Audrey IMC DDR Pres

DOWNTOWN DOG RESCUE
INTEGRATED MARKETING COMMUNICATIONS
BY: AUDREY TSE
Wednesday, 4 September, 13
MISSON
Downtown Dog Rescue is an all volunteer animal charity
that rescues and adopts dogs and assists underserved
communities, focusing on South East Los Angeles, Watts
and Compton. We offer free services such as spay/
neuter, vaccines and basic medical care for dog owners
who want to keep their dogs out of a shelter.
CONTRIBUTION
TO SOCIETY
✤ 100% of donations are used towards caring for the animals in DDR’s care
and providing community services for low income and homeless pet owners
✤ South LA Intervention Program helps prevents pets from entering shelters
• In past 4 months, 1000+ pets were intercepted from entering the shelter
✤ DDR has placed 3000+ dogs in forever homes since it has been established
2 decades ago
• LA City Animal shelters impound 50,000 animals and 20,000 are
euthanized every year
✤ New facility: Offering training for people and pets, Social play groups for
dogs, facilitate more adoptions, host adoption events
GOALS
✤ Reduce the number of dogs in shelters
through adoptions in Los Angeles
✤ Increase brand exposure
✤ Identify potential adopters
STEP 1:
CUSTOMERS
& PROSPECTS
Current Dog Owners
✤ Psychographics
- Past adopter looking for
another dog
✤ Demographics
- 39% Women, 40% Male
- 45% White, 20% Black,
26% Hispanic
- 45% age 30-49
- 50% family income of ≥
$100,000
- 51% live in rural areas
STEP 1:
CUSTOMERS
& PROSPECTS
Emerging Group
✤ Psychographics
- New dog adopter currently
without dog
- New dog adopter currently
with a dog
✤ Demographics
- 43% Female, 44% Male
- 36% White, 70% Black,
61% Hispanic
- 59% age 65+
- 55% family income ≤
$30,000
- 49% live in urban area
STEP 2:
CUSTOMERS VALUATION
Adoption Total
Profit Total Total
Customer Type Price / Customer
Margin Customers Sales
Customer Value
Past Adopter Customer $250 $25 1 $250 $25
New Adopter
Prospect $250 $25 4 $1000 $100
w/o dog
New Adopter
Prospect $250 $25 1 $250 $25
w/dog
6 $1500 $150
CUSTOMERS
INSIGHTS
For dog lovers who want to save a dogs life
Who value the companionship of dogs and want to

help the helpless
Our product is a safe house from shelters and provide

an opportunity to unwanted pets to find forever homes
That will find a dog that suits your personality and lifestyle
Unlike shelters who euthanize
Our rescue will go above and beyond to find you a friend for life
CUSTOMERS
INSIGHTS IN
ACTION
FOR THE FOR THE

NEW DOG EXPERIENCED
ADOPTER DOG OWNER
“I’ve always wanted a dog but we have never had time, energy or “I love dogs! I have always grown up with dogs and at this point
the right environment to take care of a dog until now. I also of our life, I am now ready to add another member to my family.
want to contribute to society by adopting a dog and saving it I want a dog that suits my activity level, personality and I am
from a shelter. I want a dog that is compatible with my lifestyle, willing to adopt a more difficult dog that may require more
personality and dog training experience level” training or has special needs because I have the time. I also want
to be part of the solution by adopting dogs that would
otherwise be housed in overcrowded shelters and likely be
euthanized due to lack to space.”
STEP 3:
MESSAGES &
INCENTIVES
✤ Partnership with other larger
animal welfare organizations and
dog trainers (eg. NKLA, Best Friends
Animal Society)
✤ Expand Social Media presence to include Instagram
✤ Participation in local community events, fairs and fundraisers
STEP 4:
RETURN ON
CUSTOMERS INVESTMENT
Profit Profit
Price Marcom Price Gain /
Customer Value Per Value Per ROCI
A Investment B Loss
Customer Customer
Past Adopter $250 $25 $5 $260 $30 $5 100%
New Adopter
$250 $25 $10 $240 $20 -$5 -50%
w/o dog
New Adopter
$250 $25 $10 $240 $20 -$5 -50%
w/dog
STEP 5:
EVALUATION, BUDGETING
& ALLOCATION
Recommended Strategies
❖ Expand on Facebook posts by
including video testimonials of
successful adoptions or shelter
interventions
❖ Encourage user generated
content on social media - repost
adopter posts on successful
adoption stories
❖ Promote a ‘recommended’
donation amount for adopters
who can afford to donate more
QUESTIONS?
THANK
YOU!

Audrey IMC DDR Pres

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Audrey IMC DDR Pres

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DOWNTOWN DOG RESCUE

INTEGRATED MARKETING COMMUNICATIONS

BY: AUDREY TSE

Past Adopter Customer $250 $25 1 $250 $25

Who value the companionship of dogs and want to

Our product is a safe house from shelters and provide

Unlike shelters who euthanize

FOR THE FOR THE

Past Adopter $250 $25 $5 $260 $30 $5 100%

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