Operation Catnip Of Gainesville

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Thank YouLetter

April 25, 2012

Shaye OlmsteadExecutive DirectorOperation Catnip of Gainesville, Inc.PO Box 141023Gainesville, FL 32614

Dear Ms. Olmstead,

On behalf of RR Communications, I wanted to thank you for being helpful and gracious with our team this semester by providing support and insight for our public relations campaigns course. With your help, we were able to create a campaign increasing awareness for Operation Catnip.

We sincerely cherish your help in this whole process. By working with you and Operation Catnip, it fostered real-world insight on planning, research, development, strategy and other topics related to public relations that will help us as we pursue careers in the field.

Again, thank you for the exceptional assistance this semester. RR Communications is grateful the assistance you made available to us.

Kind regards,

Raven PritchettAccount Executive RR Communications

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Table of Contents

Executive Summary 4

Introduction 5

Secondary Research 6-12

Primary Research 13-22

Key Publics 23-24

Goals and Objectives 25-26 Strategies 27-30

Messages 31 Tactics 32-37

Timetable 38-39

Budget 40

Evaluation 41-43

Stewardship 44-45

Campaign Snapshot 46-47

Appendices 48-53

Bibliography 54-55

Biographies 56-58

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ExecutiveSummary

Introduction This overview is to a provide a brief glimpse into the campaign RR Communications prepared on behalf of Operation Catnip of Gainesville. Secondary Research The organization needs to increase their brand recognition in the community. Since the organization is in the process of building a website, their Facebook page is the primary form of communication. Many people know the organization through word-of-mouth. The central situation issue is the lack knowledge of 32609 residents and the understanding that taking cats to a shelter will fix the problem, but it does not stop the cats from reproducing.Primary Research In conducting qualitative and qualitative research, RR Communications found that only 29 percent of those surveyed were familiar with Operation Catnip, while 71 percent were unfamiliar. Results also revealed 85 percent supported spaying/neutering and 82 percent were comfortable with social media.Key Publics Since the campaign targets the 32609 zip code, key publics include those who are aware, apathetic and unaware. Goal(s) & Objective(s) With three primary goals, RR Communications based objectives for a successful campaign on the SMART method, standing for specific, measurable, attainable, realistic and time-specific. These objectives measure a logical progression through three stages of persuasion: awareness, acceptance and action.Strategies To outline the principles of effective communication for OC, RR Communications determined the three c’s would be beneficial to the campaign in determining a credible, charismatic and controlled spokeswoman, executive director Shaye Olmstead. Messages One-way communication is proposed to reach all residents of 32609, for a memorable impact on the target public’s emotions to engage them to react and use Operation Catnip’s services. Tactics In campaign implementation, communication for eight tactics are explained in detail to promote a successful campaign: website event launch, YouTube video, share a personal story, online petition, Facebook/Twitter, guerrilla fliering, Cat Calls/Cat Stickers and a PSA. Evaluation If the objectives are met, the goals were attainable. To gain effective results, a closing survey is suggested.

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Introduction

Operation Catnip of Gainesville is an organization whose goal is to raise awareness about the presence of community cats, communicate their sensitivity to welfare of animals and to end cat euthanasia. They also seek to educate the public on the importance of spaying and neutering free-roaming cats. The organization has the potential to grow and save an increasing number of cats with the help of a public relations campaign that will increase awareness to residents in the 32609 zip code. Based on secondary research the target public is accepting to simple messages and credible opinion leaders. There is low awareness about the organization in zip code 32609. If the target public were aware about spaying/neutering of community cats, then overpopulation in their area will be reduced. Based on primary research, the public who will use social media outlets the most is the younger generation. All publics surveyed are reachable via varying media outlets and OC will be able to utilize the research information to target specific age groups for most effective communication. The goals of the campaign are to increase participation of Operation Catnip in 32609, target residents to become actively engaged in the campaign, have the target public turn to Operation Catnip for the Trap-Neuter-Return services instead of sheltering community cats with other pet welfare organizations and increase the number of community cats brought to monthly Spay and Neuter events. Through the use of the Uses and Gratifications Theory, the strategies will take the role of online and social media while still incorporating traditional media. RR Communications’ campaign to improve Operation Catnip’s organization is titled “Operation Save Robin.” Robin was a community cat brought to Operation Catnip who was spayed. She stayed with Operation Catnip until she was eventually adopted. Thanks to Operation Catnip, Robin no longer roams the community of the 32609 where she would have otherwise been able to reproduce with other cats, give birth to multiple liters and increase the cat population further. Operation Save Robin’s campaign is a mission to educate the target public on the importance of neutering and spaying cats, to increase Operation Catnip’s organizational awareness in the community and to help end cat euthanasia in Alachua County. Although, Robin has already been “saved” by Operation Catnip and adopted by a family she will be the face of the campaign. Robin will stand to represent every community cat in the 32609 who should be brought to Operation Catnip for their services. The campaign will centralize around social media by the use of a YouTube video portraying the life of Robin and engaging the target public to further connect with Operation Catnip and the campaign through Facebook and Twitter. The campaign will also encourage viewers to help end cat euthanasia by signing an online petition. The campaign will also user fliers and radio advertisements to gain support from people who do not use social media and encourage them to fight for the cause as well as increase their education about Operation Catnip. Operation Save Robin is not just about one cat in one community, it is about all cats in every community. Operation Save Robin will bring the change that the public in the 32609 zip code does not yet realize community cats are in search of.

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SecondaryResearch

Organizational Background

Introduction/Overview Operation Catnip of Gainesville offers a variety of services for community cats in Alachua County. Services available include: spay/neuter, vaccines, flea treatment, de-wormer, antibiotics and pain medication. All community cats are offered a free spay or neuter. Partnering with the University of Florida College of Veterinary Medicine, Operation Catnip has been able to reduce the population of community cats throughout the community through promotion and wider spread knowledge of the organization and its cause. OC has administrative offices at the Alachua County Humane Society, located at 4205 NW Sixth St., Gainesville, FL, 32609. The operations are performed at the UF Vet School located at 2015 SW 16th Ave., Gainesville, FL, 32608. The spayings occur once a month and target to fix 250 cats per month, but have fixed about 400 in one month. As part of the operation, the tip of the cat’s left ear is cropped to signify it has been sterilized (Flier2&3). At each monthly spay day, there are about 75 volunteers including veterinarians, veterinarian students and technicians who make the commitment to better the community for cat welfare (College of Veterinary Medicine, 2012). Humane traps are provided to anyone participating in Operation Catnip. The organizations hours are Monday to Friday 9 a.m. to 6 p.m. Operation Catnip has one specific campaign for the population in zip code 32609.

Mission/Vision/Purpose Operation Catnip’s mission is to humanely reduce the cat population in Alachua County through Trap-Neuter-Return and to serve as a mentor and model program for other communities

with a shared vision to end killings of cats in shelters (Flier2&3). With the help from grants (received multi-million dollar grant to build website over a two-year period of time), donations and volunteers, Operation Catnip can build its presence throughout the Gainesville area. Without these key components of the organization, the budget would be even smaller and they may not be able to help as many cats as they currently do.

Composition There are three employees: executive director Shaye Olmstead and program coordinators Tahj Allen and Alana Humrich. The organization also has had about 800 future veterinarians through the UF College of Veterinary Medicine who have participated in the program during enrollment in vet school. According to the Florida Department of State Division of Corporations, there are five members on the board of directors: Julie Levy, Sylvia Tucker, Karen Scott, Andrea Brower and Jessica Torrence.

Relevant Publics The external publics are the residents in the 32609 zip code, including currently registered volunteers and residents. Through the campaign set by RR Communications, those residing in the 32609 are the target public.

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Funding Operation Catnip operates on a limited budget. As a 501(c)(3) non-profit, OC receives donations.

The funding sources decreased from 2009 to 2010, where 2009 yielded $103,379 in revenue and 2010 yielded $60,810. The results come from the U.S. IRS 2010 990 Form made available as public record of a non-profit organization. The total percentages are based off $60,810 revenue and are expressed in monetary form as: $165 from fundraising events, $14,251 from surgery donations, $943 from investment income and $45,451 from contribution, grants and gifts.

Competitive Frame The organization does not have a local competitor, but does compete with other free-roaming cat-type programs. Some competitors are: AZ Cats, Feral Cat Coalition (a TNR organization) and First Coast No More Homeless Pets (in Jacksonville).

Industry Situation Operation Catnip created Trap-Neuter-Return (TNR) to help control the increasing community population in Alachua County. According to the Operation Catnip flier, more than 33,000 surgeries have been performed since 2009 and the total community cat deaths has reduced by 40 percent. The program originated in Alachua County and has now directly impacted states across the United States. Operation Catnip wants to shadow First Coast No More Homeless Pets, an organization that promotes saving cats and dogs by providing spay and neuter services (http://www.fcnmhp.org). According to Shaye Olmstead, First Coast No More Homeless Pets (FCNMHP) is an example of what Operation Catnip hopes to be in the future.

Interpretation and Application

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The organization is growing. It currently uses fliers, a bookmark and a Facebook in place of a website. The website is in the process of being complete, as it is funded as a grant from PetSmart Charities. The organization has the potential to increase the number of aware publics through implementation of the new site once it is launched. It will help them to establish a consistent media to reach out.

Communication Analysis

Communication Audit Summary Operation Catnip employs various media outlets for promotion of the organization. Facebook, Twitter, the Independent Florida Alligator, Gainesville Sun, public service announcements and fliers promote their visibility.

Organization Image and Reputation According to the Operation Catnip Facebook page, the organization has received positive feedback from volunteers and other pet organizations. The organization is mainly known via word-of-mouth and the Alachua County Humane Society. There was one instance where the organization could have potentially been seen in a negative way, which was in an ad published in The Gainesville Sun. The ad had a picture of a row of cats that were lined up ready for surgery. This picture was not pleasing to the public and could have been portrayed negatively by readers. Operation Catnip has expressed that the ad in The Gainesville Sun has been the least effective way of getting more people to take advantage of the services that the organization provides (Olmstead, 2012). The organization is still building a concrete image; it is in the process of developing a website and currently relies on print media and social media to deliver its

message.

Recent Public Relations Initiations Recent public relations efforts initiated by the organization have been holding monthly free spay and neuter days. The organization is present for adoption days at PetSmart Charities where people can interact with employees of Operation Catnip. Operation Catnip provides free humane traps in order to catch community cats and have them spayed or neutered. However, the organization is only focusing its efforts in the 32609 zip code (Operation Catnip Facebook, 2012). Operation Catnip strives to control the cat population and decrease the number of cats killed in shelters.

Communication Currently in use Operation Catnip has used various channels to communicate with its audience on a daily basis. They have used television coverage, fliers with tear-offs, public service announcements, free print public service announcements in The Independent Florida Alligator, radio and social media. The organization has utilized Facebook and Twitter the most to promote its services. As of April 18, 2012, Operation Catnip had 983 likes on its Facebook page and active posts from followers on the wall’s page (Operation Catnip Facebook, 2012).

Messages being communicated and received by the organization The messages communicated and received on Facebook promote spay and neuter days and the free humane traps for community cats. Operation Catnip posts videos and links to other resources or organizations who provide the same services. The followers of the page comment on the posts and post questions (Facebook). Overall, the Facebook page has proven to be a useful tool to display its message and have two-way communication

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with its audience. The Twitter account is used to give recognition to members and businesses that contribute to the organization. It promotes events and interesting podcasts or articles (Twitter).

Interpretation and Application The different media outlets help get the word out about the services. According to Olmstead, word-of-mouth is the primary way that people find out about the organization. The information has been collected to contribute to the planning of the public relations campaign which provided insight into the effective media outlets (Facebook, Twitter, the Gainesville Sun, etc.). Because of this insight, the campaign will be easier to execute. The campaign plan will concentrate on utilizing media outlets that are already successful, but also improve media outlets that are not being utilized to their fullest potentials.

Current Situation

Introduction/ Interview Operation Catnip’s current situation is they lack a brand identity in the community. Volunteers perform tasks for the organization, which makes it unique in that it is volunteer-based. The volunteers include veterinary students, veterinary technicians and cat lovers. Monthly, Operation Catnip holds “Spay Day,” where a target of 250 community cats are sterilized in a few hours for free. Records are kept for each cat that detail every procedure that occurred while the cat was under anesthesia. This approach proves to be effective because it takes a high-volume approach as opposed to sterilizing one cat at a time (Paschal, 2010) .

Development The organization has developed significantly since its creation in 2000. In 2000, there were more than 3,600 cat deaths but Operation Catnip has successfully helped to reduce this number over the years. An estimate of 15,000 less cats have been killed thanks to the organization. Animal control agencies in Gainesville have tried to reduce free-roaming cats by capturing and killing them. This plan does not reduce the population. Since Operation Catnip’s introduction of its Trap-Neuter-Return approach, there has been about a 40 percent decrease in community cat death. The organization has performed more than 33,000 surgeries on community cats that would have otherwise been put down (Olmstead, 2012).

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SWOT Analysis

Strengths• Volunteer base: 785 current volunteers• Constant Contact Listserv• Volunteer loyalty and their consistency (for exaple: UF Vet School)• Dedication of staff working on low budget • Partnership with the Alachua County Humane Society

Weakness• Staff of three and dependent on volunteers• Donations are limited from volunteers • Brand identity: Alachua County Humane Society takes away from Operation Catnip because it is located at the same facility

Opportunities• Expanding to other zip codes, counties and states with a specified target campaign• Limited awareness in the community leads to creating brand loyalty opportunity• “Cat Calls”

Threats• Not informed of what spay and neutering actually is • Grant funding going to other organizations with a similar TNR program in other states

Interpretation and Application The interpretation of this organization is that they have the potential to grow and save an increasing number of cats in the future. They have incredible partnerships that make funding the organization possible. The application to help the organization grow will be to target other publics who are not yet aware of the operation and to build and form new relationships between the 32609 population and Operation Catnip.

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Current Position Operation Catnip has an established connection in the Gainesville/Alachua community with more than 3,000 contacts. Every Spay Day, about 50 to 200 people bring one to 10 community cats each. The biggest relationship with the community is the partnership with the University of Florida’s Veterinary School. This partnership is the reason why Operation Catnip can be so efficient and cost-effective. More than 800 veterinary students have volunteered during the monthly spay/neuter clinical days. The partnership is unique because not only benefits the organization but the volunteers receive valuable hands-on experience in administering anesthesia, handling and caring for cats throughout the surgery process (Olmstead, 2012). The organization wants to target the 32609 zip code and specific sub divisions, including mobile home parks. Operation Catnip also wants to utilize public service announcements and any free advertising space in print publications.

Direction The direction of Operation Catnip is toward a sociert from of cat killing that seeks to end euthanasia of cats by providing humane alternatives. Although the Operation’s only current focus is in the 32609 zip code, they hope to spread to the entire Gainesvilel area and Alachua County (Olmstead, 2012).

Central Issue The central issue is cat overpopulation in Gainesville, specifically the 32609 zip code. People tend to think that by taking a cat to a shelter they are helping end overpopulation. This assumption is wrong because it only removes cats off the streets but does not stop cats from reproducing. The reproduction of cats is what

creates the overpopulation. In order to decrease the overpopulation issue, spaying/neutering cats is essential (Olmstead, 2012).

Vision Operation Catnip’s vision is to humanely reduce the community cat population in Alachua County through Trap-Neuter-Return. They seek to serve as a mentor and model program for other communities with a shared vision of ending the killing of cats in shelters (Paschal, 2010).

Pitfalls The pitfalls of the organization’s communication efforts are they lack of readily accessible information and that people who are aware that OC will actually reduce the cat population differ from people assuming a shelter will eliminate cat population (Olmstead, 2012). Obstacles that hinder the communication goals are based from the small budget, which will be put toward literature for the target public.

Preliminary Identification of Target Publics

Target Publics The target public for the Operation Catnip program is residents in the 32609 zip code. Current users of the “Trap-Neuter-Return” program are females within the 30- to 60-year-old age group. The 32609 zip code, located in East Gainesville, will be used as the target public for the new campaign. This zone is notable for loosely-owned or un-owned cat ownership (Olmstead, 2012). Composition of residents in the zip code have an equal percentage of inhibitation for blacks and whites, with an average income of $27,900 in 2010 and median age of 32.7.

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Demographics, Psychographics and Geographic Locations (City-Data.com)Demographics•Population: o 22,754 residents • Gender: o Males: 52.2 percent, Females: 47.8 percent• Ethnicity: o White: 52.18 percent; Black: 41.93 percent; American Indian and Alaskan Native: 0.37 percent; Pacific Islander or Native Hawaiian 0.02 percent; Asian 1.07 percent; Hispanic: 5.39 percent; Other: 4.43 percent o Median age: 32.7 years; Females: 35.2 per cent, Males 32.3 percent o Adjusted Gross Income in 2009: $33,165 o Residents with income below the poverty level: 28.8 percent• Education level estimates: 23 percent with less than high school education, 30 percent with high school equivalent, 12 percent with a bachelor’s degree, 4 percent with a master’s degree, 1 percent Professional and 1 percent Doctorate.

Psychographics (2010 Prize Segmentation System)• Living in aging homes where jobs are scarce

Geographic Locations• The 32609 zip code is located in East Gainesville. Notable facilities and places of interest include Koppers Industry Superfund Site, Clariant LSM Florida Inc., North Florida Juvenile Detention Center, Alachua Halfway House, Hospital Homebound and the Sidney Lanier Center.

Organization Relationships According to Olmstead, this target public is not active in seeking services from Operation Catnip. Currently, the strongest relationship is with individuals with an affinity for cats. However,

Olmstead is optimistic for establishing a relationship with the inactive and unaware public.

Cognitions, Attitudes and Behaviors (PerceptGroup.com and Claritas.com)Cognitions The active public, who are primarily volunteers, are aware and their cognitions are that they are knowledgeable of the organization. The unaware public, including residents in the 32609 zip code that are not in Operation Catnip’s database are unaware of the organization. Attitudes and Behaviors Two distinct lower- to middle- age working class groups, middle age and senior citizens, have similar behaviors. Large numbers use public transportation or drive affordable vehicles. Market research has shown these individuals to be of strong Christian faith, by regularly attending church services in the community. Ethnically diverse—with about half the residents who are black, white and some Hispanic—households with moderate living standards.

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Introduction/Overview In order to understand how many people are familiar with and aware of Operation Catnip, its services about feline spaying and neutering, we conducted quantitative research to get information from the target public. Qualitative research was conducted for the public opinion in order to gain detailed information about how the target public feels about Operation Catnip of Gainesville and to get a better understanding of them. This aids us to discover new dimensions about the problem, which is open-ended research.

The primary research was focused on the following areas:• Residents’ familiarity with and awareness of Operation Catnip of Gainesville (OC).• How often social media is used by residents, to measure effectiveness of use by Operation Catnip to communicate with its publics, Facebook fans and Twitter followers and what forms of social media are used.• Familiarity with other pet organizations in the Gainesville area to understand what level of awareness the public has in general. By using both qualitative and quantitative research methods, a triangulation approach was employed. In analyzing both research methods, we have a complete understanding of the client and target public. In reaching out to 32609 residents, any age group was surveyed about their knowledge of the client.

Statement of the problem There is low awareness about the organization in zip code 32609. If the target public were aware about spaying/neutering of community

cats, then overpopulation in the area will be reduced. If the public is aware and has an interest in helping the organization, they will help implement the mission and goals that the OC seeks to achieve, thus decreasing overpopulation. According to Olmstead, there is no way of determining the amount of community cats that roam in 32609. Based off of the TNR project in Tangier Island, Virginia, which was a joint effort by Operation Catnip and Best Friends Animal Society, providing TNR options for community and roaming cats helped to decrease the cat population who faced an identical problem as Operation Catnip currently deals with of overpopulation.

Research questions/hypotheses Research Question One: Research question one is used to gauge the best avenue to take in order to increase awareness to the target public. This question was geared to determine whether the target public prefers the use of social media to traditional media. Currently OC uses their Facebook page as its website and main source of communication. OC also uses Twitter to disseminate messages. RQ1: What is a best way to create awareness about Operation Catnip within the 32609 zip code? Hypothesis One: The current use of OC’s social media goes beyond the 32609 zip code, therefore Research Question One and Hypotheses One will determine which media platform to utilize. H1: If traditional media is used more than social media, then the target the public of the 32609 zip code will be reached. Knowing the result to research question one will help RR’s campaign by determining which media outlet will be used to communicate with the target public. This result is important because the use of

PrimaryResearch

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a media outlet that the target public does not use will conclude in the target public not receiving the information. If the correct media outlet is used, then the target public will receive the correct information and awareness of OC will increase. The result of this question is needed in order to determine the best channel to utilize to reach the target public for maximum reach.

Research Question Two: Research question two is used to find a relationship between the target public’s awareness of pet organizations besides OC and the support of spaying and neutering community cats. The question is geared to determine if the target public is familiar with pet organizations, then the target public is educated and supports spaying and neutering of community cats.RQ2: Would knowledge of other pet organizations that support spaying and neutering of community cats in 32609 through Operation Catnip? Hypothesis Two: Hypothesis two details RR’s projection that the target public who is familiar with pet organizations will be inclined to support neutering and spaying of community cats through OC. The target public members who are familiar with pet organizations will be less inclined to be educated on the process and protection of neutering and spaying of community cats. The hypothesis details a relationship between awareness of pet organizations besides OC and the support of neutering and spaying. H2: If the target public is actively engaged the other pet organizations such as Alachua County Humane Society, St. Francis House Pet Care Clinic, Operation PetSnip, etc., the target public is more likely to support neutering and spaying of cats. Knowing the result to research question two will help RR’s campaign because it will determine if the campaign should target individuals who have relationships with pet organizations. Knowing this

information can help create partnerships between OC and pet organizations to help one another spread the awareness within the pet organization realm. The result of this question will help RR gauge the lifestyle of the target public.

Research Question Three: Research question three is used to gauge whether an overpopulation of community cats in the 32609 zip code is a nuance to the population. This question will determine if the overpopulation creates problems that directly affect the target population’s lifestyle in a negative way. RQ3: Is cat overpopulation, the cat population that is exceeding the carrying capacity of their habitat, directly affecting the target public’s lifestyle? Hypothesis Three: Hypothesis three details RR’s projection that if the target public is educated on OC’s ability to neuter and spay cats then the target public will support the organization in order to help reduce the over population in the target public’s area. H3: If cats are spayed or neutered in the 32609 zip code, then cat overpopulation will decrease in the area thus eliminating a negative attitude toward cat abundance and increase support toward Operation Catnip. Knowing the answer to this research question will help RR to determine if there is a legitimate problem of cat overpopulation in the opinions of the target public. If the target public believes there is cat overpopulation and that it is a problem that affects the target public’s lifestyle, then RR’s campaign can be geared toward being the solution to the problem of cat overpopulation in 32609.

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Method During research implementation, RR Communications conducted quantitative and qualitative research to understand the target public of which reside in the 32609 zip code and awareness of Operation Catnip of Gainesville with respect to the community. A random survey of our target public was used to gather data. In-depth, 20-minute interviews and a 10-to-13 question survey helped gather results for help with the campaign. As a part of the research conduction, the agency went to local businesses, churches and areas of those frequented by 32609 residents, along with residencies in the zip code. A sample size of 101 residents was surveyed to obtain both qualitative and quantitative results. The residents of Hidden Lake Apartments, located on 13th St. and 21st Ave. in east Gainesville, and stand-alone houses located in east Gainesville off 13th St., were polled. Also, residents of the zip code frequent the Walmart Plaza on 13th St. and were surveyed. These residents were approached for quantitative research through RR’s survey. Passage Family Church, located on 2020 NE 15th St., was another place where a large percentage of the information was collected. The Main Campus location is in the heart of the 32609 zip code. All the respondents at this location traveled from all areas of the zone to attend religious services at this prominent church in the neighborhood. The opportunity to survey participants on Ash Wednesday, February 22, 2012, allowed ample responses. All respondents varied in sex and age, providing diverse answers to the survey. People that frequent Ignite Life Center were also surveyed. Even though the church is not part of the 32609 zip code, many of the people that frequent the church do reside in the 32609 area. These people were the ones targeted when the survey was taken. An additional group was surveyed via the

Constant Contact account of Operation Catnip of Gainesville. Through assistance of OC Executive Director Shaye Olmstead, surveys were e-mailed to about 200 to 300 people who are aware of the organization, but are not active publics. Through her guidance, she decided who lived in the 32609 zip code and had participated with the organization’s spay/neuter prior initiatives with a lower frequency of using their services. The qualitative research was conducted at the same locations noted above. The research was conducted by holding brief 20-minute personal interviews with individuals who had the time to spare. RR also attended an Alachua County Animal Service meeting at the University of Florida’s Veterinarian School. At the meeting RR gathered open-ended responses to pressing questions that were asked pertaining to pet welfare, particularly to cat welfare. Other in-depth interviews occurred on February’s Spay Day at Operation Catnip on February 5, 2012, as well as PetSmart’s first tri-annual National Adoption Day event for 2012 on February, 12, 2012.

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FindingsSpecific Findings: Face-to-Face-Quotes from Interviewso “Keep the population down, and keep cats healthy.” -Dan Brainerdo “Homeless cats usually mean dead cats.” -Janet Wesho “[Personally] seen the suffering from euthanasia. [Spaying and neutering is the better option for cat population control].” -Wendy Nelsono “Began with no knowledge of ‘fixing’ cats. Now know it’s a good cause.” -Webber Miller

Qualtrics Survey Findings with 101 participants:o 100 percent of 101 participants currently live in the 32609 zip codeo Of 101 people surveyed: 29 percent are familiar with Operation Catnip; 71 percent are unaware of the organizationo Of 101 people surveyed: 85 percent support spay/neuter of community cats; 15 percent do not support thiso Of 101 people surveyed: On a scale of 1 to 10, 1 being not aware and 10 being highly aware, the mean is 3.17 with a sample standard deviation of 3.2o Of 101 people surveyed: 82 percent are comfortable communication through social media; 18 percent are not comfortableo Of 101 people surveyed: On a scale of 1 to 10, 1 being not frequently using Facebook and 10 meaning use Facebook often, the mean value was 6.19, then, on average, are your targets are often using Facebook o Of 101 people surveyed: 39 percent use other forms of social media; 61 percent do not use other forms of social mediao Of 101 people surveyed: 84 percent prefer using the Internet to receive information Findings Based off of Hypotheses and Research

Questionso H1: If traditional media is used more than social media, then the target the public of the 32609 zip code will be reached.• According to the Qualtrics survey of 101

participants, 39 percent use other forms of social media; 61 percent do not use other forms of social media.

o H2: If the target public is actively engaged the other pet organizations such as Alachua County Humane Society, St. Francis House Pet Care Clinic, Operation PetSnip, etc., the target public are more likely to support neutering and spaying of cats. • Of 101 people surveyed, 29 percent are familiar

with Operation Catnip; 71 percent are unaware of the organization. This statement justifies that the average amount of people are not familiar with the organization. According to appendix, chart Research 3, all 101 participants are familiar with other pet organizations.

o H3: If cats are spayed or neutered in the 32609 zip code, then cat overpopulation will decrease in the area thus eliminating a negative attitude toward cat abundance and increase support toward Operation Catnip.• Of 101 people surveyed, 85 percent support

spay/neuter of community cats; 15 percent do not support this, according to Qualtrics survey.

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Tables and charts illustrating findings, demographics

Those who use Facebook on a scale from score 1 to score 10 (Out of 101 participants)

• Those who listed score 1 do not use Facebook frequently• Those who listed score 10 use Facebook frequently

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Familiarity of target public with Operation Catnip

• Blue: 29 percent of 101 participants are familiar with Operation Catnip• Red: 71 percent of 101 participants are not familiar with Operation Catnip

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Support of target public toward neutering/spaying of community cats

• Blue: 86 percent of 101 participants support spaying and neutering of animals• Red: 15 percent of 101 participants do not support spaying and neutering of animals

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How comfortable the target public is with commentating through social media

• Red: 18 percent of 101 participants are not comfortable with social media• Blue: 82 percent of 101 participants are comfortable with social media

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How the target public prefers to communicate After surveying residents in the 32609 zip code, RR Communications findings included the list of other forms of communication that the target public were familiar with. Above is a bar graph describing the types of communication and the amount of people, by percent, who are familiar with them based on the 101 people surveyed.

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Interpretation and Application According to the Qualtrics Survey, only nineteen out of the 101 participants do not use Facebook. These results show that using social media will not reach all residents of the 32609 zip code, however a segment of the target public actively uses social media and is willing to take part in conversations with the organization through social media sites. All publics surveyed are reachable via varying media outlets and OC will be able to utilize the research information to target specific age groups for most effective communication. Based on the Animal Service of Alachua County (ASAC) meeting, it was found that the prior goal was for the county to be a no kill zone. ASAC is a service provided by Alachua County that promotes the adoption of animals. Alone this goal has not yet been accomplished there, but there have been major leaps forward to reach it. RR’s campaign will work toward helping OC help ASAC to eventually become a no kill zone. When asked what was the vision for animal welfare in the community, community cats’ freedom and a community cat initiative were at the top of the list. Having spay/neuter’s education more accessible to the public is important. This evidence helps support RR’s campaign because it shows that there are individuals in the community who are already engaged. It also shows that these issues are real and prevalent issues in the 32609 community. Information from the in-depth interviews from Spay Day and Adoption Day provided a personal connection to Operation Catnip. These individuals were determined as customers that have brought a cat(s) to the organization less than five times within the last year. The in-depth conversations with 32609 community members shared these services as helpful and professional. A majority of participants agreed to help spread the word about Operation Catnip’s services because the organization is so well maintained, both at the

facility and treatment of the pets. Answers to this question in the survey resulted in concern for the protection and promotion of the welfare of cats to help the community. RR Communications will base the campaign as an approach tailored on a level closer to the likes and interests of this public. Data showed members are knowledgeable about the meaning of cats being “fixed,” but may require additional information to become more inclined to heighten activity to spread awareness about Operation Catnip. Presentation of data in a simple format (vocabulary and images), including personal stories from customers will benefit in spreading awareness about the client.

Limitations In conducting primary research, limitations were determined to be a lack of available respondents and time. RR passed the target goal of 100 resident surveys, mainly targeting the non-active publics of the 32609 zip code. In conducting research, there was difficulty and resistance from companies, businesses and organizations to allow their customers to be surveyed, which created a hardship in securing results. An increase in time would have provided additional qualitative in-depth feedback to help with the campaign. RR Communications was able to gather responses from pet-related events promoting the welfare of animals -- cats in particular. Another challenged encountered during the survey was lack of knowledge on spay/neuter. As stated in the findings, Operation Catnip can benefit from teaching the non-active publics about the benefits of their services.

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Operation Catnip has a desire to reach their target public, residents of the 32609 zip code. The publics in this zip code have none to low knowledge regarding Operation Catnip and its services. There are three primary, relevant publics to the campaign —apathetic, aware and unaware. Related to the three are publics who are involved with the organization: customers and enablers.

Aware This target public is the customers that recognize the problem. Customers are apt to act, usually in situations when there considerable concern. However in the case of Operation Catnip, their traits are described as intermittent, mainly using Operation Catnip’s services when they consider community cats a strong problem. According to data gathered from the surveys, these individuals support Operation Catnip’s mission and understand the importance of controlling the community cat population by means of spaying and neutering. It is important to connect and engage the enablers with the aware group for further assistance of controlling the cat community through services by Operation Catnip. Enablers within the aware group are actively utilizing Operation Catnip beyond the main attraction of the Trap-Neuter-Return program. Using them as gatekeepers to the target publics to largely influence and increase the services of Operation Catnip. Members from this group are in small numbers within the zip code, but are easy to reach through traditional and non-traditional communication mediums.

Apathetic Customers in the apathetic category neither have a care nor an interest to use Operation Catnip’s services. From the surveys conducted, the 20 to

30-year-old age group was prevalent among the subjects. Among them, about 71 percent were unaware of Operation Catnip, with an average rated awareness level of 3.17 (1 being “low awareness” and 10 being “high awareness”). Reaching this public requires motivation and consequence regarding community cat welfare. Also more than 40 percent of the apathetic responded with Black or African American as their race. It is important to reach this group by using messages and tactics relatable to the African American community. Intercessory publics, by form of community leaders like pastors, district leaders and effective marketing, will create a call to action by motivating the apathetic public.

KeyPublics

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Unaware This group is completely unaware of Operation Catnip. Characteristics of individuals from this group within the 32609 zip code vary in race and age, with the common trait of community involvement. People from this group like the idea of involvement and making an impact in the community, often through the community’s key officials. With a low awareness in the community, Operation Catnip can acquire large gains from this public. An opportunity is present by reaching this massive public with tactics that this public will be attracted to. This audience will be the foremost target in the zip code.

Quick facts on the target publics• Average age of 20-30 years old.• Average to high users of social media for younger audience; low to no use of social media for older, use of traditional media greatly valued by older generations.• High frequency of Blacks/African Americans.• Value individual involvement for the community.

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Introduction/Overview Operation Catnip has distinguished their primary goal as raising awareness for its services for community cats in the 32609 zip code. Our objectives for Operation Catnip were based upon the SMART method of outlining specific, measurable, attainable, realistic and time specific objectives. Operation Catnip’s main goals and objectives are to raise awareness about the presence of community cats, to communicate their sensitivity to welfare of animals, cats in particular, in addition a sense of urgency for the target audience to become engaged in Operation Catnip. Also the organization seeks to educate the public on how important their role is to help control free-roaming cats.

Statement of Goals1. Increase participation of Operation Catnip in the 32609 community, targeting residents to become actively engaged in the campaign.2. Have the target public turn to Operation Catnip for the Trap-Neuter-Return services instead of sheltering community cats with other pet welfare organizations.3. To increase the number of community cats that are brought to monthly Spay and Neuter events.

Contribution to Organizational Goals By increasing Operation Catnip’s presence in the 32609 community, RR Communications will build upon the reputation of Operation Catnip to increase clients. This goal supports the goals of the organization by gaining more supporters who are educated on their role to help control free-roaming cats. Having the target public turn to Operation Catnip when dealing with community cats will then create a positive relationship between the target public and Operation Catnip. This goal supports the

overall goals of Operation Catnip by strengthening its relationship with the target public, residents of 32609 zip code. By increasing the number of community cats brought to monthly spay and neuter events, this task-oriented goal helps get the target public become active. The target public will have a sense of urgency in participating with Operation Catnip’s efforts, when this goal is implemented. The primary goal of RR Communications is to increase awareness and engagement by increasing the participation of the target public in 32609 community, gaining target public support toward recognizing Operation Catnip as a place to take community cats, and improving the attendance at monthly spay and neuter events. RR Communications would like to see an increase of engagement toward Operation Catnip in the 32609 zip code as a result of this public relations plan.

Goals andObjectives

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Objectives1. Increase participation of Operation Catnip of Gainesville in the 32609 community, including residents to become actively engaged in the campaign targeting their residence.

• Awareness objective: To increase the awareness level of publics up to 20 percent living in the 32609 zip code, initiate action regarding outdoor cats and engage an interest in community cats directly related to Operation Catnip’s efforts by November 2013.• Acceptance objective: To obtain 150 more volunteers as a result of increased engagement toward the organization in the 32609 zip code, including “Cat Calls,” where residents can call Operation Catnip services for community cats by November 2013.• Action objective: To obtain donations from unaware publics exceeding $2,000 or increase auxiliary support of OC by more than 100 people by November 2013.

2. Have the target public turn to Operation Catnip for Trap-Neuter-Return services instead of sheltering community cats with other pet welfare organizations.

• Awareness objective: To increase the public’s comprehension and relationship with Operation Catnip sterilization efforts by 1,000 people by November 2013.• Acceptance objective: To establish awareness of spaying and neutering for community cats offered by Operation Catnip to 30 percent by November 2013.• Action objective: To have 5,000 formerly unaware residents of the 32609 zip code bring community cats to OC through the Trap-Neuter-Return method by November 2013.

3. To increase the number of community cats brought to the monthly spay and neuter day events.

• Awareness objective: To increase understanding and awareness of OC monthly Spay Days from the 32609 zip code by 200 residents beginning in May 2012 and ending in November 2013.• Acceptance objective: To generate an understanding for newly active residents of 32609 to bring community cats to two or more monthly spay days beginning in May 2012 and ending in November 2013.• Action objective: To increase amount of community cats being spayed or neutered by 300 cats at monthly spay days by targeting specific residential subdivisions in 32609 between May 2012 and November 2013.

RR Communications has developed objectives for the 32609 zip code campaign based on the needs for Operation Catnip of Gainesville.

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Strategies and Theories

Introduction to Strategies By proposing strategies for Operation Catnip, RR Communications hopes to succeed in the campaign targeting 32609. The strategies use the aforementioned goals and objectives to specifically identify how to make them work, meaning outlining in depth what should be done with each.

Theoretical Application OC can utilize different theories to reach their public. These theories include the Uses and Gratification Theory, the Impression Management Theory and the Symbolic Convergence Theory.

Uses and Gratification Theory The Uses and Gratification Theory, by Katz, Blumler and Gurevitch, applies to the campaign because the theory can have a user/audience centered approach. Currently, OC utilizes social media as their main source to reach their public, but also embraces traditional media when coverage is present. Based off our research from the qualitative and quantitative data of RR Communications’ surveys, all of those surveyed have different needs. The theory breaks down these needs into five categories: cognitive, affective, personal integrative, social integrative and tension release.

• Cognitive needs: From the research, some people have intellectual needs, to acquire knowledge from sources such as the local newspaper, search engines, social media and other outlets. From the agency’s findings and communication with OC, social media is a vital part of the two-way communication with their public. The organization’s Facebook serves as a temporary website, since one is about a year away

from completion due to sponsorship from PetSmart Charities. The target public wants to gain knowledge and uses different outlets to answer their questions. One of the main focuses of the organization at this point is social media, with hopes during this campaign implementation to spread to traditional media and word-of-mouth communication.• Affective needs: People surveyed support OC because they have a passion for the animals. According to the agency’s surveys, 29 out of 101 people surveyed were familiar with the organization. Of the same 101 people surveyed, 86 supported spaying/neutering of community cats. This statistic supports the affective needs, meaning emotional pleasure and appeal.• Personal integrative needs: This need relates to the desire for people to make a change or help a cause based off of media outlet-supplied information. During research implementation, qualitative surveys revealed volunteers support and help OC and organizations with similar missions. Participants during the preliminary research answered questions regarding volunteering their time at the Spay Day in February. According to results from Qualtrics survey, the majority of the community cats brought were from active publics.• Social integrative needs: The needs encompass those to socialize with people in the 32609 community, family and friends. As a result of quantitative research, 83 of the 101 people surveyed are comfortable communicating through social media, which proves there is a need for social integration. The public surveyed favors Twitter and Facebook as the most popular and frequented forms of social media. This translates to people following trends. Instead of social gathering face-to-face, social media outlets are preferred based off the statistics of high popularity with social media.

Strategy

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• Tension release needs: These needs include those who want to escape and have diversion in the community or in society as a whole. Based off the agency’s research, 18 people of 101 surveyed are not comfortable using social media. This correlates with needing traditional media and word-of-mouth to be utilized during the campaign to ensure reaching the most amount of the target public. Because the theory breaks down the needs, it is important to the campaign to understand what the different people in the target public will want. Since everyone is different, it is necessary to keep that in mind when planning the campaign.

Principles of Effective Communication

Three C’s For the campaign, there should be a spokeswoman who is credible, charismatic and control. Executive Director Shaye Olmstead would be the ideal representative of OC because of her knowledge, understanding and creation of the campaign.• Credibility: Olmstead is the leader of the organization and is well-known throughout the community through her involvement with the organization. In volunteer settings, she is present to work with the UF Vet School, at PetSmart adoption days and monthly Spay Days.• Charisma: She is approachable and very knowledgeable in wanting to help the cause she is passionate about. Her passion is translated to her wanting to help the community and gain more volunteers, along with residents of 32609 to participate in spaying and neutering community cats.• Control: Through Olmstead’s position, she is the ultimate decision maker along with the Board of

Directors. She is the head of the staff and helps coordinate volunteer efforts, making her a vital part and ultimate controller of the campaign.

Structure By using social media, two-way communication will be established. To make effective communication, OC will be able to talk with their audience directly. Verbal and nonverbal cues will be evident because from social media sites, the audience will have nonverbal cues since they are not face-to-face. A way to make the communication verbal is if the target audience shares videos and there is correspondence from OC in the same manner. Another form of communication will be one-sided communication since some of the tactics for contacting the residents will be through fliering, media coverage and targeting specific residence areas. With these, nonverbal cues will be used since there will not be face-to-face interaction with the audience.

Corresponding Strategies

Goal 1: Increase participation of Operation Catnip of Gainesville in the 32609 community, including residents to become actively engaged in the campaign targeting their residence.

• Objective 1: To educate 20 percent of lunaware publics living in the 32609 zip code, initiate action regarding outdoor cats and engage an interest about community cats directly related to Operation Catnip’s efforts by November 2013.o Strategy 1: Build brand awareness.o Strategy 2: Improve spaying/neutering of outdoor cats.

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• Objective 2: To obtain 150 more volunteers as a result of increased engagement toward the organization in the 32609 zip code, including “Cat Calls,” where residents can call Operation Catnip services for community cats by November 2013.o Strategy 1: Gain volunteers.o Strategy 2: Increase use of Cat Calls.

• Objective 3: To obtain donations from unaware publics exceeding $2,000 or increase auxiliary support of OC by more than 100 people by November 2013.o Strategy 1: Receive monetary donations.o Strategy 2: Increase support of OC.

Goal 2: Have the target public turn to Operation Catnip for Trap-Neuter-Return services instead of sheltering community cats with other pet welfare organizations.

• Objective 1: To increase the public’s comprehension and relationship with Operation Catnip sterilization efforts by 1,000 people by November 2013.o Strategy 1: Increase use of TNR by 32609 residents.o Strategy 2: Decrease use of pet welfare organizations.

• Objective 2: To establish a knowledge of spaying and neutering for community cats offered by Operation Catnip by November 2013.o Strategy 1: Educate residents of spaying and neutering.o Strategy 2: Explain community cats (lifestyle, term, etc.).

• Objective 3: To have 5,000 formerly unaware residents of the 32609 zip code bring community cats to OC through the Trap-Neuter-Return method

by November 2013.o Strategy 1: Increase awareness of 5,000 residents.o Strategy 2: Have formerly inactive residents help spay and neuter cats.

Goal 3: To increase the number of community cats that are brought to the monthly spay and neuter day events.

• Objective 1: To increase understanding and awareness of OC monthly Spay Days from the 32609 zip code by 200 residents beginning in May 2012 and ending in November 2013.o Strategy 1: Increase participation at Spay Days.o Strategy 2: Educate target public about Spay Days.

• Objective 2: To generate information and understanding for newly active residents of 32609 to bring community cats to two or more monthly spay days beginning in May 2012 and ending in November 2013.o Strategy 1: Have newly active residents bring cats to two or more monthly Spay Days.o Strategy 2: Explain what Spay Days accomplish.

• Objective 3: To increase amount of community cats being spayed or neutered by 300 cats at monthly spay days by targeting specific residential subdivisions in 32609 between May 2012 and November 2013.o Strategy 1: Target residential subdivisions.o Strategy 2: Increase spaying and neutering cat numbers from 32609.

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Obstacles

Possible Issues In the campaign, there are some things that may become issues/problems resulting from the strategies. One of the challenges may be a limited staff, but this can be changed because of the large volunteer base OC has. If residents do not wish to communicate with OC, then the effectiveness of the campaign may be compromised which will make it harder to educate the public about how to reduce the problem of cat overpopulation in the 32609.

Avoidance of Obstacles By confirming participation with the staff and volunteers, the issue of not having enough people to effectively communicate the purpose of the campaign to residents may be minimized or eliminated. Recruiting major players in the community, such as church figures, the mayor and organizational leaders, the problem with miscommunication can be avoided. By involving as many pivotal members as possible, the largest zip code in Gainesville should have penetration from outside residents whom hopefully will become engaged in the campaign.

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RR Communications’ campaign to improve Operation Catnip’s organization is titled “Operation Save Robin.” Robin was a community cat brought to Operation Catnip who was spayed. She stayed with Operation Catnip until she was eventually adopted. Thanks to Operation Catnip, Robin no longer roams the community of the 32609 where she would have otherwise been able to reproduce with other cats, give birth to multiple liters and increase the cat population further. Operation Save Robin’s campaign is a mission to educate the target public on the importance of neutering and spaying cats, to increase Operation Catnip’s organizational awareness in the community and to help end cat euthanasia in Alachua County. Although, Robin has already been “saved” by Operation Catnip and adopted by a family she will be the face of the campaign. Robin will stand to represent every community cat in the 32609 who should be brought to Operation Catnip for their services. Adapting the positive emotional appeal is the approach for this campaign. Positive appeals with this target public will demand action. Appeals through the use of love, virtue and humor will evoke emotion from a public that values togetherness and loyalty. Because the attitudes researched are in support of spaying/neutering, it will be effective in reinforcing existing attitudes and behaviors in relation to Operation Catnip’s Trap-Spay-Neuter program. The campaign will centralize around social media by the use of a YouTube video portraying the life of Robin and engaging the target public to further connect with Operation Catnip and the campaign through Facebook and Twitter. The campaign will also encourage viewers to help end cat euthanasia by signing an online petition.

The campaign will also user fliers and radio advertisements to gain support from people who do not use social media and encourage them to fight for the cause as well as increase their education about Operation Catnip. Operation Save Robin is not just about one cat in one community, it is about all cats in every community. Operation Save Robin will bring the change that the public in the 32609 zip code does not yet realize community cats are in search of.

Messages

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Introduction/Overview Operation Catnip’s campaign will revolve around eight tactics. These tactics will utilize different media including social media and traditional media. Other forms to be utilized are word-of-mouth and promotional stickers that advocate for the 32609 zip code campaign. Through use of the tactics, the campaign will be on different platforms to ensure covering as many possible people in the target public and also different mediums as to how to reach them. Some people may be affected by multiple tactics, which would prove beneficial in reaching them because it reiterates the message of the campaign, which inspires action.

Proposal for Satisfying Objectives

Website Event Launch Since OC is currently in the process of creating a website, a critical tactic needs to be the launch of the site. Every public that we target with the following tactics will be aware of when the site will launch and will hopefully be excited to visit it on the launch date. This tactic will help meet the third objective, for the third goal, of increasing the amount of community cats being spayed or neutered by helping to target residential subdivisions with the websites traffic. It will also help meet the second objective, for the third goal, that will generate information and understanding for new active residents by the websites informative information that explains what a Spay Day is, does and what it accomplishes. These activities will be addressed toward every public through social and

traditional media and through the campaigns use of consistency and convergence. There should be one person responsible for all website design and content posted. The steps toward carrying out this activity is hiring an intern and ensuring that the person knows how to successful run and manage a website.

Create personal YouTube video - “Robin the Cat” This will be a brief one to two minute video that shows Robin as street cat, being brought to OC for neuter/spaying and released back outdoors to live a free life without reproduction. The video will relay facts about neuter/spaying and the importance of the procedure. This tactic will help meet the first objective, for the second goal, to increase the public’s comprehension and relationship with OC by education the public on the use of TNR and how OC is a better solution than pet welfare organization thus promoting the decrease of pet welfare organizations use. There should be multiple people responsible for carrying out this activity because their needs to be a person to film, edit and record the actual video and a person to narrate the video. The steps involved in carrying out this activity is creating the content, recording and producing the video and dissemination.

Tactics

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Share personal story – “Robin the Cat” Utilize Facebook and Twitter to encourage fans and followers to share the video and make it go viral. Once the video has gone viral it will reach a vast amount of people in the hopes of gaining more supporters and volunteers and raise awareness. This tactic will help meet the third objective, for the first goal, to obtain donations from publics. The video will increase support of OC by being informative and educational while motivating the viewer to go to the link to donate and sign the petition. This activity will be able to address all individual publics with its viral wide range approach. There should be one person responsible for monitoring the videos “shares” and the amount of donations coming in through the website. Steps involved in this tactic are to create a site for donations and ensure that it is include and explicit in the online video.

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Online Petition An online petition will be created on Change.org where anyone can sign to support the cause of ending euthanasia. The petition will be linked at the end of the YouTube video and on the website. This tactic will help achieve the second objective, for the second goal, to establish a knowledge of spaying and neutering by educating the residents on spaying and neutering while explaining to them what a community cat is prior to being allowed to actually sign the petition. There should be one person responsible for carrying out this activity and the step they would need to take is to create a petition and disseminate it.

PSA To reach the target public through traditional media, a radio station, the agency believed a PSA would prove effective in reaching them. In case some of the people do not have cable or television access, radio is another medium that is an opportunity for them to become familiar with the campaign and Operation Catnip in general.

Radio PSA script- Live CopyOperation Catnip

Operation Catnip of Gainesville, a non-profit organization, has the following PSA for the Gainesville Area. • Use: Immediate• Time: 30 Seconds• Title: “Operation Catnip Trap-Neuter-Return”

The following is the 30 second message:• “IF THERE’S SOMETHING STRANGELURKIN IN YOUR BUSHESWHO YA GONNA CALL?OPERATION CATNIP!• IF IT’S THAT TIME OF YEAR

BABY KITTIES IN THE NEIGHBORHOODWHO YA GONNA CALL?OPERATION CATNIP!• REACH US AT 352-380-0940 AND LET US TAKE CARE OF IT”

Thank you for taking the time to review the PSA. We look forward to hearing it on (specific radio).

The PSA announcement will help meet the second objective, for the first goal, to obtain volunteers and increased engagement that include Cat Calls to OC. The PSA will motivate and educate the public on how OC can be utilized as a resource for cat control. This tactic will address publics who are unaware of the organization. There should be multiple people involved in carrying out each activity because someone will need to follow the steps that include recording the PSA and make sure that it is broadcasted.

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Guerilla Robin’s face on fliers and ads Every single flier or ad made will be photo-heavy with Robin’s face in the three colors chosen to represent the organization. The logo will be the only other image on the material and the website will be located. The guerilla tactic will be disseminated everywhere in the 32609 zip code, in order for residents and frequent visitors to become familiar with the image, wonder what it is for and make them visit the website to complete one of the next accompanying tactics. This tactic will help to meet the first objective, for the first goal, to increase understanding and awareness of OC by striking on the publics’ interest and questionable desires. The fliers and ads will entice the viewer to visit the website and thus become an educated public and hopefully an active member of Spay Days. These activities address every public by ensuring that these fliers are located everywhere throughout the community and guaranteeing that the public does not miss a chance at viewing the materials. There should be multiple people involved in carrying out this activity in order for the entire zip code area to be covered with printed materials. The steps involved in carrying out this tactics are having someone design the flier, print the flier and mass dissemination.

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Facebook/Twitter Although Operation Catnip already uses these social sites our campaign will improve them. Facebook will be used as a hub for online information because it is easy to share and disseminate information. Twitter will be used to create #TriviaTuesday in the hopes of increasing the publics education on the cause. Every Tuesday OC will release a series of 5-10 trivia questions and whoever answers the question right will receive a prize. Based on our quantitative research, the majority of our public is comfortable using social media. Therefore in order to gain support from the unaware residents of the 32609 zip code this tactic will help reach the third objective, for the third goal, by engaging publics through emotional appeals on Facebook and logical appeals on Twitter through the use of trivia questions. The trivia questions will be the key to receiving answers from publics and the publics wanting to be involved with OC. There should be one person responsible for carrying out all messages through the social media sites. The steps involved are to create content and enhance the use of the social media sites. For example, follow back every individual on Twitter so that way OC can see when someone mentions their organization.

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Cat Calls/Cat Stickers An OC sticker could be used as a model alarm system stickers and will be given to every business and homeowner for them to display in front window. The sticker will be in the colors that represent OC and will blatantly display OC phone number along with the message to call OC if there is an outdoor roaming cat.

Obstacles There are two main obstacles that OC may face with the listed tactics above. The first big obstacle is lack of funding. However, the way the campaign will avoid an issue with funding is by utilizing all possible free resources such as free online sites, free staffing with student interns and finding the least expensive and most economic printing locations. The other big obstacle is ensuring that the materials are being viewed. The way the campaign will avoid an issue with this is by constantly pushing the material and checking up on all locations of interest.

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Introduction/Overview It is important that the eight tactics previously described are executed in a timely manner. Two of the tactics, the website, have been in the process of being completed for the past several months, but are still not completed. In order for the campaign to be successful these two tactics need to be completed, so that Operation Catnip can start building a stronger brand awareness. Therefore they are included in the timetable in order to ensure that the website and logo are used to their full advantage. Once a concrete brand name is established with the logo and the website, it will become easier for OC to continue reaching out to unaware publics in the 32609 zip code. The “Robin the Cat” video will be a great visual for the target public to see and connect with. The video and fliers will help grab the attention of the target audience and encourage them to visit the website and social media sites to get more involved. For this reason it is crucial that the set deadlines are followed. In order for all of the goals and objectives to be accomplished it is important that the deadlines for each tactic are met and followed through. As seen in the chart below tactics are beginning to be carried out very soon or have already started. In order for all the tactics to be a success the help of staff members and volunteers is very important. Also, the hiring of a few interns will be beneficial for the organization.

Timetable

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Task Delegate Start Date End DateWebsite launch date 1 Intern/Staff Member TBA* ContinuousMass use of logo Staff Member May 1** ContinuousMaking of “Robin the Cat” Video

3 Volunteers May 1 May 15

Posting of Video Executive Director May 15 ContinuousSharing Video through Facebook and Twitter

Volunteers and Staff Members

May16 May 21

Monitoring of the video’s “shares” and amount of donations

I Intern/Staff Member May 16 Continuous

Creation of Online Petition

Staff Member May 1 May 1

Dissemination of Petition Staff Member May 2 May 2

Creating content for Twitter’s Trivia Tuesday

Intern June 1 Continuous

Manage Social Media Accounts

Staff Member May 1 Continuous

Creation of Robin fliers

1 Intern May 1 May 2

Dissemination of fliers all throughout the 32609 zip code

Volunteers May 2 Continuous

Design the Cat Stickers

1 Intern June 1 June 1

Distribution of Cat stickers

Volunteers June 5 June 6

Receiving cat calls Staff Member June 6 Continuous

Recording of PSA Executive Director September 14 October 1Broadcasting of PSA Intern October 2 January 1Print Fliers Volunteers May 1 May 2

*- Start date depends on when website is completed by outside contractor.**-Start date is pending on approval of the logo.

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Budget

Introduction/Overview: The budget given for the proposed campaign is $5,000. However, a lot of the tactics can be accomplished with no cost to the organization. The reason for most of the tactics not having a cost to OC is because most of the projects can be done by volunteers, interns or staff members. Stickers for the windows will be another expense that the organization has to cover, however the unit cost is low for each sticker. Since the cost is low the organization can see if it is a tactic that can be done again depending on the number of calls that OC gets due to the Cat Stickers. Operation Catnip has the advantage that several radio station do not charge nonprofit organizations for its public service announcements, it will be able to utilize these service to reach out to more of the unaware public. Also, the use of social media will be very cost effective because a majority of the target audience is comfortable with using social media, and a large number of people can be reached through this medium. Operation Catnip is an organization that provides unique services that needs a lot of funding and having cost effective projects is crucial for the organization.

Expenses Quantity Unit Price CostManagement of Website N/A No Cost No Cost

Designing Logo 1 No Cost No CostVideo of Robin the Cat 1 No Cost No Cost

Creation of online petition

1 No Cost No Cost

Designing Robin Fliers 1 No Cost No CostPrinting of Robin fliers 1,000 No Cost/$0.07 No Cost/$68

Cat Stickers 250 $0.30 $73.97PSA Broadcasted on

Radio Stations1 No Cost No Cost

Total $141.97

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In order to evaluate the successfulness of the campaign, the program is evaluated by what levels have been set by the goals and objectives. If the objectives are met, then the goals were attainable for the proposed objectives and goals set forth by the campaign from RR Communications. Criteria assessing if the objectives and goals are met will be measured by preparing a focus group/ survey for responses from residents in the 32609 zip code. Question examples are provided later in this section. Goal 1:• Objective 1: To educate 20 percent of unaware publics living in the 32609 zip code, initiate action regarding outdoor cats and engage an interest about community cats directly related to Operation Catnip’s efforts by November 2013.Tactic: Website event launch, logo/color scheme, guerilla flier marketing, cat calls/stickers .Evaluation technique: Survey of 32609 residents who have notified his or her first time using Operation Catnip’s services and/or advocating for pet welfare; focus groups for message remembrance; monitoring traffic from websites and other tactics.Questions to consider: How many times did you see the flier/stickers? How did the color scheme/logo attract your attention? Was the website informative and easy to understand? What was the emotional appeal from the YouTube video/PSA/fliers/etc.?

• Objective 2: To obtain 150 more volunteers as a result of increased engagement toward the organization in the 32609 zip code, including “Cat Calls,” where residents can call Operation Catnip services for community cats by November 2013.Tactic: Public service announcement, stickers, YouTube video.Evaluation technique: Survey of 32609 residents

who have notified his or her first time using Operation Catnip’s services and/or advocating for pet welfare; Content analysis from target public from comments on survey and in focus group; monitor traffic on website, YouTube video, and Facebook/Twitter page.Questions to consider: How many times did you see the flier/stickers? What was the emotional appeal from the YouTube video/PSA/fliers/etc.? Can you tell me about how the story of “Robin the Cat” inspired your current relationship with Operation Catnip?

• Objective 3: To obtain donations unaware publics exceeding $2,000 or increase auxiliary support of OC by more than 100 people by November 2013.Tactic: Social media, guerilla flier marketing .Evaluation technique: Survey of 32609 residents who have used Operation Catnip’s services and/or advocate for pet welfare; monitoring traffic from highly-involved target public members requesting services from Operation Catnip via tactics and other promotional methods. By asking for contact information upon donation, those donating from certain zip codes will and can be identified.Questions to consider: How many times did you see the flier/stickers? What was the emotional appeal from the YouTube video/PSA/fliers/etc.? Rate the responses from Facebook/Twitter on a scale of 1 (extremely unhelpful) to 10 (extremely helpful)? Can you tell me about how the story of “Robin the Cat” inspired your current relationship with Operation Catnip?

Evaluation

Goal 2:• Objective 1: To increase the public’s comprehension and relationship with Operation Catnip sterilization efforts by 1,000 people by November 2013.Tactic: YouTube video, online petition Evaluation: Survey of 32609 residents who have used Operation Catnip’s services and/or advocate for pet welfare; focus groups for message remembrance; monitoring traffic from websites and other tacticsQuestions to consider: Was the website informative and easy to understand? What was the emotional appeal from the YouTube video/PSA/fliers/etc.? Can you tell me about how the story of “Robin the Cat” inspired your current relationship with Operation Catnip?

• Objective 2: To establish a knowledge of spaying and neutering for community cats offered by Operation Catnip by November 2013.Tactic: guerilla flier marketing , public service announcement Evaluation: Survey of 32609 residents who have used Operation Catnip’s services and/or advocate for pet welfare; Content analysis from target public from comments on survey and in focus group; monitor traffic on website, YouTube video, and Facebook/Twitter pageQuestions to consider: How many times did you see the flier/stickers? What was the emotional appeal from the YouTube video/PSA/fliers/etc.? Rate the responses from Facebook/Twitter on a scale of 1 (extremely unhelpful) to 10 (extremely helpful)? Can you tell me about how the story of “Robin the Cat” inspired your current relationship with Operation Catnip?

• Objective 3: To have 5,000 formerly unaware residents of the 32609 zip code bring community cats to OC through the Trap-Neuter-Return method

by November 2013.Tactic: Cat calls/stickers, public service announcement, Facebook/Twitter, YouTube videoEvaluation: Survey of 32609 residents who have used Operation Catnip’s services and/or advocate for pet welfare; monitoring traffic from volunteers requesting services from Operation Catnip via tactics and other promotional methodsQuestions to consider: How many times did you see the flier/stickers? Was the website informative and easy to understand? What was the emotional appeal from the YouTube video/PSA/fliers/etc.? Rate the responses from Facebook/Twitter on a scale of 1 (extremely unhelpful) to 10 (extremely helpful)? Can you tell me about how the story of “Robin the Cat” inspired your current relationship with Operation Catnip?

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Goal 3:• Objective 1: To increase understanding and awareness of OC monthly Spay Days from the 32609 zip code by 200 residents beginning in May 2012 and ending in November 2013.Tactic: Facebook/Twitter, guerilla flier marketing Evaluation: Survey of 32609 residents who have used Operation Catnip’s services and/or advocate for pet welfare; monitoring traffic from volunteers requesting services from Operation Catnip via tactics and other promotional methods.Questions to consider: How many times did you see the flier/stickers? Was the website informative and easy to understand? What was the emotional appeal from the YouTube video/PSA/fliers/etc.? Rate the responses from Facebook/Twitter on a scale of 1 (extremely unhelpful) to 10 (extremely helpful)?

• Objective 2: To generate information and understanding for newly active residents of 32609 to bring community cats to two or more monthly spay days beginning in May 2012 and ending in November 2013.Tactic: Facebook/Twitter, website launch, website event launch, guerilla flier marketingEvaluation: Survey of 32609 residents who have used Operation Catnip’s services and/or advocate for pet welfare; Content analysis from target public from comments on survey and in focus group; monitor traffic on website, YouTube video, and Facebook/Twitter pageQuestions to consider: How many times did you see the flier/stickers? Was the website informative and easy to understand? What was the emotional appeal from the YouTube video/PSA/fliers/etc.? Rate the responses from Facebook/Twitter on a scale of 1 (extremely unhelpful) to 10 (extremely helpful)? Can you tell me about how the story of “Robin the Cat” inspired your current relationship with Operation Catnip?

• Objective 3: To increase amount of community cats being spayed or neutered by 300 cats at monthly spay days by targeting specific residential subdivisions in 32609 between May 2012 and November 2013.Tactic: website event launch, Facebook/TwitterEvaluation: Survey of 32609 residents who have used Operation Catnip’s services and/or advocate for pet welfare; monitoring traffic from volunteers requesting services from Operation Catnip via tactics and other promotional methodsQuestions to consider: Was the website informative and easy to understand? What was the emotional appeal from the YouTube video/PSA/fliers/etc.? Rate the responses from Facebook/Twitter on a scale of 1 (extremely unhelpful) to 10 (extremely helpful)? Can you tell me about how the story of “Robin the Cat” inspired your current relationship with Operation Catnip?

Timeline: Evaluating the campaign should begin on January 2 because this is the date after the last broadcasting of the public service announcement. Evaluating after this date ensures the implementation timeline is being followed, along with not making any changes that can affect the outcome of the campaign.

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Introduction/Overview Stewardship should be used toward the target audience because it acts as a safe guard for all relationships between Operation Catnip and publics. Stewardship will allow Operation Catnip to maintain and nurture relationships. For the overall future of Operation Catnip, the organization will need to maintain good relationships for a number of years with residents of 32609, PetSmart company, non-governmental organizations and pressure groups that are critical toward Operation Catnip.

Methods There are four specific dimensions toward methods of how Operation Catnip can foster positive relationships with key publics. The four approaches include: i. Reciprocity: Operation Catnip can demonstrate gratitude toward residents in the 32609 zip code by sending a organization newsletter every other month to thank the residents for their involvement. This should be done by August 1, 2012. ii. Responsibility: Operation Catnip can maintain that positive relationship with PetSmart Charities by keeping promises to the company by achieving high standards within the internal body of Operation Catnip. This can be achieved through successful organizational management and decision making which Operation Catnip is already composed of. iii. Reporting: With thorough communication about internal developments toward Operation Catnip publics, stewardship will be produced. For instance, in a crisis communication, Operation Catnip can report to their publics about what is happening throughout the entire process. This will build a positive relationship with the publics as well

as build a positive reputation out of a crisis. iv. Relationship Nurturing: Operation Catnip should foster relationships with both existing stakeholders and new stakeholders. The existing stakeholders are those that have already taken part in Operation Catnip services. The new stakeholders are those unaware of Operation Catnip and those unaware residents of 32609. Through consistent relationship nurturing goals, publics will feel that there is an appreciation toward them. Operation Catnip can send handwritten cards on birthdays, special occasions and other events that relate to the target public. For PetSmart Charities, whom donates money toward Operation Catnip, there should be a special thank you and updated newsletter bimonthly. This should start on August 1, 2012.

Client Evaluation Operation Catnip can send a postcard and survey that serve as a follow-up after a random giving or when a resident has found an interest in the organization. The survey can specifically seek if donors appreciated reciprocity, responsibility, reporting, and relationship nurturing. Fundraisers by Operation Catnip are encouraged to incorporate all of these strategies into the overall campaign planning.

Stewardship

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Client Evaluation Below is an outline of the tasks and details about completion timeline and how to get it accomplished. • Task1: Complete during the week of May 1. Staff will work to get volunteers to spread word-of-mouth about the organization.• Task 2: Complete during the week of May 7. Mailings of post cards to residents of 32609 zip code will begin.• Task 3: Complete during the week of June 1. Enveloples and letterhead for cover letters are ordered from local printer.• Task 4: Complete during the week of June 15. Article about stewardship is written for the newsletter, if there is one.• Task 5: Complete during the week of June 20. Special activities, such as making posters or banners, are planned and assigned. Lists of all Spay Day dates are listed here.• Task 6: Complete during the week of July 1. First bulletin announcement is placed on local bulletin boards for Spay Day.• Task 7: Complete during the week of July 10. Send out brochure to new members that registered in the database since May 2012.• Task 8: Complete during the week of July 14. Send letters of appreciation to donors and legislature on Operation Catnip letterhead.• Task 9: Complete during the week of July 20. Implement stewardship calendar and send a post card to all members in database.• Task 10: Complete during the week of August 1. Post cards are mailed to residents for a follow-up survey to evaluate stewardship.

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Snapshot of Operation Catnip of Gainesville Communications Plan By RR Communications

Introduction/Client Overview RR Communications presents this proposal for Operation Catnip to execute their 32609 targeted campaign. The table below highlights key sections of the campaign.

About Operation Catnip of Gainesville is located in Alachua County, Florida, specifically in Gainesville. The organization is headquartered in the back of the Alachua County Humane Society and neighbors Operation PetSnip. Though all organizations stand alone, they share an interest in pet welfare. Through a small budget and help from volunteers, OC serves the community to spay/neuter community cats to help reduce and prevent cat overpopulation.

Competitors The organization does not have any competitors in Florida, but other TNR organizations throughout the U.S. compete with them.

Existing Image and Reputation According to Facebook, the majority of comments were positive. Also, in conducting research, those surveyed supported the goals. Overall, the organization has a good image but is not well known.

Problem/Opportunity Since OC is not well-known, RR Communications has the opportunity to use the campaign to reach new people and share information about the organization.

CampaignSnapshot

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Secondary Research Findings

Primary Research

Key Publics

Goals and Ob-jectives

Strate-gies

Theme/Messages

Tactics Timing/Budget

Evaluation

•Trap-Neuter-Return (TNR) method to capture community cats•Cat Calls to commu-nicate with Operation Catnip and have them take care of capturing, fixing and returning the cats

•Quantita-tive and qualitative research findings results

•Residents of the 32609 zip code who are aware, apathetic and un-aware are targeted, key publics

•Utilized SMART method to write objec-tives for them to measure a logical progres-sion through these three stages of progres-sion: aware-ness, accep-tance and action

•The three C’s outlined a pro-posed spokes-woman for the cam-paign, the executive director, Shaye Olmstead•Social media is a major part of the cam-paign because of how heavily the orga-nization uses it

•Use one-way commu-nication to impact the target public’s emo-tions and engage them to react and use OC’s services

•The eight tactics outlined were: web-site event launch, You-Tube video, share a per-sonal story, online petition, Facebook/Twitter, guerrilla fliering, Cat Calls/Cat Stickers and a PSA

•The time table out-lines the dates for the cam-paign•The budget outlines the costs associated with specif-ics to make the tactics.

•If the objec-tives are met, the goals were attainable•To gain effective re-sults, a clos-ing survey is suggested

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Appendix

49

50

51

Answer

Gender:FemaleMale

Ethnicity:Asian Black or African American (Non-Hispanic) Hispanic White (Non-Hispanic)

Age:~ 0-18 ~ 20-30~ 40-50~ 50-60~ 60-70

Total

Responses

5941

4411540

2682064

100

Survey Results

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Research Result 2. Qualtrics survey. Question for participants: “What other pet organizations are you familiar with in the Gainesville are.”

1

2

34

5

6

7

8

9101112131415

Alachua County Animal ServicesAlachua County Humane SocietyAnimal People, Inc.Gainesville Pet RescueGainesville Rabbit RescueGoldcoast Greyhounds of GainesvilleHaile’s Angels Pet RescueHelping Hands Pet RescueOperation PetSnipOperation PitNipPhoenix (Pitbull) Animal RescuePuppy Hill FarmSt. Francis House Pet Care ClinicSTAR RescueOTHER

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64

529

10

5

15

19

11661430722

45 percent

63 percent

5 percent29 percent

10 percent

5 percent

15 percent

19 percent

11 percent6 percent6 percent14 percent30 percent7 percent22 percent

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Research 3. Survey distributed to 101 participants

1. Are you a resident of zip code 32609?Yes No

2. Are you familiar with Operation Catnip? Yes No

3. Do you support spay/neuter of community cats?Yes No

4. On a scale of 1 to 10, what is your awareness of Operation Catnip? Let 1 represent low awareness and 10 represent high awareness.1 2 3 4 5 6 7 8 9 10

5. Are you comfortable communicating through social media?Yes No 6. On a scale of 1 to 10, how often do you use social media (Facebook and Twitter specifically)? Let 1 represent not frequent and 10 represent very frequent.1 2 3 4 5 6 7 8 9 10

7. Do you use other forms of social media?Yes No

7.1 If yes, please indicate the names of other forms of social media you frequently use.

8. What do you use often (mark all that apply)?⎕ Radio ⎕ TV ⎕ Newspaper ⎕ Magazine⎕ Internet ⎕ Fliers ⎕Brochure ⎕ E-mail

9. What other pet organizations are you familiar with in the Gainesville area (mark all that apply)?⎕ Alachua County Humane Society ⎕ Animal People, Inc. ⎕ Phoenix (Pitbull) Animal Rescue ⎕ Operation PetSnip⎕ Alachua County Animal Services ⎕ STAR Rescue ⎕ Puppy Hill Farm ⎕ Gainesville Pet Rescue ⎕ Gainesville Rabbit Rescue ⎕ Hailes Angels Pet Rescue ⎕ St. Francis House Pet Care Clinic ⎕ Operation PitNip⎕ Helping Hands Pet Rescue ⎕ Goldcoast Greyhounds of Gainesville⎕ Other ______________________________________

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• Alachua County Animal Services. Personal Interview/Meeting.15 Feb 2012.

• Cammisa, Heather. “Messaging Spay/Neuter Lessons from the Gulf Coast Spay/Neuter Campaign.” The Humane Society of the United States : The Humane Society of the United States. Web. <www.animalsheltering.org>.

• Davis, Carla. “TNR PROJECT HALTS CAT OVERPOPULATION ON ISLAND.” TNR PROJECT HALTS CAT OVERPOPULATION ON ISLAND. Best Friends. Web. <bestfriends.org>.

• “Florida Bigger Cities (over 6000 Residents) - Real Estate, Housing, Schools, Residents, Crime, Pollution, Demographics and More.” Stats about All US Cities - Real Estate, Relocation Info, House Prices, Home Value Estimator, Recent Sales, Cost of Living, Crime, Race, Income, Photos, Education, Maps, Weather, Houses, Schools, Neighborhoods, and More. Web. 04 Feb. 2012. <http://www.city-data.com/city/Florida.html>.

• Nielsen MyBestSegments. “2010 Prizm Segmentation System.” Consumer Segments, Defined and Described Detailed Customer Segmentation Profiling. 2010 Web. 04 Feb. 2012

• Olmstead, Shaye. Personal Interview. 25 Jan 2012.

• Olmstead, S. (2012). “A community cat program that works!”: Flier displaying heavy copy of facts about organization. Retrieved from Olmstead.

• Onboard Informatics. (2010). “32609 Zip Code Detailed Profile.” 2010 Web. 4 Feb. 2012. <http://www.city-data.com/zips/32609.html >.

• “Operation Catnip.” Twitter. Web. 05. 2012. Retrieved from <https: //twitter.com/#!/operationcatnip>.

• “Operation Catnip » College of Veterinary Medicine » College of Veterinary Medicine » University of Florida.” College of Veterinary Medicine » College of Veterinary Medicine » University of Florida. University of Florida. Web. 05 Feb. 2012. <http://vetmed.ufl.edu/extension-outreach/operation-catnip/>.

Bibliography

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• “Operation Catnip of Gainesville | Facebook.” Welcome to Facebook - Log In, Sign Up or Learn More. Web. 04 Feb. 2012. <https://www.facebook.com/operationcatnip>.

• Paschall, Alena. “Operation Catnip, Gainesville, Inc Volunteer Opportunities - VolunteerMatch.” VolunteerMatch - Where Volunteering Begins. 12 May 2011. Web. 02 Feb. 2012. <http://www.volunteermatch.org/search/org87235.jsp>.

• Percept Group. “US Lifestyles Segment Description Index.” 01 Mar 2007 Web. 04 Feb. 2012 http://www.perceptgroup.com/Support/USLifestyles/6groups.aspx

• “Six Years After Katrina, HSUS Highly Active in Gulf Coast States : The Humane Society of the United States.” The Humane Society of the United States : The Humane Society of the United States. Web. 01 Mar. 2012. <http://www.humanesociety.org/news/news/2011/08/six_years_after_katrina_hsus.html>.

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Account ExecutiveRaven Pritchett

Copy DirectorStephanie Padron

Raven Pritchett, 22, from Jacksonville, Fla., is the account executive. Being the middle child among three daughters of a retired U.S. Navy Chief Officer, she has experienced hard work and leadership roles in a military setting that have helped lead her team. Being a senior majoring in Public Relations, her latest PR experience was with the Center for Breastfeeding and Newborns through the University of Florida College of Medicine. Her current involvement includes being a Copy Editor with the Independent Florida Alligator, a Resident Assistant and an Ambassador for the College of Journalism and Communications. When Pritchett is not busy, she enjoys watching documentaries, vegetarian cuisine and thrift store shopping. After graduation, Pritchett plans to pursue a career in public health communications.

Stephanie Padron from Miami, Fla., is the copywriter. The copywriter is responsible for organizing and monitoring the writing of all copy, both creative and narrative. The copywriter gives assistance and oversees involvement from all other team members in copy tasks. Padron is a 22-year-old student studying Public Relations at the University of Florida. She has completed a year-long internship with Greenberg Communications in Gainesville, Fla., where her writing, copy and social media skills were put to the test while handling six accounts. Aside from school, Padron enjoys being anywhere by the water at the beach or on her boat.

Biographies

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Research DirectorErin Fry

Creative Director OneRachel Raddatz

Erin Fry from Key Largo, Fla., is the research director. The research director is responsible for organizing research efforts throughout the campaign. Fry is in her fourth year Public Relations major at the University of Florida. She has completed semester-long internships with Gainesville Soccer Alliance, Florida Trail Association and Santa Fe College Athletics. Fry enjoys all sports and likes to be on the boat any chance she gets.

Graduating with a B.S. in public relations from the University of Floirda, Rachel Raddatz serves as the creative director. Raddatz is from Coral Springs, Fla., and has a passion to pursue corporate or agency work upon graduation. As an experienced non-profit professional, she looks forward to moving to a new city and volunteering to get involved in the community. She loves her beagle and looks forward to bringing him with her on her next adventure.

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Laura Jimenez from Hampton Bays, NY, is the second creative director. The responsibilities of the second creative director are to help the other creative director with the designing and assembling of the campaign book and the teams PowerPoint presentations. Jimenez is a fourth-year Public Relations major with a minor in Family, Youth and Community Sciences. During her time at the University of Florida Jimenez has been dedicated to various organizations on campus such as the Hispanic Student Association, Hispanic Heritage Month and Children Beyond Our Borders. Jimenez latest experience in PR has been with a nonprofit organization, Ignite, where she has helped them establish media relations with local media, helped plan its annual Women’s Conference and other events to help increase donor relations. In her spare time Jimenez enjoys relaxing with friends and scrapbooking.

Creative Director TwoLaura Jimenez

This campaign was prepared for Moonhee Cho’s public relations campaigns course for the Spring 2012 term. Final copy was provided April 20, 2012, by account executive Raven Pritchett, copy director Stephanie Padron, research director Erin Fry, creative director one Rachel Raddatz and creative director two Laura Jimenez. © RR Communications 2012