Expanding your foster care network Group 2: Kristen Cicala Keryn Dohanich Alyssa Johnson Ashley Siegle Heather Thoreson

O 80% of cats die in shelters each year O Reduce the number of cats in shelters O Less permanent than adoption O Instead of being released, placed in loving homes O Continuing sheltering resource

Goal: To further develop Cat’s Cradle’s existing foster care network by increasing awareness to more demographics. Objective: Increase the number of foster homes from 35 to 70 in 2009.

1. Young Adults (Ages 18-30) 2. Middle-Age (Ages 31-60) 3. Senior Citizens (Ages 61+) Broad Target Market

O Expand the Cat’s Cradle foster care network beyond middle-aged and elderly females. O Beneficial demographics: Young adults Families O More foster homes = more cats off the streets O Further increases awareness. O Educates the community regarding Cat Cradle’s mission and objectives.

Pizza Fliers Buses Newspapers

o Free fliers located on front of pizza box - Provide the fliers for the boxes - Half sheet size B/W on neon paper Located on Anthony’s and Chanello’s pizza boxes

Anthony’s JMU/Students 70% Residents 30% Mon -Thurs 50/boxes per day Weekend 65/boxes per day Chanello’s JMU/Students 65% Residents 35% Mon -Thurs 250/boxes per day Weekend /boxes per day

Suggested Placement - Apartment bus stops - Veterinary Offices - Sylvia’s Pet Shop - Wal-Mart - Grocery Stores

Annually buses carry over 1.3 million passengers (local residents to college students) Routes cover 17 square miles with a population outreach of 44,000 Interior ads hold longer exposure ratings (riders can sit back and relax while they ride the bus) Reinforce brand name and logo from bus stops. Transit advertising is cost effective Prices Production Charge Interior* $30(1) $300 (13) Monthly Charge Interior $250 (13 spots)

Valley Scope - Total Market Coverage: 69,558 households Shenandoah Valley Newspaper Network - Total Market Coverage: 20,000+ households - Page News/Courier, The Shenandoah Valley- Herald, The Valley Banner, The Warren Sentinel The Breeze - Circulation: 9,500 - Readership: 22,000+

O Based on your budget and time you have to carry out tactics O January - February Pizza Boxes Bus advertising Animal Hospitals Put up fliers O May - June Newspaper O September The Breeze Bus

O Did the number of homes increase? O Did we reach all three target markets? O How did new foster parents hear about the program? O Which advertisements did the foster parents come across? O How many brochures were taken from each location? Track progress monthly

O What is the average time a new foster parent took part in the program? O How many cats are new foster parents will to take in? O What are the feelings about the foster program with new members? O How successful does Cat’s Cradle feel the campaign went?

Thank you Any questions?