Take a look at a campaign

  

Hi all- I know this is very long, but if you have any interest in campaign development then this might be the perfect article for you. The original addition is about 50 pages long but this is slightly revised for further confidentially and readability. Took months of work and this is in NO way an actual campaign that we conducted, it is just a Mock version. 

Public Relations Campaign Development

PRL 3001

RSPCA Animal Adoption Campaign 2013- Reducing effects of euthanasia

1.     Executive Summary

The purpose of this report is to provide clear campaign strategies and tactics that will enable the RSPCA to target specific residents of Toowoomba about the benefits of pet adoption.
The campaign has been developed in response to an increase in animal euthanasia statistics at the Toowoomba RSPCA shelter. This creates financial, community, housing and emotional burdens on the organisation and the public. 

The campaign will commence on July 2013 and will continue for six months.
The goal of the campaign is to promote a positive attitude towards adoption from the RSPCA and to raise awareness about euthanasia.

The target public for the campaign include families with primary aged children who live in the Toowoomba region. This group was selected because they are highly eligible candidates for potentially adopting or owning a pet. Therefore, the target public is the suitable demographic and psychographic audience for this campaign due to their financial and emotional stability as well as the nurturing environment they provide.

Strategic research was undertaken in order to understand the target public.

Archival research into previous or current RSPCA campaigns such as the Million Paws Walk and Don’t Give a Pet for Christmas, provided examples which were applied in this campaign.

The archival research was used to highlight information about other animal welfare organisations and revealed key messages that led to success.

Past campaigns were evaluated by strengths, weaknesses, opportunities and threats (SWOT).

Descriptive research was also undertaken to help understand the psychographics of the target publics, including attitudes, values and beliefs towards animal adoption and euthanasia.
Focus groups, surveys and informal interviews were used where female parents were specifically targeted due to research that revealed women held the decision making authority in the household.

Other key themes derived from the research were that people were uninformed of the responsibility of owning a pet and how to train them properly. The target public desired more background information about the pets’ family, origin, breed and medical history before purchase.
Additionally, the target public were not aware of the overall work of the RPSCA and therefore, opportunities for extending and strengthening the image became relevant.
A reoccurring point of discussion was that RSPCA animals are overpriced and people prefer ‘backyard breeders’ (inexperienced breeders) due to the savings.  

Key messages were developed from the research in order to attract and gain support from the target public.  The three key messages include, ‘bargain investment’, ‘the apple doesn’t fall too far from the tree’ and ‘puppy love, for when your partner is in the dog house.’

Firstly, the bargain investment message focusses on the conventional family and their frugal tendencies. This group wants things to last and to be family friendly, as well as cost effective.  The second message is ‘the apple doesn’t fall too far from the tree.’ This message is aimed at primary aged children and uses a child’s desire to be like their parents. It also serves as an educational message of responsible care and empathy towards adoption.
  The final message is, ‘puppy love, for when your partner is in the dog house.’ This message plays with the concept of man vs. pet and uses previous RSPCA themes of comparing a dog to a partner. This message focusses on the single parents or female audience.

Overall the campaign aims to reduce euthanasia levels by appealing to the target audience and increasing adoption of animals in the Toowoomba area.

2.     Organisation Background

The RSPCA (2013) is a non-for-profit organisation working to prevent animal cruelty. They aim to be recognised as the primary leaders in animal welfare and protection.
The RSPCA has eight separate member societies that work independently to build shelters, create fundraising and educate the community.
Supported by strong science and campaign teams, the RSPCA actively develops events and campaigns that reflect the interest of animal welfare.

3.     Problem Background

Animals end up in rescue centres due to a number of reasons, the main being behavioural problems or families not being capable of housing the pet. Unfortunately, many of these animals are put down by euthanasia due to lack of room.
Euthanasia is the process of inserting a lethal dose of pentobarbital into the animal causing a near immediate death. The RSPCA has aimed to reduce the practise of euthanasia in Toowoomba through a campaign.

According to the RSPCA Annual report under 50, 000 animals were euthanised in Australia between 2011 and 2012.  Previous studies have shown that levels have dropped in the past five years, however, it is still above the desired number.

4.     Brief Situation Analysis

Strengths

·         RSPCA is already active in the community

·         RSPCA has partnerships with the media

·         RSPCA hosts many community events such as the Million Paws Walk

·         RSPCA has high brand recognition and outstanding reputation

·         RSPCA has a strong volunteer base

·         Toowoomba residents have a lot of room in our backyards

·         High number of families in Toowoomba

·         Children resonate with animals

·         People want to support charities and non for profit organisations

·         Charity is tax deductable

·         Animals are good ice breakers

·         People love animals

·         Animal welfare is a hot topic

Weaknesses

·         There are 131, 525 amount of animals in the RSPCA

·         Not everybody like to adopt a pet

·         A lot of pet owners look for quality breed over mixed breed

·         People have a perception that RPSCA is expensive

·         People have a perception that RSPCA has bad quality pets

·         Many current pet owners already own a pet and are not looking for another

·         The economic situation may cause hesitation in purchasing a pet

·         Pet bills, food and care are expensive

·         People often buy from backyard breeders to get cheaper pets

·         Many new estates are being developed in Toowoomba and often have smaller backyards

Opportunity

·         Can take advantage of existing partnerships

·         Can educate people that

·         People can be educated that RSPCA pets are cheaper in comparison to store bought animals.

·         Children can be used to influence parents’ decision to adopt.

·         Media coverage is more likely due to RSPCA’s recognition and support

·         Education systems will likely endorse extra-curricular or wider community learning and opportunities for student growth

·         Parents want children to be responsible, safe and empathetic towards others.

·         Pets are icebreakers

·         Pets create opportunity for exercise

·         Pets are companions

·         People like supporting charities

·         People like saving lives

Threats

·         Financial implication on a family who adopts a pet

·         The possibility of pets being returned to the RSPCA

·         People may not look after the pet

·         People may get bored of owning a pet

·         People may reject or become disinterested in the topic

·         Economic climate

5.     Problem Statement

The Toowoomba RSPCA is suffering financial hardships due to the large number of animals that need to be euthanized due to inability to be homed, which has caused burdens on both the RSPCA and the animals in care.

6.     Research Objectives

1.      To determine how many Toowoomba households are nuclear families.

2.      To understand the financial situation of the target audiences

3.      To identify how many Toowoomba families currently own pets

4.      To discover how many Toowoomba families are willing and capable to adopt a pet

5.      To identify the locations where families purchase pets

6.      To reveal RSPCA’s competitors

7.      To understand the target publics views, attitudes and beliefs towards animal euthanasia.

8.      To find the concerns and hesitations of buying a pet.

9.      To discover the main reasons why animals end up in shelters

1.     To identify how the target public views RSPCA advertising

1.    To understand what would attract the target public to adopt at RSPCA

1.    To identify the benefits and challenges of owning a younger pet

1.    To identify the benefits and challenges of owning an older pet

1.    To discover the main media channels that the target public use

1    To understand who makes decisions in the household

1.   To identify the most popular animals

1      To work out what forms of advertising work best with the target audience

7.  Research Methods

- Research was removed for the purposes of Blog length -

8.   Goal Statement

To decrease the number of animal euthanized each year by the Toowoomba RSPCA by increasing the purchases of pets from the local shelter.

9. Objectives

Impact Objectives 

Informational

1.      To inform every client about the financial and emotional benefits of adopting an animal from the RSPCA by July 2013.

2.      To educate 100 per cent of RSPCA customers about proper pet care and training starting from the campaign launch.

3.      To educate all RSPCA staff on how to gain and provide information about the animals from the launch of the campaign.

4.      To have a minimum of 40 primary aged students register for an RSPCA account in order to educate them on animal care and safety after the family fun day.

Attitudinal

1.       To increase positive attitude and perceptions of RSPCA pet adoption by 10 per cent in 2 months of the campaigns launch.

2.      To increase the positive feedback from the target public about the RSPCA by 30 per cent by the end of the campaign.

3.      To increase the attitudes that children have towards being active in pet care by 20 per cent in three weeks after the school excursion and presentations.

Behavioural

1)      To encourage people to choose RSPCA as their first adoption choice by 30 per cent in 6 months after the campaign finishes.

2)      To ensure that 60 per cent of RSPCA’s adopters are more active in pet welfare and exercise by the end of the campaign.

3)      To persuade people to share knowledge with the wider community about the benefits of animal welfare and adoption at RSPCA by 10 per cent in 6 months of campaign closure.

4)      To educate and increase the number of children active in the decision making process when adopting an animal from the RSPCA by 10 per cent at the end of the campaign.

5)      To decrease the number of animals euthanized each year by 20 per cent by continuing to support and educate clients about proper pet care by the next RSPCA annual report.

Output Objectives

Informational

1.      To broadcast a repetitive media advertisement that exposes the financial and emotional benefits of pet adoption that reaches the channels’ average  consumption rating within two weeks of it being televised.

2.      To conduct a compulsory training program for all staff members to retrain them on how to provide information and persuade clients to not give up on their pets once they get bored.

3.      To hold a primary school presentation PowerPoint for students about pet care, involving visual stimulus and handouts to educate children.

Attitudinal  

1.       To host a family fun day at the RSPCA on the 17th of July 2013 that has an attendance of 70 people or higher.

2.      To increase online activity on the RSPCA website by providing a virtual pet games centre that creates caring and positive attitudes towards animals.

3.      To use print media to disperse positive key messages to the target audience and create human interest in the campaign.

Behavioural

1. To increase activity and positive feedback on social media platforms by the end of campaign.

2. To provide RSPCA services to all first time pet owners through face-to- face and telecommunication channels.

3.  To increase local sponsorship by involving and creating relationships with a minimum of two businesses that will be promoted through the media. 

  10.   Target Audience

For the purpose of this assignment, the nuclear family have been selected as the main target audience. Nuclear families include a mother, father and at least one child, specifically primary aged and attending a public or private school in the Toowoomba area. This group will also be selected based on their pet ownership status.

Research has shown that females are the primary decision makers of the nuclear family and this campaign will rely on this research to develop key messages. Additionally, children can be influenced by messages they see in their schools and will often relay this to their parents.

Other possible groups within the target audience;

·         Single parent families

·         Single individuals of similar age

·         Married couples (no children)

·         High school aged children (In a nuclear family)

·         High school aged children (in single parent family)

Nuclear Family

Roy Morgan has done research on a number of key segments and markets within Australia.  The group that reflects the target audience of nuclear families is Roy Morgan’s Conventional Family life model (1997).This model represents the middle Australian family and explores their values, financial situation and basic living standards.

·          The Australian dream of owning your own home in the suburbs and driving a good solid car

·          Worry of a mortgage

·         Playing it safe at work so you don’t risk losing your job

·         Worrying about the safety of the children

·         Being the family taxi service and ferrying kids

·         Good, solid and reliable products are important with Conventional Family Life.

·         Generally seeking value for money in their purchases

From archival and descriptive research it is also evident that;

·         Target market chooses internet over television

·          Computer (Facebook) over mobile

Toowoomba statistics;
 

·         67, 839 male

·         72, 381 female

·         Average Age- 36

·         36,7378 families

·         Average children per family 1.9 (round up to 2)

·         Average weekly household income $1, 095

·         Average monthly mortgage repayments $1, 525

·         Average weekly rent $240

·         Couple family with children 15,518

·         Couple family without children 14, 818

·         One parent family 5, 849

·         Other family 554

·         42.2% were couple families with children

·          40.3% were couple families without children

·         15.9% were one parent families.

11.  Strategies

11.1 Family or Financial Message

‘Bargain Investment’

The key message focuses on the conventional family who value cost efficiency, long lasting products and benefits.

Interview on Sunrise

A series of infomercials and mini interviews will be conducted on the Sunrise Morning Show on Channel 7 during the course of the campaign. It will use the Wiggles member and RSPCA advocate Anthony Field (Blue Wiggle) who will talk about the work that the RSPCA does while also raising awareness about euthanasia and promoting the RSPCA as the first choice when looking to purchase an animal.

Emails and text messages from the RSPCA

When clients purchase a pet from the RSPCA they will be asked to supply their email or contact number so that they may receive special offers with Pet Barn and Pet Stock in Toowoomba. These may include discounts on food, accessories and toys. They will also receive email and text messages with tips on how to take care of their animal.  By partnering with local pet food and pet accessory stores the RSPCA will be advertising the partners’ business and supplying them with customers.

Online Forum

Customers will have the opportunity to sign up for an online forum to discuss and share information on pet welfare. This will be monitored by the RSPCA and will be accessible by the RSPCA website.  The online forum will serve as a community engagement tool but also assist in RSPCA disseminating key information about animal welfare, health and advice.

Radio advertisement with catchy song

A repetitive song will play on the radio in the mornings between 7-8am and in the afternoon between 3-4 pm when parents are driving their children to school. According to Graham Snow a journalist from River 94.9 these time slots are the most popular listening hours for working people.  The song will be a popular hit (yet to be disclosed) that will have rewritten lyrics this is so the tune is already familiar to the target audience and they will resinate with it.

11.2 Primary Aged Children

‘The apple doesn’t fall to far from the tree’

The key message centres on the, ‘like mother like daughter’ and ‘like father like son’ idiom. This will assist in teaching children to take responsibility for their pets but in a seemingly fun and exploratory way. The message will also teach children about friendship and having compassion for other people and animals. This message can be implemented in the education system.

Family Fun Day

The RSPCA will hold a family fun day at Queens Park featuring the Wiggles as entertainment for the children and will have Wags the Dog handing out goodie bags to the kids. For parents there will be information booths with flyers, pamphlets and balloons promoting the RSPCA, including an interactive speak out booths. Tickets can be pre-purchased or bought on the day. We will be seeking an admission of 70 people or more

Goodie bags will contain;

·         Lollypops with kitten or puppy faces on plastic

·         Animal and RSPCA Stickers

·         Balloons that have the RSPCA logo

·         A small plush cat, dog or bird key ring with the RSPCA tag

·         And two small posters  of animals that need adopting (with background story)

Presentations at local school

An RSPCA representative will contact local primary schools in the Toowoomba area in order to set up a presentation to speak to the children about how to properly take care of their animals and to help involve them in the decision making process when choosing which store to adopt from.  This will encourage the role of responsibilities children will need when they mature and will also evoke ‘pester power’- the act of children repeatedly asking parents for a particular need or want.

School excursion

Conduct a school excursion with several of the local primary schools in Toowoomba to provide the children with a ‘hands on’ experience with the rescued animals. The activities will include feeding, washing and grooming the animals helping to clean the enclosures and listening to an RSPCA representative about the responsibilities and values of good animal care.

Colouring in competition

Contact the Toowoomba Chronicle for sponsorship of space for the colouring-in competition that will be placed in the newspaper for children to participate in.  The prize will be a new kennel or scratching post for the winner’s pet which will be supplied by the RSPCA. 

Posters

A set of posters will be placed in Childcare or after-school centres where children have visual access to them.  The images will be placed in high traffic areas and children will be encouraged to show their parents the poster or talk about it to mum and dad.

The posters will demonstrate the key message of, ‘The apply doesn’t fall too far from the tree’ and will encourage responsible pet ownership and treatment. The posters will have two images and have a line dividing them down the middle. On the left hand side will be a Mother/ Father doing domestic chores or looking after a baby and on the right hand side there will be a little girl/boy following their actions in a playful manner.  The last image will be of a little boy or girl playing with a puppy while the Mother is taking care of a baby or Father is talking with some mates. The caption will say ‘like Mother like Daughter’ or ‘Like Father like son a man’s best friend.’ (see appendix c)

Online Games

Set up an online games site via the RSPCA website with interactive games children can play to help them learn and understand the values and responsibilities of good pet care. This games site will be active shortly after the Family Fun day where children will get to have fun and will be provided with an educational experience.  Pal’s Pet Food will also supply  unique codes on branded dog /cat food that will be activated after purchase of item and exchanged for unique game content online.

11.3  RSPCA Community Services

RSPCA Pet Pals

First time RSPCA customers are asked to provide a contact number or email address for the RSPCA. This allowed the RSPCA to contact new owners after 3-6 months of purchase and check in on their progress, challenged or questions. Volunteers or RSPCA staff members are part of the Pet Pals program. The Pet Pals are there to assist and offer advice to owners. With the Pet Pals support this will decrease the chance of animals being returned to the RSPCA shelter. 

Buy 1 get on free training session for pets

When clients are purchasing a pet from the RSPCA staff will be required to ask them if they would be interested in a buy one get one free training session for their animal (mainly dogs). This will be a similar to the ‘would you like fries with that’ system. As the RSPCA is a not for profit organisation they still require some income. This system will be used to increase the amount of each sale and by offering this session will provide owners with a chance to train their new pets especially if they are puppies. 

Starter Kit for First Time Pet Owners

Supply first time owners with a starter kit that will make them feel comfortable and confident in their decision to purchase their pet from the RSPCA.

Depending on the animal the starter kit will have

·         Collar

·         Leash

·         2x Small sachets of branded animal pet food

·         Pamphlet containing information about euthanasia

·         Flyer with pet training tips

·         Information about who the RSPCA are and what they do (contact details)

·         Free plastic water bowl/food bowl (collapsible and transportable bowls)

-          All included in a RSPCA branded environmental bag

 Training program for RSPCA staff

Conduct a compulsory training session for all RSPCA staff so that they are all updated on proper information dissemination for all customers.

The training session will involve

·         Mock customer/staff interactions

·         Information handouts

·         PowerPoint presentation of the key messages

11.4  Single Female Parents

‘Puppy love, for when your partner is in the dog house.’

The key message for the single female parents is, ‘Puppy love, for when your partner is in the dog house.’ The concept focuses on women’s desire for companionship, loyalty and bonding. It also educated the group that owning a pet is a lifetime commitment, but is well worth the investment and has many benefits.

Editorial Space

Contact Women’s Weekly as a sponsor for the campaign. Ask for 3 editorial spaces in the magazine to do a series of ‘In the Dog House’ messages which will be displayed on half a page that will play on the man vs. dog joke.  These messages will be in image form, for example: in the background through the window you will see a man chained to the dog kennel sitting down looking very sad, while inside you see a woman and her dog snuggled up on the couch watching the “Notebook”.  Across the bottom it will read “Puppy love for when your man is in the dog house”. All 3 editorial spaces will be filled with similar themes.

Television Advertisement

A series of advertisements will run on Channel 7 throughout the course of the campaign. To promote the loyalty, compassion and devotion an animal from the RSPCA will have towards the family. This will be of a dog doing all the manly house duties e.g bringing in the paper, feeding the kids (bringing them his own food) walking the kids to school with mum, cuddling them at night, sitting at the table as if he is part of the family, scaring away annoying dates or ex’s, bringing a bunch of flowers (ripped from garden) to the new neighbours to welcome them. The message that will be displayed is ‘Man’s best friend, a canine you can count on, when you’re in the dog house.’

12.  Evaluation

12.1   Family or Financial

Strategy :
Interview on Sunrise Morning Show

Measurable Result:

To determine whether the number of animals euthanized has decreased by 20% the campaign managers and the Toowoomba RSPCA will need to review the statics of the 2013-2014 annual report. 

Evaluation:

·         Media coverage of the story will be evaluated (newspaper stories, other TV or radio stations)

·         Viewer ratings during the mini interviews will be counted

·         Anthony (blue wiggle) will be hold one or two mini interviews/info commercial segments after the campaign and report on the progress of the RSPCA and success of the campaign

·         Channel7 viewers comments, call ins, or questions on forums will be assessed

·         To set up a #RSPCA on the Sunrise Facebook and Twitter pages for viewers to share comments

Strategy:

Online Forum

Measurable Result:

To determine that activity on social media has been increased by 50% all Facebook and Twitter accounts should have been updating regularly every 2-3 or whenever needed.

To confirm that an online forum has been developed for people to use to share information about pet care, training tips and welfare the RSPCA will need to evaluate its functionality and accessibility

Evaluation:

·         An online forum post will be sent to RSPCA subscribers and will ask;

ü  What are the best tips customers found or shared on the forum

ü  What they find most helpful about the forum

·         The main themes in the forum will be compared both before and after the campaign to access change in behaviour, information and attitude

·         The number of page views and responses will be counted

·         The online forums functionality and accessibility must be tested

Strategy:

Radio advertisement with catchy song

Measurable Result:

To confirm that the objective of the repetitive media advertisement has been successful the campaign managers will need to access the station’s/channels ratings for the selected time slots to see whether it has reached its benchmark.

Evaluation:

·         Number of audience ratings will be evaluated

12.2. Primary Aged Children

Strategy:
Family Fun Day

Measurable Result:

To confirm that 70 or more people attended the family fun day ticket sales will be counted after the event, also the number of goodie bags handed out will be counted.

Evaluation:

·         The number or participants at the event will be counted (including tickets)

·         An interactive speak out will be held after the campaign to identify behavioural, attitudinal and informational change.

·         On the day, hand out surveys to participants and get a general idea of attitudes towards the Family Fun Day

Strategy:

 Presentations at local school

Measurable Result:

To verify whether the children in nuclear families have had any say in the decision making process when adopting a pet from the RSPCA the staff members will conduct a verbal questionnaire as to whether the children had any influence in the decision and they will document the results.

Evaluation:

·         The same RSPCA representative will contact schools and ask for qualitative/quantitative based evaluation on how successful they thought the event was

·         RSPCA representative will revisit the school after the campaign and ask the children to ‘show and tell’ what they learnt

Strategy:

 School excursion

Measurable Results:

To verify that students attended and experienced the work of the RSPCA on their excursion they will be counted and asked to complete a reflection journal.

Evaluation:

·         The children will be given a ‘reflection journal’ to fill in about the experiences they had at the excursion. The journal will include;

ü  What they enjoyed

ü  What they learnt about animal care

ü  What was the best part

ü  What are some ways they can look after their own pets better

·         Number of school that participated will also be counted

Strategy:
Colouring in competition

Measurable Result:

To confirm that at least two local organisations have supplied sponsorship the RSPCA will check whether these organisations have supplied donations, time or advertising to the campaign.

Evaluation:

·         The chronicle will be contacted and RSPCA will count how many colouring-in- competition entries were submitted

Strategy:

Posters

Measureable Result:

To confirm that children are more aware of animal care by reviewing their exposure to the posters.

Evaluation:

·         The number of locations where the posters have been placed will be counted

Strategy:

 Online Games

Measurable Result:

To confirm that 40 students have registered for an RSPCA account, the RSPCA needs to count the number of online registrations.

Evaluation:

·         The number of online game interactions will be counted

·         Pal’s Pet Food will be contacted in order to complete a sales review of how many campaign ‘labelled’ products they sold.

12.3   RSPCA Community Services

Strategy:

RSPCA Pet Pals

Measurable Result:

Conduct informal telephone surveys/interviews with RSPCA customers to measure the attitudes and perception of the RSPCA pet adoption

Measurable Result:

To confirm whether parents have changed their attitudes to children being active in the care of animals, 3-6 months after the adoption a Pet Pal will conduct a telephone survey with them. One of the questions will be ,‘Have you allowed your child/children to be an active part of pet’s life in terms of taking care of her/him...if so how?’

Evaluation:

·         All new/first time RSPCA customers will be contacted to review if they have been contacted within the designated period.

·         Volunteer Pet Pals will be invited to a focus group/staff meeting and asked a series of questions relating to how they think the Pet Pal program has succeeded or failed

Strategy:

Buy 1 get on free training session for pets

Measurable Results:

Proper pet care and health will be a compulsory message that staff must relay to customers, also the key financial and emotional benefits must be expressed, senior staff members can monitor that this message is being passed on to clients.

Measurable Results:

Through the Pet Pals program we are able to monitor the adoptees through telephone conversations, drop-ins and other communication devices. Through these channels we are able to determine whether they need further assistance or encouragement.

Evaluation:

·         Review how many customers used the ‘buy one get one free’ system

·         RSPCA will review their profit in training session sales to identify if the deal has been successful or not

Strategy:

Starter Kit for First Time Pet Owners

Measurable Results:

3-6 months after first time pet owners have adopted from the RSPCA a Pet Pal will contact the owner to see how they can help or assist them in their pet care.

Evaluation:

·         Send out a starter kit answer and question pack with an easy and colourful RSPCA form for first time owners to fill in (pre-paid stamp). It will ask;

ü  If they felt the kit was useful

ü  If they would recommend them to other first time pet owners

Strategy:
 Emails and text messages from the RSPCA

Measurable Result:

1   To ensure that all RSPCA first time customers receive discounts on pet food with affiliated pet food sponsors.

2 To verify that the RSPCA has upheld its end of the agreement with sponsoring organisations they will need to determine that the organisations have had an increase in sales due to their involvement in the campaign by contacting the business owner/manager to retrieve statistics.

Evaluation:

·         All RSPCA customers will be emailed and asked to respond to a short survey after the campaign. They will be asked if;

ü  They have taken advantage of any special offers from Pet Barn or Pet Stock

ü  Asked if the animal tips and advice have been useful

ü  Asked how they have been applying/ using the email information

·         A consultation/meeting will be held with Pet Barn and Pet Stock to review how many RSPCA customers they have had directly related to the campaign.

·         Pet Barn and Pet Stock sales during the campaign duration will be assessed

·         The amount of emails ‘opened’ and ‘received’ will be assessed

Strategy:

RSPCA Staff Training sessions

Measurable results:

On the night of the training session all staff members will be asked to sign a signoff sheet to determine how many staff members were present.

Evaluation:

·         Use the sign off sheet to count how many participants attended the training sessions

12.4 Single Female Parents

Strategy:

Editorial Space

Measurable Results:

Find out how many editorials were placed, how many magazines were sold and monitor media clippings to see if anything trended from the editorial.

Evaluation:

·         Contact Women’s Weekly and discover how many people bought a copy of the magazine (including previous subscriptions)

·         Review if the articles have been mentioned in the media

·         Review if the articles have been mentioned on Twitter or are part of trending topics on any other social network.

Strategy:

Television Advertisement

Measurable Result:

How many times the advertisements ran in a week in accordance to how many weeks the campaign ran for. The key time it was on and what the viewing average was at this time.

Evaluation:

·         Check Channel 7 ratings

·         Monitor the media to check if ads have been mentioned