Finding tone and voice of SPCA's Square One Foster Program

© Malin Dang. All Rights reserved

Who’s Square One Foster Program?

Finding Square One’s identity.


AGENDA1. Ask

2. Competitors

3. Audience

4. Audit

5. Recommendation identity and voice

6. Examples

7. Channels


AskFinding the tone and voice of the

Square One Rescue Foster Program.


BackgroundThe Square One Rescue Foster Program doesn’t want to be confused with the Cat Foster

Program or any other programs offered by the SPCA.

The Square One Rescue Foster Program finds temporary homes for foster dogs. Foster parent is responsible for finding a forever home.


Approach

We’ll get a feel for the market and people to develop a tone and voice that will go well with Square One.


Competitors

Let’s have a look at other foster programs in the city. What’s their tone and voice?


Rocket Dog Rescue’s voice and tone is• urban• confident• casual• bold


“easy peasy”

“Boy”

Muttville’s voice and tone is• casual• informal• natural• narrative


Furry Friends’ voice and tone is• warm• cute• rosy


Competitor Landscape

???

narrative

cute

urban


PeopleLet’s have a look at who our people are.


Ramonateacherhas fostered on her own, but now through shelter.

Philfreelancerflexible schedule allows him to take in foster dog next to his own.

Foster Parent Profiles “I’m preparing my foster dog to find a lovable forever home.”


Paul with Tucker heard from friend about Tucker who thought they might be a good match.

Stacy with Belladecided to get a dog and searched different shelters until she found Bella.

Jenn with Roscoonly adopts rescue dogs because they have special needs that need a special kind of owner.

Adopter Profiles

“I’m giving my dog the love and attention he deserves to lead a happy doggy life.”


AuditLet’s have a look at how Square One

talks on its various platforms.


Website Facebook Poster

friendlyinstructionalformal

excitedinformativeopen

sadinformativeformal


Identity and VoiceWhat should Square One’s identity be?

How should they voice it?


HOPE

Square One will stand for


How do we mean by HOPE?

We’ll tell stories about foster dogs that are on their quest to finding love in a forever home.

Square One helps them find it.


How does HOPE fit with Square One?

The name ‘Square One’ stands for starting anew, with a hopeful mind of finding a forever home.


narrative

cute

urban

HOPE

How does HOPE fit with the market?


How does HOPE fit with the people?

Foster parents give hope by providing a loving home.

Adopters are personifying hope.


suffocating

dramatic

pitisome

exhilarating

lying

warm

honest

humble

joyful

optimistic

Hope is But not

How do we express HOPE?


Examples How do we tell stories that are

warm, honest, humble, joyful, optimistic


“When he came home from a local vet, it didn’t take long before Lily melted into our lives.”She is an amazing treasure!. She’s kind, gentle, lovely, very well-behaved and extremely smart.”

using loving language, and telling the characteristics of dog

How to tell warm stories


How to tell honest stories

“The months have gone by and we’ve gotten used to the fact that Diego is not for everyone. He’s big and meaty. He’s black and white. He’s not pure bred. He’s got heart-worms. He’s protective. But he’ll climb into your lap when you both know there’s no room”

while being honest about the dog, dog remains love-seeking


“He likes to play in the yard with our other dogs, chasing lizards and birds. But he tires of that quickly and just wants to be inside with you.”

expressing that all dog wants is love

How to tell humble stories


How to tell joyful stories

and end with happy endingstart with a sad story


telling full story of dog, making him the hero

How to tell optimistic stories


ChannelsHow will we use our channels?


Which channels are we currently using?All about recruiting foster parents

Website Facebook Poster


What about adopters?

We’ll be using Tumblr!


Ok, now we know about voice and tone, but let’s have a look what that

means exactly.


Cheat Sheet WebsiteGoal: Recruiting foster parents

Content: Why foster parents are needed• Content is heartfelt and touching• Story gives hope

Frequency: none - static informational site

Length: 100 words

Photo: Dog looking for love

Voice: warm, honest, humble, joyful, optimistic


Cheat Sheet PosterGoal: Recruiting foster parents

Message: Looking for a place to stay temporarily

Length: no more than 50 words

Frequency: three times a year - seasonal/holiday themed

Photo: happy dog, dog looking for love



Cheat Sheet Facebook - 1Goal: Recruiting foster parents

Content:• successful dog stories• emotional reward for fostering• friendship between dog and foster parent

Frequency: whenever foster dog has found family

Length: around 100 words

Photo: hopeful, happy dog


This is Tom. Tom is a foster dog that has just found his new forever home. On his special day, when he walked over to his new parents, he turned around and looked at me. I had fostered him for four weeks. His face said “Thank you. Thank you for showing me how to love”.

If you want to give a special dog like Tom the opportunity to give love to his forever home, come to our next foster class on Saturday, Jan. 16th, 10am - 12pm. Details and registra-tion: www.sfspca.org/squareone


Cheat Sheet Facebook - 2Goal: Building community of foster parents

Content: communicating with foster parents through• articles about joy of having dogs• articles about training dogs• asking and answering questions • congratulating foster parents

Frequency: once a day

This is Tom. Tom is a foster dog that has just found his new forever home. On his special day, when he walked over to his new parents, he turned around and looked at me. I had fostered him for four weeks. His face said “Thank you. Thank you for showing me how to love”.

If you want to give a special dog like Tom the opportunity to give love to his forever home, come to our next foster class on Saturday, Jan. 16th, 10am - 12pm. Details and registra-tion: www.sfspca.org/squareone


Cheat Sheet Tumblr - 1 Goal: Recruiting adopters

Content: in the life of... dog stories• foster parents write stories • about dog’s journey, struggle, character • are heartfelt and touching• adopters get to know dog through stories

Frequency: twice a week (each dog)

Length: around 150 words

Photos: bringing out dog’s character



Cheat Sheet Tumblr - 2Content: Reblogging

• about the joy of having dogs• content about smart dogs• content about rescue and foster dogs

Frequency: once a day


Thank you!


Appendix


Ramonateacherhas fostered on her own, but now through shelter.

Philfreelancerflexible schedule allows him to take in foster dog next to his own one.

Foster Parent Profiles“I’m preparing my foster dog to find a lovable forever home.”


Consumer Decision JourneyPhase 1

“I’ve always taken in dogs from pet stores or neighbors, but it got quite expensive. Now, I’m fostering with the shelter that takes care of expenses and all.”

“I’ve always had dogs, but after Tabasco went missing, I didn’t want to commit to having a dog again. My flexible schedule allows me to foster a dog to provide him with the necessary training.”

Ramona

Phil

Square One needs to be presented on all its channels to tell beautiful stories about fostering. Stories will clear questions and make foster life more understandable.

© Malin Dang. All Rights reservedPhase 2

Everyone approaches Square One to get more information about fostering.

Square One needs to convey the beauty of fostering and strengthen the emotion of the potential foster parent.

Ramona Phil


PhilPotential foster parent decides to foster dog.

Phase 3

Square One needs to make foster parent feel part of com-munity by providing support using Facebook and by having them tell stories on Tumblr.

Ramona


Phase 4

Square One makes foster parent feel important and valuable by congratulating and celebrating foster parent.

Rescue parent is happy with fostering a dog through Square One. He fosters more dogs and recommends Square One to friends.

Ramona

Phil


Phase 2Phase 1 Phase 3 Phase 4Potential foster parent hears about Square One through specific scenario.

Everyone approach-es Square One to get more information about fostering.

Potential foster parent decides to foster dog.

Rescue parent is hap-py with fostering a dog through Square One. He fosters more dogs and recommends Square One to friends.

Square One needs to be present on all its channels to tell beauti-ful stories about fos-tering. Stories will clear questions and make foster life more under-standable.

Square One needs to convey the beauty of fostering and strength-en the emotion of the potential foster parent.

Square One needs to make foster parent feel part of community by providing support using Facebook and by having them tell stories on Tumblr.

Square One makes foster parent feel im-portant and valuable by congratulating and cel-ebrating foster parent.

Consumer Decision Journey - Foster Parents


How do we talk to them? What do they say?

“I spend a lot of time training my foster dog. All this training will make him more adoptable.”

making him the expert

appreciative“It just so wonderful to see the dog open up and showing his true charac-ter.”

Phil

Ramona


Paul with Tucker heard from friend about Tucker who thought they might be a good match.

Stacy with Belladecided to get a dog and searched different shelters until she found Bella.

Jenn with Roscoonly adopts rescue dogs because they have special needs that need a special kind of owner.

Adopter Profiles“I’m giving my dog the love and attention he deserves to lead a happy doggy life.”


Potential Adopters Other Statements• “I realized very early on that animals are helpless if they find themselves hurt or lost or

abandoned—and unless we humans come to their rescue, they will lose their little lives.”

• “Every time I rescue an animal a part of me gets rescued”

• “She’s my best friend. I don’t think she’ll ever know that we’re not the ones who res-cued her. SHE rescued US, and showed us that it’s ok to love another pet!!”


Consumer Decision JourneyPhase 1

Paul

Jenn

Stacy

“A friend of mine told me about Tucker. He said we would make a great pair. I had to go see him.”

“When I saw Bella’s profile online, I knew it’s her. But I asked lots of questions because I have been looking for a dog for years that would match my lifestyle. I’m so lucky to have found her.

“I’ve been having rescue dogs for years. I only get res-cues because they have special needs and need a special owner.

Square One needs to be represented on Tumblr, a place adopters can find beautiful stories about foster dogs


Phase 2Paul JennStacy

Potential adopter interacts with Square One to retrieve more infor-mation.

Square One needs to give infor-mation about dog, but also con-vey the beauty of rescuing and strengthening the emotion.


Paul

Stacy

Jenn

Potential adopter turns into actual adopter and takes home a dog.

Phase 3

Square One tells story about dog and new family on Tum-blr - supporting adopter in his great decision


Phase 4

Square One shows that adopt-ing a rescue dog is something special

Adopter is happy with rescue dog and Square One Program. He comes back and rescues more dogs or recommends Square One to friends

Paul JennStacy


Phase 2Phase 1 Phase 3 Phase 4Potential adopter hears about Square One through specific scenario.

Potential adopter inter-acts with Square One to retrieve more infor-mation.

Potential adopter turns into actual adopter and takes home a dog.

Adopter comes back and rescues more dogs or recommends Square One.

Square One needs to be represented on Tumblr, a place adopt-ers can find beautiful stories about foster dogs.

Square One needs to convey the beauty of rescuing, strengthen-ing the emotion.

Square One tells story about dog and new family on Tumblr - supporting adopter in great decision.

Square One shows that adopting a rescue dog is something special.

Consumer Decision Journey - Adopters


“Finding the perfect dog isn’t easy. But once you found him, you just know it’s right.”

awe & respect

“I’ve been having rescue dogs for years. I only get rescues because they have special needs and need a special owner.”

honoring

Jenn

“It took Tucker quite some time to get used to his new home. But it was worth all the effort.

grateful

Paul

Stacy

How do we talk to them? What do they say?

Date post:	08-May-2015
Category:	Marketing
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Finding tone and voice of SPCA's Square One Foster Program

Marketing