Ashley GarnerMarieke SpresserAriella Torv

YOUR EYES ARE OUR EYES | FIDELCO 2015-2016

Albert ChristieGenna McGowan Eboni Rhodes

Throughout our research we found an abundance of information that would greatly benefit the Fidelco Guide Dog Foundation. For instance, we found that the number of total social media users in 2015 was an estimated 179.7 million. Of this total number, 35.5 million users were between the ages of 25 and 35 years old equaling nearly 20% while 29.7 million were users aged 35 to 44 which equates roughly to 17% of those surveyed. These statistics fit perfectly with Fidelco’s new designated target market (25-45).

Dear Elliot Russman,This PlansBook should serve to you as a detailed and in-depth look at how Hartfelt Communications will achieve the desired objectives set for Fidelco Guide Dog Foundation.

Fidelco has an opportunity to build a strong social media presence by implementing the various strategies we have created. Our strategies consist of other ideas rather than just solely maintaining a consistent set of posts for followers. One of our goals through our social media campaign is to positively impact a viewer to “think-feel-do”. Think about the post, Feel something and start an emotional connection for the post, and Do - donate to a great cause. For example, we want to really interact with the people that are the fans of Fidelco Guide Dog and especially the people who are benefiting from the service of the product. We want to hear the voices from each so that prospective donors / clients can really see the atmosphere that surrounds Fidelco. With this new voice, the prospective donors / clients will have someone to listen to other than the organization itself which will ultimately lead to a feeling of trust and confidence in the organization. Word of mouth is one of the most promising ways to ensure stability within any type of organization because if feeling unsure about a product or brand, people will ultimately listen to the advice of their friends and family.

Thank you,

Ashley Garnier

After extensive research on the Fidelco Guide Dog Foundation we found that there are many strengths and opportunities within the organization that have yet to be made known to its publics. For instance, Fidelco breeds their own German Shepherds which have had a 100% safety record. They are the only dog service organization in New England that utilizes the practices of their private apprenticeship dog training program. Among many of these unique selling points is another which truly sets them apart from their competitors - some of their dogs actually serve as K-9 officers, assist with search and rescue teams or even served as loved pets for families. Many of these strengths also present opportunities for the foundation as a whole, for instance, local communities are benefiting from the use of a Fidelco bred dog as some serve in local police forces.

Although there seems to be more strengths than weaknesses, many of the presented strengths and opportunities are not known about by these said communities and publics. They would be able to create more of a following if they informed the publics of their behind-the-scene efforts through the use of their social media platforms. Where the Fidelco Foundation lacks is in their online presentation of themselves. There is a much needed update to the main page of their website involving different color schemes and overall layouts. There is also the complication of their posts throughout their social media pages. Although the Facebook posts gain a lot of attention, there is an issue with consistency and photo resolution. As for the Twitter and Instagram accounts, there needs to be a surge in posts and a measurement of consistency for each post - the last updates from both accounts were made over 7 months ago.

Through our campaign, these problems will be easily dealt with and removed by designing a promising social media movement, which we will also use to our advantage in promoting local events throughout the surrounding community and designated region.

SITUATION

STRENGTHS‣They have their own breed‣100% safety record‣Only dog service in New England‣Private apprenticeship program for the dog trainers‣Dogs are not just trained to be a guide dog; they are also placed into police forces, search and rescue, and even pets

OPPORTUNITIES‣Local communities can benefit from the dogs as well, because they can be trained within the police force for search and rescue

WEAKNESSES‣Social media‣Lack of visibility/knowledge from community‣People who live within the surrounding area of Fidelco are unaware of their services

THREATS‣Other nonprofits‣As a nonprofit, certain disclaimers may limit what can be said

MEASURABLE OBJECTIVES

1 To increase social media visibility by 15% during the 2015-2016 year.

2To increase awareness by 15% around the designated area as well as local communities.

SWOT

STAKEHOLDERS

Fidelco wants to reach out to prospective donors in the 25-45 age demographic with the help of a social media campaign. The people in this age range come from both Generation X and Generation Y, even though they have very different social values they both are very passionate about philanthropy and are very heavy social media users. The 58 percent of Gen Xers contributes an average of $796 annually for an estimated total of $28.6 billion per year while Gen Yers donate an added $341 annually for an estimated total generation contribution of $9.7 billion per year.

prospective donors

1 2 3visually impaired

Fidelco provides services to people in the visually impaired community get their independence back with the help of their trained German Shepherd guide dogs. They also assist in helping the family members of the client to adjust to this guide dog and learn the basics of how to take care of and treat the dog since it is not the typical domestic pet some people might assume it is. The staff has the mentality of helping these extraordinary people do ordinary things, they understand the importance of a client’s self-reliance and their guide dogs help that dream becoming a reality.

employees, donors& volunteers

The people who work and represent the Fidelco Guide Dog Foundation are also considered stakeholders. People who currently have a Fidelco dog in their lives are also stakeholders due to the fact that they believe Fidelco is a reputable organization that provides a dog that becomes a full replacement for vision. The donors, corporate or private, are also stakeholders because they are investing their money. Lastly, volunteers would also be considered stakeholders because they donate their free time to help and better the Fidelco cause.

The overall goal of this campaign is to increase current and prospective donor awareness of the Fidelco Guide Dog Foundation as well as integrate the brand into local communities to increase brand recognition. The goals of this campaign will be met through the use of various social media platforms (Facebook and Instagram) and the use of local events for the neighboring community. This message theme will resonate best with the target audiences 25-45 age demographic because more than half the U.S. population uses social networks regularly, and Facebook continues to lead the market. About 20 million Facebook users are between the ages 35-44 while 24.7 million Instagram users are between the ages 25-35.

KEY MESSAGE

BUDGET BREAKDOWNEvents: 51% Social Media: 13%Traditional Media: 36%

We suggest dividing the budget up into 3 sections: social media, traditional media, and events. Social media would include regular Facebook, Instagram, and Twitter posts using the Fidelco account, as well as promoted posts on these networks. We also suggest hiring an intern to manage the social media pages with the offer of a stipend. The traditional media would include newspaper, magazine and radio ads and the Fidelco newsletter. Events will engage the demographic that Fidelco is targeting and will bring awareness to the brand.

"Your Eyes Are Our Eyes"

LOGOS

Branding and local outreach has the potential to reach many prospective donors. Brand recognition plays a large part in the success of any organization and brand recognition begins with the logo. The font and imagery should stay the same, although brand colors may vary.

NEWSLETTER

WEBSITE

ADVERTISEMENTS

SOCIAL MEDIA

101 likes Max_Fidelco

Hi everyone my name is Max I was born March 3rd. Today I was brought home by my wonderful Puppy Raiser family. I am so excited to share my journey. #Fidelco #PuppyRaisers #WatchMeGrow

Max_Fidelco

101 likes

Today was a my first day in the park with my Puppy Raisers. I never knew there were so many smells and so many squirrels to chase! #Fidelco #IChasedASquirrel #WatchMeGrow

Max_Fidelco

Max_Fidelco

101 likes Max_Fidelco

Is this what snow looks like? I think it taste kind of weird but maybe its just me. Well Happy Snow day everyone⛄ stay warm.#Fidelco #WatchMeGrow #SnowDay

Max_Fidelco

Example Instagram and Facebook posts promoting Fidelco's two new main events, Watch Me Grow and Pup-Up's.

EVENTS

Venue and catering options:

Pond House Cafe Hartford Golf ClubFarmington GardensHartford Society Room

Suit and PawA Dinner gala where community members could join for a night of raffle tickets where they could win certain goods and services. After the raffle or during the dinner, Fidelco could introduce different people that have benefitted from the help of Fidelco and how they, as extraordinary people, are able to do ordinary things.

EVENTS

Park options:

Edgewood Park, New Haven Elizabeth Park, West HartfordWinslow Park, WestportBark Park Dog Park, Ridgefield

Pup-UpsThe use of local fundraisers and events would increase the community outreach by providing a time and a place for persons to come and meet the faces of the Fidelco Foundation. “Pup-Up” events coonsist of tents in popular parks where we would include a meet and greet with a few dogs, dog treats for owners to take home, and novelty items, such as waterbottles and keychains.

MEDIA FLOWCHAT