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Cat’s Cradle Strategic Plan . Expanding your foster care network. Group 2: Kristen Cicala Keryn Dohanich Alyssa Johnson Ashley Siegle Heather Thoreson . Why foster care? . O 80% of cats die in shelters each year O Reduce the number of cats in shelters
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Cat’s Cradle Strategic Plan Expanding your foster care network Group 2: Kristen Cicala Keryn Dohanich Alyssa Johnson Ashley Siegle Heather Thoreson
Why foster care? O 80% of cats die in shelters each year O Reduce the number of cats in shelters O Less permanent than adoption OInstead of being released, placed in loving homes O Continuing sheltering resource
Goals and Objectives Goal: To further develop Cat’s Cradle’s existing foster care network by increasing awareness to more demographics. Objective: Increase the number of foster homes from 35 to 70 in 2009.
Publics Broad Target Market 1. Young Adults (Ages 18-30) 2. Middle-Age (Ages 31-60) 3. Senior Citizens(Ages 61+)
Problems & Opportunities O Expand the Cat’s Cradle foster care network beyond middle-aged and elderly females. O Beneficial demographics: Young adults Families O More foster homes = more cats off the streets OFurther increases awareness . O Educates the community regarding Cat Cradle’s mission and objectives.
Tactics Pizza Fliers Buses Newspapers
Pizza Boxes o Free fliers located on front of pizza box - Provide the fliers for the boxes - Half sheet sizeB/W on neon paper Located on Anthony’s and Chanello’s pizza boxes
Anthony’s JMU/Students 70% Residents 30% Mon -Thurs 50/boxes per day Weekend 65/boxes per day Chanello’s JMU/Students 65% Residents 35% Mon -Thurs 250/boxes per day Weekend 700-800/boxes per day
Fliers and Brochures Suggested Placement - Apartment bus stops - Veterinary Offices - Sylvia’s Pet Shop - Wal-Mart - Grocery Stores
Harrisonburg Public Transportation • Annually buses carry over 1.3 million passengers • (local residents to college students) • Routes cover 17 square miles with a population outreach of 44,000 • Interior ads hold longer exposure ratings • (riders can sit back and relax while they ride the bus) • Reinforce brand name and logo from bus stops. • Transit advertising is cost effective Prices Production Charge Interior* $30(1) $300 (13) Monthly Charge Interior $250 (13 spots)
Newspaper Advertising Valley Scope - Total Market Coverage: 69,558 households Shenandoah Valley Newspaper Network - Total Market Coverage: 20,000+ households - Page News/Courier, The Shenandoah Valley- Herald, The Valley Banner, The Warren Sentinel The Breeze - Circulation: 9,500 - Readership: 22,000+
Timeline O Based on your budget and time you have to carry out tactics O January - February Pizza Boxes Bus advertising Animal Hospitals Put up fliers O May - June Newspaper OSeptember The Breeze Bus
Evaluation Track progress monthly O Did the number of homes increase? O Did we reach all three target markets? O How did new foster parents hear about the program? O Which advertisements did the foster parents come across? O How many brochures were taken from each location?
Evaluation Cont. O What is the average time a new foster parent took part in the program? O How many cats are new foster parents will to take in? O What are the feelings about the foster program with new members? O How successful does Cat’s Cradle feel the campaign went?
Thank you Any questions?