Offline Media DI REC T M A IL During the holidays, such as Thanksgiving or Christmas, APA can build stronger relationships by sending out personalized mail directly. A third of online donations are made in December which makes this an optimum time to reach out to the secondary target9. This medium will be a great opportunity for APA to approach older target demographics (65+ female) who would benefit from a more traditional medium and easy to access advertisements. DON AT IO N B U C KETS For the many APA donation boxes in local businesses, we suggest updating the picture and the stories monthly. This unique print/out of home media platform of APA will generate high impressions and create buzz about the brand among many pet owners and other broader audiences. E V E NT S Many residents in Austin are more interested in local activities and festivals than other cities. In order to reach broader audiences in Austin, Spectrum Studio suggests APA engage with broader audiences through numerous events that are related to ‘health’ and ‘curing.’ By presenting itself as ‘friendly’ and ‘healing’ to event participants, APA will continue to grow its already strong brand awareness at new consumer contact points.
Women between the ages of 26 and 38 are heavy online users and are looking for convenient and portable media usage.