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Executive summary

Executive summary. Kowiachobee Animal Preserve (KAP) is a small, local non-profit in comparison to other similar organizations. This makes it difficult for them to differentiate themselves from their more established competitors.

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Executive summary

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  1. Executive summary Kowiachobee Animal Preserve (KAP) is a small, local non-profit in comparison to other similar organizations. This makes it difficult for them to differentiate themselves from their more established competitors. There are several measurable objectives of this campaign. The first deals with social media and awareness. By April 1st, 2012, this campaign seeks to increase Facebook "likes" by 20% from 441 to 529. Additionally, the amount of followers on Twitter is proposed to increase by 400% from 5 to 25 followers by the same date. This campaign also seeks to increase the number of FGCU service-learning volunteers at KAP from two students monthly to five students monthly by April 1, 2012. Lastly, the campaign seeks to increase the number of personal visits to local classrooms from two a month to four a month by April 1, 2012. The tagline of the campaign, “Promoting Preservation and Education,” fully incorporates KAP’s mission statement and the theme of this campaign. The preserve was created with the idea of teaching children the importance of animal responsibility and preservation. The campaign uses several tactical elements to ensure success. Through interactive electronic media, print media, and various promotional material, all target markets are fully exposed. For the primary target market, FGCU students, there will be features in Eagle News, as well as promotional items spread throughout the campus. For the secondary target market, Collier County Elementary school children, there will be various promotional materials including but not limited to coloring books, school folders, and pencils. Due to the fact that the lack of volunteers is of greater concern for KAP, the majority of the budget will be allocated to FGCU students. The rest of the budget will be allocated to cheaper top of mind awareness materials for the children. Production costs are figured into the overall budget. This campaign is the most effective and creative way to appeal to the targeted markets. It was designed to help KAP fully meet its marketing potential.

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