1 mary jane carroll, joanie kindblade, reagen lowrey, katelyn o’riordan, julie wagoner and...
TRANSCRIPT
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Mary Jane Carroll, Joanie Kindblade, Reagen Lowrey,
Katelyn O’Riordan, Julie Wagoner and Victoria Young
Mary Jane Carroll, Joanie Kindblade, Reagen Lowrey,
Katelyn O’Riordan, Julie Wagoner and Victoria Young
Collaborate Public RelationsCollaborate Public RelationsCollaborate Public RelationsCollaborate Public Relations
LongmontLongmontHumane SocietyHumane Society
LongmontLongmontHumane SocietyHumane Society
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SWOT AnalysisSWOT AnalysisSWOT AnalysisSWOT Analysis
Strengths
• New state-of-the-art facility
• Raised $34,479.50 through Meredith Emerson Memorial
• 5500 active donors
Weaknesses
• Fundraising gap for an $8.2 million building completion
• Lack of donations from October to April
• Limited community awareness
Threats
• Humane Society of Boulder Valley receives more donations
• Increase in operating costs at the new facility
• Mortgage crisis
Opportunities
• Promote new facility
• Initiate Meredith Emerson Doggie Dash race
• Leverage Web site to promote new fundraising campaign
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ObjectiveObjectiveObjectiveObjective
• Initiate an innovative fundraising campaign to increase monetary donations to the Longmont Humane Society by 40 percent from current donors by May 1, 2009.
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Strategy One: Initiate the Meredith Emerson Doggie Dash
Strategy One: Initiate the Meredith Emerson Doggie Dash
Initiate the Meredith Emerson Doggie Dash for local pet
and race enthusiasts in the greater Boulder County area
on April 25, 2009. Participants will have the option to
walk or run with or without their dogs. An entry fee of
$25.00 will be charged and collected online via the
Longmont Human Society Web site.
In addition, participants will have the opportunity to
donate an additional dollar when registering for the race,
which will go directly to a pre-determined fund
designated by Meredith Emerson’s family.
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Strategy One: Initiate the Meredith Emerson Doggie Dash
Strategy One: Initiate the Meredith Emerson Doggie Dash
• Flyers at local fitness facilities
• Doggie Dash T-shirt
• Bolder Boulder qualifying race
• Contact local media
• News advisory
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Strategy One: Initiate the Meredith Emerson Doggie Dash
Strategy One: Initiate the Meredith Emerson Doggie Dash
Timeline:
February 2009 & April 2009
• Contact local media
March 2009
• T-shirt design
April 2009
• Distribute flyers to
local fitness facilities
• News Advisory
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Strategy One: Initiate the Meredith Emerson Doggie Dash
Strategy One: Initiate the Meredith Emerson Doggie Dash
Evaluation:
• Number of race participants
• Number of voluntary dollar donations
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Strategy Two: Promote Campaign for CaringStrategy Two: Promote Campaign for Caring
Promote Campaign for Caring
to current donors and
individuals who have adopted a
pet from the shelter.
The campaign will offer tiles to
these audiences for a
requested donation of $250.
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Strategy Two: Promote Campaign for CaringStrategy Two: Promote Campaign for Caring
• Location to display tiles in the new Allen Center
• Content on the web site
• Personalized tiles online
• “The Companion” newsletter
• Invitation letters to pet owners who have euthanized a loved pet
• Thank you letter
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Strategy Two: Promote Campaign for CaringStrategy Two: Promote Campaign for Caring
Timeline:May 2008
• Location to display tiles
in the new Allen Center• Content on the web site
• Personalized tiles online
• Invitation letters to pet owners
who have euthanized a loved pet
• Thank you letter to participants
Summer 2008
• “The Companion” newsletter
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Strategy Two: Promote Campaign for CaringStrategy Two: Promote Campaign for Caring
Evaluation:
• Number of tile donations made
• Number of hits on the Web site and number of online donations made
• Total of donations received after the summer newsletter
• Number of pet owners who purchase a tile in honor of their euthanized pet
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Strategy Three: Initiate Pet Photos with Santa campaign
Strategy Three: Initiate Pet Photos with Santa campaign
Initiate “Pet Photos with Santa” campaign for local pet enthusiasts who would like a professional photograph of their family with their pets.
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Strategy Three: Initiate Pet Photos with Santa campaign
Strategy Three: Initiate Pet Photos with Santa campaign
• Team up with local pet photographer to offer holiday and family portraits before the 2008 holiday season
• Conduct Nov. 15 and 16 and Dec. 6 and 7
• Photo packages start at $40
• Photo Express to underwrite the cost of developing the photos
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Strategy Three: Initiate Pet Photos with Santa campaign
Strategy Three: Initiate Pet Photos with Santa campaign
Timeline:
July 2008• Contact photographer• Contact Photo Express
Digital Pro Lab
September 2008• Create postcards
November 2008• Mail postcards• First session for photos
December 2008• Second session
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Strategy Three: Initiate Pet Photos with Santa campaign
Strategy Three: Initiate Pet Photos with Santa campaign
Evaluation:
• Number of photo participants
• Amount of proceeds
following photo purchase
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Closing / Q&AClosing / Q&AClosing / Q&AClosing / Q&A
Thank you for participating in this presentation.
Collaborate PR firmly believes that with the help of the community and members of Longmont Humane Society, this plan will be effective in increasing donations and providing funds for the new Allen Center.