cat welfare society
TRANSCRIPT
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Cat Welfare Society
ProjectVicki, Ili, Pearlyn, Kelley
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Content Page
Target Audience Analysis
Key Message
Event IMC Tools
Communication Strategies
Media Plan Timeline
Conclusion
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Target Audience Analysis18 21 years old 22 28 years old
Demographic Tertiary Students(ITE, Polytechnic, ni! Part"timers
Tertiary Students(ITE, Polytechnic, ni! #orking Adults
Psychographic
$inancially%e&endent 'utgoing Socially Active Sociale )ike ne*
e+&erience )o* s&ending&o*er
$inanciallyInde&endent
'utgoing Socially Active Sociale )ike ne*
e+&erience Average to highs&ending &o*er
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Surey responses !"#people$
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%ey &essage
-e kind today,donate to save our
strays.
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'CAT &( )*&(+
Ado&tion %rive / 0oadsho* -ring in stray cats 1rom C#S u& 1or
ado&tion
Set u& ado&tion drive ooths at Sca&e toencourage &eo&le to ado&t a cat and alsoto allo* them to gain more a*arenessaout cat sterilisation2 the ne* 3I0'
system Set u& ooth 1or Suddenly Cat2'C-C to
sell merchandise 2 $acilitate 3I0'a&&lications
Provide more in1o aout cat sterilisation to
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Adertising
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Promotional &aterials ,rochure
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Promotional &aterials Poster
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Promotional &aterials -.lyers
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Adertising ,us Shelters -us shelter advertising has
een &roven to achieve thehighest &erceived e+&osure incom&arison to other 'ut"'1"7ome 1ormats
#ith the masses s&ending anaverage o1 89: o1 their day'ut"'1"7ome, ;
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P0 via Social Media
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T/itter
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.ace0oo
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nstagr
am Ale to &ost &hotos2
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)o/ do you no/ if our stray cats aresterili3ed4 5saeourcats 5cat/elfare
CAT W(6.A7( S*C(T CAT W(6.A7( S*C(T
What do you thin happens to our unsterili3edfurry friends4 5saeourcats 5cat/elfare
CAT W(6.A7( S*C(T
Would you /ant to sae this family ofcats4 5saeourcats 5cat/elfaresociety
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9,e %ind Today: Donate to Sae *ur Strays; /hat;s happening this year4
5saeourcats 5saeoursingaporeanstrays
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Personal Selling
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,ooths ? SCAP( @ Tertiarynstitutes
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Possile S&onsors to
Pitch to
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CommunityCentres
!orth:South: Westand (ast$
" 7as an o&en
s&ace
SCAP(
" A venue to
attract theyouth inSinga&ore (
Sponsors for 6ocation of (entsB
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Sponsors for ,roadcast Pu0licityB
" Po&ularamong the ;=
and aoveage grou&
" Can reachout to the
older target
grou& *hilethey are on"
" Po&ularamong the
youths inSinga&ore
" Ale toroadcast
in1ormation
so that ourtarget
" Already do asegment on
their sho*called ThePet ProBect
" Since theyalready
su&&ort sucha cause,
Each radio station can do a segment on the
cam&aign-e kind today, donate and save our strays
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Sponsors for PrintPu0licityB
Pets&aga3ine
" Can &itchto them as
it *ould suittheir
content
" #ould e a
good1eature
T*DAe/spaper>
" T'%AF is a
*idely readne*s&a&er in
Singa&ore
" Thecam&aign
*ould suit the
content since(EGgG T'%AF
8 Days&aga3ine
" =
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Suggested Angles for &edia
&ore (orts 0y CWS to Sterili3e *ur Strays- Talk aout events that are going to ha&&en in lieu o1 the
cam&aign
- EGgG Cat Me 7ome, talks at Secondary Schools etcG
CWS aims at 1### sterili3ations
- A igger cam&aign and a igger year 1or C#S
Continuously support CWS /ith 7*
- %onating through 3I0' ensures regularity in donations
,eneEts of Donating to CWS
- State the eneHts so that &eo&le are a*are o1 them
- EGgG Fou can save a cats li1e, many cats are &ut do*n i1 not
steriliDed due to overcro*ding, 1unding this organiDation could
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" Can s&onsormerchandise 1or the
&riDes to e given out toSinga&oreans so as toencourage their&artici&ation
" 'C-C *ill ementioned as an o5cials&onsor on the
Sponsor for &aterialsB
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Sponsor for &erchandise
" Sells cat themed merchandise ( Clothes, Phone cases,accessories!
"
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&erchandise
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&ention of ,eneEts
Social Media
" #e canconstantly remindour TA on social
media o1 theeneHts o1 using
3I0'
$lyers
" So that itremains
irremovale and
clear 1orSinga&oreans toread aout the
eneHts o1 using3I0'
Talks at TertiarySchools
" So that it *ill ea sure et that at
least a &ortion o1our TA *ill etaught the eneHts
o1 3I0'
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&edia PlanItem Description Cost
Poster (Print) A2 Sized x 100All schools - 10 poster eachScape- 5 postersBus stops (re-use pass CWS posters) 15posters
$2!" x 100 # $2!"
Flyers A5 sized x 1000 $1 x 2 # $1"2
Brochures A% sized (&ou'le side) x 1000Brochure tpe C-*old (% colu+,s)
$55.0
Booths Scape - $!5 (Saturda)
$!5 x % # $15
Advertising Ad/ertise posters at 'us stops at to, areas(2 ees e/er-da i, +id- April)
$00 x 2 # $"00
Public Relations Social edia 3lat*or+s(4ace'oo 6itter 7,sta8ra+)
4ree
Media 3itch to 69&A: ;adio ".*+ 1%4 %" 3ets lo/er +a8azi,e
4ree
rand !otal "#$$%&'%
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Tim
eline
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Conclusion#e *ant to al*ays em&hasiDe on the
eneHts o1 donating to this organiDation
Peo&le understand *hy they should donate
#ant to make &eo&le 1eel good to donate to thisorganiDation
-y stating the eneHts clearly in every
&lat1orm o1 &ulicity *e have mentioned,*e *ant to ensure that &eo&le Hrst realisethe im&ortance o1 donating
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Than ou