Public Relations Campaign: Best Friends Animal Society

Writing Samples

In my Public Relations Campaigns class during the fall 2018 semester, my partner (Nisa) and I were assigned to develop a proposal for a comprehensive integrated communications plan. We were assigned a real client, although we were not affiliated with the organization. Our client was Best Friends Animal Society.

I took this photo at Best Friends’ annual “Strut Your Mutt” event, which we attended as a part of our research.
And also to pet a bunch of adorable dogs.

Here is a selected portion of our plan, where we detailed the goal, objectives, strategies, and tactics we suggested Best Friends implement based on thorough research and analysis.

The “Meet Your New Best Friend” campaign utilizes multimedia content to increase awareness and attendance at events. The campaign’s goal is to bring more people into the awareness and evaluation/intent stages of the marketing funnel, hoping to bring them to events and reach the conversion stage.

The theme in this campaign is that an adopted pet can be your long-term companion and friend, and the relationship can benefit both you and the animal.

Goal: To increase overall awareness of and participation in Best Friends’ various animal rescue events/fundraisers.

Objective 1: To increase regional event attendance to 100 participants per event by the end of 2019.

  • Strategy: Develop online video series for animal lovers featuring footage of adoptable animals and event information to be shared via all main social media channels monthly.

Tactics:

  • Pick six adoptable animals and feature their stories through photos, videos, and interviews with their caretakers.
  • For each animal, produce a two-minute video sharing their story. At the end, include a call to action to register for a local event. (In the video and post, include a URL that directs users to the Best Friends website where they can search by zip code to find an event near them.)
  • Post videos to Twitter, Instagram, Facebook and YouTube.

Objective 2: By the end of the year, conduct events with five local animal shelters in states with worst animal homelessness problems to expand event possibilities.

  • Strategy: Develop a working relationship with select local animal shelters. Plan collaborative events that directly address animal homelessness.

Tactics:

  • Identify geographical areas with above-average rates of animal homelessness
  • Contact local shelters in those areas and arrange meetings with key stakeholders
  • Interview them about their community’s situation and needs
  • Develop events that address those needs, and co-host them with the local shelters