Presentation by: Monica Devereaux, Meredith Napoleon, Taylor Harrelson and Chris Amalfitano

Client Background  People for the Ethical Treatment of Animals (PETA)  Based in Norfolk, Va.  The largest animal right organization in the world, with more than three million members and supporters  Mission: Focus on the four areas in which the largest numbers of animals suffer the most intensely for the longest periods of time.  Factory farms, in the clothing trade, in laboratories and in the entertainment industry.

Why was PETA founded?  Founders sought to give caring people something more that they could do and to provide them with ways to actively change society  Promote a healthy vegan diet  Show how easy it is to shop cruelty-free  They wanted to protest, loudly and publicly, against cruelty to animals in all forms  Wanted to expose what really went on behind the very thick, soundproof walls of animal laboratories.

Popular Campaigns  I’d Rather Go Naked Than Wear Fur  Bethenny Frankel, Steve-O and Khloe Kardashian.

Targeted Campaigns Vegan Food Industry  Murder King  Kentucky Fried Cruelty  McCruelty: I’m Hatin’ It

SWOT Analysis  Strengths  Largest animal rights organization in the United States.  Media Presence  Celebrity Use and Publicity

SWOT Analysis  Weaknesses  The organization relies on shock tactics rather than communicating their actual mission and goals to the public.  Controversial campaigns and protests  Targeting different audiences with the same tactics

SWOT Analysis  Opportunities  A 2012 study by the Vegetarian Resource Group found that 2.5 percent of the country identified themselves as “vegan,” up from 1 percent in  A 2013 article in the Huffington Post explains the increased interest.  Horse meat scandal overseas sparked public outrage, leading to a sales increase of meat-free products.  The explosion of vegan celebrities.  Recent studies showing the beneficial health effects  Decreasing meat consumption is beneficial for the environment.

SWOT Analysis  Threats  Radical supporters of PETA can drive away potential supporters  Celebrities that were targeted by PETA can retaliate through the media  Founded in 1980, PETA has developed a reputation that may be hard to change in the public domain.

The Plan  Rebranding Campaign  Striving to be helpful to the public, not forceful.  Open communication to reflect the new approaches  Changing PETA’s reputation in the public domain by creating a new image

Tactics  New Logo  PETA Approved, Audience Approved.  PETA’s seal of approval will help shoppers live a healthier life.  News Releases  embrace the change and reflect on the new approaches  Social Media to reach a wide audience of all demographics  Facebook  Twitter  Pinterest  Blogs

The “New” PETA

The Logo

PETA Approved, Audience Approved.

Social Media News Release

Facebook

Twitter

Pinterest

Themed Blogs

Celebrity Blogs

Flyer

Evaluation  New Logo  Word-of-Mouth within the target industries  Changed opinion surveys on the logo, brand recognition.  PETA Approved, Audience Approved.  Local and national tracking of the presence.  Quantitative research on the sealed items sold.  Room for improvement? Does the public need more information?  News Releases  Tracking the coverage of PETA’s rebranding  Keeping an open relationship with journalists and media workers through follow ups.  Social Media  Klout  Open relationship with the audience by responding to feedback, encouraging comments and posting regularly  Track the amount of likes, comments and shares received  Which social media outlet is the most efficient?