3. Communicative campaign <<Once You Needed Your Teddy Bear Now It Needs
You>>
Approach the social media, facebook, instagram and twitter creating a
hashtag #hugyourbear
Invite user to send photo or a video of his story with a teddy bear
There will be two winners
The prize : a personal all-day tour all over the shelter with an
instructors escort and observation of the daily life of a bear
Target : 1) activate the attention and interest of the visitors
2) encourage them to make an adoption.
5. Social Media Quiz:
• The quiz includes elements of character such as stubborn, cheerful, lonely, sleepy,
frisky, loud, daredevil, shy etc. which could apply to both people and bears.
• The person will check the box that matches his personality and in conjunction with
other components like the age, the quiz will show the bear in Arcturos sanctuary that have
similar characteristics.
• It will display information about the bear, like her or his story and daily life
• And of course it will contain all the information needed regarding the ways of
contribution to the cause as well as information about when and how to visit, help -by
volunteering- or even adopt the bear.
7. These chocolates:
• will be wrapped and one characteristic of each bear in the
shelter will be written on the wrapper.
• Every visitor will pick a chocolate according to the
characteristic that expresses them best.
• On the wrapping paper there will also be a bar code. The
visitors will type in this code on their mobile phone so as to see
which bear they share the characteristic with.
8.
9. Last but not least…
We suggest the creation of a clip that will represent the actions of human for
stray animals and finally it will urge people to offer their help to wild animals
and especially bears, too.
• Presentation at social media and the site of Arcturos.
• Target group: generally users of social media and followers/ especially
animal lovers.
• Our aim is to sensitize and induce people to take action for the
protection of the brown bear.
• It is NOT our goal to confuse wild animals with pets but to emphasize
that all the creatures of our ecosystem deserve equal treatment.
• Force the public to visit Arcturos’ s site (maybe and the sanctuary, too)
so as to be informed for the actions of the organization and how they can
contribute.
12. • Panteion University, Athens, Greece
• MarketingLab@ADandPRLab
• Instructor: Diana Birba
• Professor: Betty Tsakarestou, Ph.D, Assistant Professor and
Head of Advertising and Public Relations Lab, Panteion
University, Athens, Greece
• Project: Arcturos
• Twitters: @Sinekogloukon, @IrilenaVa ,@danaezac,
@oAbDtohuxITEgjp ,@mzafiri1234
• 3rd Year Of Studies
THE CREATION TEAM :
SINEKOGLOU KONSTANTINA
ZACHARIOU DANAE
VASSOU AGGELIKI
VARELLA IRILENA
ZAFEIRI MARIA
Editor's Notes
Introduction
A Campaign about Arcturos promotion
An English Website has to be translated in order to attract people from foreign countries and describe them the organization’s and sanctuary’s actions. Maybe there are many tourists or animal lovers who would like to visit Greece and support financially the sanctuary and the bears. The site’s goal is the promotion of the visitors experiences. Unfortunately, the brown bear is endangered and public donations in Greece have been diminished due to the economical crisis, so the foreigners funds will contribute to the salvage of the brown bear, on the one hand and on the other hand the funds will be profitable for our country’s economical situation.
In order to approach the social media, such as facebook, instagram and twitter we have thought about creating a hashtag based on our communicative campaign <<once you needed your teddy bear now it needs you>> as a part of a competition. This hashtag with the name #hugyourbear will invite every user of the media to send us a photo or a video with his or her personal story with a teddy bear. In the context of this competition the first two users who will share the best photo or video with their personal story concerning their teddy bear will be the winners. The prize will be a personal all-day tour all over the shelter with an instructors escort and the opportunity to observe from a close distance the daily life of a bear in the refuge and take some photos. With this action we aim to activate the attention and interest of the visitors about the issues of the shelter and mainly encourage them to make an adoption.
SOCIAL MEDIA QUIZ
Undoubtedly, all the creatures of the earth are different but may have some things in common as well. Imagine you, as human, having something in common with an animal… How that would make you feel? Wouldn’t that create a link between you and the other creature? A sense of connection? Wouldn’t that make you to pay more attention? This is why we thought of creating a social media quiz as to see, what a human and a bear can have in common and how this could affect the person. This quiz would have some elements of character such as stubborn, cheerful, lonely, sleepy, frisky, loud, daredevil, shy etc. which could apply to both people and bears. The person will check the box that matches his personality and in conjunction with other components like the age, the quiz will show the bear in Arcturos sanctuary that have the same characteristics and all the information needed to visit, help -by volunteering- or even adopt the bear. This idea relies its dynamic on the interactive process and the conviction that the sense of identification could attract the interest of those doing the quiz and subsequently, could bring a positive input or involvement to the cause.
Besides the quiz, we had another idea. We thought that chocolates could be made by the volunteers along with the baker who is willing to offer food to the organization. These chocolates:
will be wrapped and one characteristic of each bear in the shelter will be written on the wrapper.
Every visitor will pick a chocolate according to the characteristic that expresses them best.
On the wrapping paper there will also be a bar code. The visitors will type in this code on their mobile phone so as to see which bear they share the characteristic with.
An example of how we thought these chocolates.
Finally, we suggest an other act at the area of social media · the creation of a mini clip that will represent people’ s actions in order to make the life of stray animals much easier and happier. At the end of it there will be a photo of the brown bear following by the question “now you will deny your help?”. Our goal is to sensitized the public and induce it to visit the site of Arcturos –maybe in a further step and the shelter, too- so as to be informed about how it can contribute to the protection of these species. As a target group we set all the users of social media that follow the pages of the organization but even more we want to “touch” the feelings of animal lovers. What is important to take under consideration is the fact that we do NOT want to confuse a wild animal with the domestic ones. We aiming to highlight that all the creatures, such as dogs, cats, bears, even humans are part of the same ecosystem and all have the same rights to life. Of course, people cannot offer to bears and generally to wild animals the kind of help they give to a pet but there are other ways to do it. How ? Visit Arcturos’ s site, learn and take action!
