finding tone and voice of spca's square one foster program
DESCRIPTION
The Square One Foster Program from the SF SPCA asked me to help them find their identity. The questions were 'who are we?', 'who do we want to be?', and 'where do we want to tell our story?'. With this in mind, I created this presentation.TRANSCRIPT
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Who’s Square One Foster Program?
Finding Square One’s identity.
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AGENDA1. Ask
2. Competitors
3. Audience
4. Audit
5. Recommendation identity and voice
6. Examples
7. Channels
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AskFinding the tone and voice of the
Square One Rescue Foster Program.
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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.
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Approach
We’ll get a feel for the market and people to develop a tone and voice that will go well with Square One.
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Competitors
Let’s have a look at other foster programs in the city. What’s their tone and voice?
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Rocket Dog Rescue’s voice and tone is• urban• confident• casual• bold
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“easy peasy”
“Boy”
Muttville’s voice and tone is• casual• informal• natural• narrative
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Furry Friends’ voice and tone is• warm• cute• rosy
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Competitor Landscape
???
narrative
cute
urban
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PeopleLet’s have a look at who our people are.
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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.”
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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.”
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AuditLet’s have a look at how Square One
talks on its various platforms.
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Website Facebook Poster
friendlyinstructionalformal
excitedinformativeopen
sadinformativeformal
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Identity and VoiceWhat should Square One’s identity be?
How should they voice it?
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HOPE
Square One will stand for
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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.
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How does HOPE fit with Square One?
The name ‘Square One’ stands for starting anew, with a hopeful mind of finding a forever home.
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narrative
cute
urban
HOPE
How does HOPE fit with the market?
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How does HOPE fit with the people?
Foster parents give hope by providing a loving home.
Adopters are personifying hope.
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suffocating
dramatic
pitisome
exhilarating
lying
warm
honest
humble
joyful
optimistic
Hope is But not
How do we express HOPE?
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Examples How do we tell stories that are
warm, honest, humble, joyful, optimistic
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“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
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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
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“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
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How to tell joyful stories
and end with happy endingstart with a sad story
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telling full story of dog, making him the hero
How to tell optimistic stories
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ChannelsHow will we use our channels?
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Which channels are we currently using?All about recruiting foster parents
Website Facebook Poster
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What about adopters?
We’ll be using Tumblr!
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Ok, now we know about voice and tone, but let’s have a look what that
means exactly.
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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
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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
Voice: warm, honest, humble, joyful, optimistic
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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
Voice: warm, honest, humble, joyful, optimistic
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
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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
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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
Voice: warm, honest, humble, joyful, optimistic
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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
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Thank you!
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Appendix
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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.”
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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.
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© 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
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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
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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
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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
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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
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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.”
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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!!”
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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
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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.
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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
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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
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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
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“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?