Finding tone and voice of SPCA's Square One Foster Program

864 views

Published on

The Square One Foster Program from the SF SPCA asked me to help them find their identity. The questions were 'who are we?', 'who do we want to be?', and 'where do we want to tell our story?'. With this in mind, I created this presentation.

Published in: Marketing, Lifestyle
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
864
On SlideShare
0
From Embeds
0
Number of Embeds
32
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Finding tone and voice of SPCA's Square One Foster Program

  1. 1. © Malin Dang. All Rights reserved Who’s Square One Foster Program? Finding Square One’s identity.
  2. 2. © Malin Dang. All Rights reserved AGENDA 1. Ask 2. Competitors 3. Audience 4. Audit 5. Recommendation identity and voice 6. Examples 7. Channels
  3. 3. © Malin Dang. All Rights reserved Ask Finding the tone and voice of the Square One Rescue Foster Program.
  4. 4. © Malin Dang. All Rights reserved Background The Square One Rescue Foster Program doesn’t want to be confused with the Cat Foster Program or any other programs offered by the SPCA. The Square One Rescue Foster Program finds temporary homes for foster dogs. Foster parent is responsible for finding a forever home.
  5. 5. © Malin Dang. All Rights reserved Approach We’ll get a feel for the market and people to develop a tone and voice that will go well with Square One.
  6. 6. © Malin Dang. All Rights reserved Competitors Let’s have a look at other foster programs in the city. What’s their tone and voice?
  7. 7. © Malin Dang. All Rights reserved Rocket Dog Rescue’s voice and tone is • urban • confident • casual • bold
  8. 8. © Malin Dang. All Rights reserved “Boy” “easy peasy” Muttville’s voice and tone is • casual • informal • natural • narrative
  9. 9. © Malin Dang. All Rights reserved Furry Friends’ voice and tone is • warm • cute • rosy
  10. 10. © Malin Dang. All Rights reserved Competitor Landscape urban narrative cute ???
  11. 11. © Malin Dang. All Rights reserved People Let’s have a look at who our people are.
  12. 12. © Malin Dang. All Rights reserved Foster Parent Profiles Ramona Phil has fostered on her own, but now through shelter. flexible schedule allows him to take in foster dog next to his own. teacher freelancer “I’m prep aring my foster dog to fin d a lovab le forever h ome.”
  13. 13. © Malin Dang. All Rights reserved Adopter Profiles “I’m giving my do g the love and attention he dese rves to lead a happy doggy life.” Jenn with Rosco Paul with Tucker Stacy with Bella only adopts rescue dogs because they have special needs that need a special kind of owner. heard from friend about Tucker who thought they might be a good match. decided to get a dog and searched different shelters until she found Bella.
  14. 14. © Malin Dang. All Rights reserved Audit Let’s have a look at how Square One talks on its various platforms.
  15. 15. © Malin Dang. All Rights reserved Website Facebook Poster friendly instructional formal excited informative open sad informative formal
  16. 16. © Malin Dang. All Rights reserved Identity and Voice What should Square One’s identity be? How should they voice it?
  17. 17. © Malin Dang. All Rights reserved Square One will stand for HOPE
  18. 18. © Malin Dang. All Rights reserved How do we mean by HOPE? We’ll tell stories about foster dogs that are on their quest to finding love in a forever home. Square One helps them find it.
  19. 19. © Malin Dang. All Rights reserved How does HOPE fit with Square One? The name ‘Square One’ stands for starting anew, with a hopeful mind of finding a forever home.
  20. 20. © Malin Dang. All Rights reserved How does HOPE fit with the market? urban narrative cute HOPE
  21. 21. © Malin Dang. All Rights reserved How does HOPE fit with the people? Foster parents give hope by providing a loving home. Adopters are personifying hope.
  22. 22. © Malin Dang. All Rights reserved How do we express HOPE? Hope is warm But not suffocating honest dramatic humble pitisome joyful optimistic exhilarating lying
  23. 23. © Malin Dang. All Rights reserved Examples How do we tell stories that are warm, honest, humble, joyful, optimistic
  24. 24. © Malin Dang. All Rights reserved How to tell warm stories using loving language, and telling the characteristics of dog “When he came home from a local vet, it didn’t take long before Lily melted into our lives.” She is an amazing treasure!. She’s kind, gentle, lovely, very well-behaved and extremely smart.”
  25. 25. © Malin Dang. All Rights reserved How to tell honest stories while being honest about the dog, dog remains love-seeking “The months have gone by and we’ve gotten used to the fact that Diego is not for everyone. He’s big and meaty. He’s black and white. He’s not pure bred. He’s got heart-worms. He’s protective. But he’ll climb into your lap when you both know there’s no room”
  26. 26. © Malin Dang. All Rights reserved How to tell humble stories expressing that all dog wants is love “He likes to play in the yard with our other dogs, chasing lizards and birds. But he tires of that quickly and just wants to be inside with you.”
  27. 27. © Malin Dang. All Rights reserved How to tell joyful stories start with a sad story and end with happy ending
  28. 28. © Malin Dang. All Rights reserved How to tell optimistic stories telling full story of dog, making him the hero
  29. 29. © Malin Dang. All Rights reserved Channels How will we use our channels?
  30. 30. © Malin Dang. All Rights reserved Which channels are we currently using? All about recruiting foster parents Website Facebook Poster
  31. 31. © Malin Dang. All Rights reserved What about adopters? We’ll be using Tumblr!
  32. 32. © Malin Dang. All Rights reserved Ok, now we know about voice and tone, but let’s have a look what that means exactly.
  33. 33. © Malin Dang. All Rights reserved Cheat Sheet Website Goal: Recruiting foster parents Content: Why foster parents are needed • Content is heartfelt and touching • Story gives hope Frequency: none - static informational site Length: 100 words Photo: Dog looking for love Voice: warm, honest, humble, joyful, optimistic
  34. 34. © Malin Dang. All Rights reserved Cheat Sheet Poster Goal: Recruiting foster parents Message: Looking for a place to stay temporarily Length: no more than 50 words Frequency: three times a year - seasonal/holiday themed Photo: happy dog, dog looking for love Voice: warm, honest, humble, joyful, optimistic
  35. 35. © Malin Dang. All Rights reserved Cheat Sheet Facebook - 1 Goal: Recruiting foster parents Content: • successful dog stories • emotional reward for fostering • friendship between dog and foster parent Frequency: whenever foster dog has found family Length: around 100 words Photo: hopeful, happy dog Voice: warm, honest, humble, joyful, optimistic This is Tom. Tom is a foster dog that has just found his new forever home. On his special day, when he walked over to his new parents, he turned around and looked at me. I had fostered him for four weeks. His face said “Thank you. Thank you for showing me how to love”. If you want to give a special dog like Tom the opportunity to give love to his forever home, come to our next foster class on Saturday, Jan. 16th, 10am - 12pm. Details and registration: www.sfspca.org/squareone
  36. 36. © Malin Dang. All Rights reserved Cheat Sheet Facebook - 2 Goal: Building community of foster parents Content: communicating with foster parents through • articles about joy of having dogs • articles about training dogs • asking and answering questions • congratulating foster parents Frequency: once a day This is Tom. Tom is a foster dog that has just found his new forever home. On his special day, when he walked over to his new parents, he turned around and looked at me. I had fostered him for four weeks. His face said “Thank you. Thank you for showing me how to love”. If you want to give a special dog like Tom the opportunity to give love to his forever home, come to our next foster class on Saturday, Jan. 16th, 10am - 12pm. Details and registration: www.sfspca.org/squareone
  37. 37. © Malin Dang. All Rights reserved Cheat Sheet Tumblr - 1 Goal: Recruiting adopters Content: in the life of... dog stories • foster parents write stories • about dog’s journey, struggle, character • are heartfelt and touching • adopters get to know dog through stories Frequency: twice a week (each dog) Length: around 150 words Photos: bringing out dog’s character Voice: warm, honest, humble, joyful, optimistic
  38. 38. © Malin Dang. All Rights reserved Cheat Sheet Tumblr - 2 Content: Reblogging • about the joy of having dogs • content about smart dogs • content about rescue and foster dogs Frequency: once a day
  39. 39. © Malin Dang. All Rights reserved Thank you!
  40. 40. © Malin Dang. All Rights reserved Appendix
  41. 41. © Malin Dang. All Rights reserved Foster Parent Profiles “I’m prep aring my foster dog to fin d a lovab le forever h ome.” Ramona Phil has fostered on her own, but now through shelter. flexible schedule allows him to take in foster dog next to his own one. teacher freelancer
  42. 42. © Malin Dang. All Rights reserved Consumer Decision Journey Phase 1 Ramona Phil “I’ve always taken in dogs from pet stores or neighbors, but it got quite expensive. Now, I’m fostering with the shelter that takes care of expenses and all.” “I’ve always had dogs, but after Tabasco went missing, I didn’t want to commit to having a dog again. My flexible schedule allows me to foster a dog to provide him with the necessary training.” Square One needs to be presented on all its channels to tell beautiful stories about fostering. Stories will clear questions and make foster life more understandable.
  43. 43. © Malin Dang. All Rights reserved Phase 2 Ramona Phil Everyone approaches Square One to get more information about fostering. Square One needs to convey the beauty of fostering and strengthen the emotion of the potential foster parent.
  44. 44. © Malin Dang. All Rights reserved Phase 3 Ramona Phil Potential foster parent decides to foster dog. Square One needs to make foster parent feel part of community by providing support using Facebook and by having them tell stories on Tumblr.
  45. 45. © Malin Dang. All Rights reserved Phase 4 Ramona Phil Rescue parent is happy with fostering a dog through Square One. He fosters more dogs and recommends Square One to friends. Square One makes foster parent feel important and valuable by congratulating and celebrating foster parent.
  46. 46. © Malin Dang. All Rights reserved Consumer Decision Journey - Foster Parents Phase 1 Phase 2 Phase 3 Phase 4 Potential foster parent hears about Square One through specific scenario. Everyone approaches Square One to get more information about fostering. Potential foster parent decides to foster dog. Rescue parent is happy with fostering a dog through Square One. He fosters more dogs and recommends Square One to friends. Square One needs to be present on all its channels to tell beautiful stories about fostering. Stories will clear questions and make foster life more understandable. Square One needs to convey the beauty of fostering and strengthen the emotion of the potential foster parent. Square One needs to make foster parent feel part of community by providing support using Facebook and by having them tell stories on Tumblr. Square One makes foster parent feel important and valuable by congratulating and celebrating foster parent.
  47. 47. © Malin Dang. All Rights reserved How do we talk to them? What do they say? Ramona appreciative Phil making him the expert “It just so wonderful to see the dog open up and showing his true character.” “I spend a lot of time training my foster dog. All this training will make him more adoptable.”
  48. 48. © Malin Dang. All Rights reserved Adopter Profiles “I’m giving my dog the love a nd attention he d eserves to lead a happy doggy li fe.” Jenn with Rosco Paul with Tucker Stacy with Bella only adopts rescue dogs because they have special needs that need a special kind of owner. heard from friend about Tucker who thought they might be a good match. decided to get a dog and searched different shelters until she found Bella.
  49. 49. © Malin Dang. All Rights reserved Potential Adopters Other Statements • “I realized very early on that animals are helpless if they find themselves hurt or lost or abandoned—and unless we humans come to their rescue, they will lose their little lives.” • “Every time I rescue an animal a part of me gets rescued” • “She’s my best friend. I don’t think she’ll ever know that we’re not the ones who rescued her. SHE rescued US, and showed us that it’s ok to love another pet!!”
  50. 50. © Malin Dang. All Rights reserved Consumer Decision Journey Phase 1 Paul Stacy Jenn “A friend of mine told me about Tucker. He said we would make a great pair. I had to go see him.” “When I saw Bella’s profile online, I knew it’s her. But I asked lots of questions because I have been looking for a dog for years that would match my lifestyle. I’m so lucky to have found her. “I’ve been having rescue dogs for years. I only get rescues because they have special needs and need a special owner. Square One needs to be represented on Tumblr, a place adopters can find beautiful stories about foster dogs
  51. 51. © Malin Dang. All Rights reserved Phase 2 Paul Stacy Jenn Potential adopter interacts with Square One to retrieve more information. Square One needs to give information about dog, but also convey the beauty of rescuing and strengthening the emotion.
  52. 52. © Malin Dang. All Rights reserved Phase 3 Paul Stacy Jenn Potential adopter turns into actual adopter and takes home a dog. Square One tells story about dog and new family on Tumblr - supporting adopter in his great decision
  53. 53. © Malin Dang. All Rights reserved Phase 4 Paul Stacy Jenn Adopter is happy with rescue dog and Square One Program. He comes back and rescues more dogs or recommends Square One to friends Square One shows that adopting a rescue dog is something special
  54. 54. © Malin Dang. All Rights reserved Consumer Decision Journey - Adopters Phase 1 Phase 2 Phase 3 Phase 4 Potential adopter hears about Square One through specific scenario. Potential adopter interacts with Square One to retrieve more information. Potential adopter turns into actual adopter and takes home a dog. Adopter comes back and rescues more dogs or recommends Square One. Square One needs to be represented on Tumblr, a place adopters can find beautiful stories about foster dogs. Square One needs to convey the beauty of rescuing, strengthening the emotion. Square One tells story about dog and new family on Tumblr supporting adopter in great decision. Square One shows that adopting a rescue dog is something special.
  55. 55. © Malin Dang. All Rights reserved How do we talk to them? What do they say? Jenn honoring Paul grateful Stacy awe & respect “I’ve been having rescue dogs for years. I only get rescues because they have special needs and need a special owner.” “It took Tucker quite some time to get used to his new home. But it was worth all the effort. “Finding the perfect dog isn’t easy. But once you found him, you just know it’s right.”

×