1. SOFAA and PETA Combined SOUTHERN OHIO FOUNDATION FOR ABUSED ANIMALS AND PEOPLE FOR THE ETHICAL TREATMENT OF ANIMALS Public Relations 450- Rhetoric and Social Influence Assignment 4-2-3 Public Relations Plan Case By Alexis Lilly & Alyssa Ooten December 16, 2011

2. SOFAA:  Southern Ohio Foundation for Abused Animals  Formed to rescue animals from high kill shelters and other abusive situations MISSION: To remove as many animals from situations that cause them harm or death, rehabilitate, and provide them with the loving homes they deserve. Saving animals from high kill shelters and abusive situations

3. PETA: “Animal Rights”  People for the Ethical Treatment of Animals  Focuses efforts on factory farms, clothing trade, laboratories, and entertainment industry Mission: PETA works through public education, cruelty investigations, research, animal rescue, legislation, special events, celebrity involvement, and protest campaigns.

4. Together we can:  Join as affiliates and attack those who use and abuse animals  Spread awareness of harmful situations through the public  Save the lives of animals in need “We cannot and will not stand around and watch animals be treated in inhumane manners and be put to death.”

5. The Situation There are too many animals being harmed and killed by abusive owners, hoarders, and high kill shelters across southern Ohio

6. OBJECTIVES  Promote awareness of a new 100 acre no-kill farm  Raise funds  Gain space  Gain volunteers

7. Target Audience Direct Audience: Animal lovers Rights activists and groups Women aged 25-50 Reside in or around Southern Ohio Means; financially, emotionally, physically Local and State government agencies In need of providing community service Indirect Audience: Men ages 25-50 Teens and young adults (13- 24 years of age) Unintended Audience: Elderly (50+ years of age)

8. Strategies Gain Space:  Assistance from individuals, organizations, and corporations  Donations of money or land  Use of promotional materials (flyers, Billboards, etc.)  Promoting at local events  Press release and newscasts  Social networking Gain Volunteers:  To remove and transport  Flyers, posters, bulletin boards  Social networking  Newscasts  Job fairs  Community events  Contract with department of rehabilitation and corrections and local governments

9. Tactics Postcards and Newsletters:  SOFAA members and volunteers will create  Promote organization and efforts in conjunction with PETA  Mailed to:  Private residences  Public residences  Businesses  Organizations Flyers and Brochures:  Created by SOFAA members and volunteers  Promote efforts of no-kill farm  Reflect monetary donation opportunity  Placed in Southern Ohio  Veterinarian offices  Kennels  Community centers

10. Tactics Billboards:  5 billboards contracted  Exposed to large amounts of traffic  Promotes SOFAA views of high kill shelters Social Networking:  Create Facebook and Twitter accounts  Send out 1000 Facebook invites to join the cause  Request 100 followers on Twitter Community events: Fairs, festivals, carnivals, job fairs Promote organization Gain contributions and volunteers Applications and payments mailed to event board for acceptance

11. Tactics Public Service Announcement  CBS, NBC, and ABC local news stations  Local Clear Channel radio stations (WKKJ, WXIZ, etc.)  Local Republican Steven Austria as spokesman  Include efforts of PETA and SOFAA to save animals Press Release  Donald Trump spokesman  CBS, NBC, ABC local news stations  Local Clear Channel radio stations  Include statistical data on high kill shelters and animal abuse  Promote SOFAA efforts in gaining space and volunteers

12. Tactics Save an Animal Barnival  PETA and SOFAA joint hosts  Invites to local politicians, business owners and CEO’s, and to the public and pets  Promoted and sponsored by Gannett Company, Adena Health, Glatfelter, and Clear Channel Broadcast  Monetary donation for admittance  Invite local media (newspapers, television, and radio)  Offer giveaways, food, and fun  Promote with flyers at several locations and mailed  Raffle off donated items to gain funds needed

13. Calendar Mail postcards and newsletters: complete applications for events Mail postcards and newsletters; deliver flyers and brochures; place 5 billboards; press release and newscast to media Mail postcards and newsletters; deliver new flyers and brochures; release PSA; Host Barnival Mail postcards and newsletters; deliver new flyers and brochures; create Facebook and Twitter accounts Mail postcards and newsletters; deliver new flyers and brochures Month 1:Month 2:Month 3: Month 4:Month 5:Month 6:

14. Budget  Anticipated cost: $280,000.00  $85,000.00 for print advertisement  $5000.00 billboard space for 3 ½ months  $2000.00 for community event application fees  $60,000.00 media release and PSA  $30,000.oo Save an Animal Barnival Budget Total= $182,000.00

15. Evaluation  Survey  Total donation amounts  Total free media coverage produced through initiatives  Volunteer count: current SOFAA members equals 15  Barnival :  Person count in comparison to invitations  Media coverage  Funding raised

16. STOP ANIMAL CRUELTY: PETA and SOFAA High-kill animal shelter No –kill animal rescue farm