Marketing Plan Hennesey

1. Laurel Highlands Animal Advocate Service
Marketing Plan
 Reed Hennessey
 Director
 May 18, 2013

2. Mission
 Prevent cruelty to animals; provide
services that rehabilitate, provide
sanctuary and relieve the suffering of
animals; and extend humane education
to people in the greater Fayette County
area of Southwest Pennsylvania.

3. Executive Summary
 LHAAS is a non-profit organization committed to preventing abuse
and relieve suffering to all animals through adoptions, public
education and humane services. Through our efforts many animals
were rescued from abuse, neglect, and euthanasia.
 LHAAS target market includes:
 Public Service Agencies
 Adoptions
 Donated Funding
 LHAAS plans to expand their revenue and community presence
by promoting adoption events, educating the general public,
and increasing their publicity.

4. Social Impact
 LHAAS success depends on the number of adoptions
and the their contracts between Fayette and the
surrounding counties for support and funding. Over the
next five years we plan to increase our impact on the
issue of animal abuse by 54%. In addition, LHAAS will
have a strong impact of the environmental conditions
in Fayette County. Through the care and control of
animals, veterinary services, population control, and
educational programs our shelter will have a positive
social impact on our community.

5. Video Presentation

6. Market Summary
 LHAAS is a full service animal shelter, serving the needs of abused
and neglected animals and dealing with the consequences of
animals who interact with humans. The most important clients are
the animals that are served in our shelter. Locally LHAAS will
provide adoption and veterinary services. The other areas that
will be served are training and kennel services.
Shelter Services
Target Market
Training/Kennel
services
Adoptions/
Veterinary
services

7. Market Demographics
 Shelter services based on county contracts offers consistent revenue to
the LHAAS. Over 70 percent of the county Animal Control budget is
allocated for contractual services to Laurel Highlands Animal Advocate
Service to provide housing, euthanasia, and welfare for
abused/unwanted animals. There is estimated to be an annual budget
of two million or more. County agencies are looking for more services
which LHAAS can provide.
 LHAAS represents one of the fastest growing programs for the Fayette
County Animal Control Board.
 Donated funds are another source of marketing and once established
we will prove to the county administrator that animal care is a necessity.

8. Market Needs
 LHAAS provides education, outreach programs,
placement for homeless animals, medical, spay and
neutering assistance and kenneling services. LHAAS main
objective is to educate the public on the overpopulation
of animals that creates neglect, and abuse. LHASS
through pet adoption programs, and other resources are
using financial donations and grants to make a
difference. There exists a need in our county to provide
the services necessary to support the care and shelter of
animals. Community contribution and local employment
are additional benefits of our organization.

9. Market Strategies
 The drive for volunteers, adopters and donations will rely on the
successful implementation of our marketing plan. Educating and
informing the public about our shelter and services will be
accomplished through our plans to build a website that allows
potential adopters to become familiar with the issue of abuse
and the animals that need homes by incorporating lots of
photos.
 We will also use multiple social media sites to share news about
new animals up for adoption, our services, and fundraising
events. Our fundraisers will be marketed through advertising as
well as corporate and community sponsorships. We will also
participate in community events and use flyers and participation
is school and community events to get free publicity from the
media about our shelter.
 We will also need to develop relationships with local contractors
and building suppliers in order to complete construction of the
facility.

10. Market Growth
 The growth of LHAAS is directly tied to the
overpopulation of animals and services needed in
Fayette and neighboring counties. The need for shelter
services has stayed constant in the past years and is
expected to stay in the same range. Volunteer
organizations, advocacy groups, and corporations will
be important supporters in the expansion of our services.

11. Competition
 The SW Pennsylvania market is moderately competitive
for shelter services. The advantage that my shelter will
have over the other shelters is that they are smaller and
only offer shelter services and limited low cost
spay/neuter programs.
 Many of these shelters are operating on a very limited
budget with much of their services depending on
donated dollars. Without other viable options they are
not able to operate consistently and provide for the
care and control of our animal population.

12. LHAAS Strengths
 Extended hours
 Community Outreach programs
 Therapeutic Animal Program
 Mobile Rescue Unit available 24/7
 Increase awareness of animal welfare
 Animal education and behavior training classes
 Short term and long term kennel services
 Discounted puppy/kitten and
Spay/Neuter/Vaccination Programs

13. LHAAS Weakness
 Current Location
 Size and limitations of the current facility
 Hours of operation - no weekend hours
 Cost of veterinary services provided by partner
veterinarian

14. Marketing Tools
 Advertisements
 Direct Mail
 Adoptions
 Community Events
 Website
 Social Media Links and Promotions

15. LHAAS Advertising
 Animal Adoptions
 Local television advertising
 Newspaper Circulation of animal showcase
 Literature in area agencies

16. Other Promotions
 Festivals
 Fairs
 Community events
 Senior citizen visitations
 School/Educational programs

17. Pricing/Grants/Fundraising
 Pricing
 Low cost adoptions
 Lower spay and neuter costs
 Bundled services
 Grants
 Seek grants to fulfill financial obligations
 Fundraising

18. LHAAS Services
 Animal Abuse Education
 Sheltering homeless animals
 Adoption counseling and placement
 Mobile Rescue Unit
 Short term and Long term Kennel Services
 Vaccination Clinic/Veterinary Services
 Therapeutic Animal Services
 Behavior Training Classes

19. Links
 Blogspot
http://socialmediaprojecthennessey.blogspot.com/
 Twitter Feed
https://twitter.com/animalshelter