Report for IMC assessment at QUT

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HOMEBODY
BUDDY
CAMPAIGN
BRONTE BENDEICH 08795088
ALICIA MARR’S 3PM TUTORIAL

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Executive summary
The report was commissioned to develop an animal rehoming campaign for Animal
Welfare League Queensland (AWLQ) to raise awareness in the Brisbane area.
The research draws attention to the fact that 70% of Australians have a pet for
companionship. Members of Gen Y are old enough to be responsible, with around 20%
having pet insurance, but young enough to be coming out of rental situations that don’t
allow pets, starting or considering families, or just looking for some extra love after moving
out of home.
After careful consideration and research the target market was chosen. Gen Y
‘homebodies’ generally spend more time in the home. A home-­oriented person who
spends more time in the home will also have more time to spend with their pet.
Each ambassador of AWLQ will be provided with a customised media pack containing a
10-­20 second video. The idea is to place emphasis on the benefits of companionship
without disturbing the target markets introverted preferences and to do so through social
media.
It is recommended that Animal Welfare League Queensland:
• Make particular use of their ambassador’s online exposure to target Gen Y.
• Make use of sponsored advertisements on social media platforms.
• Implement a survey to be attached to adoption papers in order to gain quantitative
insight into pet adoption behaviour for future campaigns.

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Table of Contents
Executive summary
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2
Table of Contents
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3
Introduction
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4
Situation and Brand Analysis
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5
Target Audience
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6
Objectives: Branding and Brand Positioning Strategy
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7
IMC Strategy: The Big Idea and Implementation Plan
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8
Budget and Timeline
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Marketing Collateral
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10
Sponsored Ads & EDM Collateral:
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10
Print Ads for AWLQ Magazine:
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12
References
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14
Appendices
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16
Table 1.0 – SWOT Analysis
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Table 2.0 – Media Schedule
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Introduction
Animal Welfare League Queensland (AWLQ) aims to achieve zero euthanasia of healthy
and sociable animals (Gilroy, 2016), the Homebody Buddy campaign will aim to
encourage animal adoption over a month long period.
For the first wave of the campaign, the Homebody Buddy campaign will focus on building
awareness for the two newest Brisbane locations, Warra and Willawong, by focusing on
a unique target market.
As AWLQ falls underneath the not-­for-­profit umbrella (Gilroy, 2016), funding pressures
could potentially impact the launch of this campaign.

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Situation and Brand Analysis
According to the SWOT analysis (refer to Table 1.0), AWLQ are using digital media (social
and EDM) to connect with their audience, which is effective as they’re on a limited budget
(Gilroy, 2016). They have a large following on social media, including great relationships
with the media (Gilroy, 2016).
AWLG are currently targeting workplaces each week through the Paws + Connect
program to raise money for AWLQ Welfare Work ("AWLQ -­ Adopt a Pet", 2016). They
also target the school aged community through the Best Friends project encouraging
students who become involved to speak at assembly, setting up collection points and
organising annual fundraising activity within the school ("AWLQ -­ Adopt a Pet", 2016).
They are currently targeting workplaces and schools, but they are not allowing the target
market to visualize the animal in the home, where it would be if it was adopted.

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Target Audience
As AWLQ is not currently targeting the home market, a psychographic demographic was
chosen as the target market to appeal to home market. ‘Homebodies’ were chosen as
the target market because they enjoy the comfort and simple pleasures of the home life
(Urban Dictionary, 2016). A home-­oriented person who spends more time in the home
will thus also have more time to spend with their new addition to the family. 70% of
Australians have a pet for companionship ("Pets join the family, and business is booming",
2013), we hope to target those who enjoy spending time at home but still appreciate all
the companionship that pets provide.
In order to avoid unnecessary media spending, homebodies were segmented into the
Gen Y age group were chosen as they are using the media channels (Charrier, R. 2016)
that are available in ALWQ’s budget.
Members of Gen Y are old enough to be responsible, with around 20% having pet
insurance ("Pets join the family, and business is booming", 2013), but young enough to
be coming out of rental situations that don’t allow pets, starting or considering families, or
just looking for some extra love after moving out of home.
As Gen Y are the first generation to spend their developmental years in the digital age of
the Internet, they respond well to digital marketing efforts (Sakakibara, 2014). Social
media and digital content is therefore a necessity if this generation is to be properly
targeted (Sakakibara, 2014). Consumers in general respond well to campaigns that tell a
story relatable to them and the brand (Sakakibara, 2014);; therefore, the content created
by AWLQ will include short life stories from owners and real animals that have been
adopted.

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Objectives: Branding and Brand Positioning Strategy
There are two main objectives for the Homebody Buddy campaign. The first will be to
build awareness in the Brisbane market, particularly the awareness of the Warra and
Willawong shelters. The second objective will be to gain a bigger social media following
through the social media accounts of the AWLQ ambassadors. These two objectives
together will work towards AWLQ’s overall main objective to continue with a zero
euthanasia rate.
To work towards these objectives, the Homebody Buddy campaigns’ message strategy
will be to influence the target market into believing that “a home just isn’t a home without
a pet”. This message creates drama, and has a unique selling proposition to the target
market, resonating with them long after they have heard it.
As mentioned above, AWLQ are currently targeting workplaces, therefore implementing
a complimentary campaign targeting the home environment will hit them in the two
environments that people spend the majority of their time: the workplace and at home.
In a previous campaign run by Pedigree, it was evident that personal life stories have the
power to overcome negative perceptions of shelter animals ("PEDIGREE: Adoption
Drive", 2016) By highlighting humorous and uplifting stories featuring a pet and that
particular pet's favourite homebody habit, it influences the target market to have a similar
experience in their own home.

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IMC Strategy: The Big Idea and Implementation Plan
Gen Y have come to accustomed to two-­way communication (Sakakibara, 2014), so
targeting them relies on the extensive use of social media by several of the ambassador’s
that currently support AWLQ. Each ambassador will be provided with a customised media
pack containing a 10-­20 second video, a poster in several different formats for each social
media outlet and a cover photo for Facebook.
The videos will show each ambassador with their pets doing their favourite “homebody”
activities including cooking, watching television and reading. The idea is to place
emphasis on the benefits of companionship without disturbing the target markets
introverted preferences.
Examples of this include:
“Hi, I’m Ita Buttrose and this is Daisy. Daisy and I love watching reruns of Downton
Abbey on Saturday nights.”
Social media dominates the online environment (Grewal, et al., 2015) where 93% of our
target market resides (Charrier, R. 2016). The Homebody Buddy campaign will rely on
the ability to maximize the audience reach through the ambassadors’ social media
accounts. Posters will be included in the AWLQ’s existing electronic newsletter and
magazine to reach existing supporters of AWLQ.
The campaign has three areas of implementation:
1. Media packs and video production for Ambassadors.
2. Sponsored Ads on Facebook, Instagram and YouTube.
3. Promotional material provided in AWLQ newsletter and magazine
Refer to Table 2.0 for extended Media Schedule and implementation timeline.

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Budget and Timeline
The campaign will go for a month long period and although is suitable for anytime of the
year, it is recommended that it is adopted during the winter month of July (refer to Media
Schedule Table 2.0). This is a time when most people spend time at home rather than
being out and about in the Summer, therefore appealing to the target market that is at
home during this month.
The overall campaign will follow a flighting schedule where a varied expenditure spend
will be followed. One month prior to the campaign (June) to prepare the footage for the
production of the social media video content. This should cost roughly $2000 to produce
these videos, with the help of volunteers (and/or students that could be sourced from
universities like QUT) and existing in-­house facilities. The videos will also be turned into
sponsored advertisements on social media.
Sponsored advertisements will feature on Facebook, Instagram and YouTube. This
phase of the campaign will be allocated more spending to really reach the target market
in their area. This particular area of the campaign will have a continuous schedule where
advertisements on social media will have a continuous schedule where $20 per day (for
31 days) will be spent to advertise effectively to the online audience.
As the third phase of the campaign will be using existing internal methods (EDM and
AWLQ Magazine), the spend will be pulled back to a minimum to allow for results from
the social media campaign to roll in.
To measure the effectiveness of the reach, click-­through rates and engagement of the
campaign across the communication channels, analytics provided by social media sites
will be used. An additional survey will be attached to adoption papers in order to gain
quantitative insight into pet adoption behavior.

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Marketing Collateral
Sponsored Ads & EDM Collateral:

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Print Ads for AWLQ Magazine:

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References
AWLQ -­ Adopt a Pet. (2016). AWLQ. Retrieved 11 May 2016, from http://awlqld.com.au
Charrier, R. (2016). Millennials and Social Media: It’s More Complicated Than You Think.
Social Media Today. Retrieved 19 May 2016, from
http://www.socialmediatoday.com/social-­networks/millennials-­and-­social-­media-­its-­
more-­complicated-­you-­think
Gilroy, C. (2016). Client presentation -­ Animal Welfare League Queensland. Presentation,
QUT Gardens Point.
Grewal, D., Levy, M., Mathews, S., Harrigan, P., & Bucic, T. (2015). Marketing. Sydney:
McGraw-­Hill Education (Australia) Pty Ltd.
Homebody. (2016). Urban Dictionary. Retrieved 22 May 2016, from
http://www.urbandictionary.com/define.php?term=homebody
PEDIGREE: Adoption Drive. (2016). Warc. Retrieved 23 May 2016, from
http://www.warc.com.ezp01.library.qut.edu.au/Content/ContentViewer.aspx?MasterCont
entRef=c49d95ed-­a911-­42ad-­a187-­
a9172d9cc911&q=Animal+Adoption&CID=A92071&PUB=WARC-­PRIZE
Pets join the family, and business is booming. (2013). The Conversation. Retrieved 12
May 2016, from http://theconversation.com/pets-­join-­the-­family-­and-­business-­is-­
booming-­20655
Sakakibara, J. (2014). Re-­conceptualising the donation behaviour of Australians: A
generational. Ro.uow.edu.au. Retrieved 24 May 2016, from
http://ro.uow.edu.au/cgi/viewcontent.cgi?article=5328&context=theses

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Traditional channels still influence. (2016). Warc. Retrieved 24 May 2016, from
http://www.warc.com.ezp01.library.qut.edu.au/LatestNews/News/Traditional_channels_
still_influence.news?ID=36791

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Appendices
Table 1.0 – SWOT Analysis
Strengths Weaknesses
• Great media relationships.
• Ambassadors with big media
following.
• Facebook: 200,000+ followers
• Instagram: 17,900+ followers
• EDM: 20,000+ subscribers
• AWLQ Quarterly Magazine:
10,000+ printed
• 3 Community Vet Clinics.
• Not-­for-­profit Organisation.
• Receives no government funding
for welfare work.
• Relies heavily on the community
for support.
• Limited budget to spend on
advertising.
Opportunities Threats
• Ambassadors as marketing
channels (not currently using them
enough).
• Sponsored ads on social media.
• Two main competitors: RSPCA
and Animal Rescue QLD.
• RSPCA is recognised nationally.

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Table 2.0 – Media Schedule
June
Wk 1
June
Wk 2
June
Wk 3
June
Wk 4
July
Wk
1
July
Wk
2
July
Wk
3
July
Wk
4
Post
Campaign
Measurement
Video
Production
Sponsored
Ads
ALWQ
Newsletter
ALWQ
Magazine
Winter
Edition