Happiness, We All Want It.

Pups in Peril Campaign by: Baylee Billiot, Alyssa Angelle, Zjori Bosha, Hannah Carlson

Executive SummaryPups in Peril is a non-profit organization located Groves, TX. When we talked to Angela Dodson from Pups in Peril we found that their main need is donations. Our campaign is focused on bringing in donations over a 3 month campaign. During our time working on this we researched what the main demographic was, that would donate to Pups in Peril, and how exactly we can reach out to them. We are looking for an increase of $5,000 in their funds through donations.

Happiness, everyone wants it. The previous sentence is our campaign slogan because some people strive for happiness their entire life. Once someone is happy, they want to share that with the world and we want them to see that donating to Pups in Peril would bring happiness, not only to the dogs, but to future owners. Our goal within this 3 month campaign is to raise $5,000 through donations by putting on events and bringing awareness to the organization through social media.

ResearchWhat is Pups In Peril?

● Non-profit Organization● Rescues dogs of all ages and

breeds● They have 20 dogs currently● They are donation-based. The only

way they can attain to the pups is from public donations.

What are their Products & Services?● Rescue● Rehabilitate● Foster● Veterinary Care● Placement in Good Homes

What are the demographics?● Most donations come from families

with younger kids so we planned our events on Saturdays so that children are able to attend them.

● Elderly People are also more likely to attend events that are on Saturdays.

Who is the Competition? ● Other foster shelters in the golden

triangle also looking for donations● Larger non-profit’s who are

searching for donations

Creative BriefDuring our 3 month campaign we will be hosting 3 events; 2 pop-up

shops and 1 Pups in Peril Bash. They will all have the same theme but

the 2 pop-up shops will be held at Ida Reed Dog Park January 14th

and February 11th from 10am to 3pm. The final Pups in Peril Bash will

be held on National Dog Day on March 25th 10am to 3pm. At each

event there will be a multitude of opportunities to donate to Pups in

Peril.

We will use social media to advertise these events, as well as print

ads. We will send personalized “Thank You” emails to everyone who

donated. We will also be selling Calendars throughout the campaign

with pictures of the dogs for each month.

Slogan: Happiness, we all want it.

Traditional: Print advertisements for our 3 events.

Non-Traditional: Facebook, Instagram, Twitter, Website, Calendars

Campaign Timeline

January - March 2017

January 14 2017

Pop-up shop Ida Reed Dog

Park 10am-3pm

February 11 2017Pop-up shop Ida Reed Dog

Park 10am-3pm

March 25 2017Pups in Peril Bash located

at the Pups in Peril Barn

10am-3pm

Media Strategy● One of the biggest issues with Pups in Peril is their lack

of involvement on social media.● We plan to sign them up for new sites and update their

current sites they already have.

● Facebook: Get more followers by posting at least once daily on the site. Also put the donation link big and clear on their home page.

● Snapchat: Post a “snapchat story” of the puppy of the day to pull people in by the emotional appeal to attract them to donate.

● Company Website: Amp up the design and layout on the site by making it more fun and energetic. Also put the donation link big and clear on their home page.

● Instagram: Incorporate a puppy peril of the week with a link to the donation page on each picture posted.

Budget January February March Total

Non-Traditional

Facebook $0

Instagram $0.00

Twitter $0.00

Calendar $491.00

Traditional

Print Ads (pop-up 1 ads) (pop-up 2 ads) (final bash ads) $109.00

Website $0.00

Promotional

Pop-up shop 1 $200.00

Pop-up shop 2 $200.00

Final Bash $500.00

TOTAL $1,500.00

Evaluation

How we will evaluate our campaigns success:We will measure the increase in donations that we got to see if we had accomplished our goal of getting $5,000 in donations.We will evaluate our campaign by sending out a survey to people who donated asking what their age is and how much they donated so we can tell if our target demographic donated or if it was another demographic.

Reiterating our campaign objective:Raise $5,000 in donations during our 3 month campaign through fundraising events and spreading awareness on social media.