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Table of Contents Proposal 1-2 Research 3 Problem Statement 4 Our Mission 4 Situation Analysis 5 Informal Research 6 Formal Research 7-12 Targeted Audiences 13-15

Objectives 17 Objectives 18

Programming & Marketing/Advertising 19 Lend A Paw 20-21 Radio Spot 22 Events Calendar 23-24

Evaluation 25 Assessment 26

Addendum Budget 28 Timeline 29-30 Appendices 31-33 What We Did 34


SAMANTHA PRICE FRANK MAHONEY MIKE POTKAY CLANCY STURGEON GROUP AGENCY PROJECT

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WHY DID WE CHOOSE THE ST. AUGUSTINE HUMANE SOCIETY?

The St. Augustine Humane Society was founded in the 1940s and was contracted by St. John’s County to provide Animal Control services. As St. John’s County grew, the county decided to create their own shelter, in 2007. Since they now have their own shelter, the county no longer funds St. John’s County Humane Society. To help this shelter gain the support that they so desperately need from the community, our team has come together with the 501(c) to form a strategic PR & marketing plan. Our plan will not only help The St. Augustine/St. Johns Humane Society’s donations significantly increase, but will also help the organization get more in touch with the community to ensure our efforts will continue for years, and paws, to come.

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Research Problem Statement 4 Our Mission 4 Situation Analysis 5 Informal Research 6 Formal Research 7-12 Targeted Audiences 13-15

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Problem Statement The Humane Society of St. Johns County, formally The St. Augustine Humane Society, once received funding from St. Johns County, as the county’s shelter. Recently, The Humane Society of St. Johns County lost all county funding after St. Johns County built their own shelter, no longer needing to rely on the Humane Society to act as the county’s shelter. Unfortunately, with most of their funding now gone, The Humane Society of St. Johns County is in a crisis situation: desperately needing to reach out to the people of St. Johns County in order to continue to help the community.

Our Mission The St. Augustine Humane Society promotes responsible pet ownership and strengthens the human-animal bond through education and training; works to reduce the relinquishment rate of pets to shelters through assistance services and through effective, affordable spay and neuter efforts; and is a resource center for the citizens and animals of St. Johns County, Florida.

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Situation Analysis Strengths: •

The Humane Society is a non-profit organization that is well established and recognized throughout the country. St. Johns County has the potential to provide ample resources to benefit the organization. The organization has a great staff of committed workers who run the facility for little or no pay because of the passion that they have for the cause. The shelter’s location is centrally located in St. Augustine, near to two colleges, a famous historical district with various tourist attractions and only a half an hour away from Ponte Vedra Beach, where some of the wealthiest people in St. Johns County live, and the home to TPC Sawgrass: The Player’s Club, where several famous golf tournaments take place each year. The Humane Society of St. Augustine has a website and Facebook page.

the exposure that it desperately needs. There are only 166 ‘likes’ on the Facebook page, and the website is lacking.

Opportunities: •

The Humane Society is located near two colleges, which could easily be used: o Interns- for little to no pay. o To help gain support from the community through campus events, radio ad spots and live interviews. There are many organizations in Ponte Vedra Beach that choose a charity to sponsor for events within the community, whom have not yet been approached. There is a tremendous amount of small businesses within the St. Augustine area that may be open to holding events to raise money to showcase their own desire to help the community.

Threats: Weaknesses: • •

St. Johns County no longer funds the Humane Society. The community does not understand what the organization does. The location is hard to find and there are several reviews online claiming that it no longer exists. The organization lacks funding and does not had the money to hire the help that they need, in order to gain

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St. Johns County’s new shelter also accepts donations Most people don’t know about The St. Augustine Humane Society o Many of those who are familiar with the organization are under the impression that it is no longer running. The growing number of homeless pets and owners who can’t afford to take care of their pets is growing in the uncertain economy, which is costing the facility more money.


Informal Research By finding out what resources the organization has used in past, we have been able to determine what other options are available: - use of the local colleges - partnerships with local small businesses - engagement of the Ponte Vedra market through the use of organizations who utilize community outreach efforts by hosting charitable events The organization also told our agency some information on the type of message that they were receiving from the public and voiced concern about how their message was being received by their publics. Upon auditing the organization’s Social Media presence, we found that there is a need for a stronger relationship with its markets. After analyzing other Humane Society social media pages, we noted that there is a lack of communication and engagement from the St. Augustine Humane Society to their publics, as well as a need to update the visual aspects of the presence.


YouTube lists 16 videos in response to a simple search of The St. Augustine Humane Society, yet there is no official channel.

Formal Research Our agency utilized a number of Formal Research tools: -

10 question Survey, via SurveyMonkey.com o Sample of 15 respondents § 18-25 • From St. Augustine/St. Johns County o 6 male o 9 female

Findings: -All respondents had heard of The Humane Society, but only 11/15 were familiar with the local chapter (under either The Humane Society of St. Johns County or The St. Augustine Humane Society). -12/15 had never visited The St. Augustine Humane Society website or Facebook page, while 3 had visited only their website. -After visiting The St. Augustine Humane Society Facebook page, the average rating (1 being the worst and 10 being the best) was 2.67. -6/15 respondents said that if The St. Augustine Humane Society had a twitter, they would follow, while the remaining 4 tweeters would not. -13/15 respondents said they might or they were very likely to attend a charity event hosted by The St. Augustine Humane Society, while only 2 would not. -11/15 respondents were not aware of the services that The St. Augustine Humane Society provides, while only 4 were. -9/15 said they thought The St. Augustine Humane Society’s website was ‘ok’ or needs updating, while only 6 thought it was great. -All 15 respondents said they have made a purchase solely because of the color of a product, or because it supported a good cause.

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Formal Research, cont’d -

Audience Analysis -Alexa.com:

As you can see, the traffic is so low to The St. Augustine Humane Society’s website that it is not traceable via Alexa.com. However, Alexa does provide some Trending Keywords:

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Formal Research, cont’d -Quantcast

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Quantcast also reports very low numbers for http://www.staugustinehumanesociety.org/, however, it provides detailed information about the site’s reach: -65% Female, 35% Male -40% 50+, 28% 35-49, 24% 18-34, 8% Under 18 -83% Caucasion, 8% African American, 2% Asian, 5% Hispanic & 1% Other -73% No (2-legged) Kids, 27% Have Kids -What do they make? -30% - $0-30K -25% - $30-60K -28% - $60-100K -17% - $100K+ -51% have attended College, 35% have not & 14% have attended Grad School.

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Formal Research, cont’d Google Insights for search: Google Insights for search had no keyword suggestions for St. Augustine Humane Society or the Humane Society of ST. Johns County, but this was their analysis: The chart below shows the highest concentration of searches for the St. Augustine Humane Society or the Humane Society of ST. Johns County in Florida, but does not give much more detailed information.

The chart below shows a spike in late 2004-late 2006/early 2007 and again in the middle of 2008, however, we could not find a reason for these spikes.

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Formal Research, cont’d Social Mention:

The chart to the right illustrates that most of the sentiment towards The St. Augustine Humane Society online is generally neutral, meaning people arenĵt saying much about the organization that evokes any type of positive or negative feelings toward the organization: which is a HUGE issue, as this is a great representation of the RELATIONSHIP your organization has formed with its audiences online. Itĵs good that thereĵs not a negative sentiment, but at the same time, what is it saying to have neutral sentiment that is 7 times higher than positive sentiment?

The ĴTOP KEYWORDSĵ section just shows what words would be best to incorporate into The St. Augustine Humane Societyĵs webpage to ensure Search Engine Optimization, which is to say that your site will appear closer to the top of searches that involve these keywords.

The ĴTOP USERSĵ shows which users are most likely to talk about you online, which allows you to hone in on what type of conversations you should direct at your audience (to ensure top of mind awareness among these audiences), or what conversations not to engage in (in order to shy away from those outside your organizationĵs target audiences). By utilizing the knowledge of who your top online audience members are, you can be sure to actively involve these members to keep open communication online, forming a

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channel of transparency for the organization through online audience interactions.

Formal Research, cont’d

Ă&#x; This chart shows the top vehicles that online audience members are using to mention and generate content surrounding the organization. The top sources from this list should be considered some of the best ways to reach audiences through social media interaction, with the vehicles that have already been established.

In summation, SOCIAL MENTION rated the overall online relationship of The St. Augustine Humane Society as follows: -1% strength: which is the likelihood that The St. Augustine Humane Society is being discussed online. -3:1 sentiment, the rate of positive/neutral sentiment to negative. -0% passion, meaning that people are not at all likely to repeatedly repost content about The St. Augustine Humane Society. -6% reach: measure of the influence of The St. Augustine Humane Society online, generated by analyzing the number of unique

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posters of content about The St. Augustine Humane Society brand.

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Our Audience According to our Research… The St. Augustine Humane Society defined our audience as anyone interested in getting involved: whether by donations, volunteerism or general support within St. Johns County. We found that our online audience is primarily made up of:

Caucasion and African American women, by 30%, who are 35 years old or older. According to the US Census Bureau, found at (http://quickfacts.census.gov/qfd/states/12/12109.html), St. Johns County was home to over 190,000 people in 2010: - 94.9% of the population is Caucasian or African American - Females 35 and older account for 31.1% of the population. (http://factfinder2.census.gov/faces/tableservices/jsf/pages/productview.xht ml?src=bkmk) Currently, The St. Augustine Humane Societyĵs Facebook:

^ According to Neilsonĵs 2010 Media Fact Sheet. http://kenburbary.posterous.com/nielsen-2010-media-fact-sheet

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Our Audience Cont’d According to Neilson… These charts show the demographics of Facebook users in 2010, proving that because we ĵre trying to reach the 35+ age audience, while still gaining attention among community members (like College students at Flagler and St. Johns River Community College), Facebook is a good vehicle (yet not AS good as twitter at reaching the 35+ year old audience, according to research by Forresterĵs that is on the following pageļ) for successful engagement with these audiences.

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Our Audience Cont’d Adaptation to Forrester’s STP Research:

Forrestor’s SocialTechnographics tool enabled us to have a clear understanding of our audiencesĵ internet habits. From these screen shots, weĵre abilty to identify our audiences as mainly Spectators, Joiners, Critics and a small percentage of inactives. Weĵve broken the meaning of these groups down on the following page.

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Our Audience Cont’d Analysis of Forrester’s STP Results:

From this ladder, found on Forresterĵs website, we can assess our audience membersĵ habits as they relate to social media: -

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Spectators: bloggers, podcasters, forum readers, reviewers and tweeters. o This group is best reached through vehicles like Twitter, YouTube, Google Reviews(and other websites that allow you to Ĵrateĵ places) and blogging sites like Blogger or WordPress. Joiners: know what social media/networking is & take part in it. o This group can be reached through all social media networks.

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Objectives Objectives 18

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Objectives

To gain recognition and give a new look to The St. Augustine Humane Society within the St. Augustine community.

To explain what exactly The St. Augustine Humane Society does and relay a resonating positive message to St. Johns County.

Bring attention to and gain awareness of The St. Augustine Humane Society in the Ponte Vedra area.

To establish brand recognition within the Flagler College community.

To establish a greater volunteer base within the St. Augustine community.

To raise $10,000 more in 2012 than the total donations from 2011.

Establish a more positive and engaged presence online.

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Programming & Marketing/Advertising 19 Lend A Paw 20-21 Radio Spot 22 Events Calendar 23-24

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Ad Campaign

Lend a Paw! The Saint John’s Humane Society has changed its name to the Saint Augustine Humane Society. This change in name should follow with a change in looks. This blue paw print is an excellent new symbol for the St. Augustine Humane Society. We believe that an old fashion advertising campaign, in conjunction with an improved use of the new technologies that are available (free of charge) is the perfect way to get the word out about the St. Augustine Humane Society. Volunteers will be on foot taking the “Lend a Paw” paw prints to local businesses in the community with a special scope on Ponte Vedra Beach. The ad will be printed on small pieces of paper with the paw on front and a QR code in the middle. The QR code will send the interested individuals directly to the St Augustine Humane Society website. On the back will be a special deal. The back will have instructions on how pet lover can send in a small donation with the paw print to receive a sticker paw

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print for their car or laptop. We believe that the blue paw print will be a wanted commodity for animal lovers.

Ad Campaign Cont’d The pink ribbon is loved by supporters of breast cancer awareness and has become a symbol that supporters like to show off. Another example of this is the red dress for heart disease. This paw is a cute symbol with a distinct color that lets pet lovers show that they care about the humane society. The Front…

The Back… Lend A Paw! Send this paw print in with a small donation and receive a blue paw sticker for your car Cash and Check accepted Send to: 1665 Old Moultrie Road St. Augustine, Florida 32084

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Budget: (Start off with) 500 stickers @ $50.00

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Radio Spot for Flagler College Radio Production Copy Date: 11/27/11 Client: St. Augustine Humane Society Length: 60 seconds

Writer: Frank Mahoney Start Date: 1/10/12

Overall Campaign Objective: To gain recognition and give a new look to the Saint Augustine Humane Society. Specific commercial objective: To explain what exactly St. Augustine Humane Society does to help St. Johns County, how to contact them and bring attention to the Blue Paw. (Dog Barking) 2 sec (Bird Chirping) 2 sec (Cat Meowing) 2 sec (Announcer) 54 sec (Catchy Bed Music) 54 sec

Hey. Are you someone who loves animals? Well then you should know more about the Saint Augustine Humane Society. The Saint Augustine Humane Society has been a fixture in the Saint John’s County community for years now. Not only do we help pets find loving homes, we also assist current pet owners who are having a bit of trouble getting the supplies they need like food and medical care. The Saint Augustine Humane Society is ready to help you with all your animal needs and is looking for some passionate volunteers. Look for our new blue paws at your favorite local establishments. The blue paws are our new symbol. If you pick one up you can use your QR reader to see our website or fill out our donation sheet on the back and send it in. Give us your address and we will send you a blue paw sticker for your car or laptop. So pick one up and make sure to show your friends. We are located at 1665 Old Moultrie Road in Saint Augustine. Come on by to see how we can help you and your pets. Keep an eye out for the Saint Augustine Humane society blue paw and come by soon. (END)

Events Calendar

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February: “Puppy Love Yappy Hour” to Celebrate 1st Annual For The Love of Paws Month/Launch the new campaign • Saturday, February 11th @ Harry’s o 2-for-1 Barkaritas: 10% proceeds benefit the St. Augustine Humane Society Social Media for event: -MeetUp Event to promote event -TweetUp to gain exposure of event. -FourSquare check-in to gain awareness and let Harry’s know what business we brought in •

Cost o $50 – flyers/information/PAW PRINTS o $50/500 stickers o Total cost: $100

May: “Barkarita Fest” • Saturday, May 5th @ St. Augustine Chili’s o 2-for-1 Barkaritas: 10% proceeds benefit the St. Augustine Humane Society Social Media for event: -MeetUp Event to promote event -TweetUp to gain exposure of event. -FourSquare check-in to show Chili’s who is with us! • Cost o $20 – flyers/information o $50/500 stickers

Events Calendar 26


October: “BarkCrawl” • Friday, October 26th @ Participating St. Augustine Bars o T-shirts & Discounts for participants along with a best costume contest! Social Media for event: -MeetUp Event to promote event -TweetUp to gain exposure of event. -FourSquare check-in to show bars who is with us and get others to join in around the area •

Cost: o $150 for 30 T-shirts o $1/wristband/$30 for 30 wristbands

December “Days of Sleighs” • December 15th at St. Francis Field o Local businesses rent out tables to create a winter wonderland event to ring in the “Nights of Lights” celebration. Social Media for event: -MeetUp Event to promote event -TweetUp to gain exposure of event. -FourSquare check-in to gain community interest & involvement -Tags on Facebook & Twitter, along with countdown, to local business that join in • Cost: o $50/ flyers, stickers, handouts, paw prints o $500 for grounds (hope to rent out 25 tables in order to break even) o $80 for banner o $200 for Sleighs o $100 for Tree/decorations o $50 for supplies o A LOT will be donated, this total is WORST CASE SCENARIO § $980 WORST CASE, will probably end up as $350 after donations.

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Evaluation Assessment 26

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Assessment

Social Media Evaluation Techniques: Upon completion of our campaign, we plan to evaluate the social media/online objectives by: -How many more ‘likes’ do we have on Facebook? -How many followers does the Twitter page we created have? -How do we rank on SocialMention? -What’s our Klout score? -What kind of differences in numbers do we see on Alexa, Quantcast & Google Analytics?

Traditional PR Techniques: Upon completion of our campaign, we plan to analyze our traditional PR efforts towards better community engagement objectives in the Ponte Vedra, St. Augustine and St. Johns County as a whole by: -Content Analysis of the news media since the beginning of the campaign. -Member donations from 2012, compared to 2011. -Volunteerism from 2012 vs. 2011. -Event participation and numbers of tickets sold. -Paw Print success will be measured using bit.ly analytics, which will track each visit using the QR code. & at the end of the campaign, we plan to conduct surveys and focus groups to analyze the difference in response to The St. Augustine Humane Society after the first year of the campaign has come to an end, to not only analyze success- but also to assess the changes the community wishes to see in the future, as ENGAGEMENT IS KEY.

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Addendum Budget 28 Timeline 29-30 Appendices 31-33 What We Did

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The budget “Puppy Love Yappy Hour” to Celebrate 1st Annual For The Love of Paws Month/Launch the new campaign • Costs for Event: o $50 – flyers/information/PAW PRINTS o $50/500 stickers o Total cost: $100 “Barkarita Fest” • Costs for Event: o $20 – flyers/information o $50/500 stickers o Total Cost: $70

“BarkCrawl” • Costs for Event: o $150 for 30 T-shirts o $1/wristband/$30 for 30 wristbands o Total Cost: $180 “Days of Sleighs” • Costs for Event: o $50/ flyers, stickers, handouts, paw prints o $500 for grounds (hope to rent out 25 tables in order to break even) o $80 for banner o $200 for Sleighs o $100 for Tree/decorations o $50 for supplies o A LOT will be donated, this total is WORST CASE SCENARIO § $980 WORST CASE, will probably end up as $350 after donations. Total Costs for Events: $1330 Agency Fees: $50/hour/person •

Total Agency Fees: $1,000

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Time Line January: -This will be the beginning of the campaign. The social media (Facebook and Twitter) sites will be set up and the radio spot will start to air. Volunteers will begin supplying local businesses with the blue paws at this time.

-An advertisement campaign for the two February events will begin through social media and flyers as soon as the social media campaign begins

February: -This month will contain the “Puppy Love” event on February 11, At Harry’s Restaurant

-The “Spay Day” event will be held February 28, at the Saint Augustine Humane Society headquarters.

-Advertise for the Cinco De Mayo “Barkarita Fest” Party starting February 15, though the use of social media and flyers

May: - "Barkarita Fest, Cinco De Mayo Party" will be held on May 5, and will be at Chili’s

September: -Advertisement for the “Barkcrawl” will begin September 10. This will be through social media and flyers

Time Line Cont’d 32


October: -“Barkcrawl” will be held on October 13, and be held at many different bars around historic Saint Augustine. November: -Advertise for the “Day of Sleighs” event. This will start November 10. December: -“Day of Sleighs” event will be held on December 15, with the Canine Companions of North Florida. It will be held at St. Francis Field.

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Appendices Survey Monkey

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Appendices

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Appendices

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What we Did Samantha: -Days of Sleighs Event -Online Research -graphics for campaigns (blue paw included) -QR coding -audience research Clancy: -Survey - Budget -Barkarita Fest -SWOT Frank: -Ad & Radio Campaign -Powerpoint -Harry’s Yappy Hour -market research Mike: -BarkCrawl - Timeline - Events Calendar - organizational research

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St. Augustine Humane Society Campaign