Conner Varnell 12/10/12 Principles of PR Final Project Campaign Plan

Mission: Wolf Situation Analysis Mission: Mission: Wolf is a non-profit organization that focuses on environmental/animal health. The organization is based in the remote mountains of southern Colorado where they maintain a sanctuary for wolves. Wolves are brought here for a variety of reasons; some wolves are abandoned pets, some are injured from farmers who shoot them once breeching their farms and some have their territories destroyed by the constantly expanding human population. The members of Mission: Wolf will receive knowledge of a wolf in danger and will do what they can to have them brought to the sanctuary. At the sanctuary, wolves are treated for their injuries and are cared for. They are given over 200 acres of land to roam and live in a natural environment. The wolves also have breeding partners, as a part of Mission: Wolfs goals are to repopulate the dying species. Mission: Wolf was originally founded in 1984, when co-founder Kent Weber was licensed to take care of a captive wolf in need of shelter. By the time 1986 came around, Kent and his partner had begun to take in other peoples former pet wolves that the owners were no longer able to take care of. To give these animals a safe place away from humans, he moved to

Mission: Wolfs current location in the remote foothills in the Wet Mountains of Southern Colorado. Before America was colonized by pilgrims, Native Americans held a strong bond with wolves. There was the thought that there was a spiritual connection between the two species, as there were instances where people would give the wolves shelter and food and in return the wolves would repay humans with acts of kindness, such as protecting tribes from other dangerous animals. Yet by the mid-1900s, wolves were looked at as pests, and bounties were out for their heads. Wolves would attack livestock on farms and humans didnt want an outside force destroying their food source. The population of wolves in America was in the millions at one point many hundreds of years ago, yet now there are just thousands. Mission: Wolf wants to keep the species alive and stop the destruction of wolves. Presently, they care for 38 wolves and wolfdog crosses. All of the animals living at Mission: Wolf share a common trait they were all born in a cage. Right now in the US, there are about a quarter of a million wolves in captivity and fewer than 10,000 wolves in the wild. Most of the captive wolves born each year do not survive to see their first birthday, having been destroyed or neglected (Wagner, 2012). Mission: Wolf was created simply from two people thinking that this species deserves a chance at life and freedom. Mission: Wolfs mission statement is as follows: Mission: Wolf connects people with nature using hands-on experiential education. Through volunteer internships and national traveling education programs, we inspire individuals to become stewards of the earth. While providing a home for rescued wolves and horses, we create opportunities for growth through community service and personal interactions with animals. We value educations, sustainability, and improving relationships between people, animals, and the world around them (Wagner, 2012). The organization has a strong belief in sustainability and leaving a minimal carbon

footprint. The members of the organization live in tipis on the conservation land, use solar-power for energy sources and also maintain greenhouses filled with fruits and vegetables as their food source. Mission: Wolf focuses on helping preserve the natural state of Earth. External Environment: The industry that Mission: Wolf works in is similar to many environmental health organizations in the sense that their financial support comes from volunteers and donors. This means that people with other jobs donate some of their financial means to Mission: Wolf to help their organization thrive. Another interesting quality about their industry is it depends on other peoples decisions. For example, it is not up to Mission: Wolf for a person to abandon their pet wolf or for a farmer to shoot and injure a wolf. They gain wolves to their sanctuary by chance, yet those chances are fairly high as the greed of human nature continues to drive out all other unwanted forces, like wolves. Mission: Wolf is affected by a multitude of external factors. One of those external factors is a combination of a social factor and an economic factor. Humanity is constantly growing; the human population continues to increase. Therefore, as the population expands, so will the amount of room needed for humans to live in. People are going to need more and more room for homes and therefore towns are going to expand as well. This will mean more forests will be cut down around the country, which results in more wolves being in danger due to their habitat being destroyed. The more wolves in danger means the more wolves that are sent to the Mission: Wolf sanctuary. Yet this is not ideal for the organization, as they want to focus on smaller amounts of wolves that truly need help. For the most part, Mission: Wolf wants wolves to be free and have the ability to live their lives as they please. With more wolves added to the sanctuary, it would

soon become over populated. Looking at the population growth on a smaller scale, as the human population of the area around Mission: Wolf continues to grow, the remoteness of the sanctuary away from humanity will lessen, ruining the point of Mission: Wolf all together; the wolves need space away from humans in order to maintain a natural habitat, and humans creating civilization closer to the sanctuary would be harmful to that habitat. Another external factor that Mission: Wolf is affected by is a social factor. This social factor is the constant rise in awareness levels towards the idea of going green, meaning to make choices that are environmentally friendly. Businesses are constantly adopting ideas of how to go green in order to look more attractive to potential customers. More and more people are promoting organizations and ideas around being environmentally friendly, like using alternative and friendly energy sources instead of oil. As this idea of living more environmentally conscious continues to increase, the awareness level of an organization like Mission: Wolf will grow; as more people realize that the environment is in danger, environmental advocacy organizations like Mission: Wolf will flourish. This will result in more donors which leads to more workers, more land bought for the organization, more room for the wolves, more pens created for the wolves, and more area in which to accept wolves, as Mission: Wolf is currently near being overfilled by wolves for their relatively small space. Business Analysis: Competition comes in varying ways for Mission: Wolf. One source of competition is other wolf protection organizations. Even though Mission: Wolf would presumably not care and actually support the work of other similar organizations seeming that their main goal is to preserve the lives of wolves and repopulate their species (and the more organizations

contributing to this, the better off wolves will be), these other organizations compete for financial means from donors. How does Mission: Wolf standout from other wolf advocacy organizations? Overall, Mission: Wolf is one of the larger wolf advocacy organizations, yet not the largest. Mission: Wolf has over 35 wolves that they tend to, while many other organizations have less than 10. Mission: Wolf stands out amongst the other organizations due to their remote location away from humanity, giving wolves the chance to live in a natural environment. Also, the amount of room the sanctuary provides is unique as well, offering hundreds of acres. Finally, the focus on using sustainable resources and living within environmentally friendly means is a very appealing aspect for donors with environmental health interests, as it is obvious to a donor that this organization truly wants to help improve the environment. This is different from an organization that has a building that they store injured wolves in; granted the organization does their best to tend to the wolves needs, yet they simply dont have the means to let them roam freely and give them the desired natural environment. A massive opportunity that Mission: Wolf has in their sights is to purchase 73 acres of land that connects to their current sanctuary. This would allow for the entire organization to grow and flourish, from the amount of wolves able to live there to the amount of workers able to settle on the land. This would raise awareness of the organization and presumably lead to more donors. This purchase of land is vital to the organizations growth. Yet there is a threat to that: humanity. The human population is constantly growing, and companies that build houses and create housing developments take advantage of that. By purchasing the land, one could develop houses and sell them to the steady increase of humans available to purchase them. This would then lead to massive profits for the buyer of the land, whether a person or a company. This is a massive threat to Mission: Wolf for two reasons. The first reason is they miss out on expanding their

organization. The second reason is that the remote isolation away from humanity that the sanctuary provides for the wolves would be in jeopardy. The wolves need a natural environment, and with hypothetically massive housing developments coming into place on the boarders of the sanctuary, that environment would be ruined for the wolves. A relevant strength of Mission: Wolf is the connectedness of the employees and the genuine effort/support they have of their goals for the organization. They have a participative culture that is apparent within their organization. Their employees are empowered to make decisions and advise how to promote the organization. They are open to new ideas and are willing to do what it takes to contribute more and more to the organization. The people who work there truly care about the wolves and want the best for both them and the environment; they wouldnt be working there otherwise, as it isnt a financially glamorous job. Therefore, it is a strength to have employees who will devote their time and energy to what they care about. Compare that to a business that has an office worker who could care less about the paperwork he/she has to fill out; they just want their paycheck. They will in no way promote the business or speak well of it to their peers. Mission: Wolf employees, on the other hand, are excited by the idea of getting to help animals and promote the organization positively to their peers. With this strength in tact, hopefully the employees can devote their resources and energy into raising awareness to donors to help them purchase the land near their sanctuary. This strength is also a valuable resource that can be harnessed for my campaign plan. By promoting the environmental cause of Mission: Wolf and how devoted its employees are would be helpful when trying to raise awareness and donation amounts. A donor doesnt want to give his/her money to a group that is unwilling to work hard, uncommitted and greedy with their financial means. Another internal resource that can be promoted is their use of sustainable

resources. Their use of tipis for homes, solar-powered energy and greenhouses filled with their own fruits and vegetables once again shows the commitment this organization has to their cause of environmental health. A donor would likely be impressed by these actions, and would be more willing to contribute financially to an environmental group that is obviously devoted to their cause. A final internal resource that can be harnessed is simply the wolves. Wolves are fascinating creatures to most people. They are rare to see and have comparative qualities to animals like lions, tigers and dogs; humans are simply intrigued with the species. Therefore, by promoting images of the wolves, it would hopefully catch the eye of fellow environmentally friendly/interested peoples and promote further inquiry which would lead to an increase in awareness for the organization. Target Audience: The target audience would be people with an interest in environmental preservation, particularly those with the financial means to donate. These will be people with jobs in major businesses in major cities. I will attempt to find certain residential areas in which to mail out information about Mission: Wolf (will be described later in the tactics section). These residential areas will be of middle-class to upper-class standing; therefore I would be targeting people with an annual financial income of about $70,000 and up into the millions (of dollars). Seeming that I hold my current networks of people to communicate through in the Pacific Northwest, I will be targeting people in this geographic region. The Pacific Northwest tends to be more environmentally conscious/friendly compared to most areas of the United States and therefore it would be an effective geographic range in which to perform my campaign.

The Plan Goal: My goal for Mission: Wolf is to contribute financially to their land conservation project (buying the land near their sanctuary) while also raising awareness about the organization while doing so. This is my goal because their chance to purchase land that would both allow their organization to grow and also fend off possible human civilization development (which would ruin the point of Mission: Wolfs remote location all together) is a critical opportunity. This is the ultimate chance for them to promote their cause and gain support from donors who want to contribute to the environment but yet cant take the time to physically take part in environmental health activities due to their own career priorities. Yet by just donating some money, these same people can feel satisfied with helping a good cause. Therefore, as a public relations manager and attempting to help the organization somehow, I can target this cause and create simple and easy opportunities for people to contribute to Mission: Wolf. Objectives: The first objective that is derived from my goal is to raise $35,000 towards Mission: Wolfs land conservation project, which is the organization purchasing the land near their sanctuary to expand their organization. The second objective will be to have 3,000 people like the Mission: Wolf page on Facebook. The theory that is based around this plan is the social exchange theory. This is the idea that people assess the potential costs and benefits of their actions before acting and that this

dictates much of their behavior. A consumer wants to keep their costs low and their rewards high. Both of these goals can be met by having people contribute small portions of their financial means or their time, yet they feel as though they are doing something to help improve the health of the environment; low cost, high reward. With small financial contributions through a large number of people, the financial goal can and will be met. Strategies: For the first objective of raising $35,000 towards the land conservation project, I will use controlled media to reach a large number of target audience members and therefore raise both financial means and awareness (the more awareness that is raised, the more likely that there will be more donors). For a second strategy, I will use uncontrolled media to try and reach the same target audience. This will both raise financial means and awareness in a target audience that views the presented material from a presumably unbiased source. For the second objective of gaining 3,000 likes on the Mission: Wolf Facebook page, I will use varying technologies to reach a large number of a less specific target audience (this audience would include more youth than financially capable corporate workers, as more youth tend to have Facebook accounts). This will raise awareness and also financial means due to technologies that can be used to raise money. This is also a viable option because it is easy to connect varying technologies directly to Facebook. For the second strategy, I will use controlled media to connect with a more specific target audience. This will raise awareness and result in an increase to financial means, as the controlled

media used will lead consumers to Facebook and therefore as well as the other technologies that can promote raising money for Mission: Wolf. Tactics: Objective 1, Strategy 1: There are varying tactics that a public relations agent can use to target audiences and acquire their desired result. To begin, for my first objectives initial strategy (raising $35,000; controlled media), I will create fliers to post in business areas. These areas will be businesses in large cities like Seattle, Portland, Everett, Bellevue, Hillsboro, Tacoma, Bend and Olympia. I will post the fliers in the bathrooms, employee break areas, the front doors, elevators, and on any other major area in the building that seems as though it is passed through and looked at often. The fliers will have a picture of a majestic looking wolf, hopefully catching the eyes of those interested by nature. The picture will then have text describing the species nearness to extinction. For anyone that has an interest in the environment, they will instantly be saddened and intrigued. Then, the text will talk about how easy it is for you to help change that by contributing to their survival. This will hopefully spark interest within the viewer and give them a sense of hope. From there, the flier will state Mission: Wolfs basic information, like who they are and what they do. Then, the flier will go back to talking about what you can do to contribute. It will ask for donations anywhere in between $10 to $100. The billing information will be present on the flier as well. At the bottom of the flier will be envelopes that are attached by a pin. The envelopes make it that much easier for a viewer to decide to make the contribution; the consumer simply puts their money in the envelope and ships it off instead of feeling as though it is a hassle to go out of their way to get the resources necessary to send the money.

Inside the envelope will be a small survey just asking the contributors name, address, contact information, how they heard about this opportunity to contribute, and why they wanted to contribute. This will help for the public relations agent to measure how effective this tactic was. My second tactic for using controlled media in order to raise contributions and awareness for Mission: Wolf is to send out fundraising letters to businesses and homes in middle-class and upper-class residential areas. The letters would explain the situation with the possible purchase of land to help expand the organization. The letters can use language that is personable and makes the viewer feel personally inclined to make a change. For example: The wolves would be forever grateful for your help in their protection and livelihood. Also, the letters can include a small, cheap gift like a bookmark or calendar with pictures of wolves. This is for the purpose of making the viewer feel thanked for their possible contribution and time taken to view the material. With the letter would come the same survey, billing information and attached envelope to help the viewer contribute financially as easy as possible. Objective 1, Strategy 2: For my second strategy involving my first objective (uncontrolled media) for the land conservation project, the first tactic I would use would be to pitch a story to news outlets in the Seattle and Portland areas. I would try and find specific writers that tend to write stories on the environment (i.e. stories on global warming; there are also constantly stories being written about whales that have died in the Seattle newspapers) and pitch them the story of the opportunity to contribute to Mission: Wolf. The news story would then be broadcasted through a newspaper through the most populated areas in the Pacific Northwest. This story would leave contact information and how to contribute financially towards the land conservation project. I would also

leave website information, and on the website when one contributed it would allow them to fill out the same survey I have mentioned from before. For my second tactic for the uncontrolled media objective, I would attempt to contact major environmental organizations like the Sierra Club and ask for them to mention Mission: Wolfs goals and how we need help with the land conservation project in their next press release or newsletter. With many more people being connected to major organizations like the Sierra Club or GreenPeace, the story in the press release or newsletter would directly target peoples with an interest in saving the environment. The public relations for Mission: Wolf could pitch it in such a way that Mission: Wolf would be forever thankful and in debt to you, as the contributing organization is vital to the success of the organizations livelihood. Therefore, the one creating the press release for the major organization would feel less inclined to reject the idea with the premise that it would be taking away contributions to their organization; I would like to think that environmental groups would help one another out as they all have the same goals of protecting the environment (hoarding wealth is typically not the main goal for members of these organizations). The press release or newsletter would create major publicity to an ideal audience. Objective 2, Strategy 1: Now looking to the second objective of gaining 3,000 Facebook likes for the Mission: Wolf page, there are a variety of tactics that can be used to achieve the desired goal. As for the first strategy of using technologies to promote awareness and financial gains for the land conservation project, a tactic to be used would be to promote media such as videos and pictures to encourage excitement throughout Facebook. Most of the data on Facebook is uninteresting

and useless (i.e. a person posts: I went and watched the new 007 movie with my friend! This contributes nearly nothing to a person in the sense of promoting critical thinking and/or education). By posting fascinating/informational videos about wolves and posting pictures from Mission: Wolf and their wolves at the sanctuary, I would hope to generate followers who are interested in the environment. For example, I know a great deal of people that enjoy watching animal-based shows (i.e. shows on animal planet) because it is simply enthralling to view another species and learn about their habits. By promoting videos of wolves in their natural environments and pictures of wolves, people would be either directly or indirectly (depending on if they take the time to truly view and take in the media source) taking in information on wolves and growing a base of knowledge and interest with the species. With the videos and pictures posted there would always be a link to the Mission: Wolf Facebook page, asking viewers to come take a look and like the page. This would promote the awareness factor of the public relations plan. A second tactic contributing to the Facebook objective would be to use varying sources of technology to promote Mission: Wolfs Facebook page. One of the main sources would be Twitter, which is a sort of mixture between sending texts through phones and Facebook itself. People use Twitter to send out thoughts and pictures in a more concise way than Facebook. I would promote Mission: Wolf with news updates, thoughts on the wolves, how people can help contribute to the land conservation project, and pictures of wolves in order to spark interest within mass varieties of the many users of Twitter. I would constantly post links to the Facebook page for Mission: Wolf, asking people to educate themselves on the organization and to like the page.

A third tactic using varying sources of technologies that would contribute to the amount of likes on the Facebook page while also donating to the financial needs of the organization would be to use a technology called Fundly. Fundly is a website that allows one to advertise and promote a fundraising project. Consumers of the technology are able to make direct contributions through the website to the organization by using their credit/debit cares. I would promote the opportunity to contribute to such a fantastic cause as saving a species from the brink of extinction and that to do so it is just as simple as clicking a button and contributing a few dollars. A dollar bill is a representation of someones voice and how they use that dollar is them speaking about what they care about; use that dollar to save the wolves. Use your voice to save nature. Use your mind to change the world. These are some of the examples of things to say that would help influence people to contribute to the Mission: Wolf land conservation fund. People would contribute money through Fundly and if they couldnt do so financially, they could at least like the cause, promoting the awareness of Mission: Wolf through the means of Facebook and building towards the goal of 3,000 likes on Facebook. Objective 2, Strategy 2: For the objective of achieving 3,000 likes of Mission: Wolfs Facebook page through the means of controlled mass media, my first tactic would be to create painted canvasses that are large in size and post them around abundant social areas of major cities in the Pacific Northwest. The posters would have a massive picture of a wolf on it. It would without a doubt catch the eyes all kinds of peoples while sparking the interest of those with a belief in the preservation of the worlds natural environments. Portland and Seattle are both known to be artistic cities with major focuses on environmentally friendly decisions. Massive posters of wolves in major parts of the cities would without a doubt generate interest in people, as they are simply fascinating to look at

for some people. With the poster would be words at the bottom reading: Mission: Wolf. Check us out on Facebook. This would leave those who were truly interested with the information necessary to learn more about the organization. For those who werent as interested, it would still subconsciously promote the organization. This would help contribute towards both the likes that the Facebook page received while also helping gain financial means for the land conservation project, as those who were truly interested would see the Fundly account on the Facebook page and donate. The second tactic used to achieve 3,000 likes of the organizations Facebook page through controlled media would be to post fliers that are similar to the large canvasses posted around the cities. The fliers would have a wondrous picture of a wolf and read at the bottom: Mission: Wolf. Check us out on Facebook. These could be posted in places where people are frequently using their technologies, like phones and laptops. Examples of these types of places would be coffee shops like Starbucks and also public transportation vehicles. For example, it would be effective to post fliers on the Max Train in Portland and the Sounder train in Seattle or in the public busses. While people were on their laptops and whatnot, they are likely to be finding a way to pass the time as they are waiting to arrive at a destination or are taking a break from their work. They would be likely to go onto their personal media outlets, such as their email, Twitter and Facebook. By promoting the Mission: Wolf Facebook page in these areas, people are likely to take a quick peek at the website, gaining some likes for the page. I would rather promote the Facebook link in these places rather than the fliers with the financial contribution information because not many people are likely to have extra financial means to contribute if they are using public transportation. Yet those who do have the means to do so can go onto the Facebook page and contribute if feeling the need to do so using Fundly. Nonetheless,

this would promote the awareness of the company and gain likes for the Facebook page for Mission: Wolf. Evaluation: Objective 1, Strategy 1, Tactic 1: To evaluate my initial tactic, which was the idea to post fliers in major businesses along with all the resources one needs to contribute financially to the land conservation project, I would evaluate the effectiveness of it by recording the results of the survey attached. As mentioned earlier, I would leave a survey inside the attached envelopes with the fliers. One of the survey questions would be: How did you find out about this opportunity to contribute? Depending on how many people responded with the something similar to the following response would result in the ability to judge the effectiveness of this tactic: I saw the flier posted at my work and found it intriguing. I wanted to help. The more people that respond with this type of answer, the more effective that this tactic is. I can measure exactly how many people found this tactic useful and responded specifically because of it. Objective 1, Strategy 1, Tactic 2: To evaluate this tactic, which was where I sent out fundraising letters to businesses and homes in middle class to upper class areas, I can measure its effectiveness the same way as I measured the previous tactic. Attached to the fundraising letter would be the same survey as the previous tactic. If people respond to the How did you find out about this opportunity to contribute? portion of the survey with a response identifying the fundraising letter, then I can measure the amount of letters sent out versus the amount of responses. Depending on the

relationship, I will measure the effectiveness; the more responses for the fundraising letter being the reason they contributed, the better. Objective 1, Strategy 2, Tactic 1: To evaluate this tactic, which was pitching a news story to major newspapers in the more populated cities in the Pacific Northwest, I can measure its effectiveness in the same way as the previous tactics. I would ask the news writer to leave certain contact and billing information for those who wanted to contribute to Mission: Wolfs land conservation project. Through the contact information, this would also post the website information for Mission: Wolf, the same survey as mentioned before would be attached. A way that I could promote contributors using the website and going through the process of filling out the survey would be to say that Mission: Wolf will donate a free envelope and shipping if you were to fill out the following survey. Yet, some people would still see the billing information in the article and simply send a check or cash via mail, and it would be difficult to know what triggered their interest to contribute. This would be harder to measure than the first two tactics for that reason, yet I feel as though I would find it to be successful and effective if the news writers decided to even write the story and post it in a newspaper; total failure for this tactic would be if the news writers decided not to write the story in the first place. Objective 1, Strategy 2, Tactic 2: To measure this tactic, which was to contact the leaders of major environmental health organizations and ask for them to mention Mission: Wolfs land conservation plan and how people can help contribute in one of their press releases or news-letters, it would be again more difficult to measure seeming that it is an uncontrolled media source. I cant definitely get these

organizations to do exactly what I want, present it how I want and give the information like the survey. Therefore, it would be difficult to measure. Yet I can at least ask them to leave the website information if they feel the obligation to present the opportunity to their publics. On the website I would leave the same information on how to contribute that has also been mentioned with the other tactics. Therefore, my survey would be in place to ask where one got the information that sparked their interest to contribute. This would be the way to measure how effective the tactic was, with responses similar to: I heard about this through my membership with the Sierra Club. Objective 2, Strategy 1, Tactic 1: To measure this tactic, which was to use technologies such as videos and pictures of wolves on Facebook to generate interest and gain likes, I would simply look at how many people liked the media I posted. If in a day the Facebook page for Mission: Wolf were to get 300 likes and the video I posted relating to wolves were to get 175 likes, then I would find this tactic to be effective. Anything below a third of the total amount of likes on the main Facebook page in relation to the media posted would be viewed as a less effective tactic. For example, 50 likes on a video compared to 300 likes to the Facebook page in a day. This would show that not as many people had their interest sparked by the posted media as compared to another tactic source. Objective 2, Strategy 1, Tactic 2: It would be more difficult to measure this tactic, which was using differing technologies like Twitter to promote the Facebook page for Mission: Wolf. If I were to post a link on Twitter with a picture of a wolf and leave a link to the Facebook page for Mission: Wolf with it, then

users of Twitter could simply click on the link and go check out the Facebook page. If they liked the Facebook page, it would be difficult for me to know what sparked their interest and made them do so. Yet by measuring how many people followed the Mission: Wolf Twitter account, I could have a general idea of how many people the post reached and have fairly general knowledge at how many people could have connected to the Facebook page through Twitter. Objective 2, Strategy 1, Tactic 3: This tactic, which was using a Fundly account to promote the fundraising for Mission: Wolfs land conservation project, can be directly measured. The account would be posted on the Facebook page for Mission: Wolf. Fundly is a way to directly contribute financial means to a fundraiser and therefore I can measure exactly how many people contribute financially through this technology. If people cannot contribute financially, they will be likely to at least like the page. People who do contribute financially are likely to like the page as well, as they want to show that they support this company and broadcast that through their own Facebook decisions. Therefore, both objectives are being targeted in a measurable way. Objective 2, Strategy 2, Tactic 1: This tactic, which was to post massive canvases of wolves in major business areas and then have text on the canvass saying to check out Mission: Wolf on Facebook, would be difficult to measure. This is simply a way to generate interest through people both directly and subconsciously depending on if they decide to take the time to look at the Facebook page or if it is just a fleeting thought about the picture posted on the canvas itself. Yet it cannot be measured, as I wont know the difference between people having interest generated through this or the following tactic that I will be covering in the next segment.

Objective 2, Strategy 2, Tactic 2: This tactic, which was to post fliers in busy areas where people use their technologies (such as Starbucks and public transportation vehicles), would again be difficult to measure. I simply would not know where the likes to the Facebook page came from. The point of the past two tactics is to have a low cost but a seemingly high benefit for the consumer; this is part of my social exchange theory. People who are in public transportation vehicles and whatnot probably wouldnt take the time to fill out a survey on the Facebook page about how their interest was generated; they would rather get on the page if their interest was sparked and like it, look at a few pictures, see what the company is all about, and then move on to a different aspect of their life. Most people wouldnt take the time to fill out an online survey, and therefore I would just be hoping for their likes. Yet with an overall steady increase to the likes of the Facebook page, I would have the idea that both this tactic and the one before (massive canvasses) are contributing to the objective and overall goal of raising awareness about Mission: Wolf. Overall tactics: Overall, by meeting the desired objectives of raising $35,000 towards the land conservation project and gaining 3,000 likes to Mission: Wolfs Facebook page, I will view my tactics as being successful. Some of the tactics are more difficult to measure than others; it is impossible to force people to make certain decisions, like completing an online survey on a Facebook account or even filling out a survey that is attached to the posted fliers in business areas. Some people may just contribute financially or like the Facebook page and not take the time to fill out any other information. Yet regardless, as long as the objectives that I have set for the project have been completed, then I will find the tactics as a whole as being effective. The

major idea was to promote Mission: Wolf in simple and creative ways, like posting massive and attractive pictures of wolves in busy parts of major cities with the result of generating interest through mass groups of people. After the interest has been sparked, it is up to the consumer to make their decision of how to contribute or if to contribute. By achieving my objectives of raising $35,000 and 3,000 Facebook likes, I would attain my goal as a public relations agent for Mission: Wolf, which would be to contribute financially to the land conservation project and in relation to raise awareness of the organization.

Bibliography

Wagner, J. (2012). About Mission: Wolf. Retrieved Decemeber 10, 2012, from Mission: Wolf: www.missionwolf.com