The document outlines a public relations campaign by Rancho Coastal Humane Society to educate the local community about adopting pets for the holidays. The campaign goals are to increase adoptions and inform people that adopting, not gifting pets, is best. It will use local TV, radio, and social media from November to January to share tips on pet adoption and promote a two-day adoption event. The evaluation will measure awareness, adoptions, and engagement across channels.

1. The Successful Way to
Give the Gift of a Pet
Rancho Coastal Humane Society
Kelly Unruh
COM 420A PR Strategies

2. Goals and Objectives
• To educate the local community
about the successful ways to
give pets as gifts and increase
pet adoptions.
• Local TV, radio and social media
will be used to create consumer
awareness and educate the
community on the successful
ways to give the gift of a pet for
the holidays.

3. National Statistics
• 4 million dogs
and cats are
adopted annually
• 46% of all pets
living with families
were rescued from
shelters
• 76% of Americans
consider
themselves pet
parents
• 4 of 10 kids had a
pet growing up

4. Rancho Costal Humane
Society
Provides quality shelter care, adoption services, education programs
• The Humane Education Program to educate kids
about care and compassion towards animals
• The Animal Safe House program to provide shelter to
animals of domestic violence
• Cricket’s Corner, a community off-leash dog park
• Military Working Dog memorial and adoption program
• Pets for Patriots program to help military families care
for their pets
• Pet Assisted Therapy programs to provide
companionship and courage to those in need within
the community

5. Audience
• San Diego County area families with older
children
• Hispanic families tend to adopt smaller breed
dogs
• Caucasian families tend to adopt larger breed
dogs or cats
• Children included in the pet adoption decisions
• On-the-go family requires a pet to keep up with
their active lifestyle
• Pets teach children responsibility
• Pets help with learning, provide comfort,
encourage nurturing, keep kids healthy and
build family bonds

6. Key Points
• Adopting a pet should be a family decision with everyone understanding the
responsibilities involved.
• Based on lifestyle and space, decide on the type of pet that best suits your
family.
• Make sure the family is ready to receive a pet during the holidays and are
able to devote the time and patience to transition from shelter to home.
• Giving a gift basket with treats, toys and accessories can be just as fun. Plus,
the family can return to the shelter after the holidays to find their forever pet.
• The 2-day adoption event in January will provide an opportunity for the
community to meet and interact with adoptable pets.

7. Media
Local TV Local
Radio
Social
Media

8. Media Calendar
November December January
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17
TV
Morning
Evening
Weekend Morning
Radio
Morning
Evening
Social Media
Website
Facebook
Event
Message:
Preparedness
Tips
Event

9. Evaluation
Effectiveness of the channel mix strategy and message to:
• Create awareness
• Number of adoptions
Measurement:
• Exposure and impressions of local TV and radio
• Engagement on social media
• Questionnaire during adoption process