Campaign

Presented By:Caitlin Petrucelli & Elyse Jurbina

Table of Contents

Situation. . . . . . . . . . . . . . . . . . . . . . . . . 1

Audience. . . . . . . . . . . . . . . . . . . . . . . . . 3

Objective #1 . . . . . . . . . . . . . . . . . . . . . . . . 5

Objective #2. . . . . . . . . . . . . . . . . . . . . . . . 6

Objective #3. . . . . . . . . . . . . . . . . . . . . . . . 7

Final Impact/Output Statement. . . . . . . . . . . . . . . . . . 8

Tactic#1: Online Press Kit. . . . . . . . . . . . . . . . . . . 9

! Personalized letter. . . . . . . . . . . . . . . . . . . . 10

! Organization Overview. . . . . . . . . . . . . . . . . . 11

! Biographies of Staff. . . . . . . . . . . . . . . . . . . 12

! SCWR in the News. . . . . . . . . . . . . . . . . . . 13

! Press Release. . . . . . . . . . . . . . . . . . . . 14

! Frequently Asked Questions. . . . . . . . . . . . . . . . . 15

! Contact Information. . . . . . . . . . . . . . . . . . . 16

Tactic #2: Video News Release. . . . . . . . . . . . . . . . . 17

! Storyboard. . . . . . . . . . . . . . . . . . . . . . 18

! Script. . . . . . . . . . . . . . . . . . . . . . . 19

Budget. . . . . . . . . . . . . . . . . . . . . . . . . 20

Timeline. . . . . . . . . . . . . . . . . . . . . . . . 21

Evaluation. . . . . . . . . . . . . . . . . . . . . . . . 22

Situation

Dedicated to the “rescue, rehabilitation and release of sick, injured or orphaned wildlife”,

Sonoma County Wildlife Rescue is now one of the largest rehabilitation centers in the area.

Founded by executive director, Doris Duncan, this non profit organization is considered to be her

dream come true. The establishment serves as a home to mountain lions, coyotes, owls, skunks

and a variety of other animals. It can easily be described as a true success story.

Doris originally started her career by volunteering at the Kenwood Rehabilitation Center.

She came across the estate in 2005 while responding to a coyote that had been hit on the side of

the road. Little did she know that the coyote was actually drawing her to a place that was full of

opportunity. Within a month, Doris had made the decision to purchase the property, pouring

everything she had into what is now Sonoma County Wildlife Rescue. The rescue center was

able to set themselves apart from the rest, by leaving a lasting impression on the public when

their establishment quickly progressed. Together, the staff was able to convey the message that

this new organization was there to stay.

Consisting of a variety of strengths, Sonoma County Wildlife Rescue takes an immense

amount of pride in their core group of volunteers. Through the use of their website, animal tours

and the volunteer center of Sonoma County, the organization has accumulated a skilled and very

diverse set of volunteers. In addition, the rescue center has also developed a program titled the

Exclusion Service, which is unique to their organization For a small fee, they will kindly

remove and release pests from your home or business. Additionally, the organization has built a

strong relationship with the community. Having worked in conjunction with the Rotary Club,

Kiwanis Club, Agilent Technologies, the court community service program as well as a variety

of local schools, the rescue center continues to reach out to the people of Sonoma County.

Sonoma County Wildlife Rescue continues to set many goals which will assist in furthering

the development of their organization’s weaknesses. Currently in need of additional donations for

the finishing touches of their raptor recovery center, they seek to develop a partnership with local

wineries by proving that the raptor plays a the vital role as a predator in the grape growing

process. The organization also seeks to improve the role and participation of their members. By

expanding their program and implementing new offers, the program will appear to be both

intriguing and beneficial.

Target Audiences

Determining your audience is a main focus when dealing with public relations. In order to

make a positive lasting impact, you must be aware of who you are trying to target. For the

Sonoma County Wildlife Rescue Center, we have identified four potential publics that will help

benefit their organization.

The first potential public that the Wildlife Rescue center should reach out to, is men and

women from the ages of sixteen to forty. Who have an household income of $24,000-$200,000,

and go to school or have a full time job. They are either in school presently, have a high school

diploma, or have completed multiple degrees. They are residents of Sonoma County, and care

about making an impact in the community. They own a some kind of pet, and are somewhat

knowledgable about wildlife.We intend to reach out to this audience to recruit volunteers and

donating members for the organization. By utilizing social media such as facebook, twitter, and

youtube, and sending out a newsletter once a month instead of twice a year, we believe that the

organization can reach out to this public and their members more efficiently.

The third potential public is the Sonoma County wineries. The wineries that we plan

on reaching out to will be locate in Sonoma County, have an average of 60,000 acres or more and

an income of $50,000-300,000. We intend to partner with the wineries in order for them to claim

a non-proft organization and for us to recieve large donations. The donations will be going

towards the new Raptor recovery center which will benefit the wineries by keeping raptors in

good health. Raptors are vital to the wineries because they keep the rodents and pests from the

vineyards that can harm their crop. We intend to reach out to them by creating a “wine tasting”

event that they will be given the opportunity to contribute their wine and also become aware

about our organization.

The fourth potential public is animal lovers. These are men and women from ages sixteen

to forty five, own some kind of pet, and have an income of $30,000-200,000. They live in

Sonoma County, and are very active in the community, they have some knowledge about wildife,

and are either interested in having a career working with animals, or just want to make a small

impact. They either live with or are homeowners, and have up to 2 children, they tend to be very

giving, and are sympathetic towards animals in the wild that get injured by humans.

Overall, Sonoma County Wildlife Rescue is a non profit whose ambitious attitude has led

to their prominent establishment. However, through the utilization of additional resources, and

reaching out to their potential publics, they will be able to continually develop and expand their

organization

Objective #1

By utilizing social media, (facebook, twitter, youtube) which we will link to

our website, sending out a newsletter once a quarter, we intend to build a stronger

relationship with our members and attract men and women volunteers between the

ages of sixteen through forty with an average income of $24,00-200,000.

Explanation:

Social media would appeal most to men and women between the ages of sixteen and forty

because this form of networking has become apart of this public’s everyday lives. Being that it is

often checked multiple times on a daily basis, members, volunteers and those who are interested

in Sonoma County Wildlife Rescue will conveniently stay updated on the latest news and events

at the organization.

Objective #2

By creating an video news release about the wildlife rescue center, we intend

to raise awareness about the organization and gain additional donations by sending

the video out to the local North Bay media.

Explanation:

Sonoma County Wildlife is continuously growing and expanding. This objective targets

the local media and is designed to help the wildlife center gain more publicity for their

organization. A VNR would be an accessible resource for SCWR to provide the media with, if

ever in need of further information about the goals of their non profit organization. In return the

media would serve as a positive way to branch out throughout the local area.

Objective #3

By hosting a “wine tasting” event we would reach out to local wineries with

an average of 60,000 acres and an revenue of $50,000-200,000 per winery. We

would give them the opportunity to promote their product at the event, and through

donations create awareness about our cause and gain momentum and support for

our new raptor recovery center.

Explanation:

Wineries appeal to a large target public in Sonoma County. This public is generally

wealthier and interested in making donations to show their support for a good cause. By

building a positive relationship with local wineries SCWR would be able to venture out and

educate a broader public about their cause.

Final Impact/Output Statement

! By creating a press kit to be distributed and placed online along with

outlining a script and storyboard for a VNR, we plan to target the local

North Bay Media and the general public of North Bay in order to create

more awareness about Sonoma County Wildlife Rescueʼs mission

statement and rescue efforts.

Tactic #1

Online Media Press Kit

About Sonoma County Wildlife Rescue

Sonoma County Wildlife Rescue is one of the largest rescue and rehabilitation centers in

the area. Located in Petaluma, California our non profit organization was founded in 1981 by

executive director, Doris Duncan. Our establishment serves as a home to mountain lions, otters,

coyotes, foxes, owls, skunks and a variety of other animals.

Whether through direct animal care, education or advocacy, Sonoma County Wildlife

Rescue works to fulfill our commitment to wildlife protection. We promote the importance of

using a nonlethal approach to aid helpless wildlife through our Wildlife Exclusion Service.

Recognized throughout Sonoma County, we take pride in our core group of volunteers and our

involvement with local organizations as well as the judicial community service program. In

order to raise awareness about the mission statement of our non profit organization, our facilities

are open to the public for a guided tour. We encourage the public to do their part in helping to

save the lives of sick or injured wildlife by reporting to Sonoma County Wildlife Rescue about

such findings.

Wildlife Hotline (707) 526-WILD(9453)

Administrative Office(707) 992-0274

A Wildlife Exclusion Service(707) 992-0276

Animal Drop Off and Administrative Offices403 Mecham Rd, Petaluma Ca 94952

Mailing Address PO Box 448, Cotati Ca 94931

Office Business Hours:Regular Business hours: Tuesday-Saturday 10am-5pmEmergency Animal Drop Off: Seven days a week 9am-5:30pm

Executive Director: Doris Duncanscwrdoris@scwildliferescue.org

Animal Care Director:Danielle Mattosanimalcare@scwildliferescue.org

Education Outreach Director:Kristen Reedereducation@scwildliferescue.org

Meet the Staff...DORIS DUNCANExecutive Director

After a fifteen-year career in education, Ms. Duncan became involved in wildlife rehabilitation in 1997 at the urging of her young daughter.To support her daughter’s dream, Ms. Duncan and her daughter volunteered together at various wildlife centers in northern California. She began enrolling in wildlife classes and credits CCWR with providing the most extensive opportunities for a professional education in wildlife rehabilitation.

In 2000, Ms. Duncan was hired as the first employee of Sonoma County Wildlife Rescue and was subsequently promoted to Executive Director. Duncan’s daughter is now also on staff with SCWR in the role of Animal Care Director.

Since 2004, Ms. Duncan, along with a small staff and dedicate volunteers, has built two wildlife centers in Sonoma County with a third center currently being renovated. She has served as a board member for CCWR and on the Animal Welfare Advisory Committee – an appointment by the Sonoma County Board of Supervisors. She is currently a member of Oiled Wildlife Care Network and International Bird Rescue Center Oiled Response Team.

In 2004, Ms. Duncan launched a pilot nuisance wildlife exclusion service – the first of its kind in the nation. “A Wildlife Exclusion Service” (AWES) now mentors other wild rehabilitation centers to start their own exclusion service.

Ms. Duncan especially enjoys hands-on work including wildlife rescues, oil spill response, designing and building wildlife enclosures, and working with other professional and passionate people in the field.

She earned her AA in early Childhood Education in 1993.

KRISTEN REEDEREducation Outreach Director.

Has been on staff at SCWR for two years after have worked at a local veterinarian's office. !Her primary focus is to provide educational outreach to local schools and to coordinate group visits to the Center. !She is also responsible for the SCWR web site and provides administrative support to "AWES" (A Wildlife Exclusion Service). She is studying at SRJC in the vet tech program.

" " SONOMA COUNTY

Wildlife Rescue CenterDANIELLE MATTOS Animal Care Director

Danielle has twelve years of experience starting as a volunteer.  She has been on SCWR staff for four years. Her  responsibilities include hospital, animal intake, volunteer training, care of the wildlife education community and the foster care program.   She is studying at SRJC in the vet tech program. She is trained in oil spill response and was on site support after the disaster in the Gulf of Mexico.

MICHAEL MCGUIREExclusion Service Director

Joined the SCWR team last year with a background in landscaping and construction.Michael is responsible for providing humane exclusion services to property owners to address nuisance wildlife.

Sonoma County Wildlife Rescue Center!

Francesca SmithPublic Relations Representative(707)778-9200Fsmith@ciginsurance.comFOR IMMEDIATE RELEASE

Sonoma County Wildlife Rescue Center Moving On To Bigger and Better Things.

(Rohnert Park, Ca May 2, 2012) The Sonoma County Wildlife Rescue Center has come a long

way from what it once was. Starting out the non-profit organization was based in someone’s

backyard of their home for four years. It was not until January of 2005 when they answered a

rescue call about an injured coyote that they knew about a prospective large property.The non-

profit organized a license agreement with the county to acquire the property they now are located

on. With their new location, the Sonoma County Wildlife Rescue Center is now the largest

facility in the area.

The Sonoma County Wildlife Rescue Center is dedicated to their mission statement, and

is driven to improve their facility to further help a wide variety of wildlife. Through donations,

and their exclsion and education services the center gains funds to expand their facility. The

center has just completed installing an otter pond, where they can have a place to treat animals

that are sent to them from marine facilities. Their newest project is to build a raptor recovery

center and hospital, where large birds will be treated and rehabilitated. The center is in great

need of this center to help accomadate the number of animals they can take in.

Sonoma County Wildlife Rescue is dedicated to the rescue, rehabilitation and release of

sick, injured and orphaned wildlife and to promote understanding and appreciation of wildlife

through our Education Outreach Program. For more information please visit

www.SCwildliferescue.org or call (707) 992-0274

# # #

Wildlife Rescue in the News

The Press Democrat: Otter Goes Free at Spring Lake

Golden Eagle on the Road to Recovery

Returning Animals to the Wild

Why are the Pelicans Starving

Rescuers Trying to Save Golden Eagle

Wayward Otter Captured in Rohnert Park

Rescuing Wildlife, from here to the Gulf

Sonoma Wildlife Rescue saves baby owl found in Glen Ellen

Returning to the Rescue

Petaluma Cougar Cubs Redeem Their Image

Skunk Season in Sonoma County

Home for the Wildlife

Rescued River Otters Set Free

YouTube:Doris Duncan- A Real Hero

Welcome!

Thank you for taking the time to review Sonoma County Wildlife Rescue's online press kit. This press kit is comprised of general information relating to our non profit organization's structure and objectives. This information is intended to aid in your role of contributing to the positive representation of our mission statement. This online press kit highlights the commitment we strive to practice at Sonoma County Wildlife Rescue.

This press kit contains information pertaining to our organization's background, finances, staff members, news coverage, and contact information. Also included in the press kit are photographs of our location and a list of frequently asked questions. By providing a broad overview of our non profit organization we seek to ensure that your media company is provided with clear, concise and accurate details regarding Sonoma County Wildlife Rescue.

Sonoma County Wildlife Rescue is delighted to collaborate with you in an effort to rescue and rehabilitate the wildlife of Sonoma County. If you have any further questions please feel free to contact Francesca Smith at (707) 778-9200.

Sincerely,

Francesca Smith Public Relations Representative

F.A.Q.Frequently Asked Questions

How long has SCWRC been in existence?!The Sonoma County Wildlife Rescue Center was founded in 1981, by Dorris Duncan and started out of a woman’s home. In their 31 years of helping rescue and treat wildlife, they have now expanded to be on of the largest

rehabilitation centers in the North Bay area.!

If there are other wildlife rescue groups in the North Bay area, why do we need another group?

Rehabilitation centers can hold a max amount of animals in their facilities. Being the largest rehabilitation center in the area, the SCWRC takes in injured animals that other facilities can not accomadate.

What kinds of animals does SCWRC help?

Mountain lions, Foxes, badgers, owls, otters, squirrels, coyotes, skunks, opossums, rabbits….the list goes on and on.

Is there a fee for bringing in an animal that is hurt or sick?

We gladly accept donations, although we do not charge for our services.

When is it appropriate to bring an animal to SCWRC?

We available to take in animals between the hours of 9am-5:30pm everyday. If you find an animal after hours please call our 24 hour rescue hotline at 707.526.WILD (9453)

Can we visit the facility?

Yes, we have tours on Saturdays October-April at 2:00 pm and May-September 12 pm and 2 pm. Our regular business hours are Tuesday through Saturday 10 am-5 pm. 403 Mecham Road Petaluma, Ca 94952

Can I become a member of SCWRC? What about volunteer work?

Yes, to become a member please call our office at 707.992.0274. We have several different volunteer programs that include opportunites for adults and youth. We also have internship opportunities available as well, for people who are 18 years of age and older.

Does SCWRC help residents with nuisance wildlife?

! 1

Tactic #2

Video News Release

! 1

Shot 1 : Mission StatementThe Sonoma County Wildlife Rescue Center is dedicated to the rescue, rehabilitation and release of sick, injured and orphaned wildlife and to strives to promote understanding and appreciation of wildlife through the multiple programs and services we offer.

Shot 2 : Success StoryThe Sonoma County Wildlife Rescue Center has come a long way from what it once was. Starting out the non-profit organization was based in someone’s backyard of their home for four years. It was not until January of 2005 when we answered a rescue call about an injured coyote, that we knew about a prospective large property. We then took advantage of the opportunity and organized a license agreement with the county to acquire the property we now are located on.

Shot 3 : What sets us apart... What Sets Sonoma County Wildlife Rescue Center apart from other facilities in the area is our size. We are known as being the largest wildlife rehabilitation facility in the area.

Shot 4 : Education ServicesThe Educational Outreach Program is designed to introduce the local community to the vast array of wildlife inhabiting Sonoma County. It also addresses wildlife emergencies and serves to promote a deeper understanding of the problems facing wildlife in an environment which is rapidly being altered by human activities. Many children today know very little about the wild animals that live in their area and are unaware of the tremendous impact we all have on their continued survival. If you would like to sign up for one of our presentations or schedule a field trip, please call (707) 992-0274 or email us at educationsc@wildliferescue.org. 

Shot 5 : Exclusion ServiceRather than trap and relocate animals, which is illegal and can expose wildlife to diseases and territorial conflicts, AWES technicians identify how an animal is getting in and seals points of entry without trapping the animal inside. The solution motivates the animal to leave the property and reduces the likelihood of other animals getting in. Call our hotline to get assitance.

Shot 6: Vet Sonoma County Wildlife Rescue’s Internship Program is an unpaid position developed to teach students in related majors about wildlife conservation, how to properly work with and handle wildlife, intake exams, medical treatments and procedures, natural history and education aspects of wildlife rescue, care and maintenance of animals and their housing, and fundraising. Email us for more information.

VNR Script

Story Board Client Sonoma County Wildlife Rescue Center Title Video News ReleaseStory BoardSpot At Wildlife Rescue Center By # PR

Page 1

Shot 1: LogoScript: Mission Statement

Shot 2: Dorris standing in front of sign or buildingScript: Success Story

Shot 3: B-roll tour of facilityScript: “What sets us apart...Largest Facility..”

Shot 4: Show education services, Animals with kids.

Script: Education field trip info.

Shot 5: Show exclusion seriviceScript: Exclusion number, what to do if you find an animal

Shot 6: Show partients in hospitalScript: Vetinary intern oppor-tunities

Shot 7: Show bird flying rehabilitated(Include information on bottom)Script: Restate mission

Tactic Time Estimated Cost Realized Cost Notes

Online-Press/ Media Kit

40 hours N/C N/C

-Personalized Letter 2 hours #PR N/C

-Co. Overview 2 hours #PR N/C

-Finance Info 2 hours #PR N/C

-Biographies 4 hours #PR N/C

-FAQ’s 2 hours #PR N/C

-News Coverage 2 hours #PR N/C

-Press Release 2 hours #PR N/C

-Contact Info 2 hours #PR N/C

-Photos 2 hours N/C N/C

Optional- USB Drive

N/A $15 per drive $11.99 per drive Only needed if not uploaded from computer for distribution.

VNR 2 months

All inclusive Package $800 $1,000 It is cheaper to hire a professional videographer for basic VNR

-Videographer $100 an hour $1,000 8+ hours to shoot video

-Equipment $200 $500 For HD high quality video

-Editor/Editing $500 $1,000 For HD high quality video

Script 5 hours #PR N/C

Storyboard 4 hours #PR N/C

Budget = $1,000

Option 1: Use computer for press kit distribution and hire all inclusive videographerOption 2: Buy USB Drive, and create VNR without all inclusive package.

Total = $1,000 ! Broke EvenTotal= $2,512 Over budget by $1,512

Tactic Task Contact Start Date End Date Resources Notes

OnlinePress /MediaKit

-Write Personalized Letter-Gather organization financial information-Type finance info out-Write organization overview-Collect bioʼs of staff members-Collect FAQʼs-Research news coverage- Create press release- Write out contact

information- Gather photos- Submit to North Bay

media outlets

Caitlin P.

Dorris D. (SCWR)

Elyse J.Elyse J./ Caitlin P.

Dorris D. (SCWR)

Francesca-SCWRFrancesca-SCWR

Francesca-SCWRDorris D. (SCWR)

Dorris D. (SCWR)Francesca-SCWR

April 12

April 13

April 17

April 13

April 13April 17

April 12

May 2

April 18

April 17

April 25

April 17

April 17April 18

April 18

May 10

Editor, Online Distribution, Media list

Video NewsRelease

- Write script- Have script edited - Create Storyboard- Hire Videographer- Start Filming- Edit with voice over- Completed and uploaded

to website and social media

- Submit to media outlets

Caitlin P, Elyse J.Francesca-SCWRCaitlin P., Elyse J.Dorris D. (SCWR)VideographerVideographerFrancesca- SCWR

Francesca- SCWR

April 16April 18April 16May 2June 1June 2 June 20

July 1

April 25April 20April 27May 24June 1June 12June 20

July 6

Videographer/ Video Editor, filming and editing equipment, Media list

Timeline!

Timeline!

Evaluation

In first beginning our campaign for the Sonoma County Wildlife Rescue Center we

worked together to develop an objective that best met the needs of our client. Our objective was

to create an online press kit and outline the components of a VNR in order to create more

awareness about Sonoma County Wildlife Rescue’s mission statement and rescue efforts. These

tactics are intended to target the local North Bay media as well as the general public of the North

Bay.

An online press kit fits our clients needs best as they are continuously expanding and in

need of an easily available resource the media can refer to. Being that this press kit is an online

resource, it will immediately act as an infinite number of media kits that are readily available

with the click of a mouse. An online press kit will make the Sonoma County Wildlife Rescue

Center look professional and concerned about the needs of those they have built relationships

with, such as The Press Democrat. The benefits of an online press kit include the ability to

constantly update and maintain it. In addition, it is convenient because it can be emailed out to

over one hundred media clients and those within the public who share an interest.

A video news release is the ultimate goal behind our development of a script and

storyboard. This will provide the local media, potential investors and the public with a visual of

Sonoma County Wildlife Rescue’s atmosphere and services. A visual will encourage the viewer

to learn more about the organization and act as a promotional tactic to advocate involvement.

Similar to a press kit, A VNR can easily be posted to the website or emailed out. It will be

beneficial in readily publicizing the name Sonoma County Wildlife Rescue has created for

themselves.