1. Enveloples and letterhead for cover letters are ordered fromlocal printer.• Task 4: Complete during the week of June 15. Article about stewardship is written for the newsletter, ifthere is one.• Task 5: Complete during the week of June 20. Special activities, such as making posters or banners, areplanned and assigned. Lists of all Spay Day dates are listed here.• Task 6: Complete during the week of July 1. First bulletin announcement is placed on local bulletin boardsfor Spay Day.• Task 7: Complete during the week of July 10. Send out brochure to new members that registered in thedatabase since May 2012.• Task 8: Complete during the week of July 14. Send letters of appreciation to donors and legislature onOperation Catnip letterhead.• Task 9: Complete during the week of July 20. Implement stewardship calendar and send a post card to allmembers in database.• Task 10: Complete during the week of August 1. Post cards are mailed to residents for a follow-up surveyto evaluate stewardship.
  • 46. 46Snapshot of Operation Catnip of Gainesville Communications PlanBy RR CommunicationsIntroduction/Client Overview RR Communications presents this proposal for Operation Catnip to execute their 32609 targetedcampaign. The table below highlights key sections of the campaign.About Operation Catnip of Gainesville is located in Alachua County, Florida, specifically in Gainesville. Theorganization is headquartered in the back of the Alachua County Humane Society and neighbors OperationPetSnip. Though all organizations stand alone, they share an interest in pet welfare. Through a small budgetand help from volunteers, OC serves the community to spay/neuter community cats to help reduce andprevent cat overpopulation.Competitors The organization does not have any competitors in Florida, but other TNR organizations throughoutthe U.S. compete with them.Existing Image and Reputation According to Facebook, the majority of comments were positive. Also, in conducting research, thosesurveyed supported the goals. Overall, the organization has a good image but is not well known.Problem/Opportunity Since OC is not well-known, RR Communications has the opportunity to use the campaign to reachnew people and share information about the organization.CampaignSnapshot
  • 47. 47SecondaryResearchFindingsPrimaryResearchKeyPublicsGoalsand Ob-jectivesStrate-giesTheme/MessagesTactics Timing/BudgetEvaluation•Trap-Neuter-Return (TNR)methodto capturecommunitycats•Cat Callsto commu-nicate withOperationCatnip andhave themtake care ofcapturing,fixing andreturningthe cats•Quantita-tive andqualitativeresearchfindingsresults•Residentsof the32609 zipcode whoare aware,apatheticand un-aware aretargeted,key publics•UtilizedSMARTmethodto writeobjec-tives forthem tomeasurea logicalprogres-sionthroughthesethreestages ofprogres-sion:aware-ness,accep-tanceandaction•Thethree C’soutlineda pro-posedspokes-womanfor thecam-paign,theexecutivedirector,ShayeOlmstead•Socialmedia isa majorpart ofthe cam-paignbecauseof howheavilythe orga-nizationuses it•Useone-waycommu-nicationto impactthe targetpublic’semo-tions andengagethem toreact anduse OC’sservices•The eighttacticsoutlinedwere: web-site eventlaunch,You-Tube video,share a per-sonal story,onlinepetition,Facebook/Twitter,guerrillafliering, CatCalls/CatStickers anda PSA•The timetable out-lines thedates forthe cam-paign•Thebudgetoutlinesthe costsassociatedwith specif-ics to makethe tactics.•If the objec-tives aremet, thegoals wereattainable•To gaineffective re-sults, a clos-ing survey issuggested
  • 48. 48Appendix
  • 49. 49
  • 50. 50
  • 51. 51AnswerGender:FemaleMaleEthnicity:AsianBlack or African American (Non-Hispanic)HispanicWhite (Non-Hispanic)Age:~ 0-18~ 20-30~ 40-50~ 50-60~ 60-70TotalResponses594144115402682064100Survey Results
  • 52. 52Research Result 2. Qualtrics survey. Question for participants:“What other petorganizations are you familiar with in the Gainesville are.”123456789101112131415Alachua CountyAnimal ServicesAlachua CountyHumane SocietyAnimal People, Inc.Gainesville PetRescueGainesville RabbitRescueGoldcoastGreyhounds ofGainesvilleHaile’s Angels PetRescueHelping Hands PetRescueOperation PetSnipOperation PitNipPhoenix (Pitbull)Animal RescuePuppy Hill FarmSt. Francis HousePet Care ClinicSTAR RescueOTHER456452910515191166143072245 percent63 percent5 percent29 percent10 percent5 percent15 percent19 percent11 percent6 percent6 percent14 percent30 percent7 percent22 percent
  • 53. 53Research 3. Survey distributed to 101 participants1. Are you a resident of zip code 32609?Yes No2. Are you familiar with Operation Catnip?Yes No3. Do you support spay/neuter of community cats?Yes No4. On a scale of 1 to 10, what is your awareness of Operation Catnip? Let 1 represent low awareness and 10represent high awareness.1 2 3 4 5 6 7 8 9 105. Are you comfortable communicating through social media?Yes No6. On a scale of 1 to 10, how often do you use social media (Facebook and Twitter specifically)? Let 1represent not frequent and 10 represent very frequent.1 2 3 4 5 6 7 8 9 107. Do you use other forms of social media?Yes No7.1 If yes, please indicate the names of other forms of social media you frequently use.8. What do you use often (mark all that apply)?⎕ Radio ⎕ TV ⎕ Newspaper ⎕ Magazine⎕ Internet ⎕ Fliers ⎕Brochure ⎕ E-mail9. What other pet organizations are you familiar with in the Gainesville area (mark all that apply)?⎕ Alachua County Humane Society ⎕ Animal People, Inc. ⎕ Phoenix (Pitbull) Animal Rescue ⎕ Operation PetSnip⎕ Alachua County Animal Services ⎕ STAR Rescue ⎕ Puppy Hill Farm ⎕ Gainesville Pet Rescue⎕ Gainesville Rabbit Rescue ⎕ Hailes Angels Pet Rescue ⎕ St. Francis House Pet Care Clinic ⎕ Operation PitNip⎕ Helping Hands Pet Rescue ⎕ Goldcoast Greyhounds of Gainesville⎕ Other ______________________________________
  • 54. 54• Alachua County Animal Services. Personal Interview/Meeting.15 Feb 2012.• Cammisa, Heather.“Messaging Spay/Neuter Lessons from the Gulf Coast Spay/NeuterCampaign.”The Humane Society of the United States : The Humane Society of the UnitedStates. Web. <www.animalsheltering.org>.• Davis, Carla.“TNR PROJECT HALTS CAT OVERPOPULATION ON ISLAND.”TNR PROJECT HALTSCAT OVERPOPULATION ON ISLAND. Best Friends. Web. <bestfriends.org>.•“Florida Bigger Cities (over 6000 Residents) - Real Estate, Housing, Schools, Residents,Crime, Pollution, Demographics and More.”Stats about All US Cities - Real Estate, RelocationInfo, House Prices, Home Value Estimator, Recent Sales, Cost of Living, Crime, Race, Income,Photos, Education, Maps, Weather, Houses, Schools, Neighborhoods, and More. Web. 04 Feb.2012. <http://www.city-data.com/city/Florida.html>.• Nielsen MyBestSegments. “2010 Prizm Segmentation System.”Consumer Segments,Defined and Described Detailed Customer Segmentation Profiling. 2010 Web. 04 Feb. 2012• Olmstead, Shaye. Personal Interview. 25 Jan 2012.• Olmstead, S. (2012).“A community cat program that works!”: Flier displaying heavy copy offacts about organization. Retrieved from Olmstead.• Onboard Informatics. (2010). “32609 Zip Code Detailed Profile.”2010 Web. 4 Feb. 2012.<http://www.city-data.com/zips/32609.html >.•“Operation Catnip.”Twitter. Web. 05. 2012. Retrieved from <https: //twitter.com/#!/operationcatnip>.•“Operation Catnip » College of Veterinary Medicine » College of Veterinary Medicine »University of Florida.”College of Veterinary Medicine » College of Veterinary Medicine »University of Florida. University of Florida. Web. 05 Feb. 2012. <http://vetmed.ufl.edu/extension-outreach/operation-catnip/>.Bibliography
  • 55. 55•“Operation Catnip of Gainesville | Facebook.”Welcome to Facebook - Log In, Sign Up orLearn More. Web. 04 Feb. 2012. <https://www.facebook.com/operationcatnip>.• Paschall, Alena.“Operation Catnip, Gainesville, Inc Volunteer Opportunities -VolunteerMatch.”VolunteerMatch - Where Volunteering Begins. 12 May 2011. Web. 02 Feb.2012. <http://www.volunteermatch.org/search/org87235.jsp>.• Percept Group.“US Lifestyles Segment Description Index.”01 Mar 2007 Web. 04 Feb. 2012http://www.perceptgroup.com/Support/USLifestyles/6groups.aspx•“Six Years After Katrina, HSUS Highly Active in Gulf Coast States : The Humane Society of theUnited States.”The Humane Society of the United States : The Humane Society of the UnitedStates. Web. 01 Mar. 2012. <http://www.humanesociety.org/news/news/2011/08/six_years_after_katrina_hsus.html>.
  • 56. 56Account ExecutiveRaven PritchettCopy DirectorStephanie PadronRaven Pritchett, 22, from Jacksonville, Fla., is the accountexecutive. Being the middle child among three daughters of aretired U.S. Navy Chief Officer, she has experienced hard workand leadership roles in a military setting that have helpedlead her team. Being a senior majoring in Public Relations, herlatest PR experience was with the Center for Breastfeedingand Newborns through the University of Florida College ofMedicine. Her current involvement includes being a CopyEditor with the Independent Florida Alligator, a ResidentAssistant and an Ambassador for the College of Journalismand Communications. When Pritchett is not busy, she enjoyswatching documentaries, vegetarian cuisine and thrift storeshopping. After graduation, Pritchett plans to pursue a careerin public health communications.Stephanie Padron from Miami, Fla., is the copywriter. Thecopywriter is responsible for organizing and monitoringthe writing of all copy, both creative and narrative. Thecopywriter gives assistance and oversees involvement fromall other team members in copy tasks. Padron is a 22-year-oldstudent studying Public Relations at the University of Florida.She has completed a year-long internship with GreenbergCommunications in Gainesville, Fla., where her writing, copyand social media skills were put to the test while handling sixaccounts. Aside from school, Padron enjoys being anywhere bythe water at the beach or on her boat.Biographies
  • 57. 57Research DirectorErin FryCreative Director OneRachel RaddatzErin Fry from Key Largo, Fla., is the research director. Theresearch director is responsible for organizing research effortsthroughout the campaign. Fry is in her fourth year PublicRelations major at the University of Florida. She has completedsemester-long internships with Gainesville Soccer Alliance,Florida Trail Association and Santa Fe College Athletics. Fryenjoys all sports and likes to be on the boat any chance shegets.Graduating with a B.S. in public relations from the Universityof Floirda, Rachel Raddatz serves as the creative director.Raddatz is from Coral Springs, Fla., and has a passion topursue corporate or agency work upon graduation. As anexperienced non-profit professional, she looks forward tomoving to a new city and volunteering to get involved inthe community. She loves her beagle and looks forward tobringing him with her on her next adventure.
  • 58. 58Laura Jimenez from Hampton Bays, NY, is the second creativedirector. The responsibilities of the second creative directorare to help the other creative director with the designing andassembling of the campaign book and the teams PowerPointpresentations. Jimenez is a fourth-year Public Relations majorwith a minor in Family, Youth and Community Sciences.During her time at the University of Florida Jimenez has beendedicated to various organizations on campus such as theHispanic Student Association, Hispanic Heritage Month andChildren Beyond Our Borders. Jimenez latest experience inPR has been with a nonprofit organization, Ignite, where shehas helped them establish media relations with local media,helped plan its annual Women’s Conference and other eventsto help increase donor relations. In her spare time Jimenezenjoys relaxing with friends and scrapbooking.Creative Director TwoLaura Jimenez
  • 59. This campaign was prepared for Moonhee Cho’s public relations campaigns course forthe Spring 2012 term. Final copy was provided April 20, 2012, by account executive RavenPritchett, copy director Stephanie Padron, research director Erin Fry, creative director oneRachel Raddatz and creative director two Laura Jimenez. © RR Communications 2012

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