Carolina Tiger Rescue

Group 1: Danny Abrams, Jimmy Bitter, Alex Fulton, Sofia Milan, Emily Petrucha, Taylor Robinette, Shand Thomas, and Avery Young

Brand Situation

10% Differentiate Convert Donate

Gap Analysis Findings

Empathy Map:

Customer Journey

●  Introduction ●  Interaction

●  Influence

●  Intimacy

Loyalty Loop

Consumer Insight

People want authentic and exciting experiences

The Big Idea

TigerRescueCam.com

Social Media Recommendation

●  Website promotion cross-platform

●  UGC o  #monthofmax

Campaign’s Continuation

Facebook

Google AdWords

Budget ●  Owned Media: $4,525

o  Tiger Cam §  5 GoPro Camera: $2,000 §  streaming services: $199/monthly

o  Text Alerts: $125 §  special events

●  Paid Media: $5,475 o  Google AdWords: $3,650/year o  Facebook Ads: $1,825

●  Earned Media: $0 o  Likes, Shares, Word of Mouth o  Local News

$10,000

Measurement

●  Donation comparison - before, during, and after campaign

●  Click Through Rate ●  Sentiment ●  Email sign-ups on the

live cam website ●  Text alert sign-ups on

the live cam site

Additional Recommendations

Thank You!