Strategic Message Planner: Animal Friends of North Central West Virginia

 

Advertising Goal

To help gain awareness and promote their services for homeless and tortured animals in the north central West Virginia region as well as gain volunteers and loving homes for these animals in need while maintaining a positive, no-kill sanctuary zone.

 

Client: Key Facts

• Animal Friends was created by a small group of friends who had been involved with animal rescue for a number of years.

• Animal Friends is a non-profit shelter with an adoption and foster program

• In 2007, Animal Friends was selected as one of the 100 Most Influential in Monongalia County.

• Animal Friends additional provides rescue, placement and spray or neuter for dogs and cats.

• Animal Friends is situated on three acres of wooded land on Brewer Road in Morgantown, West Virginia.

• Animal Friends offers adoption programs as well as fostering programs for temporary care.

• Membership fees per year are $20 for an individual or $30 for families.

 

Product: Key Features

What Is the Product?

• Animal Friends is a non-profit shelter for animals in the north central West Virginia region.

• Animal Friends supplies refuge for unwanted, abandoned and abused animals free from the threat of euthanasia.

• Spray and neuter for dogs and cats.

• Vaccinations and veterinary care

• Adoption center for families looking for a pet

• Foster programs for temporary homes for animals until permanent homes are found.

• Must be 18 years or older to adopt or foster an animal.

• Giving an animal a second chance to live.

 

What Is the Purpose of the Product?

• The purpose of Animal Friends is to save an animal’s life by giving it a second chance to live.

• To decrease the amount of homeless and abused animals in the north central West Virginia region.

• To promote neutering and vaccinations of animals to decrease the population of homeless animals.

• To add a loving member to your family by adopting a loving animal anxiously waiting for love.

 

Who and What Made the Product?

• A small group of friends with a passion for animal rescue created this organization.

• The board of directors are Val Hosinger, Cynthis Lucas, Carol Mangone, Margo Neal, Kathy Orosz, Kelley Owen, Ronda Smith and Marsha Boliner.

• Started caring for animals out of their own homes until they ran out of room.

• Situated on 3 acres of wooded and peaceful land. 

• Safe and clean kennels for each animal.

• Love and attention to animals by staff members and volunteers

• Countless volunteers, foster families, and adoptive families support the staff of Animal Friends.

• Safe veterinary practices for each animal to keep them happy and healthy.

 

Target Audience: Demographics and Psychographics

The target audience of this message is animal-loving college students at West Virginia University ages 18-25 who are away from their hometowns and family pets and are looking to give back to the community.  These students are typically wanting more ways to engage in the community.  They are not able to house a pet due to their living situation at WVU.  Students who live in a dorm are not allowed to have pets.  Additionally, many landlords in the Morgantown area do not allow pets unless tenants pay a pricey monthly fee.  It is proven that extracurricular activities promote well-rounded students and lead to successful academic goals.

 

The average age of the target audience is 21.  Its members are primary single and still financially supported by their parents or guardians.  These members are mostly full-time students who are not making a salary.  These members are working part time at minimum wage positions.  They are high school graduates seeking an Associate’s, Bachelor’s, or Master’s degree. 

 

Members of this target audience have busy full time schedules taken up by class time and part-time jobs.  They do not have the financial support or time for permanently caring for a pet.  These members are aware of their costs at all times. 

 

The target audience is familiar with pets, but has not adopted a pet on their own before.  Many members of this target audience have family owned pets.  To an extent they have an awareness for homeless animals in need of a loving family and have future plans of owning a pet of their own once they are financially stable.

 

Members of this target audience are under the assumption of animal shelters in the area but are unaware of Animal Friends and the services they provide as well as the volunteer programs.  These members are willing to invest a small amount of their time to have a temporary pet out of their home while they remain focused on their studies. 

 

Product Benefits

• Animal Friends provides a safe and loving environment for animals in need.

• Animal Friends promotes the animal loving community where members can come together to positively influence one another.

• Animal friends has a variety of volunteer programs and activities that fit your schedule.

• Animal friends has rescued thousands of animals from being put to sleep.

• At Animal Friends you are not just saving an animal but adding a loving member to your family.

 

Direct Competitors and Brand images

Note – in this type of organization many competitors sponsor each other’s organization and support the causes of one another.  The mission is to provide care and homes for all animals.

Direct competitors are other Morgantown animal shelters

• Monongalia County Canine Adoption Center: The target audience is aware of this animal adoption center because of word of mouth but is not aware of the location or services. This adoption center does not offer a foster program for temporary care.  The website is harder to navigate and not as welcoming as Animal Friends.

• Fayette Friends of Animals: Located in Uniontown, Pa this animal rescue is a drive from Morgantown.  The target audience is not aware of this kennel because of the location.  Students are WVU will not want to drive a far distance. They do not provide a foster program for temporary living.

• PetSmart: PetSmart has chosen to join forces with PetSmart Charities, to help save the lives of pets through adoption. The target audience is not aware that this national chain pet store is no longer selling their pets. The target audience is not aware of where these animals have come from.

• PetCo: This target audience is not aware that this national chain pet store is no longer selling their pets. The target audience only visits this store if it is in need of pet supplies.  In many cases there are not any animals for adoption. 

 

Indirect Competitors and Brand Images

• Animal breeders: The target audience is aware that animal breeders can be extremely expensive and out of their price range.  The target audience is drawn to puppies that they can name and train from birth.

• Puppy boutiques: The target audience is aware that these stores exist, but they are uncommon in many areas as well as pricey.  These boutiques are very selective, do not have a wide range of animals, and the shelter provided is slim.

• Petfinder: A website where users can put their pets up for adoption via the web without going through an adoption agency.  The target audience has not put their full trust in the users of this site. They are not fully aware of where these animals come from and their health conditions.

 

Product Brand Image

• Current brand image: The target audience is not fully aware of Animal Friends’ services they provide and the lives that they save.  

• Desired brand image: Animal Friends of north central West Virginia is a successful adoption and foster program for unwanted, abandoned and abused animals free from threat of euthanasia.

• Brand image challenge: The target audience isn’t aware of the volunteering programs available for pet lovers interested in engaging into the community through this positive outlet.

 

Strategic Message: The Promise

To operate a high quality, non-profit sanctuary and foster program, providing refuge, aid and care forunwanted, abandoned and abused animals, free from the threat of unwarranted euthanasia.

 

Supporting Evidence: The Truth

• Staff and members of this organization have a strong passion for animals therefore putting their best work in the support of these animals.

• Selected as one of the 100 Most Influential in Monongalia County.

• In May, 2001 Animal Friends was asked in confidence to join, Johanna Pratt, the creator and director of the Monongalia County Foster Parenting Program.

• Animal Friends provides monthly newsletters to keep members updated on the accomplishments of this organization including grants from other charities, new animals taken in for care, animals that have been adopted and upcoming events to participate in.