Carolina Tiger Rescue presentation

1. Carolina Tiger Rescue

3. The
Experience
Disconnect
THE SITUATION

4. donated
have not donated
HHI > $70,000
environmental activists
tour
$$$
TARGET AUDIENCE

5. People need a way to RELIVE the personal,
close connections with wild animals they
experienced at Carolina Tiger Rescue.
INSIGHT

6. Let’s make some noise.

7. STRATEGIES

8. Paid
Owned
Owned
Website Relaunch
Newsletter
Social ActivityAdWords
Facebook Ads
Earned
Earned Paid
PAID:EARNED:OWNED

9. OWNED: WEBSITE RELAUNCH

10. ● Digital
○ Concise
○ Personalized reports
● Mailing
○ Tangible connection
○ Comprehensive
○ Donor profiles
● Donor “Thank You”
Notes Program
○ All first time donors
recognized
○ Repeat donors receive
comparable gifts and
recognition
OWNED: NEWSLETTER

11. PAID
nc wildlife
animal rescue
big cat sanctuary nc
tours
family activities
volunteering with animals
targeted
reach broad audience
drive traffic to website

12. EARNED: SOCIAL ACTIVITY
“Top of Month”
competitions
exclusive
community
in-depth

13. BUDGET ALLOCATION

14. MEASUREMENT
Introduction Interaction Intimacy Influence
What to track What to track What to track What to track
-Brand perceptions
-Impressions
-Posts
-Website visits
-GROWL registrations
-GROWL log-ins
-Bounce rate
-Page views
-Likes, fans
-Click through rate
-Sentiment
-Engagement
-Donations
-Email open rate
-Shares to social
media from GROWL
-Posting frequency
-Repeat donations
-Referrals
How to track How to track How to track How to track
-Google Analytics
-In-house tool
-Tour group follow-up
-Social analytics
-Website data
-Google Analytics
-Content analysis
-Donor data
-Email marketing tool
-GROWL data
-Donor data

15. WRAP-UP