2. 1
TABLE OF CONTENTS
PUBLIC RELATIONS AND AWARESNESS CAMPAIGN
RESEARCH 2
KEY FINDINGS 3
PUBLICS 4
GOALS, OBJECTIVES, STRATEGIES AND MESSAGE 5
TACTICS 6
TIMELINE 7-8
BUDGET 9
EVALUATION 10
APPENDIX (11-17)
INSTAGRAM & TWITTER 11
FACEBOOK & SHIRT DESIGN 12
5K FLYER 13
DE-STRESS WITH PETS FLYER 14
GENERIC INFORMATIONAL FLYER 15
ONLINE SURVEY QUESTIONS 16-17
3. 2
RESEARCH
• Door-to-Door Surveys (Formal Research)
o Will use campus reps to answer the following
questions:
1. How many students living off campus have pets?
2. How many have had pets for more than 1 semester?
3. What is the leading reason for abandonment/return?
4. What is the number of houses that allow pets in lease?
5. Were the pets brought from home or adopted?
6. Does the student live alone or with roommates?
7. What sophomores are planning on having pets in their next house?
8. How many students living off campus returned/abandoned their pets?
• E-mail Quizzes (Formal Research)
o We will send out an email to a random sample of students from the Miami
Listserv to find out how much they know about the responsibilities related
with pet-care. The will be incentivized with prizes and asked to participate
again in the future to get their prizes.
• Interviews (Formal research)
o We will interview a representative from the Animal Adoption Foundation in
order to gain more information about the rate and frequency of returned
pets in the past.
• Focus Groups (Informal Research)
o We will hold group meetings of current sophomores who were planning to
live off campus in order to gain an idea on their interest levels of having a
pet while off campus.
4. 3
KEY FINDINGS
Door-to-door survey
1. 1 in every 12 off-campus houses currently has a pet.
2. 61% of houses with pets have had said pet for more than 1 semester
3. 1. Too much of a commitment, 2. Adopted without landlord consent, 3. Overall
cost
4. 42% of Oxford houses allow pets within the lease
5. 13% brought their pet from home. 87% were adopted.
6. 89% live with roommates.
7. 40% of sophomores have thought about having pets next year off campus.
8. 32/84 animals adopted by students from the AAF in the last year, have been
returned.
Email Quiz
From the random sample of 200 students, the average grade on the quiz was a
40%, which is by no means passing.
Animal Adoption Foundation Interview
From our time spent with the AAF representative we were able to discover that
they found homes for 84 animals last year but sadly 32 of them ended up back in the
car of the AAF through abandonment.
Sophomore focus groups
Through the focus groups we were able to tell that about 40% of lower classmen
were leaning towards having a pet while living off campus next year.
5. 4
PUBLICS
Primary:
• College students, ages 19-22 - off-campus living at Miami University.
• Sophomores ages 18-20, living on campus with a want to live off
campus, next year.
Secondary:
• Anyone who isn't a student on Miami’s campus. Teachers, workers,
family and both collegiate and high schools near by. Also any
followers of social media.
Intervening:
• Student papers and other local media writing articles on our
campaign and about AAF
6. 5
GOALS
To raise awareness among college students about responsible pet
ownership and decrease the rate of returned or abandoned animals by off-
campus college students.
OBJECTIVES
• To decrease the rate of returned or abandoned animals by off-
campus college students by 30% over the course of our 1-year
program.
• To increase knowledge about the responsibilities involved with pet
ownership by 40% over the course of our 1-year program.
STRATEGIES
Our strategy is to inform students on how important it is to take care
of their pets, we will do this by informing students of the responsibilities of
owning dogs by using research done, and to gain support for our cause by
showing students what happens to dogs when they abandon them.
MESSAGE
Almost half of all animals adopted from the animal adoption
foundation by students don’t stay with them, and are abandoned or
returned. Help keep animals from being returned by educating yourself on
what it means to own a pet in college.
7. 6
TACTICS
Advertising
• Spreading flyers around campus and through the Miami listserv periodically to spread
our message and to make our presence known on campus.
• Create Facebook page
• Create Instagram page
• Create Twitter Page
• Use ads in Newspapers and articles in The Odyssey to get people to start conversations
on our topic. Use funny titles like “Frat Hound or a Way to get Girl’s Attention?” or “Can
you take care of a pet when you can barely take care of yourself? A question we all
really need to discuss”.
Education
• Set up booths in a variety of places on campus to reach a larger audience, and inform
people of what we will be doing, our messages, pet care information. Also provide links
to help keep people updates.
• Have events in Armstrong to help students “de-stress with pets”, while also learning
information about pets that are left behind, and the learning proper pet care. AAF will be
here as well to give out information.
• Education sessions aimed at mainly at sophomores informing them of the rules of living
off campus and all the places that allow you to have pets.
• Have before program during program and after program surveys to show the growth of
knowledge from our program. Chosen out of a random sample of students to find out
how much they know about the responsibilities related with pet-care. If students
participate in the first, midterm and final survey in the program they will be entered to win
the Grand Prize of an Apple Watch, or a chance to win 1 of 10 $20 gift cards to chipotle
at the end of the campaign. The rest get a coupon for free guacamole with chip
purchase at Chipotle just by taking it each time.
Fundraising
• Have a 5k to raise money for the AAF to help animals find fur-ever homes and to get
publicity for our cause. All runners will be educated on pet care.
• Have campus reps from Miami University’s campus to make sure we have volunteers
and people reaching out to students. These campus reps will pass out flyers for the 5k
and De-stress With Pets day and go door to door and advertise the message the shelter
is trying to get across. There will be 10 volunteer campus reps.
8. 7
TIMELINE
May
• May 1st: Ten campus reps are selected.
• May 10th: Emails sent out to Miami University Listserv- On and off campus, which are
from the foundation with facts about having pets while in college. Links to the Animal
Adoption Foundation provided.
June
• June 10th: Second email is sent out to remind students of Miami about the problem at
hand and informing them that will be conducting door-to-door surveys during the first
week of August. Links to the Animal Adoption Foundation provided.
July
• July 10th: Third email is sent out to remind students of Miami about the problem at hand
and informing them that we will be conducting door-to-door surveys during the first week
of August. Links to the Animal Adoption Foundation provided.
August
• August 4th: Interview AAF representative
• August 12th: Campus reps pass out flyers about focus group.
• August 13th: First email quiz sent out to the Miami Listserv.
• August 25th: First Door-to-door survey to students off campus to assess if their
household has any pets.
• August 27th: Conduct a focus group talking about pet ownership during college in
Armstrong.
• August 27th: Campus reps pass out flyers around campus to raise awareness about
pet ownership in college.
• August 28th: “Oxford Pets” Twitter, Facebook and Instagram pages are launched. All
will have consistent daily updates from campus reps of our program from the campus
reps.
September
• September 4th: Ads in the Miami Student, and an article in The Odyssey are published.
• September 13th: Set up booths around campus with puppies to help draw people in
and give them information about the AAF and links to our social media sites to stay
updated,
• September 20th: Have campus reps set up booths around campus with puppies.
• September 27th: Have campus reps set up booths around campus with puppies.
October:
• October 3rd: Post on social media and have campus reps pass out flyers for the
upcoming puppy stress relief day at Armstrong.
• October 10th: To raise more awareness, we host a “De-stress with pets” day in
Armstrong Student Center where students can take time away from studying and come
play with the animals from a local shelter.
9. 8
November
• November 4th: Send out an email to the Miami Listserv notifying students that they will
have the ability to participate in a quiz for AAF and could win a prize soon.
• November 7th: Second email quiz sent out to the Miami Listserv evaluating the
knowledge of the responsibilities related with pet care.
• November 25th: Have campus reps set up booths around campus with puppies and
give students information about the AAF and links to our social media sites to stay
updated
December
• December 5th: Campus reps constantly updating social media to provide followers with
information.
• December 12th: Campus reps constantly updating social media to provide followers
with information
• December 19th: Campus reps constantly updating social media to provide followers
with information
January
• January 25th: Second door-to-door survey done by the campus reps (with puppy dog)
is conducted for off campus households to report any change (aka did households get
pets, get rid of pets, get another pet etc.)
February
• February 2nd: Have campus reps post flyers promoting our educational sessions about
off-campus living and pet ownership.
• February 10th: Education session in Armstrong aimed towards sophomores and Greek
life.
• February 15th: 2nd Education session in Armstrong aimed towards sophomores and
Greek life.
March
• March 3rd: Have campus reps pass out flyers around campus to raise awareness about
pet ownership in college
• March 6th: Have campus reps pass out flyers around campus to raise awareness about
pet ownership in college
• March 12th: De-stress with pets event in Uptown Square.
April
• April 6th: Campus reps pass out more flyers for the upcoming Furry Friends 5k.
• April 15th: Furry Friends 5k - this 5k allows animal lovers to run for a cause.
• April 20th: Last online quiz sent out to the Miami Listserv evaluating the knowledge of
the responsibilities related with pet care.
• April 25th: Interview AAF representative
10. 9
BUDGET
Prizes Out of Pocket
Apple Watches x2 $1080
10- $20 Chipotle gift cards $200
Refreshments
4 Pizza Hut Pizza x5 (Focus Groups, Informational, De-Stress w/ Pets, 5k) $772.25
8 Sodas x5 $42.8
Rented Space
Rented Room (Armstrong Pavilion, x3) $240
Uptown Park 3 hours (De-stress with pets) $150
Uptown Park 3 hours (5k) $150
Ads
Ads in Miami Student $88.23
Flyers
2000 Flyers (Focus groups, 5k, hand-outs) $300
5k Supplies
Banners $34
Speakers with microphone (3 hours) $150
Plastic cups $50
Water jugs $50
Gatorade Packets $36
Website Sign-up $20
T-shirts $1415
Total $4,778. 28
Budget $5,000.00
Remaining Funds $221.72
11. 10
EVALUATION
We chose a random sample of students from Miami to take a small quiz online to
find out how much they know about the responsibilities related with pet care before
school begins, available on August 13th. We then gave the same quiz to the same
people on November 7th and compare the responses to each other. Then, towards the
end of the year, after a school year full of awareness raising we held one last quiz on
April 20th. This quiz was given to the same people that the first two were given. Ideally
we wanted the scores to improve due to the multiple programs we held and our daily
social media engagement with students. We hoped that campus reps along with a good
turnout for our education sessions and the 5k motivated students to be educated,
prepared pet owners. As you can see in our graph, the average for quiz 3 was a 90%,
surpassing our goal of having an average of 80% on the 3rd and last quiz.
We also interviewed a representative from AAF to learn more about the past
abandonment rates. In that first meeting, on August 4th, the representative explained
that the past year had been a record high for animal abandonments with 32/84 (38%) of
adopted pets ending up abandoned. Our goal was to decrease this number by 30%,
hoping to only have 26% pet abandonments. By our last meeting with the
representative, we had successfully surpassed our goal and reached a low of only 19%
pet abandonments. Only 17 animals were abandoned and put back into the care of the
Animal Adoption Foundation out the 91 adopted over the course of our campaign.
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IniXal Survey Midterm Survey Final Survey
Average grade
EducaLon Survey Results
