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2007-2008 Ad 2 Public Service Campaign PPT - San Diego Humane Society & SPCA
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Sponsorship Sub-Committee
TV/RadioOnline
Media Sub-Committee
PR Sub-Committee
Chair & Co-Chair
Creative Sub-Committee
Application Process Committee recommendations
Requests from past year’s applicants
Word of Mouth
Selection Criteria Client need v. Ad2SD resources
Marketing budget
Existing media relationships
Minimal red tape
Audience appeal
Established 1880
Independent
Mission To promote the humane treatment of animals, prevent cruelty to
animals, and provide education to enhance the human-animal bond
Provide vital services to animals and people alike
July – Sept Client Selection
ResearchInitial Strategy Development
Oct – DecBegin Solicitation of Vendor/Media Support
Conclude Strategy DevelopmentCreative Concept DevelopmentPress Release/Event Schedule
Apr – June Finalize Creative ProductionMedia/Collateral Distribution
Core Campaign Launch Ongoing PR
Jan – MarOngoing Creative Production
Produce and Submit AAF Club Achievement BookOngoing Solicitation of Vendor/Media Support
Competitive Edge Research & Communication Gauge mindshare and satisfaction
Measure awareness and importance of programs and services
Recommend message targeting strategies
Prioritize future programs
Not Aware of the following Programs:
• Animal Rescue (17%)
• Animal Cruelty Investigation (19%)
• Comprehensive Veterinary Care (39%)
• Behavior Training Classes (57%)
• Educational Programs for Kids &
Adults (72% and 61%)
Familiarity with Programs & Services
Pet Ownership
San Diego County Residents
Ages 25 – 64
HHI $50,000+
Skew Female
Skew Cat/Dog owners
Primary Objectives Increase email database Increase online traffic Increase awareness of programs
– Animal Rescue
– Animal Cruelty Investigation
– Comprehensive Veterinary Care
– Behavior Training Classes
– Educational Programs for Kids & Adults
– Pet Loss Support
Secondary Objectives Increase recognition, positioning, awareness and mindshare Improve overall perception
Increase visibility of the logo (name), programs and drive traffic to www.SDHumane.org
Search Engine Marketing
Search Engine Optimization
Adoption Kit Revision
In-Store Poster & Take-away
Public Service Announcements on TV & Radio
Paid Search - Google & Yahoo Search Engines Set up Google Adwords and Yahoo accounts
Create a complete keyword list, campaign ad groups and text ads
Place Google and Yahoo tracking codes on the organization’s website
Search Engine Optimization Enhance Organic Traffic
Google Grant
In-store Posters
Post-its Take Away
RadioTelevision
Paid Search Campaign Unique Visitors: 45% increase
Email Database: 34% increase
Generated 76% of unique visitors
Client slow to provide creative feedback
Wildfires/Sinkholes
Big Idea v. Red Tape
Take a closer look at Marketing Department structure
Provide more time for client approvals
Focus on recruiting more Creative Team members
Foster teamwork and less solo ownership