SOFAA and PETA CombinedSOUTHERN OHIO FOUNDATION FOR ABUSED ANIMALS ANDPEOPLE FOR THE ETHICAL TREATMENT OF ANIMALS

Public Relations 450- Rhetoric and Social InfluenceAssignment 4-2-3Public Relations Plan CaseBy Alexis Lilly & Alyssa OotenDecember 16, 2011

SOFAA: Southern Ohio Foundation for Abused

Animals Formed to rescue animals from high

kill shelters and other abusive situations

MISSION:To remove as many animals from situations that cause them harm or

death, rehabilitate, and provide them with the loving homes they deserve.

Saving animals from high kill shelters and abusive situations

PETA: “Animal Rights”

People for the Ethical Treatment of Animals

Focuses efforts on factory farms, clothing trade, laboratories, and entertainment industry

Mission:PETA works through public education,

cruelty investigations, research, animal rescue, legislation, special events, celebrity involvement, and

protest campaigns.

Together we can:

Join as affiliates and attack those who use and abuse animals

Spread awareness of harmful situations through the public

Save the lives of animals in need

“We cannot and will not stand around and watch animals be treated in inhumane manners and be put to

death.”

The Situation

There are too many animals being harmed

and killed by abusive owners, hoarders,

and high kill shelters across

southern Ohio

OBJECTIVES

Promote awareness of a new 100 acre no-kill farm

Raise funds

Gain space

Gain volunteers

Target Audience

Direct Audience: •Animal lovers•Rights activists and groups•Women aged 25-50•Reside in or around Southern Ohio•Means; financially, emotionally, physically•Local and State government agencies•In need of providing community service

Indirect Audience:• Men ages 25-50• Teens and young

adults (13-24 years of age)

Unintended Audience:

• Elderly (50+ years of age)

Strategies

Gain Space: Assistance from

individuals, organizations, and corporations

Donations of money or land

Use of promotional materials (flyers, Billboards, etc.)

Promoting at local events Press release and

newscasts Social networking

Gain Volunteers: To remove and transport Flyers, posters, bulletin

boards Social networking Newscasts Job fairs Community events Contract with department

of rehabilitation and corrections and local governments

Tactics

Postcards and Newsletters:

SOFAA members and volunteers will create

Promote organization and efforts in conjunction with PETA

Mailed to: Private residences Public residences Businesses Organizations

Flyers and Brochures: Created by SOFAA

members and volunteers

Promote efforts of no-kill farm

Reflect monetary donation opportunity

Placed in Southern Ohio Veterinarian offices Kennels Community centers

Tactics

Billboards: 5 billboards contracted Exposed to large amounts

of traffic Promotes SOFAA views of

high kill shelters

Social Networking: Create Facebook and

Twitter accounts Send out 1000 Facebook

invites to join the cause Request 100 followers on

Twitter

Community events:•Fairs, festivals, carnivals, job fairs•Promote organization•Gain contributions and volunteers•Applications and payments mailed to event board for acceptance

Tactics

Public Service Announcement

CBS, NBC, and ABC local news stations

Local Clear Channel radio stations (WKKJ, WXIZ, etc.)

Local Republican Steven Austria as spokesman

Include efforts of PETA and SOFAA to save animals

Press Release Donald Trump spokesman CBS, NBC, ABC local news

stations Local Clear Channel radio

stations Include statistical data on

high kill shelters and animal abuse

Promote SOFAA efforts in gaining space and volunteers

Tactics

Save an Animal Barnival PETA and SOFAA joint hosts Invites to local politicians, business owners

and CEO’s, and to the public and pets Promoted and sponsored by Gannett

Company, Adena Health, Glatfelter, and Clear Channel Broadcast

Monetary donation for admittance Invite local media (newspapers, television,

and radio) Offer giveaways, food, and fun Promote with flyers at several locations and

mailed Raffle off donated items to gain funds needed

Calendar

Mail postcards and newsletters:

complete applications for

events

Mail postcards and newsletters; deliver

flyers and brochures; place 5 billboards; press

release and newscast to media

Mail postcards and newsletters; deliver

new flyers and brochures; release PSA; Host Barnival

Mail postcards and newsletters; deliver

new flyers and brochures; create

Facebook and Twitter accounts

Mail postcards and newsletters; deliver

new flyers and brochures

Mail postcards and newsletters ; deliver

new flyers and brochures

Month 1: Month 2: Month 3:

Month 4: Month 5: Month 6:

Budget

Anticipated cost: $280,000.00 $85,000.00 for print advertisement $5000.00 billboard space for 3 ½

months $2000.00 for community event

application fees $60,000.00 media release and PSA $30,000.oo Save an Animal Barnival

Budget Total= $182,000.00

Evaluation

Survey Total donation amounts Total free media coverage produced

through initiatives Volunteer count: current SOFAA

members equals 15 Barnival :

Person count in comparison to invitations Media coverage Funding raised

STOP ANIMAL CRUELTY: PETA and SOFAA

High-kill animal shelter No –kill animal rescue farm