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SOFAA and PETA CombinedSOUTHERN OHIO FOUNDATION FOR ABUSED ANIMALS ANDPEOPLE FOR THE ETHICAL TREATMENT OF ANIMALS
Public Relations 450- Rhetoric and Social InfluenceAssignment 4-2-3Public Relations Plan CaseBy Alexis Lilly & Alyssa OotenDecember 16, 2011
SOFAA: Southern Ohio Foundation for Abused
Animals Formed to rescue animals from high
kill shelters and other abusive situations
MISSION:To remove as many animals from situations that cause them harm or
death, rehabilitate, and provide them with the loving homes they deserve.
Saving animals from high kill shelters and abusive situations
PETA: “Animal Rights”
People for the Ethical Treatment of Animals
Focuses efforts on factory farms, clothing trade, laboratories, and entertainment industry
Mission:PETA works through public education,
cruelty investigations, research, animal rescue, legislation, special events, celebrity involvement, and
protest campaigns.
Together we can:
Join as affiliates and attack those who use and abuse animals
Spread awareness of harmful situations through the public
Save the lives of animals in need
“We cannot and will not stand around and watch animals be treated in inhumane manners and be put to
death.”
The Situation
There are too many animals being harmed
and killed by abusive owners, hoarders,
and high kill shelters across
southern Ohio
OBJECTIVES
Promote awareness of a new 100 acre no-kill farm
Raise funds
Gain space
Gain volunteers
Target Audience
Direct Audience: •Animal lovers•Rights activists and groups•Women aged 25-50•Reside in or around Southern Ohio•Means; financially, emotionally, physically•Local and State government agencies•In need of providing community service
Indirect Audience:• Men ages 25-50• Teens and young
adults (13-24 years of age)
Unintended Audience:
• Elderly (50+ years of age)
Strategies
Gain Space: Assistance from
individuals, organizations, and corporations
Donations of money or land
Use of promotional materials (flyers, Billboards, etc.)
Promoting at local events Press release and
newscasts Social networking
Gain Volunteers: To remove and transport Flyers, posters, bulletin
boards Social networking Newscasts Job fairs Community events Contract with department
of rehabilitation and corrections and local governments
Tactics
Postcards and Newsletters:
SOFAA members and volunteers will create
Promote organization and efforts in conjunction with PETA
Mailed to: Private residences Public residences Businesses Organizations
Flyers and Brochures: Created by SOFAA
members and volunteers
Promote efforts of no-kill farm
Reflect monetary donation opportunity
Placed in Southern Ohio Veterinarian offices Kennels Community centers
Tactics
Billboards: 5 billboards contracted Exposed to large amounts
of traffic Promotes SOFAA views of
high kill shelters
Social Networking: Create Facebook and
Twitter accounts Send out 1000 Facebook
invites to join the cause Request 100 followers on
Community events:•Fairs, festivals, carnivals, job fairs•Promote organization•Gain contributions and volunteers•Applications and payments mailed to event board for acceptance
Tactics
Public Service Announcement
CBS, NBC, and ABC local news stations
Local Clear Channel radio stations (WKKJ, WXIZ, etc.)
Local Republican Steven Austria as spokesman
Include efforts of PETA and SOFAA to save animals
Press Release Donald Trump spokesman CBS, NBC, ABC local news
stations Local Clear Channel radio
stations Include statistical data on
high kill shelters and animal abuse
Promote SOFAA efforts in gaining space and volunteers
Tactics
Save an Animal Barnival PETA and SOFAA joint hosts Invites to local politicians, business owners
and CEO’s, and to the public and pets Promoted and sponsored by Gannett
Company, Adena Health, Glatfelter, and Clear Channel Broadcast
Monetary donation for admittance Invite local media (newspapers, television,
and radio) Offer giveaways, food, and fun Promote with flyers at several locations and
mailed Raffle off donated items to gain funds needed
Calendar
Mail postcards and newsletters:
complete applications for
events
Mail postcards and newsletters; deliver
flyers and brochures; place 5 billboards; press
release and newscast to media
Mail postcards and newsletters; deliver
new flyers and brochures; release PSA; Host Barnival
Mail postcards and newsletters; deliver
new flyers and brochures; create
Facebook and Twitter accounts
Mail postcards and newsletters; deliver
new flyers and brochures
Mail postcards and newsletters ; deliver
new flyers and brochures
Month 1: Month 2: Month 3:
Month 4: Month 5: Month 6:
Budget
Anticipated cost: $280,000.00 $85,000.00 for print advertisement $5000.00 billboard space for 3 ½
months $2000.00 for community event
application fees $60,000.00 media release and PSA $30,000.oo Save an Animal Barnival
Budget Total= $182,000.00
Evaluation
Survey Total donation amounts Total free media coverage produced
through initiatives Volunteer count: current SOFAA
members equals 15 Barnival :
Person count in comparison to invitations Media coverage Funding raised
STOP ANIMAL CRUELTY: PETA and SOFAA
High-kill animal shelter No –kill animal rescue farm