Blog Post 3

 

These past few weeks we have discussed the Executive summary as well as write a few questions for our publics in order to get a better understanding on what we need to improve as well as what platforms we need to improve on.

This video helps further describe what we are trying to accomplish:

 

The Humane Society of Central Texas is a partner with the City of Waco Animal Shelter and together we are an advocate for the community goal of maintaining a no-kill status at the Animal Shelter. The aim of this public relations campaign is to spread awareness about the Humane Society and to reach 100% no-kill status. The Humane Society of Central Texas has done an astounding job of increasing their no-kill status from 60 to 90% in two years, but it seems that the public does not grasp what the concept of “no-kill status” means. We have three primary goals: diminish the misconception of no-kill status, connect with our publics through social media, and achieve 100% no-kill status. To reach our first goal of diminishing the communities misconception of no-kill status our objective is to decrease the number of animals dropped off at the shelter by 10%. To better connect with our publics through social media our objectives are to gain at least 5 new likes/followers on social media a week, have at least 10% of followers view live videos, and increase the amount of posts by 2 a week. To help achieve our over-arching goal of becoming a 100% no-kill shelter our objectives are to decrease euthanization rates each month by 5% by increasing the number of adoptions and to increase the amount of animals fostered by 5 a month. This campaign is built to serve the Humane Society to increase their digital marketing in addition to their traditional marketing efforts. Our keys to success for this campaign will help us better connect to our publics. These keys will include utilizing newer social media and digital marketing tactics such as: live videos, snapchat and a regular posting schedule for social media. Another major key will be to raise awareness among the public about fostering opportunities and providing temporary homes for animals. Since there is no target age range for people looking to adopt an animal, this campaign is set to raise community awareness about services the Humane Society has to offer. The Humane Society offers adoption, rescue and foster opportunities for the homeless animals at the shelter as well as community education regarding responsible pet ownership.

These were the questions that we came up with:

1. Have you heard of the Humane Society of Central Texas?

2. Would you consider volunteering at the Human Society?

3. Would you attend an event run by our organization?

4. What is your understanding of the no-kill status?

5. Have you or would you consider adopting an animal from a shelter versus buying from a breeder?

6. Would you consider fostering an animal?

7. What social media do you most frequently use?

8. What do you think about our text-line donations versus going to a website to donate?

Dog & Cat up for adoption

Bongo is a great dane mix who is one years old. He is currently awaiting a forever home!

Honey is a 7 month old orange tabby and white Domestic Shorthair. She is also waiting for someone to take her home!

 

Blog Post 2

Over the last two weeks my group and I have been discussing what our goals are for this non profit as well as our key publics.

Our key public would be the homeless animals. The soul purpose and goal of the shelter is to get the homeless animals out of the cages and into the loving arms of a new owner.

This is Booger Red, he is currently up for adoption.

This is Gunsmoke, he is currently up for adoption.

Our Reputation Management Goal would be to diminish the misunderstanding of “no-kill” status. So many people believe that the Humane Society does not kill any animals, however we have not yet reached a 100% no kill status. An objective would be to decrease the number of animals dropped off at the shelter by 10%. A way we can reach our publics would be to post a blurb on a website, and post an info graphic on social media.

Our Relationship Management Goal would be to connect with our publics through social media. We would like to gain at least 5 new followers/likes on social media a week and have at least 10% of followers view our live videos. We will be posting weekly live videos on Facebook and Instagram. The key is to make the dogs and cats KNOWN to the public. Here is an example video of the point we are trying to make:

Our Task Management Goal is to achieve 100% no kill status. However this wont happen unless we increase the amount of animals fosters to about 5 a month. We will post on social media about the dogs and cats up that are about to be euthanized, and even do a live video over fostering/ what fostering is/means. We will also continue to partner with Target Zero.

Initial Blog Post

By: Shayla Kelley

Photo from the humane society website

During this spring semester of 2017, my group will be helping The Human Society of Central Texas, a no-kill animal shelter located in Waco TX, by creating a PR campaign.

After speaking with the Humane Society, we found out their strengths, weaknesses, opportunities and threats. Upon speaking with them, we did realize that their social media presence was lacking quite a bit. Because of how close they are to Baylor University, this is an important factor because college students are so active on social media. We hope to help them launch new platforms as well as help them with previous accounts. Here is the initial SWOT analysis of the organization:

Our main goal in this PR campaign is to keep their mission and vision statements