P E D I G O A G E N C Y

Healthy Pet, Happy Pet

C a m p a i g n P r o p o s a l

Pedigo Agency 4850 1st Coast Tech Pkwy, Jacksonville, FL 32224

E-Mail: PedigoTeam@Pedigo.org Web: www.Pedigo.org

Happy Pet, Healthy Pet Campaign Proposal Agency name: Pedigo Agency

Agency mission: The Pedigo mission is to advance just and civil social

causes such as health and environmental issues, LGBTQ rights and animal

welfare. We spearhead these causes through social media, event planning,

networking, and the use of strategic communication techniques. We are

looking to build an environment where people can create, inspire and invent

new ideas that will positively benefit themselves and society.

Past clients:

The Humane Society of the United States

American Pet Association

First Coast No More Homeless Pets

The University of North Florida Environmental Center

JSO

Agency member values:

Persistent

Educated

Dedicated

Intuitive

Go-getter

Original

Agency member bios:

Founder and President Steven Pedigo: After graduating in 2010 from The

University of North Florida with a Bachelor’s Degree in communication and a

second in sociology, Steven has been working tirelessly to promote

environmental causes throughout Florida and the Southeast. He founded

Pedigo Agency with the drive to instill the importance of wellness within

others and their environment. With skills in team building, mission strategies

and tactics, he is helping to save the world - one campaign at a time.

Co-Founder and Vice President Mandy Cavazos: Mandy graduated from the

University of Texas in 2011 with a Bachelor’s Degree in communication with

a concentration in public relations. Her focuses are within health awareness,

animal abuse, and environmental improvement. Mandy cofounded Pedigo

Agency in January 2013. She’s skilled in public affairs, event coordinating,

networking, and promotional campaigns. She has been working in the

Northeast region of Florida for five years. Her motto is “if it matters, it

counts.”

Director of Communication Kerri Roby: Kerri graduated from the University

of Oregon in 2012 with a Bachelor’s Degree in communication with a

concentration in public relations and a minor in business. She enjoys

working with anything related to environmental issues, animal rights and

topics dealing with health and personal wellness. She is extremely skilled in

the area of event coordinating, working with different social media outlets

and speaking in front of people.

Director of Research Brittney Snellgrove: Brittney received her Bachelor’s

Degree in Communication and Public Relations from the University of North

Florida, followed by a Master’s Degree in Business and Marketing Research

from New York University. She started out interning for Big Machine Records

in Nashville, Tennessee. She assisted a team of 15 for just over a year

before being offered a full-time position as Vice President of Communication.

She maintained this position for nearly seven years before finding her true

home with Pedigo Agency. She was offered the position in January, 2013.

Brittney is responsible for the marketing, communication and business

development efforts of the firm. She directs media relations, branding,

advertising and website development. In addition to the business

development, Brittney also constructs programming events for the firm.

Brittney’s eye for detail and creativity make her an asset to the Pedigo

professionals’ team.

Strategic Officer Courtney McCleister: Courtney graduated from Washington

State University with a Bachelor’s Degree in Communication and a minor in

leadership. She then completed her Master’s Degree in Communication from

Ohio State University. She served as VP of Communications for FoodMinds in

Chicago for six years. Courtney has also worked on campaigns for the

American Cancer Society and American Red Cross. Her background includes

event coordinating, networking and public service campaigning. She enjoys

exposing the world to social causes, big and small. Her motto is “no cause is

too small.”

Executive Summary/Letter from Director:

The Pedigo Agency wants to establish a healthier, better world for animals

and their owners. Our Healthy Pet, Happy Pet campaign seeks to initiate a

change in the lifestyles of pets in Jacksonville. Our goal is to increase

education and awareness of the pet obesity epidemic in America, as well as

decrease the “fat gap” in Jacksonville. We will be using social media to

promote our cause. To keep track of our campaign we created the hash tag

#paws4cause. In an effort to reach our goal, we are targeting educated

women between the ages of 25-44 with household incomes of at least

$44,000 because women are more likely to provide health care for pets. In

order to reach these women, we have pinpointed four zip codes: 32250

(Jacksonville Beaches), 32224 (Town Center), 32204 (Riverside), and 32258

(Mandarin).

To make a permanent lifestyle change for overweight pets, we need to

educate their owners in creative ways. We wanted to not only educate but

also introduce healthy habits that stick. Our campaign consists of several

tactics to decrease pet obesity. To begin our campaign, submissions for our

Pics ‘n Pets Weight Loss Challenge and Fat-Paws Art Challenge will start in

May. A Summer Kickoff BBQ will follow this in June. The goal of this kickoff is

to establish a general representation of the amount of Jacksonville residents

who fall within the “fat gap.” In June our first dog walking clubs will take

place. These will be the first of monthly meetings for owners to socialize and

walk their dogs in our four different zip codes. Throughout summer, flyers,

surveys and sign-ups will be placed and tracked at local veterinary offices.

Our social media pages will share our YouTube channel, which will be posting

weekly informational videos. These videos will have experts in the animal

field to help educate on pet obesity. At the end of summer will be our

exercise-training event. At this event, we will continue to increase education

and awareness as well as promote our upcoming events. In August, we will

host a Panel on the Patio. This panel will consist of veterinarians and an

American Veterinary Association representative, who will inform owners and

answer any questions. Our campaign will end with our pet obesity themed

Art Walk. The Art Walk will take place during National Walk Your Dog Week.

Here the winners of the Pics ‘n Pets Weight Loss Challenge and Fat-Paws Art

Challenge will be announced. Our final evaluation will happen in 2016 after

National Pet Obesity Awareness Day so we can see the long-term changes in

pet obesity.

All of our tactics have been designed to reach our target audience. In

doing so, we will reach many other audiences as well. This will help to

achieve the overall goal of lowering pet obesity, raising awareness of the

epidemic and promoting healthy living. Join the meow-vement for a

healthier, happier pet. #Paws4cause

Research Client Background: The American Veterinary Medical Association (AVMA),

established in 1863, is a not-for-profit association representing more than

86,500 veterinarians working in private and corporate practice, government,

industry, academia, and uniformed services. Structured to work for its

members, the AVMA acts as a collective voice for its membership and for the

profession. The AVMA works to educate its members and pet owners for an

overall healthy and happy lifestyle for animals. They promote safe animal

practices with the use of biological science and agriculture.

In conjunction to the AVMA, there is a Student American Veterinary

Medical Association (SVMA). The SVMA was founded in 1969, and continues

today to give students the opportunity to work alongside the AVMA to

promote safe animal care, as well as helping to smooth the transition from

student to medical professional.

SWOT Analysis:

Strength: AVMA has been around since

1863. It’s a trusted organization with

much history and experience.

Strength: The AVMA has more than

86,500 members of professionals from

around the world.

Strength: The AVMA has many allies.

Strength: Everyone loves adorable

animals. The large amount of cat and

other pet videos on the internet shows

the large audience of animal lovers.

Strength: The AVMA works to educate

people about the importance of healthier

pets.

Strength: Owners can get healthy with

their pets - dual exercise (mutually

beneficial)

Strength: Cute animals pull at the public's

hearts.

Weakness: The veterinarians within the

AVMA may not agree with each other.

Internal strife may be potential issue.

Weakness: People don’t take pet obesity

seriously. A countless amount of memes

and pictures on the internet poke fun at

pet obesity.

Weakness: Other publics may not have

the time to exercise their animals.

Weakness: Pet owners lack of education

on pet obesity and are unwilling to learn

how to feed their pets.

Opportunity: By telling owners not to

overfeed their pets, they can save money

and prevent animal obesity.

Opportunity: Our topic reaches a wide

audience.

Opportunity: To improve lives for the pets

in the Jacksonville area.

Opportunity: Come up with creative ways

for people to play with their animals when

they have little time or space.

Opportunity: Start community events

(I.e. dog walking club, small park events,

Threat: Many of these pet owners have

day-to-day jobs and may not be able to

spend as much time as they’d like with

their animals.

Threat: Environmental/animal rights

groups that don’t agree with AMVA.

Threat: PETA, they have one article that

rallies against the AVMA. There’s a chance

they may have an issue with the

campaign.

Threat: The AVMA recently spoke out

against “raw food diets” for pets. Certain

Situation Analysis: “Aww, are you hungry? Well, a little more won’t hurt!”

Does this sound familiar?

People love their pets, but sometimes they love them too much. Over half of

the dogs and cats in our country are, like many Americans, overweight due

to overfeeding and lack of exercise. Among all US pets that veterinarians

ultimately classified as obese, a whopping 93 percent of dog owners and 88

percent of cat owners initially thought their pets were in the normal weight

range.

Secondary research:

The Association for Pet Obesity Prevention (APOP) has launched campaigns

on various media outlets to fight pet obesity within the veterinary medical

community, veterinary schools, and state and local veterinary organizations.

According to APOP’s founder Dr. Ernie Ward, pet obesity is the leading health

threat to this nation’s pets. APOP has been trying to expose this social cause

since 2005.

According to APOP an estimated 52.6 percent of US dogs and 57.6 percent

of US cats are overweight or obese. Estimations in the UK put the number of

overweight or obese dogs at 45 percent and that of cats at 40 percent,

which puts the US in the lead for obese pets. Most owners of obese pets

initially thought their pet was in the normal weight range. APOP refers to this

disparity as the “fat gap” and considers this the primary factor in the pet

obesity epidemic. An online poll by APOP revealed that 42 percent of dog

etc.)

Opportunity: Social media challenge to

spread impact.

Opportunity: Ability to work with local

veterinarians.

holistic groups aren’t fond of this.

and cat owners admitted they don’t know what a healthy weight for their

pets looks like.

There are many health risks related to pet obesity, and many of these

problems mirror those issues for obese humans. Osteoarthritis, type 2

diabetes, heart disease, joint injury, various forms of cancer and decreased

life expectancy are all linked to obesity in pets.

To raise awareness, APOP created National Pet Obesity day, which was

celebrated for the eighth time on October 8, 2014. On this day, veterinarians

are encouraged to record the weight and other information of animals that

come in for check-ups. The goal is to get an accurate number of obese pets

in America and bring attention to the issue. To continue raising awareness,

APOP will lead the creation of an industry coalition to amplify the

organization’s impact on pet obesity. The APOP coalition will invite

partnerships with organizations that share the common goal of fighting

obesity and supporting pets and their owners to create the healthiest

household possible.

In 2010, Colleen Paige founded National Walk Your Dog Day for October 1,

as a way to highlight pet obesity issues and encourage people to get out

with their dog and start getting healthy. Paige later felt one day was not

enough to stimulate a continued walking program, so she then founded

National Walk Your Dog Week to be celebrated the entire first week of

October. Paige believes that when people witness the changes in their dogs

by exercising them for a week, not only will there be a massive difference in

their dog’s behavior but the dog's person will feel so good they won't want to

stop.

Audience Analysis:

Based on our research, the primary audience for this campaign is

educated women between the ages of 25-44 with household incomes of

$44,000 or more. Typically, women provide the health care for pets and

view them as important members of the family. According to the U.S.

Census Bureau, a total of 118,871 women between the ages of 25-44 live in

Jacksonville, with more than 50 percent having some type of higher-level

education. Because Jacksonville is one of the largest cities in the United

States by area, we have separated the city into four target zip codes.

According to the Jacksonville Humane Society, 548 adoptions have occurred

since January 1, 2015. This means approximately 60 percent of women in

Jacksonville Beach are pet owners.

This audience falls under the category of Generation X, also known as

Gen X. These Xers are in between Millennials and Baby Boomers. About 24

percent responded yes to a survey when asked if they have posted a “selfie”

on social media sites. According to the Nielsen poll, Gen Xers are all about

getting a deal when it comes to spending. This generation is satisfied with

buying drugstore products rather than name brand at high-end department

stores. When it comes to technology, Xers are the pioneers of it. They

remain tech-savvy and stay up to date on the latest electronic trends.

With our audience including those in their mid-twenties to early thirties,

we must realize they are more aware of what’s going on in the world today.

This group shows positive results for Team Pedigo’s goal to increase the

awareness of obesity in household pets.

Zip code: 32250-beaches

From PRIZM, this zip code represents a median household income of

$56,100, with $51,282 in consumer spending, and the age ranges from 25-

44. Education levels represents graduates who have already purchased a

home. Ethnic diversity consists of White, Asian, and mixed race. They are

High-Tech and have professional careers established.

32224-UNF campus/St. John’s Town Center

From PRIZM, this zip code has a median household income of $59,700, and

consumer spending of $61,770 per household. This area is largely non-

Hispanic Caucasian with a median age of 32, and very few living with

children. They enjoy cultural activities and shopping.

32204-Riverside

From PRIZM, this zip code is made up of those between the ages of 25-55

who have no children. They are largely Caucasian, with some African

Americans. They have an average median income of $28,900 and a

consumer spending of $35,663. They like cultural events, shopping and

outdoor activities.

32258-Mandarin

From PRIZM, this zip code is made up of those between the ages of 21-54,

with a median income of $69,600 and a consumer spending of $55,899.

They are mainly Caucasian, with no children. They like their pools and

outdoor recreation.

Primary Research:

We created a Survey Monkey, which we posted on Facebook and other social

media sites. The survey was directed to get our own research of the “fat

gap” and how aware pet owners are of pet obesity.

Questions:

1. Have you ever had a pet?

One hundred percent of responders have owned a pet.

2. Have you ever lived in a household with a pet?

One hundred percent of responders have lived in a household with a pet.

3. On average how many times a day did the pet get fed?

Eighty-eighty percent fed their pet one-two times a day and the other twelve

percent fed their pet two-three times a day.

4. Did your pet receive any additional snacks?

Eighty-four percent of responders fed their pets additional snacks.

5. Have you or anyone in your household ever been guilty of overfeeding a

pet?

Forty-four percent of responders admitted to overfeeding their pet or living

with someone who overfed their pet.

6. How many times a day did the pet exercise on its own?

Twenty-eight percent said their pet exercised by itself zero to one times a

day. Forty percent said their pet exercised by itself one-two times a day and

the remaining thirty-two percent said their pet exercised at least three times

a day by itself.

7. In a typical week, how many times did you exercise with your pet?

In a typical week forty-four percent of responders exercise with their pet

zero-one time. Twenty percent exercise with their pet twice a week, eight

percent two to three times and twenty-eight percent four or more times a

week exercise with their pet.

8. Are you aware of the pet obesity epidemic in America?

Fifty-six percent of responders were aware of the pet obesity issue in

America.

9. Did you know that an estimated 52.6% of US dogs and 57.6% of US cats

are overweight or obese?

Eighty-eight percent of responders were not aware that over fifty percent of

US dogs and cats are obese.

10. Did you know that 93% of obese dog owners and 88% of obese cat

owners initially thought their pet was in the normal weight range?

Eighty-four percent of responders were not aware of the large fat gap

between owners and pets.

Over fifty percent said they were aware of the pet obesity epidemic in

America but that number grew significantly when responders were shown

exactly how big this problem is.

Proposed Primary Research:

If we were to get this account, we would set up several focus groups with

local veterinary offices to ask what they believe to be the reason for pet

obesity and what they think can help to decrease the number of obese pets

in the future. Veterinarians are community leaders and professionals that

our publics will seek out for more information once aware of this issue.

We would send out surveyors into the local population, separating

Jacksonville into multiple sectors that we would target to gage the true “fat

gap” in Jacksonville. These surveys would be informative for the taker as

well as give us the information we need. We would focus on places that

serve our prime audience of 25-44 year old educated women. Potential

places are pet-friendly stores in the Town Center, such as Nordstrom and

Lulu Lemon.

Objectives and Action Planning

Overall Campaign Goal:

Pet obesity in America is at an all time high. Our campaign goal is to come

up with a catchy, fun and creative campaign to draw attention to pet obesity

in Jacksonville. With a budget of $25,000 and the target audiences living

around popular areas in Duval County, we’re going to get our own dogs

barking and take a bite out of this problem.

Campaign Theme/tagline:

With our overall campaign goal to bring awareness to pet obesity in

Jacksonville, we want a fun campaign that will reach out to our audience. We

want to encourage healthy lifestyles for those on all fours by educating their

owners through social media outlets, hosting events in the Jacksonville area

and creating catchy promotional pieces.

Our tagline for the cause is, “Healthy pet, Happy pet” to remind owners of

the importance of proper pet health. Our hash tag is #Paws4Cause so people

can follow the movement on social media and keep up with updates.

Planning and Implementation Campaign Objectives:

Objective One: To increase awareness and education of pet obesity

by 15 percent determined by pre, during and post surveys in our

chosen zip codes, by the end of October 2015.

Strategy: Research shows that lack of knowledge on the issue and time to

exercise are often why people and their pets are overweight. We have to

educate pet owners on the dangers of pet obesity and why there is no

excuse. We will use creative tactics to show owners how to have fun while

exercising with their pets. We hope getting owners involved with their pets’

weight loss will make the lifestyle change easier and permanent.

Tactic One: In an effort to ensure long-term weight loss success, we want

to encourage owners to workout alongside their pets using our Pics ‘n Pets

Social Media Challenge. Participants upload a picture(s) of themselves and

their pet to Instagram using our hash tag #paws4cause and tag our

Instagram account. The pet with the most weight loss between May and

October will win a prize and be announced at our pet obesity Art Walk.

Participants can register their pets to be monitored for the challenge through

the EventBrite page or through specified veterinary offices. The winner of

the social media challenge will receive a FitBit bracelet. A FitBit has many

positive health-related resources within it. For example, it tracks how many

miles one has walked in a day, keeps an overall reading of the heart rate

and much more. This prize will help to encourage healthy living for the

winner and their pet. The second and third place winners will receive a gift

basket along with free pet training sessions.

Tactic Two: In an effort to increase awareness we will launch a Fat-Paws Art

Challenge. Starting in September, we will be taking submissions for an art

gallery challenge. Submissions will be accepted at specified veterinary

offices. The art must be pet obesity themed or pet weight loss themed. The

gallery will be held during National Walk Your Dog week and displayed at Art

Walk in October. Participants at Art Walk will vote on the winner. The winner

of the Fat-Paws Art Challenge will receive a gift basket filled with pet treats,

toys, and free pet training sessions.

Tactic Three: In an effort to increase education locally, we are using

creative advertisements in local magazines, such as Folio and Void, and on

social media. Advertisements will say, “This dog is a little husky, what’s your

excuse? Fight animal obesity!” with an overweight Husky canine in a bikini,

or a larger cat that says “Stop kitten yourself! Join the meow-vement.”

These advertisements will include information about our social media

accounts, events, tagline and hash tag. The logic is that the more relatable

the situation, then the more people will be willing to join the fight. We will

purchase three 1/3 page advertisements in Void. We will purchase six 1/2-

page advertisements in Folio Weekly. Also in Folio Weekly we will buy two

front-page stickers in September as reminders for the upcoming events.

These stickers will only appear on magazines in the zip codes we choose.

Tactic Four: In an effort to further educate our audience on pet obesity, we

will use First Coast Living for an informational morning segment. We will

have our AVMA representative and a local vet to talk about the upcoming

events and discuss pet obesity statistics. This will make owners take the

cause more seriously and hopefully come out to the events.

Tactic Five: In an effort to increase participation in our campaign, we are

hosting a Summer Kickoff BBQ. The event will take place on Jacksonville

Beach at 5 p.m. so dogs can join their owners on the beach. We will provide

food, drinks, treats and prize giveaways. The barbecue will be catered by

4Rivers, which generously offered to donate half the food. The food served

will be a special menu made for our event, comprised of health-conscious,

low-sodium, and low-fat options. This event will attempt to increase

awareness of pet obesity and kick off our Healthy Pet, Happy Pet campaign.

Tactic Six: In an effort to increase awareness and education, we are going to

be hosting a pet obesity themed Art Walk downtown. There will be a local

veterinarian to help educate pet owners on what overfeeding and lack of

exercise can do to your pet. At the downtown Art Walk in October, we will

announce a winner for the Fat-Paws Art Challenge. The winner will receive a

pet/owner friendly gift basket. The winner for the Pics ‘n Pets Social Media

Challenge will be announced as well. The winner will receive the

aforementioned FitBit and gift basket. We will also be providing a booth at

the beaches Art Walk that will have information regarding pet obesity,

healthy pet living and exercise routines.

Objective Two: To encourage discussion about pet obesity between

veterinarians and owners by October 2015. Increase determined by

pre and post surveys.

Strategy: We want to encourage vets and pet owners to discuss pet obesity

during their check-ups.The local veterinarian offices help make up the

entirety of the AVMA, and our fliers will direct people to discuss pet obesity

when taking their pets to the vet. The veterinarians are the respected

authoritative figures and it is important that they back this cause.

Tactic One: In an effort to promote discussing pet obesity between owners

and vets, surveys will be sent out to local vet offices. The veterinarians will

keep track of animals’ weights by filling out a prearranged form and stating

the animals’ overall yearly health update. The results will be tracked during

the animals’ normal check-ups. Pre, during and post surveys will be

conducted throughout this campaign.

Tactic Two: In an effort to facilitate conversations about pet obesity at

veterinary offices, flyers will be placed in the waiting rooms and offices.

These flyers will include facts about pet obesity, event dates, information

about the Fat-Paws Art Challenge and Pics ‘n Pets Social Media Weight Loss

Challenge.

Tactic Three: In an effort to give reputable support to our campaign and

challenges, our Facebook and Twitter accounts will share videos, articles and

tips on animal weight loss directly from veterinarians. We will also share

animal workout videos that owners can do alongside their pets. We will

include local veterinarians to reach our local audience.

Tactic Four: In an effort to make the authoritative figures reachable, we will

hold a Panel on the Patio. The panel will be held at Chipotle in the Town

Center. This panel will consist of an AVMA representative and a local vet.

They will not only educate listeners on the pet obesity epidemic, but they

will also be available to answer questions and examine pets first hand.

Raffles will take place and dog treats will be given out to encourage pet

attendance.

Objective three: To decrease pet obesity by 15 percent by October 8,

2016 (National Pet Obesity Awareness Day).

Strategy: Decreasing pet obesity will show that owners are more aware of

the epidemic. Our campaign will begin in May 2015, with special events

happening monthly and a larger event on October 7, which is National Pet

Obesity Day. Then we will continue the campaign until the end of October

2016, in order to measure the difference in pet obesity rates between 2015-

2016.

Tactic One: In an effort to decrease pet obesity and increase pet exercise,

we will establish dog-walking clubs throughout Jacksonville. The club meet

ups will take place on the second and fourth Sunday of every month at 5

p.m. We will provide the meet up spot, drinks, snacks and treats for the pets

for the months June to October. These dog exercise clubs will meet in our

designated zip code areas.

We chose County Dock for Mandarin, 16th South for the beaches, Memorial

Park for downtown and the UNF nature trails for Town Center. A member of

our team will lead the first 2 meetings then a local neighborhood volunteer

will lead the group there after. We will also set up a Facebook group for club

members to communicate. In hopes that a group setting will encourage

owners to walk their dogs more. We aim to have 10-15 participants to come

to the club meetings.

Tactic Two: In an effort to provide more options for owners to exercise their

animals we will be hosting a pet training event. This event will take place on

Saturday, July 25. There will be a professional dog trainer to give out tips

and tricks for their pets. Participants can sign up through Eventbrite.

Tactic Three: In an effort to increase involvement in the Healthy Pet, Happy

Pet campaign challenges we will be hosting an end of summer party. This

party is designed for our audience of older women to be able to bring their

families. We will provide face painting, bounce house, an informative cat

show, band, and DJ. We have also worked out a deal with PetCo to give

away free haircuts to the first 25 pets that show up to the event. Tropical

smoothie cafe will be donating smoothies to give the attendees a healthy

snack. Taco Lu and Happy Grilled Cheese food trucks will also be available.

Tactic Four: In an effort to keep track of the changes in pet obesity, post

surveys will be conducted. These surveys will be kept at designated local

veterinarian offices. Surveys will collect information concerning pets weight

gain or loss, pets health changes, attitude differences and the owners

knowledge on pet obesity.

*These are all time-bound by the year-and-a-half date we have set up.

These are all achievable and measurable through surveying vets, patients

and looking at the annual rate of animal obesity.

Budget: Miscellaneous

Stationary-----------------------------------------------$150

(Paper/Ink for Flyers,Check-in sheets)

Koozies-($350)-----------------------------------------$75

Staff/Raffle T-shirts/Pet Sleeves (250---------------------------$700

Craft Supplies for decorations-------------------------------------------$150

(Paint, cardboard, brushes, etc.)

Security for Events----------------------------DONATED

(Connections with JSO and K9 unit)

Custom Pop-Up tent for all events-----------------$380

Pop-up Vinyl Banner----------------------------------$80

Folding Plastic Tables (6) -------------------------$150

Folding Chairs (8) --------------------------------------$20

Spinning Wheel--------------------------------------------$50

Summer Kickoff BBQ at the beach Event

4Rivers BBQ catering(remaining after ½ donated)-------------$450

Dog Treats (Trader Joes)-----------------------------------------------Donated

Drinks/Snacks------------------------------------------$275

DJ Dustin for event------------------------------------$200

Panel on the Patio- Chipotle - Event

Water/Snacks-------------------------------------------$150

Local AVMA guest speaker--------------------------VOLUNTEER

Panel of local veterinarians---------------------------VOLUNTEER

$5 Chipotle Gift cards(20)------------------------------------ $100

Spinning Wheel Raffle----------------------------------$200

Media Coverage

News4Jax Segment--------------------------------------FREE

(Based off daily open slot times)

Void Magazine Ad (3)-----------------------------------------$2,330

First Coast Living-----------------------------------------$1,150

Folio Weekly(Six ads in three months)-------------------$1,370

Folio Weekly Front Page Sticker--------------------$995

Social Media Contest

1st place winner pet goodie basket---------------------$100

1st place Fitbit Prize------------------------------------------$120

1st place 5 free pet training session-----------------------$75

2nd place winner pet goodie basket-----------------------$75

2nd place 3 free pet training sessions--------------------$65

3rd place winner pet goodie basket---------------------$50

3rd place 2 free pet training sessions-------------------$50

Artwalk- Downtown

Decorations for tent--------------------------------------$30

Organic Dog Treats--------------------------------------$50

Water bottles----------------------------------------------$100

Supplies------------------------------------------DONATED

(to make pet toys with PetCo)

Fat-Paws Art challenge basket--------------------------$100

Raffle/Prizes-----------------------------------------------$200

Visit from K9 unit officer and partner------VOLUNTEER

Promotional bottle opener for key chains(300)----------$120

Promotional Wristbands(300)---------------------------------$40

Artwalk- Beaches

Water/Snacks------------------------------------------$175

Raffle Prizes---------------------------------------------------$150

End of Summer Beach Party- Seawalk Pavilion

“Cat Man in Key West” Fee for Services----------- $300

Be Easy Band 2 Hours---------------------------------- $500

DJ Dustin ----------------------------------------$200

AVMA Booth-----------------------------------------------DONATED TIME

Face painting Clown/Balloon Twisters-------------------$500

Free Pet Grooming for first 30 pets from PetCo------------------$1,300

Bounce house/Moon slide rentals---------------------$650

Popcorn Rental/Supplies-------------------------------$75

Generator Rental-----------------------------------------$120

Chair Rentals-------------------------------------$144

Table Rentals------------------------------------- $121

Seawalk Pavilion Rental (fees/security deposit)--------------------------------

$1,800

Pressure Washer Rentals---------------------------------$200

Clean-up Crew (Specifically Pet Waste)-------------$190

Police Security----------------------------------------VOLUNTEER

Portable Potties Rental(5)--------------------------------$600

Dumpster and trash fee---------------------------------------$465

Travel Accommodations and food for Catman Dominique (Flight, Hotel,

Food)----------------$550

Travel Accommodations for AVMA------------------Paid for as business trip by

AVMA

Taco Lu Bangin Bus-----------------------------------------------------$3,000

Happy Grilled Cheese Catering--------------------------------------$2,500

Tropical Smoothie Catering--------------------------------------------DONATED

Dog Training Event- Memorial Park

Dog Training Equipment (Rentals)-------------------DONATED

Dog Trainer-----------------------------------$200

Water/Snacks--------------------------------$250

Dog Treats------------------------------------$175

Completion Certificates---------------------------$25

Clean-up Crew--------------------------------$175

Monthly Dog Walking Clubs

Water bottles for four months of walks----------------$150

Dog Treats for four months of walks--------------------$300

Campaign total: $24,965

Agency Fee------------------------------------------------------$3,000

Total budget: $27,965

Evaluation Objective One: To increase awareness and education of pet obesity

by 15 percent determined by pre, during and post surveys in our

chosen zip codes, by the end of October 2015.

Tactic One: Social Media Weight Loss challenge

We will evaluate how many users used our hash tag every week and observe

our social media attendance growth. The more users checking our page and

joining the challenge show an increase in education and awareness. We plan

to have 25 serious entries as this is the contest first time around. Our

campaign will adjust according to the number of participants. We will also

survey pet owners who come to Art Walk and our other events as well as

track our visitors at Art Walk to show an increase of attention and education.

Tactic Two: The Fat-Paws Art Challenge

We will evaluate the growth of entries weekly and adjust our campaign to

spread the word. The more entries show our creative tactics are working to

get our audiences attention. We expect at least 50 entries with the help of

advertising from Art Walk.

Tactic Three: Creative Advertisements

From June to October various advertisements will be placed in local

magazines. The success of the reach of these stories will be monitored by

pre and post-tests among the target audiences as well as our increase of

social media attention.

Tactic Four: Local News Segment

In September a news segment on First Coast News will air of a AVMA

representative and a local veterinarian to announce event dates and facts

about pet obesity. We will measure the success by the amount of people

who comes out to the events and any increase in our social media

interactions.

Tactic Five: Summer Kickoff BBQ

We will have tickets on EventBrite that are redeemable for the free meal.

These tickets will give us a count of participants and help to predict our

attendance for future events. We will use this number to compare to our

attendance at the end of summer event in efforts to increase participation in

future events.

Tactic Six: Pet obesity Art Walk

We will evaluate the success of the Art Walk by the amount of entries to the

Fat-Paws Art Challenge and the attendance at the event.

Objective Two: To encourage discussion about pet obesity between

veterinarians and owners by October 2015. Increase determined by

pre and post surveys.

Tactic One: Survey Vets and Patients.

We will survey our determined zip codes through their vet offices before,

during and after our campaign to find out their level of pet obesity

awareness. These surveys will also determine if the patient brought up pet

obesity or if the vet did.

Tactic Three: Tips from an Authority Figure.

We will observe the amount of views and follower increase after posting tips

and videos. Our post frequency and content will adjust to our following size.

Tactic Four: Panel on the Patio

We will observe mentions of the panel on social media to estimate

attendance before the event. We will then measure our results against our

goal. We plan on having 20-30 attendees to listen, learn, socialize and ask

questions.

Objective Three: To decrease pet obesity by 15 percent by October 8,

2016 (National Pet Obesity Awareness Day).

Tactic One: Dog Walking Clubs

We will track attendance rates for our bi-monthly dog walking events. An

increase of members and pets health is what we are looking to measure. Our

local team leader will keep us updated and we will send representatives to

check on the club(s).

Tactic Two: Pet Training Event

We will evaluate the success of this event by the amount of sign ups and

participation. The goal of this event is to inform owners of new and creative

ways to work out with their pets. We will evaluate the knowledge gained by

pre and post surveys.

Tactic Three: End of summer party

In order to increase involvement in the campaign, we are hosting an end of

summer party. The party will include informative speaker and cat show

along with raffles. We will evaluate the success by the increase of sign ups in

our Pics ‘n Pets and our Fat-Paws challenges.

Tactic Four: Post Surveys and Evaluation.

To decrease pet obesity by 15 percent, we will survey veterinarians every

month between May and October to monitor the local rates of pet obesity

and weight over the campaign. Our final results will not be ready until after

October 14, 2016, National Pet Obesity Day, when the national statistics are

collected.

Appendix Primary Research Questions:

1. Have you ever had a pet?

2. Have you ever lived in a household with a pet?

3. On average how many times a day did the pet get fed?

4. Did your pet receive any additional snacks?

5. Have you or anyone in your household ever been guilty of overfeeding a

pet?

6. How many times a day did the pet exercise on its own?

7.In a typical week, how many times did you exercise with your pet?

8. Are you aware of the pet obesity epidemic in America?

9. Did you know that an estimated 52.6% of US dogs and 57.6% of US cats

are overweight or obese?

10.Did you know that 93% of obese dog owners and 88% of obese cat

owners initially thought their pet was in the normal weight range?

Works Cited

American Veterinary Medical Association - Home. (n.d.). Retrieved March

30, 2015, from https://www.avma.org/Pages/home.aspx

Census.gov. (n.d.). Retrieved March 30, 2015, from http://www.census.gov/

Eckberg, J. (n.d.). Pet Obesity Awareness. Retrieved March 29, 2015, from

http://petobesityawareness.com/about_us.html

National Walk Your Dog Week. (n.d.). Retrieved March 29, 2015, from

http://www.walkyourdogweek.com/about.htm

PRIZM Zip Code Look-up. (n.d.). Retrieved March 30, 2015, from

http://www.claritas.com/MyBestSegments/Default.jsp?ID=20&menuOption=

ziplookup&pageName=ZIP+Code+Lookup

Reichenbacher, J. (2013, November 19). Diving In: Generational Shopping

Patterns. Retrieved March 29, 2015, from http://merchantwarehouse.com/a-

look-at-generational-shopping-patterns

http://www.jaxhumane.org/faq.aspx

Taylor, P., & Gao, G. (2014, June 5). Generation X: America’s neglected

‘middle child’. Retrieved March 29, 2015, from

http://www.pewresearch.org/fact-tank/2014/06/05/generation-x-americas-

neglected-middle-child/

Ward, E., & Peterson, M. (2013, March 13). 2012 National Pet Obesity

Survey Results. Retrieved March 29, 2015, from

http://www.petobesityprevention.org/2012-national-pet-obesity-survey-

results/