INTEGRATED MARKETING CAMPAIGN (SPRING into action)

Hillgrove High School

4165 Luther Ward Rd
Powder Springs, GA 30127
Maya Cramer and Lauren Spivey
10/29/2021

Table of Contents
I. Executive Summary 1
II. Description of the Event, Product, or Service 2
III. Campaign Objectives 4
IV. Campaign Target Market 5
V. Campaign Activities and Schedule 6
VI. Budget 7
VII. Key Metrics 8
VIII. Bibliography 9
IX. Appendix 10
 I. Executive Summary

Best Friends Lifesaving Center will be hosting an adoption event located at

Sweetwater park April 1st through the 3rd from 11am-6pm each day. This event will be
called ‘SPRING into action’ due to it being in the Spring, a popular time for animals to be
adopted. Animals will be located in the fenced area at the park where families can pay $5 a
person to play with the dogs and see if they would be interested in adopting. Families who
are not looking to adopt can bring their pets to join in on the fun or be pampered at the
grooming station. There will also be available games, merchandise, and a foster signup
sheet for everyone to participate!
The overall goal for the shelter is to raise awareness and profit while trying to find
all the wonderful animals worthy homes! This event will be heavily promoted through
social media and flyers will be passed out before the event! There will be donation bins
scattered across the county for others willing to donate. The main advertising aspect of the
event is the promotions: People can come and adopt animals for 50% off at this event only. The
sanctuary also has ongoing promotions that will be available during this event such as: The
adoption fee will be waived for any animal that is classified as a senior, special needs, or will be
a single pet. Any senior of age 60+ who adopts a 8+ year old animal will also have their adoption
fee waived. Cats that are bought for the sole purpose of working on a farm will also have their
adoption fee waived after a thorough inspection at the farm. All veterans and active military
members will receive a 20% off discount and kittens are always BOGO free due to the fact that
they need to have a companion.
The amount of money spent will be less than $500 which will give us an estimated profit
of $6500 while giving our animals the chance of being adopted!

II. Description of the Event, Product, or Service

1 | Page
 Animals from the local animal shelter, BestFriends Lifesaving Center, will come together

at Sweetwater Park to hold an adoption event for all available animals. This will be held in the

Spring time and it will be called ‘SPRING into action.’ This encourages people to adopt or foster

animals in the most popular time of the year for animals to get killed by kill shelters. Animals

will be allowed to roam around in the big fenced area where families will be encouraged to

come! Families can pay $5 a person to enter and pet the dogs/cats, which will be in separated

fencing. The $5 is good for both sides. Animals that would be available for adoption would be

dogs, cats, bunnies, parrots, horses, pigs, goats and sheep. Families are welcome to bring their

animals from home to join in on the friendly fun or see how the animal will react with their

potential adoptee. There will be grooming stations set up, merch available, fun activities for all

ages, and a foster table set up. All profits will go back to the animals/sanctuary.

III. Campaign Objectives

- Create awareness for BestFriends Lifesaving Center Sanctuary

- Raise money for the shelter or receive plentiful amounts of physical donations

2 | Page
 - Increased the number of adopted animals/Have more people sign up to be foster parents

IV. Campaign Target Market

primary - families/couples looking to adopt or foster animals

geographic - families and couples that live in cobb county or in a 15 mile radius from
sweetwater park

demographic - middle aged/middle class families/couples, who can afford to

foster/adopt as well as have enough room for one,

3 | Page
 psychographic - families/couples who love animals and giving back to the community

secondary - independent, single people who are looking for some type of company since
they live by themselves

geographic- singular people who live by themselves who live in cobb county or in a 15
mile radius from sweetwater park

demographic- older people who are upset and have lost their companion/S.O. (have no
company/entertainment) OR younger people who are looking for slight responsibility
and have just recently started living by themselves

psychographic- are looking for company/lonely, retired OR fresh out of school, spend
most of their time at home/ work from home

V. Campaign Activities and Schedule

Include creative samples of marketing pieces suggested

-put flyers around the county and popular areas AND dog parks/community
centers
-social media posts on all county services accounts and animal loving pages
-create and instagram and especially facebook page to announce the upcoming
event

4 | Page
Our 45-day marketing campaign will last from February 17th - April 3rd, 2021.
The social media campaign - “SPRING into action” will be launched on twitter, instagram
and facebook, on February 17th through county services accounts to point people towards
our social media accounts where the information can be found for the event. Since this is a
volunteer based event, one of the tasks would be the social media posts. The social media
post would be used to inform people about the event and create/raise awareness of
animals in shelters. Using different social media platforms will help reach a broader target
market and larger range of audience in demographics. There will be weekly fun fact posts
on all platforms of social media to educate people on statistics on animal abuse, death rates
etc.
Print media - flyers would be hung up 2 weeks prior to the event starting (March 18th).
Flyers would be hung up, around local dog parks, grocery stores and community centers, to
reach thoses that may not be a fan or user of social media.
Donations - Donations would be accepted between March 13th - 20th, either at Best
Friends adoption centers, at certain grocery stores (kroger, publix and target) nearby in the
labeled donation bins by the front door, or donations will be accepted at the event. We will
be accepting gently used dog toys, food, treats etc, or people can donate money visiting our
gofundme page, or at the event. Another way to donate would be donating your time, since
this is a volunteer based event and those would like to help and volunteer would reach us
through email, which would be accessed through social media and would be given a free t-
shirt labeling them as a volunteer.
Preparations - Starting March 25th - 31st all of the animals will be groomed, nails clipped,
all shots up to date, etc (have them prepared to go to a great home in great condition). Then
March 31st we will start the set up for the event at Sweetwater park. Then the event would
be held between April 1st - 3rd. Times for the event would be from 11:00am - 4:00pm.
People would be able to adopt or foster animals, and pick up a starter pack of what would
be needed, food, treats, toys, a leash etc, based on what is donated prior to the event. There
5 | Page
would also be a petting zoo, with several different animals such as horses, pigs, goats, and
sheeps. As well as a place where people can bring their own pets to be groomed for a cost.
Promotions- People can come and adopt animals for 50% off at this event only. People who are
not looking to fully commit to adopting can sign up to foster animals as well. If you feel
generous but can’t adopt or foster, you can always either sponsor an animal or make a donation.
All money will go towards the animal shelter to help take care of the dogs. The money from
entry would go towards saving more animals and expanding the sanctuary, attempting to make
more room for other animals, not only cats and dogs in order to try to lower the kill rate of
animals in animal shelters. Some money would also go towards essential things for the animals
such as bedding, food, toys, bowls, etc.
The adoption center, Bestfriends Lifesaving Center, has ongoing 24/7 promotions that will
continue at the event. Their promotions include: The adoption fee will be waived for any animal
that is classified as a senior, special needs, or will be a single pet. Any senior of age 60+ who
adopts a 8+ year old animal will also have their adoption fee waived. Cats that are bought for the
sole purpose of working on a farm will also have their adoption fee waived after a thorough
inspection at the farm. All veterans and active military members will receive a 20% off discount
and kittens are always BOGO free due to the fact that they need to have a companion.

VI. Budget
Detailed projections of actual cost

6 | Page
 VII. Key Metrics
What are the key activities that must be measured?

7 | Page
 VIII. Bibliography
Best Friends adoption event center website - https://bestfriends.org/events/super-
adoption-events
social media (instagram) - @bestfriendsanimalsociety
sweetwater dog park website - https://www.cobbcounty.org/parks/parks-and-
nature/locations/sweetwater-park

fun facts websites

8 | Page
 https://www.aspca.org/helping-people-pets/shelter-intake-and-surrender/pet-
statistics
https://humanepro.org/page/pets-by-the-numbers
https://petpedia.co/animal-shelter-statistics/
https://www.nokilladvocacycenter.org/statistics.html

IX. Appendix
An appendix is optional. If additional material is appended, all pages must be numbered as
noted previously. Include in an appendix any exhibits appropriate to the written entry, but
not important enough to include in the body.

9 | Page