1. I. SITUATIONAL ANALYSIS AND KEY OPPORTUNITIES
1. Internal Environment
a. The Abandoned Ones (TAO) is a small nonprofit organization based out of Fort
Worth, Texas. Founder, Judy Obregon, runs TAO. Due to their small workforce,
there is an absence of an official marketing plan. TAO primarily markets through
Facebook and local events. Expanding their social media presence beyond
Facebook will enhance TAO’s social media marketing strategy.
b. The culture is decentralized, with a centralized focus on rescuing abandoned
animals and educating the public on proper care for their pets. The volunteers do
not have to report to one single person, and everyone helps everyone. There is no
specific guidelines that guide volunteers and fosters activities.
c. Adoption and fundraising events hosted by the organization can be directed
towards social media. Fully utilizing social media platforms will be extremely
beneficial to TAO. Not only will it create more awareness, as a result, potential
adopters, fosters, and/or donors will increase. Judy wants us to focus our attention
on generating donations. TAO has run into a big problem of not being able to
rescue dogs in need due to lack of sufficient funds. Their vet bills are too high for
them to continue bringing dogs in. Also they are struggling with having enough
fosters for the dogs they take off the streets or out of dangerous situations. So we
will try to bring the followers of TAO aware of those issues.
d. TAO currently does not have a formal policy for social media use.
2. External Environment
a. TAO targets potential donors (animal lovers, animal activists), people looking to
adopt a rescue, and potential foster homes (located in DFW). A majority are
social media users, specifically Facebook users.
b. TAO’s primary competitors are other rescue organizations and dog breeders.
Presently, TAO has a Facebook account, Instagram account, YouCaring account,
and web site, taoanimalrescue.com. Facebook, unlike their website is updated the
most frequently. Instagram is primarily used to repost animal memes. The
YouCaring is used to facilitate donations to be used for the animals’ vet bills.
c. TAO’s motto is: Every Animal Matters. What differentiates TAO from other
animal rescue organizations is that they often rescue animals that would normally
be euthanized. Judy Obregon is a pit bull advocate. TAO does not solely rescue
pit bulls, however, they do represent a large portion of the rescues. Socially, we
will have to face the negative stigmas associated with the pit bull breed.
According to dogster, there is a widely held belief that “all pit bulls are bad, pit
bulls are human aggressive, [and] an aggressive pit bull cannot be rehabilitated.”
Culturally, our society is very pet friendly. ASPCA.org states approximately 37-
47% of all households in the United States have a dog, and 30-37% have a cat.
Overall, 29% of cats and dogs are adopted from shelters and rescues.

2. 3. SWOT Analysis
a.
STRENGTHS
● Location of the organization; located
within DFW, with a population of over
6.5 million
● The organization has strong moral
values; individuals are more prone to
support an organization with a similar
moral compass
WEAKNESSES
● Brand power
● No social media policy in place
● Lack of online presence; currently only
uses Facebook to network fundraising
and adoption events
OPPORTUNITIES
● Word of mouth/raising awareness
● Social media outlets could help get the
animals adopted
● Sponsorship by large companies and/or
individuals can help financially
● Adopting a rescue empowers the
customer; the customer feels they are
making a difference
THREATS
● Cannot compete with the brand
recognition of the SPCA
● Negative media coverage of Pit Bulls
II. OBJECTIVES
1.
TAO’s ultimate goal as a nonprofit organization is to help rescue and find forever homes
for abandoned animals and educated the public on proper care for their pets. Through the
use of social media marketing, our organization hopes to establish brand recognition and
exposure in order to: increase donations, find foster homes, and ultimately get the rescues
adopted.
2.
● During our social media campaign, starting on November 9, 2015 and ending on
November 23, 2015, Boss Ladies will increase Facebook likes from 10,170 to
11,000.
● During our social media campaign, starting on November 9, 2015 and ending on
November 23, 2015, Boss Ladies will increase Instagram followers from 316 to
500.
● From November 17, 2015 to November 23, 2015, Boss Ladies will increase
donations on the YouCaring account from $1,500 to $2,000.
● From November 17, 2015 to November 23, 2015, Boss Ladies will transition
TAO’s Instagram account by using it as a tool to promote adoption and
fundraising events.

3. III. TARGET AUDIENCE
1.
Boss Ladies will target potential donors (animal lovers, animal activists), people looking
to adopt a rescue, and potential foster homes (located in DFW).
2.
Potential donors:
● This segment has the disposable income to donate to TAO.
● This segment loves animal and believes the TAO motto: Every Animal Matters.
● According to a journal in Innovative Marketing, “personal experience with an
organization was a motivating factor for charitable giving.” Within this segment
are individuals who are current fosters, past fosters, and past adopters who have
had previous personal experience with TAO.
● Innovative Marketing also states “women, in particular, were likely to make
monetary contributions to organizations with which they felt personally or
emotionally connected.”
People looking to adopt a rescue:
● This segment roots for the underdog.
● They are motivated by the idea that when you adopt, you save an animal’s life.
● This segment lives in DFW.
Potential fosters:
● This segment has extra room in their home to take in an animal.
● This segment either does not currently have pets, or has pets that are dog friendly.
● Like “people looking to adopt a rescue”, potential fosters are motivated by the
belief that they are saving an animal’s life and they live in DFW.
3.
Potential donors, people looking to adopt a rescue, and potential fosters are heavy
Facebook and/or Instagram users. They like and share posts about animals and like and
follow groups about animals. Pew Internet Project’s research states 74% of all Internet
users use social networking sites. Of that, 71% of online adults use Facebook and 26% of
online adults use Instagram.
IV. SOCIAL MEDIA ZONES AND VEHICLES
1. Social Community Zone Strategies
Our approach to social networking and relationship building involves increasing
awareness, and inspiring people to donate. It is our intention to use Instagram, and
Facebook to deliver the TAO message to the public. The types of content that we will
share on social media includes success stories, animals in need of medical attention, and
those pets in need of foster homes or adoption. We feel that it is important to convey a
message of hope. We find that we get the most responses when we keep the message
positive, as opposed to negative.

4. 2. Social Publishing
With help from foster parents and past adoptions we feel that we have more than
sufficient content to attract audiences to TAO pages. We do not think that a blog is
feasible at this time due to limited resources. In order to build links from one social
media outlet to another we will ensure a call to action at the end of every post. Links are
already in place that guide viewers to fundraising pages, adoption information, etc. In
addition, we feel that it is necessary to ask followers to share pictures and posts. In our
two week time span we have found that followers are very willing to do so. We have also
noted that when users are followed on Instagram there is a higher likelihood that they will
follow TAO in return. Instagram users are very receptive to adding organizations that
benefit the society as a whole.
3. Social Entertainment
We do not recommend using this zone at this time.
4. Social Commerce Zone Strategies
Opportunities for commerce include t-shirt sales at events, on Facebook, and the
company website. In addition, animal lovers can visit the TAO website to donate money
to aid in the rehabilitation of abused and abandoned animals. Donations are solicited on
Instagram, Facebook, and the organization’s website.
V. EXPERIENCE STRATEGIES
1. To develop social media activities that support and/ or extend our existing promotional
strategies we can:
• Create a game plan and stick to it
• Treat each channel as an individual entity
• We can provide excellent activity in the social media outlets by staying
connected to our followers and responding quickly
• Always put out content to keep your followers
• Measure success with analytics
2. The message we want to share by using social media is to inspire people to feel better
and do better in this world by saving a life that needs a “furever” home. Even if they’re
not the ones adopting themselves, they can at least get the word out by mouth or through
social media outlets and therefore leading to more opportunities for the animals to be
adopted and have a family that loves and cares for them.
3. We can encourage engagement with the brand in social spaces by always being
promoted by other organizations or by us promoting other organizations. We can also
use events to encourage engagement with the brand. For example, by always attending
other events that puts TOA out there for social media to see.
4. We don’t need a budget to accomplish these objectives because social media is free.
5. We ensure that the plan is consistent with the organization’s overall marketing plan
and promotional plan by making sure that this is what our non-profit organization wants.
We have consulted with TOA and we know that their main goal is to get their brand out
so that every animal has a “furever” home and lives happily ever after.

5. VI. MANAGE AND MEASURE
In our plan we focused on getting more awareness to the local area about what
TAO do for the abandoned dogs. So our primary focus was going to be generate
followers, likes, and shares on the social media platforms they were currently using.
FACEBOOK
TAO mainly used facebook for all aspects of spreading awareness, asking for
donations, generating attention to the dogs that were available for adoption, and
marketing upcoming events. As we begin the determine how we were going to help TAO
we knew we wanted to spruce up the social media site they were using because we felt
like they were not be utilized to their full potential. So we spoke to the founder and
controller of the facebook account about what she wanted from us for the organization.
We found that they needed help generating funds and fosters, so that was what we
decided to do for TAO.
The account had over 10,000 followers at the beginning so we knew that getting
followers was not the problem. The problem we found with the page was the lack of
activity generated by the followers. Everything that was being posted was not even
reaching the followers, also there was very few shares, comments, and likes for each
item. We determined that one problem was the all the content posted on the TAO page
was also being posted on the account holder’s personal page. That created duplicate post
to the followers who didn't want to share, comment, or like the exact same content twice.
So once we received control to the site we were able to create new content that wasn't
being posted on two separate site.
Over the duration of the project we used Facebook analytics to measure our
progress. We started on November 10th and the page had 10,285 followers and we had a
2% increase in total page likes.(Attached to this report will be with the analysis of our
last 5 post posted). Overall we did not have the complete freedom to post of the Facebook
site due to the massive control the primary account holder had, so we did the best we
could while keeping our community partner comfortable.
INSTAGRAM
The instagram account was were we really had the opportunity to help out TAO’s
social media. The account has been just recently created and was not being updated that
often. Also they were not taking advantage of how easily it was to gain followers which
in return could've help them create massive donation potential. This is where we felt we
could really benefit the organization and the outreach they had.
The account had 231 followers at the time we gained access. In the first 72 hours
we increased followers to 1,042! We will continue to focus on increasing those followers
because each follower reaches another person that could be a potential donor, adopter, or
foster for TAO. In terms of content we wanted to post on TAO’s instagram we want to
continue trying to push donations. TAO was having issues rescuing dogs due to the lack
of fund needed for the current dogs. We did not want them to have to stop rescuing
because the vet bills were too high. The content we created for the instagram account will
be directed towards the dogs are sick or hurt and need help. We want to help make the
followers aware that these dogs are extremely sick and need medical attention to survive.

6. In each post we created for TAO’s instagram we will include a direct link to the
fundraising site so the users could easily donate.
We will measure our success of the instagram account but the actual number of
followers we generate in the given time and by the amount of donation the funding
account receives. The donation account was at $1,500.00 before we begin our efforts on
the instagram. In 48 hours after we first created the post and the link the funds increased a
little over $700.00. We saw that one of the donations came from Wisconsin so we figured
it had to do with all the recent activity on the instagram account. We will continue the
keep following all the dog lover pages so they can in return follow TAO and become
aware of what they are all about. Hopefully the new followers will continue to support
TAO.
With the donation goal on the youcaring.com site being $3000.00 we are proud
that we are almost there. On November 20th just 3 days after our first push for donations
we are $500 from accomplishing the goal. We hope that all the vet bills will be paid and
that TAO will be able to continue to saving these sick and mistreated dogs. We will
inform TAO on the tactics we used to generate the massive increase of instagram
followers in such a short period of time. If they continue to use the tactic than they will
keep generating awareness for the organization.
EXECUTION
The actual execution of this plan started off kind of slow. We ran into the problem
of not having complete freedom to take over the Facebook page, with that it was hard to
market for TAO. We started with wanting to market all the dogs that were available for
adoption and try to achieve all the dogs being adopted. We quickly realized that that was
not what TAO needed us to do. TAO was having issues raising fund to care for all of the
sick and hurt dogs they were rescuing. We learned that they had an active fund at
www.youcaring.com and we needed to generate attention to that site. That is when we
decide to redirect our plan and focus on getting donations and fosters so they will be able
to keep reducing. So with the instagram page not being used to it full potential we wanted
to really push followers so that would create awareness for TAO. A few people in the
group had really great marketing experience and knew exactly how to generate a massive
amount of followers in a short time. It worked really great the instagram went from a
little over 200 followers to now almost 1100 followers. The content we posted was
directed toward generation donations from the new followers. That also worked great
because the donations almost doubled in just 4 days.
The last thing that we wanted to focus on was marketing their fundraising event.
When we first started the project we went to one of the events and there was very few
people that showed up to support the local rescues. We figured that their was a lack of
marketing the events and that if they were marketed better than they could have generated
a larger outcome. So TAO has recently been selected as a recipient of a fundraiser and we
are going to push the marketing for that event a lot more, in hope of a bigger turnout
which could lead to a lot more donations and awareness for TAO. The event will not take
place until after our presentation deadline so we do not know if our efforts worked or not.
But we hope to have great turnout to the event on December 1st.

7. RESULTS
● Instagram follower increase
● Donation went from $1500 to over $2500 with the total goal being $300

8. ● Had a 2% increase in facebook followers
RECOMMENDATIONS
For TAO to continue to operate and rescue they must continue to spread
awareness to the followers. With the awareness comes people really wanting to help and
be involved with TAO. The more people that want to be actively involved will create
more donations, fosters, and faster adoptions for the rescued dogs. One way we
recommend them to keep up attracting more followers is to continually post new content
about what they are doing in terms of the dogs recoveries and showing the success
stories. They need people to feel like they know the dogs so they will be more likely to
get the dog seen by others so they can potentially get their forever homes.
We recommend that TAO keeps using our tactics to gain as many followers as
possible on instagram. What we did was to any dog lovers instagram or current rescues
instagram and follow everyone they are following. We have learned that if you follow a
page they will most likely follow you back, and with that it creates more overall
awareness.
Next we think it will be beneficial to constantly post about the dogs that are
available for adoption. Each post should have facts about their personalities, traits, and
where they started from. It will create involvement if people are updated frequently on
each dog that is available for adoption.

9. Sources
Social Media Policy
https://www.thesocialanimal.com/social-media-policy