Advertising Strategy forSt. Francis CARE Mallory Henkelman Krystal Saulsberry Andrew Fines Kate Feirick
History St. Francis Community Animal Rescue and Education is a volunteer, nonprofit501(c)(3) animal welfare organization serving all of southern Illinois. They provideshelter and veterinary care to lost, unwanted and abandoned animals until theycan be placed in a kind and loving home where they will be cared for in a safe andhumane environment for the rest of their natural lives. St. Francis also takes part in the community by educating the public about theimportance of spaying and neutering pets in order to prevent undesired breedingand minimize the need for euthanasia. They also promote the adoption of animalsas pets from supporting inhumane puppy and kitten mills, which contribute tooverpopulation of domestic animals. St. Francis opened its doors in Murphysboro, Illinois in June of 2006 after movingfrom Anna, Illinois due to flooding of their facilities. They currently have nineemployees and approximately 30 volunteers. Volunteers include individuals from allwalks of life, but primarily consist of retired individuals. St. Francis is the only low-cost spade and neutering facility in the area, and alsotakes pride in the cleanliness of their facilities and quality of life of their animals.All animal bedding is laundered on a daily basis while each cage is being cleaned,typically while the animals play all day outside in the facility’s large playpens.Current and Past Marketing St. Francis has never done any form of advertising, mainly due to lack of funds.However, they do host a Spring Open House and Fall Fish Fry to both thank andkeep in contact with their past donors and adopters. St. Francis also createsawareness by bringing signage and a few animals to PetCo every Saturday. Onthese Saturdays, the main goal for St. Francis is to have a presence in the communityalong with putting stress on keeping local dollars local. While they typically only geta few animals adopted while at PetCo, creating this awareness for the shelter bringsin more traffic throughout the week.
Observational Research On our visit to St. Francis, we were given a full tour of all of the facilities by the staff. The firstarea we were shown was the medical facility where animals with special needs were kept. Thesmaller dogs were kept in kennels in the main building with attendants close by at all times.We were then taken outside where we were shown the multiple fenced in outdoor play areas.Outside, there was also a series of buildings where the other animals were kept. The larger dogswere kept in separate buildings with larger kennel areas. Medium sized dogs and a separateroom equipped with play areas and obstacles were in the next building. The final building wewere shown was the puppy building. Overall, the facilities were a lot nicer than I expected. Theoperation was also considerably larger than we thought it would be. This is most likely dueto the fact that St. Francis is one of the few no-kill shelters and they require more facilities toaccommodate the growing number animals. We also visited PetCo, where the animals are taken every other weekend to promoteadoption of the animals. A surprising number of people showed up to see the animals and a fewpeople even brought there own pets to socialize. St. Francis holds special promotions on certainweekends such as an all black dog event called “Black Out”. The event was to raise awareness of allthe animals in the shelters, 65% of which are black. The Humane Society of Southern Illinois had fewer facilities. We determined that this wasbecause they are in fact a kill-shelter. We weren’t allowed to take any pictures, but there were onlyabout 25 dogs and maybe 20 cats. The cats were all confined to small spaces whereas St. Francishad an entire cat room. They had some literature, but nothing that seemed overly promotional.
Focus Group Summary We conducted 4 separate focus groups. Each group had 4 to 5 subjects in them. The age rangefor our focus group was 19-26. Our first topic for our focus groups was volunteering. When askedwhere they would volunteer, the first locations mentioned were children organizations, cancerorganizations and homeless shelters. There was no mention of volunteering at an animal shelter.Self-fulfillment was the main reason participants gave for volunteering. One person said, “[It]makes me feel like I made a difference,” another person said, “I feel bad for the people, they needhelp.” There was an overall similar response from every respondent on this question. After covering some general questions, we started to ask questions specifically aboutpets. All of our respondents agreed that they would adopt a pet; however, there are constrictionsas a college student, such as having an extra financial responsibility and finding a place thatallows pets. When asked about considering buying a pet, there were a variety of different answerson where participants would go. Places mentioned were a breeder, a family friend, and theHumane Society. Some of the reasons why they would consider the Humane Society are the price,cleanliness and treatment of the animals versus puppy mills. Conversely, one person said, “froma pet store, not a shelter because I have a conception that those pets have been abused in someway, and I don’t have time to train a traumatized pet.” Almost all the respondents said the maindifference between a shelter and pet store is that an animal shelter has all the “reject pets” andpet stores have the “middle class” pets. However, one person mentioned, “a shelter gives moreattention and affection to animals, whereas at a pet store, they are viewed as more of a product.”There were many strong views about this question. In one of the focus groups, it actually started atwo-hour debate. There were similar answers about what qualities they wanted in a pet, most of thequalities consist of loyal, cute, not shy, affectionate, protective and obedient. We showed each focus group a photos of three different kinds of dogs and a cat. We askedthe respondents, which animal stood out to them the most. The Collie had a tremendousresponse. Some of the responses to why people chose the Collie is because it “looks like a verybeautiful dog.” Also because it was following a command from a trainer, so it looks obedient. Onerespondent liked the Boxer because it was short-. “Yorkies are stupid,” was the consensus on thethird dog. The photo of the kitten was mostly ignored because the participants were dog lovers.Most of the respondents agreed that they would want a smaller dog because they do not need asmuch space as others dogs. Towards the end of each focus group, we started to specifically ask about St. Francis. Mostrespondents were not aware of St. Francis. One respondent said he only knew of St. Francisbecause he lives down the street. Conversely, most respondents have heard of the HumaneSociety. Once informed what St. Francis was, we asked if they would consider donating orvolunteering at a place like St. Francis, most respondents agreed they would be most likelyvolunteer. One respondent said they would like to donate but didn’t know if small donations wereaccepted.
Email Survey Summary What type of organization would you consider Our survey was conducted using donating money to? Organizations which.... Google documents, and sent out to Benefit animals 54% people in our target audience on Promote ‘going green’ 30% February 24, 2011 via Facebook and My church or church groups 33% email. We have received a total of Help unfortunate people in 91 responses and which include 81 other countries 38% respondents from our specific target Use the money for research audience. about diseases or other 59% medical purposes The demographics of our main Help unfortunate people in the USA 46% respondents are: aged 18-27 years old, Benefit children 63% a college senior, female, most have Other 4% an income ranging from nothing to about $200 every 2 weeks and live in Carbondale or Murphysboro. The Would you be more interested in donating money majority were Caucasian and have never to a local or national organization? been married. Don’t Know Overall, the prominent results of our survey told us that donating National money to benefit animals is in the top 3 Both organizations people would choose to donate their money. Many respondents would donate to local charities rather then a national organization. Most Local people in our target audience can only donate spare change, or up to thirty dollars. They donate via donation boxes or when physically approached by people asking for donations. Why do you, or why would you consider volunteering at an organization? Respondents in our target audience volunteer for two main reasons: to fulfill aTo fulfill volunteer requirements for an organization or group I’m involved in 59% requirement for an organization they are To pass time in a beneficial way 35% in or because they are passionate about Because I was passionate about the organization they are volunteering 59% helping that particular organization for. I was ‘volunteered’ by someone else 11% As a fun thing to do with a friend 36% When it comes to adopting the pet Other 3% most (36) would consider adopting a pet and they would choose a dog who is affectionate, happy, playful, and young. Would you consider adopting a pet? It was shown that many people are not familiar with St. Francis CARE; only 17 of Yes 83% our participants even knew it existed, and No 16% only 7 have ever visited there before.
Independent Media Usage Interview We conducted independent interviews with 20 SIUC studentsages 18-27 by approaching them on campus. We asked themabout the type of media they use on a daily basis. Almost all therespondents said they use social media (Facebook, Twitter) atleast once a day. Some people mentioned reading newspaperslike the Daily Egyptian, Nightlife and Southern Illinoisan. Theyalso mentioned listening to the radio, many referring to thestations CILFM and TAO. From analyzing our interviews, we came to the conclusionthat the most effective method to reach our target audience isto use an extensive amount of social media, place ads in localand college newspapers, and buy radio advertisements. SinceSt. Francis’ main medium use is the website, we recommendredesigning the website design to make it more user-friendly.
Competitive Analysis TREATMENT SERVICES OF VARIETY OF PHILOSOPHY DESIGN & PRICES ANIMALS ANIMALS Dedicated to rescuing Dogs $195 Prices include Multiple large play pens. Okay Design, St. Francis lost, unwanted & Good Continutiy Cats $95 spay & neuter Play outside all day, clean Dogs, Cats abandoned pets Spay/Neuter $35-40 facilities, training Staff members who are Great Design, Clean store, Dogs, Fish, Dee’s Pets experienced pet Great Continuity Puppies $300-500 Animals kept in cages Birds, Rodents owners & lovers Works to stop all Great Design, PETA animal cruelty. Great Continuity N/A N/A N/A Enhances the dignity Goodwill and quality of life Great Design, N/A N/A N/A Great Continuity of individuals. Humane Encourages spay & Horrible Design, Dogs $100 Small play pen, Society Cats $80 Animals kept in cages Cats, Dogs, Rodents neutering of animals Bad Continuity Spay/Neuter $35 most of the day. The main competitors of St. Francis Care are Dee’s Pets, PETA, Goodwill, and the HumanSociety of Southern Illinois. Dee’s Pets and the Human Society are competitors for animaladoptions, and PETA and Goodwill are in competition for monetary donations. St. Francis hasvery reasonable pricing when it comes to the adoption of dogs and cats. The Human Society ofSouthern Illinois has prices that may seem a little bit cheaper (Dogs, $100.00 Cats,$80.00), theHumane Society’s price does not include the coast to spay and neuter the animal These costs areincluded at St. Francis, totally animals at $195 for a dog and $95 for a cat. The national non-profitorganizations take in a lot more of the donations than the local pet adoption locations. Dee’s Petssells their pets at a very high price compared to St. Francis, with an average price of $400.00 perdog. As far as perception, St. Francis is the least recognized, according to our survey, of all of thecompetitors. Only 17 of our respondents even are familiar with it. The philosophy of St. Francis isthat they are a no-kill shelter compared to the Human Society that euthanizes their animals. St.Francis currently has no advertising, but do visit Petco every other Saturday, which helps createbrand awareness and increase adoptions. The Human Society does not do much advertising; theydo not even have a brochure. Dee’s Pets has television commercials running on local channels.PETA and Goodwill, being national organizations, have much larger advertising budgets dueto receiving much larger donations. PETA does a lot of advertising, and are most popularlyknown for their, “I would rather go naked than wear fur,” campaign. Goodwill does some guerillaadvertising, but not really much other than that. In addition to the competitors listed above, all local non-profit organizations that areseeking donations or volunteers are also viewed as competitors.
Brand Analysis St. Francis has made an attempt to achieve continuity in all of their promotional and informational material. The color scheme as well as the logo are consistent in all representations. The logo can be found on the buildings, company vehicles, brochures, and on the website. The brochure could be updated to use a sleeker, more efficient layout. They could also include more detailed information. They should include information about how to donate. The logo on the brochure also needs to be put on the cover. More exposure of the logo will ultimately give the brand more recognition. The facilities include a main building, which was originally built as a house. Inside, the building still looked very residential rather than as a professional business. Painting the interior of the buildings is recommended to create continuity throughout the facility and give it a more professional appeal. The staff was overall very knowledgeable and friendly. The sales experience was personable and they were more than happy to answer any questions.
S • Low-cost spay and neutering • Clean facilities • Happy animals Strengths • Training of animals • Large Playpens • Good logo and color scheme • One of very few no-kill shelters W Weaknesses • Out of business district • Hard to locate from road • Low brand awareness • “High” adoption prices O • Ad campaign can create awareness and bring in more trafficOpportunities • Hosting events to generate traffic • More continuity with color scheme • Fundraiser can raise additional funds to execute a plan to action TThreats • Competition from Humane Society, pet stores, and other animal agencies • Lack of demand for adopted pets • Poor economic conditions
Sales Objectives • Increase adoptions by 20% over the next year. • Increase Market Share by 5% over the next year. • Raise $500.00 at Music/BBQ Fundraiser.Advertising Objectives • Specifically target and raise brand awareness with 18-27 year olds in Carbondale and surrounding areas through the duration of the campaign. • Increase number of volunteers by 20% over the next year. • Increase monetary donations by 10% over the next year.
Budget Friday Night Fair $280 Inflatable Dogs $119.96 Dog Walker $293 Daily Egyptian $1431 Bus Benches $600Social Media $442 Nightlife $900 KGMO $810 CILFM $1458 The budget for the campaign that we have come up with totals at $6,495.96 which is the bare minimum we suggest for an effective campaign. We kept the cost as low as possible because St. Francis CARE is a non-profit organization with a current advertising budget of $0.00. Traditional Media Budget $ 4,599.00 Non-Traditional Media Budget, $ 1,734.96 Total Campaign: $6,495.96
Creative Strategy and ExecutionsThe Big Idea: tH ap py! Ge “Get Happy!” is our big idea and will be consistent in our advertisements. There’s no happier time then the time you spend with an animal. St. Francis has some of the happiest animals in their shelter and by people volunteering at St. Francis CARE, they will be able to “Get Happy” by being able to interact and help out with the happiest dogs of St. Francis. The slogan “Get Happy” has another connotation as well. If someone came to St. Francis to adopt a pet, they can “get Happy” as in adopting a dog that’s name is happy or naming him or her happy once the dog is adopted in a loving home. We believe that this tagline really encompassed everything that St. Francis CARE stands for. Our goal is to not only maintain the happiness of the animals, but adopters, volunteers and employees as well.
April May June July August September October November December January February MarchTraditional MediaNewspapersDaily Egypatian 9 ads 9 adsNightlife 1 1 1 1 1 1 1 1 1 1RadioCILFM 54 ads 54 adsKGMO 27 ads 27 adsNontraditional Media Media Flow ChartSocial MediaFacebook 104 PostsTwitter 104 PostsBus Benches 8 Benches 8 BenchesDog Walker 9 Walks 9 WalksFriday Night Fair 9 Booths 9 BoothsInflatable Dogs 12 12 12 12 12 12 12 12 12 12
Radio [Sound of dog barking] GIRL 1: I love volunteering at St Francis CARE because it is a great place to go and relax after a long day of class and play with the animals. GIRL 2: I love volunteering at St Francis CARE because it makes ME happy ANNOUNCER: Come GET HAPPY by volunteering at St Francis Care in Murphysboro. 6228 Country Club Road. [Sound of dog barking] Students tend to listen to radio stations with today’s hits the most, but classic rock is also popular among students, particularly with males. For this reason, the majority of the radio budget should be placed on 101.5 CILFM, which plays today’s hits. 100.7 KGMO plays classic rock and is also a popular station among students. Ads should be placed on Sundays, Mondays and Tuesdays because this is when most of the Greek life and RSOs have their meetings. Most of these clubs and organizations require mandatory community service hours, so students listening to the radio on these days will be reminded of the opportunity to volunteer. The majority of the ads should be placed on 101.5 CILFM because today’s hit are more popular among college students.
Newspapers SIU students reported regularly reading newspapers. The newspapers most read by students are The Daily Egyptian and Nightlife. Both of these papers are free and can be found on campus and in businesses all around Carbondale. Ads in these papers are a great way to accurately reach our target audience. We suggest running weekly ads in the Daily Egyptian on Mondays and ads every other week in the Nightlife. The reason for this is the heavier following of the Daily Egyptian than the Nightlife among students. Running 2x3 black and white ads is the most cost e ective way to reach the target audience.
Social Media All of the students from our focus group and surveys use some form of social media. Most students reported using Facebook or Twitter on a daily basis. Both of these services are free unless someone is hired to update the sites. Volunteers or the staff already on hand can perform maintenance of the sites. Using social media sites is also a cost effective way to promote awareness year round.
Bus Bench Advertisements One of our suggested non-traditional media is bus benches. Many students on Southern Illinois University campus use the bus service, the Saluki express, to get around to different places from the mall to the grocery store. Our idea is to place advertisements on the bus benches on four different popular saluki express bus stops. They are SIUC Student Center, Thompson Point, University Mall, and Southern Hills. We plan to have bus bench advertisements out for four months, August, September, April, May. The ads are $37.50 per month for non-profit organizations, which comes out in total of $600. The ad will read “Get Happy! There’s no happier time than the time you share with an animal. Come volunteer with us to keep them happy and healthy”.
Dog Walker We suggest to plan to have St. Francis volunteers walking dogs on SIUC campus once a week for 18 weeks through the months of August, September, April, and May from 11:30am- 12:30pm. We chose this time because people are on lunch breaks between this time and many people will be out of class walking around campus and will see the dog walker. We also only made it an hour because we want to create buzz about St. Francis dog walkers being on campus and making it a word of mouth topic. We decided to pay the dog walker $8.50 an hour for amount of $153. We plan on having 10 dog walkers rotating throughout the 18 -week period, once a week. Each dog walker will have a light green t-shirt, which will say our slogan “Get Happy”, St Francis’ name and address on the front, and on the back it will say, “Help me! Ask me about how to volunteer for St. Francis CARE”. We believe this will be an effective guerrilla tactic to use because there are thousands of students walking on campus everyday, which will increase our exposure of people seeing the dog walker, and most people like dogs, so that will also create an incentive for people to looking in to what St. Francis CARE is about.
Friday Night Fair To create more brand awareness for St. Francis CARE, we recommend purchasing a booth in Carbondale’s Friday Night Fair. This is a weekly event held every Friday night from April 22 to October 28 in Carbondale Town Square, which is located in the center of Carbondale. To set St. Francis aside from other booths, we recommend that they rent booth #15 which has extra space on the side. This extra space can be filled with cages with animals that visitors can interact with and possibly even adopt on the spot. There will also be more probability for people to make donations if they can see in front of them what they are donating to. Along with having animals at the booth, we recommend having promotional materials such as signage, fliers and brochures. Brochures should focus on information of what St. Francis is, and the fliers should focus more on how to get involved with donating to or volunteering for St. Francis. As a treat to visitors, we recommend that St. Francis bring bags of “puppy chow” to hand out to anyone visiting the booth. Each bag should include St. Francis’ logo and the tagline “Get Happy!” Total cost for renting the booth each week will be $280. Space for Cages
Inflatable Dogs To create more brand awareness and a buzz surrounding St Francis CARE, we recommend a guerilla campaign to take place on the SIUC campus. This event will be every other week in August-September and April-May, every other week in very populated areas of the campus. To make this event happen we are suggesting they purchase 4 dozen inflatable dogs at 29.99 per dozen from partypalooza.com, and place advertisements for St. Francis around the necks of the dogs. We are recommending they place these dogs in places like the SIUC student center, WHAM education building COMM building, etc. Along with having these dogs out we suggest they take them at night and put them away. Then they can choose a random day, the next time they put the dogs out to create an element of surprise to keep people guessing. Total cost for this guerilla campaign is $119.96 Left your dog with your parents? G et H appy! Come visit the dogs at St. Francis CARE. Volunteers are always needed. St. Francis Community Animal Rescue & Education 6228 Country Club Road, Murphysboro • 618-687-2079
Strategies for Evaluation It is important to evaluate the advertisements we are using to determine what is working with people. We will evaluate the effectiveness of our advertisements by doing concurrent testing during our campaign by counting and evaluating the number of new volunteers per month. We will first start off with obtaining the number of volunteers that regularly go to St. Francis. Then we will measure the number of new volunteers per month and then go back and look at the advertising that took place that month and measure its effectiveness. Through this testing we can see what is working and what is not working in the campaign. Then we can decide if we want to make any changes or not to the remainder of the campaign year, or for the next year.