ASPCA Public Relations Proposal

Executive Summary | Statement of Purpose

The STCO Group seeks to assist the ASPCA in its mission to end animal cruelty and increase donations and adoptions of animals. This report was commissioned to assess current audience awareness of the ASPCA and its mission, and to propose recommendations to increase awareness through social media, advertising campaigns, and fundraising efforts.

Based upon The STCO Group’s audit of the ASPCA’s social media accounts and platforms, The ASPCA effectively uses social media to reach its target audiences and consistently communicates its mission statement and core values across media platforms. The audit data, including key message themes, message purpose and audience size, is set forth below in the ASPCA Social Media Audit chart. The ASPCA’s message purpose is consistent in building awareness of animal cruelty and prevention, promoting pet adoptions, increasing donations through events and fundraisers, and educating pet owners on animal safety. The organization has a plethora of information readily available to its audience on its social media platforms. The organization also promotes its fundraising events across its social media accounts, ensuring maximum viewership and audience involvement. The organization motivates the public to get involved, make donations, and adopt animals through its media accounts, and in turn, successfully builds relationships with its audience. The STCO Group finds that the ASPCA is successful in maintaining consistent messages across its social media platforms, and believes the organization is equipped to communicate its core values and mission to end animal cruelty through increasing audience awareness and understanding.

The STCO Group believes that the ASPCA can further build relationships with its target audience and successfully increase donations and adoptions in the following three ways.

• Administering a voluntary survey across its social media platforms, including its website, as well as its Instagram, Facebook, Twitter and Pinterest accounts. In addition, the ASPCA will reward one lucky respondent with two tickets to the 2019 Bergh Ball to motivate people to take the survey. The STCO Group is confident that a survey will increase audience awareness of animal cruelty and homelessness in the U.S. and the ASPCA’s mission to end such cruelty and homelessness by 10%. A survey is an excellent way to gauge audience understanding and can be evaluated through pre- and post-testing research with assistance from The STCO Group.

• Creating a new advertising campaign different from the traditional, heart breaking advertisement that features abused animals. The new campaign will be more positive and uplifting, and use testimonials, statistics, and videos of adoptable animals, and therefore, better reflect the ASPCA’s mission to end animal cruelty and homelessness in the United States. The STCO Group believes the new campaign will be beneficial in reaching audiences who previously were unreached by the prior campaign and will lead to a 10% increase in donations and adoptions.

• Enhancing social media promotions of the 2019 Bergh Ball, one of the ASPCA’s signature annual events, by creating memorable hashtags and utilizing celebrity spokespersons to increase audience awareness of the event. The use of celebrity spokespersons will be beneficial in spreading word of the event, as celebrities are persuasive and excellent opinion leaders for their fans. The STCO Group believes these promotions will result in a 20% increase in donations from last year’s Ball.

ASPCA Social Media Audit

Situation Analysis

History of the ASPCA: Founded in 1866, the American Society for the Prevention of Cruelty to Animals is the first animal welfare organization in North America and today still serves as the nation’s leading voice for animals. In 1863, while on assignment in Russia as an American diplomat, Henry Bergh stopped a carriage driver from beating his fallen horse. Bergh realized the difference he could make in the world and resigned his post to devote his time and energy to the prevention of cruelty to animals. Three years later, Bergh founded the American Society for the Prevention of Cruelty to Animals (ASPCA).

ASPCA Mission and Values: The ASPCA’s mission is “to provide effective means for the prevention of cruelty to animals throughout the United States.” The ASPCA was founded on “the belief that animals are entitled to kind and respectful treatment at the hands of humans and must be protected under the law.” The ASPCA has five core values: Ownership, Elevate, Commitment, Team, and Impact. “Ownership,” means being responsible for and caring about the outcome of animals. Its second value, “elevate,” means to maintain high standards and raise expectations, seek out new ideas, and continually grow, develop and learn, or, more simply put – reimagine what is possible. The ASPCA is “committed” to driving forward the animal welfare movement, overcoming obstacles, and never losing sight of the suffering animals. The ASPCA values teamwork, as it believes the organization is its strongest together. Lastly, “impact” means making change for animals. The ASPCA works to rescue animals, encourage adoption, educate the public, lobby for animal protection laws, and support law enforcement to ensure people and organizations comply with animal welfare laws.

ASPCA Shelter Intake and Surrender Statistics: In March of 2017, the ASPCA released national shelter estimates showing a dramatic decrease in shelter intake and euthanasia of homeless dogs and cats. The ASPCA reports that approximately 6.5 million companion animals enter U.S. animal shelters every year, a decline from approximately 7.2 million in 2011. The ASPCA reports that an estimated 1.5 million companion animals are euthanized in animal shelters every year, a significant decrease from about 2.6 million in 2011. Additionally, the ASPCA reports an 18.5 percent increase in national pet adoptions, with an estimated 3.2 million shelter animals being adopted each year, up from 2.7 million adoptions in 2011. The American Pet Products Association (APPA) reports that 34 percent of dogs are purchased from breeders, while 23 percent of dogs and 31 percent of cats are obtained from an animal shelter or humane society. According to the ASPCA’s National Rehoming Survey, pet problems are the most common reason that owners rehome their pet, accounting for 47 percent of rehomed dogs and 42 percent of rehomed cats.

Target Audience: The ASPCA has two target audiences: pet owners and animal lovers. The ASPCA targets pet owners in hopes of increasing adoptions and donations, by having them imagine their pet(s) falling victim to animal cruelty. The second audience, animal lovers, are those who may not have pets of their own but are compelled to support the cause through donations or adoptions. 68 percent of U.S. households, or about 85 million families, own a pet, according to the 2017-2018 National Pet Owners Survey conducted by the APPA. Statistics show that the ASPCA’s donor base is predominantly older females, however, people of all ages and genders donate monthly or annually to the ASPCA.

Problem to Solve: The STCO Group strives to assist the ASPCA in its mission to end animal cruelty and homelessness in the United States, and believes that the best way to do so is through social media promotions to increase audience awareness of the ASPCA’s mission and increase animal adoptions and donations to the organization. Following are recommendations proposed by The STCO Group to strengthen the ASPCA’s mission to end animal cruelty and homelessness.

Recommendations

1. Recommendation/Goal: Increase audience awareness of animal cruelty and the ASPCA’s goal to reduce the incidence of animal cruelty by 10 percent by 2019.

Tactic(s): Create and conduct a survey across the ASPCA’s social media platforms to encourage increase knowledge of animal cruelty and the ASPCA’s mission.

Reward participants with a drawing to win two tickets to the 2019 Bergh Ball.

The best way to build brand reputation and awareness is through audience participation. By expanding public knowledge through participation, attitudes are changed, beliefs are reinforced and the public is armed with the necessary information to report suspected cruelty to authorities and encourage legislators to enact strong enforcement measures and support law enforcement funding. The STCO Group will develop a voluntary survey offered through the ASPCA’s social media platforms, including the ASPCA website and its Twitter, Instagram, and Facebook accounts. The STCO Group recommends that the ASPCA reward those who participate in the survey with a random drawing to select a winner to receive two tickets to the 2019 Bergh Ball. Following are examples of survey questions based on our research and analysis of the intended audiences and the ASPCA’s mission to end animal cruelty.

1. How familiar are you with the ASPCA?

a. Not familiar at all b. Somewhat familiar c. Familiar d. Very familiar

2. Do you consider animal cruelty to be an important issue in today’s society?

a. Yes b. No

3. Which of the following animal cruelty issues seems most important to you?

a. Human violence against animals b. Living conditions of farm animals

c. The hunting of wild animals d. Animal trafficking

4. The ASPCA was founded on “the belief that animals are entitled to kind and respectful treatment at the hands of humans and must be protected under the law.” Do you agree with this statement?

a. Yes b. No

5. Which option do you believe is the most common type of animal abuse?

a. Neglect/Abandonment b. Shooting c. Beating d. Fighting

e. Poisoning f. Hoarding (when too many animals are kept in unsanitary conditions)

6. Are you aware that on average, 250,000 animals fall victim to animal hoarding each year?

a. Yes, I am aware b. No, I was unaware

7. Did you know that every year, more than 100,000 American horses are trucked over our borders to slaughter facilities in Mexico and Canada to be slaughtered for human consumption?

a. Yes, I knew that b. No, I did not know that

8. Did you know that there are an estimated 10,000 puppy mills in the United States?

a. Yes, I knew that b. No, I did not know that

9. Did you know that 99% of farm animals in the United States are raised in factory farms that focus on profit and efficiency at the expense of animal welfare?

a. Yes, I knew that b. No, I did not know that c. Who cares, I love meat

10. Did you know that the ASPCA performed 89,768 spay/neuter surgeries in 2017?

a. Yes, I knew that b. No, I did not know that c. The ASPCA offers spay/neutering?

11. Did you know that the ASPCA rescued or assisted over 47,000 animals in 2017?

a. Yes, I knew that b. No, I did not know that

12. Did you know that 4,756 animals were adopted from the ASPCA Adoption Center in 2017?

a. Yes, I knew that b. No, I did not know that

13. How willing are you to advocate for animals?

a. Not willing to advocate b. I would donate to the ASPCA

c. I would adopt from the ASPCA d. I would protest on behalf of animals

2. Recommendation/Goal: Expand the ASPCA’s audience and increase donations and adoptions by 10 percent by 2020.

Tactic(s): 1. Create a new advertising campaign to reflect the ASPCA’s positive culture and reach a wider and more diverse audience. 2. Utilize testimonials, statistics, and videos of adoptable animals to encourage donations from and adoptions by a wider audience.

Creating a new advertising campaign different from the traditional, heart breaking advertisement will better reflect the ASPCA’s mission and lead to a 10 percent increase in donations and adoptions. Everyone is aware of the notoriously gut-wrenching ASPCA commercial that features Sarah McLachlan’s song, “Angel” playing in the background; however, a majority of people admit to immediately flipping the channel to avoid the tearful reality of the photos of abused animals. The commercial, which originally aired in 2007, raised $30 million in the first two years of its release, according to The New York Times. Although it was a successful fundraising effort for the ASPCA, The STCO Group is confident that a new advertising campaign, one that better reflects the ASPCA’s culture and mission as depicted on its social media platforms, will be even more successful. The ASPCA has a positive and uplifting presence on its social media platforms, which we believe contradicts the message sent through the old campaign. A new, more positive campaign, will reach audiences prone to turning the channel when an ASPCA commercial airs by showing the positive impact the ASPCA has had on ending animal cruelty in the United States. The STCO Group recommends that the new advertising campaign include the following:

• Testimonials from real families who have adopted animals from the ASPCA. Testimonials are a great way to capture the audience’s attention, as people relate better to authentic advertising. By showing the audience how they can change the lives of animals in need, and in turn, how the animals they adopt can change their lives, people are more likely to take action.

• Statistics on animal cruelty and homelessness in the United States, as well as the ASPCA’s success in lowering the unfavorable statistics. Examples include:

1. The ASPCA reports that an estimated 1.5 million companion animals are euthanized in animal shelters nationwide every year, a decrease from an estimated 2.6 million in 2011. Approximately 6.5 million companion animals enter animal shelters nationwide every yea

2. The number of dogs and cats entering animal shelters annually has declined from approximately 7.2 million in 2011. The biggest decline was in dogs (from 3.9 million to 3.3 million.

3. As of 2017, there has been an 18.5 percent increase in national adoptions. An estimated 3.2 million shelter animals are adopted each year, up from 2.7 million in 2011.

• Videos of adoptable animals. Videos of adoptable animals, similar to those depicted on the ASPCA’s social media platforms, will more effectively spread the word of animals looking for forever homes. Below are examples of adoptable animal videos on the ASPCA’s Twitter account:

3. Recommendation/Goal: Increase awareness of and donations to the 2019 Bergh Ball by 20 percent through social media promotions and celebrity spokespersons.

Tactic(s): 1. Create memorable hashtags to promote the Bergh Ball. 2. Utilize celebrity spokespersons to promote the Bergh Ball on their personal social media accounts.

The Annual ASPCA Bergh Ball is the ASPCA’s signature event in New York City, attracting over 350 animal lovers, including generous donors, celebrities, and community leaders. The event serves as a fundraiser to support the ASPCA’s life-saving work for animals nationwide. In 2017, the Bergh Ball raised nearly 1.6 million dollars, a 14 percent increase from 2016. Through social media promotions and celebrity spokespersons, the 2019 Bergh Ball will raise even more.

The STCO Group recommends that the ASPCA promote the 2019 Bergh Ball across all of its social media platforms, including Twitter, Facebook, Instagram, Pinterest, LinkedIn, and YouTube. The ASPCA should utilize memorable hashtags to promote the event. According to Simply Measured, using even a single hashtag increases post engagement by 12.6 percent on Instagram and is an effective way to drive organic traffic to the content. Below are examples of hashtags to generate audience awareness of and donations for the 2019 Bergh Ball:

- #WalkTheOrangeCarpet - #BarkBall2019 - #AdoptDontShop

- #BerghBall2019 - #PuppyPurpose - #FindYourNewBestFriend

The 2019 Bergh Ball and the ASPCA will benefit from using multiple celebrity spokespersons and opinion leaders to promote the ASPCA and spread the word of its mission to end animal cruelty. Choosing celebrities who are genuinely engaged with the cause to end animal cruelty will ensure increased fan engagement. Additionally, the use of celebrity-promoted contests and giveaways will attract attention to the cause. We recommend having celebrity spokespersons conduct or participate in auctions by selling concert tickets, merchandise, and raffle tickets to attend the 2019 Bergh Ball. Below are The STCO Group suggestions for spokespersons and opinion leaders capable of persuading audiences to advocate for a cause dear to their hearts.