business outreach marketing plan
TRANSCRIPT
Fences For FidoPet Business Outreach Campaign Plan
Give & Grow 10% Builds a Fence For Fido & Grows Your Business
Developed by: Shannon Stowell,Holly Muir, Isidro Bello,Garrett Israelsky &Neal Corl
Strategic Communications For Non-ProfitsSenior Capstone
Portland State UniversitySpring 2011
Analysis
Organization Background ............................ 4Campaign Objectives ................................... 5Target Audience Analysis ............................. 6SWOT Analysis ........................................... 11
Message DevelopmentCampaign Theme & Tone ............................ 14Slogan ...................................................... 15Talking Points ............................................ 16
Selected Tactics
Best Practices Guide .................................... 27Fact Sheet............................................... .....28Poster & Sticker ........................................... 29Video ......................................................... 31
Collateral
Tactics Overview.......................................... 18
Timeline & BudgetTimeline ...................................................... 23List of 25 Pet-Related Businesses.................... 24Projected Budget ......................................... 25
Table of Contents
Evaluation PlanEvaluation Plan ........................................... 33
ReferencesBibliographyAppendix A: Instructions for Updating Collateral
AnalysisOrganization Background
Campaign ObjectivesTarget Audience Analysis
SWOT Analysis
Fences For Fido
Fences For Fido is an all-volunteer non-profit organization based in Portland, Oregon dedicated to improving the welfare and quality of life for dogs living outdoors. Through the efforts of its volunteers, Fences for Fido creates safer and improved conditions for chained dogs.
Fences For Fido built its first fence in May of 2009 for Chopper, a large dog that had spent six years on a chain. In just a few hours Fences for Fido volunteers built a fence around Chopper’s yard, giving him the opportunity to run free. Once released from his chain, Chopper was a much happier and healthier dog that enjoyed a significantly improved relationship with his person.
The small group of women that started Fences For Fido initially planned to build one fence a month. But in just a few short months news of the changes they made in the lives of dogs touched the hearts of Oregonians. Extensive news media coverage attracted hundreds of volunteers. FFF started building six fences a month and was awarded 2009 Newsmaker of the Year by KGW-TV. Since then over 950 volunteers have come forward to build Fences For Fido. In just two years, Fences For Fido has provided free fences and shelters as well as free or reduced-cost spaying/neutering for more than 200 dogs. Without Fences For Fido many of these dogs wouldn’t know freedom, be able to run and play, nor receive love from their families. With the help of generous supporters, Fences For Fido is changing lives – one dog, one fence, one family at a time.
History
Mission Statement To improve the quality of life for dogs living outdoors by removing chains, building fences, providing shelters, offering spay/neuter services, and educating the public about the physical, mental and emotional needs of dogs and why chaining a dog is inhumane and dangerous.
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Fences For Fido
Long-term Goals
Our Campaign Objective
Create an outreach campaign for Fences for Fido to enlist pet-related businesses to donate 10% of one day’s sales.
• Spread awareness of the problems associated with chaining dogs
• Increase the number of fence builds per month
• Create new chapters of the organization
Short - term Goals
• Increase awareness of organization
• Increase donations
• Increase community supporters with shared interest
Organizational Objectives
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Audience Analysis
Our campaign will target pet-related businesses including groomers, boarding facilities, obedience schools, and supply stores. This audience demonstrates high interest in supporting non-profits dedicated to promoting animal welfare. Pet-related businesses are an ideal audience to help Fences For Fido meet their goal to establish relationships with businesses in order to raise awareness, obtain donations and to support the organization’s efforts to build fences for chained dogs.
Target Audience
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Demographics
Psychographics Pet-related business owners are hard working, practical people dedicated to the care of animals. They are very hands-on with animals and with operating their businesses. Pet-related workers are good communicators with both humans and animals. They are easily engaged in discussions of how to improve the lives of dogs.
Pet-related business owners are part of a growing industry. Industry growth prior to 2008 was approximately 10 percent annually. Since the start of the recession in 2008 growth has continued but at a slower rate of 6 percent, demonstrating industry recession resistance. Americans spent $18.76 million on pet food, $10.94 million on pet supplies and OTC medicines, and $3.51 billion on pet grooming in 2010 (American Pet Products Association, APPA). Although overall revenues for pet-related businesses are high, individual salaries and small business margins are modest. For example, pet groomers make an average annual salary of $27,000 and are often self-employed (APPA). All but one of the pet business owners interviewed were women in the age range 40-55.
Target Audience Analysis
Persuadability Persuadability should be high as pet-related business owners demonstrate a strong willingness to support animal advocacy in spite of their modest incomes. While they are willing to help, they are very cautious of those with whom they share their hard-earned resources. Pet-business owners are most interested in mutually beneficial fund-raising promotions.
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Analysis Instrument Audience analysis was done through interviews conducted in-person and over the phone. Thirteen pet-related business owners and, or managers in the Greater Portland Area were contacted randomly. Interviews were brief and consisted of seven questions to assess attitudes toward working with non-profits, the issue of chaining dogs, and willingness to make donations to non-profits. Interviews were determined to be a more effective audience analysis tool than surveys based on the subjective nature of the questions and the difficulty of administering a survey to small business owners within a short amount of time.
• Owners of pet-related businesses are interested in supporting non-profits that benefit the community, advocate for dogs and have a good reputation.
• Pet-related businesses are interested in supporting community education about animal issues.
• Owners of pet-related businesses overwhelmingly oppose chaining dogs.
• Pet-related businesses indicate a strong interest in donating a portion of sales or co-sponsoring a donation drive. Many expressed strong reservations about committing to a partnership.
• Having enough business to support a 10 percent of sales donation promotion is a concern for some pet-related business owners. Some indicated that they would prefer to donate grooming services rather than share their profits with current customers.
• Many pet-related business owners prefer to be contacted by non-profits in person. Some prefer to receive a phone call and two stated that email was the best way to contact them.
Target Audience AnalysisKey Findings
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Target Audience Analysis
Interpretation
Pet-related businesses expressed a high level of interest in supporting high-integrity non-profits that dedicate their donated resources to directly benefit animals. They also expressed a strong disapproval of the chaining of dogs. Communicating Fences For Fido’s strong mission statement, all-volunteer organizational structure and proven successes is essential to establishing the trust of pet-related businesses owners.
Pet-related businesses that expressed concerns of not having enough business to be able to offer 10 percent of sales on a given day can be persuaded by asserting that supporting Fences For Fido will help build their businesses. Focus should be on developing relationships with supporters rather than on establishing partnerships.
Our findings suggest that a face-to-face meeting with a pet business owner would likely offer the highest probability of securing any kind of commitment. The best approach would be to visit the businesses in person and take note of those that would prefer to be contacted otherwise and contact them later via the business owner’s preferred method.
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Target Audience Analysis
Key Cultural Factors The enduring American values demonstrated by pet-related businesses are progress, freedom, and effort and optimism. Fences For Fido’s efforts to make a difference demonstrate these shared values. The campaign will include photos and testimonials that communicate how by accomplishing the simple act of freeing a dog from the end of a chain, Fences For Fido improves the lives of dogs and their families, of FFF volunteers and of the greater community. Other enduring American values of efficiency and practicality are relevant to small businesses owners. Pet-related business owners have limited resources and are only willing to support animal welfare non-profits that demonstrate that donations directly benefit the animals. Our campaign will emphasize Fences for Fido's efficient structure. For example, how FFF’s all volunteer teams effectively use donations to build six new fences per month.
Context Portland, Oregon has one of the highest unemployment rates in the United States. Many small businesses are feeling the effects of the economic downturn. This could affect their ability to donate a portion of their profits to a non-profit organization such as Fences for Fido. In addition, there are many other animal non-profits currently active in Oregon, including many large, high-profile organizations such as the Humane Society and Dove Lewis. These organizations benefit from the exposure generated by marketing budgets significantly larger than Fences For Fido’s. FFF will overcome some of these issues by promoting sales donation events sponsored by pet-related businesses to FFF’s many supporters. Sharing resources will stimulate growth for Fences For Fido and their new supporters.
Another effect of the poor economy is that small business owners are ever more circumspect about supporting non-profits. Emphasis on FFF’s all volunteer structure and the results-oriented approach of the organization will help address integrity concerns.
Portlanders embrace the values of animal rights and community involvement. While local pet-related business owners are aware of the problems associated with chaining dogs, they assume the problem isn’t an issue in their community. Informing prospective partners that FFF frees six dogs a month and has a waiting list of over twenty dogs will correct this misperception.
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Unfavorable External Factors – Threats• Larger, more established animal non-profits with advertising budgets• Recession – some small businesses feel like they can't afford to donate
sales• Pet-related businesses are hesitant to commit to partnerships• Chaining is not seen as an issue in the Greater Portland Area (an invisible
problem)
Favorable Internal Factors – Strengths• FFF mission statement focused on the well being of dogs• FFF's all volunteer staff ensure every donation directly benefit animals• FFF’s waiting list demonstrates that the issue of dogs on chains is very real• Strong website• FFF is building a positive image and reputation in the community
SWOT Analysis
Unfavorable Internal Factors – Weaknesses• Lack of funding for advertisement and promotion• May be seen as less urgent than other non-profits that provide for the more
basic and immediate needs of dogs• Lacking in public visibility, still building up a trustworthy reputation• Lack of well trained, core volunteers to assist in establishing relationships
and partnerships with businesses
Favorable External Factors – Opportunities• Pet-related businesses indicate a strong interest in donating a portion of sales or co-sponsoring a donation drive• Partnering with FFF is a win-win for pet-related businesses• Many dogs are chained in the Greater Portland Area• Empathy in the Greater Portland Area for dogs in inhumane circumstances• Building fences for chained dogs is non-controversial
Target Audience Analysis
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Threats•Larger, more established animal non-profits with advertising budgets – Low cost campaign will emphasize the win-win nature of
partnering with FFF and may be a fundraising approach bigger groups haven’t pursued with pet-related businesses.
•Recession – some small businesses feel like they can't afford to donate sales – Campaign will develop a tactic for FFF to promote the business and their 10% donation promotions through its newsletter, email list and social media channels.
Strengths•FFF mission statement focused on the well being of dogs – Campaign materials will communicate that donations go directly to
pay for fence building materials, insulated dog houses, and spaying/neutering.
•FFF's all volunteer staff ensures every donation directly benefits animals – Extent of volunteer involvement will be emphasized incampaign materials by citing how FFF was started two years ago by 10 women and now has over 950 volunteers. Photos of FFFvolunteers building fences will also demonstrate the hands-on commitment of FFF.
SWOT Analysis Responses
Weaknesses•Lack of funding for advertisement and promotion – Campaign will be designed to be very effective while keeping costs extremely
low. For example, FFF can use self-published flyers instead of commercially printed brochures.
•Lacking in public visibility, still building up a trustworthy reputation – Campaign will communicate FFF’s extensive positive earned media exposure and testimonials.
Opportunities•Pet-related businesses indicate a strong interest in donating a portion of sales or co-sponsoring a donation drive – Campaign will
be designed to allow for simple scheduling of Give & Grow events.
•Many dogs are chained in the Greater Portland Area – A photo of an unhappy chained dog can be included with the number of chained dogs on FFF’s waiting list on campaign flyer.
Target Audience Analysis
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Message Development
Campaign Theme & ToneSlogan
Talking Points
Message Development
Campaign Theme & Tone
The theme of the campaign is growth. Growth is fundamental to Fences For Fido’s mission. A dog set free from her chain grows healthier and closer to her family. Her freedom from the chain increases safety and supports the growth of community in her neighborhood. Fences For Fido needs support from the community that helps dogs in order to grow. Growth that translates into building more fences to free the many dogs in our community still suffering at the end of chains.
At the same time, pet-related business owners seek growth for their businesses and an expansion of animal welfare ideals. Supporting Fences For Fido is a way for petrepreneurs to grow awareness of their businesses and to support the growth of the community that helps dogs.
In light of the common goals and shared values of Fences For Fido and pet-related businesses expressed by the theme of growth, the tone of the campaign is cooperative. The cooperative tone reflects the many FFF volunteers that join together to build fences as well as the efforts of this campaign to build equally effective relationships with pet businesses. Our campaign seeks to invite and encourage cooperation and to foster mutual support of the shared goal of improving the lives of dogs.
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Give & Grow10% Builds a Fence For Fido & Grows Your Business
Our slogan is based on the concepts of ethos and logos. In appealing to local pet businesses, our slogan targets both the sense of community held by business owners as well as their focus on the bottom line.
The short slogan “Give & Grow” has three sections which tie together in a unified appeal. “Give” represents a sense of altruism and a sharing of common ground with the community. Pet business owners are very conscious of the community they operate in and they know that their customers respect any effort they make to reach out and support a good cause. Giving support to Fences for Fido is an appeal to ethos for the pet business, whose character can only be improved in the eyes of a customer; especially when a Fences for Fido sticker is seen hanging in their window. As the work of Fences for Fido demonstrates a devotion to the welfare of animals, the association of a pet business with this organization demonstrates the business’ commitment to the welfare of animals in the community. The ampersand between “Give” and “Grow” connects an appeal to ethos with an appeal to logos: the bottom-line business sense which came up repeatedly as a major concern in our interviews with pet businesses.
The idea that giving to Fences for Fido can stimulate growth is a powerful one, because growth is a motivating factor for every pet business. Increased income resulting from increased exposure is a direct appeal to logos, seeking to convince the business that it is in their self interest to partner with Fences for Fido. Supporting Fences for Fido includes the benefits of increased exposure on donation day; an exposure which will undoubtedly outlive the single day in which donations are given. The appeal to growth is an appeal to the business owner who is interested in reaping the financial benefits of a relationship with a credible and respected community organization. The connection between ethos and logos in our slogan accentuates the fact that when you give, you also receive.
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Talking Points1. There’s a chained dog closer to your business than you might think.
2. Volunteers put donations directly toward improving the lives of dogs.
3. Grow your business by supporting Fences For Fido.
★ Fences For Fido has unchained over 200 dogs in the Greater Portland Area in the past 2 years.
★ On average, Fences For Fido builds 6 new fences for dogs and their families each month. In spite of these achievements, Fences For Fido continuously has over 20 dogs on their waiting list.
★ Photograph of a chained dog in an urban setting.
★ All work, including administration, is done by volunteers. Since there is no paid staff, 100% of donations go to the immediate benefit of chained dogs.
★ Donations pay for fence building materials, insulated dog houses, and spay/neuter surgeries.
★ In less than two years, Fences For Fido has grown from 10 Portland women volunteers to more than 950 volunteers, including building contractors and animal specialists.
★ The Banfield Charitable Trust awarded Fences For Fido a $15,000 grant in 2011 to continue building fences for chained dogs. Dianne McGill, executive director and chief executive officer of the BCT said, "We are excited about helping Fences for Fido. This program provides freedom and peace of mind for pets and their people and improves the quality of life for both of them."
★ Fences For Fido will promote 10% of sales donation events on Facebook, Twitter and email to its 3500+ followers and subscribers.
★ Fences For Fido benefits from extensive media coverage. For example they were awarded “Newsmaker of the Year 2009” by the Portland Royal Rosarians and KGW-TV
★ Courtney Dillard, Cole’s person, says, “I changed groomers and started going to Angela Jacob’s Dog Salon when I found out Angela’s supports Fences For Fido.”
★ Barb of Healthy Pets NW says, “Our customers love that we work with an organization like Fences For Fido.” 16
TacticsSelectedBest Practices Guide
Fact SheetPoster & Sticker
Video
Tactics
Best Practices Guide To facilitate the success and continued effectiveness of the Give & Grow Program we have created a Best Practices Guide. It includes an overview of the program, suggestions for approaching pet-related businesses for support, and guidelines for promoting supporter donation efforts once they are scheduled. The Best Practices Guide will empower any and all FFF volunteers to pursue and obtain Give & Grow supporters for the organization. Although FFF volunteer interest is low for this type of outreach at present, it is our hope that a clearly defined and organized program will attract more volunteer involvement.
Our audience analysis revealed many insights that will assist in appealing to potential supporters. For example, many pet-related business owners prefer to be contacted in person by non-profits seeking donations. Pet-related business owners have also indicated several factors that would motivate them to support non-profits as well as their concerns that would inhibit their ability to offer support. Suggestions for anticipating and answering these concerns will be a focus of the Best Practices Guide.
A clear publicity strategy for 10% donation promotions will contribute to greater success of individual events and to the program as a whole. The Best Practices Guide will include suggestions for creating an editorial calendar – a fundamental tool for publicizing events on social media channels.The Best Practices Guide will be created and archived as an MS Word document. One suggested method of distribution would be as a downloadable PDF file on the resources page of the FFF website. It is also recommended that FFF create a GoogleDocs account. The Best Practices Guide should be referred to at the beginning of, and throughout, each campaign cycle.
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Tactics
Fact Sheet & Cover Letter A Fact Sheet outlining the benefits and details of partnering with Fences For Fido is a flyer to present to pet-related business owners when meeting them, or as a leave-behind if the owner or manager is unavailable. The simple, cost-effective Fact Sheet will include key points of Fences For Fido’s appeal, such as its all-volunteer structure, its record of directing all donations to improving the lives of dogs, and the persistence of the dog chaining problem in Greater Portland. The Fact Sheet will also include the mutual benefits of 10 percent donation promotions, highlighting the increased exposure for pet-related business partners. The Fact Sheet will be presented with a cover letter presenting FFF and its interest in establish relationships with pet-related businesses when owners and, or managers are unavailable. The Fact Sheet includes a photo of a chained dog and testimonials from various FFF supporters. We recommend obtaining adding a testimonial from a Give & Grow participant that more directly reinforces our claim that supporting Fences For Fido is an opportunity to grow one’s business.
The Fact Sheet will be printed in black on colored copy paper. This will save costs and appeal to the practical character of small business owners. The Fact Sheet includes a Cover Letter that helps introduce the Give & Grow program to those business owners with whom an in-person introduction was not possible. The Fact Sheet will be used when approaching pet-related businesses about partnering with Fences For Fido. The Fact Sheet can be used throughout the campaign and updated as necessary.
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Tactics
Poster & Sticker Promotional collateral includes a poster for businesses sponsoring a Give & Grow promotion and a window sticker that will identify businesses as a Fences For Fido supporter. The poster will help promote individual fundraising promotions while simultaneously raising awareness of Fences For Fido and the dog chaining problem. The 18x24 one-color poster will be two-sided, allowing it to be hung on windows for interior and exterior visibility, and includes an open space to write in the date and other information pertinent to individual promotions. The 5x5 color supporter sticker rewards businesses for their contributions to FFF and helps identify them as a business that gives back to the community. The sticker will promote positive associations between FFF and their partners in the minds of supporter clientele and will raise awareness of FFF. The FFF supporter sticker can be placed on windows, doors and, or near the point of purchase. Placement of promotional materials will be at the discretion of FFF partners. It is suggested that posters are displayed at least two weeks in advance of the event. Posters and supporter stickers will be made available to pet-related businesses once they have committed to a date to support FFF and will be resupplied and replaced as requested.
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Tactics
Video
Our audience analysis revealed that many pet-related business owners prefer personal communication. We encourage personal visits to pet businesses. When personal contact is not possible and for general communications use, we have created a short video in which Kelly Peterson, Fences For Fido’s founder and co-chair, outlines the Give & Grow Program.
Pet-related business owners have indicated several factors that would motivate them to support non-profits. The video covers talking points and other information relevant to successfully appealing to pet-related businesses for support. Talking points include how the Give & Grow Program will actually increase business for pet-related businesses, the extent of the dog chaining problem in the Greater Portland Area, and evidence of Fences For Fido’s demonstrated integrity, efficiency and their earned media coverage.
The video was shot on location in a dog grooming salon. Kelly shared the screen with Willie and Spike, two dogs that were surrendered to Fences For Fido, and Kelly’s adopted dog, Rollie. The video contains video montages of chained dogs and FFF volunteers at work building fences. The tone of the video is practical, hopeful and cooperative. The tone and the setting should appeal to the hands-on, practical nature of many pet-related business owners.
The video should be uploaded to the FFF website and possibly YouTube. Links to the video are provided on the Campaign Fact Sheet and should be included in email communications with businesses. It is recommended that the video is viewed by volunteers prior to scheduled visits to pet-related businesses in order to maintain a consistent message and for a review of the key factors that will motivate businesses to support Fences For Fido. The video can be viewed at any time by volunteers and supporters for the duration of the campaign and for as long as the program continues.
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Timeline &BudgetProposed Timeline
List of 25 Pet-Related BusinessesBudget
Week 1 (July 11, 2011) – Prep
•Call for volunteers
•Check availability of collateral materials - replenish as needed
Week 2 (July 18, 2011) – Prep
•Identify prospective partners(25 provided for first cycle)
•Distribute collateral to volunteers(link to Video and hard copies of Fact Sheet)
Timeline
Week 4 (August, 1 2011) – Schedule Promotions
•Check in with businesses visited
•Answer any questions
•Schedule promotions
Week 3 (July 25, 2011) – Make Contact
•Volunteers visit pet-related businessesand complete work to secure committment
Week 5 (August 8, 2011) – Promo Materials
•Distribute posters and stickers to partners
•Add events to FFF newsletters
•Continue checking in with businesses contacted to secure commitments
Week 6 (August 15, 2011) – Social Media Phase I
•Email blasts for Week 7 events
•Facebook posts for Week 7 events
•Continue Follow-up and Scheduling Promotions
Week 7 (August 22, 2011) – Events & Social Media Phases II & III
•Facebook and Twitter posts day before events
•Facebook and Twitter posts day of events
•Email blasts for Week 8 events
•Facebook posts for Week 8 events
Week 8 (August 22, 2011) – Events and Social Media Phase III
•Facebook and Twitter posts day before events
•Facebook and Twitter posts day of events
START NEW CYCLESEPTEMBER 12, 2011
and REPEAT
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25 Pet-Related Businesses
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Projected Budget
25
CollateralBest Practices Guide
Fact SheetPoster & Sticker
Video
Collateral
Best Practices Guide
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Collateral
Fact Sheet & Cover Letter
28
CollateralPoster
printed size: 18” x 24”
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CollateralSticker
printed size: 5” x 5”
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EvaluationPlan
Evaluation Plan
Evaluation Plan
This evaluation measures the effectiveness of the Give & Grow campaign in fulfilling Fences For Fido’s long- and short-term goals and of the campaign’s objective. The strategies outlined in this campaign should enhance opportunities to enlist community supporters and increase donation dollars. In addition, it should succeed in spreading awareness of the problems associated with chaining dogs and help the organization expand.
The campaign runs on an eight-week cycle and identifies pet-related businesses as the target audience. We suggest that the Board of Directors, or an appointed subcommittee, evaluate the campaign according to the criteria below, guiding continuous improvement of the program on a campaign-by-campaign basis.
•Were 25 pet-related businesses contacted?
•Were all the campaign tasks completed on time?
•Did the campaign remain within budget?
•How many of the eight-week cycles occurred?
•Did the pet-related business follow through with10% donation of their profits?
•Are businesses offering to schedule another Give & Grow promotion or to donate to FFF in the
future?
BehaviorOutput
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ReferencesBibliography
Appendix A - Updating Collateral
“ABOUT: Fences For Fido” Web. 30 May 2011. <http://fencesforfido.org/>.
Bibliography
"Fences for Fido | Facebook." Web. 30 May 2011. <http://www.facebook.com/FencesForFido>.
"FFF Testimonial - Courtney" Personal interview. 25 May 2011.
"FFF Testimonial - Barb" Phone interview. 17 May 2011.
"Industry Statistics & Trends." Welcome to the American Pet Products Association (APPA). Web. 24 Apr 2011. <http://www.americanpetproducts.org/press_industrytrends.asp>.
Appendix A
• Best Practices: MS Word and PDF files
Editable copies of all collateral have been provided on a data disk included with the presentation. The copy of the video is not editable.
• Fact Sheet & Cover Letter: MS Word and PDF files
• Poster & Sticker: Photoshop and PDF files
• Video: mp4 (additional video files archived by Neal Corl [email protected])
• List of 25 Pet-Related Businesses: MS Excel and PDF files
Updating Collateral