Georgia Animal Rights Protection

By: Awareness360

Taylor Negron-Campbell, Amanda Bowman, Jason Miller,

Cody Carlyn, Kailee Jordan

Executive Summary

• Mission Statement: (GARP) is a 501c3 non profit organization focusing on educating the public about the abuse and cruelty of animals.  GARP’s mission is to abolish animal exploitation and inherent cruelty in the use of animals for food, entertainment, research, and fashion

• Goals: • Gain followers

• Spread awareness

Target Audience

• GARP’s target audience should focus around those who are sensitive to the well-being of animals, and the impact humans have on them.

• The people that are willing to stand up and be the voice that animals do not have.

• Vegan/vegetarian consumers are promising prospects due to their existing lifestyle choices, and the high correlation between the derivations of their diet preferences and the treatment of animals

• Younger Audience: (16-35) • Greater users of social media and college-

educated students

Brand Positioning

• GARP is positioned as an organization that is suitable for anyone interested in the well-being and protection of all species of animals

• Mass awareness of animal abuse cases is the most important tool GARP can use to attract new members or activists. Contrary to the phrase “the power of the pen”, the most powerful medium to attract viewers to their website is a photo/video

• Social media is essential to their cause with broadcasting call to actions

Competitors

• AWARE: Atlanta Wild Animal Rescue Effort

• One More Generation

• Zoo Atlanta Animal Awareness project

• PETA: People for the Ethical Treatment of Animals

• AWARE: Atlanta Wild Animal Rescue EffortGardonline.com

• Georgia Center for Humane Education

• GROW Wildlife Inc.

• Animals Deserve Better Inc.

SWOT Analysis

Influencers

• PETA: People for the Ethical Treatment of Animals• Largest animal rights organization in the world. More than 3 million

members and supporters.

• Attention on the four areas: factory farms, the clothing trade,

laboratories, and the entertainment industry.

• Works on stopping the cruel killing of beavers, birds, and other “pests” as well as cruelty to domesticated animals.

• Works through public education, cruelty investigations, research, animal rescue, legislation, special events, celebrity involvement, and protest campaigns.

Keyword List

NEW

• Animal Rights• Animal Protection• Animal Abuse • Factory Farming • Free Range Farming • Fur-Trade • Ivory-Trade • Animal Experiments• Animal Extinction • Protected Species • Genetic Modification• Vegetarian/Vegan

OLD

Keyword Research

Keyword Research

Backlinks

• Backlinks are links that are directed towards a particular website. Backlinks are essential to Search Engine Optimization for any company

• Ran the data through Majestic SEO • The more backlinks a website has,

essentially, the more popular it is and the more pertinent the information is considered by search engine algorithms.

• By focusing on creating unique and relevant content for their site, GARP could continue to see an increase in backlinks and popularity.

• Some backlink opportunities include guest postings, press releases, and social network sites.

Backlinks Cont.

Facebook

• Post animal rights stories that are pertinent to the US or international

• Post about local legislation or protests as call to actions

• Link all platforms to repopulate content

• Share insightful or related stories to lighten the public's perception of GARP

Twitter

• GARP (@GAanimalrights)

• Post specifically for twitter

• Ability to post more frequently

• Use to communicate with base

• RT post from Halo organizations like PETA

Instagram

• Recommendation:

• Post during events

• Link to Facebook and Twitter to populate content

• Post shout outs of dedicated supporters

Meetup

• GARP utilizes Meetup as the primary means for to organize protests, charity events, and gatherings.

• This is also a place for discussions so participants can get to know each other and better organize upcoming events.

Mailchimp

• Email marketing service

• Provides analytics

• Targets different segments within the user base

• 4,000 people signed up for their newsletter

• Change.org provides an in opt in where GARP captures contact info

Website

• One central page that is easy to navigate

• Keep your base well informed

• Ask for donations

• Capture contact information

• Link building

Importance of SEO

• SEO is particularly important for small nonprofits as they do not have the money to support a large advertising/marketing budget

• With well tuned SEO optimization a small non-profit can be just as well represented as any of their counterparts

• If you are well optimized your website or posts will appear in search engine results

• Backlinks

Tactical Campaign

• They use many different social platforms to broaden their reach. GARP uses the hub and spoke model to show how various platforms (the spokes) are all connected to and revolve around the hub. The hub and spoke model for GARP is as followed:

Integrated Marketing Communications and Calendar

• Monthly newsletters using Mailchimp

• Monitor analytics of Open Rate on Mailchimp newsletters

• Utilizing Facebook and Twitter

• Monitoring backlinks

• Outreach to Digg, Reddit, Stumbleupon

Tools

• Facebook: Hootsuite, Delicious, Simply Measured

• Google+: Hootsuite, Scour

• Twitter: Hootsuite, WhosTalkin, SimplyMeasured

• Website: Rank Ranger

• Keywords: Keyword Spy

Recommendations

• GARP deals with very serious issues and they are doing a great job of portraying the seriousness of their cause through their social media outlets.

• Create a clear call to action

• Be more active on all social media

• Create more opportunities to capture email addresses and opt-ins

• Be mindful of tone used on social media

• Utilize backlinks to improve SEO

Citations and Channels Used

• http://www.meetup.com/Georgia-Animal-Rights-and-Protection/

• www.garpga.com

• http://www.seobook.org/

• Ispionage.com

• KeywordSpy

• Hootsuite

• Delicious

• Simply Measured

• WhosTalkin

• Rank Ranger

• Scour

• Alexa

• http://1stlineoutsourcing.co.uk/wp-content/uploads/2014/11/Mediametrie-devoile-les-audiences-quotidiennes-des-nouvelles-chaines-de-la-TNT.png