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Feral cat campaign
- 1. FERAL CAT CAMPAIGN FOR CATS PROTECTION BY Thititorn Tongtooltush & I-Hsuan Liu
- 2. Image Credit (edited by Nathan Doyle): SOSTAC / Smart Insights Website PR Smith (1990s) Rehoming 500 feral cats in South West and Wales in 2017
- 3. SITUATION ANALYSIS SWOT CONCLUSION The strongest CP is a good service The weakest Lack of awareness The most opportunity Eco-Friendly The most threatening Pesticide is easier
- 4. BUSINESS CHALLENGE OBJECTIVES 1. Making people realise many functions of feral cats 2. Ensuring people can easily search feral cats rehoming with CP 3. Guaranteeing people get a good service
- 6. TARGET MARKET Percentage Population Change in English regions by age groups, mid-2014 to mid-2024 Source: Office for National Statistics Elaine Karmasyn “I never feel alone because of cats”
- 7. TARGET MARKET Household estimates and projections: by household type, South West, 2001-2026 Source: Portrait of the South West - Communities and Local Government Interview Chris Trace and Amanda Trace “Feral cats are forgettable”
- 8. Rural Married Couples Richard and Susan Age: Husband 30-44, Wife 25-44 YouTube/Paper/Facebook TARGET MARKET PERSONAs Retired Mary Age: 60+ TV/Paper/ Email Argiculture-Farmer Steve Age: 35-50 Radio/ TV/ Social Media
- 9. TARGET MARKET Fans Rural Married Couple- Richard and Susan Potential Fans Retired- Mary Agriculture Farmer- Steve Source: Red Bee Media (2013)
- 10. TARGET MARKET Super Fans Rural Married Couple- Richard and Susan Fans Retired- Mary Potential Fans Farmer- Steve Source: Red Bee Media (2013)
- 11. Key insight : How do people think about a feral cat? STRATEGY “Most people rarely choose a feral cat to be their pet or let it work on their farm or house.”
- 12. Key insight : Why do people want to adopt a feral cat?STRATEGY Rational Saving owner time&money Saving the environment Emotional Being a friend Model Source : De Chernatony (2013) Value Get incredible friends
- 13. STRATEGY
- 14. TACTICS Proposition: If you want a cat that is MORE than just a cat…. Come to Cats Protection!
- 15. Customer Journey
- 16. Customer Journey
- 17. Customer Journey
- 18. TACTICS Proposition: If you would like to adopt a cat, CP will help you to find a perfect cat which is an incredible friend for a long term Aware Stage Paid Media:, Outdoor advertising, Facebooks Ads Owned Media: Social media and website of CP Involved Stage Paid Media: Newspaper, Radio, YouTube Ads Owned Media: Facebook, twitter, Instagram, Youtube channel, website of CP Conversion Stage Paid Media: PPC, Buy Ads on Social Network channel, AdWords, retargeting, TV, Radio, GND, Retargeting Owned Media: Email marketing Earned Media: Share, Blogs and word-of-month CRM Stage Owned Media: CRM activity via Email, Social Networks and websites Channel MIX
- 20. Visual imagesACTIONS For farmer For rural married couple Retired
- 27. ACTIONS CP official website promotion
- 29. ACTIONS UI and UX
- 30. ACTIONS Target audience are not good used internet Rapid search cats Promotion of cats
- 31. CRMEmphasis empathyCollect cats easy A reminder of CP contact information
- 32. CONTROL Type Objectives & tasks KPIs Attitudinal Increase Awareness To increase awareness of a multifunctional feral cat from unknown to know Behavioural Website visits & revisit Achieve 1K unique visitors per month Behavioural Page views Achieve 20% visit return Behavioural Join Facebook To add more followers Business Adopters via websites and CP adoption centres 500 adopters in 1 year (= 40 adopters per month)
- 33. Thank you!