Cat Welfare Society Project Vicki, Ili, Pearlyn, Kelley

Content Page Target Audience Analysis Key Message Event IMC Tools Communication Strategies Media Plan Timeline Conclusion

Target Audience Analysis 18 – 21 years old22 – 28 years old Demographic Tertiary Students (ITE, Polytechnic, Uni) Part-timers Tertiary Students (ITE, Polytechnic, Uni) Working Adults Psychographic Financially Dependent Outgoing Socially Active Sociable Like new experience Low spending power Financially Independent Outgoing Socially Active Sociable Like new experience Average to high spending power

Survey responses (70 people)

Key Message “Be kind today, donate to save our strays”

“CAT ME HOME” Adoption Drive + Roadshow Bring in stray cats from CWS up for adoption Set up adoption drive booths at Scape to encourage people to adopt a cat and also to allow them to gain more awareness about cat sterilisation/ the new GIRO system Set up booth for Suddenly Cat/OCBC to sell merchandise / Facilitate GIRO applications Provide more info about cat sterilisation to the public and OCBC staff (Provide more info on GIRO and how the public can sign up) Melody Chen (Official spokesperson of CWS) & Keagan Kang (Ambassador of CWS) as the host for the event

Advertising

Promotional Materials – Brochure

Promotional Materials – Poster

Promotional Materials - Flyers

Advertising – Bus Shelters Bus shelter advertising has been proven to achieve the highest perceived exposure in comparison to other Out-Of-Home formats With the masses spending an average of 40% of their day Out-Of-Home, 21% of their day is spent travelling and 100% of them passing by a bus shelter Research has shown that bus shelter advertising establishes brand awareness

PR via Social Media

Twitter

Facebook

Instagram Able to post photos/ 15-second videos Since our TA are frequent users of social media, we could make use of Instagram to publicise the campaign Instagram has overtaken Twitter to become the 2nd most popular social media network in Singapore – hashmeta.com

How do you know if our stray cats are sterilized? #saveourcats #catwelfare CAT WELFARE SOCIETY What do you think happens to our unsterilized furry friends? #saveourcats #catwelfare CAT WELFARE SOCIETY Would you want to save this family of cats? #saveourcats #catwelfaresociety

‘Be Kind Today, Donate to Save Our Strays’. It’s coming soon #saveourcats #cws Local celebrities in support of our campaign #saveourcats #cws #maialee Spay Day 2014; what’s happening this year? #saveourcats #saveoursingaporeanstrays

Personal Selling

SCAPE & Tertiary Institutes

Possible Sponsors to Pitch to

Community Centres (North, South, West and East) - Has an open space - Could host events here to promote the campaign SCAPE - A venue to attract the youth in Singapore (18-21) - Could host events here to promote the campaign Sponsors for Location of Events:

Sponsors for Broadcast Publicity: - Popular among the 25 and above age group - Can reach out to the older target group while they are on-the-go - Popular among the youths in Singapore - Able to broadcast information so that our target audience can get listen on-the-go - Already do a segment on their show called ‘The Pet Project’ - Since they already support such a cause, higher chance they would want to talk about this organization Each radio station can do a segment on the campaign: ‘Be kind today, donate and save our strays’

Sponsors for Print Publicity: Pets Magazine - Can pitch to them as it would suit their content - Would be a good feature story for their magazine TODAY Newspaper; - TODAY is a widely read newspaper in Singapore - The campaign would suit the content since (E.g. TODAY did a feature on Managing Director of Pet Lovers Centre) 8 Days Magazine - 51% Polytechnic/ Undergrad/ Post- grad educational certificates (Readership) - Have wrote about several pet-related events

Suggested Angles for Media More Efforts by CWS to Sterilize Our Strays -Talk about events that are going to happen in lieu of the campaign -E.g. ‘Cat Me Home’, talks at Secondary Schools etc. CWS aims at 1000 sterilizations -A bigger campaign and a bigger year for CWS Continuously support CWS with GIRO -Donating through GIRO ensures regularity in donations Benefits of Donating to CWS -State the benefits so that people are aware of them -E.g. You can save a cat’s life, many cats are put down if not sterilized due to overcrowding, funding this organization could help save them etc.

- Can sponsor merchandise for the prizes to be given out to Singaporeans so as to encourage their participation - OCBC will be mentioned as an official sponsor on the merchandise they provide - This could show Singaporeans that OCBC supports animal welfare Sponsor for Materials:

Sponsor for Merchandise - Sells cat themed merchandise ( Clothes, Phone cases, accessories) likes on Facebook - Can sponsor merchandise for the prizes to be given out to Singaporeans so as to encourage their participation - Well-known brand to all animal lovers/pet owners - Can supply cat treats, cat related merchandise, etc - Can sponsor merchandise for the prizes to be given out to Singaporeans so as to encourage their participation

Merchandise

Mention of Benefits Social Media - We can constantly remind our TA on social media of the benefits of using GIRO Flyers - So that it remains irremovable and clear for Singaporeans to read about the benefits of using GIRO Talks at Tertiary Schools - So that it will be a sure bet that at least a portion of our TA will be taught the benefits of GIRO

Media Plan ItemDescriptionCost Poster (Print)A2 Sized x 100 All schools - 10 poster each Scape- 5 posters Bus stops (re-use pass CWS posters) – 15 posters $2.68 x 100 = $268 Flyers A5 sized x 1000 $91 x 2 = $182 BrochuresA3 sized (Double side) x 1000 Brochure type: C-fold (3 columns) $ BoothsScape - $65 (Saturday) $65 x 3 = $195 AdvertisingAdvertise posters at bus stops at town areas (2 weeks every-day in mid- April) $400 x 2 = $800 Public RelationsSocial Media Platforms (Facebook, Twitter, Instagram) Free MediaPitch to TODAY, Radio 98.7fm, 91.3FM, 938 LIVE, Pets lover magazine Free Grand Total$

Timeline

Conclusion We want to always emphasize on the benefits of donating to this organization  People understand why they should donate  Want to make people feel good to donate to this organization By stating the benefits clearly in every platform of publicity we have mentioned, we want to ensure that people first realise the importance of donating

Thank You