Pawmetto Lifeline Campaign

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PAWMETTO LIFELINE CAMPAIGN
MYA GREEN

[PAWMETTO LIFELINE CAMPAIGN] 2
EXECUTIVE SUMMARY
The client for this campaign is Pawmetto Lifeline. The organization is a local, no-
kill shelter that rescues pets in the Midlands in hopes of decreasing overpopulation and
homelessness. The organization does not receive any public funding from the
government. It relies solely on donations from community members.
Primary research for this campaign has become proposed because my access to
the appropriate participants has been limited. The population for the proposed research
should be working adults in the Midlands. The methodology should be focus groups. The
size of the focus groups should be five to seven participants from five to seven
businesses. The proposed sample size should be between 25 to 49 participants.
From my secondary research, I learned more information about the organization
and its biggest competitor, PETSinc. I also found three misconceptions about cats that I
hoped to eliminate. One of these misconceptions is that spayed or neutered animals gain
weight after surgery. Another misconception is that pregnant women cannot safely own
cats. The final misconception is that cats are standoffish and aloof. The last
misconception was the one that was most important in my campaign. I knew this was the
biggest excuse people gave for not adopting cats. I wanted to make sure my campaign
showed that this misconception was not true.
This campaign has a number of goals and objectives. I want to encourage
community members to donate at least $150 to Pawmetto Lifeline so it can buy supplies
for its cats. I want to educate the public on the importance of spaying or neutering their
pets. I also want to help Pawmetto Lifeline find homes for the cats in its facility. I plan to
hold an open house where cats are present and people can learn more about them. To get
people to attend the open house, I will post fliers in businesses around Columbia and send
press releases to the media.
During implementation, a Pawmetto Lifeline representative will speak in a PSA
on WLTX (Channel 19), WOLO (ABC Columbia) or WIStv. Cat-of-the week newsletters
will be distributed via email, and a blog will be created. The newsletters and the blogs
will feature adoptable cats. Press releases will be distributed to the news stations and The
State to be featured in their “Pets” sections. These press releases will also feature
adoptable cats and give information on their backgrounds.
After the open house, the organization should evaluate the event and the
campaign. The open house evaluation should analyze the number of attendees, the
number of cats adopted and the amount of money donated. The evaluation for the
campaign should also analyze the number of cats adopted and the amount of money
donated. The organization should find online and print articles from all of the news
sources that talk about the campaign or the open house. It should also find all social
media posts about the campaign and the open house. The organization should analyze the
tone of the articles and posts. It should analyze the amount of coverage the campaign and
the event received.

OVERVIEW CHAPTER
Client Introduction
Pawmetto Lifeline is a local organization that rescues pets in the Midlands in
hopes of decreasing overpopulation and homelessness. Its end goal is to foster a no-kill
environment where no healthy pet will be euthanized because it is homeless. The
organization offers four services. They are adoption, education, medical services and
rescue collaborations. Its adoption and intake department partners with community
members to rescue homeless animals and find them loving homes. Its medical program
offers a Mobile Vaccine Clinic (Care-A-Van) and a Spay and Neuter Clinic. Its rescue
collaboration program transports animals to new homes in the Northeast and provides
food for needy pet owners. It also helps rescue homeless animals and animals that will be
euthanized from shelters. Its education program uses outreach programs to define the
problem, prioritize resources and find solutions. Pawmetto Lifeline does not receive any
funding from the government. It relies solely on donations from community members.
The Campaign
I have planned an action-oriented and educational campaign. The purpose of the
campaign is to help Pawmetto Lifeline find homes for the cats in its facility. The event
that I have planned is an open house. There are three purposes for the open house. One is
to gather community members to educate them on spaying or neutering their pets. The
second is to encourage them to donate, and the third is to encourage them to adopt.

About Me
I am a public relations student working to complete the requirements of my
degree in Journalism and Mass Communications with a major in public relations. This
campaign is a requirement for the capstone class in my public relations major. While
planning this campaign, I worked with Taylor Wilson, director of marketing and
communications for Pawmetto Lifeline.
Why Pawmetto Lifeline?
I chose Pawmetto Lifeline because I am passionate about finding homes for cats.
While I was in high school, I used my free time to volunteer at animal shelters and
veterinarian offices. I noticed that a lot of people came into the shelter looking to adopt
dogs, but not cats. I asked around and found that people prefer dogs because of
misconceptions that are spread about cats. I’ve known since then that I wanted to
eliminate these misconceptions and help cats find loving homes. This capstone class
provided me with the opportunity to hone the skills that I have learned over the last four
years as well as work toward my goal of eliminating these misconceptions. I was drawn
to Pawmetto Lifeline because I noticed the organization was having an issue finding
homes for the cats in its facility.
Communications Theory
There were two theories that I found applicable to my campaign. One of these
theories was the decision making model, founded by James O. Prochaska and Carlo

DiClemente. The decision making model describes the process an individual undergoes
to make a decision. The four steps in the model are precontemplation, contemplation,
action and maintenance. In the precontemplation stage, people do not intend to take
action. They don’t see the message as being important to their needs or they do not think
it is necessary to them. People “often underestimate the pros of changing behavior and
place too much emphasis on the cons of changing behavior” (Boston University). The
second stage is contemplation. People are getting ready to make a change. They are
analyzing their thoughts. They are also weighing the pros and cons of the message. The
third stage is action. People are ready to make a change. They take action from a message
they have received. Their decision is intentional. The fourth and final stage is
maintenance. During this stage, the action has been maintained for a while, and people
intend to go forward with it. Relapse may occur in this stage. Unless the decision is
reinforced, the natural tendency is to discontinue use. People in the maintenance stage
work to prevent relapse from occurring.
This theory is important to my campaign because I am trying to influence the
community members to make a decision about my client. I want them to decide to adopt
cats. People are making decisions so they will go through this process when they are
exposed to the messages delivered by the campaign. Some people will move through
each stage of the model, while others will remain stuck in one stage. I predict at least half
of the adults in Columbia will get stuck in the precontemplation stage because they will
ignore the message, will not notice the message or are allergic and unable to adopt. The
most important step in this model, and most beneficial to Pawmetto Lifeline, is
maintenance. I don’t just want people to adopt. I want them to adopt, and continue to

provide a loving, caring home for the cat until he or she passes away. It is important that
the adopters do not return the cats to Pawmetto Lifeline, release them into the wild or
harm them.
The decision making model helped me plan a campaign that tackled people’s
mental processes at each stage. To help people move past the precontemplation stage and
into the contemplation and action stage, I plan to give them repeated exposure to the cats
at Pawmetto Lifeline. I also plan to educate them on the importance of following through
on their commitment as pet parents.
The second theory that is applicable to my campaign is the two-way symmetric
model from James E. Grunig and Todd Hunt’s excellence theory. The model is also
known as the mutual understanding model. Professionals employed by businesses,
nonprofit organizations and special-interest groups use this model. Two-way
communication is used to achieve mutual understanding between an organization and its
publics. The public relations practitioner tries to achieve a dialogue instead of a
monologue. Symmetrical public relations programs will negotiate, compromise, bargain,
listen and engage in dialogue. The organization will know what the public wants and
needs, and the public will understand the organization’s needs and desires (Fearn-Banks,
2011). The organization must be willing to make adjustments in how it operates to
accommodate its publics. Communication must be honest and open. Mutual respect and
mutual understanding is at the core of this model.
This theory is important to my campaign because people are most helpful when
they are well informed. People are best informed when they can participate in a
discussion. This model is all about creating a dialogue between an organization and its

publics. I want to make sure that my campaign is providing community members with the
chance to share their opinions on the organization and its cats.
This theory helped when I was planning the open house for Pawmetto Lifeline. If
the organization can get feedback from the public during its open house, it might have an
easier time finding matches between the cats and the community members. The open
house will allow the community members to have one-on-one conversations with
Pawmetto Lifeline representatives and other potential adopters in the community.
Pawmetto Lifeline Campaign
My primary research is proposed because my access to the appropriate
participants has been limited. The proposed methodology is focus groups. The groups
should consist of five to seven participants from five to seven businesses. The population
should be working adults in the Midlands. The goals of this research are to find out how
people feel about Pawmetto Lifeline and how people feel about cats.
The planned implementation for my campaign is based on secondary research. It
was important for me to find out what the common misconceptions were that keep people
from adopting cats. I found three misconceptions. One of them was that spaying or
neutering your pets makes them gain weight. I found that this could be avoided if people
change the amount of food they are feeding their cats and increase the amount of
exercise. Another misconception was that pregnant women cannot live safely with cats. I
found that pregnant women cannot clean litter boxes because of toxoplasmosis, a parasite
that causes brain damage and vision loss in fetuses. Other than that, it is okay for them to
be around cats. The last, and biggest, misconception was that cats are aloof and

standoffish (Simms, 2014). I found that cats crave attention and affection like humans
and dogs. Unlike their counterparts, they are subtle in showing affection. This research
helped me formulate messages to disseminate to my target audience. It also supported my
beliefs that I needed to show the cats in a positive light so people would want to adopt.
The goals of this campaign are to increase the number of cat adoptions, to raise
funds for the cats being housed at Pawmetto Lifeline and to educate the public on the
importance of spaying and neutering their pets. Objectives of this campaign include
finding suitable homes for 10 cats, raising at least $150 for Pawmetto Lifeline cats and
having at least two news stories about spaying and neutering pets. The last two objectives
are having three to five news stories about featured cats from Pawmetto Lifeline that are
looking for homes and having a Pawmetto Lifeline representative speak on one news
station in a PSA about adopting its cats. To accomplish these goals and objectives, I will
hold an open house where cats are present and people can learn more about them. I will
create a cat-of-the week newsletter and create a blog that features cats from Pawmetto
Lifeline. I will also have a media outreach program.
One of the tactics I will use is the PSA that I mentioned above. I will also use
press releases that tell people about the cats that are looking for homes. I will also hang
fliers in the lobbies of businesses that promote the open house. I will use the newsletter
and blog to provide the public with summaries on the cats that are looking for homes.
During implementation, Pawmetto Lifeline’s communications representative
should get in touch with the news stations that are being used as a communications
channel, and try to set up a time slot for the organization. Press releases describing the
cats should be sent to WLTX (Channel 19), WOLO (ABC Columbia), WIStv and The

State. Fliers promoting the open house should be spread over the Columbia area at the
end of June. The cat-of-the week newsletter should be sent out every week starting on
May 22. The blog should also be updated weekly starting on May 22. The open house
should occur on Sept. 4 at 7 p.m at Pawmetto Lifeline’s facility. A press release should
be distributed on Aug. 28 to give community members information about the event and to
alert the media so it will cover the event.
The evaluation should be implemented after the open house. There will be a
questionnaire at the event asking the attendees about their thoughts on the open house and
the organization. There will also be a signup sheet for people who want to be included on
Pawmetto Lifeline’s email list. Pawmetto Lifeline should evaluate how well the event
went based on the number of cats adopted, the number of people who attended the event
and the number of people who are interested in learning more about the organization.
After the open house, the organization should also evaluate the success of the
campaign. It should evaluate how many cats were adopted over the course of
implementation as well as the amount of money donated. The organization should also
pull all of the news clippings that covered the event. It should pull news articles that were
published based on the press releases it distributed. The organization should also revisit
the businesses it originally conducted focus groups with. The point of conducting these
focus groups again would be to measure how many of these people saw the messages
delivered by the campaign, and adopted or donated because of the campaign.

Changes
This campaign has had two major changes over the course of the semester. One of
these changes was the primary research. Initially, I was going to conduct the research
during the third week of March. All of the businesses I contacted said they were too busy
to take part in the research. This has caused my campaign to be planned based solely on
secondary research.
Another change was the dates of implementation. I wanted to hold the open house
on April 20, but Pawmetto Lifeline was too busy with Bark to the Park and another event
it holds on May 5. Taylor Wilson and I decided it would be best for the organization if
we implement the campaign later in the year when it does not have as much going on.

Bibliography
Bobbitt, William R., and Ruth Sullivan. "Applying Theory to Public Relations
Campaigns."Developing the Public Relations Campaign: A Team-based Approach.
Boston: Pearson/Allyn and Bacon, 2005. 18-27. Print.
Fearn-Banks, K. (2011). Crisis Communications Theory. In Crisis
communications a casebook approach (4th ed., pp. 16-26). New York: Routledge.
"Five Common Misconceptions About Cats Debunked." Pets Copyright Free
Content. NewsUSA. Web. 26 Mar. 2015. http://www.newsusa.com/articles/article/five-
common-misconceptions-about-cats-debunked.aspxs
"How We Help." Pawmetto Lifeline. Pawmetto Lifeline. Web. 23 Feb. 2015.
http://pawmettolifeline.org/
Prochaska, James. "Decision Making in the Transtheoretical Model of Behavior
Change."Medical Decision Making. Sage Journals, 17 Nov. 2008. Web. 18 April 2015.
http://mdm.sagepub.com/content/28/6/845.full.pdf
Simms, Jennifer. "Dispelling One of the Biggest Misconceptions about Cats." Pet
Med News. PetMeds, 23 Jan. 2014. Web. 26 Mar. 2015.
http://news.petmeds.com/news/pet-news/dispelling-one-of-the-biggest-misconceptions-
about-cats/#.VRNeWZPF8px
"The Transtheoretical Model (Stages of Change)." Behavioral Change Models.
Boston University School of Public Health, 22 Jan. 2013. Web. 18 April. 2015.
http://sphweb.bumc.bu.edu/otlt/MPH-Modules/SB/SB721-Models/SB721-Models6.html

Turney, Michael. "Asymmetric v. Symmetric Public Relations." Asymmetric v.
Symmetric Public Relations. 30 Nov. 2010. Web. 18 April. 2015.
http://www.nku.edu/~turney/prclass/readings/3eras3x.html

RESEARCH CHAPTER
ResearchIntroduction
Before beginning the implementation stages of my campaign, I wanted to assess
the public’s opinion on cats. It was important for me to find out how adults who are able
to adopt felt about cats so I could pinpoint common misconceptions. I knew these
misconceptions would need to be eliminated, and the spread of them minimized, before I
could encourage people to adopt. I also wanted to know what people thought about
Pawmetto Lifeline. The state of its image is crucial to this campaign. I wanted to make
sure it was seen in a positive light. I knew people would be more likely to adopt if they
thought of good things when they saw press for Pawmetto Lifeline.
To find these answers, I formulated a set of questions that would help me lead
focus group sessions1. I wanted to ask where the participants get their local news, and
how often they check these news sources. This is important because I need to know what
sources my audience uses, so I will know where to distribute my press releases and other
media items. I wanted to ask them if they have ever owned pets before, and if they
currently own a pet now. I wanted to ask what type of pets they own or have owned. This
is important because it helps me get a rough count of how many people in my sample
own cats or have owned cats before. I wanted to ask if they have heard of Pawmetto
Lifeline, what they have heard and how they feel about the organization. These questions
are important because I need to know how people feel about the organization, why they
feel this way and if these feelings could be changed. I also wanted to ask questions about
cat habits to see whether or not participants had knowledge of the animals. The next set
1 Questions are attached at the end of the chapter for reference.

of questions included pictures and keywords. These pictures show different scenarios, so
participants can describe what the cat is doing and how it makes them feel. This is
important because I will be able to analyze what words are used and connect them to
feelings about cats. The next set of questions are about adoption. I wanted to know if my
participants are willing to adopt, why they feel this way and how much they are willing to
pay for an adoption fee. These questions are important because it helps determine what
people to target and how to target them. The question asking about their monetary
maximum is important because I have seen reviews complaining about the costs. If I
know how people feel about these costs, I can work why these costs are important into
my campaign. The final question asks whether they have attended a Pawmetto Lifeline
event and if they are willing to attend one in the future. This is important because it will
help me estimate how many people are willing to come to the open house.
I started to collect secondary sources at the end of January and continued to
collect them until the middle of April. Because I have had a hard time finding working
adults to participate in my focus groups, the research that I will be using for my campaign
is secondary and the primary research will be proposed.
Secondary and Primary ResearchDiscussion
A large amount of my secondary research is about Pawmetto Lifeline’s number
one competitor, PETSinc. PETSinc is a nonprofit, no-kill rescue and adoption
organization that also serves the Midlands. PETSinc aims “to help abandoned, abused
and homeless animals by rescuing, treating and placing them in loving homes”
(petsinc.org). To find information on PETSinc’s policies and mission, I used its website. I

wanted to compare the services it offered to the services offered by Pawmetto Lifeline.
To find out what people thought about PETSinc, I used Google reviews. I wanted to
make sure reviews for Pawmetto Lifeline were more positive than reviews for PETSinc.
Better reviews could be highlighted in my campaign, and could help to encourage people
to adopt from Pawmetto Lifeline instead of PETSinc.
Other secondary sources that I used were focused on the organization. I used the
website because it was readily available and provided a lot of information. I used its
website to find more information on its mission, services, policies and press coverage. I
used the website and annual newsletter to find out about events held by Pawmetto
Lifeline. I also used Google reviews to gather more perspective on initial attitudes toward
the organization. I used clips from news articles to find out what information had been
published on the organization. All of the secondary sources were found online. I found
the news articles on the websites of different news sources, most of them local.
I also found articles online that explained some of the common misconceptions
held by non-cat lovers. The articles also provided information on how these beliefs could
be debunked. For the purpose of this campaign, I picked three misconceptions that I
thought would be easiest to alleviate in the amount of time provided.
Primary research should consist of five to seven focus groups. The population
should be working adults in the Midlands. Ideally, the person conducting the research for
the organization would visit five to seven businesses in the Columbia area to gather
participants for these focus groups. These participants will be the sample. The sample
size would be the total number of participants in the focus groups. Ideally, this would be
five to seven people from each business. The sample size would be between 25 to 49

people. The sample should be selected from people in the population who are in a
position to adopt. I have narrowed these down to five business categories – law firms,
public relations firms, consulting firms, financial establishments and government
facilities. The person conducting this research for the organization should contact the
person in charge of marketing or public relations. He or she should then meet with the
person in charge, explain what he or she is trying to do and find a mutually beneficial
time to conduct the focus groups.
Findings
From my secondary research about the organization, I found that Pawmetto
Lifeline offers adoption, medical, rescue collaboration and education services. It receives
no public funding from Lexington and Richland counties, and rely solely on donations
(Pawmettolifeline.org). I also found that its structure is broken into three tiers – the
executive committee, board of trustees and staff directors. Below these tiers are
volunteers and day-to-day employees. The organization’s end goal is to “foster a no-kill
environment where no healthy pet will be euthanized because of homelessness”
(Pawmettolifeline.org).
Pawmetto Lifeline hosts “Bark to the Park.” It is an annual event during which
participants and their dogs complete a 1.5-mile walk. Participants complete a fundraiser
to raise money for the organization. The walk starts at the corner of Laurel and Lincoln
streets and ends on Taylor street (support.pawmettolifeline.org). The goal for the
fundraiser was $150,000. Pawmetto Lifeline and its supporting publics beat the goal and
raised $155,712. (support.pawmettolifeline.org).

I also found out that 75 percent of cats entering shelters are killed (Humane
Society A.L.L). It is important that people know about Pawmetto Lifeline, and adopt
from them because it fosters a no-kill environment. If Pawmetto Lifeline can get more
cats out the doors, it can bring more homeless animals in from the street and pro-kill
shelters.
In the previous section, I mentioned that PETSinc was Pawmetto Lifeline’s
biggest competitor. Like Pawmetto Lifeline, PETSinc does not receive federal or state
grants to operate its shelter. It relies solely on donations from the public as well. PETSinc
also holds an event called “Dog’s til Dark.” It partners with Pawley’s Front Porch for a
percent night. It has volunteers and puppies out front for the guests participating. After
sunset, guests walk across the street to Pinch, a local bar. Dogs are welcomed to join
them until 10 p.m., and humans can stay until 2 a.m. The bar features live music and food
from the Yellow Dog BBQ. A percentage from the bar and food sales go to PETSinc
(Petsinc.org/events).
My primary research is proposed, so I had to pull articles from the Internet to help
me find out how people feel about cats. One misconception that seemed to show up a lot
was that pregnant women could not live safely with cats (Pawschicago.org). Research
shows that pregnant women cannot clean litter boxes, but it is okay for them to have cats.
Spaying and neutering is another important topic that I focus on in my campaign.
I want to encourage community members with pets to get them spayed or neutered, so we
can work to limit overpopulation. From my research, I found that a misconception among
people is that spaying or neutering your cats makes them gain weight (newsusa.com).

Research shows this can be avoided if people change the amount of food they are feeding
their cats, and increase the amount of exercise.
The biggest misconception among non-cat lovers is that cats are aloof and
standoffish. PetMedNews writes, “Not only can cats be affectionate and cuddly, they’re
full of personality – you just have to work a little harder to get to know them.” Research
shows that, like people, cats crave affection and attention. When people think of animals
showing affection, they often think about dogs. Cats are subtle in showing affection,
something dogs certainly are not. A happy dog can be seen wagging its tail, licking its
lips or jumping for hugs. A happy cat will do none of the above. Cats show affection by
rubbing against you, purring, kneading, head bumping, grooming you and giving a slow
eye blink that is the equivalent of a feline kiss (news.petmeds.com). Research on cat
misconceptions show that “many people view cats as solitary creatures”
(news.petmeds.com). Contrary to beliefs, cats crave social interaction and companionship
just like dogs.
Like any other organization, Pawmetto Lifeline has its strengths and weaknesses.
The organization’s strengths are outlined below.
 Pawmetto Lifeline has a very strong communication platform.
Its social media presence is strong, and the organization has a good relationship with
local media. The Facebook and Twitter pages are regularly updated and people are kept
aware of events and specials it has going on.

 Pawmetto Lifeline is also very good at educating the public.
When the organization is trying to convince people to do something, it doesn’t just
lecture about what should be done. Pawmetto Lifeline explains why animals need to be
spayed or neutered, and how it can help decrease homelessness and euthanasia rates.
Pawmetto Lifeline’s weaknesses are far and few in between.
 Space serves as a weakness for the organization.
Pawmetto Lifeline can house up to 80 dogs and 50 cats at its facility, and 70 in foster
homes. These restrictions mean it can’t take in as many pets as it would like. Some of the
animals it cannot rescue has to go to other shelters.
Despite this weakness, there are opportunities for the organization.
 People are adopting pets more than before (PetSmart Charities).
People want pets that have been spayed or neutered and vaccinated. Adopting a pet is less
expensive and this attracts adopters. Also, the option of fostering pets before adopting
them is increasing the amount of adoptions. This trend is useful for Pawmetto Lifeline
because it should be able to get more cats adopted if the right people are reached.
Threats to the organization are competition and reviews.
 As mentioned above, PETSinc is Pawmetto Lifeline’s biggest competitor.
Sometimes people get the two organizations mixed up, and a bad experience from one
organization reflects badly on the other.
 When people don’t want to go through Pawmetto Lifeline’s process of
adopting, they can turn to PETSinc.
Pawmetto Lifeline needs to find a way to keep potential adopters from the competition.

 People spread bad information about Pawmetto Lifeline on the Internet
when things do not go their way.
These reviews can influence others to not adopt from Pawmetto Lifeline.
 Funding is also a threat for the organization.
The organization relies on donations, so if there is no money coming in, it cannot
continue to function.
This campaign has its strengths and weaknesses as well.
 Not having primary research to analyze is a weakness for my campaign.
I have not been able to get into businesses to conduct focus groups. This makes
understanding adults in the Midlands harder because I have to generalize.
 There is secondary research information missing that could make my
campaign stronger.
Pawmetto Lifeline does not have a segmented audience, and it also does not have books
of previous campaigns. Without the campaign books, it is hard to analyze what has been
done for the organization, and what has and hasn’t work for them.
 One strength for my campaign is that I know exactly whom I want to
target.
I know that working adults, aged 25-40, are most capable of providing forever homes for
the cats at Pawmetto Lifeline.
 Another strength is that I know what I want my targeted public to do.
I want them to adopt cats. I want to use this campaign to change negative perceptions that
the people may have about cats. I also want them to donate to Pawmetto Lifeline.

Donations will be useful in helping the organization care for the animals it is housing
now.
There are two opportunities for my campaign.
 There is an increasing trend in pet adoptions.
An increase in pet adoptions makes this a good time to plan an adoption campaign.
 People’s attitudes about cats are changing as well.
Cat videos have become a big hit on YouTube. People are finding cats to be cuter and
funnier every day. These changing beliefs make getting cats adopted easier as well.
There are also two threats for my campaign.
 Funding.
Conducting large-scale research takes a lot of money, and because I do not have a lot of
disposable income, I cannot conduct as much research as I would like.
 Time.
I feel like the campaign could be stronger if there was more time to plan, gather research,
implement and evaluate. We only have a semester, so the campaign is no as thorough as
it could be.
I plan to use WLTX (Channel 19) as one of my media sources. The news channel
reaches over 255,000 households, and its website gets over 6 million page views each
month (static.wltx.com).
WIS-tv, another news source that I plan to use in my campaign, is viewed by
almost 300,000 households each week. Its website has 1.6 million unique users and 19
million page views per month (wistv.com).

WOLO (ABC Columbia) is another news source that I plan to use in my
campaign. On average, 913,515 people view this source using its analog service. This
news channel is the oldest television station in South Carolina.
The final news source that I am planning to use is The State. Its daily readership is
268,374 and its Sunday readership is 316,096. Its integrated newspaper audience
(includes print and online readers) has a readership of 475,336. Its website attracts 1.5
million unique visitors per month. The average page views per month are 12.5 million.
Analysis
Everything that I have learned from my secondary research has helped me shape
my campaign. The common misconceptions are important to Pawmetto Lifeline outside
of this campaign. It should focus on, and explain why these misconceptions don’t work
when it is holding adoption events.
The misconceptions also help me formulate messages to disseminate to my target
audience. I want to make sure these misconceptions are not present in people’s minds
when I am trying to get people to adopt. Knowing what most people think about cats lets
me know that I need to disseminate information that shows cats in the opposite light.
After reading reviews, I noticed that people often get Pawmetto Lifeline and
PETSinc mixed up. After seeing this, I decided this campaign should help separate the
two in people’s minds. Pawmetto Lifeline is its own brand. It could, potentially, be losing
a lot of adopters because they have a bad experience at PETSinc. It is important for
Pawmetto Lifeline to make sure the audience it shares with PETSinc knows the
difference between the two.

When the proposed research is complete, it will be important for the person
carrying out this research to carefully analyze the results. Knowing there are common
misconceptions and knowing the exact misconceptions from the target audience are two
different things. There may be misconceptions among its audience that are not wide
spread enough to become misconceptions among the general public. The proposed
research can find these misconceptions and allow the organization to come up with
messages that are specific to its target public.
Limitations and Suggestions
There have been various limitations for my research. Time was definitely a big
limitation for me. We only have a semester to get this whole campaign rolling, which
limits the amount of time we have to spend on research. Sometimes the people we’re
working with (whether it be the organization or the public) are slow to respond to our
requests. What may only be one week for them can become a big hindrance for us.
Unfortunately, the primary research that I wanted to conduct has become
proposed. This is a limitation because it makes understanding my target audience more
difficult. Proposed research means I was not able to find out exactly what my audience
thinks or feels about cats, and therefore, I am left generalizing. I can create tactics and
messages that I think will work for them, but I do not feel like I will ever be completely
sure.
My research became proposed because I couldn’t reach the most appropriate
people. Working adults are busy, and most of them do not feel a student campaign is
important enough for their time. Every business that I reached out to said they “simply

didn’t have time.” As I mentioned before, this becomes a hindrance because I am
required to use secondary resources to assume how people feel. I also do not have figures
for the people in my target audience. There are still questions that I have, and things I
want to understand that my secondary research does not provide. I still want to know
what the people who will be adopting from Pawmetto Lifeline think about the
organization and its cats. I want to know why these people have or haven’t adopted from
Pawmetto Lifeline before. I also want to know about their willingness to adopt cats from
Pawmetto Lifeline.
Even though I did not conduct my primary research, I know that it could be
enhanced. I believe it would be better to widen the types of business people used in the
focus groups. In my proposed research, I wanted to focus on people who worked in five
specific business categories. When there is more time to conduct this research, I believe
widening the sample would be helpful in finding willing participants.
When it is time for the proposed research to get conducted, I suggest getting in
contact with the businesses a few months in advance. Early communication makes it
easier to find a time that is convenient for the researcher and the participants.

Bibliography
"Advertising." WISTV. WISTV. Web. 26 Mar. 2015.
http://www.wistv.com/story/8792200/advertising
Coverage. WOLO, 13 June 2013. Web. 26 Apr. 2015.
http://media.abccolumbia.com/images/coveragemaplarge.jpg
"Event and Participation Info." Bark to the Park. Pawmetto Lifeline. Web. 24
Feb. 2015.
http://support.pawmettolifeline.org/site/TR/Walk/General?sid=1025&type=fr_informatio
nal&pg=informational&fr_id=1310&AddInterest=1041
"Five Common Misconceptions About Cats Debunked." Pets Copyright Free
Content. NewsUSA. Web. 26 Mar. 2015. http://www.newsusa.com/articles/article/five-
common-misconceptions-about-cats-debunked.aspx
"How We Help." Pawmetto Lifeline. Pawmetto Lifeline. Web. 23 Feb. 2015.
"Humane Society Animal League for Life of Madison County Kentucky."
Humane Society Animal League for Life of Madison County Kentucky. Humane Society
A.L.L. Web. 26 Mar. 2015. http://www.humanesocietyall.com/spayneuter/
"Join Us for These Special Events." PETSinc of South Carolina. PETSinc. Web.
26 Mar. 2015. http://www.petsinc.org/events.html
Misconceptions About Cats." Paws Chicago. PAWS Chicago. Web. 26 Mar.
2015. http://www.pawschicago.org/misconceptions-about-cats/
"News” Pawmetto Lifeline. Pawmetto Lifeline. Web. 23 Feb. 2015.

Simms, Jennifer. "Dispelling One of the Biggest Misconceptions about Cats." Pet
Med News. PetMeds, 23 Jan. 2014. Web. 26 Mar. 2015.
http://news.petmeds.com/news/pet-news/dispelling-one-of-the-biggest-misconceptions-
about-cats/#.VRNeWZPF8px
The State Media Company." The State. The State, 10 Feb. 2013. Web. 26 Mar.
2015. http://www.thestate.com/customer-service/about-us/article14425202.html
"WLTX 19 Advertise With Us." WLTX 19 Advertise With Us. Web. 26 Mar.
2015. http://static.wltx.com/advertise/

ResearchQuestions
1. Where do you get your local news?
a. The State
b. WIS-tv
c. The Columbia Star
d. WACH (Fox 57)
e. WLTX (Channel 19)
f. WOLO
g. All of the above
2. How frequently do you check these sources for news?
a. Every day
b. A few times a week
c. A few times a month
3. Have you ever owned a pet before?
a. What type?
4. Do you currently own a pet?
a. How many?
b. What type?
5. Have you ever heard of Pawmetto Lifeline before?
a. If so, what have you heard about the organization?
b. If so, how do you feel about the organization?
**** At this point, I will stop and read Pawmetto Lifeline’s mission statement and
give a quick explanation of its goals. ****
6. Do you know the average amount of hours a cat sleeps in one day?
7. Is it okay for cats to be left alone for extended periods of time (as in multiple
hours during the day)?
8. Are cats innately wired to use the litter box?
9. What’s the first word that comes to mind when I say cat?
a. Why is this your first word?
10. [Pull out different pictures of cats] Describe what the cat is doing in the picture?
a. Show a cat in a litter box.
b. Show a cat sleeping.
c. Show a cat playing with a ball of yarn.
d. Show a cat licking itself.
e. Show a cat in a defensive pose.

11. [Pull out different pictures of cats] Use an adjective or emotion to describe the cat
in the picture.
a. Show kittens sleeping.
b. Show a cat in a defensive pose.
c. Show a cat with its owner.
d. Show a cat playing with his siblings.
e. Show a cat cleaning itself.
12. Would you be willing to adopt a cat?
a. Have you thought about adopting a cat in the last six months?
i. If so, why?
ii. If not, why not?
13. What is the highest amount that you are willing to pay for an adoption fee?
14. Would you be willing to attend a Pawmetto Lifeline event?
a. Have you ever attended an event before?
b. Why or why not?

PLANNING CHAPTER
My primary research has become proposed because my access to the appropriate
participants has been limited. From my secondary research, gathered from the
organization and online, I have developed broad goals and measurable objectives. To
reach these goals and objectives, I have created strategies and tactics. I have also
developed a timeline to accomplish each part of my campaign.
Goals
 To increase the number of cat adoptions
 To raise funds for the cats being housed at Pawmetto Lifeline
 To educate the public on the importance of spaying and neutering their pets
Objectives
 Have at least 10 cats find good, permanent homes
 Have three to five news stories about featured cats from Pawmetto Lifeline that
are looking for homes
 Have a Pawmetto Lifeline representative speak on one news station in a PSA
about adopting its cats
 Raise at least $150 for Pawmetto Lifeline cats
 Have at least two news stories about spaying and neutering pets

Strategies
 Hold an open-house where cats are present and people can see them and learn
more about them
 Create a cat-of-the week newsletter and create a listserv to send the newsletter to
 Create and update a blog that features cats from Pawmetto Lifeline and tells the
public about their backgrounds
 Media outreach program
Tactics
 I will get in touch with one of the news stations that I am using as a
communication channel and try to set up a time slot for a public service
announcement for Pawmetto Lifeline.
 I will distribute press releases to my communication channels that tell the people
about adoptable cats that are looking for homes. I would also like to include
information about donating in the release.
 Fliers will be hung in the lobbies or storefronts of businesses around Columbia.
These fliers will feature information about the open house.
 I will create a cat-of-the week newsletter that Pawmetto Lifeline can distribute.
 I will create a blog that features adoptable cats from Pawmetto Lifeline. The blog
will give the public information on their backgrounds and special qualities.
 I will plan an open-house event that gives the public a chance to “preview” the
adoptable cats. The public will also be able to adopt during the event.

Messages
I want my target public to remember four things when they see the tactics used
during the campaign.
 I want them to remember Pawmetto Lifeline’s mission. I want them to understand
what Pawmetto Lifeline does, and why it does this.
 I want them to remember that Pawmetto Lifeline does not receive funding from
the government. This might encourage people to donate more often.
 I want them to remember to spay or neuter any pets they have now and any pets
they adopt in the future.
 I want them to adopt from Pawmetto Lifeline.
Publics
My target audience is working adults, age 25-40. I have selected these adults as
my target public because I know they are capable of providing suitable homes for
Pawmetto Lifeline’s cats. Most people in this age range are starting to become
established in their careers. They have a steady income and can provide for pets. They
can take care of emergencies that may come up with their pets as well.
Communications Channels
 Traditional Media
o WLTX (Channel 19)
o WIStv

o WOLO (ABC Columbia)
o The State
I selected these media channels because my research showed that they were the most
commonly used by working adults. These channels make communicating with my target
audience possible because they use these channels daily.
 Non-media
o Blogs
o Emails
o Fliers
Blogs, emails and fliers are good channels because they allow me to reach my target
audience online. Eighty-seven percent of adults use the Internet (digitaltrends.com). They
are also free to use and easy for the adults with Internet to access.

Timeline
Week of Jan. 19, 2015
 Client selection – Pawmetto Lifeline
 Contacted Taylor at Pawmetto Lifeline to request annual reports,
demographics, previous campaigns, previous communications efforts and other archival
records
Week of Feb. 2, 2015
 Received the requested information from Taylor
 Conducted secondary research to gather more information about Pawmetto
Lifeline and its competitors
Week of Feb. 16, 2015
 Contacted Taylor about using Pawmetto Lifeline’s name while conducting
primary research
Week of March 2, 2015
 Contacted five businesses in the downtown Columbia area to find out about
conducting primary research
 Gathered information about communications channels

 Contacted more business in the Columbia area to find out about conducting
primary research
 Gathered secondary research on misconceptions about cats
 Prepared tactics for media distribution
 Gathered contact information for media contacts
 Continued to gather secondary research on misconceptions about cats
Week of April 6, 2015
 Contacted Taylor to find out when she is available for a PSA
 Talked with Taylor about implementation and decided to start after Pawmetto
Lifeline’s donation event in May
 Plan open house event for cats at Pawmetto Lifeline
 Worked on tactics for media distribution
 Finished final planning for the open house
 Drafted copy for the blog and newsletter

Proposed Timeline
Week of May 11, 2015
 Contact someone at the news station about a PSA for Pawmetto Lifeline
Week of May 18, 2015
 Distribute first featured cat news release on May 22
 Distribute cat-of-the week newsletter
 Create blog and add first featured cat
Weeks of May 25, 2015 and June 1, 2015
 Distribute cat-of the week newsletter
 Update blog with featured cat
Week of June 8, 2015
 Start gathering supplies for the open house
 Distribute second featured cats news release on June 19

 Contact businesses and ask about leaving fliers with them
Weeks of June 29, 2015 and July 6, 2015
 Hang fliers in participating businesses
Week of July 13, 2015
 Distribute third featured cats news release on July 17
Weeks of July 20, 2015 & July 27, 2015
Week of Aug. 3, 2015
 Contact veterinarian about speaking at the open house event

 Distribute the final featured cats news release on Aug. 14
 Gather the remaining supplies
 Distribute a press release on Aug. 28 that provides the community and the
media with information on the event
 Finish preparing for the event
 Open house will be held on Sept. 4 at 7 p.m.

Works Cited Page
Krawczyk, Konrad. "87 Percent of American Adults Use the ‘net, and Other Fun
Pew Research Center Stats." Digital Trends. Digital Trends, 27 Feb. 2014. Web. 30 Mar.
2015. http://www.digitaltrends.com/computing/87-percent-american-adults-use-net-pew-
research-center-stats/

IMPLEMENTATION CHAPTER
The purpose of this campaign is to increase cat adoptions for Pawmetto Lifeline.
After the proposed research is conducted, the organization’s communications
professional should complete the following implementation ideas. There will be an open
house event held at Pawmetto Lifeline that allows community members to view and
adopt cats while they are there. It is important to complete the following steps to help the
event run smoothly.
Before the Event
1. Identify the location. Preferably, this location would be Pawmetto Lifeline’s
lobby.
2. Find a veterinarian to speak at the open house. He or she should be willing to
give a quick, but informative speech on the importance of spaying or
neutering pets.
3. Put together an adoption booklet for the event. During this step, you should
also pick which cats will be interacting with the guests during the open house.
The goal is to eliminate negative perceptions that people have of cats so it is
best to include cats that will be patient and won’t mind big crowds. The
adoption booklet should feature pictures of adoptable cats and a two-sentence
summary of each one. The booklet should also include the price of adopting
and information on spaying or neutering.

4. Gather a list of volunteers to help. It is best to make sure these volunteers have
great interpersonal skills. I want to make sure people are comfortable with the
employees so they will be comfortable adopting from the organization.
5. Get refreshments. There is a list of supplies that will be needed for the open
house attached on page four. Refreshments should only be drinks. I don’t want
the cats to eat food that may be accidently spilled on the floor or children to
try to feed the cats. This will keep the cat from eating something that is toxic
to them.
6. Send invitations to the media that the organization wants to cover the event.
7. On the day of the event, prepare tables. There should be a table where people
can adopt and a table where people can ask medical questions or set up an
appointment for spaying or neutering. There should also be a table where
people can make donations. Three volunteers should be seated at each table so
people don’t get agitated because they are waiting for an extended period of
time. There should also be a small table where people can grab questionnaires
to fill out. There should also be a return box on this table. This table only
needs one volunteer.
During the Event
1. Volunteers should be prepared to clean up any accidents made by the cats or
the attendees.

2. Volunteers should float around and ask guests if they have questions.
Volunteers should be easy to identify and ready to answer any questions by
guests who approach them.
3. The veterinarian should be available to answer questions as well.
4. Attendees should be reminded to fill out the questionnaire regarding their
opinion of the open house and their willingness to adopt from Pawmetto
Lifeline.
5. A newsletter email list should be available on each of the tables for attendees
who want to stay in contact with the organization and updated on what it has
going on.
The entertainment for the open house will be the cats. During the open house,
Pawmetto Lifeline should have volunteers show the guests how much fun cats can be. It
could do this by having a few playful kittens chase light beams or battery operated mice.
If there is a newborn on hand that is being bottle fed, the organization could show the
public how it is done and provide them with a few tips.
After the Event
1. Send thank you notes or emails to attendees who left their contact
information.
2. Send press releases to news contacts. These press releases should explain the
point of the open house again, give the number of attendees, give the number
of adoptions and thank the public for attending.

3. Analyze questionnaire results. Find out what the organization could do better
next time and what worked.
Below is a list of supplies. It is important the organization have more than what is
needed of each of the supplies in case of an emergency.
Supplies
 Cups
 Cooler for drinks
 Ice
 Bottles of water
 Sodas (Coke, Diet Coke, Sprite and Ginger Ale)
 Napkins
 Mop and broom
 Tables
 Flashlights or laser pointers
 Battery operated mice
 Bucket covered in cat pictures for donations
 Posters and pictures of cats that are not attending the open house
 Of course, cats!
Communications Tactics
One of the tactics that will be used in this campaign is a public service
announcement. The communications representative should get in touch with one of the

news stations that is being used as a communications channel, and try to set up a time slot
for Pawmetto Lifeline. The purpose of this PSA is to aid in finding homes for the cats at
Pawmetto Lifeline. It is also to raise awareness about the organization and its cats. The
PSA is 35 seconds long.
Press releases will also be used to help reach the goals and objectives of this
campaign. The press releases will be distributed to WLTX to be included in its “Pet of
the Week” Features section. It will be sent to WOLO to be included under its “Local”
News section and WIStv to be included in its “Good News!” section. Lastly, the press
releases will be sent to The State to be included under “Pets” in its Living section. They
will be distributed May 22, June 19, July 17 and Aug. 14. The press releases will feature
information about adoptable cats and will also include information on how community
members can donate.
Another tactic is fliers. The communications representative should get in touch
with businesses in the area at the end of June to find out if they will allow the
organization to hang fliers in their lobbies. The businesses will be spread out over the
Columbia area. These fliers will feature information about the open house. They will tell
community members where the event is taking place, when it is taking place and at what
time it will occur.
There will also be a cat-of-the week newsletter that Pawmetto Lifeline can
distribute through email and a blog. The newsletter and the blog will both feature
adoptable cats. Each week, a different cat will be described in the newsletter and on the
blog. These communications tactics are to constantly remind people that Pawmetto
Lifeline has lots of cats looking for homes.

The last tactic is the open house. A press release will be distributed on Aug. 28.
The purpose of this press release is to give community members information on the event
and alert the media so they will cover it. The fliers mentioned above will help promote
the event. The open house will occur on Sept.4 at 7 p.m. The purpose of the event is to
educate the public on spaying or neutering their pets, to raise money for the organization
and to find homes for the cats. Information about the event should also be posted on the
Free Times online calendar.

Pawmetto Lifeline PSA
Wouldn’t you want someone to take you in if you were homeless?
If your life was at risk, wouldn’t you want someone to lend a helping hand?
That’s our goal at Pawmetto Lifeline. We work to rescue thousands of pets from
being euthanized and being left homeless in the Midlands each year.
You could be a part of this effort. By adopting a cat or donating to Pawmetto
Lifeline, you are making room for other animals that need our help.
If you want to make a difference, start today. Be the person that our cats need.
Give a cat a home and make a permanent place in your heart for our cats.
To help the ones who can’t speak for themselves, we need your help. Come down
to Pawmetto Lifeline or visit us at http://pawmettolifeline.org/ for more information.
Adopt a cat. Save a life.

News Release For Immediate Release
[CAT NAME] Looking for a Forever Home
COLUMBIA, S.C. [DATE] – [CAT NAME], a [CAT DESCRIPTION AND
BREED IF AVAILABLE] is Pawmetto Lifeline’s featured adoptable cat this week.
For the next three weeks, Pawmetto Lifeline will promote a cat that is looking for
the home. [CAT NAME] has been with the organization for [TIME PERIOD]. He or she
has been spayed [or neutered].
The adoption fee for this cat is [ADOPTION FEE]. [CAT NAME] made her [OR
HIS] way to Pawmetto Lifeline from [BACKGROUND DESCRIPTION].
If you are unable to adopt, but want to make a contribution to Pawmetto Lifeline
please send or bring a check or money order to the organization at 1275 Bower Parkway,
Columbia, SC 29212. Please label where you saw information about donating to
Pawmetto Lifeline on your payment method.
Pawmetto Lifeline is a local organization that serves the Midlands. Pawmetto
Lifeline believes companion pets have value beyond economic measurement and are
entitled to legal, moral and ethical consideration. Their long-term goal is to turn the
Midlands into a no-kill community, meaning no healthy, adoptable pet will be euthanized
simply because it is homeless.
For more information contact: ____________ at _________________ or ______________
###

News Release For Immediate Release
Pawmetto Lifeline Hosts Open House
COLUMBIA, S.C. Aug. 28, 2015 – Pawmetto Lifeline will host an open house
on Sept. 4 at 7 p.m. at its facility at 1275 Bower Parkway.
The open house will feature cats that are available for adoption. These animals
will be out for the public’s viewing. Community members will be able to adopt cats
during the open house.
Pawmetto Lifeline will also have a guest speaker, veterinarian [NAME OF VET
WHO AGREES TO PARTICIPATE]. She [OR HE] will talk to the public about
appropriate care for their new pets.
During the open house, Pawmetto Lifeline representatives will answer any
questions that the community members have about the organization and its cats.
simply because it is homeless.
For more information contact: ____________ at _________________ or _______________
###

Sign-up Sheet (For Open House)
Name Email What are you interested in?
(Adopting, donating,
spaying or neutering)

Questionnaire (For Open House)
1. Were all of your questions answered?
2. Was the event informative for you?
3. Did you adopt tonight? Please give a brief reason for why you did or did not.
4. Did you donate tonight? Please give a brief reason for why you did or did not.
5. Do you plan to adopt or donate at another time? Please indicate which one you
plan to do.
6. Will you attend another event hosted by Pawmetto Lifeline? Why or why not?

Media Contact List (For PSA)
Source Name/Title Contact Information
WOLO (ABC
Columbia)
News Media Coordinator joh@abccolumbia.com
WLTX (Channel 19) Courtney
McCallum/Marketing
Director
cmccallum@wltx.gannett.com
(803) 647-0278
WIS-tv Jim Hayes/Marketing
Director
jhays@wistv.com
(803) 758-1225
The State Kathy Allen/Marketing
Director
kallen@thestate.com

Blog/Newsletter Template
[CAT NAME] is looking for a forever home.
[CAT] came to Pawmetto Lifeline in [YEAR] from
[SHELTER OR LOCATION].
[SHE OR HE] is a [COLOR], [BREED]. Describe
the background and personality here.
The adoption fee for [NAME] is [PRICE]. This costs includes [INSERT].
simply because it is homeless. Visit or contact Pawmetto Lifeline to adopt or donate.
Phone: (803) 465-9150
Website: www.pawmettolifeline.org
Address: 1275 Bower Parkway, Columbia, SC 29212
PICTURE OF THE
FEATURED CAT
GOES HERE

EVALUATION CHAPTER
The campaign should be evaluated after the open house has occurred because the
open house is the final stage.
At the open house, there will be a questionnaire at the event asking the attendees
about their thoughts on the open house, the cats and the organization. There will also be a
signup sheet for people who want to be included on Pawmetto Lifeline’s email list. It is
important to evaluate how well the event went before evaluating the campaign. The
evaluation of the event should discuss how many cats were adopted that night and the
number of people who attended the event. It should also discuss the number of people
who signed the signup sheet and are interested in learning more about the organization.
After evaluating the open house, the organization should evaluate the success of
the campaign. One of the ways it should evaluate the campaign is with post-campaign
survey research. The organization’s researcher should revisit the original businesses that
participated in the focus groups. The point of conducting these focus groups with the
same people will be to measure how their attitudes and opinions changed over the course
of the campaign. The focus group questions should ask the participants if they saw the
messages delivered by the campaign and if they adopted or donated. If they did adopt, the
researcher should ask how they feel about the adoption. The questions should also ask
people how they feel about Pawmetto Lifeline now and how they feel about cats. The
organization should also ask a question about whether people who did not adopt plan to
adopt in the future. It should ask if people plan to adopt a dog or cat. This question is
important because it will help the organization determine if people are still less willing to
adopt cats than they are dogs.

The organization should also evaluate the campaign’s success based on the
amount of money that is donated. In all the campaign communications, the organization
should tell people to indicate on their donations whether or not they donated because they
saw something from the campaign. This will help separate donations that are not related
to the campaign.
The last evaluation method will be the media analysis. The organization should
collect online news articles that mentioned the campaign, press releases and the open
house. It should also collect print news articles that mentioned the items above. The
organization should also monitor social media and collect tweets, Facebook posts, or
Instagram photos that mention the fliers, the adoption campaign and the open house.
During the social media collection, Pawmetto Lifeline should analyze the top words,
hashtags and top links used.
The organization should make sure it is collecting articles and posts that are
positive, negative and neutral. This will help Pawmetto Lifeline know what the public
liked and what they didn’t like. With these collections, the organization can analyze the
tone and the coverage over the course of the campaign. Pawmetto Lifeline can see when
the organization and the campaign got the most coverage. It should gather quotes from
journalists who wrote about the campaign and the open house often. It should also gather
the number of page likes and clicks articles and posts about them received.

Post-Campaign Focus Group Questions
1. Has your opinion of cats changed since the first meeting?
a. How?
b. If not, why?
2. Has your opinion of the organization changed since the first meeting?
a. How?
b. If not, why?
3. Have you adopted from Pawmetto Lifeline since the first meeting?
a. Why
b. Why not?
c. If you have, how is everything going? How has owning a cat changed your
opinion of them?
4. Have you donated to Pawmetto Lifeline since the first meeting?
a. Why
b. Why not?
5. Did you see any of the communications tactics used by the organization?
a. If so, which ones did you see?
b. Where did you see them?
6. Did you attend the open house held by Pawmetto Lifeline on Sept. 4?
a. Why?
b. Why not?
7. Do you plan to adopt from Pawmetto Lifeline in the future?
a. Do you plan to adopt a cat or dog?

Pawmetto Lifeline Campaign

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