THE JACS AGENCY A CAMPAIGN PROPOSAL FOR: AMERICAN VETERINARY MEDICAL ASSOCIATION Proposed by: Jennifer Jacobs, Celia Glassman, Alicia Chirino, Saelina Dunn

Celia Glassman President Jennifer Jacobs Campaign Director/Creative Officer MEET THE TEAM

Alicia Chirino Communications Director Saelina Dunn Director of Public Relations MEET THE TEAM

CLIENT BACKGROUND  Began in 1863 with 40 members  Today has over 85,000 veterinaries  With a mission “…To improve animal and human health andadvance the veterinary medial profession.”  With an objective “…to advance the science and art ofveterinary medicine, including its relationship to public health,biological science, and agriculture.”

 Strengths Highly Respected Well-Known Strong Communication Channel  Weaknesses Time Money  Opportunities Bottom Line Awareness Healthier Pets  Threats Competitors Indulgent Pet Owners SWOT ANALYSIS

RESEARCH

 Different Types of Overweight Dogs  Target Audience Interaction with Pets  Overeating and Wrong Nutrition SECONDARY RESEARCH

Target Audience  Women   Middle class Income  Spoil their Pets  “WFP”  Currently Have a Vet  Animal Lovers AUDIENCE ANALYSIS

 Overweight dogs and cats  Animal obesity is rarely addressed  Lack of fat-burning exercise and proper nutrition causing obesity  AVMA and JACS wants to end pet obesity together SITUATION ANALYSIS

Through a Survey of 44 People We Found that…  Owned a dog, cat, or both  Pets get 2 full meals/day with treats  Alone/inside for most of the day  Less than half are taken to the vet yearly  Owners have little knowledge on obesity  Stay-at-home moms overfeed their pets PRIMARY RESEARCH

We Would Like to Conduct:  Focus Groups  Interviews  Additional, detailed surveys  Observations PROPOSED PRIMARY RESEARCH

CAMPAIGN OBJECTIVES, STRATEGIES AND TACTICS

OVERALL OBJECTIVE Our overall campaign goal is to educate pet owners, raise awareness about ways to prevent and stop pet obesity, and employ tactics to reduce the amount of overweight pets in Jacksonville.

OBJECTIVE 1 Increase the number of vet visits for obese pets by 25 percent within a six-month period at Jacksonville’s veterinary offices in the zip code. How We’ll Make It Happen: Traditional news media blitz promoting the following: A coupon code for half-off a vet visit for first-time patients The vet offices participating in our campaign The Puppy & Me 5k run The "Biggest Loser: Pet Edition" competition

OBJECTIVE 2 Increase awareness about pet obesity prevention and achieve at least 35 percent more “likes” on the American Veterinary Medical Association’s Facebook profile that provides facts about pet obesity, as well as food and fitness tips. How We’ll Make It Happen: Facebook Promotion on news media blitz Free healthy dog treats when you “share” Facebook page Smartphone app to find nearby vets and helpful tips. Finally #JaxHealthyPets” social media hashtag, with incentives

OBJECTIVE 3 Increase the fat-burning activity in pets and owners by engaging in these activities 3-4 times a week (regardless of current physical activity status), as recommended by the AMVA. How We’ll Make It Happen: App promotion during news media blitz Rewards and coupons with each completed exercise, redeemable at your local vet or pet store

OBJECTIVE 4 We want to see an increase in sales in the healthy dog food brand by at least 25 percent in local pet food stores, as opposed to dog foods known to have artificial fillers that cause weight gain. How We’ll Make It Happen: Hold a “Yappy Hour” at local dog parks (promo event sponsored by local vet offices) Free sample of healthy pet foods Free “active” toys such as tennis balls and Frisbees There will also be an educational seminar at the event by a local vet

UMBRELLA OBJECTIVES Social Media “#JaxHealthyPets” competition, pet owners can be entered into a contest to win prizes such as: a swag basket filled with healthy pet essentials, a year’s worth of organic pet food, and a free vet visit at a local vet’s office. We will end our campaign with the “Puppy & Me” 5k race at the Jacksonville Beaches. We will hold a "Biggest Loser" type competition for all pets in the area code. The competition will last the entirety of the campaign, and the winner will be crowned at the Puppy & Me 5k run.

CREATIVE ELEMENT

“Because they’re not just pets, they’re family.” CAMPAIGN SLOGAN

PROMOTIONAL ITEMS

EVALUATION

Objective 1 Evaluation Comparing the amount of first time vet visits before the campaign to the amount at the end of the campaign after using the half-off coupon codes and determine if we reached 25 percent increase goal. Objective 2 Evaluation Compare the number of Facebook likes at the beginning of the campaign to the number at the end of the campaign. OBJECTIVE EVALUATIONS

Objective 3 Evaluation Track the amount of fact burning activity among the people using our Smart Phone app at the beginning of our campaign and at the end. Objective 4 Evaluation Compare the monthly sales of healthy dog food brands before our campaign to the end of our campaign. OBJECTIVE EVALUATIONS

CAMPAIGN LAUNCH – January 2015 APP LAUNCH – Last week of January 2015 HEAVIER PROMOTION– April K RUN AND BIGGEST LOSER COMPLETION – July 2015 CAMPAIGN WRAP-UP – End of July 2015 CAMPAIGN TIMELINE

Including promotional items, our agency fee, swag baskets, venue fees and more, our campaign allowance will be under budget at: $24,860 PROPOSED BUDGET