The document proposes a social media campaign on Facebook and Twitter to raise awareness of pet neglect issues among current pet owners in Singapore. The campaign aims to decrease calls regarding pet neglect cases received by the SPCA by 5% over 3 months. It will target pet owners aged 10-50 and include contests and events like a 'Like and Share' contest and 'Pet Week' to educate the public and increase engagement with SPCA's social media pages. Effectiveness will be measured quantitatively by an increase in Facebook likes and qualitatively through surveys.
Friends Catering is a catering service company with branches in Dhaka and Chittagong. It aims to provide high quality food at competitive prices while also donating 5% of profits to tree planting initiatives. The company analyzes competitors and targets both upper and middle class customers with competitive pricing and quality food. Its marketing strategy involves advertisements on TV, social media, and billboards to promote its brand and locations.
KFC's supply chain in Pakistan has two categories of suppliers - dry food and frozen food. Dry foods like burger buns come from established warehouses, while chicken comes from an agreement with K&N chicken. Spices come from Dubai. Pakistan is divided into north and south areas. KFC's strategy is to take advantage of growth in other countries by establishing a strong position and developing their image through continuing cost savings, new technology, and innovation to work efficiently. KFC provides 100% halal and hygienic products in Pakistan like chicken, zinger burgers, krushers and more. After analyzing KFC's operations, they appear effective and efficient with a focus on customer relations and reputation.
INTRODUCTION
HISTORY
MISSION, CULTURE AND VALUE
ORGANISATIONAL STRUCTURE
PRODUCTS/SERVICES
MARKET COMPETITORS
USP
MARKETING STRATEGY
BUSINESS MODEL REVENUE MODEL
TECHNOLOGICAL INNOVATIONS
SWOT
FUTURE PLAN
8 dimensions of product quality - SubwayRanjani Balu
The document discusses the dimensions of quality for Subway's products and services. It identifies 8 dimensions: 1) Performance focuses on measurable attributes like healthiness and fresh ingredients. 2) Features include customizability and variety of options. 3) Conformance means precisely meeting specified standards like hygiene practices. 4) Reliability involves consistent flavors and an efficient supply chain. 5) Services are provided by cooperative staff. 6) Durability of edible items is limited. 7) Aesthetics provide a pleasant environment. 8) Perceived quality comes from fresh ingredients and healthiness.
Friends Catering is a catering service company with branches in Dhaka and Chittagong. It aims to provide high quality food at competitive prices while also donating 5% of profits to tree planting initiatives. The company analyzes competitors and targets both upper and middle class customers with competitive pricing and quality food. Its marketing strategy involves advertisements on TV, social media, and billboards to promote its brand and locations.
KFC's supply chain in Pakistan has two categories of suppliers - dry food and frozen food. Dry foods like burger buns come from established warehouses, while chicken comes from an agreement with K&N chicken. Spices come from Dubai. Pakistan is divided into north and south areas. KFC's strategy is to take advantage of growth in other countries by establishing a strong position and developing their image through continuing cost savings, new technology, and innovation to work efficiently. KFC provides 100% halal and hygienic products in Pakistan like chicken, zinger burgers, krushers and more. After analyzing KFC's operations, they appear effective and efficient with a focus on customer relations and reputation.
INTRODUCTION
HISTORY
MISSION, CULTURE AND VALUE
ORGANISATIONAL STRUCTURE
PRODUCTS/SERVICES
MARKET COMPETITORS
USP
MARKETING STRATEGY
BUSINESS MODEL REVENUE MODEL
TECHNOLOGICAL INNOVATIONS
SWOT
FUTURE PLAN
8 dimensions of product quality - SubwayRanjani Balu
The document discusses the dimensions of quality for Subway's products and services. It identifies 8 dimensions: 1) Performance focuses on measurable attributes like healthiness and fresh ingredients. 2) Features include customizability and variety of options. 3) Conformance means precisely meeting specified standards like hygiene practices. 4) Reliability involves consistent flavors and an efficient supply chain. 5) Services are provided by cooperative staff. 6) Durability of edible items is limited. 7) Aesthetics provide a pleasant environment. 8) Perceived quality comes from fresh ingredients and healthiness.
The document provides details about an online pet shop business plan called nabanna.com. It includes sections on the company summary which outlines the brand, products, staffing, facilities, and startup expenses. It then summarizes the products and services, market analysis including segmentation and competitors, and marketing strategy which will focus on customer service and home delivery. Finally, it outlines management including roles and the financial plan with sales and expense projections over five years.
35 Inspiring Small Business Ideas to Start on a Small BudgetOxbridge Academy
Want to start a small business? Don’t have any ideas? Or any money? Watch this presentation to get some great ideas for starting a small business on a small budget.
Oxbridge Academy offers a range of entrepreneurial and small business courses. Therefore we know what it takes to get a start-up off the ground. It takes skill, knowledge, and a lot of hard work. But before all that comes the 1% inspiration - the idea. This is why we have put together this presentation, to give you a little bit of entrepreneurial inspiration.
So take a look at our presentation, share it, download it, and leave a comment to tell us what you think.
If you are interested in taking a distance learning entrepreneurship or small business course yourself, you can visit: http://www.oxbridgeacademy.co.za/find-a-course/new-venture-creation/
The document summarizes the operations of the 125-year-old Dabbawala lunch delivery service in Mumbai. It discusses how over 5,000 Dabbawalas deliver 130,000 home-cooked lunches daily to customers across the city using a color-coded system and achieving nearly flawless accuracy. It also highlights the Dabbawalas' organizational structure, recruitment process, job satisfaction of members, and their recognition worldwide for excellence without advanced technology.
National Foods aims to become a 50 billion rupee food company by 2020 with new products and services in domestic and international markets. It became a vendor for McCormick in 1988 and was converted to a public company traded on Pakistani stock exchanges. The company has a broad product line and market coverage with manufacturing competence, marketing skills, research and development, and a reputable brand name. It sees opportunities in expanding abroad and related businesses while threats include new entrants, substitutes, and import quotas.
Bata Pakistan is facing several issues that are threatening its market share. It has strong brand recognition but is facing more competition and changing customer preferences. Bata offers a limited variety of products with outdated designs while competitors offer more fashionable and innovative styles. Additionally, Bata's pricing does not match the quality of its products and it lacks an effective social media presence. To address these problems, Bata needs to focus on innovation, lower prices or improve quality, expand product availability, and enhance its promotional strategies, especially on social media.
This document provides an overview of an analysis of KFC's business strategies presented by Mehak Bhardwaj, Manish Malhotra, Swati Rawat, and Kulpreet Kaur. It includes sections on environmental analysis, value chain analysis, Ansoff matrix, BCG matrix, segmentation, targeting, positioning, product strategy, and product life cycle. The document analyzes KFC's micro and macro environment, supply chain management, quality assurance, segmentation based on geography, demographics, psychographics, and behavior. It also discusses KFC's target market, positioning, impact of consumer behavior, and key factors for the brand's success.
Prechy Cakes "N" Pastries produces and sells a variety of cakes, cupcakes, and pastries in Aba, Nigeria. The bakery has grown 30% per month over the last year. The goal is to develop 10 bakeries in Nigeria by 2020, with sales doubling every two years and net profit increasing 15% annually. A new branch requiring N5,000,000 is planned for 2017, with the company financing 20% and seeking an 80% loan.
Foodpanda 2.0 aims to expand Foodpanda's online food delivery and grocery delivery business in India. Its goals include occupying 15% of the online food delivery market by 2017, becoming profitable in India by 2019, and occupying 20% of the online grocery market by 2020. To achieve this, Foodpanda 2.0 will introduce a new premium app version with improved services, expand restaurant and supermarket partnerships, and leverage strategic marketing communications. The success of Foodpanda 2.0's expansion will be evaluated based on app downloads and the adoption of its paid app version and market share in online grocery delivery.
The document provides an overview of the packaged food industry and ready-to-eat (RTE) food segment in India. It notes that the packaged food industry in India could reach $30 billion by 2015. The RTE food market is a new concept that is growing rapidly due to increasing disposable incomes, changing lifestyles, and a need for convenience. Popular brands like Haldiram's and ITC have entered the RTE market with a variety of products. Their marketing strategies include segmentation, targeting, product development, pricing, placement, and promotion tactics. Both companies face opportunities and threats from increasing competition in the growing Indian RTE food industry.
Presentation on case study on mumbai dabbawalasAnurag Singh
The document provides details about the dabbawala system in Mumbai, India. It discusses:
1) Dabbawalas collect hot lunches from homes in the morning and deliver them to offices by lunchtime using local trains and bicycles. They return empty boxes in the afternoon.
2) Over 200,000 lunches are delivered daily through this system with very few errors, despite using simple coding methods without technology.
3) The dabbawalas exemplify strong discipline, organization, time management, and a culture of belonging - which have allowed this illiterate workforce to provide an extremely efficient and reliable service for over 100 years.
This business plan aims to improve the financial position of Chadwell Heath Health Centre by 20% over the next year. The practice is currently overspending on prescriptions and staff sick leave has increased, putting financial strain on the practice. The plan was developed by analyzing prescribing data, screening processes, extended opening hours payments, locum costs, and staff overtime. It recommends restructuring staff roles and responsibilities to reduce costs, improving prescribing practices to align with PCT guidelines, and implementing quality assurance processes to manage the proposed changes. The plan aims to balance providing quality patient care with getting the practice's finances under control.
Launching A New Food Product Entering An Untapped Market Powerpoint Presentat...SlideTeam
You can download this product from -
https://www.slideteam.net/launching-a-new-food-product-entering-an-untapped-market-powerpoint-presentation-slides.html
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Description of this above product -
A product launch is a systematic and planned effort to introduce a new product to maximize revenue and profit. In the food and beverage industry, bringing a new product to the market can be extremely challenging. With our professionally designed Launching a New Food Product Entering an Untapped Market presentation, any food and beverage company can successfully launch a new product in the untapped market. The PPT begins with a food industry section which can be used to highlight the latest trends and global revenue generation by different food categories. Secondly, the deck caters to a competitive analysis section through which businesses can find their industrys major competitors. Key demographics of the target audience, product launch goals, various risks involved in the launch, and product launch stages are some of the major sections which are covered in this deck. Afterward, companies can successfully promote the product to the target audience and bring their attention to the new product by using online and offline marketing sections. At last, there are a few slides on the survey form and KPI dashboard, which will assist the managers in effectively measuring the success of the new product launch. Get access to this 100 percent editable template now.
The document discusses the proposal for a new snack business called Wrap-to-Go that will provide healthy oatmeal-wrapped snacks. It will be located in Manila and aims to offer convenient, nutritious snacks to health-conscious customers. The business is founded by six partners and will offer different filling options like chicken, beef, tuna, and vegetables to appeal to varied tastes. It hopes to educate customers on healthy living while achieving financial success through effective marketing and product quality.
The document is a marketing plan report for a new women's crossbody handbag produced by the company "Fashionable Life". It includes an executive summary, table of contents, and sections on the company/product overview, advertising, competition, SWOT analysis, market segmentation, distribution, expenses/financial analysis, and conclusion. The report was created using both primary and secondary research to develop an effective marketing strategy to promote the new product.
McDonalds and KFC are two major global fast food brands known for selling cheap food quickly. McDonalds primarily sells hamburgers and fries while KFC focuses on fried chicken. Both brands use mascots and slogans to promote their core offerings of tasty, affordable meals. While convenient options, they face criticism over their perceived contributions to obesity and poor environmental practices within their supply chains. However, as global brands they also invest in social responsibility and have stricter standards than many smaller restaurants.
As part of my Senior Honours year at university I was required to prepare a comprehensive business plan for a mock company. The attached business plan recieved an A1 at Glasgow University.
This document provides a business plan summary for ZAS Papers Ltd, a paper recycling company in Bangladesh. It outlines the company's mission to help meet domestic paper demand through recycling and reduce import dependence. It details the capital requirements and sources of funding for land, buildings, machinery, vehicles, furniture and other startup costs totaling over 1 billion taka. The plan explains that recycled paper production uses less energy and water than virgin pulp production, offering environmental and cost benefits. It anticipates market growth based on rising domestic paper consumption trends and outlines some social, economic and environmental advantages of the business.
Public Relations Plan for Cayuga Dog Rescue Julia Kohn
For this project, team members collaborated to create a mobile marketing campaign for the Paleontological Research Institution. Julia Kohn strategically delegated work to group members and mock-ups for the new mobile website were created. Google Analytic was additionally used to strategize marketing plans and to increase website traffic.
This document summarizes the strategic plan of a shelter over the past 5 years. It established goals such as improving animal care, increasing adoptions and community outreach. Key accomplishments included developing programs like low-cost spay/neuter and foster care that expanded resources and decreased euthanasia. Organizational improvements comprised hiring more staff, offering training and developing better communication. The shelter also aimed to be a model facility and positive presence through activities, media relations and transparency of its data.
The document provides details about an online pet shop business plan called nabanna.com. It includes sections on the company summary which outlines the brand, products, staffing, facilities, and startup expenses. It then summarizes the products and services, market analysis including segmentation and competitors, and marketing strategy which will focus on customer service and home delivery. Finally, it outlines management including roles and the financial plan with sales and expense projections over five years.
35 Inspiring Small Business Ideas to Start on a Small BudgetOxbridge Academy
Want to start a small business? Don’t have any ideas? Or any money? Watch this presentation to get some great ideas for starting a small business on a small budget.
Oxbridge Academy offers a range of entrepreneurial and small business courses. Therefore we know what it takes to get a start-up off the ground. It takes skill, knowledge, and a lot of hard work. But before all that comes the 1% inspiration - the idea. This is why we have put together this presentation, to give you a little bit of entrepreneurial inspiration.
So take a look at our presentation, share it, download it, and leave a comment to tell us what you think.
If you are interested in taking a distance learning entrepreneurship or small business course yourself, you can visit: http://www.oxbridgeacademy.co.za/find-a-course/new-venture-creation/
The document summarizes the operations of the 125-year-old Dabbawala lunch delivery service in Mumbai. It discusses how over 5,000 Dabbawalas deliver 130,000 home-cooked lunches daily to customers across the city using a color-coded system and achieving nearly flawless accuracy. It also highlights the Dabbawalas' organizational structure, recruitment process, job satisfaction of members, and their recognition worldwide for excellence without advanced technology.
National Foods aims to become a 50 billion rupee food company by 2020 with new products and services in domestic and international markets. It became a vendor for McCormick in 1988 and was converted to a public company traded on Pakistani stock exchanges. The company has a broad product line and market coverage with manufacturing competence, marketing skills, research and development, and a reputable brand name. It sees opportunities in expanding abroad and related businesses while threats include new entrants, substitutes, and import quotas.
Bata Pakistan is facing several issues that are threatening its market share. It has strong brand recognition but is facing more competition and changing customer preferences. Bata offers a limited variety of products with outdated designs while competitors offer more fashionable and innovative styles. Additionally, Bata's pricing does not match the quality of its products and it lacks an effective social media presence. To address these problems, Bata needs to focus on innovation, lower prices or improve quality, expand product availability, and enhance its promotional strategies, especially on social media.
This document provides an overview of an analysis of KFC's business strategies presented by Mehak Bhardwaj, Manish Malhotra, Swati Rawat, and Kulpreet Kaur. It includes sections on environmental analysis, value chain analysis, Ansoff matrix, BCG matrix, segmentation, targeting, positioning, product strategy, and product life cycle. The document analyzes KFC's micro and macro environment, supply chain management, quality assurance, segmentation based on geography, demographics, psychographics, and behavior. It also discusses KFC's target market, positioning, impact of consumer behavior, and key factors for the brand's success.
Prechy Cakes "N" Pastries produces and sells a variety of cakes, cupcakes, and pastries in Aba, Nigeria. The bakery has grown 30% per month over the last year. The goal is to develop 10 bakeries in Nigeria by 2020, with sales doubling every two years and net profit increasing 15% annually. A new branch requiring N5,000,000 is planned for 2017, with the company financing 20% and seeking an 80% loan.
Foodpanda 2.0 aims to expand Foodpanda's online food delivery and grocery delivery business in India. Its goals include occupying 15% of the online food delivery market by 2017, becoming profitable in India by 2019, and occupying 20% of the online grocery market by 2020. To achieve this, Foodpanda 2.0 will introduce a new premium app version with improved services, expand restaurant and supermarket partnerships, and leverage strategic marketing communications. The success of Foodpanda 2.0's expansion will be evaluated based on app downloads and the adoption of its paid app version and market share in online grocery delivery.
The document provides an overview of the packaged food industry and ready-to-eat (RTE) food segment in India. It notes that the packaged food industry in India could reach $30 billion by 2015. The RTE food market is a new concept that is growing rapidly due to increasing disposable incomes, changing lifestyles, and a need for convenience. Popular brands like Haldiram's and ITC have entered the RTE market with a variety of products. Their marketing strategies include segmentation, targeting, product development, pricing, placement, and promotion tactics. Both companies face opportunities and threats from increasing competition in the growing Indian RTE food industry.
Presentation on case study on mumbai dabbawalasAnurag Singh
The document provides details about the dabbawala system in Mumbai, India. It discusses:
1) Dabbawalas collect hot lunches from homes in the morning and deliver them to offices by lunchtime using local trains and bicycles. They return empty boxes in the afternoon.
2) Over 200,000 lunches are delivered daily through this system with very few errors, despite using simple coding methods without technology.
3) The dabbawalas exemplify strong discipline, organization, time management, and a culture of belonging - which have allowed this illiterate workforce to provide an extremely efficient and reliable service for over 100 years.
This business plan aims to improve the financial position of Chadwell Heath Health Centre by 20% over the next year. The practice is currently overspending on prescriptions and staff sick leave has increased, putting financial strain on the practice. The plan was developed by analyzing prescribing data, screening processes, extended opening hours payments, locum costs, and staff overtime. It recommends restructuring staff roles and responsibilities to reduce costs, improving prescribing practices to align with PCT guidelines, and implementing quality assurance processes to manage the proposed changes. The plan aims to balance providing quality patient care with getting the practice's finances under control.
Launching A New Food Product Entering An Untapped Market Powerpoint Presentat...SlideTeam
You can download this product from -
https://www.slideteam.net/launching-a-new-food-product-entering-an-untapped-market-powerpoint-presentation-slides.html
slideteam.net has the world's largest collection of Powerpoint Templates. Browse and Download now!
Description of this above product -
A product launch is a systematic and planned effort to introduce a new product to maximize revenue and profit. In the food and beverage industry, bringing a new product to the market can be extremely challenging. With our professionally designed Launching a New Food Product Entering an Untapped Market presentation, any food and beverage company can successfully launch a new product in the untapped market. The PPT begins with a food industry section which can be used to highlight the latest trends and global revenue generation by different food categories. Secondly, the deck caters to a competitive analysis section through which businesses can find their industrys major competitors. Key demographics of the target audience, product launch goals, various risks involved in the launch, and product launch stages are some of the major sections which are covered in this deck. Afterward, companies can successfully promote the product to the target audience and bring their attention to the new product by using online and offline marketing sections. At last, there are a few slides on the survey form and KPI dashboard, which will assist the managers in effectively measuring the success of the new product launch. Get access to this 100 percent editable template now.
The document discusses the proposal for a new snack business called Wrap-to-Go that will provide healthy oatmeal-wrapped snacks. It will be located in Manila and aims to offer convenient, nutritious snacks to health-conscious customers. The business is founded by six partners and will offer different filling options like chicken, beef, tuna, and vegetables to appeal to varied tastes. It hopes to educate customers on healthy living while achieving financial success through effective marketing and product quality.
The document is a marketing plan report for a new women's crossbody handbag produced by the company "Fashionable Life". It includes an executive summary, table of contents, and sections on the company/product overview, advertising, competition, SWOT analysis, market segmentation, distribution, expenses/financial analysis, and conclusion. The report was created using both primary and secondary research to develop an effective marketing strategy to promote the new product.
McDonalds and KFC are two major global fast food brands known for selling cheap food quickly. McDonalds primarily sells hamburgers and fries while KFC focuses on fried chicken. Both brands use mascots and slogans to promote their core offerings of tasty, affordable meals. While convenient options, they face criticism over their perceived contributions to obesity and poor environmental practices within their supply chains. However, as global brands they also invest in social responsibility and have stricter standards than many smaller restaurants.
As part of my Senior Honours year at university I was required to prepare a comprehensive business plan for a mock company. The attached business plan recieved an A1 at Glasgow University.
This document provides a business plan summary for ZAS Papers Ltd, a paper recycling company in Bangladesh. It outlines the company's mission to help meet domestic paper demand through recycling and reduce import dependence. It details the capital requirements and sources of funding for land, buildings, machinery, vehicles, furniture and other startup costs totaling over 1 billion taka. The plan explains that recycled paper production uses less energy and water than virgin pulp production, offering environmental and cost benefits. It anticipates market growth based on rising domestic paper consumption trends and outlines some social, economic and environmental advantages of the business.
Public Relations Plan for Cayuga Dog Rescue Julia Kohn
For this project, team members collaborated to create a mobile marketing campaign for the Paleontological Research Institution. Julia Kohn strategically delegated work to group members and mock-ups for the new mobile website were created. Google Analytic was additionally used to strategize marketing plans and to increase website traffic.
This document summarizes the strategic plan of a shelter over the past 5 years. It established goals such as improving animal care, increasing adoptions and community outreach. Key accomplishments included developing programs like low-cost spay/neuter and foster care that expanded resources and decreased euthanasia. Organizational improvements comprised hiring more staff, offering training and developing better communication. The shelter also aimed to be a model facility and positive presence through activities, media relations and transparency of its data.
E. coli is a common member of the Enterobacteriaceae family that normally inhabits the human gastrointestinal tract. While usually harmless, some strains can cause diseases like urinary tract infections, sepsis, and gastroenteritis. Gastroenteritis caused by E. coli can be due to different pathotypes like enterotoxigenic E. coli (ETEC) which produces heat-labile and heat-stable enterotoxins leading to watery diarrhea, or enterohemorrhagic E. coli (EHEC) which produces Shiga toxins and can cause hemorrhagic colitis or hemolytic uremic syndrome. Laboratory identification of E. coli involves examining its gram-negative rod
E coli, klebsiella, enterobacter lecture notesBruno Mmassy
E. coli is a common Gram-negative bacteria that normally inhabits the gastrointestinal tract. Certain strains can cause illnesses such as gastroenteritis, urinary tract infections, and neonatal meningitis. E. coli is biochemically identified using tests such as IMViC, which examines indole production, methyl red, Voges-Proskauer, and citrate utilization. Treatment involves antibiotics such as ampicillin, but there is increasing antibiotic resistance in many strains. Preventing the spread of pathogenic E. coli requires proper sanitation and food handling.
Escherichia coli is a common bacteria found in the intestines of humans and animals. While most E. coli strains are harmless, some can cause illness. There are several pathogenic types of E. coli including enterohemorrhagic E. coli (EHEC), enterotoxigenic E. coli (ETEC), enteroinvasive E. coli (EIEC), and enteropathogenic E. coli (EPEC). These pathogenic strains cause illnesses ranging from mild diarrhea to bloody diarrhea and even life-threatening complications like hemolytic uremic syndrome. Pathogenic E. coli are identified through tests of their genetic and phenotypic characteristics.
This document discusses various chemical methods used for sterilization. It defines key terms like sterilization, disinfection, and antisepsis. It describes ideal properties of chemical disinfectants and their modes of action. Several chemical agents are explained in detail, including their spectrum of activity, concentrations used, limitations, and common applications. Physical methods of sterilization are also briefly mentioned.
The document provides an executive summary and market research for a proposed new entry-level luxury electric vehicle called the Gen3 from Tesla Motors. It summarizes Tesla's current position and target markets, and outlines a strategy and marketing plan to introduce the Gen3 at an affordable price point of around $30,000 to expand Tesla's target market and increase market share in the EV/hybrid sector. Market research found increasing demand for electric vehicles and a growing luxury vehicle market focused on entry-level models priced around $40,000, suggesting an opportunity for Tesla to attract new customers with an affordable electric car.
As part of our IMC course at Swinburne, my group and I created an integrated marketing campaign for Zoos Victoria with a budget of $400,000. The main objectives are to 1) increase awareness of the zoos' conservation efforts, 2) increase membership base and 3) increase member retention. Here is our pitch.
The marketing plan aims to increase awareness and foot traffic to Northern Colorado Psychological Services Clinic through various tactics targeting high school seniors and working adults aged 35+. Key tactics include participating in local events, promoting the clinic's affordable services on social media platforms like Facebook and Twitter, and hosting a "Stress Free Week" event on campus to provide counseling sessions for students. The plan's success will be evaluated through surveys tracking how clients heard about the clinic and analyzing engagement metrics on social media.
The document provides a marketing plan for Northern Colorado Psychological Services Clinic. It includes an executive summary, research on target markets, a competitor analysis, SWOT analysis, and proposed tactics including events, promotions, social media, and public relations. Tactics will target high school females ages 15-19 and adults ages 35 and up. Events, Facebook, Twitter, YouTube, and evaluations will be used to promote the clinic's services and increase recognition. Foot traffic and awareness will be measured through surveys and social media analytics to evaluate the plan.
JP Casaletto - Dissertation - MBA (Henley Business School)John P. Casaletto
This document provides a 17,587 word thesis submitted by John P. Casaletto in partial fulfillment of an MBA degree. The thesis investigates consumer trust in user-generated product recommendations of fast-moving consumer goods on Facebook. It develops a theoretical model of antecedents of trust and tests this model through a quantitative survey of Facebook users in Malta. The results showed relatively high consumer trust in user-generated recommendations and identified advertising scepticism, trust in Facebook, gender, and daily Facebook use as significant predictors of trust.
Paone_Business Planning for Dementia Programs_Toolkit FINALDeborah Paone
This document provides a toolkit for developing a business plan for dementia programs offered by nonprofit and government agencies. It covers key components of a business plan including defining the program's purpose and business model, selecting program components and operations, developing funding strategies, creating a marketing plan, and conducting an evaluation. The toolkit offers questions to consider, case examples, and additional resources for each section to help readers develop a comprehensive business plan tailored to their specific dementia program.
This document provides an evaluation plan for Outward Bound's Intercept programs for struggling youth. The evaluation aims to understand the psychological, social, and life skills improvements participants gain from the programs. A summative survey will be administered to participants at the end of each Intercept course without parents present. The survey population includes all Intercept course completers. Stakeholders in the evaluation include Outward Bound staff, participants, alumni, government funders. The primary evaluators will be the instructors who work directly with participants.
The document summarizes SNV's experience with introducing social audits as part of the Procurement Governance for Home-Grown School Feeding project in Ghana, Kenya, and Mali between 2013-2015. Social audits were used as a social accountability tool to monitor the performance of state-funded school feeding programs and empower stakeholders. Over 200 social audits were conducted with SNV support. The social audits aimed to improve information sharing between officials and communities, build capacity, and establish social audits as a regular practice to assess programs and enable communities to provide input. Key lessons learned included the positive impact of social audits on transparency and the ability of officials and communities to work together to address issues.
Increase Retention for Giving Tuesday Donors--BA.pdfBloomerang
This document summarizes a presentation about increasing donor retention from Giving Tuesday donations. It discusses why donor retention is important, why donors lapse or stay loyal, typical donor communications for Giving Tuesday, and provides suggestions on how to improve retention. Key points include thanking donors quickly, segmenting communications based on donor characteristics, using phone calls and surveys to engage first-time donors, and sharing impact stories to emphasize the importance of donations. The presentation provides actionable strategies nonprofits can implement.
Curious what to say about the CACFP in Social Media? This guide has many examples for both Twitter and Facebook! Great way to get started Tweeting or Facebooking about the Child and Adult Care Food Program
The evaluation report summarizes the findings of an evaluation of St. Mungo's Peer Advice Link (PAL) service. Key findings include:
1) Clients who recently moved into their tenancy were more aware of PAL and what it does compared to longer-term clients.
2) The longer clients are in PAL-supported housing, the more they interact with community groups/relatives and less with support workers.
3) Most clients felt PAL helped them in at least one area like reducing isolation, improving access to services, or increasing meaningful occupation.
Policies, Institutions, and Markets: Stronger Evidence for Better DecisionsIFPRI-PIM
This document provides a progress report for the Research Program on Policies, Institutions, and Markets (PIM) from January 2013 through June 2014. It summarizes key events and research highlights from PIM's eight research flagships on topics including foresight modeling, science and technology policy, adoption of technologies, value chains, social protection, natural resources, gender, and capacity building. PIM conducts applied social science research to inform food and agricultural policies that benefit poor producers and consumers. It is led by the International Food Policy Research Institute and involves partnerships among 14 CGIAR research centers.
Copy of Increase Retention for Giving Tuesday Donors--BA.pdfBloomerang
This document provides an overview of a Bloomerang Academy webinar on increasing donor retention for Giving Tuesday donors. The webinar discusses why donor retention is important, why donors lapse or stay loyal, typical donor communications for Giving Tuesday donations, and actions nonprofits can take to improve retention. These include segmenting donors and communicating with them promptly, making phone calls to first-time donors, sending surveys to get donor input, and using impact storytelling to emphasize the importance of donations. Resources on donor retention best practices are also provided.
From evidence to actions: How can we use evidence to better inform investment...ILRI
Presented by Isabelle Baltenweck, Peter Ballantyne and Michael Victor at the Global Livestock Advocacy for Development (GLAD) Virtual workshop for sustainable livestock champions, 19–21 May 2020
In-Sync Exotics is a wildlife rescue and educational center in Wylie, Texas dedicated to rescuing neglected, abused, and unwanted exotic felines. Their strategic plan outlines objectives to grow their social media presence and increase visitors through targeted media outreach and volunteer recruitment. The document also includes an organizational overview, communication audit, social media calendar, and media contact list to support their outreach goals.
This report provides recommendations for evaluating the effectiveness of Good Shepherd Housing's
(GSH) Apartments Budgeting Counseling (ABC) and Emergency Services (ES) programs in
supporting client self-sufficiency. For ABC, the report recommends measuring debt-income ratio
and change in net income using surveys administered every 3-6 months and regression analysis. For
ES, it recommends measuring housing stability using a text message survey 2 and 6 months after
grants and descriptive statistics. The report is based on a literature review and analysis of GSH's
current data collection practices, with the goal of developing quantitative measures to assess
program impact over time as outlined in GSH's strategic plan.
Do you believe that the value of life is just minting money and to take care of those whom you love. Or did you believe that life is worth living in the schedules made by destiny. Today We are living and counting days which only aim to improve our life and those who matter. While we go to temples and pray for self and live selfishly, their those who don't have sleepers to put on or a grain to live for.
The document outlines the agenda and activities for a CashBack portfolio day meeting. The agenda includes welcome and introductions, summaries of evaluation meetings with CashBack partners, refining the program's logic model and evaluation framework, discussions on communications and sustainability, and a question and answer session. Three priority areas - impact and evaluation, communications, and sustainability - will be the focus of discussions. [END SUMMARY]
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1. Low-cost Means of Communicating Pet Neglect
for
Existing Pet Owners
A Student Report to:
Angela Pok
Client Service Officer
By: Siti Aisyah Bagarib, Lee Pei Yong, Lee Jia Lin
UWA Communication Studies Student Consultants
Wednesday 14th November 2012
SCOM3320 Communication Strategies for Change
2. Executive Summary
We have developed low-cost means of communicating issues of pet neglect after communicating
with our client, SPCA (Society for the Prevention of Cruelty to Animals). By understanding the drivers
of participation and optimising the use of the internet, we will be utilising social media platforms to
create buzz. A mix of qualitative and quantitative methods will be used to measure the effectiveness
of the campaign.
SPCA has received a 10% increase in 2011 for the number of calls regarding cruelty to animals. 70%
of the 1,027 cases involved neglected pets. The number of pet owners has been on the rise as we
see the increase in affluence and spending power of people. The lack of knowledge, time and
lifestyle changes and insufficient regulations also contributes to the rising issues of pet neglect.
SWOT analysis was done to identify factors that affect SPCA's welfare activities. After problem
situations have been addressed, policies are formulated to accurately target the organisation's
objectives and goals.
Prior findings with regards to people’s attitudes towards their animals have become more positive
over the years. Media also influences attitudes towards pets. Drivers of participation also influences
participants, which is useful to influence desired outcomes.
Our target audience are current local pet owners aged between 10 to 50 years old. As there is no
current age restriction for sale of pets to minors, they will also be part of our targeted audience. Pet
farms and pet shop owners are included in our target audience as we would hope that they would
relay information to pet owners on how to take care of their pets during their purchase (to avoid pet
neglect).
Our message is that pet neglect is an issue which can be easily avoided and that taking care of pets
does not necessarily require much time. Our message also focuses on the socialising aspects of
participating or supporting animal welfare.
The Campaign would run over a course of 3 months and the main platform would be on Facebook
and Twitter. Social Media platform like Facebook and Twitter were chosen because they are able to
reach a large pool of audience within a short period of time. Furthermore, it does not require
spending a large sum of money as both Facebook and Twitter is free to the general public.
The Campaign would consists of ‘Like & Share’ contest, ‘Amazing pet, Amazing owner’ contest, Pet
week dedicated to 5 different types of animal available at the SPCA as well as a food raising event to
be sponsored by local pet food distributors/chains.
We plan to raise awareness regarding issues of pet neglect and educate the public that there is more
to be taken into consideration when taking care of their pet besides feeding them. We also hope to
raise adoption and lower abandonment rates for animals with special needs and help to spread the
joy or the feeling of being relieved from work stress by taking care of their pet. We emphasise on A
Pet is For Life.
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3. It was revealed to us that the SPCA does not have an evaluation method to measure the
effectiveness of their past campaign efforts. It is common for advocacy evaluation to receive little
focus because animal welfare advocacy activities are seen as hard to measure. We would use both
Quantitative and Qualitative method for our evaluation methodologies. Online surveys and polls on
Facebook and SurveyMonkey will be deployed to analyse the level of effectiveness of the
communication strategy in a given amount of time. Qualitative research enables a deeper
understanding of the issue already studied using the quantitative methodology.
We recommend that SPCA can set up a forum dedicated on Pet Care if there is additional funding.
The Public will be able to set up free accounts and partake in the discussions. Users are able to post
and partake in the discussion posted by the other members.
Acknowledgements
We would like to thank Angela Pok for taking us on board for this project and assisting us with
information and archived information regarding past SPCA campaigns. We hope our
recommendations and contribution is useful in helping your organization achieve your objectives of
caring for animal welfare.
We also would like to thank Associate Professor Nancy Longnecker for her insights and our tutor,
Gwen Lee McPherson for her guidance during the course of this semester.
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4. Table of Contents
Executive Summary................................................................................................................................ 2
Acknowledgements............................................................................................................................... 3
Introduction........................................................................................................................................... 5
Overview............................................................................................................................................ 5
The Consultancy Problem.................................................................................................................. 5
SPCA................................................................................................................................................... 5
Background.................................................................................................................................... 5
SWOT Analysis............................................................................................................................... 6
Prior Findings..................................................................................................................................... 8
Campaign Aims and Objectives............................................................................................................ 10
Target audience................................................................................................................................... 11
Messages............................................................................................................................................. 11
Elements.............................................................................................................................................. 12
The Campaign.................................................................................................................................. 13
Campaign Week 1 to 2 - ‘Share’ & ‘Like’ Contest............................................................................. 13
Campaign Week 3 to 5 – ‘Amazing Pet, Amazing Owner’ Photo Contest ......................................... 14
Campaign Week 6 to 9 – Pet Week Event........................................................................................ 15
Campaign Week 10 to 12 – ‘Like’ for ‘Food’..................................................................................... 15
Campaign Outcomes........................................................................................................................ 16
Recommended Sponsors................................................................................................................. 16
Budget................................................................................................................................................. 18
Results................................................................................................................................................. 19
Evaluation Methodologies............................................................................................................... 19
Quantitative method.................................................................................................................... 20
Qualitative method...................................................................................................................... 20
Conclusion and Recommendation....................................................................................................... 21
Recommendation............................................................................................................................ 21
Conclusion....................................................................................................................................... 21
References........................................................................................................................................... 22
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5. Introduction
Overview
We have developed low-cost means of communicating issues of pet neglect after communicating
with our client, SPCA (Society for the Prevention of Cruelty to Animals). By understanding the drivers
of participation and optimising the use of the internet, we will be utilising social media platforms to
create buzz. Measuring the effectiveness of the campaign will be by using a mix of qualitative and
quantitative methods.
The Consultancy Problem
SPCA has received a 10% increase from the previous year in the number of calls regarding cruelty to
animals. 70% of the 1,027 cases involved neglected pets. The number of pet owners has been on the
rise as we see the increase in affluence and spending power of people. The lack of knowledge, time
and lifestyle changes and insufficient regulations also contributes to the rising issues of pet neglect.
Many pet owners are not aware that what they are doing is actually considered a form of pet
neglect. Pet owners sometimes do not know what is constituted as pet neglect (Fong, 2012). Neglect
can be intentional or unintentional and usually comes from ignorance and lack of knowledge on how
to properly care for pets. Some examples of pet neglect are such as leaving animals unattended or
tied up for a long time, leaving sick animals untreated thinking that nature will take its course and
self-heal. Not bringing pets for regular check-ups because they ‘look healthy’ and not taking dogs out
for walks because the pet owner has ‘no time’ is also considered as pet neglect.
Many busy working adults do not have much time to care for their pets. Social media platforms are
used to target at this group of audience. This group of audience are usually IT savvy and spends most
of their time on social media websites rather than on traditional media.
SPCA
Background
SPCA is a registered non-profit animal welfare organisation. As SPCA is not a government agency they
rely on donations from their supporters to continue their important role as animal protector. It was
founded as The Royal Society for the prevention of cruelty to animals (RSPCA) in 1800s. It is one of
the more prominent names in animal welfare and is the only organisation which takes in all types of
animals.
SPCA has always been promoting the respect for animals and caring attitude towards their own pets
as a priority. It is in hope that the number of abandoned animals will be reduced in the long term
and the number of cases of having to put the animals down as well.
SPCA investigates any complaints that are lodged by the public regarding animal cruelty and they also
have public education programme for students and adults to advocate for the humane treatment of
animals. The two main objectives of SPCA are to promote kindness and prevent cruelty to animals
and birds.
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6. SWOT Analysis
Below is the SWOT analysis done to identify factors that affect SPCA's welfare activities. After
problem situations have been addressed, policies are formulated to accurately target the
organisation's objectives and goals.
Strengths
Singapore SPCA is the most popular animal welfare organisation in Singapore. Its prominent
presence makes it of interest to the society and traditional media outlets (The Straits Times,
1937, p. 4)
Thrives on a volunteer community. It is also open to hands-on corporate volunteering and
foster care volunteering to help carry out caring and accommodating for the animals. Schools
are also enthusiastic in organising exhibitions and activities for SPCA to spread the word on
animal welfare. SPCA currently has 822 volunteers helping with its shelter operations.
The only animal shelter in Singapore that accepts every animal that is turned in to them
regardless of species.
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7. Weaknesses
Since the SPCA relies fully on donations and public support, the public perception of the
organisation is very important. Policy implementations, campaigns and events by the
organisation must not upset or offend the public.
SPCA receives no grants from the government. The only source of funding it receives is from
donations or profits gained from its merchandise and events. Careful attention is given on
distribution of expenses.
Difficulty in using a one-fits-all approach of communicating messages. Mediums used to
spread its message may not reach their target audience at all. Even if it does, there is limited
ways of measuring its effectiveness. People are also generally not interested in looking up or
taking note of information regarding pet neglect messages as compared to looking up on
where to buy pets.
SPCA can only investigate and advice pet owners that are neglecting their pets. It is found
that only 30% of owners made improvements after being issued advice. SPCA has no
enforcement powers to implement laws or fines. Extreme cases of pet abuse are referred to
the AVA.
Opportunities
Online and social media platforms cost relatively lower to utilize as compared to traditional
media platforms. The growing base of internet users is growing rapidly. As of 2011, 71.1% of
the Singapore population uses the internet and 85% of households have internet connection
(World Bank 2012); (Info-communications Development Authority of Singapore 2011)
Its long-standing history and presence in Singapore can be used to an advantage. It is
advantageous in both attention and accreditation aspects. Other businesses like to sponsor
or partner with the SPCA to boost their corporate social responsibility profiles.
Other animal welfare groups are happy to collaborate on events. Example of this would be
the Animal Welfare Symposium held on the 19th March 2011.
Schools are open to have SPCA-related activities engaged by their students. SPCA regularly
gives talks and visits to schools. Schools are also a good way to increase membership
numbers of the SPCA Club.
In 2012, 225 sales events were held, selling merchandise such t-shirts and calendars.
Threats
SPCA receives about 600 animals monthly. Its headquarters at Mount Vernon is not big
enough to accommodate such a high number of animals. Even if it were to move to a bigger
area, the manpower and expenses needed to accommodate all those animals would be a
logistical nightmare. SPCA thus practices humane euthanasia to put animals to sleep. This
has been met with disapproval from some.
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8. $2,000,000 is required annually to keep SPCA running and the government issues no grants
to the organisation. Its monetary reserves must be managed wisely. Furthermore money is
also needed for the construction of their new building at Sungei Tengah which is planned to
begin works in 2014.
Manpower costs money. The organisation works on a tight budget and will not spend
unnecessarily on unimportant or risky projects. In 2011, 31 full-time staff was hired by the
SPCA.
Prior Findings
People’s attitudes towards their pets have generally have become more positive over the last 400
years (Ritvo, 1988). Factors that influence attitudes towards pet ownership come from personal
experience and the influence of media such as television, books, newspapers, etc. Domestic pets
serve little practical purpose and no economic benefit, yet owners give them individual names,
spend time, money and effort in caring for the animals and treat them like members of the family
(Serpell, 1986). Therefore attracting the selective attention of individuals to issues of pet neglect is
relatively easier in a society where animal welfare is valued.
In a 2008 study involving around 4,500 people from ages 30 to 75 found out that cat owners are at
40% lower risk of dying of a heart attack in a 20 year study compared to non-cat owners. Researchers
also found out that cat owners are at lower risk to die of cardiovascular diseases as compared to
non-cat owners. (Laino, 2008)
Dr Hayley Christian (nee Cutt) from the University of Western Australia found out from her study that
dog owners increased their recreational walking by 4 times compared to non-dog owners. Dog
owners are also more likely to achieve the recommended time for exercising compared to non-dog
owners. (Cutt et al, 2008, pp.17-27)
Drivers of Participation
Participation is influenced and shaped by a multitude of contextual environmental, technological,
social, political and economic factors that may link or overlap each other (Brodie, Cowling & Nissen
2009). Some will be highlighted below. It is useful to think of what drives a person and use that to
influence desired outcomes.
1. Consumerism and self-expression
Leisure-based activities such as shopping are important indicators of our place and who we
are in an increasingly consumerist society (Riley 2008, pg 2). Technological advances makes it
easy for individuals to express and engage in multiple and fluid identities, behaviours and
activities (Riley 2008).
2. Citizen Action
Social media and technologies have the potential to mobilize activism and action (Shirky
2008).
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9. 3. Affinity to third-party groups.
Participation based on efforts of an affiliated or unrelated third-party group, not because of
the cause or activity. For example, a person who purchases a Starbucks tumbler which
proceeds will go SPCA, not because they care about animal welfare but because they like
Starbucks and coffee-drinking.
4. Affinity to activity.
Participation because one enjoys the activity involved. People who participate in runs not
only have to tire themselves physically, they also need to pay money in order to register
themselves in those events. Why else would one participate in such strenuous activities
unless one simply finds enjoyment in them?
5. Affinity to participants.
Participation because of other participants involved in the event. Participants are driven by
the socialising aspects of said activity because they have friends taking part in them.
6. Affinity to cause.
Participants support and believe and support in the cause advertised.
7. Affinity to organisation.
Participate simply because one likes or feel loyal to a certain community. For example a
person who supports SPCA because the person is impressed with the work that organisation
has done throughout the years.
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10. Campaign Aims and Objectives
Specific
• To raise awareness of pet neglect among current pet owners.
• To decrease the number of phone calls with regards to pet neglect cases.
Measurable
• Raise SPCA’s Facebook's likes by 5,000.
• Decrease in pet neglect related phone calls by 5% over a period of 3 months (5% of 719 pet
neglect cases per year is approximately 37 calls).
• Public’s awareness of issues on pet neglect increases. This would be measured by
quantitative and qualitative methods.
Achievable
• In the first month where the campaign is executed, an increase in the number of likes of
SPCA’s Facebook page should increase by at least 1,000.
• After the execution of the pet week campaign, awareness of pet neglect and pet related info
should be higher and SPCA’s Facebook page likes should have increased by 3,000.
Realistic
• Educate the public on pet neglect and being a responsible pet owner. Giving another
perspective that taking care of pets does not takes up much of their time and is actually
beneficial for both the pet owner and pet.
Timely
• Over a period of 3 months of executing the campaigns
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11. Target audience
Our target audience are current local pet owners aged between 10 to 50 years old. As there is no
current age restriction for sale of pets to minors, they will be part of our targeted audience.
Pet farms and pet shop owners are also included in our targeted audience as we would hope for
them to relay information to pet owners on how to take care of their pets during their purchase (to
avoid pet neglect). Some pet owners do not recognise their own actions as pet neglect and we hope
the information reaches out to them.
Messages
Pet neglect is an issue that can be easily avoided
Taking care of pets does not necessarily require much time
Socialising aspects of participating or supporting animal welfare
A Pet is For Life
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12. Elements
Singapore has the highest level of internet penetration in Southeast Asia. As of 2011, 71.1% of the
Singapore population uses the internet and 85% of households have internet connection (World
Bank, 2012). Internet and new media can significantly increase non-profit organisation's ability to
communicate to audiences (Waters, 2007). Traditional media is based on a one-way sender-receiver
model, whereas new media has enabled higher user interactivity and engagement with both
information and other users.
The rise of social media technologies can take on many forms, such as blogs, internet forums, social
media networks, virtual gaming worlds and content-sharing communities. Users of social media
technologies are also the content creators. Social media has increasingly been used in marketing
strategies. Social media humanizes brands names and organisations to foster a more personal
relationship with its target audience (Figueroa, 2012). A survey revealed that social media marketing
is the fourth most effective tactic for small and medium-sized businesses, after websites, emails and
in-person interactions (Crosett, 2012). The survey also reveals that 83% of those businesses named
Facebook as the most effective social channel (Crosett, 2012).
Facebook, Youtube and Twitter are the top visited websites in Singapore (Alexa, 2011). The client
already has existing accounts on these websites. We suggest that the client optimize the integration
of the Facebook and Twitter platforms in their communication strategy to communicate issues of pet
neglect. However, the client must not jump onto the social media bandwagon simply because other
businesses are doing it. It can risk devaluing the organisation's image if proper marketing and
communication goals are not developed beforehand; by taking into account access, dialogue, risk
assessment and transparency (Altes, 2011) (Prahalad & Ramaswamy, 2004).
Optimising Facebook
Uses: Facebook fosters a sense of community and provides the ability to post a variety of
content such as music, videos, articles, polls, links and pictures.
Access: In Singapore, Facebook has a reach of 80.24% of its online population, in other words
2,935,400 Facebook users (Socialbakers, 2012).
Currently, the SPCA Facebook page has 55, 587 likes.
Optimising Twitter
Uses: Twitter helps with business to business communication, brand awareness and
customer service.
Access: Twitter has a reach of 17.7% in Singapore (Burson-Marsteller, 2011).
Currently, the @SPCA_SG twitter account has 1,216 followers.
YouTube (Optional)
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13. Uses: Youtube has the ability to build brand awareness, feedback and fosters co-creation via
online videos.
Access: Singapore has 45% active YouTube profiles from its online population (Nielson,
2011).
The Campaign
The Campaign would run over a course of 3 months and the main platform would be on Facebook
and Twitter. Social Media platform like Facebook and Twitter were chosen because they are able to
reach a large pool of audience within a short period of time. Furthermore, it does not require
spending a large sum of money as both Facebook and Twitter is free to the general public.
All the contests would be held on Facebook, Twitter would be used as a secondary channel for
releasing information.
Facebook’s Features
Use of the “Share”, “Comment” and “Likes” functions of Facebook
Twitter’s Feature
Hash-tag trending topics
Retweets and @replies
The Campaign would be split up and roll out subsequently, different sections of the campaign would
last about 1-3 weeks each.
Campaign Week 1 to 2 - ‘Share’ & ‘Like’ Contest
The Plan
Information about the Campaign would be released on Facebook and Twitter. Users that share and
like the Campaign information would be entered into a lucky draw and can stand to win pet-related
prizes sponsored by local pet shop chains.
The draw would take place by the end of the campaign. Additional prizes will be given if there is a 5%
increase in the number of likes for SPCA Facebook page within the 2 weeks.
Reasons
Users are encouraged to garner likes for SPCA’s Facebook page through sharing of the Campaign
Information.
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14. In order to ‘like’ the post regarding the Campaign Information, one must ‘like’ the SPCA’s Facebook
page first. This would increase the number of people liking the page when they want to participate in
the contest.
By holding a ‘share’ and ‘like’ contest, it would ensure that the Campaign Information would reach a
larger target audience. The prizes act as a drive for people to participate in this contest.
Also, this event is used, as a stepping-stone to garner ‘likes’ from Facebook users. Once a user ‘like’
the SPCA’s Facebook page, it would ensure that any information given out on Facebook would reach
that Facebook user by appearing on his/her news feed.
Campaign Week 3 to 5 – ‘Amazing Pet, Amazing Owner’ Photo Contest
The Plan
Photo contest featuring pet owners and their pet would be held on SPCA’s Facebook page. Pet
owners residing in Singapore are able to submit a photo of them with their pet(s) with brief
description of how they went through ‘thick and thin’ together. Those pets that qualify are those
with special needs like old age, blindness or disability.
Entries that are sent in would be judged by SPCA’s administration before being published on SPCA’s
Facebook page. Those entries that are featured would stand to win pet-related hampers. Also,
Facebook users who shared the entries would stand to win prizes as well.
Reasons
Through sharing of these stories, people would gain more awareness towards pets that have special
needs. It also highlights the undying devotion from the pet owners in caring of their pets. Most
importantly, it tells the public that no matter how tough the situation is, abandoning your pets isn’t
the only way.
By encourage Facebook users to share the entries, it would ensure that a larger pool of audiences
that would see the posts. Friends of the Facebook user who shared the post would be able to see the
entries on their news feed as well, those that would want to know more information are able to click
and link back to SPCA’s Facebook page.
This contest also aims at educating the public on such issues, pet owners who are struggling with
pets with special needs can use this platform to get more information or even seek help when the
need arises. At most shelter, pets with special needs would stay in the shelter for a long period of
time, as not many people would want to adopt them.
Our team hopes to bring a new leash of hope to these animals with special needs by showing the
public that caring for pets with special needs isn’t as tough as it seems.
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15. Campaign Week 6 to 9 – Pet Week Event
Pet Week Event would be held on Facebook over a course of 4 weeks. 5 types of animals would be
featured on Facebook, 1 whole week would be dedicated to that animal.
First Week – Dogs
Second Week – Cats
Third Week – Rabbits
Fourth Week – Guinea Pigs and Hamsters
A series of information on different types of animals would be subsequently rolled out in 4 different
weeks. The information will range from tips caring for the different age group of the animal (Young to
Old)
5-10 minutes pet-play and pet-care tips on the featured animal would be shared via Facebook and
Twitter. Users that share the pet-care and pet-play tips would be entered into a lucky draw and can
stand to win pet-related prizes.
There would be Question and Answer session each week whereby volunteering veterinarians would
take over SPCA’s Facebook page and answer questions pertaining to that specific animal that are
raised by the public.
Reasons
No animal is the same and thus they require different basic care, generally pet care tips would not
work for all animals. Using this Pet Week Event, out team aims to educate on the needs of different
animals. Dogs, Cats, Rabbits, Hamsters and Guinea pigs were chosen because our teams decided to
work on the animals’ types that SPCA currently have for adoption.
By having the Q & A session, the public would be better educated on animal issues. Holding the Q &
A session on Facebook, it would ensure that everyone that visits the Facebook page would be able to
get answers on issues they might have. For those that have no questions, they would benefit too by
partaking in the Q & A to gain more insights and knowledge on the featured animals.
5-10 minutes pet-play and pet-care tips are catered for people that might be too busy to care for
their pets, mainly working adults. With these 5-10 minutes pet-play and pet care tips, busy pet
owners would not feel overwhelmed after a busy day at work. Both the pet owners and their pets
would benefit from the 5-10 minutes interaction.
Campaign Week 10 to 12 – ‘Like’ for ‘Food’
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16. The Plan
For this event to work it would require donations/sponsors from local pet food distributor or local
pet food chains. SPCA would need to source for the sponsors that are willing to partake in this event.
Facebook users would be ask to spread the news to like both the pet food sponsor’s Facebook page
and SPCA Facebook page if they have not done so.
The number of Facebook users who ‘likes’ both the sponsor’s and SPCA’s Facebook page within these
two weeks would be the amount to the number of cat / dog food donated to SPCA.
For example, if 2000 ‘likes’ is garnered for both pages, SPCA would receive 2000 bowls of cat /dog
food from the pet food sponsor(s).
The Reason
This is an attempt to raise SPCA’s Facebook page with collaboration with the local pet food
sponsor(s). Our team hopes use emotion appeal to garner pet food and Facebook ‘likes’ for SPCA.
Facebook users would be more reluctant to ‘like’ a Facebook page especially when it is to do with a
good deed.
By ‘liking’ the Facebook page, they are able to donate a bowl of dog/cat food to SPCA, which makes
them feel good about helping the animals. With the amount of ‘likes’ garnered it would be easier for
SPCA to get any news of information out to the public quickly when there is a large fan base of the
SPCA Facebook page.
Campaign Outcomes
Raise awareness regarding issues of pet neglect.
Educate the public that there is more to be taken into consideration when taking care of
their pet besides feeding them.
Raises adoption and lowers abandonment rates for animals with special needs.
Help to spread the joy or the feeling of being relieved from work stress by taking care of their
pet.
Emphasis on A Pet is For Life.
Recommended Sponsors
Local pet shops
o Pets Lover Centre
o Pet Station
Pet food distributors
o KC & WATSON (FAR EAST) PTE LTD
Veterinarian Clinics
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18. Budget
The implementation cost of the suggested communication strategy is $3,300 SGD. This amount is
spent on manpower for three months, which is the duration of which the communication strategy
runs. We recommend designating one full-time staff to manage content and moderate the
organisation's Facebook and Twitter account. It is not advisable to have volunteers manage SPCA's
social media accounts as the job scope of this person would include responding to queries and
feedback in a timely manner, monitoring traffic and audience behavioural patterns and interests,
generating useful content, and portraying an online presence that is consistent with the
organisation's image and goals.
Rationale
The team feels that it is important to have a designated person for this job rather than have the
management of social media presence done ad-hoc by existing SPCA staff because of the immediate,
accessible and interactive nature of social media. One of the biggest mistake companies make when
using social media is ignoring interaction from their audience (Thaeler, 2011). Once content is
posted, the information is instantly received by subscribers and followers. The content is also
immediately accessible by non-subscribers and non-followers alike. Responses to posts, comments
and replies from the audience need to be given with thought as these interactions are often public.
The Humane Society, also a non-profit organisation, has a response time of under two hours for their
Facebook account. This level of attention has resulted in consistent and successful growth of over 1
million Facebook fans (McNaughton, 2011).
Attention to the tone of language used on social media platforms also need to be appropriate. It is
found that audience prefers Facebook posts to have a serious tone and Twitter posts can take on a
more informal tone (McNaughton, 2011).
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19. Results
The client revealed to us that they do not have an evaluation method to measure the effectiveness of
their past campaign efforts. In fact, it is common for advocacy evaluation to receive little focus
because animal welfare advocacy activities are seen as hard to measure. Communication strategy
programs attempts to shape behaviour towards desirable outcomes (Weiss and Tschirhart, 1994).
However, there are evaluation challenges ranging from limited organisational capacity to manage
evaluation, to the role of external factors such as governmental policies, to the complex interactions
of the audience with policy makers and other players and even the need for advocacy organisations
to quickly adapt themselves to windows of opportunities (Weiss, 2007).
Benefits of Evaluation
1) In the area of animal welfare advocacy, evaluation can measure the performance and
effectiveness of a proposed communication strategy to determine what activities are not working
well and provide information on what could be done to improve advocacy efforts.
2) Evaluation also demonstrates to donors and funding sources of the benefits or successes that an
advocate group has achieved. Most funders would prefer if there was some sort of evaluation
method done not because they want proof that advocacy is worth their investment but rather,
because they want to see that they have helped improve or facilitate efforts of the advocates.
Furthermore, successful evaluation information can be used to attract other potential funders
(Weiss, 2007, p. 32).
3) Evaluation results in information-sharing opportunities about successes and failures with other
organisations. Information and findings from documented evaluations can add on to the
developments in the study of behavioural change theories, advocacy and policy change.
Indicators are needed to track the implementation and result of the communication strategy.
Indicators of success should be seen at the individual, organisational or community level.
Evaluation Methodologies
The table below shows the framework of the data that will be necessary to evaluate the
effectiveness the proposed evaluation strategy. The data can be obtained through quantitative and
qualitative methods as the client sees fit. Questionnaires address the awareness, attitudes and
behavior with regards to 4 areas: the communication strategy; the audience; the objectives of the
advocacy; and the messages of the propose communication strategy.
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20. Quantitative method
Quantitative data focuses on things that can be counted, categorized, and subjected to statistical
analysis. Online surveys and polls on Facebook and SurveyMonkey will be deployed to analyse the
level of effectiveness of the communication strategy in a given amount of time. A series of questions
and statements will be presented and respondents are asked to rate items answered on a 5-point
answer scale to ensure that data collected is informative. Effectiveness can also be measured by a
decrease in calls and reports of pet neglect.
Qualitative method
Qualitative research enables a deeper understanding of the issue already studied using the
quantitative methodology (Berg, 1998). For example, it can be rationalized that an increase in the
number of pet neglect reports would not necessarily mean that actual cases of pet neglect has risen
or that the implemented campaigns were ineffective, rather could be rationalize as more people are
aware of what constitutes pet neglect and are reporting it. Interview questions are asked to winners
of the contest and also to focus groups.
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21. Conclusion and Recommendation
Recommendation
SPCA Pet Forum
SPCA can set up a forum dedicated on Pet Care if there is additional funding. The Public will be able
to set up free accounts and partake in the discussions. Users are able to post and partake in the
discussion posted by the other members.
Members are also able to ask questions regarding their pets on the forum; helpful members that
answered the question would be given badges to show appreciation in helping others.
There might be a need to hire an administrator to oversee the whole forum while some users can
volunteer to be moderators for the forum.
Conclusion
In this report we have responded to the issues raised by SPCA’s client service officer, Ms Angela Pok,
and demonstrated research and findings to the relevant issues. Analysis and research have been
done on SPCA and our targeted audience to maximise the potential of using social media platforms
for our communication strategies.
Evaluation methods have been listed in the report so as to help SPCA measure the success of the
campaign which they have not done so in past campaigns. We hope our communication strategies
plans would help to achieve SPCA’s objectives and reach the mass audience as quickly and low-cost
as possible.
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