Cat Welfare Society

7/23/2019 Cat Welfare Society

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Cat Welfare Society

ProjectVicki, Ili, Pearlyn, Kelley


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Content Page

Target Audience Analysis

Key Message

Event IMC Tools

Communication Strategies

Media Plan Timeline

Conclusion


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Target Audience Analysis18 21 years old 22 28 years old

Demographic Tertiary Students(ITE, Polytechnic, ni! Part"timers

Tertiary Students(ITE, Polytechnic, ni! #orking Adults

Psychographic

$inancially%e&endent 'utgoing Socially Active Sociale )ike ne*

e+&erience )o* s&ending&o*er

$inanciallyInde&endent

'utgoing Socially Active Sociale )ike ne*

e+&erience Average to highs&ending &o*er


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Surey responses !"#people$


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%ey &essage

-e kind today,donate to save our

strays.


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'CAT &( )*&(+

Ado&tion %rive / 0oadsho* -ring in stray cats 1rom C#S u& 1or

ado&tion

Set u& ado&tion drive ooths at Sca&e toencourage &eo&le to ado&t a cat and alsoto allo* them to gain more a*arenessaout cat sterilisation2 the ne* 3I0'

system Set u& ooth 1or Suddenly Cat2'C-C to

sell merchandise 2 $acilitate 3I0'a&&lications

Provide more in1o aout cat sterilisation to


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Adertising


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Promotional &aterials ,rochure


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Promotional &aterials Poster


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Promotional &aterials -.lyers


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Adertising ,us Shelters -us shelter advertising has

een &roven to achieve thehighest &erceived e+&osure incom&arison to other 'ut"'1"7ome 1ormats

#ith the masses s&ending anaverage o1 89: o1 their day'ut"'1"7ome, ;


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P0 via Social Media


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T/itter


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.ace0oo


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nstagr

am Ale to &ost &hotos2


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)o/ do you no/ if our stray cats aresterili3ed4 5saeourcats 5cat/elfare

CAT W(6.A7( S*C(T CAT W(6.A7( S*C(T

What do you thin happens to our unsterili3edfurry friends4 5saeourcats 5cat/elfare

CAT W(6.A7( S*C(T

Would you /ant to sae this family ofcats4 5saeourcats 5cat/elfaresociety


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9,e %ind Today: Donate to Sae *ur Strays; /hat;s happening this year4

5saeourcats 5saeoursingaporeanstrays


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Personal Selling


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,ooths ? SCAP( @ Tertiarynstitutes


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Possile S&onsors to

Pitch to


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CommunityCentres

!orth:South: Westand (ast$

" 7as an o&en

s&ace

SCAP(

" A venue to

attract theyouth inSinga&ore (

Sponsors for 6ocation of (entsB


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Sponsors for ,roadcast Pu0licityB

" Po&ularamong the ;=

and aoveage grou&

" Can reachout to the

older target

grou& *hilethey are on"

" Po&ularamong the

youths inSinga&ore

" Ale toroadcast

in1ormation

so that ourtarget

" Already do asegment on

their sho*called ThePet ProBect

" Since theyalready

su&&ort sucha cause,

Each radio station can do a segment on the

cam&aign-e kind today, donate and save our strays


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Sponsors for PrintPu0licityB

Pets&aga3ine

" Can &itchto them as

it *ould suittheir

content

" #ould e a

good1eature

T*DAe/spaper>

" T'%AF is a

*idely readne*s&a&er in

Singa&ore

" Thecam&aign

*ould suit the

content since(EGgG T'%AF

8 Days&aga3ine

" =


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Suggested Angles for &edia

&ore (orts 0y CWS to Sterili3e *ur Strays- Talk aout events that are going to ha&&en in lieu o1 the

cam&aign

- EGgG Cat Me 7ome, talks at Secondary Schools etcG

CWS aims at 1### sterili3ations

- A igger cam&aign and a igger year 1or C#S

Continuously support CWS /ith 7*

- %onating through 3I0' ensures regularity in donations

,eneEts of Donating to CWS

- State the eneHts so that &eo&le are a*are o1 them

- EGgG Fou can save a cats li1e, many cats are &ut do*n i1 not

steriliDed due to overcro*ding, 1unding this organiDation could


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" Can s&onsormerchandise 1or the

&riDes to e given out toSinga&oreans so as toencourage their&artici&ation

" 'C-C *ill ementioned as an o5cials&onsor on the

Sponsor for &aterialsB


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Sponsor for &erchandise

" Sells cat themed merchandise ( Clothes, Phone cases,accessories!

"


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&erchandise


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&ention of ,eneEts

Social Media

" #e canconstantly remindour TA on social

media o1 theeneHts o1 using

3I0'

$lyers

" So that itremains

irremovale and

clear 1orSinga&oreans toread aout the

eneHts o1 using3I0'

Talks at TertiarySchools

" So that it *ill ea sure et that at

least a &ortion o1our TA *ill etaught the eneHts

o1 3I0'


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&edia PlanItem Description Cost

Poster (Print) A2 Sized x 100All schools - 10 poster eachScape- 5 postersBus stops (re-use pass CWS posters) 15posters

$2!" x 100 # $2!"

Flyers A5 sized x 1000 $1 x 2 # $1"2

Brochures A% sized (&ou'le side) x 1000Brochure tpe C-*old (% colu+,s)

$55.0

Booths Scape - $!5 (Saturda)

$!5 x % # $15

Advertising Ad/ertise posters at 'us stops at to, areas(2 ees e/er-da i, +id- April)

$00 x 2 # $"00

Public Relations Social edia 3lat*or+s(4ace'oo 6itter 7,sta8ra+)

4ree

Media 3itch to 69&A: ;adio ".*+ 1%4 %" 3ets lo/er +a8azi,e

4ree

rand !otal "#$$%&'%


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Tim

eline


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Conclusion#e *ant to al*ays em&hasiDe on the

eneHts o1 donating to this organiDation

Peo&le understand *hy they should donate

#ant to make &eo&le 1eel good to donate to thisorganiDation

-y stating the eneHts clearly in every

&lat1orm o1 &ulicity *e have mentioned,*e *ant to ensure that &eo&le Hrst realisethe im&ortance o1 donating


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Documents

Cat Welfare Society