PR Proposal

MMOUNTAINMEDIA

HANNAH CORDERMAN, JAMIE ALTMAN, STEPHANIE WAITE, LEKSEY MALTZMAN, BETHANY ROCK

PUBLIC RELATIONS PROPOSAL

SPCA TOMPKINS COUNTY

MMOUNTAINMEDIA

PR ProposalClient: SPCA Tompkins County

TABLE OF CONTENTS

1 - Company Overview2 - Executive Summary3 - Situation Analysis4 - SWOT Analysis5 - Research Survey6 - Future Research7 - SPCA Media Coverage + Audit8 - Competitor Analysis9 - Competitor Media Audit10 - Influencing Trends11 - PR Objectives12+13 - Primary Audience14+15 - Secondary Audience16 - Targeting Plan17 - Strategy18 - Social Media Tactics19 - Volunteer Tactics20-23 - Donation Tactics24 - Evaluation25 - Budget26 - Timeline27+28 - Staff Bios29-41 - Appendix

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MOUNTAIN MEDIA

Mountain Media is an emergent public relations firm founded upon the values of strength, trust, creativity, and passion. At Mountain Media, we aspire to conquer any challenges our clients may face as they continue to climb as organizations. We consistently strive to help our clients communicate and build sustainable, credible relationships with their stakeholders.

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EXECUTIVE SUMMARYThe Tompkins County SPCA is a non-profit organization dedicated to providing a safe, humane environment for animals without a home and encouraging those of the sur-rounding community to provide an adoptable animal with a loving home. The Tompkins County SPCA has the potential to be a leading chapter, due to the humanistic community and number of resources that Tompkins County has to offer, such as the various social advocacy programs and number of enthusiastic youth. However, the Tompkins County SPCA requires more volunteers and donations to make this possible. In order to do this, we have created several ideas and programs to initiate awareness of the importance and significance of the SPCA to the Tompkins County community. At Mountain Media, we thank the SPCA for the opportunity to present our proposal.

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SITUATION ANALYSIS Founded in 1992, the Tompkins County SPCA has grown into a non-profit focusing on the sheltering and adoption of cats, dogs, and other unwanted animals. Today, the SPCA continues to work hard to raise awareness about the organization and its mission to protect companion animals. The current situation of the SPCA exhibits both positive and negative components, as the SPCA is making strides in regards to raising awareness and building an identity on social media, but the organization still requires important steps to addressing vari-ous weaknesses and threats that adversely affect the SPCA’s goals. Currently, the SPCA works to communicate with its publics, especially potential adopt-ers, donors, and volunteers, through social media (Facebook, Twitter, Instagram, YouTube) and bi-weekly newsletters. Additionally, the non-profit sells products online and has several local sponsors as a source of funding. While the SPCA has positive communication efforts, the organization faces problems with limited volunteer staff and a lack of monetary funding and supply donations, which is influenced by social and economic difficulties, as well as other organizations similarly competing for donations and volunteer hours. Furthermore, the SPCA is in need of increased awareness, as well as opportunities for connecting potential adopters with shelter animals. The current situation of the SPCA offers the chance for improvement and flexibility in the ways to strengthen and achieve the non-profit’s mission and goals. Future opportunities include, but are nowhere limited to, increasing social media activity and strategizing new sources of communication to raise awareness, gaining new volunteers, and increasing the number of adoption and volunteer events to benefit the shelter. In assessing the current situ-ation of the SPCA, the non-profit is in a strong position to continue growing and moving in an optimistic direction.

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SWOT ANALYSIS

STRENGTHS

- No-Kill Shelter (unless too sick)- Volunteers from Ithaca College and Cornell University- Bi-weekly Newsletters- “Did you know” facts to help the public stay informed- Cute “where are they now” stories- Active use of social media - Facebook - 8,495 likes - Twitter - 884 followers - Instagram - 1,377 followers - Youtube - 4 animal videos- Sells products via online shop to raise money- Annual Live Release Rate is 91.88%- Several local sponsors - listed on website

WEAKNESSES

- Limited volunteer staff- Funded by donations; in need of donations- Limited building space to house animals- Uninviting website - Mission not highlighted; placed at the bot-tom of the home page- Infrequent YouTube posts - potential to grow awareness through sharing cute adoptable animals at the shelter - Only a few big events, such as adoption and volunteer events

OPPORTUNITIES

- Many potential student volunteers (college students and middle/high school) - Public interest in animals- Growing interest from local businesses to contribute to shelter- Sponsor donation drives for dog toys, food, etc.

THREATS

- Competitors - competition for donations and volunteer time- Large portion of population includes col-lege students who can’t have pets (dorm rules) - Limited population who can donate - Large low-income population, including students- Economy: in difficult times, charitable con-tributions are the first to cut back on

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RESEARCH SURVEYOn October 22, 2014 we released a survey across the Ithaca College class pages (2016, 2017, and 2018) asking some brand awareness questions about the TCSPCA. Overall, we found that there was a 70% awareness across these demographics (the ripe age of the TCSPCA vol-unteers,) but for such a small town, that’s still 30% of people who didn’t know of the SCPA’s existence. Our graphical results can be found in the appendix.

Survey Questions:

- ...how did you hear of the TCSPCA’s exis-tence?- Do you follow any of the TCSPCA’s social media?- Have you ever volunteered at an animal shel-ter before?- Did you know the TCSPCA is always looking for volunteers?- Would you be interested in volunteering?- What is preventing you from volunteering?- Would you be interested in attending an “Adoption Day?”- Would you be interested in attending a fund-raiser benefiting the TCSPCA?- What sort of fundraising events would you attend?

Some research the client may like to conduct in the future include evaluating the outreach of their newsletter, and their social media, as their social media is definitely one of the weakest forms of communication for the TCSPCA. Most of the informed audience heard of the SPCA by word of mouth. While word of mouth is the most trusted source of information for consum-ers, it is very uncertain for the organization.

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FUTURE RESEARCH

From our research, we have gathered quantitative evaluations about how the public views the SPCA and the information the public currently knows about the organization at this point in time. A focus group or other types of qualitative research would not help to further our un-derstanding of the public’s knowledge about the SPCA because it would not provide us with substantial new information. A mail or e-mail survey about the SPCA or about volunteer expe-rience at the organization may be used to further the information we have evaluated in order to more readily and effectively please current stakeholders as well as future stakeholders.

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SPCA MEDIA COVERAGE + AUDIT

The Tompkins County SPCA has had a lot of media coverage. The SPCA puts out biweekly newsletters. Since these come out so often they are short and cover different topics. Some weeks it covers their big events like The March for the Animals, other articles highlight a specific dog to adopt, differ-ent adoption events and others are focused on improvements to the SPCA in general, like the implementation of solar panels. The SPCA is highlighted often in local journals and radio stations. The SPCA has been featured in the Ithaca Journal, Ithaca Times, Ithaca Voice, Lansing Star Online and many podcasts broadcasted on WCHU 870 AM sta-tion. The news covers similar stories. Most of their recent articles promote or describe their large events like The March of the Animals. Other articles have been about their search for donations and volunteers. There are articles about their more low-key events where the SPCA has adoption days. There are a lot of podcasts on WCHU 870 AM which is during their Pet Patrol segment. Here, they are covering similar topics in reference to their events, adoption days and need for donations and volunteers. One unique aspect of the podcasts, is they also give tips on animal safety. One specific podcast spoke about keep-ing pets safe during holidays and giving tips to pet owners. Many articles also highlighted the fact that the SPCA installed solar panels. Overall, the news that is printed is similar to the information that they send out in newsletters. See Apendix for Article Samples.

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COMPETITOR ANALYSIS

CAYUGA DOG RESCUE

- Founded in 2005- Similar type of website- Rescue stray, abandoned, neglected and abused dogs and dogs deteriorating in eu-thansia due to shelter overcrowding- Place rescued dogs into foster home, re-ceive veterinary care- Need donations and people to adopt- Volunteering - transporting dogs, advertis-ing the cayuga dog rescue, fundraising

HUMANE SOCIETY OF SCHUYLER COUNTY

- Founded 1987 - Similar mission to SPCA - Want volunteers for cleaning and help with their boutique and other things not directly related to working with the animals - Mostly promote their spay/neuter service - Can pay to be a member/friend/sponsor depending on how much you want to do-nate- Cats and dogs at separate locations - Works with Cornell

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COMPETITOR MEDIA AUDIT

CAYUGA DOG RESCUE:

- No news coverage from outside sources (nothing in Ithaca Journal or Ithaca Times)- Have news section on their site but it is mostly just short profiles about dogs available for adoption- One news article from their site telling people they have a facebook page - Another news article from their site is telling people to go to a charity haunt because some proceeds will benefit cayuga dog rescue - More posts recently (about 2-3 times a month) but in past was once every month or less

SCHUYLER COUNTY HUMANE SOCIETY

- Newsletters three times a month - Highlights fundraisers - One specific animal that can be adopted - Success story - Funny pictures - Thank you at the end of the newsletter- Outside coverage: one article in Star Gazette mentions an event the humane society is hosting for part of a special weekend in Watkins Glen Oct 11, 2014

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INFLUENCING TRENDS

The economic and socio-cultural elements of Ithaca, New York should be tak-en into account before the SPCA serves the public’s needs. Ithaca, New York’s residents typically exhibit low to middle economic standing. Due to this, many individuals and families may be unable to sufficiently support a pet or afford to adopt an animal. Also, the city of Ithaca’s residents are mainly college students. Since college students tend to live on-campus, campus regulations prevent them from keeping a pet. Students that live in off-campus housing may also ex-perience similar restrictions regarding pets. As a result of these limitations, the SPCA is limited in providing its services to a majority of the city’s population.

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PR OBJECTIVES

- Increase social media followers by 8% + Increase hits on website by 10 per day

RAISE AWARENESS

INCREASEVOLUNTEERISM

- Increase number of regular volunteers by %15 (~37 volunteers)

RAISE DONATIONS

- Increase donations by $5,000 for the year

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PRIMARY AUDIENCECOLLEGE STUDENTS

MEET JENNY:

Jenny is a senior at Ithaca College who is involved in Premium Blend. After the SPCA asked her a capella group to perform at the picnic, she decided she loved the organization’s mission and wanted to volunteer. Jenny and her friend, Becky, helped host a fundraiser to get students to donate money and canned food to the SPCA by setting up a table on campus.

MEET TIFFANY:

Tiffany is a sophomore at Cornell University. She is the philan-thropy chair for her sorority Tri-Delta. She is already part of an animal rights club at Cornell and is looking to get more in-volved with the SPCA after seeing a Facebook advertisement. She is going to take her sorority to the Thanksgiving themed Puppy Playdate and is also going to help fundraise for their upcoming events.

MEET ADAM:

Adam is currently at TC3 and works downtown in the Com-mons. He saw a poster for the SPCA’s fashion show and entered his roommate’s dog. He looked up the SPCA on Facebook and saw the Puppy Playdate initiative and decided to head on over. He loved playing with the dogs and decided that he will volun-teer every Saturday by walking the dogs.

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PRIMARY AUDIENCESECONDARY EDUCATION STUDENTS & LOCAL BUSINESSES

MEET PEYTON:

A freshman at Ithaca High School, Peyton was introduced to the SPCA on a class field trip. She has always loved animals and sees the SPCA as a great place to spend time with animals and give back. Her parents love how involved she is getting and decide to donate money to the SPCA, in the hopes that it will continue to bring her daughter joy and will influence more students to get involved.

MEET JOHN:

John is the owner of a local business featuring local artists’ work, including jewelry, art pieces and homeware products. One artist, who makes unique dog collars and leashes, wants a portion of the proceeds to go to the SPCA. John loves the idea and is also excited to put out a donation box for the SPCA next to the cash register, as well as a stack of fliers to promote volunteering and donations.

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SECONDARY AUDIENCEPARENTS OF STUDENTS & PROFESSORS/TEACHERS

MEET GARRY:

Garry is the father of Shoshana, a third grader at Ithaca Ele-mentary School. Shoshana wants to be a veterinarian when she grows up. When an SPCA volunteer spoke a Shoshana’s school, Shoshona decided she also wants to be a volunteer. Garry hopes to encourage Shoshana to follow her dreams, thus de-ciding to volunteer with Shoshana. He also donates to the SPCA and is considering adopting a dog for the family.

MEET PROFESSOR JOHNSON:

Professor Johnson is a professor at Ithaca College. One of her students is in a club where students can both volunteer and fundraise for the SPCA. After talking to this student, Professor Johnson decided she wanted to try volunteering at the SPCA on the weekends. Since she lives far away from the SPCA, Pro-fessor Johnson encouraged her nearby friends to join her and together they carpooled weekly to support the shelter.

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SECONDARY AUDIENCELOCAL GOVERNMENT + MEDIA RESEARCHERS/JOURNALISTS

MEET MAYOR SVANTE:

Mayor Svante is connected to the Tompkins County SPCA through Twitter. He loves the SPCA’s fun twitter profile so much that he decided to check out the SPCA. He wants to attend the upcoming events as well as encourage the local citizens of Ithaca to volunteer if they do not have the funds to donate or adopt.

MEET VERONICA:

Veronica is a journalist for The Ithaca Voice. She see so much about the Tompkins County SPCA through social media. She notices many posters up in CTB and also artwork that is docu-mented in The Art & Found. In one of the stores there is a post-er for the Halloween Show. Veronica decides to write an article about the event, in addition to documenting the wonderful mission of the SPCA.

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TARGETING PLANSOCIAL MEDIA OUTLETS TO TARGET EACH MARKET

In order to reach our target audiences, we will use appropriate media outlets. We will reach college and high school students via social media so those who follow the Tomp-kins County SPCA on Twitter, Facebook or Snapchat can interact with the SPCA. Also, col-lege students can find our information through on-campus news resources such as The Ithacan and Intercom. The outlet for local businesses, parents of students, and professors and teachers will primarily be the Ithaca Voice and the Ithaca Journal. A way we hope to connect with the local government and media researchers and journalists is through so-cial media and the various local newspapers. We will also feature various advertisements and posters around the community that all of our target audiences may come in contact with to learn more about the Tompkins County SPCA.

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STRATEGY

We have developed strategies in order to attain our objectives for the Tompkins County SPCA. To raise volunteers, we will increase outreach to our different audiences by creating hands-on events, and encouraging students to volunteer through presentations at local schools and scheduled school field trips. We will also motivate the local high school and colleges to begin clubs and activities on campus that would allow for new volunteers, as well as encourage current related clubs to become more involved with the Tompkins Coun-ty SPCA. To raise funds, we plan on hosting new events, including a Memorial Day Picnic, a Fashion Show, and three Puppy Play Dates throughout the year that will allow for the com-munity to become more involved with the SPCA while also gaining money in order to main-tain our excellent facilities. We also will partner with local businesses in order to increase donations. Finally, in order to increase the SPCA’s social media standing, we will begin Social Media Challenges, and promote ourselves through hashtags and other forms of social me-dia, such as Facebook and Snapchat.

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SOCIAL MEDIA TACTICS

To raise social media followers, we will run three different campaigns to increase followers and website hits. We also put together sample web pages to better the SPCA’s website (See Appendix).

During Adoption Week, the week of Valentine’s Day, we will launch a social media cam-paign.. Every day there will be a different adoption story, illustrating a story where the adop-tive parent has found true love and companionship with their pet from the SPCA. This will promote adopting animals from the SPCA and increase followers through awareness.

#AnimalStories - The second part of the social media campaign will involve a challenge using the hashtag, “#animalstories”. To participate in this social media challenge, users will post funny or cute pictures of their pet or pets with the hashtag, while also tagging the Tompkins County SPCA Twitter account in the tweet. Whichever tweet gets the most favor-ites and retweets will receive a $50 PetCo gift card. In order to be entered, participants have to follow all Tompkins County SPCA social media accounts. This will create more awareness of the social media pages as well as increase follower count.

Snapchat - The last aspect of the social media campaign is creating a Snapchat for the Tompkins County SPCA. This will be promoted on all of the social media pages so audienc-es are aware. The Snapchat will be used and Snapchat Stories will be posted daily of the animals at the shelter. This could include them walking, getting a bath or wearing a funny outfit. The Snapchat aspect of the campaign is devoted to showing the greater public of Ithaca how fun and rewarding it would be to volunteer, hoping to spark interest in citizens to volunteer at the SPCA.

Facebook Advertisements

The Facebook ads will run in April, May and September. April will focus on increasing page likes and promoting the Dog Wash event in April. In May, the Facebook ads will put the Hal-loween Dog Fashion Show on students’ radar over the summer. The May ads will also aim to influence students to get involved in volunteering when returning to school. The last Face-book ad will run in September to promote the Halloween Dog Fashion Show in October.

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VOLUNTEER TACTICS

Clubs on Campus

We will contact clubs on college campuses that are either service organizations, like Circle K, or animal rights organizations, like IC Animal Rights. We can talk to them about doing volunteer trips to the SPCA to play with the animals, walk the dogs, and clean the cages. We will also have them do a tabling event where they have informa-tion sheets and pamphlets and have people donate a dollar to give a can of dog or cat food to the SPCA. This way, they do not have to go out and purchase the food directly they can just donate a dollar to pre-bought food that will be donated to the shelter. This will give students the ability to donate with only a little bit of money and not have to go out of their way.

Volunteer Talks at School

We will contact teachers at the local ele-mentary, middle, and high schools to see if they would have SPCA volunteers to come talk to their classes for just 10 to 15 min-utes about what the SPCA is and why they should volunteer or come to upcoming events with their friends and families. This should encourage more volunteering and raise awareness to a younger demographic about how they can help and get involved in the Tompkins County SPCA. This tactic will help students who have never volunteered at the SPCA before and want to start. It will also encourage teachers to continue taking volunteer field trips to the SPCA.

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DONATION TACTICS

Around Halloween we will host a Halloween Pet Fashion Show to show off community members pets’ halloween costumes. Leading up to the event we plan on hanging posters on college campuses, in the Ithaca Commons, in Collegetown, and at the local high school. We will also be posting on social media leading up to the event starting in the beginning of the month, so people have time to get their pet costumes ready. In addition to social media and posters we will send out a press release to Ithaca Voice and Ithaca Journal to reach an older demographic. We will also invite press to come to the event. The event will be host-ed at the YMCA. The Judges will be executives of the Tompkins County SPCA and they will award first, second, and third place prizes of PetSmart gift cards to the best three pet cos-tumes. First place prize is an $100 gift card, second place is $50 gift card, and third place is a $25 gift card. We will raise money by charging $5.00 to enter your pet into the contest and anyone who comes to watch will pay $2.00. SPCA donation cards and informational pam-phlets will be handed out to everyone who comes to the event. There will be refreshments and fun Halloween decorations. This event will promote the SPCA as part of the community and encourage donations for more fun events in the future that whole families can partic-ipate in and enjoy like the pet fashion show. During the show someone will be instagram-ming, tweeting, and snapchatting pictures and video of the event. The day after the show pictures of all of the dog contestants will be uploaded to facebook as well as pictures of the event in general. Local businesses will also be invited to sell some of their art or products following the Halloween Fashion Show.

HALLOWEEN PET FASHION SHOW

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DONATION TACTICS

We will host three different Puppy Play Dates throughout the year to allow students to get hands-on and involved at the SPCA. The Puppy Play Dates would be held in January for middle schoolers, March for high schoolers and November for college students. Each Pup-py Play Date would be themed for the specific time of year each one would be held in order to create a fun atmosphere. The students who participate in the play dates would be able to interact with the animals and the current SPCA volunteers, and from this they will be en-couraged to volunteer and donate. We will place advertisements, such as posters around the community for students to be aware of the Puppy Play Dates. We will also promote these events through our social media outlets as well.

PUPPY PLAY DATE

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DONATION TACTICS

We will host a Dog Wash and Memorial Day picnic, at which families and others of the com-munity can come to Stewart Park and wash their dogs, as well as enjoy the company of other members of the Ithaca community and a catered picnic. At the event, the SPCA will provide soap and tubs for people to wash their dogs. Fat Jack’s BBQ will cater the event and en-tertainment will be provided by Premium Blend, one of Ithaca College’s a cappella groups. Through this, families, students and others will be able to get more involved with the SPCA and feel more inclined to participate in volunteering events in the future. For advertising for the Memorial Day Picnic, we will put up flyers around the Itha-ca Community- Ithaca College, Cornell University, Elementary, Middle and High Schools, throughout the Commons and Collegetown in the different local businesses, and also in community places in the Tompkins County Public Library. We will also write a press release and then send it to the Ithaca Voice and Ithaca Journal.

DOG WASH + MEMORIAL DAY PICNIC

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DONATION TACTICS

We will reach out to local businesses in order to increase donations and awareness of the SPCA. Local businesses will put out tin cans near the register and ask customers to donate their change or whatever they give. On the tin can, the social media handles also be displayed. In return, we will promote their business on the social media pages and put up posters at the SPCA. In addition, we will look to these local businesses and ask them to provide artwork or some product that can be made and sold that has an animal theme. Whether this be a paint-ing of a dog, a cat necklace or collar for a pet. 20% of the proceeds will go to the SPCA and in addition, the artists can sell their work at the events including the Halloween Dog Fashion Show along with the picnic.

LOCAL BUSINESS INVOLVEMENT

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EVALUATION

- Assess change in followers on social media accounts- Evaluate the amount of hits we’ve received - Analyze money gained from Halloween Pet Fashion Show, Picnic Dog Wash and tabling events- Have sign in sheets at all events to gauge return volunteers- Send surveys to those who attended and participated in the Halloween Pet Fashion Show and Picnic Dog Wash to get feedback on what they thought of the event

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BUDGET

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TIMELINE

JAN. FEB. MARCH APRIL MAY JUNE

JULY AUG. SEP. OCT. NOV. DEC.

- Valentine Adoption Week- Local bus. put out do-nation tins/items

- Puppy Play Date- Snapchat- Reach out to local business-es

- Evaluate new followers- Posters + Press Release- Puppy Play Date

- Reach out to students to join volunteer club- Spring Pic-nic- Facebook Ads

- Evaluate Donations- Survey- Recruit new volunteers- Facebook Ads

- Update stu-dents through social media

- Social Media Challenge

- Advertise to students to join clubs- Article in The Ithacan

- Posters- Press Re-lease- Facebook Ads

- Dog Fashion Show- Evaluate New Likes

- Evaluate Sales and Survey- Puppy Play Date

- Club Table on Campus- Compare Sales

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STAFF BIOS @MM

Jamie Altman is a sophomore Integrated Marketing Communi-cations major at Ithaca College. She is originally from Southbor-ough Massachusetts and is loving the gorges Tompkins County community. Outside of class she is a Campus Entrepreneur Intern for Hillel, a member of Students Today Alumni Tomorrow and a Dean’s Host for the Park School. In her spare time, she loves hula hooping, drinking an excessive amount of coffee and cuddling with her dog Harry.

Stephanie Waite is a sophomore Integrated Marketing Com-munications major at Ithaca College. She is from Binghamton, New York. When not in class, she is a member of Ithaca College Women in Communications, a member of the ICTV publicity team and a volunteer at the Tompkins County Public Library. Stephanie is an avid yogi and hiker, professional doodler and enjoys spending time with her non-furry pet, her fish Swimmy.

Hannah Corderman is a junior IMC major at Ithaca College. A native of Needham, MA, Hannah loves digital photography, graphic design, and being creative. In her spare time, she likes to volunteer at her local animal shelter and for the non-profit, Kidz b Kidz. She thoroughly enjoys playing tennis, spending time with her family and friends, and traveling. Hannah loves animals and has three wonderful pets – Brisbane (a Golden Re-triever puppy), Sydney (a true Newfoundland black bear), and Pumpkin (a fat orange Maine Coon cat).

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STAFF BIOS @MM

Bethany Rock is a sophomore Integrated Marketing Com-munications major at Ithaca College with a passion for video games, and having fun. She was born and raised in Dunstable, Massachusetts (about 40 minutes North of Boston.) Bethany is also an Event Manager for Campus Center and Event Services, a Copy-Editor for the award winning campus newspaper, The Ithacan, as well as Vice-President of the IC League of Leg-ends club. Bethany has one pug back home in Massachusetts, named Caesar, whom she loves and misses very, very much.

Leksey Maltzman is a sophomore Integrated Marketing Com-munications major at Ithaca College and recently declared an Art History minor. She is originally from Haverford, Pennsylvania where she has four cats, two of which were adopted from her local SPCA. Outside of class she is an accounting tutor, stylist for Ithaca College HiFashion Studios, and a member of Art 4 Service. In her spare time she enjoys looking at pictures of cats, napping, playing with yarn, crying for food, and snuggling with her fellow kittens.

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APPENDIX 1

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APPENDIX 2

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APPENDIX 3-4

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APPENDIX 5

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APPENDIX 6

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APPENDIX 6 CONT.

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APPENDIX 7

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APPENDIX 8

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APPENDIX 9

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APPENDIX 10

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APPENDIX 11

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APPENDIX 12-13ADOPTION STORY

Buddy is a Golden Retriever who, until just recently, was a shelter dog at the Tompkins County SPCA. Buddy had been badly hurt by his previous owners, and was found wandering the streets of Ithaca. Thankfully, the Tompkins County SPCA found Buddy and helped him become healthy and ready to be adopted. Sure enough, Buddy was adopted by 8- year old Emma and her family. Buddy and Emma are great com-panions, and Emma and her family are able to provide Bud-dy with the loving care and home he deserves.

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APPENDIX 14