Boulder Valley Humane
Society Campaign
Situation
Analysis:
Since 1902, the non-profit organization Boulder Valley Humane Society has been on a mission to protect companion animals as well as the betterment of their relationships with humans. Located in Boulder, Colorado, they help around sixteen thousand animals find new beginnings and live better, more healthy lives every year. The Humane Society has an open-admission, safe and respectable shelter that provides the utmost loving care and support for these animals while they work tirelessly on bringing them home to a trustworthy owner. Along with their shelter, they also have a medical program in which they provide critical medicine and veterinary services to every single one of their animals.
HSBV provides a safe and comfortable environment for animals in need, including those that are homeless, lost, or surrendered. The organization also offers adoption services, rescue and rehabilitation services, low-cost spay/neuter, and vaccine clinics. In addition to providing direct care for animals, HSBV also focuses on education and community outreach, offering programs and resources to help pet owners better understand and care for their pets.
The problem that HSBV is facing is that many community members are unaware of all the incredible resources they offer and only look to them as an adoption center. In order to understand the issue that Boulder Valley Humane Society is facing, we sent out a survey to people in the Boulder community, asking them what they do know about the organization. Through the results of the survey (listed on page 16), we concluded that many community members were not aware of the services the HSBV offered yet; many were interested in learning more about the organization and all of its resources. This geared our PR campaign to focus on building brand awareness. Through this campaign, we hope to educate more people about all the incredible services HSBV provides besides its adoption center.
Goal:
Create an increase of awareness of the Boulder Valley Humane Society resources
Rational:
There are many incredible resources the HSBV provides, but a majority of the public is only aware of their adoption center. A lack of awareness of these resources leads to a direct lack of usage. According to our team's research, 82.7 % of the community of Boulder Valley knows about the Humane Society, yet most are unaware of all the other unique and valuable services they provide at this specific location, such as their training center, veterinary clinic, and safety net services. These services are in place to specifically help pets and pet owners alike; however, they can not be helpful if community members are unaware of them. After conducting a survey with community members, only 23.1% of them knew about the full veterinary clinic, and only 1.9% were aware of the dentistry services provided at this facility. These are just a few examples of the incredible services the Boulder Humane Society provides, in addition to many others. Overall, our data concludes there is an extreme lack of awareness about other resources HSBV has in place to better serve the pets and pet owners of the Boulder community. Through this campaign, we want to educate the public about how the Boulder Valley Humane Society can help pet owners and their furry friends lead loving, fulfilling life.
To create a 5% increase in engagement of the Humane Society of Boulder Valleys’s social media platforms and website views by April 30th of, 2023.
Rational:
Our objective is to increase awareness of the HSBV services through social media engagement, as well as increase the number of website views. Currently, the Humane Society of Boulder Valley’s social media audience and relevance is low, while it has the potential to expand its engagement vastly. We are striving to grow a higher audience, as well as more followers for their platforms, which will ultimately lead to more awareness and usage of their services. In today’s society, with technology constantly at our fingertips, social media is an incredible tool to spread awareness and information to a large audience at an extremely low cost. Social media campaigns can also be a more fun, unique and unconventional way of connecting with their audience and allowing them to have an inside look at who the organization truly is. Expanding its social media platforms will inevitably educate the public about more of the services they provide, in addition to getting more community members to visit its website and become engaged with the organization.
Increase the use of veterinary services in Boulder Valley Humane Society by 5% by April 30th, 2023.
Rational:
The Humane Society located in Boulder Valley provides a full state-of-the-art veterinary clinic. This is significant information because most other Humane Society locations do not provide these incredible additional services that the Boulder branch has. According to our data, only 23.1% of our respondents were familiar with the veterinary services provided at the facility. Our team aims to spread awareness to community members about the variety of services available to the public. By doing this, it helps community members learn about the opportunity to send their beloved furry friends to a clean, well-kept veterinary clinic while also supporting their community's Humane Society.
Increase training programs used at the Boulder Valley Humane Society for current dog owners by 10% by April 30th of, 2023.
Rational:
Due to our team's data, only 9 out of 52 participants are aware of the Boulder Valley Humane Society’s training programs and behavior services; that is only 17% of the population. By increasing the awareness of these training services, we expect more Boulder community members will use these amazing resources at the HSBV facility. The Humane Society of Boulder Valley needs pets and pet owners alike to use these facilities in order to keep them running. By increasing the number of animals using the training services at HSBV, the organization will be able to continue helping animals across the community.
Execution 1:
Newsletter
Execution 3:
Informational Flyers
Execution 2:
Social Media
Campaign Goal
Campaign
Objectives