PEDIGO AGENCY

Healthy Pet, Happy Pet

Campaign Proposal

Pedigo Agency
4850 1st Coast Tech Pkwy, Jacksonville, FL 32224
E-Mail: PedigoTeam@Pedigo.org Web: www.Pedigo.org

Happy Pet, Healthy Pet Campaign Proposal

Agency name: Pedigo Agency
Agency mission: The Pedigo mission is to advance just and civil social
causes such as health and environmental issues, LGBTQ rights and animal
welfare. We spearhead these causes through social media, event planning,
networking, and the use of strategic communication techniques. We are
looking to build an environment where people can create, inspire and invent
new ideas that will positively benefit themselves and society.
Past clients:
The Humane Society of the United States
American Pet Association
First Coast No More Homeless Pets
The University of North Florida Environmental Center
JSO
Agency member values:
Persistent
Educated
Dedicated
Intuitive
Go-getter
Original
Agency member bios:
Founder and President Steven Pedigo: After graduating in 2010 from The
University of North Florida with a Bachelors Degree in communication and a
second in sociology, Steven has been working tirelessly to promote
environmental causes throughout Florida and the Southeast. He founded
Pedigo Agency with the drive to instill the importance of wellness within
others and their environment. With skills in team building, mission strategies
and tactics, he is helping to save the world - one campaign at a time.

Co-Founder and Vice President Mandy Cavazos: Mandy graduated from the
University of Texas in 2011 with a Bachelors Degree in communication with
a concentration in public relations. Her focuses are within health awareness,
animal abuse, and environmental improvement. Mandy cofounded Pedigo
Agency in January 2013. Shes skilled in public affairs, event coordinating,
networking, and promotional campaigns. She has been working in the
Northeast region of Florida for five years. Her motto is if it matters, it
counts.
Director of Communication Kerri Roby: Kerri graduated from the University
of Oregon in 2012 with a Bachelors Degree in communication with a
concentration in public relations and a minor in business. She enjoys
working with anything related to environmental issues, animal rights and
topics dealing with health and personal wellness. She is extremely skilled in
the area of event coordinating, working with different social media outlets
and speaking in front of people.
Director of Research Brittney Snellgrove: Brittney received her Bachelors
Degree in Communication and Public Relations from the University of North
Florida, followed by a Masters Degree in Business and Marketing Research
from New York University. She started out interning for Big Machine Records
in Nashville, Tennessee. She assisted a team of 15 for just over a year
before being offered a full-time position as Vice President of Communication.
She maintained this position for nearly seven years before finding her true
home with Pedigo Agency. She was offered the position in January, 2013.
Brittney is responsible for the marketing, communication and business
development efforts of the firm. She directs media relations, branding,
advertising and website development. In addition to the business
development, Brittney also constructs programming events for the firm.
Brittneys eye for detail and creativity make her an asset to the Pedigo
professionals team.

Strategic Officer Courtney McCleister: Courtney graduated from Washington

State University with a Bachelors Degree in Communication and a minor in
leadership. She then completed her Masters Degree in Communication from
Ohio State University. She served as VP of Communications for FoodMinds in
Chicago for six years. Courtney has also worked on campaigns for the
American Cancer Society and American Red Cross. Her background includes
event coordinating, networking and public service campaigning. She enjoys
exposing the world to social causes, big and small. Her motto is no cause is
too small.
Executive Summary/Letter from Director:
The Pedigo Agency wants to establish a healthier, better world for animals
and their owners. Our Healthy Pet, Happy Pet campaign seeks to initiate a
change in the lifestyles of pets in Jacksonville. Our goal is to increase
education and awareness of the pet obesity epidemic in America, as well as
decrease the fat gap in Jacksonville. We will be using social media to
promote our cause. To keep track of our campaign we created the hash tag
#paws4cause. In an effort to reach our goal, we are targeting educated
women between the ages of 25-44 with household incomes of at least
$44,000 because women are more likely to provide health care for pets. In
order to reach these women, we have pinpointed four zip codes: 32250
(Jacksonville Beaches), 32224 (Town Center), 32204 (Riverside), and 32258
(Mandarin).
To make a permanent lifestyle change for overweight pets, we need to
educate their owners in creative ways. We wanted to not only educate but
also introduce healthy habits that stick. Our campaign consists of several
tactics to decrease pet obesity. To begin our campaign, submissions for our
Pics n Pets Weight Loss Challenge and Fat-Paws Art Challenge will start in
May. A Summer Kickoff BBQ will follow this in June. The goal of this kickoff is
to establish a general representation of the amount of Jacksonville residents
who fall within the fat gap. In June our first dog walking clubs will take
place. These will be the first of monthly meetings for owners to socialize and
walk their dogs in our four different zip codes. Throughout summer, flyers,
surveys and sign-ups will be placed and tracked at local veterinary offices.

Our social media pages will share our YouTube channel, which will be posting
weekly informational videos. These videos will have experts in the animal
field to help educate on pet obesity. At the end of summer will be our
exercise-training event. At this event, we will continue to increase education
and awareness as well as promote our upcoming events. In August, we will
host a Panel on the Patio. This panel will consist of veterinarians and an
American Veterinary Association representative, who will inform owners and
answer any questions. Our campaign will end with our pet obesity themed
Art Walk. The Art Walk will take place during National Walk Your Dog Week.
Here the winners of the Pics n Pets Weight Loss Challenge and Fat-Paws Art
Challenge will be announced. Our final evaluation will happen in 2016 after
National Pet Obesity Awareness Day so we can see the long-term changes in
pet obesity.
All of our tactics have been designed to reach our target audience. In
doing so, we will reach many other audiences as well. This will help to
achieve the overall goal of lowering pet obesity, raising awareness of the
epidemic and promoting healthy living. Join the meow-vement for a
healthier, happier pet. #Paws4cause

Research
Client Background: The American Veterinary Medical Association (AVMA),
established in 1863, is a not-for-profit association representing more than
86,500 veterinarians working in private and corporate practice, government,
industry, academia, and uniformed services. Structured to work for its
members, the AVMA acts as a collective voice for its membership and for the
profession. The AVMA works to educate its members and pet owners for an
overall healthy and happy lifestyle for animals. They promote safe animal
practices with the use of biological science and agriculture.
In conjunction to the AVMA, there is a Student American Veterinary
Medical Association (SVMA). The SVMA was founded in 1969, and continues
today to give students the opportunity to work alongside the AVMA to
promote safe animal care, as well as helping to smooth the transition from
student to medical professional.
SWOT Analysis:

Strength: AVMA has been around since

Weakness: The veterinarians within the

1863. Its a trusted organization with

AVMA may not agree with each other.

much history and experience.

Internal strife may be potential issue.

Strength: The AVMA has more than

Weakness: People dont take pet obesity

86,500 members of professionals from

seriously. A countless amount of memes

around the world.

and pictures on the internet poke fun at

Strength: The AVMA has many allies.

pet obesity.

Strength: Everyone loves adorable

Weakness: Other publics may not have

animals. The large amount of cat and

the time to exercise their animals.

other pet videos on the internet shows

Weakness: Pet owners lack of education

the large audience of animal lovers.

on pet obesity and are unwilling to learn

Strength: The AVMA works to educate

how to feed their pets.

people about the importance of healthier

pets.
Strength: Owners can get healthy with
their pets - dual exercise (mutually
beneficial)
Strength: Cute animals pull at the public's
hearts.

Opportunity: By telling owners not to

Threat: Many of these pet owners have

overfeed their pets, they can save money

day-to-day jobs and may not be able to

and prevent animal obesity.

spend as much time as theyd like with

Opportunity: Our topic reaches a wide

their animals.

audience.

Threat: Environmental/animal rights

Opportunity: To improve lives for the pets groups that dont agree with AMVA.
in the Jacksonville area.

Threat: PETA, they have one article that

Opportunity: Come up with creative ways

rallies against the AVMA. Theres a chance

for people to play with their animals when

they may have an issue with the

they have little time or space.

campaign.

Opportunity: Start community events

Threat: The AVMA recently spoke out

(I.e. dog walking club, small park events,

against raw food diets for pets. Certain

etc.)

holistic groups arent fond of this.

Opportunity: Social media challenge to

spread impact.
Opportunity: Ability to work with local
veterinarians.

Situation Analysis: Aww, are you hungry? Well, a little more wont hurt!
Does this sound familiar?
People love their pets, but sometimes they love them too much. Over half of
the dogs and cats in our country are, like many Americans, overweight due
to overfeeding and lack of exercise. Among all US pets that veterinarians
ultimately classified as obese, a whopping 93 percent of dog owners and 88
percent of cat owners initially thought their pets were in the normal weight
range.
Secondary research:
The Association for Pet Obesity Prevention (APOP) has launched campaigns
on various media outlets to fight pet obesity within the veterinary medical
community, veterinary schools, and state and local veterinary organizations.
According to APOPs founder Dr. Ernie Ward, pet obesity is the leading health
threat to this nations pets. APOP has been trying to expose this social cause
since 2005.
According to APOP an estimated 52.6 percent of US dogs and 57.6 percent
of US cats are overweight or obese. Estimations in the UK put the number of
overweight or obese dogs at 45 percent and that of cats at 40 percent,
which puts the US in the lead for obese pets. Most owners of obese pets
initially thought their pet was in the normal weight range. APOP refers to this
disparity as the fat gap and considers this the primary factor in the pet
obesity epidemic. An online poll by APOP revealed that 42 percent of dog

and cat owners admitted they dont know what a healthy weight for their
pets looks like.
There are many health risks related to pet obesity, and many of these
problems mirror those issues for obese humans. Osteoarthritis, type 2
diabetes, heart disease, joint injury, various forms of cancer and decreased
life expectancy are all linked to obesity in pets.
To raise awareness, APOP created National Pet Obesity day, which was
celebrated for the eighth time on October 8, 2014. On this day, veterinarians
are encouraged to record the weight and other information of animals that
come in for check-ups. The goal is to get an accurate number of obese pets
in America and bring attention to the issue. To continue raising awareness,
APOP will lead the creation of an industry coalition to amplify the
organizations impact on pet obesity. The APOP coalition will invite
partnerships with organizations that share the common goal of fighting
obesity and supporting pets and their owners to create the healthiest
household possible.
In 2010, Colleen Paige founded National Walk Your Dog Day for October 1,
as a way to highlight pet obesity issues and encourage people to get out
with their dog and start getting healthy. Paige later felt one day was not
enough to stimulate a continued walking program, so she then founded
National Walk Your Dog Week to be celebrated the entire first week of
October. Paige believes that when people witness the changes in their dogs
by exercising them for a week, not only will there be a massive difference in
their dogs behavior but the dog's person will feel so good they won't want to
stop.
Audience Analysis:
Based on our research, the primary audience for this campaign is
educated women between the ages of 25-44 with household incomes of
$44,000 or more. Typically, women provide the health care for pets and
view them as important members of the family. According to the U.S.
Census Bureau, a total of 118,871 women between the ages of 25-44 live in
Jacksonville, with more than 50 percent having some type of higher-level
education. Because Jacksonville is one of the largest cities in the United

States by area, we have separated the city into four target zip codes.
According to the Jacksonville Humane Society, 548 adoptions have occurred
since January 1, 2015. This means approximately 60 percent of women in
Jacksonville Beach are pet owners.
This audience falls under the category of Generation X, also known as
Gen X. These Xers are in between Millennials and Baby Boomers. About 24
percent responded yes to a survey when asked if they have posted a selfie
on social media sites. According to the Nielsen poll, Gen Xers are all about
getting a deal when it comes to spending. This generation is satisfied with
buying drugstore products rather than name brand at high-end department
stores. When it comes to technology, Xers are the pioneers of it. They
remain tech-savvy and stay up to date on the latest electronic trends.
With our audience including those in their mid-twenties to early thirties,
we must realize they are more aware of whats going on in the world today.
This group shows positive results for Team Pedigos goal to increase the
awareness of obesity in household pets.
Zip code: 32250-beaches
From PRIZM, this zip code represents a median household income of
$56,100, with $51,282 in consumer spending, and the age ranges from 2544. Education levels represents graduates who have already purchased a
home. Ethnic diversity consists of White, Asian, and mixed race. They are
High-Tech and have professional careers established.
32224-UNF campus/St. Johns Town Center
From PRIZM, this zip code has a median household income of $59,700, and
consumer spending of $61,770 per household. This area is largely nonHispanic Caucasian with a median age of 32, and very few living with
children. They enjoy cultural activities and shopping.
32204-Riverside

From PRIZM, this zip code is made up of those between the ages of 25-55
who have no children. They are largely Caucasian, with some African
Americans. They have an average median income of $28,900 and a
consumer spending of $35,663. They like cultural events, shopping and
outdoor activities.
32258-Mandarin
From PRIZM, this zip code is made up of those between the ages of 21-54,
with a median income of $69,600 and a consumer spending of $55,899.
They are mainly Caucasian, with no children. They like their pools and
outdoor recreation.
Primary Research:
We created a Survey Monkey, which we posted on Facebook and other social
media sites. The survey was directed to get our own research of the fat
gap and how aware pet owners are of pet obesity.
Questions:
1. Have you ever had a pet?
One hundred percent of responders have owned a pet.
2. Have you ever lived in a household with a pet?
One hundred percent of responders have lived in a household with a pet.
3. On average how many times a day did the pet get fed?
Eighty-eighty percent fed their pet one-two times a day and the other twelve
percent fed their pet two-three times a day.
4. Did your pet receive any additional snacks?
Eighty-four percent of responders fed their pets additional snacks.
5. Have you or anyone in your household ever been guilty of overfeeding a
pet?

Forty-four percent of responders admitted to overfeeding their pet or living

with someone who overfed their pet.
6. How many times a day did the pet exercise on its own?
Twenty-eight percent said their pet exercised by itself zero to one times a
day. Forty percent said their pet exercised by itself one-two times a day and
the remaining thirty-two percent said their pet exercised at least three times
a day by itself.
7. In a typical week, how many times did you exercise with your pet?
In a typical week forty-four percent of responders exercise with their pet
zero-one time. Twenty percent exercise with their pet twice a week, eight
percent two to three times and twenty-eight percent four or more times a
week exercise with their pet.
8. Are you aware of the pet obesity epidemic in America?
Fifty-six percent of responders were aware of the pet obesity issue in
America.
9. Did you know that an estimated 52.6% of US dogs and 57.6% of US cats
are overweight or obese?
Eighty-eight percent of responders were not aware that over fifty percent of
US dogs and cats are obese.
10. Did you know that 93% of obese dog owners and 88% of obese cat
owners initially thought their pet was in the normal weight range?
Eighty-four percent of responders were not aware of the large fat gap
between owners and pets.
Over fifty percent said they were aware of the pet obesity epidemic in
America but that number grew significantly when responders were shown
exactly how big this problem is.

Proposed Primary Research:

If we were to get this account, we would set up several focus groups with
local veterinary offices to ask what they believe to be the reason for pet
obesity and what they think can help to decrease the number of obese pets
in the future. Veterinarians are community leaders and professionals that
our publics will seek out for more information once aware of this issue.
We would send out surveyors into the local population, separating
Jacksonville into multiple sectors that we would target to gage the true fat
gap in Jacksonville. These surveys would be informative for the taker as
well as give us the information we need. We would focus on places that
serve our prime audience of 25-44 year old educated women. Potential
places are pet-friendly stores in the Town Center, such as Nordstrom and
Lulu Lemon.
Objectives and Action Planning
Overall Campaign Goal:
Pet obesity in America is at an all time high. Our campaign goal is to come
up with a catchy, fun and creative campaign to draw attention to pet obesity
in Jacksonville. With a budget of $25,000 and the target audiences living
around popular areas in Duval County, were going to get our own dogs
barking and take a bite out of this problem.
Campaign Theme/tagline:
With our overall campaign goal to bring awareness to pet obesity in
Jacksonville, we want a fun campaign that will reach out to our audience. We
want to encourage healthy lifestyles for those on all fours by educating their
owners through social media outlets, hosting events in the Jacksonville area
and creating catchy promotional pieces.
Our tagline for the cause is, Healthy pet, Happy pet to remind owners of
the importance of proper pet health. Our hash tag is #Paws4Cause so people
can follow the movement on social media and keep up with updates.

Planning and Implementation

Campaign Objectives:
Objective One: To increase awareness and education of pet obesity
by 15 percent determined by pre, during and post surveys in our
chosen zip codes, by the end of October 2015.
Strategy: Research shows that lack of knowledge on the issue and time to
exercise are often why people and their pets are overweight. We have to
educate pet owners on the dangers of pet obesity and why there is no
excuse. We will use creative tactics to show owners how to have fun while
exercising with their pets. We hope getting owners involved with their pets
weight loss will make the lifestyle change easier and permanent.
Tactic One: In an effort to ensure long-term weight loss success, we want
to encourage owners to workout alongside their pets using our Pics n Pets
Social Media Challenge. Participants upload a picture(s) of themselves and
their pet to Instagram using our hash tag #paws4cause and tag our
Instagram account. The pet with the most weight loss between May and
October will win a prize and be announced at our pet obesity Art Walk.
Participants can register their pets to be monitored for the challenge through
the EventBrite page or through specified veterinary offices. The winner of
the social media challenge will receive a FitBit bracelet. A FitBit has many
positive health-related resources within it. For example, it tracks how many
miles one has walked in a day, keeps an overall reading of the heart rate
and much more. This prize will help to encourage healthy living for the
winner and their pet. The second and third place winners will receive a gift
basket along with free pet training sessions.
Tactic Two: In an effort to increase awareness we will launch a Fat-Paws Art
Challenge. Starting in September, we will be taking submissions for an art
gallery challenge. Submissions will be accepted at specified veterinary
offices. The art must be pet obesity themed or pet weight loss themed. The

gallery will be held during National Walk Your Dog week and displayed at Art
Walk in October. Participants at Art Walk will vote on the winner. The winner
of the Fat-Paws Art Challenge will receive a gift basket filled with pet treats,
toys, and free pet training sessions.
Tactic Three: In an effort to increase education locally, we are using
creative advertisements in local magazines, such as Folio and Void, and on
social media. Advertisements will say, This dog is a little husky, whats your
excuse? Fight animal obesity! with an overweight Husky canine in a bikini,
or a larger cat that says Stop kitten yourself! Join the meow-vement.
These advertisements will include information about our social media
accounts, events, tagline and hash tag. The logic is that the more relatable
the situation, then the more people will be willing to join the fight. We will
purchase three 1/3 page advertisements in Void. We will purchase six 1/2page advertisements in Folio Weekly. Also in Folio Weekly we will buy two
front-page stickers in September as reminders for the upcoming events.
These stickers will only appear on magazines in the zip codes we choose.
Tactic Four: In an effort to further educate our audience on pet obesity, we
will use First Coast Living for an informational morning segment. We will
have our AVMA representative and a local vet to talk about the upcoming
events and discuss pet obesity statistics. This will make owners take the
cause more seriously and hopefully come out to the events.
Tactic Five: In an effort to increase participation in our campaign, we are
hosting a Summer Kickoff BBQ. The event will take place on Jacksonville
Beach at 5 p.m. so dogs can join their owners on the beach. We will provide
food, drinks, treats and prize giveaways. The barbecue will be catered by
4Rivers, which generously offered to donate half the food. The food served
will be a special menu made for our event, comprised of health-conscious,
low-sodium, and low-fat options. This event will attempt to increase
awareness of pet obesity and kick off our Healthy Pet, Happy Pet campaign.

Tactic Six: In an effort to increase awareness and education, we are going to

be hosting a pet obesity themed Art Walk downtown. There will be a local
veterinarian to help educate pet owners on what overfeeding and lack of
exercise can do to your pet. At the downtown Art Walk in October, we will
announce a winner for the Fat-Paws Art Challenge. The winner will receive a
pet/owner friendly gift basket. The winner for the Pics n Pets Social Media
Challenge will be announced as well. The winner will receive the
aforementioned FitBit and gift basket. We will also be providing a booth at
the beaches Art Walk that will have information regarding pet obesity,
healthy pet living and exercise routines.
Objective Two: To encourage discussion about pet obesity between
veterinarians and owners by October 2015. Increase determined by
pre and post surveys.
Strategy: We want to encourage vets and pet owners to discuss pet obesity
during their check-ups.The local veterinarian offices help make up the
entirety of the AVMA, and our fliers will direct people to discuss pet obesity
when taking their pets to the vet. The veterinarians are the respected
authoritative figures and it is important that they back this cause.
Tactic One: In an effort to promote discussing pet obesity between owners
and vets, surveys will be sent out to local vet offices. The veterinarians will
keep track of animals weights by filling out a prearranged form and stating
the animals overall yearly health update. The results will be tracked during
the animals normal check-ups. Pre, during and post surveys will be
conducted throughout this campaign.
Tactic Two: In an effort to facilitate conversations about pet obesity at
veterinary offices, flyers will be placed in the waiting rooms and offices.
These flyers will include facts about pet obesity, event dates, information
about the Fat-Paws Art Challenge and Pics n Pets Social Media Weight Loss
Challenge.

Tactic Three: In an effort to give reputable support to our campaign and

challenges, our Facebook and Twitter accounts will share videos, articles and
tips on animal weight loss directly from veterinarians. We will also share
animal workout videos that owners can do alongside their pets. We will
include local veterinarians to reach our local audience.
Tactic Four: In an effort to make the authoritative figures reachable, we will
hold a Panel on the Patio. The panel will be held at Chipotle in the Town
Center. This panel will consist of an AVMA representative and a local vet.
They will not only educate listeners on the pet obesity epidemic, but they
will also be available to answer questions and examine pets first hand.
Raffles will take place and dog treats will be given out to encourage pet
attendance.
Objective three: To decrease pet obesity by 15 percent by October 8,
2016 (National Pet Obesity Awareness Day).
Strategy: Decreasing pet obesity will show that owners are more aware of
the epidemic. Our campaign will begin in May 2015, with special events
happening monthly and a larger event on October 7, which is National Pet
Obesity Day. Then we will continue the campaign until the end of October
2016, in order to measure the difference in pet obesity rates between 20152016.
Tactic One: In an effort to decrease pet obesity and increase pet exercise,
we will establish dog-walking clubs throughout Jacksonville. The club meet
ups will take place on the second and fourth Sunday of every month at 5
p.m. We will provide the meet up spot, drinks, snacks and treats for the pets
for the months June to October. These dog exercise clubs will meet in our
designated zip code areas.
We chose County Dock for Mandarin, 16th South for the beaches, Memorial
Park for downtown and the UNF nature trails for Town Center. A member of
our team will lead the first 2 meetings then a local neighborhood volunteer
will lead the group there after. We will also set up a Facebook group for club

members to communicate. In hopes that a group setting will encourage

owners to walk their dogs more. We aim to have 10-15 participants to come
to the club meetings.
Tactic Two: In an effort to provide more options for owners to exercise their
animals we will be hosting a pet training event. This event will take place on
Saturday, July 25. There will be a professional dog trainer to give out tips
and tricks for their pets. Participants can sign up through Eventbrite.
Tactic Three: In an effort to increase involvement in the Healthy Pet, Happy
Pet campaign challenges we will be hosting an end of summer party. This
party is designed for our audience of older women to be able to bring their
families. We will provide face painting, bounce house, an informative cat
show, band, and DJ. We have also worked out a deal with PetCo to give
away free haircuts to the first 25 pets that show up to the event. Tropical
smoothie cafe will be donating smoothies to give the attendees a healthy
snack. Taco Lu and Happy Grilled Cheese food trucks will also be available.
Tactic Four: In an effort to keep track of the changes in pet obesity, post
surveys will be conducted. These surveys will be kept at designated local
veterinarian offices. Surveys will collect information concerning pets weight
gain or loss, pets health changes, attitude differences and the owners
knowledge on pet obesity.
*These are all time-bound by the year-and-a-half date we have set up.
These are all achievable and measurable through surveying vets, patients
and looking at the annual rate of animal obesity.

Budget:
Miscellaneous
Stationary-----------------------------------------------$150
(Paper/Ink for Flyers,Check-in sheets)
Koozies-($350)-----------------------------------------$75

Staff/Raffle T-shirts/Pet Sleeves (250---------------------------$700

Craft Supplies for decorations-------------------------------------------$150
(Paint, cardboard, brushes, etc.)
Security for Events----------------------------DONATED
(Connections with JSO and K9 unit)
Custom Pop-Up tent for all events-----------------$380
Pop-up Vinyl Banner----------------------------------$80
Folding Plastic Tables (6) -------------------------$150
Folding Chairs (8) --------------------------------------$20
Spinning Wheel--------------------------------------------$50
Summer Kickoff BBQ at the beach Event
4Rivers BBQ catering(remaining after donated)-------------$450
Dog Treats (Trader Joes)-----------------------------------------------Donated

Drinks/Snacks------------------------------------------$275
DJ Dustin for event------------------------------------$200
Panel on the Patio- Chipotle - Event
Water/Snacks-------------------------------------------$150
Local AVMA guest speaker--------------------------VOLUNTEER
Panel of local veterinarians---------------------------VOLUNTEER
$5 Chipotle Gift cards(20)------------------------------------ $100
Spinning Wheel Raffle----------------------------------$200
Media Coverage
News4Jax Segment--------------------------------------FREE
(Based off daily open slot times)
Void Magazine Ad (3)-----------------------------------------$2,330
First Coast Living-----------------------------------------$1,150
Folio Weekly(Six ads in three months)-------------------$1,370
Folio Weekly Front Page Sticker--------------------$995
Social Media Contest
1st place winner pet goodie basket---------------------$100
1st place Fitbit Prize------------------------------------------$120

1st place 5 free pet training session-----------------------$75

2nd place winner pet goodie basket-----------------------$75
2nd place 3 free pet training sessions--------------------$65
3rd place winner pet goodie basket---------------------$50
3rd place 2 free pet training sessions-------------------$50
Artwalk- Downtown
Decorations for tent--------------------------------------$30
Organic Dog Treats--------------------------------------$50
Water bottles----------------------------------------------$100
Supplies------------------------------------------DONATED
(to make pet toys with PetCo)
Fat-Paws Art challenge basket--------------------------$100
Raffle/Prizes-----------------------------------------------$200
Visit from K9 unit officer and partner------VOLUNTEER
Promotional bottle opener for key chains(300)----------$120
Promotional Wristbands(300)---------------------------------$40
Artwalk- Beaches

Water/Snacks------------------------------------------$175
Raffle Prizes---------------------------------------------------$150

End of Summer Beach Party- Seawalk Pavilion

Cat Man in Key West Fee for Services----------- $300
Be Easy Band 2 Hours---------------------------------- $500
DJ Dustin ----------------------------------------$200
AVMA Booth-----------------------------------------------DONATED TIME
Face painting Clown/Balloon Twisters-------------------$500
Free Pet Grooming for first 30 pets from PetCo------------------$1,300
Bounce house/Moon slide rentals---------------------$650
Popcorn Rental/Supplies-------------------------------$75
Generator Rental-----------------------------------------$120
Chair Rentals-------------------------------------$144
Table Rentals------------------------------------- $121
Seawalk Pavilion Rental (fees/security deposit)-------------------------------$1,800

Pressure Washer Rentals---------------------------------$200

Clean-up Crew (Specifically Pet Waste)-------------$190
Police Security----------------------------------------VOLUNTEER
Portable Potties Rental(5)--------------------------------$600
Dumpster and trash fee---------------------------------------$465
Travel Accommodations and food for Catman Dominique (Flight, Hotel,
Food)----------------$550
Travel Accommodations for AVMA------------------Paid for as business trip by
AVMA
Taco Lu Bangin Bus-----------------------------------------------------$3,000
Happy Grilled Cheese Catering--------------------------------------$2,500
Tropical Smoothie Catering--------------------------------------------DONATED
Dog Training Event- Memorial Park
Dog Training Equipment (Rentals)-------------------DONATED
Dog Trainer-----------------------------------$200
Water/Snacks--------------------------------$250
Dog Treats------------------------------------$175
Completion Certificates---------------------------$25

Clean-up Crew--------------------------------$175
Monthly Dog Walking Clubs
Water bottles for four months of walks----------------$150
Dog Treats for four months of walks--------------------$300
Campaign total: $24,965
Agency Fee------------------------------------------------------$3,000
Total budget: $27,965

Evaluation
Objective One: To increase awareness and education of pet obesity
by 15 percent determined by pre, during and post surveys in our
chosen zip codes, by the end of October 2015.
Tactic One: Social Media Weight Loss challenge
We will evaluate how many users used our hash tag every week and observe
our social media attendance growth. The more users checking our page and
joining the challenge show an increase in education and awareness. We plan
to have 25 serious entries as this is the contest first time around. Our
campaign will adjust according to the number of participants. We will also
survey pet owners who come to Art Walk and our other events as well as
track our visitors at Art Walk to show an increase of attention and education.
Tactic Two: The Fat-Paws Art Challenge
We will evaluate the growth of entries weekly and adjust our campaign to
spread the word. The more entries show our creative tactics are working to
get our audiences attention. We expect at least 50 entries with the help of
advertising from Art Walk.

Tactic Three: Creative Advertisements

From June to October various advertisements will be placed in local
magazines. The success of the reach of these stories will be monitored by
pre and post-tests among the target audiences as well as our increase of
social media attention.
Tactic Four: Local News Segment
In September a news segment on First Coast News will air of a AVMA
representative and a local veterinarian to announce event dates and facts
about pet obesity. We will measure the success by the amount of people
who comes out to the events and any increase in our social media
interactions.
Tactic Five: Summer Kickoff BBQ
We will have tickets on EventBrite that are redeemable for the free meal.
These tickets will give us a count of participants and help to predict our
attendance for future events. We will use this number to compare to our
attendance at the end of summer event in efforts to increase participation in
future events.
Tactic Six: Pet obesity Art Walk
We will evaluate the success of the Art Walk by the amount of entries to the
Fat-Paws Art Challenge and the attendance at the event.
Objective Two: To encourage discussion about pet obesity between
veterinarians and owners by October 2015. Increase determined by
pre and post surveys.
Tactic One: Survey Vets and Patients.
We will survey our determined zip codes through their vet offices before,
during and after our campaign to find out their level of pet obesity
awareness. These surveys will also determine if the patient brought up pet
obesity or if the vet did.

Tactic Three: Tips from an Authority Figure.

We will observe the amount of views and follower increase after posting tips
and videos. Our post frequency and content will adjust to our following size.
Tactic Four: Panel on the Patio
We will observe mentions of the panel on social media to estimate
attendance before the event. We will then measure our results against our
goal. We plan on having 20-30 attendees to listen, learn, socialize and ask
questions.
Objective Three: To decrease pet obesity by 15 percent by October 8,
2016 (National Pet Obesity Awareness Day).
Tactic One: Dog Walking Clubs
We will track attendance rates for our bi-monthly dog walking events. An
increase of members and pets health is what we are looking to measure. Our
local team leader will keep us updated and we will send representatives to
check on the club(s).
Tactic Two: Pet Training Event
We will evaluate the success of this event by the amount of sign ups and
participation. The goal of this event is to inform owners of new and creative
ways to work out with their pets. We will evaluate the knowledge gained by
pre and post surveys.
Tactic Three: End of summer party
In order to increase involvement in the campaign, we are hosting an end of
summer party. The party will include informative speaker and cat show
along with raffles. We will evaluate the success by the increase of sign ups in
our Pics n Pets and our Fat-Paws challenges.
Tactic Four: Post Surveys and Evaluation.
To decrease pet obesity by 15 percent, we will survey veterinarians every
month between May and October to monitor the local rates of pet obesity

and weight over the campaign. Our final results will not be ready until after
October 14, 2016, National Pet Obesity Day, when the national statistics are
collected.

Appendix
Primary Research Questions:
1. Have you ever had a pet?
2. Have you ever lived in a household with a pet?
3. On average how many times a day did the pet get fed?
4. Did your pet receive any additional snacks?
5. Have you or anyone in your household ever been guilty of overfeeding a
pet?
6. How many times a day did the pet exercise on its own?
7.In a typical week, how many times did you exercise with your pet?
8. Are you aware of the pet obesity epidemic in America?
9. Did you know that an estimated 52.6% of US dogs and 57.6% of US cats
are overweight or obese?
10.Did you know that 93% of obese dog owners and 88% of obese cat
owners initially thought their pet was in the normal weight range?

Works Cited
American Veterinary Medical Association - Home. (n.d.). Retrieved March
30, 2015, from https://www.avma.org/Pages/home.aspx
Census.gov. (n.d.). Retrieved March 30, 2015, from http://www.census.gov/
Eckberg, J. (n.d.). Pet Obesity Awareness. Retrieved March 29, 2015, from
http://petobesityawareness.com/about_us.html
National Walk Your Dog Week. (n.d.). Retrieved March 29, 2015, from
http://www.walkyourdogweek.com/about.htm
PRIZM Zip Code Look-up. (n.d.). Retrieved March 30, 2015, from
http://www.claritas.com/MyBestSegments/Default.jsp?ID=20&menuOption=
ziplookup&pageName=ZIP+Code+Lookup
Reichenbacher, J. (2013, November 19). Diving In: Generational Shopping
Patterns. Retrieved March 29, 2015, from http://merchantwarehouse.com/alook-at-generational-shopping-patterns
http://www.jaxhumane.org/faq.aspx
Taylor, P., & Gao, G. (2014, June 5). Generation X: Americas neglected
middle child. Retrieved March 29, 2015, from
http://www.pewresearch.org/fact-tank/2014/06/05/generation-x-americasneglected-middle-child/
Ward, E., & Peterson, M. (2013, March 13). 2012 National Pet Obesity
Survey Results. Retrieved March 29, 2015, from
http://www.petobesityprevention.org/2012-national-pet-obesity-surveyresults/