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Jessica Fleet
Austin Pets Alive! Wagathon Walkathon 2015
TABLE OF CONTENTS
Executive Summary………………….…….2
Problem/Opportunity Statement…….4
Situational Analysis…………….…………..4
SWOT Analysis……………………………….6
Background research……………………...7
Audiences/Opinion Leaders………….12
Primary Research…………………………13
Research Conclusions……………………16
Overarching Campaign Proposal……17
Timeline……………………………………….23
Appendix…………………………………...…24
Austin Pets Alive!
Wagathon Walkathon 2015
Strategic Communication Plan Proposal
Executive Summary
The 2015 Wagathon Walkathon will mark Austin Pets Alive!’s 5th anniversary of the
event. Over the last couple years, the attendance rate and overall funds raised has been
drastically declining. In order to ensure that the next Wagathon Walkathon is a successful
event, various measures need to be taken to ensure that the target audience is informed of
the fundraiser and Austin Pets Alive! organization in general.
Some issues that have been noted regarding the promotion of Wagathon Walkathon
and Austin Pets Alive! are:
Late promotion of the event
Lack of physical advertising (flyers, posters, etc.)
Underutilized tools that the target audience responds well to and reportedly uses
often (Pinterest, YouTube)
No current viral marketing techniques (like the use of hashtags
“#WagathonWalkathon”)
2
Under-promoting current video marketing (Austin Pets Alive! has over 70,000
Facebook followers, yet there is under 300 views of the only Wagathon Walkathon
video)
I performed both secondary background research and primary research. My
secondary research informed me that, while flyers and posters can be found online, Austin
Pets Alive!’s current collateral material is subpar and could use some extra design work.
The information presented is acceptable, but changes should be made to make the
appearance more appealing. I also found that there has been a fair amount of media
coverage of the organization, and it seems to all be positive, reflecting well on Austin Pets
Alive!.
My primary research, in the form of a survey submitted to members of the target
audience, provided a lot of important information. The respondents reported that the
majority of them utilize Facebook, Instagram and Twitter at least once a week. Pinterest
and YouTube were also noted to be used often. Most survey participants also reported that
there is at least one dog in their home, they would be willing to attend a dog walking
fundraiser event and they would like to see treats and toys in a free swag bag at the event.
All of this information has helped me develop my proposal for Austin Pets Alive! and
the promotion of the 2015 Wagathon Walkathon. Austin Pets Alive! does have a Pinterest
account, but there is no current Wagathon Walkathon board. This should be created in an
attempt to reach this audience. Also, improved flyers and posters would be an effective way
to garner more participation. Promoting a swag bag with the reported desired items, treats
and toys, could serve as a positive incentive to stimulate registration. Video marketing is
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another powerful tool that I suggest utilizing in an attempt to create viral advertising.
Finally, I propose that Austin Pets Alive! begins promoting the 2015 Wagathon Walkathon
as soon as possible. Waiting until right before, as they have in the past, can only lead to
underachieving when it comes to participation and raising funds.
Statement of the Problem/Opportunity
In March 2015, Austin Pets Alive! will host its 5th annual charity dog walk called
Wagathon Walkathon. The organization could benefit greatly from an improved public
relations campaign surrounding their special charity event, because their attendance rate
and funding have dropped over the last few years. They have opportunities to reach new
audiences buy utilizing more web tools and promotional distribution.
Situational Analysis
My research shows me that the 2014 Wagathon Walkathon raised about $13,000,
which is nearly $7,000 less than what they raised two years prior. The 2012 event also had
many more sponsors than this year’s Wagathon Walkathon, and this may be a partial cause
of the substantial discrepancy in funds raised. Perhaps the agency could benefit from a
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campaign that is partly focused on finding potential sponsors to prevent the same issue
from occurring.
Austin Pets Alive! could also benefit from beginning to promote the event earlier.
There is no mention of the 2015 Wagathon Walkathon on Austin Pets Alive!’s social media
as of yet. Also, the organization’s YouTube account is outdated. YouTube could serve as an
effective viral marketing technique that could be promoted on their social media accounts
and website.
5
SWOT Analysis
Strengths
Substantial social media
presence
Partnerships with other animal
shelters
Relatively significant size online
audience
User-friendly website
Weaknesses
Lack of YouTube use
Fundraising has been declining
at their annual events
Lack of advertising the event
Opportunities
Has a large social media audience
to advertise to
Many volunteers to help get the
word out
Currently has YouTube account –
could create potentially viral
videos
Threats
Competing fundraisers
Other shelters attracting similar
audiences and donors
6
Background Research
Client Archives
A search of client archives did not show any past brochures or newsletters,
but I discovered several flyers. The flyers are advertising both past and future
events that Austin Pets Alive! is currently involved in or was a part of in the past.
One can be found here http://www.dogtrainingandboardingaustin.com/wp-
content/uploads/2014/07/Picture1.png. This flyer is advertising Starmark Pet Fest,
a carnival-like event that benefits the company.
Another flyer is located here
http://www.austinchronicle.com/binary/8fc1/SER-Pups-Chronicle.jpg. This one is
advertising Pups & Treasures Garage Sale. This event was a donation-based charity
event that benefitted the Austin Pet Alive! cause.
One more can be found here
http://www.writingbarn.com/wp-content/uploads/2013/04/sullivanbook-1.jpg.
This flyer is a save-the-date for a donation drive/book release party that benefited
Austin Pets Alive! from the profits.
7
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Mass Media
Austin Pets Alive! has been mentioned in multiple mass media sources. One
was in a KVUE article on July 5, 2014. The article is about the surge of cats and dogs
that run frightened from Independence Day fireworks and get lost. The story reveals
that the shelter takes in nearly 50 pets each year after Independence Day
celebrations. This is positive coverage of the company, because it shows the public
that Austin Pets Alive! always has the best interests of the local animals in mind. The
article can be found at http://www.kvue.com/story/life/pets/2014/07/05/animal-
shelters-take-in-lost-pets-scared-from-fireworks-shows/12261647/.
Austin Pets Alive! was also mentioned in an article by RescueMe Magazine in
May 2014. The story is about no-kill shelters. The executive director of Austin Pets
Alive! is quoted throughout, explaining the progression of the no-kill efforts
nationwide. The article is very positive coverage, because it details how the
company strives to save the lives of animals and encourages the no-kill efforts of
shelters. The story can be found at http://www.rescuemecentral.com/Get-
Informed/No-Kill-Nation/.
The Austin American-Statesman also featured an article referencing Austin
Pets Alive! recently. It details the story of an editorial assistant for the newspaper
that has fostered a pet through the shelter. The story also features a Q&A session
with the Animal Care Programs Director from Austin Pets Alive! about the pet
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fostering process. The article is another example of positive press coverage, because
it helps readers understand more of what the company does. The article can be
found at http://www.statesman.com/weblogs/pet-friendly/2014/jun/03/pet-
fosters-save-lives/.
Case Studies
My research uncovered one case study relating to animal shelters and public
relations tactics. It is called “Blend of volunteer engagement, professional services
keeps animal welfare group afloat.” The study discusses a specific shelter that was
adjusting its approach to fundraising. Noah’s Ark Animal Sanctuary found that a
combination of professional public relations services and educating employees,
volunteers and donors proved to be the most effective. This particular case study
can be found at
http://libproxy.txstate.edu/login?url=http://search.ebscohost.com/login.aspx?
direct=true&db=bth&AN=86443518&site=bsi-live&scope=site.
Internet Sources
My Internet searches revealed some very important sites featuring Austin
Pets Alive! information. The first is the group’s Facebook page, which can be found
at https://www.facebook.com/austinpetsalive?ref=br_tf. The page has an
impressive amount of “likes” and has a 4.8 star rating from nearly 2,000 raters. This
promotes a pretty remarkable image to all visitors to their page.
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Another important site I came across is the Austin Pets Alive! Twitter page. It
can be seen at https://twitter.com/austinpetsalive. The account has a substantial
number of followers and produces pretty regular posts, creating a positive image for
their brand.
The last important site I discovered was the Yelp page for the company. This
reviewing site has become a reliable source for internet users. Austin Pets Alive! has
a 4.5 star rating, with 79 reviews. This is exceptional, because most Yelp reviewers
tend to be a bit harsh. This is yet another positive reference for the company.
Government Sources
Only one reference of Austin Pets Alive! was found through government
sources. The Animal Services Office of Austin website lists the organization as an
option for re-homing a pet. The reference can be seen at
http://www.austintexas.gov/department/surrendering-pet. Having a government
source recommend Austin Pets Alive! reflects positively on the company.
University/Scientific Studies
While I could not find a scientific study or university study regarding public
relations and animal welfare, I found something that was helpful. Since I am
focusing the project around the fundraising event, I thought this dissertation study
would be helpful. It is called How and Why Fundraisers Use Social Media: A National
Survey of the Practice. It can be found at
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http://search.proquest.com.libproxy.txstate.edu/pqdtft/docview/920004890/
previewPDF/539A3E65E4A1474CPQ/3?accountid=5683.
Audiences/Key Publics/Opinion Leaders
For the Austin Pets Alive! Wagathon Walkathon, there are primarily two types of audiences that
should be reached. To have a successful event, both attendees (dog owners and dogs) and potential
collaborative organizations to host booths must be appealed to. A few of the important audiences to
reach are:
Dog owners: The Wagathon Walkathon is a dog-walking charity event.
Similar organizations that want to collaborate on the event. They traditionally have multiple
organizations alongside themselves.
Animal welfare supporters
Some notable opinion leaders for the target audience are:
Lee Leffingwell, Mayor of Austin
Liz Parker, Publisher of Austin Pets Directory (local magazine for “pet lovers”)
Writers for AustinDogAndCat.com – popular Austin pets blog
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Primary Research
Demographic Questions
Age: The target audience is dog walkers of all age, so this information isn’t extremely
helpful. Of the 26 responses, the majority of respondents were 18-25 or 50-65. A medium
amount of respondents were 26-35, and a small amount responded as 36-49.
Gender: The majority of respondents were female.
Audience
Social Media Platforms Used Once Per Week: I asked this question to identify which
social media platforms were most important to utilize when reaching the audience.
Facebook was the most common response, followed by Instagram and Twitter. Pinterest
and YouTube were also reported fairly recently. Vine was less common.
Household Dogs: The majority of respondents reported that there was at least one dog in
their household. See graph below:
13
Organization Recognition and Reputation: Only about 1/5 of respondents were familiar
with Austin Pets Alive!, but those that were had a positive opinion of the organization. This
is a positive finding for the brand.
Potentially Consider Attending a Charity Event to Benefit Local Animal Shelters:
Nearly all respondents said they would consider such an event. See graph below:
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Recognizing the Event: Only one respondent had heard of the Wagathon Walkathon, but
they had a positive opinion of the event.
Willing to Pay to Participate: The majority of respondents reported that they would be
willing to pay between $0-$15, some said they would pay between $15-$30 and one said
they were willing to pay $50+. This is a good indicator that the price should be around $15.
Swag Bag Suggestions: Most answered that they would like to see treats and toys in a swag
bag at the Wagathon Walkathon. A few others reported that they would like to see coupons,
samples and accessories.
Other Household Members Likely to Attend: Out of the 26 respondents, 24 said that at
least one other member would be likely to attend the event with them. See graph below:
15
Research Conclusions
The respondents reported that they most commonly use Facebook, Twitter and Instagram
on a weekly basis. This indicated that Austin Pets Alive! should be promoting their event primarily
on these platforms. Additionally, Pinterest and YouTube were reported a significant amount of
times as well. These accounts should be given some weight, as well.
About two-thirds of respondents reported that there is at least one dog in their household.
This is good news by publicity standards. This is indicative of how much of the audience reach will
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be relevant. Since the target audience is local dog owners, a publicity message relayed toward the
general Austin area would be successful, as about two-thirds of the audience would be dog owners.
The cost and swag bag answers are quite important to ensure participant satisfaction.
Respondents reported that they are likely to pay around $15 to participate in a dog walking charity
event. Common swag bag suggestions like treats and toys could serve as a possible incentive to
register for the event.
Nearly all survey participants said that there were one or more household members that
would be likely to attend with them. This could indicate that a “the more the merrier” campaign
could be applied to the event. By advertising it as a fun, family and friends event, more registrants
may recruit their other household members.
Overarching Campaign Proposal
Strategic Communication Goal
For Austin Pets Alive! to be recognized by the community as an animal welfare charity worth
assisting by getting involved with the Wagathon Walkthon.
Theme
Maintaining Austin’s No-Kill Status
Key Messages
The Wagathon Walkathon is an important step to maintain the no-kill status of Austin
Austin Pets Alive! is a charity worth supporting
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The Wagathon Walkathon is beneficial to the community and local pets
Communication Channels
Social Media
YouTube
Web
Websites
http://www.austinpetsalive.org/
http://wagathonwalkathon.com/
Electronic Media/TV
KEYE – Austin, CBS Affiliate
KVUE – Austin, ABC Affiliate
KXAN – Austin, NBC Affiliate
Electronic Media/Radio
KTSW 89.9 – Indie
KLBJ 93.7 – Classic Rock
KNCT 91.3 – Easy Listening
KUTX 98.9 – Adult Alternative
18
Print Media
The University Star
The Mercury
The Record
Community Impact
Austin American Statesman
Hays Free Press
Llano County Journal
Daily Tribune
The Austin Chronicle
The Daily Texan
Austin Daily Herald
Non-Media
Fliers
Posters
Brochures
Objective, Strategies, Tactics, Logistics
Objective 1: To gain awareness and recognition from the community as an animal welfare
charity worth assisting by getting involved with fundraising that support various Austin Pets Alive!
programs.
Evaluation: At the Wagathon Walkathon last year, there were 465 attendees. The objective will be
successful if there are 466 or more participants. Attendance will be counted by the organization’s
representatives.
19
Strategy: Promoting the organization online, in the media and through advertisement distribution.
Tactics/Activities:
Promote the organization on Facebook, and highlight the event in some postings
Create and post videos on YouTube with soft feature stories about specific animals at the
shelter, share them on social media sites to increase the chance of them “going viral”
Create a Vine account cataloging the animals on site for users to see
Design and distribute posters and fliers promoting the organization and event
Send out press releases about the organization and the event to local media sources
Objective 2: To raise more funds from the community to benefit Austin Pets Alive! programs
during the 2015 Wagathon Walkathon than in previous years.
Evaluation: At the Wagathon Walkathon last year, the event raised $13,848. The objective will be
successful if there is more than $13,848 raised. Fundraising will be counted by the organization’s
representatives.
Strategy: Promoting the 2015 Wagathon Walkathon online, in the media and through
advertisement distribution.
Tactics/Activities:
Promote event on Facebook
Create a Twitter hashtag to get users involved and the event trending
Create and post a video to promote the event
Design and distribute posters and fliers promoting Wagathon Walkathon
Write newsletter story about the event
Send out press releases about the event to local media sources
20
Logistics:
Expenses:
Video – Camera and editing donated by Texas State University
Posters, Fliers – Printing by Texas State University
Newsletter feature story – No expenses
Press Release – No expenses
Social Media posts – No expenses
Staff: Austin Pets Alive! Team and Jessica Fleet
Timeline: Now through March 29, 2015 (more details on page 23)
Government Opinion Leaders
U.S. Representatives
Lloyd Dogget (Caldwell/Hays)
Michael McCaul (Fayette/Lee)
Blake Farnthold (Caldwell)
John Carter (Williamson)
Michael T. McCaul (Bastrop)
U.S. Senators
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Ted Cruz
John Cornyn
Texas State Representatives
Lois Kolkhorst (Fayette)
Tim Kleinshmidt (Caldwell/Austin)
Bill Flores (Lee)
Marsha Farney (Williamson)
Larry Gonzales (Williamson)
Tony Dale (Williamson)
Tim Kleinschmidt (Bastrop)
Texas State Senators
Glenn Hegar (Fayette/Katy)
Judith Zaffirini (Caldwell)
Charles Schwertner (Georgetown)
Kirk Watson (Bastrop)
Texas Mayors
Lee Leffingwell (Austin)
Daniel Guerrero (San Marcos)
Barron Casteel ( New Braunfels)
Todd Webster (Kyle)
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Timeline
Early January 2015
o Distribute newsletter to potential collaborative organizations for the Wagathon
Walkathon.
o Begin the Wagathon Walkathon blog posts.
Late January 2015
o Send out news releases, fact sheets and backgrounders to local media.
o Begin dispersing flyers and displaying posters.
Early February 2015
o Distribute newsletters to potential attendees.
Late February 2015
o Begin social media posts and event pages
Early March 2015
o Send out news stories, feature stories, fact sheets and backgrounders to local
media.
o Continue to use social media blasts.
23
Appendix
Survey:
1. How old are you?
Under 18
18-25
26-35
36-49
50-65
66+
2. What is your gender?
3. Please check all of the social media platforms that you use at least once a week:
YouTube
Vine
4. How many dogs are in your household?
24
0
1
2
3+
5. Have you heard of “Austin Pets Alive!”? If so, how would you describe your impression of
the organization?
6. Would you ever consider attending a charity event to benefit local animal shelters?
Yes
No
7. Have you heard of an event called “Wagathon Walkathon”? If so, describe your perception of
the event.
8. How much would you be willing to pay to participate in a dog walking charity event?
$0-15
$15-$30
$30-$50
$50+
9. What pet-related items would you like to see in a complimentary swag bag at such an event?
10. If you were to attend a dog walking charity event, how many other members of your
household would be likely to join you?
25
