Media Campaigns and Events

Campaign Book
Kayleigh Snider
 Pets in the Park
April 24, 2017
Kayleigh Snider
Northeastern State University
Department of Communication and Media Studies
Media Campaigns and Events

Unpublished 2017 by Kayleigh Snider

All rights reserved. This book or any portion thereof may not e reproduced or used in any
manner whatsoever without the express written permission of the author except for the use of
brief quotations in a book reference.
Mission Statement
Pets in the Park (PITP) is a public event to help raise money for Students for Animal Welfare
(SAW). It is an opportunity for pet-related businesses and pet owners to come together and raise
awareness for the treatment of pets.

Executive Summary
Pets in the Park is an event put on for owners, pet related businesses and organizations alike to
come together during a community event to bring attention to the NSUs Students for Animal
Welfare and Humane Society of Cherokee County (HSCC). The desired objective behind Pets in
the Park is to not only bring more awareness to SAW and HSCC, but also educate the
community on the needs of HSCC. Donations of all sorts are welcome, encouraged and
appreciated. All proceeds will go directly to SAW to help pay their expenses.

Students for Animal Welfare is a student organization on Northeastern State Universitys

Tahlequah campus. The organizations mission is to help local organizations committed to
animal welfare raise funds to aid abandoned, orphaned, sick or injured companion animals and
wildlife. Increase the appreciation and respect of animals through public education. Educate
the local community about humane pet care, the importance of spaying and neutering pets,
how to protect and conserve wildlife populations, how to safely approach a strange animal,
first aid for orphaned animals, and other vital topics related to animal welfare, and promote
the adoption of companion animals from local animal shelters.

SAW also works with HSCC. HSCC is supported through donations, fundraising, grants and
memberships. HSCC neither receives financing from any level of the government, nor are
associated with any national group. HSCC focuses on saving the lives of animals while reducing
overpopulation, neglect and abuse. Current relocation of the shelter is to remain unidentified due
to previous incidents. Previous incidents consisted of animals being abandoned and tied to the
shelter fence. Relocation helps protect the animals safety.

To reserve Norris Park for the event, each member of the group donated $26. The total cost was
$130. The members also held a bake sale for a week in the University Center to help raise money
to print posters and fliers to handout to business in downtown Tahlequah and to people walking
their pets. The group also utilized Facebook to promote PITP through posts, pictures and paid
boosts. PITP also received donations from Reasors, Northeastern Health Systems and individual
donations. Cherokee Nation also donated over 300 water bottles to be sold at the event. Door
prizes and items for the Silent Auction were donated from various stores in the Tahlequah
Community.

The obedience trainer, Nicole Six, is a certified dog trainer at PetCo. PITP was also able to get a
micro chipper through Timber Veterinary Clinic. The group decided to charge $30 for micro
chipping. $20 will go back to Six, to cover the cost of the microchip and the other $10 will be
donated to SAW.
Pets in the Park is a chance to put SAW in the spotlight. Also, it is the perfect opportunity to
showcase their services and what they do for NSU and the Tahlequah community. Pets in the
Park evaluates the success of the event by the amount of donations received during the event.

Research
Pets in the Park was started in 2015, making this year, the third annual event. This year we
were able to increase popularity and branding by building off of what has been used in previous
years.

Primary
In past years, the event has been held in Norris Park and the park has been donated by the city
of Tahlequah. This year, we were not able to get the park donated. Each member of the group
had to donate $26. There was a deposit of $100 and to actually use the park it was $30. We will
be getting the $100 back from Tahlequah. This was an unexpected payment that we had to pay
out-of-pocket. The city was nice in that they signed us for the park for two extra days incase it
rained, which happened.

We chose to use Norris Park because it is large enough to fit all the animals and vendors that
had been invited. It is also known by many people in the Tahlequah area. Norris Park is also
within walking distance from NSU and we were wanting to get some students to come out and
distress before finals week. The park also offers onsite bathrooms along with a playground so
that if there were children at the event they could play with the animals and still play on the
playground. There is already electric that is available at the park so we just needed to have the
electric equipment, that was donated from NSU, to be delivered and our ground and the
volunteers helped us set up.

Secondary
Our group decided to not raise money for the Humane Society of Cherokee County. By talking
with the campaign manager and other members of Pets in the Park from 2016, we decided that
it was best for the group to look for a different organization. HSCC was difficult to work with in
2016. They tried to take over the event and our group wanted to be able to put on the event
ourselves. They were also unappreciative of the money that was raised during 2016, even
though it doubled the money raised in 2015. The group debated and researched many different
things that we could donate the money to including building a dog park in Tahlequah. When we
got in contact with the mayor, there had been a bill that was passed to build the dog park so we
were not able to do that. We decided to raise the money for a NSU organization, Students for
Animal Welfare.

SAW is a small organization on campus that is not very well-known. Along with raising money
for SAW, we wanted to raise awareness for the organization for as a whole. We wanted to let
NSU and the Tahlequah community know about SAW and everything that they do to help
animals in the Tahlequah area.
SAW, is partnered with the HSCC. They are a bridge between NSU students and the HSCC. Their
goal is to raise awareness of the treatment of animals and have students volunteer at the
shelter. The money that PITP raised will be going to buying supplies that they will need
throughout the school year: food, collars, leashes, etc.

Situational Analysis
Pets in the Park faced a lack of funding and awareness about the event and group as a whole
and its mission of helping Students for Animal Welfare. Community members that are aware of
the event may be reluctant to donate money to SAW without having the proper knowledge of
the good that SAW does for the students of NSU and the Tahlequah community. Due to such
social stigma, the donations received may be less than expected.

Because of lack of funding, there is a risk that the program will not be able to support itself.
There is also a risk that the connections for PITP may not fully invest in the event.

Stakeholders for Campaign

The primary stakeholder for PITP is Students for Animal Welfare. Other stakeholders include
each member of the PITP group, Brett Schwab, local pet store vendors: Timbers Veterinary
Clinic, Donnas Flowers, Pet Sense, the obedience trainer, Nichol Six and Kathys Grooming.

Target Audience
The primary audience is pet owners and lovers within the Tahlequah community and
surrounding areas.

The secondary audience is pet related businesses and vendors that are looking for a chance to
broaden their businesses while promoting their businesses at a public event.

Informational Goal
Goal: To develop Awareness for animal welfare in Tahlequah.

Objectives:
A. Provide a platform for local pet specialists to discuss issues
B. Provide information for pet owners on proper pet care.
Tactic: Gather many informed individuals to participate in the festival and share their
knowledge.

Motivational Objective
Goal: To raise awareness for Students for Animal Welfare.

Objectives:
 A. Gain followers to the PITP Facebook page to help grow the potential reach for PITP
and also SAW.
B. Promote PITP as a highly anticipated event that all pet-loving families and individuals
can attend.
Tactic: Use a series of social media campaigns designed to encourage users to participate and
share content on the Facebook page.

Market Segmentation
Pets in the Park is an annual event put on by NSU Students as a final project in the media studies
department. Pets in the Park aims to bring pet lovers in the Tahlequah community and
surrounding towns together to raise awareness and pet supplies

for Students for Animal Welfare. It is also to educate the community about various pet stores and
vet clinics in the area.

Basic Factors
To reach the desired target market audience, Pes in the Park has established social media pages
including Facebook and Instagram. On the pages, Pets in the Park has shared numerous engaging
posts to other pages that have members located in the events target area. Along with social
media, members of the Pets in the Park group have also hung posters throughout the Tahlequah
area., and have passed out various fliers to students on campus and people walking their pats
near Norris Park. Tahlequah Daily Press and The Northeastern were also used to send our he
information in the newspaper.

The Four Basic Market Segmentation Strategies

Behavioral:
Individuals owning animals within Oklahoma has increased within the last few years, despite
this it appears that people buy more often than adopt which means this state behaviorally is
higher in pet ownership, thus is unaware of the pet adoption needs.

Demographic:
Claritas MyBestSegment website breaks up the Tahlequah area demographic into five different
categories:
The 29 White Picket Fences segment consists of households with a median salary of
$59,152 and 25-44 years of age
The 51 Campers and Camo segment consists of households with a median salary of $25,304
and 35-54 years of age
The 60 Small-Town Collegiate segment consists of households with a median salary of
$22,271 and 25-44 years of age
The 65 Young & Rustic segment consists of households with a median salary of $10,940 and
<55 year of age
 The Bedrock America segment consists of households with a median salary of $9,999 and
<55 years of age

Psychographic:
The 29 White Picket Fences segmentation of people typically enjoy eating at Logans
Restaurant, owns an Acura, shops at Book-A-Million, follows minor league baseball, and visits
the Bahamas.
The 51 Campers and Camo segmentation of people typically enjoy eating at Little Caesars,
owns a Lincoln, shops at Walmart, follows Grand Prix, and stay at Quality Inn.
The 60 Small-Town Collegiate segmentation of people typically enjoy eating at Sonic, owns
a Dodge, shops at GameStop, follows extreme sports, and stays at Super 8.
The 65 Young & Rustic segmentation of people typically enjoy eating at Hardees, owns a
Ford, shops at Books-A-Million, follows monster trucks, and stays at Days Inn.
The Bedrock America segmentation of people typically enjoy eating at Hardees, owns a
Chrysler, shops at Eddie Bauer, follows motocross, and stays at Ramada.

Geographic:
Cherokee County, or more specifically, Tahlequah and surrounding towns was the intended
reach for Pets in the Park. We chose Norris Park not only because it was used for Pets in the
Park in previous years, but also because it is perfectly centered in downtown Tahlequah, as well
as being very close to the NSU campus. Below is a map of an area that is covered within
Cherokee County.
Goals of Marketing Communication
Pets in the Park has three main goals to attract a larger attendance to the event than the past
two years. The goals include:
To notify the target audience through various advertising strategies including posters
across the Tahlequah area and newspaper articles.
To persuade the target audience to attend the event via social media advertisements
and posters with information regarding different pars of the event, including a talent
contest, cutest pet contest as well as an affordable way of micro chipping their pets.
There will also be $10 obedience classes.
To remind the target audience to attend the event by word of mouth, sharing the poster
on various social media pages on Facebook and passing out fliers around Norris Park and
NSU.
Informing
Since the target audience is so diverse in age and income, ranging from college kids to retired
workers, Pets in the Park uses many different ways of informing the target audience. Tahlequah
and surrounding towns all have one thing in common: people are pet-oriented. Using various
mass media, including newspapers, word-of-mouth and social media. Pets in the Park has a very
effective marketing strategy to meet all of the different marketing segments.

Communication Channel
Social Media: Facebook page from the two previous years and a new Instagram that was
created this year. Various posts regarding the event, including sign-up sheets for the
cutest pet contest are available before the event via the social media pages. All posts
created are also shared to different Tahlequah pages. Every group member has also
shared each Pets in the Park post to their own Facebook page to ensure maximum
exposure.
Newspaper: a student writing for the Northeastern submitted a story about Pets in the
Park. Tahlequah Daily Press and the Muskogee Phoenix will have articles in the weeks
leading up to the event.
Posters and Fliers: hung and passed out al over the Tahlequah community
Word-of-mouth: telling everyone face-to-face and telling them to tell others about the
event

Why do you need a strategy?

Pets in the Park needs an effective strategy so that the event is more positive and hopefully
more successful than previous years. Since defining the target audience, Pets in the Park has
been working non-stop to reach the desired audience through the different media channels.

SWOT Analysis
This year, Pets in the Park was designed to raise awareness for Students for Animal Welfare and
animal welfare for pets of all kinds. Through this event, money was raised for SAW and
increases awareness of pet adoption and the need for more volunteers. Like all events, there
were strengths, weaknesses, opportunities and threats that occurred before and during the
event. Below is a list of these four elements that were helpful and harmful in putting on a
successful event.

Strengths: PITP is a well-known brand name for the public to remember. The event is well put
together for the community and their pets. The event will have vendors, contests for the pets,
micro chipping at an affordable price and silent auction. Our customer service and willingness
to help the attendees is excellent. The event is a party for the pets. The event is located at an
open park and the atmosphere of downtown Tahlequah.

Weaknesses: One thing that could be improved is the amount of towns who received the
message for more of a widespread event. What could prevent the event from reaching its full
potential would be the lack of people and vendors due to having to postpone the event.

Opportunities: The event is a great opportunity to educate the community of Students for
Animal Animal Welfare and what they do for the students at NSU and Tahlequah. It is an
opportunity to bring more awareness to to SAWs needs and expenses that they have
throughout the year. The micro chipping can help pet owners if they lose their pets and it can
help the shelter to be able to return the pets and not have so many animals in their shelters.

Threats: Obstacles that we face that may be threats are the safety of the animals as far as
weather and getting agitated or fighting with another pet. The weather alone is a huge threat.
Parking can also be a threat. The event is downtown and there is limited parking space. Running
out of water is also a potential threat. Trying to accommodate to all the customers and
attendees needs.

PITP has many strength working in its favor but there are also a lot of threats working against
the strengths. With the proper steps and communication plan, connections for PITP has the
opportunity to grow vastly in the Tahlequah Area and Cherokee County as a whole.

The main purpose of PITP is to raise money to help SAW, a NSU organization, raise money for
their yearly expenses.

The secondary purpose of PITP is to educate the community about SAW and HSC and all they
have to offer the local community.

Budget
Northeastern Health System donated $250, Reasors Donated $50, Cherokee Nation donated 10
cases of water totaling 320 bottles, personal donation from Brett Schwabb of $75 and personal
donations within the group.

The $100 deposit will be returned after the event from Norris Park.
 Expenses Estimated Cost
Food and beverage: $100.00 (accommodate for 300 people)
Water
Concession
Park Fees Stage - $75.00
Park rental - $130.00
Equipment Audio system - $50.00
Tables/Chairs - $200.00
Miscellaneous Various Supplies - $50.00
Pet Treats - $50.00
Printing Costs - $30.00
Social Media Boosts - $20.00
Actual Cost
Cherokee Nation donated all
water
Food trucks supplies food
Stage donated by NSU
facilities
Park Rental - $130.00
Items were donated by NSU
Giftcard from Reasors ($50)
$250 from NHS
$58.62
Total: $188.62

Promotions
Promotions for PITP were mostly split between social media campaigns and print media.
Various other forms of promotion were also implemented in the weeks leading up to the event.
Lakes Country 102.1
Social Media: Added Poster to following Facebook Pages:
What to do in Tahlequah
Tahlequah OK: Lost Found & Homeless Pets
Tahlequah online pets and supplies
Tahlequahs Pet Place
LOST: Lost or Stray Pets of Tahlequah (The Original Tahlequah Found Pets)
Tahlequah Online Garage Sale #2
Tahlequah Area Online Garage Sale
AINT- Animals in Need Tahlequah
Tahlequah events, news, and fun things to share
Muskogee, Ok. & Surrounding Area Lost & Found Pets
SAW- Students for Animal Welfare
Things for sale in Muskogee, Ft. Gibson, Wagoner and Tahlequah Oklahoma.
Pets, Clothes, Accessories, Vehicles, For Sale in Tahlequah Ok
Hulbert Area News & Events Page
Posters hung in Tahlequah:
Sinclair Log Store on Highway 82
Sam and Ellas
Taco Bell
Reasors
VIP Grooming
Kawaii Cafe
Northeastern Health System
Pet Sense
Timbers Vet Clinic
 Pet Clinic on Main
Spring Hollow Feed and Supply
NSU Campus
Mazzios

Articles in The Northeastern and Tahlequah Daily Press

Social Media
Creative
The overall theme of the event was paw prints and stripes. This theme has been used in
previous years and the group decided that it was best to continue with the theme so that
people will recognize it the brand. The brand colors were friendly and playful, while still being
able to catch peoples attention.

Two sets of logos were used, depending on the background it was placed on.

Facebook
 Handouts to the community
 Poster

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* Limited spots available *while supplies last

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call ayleigh S
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(918) 521-1281
Pet owners a ssum e full reposibility of their pets. All pets
Pet owners assume full responsibility of their pets. All pets mmust
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leash.
 Snapchat geofilter

Nametags for PITP Members

 Thank yous posted to Facebook

Evaluation
After Pets in the Park, factors to be evaluated will be answered with the following questions:
Why was this event successful?
o Great team work
o Appealed to wide audience
o Dedicated community members and participants
How was the event funded?
o Donations were collected from Reasors, Northeastern Health Systems and
Brett Schwab by Jessica and Trista
o Bake sale in the University Center
o Individual donations from group members
How were donations raised?
o By visiting Reasors and NHS in person
o Week-long bake sale, baked goods made by group members
How was the event promoted?
o Promotions were divided between social media and print advertising
o Fliers and posters were placed around campus, town, on social media and
through pet businesses in Tahlequah
What was done right?
o Effective communication with group through Groupme and Google docs.
o Promoting on Facebook
o Branding
o Backup plan
o Enough water for all of the participants
 What was done wrong?
o Did not include best dressed contest from the beginning and had to be added
at the event
o Food vendors were not contacted in time
o Not letting vendors know the rainout date from the beginning
o There was a kid arts and crafts table that was not used at all
What could have been done better?
o Explanation of cutest pet contest. The idea to do it by receiving donations
was a good idea but not all participants came to the event so not a lot of
money was raised through it
o Checking on the members to make sure that they were doing their jobs
instead of just trusting that they were doing them
o Advertising micro-chipping heavier before event/after event because the
vendor could not be there the day of but wanted to honor the promotion
o Food drive was added late and was not promoted enough
o All members of the group participating in the little details and not just
focusing on their job and not doing anything else
o Start planning event before the class started in march and have all members
at the meeting