(920) 602-1682

Public Relations Plan:

Bay Area Humane Society

May 5, 2015

Table of Contents
Executive Summary ................................................................................................. 2
Introduction ............................................................................................................... 3
Situation Analysis
Event History .................................................................................................. 5
Current Resources ........................................................................................... 5
Media Sources ................................................................................................. 6
Public Opinion ................................................................................................ 6
Date Considerations ........................................................................................ 6
Key Messages ............................................................................................................ 7
Goals Overview ......................................................................................................... 8
Audience Identification ............................................................................................. 8
Goals, Objective, Strategies and Tactics ................................................................. 10
Tactical Calendar ..................................................................................................... 17
Social Media Calendar ............................................................................................ 19
Budget ..................................................................................................................... 21
Evaluation Plan........................................................................................................ 22
Appendices
Appendix A -- Research Facts ...................................................................... 24
Appendix B -- Site Visit Questions............................................................... 30
Appendix C -- Strengths, Weaknesses, Opportunities, Threats .................... 31
Appendix D -- Public Opinion Survey .......................................................... 32
Appendix E -- Audience Analysis ................................................................ 36
Appendix F -- Audience Analysis KISS Chart ............................................. 37
Appendix G -- PetWalk in the News ............................................................ 39
Appendix H -- References............................................................................. 41
Appendix I -- Pet Cards ................................................................................ 42
Appendix J -- Press Magnets ........................................................................ 43

Executive Summary
New Leaf Public Relations has crafted a plan to increase attendance and donations at the Bay
Area Humane Societys (BAHS) PetWalk event, to raise the number of adopted pets, and to
increase enrollment in youth programs offered by the organization. Six primary audience groups
were identified for the PetWalk:

Youth and families

Local animal lovers who can adopt
Local animal lovers who cannot adopt
Small local businesses
Large/corporate businesses
Traditional media

To achieve the identified business goals of the BAHS, New Leaf has developed seven
communication goals which lead to specific, actionable steps and strategies to accomplish our
goals:
1. Partner with businesses for sponsorships and community support.
2. Increase the number of registered walkers for the PetWalk and the donations they earn.
3. Increase attendance at the PetWalk event.
4. Increase on-site fundraising at the PetWalk from previous years.
5. Increase in-store sales the day of the PetWalk.
6. Increase the number of adopted pets during the month of PetWalk compared to previous
years.
7. Build community awareness of youth programs offered by the BAHS.
For implementation of our goals, objectives, strategies, and tactics, New Leaf has drafted a
schedule displaying the ideal times to enact tactics, along with monthly goals. The calendar runs
from March through June, the month of the PetWalk.
A rough draft of the event budget is listed to include existing costs and funds, in addition to
suggestions developed in our tactical plan. New Leaf has identified possible changes and
additions to the budget, complete with the rationale of any suggested changes.
New Leaf recognizes the success of the PetWalk will only be achieved if the outcome can be
measured, and we have included an evaluation plan designed to measure the effectiveness of
marketing efforts, public opinion, and overall profit for the PetWalk, adoption numbers, and
youth program enrollment. The evaluation plan will also assist in the consistency of future
PetWalk events and identify areas of needed improvement.

Introduction
Every year, 1.5 million people will experience a heart attack or stroke. That is a number that has
touched many families. Likewise, between six and eight million pets are abandoned each year.
That is a number that not many people would put in the same discussion as heart attacks, but the
good news is you can help make a difference for both in just one day. National Running Day is
designated as June 6th of each year. On this day, communities across the United States are going
outside and getting active to celebrate health and wellness. With warm weather nearly
guaranteed, there is no greater way to participate in the festivities than to at least walk. June 6th
is also the date of an important event within the Green Bay community known as the PetWalk.
What better way is there to start the day than by taking a walk starting at the Bay Area Humane
Society and winding through the mesmerizing Wildlife Sanctuary with friends, family, and pets.
Every single attendee matters, whether it is one extra friend, relative, or pet. What matters most
is family and the Bay Area Humane Society give recognition to this with the PetWalk event by
putting one of the most loving and loyal family members in the spotlight, pets. The event brings
the community together to embark on a picturesque walk to help raise awareness and funds for
homeless animals who are first class, but just need a second chance.
Raising awareness and funds can only go so far; the ultimate goal is to find loving and caring
homes for the animals. Few things are more rewarding and touching than the love of a loyal pet.
Whether attendees are interested in adopting a pet or simply attending to raise awareness and
funds on a beautiful day, there is something to do for everyone at the PetWalk such as music,
kids games, pet-friendly activities, food, drink, and much more fun.
New Leaf Public Relations met with Marlene Walsh, the Interim Executive Director, to discuss
the task of increasing PetWalk attendance, which will take place June 6th. After meeting with
Ms. Walsh and touring the Bay Area Humane Societys (BAHS) facilities, we were able to
identify three major business goals to assist with: to increase attendance and donations at the
BAHS PetWalk event, to raise the number of adopted pets, and to increase enrollment in youth
programs offered by the organization.
After thorough research on the company, the event, and public opinion of the BAHS, New Leaf
categorized audiences into six primary groups, and developed a plan to reach these audiences
and achieve the BAHSs goals. In the process of evaluation, New Leaf has identified the
BAHSs resources, potential media connections, and key messages for the organization. An
evaluation plan is also included to evaluate the effectiveness of the various aspects of the plan,
and the overall success of the PetWalk.

Situation Analysis
New Leaf Public Relations was contacted by Marlene Walsh, the Interim Executive Director, to
assist with increasing attendance at this years PetWalk, which will take place June 6th. During
New Leafs conversation with Marlene, we learned that direction has changed frequently in
recent years, as the position of event and marketing director has been operated by three separate
individuals. Although PetWalk is typically the most financially successful event hosted by the
BAHS each year in terms of fundraising profits, a recent plateau in attendance signals a fresh
spin on the event is needed. Marlene said her definition of success for this years PetWalk would
be a huge turnout, and lots of donations.
In terms of past marketing efforts for the PetWalk, the BAHS has done:
Listing on the BAHS website
Social media postings about the event on Facebook and Twitter, both organic and paid
Articles in the Green Bay Press Gazette newspaper
Appearances on local TV news programs announcing the event
Listing in the BAHS quarterly Newsletter, released via email
Outdoor billboards
Of the previous efforts, Marlene stated to New Leaf that billboards have seemed ineffective in
her time at the BAHS, but social media, traditional media, and the organizations website have
all seemed to add to the marketing success of the event.
New Leaf received a full tour of the BAHSs facilities, and Marlene explained the facilities are
designed to provide for the animals, but also allow for learning opportunities for youth. She
repeatedly expressed her excitement over the youth programs offered by the BAHS as a way for
kids and teens to learn hands-on during unforgettable experiences. Marlene stated increasing
youth program enrollment as an on-going goal for the organization, especially as summer
approaches.
During research, New Leaf made contact with Lori Nachtwey, director of events, to garner
details of past events and youth enrollment numbers. While Lori was extremely helpful in
answering questions, New Leaf did notice some missing information which could prove valuable
in planning future events. Lori was only able to give estimates of the attendance and number of
registered walkers for previous PetWalk events. Although the BAHS offers preregistration and
registration the day of the event, Lori explained it is not required to register to walk in the
PetWalk, and that the numbers of registered walkers are not actively recorded or tracked. New
Leaf sees the lack of recording as a missed opportunity for events. Tracking the number of
walkers provides us with the knowledge of how many people participate, and can be used to
calculate the average amount of donations per person. This information can be vital in planning
for future PetWalk events.

History
PetWalks 15th anniversary was last year, 2014. Total profits from PetWalk since 2011 are
shown in the graph below (see Appendix G for New Leafs research on PetWalk). It is clear the
PetWalk is hitting a plateau, and new efforts to revitalize the event are needed.

In addition to a lack of attendance information for the PetWalk event, New Leaf also found it
impossible to track the number past participants in the BAHSs youth programs.

Current Resources for PetWalk

Staffing: 18 full-time, 11 part-time staff
Volunteers: 15-20 active volunteers, plus more for events. A total of about 50 volunteers will
be needed for the Pet Walk.
Donor base Budget: Sponsor Goal is $25,000, with current totals at $16,650.

Past/Potential Media Sources

Name

Affiliation

Adam Rodewald& Kendra Meinert

Press-Gazette Media

Gabrielle Mays

FOX 11 News

Kristyn Allen & Rhonda Roberts

WBAY

Danielle Bina

Former news anchor, access to many news media outlets,

journalists, and reporters
WY100, KISS 95.9, WIXX

Public Opinion
New Leaf conducted an online survey, which was distributed to UW-Green Bay students, to
gauge the public opinion regarding the BAHS and the PetWalk event specifically. The majority
of respondents, 85 percent, were between the ages of 18 to 25 years old. When asked what
words first come to mind when they think of the BAHS, most responded with positive words,
including animals, adoption, and helpful. Considering only 25 percent of respondents were
aware of the BAHSs high live-release rate, New Leaf is pleased to see an overall positive public
opinion of the BAHS. (See Appendix D for full survey.)

Date Considerations and Competition

On the day of the PetWalk event, Green Bays Farmers Market, held on S. Washington Street, is
taking place from 7am - 10am. Ironically, June 6th is National Running Day, which suits this
event well and will be implemented in our plan to increase the number of walkers for PetWalk.
June 6th is also D-Day. Although D-Day is a holiday, New Leaf does not anticipate that these
events will have any significant impact to the success of the PetWalk.

Key Messages
Give a Second Chance to a First Class Pet
The Bay Area Humane Society is a fun, educational place for youth to learn and interact
with animals.
The Bay Area Humane Society cares for all companion animals, and all animals will get
the care that they need to be placed into loving homes.
Based on the interview with Marlene Walsh, New Leaf has chosen the key message of Give a
Second Chance to a First Class Pet in order to combat any negative impressions the general
public may have of the animals at the BAHS. It can be a common misperception that animals in
a humane society are somehow sub-par, or that there is something wrong with them. The truth
is, the only thing wrong with the animals at the BAHS is that they do not have a permanent
home.
New Leaf chose a second key message which addresses to educational programs available for
Green Bay area youth, as it is important to increase awareness of the programs. Children and
teenagers are often fascinated by animals, and the BAHS provides a fantastic outlet for kids to
explore their fascination while learning and helping the animals in the BAHS facilities.
The last key message chosen by New Leaf is an abbreviated form of the BAHSs mission
statement. New Leaf views the mission of the BAHS as such a strong message, it needs to
remain a key message for the organization throughout all its events and programs.
New Leaf has designed a logo for the PetWalk that conveys a playful, pet-friendly sentiment.
The event logo incorporates the same purple hue used in the BAHSs primary logo, which is
currently being used on the BAHS website. The PetWalk logo features paw prints trailing
beneath the name of the event, clearly portraying a pet walking.

Goals Overview
According the research and stated goals of the BAHS, New Leaf has identified three main goals,
and broken down specific communication goals leading to specific, actionable steps:
1. Increase attendance and donations at the Bay Area Humane Societys (BAHS) PetWalk
a. Partner with businesses for sponsorships and community support.
b. Increase the number of registered walkers for PetWalk and the donations earned.
c. Increase attendance at the PetWalk event.
d. Increase on-site fundraising at the PetWalk from previous years.
e. Increase in-store sales the day of the PetWalk.
2. Raise the number of adoptions
a. Increase the number of adoptions during the month of PetWalk compared to
previous years.
3. Increase enrollment in youth programs offered by the organization.
a. Build community awareness of youth programs offered by the BAHS.

Audience Identification
For the BAHS goals, New Leaf identifies six primary audiences:
1.
2.
3.
4.
5.
6.

Youth and families

Local animal lovers who can adopt
Local animal lovers who cannot adopt
Small local businesses
Large/corporate businesses
Traditional media; print, TV, and radio

Local Law Enforcement is recognized as a marginal audience for the event, particularly due to
traffic concerns surrounding the PetWalk.
The PetWalk event will target all six of the primary audiences identified, as well as local Law
Enforcement. Each group will have the ability to contribute to the success of the event in ways
including attending the event, walking in the 5k, raising donations, participating in on-site
activities, sponsoring the event, and gaining publicity and exposure for the event.
Youth and families are the primary audience for increasing enrollment in youth programs, as
parents are the ones who register their children for the programs. Local businesses who work
with youth will also play a role in increasing the awareness of the programs.

Audience

Demographics Why?

How to Target

Youth & Families

Ages 5-16;

-Schools

(Primary)

enrolled in school - Could enroll in Youth Programs

- Can influence parents to attend

-Youth-related businesses

Or parents of

-Families seek events to participate where families frequent and

youth

in together

shop
-Local event listings

General Community Live in the Brown - Biggest potential for animal

Who Can Adopt

County area

(Primary)

adoption.

-Media coverage

- Locals are more likely to attend

-Traditional Media

General Community Live in the Brown - Just need to be educated on how

Who Can NOT Adopt

County area

(Primary)

-Social Media

-Social Media

to house a pet.

-Media coverage

-Hopefully can be persuaded.

-Traditional Media

- Locals are much more likely to

attend event.

Local Businesses

Local

(Primary)

-Strong community ties.

-Direct contact

-Need good local publicity.

-Emphasise benefits and

recognition for participating

Large Businesses

May or may not

-Biggest potential for large

-Direct contact

(Primary)

be local. May be

donations/sponsorships.

-Emphasise benefits and

corporate.

Media (Primary)

Local

recognition for participating

-Media will help publicize our

-Provide Media Kit

event

Law enforcement
(Marginal)

Local

- Law enforcement need to be

-Educate prior to event

made aware of the PetWalk for

-Keep updated continually

safety and traffic concerns

throughout the event

Goals, Objectives, Strategies, and Tactics

Business Goal: Increase revenue brought in during the PetWalk by 10% over
2014, for a total profit of approximately $64,000.
Communication Goal- Partner with local and large businesses for sponsorships
Objective- Build relationships with at least five organizations located in Green Bay to
build sponsorship and community support, and to reach a total of $25,000 in sponsored
funds
Strategy- Get sponsorships from at least five businesses in the community
Tactics
Offer mile-marker incentives

Possible Sponsors:
Pioneer Credit Union (sponsorship partner for $10,000 for last years event)
Festival Foods
Schreiber
West Corporation
Schneider
Ameriprise
Cellcom
Green Bay Packers

10

Communication Goal- Inform community members, families, and local

businesses about the opportunity and benefits of walking in the PetWalk.
Objective- Reach a total of 400 registered walkers at the PetWalk
Strategy- Reach potential walkers through social, shareable methods which make
it easy to provide access to more information
Tactics
Tweet event updates as they happen (Thirsty? Well have free lemonade
for all our walkers for the #petwalk2015)
Make a Facebook event page complete with the link with registration
details, and invite community members to the event, encourage everyone
to share. Use both organic and sponsored methods.
Incorporate National Running Day into social media posts to attract
runners and provide another reason to participate.
Example of an image for Instagram.
National Running Day is June 6, get involved in
this active day by participating in the PetWalk and
help raise funds for companion animals in the
community. #greenbay #nationalrunningday
#petwalk2015

List registration website on all marketing materials and press info

Highlight potential prizes for walkers on social media sites, website, and
blog to encourage greater donation efforts.

Strategy- Use relationships with businesses to recruit more walkers

Tactic- Encourage businesses to start a team of walkers
Suggest competitions between competitor businesses to see who
can earn the most donations for their teams (can also be used to
increase social media attention to the event)

11

Communication Goal- Increase awareness of PetWalk in the community

Objective-Increase PetWalk attendance 10% from last year, to approximately 600
attendees.
Strategy- Reach a large audience through social, shareable methods which make
it easy to provide access to more information
Tactics
Make a Facebook event page and invite community members to the event,
encourage everyone to share
Leverage social media (badges saying Im attending the PetWalk)
Share pictures from the 2014 PetWalk on Facebook
Tweet updates for the event planning as they happen (Ex. We just booked
___ to entertain us all at the #petwalk2015)
Post images on Instagram of items that will be at the event (Ex. Hoops of
all colors for childrens games at the #petwalk2015)
Strategy- Reach community members looking for events/things to do where they
search for them.
Tactics
Submit the event to local radio websites
Submit the event to Greater Green Bay event calendar
List on event calendars of local news stations
Fox 11
weareGreenBay.com
Green Bay Press Gazette
NBC 26
City of Green Bay website
Eventful.com
WBAY
Titletown.org

12

 Strategy- Reach families and animal-lovers by working with youth- and animalcentered businesses to find opportunities to advertise PetWalk during their events
Tactics
Contact Brown County library and offer dogs for their Paws for Tales
childrens storytimes
Contact Petco to provide PetWalk info to attendees of Hamster Ball
Derby May 16, 2015, and at their weekend Petco demos
Contact Bay Beach Wildlife Sanctuary to place information about the
event in their facilities and bulletin boards.
Strategy- Incent people to attend with the allure of a unique opportunity
exclusive the event
Tactics
Plan to offer attendees of the PetWalk the opportunity the create paw print
art with the pet they bring or with an adoptable animal, for a fee.
List the paw print art-making opportunity on all marketing materials
Share images of example paw print art on social media and on the BAHS
website
Strategy- Generate publicity about the event
Tactics
Send out news releases
Midwest Communication Radio Group
WBAY
WFRV
WGBA
WLUK
Bring adoptable animals for spots on morning news programs to publicize
the event to the local community

13

Communication Goal- Increase on-site fundraising at event from previous years

Objective- Make $5,000 in on-site fundraising at the event
Strategy- Increase fundraising opportunities at the event
Tactics
Have games/activities with fee
Kids games $1 each
Sell Paw Print Paintings, and offer the experience to make one

PetWalk promotional items

Water dishes, leashes, T-shirts, etc.in-store
Strategy- Offer discounts the day of the event
Tactic- Hold activities to earn discounts on products purchased
Balloon pop (various discounts hidden in balloons, which will be
pinned to a board. Darts thrown to pop them.)

14

Business Goal: Increase pet adoptions

Communication Goal - Inform community members about the importance and
benefits of adopting animals from the BAHS.
Objective-Increase community members visits to the Humane Society facility during the
month of June 10% over 2014
Strategy- Share stories about the animals to create a personal connection
Tactic- Give registered walkers a picture card of animals waiting to be
adopted.
Give a 2nd Chance to a 1st Class Pet
Strategy- Increase interaction between adoptable animals and community
members at the PetWalk
Tactics
Bring adoptable animals out to walk in the PetWalk
Have play areas set up for community members to play with adoptable
pets
Strategy- Make connections between animals and people in the Green Bay area
through methods that are shareable and allow for visual content.
Tactics
Invite pictures of community members with pets (adopted and
adoptable) on social media

Social media/ website page with gallery of adopted pets and their new
families.

Social media posts of BAHS worker/volunteers interacting with adoptable

pets

15

Business Goal: Increase enrollment in youth programs

Communication Goal: Increase community awareness of youth programs offered
by BAHS
Objective- Increase enrollment in youth programs to 150 kids/students ages of 5-16
Strategy- Educate the community about the youth programs
Tactics
Promote existing BAHS programs on social media and traditional media
(pictures of the kids participating in the programs)
Work with local schools to do presentations
Give kids pet cards with program information

Contact Brown County library and offer dogs for their Paws for Tales
childrens story times
Host a display/booth at the PetWalk where information about youth
programs is shared. Have past participants talk about their experiences,
display pictures on colorful displays

16

Calendar: Schedule of Tactics

Monthly Goals
March:

Weekly Goals
March 1-7:

Determine overarching goals

o Set date of event, if not before now

Research past events and

o Research news stories and statistics about previous

statistics
Construct an event plan based
on intended goals
Plan press and marketing
materials
Contact potential sponsors

years
March 8-14:
o Identify goals
o Reach out to past sponsors
March 15-21:
o Begin to formulate goals, objectives, strategies, and
tactics (GOST)
March 22-28:
o Finalize GOST
March 29-April 4:
o Create the basis of the PR plan and press materials

April:

April 5-11:

Compile media-kit containing

o Continue contacting potential sponsors by email

insight about the organization

April 12-18:

and the event

o Kick off social media posts

Start of social media posting on

o Create PetWalk event on Facebook

the PetWalk. Information

o Begin creating and releasing news releases and

posted and links on the website

doing interviews to raise event awareness

Continue contacting sponsors

April 26- May 2:

List event on event listings

o Interview past event attendees to get stories

online (radio, TV, city websites) o Publish stories through traditional and social
Reach out to other businesses

media

for publicity opportunities

17

May:

May 3-9:

Increase social media posts on

website, Twitter, and Facebook.
Highlight the importance of the

o Begin mailing save the date cards and reminders

o Begin distributing animal cards to draw potential
walkers to event

event through storytelling

Work with community
businesses, schools, and
libraries to increase enrollment
in youth programs
Recruit volunteers
Prepare games and activities
Plan youth program display for

May 10-16:
o Distribute yard signs to get community involved
and aware of event
May 17-31:
o Heavily push for social media and traditional media
coverage
o Highlight family friendliness of event via stories

the event
Distribute the media-kit to
highlighted media outlets (Local
news/radio stations, Green Bay
Press Gazette, local schools
etc.)
June:

June 1-June 5:

PetWalk

o Curate content about existing programs, programs

Focus on increasing animal

from past years, how people have grown up with the

adoptions

event
o Flood channels with stories about adoptions from
the event
o Follow up survey with attendees for the purpose of
improving the event in the future

18

Social Media Calendar

April 12-18:

o Facebook/Twitter: Want to get exercise and help

homeless animals at the same time? Join us at the Bay
Area Humane Societys annual 5k PetWalk, on June
6th.
o Twitter: Help us help homeless Animals.. Join us at
the Bay Area Humane Societys annual 5k PetWalk, on
June 6th. Your support is needed.
o Twitter: Family and Pet friendly event at the Bay
area Humane society June 6th
o Twitter: ReTail Tuesday deal
o Instagram: Man Crush Mondays and Woman Crush
Wednesday of animals of gender, also including
whether they are spayed or neutered.
o Instagram: Furry Friend Friday.
o Facebook: Homeless animals at the Bay Area
Humane Society arent second class pets they are just
loving animals looking for first class homes. Help us
achieve the goal of finding them first class homes by
supporting the PetWalk on June 6th. For more
information look here. ( picture of a cute dog looking
lonely maybe extending a paw as if for help)

April 26- May 2:

o Twitter: Want to run a 5k with your best friend?

June 6th is the Bay area Humane Societys Annual
PetWalk. For more Info look here.
o Twitter: ReTail Tuesday deal
o Instagram: Man Crush Mondays and Woman Crush
Wednesday of animals of gender, also including
whether they are spayed or neutered.
o Instagram: Furry Friend Friday.
o Facebook: Registration for the Annual 5K PetWalk
is ready Sign up today and help us support animal in
critical need of help. To register or get more
information check here. (pictures of runners and their
pets

19

May 3-9:

o Facebook: post images of paw print art

o Twitter: ReTail Tuesday deal
o Instagram: Man Crush Mondays and Woman Crush
Wednesday of animals of gender, also including
whether they are spayed or neutered.
o Instagram: Furry Friend Friday.
o Facebook: Volunteer Recruitment

May 10-16:

o Twitter: PetWalk participants Have you started

collecting sponsors and donations? Dont wait!
#justdoit
o Twitter: Love your pet? Love exercise? Come to the
Bay Area Humane Society PetWalk on June 6th. For
more info look here.
o Twitter: ReTail Tuesday deal
o Instagram: Man Crush Mondays and Woman Crush
Wednesday of animals of gender, also including
whether they are spayed or neutered.
o Instagram: Furry Friend Friday.
o Facebook: Help Animals just like Maxifind a
forever home. Support the Bay Area Humane Society
Annual 5K PetWalk. Dont want to participate in the
5K? No problem. You can still support our cause with
a much needed donation, or come to the event and
cheer the runners on and participate in our other family
friendly activities. (Picture of said animal at the top)

May 17-31:

o Twitter: Cant make it to the Bay Area Humane

Societys PetWalk? Consider making a one time
Donation. Here is how.
o Twitter: Need something fun to do this weekend?
Come to the PetWalk Saturday, June 6th at the Bay
Area Humane Society. For more info look here.
o Twitter/Facebook: Interactivepost asking what
attendees liked and didnt like about the event to better
the following years of the PetWalk.

20

Budget
Income Total: $73,000.00

Expenses Total: $9,910.00

Sponsors= $25,000.00

Save the Date Cards= $50.00

Fundraising= $40,000.00

Invites/Brochures= $600.00

Other Donations= $8,000.00

Postage= $500.00
Billboards= $2,600.00
T-Shirts= $2,800.00
Prizes= $2,200.00
Kids Game Prizes= $60.00
Yard Signs= $900.00
City Permit Fee= $50.00
Water (Premium Water)= $50.00
Porta Potties= $100.00

Net Income= $63,090.00

The budget shown above is the budget for the event that was provided by the Interim Executive
Director of the BAHS, Marlene Walsh. During New Leafs to the BAHS, Marlene stated that
billboards were generally ineffective, yet $2,600.00 is allocated to be spent on billboards. New
Leaf suggests cutting the billboards out of the budget.
One of the tactics suggested by New Leaf is to provide Pet Cards to registered walkers and to
children who participate in any activity with the BAHS (ex. demonstrations at school). The cost
of the pet cards would be $175 for 300 through Millers Professional Imaging (millerslab.com).
An example of the Pet Cards is provided in Appendix I New Leaf also suggested magnets to be
included in the Media Kits provided for press, through Millers the cost for 25 5x 7 magnets is
$26.25. (see Appendix J) New Leaf also advises setting a Facebook advertising budget of $100
to help increase the visibility of the PetWalk event, and to boost occasional posts about the event
to reach a larger audience.

21

Evaluation Plan
1. Follow up on and collect the media coverage. Each section will have published stories,
interviews, images, press releases, stories, company profiles, events and any other
information we pitched to the press.
a. Newspapers
b. TV
c. Internet
2. How many walkers participated in the PetWalk?
a. How many pre-registered?
b. How many walkers registered the day-of PetWalk?
3. Conduct surveys of not only customers, but of general community members as well.
Surveys can be posted on the companys website or can be taken by specific websites
offering this service.
a. On registration form for walkers, list the question: Where did you hear of the
PetWalk event? Will help measure which means of marketing/publicity were
effective.
b. Did you enjoy attending the 2015 PetWalk event?
c. What activities did you or your family participate in?
4. Compare Profits from 2014 to 2015, as well as their sources
a.
b.
c.
d.
e.
f.

Total Event Profit:

2014 Profit-- $ 58,000
Expenses Costs:
2014--$
Number of Sponsors: 2014-Sponsorship Funds: 2014--$
Donations:
2014--$
On Site Fundraising (games, promo items):
2014--$
a. In-Store Sales the day of the PetWalk event:
2014--$

2015 Profit-2015--$
2015-2015--$
2015--$
2015--$
2015--$

22

5.

Compare number of adoptions from June of last year, and of recent months, to the
numbers of June this year.
a. 2014: June-July-August-b. 2015: June-July-August--

6.

Compare numbers of participants in youth groups last year to the numbers of this
summer.
c. 2014:
d. 2015:

7.

Measure Social Media Engagement

e. Measure Facebook engagement (Facebook Insights) number of times the PetWalk
event was Shared or commented on?
f. Measure Twitter engagement, Total number of retweets of PetWalk related
tweets
g. Frequency of #petwalk2015 being used on Instagram and Twitter

23

Appendix A -- Research Facts

1. Mission statement: Our mission is to offer the best possible care and future for
companion animals in our community through leadership, placement, and outreach.
2. Main Shelter Hours: Monday Noon to 7; Tuesday Noon to 7; Wednesday Noon to 7;
Thursday Noon to 7; Friday 10 to 7; Saturday Noon to 5
3. Started as an animal shelter in 1958
4. After more than 50 years and thousands of tails, the Bay Area Humane Society is still
operating with the spirit and inspiration of its founders. They love animals. And they're
making our community a better place for both pets and people. With your help, they'll
continue adding new chapters to the success story. (another mission statement)
5. Moved to current facilities at 1830 Radisson Street Green Bay, in 1995
6. Provides care for over 5,000 animals a year, through the support of donors and
volunteers.

Organizations Media
7. Website: Contains information to explore and visit, with links to all controlled media
8. Facebook: Frequent daily use, showing animals and events for the public to see
9. Twitter: Frequent daily use, mostly based around showing animals in need of a home
10. Pinterest: Only occasional use, but has many different links to the organization such as
Re-tail, the blog, and current promotions. Does not show the pets available
11. Blog: Inconsistent posting, mostly information on pets or an important challenge the
BAHS is facing
12. Newsletter: Sent out in the Fall, Summer, and Winter to give updates on the BAHS.
Posted on the website and those interested can sign up to receive it.
13. Instagram: BAHS has Instagram in the past, but has not used it in several months.
14. Stated goal- Our first priority is stray or abandoned animals in our community, then
animals from overcrowded shelters where they face imminent death
15. Major fundraising events of the BAHS include: Lights of Love, Bark of the Bay,
Brewfest, Doggie Dip, & PetWalk.
16. Major sponsors of the BAHS are: Festival Foods, Shelter care & Science diet.
17. Donations to the BAHS can be made through sponsor a pet program, GEM, united way,
events and planned giving.
18. The BAHS offers programs where a family can sponsor a kennel or a Brick in
memorandum or honorarium.
19. The BAHS also accepts old vehicles as a form of donation.
20. An interactive wish list can be found on their web page, updated frequently to list
needed items at the shelter.
21. In 2010, the BAHS started a low-cost spay/neuter program and vaccine clinic to help
control the pet population and stop the spread of disease. The program is for people who
may not otherwise be able to afford the services.
22. The BAHS has a NO KILL policy: As of April 4, 2014 The Bay Area Humane Society
does not believe in euthanizing any animal that can be medically treated or successfully
completes a behavior modification program. They believe if an animal is in excessive
pain with a poor prognosis, or has an incurable condition which will be severely
detrimental to its quality of life; the animal should be humanely euthanized to alleviate its

24

suffering. They also believe any animal in their possession, which poses a threat to
public safety, should also be humanely euthanized.
23. They ask local pet owners who no longer want or are unable to keep their pets to work
with them to ensure the best possible outcome for their animals.
24. Theyve found that by giving pet owners multiple options, euthanasia is as an option
decreased, the shelter doesnt become overcrowded, risking the spread of contagious
disease, and more pet owners are successfully learning to work through behavioral issues
or are able to re-home their own pets.
25. The staff tracks not just how many animals they take in, adopt, or euthanize, but also
more detailed information about their physical and behavioral condition
26. All cats and dogs are spayed or neutered, micro-chipped, and up-to-date with
vaccinations before adoption.
27. BAHS participates in thePets for the Elderly Foundation, which donates $50 towards
adoption fees for senior citizens (age 60 and over) who adopt a companion dog or cat.
28. Discounts on adoption fees are available for senior animals and for the purchase of a
second pet
29. Spay and Neuter: The Bay Area Humane Society offers spaying and neutering for dogs,
cats, and rabbits. The price is dependent on the gender and size for dogs, and just gender
for cats and rabbits.
30. Lost and Found Pets: The Bay Area Humane Society has contracts with municipalities
surrounding Green Bay (ie: Allouez, De Pere, Howard, Suamico, Humboldt, etc.). If a pet
is found in the said areas, they should be brought to the BAHS during open hours. If the
pet is needed to be returned beyond the open hours of the society, the non-emergency
police should be contacted.
31. Euthanasia: The BAHS no longer provide such service. The pets veterinarian should be
contacted if such a service is needed. If there is no familiarity with a veterinary clinic,
contact the Intake Department at 920-469-3110 Ext. 251 for a referral.
32. Cremation: BAHS is partnered with Forever Friends Pet Cremation Services to offer
cremation. There is an option of individual or private cremation. Both take approximately
two weeks for the remains to be ready to be in the familys ownership. With group
cremation, owners do not receive the pets remains back.
33. Pet Loss Support: The BAHS offers multiple ways of helping owners and families of pets
cope with pet loss. The following are options provided to the community: Forever
Friends Grief Support resources, PetLoss.com, Pet Grief Counseling by phone, ASPCA
on Pet Loss, Helping Children through Grief, End of Life Care, and ASPCA Pet Loss
Hotline.
34. Behavior Program: The BAHS has a number (920-469-3110 ext. 115) to contact for any
pet issues involving behavior. The person calling can leave a message with a brief
description of the problem, and the BAHS will contact the owner with useful suggestions
within a day.
35. City of Green Bay Stray Animal Contract: If there is a stray animal that has been found
there is two places it could be, either the Packerland Veterinary Center or the BAHS. The
animal will be placed at Packerland Veterinary Center if Animal Control or a good
samaritan finds it within Green Bay city limits. If the pet is found in any other

25

municipality (ie: Ashwaubenon, Bellevue, De Pere, etc.), they will be housed at the Bay
Area Humane Society.
36. Foster Organization for Deployed Military: The Guardian Angels for Soldiers Pet, Pets
for Patriots, and Dogs on Deployment all offer programs for pets of military personnel.
37. Rescue Resources: The BAHS website has a listing of animal rescue organizations for
those who are looking for a breed of pet that isnt available at BAHS. (Petango, Angels
Wish, Critters Companion, Wisconsin Dog Rescue Listing, Green Bay Animal Rescue,
Orphan Animal Rescue, and Saving Paws Rescue Inc.)
38. ReTail: 100% of the proceeds from the store benefit the BAHS. Offers multiple items for
a variety of pets such as toys, treats, leashes, beds, and bowls. The store is open during
regular shelter hours and located in the lobby.
39. Newsletter: The newsletter is posted on the website, as well as mailed and emailed
quarterly. The content surrounds the latest news and upcoming events of the BAHS.
40. CHAT Club: The club stands for Children for Humane Animal Treatment. The purpose
of the educational club is to encourage youth in the community to become engaged with
the animals provided by the shelter to help create a positive and beneficial mentality
towards the animals. The club is open for ages 8-12. Teaches lessons on responsibly
owning a pet and giving the best care possible to animals not just at the time but also in
the future. The cost to sign up is $35 and can be accomplished through a downloadable
brochure online.
41. Summer Camp: The BAHS offers multiple summer camps for children in the community,
with each one having a different learning emphasis. The programs are as follows: Animal
Adventure Camp (ages 8-12), Junior Explorers Camp (ages 5-8), Animal Career Camp
(ages 10-14), Canine Training Camp (ages 12-16), and Pre-Vet Camp (ages 12-16). The
dates and descriptions of each camp can be found on the BAHS website, as well as the
price which varies depending on the camp.
42. The BAHS offers the opportunity for volunteers to foster pets.
43. Approximately 7.6 million companion animals enter animal shelters nationwide every
year.
44. Of those, approximately 3.9 million are dogs and 3.4 million are cats.
45. Each year, approximately 2.7 million animals are euthanized (1.2 million dogs and 1.4
million cats).
46. Approximately 2.7 million shelter animals are adopted each year (1.4 million dogs and
1.3 million cats).
47. About 649,000 animals who enter shelters as strays are returned to their owners. Of
those, 542,000 are dogs and only 100,000 are cats.
48. Of the dogs entering shelters, approximately 35% are adopted, 31% are euthanized and
26% of dogs who came in as strays are returned to their owner.
49. Of the cats entering shelters, approximately 37% are adopted, 41% are euthanized, and
less than 5% of cats who came in as strays are returned to their owners.
50. About twice as many animals enter shelters as strays compared to the number that are
relinquished by their owners.
51. It's estimated that 70-80 million dogs and 74-96 million cats are owned in the United
States. Approximately 37-47% of all households in the United States have a dog, and 3037% have a cat. (Source: APPA)

26

52. According to the American Veterinary Medical Association, approximately 40% of pet
owners learned about their pet through word of mouth.
53. The majority of pets are obtained from acquaintances and family members. 28% of dogs
are purchased from breeders, and 29% of cats and dogs are adopted from shelters and
rescues.
54. More than 35% of cats are acquired as strays. (Source: APPA)
55. According to the American Humane Association, the most common reasons why people
relinquish or give away their dogs is because their place of residence does not allow pets
(29%), not enough time, divorce/death and behavior issues (10% each). The most
common reasons for cats are that they were not allowed in the residence (21%) and
allergies (11%)
56. It is impossible to determine how many stray dogs and cats live in the United States;
estimates for cats alone range up to 70 million.
57. The average number of litters a fertile cat produces is one to two a year; the average
number of kittens is four to six per litter.
58. The average number of litters a fertile dog produces is one a year; the average number of
puppies is four to six.
59. Owned cats and dogs generally live longer, healthier lives than strays.
60. Many strays are lost pets who were not kept properly indoors or provided with
identification.
61. Only 10%of the animals received by shelters have been spayed or neutered, while 83% of
pet dogs and 91% of pet cats are spayed or neutered.
62. The cost of spaying or neutering a pet is less than the cost of raising puppies or kittens for
a year.
63. There are about 13,600 community animal shelters nationwide that are independent
64. There is no national organization monitoring these shelters.
65. The terms humane society and SPCA are generic; shelters using those names are not
part of the ASPCA or the Humane Society of the United States.
66. Currently, no government institution or animal organization is responsible for tabulating
national statistics for the animal protection movement.
67. These are national estimates; the figures may vary from state to state.
68. Spay and neuter prices for dogs are based off of the gender and weight of the animal.
69. The humane society offers pain medication that is tied in with the spay/neuter price.
70. For female dogs the cost of a spay/neuter would be $90 if under 25 pounds and $110 if
the dog is over 25 pounds.
71. For male dogs the price is $70 dollars if under 25 pounds and $90 dollars if over 25
pounds.
72. For cats the spay and neuter price is based off of gender only.
73. For male cats the price is $40 and for female cats the price is $60.
74. The humane society also spays/neuters rabbits. Any questions about spay/neuter services
can be addressed at 920-469-3110.
75. Bay Area Humane Society has a partnership with the Forever Friends Pet Cremation
Services in order to offer cremation services to those in need of the service.
76. After the cremation process is through, the remains are then returned to the owner if they
so desire.

27

77. Cremation processes take about two weeks and the Humane Society will call the pet
owner when the process is over.
78. Cremation services vary in price in accordance to the pets weight.
79. The Bay Area Humane Societies offers multiple resources to pet owners support in order
to deal with pet loss, which includes euthanasia, death (in general), children grievances,
and also to help prepare pet owners for getting a new pet.
80. Animals are given up for adoption to the first applicant that qualifies for approval.
81. If a person has an approved application, they can then place a pet to be put on hold for 24
hours.
82. Holding fees are $30 for a dog/puppy and $20 for a cat/kitten. The fee can then go
towards the adoption fee. If the animal does not get adopted, the money then goes
towards donations for the Humane Society.
83. All cats and dogs adopted through the Humane Society are spayed and neutered before
adoption and are then ready to go home to the owner on the day of their adoption.
84. Bark of the bay is a dining/auctioning event where pet owners can go and enjoy jazz
music and dine together. Proceeds go towards support of the Humane Society to give
companions the best care possible.
85. In 2015, the event Animal Adventure Camp is also offered to those between the ages of
8-12, which is their most popular summer event at the Humane Society.
86. The Animal Adventure Camp gives children the opportunity to do activities with their
pets and also learn more about them. Each day participants focus on different animal
related themes such as working animals, pet animals, wildlife animals and farm animals.
Campers will be involved in games, multiple projects and also meet with special guests at
the Humane Society.
87. The fee to attend the Animal Adventure Camp is $175.
88. Animal career Camp is a program offered through the BAHS that is focused towards
children interested in getting into a career dealing with animals. The camp allows for
children to learn about employment opportunities involving animals such as a zooper,
animal control officer, veterinarian or animal behaviorist.
89. The Animal Career Camp fee is $175.
90. 64.5% of animal cruelty cases involved dogs.
91. 18% of animal cruelty cases involved cats.
92. 25% of animal cruelty cases involved animals other than dogs and cats.
93. 25% of dog cruelty cases involved pitbulls.
94. Americans own more than 9 million horses.
95. Many states specifically exclude livestock or any common agricultural practices from
their cruelty laws.
96. Of the 2 million Americans who own horses, more than have a household income of
less than $50,000.
97. The number of reported animal cruelty cases towards cows and pigs and dipped slightly
over the past few years.
98. About 63% of households own a pet.
99. About 71% of domestic violence victims report that their abuser also targeted their
animal(s).
100.
50 states currently have felony provisions within their animal cruelty laws.

28

101.
Prior to 1986, only four states had felony animal cruelty laws (Massachusetts,
Oklahoma, Rhode Island and Michigan).
102.
43 of the 50 states who have felony provisions are for the first time offenders.
103.
Six of the 50 states who have felony provisions are for the second time offenders.
104.
Idaho has a 3rd-offense felony animal cruelty law.
105.
Puppy mills are large-scale dog breeding operations that put greater priority on
profits than the health of the puppies. Many dogs are plagued with illnesses like kidney or
heart disease as a result of the conditions theyre kept in.
106.
Every year, thousands of young and healthy Greyhounds are killed because they
lack racing potential or have been injured while racing and are no longer competitive.
107.
Due to genetic manipulation, 90% of broiler chickens (chicken bred specifically
for meat production) have trouble walking.
108.
Dog fighting became prevalent in the US after the Civil War, with professional
pits proliferating in the 1860s. And was a source of entertainment for police officers and
firefighters.
109.
Today, dog fighting has been reported in urban, suburban and rural setting in all
regions of the country.
110.
More than %50 of the fur in the US comes from China, where there are no
penalties for abusing animals.
111.
Between 900-2000 new cases every year of animal hoarding in the US, with
250,000 animals falling victim.
112.
Over 100 million animals (mice, rats, dogs, cats, rabbits monkeys, birds, etc.) are
killed in US laboratories for chemical, drug, food and cosmetic testing every year.
113.
The exotic pet trade is a multi-billion dollar industry in the US.
114.
A child in the US is more likely to have a pet than a live-at-home father.

29

Appendix B -- Site Visit Questions

1. What are your business/communication goals with our PR campaign?
Key message: The Bay Area Humane Society cares for all animals, and all animals will get the
care that they need to be placed into loving homes.
Goals: Getting people to attend, recruiting adopters/volunteers, promote message to public
Costs 1.75 million dollars to operate facility/year
PetWalk=most successful event of the year
2. What are your budget, resources, target audiences, media relationships, etc.?
Budget is not yet set; Have had 3 event managers in the past 3 years
3. What has worked for you in the past and what has failed in terms of your PR?
Works=radio, major media, website, facebook
Does not work=billboards, print
Still searching for the best way to reach community
4. Is this going to be a new promotion or has it been used in the past? used in the past
5. What would you consider a successful PR campaign?
Huge turnout; Lots of donations
6. Whats a common misconception that agencies/people have about your brand?
BAHS is a horrible place; Animals are frequently being euthanized
Animals are being warehoused; Animals are not being stimulated mentally
7. What are common reasons that people cite for not being able/wanting to adopt an animal?
Apartment owners; Moving/Financial reasons (why owners cant keep animals)
Believe that animals are second-class; Believe that something is wrong with animals
Shelter animals are not second-class, they need a second chance
Homes are key to positive behavioral changes
Same day adoption (highlight this feature)
8. Can you tell us more about the PetWalk?
It is a Race/run that you can bring your pet to participate in
Get pledges/pay an entry fee
Walk stops traffic
News footage of the previous events exist
Vendors, Food, Games and Adoption Specials will also be at the event
Free coupon for veterinary check-up
Other:
Bell curve (extremes are hoarders and abusers) everyone in the middle are adopters
No difference in treatment of animals with same-day adoption
Adopters can be turned down based upon gut feeling or being red flagged (animals lost, too many
animals)
Seeing how nice the facility is, could be key to getting animals adopted
Over 5,000 animals adopted every year, Low rates of abused animals coming in to BAHS

30

Appendix C -- Strengths, Weaknesses, Opportunities, Threats

Strengths
1. The pets themselves. People at
the event most likely will love
and adore animals.
2. Timing. The event happens
shortly after children are done
with school for the summer.
3. Usually the most popular event,
possibly meaning loyal
participants who can be reached
out to.
4. Potential media coverage.
5. Community program. Locals
like to help their own
community.

Weaknesses
1. Social media is operated by multiple users,
lacking a unified voice.
2. Finances; not a lot of money or resources.
3. Media platforms are limited due to lack of
finances
4. BAHS and their PetWalk event is exclusive to
animal/pet lovers or those seeking pets so
those who do not share that interest likely will
have no interest in the event
5. Dog centered event. (cats are not part of the
walk)
6. Misconception of euthanasia rate
7. Will need a greater number of volunteers

Opportunities
1. The paintings that animals do
with their paw prints.
2. Partnering with local schools.
Encouraging children.
3. Interaction with the pets leads to
potential adoption.
4. Social media posts could
potentially draw in people who
otherwise would not have
known about the event
5. Location is near Bay Beach
Sanctuary, which can attract
more foot traffic day of the
event.
6. Local Businesses

Threats
1.
2.
3.
4.
5.

The PetWalk is the same day as D-Day.

16th year of the event
Location of event (not on a main road)
Potential weather implications
Other events could be taking place the same
day
6. Inconsistency with event directors and
coordinators.

31

Appendix D --Public Opinion Surveys

Survey Results: 04/10/2015

1. The purpose of this survey is to determine how much awareness generally exists about the
Bay Area Humane Society. Your answers are confidential and will not be shared publicly. The
information that we gather will be used to help us design a public relations campaign for the Bay
Area Humane Society (BAHS). Do you agree to participate?
Answer

Response

I agree to participate

59

98%

I do not agree to participate

2%

2. Have you ever donated to the Bay Area Humane Society? (Select all that apply)

3. Please list three words that come to mind when you think of the Bay Area Humane Society.
dogs
dog
cats
cat
animals
adoption
help
Green Bay
pets
puppies
sad
abuse
kennels
purple
advertising
strays
creatures
expensive

28
2
24
4
29
6
6
4
4
3
2
1
1
1
1
1
1
1

shelter
adopt
volunteer
non-profit
helpful
love
local
small
home
cages
hidden
cozy
GEM
friendly
opportunity
need
old

3
3
3
3
3
2
2
2
2
2
1
1
1
1
1
1
1

forever
happiness
care
rescue
mistreating
kittens
safe
caring
protective
rodents
hippies
over population
educate
saving
positive
badgers
crowded

1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1

32

4. Have you ever adopted an animal from the Bay Area Humane Society?

5. Have you ever been to the Bay Area Humane Society?

33

6. Have you ever attended an event at the Bay Area Humane Society?

7. If yes, please name the event below.

2 mentions of PetWalk, no other event mentioned
8. Prior to taking this survey, were you aware that the Bay Area Humane Society has a 97% live
release rate (meaning that 97% of all animals taken into the Bay Area Humane Society are
adopted into loving homes)?

9. Have you ever surrendered an animal to the Bay Area Humane Society?

34

10. Where are you from? (City, State)

11. What is your gender?

12. How old are you?

35

Appendix E --Audience Analysis

Audience

Demographics

Youth
(Primary)

Young (ages 5 and Learn through play, Enjoy interaction

16)
generally visual, love and playing with
uneducated
animals
animals

Animals are fun!

Local Animal
Lovers That
Cant Adopt
(Primary)

Live in the Brown

County area

Many have emotional Have various

connections to
concerns that are
animals
stopping them
from already
adopting a pet.

Have an assumption
that, for whatever
reason, they cant house
an animal. Maybe this
roadblock can be fixed
by attending PetWalk.

Potential Local Live in the Brown Many have emotional Why doesnt this
County area
connections to
person have an
Animal
animals
animal already?
Adopters
(Primary)

Know they love animals

and want to share a
household with them.
Maybe they are not
familiar with the event.

Small Local
Businesses
(Primary)

Local

Large
Businesses
(Primary)

Psychographics

Some are animalfocused.

Others are strongly
connected to the
community

Disposition

Knowledge

Desire to
contribute and
strengthen
community

They know community

support equals business
success.

May be corporate. Have the largest

Have power in size resources.

An event like this

may be too small
for a large
organization.

Know that showing

support for NPOs is
good publicity

Media
(Primary)

Local

Searching for
newsworthy
information and
stories

Generally neutral
toward animal
shelters

They realize the

majority of people love
animals and stories on
them, a reward is
ratings both for the
media and the
organizations

Law
enforcement
(Marginal)

Local

Crowd /event/
attendee focused

Concerned with
safety

They know there will be

many attendees, which
can lead to problems
and traffic congestion.

36

Appendix F -- Audience Analysis KISS Chart

Primary Audiences Know
Youth

Infer

- Enjoy fun
activities

- Want to attend
events with fun
activities and
- Can influence entertainment
parents
- If we target kids,
- Easily
they will soften
influenced
their parents to go.

So What to Do
- Target kids to
involve parents
-Focus on
attracting children
to the event.

So What Not to Do
-Dont exclude them from
marketing.
-Dont assume that low/no
income equates to
indifference.

-Minimal resources
needed to
persuade.

Potential Animal
Adopters

-Support our
NPO
-They may
have a
misconception
about our
euthanasia
rate/policies.

-Want to adopt

- Focus on local
-Focus majority of
communities rather time and efforts on
than outlying
local community.
communities.
-Educate on how
-Having a
successful (live
misconception may release rate) our
deter members of local humane
the community
society is.
from attending our
event.

-Dont try to recruit from

outside of the county.

-May be willing to -Entice them with

-Dont pressure them to

adopt

donate money
the prospect of
Animal Lovers That but currently
cant for
interaction with
Cant Adopt
various reasons -May be willing to animals
attend event
-May or may not
like the BAHS

-Engage their
interest now,
because they may
be able to adopt in
the future

-Dont assume anyone

knows the true numbers of
live release rate.

-Dont assume they dont

care about animals.
-Dont assume they wont
adopt in the future

-Encourage
donations

Large Businesses

-Potential for
influence over
community

-They could be
lions in this
campaign.

-Utilize their
persuasive power.

-Dont ONLY ask for

money

37

members/other
-They have the
business
potential for larger
leaders.
donations.
-Resources
-May be willing to
($$$).
sponsor event

Small, Local
Businesses

-Do not have

much
expendable
income

-Seek publicity
-Care about the
community
-Have strong ties
with local
community

-Have a strategy to -Encourage businesses to

have them donate. walk in the event and form
teams; compete with other
-Ask them for help businesses.
-Build a lasting
relationship
-Ask them for help -Dont expect large
donations/sponsorships
-Ask them to
-Dont overlook their
utilize local
ability to spread
connections to
information to other locals
bring more traffic by word of mouth
to event

-Probably support
other local
businesses (BAHS)

Media

-Largest
potential for
reachability
-Expensive for
paid advertising

-Utilizing the
media will provide
the best
opportunity to
spread awareness

-Publicity is
free

Law Enforcement

Concerned
with safety

-Use past
connections with
media outlets

-Dont assume that we

have an unlimited budget
-Dont think that media
automatically means
reach/awareness.

-Develop
relationships with
media

-May have
strong animal
supporters

Marginal Audience Know

-Develop an angle
for the event, a
reason media will
want to cover

Infer

So What to Do So What Not to Do

They will need to

have a good
understanding of the
event

Keep them
updated

Dont forget about attendee

safety

38

Appendix G -- PetWalk In the News

Bay Area Humane Society PetWalk 2011 12th Anniversary

http://doodydigger.blogspot.com/2011/04/bay-area-humane-society-petwalk-2011.html

Event listing for June 7, 2014 PetWalks 15th Anniversary

39

http://www.avenueradio.com/calendar/15th-annual-petwalk/

40

Appendix H -- References
Bay Area Humane Society: Serving Animals And People In Green Bay and Brown County
Wisconsin. 1 Jan. 2015. Web. 13 Apr. 2015. <https://www.bayareahumanesociety.com>.
Milan, C. (2015, November 10). how to adopt a dog from a-z. In Cesar's Way. Retrieved April 5,
2015, from <http://www.cesarsway.com/magazine/nov10/features/The-Rules-of-Adoption>.
Pet Statistics. (2015, January 1). Retrieved February 4, 2015, from
<https://www.aspca.org/about-us/faq/pet-statistics>.

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Appendix I -- Pet Cards

Card Front (Examples):

Card Back example:

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Appendix J -- Press Magnets

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