Naturally Greyhound!

NGANational

Greyhound Association

Situational Analysis!What  is  the  situa*on  facing  the  organiza*on?  

•  Decline  in  greyhound  racing  popularity  and  revenue    •  Decrease  in  the  number  of  racetracks  •  Decrease  in  the  number  of  fans  

E  

Situational Analysis!What  is  the  background  of  the  situa*on?  

•  First  greyhound  racetrack  •  Industry  was  prominent  in  1970s  •  The  industry  had  peaked  by  the  1990s  •  Other  forms  of  gambling    •  Animal  rights  issues  

E  

Situational Analysis!What  is  the  significance  or  importance  of  the  situa*on?  

•  Greyhound’s  natural  insEnct  to  run  •  MisconcepEons  of  greyhound  treatment  •  History  and  background  of  the  racing  industry  

E  

Organizational Analysis!•  High  ethical  standards  and  strict  regulated  guidelines  over  the  

enEre  industry.  •  Any  illegal  acEvity  with  greyhound  care  will  be  banned  for  life.  •  NGA  is  partnered  with  the  NaEonal  Animal  Interest  Alliance  •  The  general  populaEon  is  flooded  with  negaEve  press  about  

this  sport  and  negaEve  viewpoints  are  developed  from  men  and  women  of  all  ages.    

•  AdopEon  agencies  placing  reEred  racing  greyhound  in  permanent  homes  have  generated  posiEve  press  which  NGA  and  AGC  support.    

STRENGTHS •  High  standards  of  development  

•  Regular  maintenance  of  pedigree  and  

stud-­‐book  records  

•  Extensive  DNA  program  

•  TaDooing  supports  credibility  

WEAKNESSES  •  Lack  of  greyhound  racing  awareness    

•  Lack  of  understanding  how  the  registry  

works  

•  Not  enough  profit  to  support  the  

industry,  tracks  keeps  shuIng  down  

OPPORTUNITIES •  Educate  all  demographics    

•  Create  awareness  that  the  breed  is  born  

to  run  not  forced  to  run.      

•   Plan  two  large  ‘Grey  Day’  events    

•   Promote  high  standards  of  care  

THREATS •  25  %  àAnimal  rights  groups  

•  CAGR    

•  GREY2K  

•  75%  à  Compe*tors    

•  Casinos  and  gaming  

•  New  entertainment  and  simulcas*ng      

a  

Public Analysis!•  Customers  include  race  viewers,  track  aMendees  and  gamblers.    •  Producers  are  all  of  the  people  behind  the  scenes  of  the  racing  

industry  like  track  owners  breeders,  trainers.    •  Enablers  include  states  that  allow  racing,  organizaEons  that  

regulate  greyhound  racing  like  the  NGA,  AGC,  and  AGTOA.  •  Limiters  are  the  organizaEons  set  up  to  combat  greyhound  

racing  like  PETA,  Grey2k,  ASPCA,  and  CiEzens  Against  Greyhound  Racing.  The  sport  is  also  compeEng  is  the  growth  of  different  kinds  of  gaming  and  gambling.  

B  

Limiter: Grey2kUSA!@GREY2KUSA  followers  annalysis  

AcEve  TwiMer  Acounts  

InacEve  TwiMer  Accounts  

Suspicious  TwiMer  Accounts  

B  

Research!

0%  

10%  

20%  

30%  

40%  

50%  

60%  

Agree   Slightly  Agree   Neutral   Slightly  Disagree   Disagree  

Survey  Results  of  202  people  

Animal  Care   Support  Animal  Racing   Support  Greyhoud  Racing   Support  Gambling  on  Greyhounds  

R  

R  

Demographics!

R  

Goals  •  Increase  reputaEon  for  high  level  of  care  for  the  greyhounds  

in  greyhound  racing.  •  Improve  relaEonship  between  people  who  share  an  interest  

with  the  organizaEon,  latent  publics,  and  their  percepEon  of  the  sport  of  greyhound  racing  during  the  coming  year.  

•  Generate  aMendance  at  two  ‘Grey  Day’  events  in  the  months  of  April  and  October.  

Objectives  To  have  an  effect  on  awareness  with  apatheEc  publics;  increase  online  awareness  of  the  American  Greyhound  Council’s  high  standards  of  care.  This  will  be  obtained  through  social  media  via  Facebook  by  receiving  5,000  page  views  on  the  Naturally  Greyhound  Facebook  page  from  January  through  December  2015.  

Objectives  To  have  an  effect  on  behavior  with  aware  publics;  to  increase  membership  in  likes  through  the  Naturally  Greyhound  Facebook  page.  This  will  be  obtained  through  the  process  of  liking  the  Facebook  page  to  receive  a  plane  Ecket  and  hotel  package  selected  through  a  randomizer  for  the  April  and  October  ‘Grey  Day’  event  held  at  Derby  Lane  Greyhound  Track  and  Southland  Greyhound  Park.  The  goal  is  to  gain  1,500  likes  through  the  month  of  January  and  1,500  likes  through  the  month  of  July.  

Objectives  To  have  an  effect  on  achievement  with  latent  publics;  aMract  750  aMendees  at  the  ‘Grey  Day’  event  held  at  Derby  Lane  Greyhound  Track  on  Saturday,  April  4.  This  will  be  accomplished  through  strategic  Facebook  adverEsing,  press  releases,  direct  mailers  and  by  offering  giveaways,  live  music  and  special  guest  Cesar  Milan.  

Objectives  To  have  an  effect  on  achievement  with  latent  publics;  aMract  750  aMendees  at  the  ‘Grey  Day’  event  held  at  Southland  Park  on  Saturday,  October  3.  This  will  be  accomplished  through  strategic  Facebook  adverEsing,  press  releases,  direct  mailers  and  by  offering  giveaways,  live  music  and  special  guest  Cesar  Milan.        

Strategic Plan  Theme:  Naturally  Greyhound  

Slogan:  Born  to  run  Key  Message:  Running  comes  naturally  to  greyhounds  

Strategic Plan!•  Naturally Greyhound, born to run!

•  ‘Grey  Day’  Event  taking  place  in  April  and  October.    •  Facebook  Page  to  promote  a  posiEve  message  for  the  public  

•  Through  the  Facebook  page  we  plan  on  giving  away  the  plane  Ecket  and  hotel  package    

•  Strategic  adverEsements  will  be  promoted  in  areas  surrounding  tracks  •  Regular  posts  will  be  added  to  the  page  to  promote  the  high  standards  

of  care  in  the  racing  community  •  Print  ad  campaign  will  be  in  fliers  and  news  adverEsements  in  the  areas  

around  the  two  events.  •  The  radio  PSA  will  be  in  areas  around  our  two  events  and  in  larger  

surrounding  areas  •  Press  releases  will  be  sent  out  to  the  same  newspapers  as  the  

adverEsements  in  surrounding  ciEes.    

B  

Two ‘Grey Day’ Events  •  Spokes—dog  “Lightning  Bolt”  

that  matches  the  kids  coloring  page    

•  “The  Dog  Whisper”  Caesar  Milan  from  NaEonal  Geographic    

•  Greyhound  “meet  and  greet”  with  adopEon  agencies    

•  Three  $1,500  Petco  gic  card  giveaways  per  event  

•  Food  for  adults  and  kids  

•  PromoEonal  items  include  cups,  Frisbees  discs,  leashes  and  tote  bags  etc.  

•  Themed  acEvity  pages  featuring  “Lightning  Bolt”  

•  The  “CreaEon  StaEon”  for  kids  including  an  inflatable  playground  and  face  painEng  

•  Raffle  drawing  for  gics  and  giveaways  

A  

Facebook!•  Naturally  Greyhound  •  PosiEve  stories  feel-­‐good  stories  •  Highlight  greyhound  athlete  to  adopEon  stories  •  Important  races  •  Info  graphics  and  pictures  focusing  on  greyhound  care  and  quality  of  live  

•  Highlight  people  for  their  posiEve  involvement  in  the  greyhound  community  

•  Event  promoEon  for  the  opening  and  closing  event  

B  

B  

Facebook!•  Strategic  AdverEsements  in  areas  near  10  greyhound  tracks  

•  Birmingham  Race  Course  •  Derby  Lane  •  Southland    •  Ebro  Race  Track  •  Mardi  Gras  Racetrack  and  Gaming  Center  •  Valley  Race  Park  •  Palm  Beach  Kennel  Club  •  Phoenix  Greyhound  Park  •  Dubuque  Greyhound  Park  •  Naples  Ft.  Myers  Greyhound  

B  

Facebook!•  Plane  Ecket  and  hotel  package  giveaway  •  2  round  trip  Eckets  and  hotel  stay  for  ‘Grey  Day’  in  St.  Petersburg  and  West  Memphis  

•  Randomly  selected  from  people  who  have  liked  the  Naturally  Greyhound  Facebook  page  through  a  randomizer  

B  

NGA High Budget!

Phase  #1  Media  Exposure    Total  =  $  10,725  

Phase  #2  Facebook    Total=$1,500    

Phase  #  3  ‘Grey  Day’  Events    Total=$108,963.92    

Phase  #  4  Promo  Items      Total=  $1,250  

Phase  #  5  Contest    Total=  $1,250  

TOTAL=  $  124,938.92    

NGA Low Budget!Phase  #1  Media  Exposure  

 Total=  $9,425  Phase  #2  Facebook  

 Total=  $1,200  Phase  #3  ‘Grey  Day  Events  

 Total=$  95,807.58  Phase  #4  Promo  Items  

 Total=  $1,000  Phase  #5  Contest    

   Total=$810    TOTAL=  $109,242.58  

B  

Evaluation!Objec*ve  

To  have  an  effect  on  awareness  with  apatheEc  publics;  increase  online  awareness  of  the  American  Greyhound  Council’s  high  standards  of  care.  This  will  be  obtained  through  social  media  via  Facebook  by  receiving  5,000  page  views  on  the  Naturally  Greyhound  Facebook  page  from  January  through  December  2015.  

Evalua*on  

Measure  the  effect  on  awareness  by  page  views  throughout  the  year  using  Facebook  analyEcs  to  monitor  and  graph  page  interacEons,  like  page  views,  comments,  shares,  audience  demographics  and  adverEsing.    

R  

Evaluation!Objec*ve  

To  have  an  effect  on  behavior  with  aware  publics;  to  increase  membership  in  likes  through  the  Naturally  Greyhound  Facebook  page.  This  will  be  obtained  through  the  process  of  liking  the  Facebook  page  to  receive  a  plane  Ecket  and  hotel  package  selected  through  a  randomizer  for  the  April  and  October  ‘Grey  Day’  event  held  at  Derby  Lane  Greyhound  Track  and  Southland  Greyhound  Park.  The  goal  is  to  gain  1,500  likes  through  the  month  of  January  and  1,500  likes  through  the  month  of  July.  

Evalua*on  

Measure  the  effect  of  acEon  through  social  media  via  Facebook  page  likes.  

R  

Evaluation!Objec*ve  

To  have  an  effect  on  achievement  with  latent  publics;  aMract  750  aMendees  at  the  ‘Grey  Day’  event  held  at  Derby  Lane  Greyhound  Track  on  Saturday,  April  4.  This  will  be  accomplished  through  strategic  Facebook  adverEsing,  press  releases,  direct  mailers  and  by  offering  giveaways,  live  music  and  special  guest  Cesar  Milan.  

Evalua*on  

Measure  the  effect  of  acEon  is  through  event  aMendance.  This  will  measure  by  the  total  count  of  Ecket  sales  generated  at  the  event.    

R  

Evaluation!Objec*ve  

To  have  an  effect  on  achievement  with  latent  publics;  aMract  750  aMendees  at  the  ‘Grey  Day’  event  held  at  Southland  Park  on  Saturday,  October  3.  This  will  be  accomplished  through  strategic  Facebook  adverEsing,  press  releases,  direct  mailers  and  by  offering  giveaways,  live  music  and  special  guest  Cesar  Milan.        

Evalua*on  

Measure  the  effect  of  acEon  through  event  aMendance.  This  will  be  measured  by  the  total  count  of  Ecket  sales  generated  at  the  event.    

R