Creative brief presented to Greenhill to address their need to publicize their shelter policies to a wider audience.

1. Courtesy of Anita Peeples
CREATIVEBRIEF
DrewOrlick
GREENHILLHUMANESOCIETY

2. Courtesy of Federica Diliberto Courtesy of Leo Rivas-Micoud
ORGANIZATION THE
ISSUEHISTORY
The Greenhill Humane Society has been
in Eugene since 1944 and ser ves as Lane
County’s largest pet shelter. Both loca-
tions wor k to provide care and adoption
ser vices to homeless and in transition
pets, as well as spread awareness of
proper pet care . When Greenhill took
control of the 1st Avenue Clinic, they
continued the mission to help more
pets find a home , and educate owner s
on proper pet care (Tichenor). Green-
hill shelter s dogs, cats, and other small
animals from the trials of homelessness
year after year.
According to the ASPC A, “It is impossible
to determine how many stray dogs and
cats live in the United States; estimates
for cats alone range up to 70 million”. This
illustrates the size of the homelessness
issue, and how shelter housing policies and
care is crucial to their well-being. Many
shelter’s can not handle the pressures and
respond by treating the animals unfair ly
and inhumanely.
Greenhill uses euthanization as a last re-
sor t for animals with legitimate illness or
disease, and never kills to create kennel
space. These goals are difficult, but with
them a 92% save rate has been maintained
(Greenhill). They also aim to create a com-
munity where all animals are loved not
only tolerated.
Greenhill
uses euthaniza-
tionasalastresort

3. PRESENCE
SOCIALMEDIAOBSERVATION&
INSIGHT
MAP
POSITIONING
Greenhill’s Facebook presence is
it’s biggest and most engaged.With
consistent updates and a wide variety
of content (text only, photos, videos)
about adoption promotions, event
related posts, and care tips. 51 posts
within the last month.
Twitter is Greenhill’s most used social
feed, mainly due to double-posting
from Facebook. Due to this, it shares
similar content, but also administrative
updates and unique text and photo
posts. 61 posts within the last month
Greenhill’s Instagram page is an
underutilized social platform for the
organization. Posts used as promotion
for events using entertainment driven
images and captions. 0 posts within
the last month.
Greenhill’s mission is at the crossroads
of animal care and adoption, and from my
obser vation, these two aspects inter twined
can create confusion for potential adopt-
ers. If better able to separate operational
practices from the adoption process, would
create a better customer experience. Un-
for tunately, Greenhill’s main issue is mone-
tar y donation, a solution to this and other
problems. Money is the only way for Green-
hill to expand its ser vices. As an established
shelter with quality caretaker s, it is limited
by its workspace and tools.
Greenhill earned the top position on
the positioning map with the most
thorough adoption process and the
widest variety of animals adopted
out. Greenhill’s adoption process
includes a meeting between the
family and the prospective new pet,
a meeting between old pets and the
prospective new pet, and a landlord
check, none of which are required
by the other organizations. Keep in
mind that a more thorough adoption
process is considered “better” be-
cause it means that the organization
is doing ever ything they can to make
sure their animals are placed in ap-
propriate and loving homes.

4. SWOT
ANALYSIS
MESSAGES
AUDIENCE
AUDIENCE
TARGET
Strengths Weaknesses
Threats Opportunites
• Diver se mix of passionate staff and volunteer s. Em-
ploys people with distinctive skill sets, resulting in a
wor kforce that has assor ted abilities.
• Strong social media presence This spreads awareness
and continues to make Greenhill’s presence known.
• Facility is spacious with open fields and accommoda-
tions for many different animals.
• Activist groups against Greenhill
• Relying upon donations for income
• Lack of government funds due to being a private foun-
dation
• First Avenue Shelter, an extension of Greenhill, has a
small and outdated facility that limit the number of
animals it can take in and give off a negative impres-
sion to the public.
• Lack of organizational histor y may raise suspicions
• Par ts of Greenhill’s website are broken and unreli-
able
• Bar k in the Par k provides a great oppor tunity for
Greenhill to improve its publicity.
• University of Oregon’s baseball attendance rate pres-
ents achance to open a table by the park and recr uit
adopter s, volunteer s, and garner donations.
• New students moving to Eugene in the fall can create
a new mar ket for people interested in adopting.
One audience Greenhill needs to better communicate
with is families. Encouragement is often needed for them
to adopt older dogs rather than puppies.More effor t put
into changing people’s perception of cer tain dog types
would help adoption number s immensely. By aggressive-
ly mar keting the fact that all animals up for adoption,
regardless of age, breed, or background, are trained to
be a safe and welcome addition to the home of potential
adopting families, change can be made.
The second audience Greenhill needs to reach are busi-
nesses. Greenhill requires more funds and businesses can
help fundraise from their broader networ k and client
base. Businesses need to know that events and par tner-
ships with Greenhill lead to a shared increase in positive
publicity and a higher corporate charity profile, as well
as exposing its networ k of employees, clients, and par t-
ner s to Greenhill’s mission & connections in return.
Persona #1
Adrian andTaylor Reed are 27 and 30 years old respectively and have
been married for five years, and their daughter Jessica just recently turned
three.With their income combined, the family could be considered a part
of the lower middle class. The Reed’s goal is to find a puppy that can fit
into their busy lifestyle but without requiring too much training or posing
any dangers to their young daughter. Upon visiting Greenhill Humane So-
ciety, the volunteers explained to the family that if they were to adopt one
of these dogs that they would not only be picking a pet that will adjust to
their needs quicker, but they would also be providing a home for a loving
pet that most others would bypass in favor of a new puppy.
Persona #2
Newman’s Mattresses and More is a Eugene business that sells mattresses,
pillows, headboards, and other bed accessories.They have been in business
for eight years and have a pretty steady income but frequently lose busi-
ness to bigger name companies such asThe Mattress Company and Bed
Bath and Beyond. Regardless of the company’s financial standing, Rebecca
Newman, the company owner, has always wanted to find a way to give
back to the community. Partnering with Greenhill can provide a solution to
all of these problems.

5. Courtesy of Qusai Akoud
VALUE
PROPOSITION
PROBLEM
STATEMENT
Greenhill needs to shift its audience’s per-
ception about cer tain types of dogs that are
mistakenly viewed as dangerous, difficult or
wor thless in order to increase adoptions.
Greenhill would also like to convince more
people to donate to its cause so that it can
utilize more funds to wor k toward their goals.
Greenhill Humane Society provides more ser-
vices than its competitor s. It takes in animals
from other shelters, provides free spay-neuter
for homeless animals as a par t of its goal to
end the overpopulation of animals. It also has
a foster care program that provides temporar y
adoption to injured or sick animals. Greenhill
conducts events and presentation to educate
the public about animal care and overpopula-
tion.

6. WORKS
CITED
TheIssue
Greenhill Humane Society. (n.d.). Retrieved May 15, 2016, from http://www.
green-hill.org/
Internal Source
Pet Statistics. (n.d.). Retrieved May, 2016, from http://www.aspca.org/ani-
mal-homelessness/shelter-intake-and-surrender/pet-statistics
External Source
SocialMediaPresence
Greenhill Humane SocietyTwitter page. (n.d.). Retrieved April 7, 2016, from
https://twitter.com/GreenhillHumane
Internal Source
Greenhill Humane Society Facebook page. (n.d.). Retrieved April 08, 2016,
from https://www.facebook.com/greenhillhumane
Internal Source
GreenhillHumaneSociety (@greenhillhumane) • Instagram photos and
videos. (n.d.). Retrieved April 08, 2016, from https://www.instagram.com/
greenhillhumane/
Internal Source
2016 Readers’ Choice |The Register-Guard. (n.d.). Retrieved April 08, 2016,
from http://readerschoice.registerguard.com/
External Source
Tichenor, J. (2014, January 12). (Out of) Animal Control? Retrieved April 08,
2016, from http://www.eugeneweekly.com/20140102/lead-story/out-ani-
mal-control
External Source
Icons(allexternalsources)
http://www.green-hill.org/
https://www.facebookbrand.com/
https://about.twitter.com/company/brand-assets
https://www.instagram-brand.com/
ProblemStatement
L. Merge, personal communication,April 9, 2016.
Internal Source
ValueProposition
Greenhill Humane Society. (n.d.). Retrieved April 21, 2016, from http://www.
green-hill.org/
Internal Source
PositioningMap
Greenhill Humane Society. (n.d.). Retrieved April 21, 2016, from http://www.
green-hill.org/
Internal Source
West Coast Dog & Cat. (n.d). Retrieved April 25, 2016, from https://west-
coastdogandcat.org/
External Source
West Coast Dog & Cat. (2014). Retrieved April 25, 2016, from https://west-
coastdogandcat.org/
External Source
S.A.R.A.THE SHELTER ANIMAL RESOURCE ALLIANCE in Eugene, OR.
(n.d.). Retrieved April 25, 2016, from http://www.sarasavesanimals.org/
External Source
SWOTANALYSIS
Greenhill Humane Society. (n.d.). Retrieved April 06, 2016, from http://www.
green-hill.org/
Internal Source
Greenhill Humane. (n.d.). Retrieved April 12, 2016, from https://twitter.com/
GreenhillHumane
Internal Source
Greenhill Humane Society. (n.d.). Retrieved April 04, 2016, from https://www.
facebook.com/greenhillhumane/timeline
Internal Source
GreenhillHumaneSociety. (n.d.). Retrieved April 04, 2016, from https://www.
instagram.com/greenhillhumane/
Internal Source
No Kill Lane County. (n.d.). Retrieved April 07, 2016, from http://www.
nokilllanecounty.org
External Source
TargetAudience
L. Merge, personal communication,April 9, 2016.
Internal Source
AudienceMessages
Greenhill Humane Society. (n.d.). Retrieved April 22, 2016, from http://www.
green-hill.org/
Internal Source