Social Marketing Issue
Protection of Dogs in the US
According to McKenzie (2011), they illustrate that social marketing campaigns are fundamental tools in the conservation and recovery of animal species, which goes a long way in safeguarding the endangered wildlife and domestic animals. Controversy, however, exists on the exact definition of social marketing, as many researchers and social groups have offered different perspectives regarding social marketing. Lee (2019) explains that social marketing is basically the integration of marketing principles and techniques with the aim of influencing the behavior of the audience in a bid to benefit the society, environment, and, most importantly, individuals. On the other hand, French (2014) demonstrates that social marketing entails a process of carefully selecting the type of market behaviors and segments to target and particularly identifying the specific barriers and benefits that result from these target markets. Much like Lee and French, McKenzie-Mohr (2014) explicitly demonstrates that social marketing entails the idea of reducing barriers and increasing the facilitators to behavior change, which not only improves the quality of life but also influences the way of living in the society. He further points out that social marketing goes beyond various aspects such as “communication and public service announcements,” to give the target audience the potential causes and recommendations of various social issues. In a nutshell, lee, 2019, argues that in as much as social marketing aims at “rewarding good behaviors” it focuses more on influencing the behavior change, it enhances the idea of focusing on specific market segment or a specific audience, as well as delivering a specific advantage or benefit to the community or society. The social marketing issue that I chose is discussed below:
(Howick Animal Shelter Marketing campaign)
Pound Puppy Hikes Campaign
Howick is a non-profit organization located in Washington County and whose main initiative was to protect dogs by facilitating their adoption process (Spiegelhoff, 2016). This social marketing issue aimed at increasing the number of dogs and cats adopted, increasing the number of donations channeled towards this shelter, and specifically increasing the number of volunteers and events. This organization undertook its mandate by engaging in various social marketing campaigns in Arkansas and Northwest Arkansas community. One of the main marketing campaign engaged under this marketing issue was the “Pound Puppy Hikes Campaign.” According to Lankford (2016), the Pound Puppy Hikes Campaign was a collaboration between the Howick shelter and the various hiking centers and SPA’S in the region.
Analysis of what the campaign does
The main objective or goal of this campaign in regard to the Animal Shelter Marketing issue was to make the adoption of these pets the first thing that people ought to think of whenever they see a dog or cat. Besides, another objective of this campaign was to link or rather hook those guests who never brought their pets along for their hiking experience so that in case everything goes on well, the pets could join the guests back home. The target audience for this campaign was all the guests who would come for hiking in the region, particularly those who don’t come along with their pets for whatever reason. The campaign channel was a brief video and pictures posted on various social media platforms and YouTube as well. According to Scott, (2019) while explaining further on his social marketing theories, argues that the main campaign tool that most organizations and firms employ is the use of a video since this campaign channel creates an impression and influences the target audience efficiently and it is for this reason therefore that this organization settled on this marketing campaign.
The message of the campaign
The marketing campaign was passing the message that the Howick shelter home had many dogs that didn’t have where to call home. This marketing campaign, therefore, was appealing to all the donors and the well-wishers to either donate or adopt a dog. This campaign primarily aimed at passing a message to all people who visited Washington County that there are dogs who don’t have where to call home, and adopting one or two will help them find a home.
Reason for sending a message
The main reason for sending this message is perhaps to attract the attention of all visitors who come to Washington so that they could adopt a dog or at least donate some funds towards this shelter home. Besides, another reason for this message is to basically create an appeal so that people could be filled with compassion and adopt a dog.
The results of this campaign
After the launch of this campaign, the organization has seen a seventy-five percent improvement in regard to the number of people adopting dogs. According to (Henschel & Saxton (2019), close to 37 % of dogs were owned by households in the US in 2016 through 2017. After the introduction of this campaign, for example, there has been a 75 % increase in the number of dogs owned by households in this region. More broadly, this social marketing campaign aimed at increasing the number of funds or rather money allocation from donors, and as of 2014 through 2019, the organization had seen an increase of approximately 80 %. According to Humane Society of the United States (2019), in their study, aimed at ascertaining how the campaign has influenced donor allocation, illustrates that the organization has witnessed a tremendous increase in donor funds as a result of the impact of the “Pound Puppy Hikes Marketing Campaign.” It goes unnoticed, however, that this marketing campaign (“Pound Puppy Hikes Campaign”) made it easier for people to identify adoptable pets in their area and at the same time allowed people to learn of the plight of homeless animals not only in their location or region but also across other States and countries (American Society for the Prevention of Cruelty to Animals, 2016). By so doing, the organization through this marketing campaign witnessed an overwhelming increase in pet adoption that hadn’t been witnessed since the start of the initiative. Moreover, the free link or rather the free offer for canine companionship to all the guests who visited various hiking places without a pet was basically a free trial which aimed at attracting and convincing the guest why they needed one. Dibb (2014), drawing upon various social marketing strategies, argued that the act of determining an offer by engaging in various social marketing aspects such as a “free trial” or a “free webinar” promotes an organization’s brand by attracting your customers. In this case, therefore, the Pound Puppy Hike campaign offers a free trial for all the guests who might or not be looking for pets. Through this, therefore, the number of pets that were adopted as a result of this campaign and, more specifically, the free trials surged significantly. The main reason for this “free trial” strategy is to simply link a dog and a potential suitor. A potential adopter might get interested in the dog and end up donating money or adopt the dog.
In view of the above illustration, it goes unnoticed that social marketing campaign conveys a message that regardless of the type of the market and how it operates, social marketing campaigns are prudent tools that should be practiced in any marketing or business setting (Johnson, J Peck, & Schweidel, 2014). Finally, Lenhart et al. (2015) also pinpoint that marketing campaigns play a big role in social marketing as it provides a roadmap in regard to various marketing aspects such as target audience and other market segments.
References
McKenzie-Mohr, D., Lee, N. R., Kotler, P., & Schultz, P. W. (2011). Social marketing to protect the environment: What works. Sage Publications.
Lee, N. R., & Kotler, P. (2019). Social marketing: behavior change for social good. SAGE Publications.
French, J., & Gordon, R. (2019). Strategic Social Marketing: For Behaviour and Social Change. SAGE Publications Limited.
McKenzie-Mohr, D., & Schultz, P. W. (2014). Choosing effective behavior change tools. Social Marketing Quarterly, 20(1), 35-46.
Spiegelhoff, J. M. (2016). A social marketing plan for the Lester C. Howick Animal Shelter.
Lankford, A. (2016). Haunted Hikes: Spine-Tingling Tales and Trails from North America’s National Parks. Santa Monica Press.
Scott, D. M. (2019). The new rules of marketing and PR: how to use social media, blogs, news releases, online video, and viral marketing to reach buyers directly. John Wiley & Sons.
Henschel, L., & Saxton, C. (2019). ‘We do one thing, and one thing only’ASPCA tackles pet overpopulation with training program devoted to high-quality, high-volume spay-neuter (vol 254, pg 1028, 2019). JAVMA-JOURNAL OF THE AMERICAN VETERINARY MEDICAL ASSOCIATION, 254(10), 1150-1150.
Humane Society of the United States. (2019). Ten reasons to adopt a pet. Retrieved from http://www.humanesociety.org/issues/adopt/tips/top_reasons_adopt.html.
American Society for the Prevention of Cruelty to Animals. (2016). Shelter intake and surrender. Retrieved from http://www.aspca.org/animal-homelessness/shelter-intake-andsurrender/pet-statistics.
Johnson, J., Peck, J., & Schweidel, D. (2014). Can purchase behavior predict relationship perceptions and willingness to donate? Psychology & Marketing, 31(8), 647-659.
Lenhart, A., Duggan, M., Perrin, A., Stepler, R., Rainie, H., & Parker, K. (2015). Teens, social media & technology overview 2015.
Dibb, S. (2014). Up, up and away: social marketing breaks free. Journal of Marketing Management, 30(11-12), 1159-1185.
Q2
Creative Brief for Pound Puppy Hikes Campaign
According to Weinreich, (2010) he asserts that “a creative brief” base is apparently a one-two page document that helps in developing a creative development communication in an organization by utilizing various key facts and other strategic approaches. Moreover, this tool acts as a roadmap that guides the growth of great ideas as well as the attainment of an organization’s goals. The creative brief for the Pound Puppy Hikes Campaign is illustrated below.
Purpose
Promote the adoption of homeless dogs in Washington County
Target Audience
The target audience for this campaign is all individuals of all ages and both gender who are apparently seeking to have a pet in their homes not only in Washington but also from across all parts of the US and other countries as well. Moreover, this Campaign tool also targets all visitors and tourists who came for hiking activities in the US. Besides, any potential adopter or donor who is more likely to adopt a dog once an open line communication or awareness.
Communication objective
Once the communication reaches out to all the target audience and any potential adopter or donor they will;
Increase their annual donation towards the animal shelter.
The audience will also increase the number of pets; that is, many people will adopt the dogs from this shelter homes.
The audience will also promote the overall goals of the shelter homes as well as provide other necessary help, such as veterinary care.
Lastly, the audience will be kept abreast of the general happenings of the animal shelter, such as; fundraisers, the number of animals in the shelter, and key events.
Positioning statement
People who have dogs as pets at their homes always encounter a healthy living experience. This is because; Pets (dogs) are the friendliest domestic animals that not only give you company but also helps in reducing stress levels and killing boredom. Dogs will also keep you active, and by so doing, one will live a healthy life.
Key promise
If I adopt a dog, my general health and well-being will be catered for since the dog will obviously reduce my stress levels, which will keep me mentally fit.
Benefits to promise
You will have a healthier and social stress-free life and, more importantly, a happier life.
Support to promise
Real and nice stories from people who have adopted dogs from this shelter home
“Credible and reliable experiences from all individuals and households who have adopted dogs from this shelter home.”
“Real facts from the American Society for the Prevention of Cruelty to Animals towards this shelter home.”
Style and tone,
The tone used for this campaign is empowering and hopeful. Another appropriate tone for this setting is friendly and understanding. The style used for this campaign should be one that strikes the audience’s chord. In this case, the style used is an “art” style.
Media choices
For this marketing campaign, the most convenient media choices used in a bid to reach out to all potential donors and adopters are; One television commercial apparently 20-30 seconds,
Radio audio approximately 30 seconds
Billboards are erected at strategic places portraying dog images and shelter homes.
Talking with friends
Other creative considerations
The television commercial should perhaps depict the population of people and dogs in Washington. Also, radio ads and print pictures should be developed in all common languages. All nationalities should be included in the television ads.
References
Weinreich, N. K. (2010). Hands-on social marketing: a step-by-step guide to designing change for good. Sage Publications.
Application
Great Victoria community
According to Chuenyan (2010), the great Victoria community is located in British Columbia, Canada, and it is well known for various aspects such as cultural activities, historical sites, seaside villages, and all this specifically promotes tourism activities. This presumably translates that expanding the Animal Shelter Campaign, the environment will be conducive as it attracts many tourists who come to this region for hiking. Summer in Victoria brings together many people as they come to celebrate Canada day. The campaign elements will, therefore, be as follows.
Campaign poster
Save a homeless dog
And you think being lonely is healthy and fit? Find yourself a boredom killer who can keep you moving all day long. Our shelter is committed to finding you a permanent solution to your loneliness and stressful life. The pets from our shelter are friendly, cute, and always jovial. Most of the dogs here have been homeless for more than six months now, and failure to find where to call home will result in euthanasia. Dogs don’t have a choice, but you have a choice. Pets from this shelter home for a record will always encourage exercise and playfulness; they will reduce stress, anxiety, and depression. Most importantly, these dogs will also provide valuable companionship for you and, by extension, instill the act of security and vibrancy or activeness among your children. The Great Victoria Community offers a good hiking experience; don’t hike alone, look for a companion, and you know what? We got you covered. Adopt a pet; don’t buy one.
Social media post
Find me a home
You all have a place to call home, right? But the dogs here don’t have where to call home or their place. You have gathered here to celebrate the big day in Victoria, but the “poor dogs” are all locked up in our shelter home with nowhere to go and celebrate. Please adopt them. If they don’t find a home, they will all be buried deep in the gulf islands, and others willl be thrown into the sea. This post ultimately offers the last opportunity for these dogs to find an adopter or donor. Moreover, thousands of dogs are put down yearly due to the lack of any willing donor or adopter, and it is for this reason therefore that we appeal to all of you to adopt a dog from our shelter home or perhaps refer us to any suitable donor or adopter. I would like to encourage all the Victorian natives and tourists to open up their minds and give these dogs a second chance in their life.
Reference
Chuenyan, L. D. (2010). Chinese community leadership: a case study of Victoria in Canada. World Scientific.