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Target Audience Analysis 18 – 21 years old22 – 28 years old Demographic Tertiary Students (ITE, Polytechnic, Uni) Part-timers Tertiary Students (ITE, Polytechnic, Uni) Working Adults Psychographic Financially Dependent Outgoing Socially Active Sociable Like new experience Low spending power Financially Independent Outgoing Socially Active Sociable Like new experience Average to high spending power
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Cat Welfare Society Project
Vicki, Ili, Pearlyn, Kelley
Content Page• Target Audience Analysis• Key Message• Event• IMC Tools• Communication Strategies• Media Plan• Timeline• Conclusion
Target Audience Analysis18 – 21 years old 22 – 28 years old
Demographic
Tertiary Students(ITE, Polytechnic, Uni) Part-timers
Tertiary Students(ITE, Polytechnic, Uni) Working Adults
Psychographic
Financially Dependent
Outgoing Socially Active Sociable Like new
experience Low spending
power
Financially Independent
Outgoing Socially Active Sociable Like new
experience Average to high
spending power
Survey responses (70 people)
Key Message
“Be kind today, donate to save our
strays”
“CAT ME HOME”
• Adoption Drive + Roadshow• Bring in stray cats from CWS up for adoption• Set up adoption drive booths at Scape to
encourage people to adopt a cat and also to allow them to gain more awareness about cat sterilisation/ the new GIRO system
• Set up booth for Suddenly Cat/OCBC to sell merchandise / Facilitate GIRO applications
• Provide more info about cat sterilisation to the public and OCBC staff (Provide more info on GIRO and how the public can sign up)
• Melody Chen (Official spokesperson of CWS) & Keagan Kang (Ambassador of CWS) as the host for the event
Advertising
Promotional Materials – Brochure
Promotional Materials – Poster
Promotional Materials - Flyers
Advertising – Bus Shelters• Bus shelter advertising has been
proven to achieve the highest perceived exposure in comparison to other Out-Of-Home formats
• With the masses spending an average of 40% of their day Out-Of-Home, 21% of their day is spent travelling and 100% of them passing by a bus shelter
• Research has shown that bus shelter advertising establishes brand awareness
PR via Social Media
Instagram Able to post photos/ 15-
second videos
Since our TA are frequent users of social media, we could make use of Instagram to publicise the campaign
Instagram has overtaken Twitter to become the 2nd most popular social media network in Singapore – hashmeta.com
How do you know if our stray cats are sterilized? #saveourcats #catwelfare
CAT WELFARE SOCIETY CAT WELFARE SOCIETY
What do you think happens to our unsterilized furry friends? #saveourcats #catwelfare
CAT WELFARE SOCIETY
Would you want to save this family of cats? #saveourcats #catwelfaresociety
‘Be Kind Today, Donate to Save Our Strays’. It’s coming soon #saveourcats #cws
Local celebrities in support of our campaign #saveourcats #cws #maialee
Spay Day 2014; what’s happening this year? #saveourcats #saveoursingaporeanstrays
Personal Selling
Booths @ SCAPE & Tertiary Institutes
Possible Sponsors to Pitch to
Community Centres (North, South, West and East) - Has an open space - Could host events here to promote the campaign
SCAPE - A venue to attract the youth in Singapore (18-21)- Could host events here to promote the campaign
Sponsors for Location of Events:
Sponsors for Broadcast Publicity:
- Popular among the 25 and above age
group- Can reach out
to the older target group
while they are on-the-go
- Popular among the youths in Singapore- Able to
broadcast information so that our target audience can get listen on-
the-go
- Already do a segment on their show
called ‘The Pet Project’
- Since they already support such a cause, higher chance
they would want to talk about this
organization
Each radio station can do a segment on the campaign:
‘Be kind today, donate and save our strays’
Sponsors for Print Publicity:
Pets Magazine- Can pitch to them as
it would suit their
content- Would be a
good feature story for
their magazine
TODAY Newspaper; - TODAY is a widely read
newspaper in Singapore
- The campaign would suit the
content since (E.g. TODAY did a feature on
Managing Director of Pet Lovers
Centre)
8 Days Magazine
- 51% Polytechnic/ Undergrad/ Post-grad
educational certificates
(Readership)- Have wrote about several
pet-related events
Suggested Angles for Media• More Efforts by CWS to Sterilize Our Strays - Talk about events that are going to happen in lieu of the
campaign- E.g. ‘Cat Me Home’, talks at Secondary Schools etc.
• CWS aims at 1000 sterilizations- A bigger campaign and a bigger year for CWS
• Continuously support CWS with GIRO- Donating through GIRO ensures regularity in donations
• Benefits of Donating to CWS- State the benefits so that people are aware of them - E.g. You can save a cat’s life, many cats are put down if not
sterilized due to overcrowding, funding this organization could help save them etc.
- Can sponsor merchandise for the prizes to be given out to Singaporeans so as to encourage their participation- OCBC will be mentioned as an official sponsor on the merchandise they provide- This could show Singaporeans that OCBC supports animal welfare
Sponsor for Materials:
Sponsor for Merchandise- Sells cat themed merchandise ( Clothes, Phone cases, accessories) - 1896 likes on Facebook - Can sponsor merchandise for the prizes to be given out to Singaporeans so as to encourage their participation
- Well-known brand to all animal lovers/pet owners- Can supply cat treats, cat related merchandise, etc- Can sponsor merchandise for the prizes to be given out to Singaporeans so as to encourage their participation
Merchandise
Mention of Benefits
Social Media- We can
constantly remind our TA on social
media of the benefits of using
GIRO
Flyers- So that it remains
irremovable and clear for
Singaporeans to read about the
benefits of using GIRO
Talks at Tertiary Schools
- So that it will be a sure bet that at least a portion of
our TA will be taught the benefits
of GIRO
Media Plan Item Description Cost
Poster (Print) A2 Sized x 100 All schools - 10 poster eachScape- 5 posters Bus stops (re-use pass CWS posters) – 15 posters
$2.68 x 100 = $268
Flyers
A5 sized x 1000
$91 x 2 = $182
Brochures A3 sized (Double side) x 1000 Brochure type: C-fold (3 columns)
$545.70
Booths Scape - $65 (Saturday)
$65 x 3 = $195
Advertising Advertise posters at bus stops at town areas (2 weeks every-day in mid- April)
$400 x 2 = $800
Public Relations Social Media Platforms (Facebook, Twitter, Instagram)
Free
Media Pitch to TODAY, Radio 98.7fm, 91.3FM, 938 LIVE, Pets lover magazine
Free
Grand Total $1990.70
Timeline
ConclusionWe want to always emphasize on the
benefits of donating to this organization People understand why they should donate Want to make people feel good to donate to this organization
By stating the benefits clearly in every platform of publicity we have mentioned, we want to ensure that people first realise the importance of donating
Thank You