Advertising Campaign

1. Haley Ward
Robeson County Humane Society
Fundraiser
Advertising Campaign

2. Haley Ward
1. Executive Summary
Our agency acquired a contract to assist a nonprofit organization, the Robeson County Humane
Society, with increasing the organizations awareness, increasing profits and the amount of
consistent volunteers.
RCHS has already involved themselves with fundraising efforts including an annual golf
tournament fundraiser. We hope to increase awareness about the upcoming golf tournament
through print ads.
We also plan on targeting the need for volunteers by targeting college students on campus. By
placing a booth on campus with volunteer sign-up sheets, we hope to acquire enough volunteers to
attend the PetSmart adoption event in May. The booth will also have a donation jar for those that
want to help but can’t volunteer. Those that volunteer for the event will then be sent out mailers
afterwards to try and maintain repeat volunteers.
The following ad strategy is focused on fixing the organizations weaknesses, and gaining enough
stability to increase advertising, budget, and volunteer reliability. By relying on low-budget
advertising such as newspaper and Public Service Announcements in radio and television we hope
to increase awareness and strengthen the whole of the organization.
The campaign will run for four weeks, and then an assessment will be done. The campaign, with
any corrections needed after the four weeks, will then be given over to RCHS to continue operating
on their own.

3. Haley Ward
2. Situational Analysis
Strengths:
• Robeson County Humane Society is a non-profit organization that has a good community image
• They are dedicated to the care and placement of rescued animals, and have started programs
that will enrich the community and the lives of animals
• RCHS offers reduced rates for spay and neutering for low income pet owners
• They also started the New Leash on Life Program that allows selected inmates to train dogs to
make them more adoptable, and provide a type of rehabilitation for the inmates
Weaknesses:
• RCHS has a good image but is not well known. Their lack of consumer awareness leaves them
hurting for volunteers. With the lack of consistent volunteers they are unable to participate in
certain events or throw more fundraisers.
Opportunities/Threats:
• RCHS has predominately relied on word of mouth advertising to improve their volunteer
insufficiency
• They have the opportunities to attend free events, but due to their lack of acquiring reliable
volunteers they have not been able to participate. They are more focused on completing their
major fundraising events that occur once a year.
3. Objectives
Increasing awareness of RCHS in the surrounding community
• Acquire more volunteers through different mediums and events
• Focus on keeping both long term and repeat volunteers through mail and social media
• Hold a promotional event on campus to acquire volunteers for an event at PetSmart
• Promote long term goals to increase ability to participate in local events

4. Haley Ward
4. Creative Strategy
Product Positioning:
• Campaign is designed to inform the public of pet adoptions of abandoned or hurt animals
• To inform prospective volunteers in the local area
Target Audience:
• Adults 18-50+ in the Lumberton, Pembroke and Fayetteville areas
• Families, and singles with middle to upper income
• Animal lovers
• College students (volunteers)
Media Plan
• Pulsating campaign
• Promotional Event to have signup sheets on campus for both fall and spring semesters for
volunteers
• Golf tournament fundraiser
• We will target adults 18-50+
• Public service announcements
• Flyers for adoptions and volunteers
Newspaper
• 30 inch column ad for the Robesonian for every major fundraising event
• We will use the courtesy rate of $16.95 per line on a Sunday a month and a week prior to the
event
• We will use the courtesy rate of $16.95 per line on a Thursday a week prior to the event
• We anticipate three appearances from the newspaper, ads
• Submit an ad to as a public service announcement, but only at the editor’s discretion
Radio
• .30 second public service announcements on Cumulus broadcasting: Q98.1, Rock 103 and Magic
106.9
• We will target adults 18-50+
• We are submitting a no cost marketing advertisement that will be played at the stations
discretion
Television
• .30 second public service announcement on basic cable channels: ABC, CBS, NBC, and PBS

5. Haley Ward
• We will target adults 18-50+
• PSA played at networks discretion
Advertising Message

6. Haley Ward
1
Production Note: All talent should have a sincere love for animals.
2
ANNCR: (SFX: CATS AND DOG SOUNDS) Did you know that in our neighborhood there is a
no-kill, volunteer run animal shelter, where many loving animals are waiting? The
Robeson County Humane Society has been working to find great homes for hundreds of
cats and dogs for years, but there are still many animals that are looking for a forever
home. Adoptions are as easy as finding your new friend at the shelter and filling out
paper work to go over with the staff. So visit today at 3180 West Fifth Street in
Lumberton and find a new friend for life!
5. Budget
Creative Costs……………………………………………………………………$50.00

7. Haley Ward
Radio……………………………………………………………………………$0.00
Newspaper………………………………………………………………………….$1525.50
Television…………………………………………………………………………$0.00
Total Budget: $1575.50
6. Testing and Evaluation

8. Haley Ward
We will measure our advertising plan effectiveness at the end of May, once our major
fundraisers are finished and measure the outcome of the golf tournament and compare it to last
years.
We will also measure the increase in the amount of volunteers and whether or not they
made a onetime appearance or they repeatedly came back. This data will help us to see if our
objectives have been met and whether we need to re-evaluate or continue with our advertising
and consider planning more events.