capital humane society fall 2008 plans book

8/9/2019 Capital Humane Society Fall 2008 Plans Book

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A campaign for the Capital Humane Society


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Table of ContentsExecutive Summary 3

The Challenge

Situation Analysis 5

Research Analysis 6

SWOT 10

The Solution

Communications Strategies 11

Public Relations Strategies 14

The Media

Media Strategies 19Media Budget 21

Media Schedule 22

The Evaluation

Campaign Evaluation 23

Appendices

Research 24Public Relations 26

Creative 37

Media and Budget 57

Recommendations 59

Work Cited 61


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weekly and analyzed. The analysis revealed deeper

insight into the minds of consumers and providedquantitative research about the target audience.These surveys turned out to be the missing link inthe research and allowed for a consumer prole tobe developed. It is recommended that in the futurethe Capital Humane Society keep these surveys toenter and store the data for ongoing demographicresearch.

Creative Summary

This campaign will be local and is created with thegoal of reaching the targeted consumer prole ofanimal lovers of Lancaster County, a term thatwill be discussed in-depth later in the book. This willbe accomplished through the consistent branding

of the Capital Humane Society and the use of thetagline Adopt Us, Adore Us, Advocate for Us. Thecampaign will take a light-hearted tone and appealto the emotional aspects of pet ownership and workto create relationships with animal lovers in thecommunity. It will direct viewers to a redesignedCapital Humane Society Web site that providesinformation about the organization and the animals

that the Capital Humane Society provides.

Public Relations Summary

The goal of public relations is to present a strongand unied brand to the publics eye at little to nocost. This was accomplished through the revisionof brochures, Web site pages, and press releases,to ensure the same information is conveyed to the

community at all points of contact. The CapitalHumane Society needs to show a consistent messageto the community through branding. Media kits andpress releases will be developed and utilized toincrease awareness of programming and events held.In turn, these events will create relationships with

animal lovers and increase overall awareness of the

Capital Humane Society as a place for adopting anddonating. The third part of the tagline Advocate forUs will rely on the communitys involvement in the viralaspect of the campaign.

Media Summary

Using research and an understanding of the animallover consumer prole, media was selected in order

to reach the greatest number effectively. After muchconsideration, local magazines, newspapers, outdoorbillboards, and yellow pages were chosen as thebest media vehicles to communicate with the targetaudience.


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Mission Statement

To fulll the promise of animals, the Capital HumaneSociety shelters animals, protects animals and teachescompassion and respect.

Client InformationThe Capital Humane Society was founded in 1902with the mission of preventing cruelty to childrenand horses. Within the next ve years, its missionexpanded to include a variety of animals. Since1924 the Capital Humane Society has been locatedon a three-acre plot of land that was gifted to them

through the Sawyer-Snell Estate. The current buildingwas constructed in 1966, renovated in 1997 andexpanded in 2004 to include the new Spay andNeuter Vet Clinic (CHS, 2008). Today, volunteers andstaff help reunite and place more than 4,000 animalsin loving homes each year.

The Capital Humane Societys animals can be viewed

on its Web site, weekly in newspaper, a televisionfeatures and at their sole location, 2320 ParkBoulevard. The organization relies on having potentialadopters to visit their facility, where they can viewand interact with animals on a one-to-one basis.Current advertising is limited to free and donatedtime and space from local media vendors includingradio, television and newspaper.

The purpose of the campaign is three-fold: to increaseadoptions, education and donations/sponsorships.There are a number of obstacles to obtaining thesegoals including overcoming the perceived negativestigma of shelter animals, the quantity and variety

of educational classes and awareness of donation

opportunities. The challenge is to get the targetmarket to consider the Capital Humane Society as aquality organization and socially responsible choice ofobtaining a pet.

Bob Downey, the executive director of the CapitalHumane Society, provided general information aboutthe organization:

Approximately 8,000-10,000 animals arereceived by the Capital Humane Society each yearthrough various sources.

Of the animals received, 25% are adopted, 25%are reunited with their owner, and approximately50% must be euthanized due to health, behavior orproblems.

Adoptions reached on average 180 per month, a

10% increase over the prior year. There are, on average, 80-100 individuals

volunteering monthly, donating approximately 600hours of their time each month. Using the nationallyaccepted non-prot Points of Light calculator, thosehours contribute to the Capital Humane Society bysaving around $129,960 in wages per year.

Approximately $648,000 was received through

donations (bequests & fundraising) in 2007.

Campaign Goals

As previously stated, the main goal for the campaignis to increase the number of adoptions at the CapitalHumane Society. The secondary goal is to increasecommunity education through programming. The nalgoal is to develop awareness to lead to an increase

in donations to the Capital Humane Society. Thesegoals can be achieved by creating relationships withanimal lovers in the community. These goals werestrategically set to enhance all aspects of the CapitalHumane Society. The result of the campaign will beawareness of the Capital Humane Society of 75% inthe target audience.

Situation Analysis


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Primary research was conducted and collected to gainknowledge about the Capital Humane Society andtheir target audience. A number of research methodswere utilized, including in-depth interviews, pet walkparticipant testimonials, a focus group, analysis of

current marketing materials, and an analysis ofadoption questionnaires. Coupled with reports fromMediamark Research & Intelligence, three mainresearch objectives were answered:

Develop the consumer prole of current andpotential pet owners.

Understand visibility and perceptions of the CapitalHumane Society in the community.

Analyze current and past marketing strategiesfor the Capital Humane Society and relatedorganizations, including donor programs, promotions,fundraisers and advertisements.

Interviews

Two methods of interviewing were utilized that beganto dene the target audience for the Capital HumaneSociety. First, brief, in-person testimonial interviewswere conducted on site of the annual Tailsn Trailspet walk fundraiser. Seven walk participants wereasked questions regarding their involvement with theCapital Humane Society, how they had heard aboutthe event and their awareness level of programming

offered by the organization. The second form ofinterviewing was in-depth phone interviews. A listof potential interviewees was collected from theCapital Humane Society and contact was madeincluding a brief description of the purpose of theinterview. Four individuals were interviewed answering

questions about their experiences with and opinions

of the Capital Humane Society. (See Appendix forquestions.)

Key ndings from the annual Tailn Trails pet walk

Not all pet walk participants had found theirpets at the Capital Humane Society. A surprisingnumber had purchased through breeders, pet storesand rescue programs indicating that fundraising

events may be attracting not only Capital HumaneSociety adopters, but also animal lovers within thecommunity.Many of the participants had taken their dogs to

Puppy Kindergarten, regardless of where the doghad been obtained. This indicates a broader targetaudience for educational programming than just theCapital Humane Society adopters.Participants expressed interest in pet-related

activities or events in which their pets can beinvolved.There is a sense of community and a socially

responsible aspect to the Capital Humane Societyevents.

Key ndings from the in-depth phone interviewsThe community may have a distorted and somewhat

negative view of the Capital Humane Society due toits relationship with Animal Control. When individualshave to pick up their pet that was taken in by AnimalControl, they have to go to the Capital HumaneSociety and enter the same facility door as potentialadopters.

More emphasis could be placed on the fact thatother animals beyond just dogs can be adopted atthe shelter and therefore the educational and eventprogramming should reect that.Individuals who adopt from the Capital Humane

Society view adoption as saving a life. This was

Research Analysis


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not only mentioned as an answer to why they chose

to adopt from the shelter, but also as a responseto a question asking, What would you say toconvince someone else to choose the Capital HumaneSociety?Owners of the animals from the Capital Humane

Society often feel the community places a negativestigma on the organization and adopted animals.Many individuals believe that all animals that come

from the shelter are bad in some way.The Capital Humane Society is viewed as a more

economical option when it comes to purchasing a pet.

Focus Group

A focus group was held, comprised of four pet ownerswho had purchased their pets from places other than

the Capital Humane Society. The focus group wasdesigned and conducted to analyze the differencebetween individuals who adopt from the shelter andindividuals who purchase through other means. Theindividuals in the focus group were asked generalquestions about their decision process, choosing a petand their experiences with different pet ownershipmethods in the community.

Key ndings from the non-shelter pet owners

Breed was a key factor in choosing their pet.Pet owners often buy on impulse or spontaneity.Pet owners receive many benets from their pets

including walking, exercising, cuddling and makingfriends.

QuestionnairesThe questionnaires collected by the Capital HumaneSociety were the key research component for thiscampaign. The questionnaires are collected by theclient from all adopting persons upon adoption.These questionnaires gave a level of insight to the

consumer that no other research method had been

able to provide. A total of 175 questionnaires wereanalyzed. (See Appendix for a details on ndings.)Key ndings from the Questionnaires

Only six of the 175 individuals said that this wastheir rst experience with a pet.Nearly 39% of adopters live in homes with two

individuals.59% of the adopters have at least one other pet

currently living at home.A vast majority of adopters were familiar with the

breed of dog that they were adopting.The two most common reasons for adopting a pet

were owners were companionship for the owner andlove of animals.Animal lovers adopt from the Capital Humane

Society, while animal likers or wanters purchasethrough other means.

The term animal lovers was developed at thisstage of the research. There was a signicantdifference in the way adopters viewed their petsand animals in general, compared to owners whohad purchased through other means. Adopters lled

out their questionnaire indicating, often with multipleexclamation points, that they love animals and theyconsider this new pet a new friend and part ofthe family. Meanwhile, individuals who chose othermethods of pet ownership were often more concernedwith the looks of the animal, the breed or wereadamant that it be a puppy or a kitten.

Target Audience AnalysisThe target audience for this campaign is made up ofanimal lovers of Lancaster County. Animal loversare individuals with a household income of $40,000+.They tend to be more intellectual, creative, andresponsible members of their community than the


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average person. They are conservative, conventional

people with concrete beliefs based on traditional,established codes: family, religion, community andthe nation. Animal lovers are practical consumers;they favor American products and are generally loyalcustomers.

Mediamark Research and Intelligence repor t

Mediamark Research and Intelligence (MRI) is a

leading provider of audience data for potentialadvertisers. The rst report pulled from MRI revealeddemographics of pet owners. This data conrmedBob Downeys statement that there are no identiabledemographic factors impacting pet ownership. Petownership is spread across the demographic spectrum.The only area that had a direct correlation withpet ownership was household income (HHI). As HHIincreases, so does pet ownership.

Animal lovers had to be dened for the purpose ofpulling a second report from MRI, this time reviewingpsychographics. The term was coded as individualswho have visited a zoo at least once in the past month,watched Animal Planet in the last seven days or

watched National Geographic in the last seven days.The MRI data shows that animal lovers in the WestCentral region of the United States that have a HHI of$40,000+, are intellectual, creative and responsiblemembers of their community. Animal lovers are morelikely to agree with a number of statements includingI am often interested in theories, I like making thingsfrom wood, metal and other such material and I

have more ability than most people, among others.

Other Research

The values and purchasing behaviors of thetarget market were evaluated using the SRIConsulting Business Intelligences VALS system.

VALS is a marketing system that identies consumer

opportunities in the marketplace based on personalitytraits; it divides all consumers into eight groupsdened by the values that motivate them. Animallovers fall into the two groups motivated by ideals Thinkers and Believers.

Thinkers are mature, satised, comfortable andreective people who value order, knowledge and

responsibility. They tend to be well-educated andactively seek out information in the decision-makingprocess. They are well-informed about world andnational events and are alert to opportunitiesto broaden their knowledge. They are practicalconsumers; they look for durability, functionality andvalue in the products they buy.

Believers are conservative, conventional people withconcrete beliefs based on traditional, establishedcodes: family, religion, community and the nation. Theyfollow established routines, organized in large partaround home, family, community and social or religiousorganizations to which they belong. They favorAmerican products and are generally loyal customers.

The GeoVALs study on the SRI Web site discussesin-depth the population of consumer groups withineach state. The study indicates that in the West NorthCentral region of the United States, which includesNebraska, 10.8% of adults over 18 are Thinkers and17.7% are Believers. These population percentageswere used in combination with the most recent census

estimate to determine that of the 203,942 adultsover 18 in Lancaster County, 58,112 are Thinkers andBelievers.

Using the classications of the target audience, thecampaign was successfully able to relate the animal


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lovers from the surveys to the Thinkers and Believers

from the VALS system. This is benecial because itgives the campaign a more specic target. Whena target audience is narrowed down, the campaigncan become more creative with the message andmore efcient with the media that communicate themessage. The campaign looks to form a relationshipwith the target audience and the Capital HumaneSociety. Since Thinkers are practical consumers and

Believers have beliefs based on established codes inthe community, this relationship will play a benecialrole for the Capital Humane Society now, as well as inthe future.

Competitive Analysis

The Capital Humane Societys main productcategory is pet ownership; however, as a non-protorganization, it does not consider any other methodsof obtaining pets as direct competition. Indirectcompetition includes any business, place, organizationor person where one can purchase or obtain ananimal. This competition includes kennels that breedanimals for a living, animal owners that breed theirpets, classied ads for animals in the newspaper andany public posting for the sale or adoption of an

animal.


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WeaknessesThe current location makes the Capital Humane Society adestination rather than a place with frequent walk-ins. In addition,the facilitys space dramatically decreases the services that can beoffered.The Capital Humane Society has a limited budget due to the non-

prot nature of the organization.The lack of consistency in public relations items leads tocommunity confusion and low brand recognition.Current marketing materials do not convey a strong brandidentity, nor do they offer clear and concise information for users.The inconsistency of shelter hours increases the potential of missedand frustrated customers.The Capital Humane Society has a small staff and high turnoverrate for volunteers.Communitys opinion of the Capital Humane Society in some cases

is based on assumptions and/or stereotypes.

StrengthsThere are no direct competitors to the Capital Humane Society.

A rich history of service in the Lincoln and Lancaster County

community.

An affordable alternative to purchasing a pet.

The Capital Humane Societys staff excels in leadership and

organization.In-house veterinarians keep expenses low.

Relationships with community veterinaries are benecial to

adopters.

Relationships with community businesses help Capital Humane

Society awareness.

SWOT Analysis

ThreatsCompetition such as: breeders, kennels and newspaper classieds

that sell animals offer an alternative means of obtaining animals.

Newspaper classieds, public postings and other methods

of receiving free animals offer a more affordable means of

obtaining an animal.

Other charitable organizations that the community can donatemoney to.

People with allergies or other ailments that inhibit pet-ownership

are not able to adopt.

Animal abuse and neglect within the community and in the news

(i.e. Cat Shot by Arrow) portrays the Capital Humane Society as

only having bad or broken animals.

The animals at the Capital Humane Society are often believed

to be damaged and unwanted pets; this negative stigma leads

potential adopters to competitors where there is more assurance

on the health of the animals.

Current economic conditions in the United States.

OpportunitiesHumane care for animals is a social responsibility of the com-munity, whether it be adoption of an animal, volunteering time ordonating money to the Capital Humane Society.The Capital Humane Societys income relies solely on adoptionfees and donations, by adding some merchandise an opportunityfor an additional source of income.Increased educational and event programming would bring new

people to learn about the organization, breaking stereotypes andencourage multiple visits.The community has room for market expansion, including highercommunity awareness.The building of a new facility lends an additional income opportu-nity through individuals and businesses in the community to purchaseName Gift Opportunities. (i.e. Sponsor A Kennel, Buy A Brick)Expanding to a second facility will alleviate stress on current facil-ity.Capital Humane Society events have become popular communityevents.A Capital Campaign has potential to create new relationships withbusinesses as well as individuals.Adding a more visible place to donate on their Web site will en -courage the community to donate more frequently.Updating the Web site with more technological functionality willappeal more to younger generations.Web site can be visited every day, leading to more purpose driv -en visits at the facility once an animal has been previewed online.


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Positioning Statement

Animal lovers within Lancaster County should acceptthe proposition that after considering all methods ofpet ownership, adopting from the Capital HumaneSociety is the best option because it is socially

responsible.

Objectives

The communication objectives are to utilize availablemedia and other communication means to reach theCapital Humane Societys target market, which hasbeen identied as animal lovers. Many differentforms of communications will be used, ranging

from television, radio and newspaper to interactivemedia and press kits. In all forms of communicationthe Capital Humane Society will present theopportunity to form a relationship with the viewer. Thecommunication and marketing objective are for the2009 calendar year and are as follows:

CommunicationTo raise awareness to 75% of the target market(43,000 of total 58,112)50,000 Web site hits should be recorded.

Marketing

A ten percent increase in adoptions each month,bringing the total number of adoptions per month

to about 200.A ten percent increase in volunteer hours, bringingthe total number of hours volunteered to 660.A thirty-three percent increase in education andevent programming attendance.

Strategy

The campaign will be local in scope and created withthe goal of reaching the animal lovers of LancasterCounty through advertisements and consistentbranding of the Capital Humane Society. The creativepieces will be kept coherent through a consistentuse of layout and the tag line Adopt Us, Adore Us,Advocate for Us. There will be a call to action for theviewer to visit the Capital Humane Societys Web site

for all information regarding the organization and theanimals the Capital Humane Society has available.(For a map of this strategy, see Appendix.)

The layout of each will be simplistic, bright andinclude one main image. The layout style was chosenin combination with the use of concise copy in order tomaximize readability.

The copy will assist in creating a level of communityamong animal lovers by playing on pet-relatedexperiences that pet owners have in common. Thecampaign will seek to build a relationship betweenthe Capital Humane Society and the target audience.The short, witty sentences will be delivered by the

animals and take on an undertone that suggests theconnection to social responsibility by advocating forthe Capital Humane Society as a responsible meansof obtaining a pet.

Tagline

The tagline Adopt Us, Adore Us, Advocate for Uswas developed for all aspects of creative for the

campaign. The tagline embodies the overarchingconcept of social responsibility that will be relayed tothe animal lovers who are being targeted.

The tagline is a three-part statement made by theanimals in the creative pieces. The rst step in

CommunicationObjectives and Strategies


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belonging to this animal lover community asks for

the individual to adopt the animal of their choosingthrough the Capital Humane Society, this will be seenas the most proactive choice of obtaining an animal.The Capital Humane Society prides itself in makinglife-long connections between the animals and theirowners, thus an adoption with the Capital HumaneSociety will ensure satisfaction with animal lovers.

Second, Adore Us, brings another element to theexperience of pet ownership that animal loversnd in making the decision in adopting an animal. Ananimal brings joy and love into a home and throughan adoption with the Capital Humane Society, theanimal lover will begin to adore the adoptedanimal.

Lastly, and the most important step in this tagline, isAdvocate for Us. This statement brings an animallover full circle in the pet ownership experience.Those who are socially responsible and choose toadopt an animal through the Capital Humane Society.Then nd love with that animal will advocate for thesocially responsible choice of nding animals through

the Humane Society to other animal lovers within thecommunity. In this last step of the tag line the animallover will be doing the nal part to ensure happyhomes for more animals.

Appeal

The appeal of this campaign is emotional to capturethe hearts of animal lovers. Through this fun and

light-hearted campaign, animal lovers will be ableto connect with the animals portrayed in the pieces,which will in turn spark interest in developing this sameexperience with an actual animal that can be adoptedat the Capital Humane Society.

Tone

The tone of the campaign will be light-heart andamusing with an underlying tone that speaks to adeep emotional connection that is instinctive to thosein the target audience. Animal lovers inherentlyhave a strong bond with animals and truly value therelationship between themselves and the animal.

Mandatories

The Capital Humane Society logo, tagline Adopt Us,Adore Us, Advocate for Us, and Web site address.

Copy

The copy will be concise with only one simple sentenceon each piece. This was chosen to generate curiositythat can be satised through visiting the CapitalHumane Society Web site, which is the best place tond information about the Capital Humane Societyand a strong element of the campaign.

Communication Tactics

Print

The Capital Humane Society campaign will be printbased, using both color and black and white spreads

according to the budget. Print pieces will be adominate portion of the campaign, using simple, brightlayouts with a solitary image of an adoptable animalwith a consistent one sentence phrase in white, TWCen MT font. Black and white pieces will have blackfont to ensure readability. Found on each print piecewill be a transparent square design element to createdepth on the print pieces. The Capital Humane Society

logo, tagline and Web site address are found on allprint pieces as well.

Interactive Web site

The purpose of a Web site is to provide visitors withthe information. Therefore, the Web design has been


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laid out in the most user-friendly way possible. (For

detailed functionality of the site, see Appendix.)

There will be six main pages that encompass allthe information: home, about us, adopt, give back,education and contact us. The home page will includea news feed, events calendar, a featured pet and classscheduling information.

The about us page will be comprised of the CapitalHumane Societys mission, history, location and hours,a link to the contact us page, available services,frequently asked questions and the e-newsletter.

The adopt page will show the adoptees pictures,description of the animal and have a preference lterto make searching easier for the user. The give backpage will contain a donate section with the wish listand the option to sponsor a cage. Next there will be asection detailing the available volunteer opportunitiesand nally there will be a section devoted to theCapital Humane Society Shop.

The education page will include the class descriptions,

schedule, sign-up information, educational links and alink to the frequently asked questions.

The contact us page will have the Capital HumaneSocietys address and phone number, a photo of thefacility, a Map Quest map with a link to the site, staffbiographies and staff contact information.

The site will include the Capital Humane Societysaddress and phone number, building hours, adoptionhours and a search option on every page. There will bean increased number of prompts relative to the currentsite for the visitor to donate or sponsor and to join thee-newsletter email list.

There are several notable differences between thecurrent site and that of the campaign. The frequentlyasked questions are broken up into new categoriesto help the visitor nd what they are looking for:prospective parents, dog topics, cat topics and other.

The Capital Humane Society Shop will sell items offthe wish list, cage sponsorships and online donations.

It may be expanded to include other items at theCapital Humane Societys convenience. The direct funddonation option will help the sponsor feel the benetof the donation and give a sense of purpose behind it.

E-newsletter

The e-newsletter will serve as one more way to drawpeople into the Capital Humane Society community.It will work like a micro site that will link out of therecipients e-mail to the Capital Humane Societys Website. In regards to content, the newsletter will providea summary of recent happenings and upcomingevents.


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Public relations can effectively generate interest inand awareness of an organization. Since the CapitalHumane Society has a limited budget for marketingand advertising, public relations is an ideal wayto develop greater brand awareness and improve

community relationships. The creative themes from thepaid portions of the campaign should be carried intothe public relations to present a unied image of theCapital Humane Society. The objectives are the sameas the communication objectives mentioned above.To accomplish the public relations portion of thecampaign, the following strategies are recommended:

Maintain creative tone throughout materials tocreate cohesion and help meet previously statedadoption goals.Build relationships within the community by

increasing use of partnerships and increasecommunity involvement in the Capital HumaneSociety by adding new events and promotions.

Create new events and promotions to increase

participation in the Capital Humane Society by 33%.Work with creative to revise and update literature

to help increase interest in volunteering anddonating.Increase awareness of the Capital Humane Society

at news outlets.

Public Relations TacticsThe Capital Humane Society should add anothersignature event in late March or early April. TheCapital Humane Society currently holds three eventsthat can be considered signature: Tails n Trails,Tails n Ties, and Tails n Tees. These events are held

each year in September, May and June, respectively.

The addition of a fourth event, held in late March orearly April, will increase year-round awareness of theCapital Humane Society. The event would mirror thecurrent events in title and tone.

In addition, the Capital Humane Society should add anew type of event that will serve as a non-traditionalor viral, event. This event will get adopted pets out

in the community in order to show the high quality ofpets offered at the Capital Humane Society.

Tails n Tricks

Interviews with pet owners at the Tails n Trailsfundraiser, determined that many pet owners want tosee more events to which they can bring their pets. Forthat reason, a pet-friendly event would best serve theinterests of the target audience.

Event Overview

Date: Saturday before or after April Fools Day. In2009 the date would be March 28 or April 4.Location: Capital Humane Society or other pet-

friendly location.

Theme: Tails n Tricks. The event will relate to April

Fools Day and the idea of doing and playing trickson people for that day.Prizes/Refreshments: Donated or offer at reduced

price by local business sponsors. Food and drinkcould include sandwiches or hot dogs, chips, cookies,etc. If these cannot be donated, the food couldbe offered for a charge. Sponsors and partners

could also have booths set up to promote their ownbusinesses.Contests: One way to involve people and their

pets in the event would be a series of contests atthe event to tie in with the theme of April Fools. Forexample, there could be contests for best-dressed,

Public RelationsObjectives and Strategies


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best trick, best look-a-like (pet to owner) and most

photogenic. Local business partners such as petstores or specialty vendors would donate prizes. Inthe future these contests could be updated, added toand changed.Sponsors/Vendors: Vendors could purchase

booth space at the event to promote and sell theirproducts. Booths would require a donation of $75, orif a different price has been used for other events,

that rate should be maintained. An event sponsorshould also be found to help the Capital HumaneSociety make back the money spent on the event.This sponsor could contribute between $500 and$1000 and would be featured in all promotionalmaterials.Fundraising: Participants will be encouraged to

fundraise for the Capital Humane Society leading

up to the event. There would be prizes offered forraising the most money. Prizes could be donatedby sponsors and could also include winning a spotfor your pet in future Capital Humane Societypromotional materials.Promotion: Promotion for the event can be similar to

the promotions done for other signature events and

can include the donated time already used on TV,radio and the newspaper as well as on the Web site.Schedule of Events1:00-2:00 p.m.Welcome and sign-up for contests2:00-3:00 p.m.Contests, refreshments, booths3:00-3:30 p.m.Awards3:30-4:00 p.m.Wrap up, refreshments, booths

Effect of EventAdding a fourth event will maintain communityawareness of the Capital Humane Society, as wellas raising money for the organization. The event willalso help to create a community of animal lovers byoffering another opportunity for the owners and the

animals to interact in a fun environment.

Viral Component

Paws in the Park

This non-traditional event will involve ooding thelocal dog park in Lincoln, Nebraska with dogsadopted through the Capital Humane Society. Dogswill be given a complimentary orange bandana at theentrance of the park to wear while they are playing

in the park. Each bandana will have writing on itthat reads I was adopted with the Capital HumaneSociety logo. Along with these dogs, the CapitalHumane Society will bring adoptable animals to thepark for potential adopters to view. These dogs willbe recognizable through the Adopt Me vest thesedogs wear. The Capital Humane Society volunteerswill be available to provide their brochures to

interested dog park attendees.

Event Overview

Dates: Once a month during March, July andOctober.Location: Dog Park in Lincoln.Theme: Paws in the Park refers to the animals the

Capital Humane Society will bring to the park. Thebandanas will make these animals stand out and willshow the quality of animals at the Capital HumaneSociety.Admission: Free. Interested adopted pet owners

will come to the dog park at a specied time andreceive the free bandana.Promotion: When dogs are adopted, the new

owners will be informed of the event and askedto sign up for an e-newsletter that will serve as areminder as the event draws near.


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and organized under broader headlines so the

brochures are more user-friendly and potentialclients can quickly and easily nd the informationthey are looking for. Mandatory copy has also beenestablished to ensure that there is cohesion betweenall of the brochures. These elements will be presenton every brochure, in the same layout, to establish astronger brand identity. Mandatories include logo,mission statement, hours of operation and facility

location.

Revised Content

In general, the tone was maintained and as well as,for the most part, the phrasing of the existing CapitalHumane Society literature. Content was streamlinedbetween the About Us section of the Web site andthe general information brochure. This is to ensure that

no matter where potential clients rst learn about theCapital Humane Society, they will be getting a clearand consistent message.

Research showed that the target audience for thecampaign truly love animals and consider theiranimals as part of the family. References to animals

were changed to pets to appeal to this sense offamily and relationship that the target audience feelswith their animals.

Another problem found in current literature wasinconsistent representation of the hours of operation.This may confuse potential owners. A concise, clearversion of the hours was created that details hours of

operation and notes that adoptions end one half hourbefore close.

Increased Use of a Call to Action

Currently, the literature used by the Capital HumaneSociety makes use of few, if any, calls to action that

encourage readers to become involved, adopt,

donate or learn more. In the revisions, a number ofcalls to action have been added by including thephone number and Web address throughout thebrochures. This will help generate interest and remindthe audience to get involved.

Media Kits

A media kit is an essential tool for any organization

and one that will greatly increase awareness ofthe Capital Humane Society in the eyes of mediaorganizations. This will generate more awarenessin the community. The media kit will be sent tonewspapers, radio and TV stations throughoutLancaster County to announce the rst event of theyear. This will establish a relationship with mediaoutlets in the community. After that, press releases

can be sent to announce other events and fundraisingdrives. Included in the kit will be a backgrounderwith general information, a press release pertainingto a particular event or fundraising drive, a CD withpictures and les and copies of the revised brochures.Suggested media outlets include:

Television

KLKN-Channel 8 (ABC)o

KOLN-Channel 10/11 (CBS)oKSNB-Channel 4 (FOX)oKUON-Channel 12 (PBS)oKETV-Channel 7 (ABC)oKMTV-Channel 3 (CBS)oKPTM-Channel 9 (FOX)o

Radio

KZUM-90.3 FMoKFRX-106.3 FMo

NewspaperLincoln Journal StaroDaily NebraskanoOmaha World-Heraldo


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Partnerships

The Capital Humane Society has a history ofpartnering with various veterinary clinics and petstores around Lincoln and Lancaster County. Increasingand expanding these partnerships to include morebusiness and organizations as well as more events willhelp increase visibility of the Capital Humane Societyand community awareness of it. Potential partnersinclude churches, Boy and Girl Scouts, country clubs

and pet groomers. These partnerships would includeevents and fundraising drives. These partners couldalso help provide prizes or booths at various events. Afully developed media kit and brand image will helpto promote the Capital Humane Society to potentialpartners.

Newsletter/E-Newsletter

Cutting back on the use of traditional newslettersand expanding an e-mail database to enablee-newsletters will cut back on postage prices as wellas paper costs to produce the newsletter. While it isimportant to maintain a paper newsletter for clientswithout email, those who do have e-mail shouldreceive the electronic version.

An e-mail list could be easily obtained by adding aspace for it on the adoption questionnaire, or frompeople who attend events. Both the newsletter andthe e-newsletter should reect the creative executionsin color and theme because it is important to have aunied theme for all publications and literature. Sinceprinting fewer paper newsletters will save money,

more emphasis can be put on layout and design.The e-newsletter will serve as a reminder forupcoming events including Paws in the Park andeducational opportunities, in addition to highlightingadopted pets or pet owners who have doneoutstanding work for the Capital Humane Society. A

featured pet section could serve as a potential prize

for fundraising winners.

The consistent use of newsletters and e-newsletterswill help adopted pet owners to feel involved in theCapital Humane Society. The more involved a petowner is, the more likely they will be to act uponthe third aspect of the creative message Advocatefor Us. The newsletters and e-newsletters will help

create a community of adopted pet owners anddevelop relationship between the shelter and animallovers.


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Objectives

The primary communication objective of the campaign

is to establish awareness in 75 percent of animal

lovers by the completion of the campaign. When

introducing a new campaign to an audience it is

important to adjust the reach of the campaign. Baron,a media expert, denes reach as the number of

unique individuals or households that are exposed to

a specic message at least once over a specic period

of time. As previously stated, the communication

objective for this campaign is to establish awareness

in 75 percent of the target audience. Keeping this

objective in mind, the reach goal will vary with

throughout the year based on when special events and

fundraising activities are held. The week prior to each

of the four signature philanthropies, Tails n Tricks, Tails

n Ties, Tails n Tees, and Tails n Trails, the reach will

rise to 85. The reach will also be this high the starting

the week prior and during the two annual phone-a-

thons. In between these events and activities the reach

will hold relatively steady at 65.

Frequency, as dened by Baron, is the average

number of times an individual is exposed to a

commercial or media message. One way to select

effective frequency for an advertising campaign is

through the model developed by Joseph Ostrow. The

Ostrow model lists a number of questions in three

different areas Marketing, Copy and Media. The

numbers on the continuum determine how to adjust the

frequency benchmark to enhance a campaign. Using

the Ostrow model for the Capital Humane Society

campaign suggests a frequency of 2.6.

Media Selections

Strategies

The campaign will last for one year beginning inJanuary 2009. It will use only local advertising,

primarily in Lincoln but can span out within Lancaster

County. The pieces will be scheduled in a pulsing

pattern that correlates with the special event schedule

to help meet these objectives. The pulsing pattern

combines the best of both the continuity and ighting

patterns and it covers any variation of marketing

situations (Baron, 2002). The pulsing pattern highlightsspecic selected times throughout the year, for the

campaign it will bring the most attention to the shelter

during times of fundraising and programming. The

advertisements and other communications pieces will

call the viewers to the Web site where they will be

able to nd more information about the organization

and ways to get involved.

Media Mix

Web Site Rationale

The call to action on all advertisements will be for

the viewer to visit the Capital Humane Societys Web

site, which is why it is so important to put the time and

money into enhancing and updating the current look

of the Web site. The internet is an active medium thatallows for consumers to nd information and interact

with the organization.

Web Site Tactics

Phone calls were placed with two local Web site

developers; The Minnow Project and Firespring. Both

companies gave similar quotes to redesign and addfunctionality to the Web site, including a newsletter.

The developers at The Minnow Project said that

most Web site companies, including their own, would

donate a portion of the Web site cost due to the

non-prot nature of the Capital Humane Society. The


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example given was if $10,000 worth of updates and

enhancements were needed and the Capital HumaneSociety could only afford $5,000-7,500 The Minnow

Project would be willing to donate the rest of the work

to complete the project.

Magazine Rationale

Magazines are an important medium to include in

the media mix for a number of reasons. Generally,

providing the best color production of the print media,magazines will be a good place to show images

of the animals and utilized the bold color pallet to

grab the attention of the reader. Magazines provide

extra reach through the opportunity for multiple users

and their long shelf life. The medium also offers the

opportunity to choose exactly the target audience

through evaluating the buyers and circulation of eachindividual magazine (Baron, 2002).

Magazine Tactics

To ensure that the campaign is reaching the higher

income households in Lincoln and Lancaster County,

advertisements will be placed in L Magazine. This

magazine is mailed and distributed to Lincoln homes

with a HHI of $125,000+, every physicians ofce,health club and spa also receive this magazine. One,

full color half-page, advertisement will be placed

each month for six months, alternating each month

beginning with February.

Newspaper Rationale

Newspapers and direct mail were two additionalmedia that were considered; however, only

newspapers were chosen for this campaign.

Newspapers offer the opportunity to have

advertisements run in specic sections or certain issues

that may be more likely to appeal to the target

audience (Baron, 2002). Direct mail was also not

recommended due to the difculty and high cost ofobtaining an accurate mailing list.

Newspaper Tactics

Two newspaper outlets will be used for this campaign,

The Lincoln Journal Star and The Neighborhood Extra,

together totaling 35 advertisements. The Journal

Star allows the campaign to reach a large number

of people within Lincoln and nearby cities. Over thecourse of the year, 20 advertisements will be placed

corresponding with the Capital Humane Societys

events. On a similar schedule, 11 advertisements will

be placed in The Neighborhood Extra. This medium

allows for a more direct match to the target audience

because of the Promotion Calendar. The Calendar

allows for ads to be placed in sections that are morelikely to appeal to the Capital Humane Societys

target audience. In addition to the 11 standard

advertisements placed in The Neighborhood Extra,

there will be four other advertisements placed using

the Business Notes option. Business Notes allow for

an article to be run side-by-side with an image or

advertisement. Only four can be run per year, but it is

at a signicantly reduced price.

Outdoor Rationale

Outdoor advertisements allow for a good place to

reach the targets attention through showing images of

the animals and the bold color pallet. MRI data shows

that animal lovers are 34 percent more likely to

be a heavy outdoor viewer than the average heavyuser. The outdoor advertising builds extensive local

coverage of mobile populations.

Outdoor Tactics

Generally speaking, outdoor advertisements are a


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very expensive medium, but Lamar Outdoor has great

reduced rates for non-prot organizations. Therefore,ve poster size (105x228) billboards will be

purchased six months out of the year, alternating each

month beginning with January. The advertisements will

be in full color format and lead the viewer to visit the

easy to remember Web site.

Yellow Pages Rationale

The Yellow Pages is an important place to advertisea local business. Data shows that animal lovers are

68 percent more likely than the average person to

reference the Yellow Pages 7-10 times in the last

seven days. This indicates that the Yellow Pages are a

must for the Capital Humane Society.

Yellow Pages TacticsA black and white advertisement will be placed in the

yellow pages of the local Windstream phone book.

It will be a quarter page ad placed under the Pet

Shops section. This piece will be slightly different than

the other ads due to the need to be more informative.

The advertisement will display the contact information

for the Capital Humane Society, including the address,

phone number, and Web address. Additionally, thepiece will have the facilities hours of operation and

indicate that the organization is non-prot. Due to the

nature of the Yellow Pages it will be a yearlong piece

obtaining multiple exposures to the target audience

each day, throughout the entire year.

Media Budget Objective & StrategiesThis campaign will use no less than 95% of the

$40,000 budget. The budget was spread relatively

evenly among all media outlets. More than 80% of

the budget was used on outdoor, print and Web site

enhancements. The remaining 20% was used in the

Yellow Pages and for public relations opportunities.

Of the budget, $1000 was set aside in case ofunexpected opportunities to advertising throughout

the year.

Summary of Media Buys

A full media schedule is seen on the next page.


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Media Schedule

week 1st 2nd 3rd 4th 1st 2nd 3rd 4th 1st 2nd 3rd 4th 1st 2nd 3rd 4th 1st 2nd 3rd 4th 1st 2nd 3rd 4th

Website

Yellow Pages

Newspaper

Lincoln Journal Star 2 2 2 2 2 2 2

Neighborhood Extra BN Ad Ad Ad Ad Ad Ad Ad BN

Magazine

L Magazine

Outdoor

Lamar

Public Relations

Media Kits

Events

January February March April May June

1st 2nd 3rd 4th 1st 2nd 3rd 4th 1st 2nd 3rd 4th 1st 2nd 3rd 4th 1st 2nd 3rd 4th 1st 2nd 3rd 4th

2 2 2

BN Ad Ad BN Ad Ad

October November July December August September

week

Website

Yellow Pages

Newspaper

Lincoln Journal Star

Neighborhood Extra

Magazine

L Magazine

Outdoor

Lamar

Public Relations

Media Kits

Events


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In order to evaluate the success of the campaign,

the Capital Humane Society should conduct a survey

to evaluate the communitys awareness level of

the organization. The survey should show at least

a 75 percent awareness level among the target

audience. Another objective that is easily measuredis the number of Web site hits received in the

2009 calendar year. This number can be obtained

by contacting the Web master. According to the

campaign, the Web site should have 50,000 hits or

more by the end of the year. An evaluation of the

marketing objective, which was to increase the number

of adoptions, can be accomplished through checking

monthly records for the number of adoptions. This

number should be higher than 200 per month. The

Capital Humane Society should also see a ten percent

increase in volunteer hours logged.The last marketing

objective for the Capital Humane Society to evaluate

is the increase in programming and signature event

attendance. Reviewing the number of registered

participants can fulll this evaluation. If records ofthese numbers are not kept it is recommended that

these numbers be kept for future evaluations.

Recommendations

After four months in a unique relationship with

the Capital Humane Society, we have a few

recommendations that do not fall under the umbrella

of the campaign. The rst recommendation is to keep

the adoption questionnaires that are collected at the

time of adoption. This information gives valuable

insight regarding the target audience of the Capital

Humane Society. It can be reviewed to show consumer

trends in order to better reach new and potential

adopters. (See Appendix for revised version of the

adoption questionnaire.)

It is also recommended that the Capital Humane

Society implement an internship program that recruits

college-aged applicants who special in the areas

of: marketing, Web design, event coordination and

veterinary care. Not only would this be a great

opportunity for the interns, but it is benecial to the

Capital Humane Society because interns could also beassigned to help with data collection and daily tasks

that pertain to the Capital Humane Society.

The nal recommendation is to accommodate

adopters and animal surrenders or animal pick-ups in

different area of the facility. This should be achieved

by the expansion to the 70th

and Highway 2 location.It will be important in order to create and maintain a

positive experience for the adopter.

We have discovered that building a relationship with

the consumer is one of the most reliable and efcient

methods to increase the success of the Capital Humane

Society. The campaign presented in this plan will

work to forge relationships with the animal lovers ofLancaster County. These relationships will encourage

the three stages of the tagline created, Adopt Us,

Adore Us, Advocate for Us, to take place within the

community. All three are inter-related.

It has been a pleasure and honor to be able to

work closely with an organization of this nature. Theexperience that ve:one gained from working on this

campaign has allowed us the opportunity to expand

our talents and skills, which we have cultivated over

the last four years. We would like to conclude with

thanking you for this wonderful opportunity.

Campaign Evaluation


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In-Depth Interview

Introduction:

We are current UNL students researching pet ownership. We would like to hear about your pet,

how you found them and your impressions, experiences, and thoughts about pet ownership.

Warm-up questions

State your name. Tell us about you pet. (pets name, etc)

Questions

How did you to choose your method of adoption?1.

Where you aware of other pet adoption/purchasing options in this community? How do2.

you feel about them?

Is there a reason you didnt choose a different option (pros/cons)?3. How long did was your decision process?4.

Can you describe the Capital Humane Societys adoption process?5.

What where some pros and cons of the Capital Humane Societys of the procedures?6.

Do you think there are stigmas attached to adopting from the Capital Humane Society?7.

What are the challenges of pet ownership?8.

Besides adoption what other Capital Humane Society services are you aware of?9.

Are there educational programs that you would like to see offered?10.

Would you ever consider attending an educational class through the Capital Humane11. Society? Why or why not?

Have you ever attended any event/fundraising associated with the Capital Humane12.

Society? Please explain.

Do you feel the community is aware of the Capital Humane Societys needs?13.

How would you rate the Capital Humane Societys community visibility?14.

What are the reputations of the different pet ownership options in this community?15.

What is your perception of the Capital Humane Society? Do you feel like that aligns with16.

the rest of the community?If you were trying to convince someone to adopt what would you say?17.

Is there anything else you would like to add?18.

Research Appendix


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Adoption Questionnaire key ndings


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Public Relations Appendix

2320 Park Boulevard Lincoln, NE 68502 Phone: (402) 441-4488

Fax: (402) 438-6182

CapitalHumaneSociety

Backgrounder

FOR IMMEDIATE RELEASE FOR MORE INFORMATION:March 2, 2009 Donna Bode

[email protected]

Capital Humane Society: History and Services

The mission statement of the Capital Humane Society is to fulill the promise of animals; the Capital HumaneSociety shelters animals, protects animals and teaches compassion and respect.

The Capital Humane Society was founded in 1902 as the Lancaster County Humane Society. The Societys missionfocused on the prevention of cruelty to children and horses. Around 1907 the services expanded to include avariety of animals.

In 1924 the Society acquired a three-acre tract of land at Park Boulevard and Hatch Street, a gift in the Sawyer-Snell Estate. The current facility is the third to sit at this location and was erected in 1966 and renovated in 1997.

In the spring of 2004, work was completed on the new Spay/Neuter Vet clinic at the facility. The Society is nowable to spay and neuter all animals going into the adoption program. Today, the Capital Humane Society serves thecommunity by sheltering unwanted pets, acts as an advocate for animal welfare and strives to educate the publicabout responsible pet care.

A number of services are provided at the Capital Humane Society, a 501(c)(3) non-proit organization. Servicesinclude:

Adoption/Reunion

Adoptions/Veterinary Careo

The goal of our adoption program is to ind a forever home for every animal available foradoption.

Reunionso

Foster Careo

Education

Humane Educationo

Population Controlo

Prevention of Crueltyo

Outreach

Volunteer Programo

All animals entering the adoption program at the Capital Humane Society receive a number of preliminary services:a health exam by the Humane Society veterinarian, spaying or neutering, treatment for leas, ticks, intestinal wormsor mites, testing for Heartworm or Feline Leukemia, a irst or booster set of vaccinations, and Micro-chipping.

###

Public Relations Backgrounder


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Fax: (402) 438-6182


News Release

FOR IMMEDIATE RELEASE FOR MORE INFORMATION:

March 2, 2009 Donna [email protected]

402.441.4481

Capital Humane Society announces Tails n Tricks

Think your pet has what it takes to win Best Dressed? What about most photogenic?

This Saturday is your chance to ind out at the First Annual Tails n Tricks event at the Capital

Humane Society. A celebration of pets and April Fools Day, Tails n Tricks offers pet owners in

Lincoln a chance to experience a fun, interactive event with their pets.

The event will be held on Saturday, March 28 from 1-4 p.m. and all Lincoln pet owners and petlovers are invited. Admission is free and registration for pets is $10.

Tails n Tricks is sponsored in part by PetCo. Various other Lincoln businesses will participate

with booths showcasing their products, prizes and other giveaways. Partner businesses includeNellies Pet Snacks, PetsMart, The Pet Doctor, and many others.

Contests will be held at the event for best-dressed pet, best trick, best look-a-like (pet to owner)

and most photogenic. Prizes will be awarded by local businesses for winners in each category.

A fundraising contest will be held before the event, with winners announced at the event. Prizes

include those from local businesses, a featured placement in future promotions for the owners

pet and acknowledgment in Capital Humane Society publications. Registration forms andcomplete rules are available online atwww.capitalhumanesociety.org.

Tails n Tricks is a fundraiser beneiting the Capital Humane Society, which works to shelter and

protect animals in the Lincoln community.

###

Public Relations News Release


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Fax: (402) 438-6182


Fact Sheet

FOR IMMEDIATE RELEASE FOR MORE INFORMATION:

March 2, 2009 Donna [email protected]

402.441.4481

Capital Humane Society to hold new event Saturday, March 28

What: The Capital Humane Society is inviting all Lincoln pet owners to a newevent, Tails n Tricks, celebrating pets and April Fools Day.

Vendors and local businesses will be showcasing their inest pet products. Pet

contests will be held, including:

Best DressedBest TrickBest Look-a-like (pet to owner)

Most Photogenic

Prizes will be awarded from local pet stores. Admission is free, while registration

for animals is $10.

Fundraising contests will be held before the event, with winners announcedthe day of the event. Registration forms and rules are available online at

www.captialhumanesociety.org.s

Who: All Lincoln pet owners.

Where: At the Capital Humane Society, 2320 Park Boulevard, Lincoln, NE.

When: March 28, 2009, from 1-4 p.m.

Why: Pet owners will have a chance to experience a fun, interactive event with their pets,as well as support the Capital Humane Society in its mission to shelter and protect

animals.

###

Public Relations Fact Sheet


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Letterheads, Envelopes, Business Cards


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General Information Brochure page one


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General Information Brochure insert


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General Information Brochure page two


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Adoption Brochure Page one


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Adoption Brochure page two


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Education Brochure page one


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Education Brochure Page two


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38Web site: Home Page


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39Web site: About Us Page


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40Web site: Adopt Page


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41Web site: Give Back Page


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42Web site: Education Page


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44Web site: E-Newsletter


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45L Magazine: Ad One (6-1/8 x 8)


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Newspaper (3-7/8x4)


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Neighborhood Extra (5-7/8x5)


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Neighborhood Extra Business Note (12x9-15/16)


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Outdoor Ad One (105x228)


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Outdoor Ad Two (105x228)


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Outdoor Mock-up


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Yellowpages (5-3/4x4-3/4)

Capital Humane Society Hours:

Monday:12:00 pm 6:00 pm

Wednesday and Thursday:9:30 am 7:00 pm

Tuesday and Friday:8:30 am 6:00 pm

Saturday:8:30 am 3:00 pm

Sunday:1:00 pm 4:00 pm

**Adoptions end hour prior to closing

Capital Humane Society

(402) 441-4488www.capitalhumanesociety.org

2320 Park Boulevard

Lincoln, NE 68502

Adopt Us, Adore Us, Advocate for Us

CapitalHumane

Society

Mouths shut, ears open.


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Viral - Bandana


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Font: Tw Cen MT - Regular

Font: Tw Cen MT - Bold

Font: Tw Cen MT - Italic

PANTONE 144 M PANTONE 186 M PANTONE 3295 M PANTONE 364 M PANTONE 262 M

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

123456789

Creative Detail

M di D t il


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Media Details


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Work Cited


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Work Cited

Baron, Roger, and Jack Sissors. (2002). Advertising Media Planning. New York: McGraw-Hill.

Capital Humane Society, The. (2008). Welcome to our Web site. Retrieved September 5, 2008, from CapitalHumane Society. Web site: www.capitalhumanesociety.org.

Mediamark Research Inc. (1999-2008). Fall 2008 Household Products: Pets: Pet Ownership. Retrieved September

5, 2008, from MRI+. Website: www.mriplus.com.

Mediamark Research Inc. (1999-2008). Fall 2008 Animal Lovers coding. Retrieved October 10, 2008, fromMRI+. Website: www.mriplus.com.

SRI Consulting Business Intelligence. (2001-2008). The VALS Types. Retrieved September 30, 2008, from VALS.Web site: www.sric-bi.com/VALS.

Points of Light Institute. (2008). Resources & Evaluation. Retrieved September 30, 2008, from Points of Light. Website: www.pointsoight.com.

U.S. Census Bureau. (2007). Lancaster County, Nebraska. Retrieved September 30, 2008, from U.S CensusBureau. Web site: www.census.gov.

Creative Photo Credit: Paper House Productions

Group Photo Credit: Roger Bruhn

Media Outlet Contacts:

Firespring. Megan Kocke. 402-437-0100Minnow Project. Marty Hager. 402-475-3322Lamar Outdoor. Scott Morton. 402-423-0027


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(back): Wendy Adams - Creative, Jake Johnson - Account Executive, Elie Lane - Creative(middle): Mallory Hyland - Project Manager, Lisa Herman - Research and Media

(front): Whitney Bruhn - Public Relations

capital humane society fall 2008 plans book

Documents