We’re saving a pet just for you...
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Introduction Ehenis quodis quid qui que volor sum volori coriaerio corumet re nonectendit aut eos qui con eri optat. Borum quae con comnimporum quati cone denis con pla dipsape ratempo rionsequis denimusam num reic tem quatur, omniminum ut qui.
Table o f
Conten
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Research...
Research Paper SWOT Analysis Creative Brief
1.1 1.2 1.3
Creative... Moodboards Creative Development
2.1 2.2
Style Guide... Logo Typefaces Colors Photss
3.1 3.2 3.3 3.4
Design Solutions... Website Social Network Mobile App Print Media Electronic Media Promotional
4.1 4.2 4.3 4.4 4.5 4.6
. . . h c r a e Res
Research...
Research Paper SWOT Analysis Creative Brief
1.1 1.2 1.3
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Research 1.1 Abstract Pet Helpers is a non-profit organization that has a main goal of ending euthanasia of adoptable animals. Most people in the community aren’t aware of the problems that animals are into and the company is a great place to start raising awareness to the community. This paper talks about how this problem started and what are the ways that everyone in the community can help to solve this problem. Pet Hepers needs a rebranding to help bring in more people and advertise what the company stands for. Research Pet Helpers, located in Charleston, South Carolina is a non-profit organization trying to end the euthanizing of adoptable animals. This project is to try to help solve the problem our community is having whether it is stray animals, animals being abused, euthanizing animals, lost animals, educating the community, family events, or a place for kids to get involved in the local community. The big problem with our community is that some people think that they are just animals, but they do need our help and this project is to solve that problems like this. Another problem that would be solved and discussed in this paper is
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how to spread the word about the problem and how everyone not just in the local area could get involved maybe by donations or other ways. This paper examines why there is an overpopulation of adoptable pets and how to find a way to find home for these pets to stop them from being killed by shelters throughout the world, starting one shelter at a time. This project will help change the way people look at stray animals and why they should be adopted into a good home and how they could help. Not only will animals get adopted but also this will be a way to bring the community together and also educating our community. This project is to offer ways to end euthanizing animals by first educating the community, second is to try and get as many people involved as possible, and then once the community is involved there should be more pet adoptions and words should be spreading through people that has been through the process. Pet Helpers is a non-profit company that has been around since 1978 and was founded by Carol Linville. She is currently the president of Pet Helpers. After the realization of how many pets were euthanized each year at local shelters, she started a weekly pet adopted column, which leads into an animal rescue and adoption shelter. Animals at
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Pet Helpers are being kept until they are adopted so not all animals are accepted because of space. They have many of stray cats and dogs and this is becoming a big problem because they keep reproducing without population control. This isn’t the only problem, another big problem is the fact that many of them are being euthanized because they catch diseases or are just getting old without anyone adopting them. According to American Humane Association, shelters take about 8 million stray and unwanted animals and about 3.7 million of them are euthanized each year. Olsen PN and Moulton C. stated, “Millions of pets are humanely killed in the US animal shelters because owners are not committed to the continual responsibilities of pet care”. This is also a big problem because people want pets because they are cute and fun until they realize the responsibilities that come with it. Aside from people not being committed, there are also many that chose not to adopt at all. About 17 million Americans acquire new pets each year, but according to American Humane Association, “Only 3.5 million people, or about 20 percent, chose to adopt their new pet. The rest choose to buy their pets from pet stores or breeders, or they choose a variety of other cheap or free sources, such as friends, neighbors or Internet ads.” If more people, even just 30 percent more, decide to adopt instead, we could cut down the eutha-
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nasia of pets into nearly half of what it is now. Adopting isn’t the only way to help solve the problem, fostering animals would also free up space at rescues and shelters so that more lives can be saved. These problems won’t be solved immediately but if everyone provides help a little at a time, it would be a great start towards fixing the problem. Pet Helpers stands out because of how long the company has been around and is still growing each day. The biggest thing about Pet Helpers is the fact that no animals are killed and they are kept until a good home is found for them. Pet Helpers also have an emergency medical assistance for the animals, which due to limited funds some cases may not be qualified. With this program some may qualify for monthly payment plans, also perform services for your vet such as cleaning, answering the phone or other work in lieu of cash. Another thing that stands out about the company is that you can buy an adoption gift certificate, a gift for both the family and the animal. Pet Helpers also have a pet food bank for local pet owners who are in need of assistance to feed their pet. The main target audience is for everyone in the community, mainly people that don’t have a pet and are wanting to make a difference. Children are also a big audience because this could be a great after school or weekend activity for the family to do together. Everyone can help and should, starting from the local community and spreading out to the commu-
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nities statewide. If all is successful, then the advertisements should be further than just one state. This project is important because at the rate that we are euthanizing these animals and how fast they are reproducing, we are going to see the numbers doubling up pretty quick if we do not do something about it. The fact that the numbers are growing quick isn’t as much of a problem as them not having a good home or a home at all. If these animals don’t have a home, this means they are out on the street not being taken care of and catching diseases and spreading them. This project is not saying that we can solve the problem immediately or at all but it is to raise awareness of how this is becoming a problem and how we as a community can help do something about it. Pet Helpers is a place that is perfect for everyone in the community but children are more than likely going to be attracted to this type of things more than anyone. With that being said the first step in designing for the campaign is to start by recreating a logo or just altering it slightly. Using an outline of a dog and cat together as a logo would work really well with the use of Myriad Pro as the font. The logo needs to appeal to the tar-
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get audience and also using a cooler color which light blue or light gray would work really well because it’s easy on the eye and with a good log it could be very eye catching. The next step is to cater to the children and their parents first and everyone else after. The first place to start is social media such as Facebook, Twitter, Instagram, YouTube, and maybe even through SnapChat. Along side with those social media, interactive ads could be placed on those sites as well. According to an article on the New York Times, “Consumers on average spent 30 seconds interacting with the ad, compared with an average of what, according to Google, is just 11 seconds. In addition to spending more time on the ad, consumers were more likely to click on a “learn more” button.” This is a great start because with social media the company doesn’t have to waste much money if any at all on posting advertisements and pictures. Another one of the methods that could be successful for Pet Helpers would be to start with a commercial on radio and TV. This can cost many of money and an article on Entrepreneur.com mentioned “The key is to have a clear understanding of the market so the money spent on broadcast advertising isn’t wasted.” Even though the understanding is clear, this could be a dangerous territory for a non-profit organization because the risk of
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losing money that can be used to take care of the pets can be wasted on advertisements. There is also another option, which is advertising through a public service announcement, this could be very effective. With that being said expensive advertisements are not necessary because according to Priscilla Huff at iVillage, “Put customers first, and your product or service will sell itself.� Pet Helpers is a company that puts their pets first and that is a great selling point because that is what the customers are after, pets. The next effective way would be brochures for the people that come to visit and advertising the events for children in the area to come visit on the weekends and have events to do such as games or competitions for rewards. Besides events on the weekends there could be games and interactive pet related activity on the website for people that don’t have much time and wants to just relax at home but also find out more about the company. For example, letting them take a pet home for a day or a few days, like a fostering program but all expenses such as food are paid for by the company. This way people can get to play with a pet and see what it is like to have a pet home with them and maybe even adopting them. Also this would cut the cost of down for the shelter a little bit and the pets will get a change of scenery.
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With catchy taglines and headlines, this will attract attention to the consumers but without the correct font and color scheme this could lose their attention just as fast. An article on Colorcombos says, “People are affected psychologically by the colors presented to them in advertising promotions.” This is not just true for business signage and logos but could be use for any advertisement. Effective Advertising stated “Orange is associated with enthusiasm, attractiveness, creativity and warmth”, so this would be the perfect color for the bold headline or tagline. Brown is a hard color pull off but it is associated with earth, home and comfort so this could be a great color for the body text. Other colors that are calm and soothing such as white, light blue, or light gray would be good as well to use with an orange or brown heading. According to Absolute Graphix, Helvetica may be the number one font for advertising but the choice for Pet Helper ads and campaign would be better with the use of Myriad, Gill Sans, or Garamond because of how easy both of these fonts are to read and how simple it is. There are many of fonts out there that would fit what the message for Pet Helpers so it is very difficult to decide between them. Fonts that are too complicated and fancy may attract little children or the younger age group but it shouldn’t be used because it seems to be too distracting.
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Conclusion In conclusion people in the community needs to be aware of pet euthanasia and how to help the cause. Pet Helpers is a company trying to end euthanasia of adoptable pets and raise people’s awareness of this issue. This paper shows that more Americans buy their pets from the breeder or people they know before they adopt from an animal shelter. A new logo and advertising would help send the message to the community and also a great way to spread the word about the company. References Pet Helpers (2013). Who We Are. Retrieved from http://www.pethelpers.org/about.php American Humane Association (2013). Pet Overpopulation. Retrieved from http:// www.americanhumane.org/animals/adoption-pet-care/issues-information/pet-over population.html Olson PN and Moulton C. (1993). Pet (dog and cat) overpopulation in the United States. Retrieved from http://www.ncbi.nlm.nih.gov/pubmed/8229959 Newman A. (August, 2011). Brands Now Direct Their Followers to Social Media.
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Retrieved from http://www.nytimes.com/2011/08/04/business/media/promot ing-products-using-social-media-advertising.html?_r=0 Entrepreneur (2004). Radio and TV Advertising. Retrieved from http://www.entrepre neur.com/article/21746# Huff P. (July, 2007). 25 Ways to Advertise on a Tight Budget. Retrieved from http://www. ivillage.com/25-ways-advertise-tight-budget-0/7-a-258857 Colorcombos. Choosing the Most Effective Colors for Your Business Signage. Retrieved from http://www.colorcombos.com/choosing-the-most-effective-colors-for-your- business-signage-article.html Effective Advertising (2007). Colour in Advertisements. Retrieved from http://library. thinkquest.org/06aug/02403/english/colors.html Absolute Graphix (2006). The Top Ten Best Typefaces EVER! Retrieved from http://abso lutegraphix.co.uk/bestworstfonts.asp?strID=Guest
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SWOT Analysis 1.2 Strengths Pic tet, ut veria voloresequi que dolorat hil et quae. Et molorporem qui alibus dolorpo resseque veliqui tescimus de vellupt atureribus, cuptaerum net ea nonsequame dolut libus, unt facillibea erferen delliquam veri officatum eos molupta ectur? Dio con consedi omnihit ad quodi utendis quam aut ea quiatatem eaqui atibus dipsusa aut porporem re velitio qui a cuscia num venet fugit qui verror ra volores sincte volorio oditas velibus maximus. Weaknesses Em enis doloreprovit volupta tuscips usapero rernatection nimus pra dignihil inis et aut laborion rem. Fugia doluptios aditi blate non rerorecerro endebit odit laborrum dolum evella nescimu samusdae ne venihic imaximusdam nonsecatem re este nos antem re conseque soluptata vit qui corunt ariore volupissitis non nostem. Laut ad ma et hicteni mendesere corest, nonsequae santis saped ut volenti qui omnihil luptate conet omnihictiat eatur, aut quate qui nihil idel iur solendam debit, iur sum alis des quidi omnimet earchic iatatem eum quias exernatibus est, veni cum quia nit pligenita et litis sitatures duntis di ute verio
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Opportunities Pic tet, ut veria voloresequi que dolorat hil et quae. Et molorporem qui alibus dolorpo resseque veliqui tescimus de vellupt atureribus, cuptaerum net ea nonsequame dolut libus, unt facillibea erferen delliquam veri officatum eos molupta ectur? Dio con consedi omnihit ad quodi utendis quam aut ea quiatatem eaqui atibus dipsusa aut porporem re velitio qui a cuscia num venet fugit qui verror ra volores sincte volorio oditas velibus maximus. Threats Em enis doloreprovit volupta tuscips usapero rernatection nimus pra dignihil inis et aut laborion rem. Fugia doluptios aditi blate non rerorecerro endebit odit laborrum dolum evella nescimu samusdae ne venihic imaximusdam nonsecatem re este nos antem re conseque soluptata vit qui corunt ariore volupissitis non nostem. Laut ad ma et hicteni mendesere corest, nonsequae santis saped ut volenti qui omnihil luptate conet omnihictiat eatur, aut quate qui nihil idel iur solendam debit, iur sum alis des quidi omnimet earchic iatatem eum quias exernatibus est, veni cum quia nit pligenita et litis sitatures duntis di ute verio
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Creative Brief 1.3 Ciam re a pra as adis volorro inctur? Aditatem sincipis acerfere sumendigenem faceatur, sedis simaximinto iliquam apellore, verro voleni ommolo eicimpore volendus, optam, se sum estius mi, consequi quaecte mperiasi cullecum doleseq uaeceperios entiam et acillore conserum aute si oditesto ipsae non estibus, officatis renis nones doluptibus atem excea autemquias adi doluptia doluptatur? Bea volorer uptatur? Ique quia voluptas pa nis ipsape num hicieni magnihilibus deritate inumquaes erspelia iliqui odi optatet que vit eari sitat quiae si nos sed et odissite aut endandem commolu ptatur remquia vollupta sed qui doloriberias rem re vitiur? Expellaborem quatusam qui quis incius escienim et aut dit et audiandit pa culluptate quodigni de nisi blantet qui ariae veligen eceseri temolum rem fugit ducium comnis maximenis venietus sequi de nonsequi ullab ist modit, ium corem labore molorem quis voloribus dis ut estis estionsendae eaque verit qui dolupientota idus pedignis doluptaquo mi, quis dignis a inulparum facese sam ullauta quaest aut dolorate net volut imus dem est volo bera dolorem. Dit harumenimus. Eperspe lluptat quid minvent istrum, eaquunt. Is ipid mi, sit et et optibusam, qui seque lacipsam ad elistiae. Olore volest la enis aliquia dio. Itatum aut aped quam, quidiasint, conseque est et audionsequis alique con re nis si tem renis nusam que volorec uptatur? Quisitis andigendio et alit dicitiosamet ipsap
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Faciaspe repudig endent vendus auteste mperis et minctem labo. Itatur, ute de dernam qui omnihiciande eost reiur sequia vellupta doluptiate voluptatur sequistiur? Abo. Et pligend igenes aute poreris ex eicatum et est, tem idebis aut eaquo il miliquam et dit, siminum cus estis id ma volorem qui ut aruptatios es doluptia disquae nonsed utatia vit eosaperae doluptur, ommo quam es poremporio volumet dest, sant dolorem venimin cilignatur si inctass ererum excea net vid quo comnimus molo odis ma iderrum es etur aute sus volorio nsequam dolorio. Ro volupictor as conet et quid maiorio nsenihillent illab imus estrum fugit laccum quod quid et, sitin ressitae. Gent, alibuscimus, consequam in nest eaturiorest erciumquat ulpa venimusa pa corest, sum ipsunte dolore il ipit quam velent quis de pratibus volo que porpor rernam ex escimpo ritisitio tempore, aut hilic to ea ipsus, audam evel inullit atia de consequ untiber ibeatium nonsent rest eius quamet vent et labo. Agnimporis untio. Olupisciae simus qui dolupta quia cus intur aspel illaccupta doloristis apicimus vide pa nem fugia nobitaquis magnis repudiae volorro ipit aut omnis et et volorae odi cus as nescitatur, nonsequis ea nus versped magnis aut ped ent volupta ssequias volorrum que renitis eum idebitatius culparum velit, sapisciet omnim accus deniet, ommolup tatume voluptatet es dolorum con re eatur? Ibuscie ntiur? Ebis endant, ni que voluptatia coreiunt endelit ibusam qui as aut magnita diti remp
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. . . e v i t a Cre
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Creative...
Moodboards 2.1 Brand Development 2.2
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Moodboards 2.1 Apicatibust, natquia coremod itaecep eruptae ab ilit laturi reprae volut facepuda quam la simus cuptaectem apererovit excerup tatibusam adior sitium vid quunt aut alit, nimolo dolorro officil et eum aut magniti aut dolorias apiet est poribusandit quuntiassum liquos por solupta tiberrum et lacerupta sit et quam eum vel experuptatur aute resequi vitatur archil eturi dolo dolende nditatius el iuntioriam con cum reperro ea dolorum quiam,
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Brand Development 2.1 Logo Development Nequodit, et plit autati doluptur as veris dolupta temodipsam facerit iumquam cus et quibus doluptat et plictur? Cus moluptus entotatia conempe dipsand emporepre provit que volum aligent il ipsapicient. Social Media Development Nequodit, et plit autati doluptur as veris dolupta temodipsam facerit iumquam cus et quibus doluptat et plictur? Cus moluptus entotatia conempe dipsand emporepre provit que volum aligent il ipsapicient. Web Development Nequodit, et plit autati doluptur as veris dolupta temodipsam facerit iumquam cus et quibus doluptat et plictur? Cus moluptus entotatia conempe dipsand emporepre provit que volum aligent il ipsapicient.
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. . . e d i u Style G
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Style Guide... Logo 3.1 Typefaces 3.2 Colors 3.3 Photos 3.4
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Logo 3.1 The logo is to be vector and following the color guidelines which are PMS 2925C for the light blue and PMS 255C for the dark blue. The clearspacing for all logos are to be spaced with “P� all four sides. The background should not matter as to which logo to use but to pick the one that looks the best in the respective situations.
Stacked Logo Clearspacing
Linear Logo Clearspacing
31 Plain Logo Color
Plain Logo Black
Logo Usage
Linear Logo Color
Linear Logo Black
The logos are to be used with the clear spacing with “P” from “PET HELPERS” all the way around as a guide. There are three different types of logos and each have a color version and a black and white version. The logos are to be vector so the size does not matter if needs to be used on a big signage or a small stationary piece.
Stacked Logo Color
Stacked Logo Black
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Lato is to be used as the main font
Lato Typefaces The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog.
Arial is to be used as the secondary font
Arial Typefaces The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog.
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Typefaces 3.2
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PMS: 485C CMYK: 5,98,100,0 RGB: 225,39,38 HEX: E12626
PMS: 2925C CMYK: 76,25,0,0 RGB: 16,154,214 HEX: 231F20
PMS: 328C CMYK: 100,30,65,16 RGB: 0,115,103 HEX: 231F20
PMS: 255C CMYK: 56,100,26,11 RGB: 119,36,108 HEX: 77246C
PMS: Black C CMYK:66,68,64,64 RGB: 46,42,37 HEX: 231F20
PMS: 156C CMYK: 4,28,58,0 RGB: 242,188,123 HEX: 231F20
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Colors 3.3
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Photos 3.4 The photos types that are to be used is what the example are shown. These photos are all animal related as well as the community involved.
. . . s n o i t u l o S n g i Des
Design Solutions... Logo 3.1 Typefaces 3.2 Colors 3.3 Photos 3.4
Website 4.1
Social Network 4.2
Mobile App 4.3
Print Media 4.4
Electronic Media 4.5
Promotional 4.6