AMB202 09169440
Animal Welfare League Queensland (AWLQ)
Rehoming Campaign
Student name: Sequoia Painter
Student number: N9169440
Tutor name: Alicia
Tutorial: Thursday 3pm
Word Count: 1647 (excluding executive summary, tables, references and
appendices)
Colour text codes:
Tactical strategy
Implementation
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Table of Contents
Executive Summary.......................................................................................................... 3
Client proposal and objectives solved.............................................................................4
Situational Analysis.......................................................................................................... 4
Target Audience.................................................................................................................. 7
Branding/Positioning Strategy......................................................................................... 9
Marketing Communication Strategy............................................................................10
Marketing objectives........................................................................................................ 10
Message Strategy............................................................................................................. 10
IMC Tactical Strategy and implementation...............................................................10
Online marketing, social media and user-generated content (UGC).............11
P-mailing........................................................................................................................... 11
Ambassador/influencer marketing..........................................................................12
Public Relations.............................................................................................................. 12
Campaign Evaluation...................................................................................................... 13
Budget and timeline.......................................................................................................... 14
Marketing Collateral...................................................................................................... 16
References......................................................................................................................... 20
Appendices........................................................................................................................ 23
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Executive Summary
The following report has been commissioned to develop an animal rehoming
campaign for Animal Welfare League Queensland (AWLQ) to raise awareness in the
Brisbane area.
The aim of AWLQ is to achieve zero euthanasia of healthy and sociable animals in
the Brisbane city shelters located in Warra and Willawong. AWLQ is a non-profit
organisation focused on the welfare of animals; the ‘homebody buddy’ campaign has
been developed to target individuals, who are 18-54, value companionship and are
introverted in nature. By creating a campaign that humanises shelter animals, AWLQ
strategically leverages elements of companionship that an animal ‘buddy’ provides.
Tactical strategies such as online and social media marketing, direct marketing
through p-mail and e-mail, public relations, employing ambassadors for influence and
encouraging user-generated content have been utilised in order to create
communication synergy for the marketing message. Suggested evaluation metrics
have been provided in order to understand the target audience, measure response and
effectiveness of the campaign message and provide important insights for future
campaigns. Cost considerations and timeline have been considered and outlined along
with marketing collaterals.
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Client proposal and objectives solved
The Animal Welfare League QLD (AWLQ) aims to achieve zero euthanasia of
healthy and sociable animals in the Brisbane city shelters located in Warra (North
Brisbane) and Willawong (South Brisbane). The proposed campaign will run for a
month with the primary objectives of increasing the awareness of Brisbane city
shelters and AWLQ by 20 percent and achieve a 25 percent increase in the number of
animals rehomed during the campaign period. The objectives will be solved using an
integrated communications approach, strategically creating “unity of effort at every
point of contact” Gronstedt (2000) in accordance with the consistency triangle (Chitty
et al., 2015).
Table 1. Outline of objectives
Objective Priority & possible timeframe1 Achieve zero euthanasia
of healthy and sociable animals in the city’s shelters
High priority, AWLQ has achieved zero euthanasia of healthy and sociable animals in its own shelters and has entered an agreement with the Brisbane City Council to operate two council rehoming shelters. This objective requires an estimated timeframe of 6 months.
2 Rehome 25% more animals during the 31-day campaign
High priority and a primary objective of the campaign. To be achieved the month of the campaign
3 Increase awareness of AWLQ and the city shelters by 20%
The third objective of the campaign is to increase awareness of AWLQ and adoption options by increasing social media engagement and website traffic.
Situational Analysis
AWLQ is a nationally recognised non-profit organisation (NPO) that cares for up to
15,000 strays and surrendered animals each year (awlq.com, 2016). A SWOT analysis
of AWLQ (table 1) indicates competitive pressure to obtain donations and volunteers,
as well as budgetary constraints that may inhibit promotional activity. Despite such
threats and weaknesses, AWLQ has strong media connections that may be leveraged
to secure positive press and media releases. AWLQ has well-developed SEO,
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displaying in the top results on the first page for Google searches relating to pet
adoption in Brisbane. High consumer demand also presents itself as a key strength for
AWLQ with 59% of Australians surveyed without a current companion animal is in
desire of obtaining one (Animal health alliance, 2013). The RSPCA, a leading
competitor for donations and volunteers, euthanised 55 dogs and 5,673 cats for the
2014-15 financial year for reasons other than infectious, medical, behaviour or legal
concerns (RSPCA, 2015). The achievement of zero euthanasia of healthy and sociable
animals provides a competitive advantage for AWLQ.
Table 1. SWOT analysis
STRENGTHS
- Has achieved zero euthanasia in AWLQ shelters
- 5 rehoming centres, 10 op shops, 1 antiques/collectables, 2 bookstores
- 3 Community vet clinics- Previously successful
campaigns/fundraisers i.e. UBERpuppies & paws + connect.
- Strong social media followings- Well-known ambassadors- Media connections & Sponsors- Strong SEO (in top results in
Google search)
OPPORTUNITIES
- Pet industry is a growing market
- 59% of Australians who do not have pets, would like to own one (Animal Health Alliance, 2013)
- Regulations passed to decrease puppy farming.
- Public Relations opportunities through media connections & sponsors
WEAKNESSES
- Budget constraints- Reliant on community
generosity in the form of both time and monetary donations
THREATS
- Competition included large NPO’s competing for donations and volunteers from the community i.e. RSPCA & Animals Australia
- Pet stores and puppy mills- Consumer concerns with the
nature/behaviour of shelter animals
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In the PESTLE analysis (table 2), legislative factors such as puppy mill regulations is
expected to impact the quantity of canines bred for sale, subsequently resulting in a
decreased quantity of strays in need of rehoming. This regulation also enlightens
prospects of the truth of puppy breeders and is expected to have a positive impact on
perceptions of shelters and rehoming centres compared to breeders and pet stores.
Table 2. PESTLE Analysis
Political
Economic The GFC had little impact on the pet
industry, in fact, the prioritisation of pets
has lead to the growth of new and
emerging products and services for pets
(Animal Health Alliance, 2013)
Social Expanding social trends in relation to
technological development include the
increased use of social network
platforms. The welfare of animals is
becoming a greater concern of Australian
society.
Technological New technological developments have
contributed to the importance of tactically
coordinating marketing communications
and to realise new channels for
interaction (Selker, 2011). According to
Hawkins (2011), making social
marketing more integrated is essential
given the limited resources of social
marketing organisations and the
requirements of time, money and effort
for promotion
Legal Regulations for puppy mills, and breeder
ID requirements.
Environmental The Australian environment places a high
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priority on pets with 59% of pet-less
Australians, wanting a pet (Animal
Health Alliance, 2013)
In the past AWLQ has implemented numerous campaigns to encourage the rehoming
of animals, current examples being the ‘Paws + connect’ program which seeks to
provide animal companionship to Brisbane employees and ‘golden oldies’ targeting
those close to, or in retirement (awlq.com, 2016)
Target Audience
The target demographic outlined in table 3 consists of those within the 18-54 age
bracket who value animal welfare and are or will soon consider purchasing a pet. This
target audience comprises both generation Y (Millennials) and generation X.
Millennials respond well to authenticity, and having spent their development years in
the digital age interact strongly with and respond well to social media. It has been
indicated that Millennials trust information garnered through user-generated content
50 percent more than from other media sources (Callegari, 2014). Generation X is
also tech savvy with 60 percent using smartphones and 67 percent using laptops daily
(Manchee, 2016). The target psychographic is slightly more introverted and spending
more time in the home. Introversion is often misunderstood as unfriendly, lethargic or
cold yet it is important to understand that is a stable personality dimension
(Baumeister & Vohs, 2007). The campaign will target individuals who value
companionship and spend quality time in the home with family, studying or relaxing
after work.
Table 3. Target audience analysis
Description Potential impactGeographic Segmentation
Warra and Willawong themselves have small populations. The campaign will therefore, target larger suburbs in close proximity to the city shelters such as
- Acacia Ridge (Willawong shelter)
Prospects living in close proximity to the city shelters have greater ease of access.
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- Archerfield (Willawong shelter)
- Dalby (Warra shelter)- Jimbour (Warra
shelter)- Warra- Willawong
Demographic Segmentation
18-54 year olds
Both males and females are targeted with this campaign.
Those in the 18-54 age bracket range from those moving out of home into their own home (young adults), is inclusive of those starting families, or with families already up to those with empty nests and in pre-retirement.
Psychographic Segmentation
Companion seeking, introverted and empathetic
Those who are more introverted in nature may be less inclined to plan busy social schedules thus spending more time in the home or with family.Though not as extroverted, and not necessarily lonely, obtaining a pet offers these individuals companionship.Companion seeking psychographic pertains to those who may not fit the introverted segment, but rather those who have an ‘empty-nest’ or just moved out of a home.
Behavioural Segmentation
Spends time in the home; e.g. gardening, watching TV, cooking, playing with children.
These behaviours are ideal for the target market, as spending more quality time in and around the home means that they will be present for their animal companion.
Branding/Positioning Strategy
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AWLQ runs regular campaigns to position the brand as a reliable and trustworthy
option for pet adoption. It is important for the marketing strategy that AWLQ
maintains the current brand position of a community run, non-profit with the primary
focus placed on animal welfare.
AWLQ provides families and individuals with a sense of championship and heroism.
This symbolic need is satisfied through rehoming stray animals with both individuals
and families throughout the region. The service marketing mix relating to AWLQ is
outlined in the SIVA model (table 4).
Table 4. SIVA model
Solution Offering the solution to companionship
requirements/desires
Information Disperse information relating to the
benefits of companion animals and how
they contribute to quality of a home
environment
Value Emphasise the mental and physical
wellbeing and subsequent value of
adoption for both the individual and the
animal.
Access Social media enhances access for
prospects to engage in two-way
communication with AWLQ. Links to
AWLQ social platforms, website and
subscribe options for EDM increase ease
of access. Maps of the shelter locations.
Sharing relatable content also makes the
brand more accessible from a consumer
perspective (Wolburg & Pokrywczynski,
2001)
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Marketing Communication Strategy
Marketing objectives
Objective One
Achieve zero euthanasia of healthy and sociable animals in the Brisbane city shelters
located in Warra and Willawong through rehoming. The following objectives have
been designed to support the primary objective.
Objective Two
Increase awareness of AWLQ and the Brisbane city shelters by 20% in 31 days.
Objective Two
Increase rehoming by 25% during the 31-day campaign.
Message Strategy
The Unique Value Proposition (UVP) for AWLQ is the ability to provide
companionship, heroism and improved quality of home life for prospects. The
message for the ‘homebody buddy’ campaign aims to connect the AWLQ brand and
the animals up for adoption with a sense of companionship and quality of life. The
campaign strategy is to create a personality for the shelter animals, humanising the
animal as a home ‘buddy’ in order to emphasise the companionship they offer for a
‘homebody’. By humanising the issue AWLQ can create an emotional bond between
rescue animals and the Australian public (Warc, 2016) and enhance feelings of
‘heroism’ by providing people with the hope that they can change the situation if they
take action.
IMC Tactical Strategy and implementation
The following tactics will be implemented in order to reach the target market with
minimal spending. The campaign will implement a continuous schedule throughout
the month of the campaign in order to maximise reach and frequency.
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Online marketing, social media and user-generated content (UGC)
Facebook remains the leading social network comprising of 1.44 billion
monthly active users and 936 daily active users (Beese, 2015). AWLQ will
utilise the Facebook ad function to market to the specific target markets, and
will set a pre-selected daily budget of $5 causing the total budget for this
channel to be $155. Figure 2 (page 23) shows an example of the potential reach
for an ad campaign set up to target the Warra region.
Instagram presents a viable option for raising awareness and engagement with
over 400 million monthly active users and 97 percent of campaigns achieving
increased advert recall (Instagram for business, 2016). Donation-funded, 60-
second videos will be used on this platform to spread the campaign message;
these videos will be posted 2 times per week for the month of the campaign.
AWLQ will tag the location of the photo/video and will tag any relevant
associated accounts to increase reach and target specific audiences.
Twitter, when paired with email newsletters is more effective than any other
digital media (War, 2010). AWLQ will release the campaign to the current
audience of 20,000+ subscribers, sending daily posts relating to the campaign
message ensuring synergy at all times in accordance with the triangle xx.
AWLQ will utilise the 140 characters on Twitter to tell short 140 character
stories about each animal up for adoption.
P-mailing
P mailing allows AWLQ to target specific postcodes or suburbs. AWLQ will
send social mail material, such as greeting cards introducing a few of the
animals for adoption, to the suburbs indicated on the graph below. The suburbs
have been selected based on proximity to the city’s new shelters in Warra and
Willawong. Postage rates per item start at $0.585 (“Acquisition Mail – Australia
Post”, 2016) for the same state tray, $4453.02 has been budgeted for this
activity. Whilst this represents a large percentage of the campaign budget, it
directly targets people in their homes. Though more expensive, Chitty et al.,
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(2013) notes that compared to other media, p-mail can be much less wasteful
and will usually produce the highest percentage of responses.
Table 5. P-mail target audience
ACACIA R
IDGE,4110
ARCHERFIELD,4108
DALBY,4405
JIMBOUR,4406
WARRA,4411
WIL
LAWONG,4110
0100020003000400050006000
AWLQ p-mail target audience
Residential Addresses
Suburbs
Res
iden
tial
ad
dre
sses
Figure 4. P-mailing target suburbs based on proximity to city shelters
Ambassador/influencer marketing
The current ambassadors will be leveraged in order to increase awareness,
trust and authority of the brand. Short, high-quality, donation funded films will
also be created and shared by the ambassadors for AWLQ to direct their
followings to the campaign website. There will be 8 videos, each
approximately 30 seconds in length to be posted by a different ambassador
every 4 days.
Public Relations
AWQL will communicate with local media owners in order to gain donated
print, radio and outdoor media. This will extend the reach and frequency of the
campaign message whilst driving traffic to the AWLQ website and social
media pages. The donation of owned advertising channels may be negotiated
with AWLQ’s sponsors such as Gold Coast bulletin for press releases and
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NOVA press for printed flyers, posters and greeting cards to be used for p-
mailing. This opportunity provides mutual benefit as it attaches the sponsors
name to the advertisement and drives an increase of awareness for their brand
also.
Campaign Evaluation
Google Analytics (GA) will be used to measure engagement on all online
platforms specifically traffic and traffic sources. This will allow AWLQ to gauge
the overall effectiveness of the campaign tactics. Additionally, changes to the
number of followers, likes, commented and shares across social media will
indicate the effect of the campaign on engagement.
Adoption rates during the campaign month will indicate the success of the
campaign; a short survey including questions such as “how did you hear about
AWLQ” will be attached to adoption papers to gauge the impact of each tactic on
increasing awareness and response.
BuzzSumo and similar applications are useful in gauging how successful a
particular article; blog post or media release has been in relation to consumer
engagement online. An example of BuzzSumo has been shown in the image
below.
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Buzzsumo search example
Budget and timeline
As a non-profit organisation, the campaign for AWLQ has a limited budget. The 31-
day campaign is expected to be successful at any time of year and has a budget of
$5000, with estimated expenditure to be approximately $4806.
Table 6. Budget outline Tactic Expense
Facebook Ads $155 ($5 per day)
P-mailing $4453.02
NOVA print services (AWLQ sponsor) $0 (negotiated service donation)
Social Media posts $0
Ambassador videos $0 (Student filmmakers / donation funded)
The timeline for the campaign is outlined in the Gantt chart below, taking into consideration content creation, PR negotiation and evaluation, the total period allocated for the campaign is 10 weeks.
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Marketing Collateral
Images 1-4. Examples of social media posts for the ‘homebody buddy’ campaign.
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References
About Us. (2016). RSPCA Australia. Retrieved 1 June 2016, from
https://www.rspca.org.au/what-we-do/about-us
Acquisition Mail - Australia Post. (2016). Auspost.com.au. Retrieved 1 June 2016,
from http://auspost.com.au/business-solutions/acquisition-mail.html
Animal Health Alliance,. (2013). PET OWNERSHIP IN AUSTRALIA 2013 (pp. 16-
46, 80-83). Retrieved from http://animalmedicinesaustralia.org.au/wp-
content/uploads/2015/06/AMA-Pet-Ownership-in-Australia-5-AUGUST-
2013.pdf
AWLQ - Adopt a Pet. (2016). AWLQ. Retrieved 26 May 2016, from
http://www.awlqld.com.au/
AWLQ welcomes first efforts to bring puppy farms to heel and urges further action -
AWLQ. (2016). AWLQ. Retrieved 5 June 2016, from
http://www.awlqld.com.au/AWLQ-welcomes-first-efforts-to-bring-puppy-
farms-to-heel-and-urges-further-action
Baumeister, R. & Vohs, K. (2007). Encyclopedia of social psychology. Thousand
Oaks, Calif.: Sage Publications.
Beese, J. (2015). 17 Powerful Facebook Stats for Marketers and Advertisers.
sproutsocial. Retrieved from http://sproutsocial.com/insights/facebook-stats-
for-marketers/
Callegari, J. (2014). New york city-based crowdtap survey: Millennials connect most
with user-generated content. Long Island Business News, Retrieved from
http://gateway.library.qut.edu.au/login?url=http://search.proquest.com/
docview/1508868637?accountid=13380
Chitty, Luck, Barker, Valos & Shimp (2015). Integrated Marketing Communications,
4th Asia Pacific edition. Cengage Learning.
Crawford, C. (2016). Never Backing Down: The Latest Trends in Content Marketing.
Tweak your biz. Retrieved from
http://tweakyourbiz.com/marketing/2016/05/26/never-backing-down-the-
latest-trends-in-content-marketing/?
utm_source=twitterfeed&utm_medium=twitter&utm_campaign=Feed
%3A+bloggertone+%28Bloggertone%29
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Create a Custom Audience. (2016). Facebook for Business. Retrieved 1 June 2016,
from https://www.facebook.com/business/learn/facebook-ads-custom-
audiences/
Gronstedt, Anders. The Customer Century: Lessons from World-Class Companies in
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Hassan, S., Nadzim, S., & Shiratuddin, N. (2015). Strategic Use of Social Media for
Small Business Based on the AIDA Model. Procedia - Social And
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Hawkins, J., Bulmer, S., & Eagle, L. (2011). Evidence of IMC in social
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How Much Do Facebook Ads Cost?. (2016). Facebook for Business. Retrieved 31
May 2016, from https://www.facebook.com/business/learn/how-much-
facebook-ads-cost/
Instagram for Business - Getting Started. (2016). Business.instagram.com. Retrieved
1 June 2016, from https://business.instagram.com/gettingstarted/
Manchee, R. (2016). Why You Really Need to Stop Overlooking Generation X.
Marketingprofs. Retrieved from
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to-stop-overlooking-generation-x
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NRMA Insurance,. (2015). At home with Sam Thaiday. Retrieved from
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RSPCA_Australia-Report_on_animal_outcomes-2014-2015.pdf
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Selker, S. M. (2011). Enhancing publicity and promotion: Applying gerard hauser's
theory of reticulate public spheres to encourage discourse for integrated
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docview/870398687?accountid=13380
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Appendices
REPORT TABLES AND ADDITIONAL INFORMATION
Table 1 Objective
Objective Priority & possible timeframe1 Achieve zero euthanasia
of healthy and sociable animals in the city’s shelters
High priority, AWLQ has achieved zero euthanasia of healthy and sociable animals in it’s own shelters and has entered an agreement with the Brisbane City Council to operate two council rehoming shelters. Secondary objective of this campaign and requires an estimated timeframe of 6 months.
2 Rehome 25% more animals during the 31 day campaign
High priority, primary objective of the campaign. To be achieved the month of the campaign
3 Increase awareness of AWLQ and the city shelters by 20%
The third objective of the campaign is to increase awareness of AWLQ and adoption options by increasing social media engagement and website traffic.
Table 2 Potential Competitors
Competitor Potential impact – immediate or long term?RSPCA Potential long-term impacts, AWLQ competes
with RSPCA for volunteers and donations.Animals Australia Potential long-term impact, as AWLQ compete
with RSPCA for volunteers and donationsOne Stop pet shop One stop pet shop is located near the Willawong
shelter and has an immediate potential impact as people select to purchase pets from the pet shop rather than adopt. Leading to less prospects looking to purchase a pet, with many animals remaining in the shelters.
Tradingpost.com.au The website lists numerous animals to purchase, often purchasing from such online platforms is supporting puppy farms and poses a negative and long-term impact to the number of animals bred and subsequently in need of a home
Puppyshack.com.au This pet store located at Grange in Brisbane
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specialises in puppy sales. Pet shops such as the puppy shack mean that people considering dog adoption may be more inclined to purchase puppies and less inclined to adopt older, more mature dogs.
Table 3 Analysis of the Target Audience
Description Potential impactGeographic Segmentation
Warra and Willawong themselves have small populations. The campaign will therefore target larger suburbs in close proximity to the city shelters such as
- Acacia Ridge (Willawong shelter)
- Archerfield (Willawong shelter)
- Dalby (Warra shelter)- Jimbour (Warra
shelter)- Warra- Willawong
Prospects living in close proximity to the city shelters have greater ease of access.
Demographic Segmentation
18-54 year olds
Both males and females are targeted with this campaign.
Those in the 18-54 age bracket range from those moving out of home into their own home (young adults), is inclusive of those starting families, or with families already up to those with empty-nests and in pre-retirement.
Psychographic Segmentation
Companion seeking, introverted and empathetic
Those who are more introverted in nature may be less inclined to plan busy social schedules thus spending more time in the home or with family.Though not as extroverted, and not necessarily lonely, obtaining a pet offers these individuals companionship.Companion seeking psychographic pertains to those who may not fit the
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introverted segment, but rather those who have an ‘empty-nest’ or just moved out of home.
Behavioural Segmentation
Spends time in the home; e.g. gardening, watching TV, cooking, playing with children.
These behaviours are ideal for the target market, as spending more quality time in and around the home means that they will be present for their animal companion.
Table 4 SWOTA and PESTEL
STRENGTHS
- Has achieved zero euthanasia in AWLQ shelters
- 5 rehoming centres, 10 op shops, 1 antiques/collectables, 2 bookstores
- 3 Community vet clinics- Previously successful
campaigns/fundraisers i.e. UBERpuppies & paws + connect.
- Strong social media followings- Well-known ambassadors- Media connections & Sponsors- Strong SEO (in top results in
Google search)
OPPORTUNITIES
- Pet industry is a growing market
- 59% of Australians who do not have pets, would like to own one
- Regulations passed to decrease puppy farming.
- Public Relations opportunities through media connections & sponsors
WEAKNESSES
- Budget constraints- Reliant on community
generosity in the form of both time and monetary donations
THREATS
- Competition included large NPO’s competing for donations and volunteers from the community i.e. RSPCA & Animals Australia
- Pet stores and puppy mills- Consumer concerns with the
nature/behaviour of shelter animals
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Table 5 Marketing Tactics Overview
Marketing Tactics Description#1 Online & Social Networks Frequent posts to social media to
enhance engagement with prospects in two-way communication.TwitterFacebookInstagramEDMAWLQ Website + Blog
#2 Ambassador videos/promotional material
Higher quality ambassador videos will be created by AWLQ, funded by donations and created by student filmmakers from local Brisbane universities as part of unpaid experience.
#3 P-mail Australian post#4 Public Relations Communicating with local media and
companies to secure positive press releases and exposure of the marketing message.
Table 6. Marketing Materials Overview
Marketing Materials Description#1 Social Media posts Designed using canva.com for no cost
and posted daily to social media platforms.Emphasising animal ‘personality’ and humour.
#2 Greeting cards Sent through Australia post – cost effective strategy to target prospects based on specific geographical location.
#3 User-generated content: photo/video Encourages engagement from prospects, increases awareness.
#4 Ambassador videos/photos Utilises large following of ambassadors, reaches out to the wider audience through that audience to increase awareness and enhance trust in the brand by using authoritative yet trusted personalities.
#5 140 character text stories Personal stories
Table 7. SIVA modelSolution Offering the solution to companionship
requirements/desires
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Information Disperse information relating to the
benefits of companion animals and how
they contribute to quality of a home
environment
Value Emphasise the mental and physical
wellbeing and subsequent value of
adoption for both the animals and the
adopter.
Access Social media enhances access for
prospects to engage in two-way
communication with AWLQ. Links to
AWLQ social platforms, website and
subscribe options for EDM increase ease
of access. Maps of the shelter locations.
Sharing relatable content also makes the
brand more accessible from a consumer
perspective (Wolburg & Pokrywczynski,
2001)
Table 8. Budget Tactic Expense
Facebook Ads $155 ($5 per day)
P-mailing $4453.02
NOVA print services (AWLQ sponsor) $0 (negotiated service donation)
Social Media posts $0
Ambassador videos $0 (Student filmmakers / donation funded)
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