Put the PAWS on Population, Before One Cat Turns into 10 By Team 4: Jackie Albright, Alex Concilus, Steph Galing, Lindsey Monroe, Mandy Smoot

The Situation Strengths:  Relationships with clinics  Name recognition  TNR  Successful adoption rate Weaknesses:  No storefront  Capacity shortage  Lack of funds  1,000 cat waiting list Opportunities:  Early spay/neuter ability  Youth demographic  Potential for more foster homes Threats:  Dogs over cats  Lack of TNR knowledge  “Cats can fend for themselves”  Lack of adopters  Early cat pregnancy

Segmentation Variables Demographic Psychographic Usage

Demographic Research *Note: yellow areas indicate targeted segments Race (Caucasian) Age (35-64 yrs) Income ($50,000- $74,999) Sex (Single Females & Married Women)

Our Publics  Target Audience—Caucasian women in the $50,000 plus income bracket, between the ages of 35 and 64, married or single, who live in the Shenandoah Valley.  Women in the $20,000 or less income bracket, between the ages of 35 and 65, married or single, who live in the Shenandoah Valley.

Our Goals and Objectives Goals Organization Goal:  To save more cats’ lives by obtaining more early action calls regarding stray cats that need to be spay and neutered. Communications Goal:  To increase the awareness of Cat’s Cradle as an information and service outlet concerning care for stray cats in the Shenandoah Valley area. Objectives  To raise early awareness among target market by 30% by December 2009.

Our Research  Procedure: We handed everyone a survey that they could fill out anonymously. There were a total of 17 people surveyed.  Results : Have you heard of any of the following? Mark all that apply. a) SPCA: 94% b) Friendly Paws: 11% c) Cat's Cradle: 70% d) Humane Society: 65% If you were to encounter a stray cat, would you contact one of the above outlets? 15 out of 17 (88%) If so, when? a) first day: 67% b) first week: 40% c) first month: 0% d) more than 1 month: 7%

Our Message Call Cat’s Cradle as soon as one stray cat shows up at your door, so one cat doesn’t turn into ten. Cat’s Cradle can provide vital information on what to do with the stray.

Church Advertising To appear as a corner ad in the weekly newsletter.

Flyer Advertising

Local Restaurant Advertising

Magnet Advertising

Interpersonal Advertising

Brochure Advertising

Blog

Evaluation  Benchmark research: - Every 4 months - Distribute the original survey to individuals in target market - Aggregate and compare to preliminary research

Thank you Any questions?