A comprehensive digital marketing strategy designed to increase the presence of The Humane Society online and attract a younger audience.

1. Pets of The Humane Society
Comprehensive Digital
Marketing Campaign

2. Goals
O Target Audience: 19-35
O Competitive content
O Central Blog
O Interaction
O Accessible Online Presence

3. Step 1: Blog
O Blog – Pets of the
Humane Society
O Highlight Successful
Adoptions
O From Perspective of
Animal
O Short, To-The-Point
(less than 500 words)
O Image of Pet being
Profiled
O Call to Action – Landing
Page for donations

6. Step 2: Facebook
O Create Corresponding
Facebook Page
O Interact with Adoptees and
Donations
O $100 or more donations will
be posted on page with
Thank You
O Share YouTube videos from
happy new pet owners
O Post new blog entries and
create “Share” and “Like”
Contests – T-Shirts, Car
Stickers, etc.

7. Google AdWords

8. Performance Indicators

9. The Budget
O Overall Cost: $1.5M
O 5 Person Team
O Project Coordinator
O Blog Manager
O Facebook Manager
O YouTube and Pinterest Manager
O Keyword and AdWord Manager

10. Growth
O Weekly performance reporting on keyword
and social interaction
O Monthly performance reporting on end
action rate – donations received
O Social Media monitoring to find additional
avenues and ideas to expand marketing
plan.