HOWDY!

TABLE of CONTENTS
2. THE TEAM 4. EXECUTIVE SUMMARY 5. SITUATION ANALYSIS 6. COMPANY PROFILE 8. MARKET ANALYSIS 9. COMPETITIVE ANALYSIS 10. SWOT 11. PRIMARY RESEARCH 12. TARGET MARKET 14. CAMPAIGN SCOPE 16. FLIGHT ONE 18. FLIGHT TWO 20. FLIGHT THREE 22.. CONTINUOUS 26. LOGISTICS 27. BUDGET 28. MEDIA CALENDAR 29. CLOSING SUMMARY 31. REFERENCES

MINT JULEP

KRISTIN CLOY PR DIRECTOR

Senior public relations major that cant go for a run on Town Lake without stopping to play with puppies.

CARA SPIDLE MEDIA DIRECTOR

Senior public relations and government major. She was THE dog walker in her childhood neighborhood growing up.

MATINA TOUMANIDIS ACCOUNT PLANNING

Senior public relations major. The light of her life is her sassy, crooked-toothed, cuddle-loving chug, Georgie.

KAY SANCHEZ INTERACTIVE DIRECTOR

Senior public relations major that has already rescued six dogs and hopes for that number to steadily increase.

BAILEY SULLIVAN CREATIVE DIRECTOR

Advertising major that only Instagrams her Boston Terriers and often mistakes them for actual humans.

EXECUTIVE SUMMARY
This plan book presents Mint Julep Medias campaign strategy for Austin Pets Alive! Currently, the nonprot organization is facing a multitude of nancial hurdles that it must avoid to move safely and securely into its new forever home and into the new year. Mint Juleps plan integrates a strong social media strategy and public relations strategy with a series of fundraising events to engage potential donors at all times throughout the year. Through this campaign, Mint Julep will increase annual donations to APA! by 2.4 percent to total an additional $43,425 through campaign events. Mint Julep also seeks to build awareness of APA!s forever home along with pledged support, shorten the adoption to a year or less for all pets, and increase the knowledge and understanding of Pawsitivity and its meaning. The 2014-2015 Pawsitivity campaign seeks to establish the message that pets encourage ultimate highs of mental and physical well-being in their owners. Through extensive primary and secondary research, we have found that this message will inspire potential donors to get involved with APA! events, give back to the APA! cause, and be happy doing it with their canine in crime. Mint Julep suggests audiences of females ages 23-30 and 55+ as the main demographics for this campaign. These specic audiences have the general desires to physically contribute to the causes they support, which often results in the creation of a life-long volunteer, donations and pet adoptions. Pawsitivity connects these audiences through their positive, shared experiences with animals both at APA! and throughout the course of their lives. The competitors for APA! include a wide range of local animal welfare organizations. While these competitors offer a multitude of different services, they lack dening characteristics and have less brand recognition than APA!. For this reason, Mint Julep seeks to emphasize the core of APA!s mission: to provide the best care for cats and dogs with the most need. This core mission will serve to distinguish APA! and its events from those of other animal welfare organizations in Austin. In order to achieve the best results from the Pawsitivity campaign and to increase donation-based funding that APA! receives during the 2014-2015 scal year, Mint Julep recommends a number of creative tactics. While the bulk of our campaign will be centered on event-based ights, we also recommend a combination of strong social media and digital strategy to capitalize on the online-giving trend that nonprots are experiencing in the present. Meanwhile, we prompt you to ask yourself this question who actually rescues who?

SITUATION ANALYSIS

COMPANY PROFILE
SITUATION ANALYSIS
MISSION STATEMENT: To promote and provide the resources, education, and programs needed to eliminate the killing of companion animals. Austin Pets Alive! serves as the foundation for Austin becoming the leader in no-kill cities in the nation. Their funding comes, in part, by government grants, but the majority is attained through donations from individuals as well as corporations. APA! does not have a lack of volunteers, as their cause draws in a higher number of volunteers per orientation than their current facility can hold. The issue that APA! faces is the distribution, application and retention of their volunteers. Most volunteers sign up to participate in one on one interaction with the animals. APA! needs volunteers and donations in order to help with day-to-day needs and overall organizational goals like the Forever Home project. Currently, APA! offers multiple ways for their volunteers to get involved: Foster a Pet, General volunteering, Adoptline, Big Brother/Big Sister, Matchmaker, RuffTail Runners, and Teen Foster Program. APA! utilizes two programs to help achieve their mission; the rescue program and PASS (Positive Alternative to Shelter Surrender) in which they offer advice to pet owners in crisis. APA! is unique in that they do not, for the most part, take rescues directly off the street. Instead, APA! takes in animals from other shelters who are suffering from illness or disease. APA! also takes in animals who would otherwise be euthanized due to behavioral issues or negative breed stereotypes. APA! spays or neuters every animal before they are adopted in an effort to help maintain overpopulation of strays and overcrowding of shelters. In addition to their corporate supporters, APA! has partnered with 27 companies who will donate either a percentage of purchases made at their locations or a at fee.

APA! SPONSORS

B I

THE

F OUNDATION

MARKET ANALYSIS
SITUATION ANALYSIS
The American nonprot and philanthropic community plays a crucial role in lives across the country and around the world. In 2013, there were over 1.2 million 501(c)(3) tax-exempt organizations registered in the United States, including public charities, private foundations, and religious organizations3. ECONOMIC ATMOSPHERE Since the economic recession in 2008, overall giving to nonprot organizations has increased. In 2013, overall charitable giving grew 4.9 percent, while online giving grew 13.5 percent. Large organizations had the greatest increase in overall charitable giving, while small nonprots had the biggest increase in online giving. Charitable giving is projected to increase through 2014, since the overall giving climate is primarily inuenced by economic factors that continue to improve5. Effective starting in 2015, the Affordable Care Act will require employers with more than 50 full-time staff members to offer minimum health insurance coverage to their employees. Failure to provide required levels of insurance will result in penalties under the shared employer responsibility provisions of the ACA. This obligation will cost organizations roughly $15,000 in additional monthly premium expenses4. TARGET CONSUMERS According to Mintel, Millennials are a lucrative target market for animal welfare organizations, as this younger generation has a higher incidence of pet ownership than the average (81% vs. 71%), particularly for cats and dogs1. This younger audience described themselves as random and peer motivated in their interactions with nonprot organizations. They are more likely to interact with organizations via mobile or online platform. Additionally, Millennials are overall more willing to show support of a cause in ways other than direct donation. They consider spreading the word, fundraising and volunteering to be of greater importance in contributing. In a study published by the Planned Giving Design Center, research suggests that charitable donations will increase substantially due to the transfer of wealth of baby boom generations via their nal estates. An estimated $24.8 trillion could be distributed to charitable organizations between 1998 and 20526. Additionally, women of the baby boom and older generations give 89% more than their male counterparts, Womens Philanthropy Institute research shows2. This mature audience described themselves as having a well-established commitment to few, primary charities. Baby Boomers are most likely to learn about and contribute to nonprot organizations through mail and traditional media6. MISCELLANEOUS TRENDS In 2014, tremendous opportunities exist for nonprot organizations to use technology to deliver on their missions. According to the article Ways Technology Will Shape the Nonprot Sector in 2014, the two important trends in nonprot communication are Mobile and Social Media. Currently, mobile has become embedded into the lives of consumers and is viewed as a way for organizations to be in communication with constituents on a more personal level8. Social Media not only helps to create this initial relationship, but also assists in generating awareness8.

COMPETITVE ANALYSIS
SITUATION ANALYSIS

PRIMARY
AUSTIN HUMANE SOCIETY This is the largest, no-kill shelter in the Austin area. Austin Humane Society (AHS) was founded in 1952, making it the most established shelter in Austin. AHS provide spay and neuter services as well as helping to save animals in times of crisis. Last year, AHS was able to help over 11,000 animals. They also intake multiple kinds of cats and dogs which gives them an advantage over APA!. AHS has a single location, which limits their animal intake but also concentrates their efforts. AUSTIN ANIMAL CENTER The Austin Animal Center is the animal care and control shelter for Travis County. They are operated by the City of Austin and Travis County, which gives them the potential to have better resources available for helping the animals in their care. They are an open-intake facility, which directly competes with APA!s position, and help approximately 20,000 animals every year. Austin Animal Center has a broad range of other services which directly competes with APA!. SPECIALIZED RESCUE CENTERS These centers, which include Gold Ribbon Rescue for Golden Retrievers and Cocker Spaniel Rescue of Austin, compete and prevent a larger variety of dogs from being available at APA!s facilities. They specialize in specic breeds, which causes APA! to be left with breeds of animals that are stereotypically seen as being undesirable, like pit bulls and chihuahuas.

SECONDARY
ANIMAL TRUSTEES OF AUSTIN This 20-year-old facility provides affordable treatment for animals in the Austin community, reafrming their mission to be the community clinic for animals. They offer a wellness and a spay and neuter clinic in their facility. Animal Trustees of Austin has served 339,739 animals since 1997. While they do not offer adoption services, they are still a competitor to some of the wellness services that APA! offers at their facilities. Funding events, like Petcasso where animals produce artwork to put up for auction, directly compete for potential donations that APA! could be receiving. EMANCIPET This nonprot clinic specializes in making spay and neuter services and preventive care for pets available to every pet owner. They have a tailored repertoire of services and do not offer adoption so they do not directly compete with APA! in that manner. One advantage is that they have mobile clinics in addition to their main clinic to increase the reach of their services and name in the Austin area.

STRENGTHS
Strong, recognizable brand among Austinites Distinct in that APA! helps animals passed over by other programs Leaders in maintaining Austins no-kill status Multiple locations, including pop-ups in stores like PetSmart and Petco Strong relationships with sponsors like Subaru of Austin and Castor & Pollux pet food Strong, involved, and well-received social media presence Many ways to contribute: donate, foster, volunteer, or adopt People compelled to help in urgent, solvable situations Cost neutral events due to nonprot status

WEAKNESSES
Lack permanent and sufcient facilities Cost of operation is higher than other animal welfare organizations in the area Share their main facility with the Austin Animal Shelter Cannot accommodate the amount of people who want to volunteer for most popular programs, yet have trouble getting volunteers for lesser-known programs Newsletter efforts are disorganized

OPPORTUNITIES
Involve the community through events that correlate with APA!s mission Mobilize a grassroots organization to support the Forever Home Establish a denitive target market Organize and consolidate volunteers to increase retention Unique branding that enforces a positive brand image Ramp up merchandising efforts Online database of 30,000 email addresses

THREATS
Lack a permanent home; 2015 deadline to move out of the Town Lake Animal Center location Volunteers create their own sites that distort APA!s branding tools Lack of awareness about what makes APA! different from other animal welfare organizations High population of breeds with negative stereotypes

PRIMARY RESEARCH
SITUATION ANALYSIS

VOLUNTEER ORIENTATION
APA! recently changed the execution of their volunteer orientation and implemented the new set up in February though it is still run start to nish by volunteers. The process for volunteers begins by signing up online through EventBrite and paying a nonrefundable $20 fee to cover the price of the T-shirt given at orientation. On the day of orientation volunteers check-in, receive a form to conrm all of their information, mark off their areas of interest, and pick up their T-shirt. Next a one hour presentation covers the basics of APA! including their mission, funding, building situation, and where the animals come from. The group is then separated into two groups: those that would like to volunteer with dogs and those who would like to volunteer with cats (a second orientation is required if you would like to work with both). The separate orientations go into detail about the programs that relate to that specic animal. Afterwards, volunteers can choose to take a tour of TLAC or stay and be mentored. After being mentored once, volunteers will be contacted via email to further discuss what programs they are interested in pursuing.

PERSONAL EXPERIENCE
After being separated into the dog people group and hearing the presentation, a limited number of questions were allowed, assumedly because of time restraints, but a clear reason was not given to us at orientation. There was also some confusion from those giving the presentation about the new policies referring to which animals the volunteers and general members of the public could handle, specically about dogs with a pink collar. I chose to go on the tour after the presentations were over, and when my tour group came back, I was offered the chance to see how to properly put on the different types of harnesses used but it seemed as though the other tour groups were not offered this same opportunity. After learning how to use the harnesses, a mentoring opportunity was presented to me, and I took it. I still do not understand how the mentoring process works in terms of what it allows me to do as opposed to a volunteer who has not gone through this process. I have not gone through the second mentoring session and have yet to receive an email to discuss what programs I am interested in. The overall experience, while informative on the company, left me feeling confused on what to do next or what the complete process is on becoming a forever volunteer.

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PRIMARY TARGET
S A R A
Sara is a 24-year-old female that recently moved to Austin for a job. She has one dog, a golden retriever named Ally, that she was keeping with a friend until a few months after she moved to Austin. Sara volunteers with Austin Pets Alive! through the RuffTail Runners program. She began the program before she brought her dog to Austin because she was having withdrawals and continues the program because she sees it as a great way to relieve stress from her hectic work life and she knows its good for the dogs to get away from the kennel environment and have a change of scenery. She would like to be more involved in APA!, but between work and other commitments she doesnt have time so she is looking for other ways to get involved. She chose to volunteer with APA! because she knows their goal is to provide their animals with love, training, and the utmost care until they are able to place them in the perfect forever home.

Overall, our primary and secondary targets are very active and like to be involved in many unique, local activities. They either have free time that allows them to volunteer physically or the desire to contribute something more to the causes they support, which can result in donations and pet adoption. The young professionals

demographic, age 23 to 30, is a way to tap into those just moving to Austin that are very active and conscious of social issues so that they have the potential to become loyal Austin Pets Alive! supporters for the rest of their lives. Finding a way to reach out to the 55+ exible income group is a way to reach

SECONDARY TARGET
L I N D A
Linda is a recently divorced 55-yearold. She likes to stay active and busy in her community in Austin, making time to play tennis as frequently as she can. Amanda always had pets around the house when her children lived with her, but now they have all grown up and moved out and she misses the constant companionship. When she went to Austin Pets Alive! to search for a new pet, she heard about the Forever Home project and was interested in helping. Not only does she have exible income that can be used towards funding the project, but she is also seeking out ways to be active and would love the opportunity to volunteer physically as well.

out to people that are not only seeking companionship and new ways to spend their time on the weekends, but that also have enough exible income to donate to the causes they support.

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CAMPAIGN SCOPE

PAW S I T I V I T Y
We include them in our family portraits, make room for them on our beds, tell them our deepest secrets, and miss work when theyre sick. They get us out of bed when were feeling our laziest, make us laugh when things arent funny, and give us love even when we feel we dont deserve it. Whether they paw, y, or swim their way into our hearts, pets encourage mental and physical happiness and thus become an important part of our lives. Mint Julep Media prompts you to ask yourself this question who rescued who? The funding-driven Pawsitivity campaign for Austin Pets Alive! will encourage APA! donors to give back, get active, and get happy with their pets. This big idea is reected in our marketing and communications objectives for the 20142015 scal year.

MARKETING OBJECTIVES Increase annual donations by 2.4% to total an additional $43,425.00 through campaign events Increase the amount of donors and donations

COMMUNICATION OBJECTIVES Create awareness of the Forever Home Shorten the adoption time to a year or less for all pets Increase knowledge and understanding of Pawsitivity campaign and its meaning

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FLIGHT ONE / DOG DAYS OF SUMMER

SUMMARY The Dog Days of Summer will be an event for APA! supporters to enjoy Austin at night while having an opportunity to watch movies with their dog. This event will take place at the Blue Starlite Drive-In over two weekends in July. The focus is on drawing in APA!s primary target market to get them out and involved with APA!. There is a drive-in specic section for attendees and also a section for attendees who will walk or bike to the event so dog owners can attend the APA! event with their dog best friends as well as their human ones. Attendees can bring lawn chairs and other picnic-type items to enjoy the movie with. Dogs just have to be on a leash while in attendance at the venue. The weekends will alternate depending on what summer blockbuster movies are out as well as with dog owner classics like Homeward Bound. The Homeward Bound weekend especially will have a target for increasing awareness and donations for the Forever Home cause. Proceeds raised that are not attributed directly to the Forever Home special weekend will go towards general business costs and wherever APA! needs the money to go. Tickets for the general public will be $20, with children 7-years-old and under getting in for free. ADOPTION OPPORTUNITIES Tables will be set up with volunteers around the perimeter of the event. Volunteers at these tables can also bring green collar dogs with them, if available, to show off the wonderful dogs that APA! has in their shelters. While the majority of attendees will already own their own pet, some of their friends who tag along may be looking into adoption so this would be a great opportunity to target them. MARKETING EFFORTS 1. Building email database: At the tables there will be a sign up sheet to opt in for APA! newsletters as well as to sign up for volunteer orientation and other volunteering events. 2. APA! 5Canine event: The tables will also host information about the upcoming APA! 5Canine race in the fall to start to build interest for the event. 3. Castor and Pollux: Castor and Pollux will have tables set up to sell small bags of pupcorn consisting of dog treats to the attendees. Other tables will provide popcorn, water, and soda for the humans in attendance. ADVERTISING EFFORTS 1. Therapy Guerilla ads 2. Display APA!s logo at the event PR AND PROMOTIONAL EFFORTS Can send press release about the event to: Austin American Statesman, Austinist, Austin Monthly. Additional promotional efforts can take place on the newsletter and promoting the event through a Facebook event and other reminders on APA!s social media. MEASUREMENT The venue can hold up to 250 attendees, so with the tables and movie set up to be considered, APA! should shoot to have that max attendees at the event. If at least 80% of the attendees are 7-years-old and up, then APA! should be able to see roughly $10,000 as a raw total to come in from the attendance rate. Attendance can also be tracked through the email opt-in lists and volunteer sign ups that will be provided at the venue. See page 34 for press release

PHOTO

17

FLIGHT TWO / 5CANINE

SUMMARY October 2014 brings an exciting close to the year as APA! gets its own one-of-a-kind 5K not exclusive to humans. The APA! 5Canine invites dogs and their owners to participate at all levels - whether it be jogging, walking, or snifng the competition. By paying a $45 entry fee (with the option to add an additional donation), racers can enter the APA! 5Canine and take home a branded t-shirt and matching bandana for their pet. Mint Julep Media believes that a 5K is an outstanding way to show how healthy animals encourage t and healthy human counterparts. ADOPTION OPPORTUNITIES Shelter pets that are able will be participating with a Rough Tail volunteer and be wearing a neon bandana to distinguish that they are available for adoption before or after the race. We expect to receive tons of measurable earned publicity, as this is not only a unique event, but an endearing one as well. MARKETING EFFORTS 1. Subaru of Austin - this event will be sponsored by our preestablished partner, Subaru, who will receive a lot of good exposure for partnering with an important cause and having their logo on the merchandise, banners and all other event promotion material. 2. Building email database - participants will be prompted to opt-in to receiving APA! newsletters, information about volunteer and adoption opportunities when they sign up for the APA! 5Canine event. ADVERTISING EFFORTS Event logo T-shirt/dog bandana PR AND PROMOTIONAL EFFORTS We will send a news release to these sources so that they will cover the event News sources: 1. Austin American Statesman 2. Austinist 3. Austin Monthly MEASUREMENT Measurement will be based on number of attendees and money raised through sign ups. Based on comparative numbers for other 5K races in their rst year, our goal for the 600 racers we anticipate to attend the event along with the expected additional donations would be to raise $27,000. See page 35 for press release

19

FLIGHT THREE / FASHION WEEK

SUMMARY Austin Fashion Week is occurring from late April to early May in 2015, and teaming up with an established Austin fashion business would be an engaging way to show how loveable APA!s pets are. APA! would look into either directly partnering with a business, like Kendra Scott, to provide pets that would walk down the runway with their models wearing some of the brands products. Kendra Scott would be great because it is a strong local Austin business that has nationwide exposure and dogs wearing the brands necklaces are typically found on Kendra Scotts Instagram page. Also Kendra Scotts agship store in Austin is on South Congress right by APA!s pop-up adoption site. Another way of getting into the event would be through looking at a publicity rm, like Buttery Entertainment, to see which designers would be interested in having APA!s dogs work with their designs on the runway. Volunteers would work on transporting the roughly eight to ten dogs to the event and also setting up, if the brand that APA! works with will allow, a table to opt in for newsletters, a volunteer sign up, and to help if someone in the audience wants to adopt one of the dogs featured in the show. Not only will our primary target market want to attend this fashion show at Austins growing Fashion Week, but our secondary market will be in attendance as well to support Austins growing community. MARKETING EFFORTS 1. Building email database: At the tables there will be a sign up sheet to opt in for APA! newsletters as well as to sign up for volunteer orientation and other volunteering events. 2. Creating a potential partnership between APA! and the fashion brand to hopefully create an annual event prominently featuring both organizations. ADVERTISING EFFORTS 1. Therapy Radio Advertisements 2. Display APA!s logo at the event PR AND PROMOTIONAL EFFORTS Can send press release about the event to: Austin American Statesman, Austinist, Austin Monthly. Additional promotional efforts can take place on the newsletter and promoting the event through a Facebook event and other reminders on APA!s social media. MEASUREMENT Attendance will depend on the size of the venue and could range from 100 to 200+ attendees. Measurement for APA! specically could be seen through newsletter and volunteer sign ups, and the event will be used for mission awareness. See page 36 for press release ADOPTION OPPORTUNITIES If an audience member or even one of the models wants to adopt any of the green collar dogs at the show, they can start the process of it by talking to the workers that will be set up at the event.

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CONTINUOUS
PET THERAPY GUERILLA ADS Using Craigslist, Buzzfeed, and The Daily Texan, we will place ads that look as though they are ads for therapy services but actually have links and information for APA!. These fake ads will play on the idea that being around pets is a form of therapy and makes you a happier and healthier person. Measurement for these ads will be based on total impressions for all forms of media. See page 24 FOREVER HOME CAUSEVOX CAMPAIGN Mint Julep Media suggests that APA! build a CauseVox campaign to raise money for their move into the Forever Home as 2015 approaches. This campaign will span the course of one year, beginning in May 2014, one month before Flight 1. All print advertising that is created for the #PAWsitivity campaign will be branded with a QR code to remind and encourage APA! constituents to donate to the cause. Constituents who contribute to the campaign will receive discounted registration fees for the APA! 5Canine event and APA! Fashion week later in the campaign. Social media interns will advertise the CauseVox campaign on APA! Facebook, Twitter, and Instagram accounts throughout the span of the campaign. The campaign will be measured based on how much money is raised through Causevox. FAMILY REUNION The Family Reunion will be a monthly event for everyone who has adopted an APA! dog to come together and celebrate their pet. This event will not be driven by fundraising, but is a simple way to show all adopters that APA! cares even after the adoption process is complete. Held at Zilker park, APA! will set up one or two tents and provide water bowls and toys for all attendees. There is no registration fee and proof of APA! adoption is not necessary. If possible, current shelter dogs should be brought out wearing the ofcial APA! Im adoptable vest in hopes of nding a home for them or at least helping build social interaction skills, which helps dogs rank higher in adoption appeal. This will also serve as a great brand awareness event and measurement will include number of attendees and will be assessed at each event. VOLUNTEER BLOGS Volunteers should be encouraged to blog about the experiences they share when they spend time at APA! or with a shelter animal. The blogs could serve multiple purposes: being informational for those curious about volunteer opportunities, exposure of the different programs available (Big Brother/Big Sister, RuffTail Runners), social media posts, proof for grant writing opportunities, and a way for volunteers to share with friends and family the different personalities, wants and needs for different animals available for adoption. Interns or volunteers with writing and public relations experience would simply have to read over the blogs for editorial purposes and then publish them along with any pictures provided by the author. Measurement will come from total number of visitors using an analytics tracker such as Google Analytics.

BUZZFEED The Life: Animals section of Buzzfeed allows for APA! to receive recognition on a worldwide level. Interns will submit on a seasonal basis so that APA! can gain recognition as a happy and joyous shelter. With themes tting into Valentines Day, St. Patricks Day, Independence Day, Halloween and many others, still pictures or gifs can be shown of current or recently adopted dogs and cats. This will also be a forum used in conjunction with our Pet Therapy ads. This project would serve for mission awareness and will be measured based on total impressions. See page 25 THANK YOU CARDS A month after an animal has been adopted from APA! an ecard will be sent to the adopters from their animal, thanking them for the adoption. The ecard will have information on how to donate and continue support along with a link to do so. Since the majority of APA! contributions are facilitated online, this gives everyone that adopts a direct link to contribute monetarily as well. Measurement will include the number of people that donate through the link and the amount donated. INTERN EVENTS: APA! will hire an events intern to help coordinate the many events our campaign creates. He or she will work under the marketing manager and will help gain sponsors and work with venders. The intern will help coordinate setup of all events and work with the social media intern to get the word out appropriately.

SOCIAL MEDIA: The social media intern will work under the marketing manager and take over all social media activity for each account. The intern will help edit a social media calendar, post regularly, and create event pages. Social Media interns will be responsible for publicizing the #PAWsitivity campaign across all APA! social media platforms. ADDITIONAL RECOMMENDATIONS 1. SPONSOR A DOG: For the 5Canine event, people that are unable to run the actual race will be given the option to donate money to sponsor a dog to run the race. This will increase the amount of money contributed. 2. VOLUNTEER INCENTIVE: Offer an incentive to volunteers that bring a friend to an orientation session at APA! to increase the overall amount of volunteers, also increasing the amount of people that have a solid understanding of APA!s mission. 3. PUP CRAWL: Host a meetup at a patio bar that allows animals where dog owners can drink and mingle while being around their pets. The event does not have to be limited to animals adopted from APA! and has the potential to become a popular social event in the Austin community.

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Stressed..?

Rough week? Need someone to really listen? How about someone to just sit on the couch with? You dont need a therapist, you need a pet! Visit http://www.austinpetsalive.org to find your new confidant and cuddle buddy.

23 Reasons Why Rescued Pets are the Best

1. They have more to be thankful for

25
2. They come already potty-trained

LOGISTICS

EXPENSES DOG DAYS OF SUMMER Drive-In Theater Rental Total cost for two events 5CANINE Medals Course Certication Event Insurance Race Bibs (@ $.012 each) Total cost CONTINGENCY 3% LEFTOVER COSTS GRAND TOTAL

INCOMING DOG DAYS OF SUMMER At $20/person for 250 people Total cost for two events 5CANINE At $55 registration for 600 If 60% of runners donate additional $10 T-shirts Bandanas for 500 Total cost Percent of total donations

$1,800 $3,600

$5,000.00 $10,0000.00

$50.00 $300.00 $300.00 $60.00 $710.00

$33,000.00 $3,600.00 $2,200.00 $975.00 $33,425.00 2.4%

$150.00 $540.00 $5,000.00

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MAY 14
5 12 19 26 1

JUNE 14
8 15 22 29 6

JULY 14
13 20 27 3

AUG 14
10 17 24 31 7

SEPT 14
14 21 28 5

OCT 14
12 19 26 2

NOV 14
9 16 23 30

EVENTS
Dog Days movies 5Canine Fashion Show Family Reunion

ONLINE
CauseVox Volunteer blog Buzzfeed Social Media

GUERILLA
Pet Therapy

OTHER
Intern

DEC 14
7 14 21 28 4

JAN 15
11 18 25 1

FEB 15
8 15 22 1

MARCH 15
8 15 22 29

APRIL 15
5 12 19 26 3

MAY 15
10 17 23 30

MEDIA CALENDAR

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REFERENCES

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WORKS CITED
Erwina, Ika. Americas Pet Owners. Mintel. Mintel Group Ltd, Mar. 2013. Web. Feb. 2013. <http://academic.mintel.com/display/637613/>. Womens Philanthropy Institute. Womens Philanthropy Institute. Indiana University Lilly Family School of Philanthropy, 2013. Web. 02 Mar. 2014. The Sectors Economic Impact. Independent Sector. Independent Sector, 2014. Web. 02 Mar. 2014. Plan Information. Health Insurance Marketplace, Affordable Care Act. USA.gov, n.d. Web. 02 Mar. 2014. Charitable Giving Report. Blackbaud: Fundraising Research, Trends & Resources. Blackbaud, 2013. Web. 02 Mar. 2014. McKeever, Marty. Why the $41 Trillion Wealth Transfer Estimate Is Still Valid. Planned Giving Design Center. Planned Giving Design Center, LLC, May 2011. Web. 02 Mar. 2014. Fritz, Joanne. Charitable Giving by the Generations. About.com. About.com, 2014. Web. 02 Mar. 2014. Westmoreland, Mary Beth. 5 Ways Technology Will Shape the Nonprot Sector in 2014. NpENGAGE. Blackbaud, 8 Jan. 2014. Web. 02 Mar. 2014.

SURVEY
1. Are you an animal owner? a. Yes b. No IF YES, answer 2 and 3 2. What kind of animal do you own? a. Cat b. Dog c. Other 3. How many animals do you own? a. 1 b. 2 c. 3 d. 4+ 4. IHow many times have you volunteered with APA!? a. 1 b. 2 c. 3 d. 4+ 5. Why do you choose to volunteer at APA!? Open ended 6. What in your opinion is APA!s cause? Open ended 7. How have you contributed to APA!s cause in the past? a. Volunteering b. Adoption c. Monetary donation d. Other (specify) 8. What motivates you to assist in furthering APA!s cause? (open-ended) 9. What, if anything, have you heard about APA!s Forever Home Project? Open Ended 10. Is what you are doing as a volunteer what you were expecting to do when you rst signed up? a. Yes b. No Comments 11. What would you tell someone who is thinking about becoming an APA! Volunteer? Open ended 12. What is your gender? a. Male b. Female c. Other 13. How old are you? a. 18-25 b. 26-30 c. 31-35 d. 36-40 e. 41-50+

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1156 West Cesar Chavez Austin, TX 78703 Phone: 512.961.6519 Fax: 866.272.5060 News Release FOR IMMEDIATE RELEASE FOR MORE INFORMATION, CONTACT TBD NAME POSITION PHONE EMAIL Beat the summer heat with Austin Pets Alive! movie nights AUSTIN, Texas Austin Pets Alive! is sponsoring two weekends to provide a way for dogs and their owners to enjoy the long summer nights in Austin, Texas. The event will be held every other weekend in July at the Blue

Starlite Drive-In. Movies will uctuate between summer blockbusters and classic pet movies like Homeward Bound. Attendees can bring blankets and lawn chairs to comfortably enjoy the movie. Volunteers will be there to collect entrance fees, donations, and to

distribute volunteer sign-up sheets. Castor & Pollux will provide pupcorn for the dogs that arrive at the event. All proceeds raised from the events will go towards raising donations for Austin Pets Alive! mission and the Forever Home project, which seeks to raise money for a new shelter center to replace the Lake Austin Animal Center. Admittance is $20 per person, and children under 7 years of age

are allowed in for free.

1156 West Cesar Chavez Austin, TX 78703 Phone: 512.961.6519 Fax: 866.272.5060 News Release FOR IMMEDIATE RELEASE FOR MORE INFORMATION, CONTACT TBD NAME POSITION PHONE EMAIL First annual Austin Pets Alive! 5K AUSTIN, TexasAustin Pets Alive! will host their rst annual 5Canine this October with all proceeds beneting the shelter. The 5Canine is open to runners of all athletic levels. Those who wish to donate and not participate can do so by

sponsoring a dog to run who will be accompanied by an APA! volunteer. Dogs that are sponsored to run in the event will be available to adopt on site. Participants are encouraged to bring their dog but it is not required to do so. APA! is a non-prot organization that has worked to make Austin the largest no-kill city in the nation. The shelter

gets over sixty-ve percent of their funding from donations and contributions, making events like this crucial in keeping the shelter running smoothly. As a long time contributor to APA! Subaru will help sponsor the event. I think this is the perfect event for a city like Austin, says Matina Toumanidis, proud owner of chug named Charlie.

It combines two of the citys favorite things, exercise and rescue pets. At any given time, APA! is home for 280 to over 300 dogs. Before being adopted, every dog is spayed/neutered,

micro-chipped and has all of their up-to-date vaccines. In 2008, before APA! began its mission to make Austin a no-kill city, 9,946 pets were killed. This includes healthy animals that were killed due to overcrowding and lack of resources. By 2012, that number had dropped to just 926. APA! hopes for this event to mature continuously each year and grow in the number of participants and sponsors.

Everyone involved is encouraged to incur about other programs offered by APA! including RuffTail Runners which allows for volunteers to temporarily take dogs out of the shelter and go for a walk or run around the trail at Town Lake. For additional information, visit www.austinpetsalive.com or like Austin Pets Alive! on Facebook.

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1156 West Cesar Chavez Austin, TX 78703 Phone: 512.961.6519 Fax: 866.272.5060 News Release FOR IMMEDIATE RELEASE FOR MORE INFORMATION, CONTACT TBD NAME POSITION PHONE EMAIL

Austin Pets Alive! teams up with Kendra Scott for Austin Fashion Week AUSTIN, Texas Austin Pets Alive! is announcing their partnership with Kendra Scott for their annual Austin Fashion Week show in late April, 2015. The event will feature some of APA!s dogs walking with the models and wearing some of Kend-

ra Scotts accessories. APA! will provide green collar dogs, dogs that anyone can handle without previous training, and volunteers will be at the event to assist the dogs on their runway premier. A donation station will be set up if any of the attendees at the event wishes to adopt one of the animals in the show. Both APA! and Kendra Scott have a strong presence on South Congress and in the Austin area

overall. APA! hopes that this partnership between the two strong Austin businesses will grow and help strengthen the Austin business community. The event will hopefully be one of the standouts at Austins eclectic Fashion Week with the draw of Kendra Scotts iconic jewelry as well as APA!s loveable animals. Austin Fashion Week will occur April ## to May ## in various locations in the Austin area.

NON-PROFIT AND INDIE FILMMAKER RATES

Venue rentals include a three-hour auditorium rental, A/V services, microphone, podium, use of house projector and sound, Internet, full wait service, and event planning services. See full event options at Drafthouse.com/rentals/Austin. Discounted rates are subject to availability and are not available during heavy traffic times such as weekend evenings, holidays, and blockbuster opening days. Subject to calendar availability. OFF-PEAK RENTALS Available weekdays before 6pm, Monday and Tuesday after 6pm and weekends before 3pm. Venue rental - $375 - all theaters except micro theaters. Venue rental - $275 - micro theaters. (50 seats or less) Food and beverage - $10 per guest minimum. Food and beverage minimum is based on confirmed headcount or 25 guests, whichever is greater. PEAK RENTALS Wednesday-Thursday after 6pm, Saturday 3-6pm, Sunday 3-6pm and 9pm-midnight. Venue rental - $7 per seat, based on theater capacity, except microtheaters. Venue rental - $350 - microtheaters. (50 seats or less) Food and beverage - $10 per guest minimum. Food and beverage minimum is based on confirmed headcount or 25 guests, whichever is greater. SHOW PAGE AND ONLINE TICKET SALES The Drafthouse can provide online ticket sales and a page for your event on our website for a $60 fee. Please allow three weeks for creation. Box office revenue will be paid by check approximately ten days after event. ADDITIONAL FEES New releases - add an additional $5 per guest for 2D or $7.50 for 3D. 8.25% sales tax and a 20% staffing fee are applied to all invoiced charges. Sales tax may be waived for 501(c)3 nonprofit organizations with submission of state sales tax exemption form. TECHNICAL SPECIFICATIONS All locations feature Sony 4K digital projection, 2D and 3D capabilities, DCP and Blu Ray. Select locations have 35mm projection and the capability to link multiple theaters for simultaneous presentation. 3D projection is not available at the Ritz and is not available in every auditorium. THEATERS & CAPACITIES LAKELINE - 10 auditoriums; 1,892 total seat count; capacities: 34, 44, 118, 136, 140, 142 LAMAR (summer 2014) - 9 auditoriums; 975 total seat count; capacities: 46, 63, 86, 118, 126, 198 RITZ - 2 auditoriums; 270 total seat count; capacities: 83, 187 VILLAGE - 4 auditoriums; 468 total seat count; capacities: 95, 117, 118, 138 SLAUGHTER - 8 auditoriums; 851 total seat count; capacities: 33, 82, 94, 136, 138
drafthouse.com/rentals/austin corpevents@drafthouse.com 512-861-7084 updated 2/10/14

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