Cat’s Cradle Strategic Plan

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Cat’s Cradle Strategic Plan Expanding your foster care network Group 2: Kristen Cicala Keryn Dohanich Alyssa Johnson

description

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 - PowerPoint PPT Presentation

Transcript of Cat’s Cradle Strategic Plan

Page 1: Cat’s Cradle  Strategic Plan

Cat’s Cradle Strategic Plan

Expanding your foster care network

Group 2: Kristen Cicala

Keryn Dohanich Alyssa Johnson

Ashley Siegle Heather Thoreson

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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

O Instead of being released, placed in loving homes

O Continuing sheltering resource

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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.

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Publics

1. Young Adults (Ages 18-30)

2. Middle-Age (Ages 31-60)

3. Senior Citizens (Ages 61+)

Broad Target Market

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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

•O Further increases awareness .

•O Educates the community regarding Cat Cradle’s mission and objectives.

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Tactics

PizzaFliers

BusesNewspapers

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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

Pizza Boxes

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Anthony’sJMU/Students 70%Residents 30%Mon -Thurs 50/boxes per dayWeekend 65/boxes per day

Chanello’sJMU/Students 65%Residents 35%Mon -Thurs 250/boxes per dayWeekend 700-800/boxes per day

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Fliers and BrochuresSuggested Placement

- Apartment bus stops- Veterinary Offices- Sylvia’s Pet Shop- Wal-Mart- Grocery Stores

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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 ChargeInterior* $30(1) $300 (13)

Monthly ChargeInterior $250 (13 spots)

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Newspaper AdvertisingValley 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+

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Newspaper ad sample #1

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Newspaper ad sample #2

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TimelineO Based on your budget and time you have to carry out tacticsO January - February

Pizza Boxes

Bus advertisingAnimal HospitalsPut up fliers

O May - JuneNewspaper

O September The Breeze

Bus

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Evaluation

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?

Track progress monthly

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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?

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Thank you

Any questions?