My team and I created a marketing campaign to rebrand Wild Things Sanctuary, an Ithaca area wildlife rehabilitation center. We created new ideas for how to spread awareness and raise funds for the nonprofit company in a detailed manner.

1. Wild Things Sanctuary
Unleash The Wild
4/21/14
Leaving our competition in the dust

2. 2
Contact Information
Pamela Arbelaez
parbela1@ithaca.edu
347-753-4170
Lindsay Behar
lbehar1@ithaca.edu
908-566-5173
Megan Cackett
mcacket1@ithaca.edu
585-880-5796
Tricia Grudens
tgruden1@ithaca.edu
631-946-9402
Kyle James
kjames1@ithaca.edu
330-209-4030
Carter Smalley
csmalle2@ithaca.edu
215-510-9570
Leaving our competition in the dust

3. 3
Table of Contents
Executive Summary
Competitor Analysis
Strengths/Opportunities
Weakness/Threats
Survey Results
Objectives
Primary Target Audience
Secondary Target Audience
Media Outlets
Strategies
Tactics
Measurement and Evaluation
Timetable
Budget
About Us
Appendix
4
5
6
7
8
9
10
11
12
13
14
22
24
26
28
30

4. 4
Executive Summary
The Wild Things Sanctuary has been a part of the Ithaca Community for the past 6 years
and has treated dozens of wildlife in the local Ithaca area. This rehabilitation center lives solely
off of donations and needs the support of the local community to thrive. Pompeii PR hopes to
assist the Wild Things Sanctuary by using our knowledge and expertise to help raise awareness
and increase community engagement in the community. Pompeii PR hopes to use a number of
social media, fundraising events, and media relations tactics to help achieve these goals.
We would like to thank Victoria Campbell, owner of the Wild Things Sanctuary for
allowing Pompeii P.R. to help one of the most unique non-profits in the Ithaca area. We would
like to help Ms. Campbell grow her business from her home to a full-service rehabilitation
facility. Pompeii PR is dedicated to “leaving our competition in the dust.”

5. 5
Situational Analysis
Competitor Analysis:
The Wild Things Sanctuary is truly a unique place
because there aren’t many places that take injured or displaced
wild animals in. The closest non-profit that could be a potential
competitor is Cornell’s Animal Resource Center. However, this
center gives Wild Things Sanctuary animals that need long-term
care and rehabilitation that the Animal Resource Center cannot
care for.
There a few other non-profit animal centers in which
people are more willing to donate to. Some of them include
the Cayuga Dog Rescue, Golden Retriever Rescue of Central
New York, and Tompkins County SPCA. People love domestic
animals and are often more willing to donate because of the
option to adopt the animals. Domestic Animals have a stronger
emotional appeal and visibility among humans.
Potential Competitors:
Cornell Center for Animal Resources and Education:
The Cornell Center for Animal Resources and Education (CARE) is a service and a resource to the
AAALAC accredited Cornell research and teaching community. CARE provides high quality animal
care and veterinary services, and advises and educates researchers, staff and students on animal
experimentation issues while promoting best practices for the responsible use of animals. These actions
result in quality science merging with animal welfare.
Cornell Farm to School Program:
The Cornell Farm to School Program supports New York State’s extension educators in efforts increase
the amount of locally produced food served in New York’s schools, colleges and universities.

6. 6
Situation Analysis
Strengths:
• It is the only long-term wild life rehabilitation center in the area
• Wildlife preservation
• Use of a Facebook and Twitter page
• Ample information on the website
• One of the only centers that has bat rehabilitation
• Good reputation among customers and reviews from external blogs
• Very specific expertise on bat rehabilitation
• As a registered non-profit donations and many public media channels are free
Opportunities:
• Partner up with Cornell Wildlife Rehabilitation program
• Into the Wild, Inc supports wildlife rehabilitation programs and is currently
working on a bat conservation project
• E-newsletters
• Increased memberships
• Adopt-an-animal program
• Possibility for interns (social media & certified Cornell Vet students)
• Today’s societal trend of being “green” and environmentally conscientious
• Main “competitors” are her friends/peers who have their own similar start-up
organizations, Wild Things could work with them to take in even more animals and
better the community as a whole
• Educational talks to spread awareness
• Including precautionary information to prevent injury to animals

7. 7
Situation Analysis
Threats:
• Getting volunteers that aren’t helpful (some type of filtering process would need to be used)
• Have to follow any new or altered regulations
• People donating to other animal rehabilitation organizations
• Lack of funds to provide medicine to animals
• Lack of awareness, people don’t know where to take injured animals
Weakness:
• Low funding
• Not enough staff members
• Extensive training and certifications needed to work with the animals
• Volunteers would need to commit to specific times in which the animals need to be fed, given their
medicine, etc.
• Low number of followers on social media
• Overwhelming amount of content on website
• Lacking any big corporation/organization sponsor
• Outdated facilities
Conclusion:
The information Pompeii P.R. found makes the non-profit more knowledgeable about how to
operate in the Ithaca area. Pompeii P.R. sees these weaknesses as factors that can turn into future goals.
The many different opportunities open to the Wild Things Sanctuary can only help conduct objectives,
strategies and tactics that help Wild Things Sanctuary in areas like funding, social media usage and its
online presence.

8. 8
Situational Analysis
A Qualtrics survey was conducted on Ithaca area residents as well as key wildlife rescue supporters
in other areas. The 149 respondees of the survey ended up being 52% people living in the Ithaca area and
48% living outside the immediate area. Both groups seemed to give to non-profits and most people in
both groups gave to animal-related non-profits. Both groups of people feel the most comfortable giving
$0-$20 a month to non-profits. These groups, for the most part, are also aware of wildlife rescues in their
area, however not all Ithacans are aware of Wild Things Sanctuary. Most non-Ithacans have at least heard
of Wild Things Sanctuary as well. About 46% of all respondees volunteer for non-profits in general, which
range from food pantries, human rights organizations and animal-related organizations. These people
tend to volunteer 0-5 hours a week, although many others volunteer more.
After analyzing the results of the survey, Pompeii P.R. was able to determine that there is a
need for creating awareness for Wild Things Sanctuary. Therefore we wanted to focus our efforts on
reminding people both in, and outside of, the Ithaca area of Wild Things Sanctuary. We also wanted to
all of these people options to donate, even if their contributions were relatively small.
Survey Results:

9. 9
Objectives
1. Raise money for organization
Pompeii wants to raise $25,000 during the first year; enough to run the organization with
current animals and have enough leftover money for improving the sanctuary’s appearance and
infrastructure.
2. Increase public awareness of the organization
We want Wild Things Sanctuary to be better known in the Tompkins county area, especially the
Ithaca Community.
3. Increase community involvement with organization
Acquire help from community members and local businesses that want to financially support the
organization through monetary gifts, donation of materials, or hands on activities.
4. Improve existing social media and increase traffic to them
Pompeii wants to use Twitter, Instagram, Facebook, and Youtube to connect with our target
audiences and use it as a source of interacting. We want to deliver information about Wild Things
through an online newsletter and constantly updating constituents on Wild Things’ needs.
Future objectives:
1. Become an umbrella organization for other wildlife sanctuaries in the area
2. Become a source of information for helping wildlife
3. Become a full running wild life sanctuary with constant money coming in (more of a 5 year
plan in order to produce about $80,000)

10. 10
Target Audiences
Primary:
Our primary target audience is people in their late 20’s to 40’s. They stay active in their communities
by volunteering at fundraising events for local organizations. They care about the environment and enjoy
helping animals who are in need of assistance. If an animal was hurt or in an unsafe environment they
would go out of their way to rescue the animal. These people generally live within the Ithaca area.
Dan is a recent law school grad from Cornell University.
When he’s not briefing a case or in court, he enjoys taking his
dog, Saddie, for a walk Stewart Park. He is also involved in his
community’s animal club. He takes care of his community’s pets
whenever they go out of town. One day he hopes he can open his
own animal shelter.
Say hello to Dan!
Meet Jen!
During the day, Jen has a full time job at as
an accountant at her own firm in Elmira, NY. Jen is
extremely family oriented. After a long day of work she
loves to watch National Geographic with her two kids
while learning about all of her favorite animals and how
they live in their natural habitats.

11. 11
Target Audiences
Secondary:
Our secondary target audience is people in their 50’s and above. They want to help out wildlife in
their environment but don’t know the best way to do so. These patrons want to make a difference, and value
a clean and healthy environment. In their spare time they can be found taking peaceful walks in the nearby
parks early in the morning. These people generally live outside the Ithaca area.
Greet Betty!
Say hi to Chris!
Chris grew up around animals in Pennsylvania, but
was never dedicated enough time to learn how to properly care
for injured animals. In his free time, he spends time with his
wife, Leah. They made a promise to each other that after their
thirtieth year of marriage, they would visit at least one sanctuary
or museum a month to learn more about animals. They haven’t
started their journey yet, but hope to soon. Their favorite animal is
their cat, Lily, who they rescued from their local animal shelter.
Betty lives in New York City and just recently retired.
Betty has a small knowledge for animal care but she really
wants to learn more. Last week, she came into contact with a
bird who appeared to be injured. She didn’t know what to do,
so she called her local animal care center. In the near future,
she plans on attending animal assistance seminars and read
more novels on the topic. One day she hopes to be able to
educate her grandchildren on these topics.

12. 12
Media Outlets
Radio:
Pompeii plans on running public service announcements on local stations such as Ithaca Community
Radio, Slope Radio , WICB 91.7, WVBR 93.5 FM, WNGZ 104.9, and WHCU 870 AM. These combined
radio stations should hit a larger local area, reaching Ithaca, Watkins Glen, Binghamton, Mansfield, Owego,
Bath, Corning, and Cortland.
Local Newspapers:
Wild Things can be featured in The Cornell Chronicle, Cornell Daily Sun, Finger Lakes Times, The
Ithaca Journal, The Ithaca Times, and The Ithacan. We selected these newspapers because they are in the
region where Wild Things is located and they fit the lifestyles of our primary and secondary target audiences.
The Cornell Daily Sun alone has a readership of 16,000 people.
Public Service Announcements (TV):
PSAs, once created would be posed on YouTube. Ithaca College’s Park School of Communications
houses the Park Scholar Program. One of the Park Scholar’s programs is called Megaphone. Megaphone
specializes in creating videos for non-profit organizations and small businesses and assisting the videos with
strategic communication consultation. Megaphone is currently looking for clients for Fall 2014. Once the
PSAs are created, they will be sent to local channels such as ICTV Newswatch 16, News 10 Now, PEGASYS
Channel 13, Slope TV, WSKG-TV, and WYDC.
Social Media:
In addition to YouTube, Wild Things Sanctuary will harness the availability of Instagram, Facebook,
and Twitter in order to spread awareness of our organization. It will be featured on blogs affiliated specifically
with the Ithaca area such as Fingerlakesdailynews.com, Fingerlakes1.com, Ithacanews.org, IthacaNet.org,
Ithacapeacevigil.org, 14850.com, Ithacaevents.com, Piece of Ash, etc. Wild Thing’s presence will be strong on
blogs dealing with local information, events, and news within the Ithaca area. Ithacanews.org alone reaches
8,000 residents via email.

13. 13
Strategies
Fundraising:
• Use resources from Ithaca College and Cornell University by partnering with their environmental
programs to co-host fundraising events.
• Use Wild Thing’s existing database to send direct e-mails and newsletters.
• Participate in Ithaca’s alternative gift fair.
In order to achieve our objectives, we plan to
implement various strategies:
Connect with the community:
• Participate in public speaking forums to solidify
Victoria Campbell as an opinion leader
• Create Public Service Announcement videos
• Make Victoria Campbell a spokesperson in local high
schools
• Partner with local businesses
Build awareness:
• Increase usage of social media outlets
• Use a marketing intern to help promote organization
• Continue newsletters
• Put PSAs and Advertising on local TV stations and
radio stations and in local newspapers
• Use Hootsuite to manage social media

14. 14
Tactics
Traditional Media and Promotional Materials:
Radio:
Pompeii P.R. believes it would be beneficial to spread awareness about Wild Things Sanctuary
through public service announcements. PSAs are disseminated without any charge and are simply a way to
to educate and raise awareness about a social event or issue. The PSAs will be information-based and briefly
describe to listeners the purpose of the sanctuary, where it is located, and what the organization’s telephone
number is.
Newspapers:
We believe interviews for newspapers and magazines would be very effective for Victoria mainly
because she has such a strong passion for Wild Things Sanctuary and a unique story to share. She is an
expert in wildlife rehabilitation while also very personable, which makes interviews an effective promotional
material. Wild Things Sanctuary can be featured in several local newspapers without charge being a
nonprofit organization. A press release will be sent to supplement this material (see appendix for press
release). Editorial briefings could also help secure interviews and build awareness.

15. 15
Tactics
Website:
Pompeii recommends revamping the WTS website and consolidating information by using more
subheadings and simplified titles. We recommend putting a marketing intern in charge of this task and
making adjustments as soon as possible. Wild Things Sanctuary has an amazing opportunity to create a
space where Victoria’s passion and amazing stories can be portrayed in a comprehensible manner. Victoria
has already been storing past contact information for volunteers, so we recommend that she continues to
store this information through her website to use for the online newsletter distributions and invitations to
community events she is participating in. Wild Things Sanctuary has already taken advantage of programs
like “Smile by Amazon” and “igive.com” so we recommend highlighting these connections on the website
under a donate sub-header as well (see appendix for example).
Online Promotional Materials:
Online Newsletter:
Pompeii recommends that Victoria continues using her existing newsletter. However, we suggest that
she move her newsletter online for the next, and all subsequent, editions. This way she is saving money by not
printing out the newsletters and mailing them. Also the newsletter will reach more viewers than the current
paper edition because of the ease of sharing content online. The online newsletter can be distributed using
Wild Things Sanctuary’s extensive email list of previous donors and volunteers.

16. 16
Tactics
Unleash the Wild fundraiser:
The dates and time are variable depending on the availability of
the campus venues, but there will be a fall dinner event during October
and a spring dinner will be help again in April. Pompeii plans to reach
out to our targeted audience through e-mailing faculty at both Cornell
University and Ithaca College as well as e-mailing previous donors or
people who have brought animals to Wild Things Sanctuary.
The food will need to be paid for, however, we plan to reach
out to local restaurants as an opportunity to increase their markets by
allowing well-off community members to get a taste of their food. We
will charge $50 per plate and direct this event to adults 30-50 who have
a local interest, are willing to support other’s passions, as well as try
some new and interesting food. We expect around 150 guests at this
event.
This event will be held annually or semi-annually to recognize
people like Victoria who help the community in their own ways. Most of
the funding will come from the purchase of a ticket for dinner. By working
with an organization with similar goals, such as IC Animal Rights, the
event space can be signed out through the college at no cost.
To achieve one of the main objectives of fundraising, Pompeii has created
the “Unleash the Wild” fundraising event. This event consists of an elegant dinner
and award ceremony with “wild’ and exotic dishes that will include vegetarian
friendly options. Prior to the meal, Victoria will be recognized as an outstanding
member of the Ithaca Community by IC Animal Rights and talk about what
she does to help the community and her future goals for Wild Things. Further
donation opportunities will be available at the end of the dinner.

17. 17
Tactics
Unleash the Wild fundraiser:
The event will also be open to locals in Ithaca, as we expect many of the guests to
bring a plus one in order to reach our goal of 150 plates purchased. With this fundraiser,
we hope to increase awareness of Wild Things Sanctuary to the target audience through
a social function.
By bringing people together, we hope to increase the amount of people attending
while spreading a positive buzz through word of mouth. After large events like this,
it is likely that media outlets like the Ithaca Journal , Ithaca.com, The Ithacan, Cornell
Chronicle, and Cornell Daily Sun -as well as local TV news channels- will report on how
the event went, furthering awareness (see appendix for sample invitation).

18. 18
Tactics
Public Service Announcement (Videos):
Wild Things Sanctuary would benefit from increased awareness. To do so, Pompeii
would create a series of public service announcements, where Victoria is a spokesperson, and
post them on YouTube.
It will also be an informative resource for people to educate themselves about how to
handle various animals in different situations. These PSAs will give Wild Things Sanctuary an
opportunity to voice its expertise to anyone who seeks it. For example, one video may focus on
what to do if you find a bat in your house.
These videos can be filmed with the assistance of the Park Scholars Program’s
Megaphone Productions. The main resources needed are a camera and an individual who
knows how to use the equipment. Students have access to some of the highest end camera
equipment and editing technology and are motivated to learn through experience. Ithaca
College specifically, also has a resource called Park Scholar Megaphone Media Production
which, specializes in combining video production with marketing support for local businesses
and nonprofits. Park Productions is also an organization that specializes in video product
through Ithaca College. Victoria could utilize either of these production resources.
We plan to air the PSAs on TV as well. Wild Things Sanctuary will produce a 30 second
video or commercial for TV that will focus on the Sanctuary’s facilities and the care that
Victoria provides to wildlife. These commercials will run on local channels and primarily focus
on gaining a broader audience ages 50+.

19. 19
Tactics
Through YouTube, we want to create Wildlife PSAs coming straight from
Victoria. These PSAs will give vital information on what to do whenever an injured
animal is found, especially surrounding bats. This channel will also be used to create
videos to document different animals’ recovery. This could be done as a animated
photo presentation or with actual video.
Facebook will be used to deliver narratives of animals recovery stories. Photos
are easily sharable on Facebook, and because it is currently the medium where Wild
Things gets the most interaction, Facebook will be our main social media channel
for sharing information. It will also serve as an information hub for Wild Things and
contain a lot of the information found on the website. The Facebook “events” feature
will allow us to invite people who like the page to our fundraiser event that we’re
planning (see example in appendix).
Social Media:
In order to attract a larger audience, it would be beneficial to redesign the Wild Things
Sanctuary website and social media platforms. At Pompeii Public Relations, we believe it would
be useful to have an integrated consistent approach by utilizing Facebook, Twitter and YouTube.
Social media can be used to target posts to a specific audience. This will engage users and
increase overall readership and knowledge. Through our research, we found that while many
Wild Things Sanctuary constituents are in the Ithaca area, many are also outside the drivable area
and rely on the website and social media platforms to be updated on Wild Things’ events and
happenings.
Marketing Internship:
Since Victoria is extremely busy, we believe that a marketing intern would be helpful. This
internship could be viewed as a “virtual internship,” as the intern would be able to work and post from
home and use technology like Hootsuite to post consistent and effective messages throughout social
media. College students would have the opportunity for a year long internship. Internships can be set up
through Ithaca College career services as well as Cornell’s student employment services.

20. 20
Tactics
With Twitter people can share what we post with a simple retweet which
is very beneficial. Also the animals in care have interesting stories and a shareable
appearance. Twitter can also serve as a quick way to ask questions to the sanctuary
and a well-versed marketing intern should be able to get information out quickly
and allow Victoria and any other staff to focus on helping the animals (see example
in appendix).
Instagram is a social media platform that thrives on cute and interesting
pictures. Because Wild Things has animals for patients, taking pictures and
sharing them on Instagram would be an extremely easy way to engage our primary
audience on a platform designed for photos. All photos could be hash-tagged with
#UnleashTheWild and the profile would have the Wild Things website listed to
drive website traffic (see example in appendix).
Blogs will also be used to help spread awareness of the amazing stories and
patients Wild Things Sanctuary takes in. Blog posts will be handled by marketing
interns and emphasize the unique situations that Victoria helps. Blog posts will be
consistent with the social media posts and be written for each new patient Wild
Things Sanctuary has.
Social Media:
#UnleashTheWild

21. 21
Tactics
Community Outreach:
Guest Speaking:
For a set fee, Victoria Campbell will be a guest speaker at corporate events, local schools,
community events, private home events, and other special occasions by reservation. Victoria is an
expert in her career of owning and running her own animal rescue sanctuary and she wants to spread
her knowledge to other people.
Her guest speeches will consist of a brief history of her sanctuary, how you can go about
bringing animals into her personal care, descriptions of precautionary measures that people can take
to help an animal before it needs intensive care, information on ways to help wildlife (donations,
volunteering, and Wish List), facts about some of the kinds of animals that she usually helps, and how
to better treat animals on a general basis.
Victoria will bring some of her many pictures, videos, and stories that will cover this
information. She is more than willing to tailor each presentation to specific age group in which she is
speaking to. This service will be advertised on her website as well as social media pages and begin next
fall.
1-12 attendees: $50/30minute presentation, $80/50 minute presentation
12+ attendees: $60/30 minute presentation, $100/50 minute presentation
Alternative Gift Fair:
In the past, Wild Things Sanctuary participated in Ithaca’s
Alternative Gift Fair with great success. The purpose of the gift
fair is to generate donations and support those who help the
community. The gift fair costs only $25 to register an organization
and will be held December 6, 2014 at 11am at First Baptist and
First Presbyterian Church. We recommend continuing to go to
the gift fair for further donations and heightened community
awareness.

22. 22
Measurement and Evaluation
Traditional Media/Promotional Materials:
Radio:
For our traditional media goals, we wish to get our “Wild Things Sanctuary” PSAs featured on both
local TV (Syracuse and Elmira-Corning) and local radio stations. We’re aiming for at least 1 TV feature and 2
radio features.
Newspaper:
We also would like to have Victoria do 3 interviews during the year. The marketing intern would reach
out to the interviewing party for feedback afterwards. Our press release would help gather coverage for the TV,
radio, and newspaper releases.
Fundraiser:
Our goal for the “Unleash the Wild” fundraiser is to have 150 plates purchased. In order for the event
to be a success we would have to raise at least $3,000, although we will definitely try to raise more this. We
will also be sure to collect emails either at the time of purchase or at the door for a post-event survey. This
survey will highlight the areas of the event we did well and suggest areas for improvement.
Online Promotional Materials:
Online Newsletter:
Our goal is to have the online newsletter be opened by 150 people each time. Statistics will be taken
from the newsletter distribution service, MailChimp.
Website:
Pompeii expects to have 25 people use our website to make donations by the end of the year. Finally,
we want to continue to use the “Smile by Amazon” and “igive.com” services. By the end of the year, we
want to make $500 off of these services. Due to the fact that our website will serve as a hub for much of our
information, we want to have 10,000 website views by the end of the year.

23. 23
Measurement and Evaluation
Public Service Announcement Videos:
The PSAs are a crucial part to our campaign. Therefore, we would like to shoot for 2,500 views
on each YouTube video by the end of the campaign. Because we will be sharing our videos on our
already targeted social media platforms, we believe that the majority of these views will be within our
target market and will place Victoria as an “industry expert” in the eyes of the public. We will track the
people’s views through analytics software and see how many of these go to our website, which will be the
“next step” we would like the viewer to take.
Social Media:
We would like to get 100 subscribers on YouTube and 2,500 views per video and we would like
to increase Facebook’s likes from just under 1,000 to 1,500. On Instagram, we would like to have 250
followers and at least 50 likes per post. On Twitter, we would like to increase followers from the around
100 it is now to 500. This would all be done through use of hash-tags, increased targeting of our target
market and would happen over a year’s time. We also would like to keep up the “blog-like” atmosphere
on the website and generate 2,500 views on the blog over the course of the year. We want to get 2 stories
in local newspapers (Cornell Daily Sun, Ithaca Times, The Ithacan, etc.), especially around the time of
our fundraiser.
Community Outreach:
Our community outreach is an extremely important part of our plan to get Wild Things known
in the Ithaca area. We will try to get Victoria to do at least 1 guest speaking engagement a month. These
engagements will be paid and bring much notoriety to Victoria as an expert and Wild Things as a whole.
We will try to increase the number of people in the Ithaca area within our online database to over 500
people. Finally, a huge source of income for Victoria has been the Alternative Gift Fair. We will be
extremely active at this fair to increase our presence there and try to increase donations from this event
by 25%.

24. 24
Timetable

25. 25
Timetable

26. 26
Budget
• Because we want Wild Things Sanctuary to participate in events, fairs, and give presentations, we realize
it will need brochures for the audience. We plan to start out by printing 1,000 brochures, all which can
be used at any of the previous occasions. Using the quantity discount price from Staples, this should
come out to $200.
• Newspaper articles will be free because Wild Things Sanctuary is a registered non-profit organization.
• Website updates will be free since the marketing intern can be done for credit rather than pay.
• The online newsletter will also be free and can be done either by Victoria Campbell or an intern.
Traditional Media:
Online Promotional Material:
The biggest struggle for Wild Things Sanctuary is money and one of our main
goals through this public relations campaign is to raise money for the organization.
That’s why we think it’s best for Wild Things Sanctuary to partner up with Ithaca College
or Cornell University when hosting fundraising events. We have created a budget that is
very low and the only costs are the ones that are unavoidable.

27. 27
• For the dinner, we plan to co-host the event with the IC Animal Rights organization. We estimate
a maximum cost of $20 per plate. This, however, could essentially be free because the school would
provide Emerson Suites and the SGA (student government association) could potentially approve
to pay for the food as well. In the case that Wild Things does have to pay, we estimate that food for
150 people would cost $3,000
• We do not estimate any cost for the promotional use of social media as the marketing interns would
be running the accounts, and would be receiving college credit for their work.
• The PSAs can be filmed by the interns or by working with Megaphone Productions. We also expect
this to be free of cost.
• For the Ithaca’s Alternative Gift Fair, we would require the vendor cost of $25.
Social Media:
Community Outreach:
Unleash the Wild Fundraiser:
PSAs:
Budget

28. 28
About the Agency
Lindsay Behar is a sophomore
Integrated Marketing
Communications major at Ithaca
College from Basking Ridge, New
Jersey. She is involved in Ithaca
College’s Women in
Communications. In her spare
time, she enjoys going into to
New York City and traveling.
Upon graduation, her dream is
to work in the beauty, fashion
or entertainment industry. Her
favorite animal is a chipmunk and
appreciates all of the assistance
that people are doing to keep them
out of danger.
Pamela Arbelaez is a sophomore
Integrated Marketing and
Communications major with
minors in psychology and legal
studies. She currently resides in
Baldwin, Long Island . She hopes
to enter the field of research
analytics in marketing after
graduating from Ithaca College.
She plans to study abroad in
Australia next
semester and can’t wait to meet
kangaroos.
Megan Cackett is a sophomore
Economics and Integrated
Marketing Communications
double major at Ithaca
College. She is from Rochester,
New York and plans on staying
there this summer as an intern
for Dixon Schwabl
Marketing and Advertising
Agency. Megan loves cats and
hopes to take in foster kittens
next semester.
Pamela Arbelaez Lindsay Behar Megan Cackett

29. 29
About the Agency
Patricia is a sophomore
Integrated Marketing
Communications major with
minors in Deaf Studies and
Writing. She is from Huntington
Station, New York and plans
to intern over the summer at
an advertising firm in NYC.
She is involved in American
Advertising
Federation, and in she is
interested in traveling, fashion,
and writing. Her favorite
animals are momongas and
hedgehogs and she wants to
do more in the future to help
the protection of wildlife and
animals.
Carter Smalley is currently a
sophomore who hails from
Philadelphia, Pennsylvania.
He is majoring in Integrated
Marketing Communications
and will soon declare a minor
in Legal Studies. Carter is an
active Leadership Scholar and
spends his time looking for
opportunities to get involved
on campus. He currently
serves as the Director of
Communications for PRSSA
and is on the Creative Team
for HiFashion Studios. His
favorite animal is a lion.
Kyle James is a sophomore
Integrated Marketing
Communications and Sport
Studies double major from
Massillon, Ohio. He has a two
minors in Economics and the
Ithaca College Honors Program.
Kyle serves as the President of the
Ithaca Chapter of the International
Association of Business
Communicators and the Founder
and Co-President of Athlete
Ally. He is also an Intern for Out
Leadership and is working there in
New York City this summer. Kyle’s
favorite animal is a wolf due to
their loyalty to their pack.
Patricia Grudens Kyle James Carter Smalley

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Appendix Contents
Contents:
Facebook Page
Twitter Page
Website
Instagram
Press Release
“Unleash the Wild” Invitation
Survey
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33
34
35
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Appendix
Before
After
Facebook:

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Appendix
Before
After
Twitter:

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Appendix
Before
After
Website:

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Appendix
Instagram:

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Appendix
Contact: Victoria Campbell
Phone Number: (607) 200-4100
Email: wildthingssanctuary@gmail.com
FOR IMMEDIATE RELEASE:
Wild Things Sanctuary
Animal Rehabilitation Center Seeking Donations & Assistance as Seasons Change
ITHACA, New York- As spring starts to move in, wildlife is more active than any other part of
the year. This presents an element of danger and potential for injury. The Wild Things Sanctuary
provides treatment and care for wild animals facing potentially dangerous injuries. This
nonprofit care facility is seeking assistance and donations year around to provide proper facilities
for animals to heal in.
The Wild Things Sanctuary was created in January 2008 . In the past 6 years, the Wild Things
Sanctuary has been able to help countless numbers animals. As a nonprofit organization, the
Wild Things Sanctuary thrives mostly from donations and aims to educate the general public on
wildlife topics to ensure that wildlife have better lives and people learn to appreciate as well as
respect the wild world around them. This organizations specializes in bat care and acts as one of
the few facilities in New York that treats bats.
Owner, Victoria Campbell is committed to the facility’s success and started the organization
by raising $4,000. Campbell shaved her head and donated 26 inches of her own hair. This
initial fundraiser has assisted greatly in keeping the nonprofit open. To learn more about this
fundraiser, please visit the www.hairlesscrusader.com. Campbell gained her certifications in 2007
and 2008. She passed her NY State Wildlife Rehabilitator with a 99% passing grade. IN August
2008, she received her US Rehabilitation Federal Bird Permit. Exam Campbell also enjoys giving
presentations on the Wild Things Sanctuary for schools, community centers, birthday parties and
many other types of events.
The Wild Things has recently rebranded itself with a new logo and tagline. The recent rebrand
focuses on bats because . The tagline has recently changed to “Unleash the Wild” to demonstrate
how we’re able to allow the wild to connect with us while we care for them. The Wild Things
Sanctuary guarantees to release all of its animals back into the wild when they are healed.
The Wild Things Sanctuary also has professional opportunities for students. We are always
looking for interns to help maintain databases,create social media initiatives and coordinate
logistics for animal care. If you or someone you know is looking for an internship, have them
email a resume and cover letter to wildthingssanctuary@gmail.com.
To find out more information about the Wild Things Sanctuary or to become a member, please
visit www.wildthingssanctuary.org.

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Appendix
Unleash The Wild Invitation:

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Appendix

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Appendix

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Appendix