Ad2 Sd Spca Presentation 6.6.08
-
Upload
ad-2-san-diego -
Category
Technology
-
view
539 -
download
11
description
Transcript of Ad2 Sd Spca Presentation 6.6.08
![Page 1: Ad2 Sd Spca Presentation 6.6.08](https://reader036.fdocuments.net/reader036/viewer/2022081413/546bf626af7959a9028b48f7/html5/thumbnails/1.jpg)
![Page 2: Ad2 Sd Spca Presentation 6.6.08](https://reader036.fdocuments.net/reader036/viewer/2022081413/546bf626af7959a9028b48f7/html5/thumbnails/2.jpg)
Sponsorship Sub-Committee
TV/RadioOnline
Media Sub-Committee
PR Sub-Committee
Chair & Co-Chair
Creative Sub-Committee
![Page 3: Ad2 Sd Spca Presentation 6.6.08](https://reader036.fdocuments.net/reader036/viewer/2022081413/546bf626af7959a9028b48f7/html5/thumbnails/3.jpg)
Application Process Committee recommendations
Requests from past year’s applicants
Word of Mouth
Selection Criteria Client need v. Ad2SD resources
Marketing budget
Existing media relationships
Minimal red tape
Audience appeal
![Page 4: Ad2 Sd Spca Presentation 6.6.08](https://reader036.fdocuments.net/reader036/viewer/2022081413/546bf626af7959a9028b48f7/html5/thumbnails/4.jpg)
Established 1880
Independent
Mission To promote the humane treatment of animals, prevent cruelty to
animals, and provide education to enhance the human-animal bond
Provide vital services to animals and people alike
![Page 5: Ad2 Sd Spca Presentation 6.6.08](https://reader036.fdocuments.net/reader036/viewer/2022081413/546bf626af7959a9028b48f7/html5/thumbnails/5.jpg)
July – Sept Client Selection
ResearchInitial Strategy Development
Oct – DecBegin Solicitation of Vendor/Media Support
Conclude Strategy DevelopmentCreative Concept DevelopmentPress Release/Event Schedule
Apr – June Finalize Creative ProductionMedia/Collateral Distribution
Core Campaign Launch Ongoing PR
Jan – MarOngoing Creative Production
Produce and Submit AAF Club Achievement BookOngoing Solicitation of Vendor/Media Support
![Page 6: Ad2 Sd Spca Presentation 6.6.08](https://reader036.fdocuments.net/reader036/viewer/2022081413/546bf626af7959a9028b48f7/html5/thumbnails/6.jpg)
Competitive Edge Research & Communication Gauge mindshare and satisfaction
Measure awareness and importance of programs and services
Recommend message targeting strategies
Prioritize future programs
![Page 7: Ad2 Sd Spca Presentation 6.6.08](https://reader036.fdocuments.net/reader036/viewer/2022081413/546bf626af7959a9028b48f7/html5/thumbnails/7.jpg)
![Page 8: Ad2 Sd Spca Presentation 6.6.08](https://reader036.fdocuments.net/reader036/viewer/2022081413/546bf626af7959a9028b48f7/html5/thumbnails/8.jpg)
Not Aware of the following Programs:
• Animal Rescue (17%)
• Animal Cruelty Investigation (19%)
• Comprehensive Veterinary Care (39%)
• Behavior Training Classes (57%)
• Educational Programs for Kids &
Adults (72% and 61%)
Familiarity with Programs & Services
![Page 9: Ad2 Sd Spca Presentation 6.6.08](https://reader036.fdocuments.net/reader036/viewer/2022081413/546bf626af7959a9028b48f7/html5/thumbnails/9.jpg)
Pet Ownership
![Page 10: Ad2 Sd Spca Presentation 6.6.08](https://reader036.fdocuments.net/reader036/viewer/2022081413/546bf626af7959a9028b48f7/html5/thumbnails/10.jpg)
San Diego County Residents
Ages 25 – 64
HHI $50,000+
Skew Female
Skew Cat/Dog owners
![Page 11: Ad2 Sd Spca Presentation 6.6.08](https://reader036.fdocuments.net/reader036/viewer/2022081413/546bf626af7959a9028b48f7/html5/thumbnails/11.jpg)
Primary Objectives Increase email database Increase online traffic Increase awareness of programs
– Animal Rescue
– Animal Cruelty Investigation
– Comprehensive Veterinary Care
– Behavior Training Classes
– Educational Programs for Kids & Adults
– Pet Loss Support
Secondary Objectives Increase recognition, positioning, awareness and mindshare Improve overall perception
![Page 12: Ad2 Sd Spca Presentation 6.6.08](https://reader036.fdocuments.net/reader036/viewer/2022081413/546bf626af7959a9028b48f7/html5/thumbnails/12.jpg)
Increase visibility of the logo (name), programs and drive traffic to www.SDHumane.org
Search Engine Marketing
Search Engine Optimization
Adoption Kit Revision
In-Store Poster & Take-away
Public Service Announcements on TV & Radio
![Page 13: Ad2 Sd Spca Presentation 6.6.08](https://reader036.fdocuments.net/reader036/viewer/2022081413/546bf626af7959a9028b48f7/html5/thumbnails/13.jpg)
![Page 14: Ad2 Sd Spca Presentation 6.6.08](https://reader036.fdocuments.net/reader036/viewer/2022081413/546bf626af7959a9028b48f7/html5/thumbnails/14.jpg)
Paid Search - Google & Yahoo Search Engines Set up Google Adwords and Yahoo accounts
Create a complete keyword list, campaign ad groups and text ads
Place Google and Yahoo tracking codes on the organization’s website
Search Engine Optimization Enhance Organic Traffic
Google Grant
![Page 15: Ad2 Sd Spca Presentation 6.6.08](https://reader036.fdocuments.net/reader036/viewer/2022081413/546bf626af7959a9028b48f7/html5/thumbnails/15.jpg)
![Page 16: Ad2 Sd Spca Presentation 6.6.08](https://reader036.fdocuments.net/reader036/viewer/2022081413/546bf626af7959a9028b48f7/html5/thumbnails/16.jpg)
![Page 17: Ad2 Sd Spca Presentation 6.6.08](https://reader036.fdocuments.net/reader036/viewer/2022081413/546bf626af7959a9028b48f7/html5/thumbnails/17.jpg)
In-store Posters
Post-its Take Away
![Page 18: Ad2 Sd Spca Presentation 6.6.08](https://reader036.fdocuments.net/reader036/viewer/2022081413/546bf626af7959a9028b48f7/html5/thumbnails/18.jpg)
![Page 19: Ad2 Sd Spca Presentation 6.6.08](https://reader036.fdocuments.net/reader036/viewer/2022081413/546bf626af7959a9028b48f7/html5/thumbnails/19.jpg)
RadioTelevision
![Page 20: Ad2 Sd Spca Presentation 6.6.08](https://reader036.fdocuments.net/reader036/viewer/2022081413/546bf626af7959a9028b48f7/html5/thumbnails/20.jpg)
![Page 21: Ad2 Sd Spca Presentation 6.6.08](https://reader036.fdocuments.net/reader036/viewer/2022081413/546bf626af7959a9028b48f7/html5/thumbnails/21.jpg)
Paid Search Campaign Unique Visitors: 45% increase
Email Database: 34% increase
Generated 76% of unique visitors
![Page 22: Ad2 Sd Spca Presentation 6.6.08](https://reader036.fdocuments.net/reader036/viewer/2022081413/546bf626af7959a9028b48f7/html5/thumbnails/22.jpg)
Client slow to provide creative feedback
Wildfires/Sinkholes
Big Idea v. Red Tape
![Page 23: Ad2 Sd Spca Presentation 6.6.08](https://reader036.fdocuments.net/reader036/viewer/2022081413/546bf626af7959a9028b48f7/html5/thumbnails/23.jpg)
Take a closer look at Marketing Department structure
Provide more time for client approvals
Focus on recruiting more Creative Team members
Foster teamwork and less solo ownership
![Page 24: Ad2 Sd Spca Presentation 6.6.08](https://reader036.fdocuments.net/reader036/viewer/2022081413/546bf626af7959a9028b48f7/html5/thumbnails/24.jpg)