Digital Media Plan

The Digital Content Plan is two separate campaigns for Twitter and Facebook.
The purpose of the campaign on Facebook is for current and new donors to get
the opportunity to meet the animals or models for Strut for a Cause. Every
Monday for 15 weeks leading up to the event, #MMM will introduce two animals.
The post will feature their picture along with their likes and dislike so our
followers begin to feel a connection even prior to meeting the animals at the
event. The Twitter campaign will begin the first day of August. As a count down
to the event, YWAC will post different items the shelter locations are in need of
and the first follower to bring that item to each of the locations will receive two
free tickets to the event. This will total 48 free tickets that are not included in the
500 that are sold. The schedule for the post and examples are as follow:
Date

Facebook

Date

Twitter

May 25

Today kicks off our

May 25
#MMM (Meet the Models
Monday). First, meet Miss
Sadie. She is a sassy, 1.5
year old Hound mix that
love Pup-Peroni treats but
hates long walks. Our
second model of the day
is Timpo. She is a 2-yearold domestic shorthair
mix. She loves to keep
her teddy right by her
side. Next Monday, meet
two more of our models.
Multi-media: a picture of
Sadie and Timpo

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Upcoming Event Alert. Strut

for a Cause shows what
YWAC pets can do on the
catwalk. Check out the details
at www.youngwilliams.org/
strutforacause.#strutforacause
Multi-media: the event
invitation picture

June 1

#MMM, Meet Luke. He is

a studly 1-year-old
Hound/Terrier/Pit mix. He
loves playing fetch but
doesnt take baths easily.
Our second model has
hops. Meet Mr. Telsa. He
is a 5-year-old Rex
American bunny.
Mutli-Media: a picture of
Telsa and Luke
#MMM Meet Leo. He is a
2-year-old Domestic
Medium-hair mix. He
loves long naps in his cat
castle. Next, Mr. Carson.
He is a 2.5-year-old
Hound Boxer. He loves to
jump and play.

June 8

June 15

Multi-media: a picture of
Carson and Leo
#MMM Apollo is a feisty
feline. She is a 3-year-old
Domestic shorthair mix
that loves her catnip.
Salvador is a suave 1year-old Domestic
longhair mix. He loves to
play with dogs.

June 8

Check out our Facebook page

and meet our models every
Monday. #MMM
www.facebook.com/knoxpets
Multi-Media: a picture of two of
our models

July 6

Tickets for #strutforacause are

now available to the public.
Visit any YWAC location or
www.youngwilliam.org/
strutforacause to get your
tickets.

Aug. 25

Starting on Sept. 1, YWAC is

hosting a contest for its
followers. Each day we will
post an item the YWAC needs
and the first person to bring it
to each of our shelters will
receive 2 free tickets to
#strutforacause.

Sept. 1

Todays item is PAPER

TOWELS. Be the first to get
them to our locations and two
free tickets are yours.
#strutforacause

Multi-media: a picture of
Apollo and Salvador
June 22

#MMM Lady Andie and

Miss Hiccup. Andie is a
2-year-old Schnauser
Terrier mix that loves to
swim. Miss Hiccup is a 4
month old Lab Hound mix
that love her squeaky
toys, hence the name.

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Multi-media: a picture of
Andie and Hiccup
June 29

#MMM. An unlikely pair.

Jessup is a 1-year-old
Domestic shorthair mix.
He loves to play with our
second model, Bunbun.
Bunbun hops around and
Jessup loves to chase.
BunBun is a 2-year-old
American bunny.

Sept. 2

Todays item is LIQUID HE

DETERGENT. Be the first to
get them to our locations and
two free tickets are yours.
#strutforacause

Multi-media: a picture of
Jessup and Bunbun
#MMM Meet Petunia. She Sept. 3
is a 2-year-old Domestic
shorthair mix that loves
her bath time. Next, meet
Otto. He is a too cool for
school Coonhound mix.
This 1-year-old is a lazy
protector.

July 6

Day 3... Todays item is

PUPPY PEE PADS. Be the
first to get them to our
locations and two free tickets
are yours. #strutforacause

Multi-media: a picture of
Petunia and Otto
#MMM: Meet sweet Luna. Sept. 4
She is a 2-year-old Terrier
Pit-bull mix that loves to
snuggle. On the flipside is
Cheddar. He is a 2-yearold Domestic shorthair
that always wants to do
his own thing.

July 13

Multi-media: a picture of
Luna and Cheddar
#MMM: Today is a duo.
Meet Pretty Boy and
Pretty girl. These two are
inseparable. They are 2years-old. Pretty Boy is a
Domestic short-hair mix
and Pretty Girl is a
Domestic longhair mix.

July 20

Yall are doing great. Keep it

up. Todays item is Germ-X.
Be the first to get them to our
locations and two free tickets
are yours. #strutforacause

Sept. 5

Todays item is DISPOSABLE,

POWDERLESS LATEX
GLOVES. Be the first to get
them to our locations and two
free tickets are yours.
#strutforacause

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Multi-media: a picture of
Pretty Boy and Pretty Girl
#MMM: We got some
Sept. 6
babes. Meet Elmer. He is
a 6-month-old Hound mix
and he loves to dig. Next,
Miss Lacey is a 1-year-old
Domestic shorthair mix.
She loves to explore
outside.

July 27

Multi-media: a picture of
Elmer and Lacey
#MMM: Oh Tigger. This
6-year-old shorthair
Chihuahua mix LOVES to
eat. Meet Louie. He is a
2-year-old Domestic
longhair mix that has a
little bit of an attitude.

Aug. 2

Aug. 10

Aug. 17

Multi-media: a picture of
Tigger and Louie
This #MMM is special.
We have a brother and
sister Lab Retriever mix
pair. Meet Sidney and
Serena. These two love
playing together and we
have a hard time keeping
them apart.
Multi-media: a picture of
Sidney and Serena
#MMM: Ira is a 7-monthold Domestic shorthair
mix. She loves to be the
baby. Now check out
Brownie. He is a 4-yearold Shepherd Rottweiler
mix. If you want a mans
man dog, this is it.
Multi-media: a picture of
Ira and Brownie

HALFWAY THERE. Todays

item is DRY DOG FOOD. Be
the first to get them to our
locations and two free tickets
are yours. #strutforacause

Sept. 7

Todays item is DRY CAT

FOOD. Be the first to get them
to our locations and two free
tickets are yours.
#strutforacause

Sept. 8

Only a few days left. Todays

item is TRASH BAGS. Be the
first to get them to our
locations and two free tickets
are yours. #strutforacause

Sept. 9

Only a few days left. Todays

item is KLENEX TISSUES. Be
the first to get them to our
locations and two free tickets
are yours. #strutforacause

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Date

Facebook:

Date

Twitter Post:

Aug.
24

#MMM: And Bingo is his

name-o. This loveable, 3year-old flat-coat
Retriever mix loves to
play games. Especially,
tricking Mr. Wiggles. He a
1-year- old Domestic
shorthair mix with a lot of
energy.

Sept. 10

Only one day left. Todays

item is MANILA FILE
FOLDERS. Be the first to get
them to our locations and two
free tickets are yours.
#strutforacause

Aug.
31

Sept. 7

Multi-media: a picture of
Bingo and Wiggles
OUR LAST #MMM. The
Sept. 11
best for last. Meet Angel.
She is a 10-year-old
Siberian Husky mix that
loves to run with a trainer.
Next, Hunter. He is a 2year-old Bengal mix that
loves jumping at his
feather toy.
Multi-media: a picture of
Angel and Hunter
Just a few days left to get
your tickets for
#strutforacause. Have
you gotten your yet?
Jump on over to
www.youngwilliams.org/
strutforacause and get
them now.

Sept. 12

Multi-media: the picture

of the invitation

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Today is the LAST day.

Todays item is LAMINATING
SHEETS. Be the first to get
them to our locations and two
free tickets are yours.
#strutforacause

Todays the day. Make sure to

use the #strutforacause. The
cutest picture of the night wins
a spa day for your fury friend.

Biography
Tarah Anderson is a Senior Account Executive at DVL Public Relations and
Advertising in Nashville, Tenn. She received her degree in communications,
majoring in public relations and minoring in business from the University of
Tennessee in Knoxville. After graduation, Anderson moved to Atlanta and spent
two years working at ESPN. Two years later, she began working at DVL in her
hometown as an account manager. Her favorite accounts to work on are those
that challenge her writing and creative abilities. DVL promotes breakthrough
thinking at their company. Once a year, they donate their time to a non-profit
organization that allows them to exercise their creativity.

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Play-Well Press Release

Jan 28, 2015
FOR IMMEDIATE RELEASE

Contact Information:
Tarah Anderson, PR Specialist
615-830-6144
tander39@vols.utk.edu

Play-Well Company Voluntarily Recalls Battery-Operated Vehicle

Play-Well Zoomers Seeks Answers to Fix Mechanical Malfunctions
KNOXVILLE, Tenn. The Play-Well Company announces its voluntary recall on
Zoomers, including all two-battery models sold after November 2008 and some
one-battery models. The battery-operated vehicle causes fires while in use and
while not in use. Play-Well Company suggests immediate removal of the battery
to prevent further damages.
Play-Well Company and the U.S. Consumer Product Safety Commission have
received nearly 800 reports of the electrical malfunctions of the vehicles. Parents
and owners of the Zoomers have reported that these vehicles have caused burns
to childrens arms, legs and feet. 100 fires and $250,000 in damages have been
reported.
There are dozens of models of the battery-operated vehicle. Play-Well and the
CPSC are working closely to determine the defective models. Play-Well
Company instructs consumers to call 800-ZOOMERS or visit www.zoomers.com
to find out if their model is included in the recall and to locate a service center in
their area. The service centers are installing new safety parts and performing
safety checks for free.
We are working closely with the CPSC to pinpoint the models affected in our
recall. Our top priority is public safety and we want keep parents informed on
what they should be doing to protect their children and themselves. Please refer
to the website or call the 800 number to determine if your model has been
affected, Michael Hayes, Vice President of Consumer Relations said.

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About Play-Well Company
Play-Well Company opened in 1940. Since, the company has become a leader in
the toy manufacturing industry. Play-Well Company produces a line of toys for
children ranging from newborns, preschoolers and young children age 5 and
older. The products range from toys for the crib, toys for education and batteryoperated vehicles.
###

24

MEDIA ALERT
Jan. 25, 2014
FOR IMMEDIATE RELEASE

Contact Information:
Tarah Anderson, Media Relations
615-830-6144
tander39@vols.utk.edu

CMA Songwriters Series Kicks Off New Season at Sundance Film Festival
CMA Songwriters Series returns for its 11th Season starting with filming during
The Songwriter Spotlight
NAHSVILLE, Tenn. The 2015 CMA Songwriters Series begins its new season
with a Songwriter Spotlight at the Sundance Film Festival. The spotlight will
recognize special guests including Jessi Alexander, Kyle Jacobs, Kelley
Lovelace and Neil Thrasher.
What: The CMA Songwriter Series captures the storytelling aspect of
songwriting. Many songwriters share the memories behind the songs they write.
Songwriters featured on this series write for artists such as Blake Shelton, Tim
McGraw, and Lee Brice.
When: The two performances will be hosted on Jan. 28, at 3:20 p.m. and Jan.
29, at 4 p.m.
Where: The Sundance ASCAP Music Caf, Rich Haines Gallery, 751 Main
Street, Park City, Utah
Who: The featured songwriters have made a name for themselves writing songs
for country music stars. Alexander has co-written songs for artists such as Lee
Brice, Blake Shelton and Miley Cyrus, Jacobs is not only a songwriter but also
has gained recognition for producing Brices song Hard to Love, Lovelace has
worked closely with Brad Paisley on several of his hit songs, and Thrasher has
had songs recorded by artists such as Reba, Jason Aldean, and Kenny Chesney.

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Why: CMA partners with ASCAP to bring the songwriters stories to life. This
event at the Sundance Film Festival focuses on the songwriter instead of the
performer. It brings music back to its roots by allowing those who wrote the song
to share the meaning they had in mind when they wrote it.
How: The event is not open to all festival attendants. You must have Sundance
credentials and be 21 years or older to attend. Ticket information can be found at
sundance.org/festivals. Media is allowed access with their pass at the gate prior
to doors opening to the public.
Additional Information Interview and photo opportunities with Alexander,
Jacobs, Lovelace and Thrasher will directly follow the performances. Space is
limited so please contact Media Relations Director, Tarah Anderson,
tander39@vols.utk.edu, to guarantee your spot. This story creates a unique
angel from the perspective of a songwriter that would be relevant to your country
music audience.
About Country Music Association
CMA is a leading organization within the country music and entertainment
industry. The company strives to continue the traditions set in the roots of country
music while adapting to its changing environment. For more information, visit
cmaworld.com.
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