CAAWS

PRESENTED BY INFiNiTE COMMUNicATiONS, INc.

Veronica Ridgley, Account Executive Ryan DeLaune, Research Director Renee Arostegui, Research Director Allen Alongi, Copy Editor Lauren Rabalais, Creative Director Andrew Mongrue, Media & Promotion Director

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MC 4005 Dr. H. PArK SpriNG 2013

TABLE OF CONTENTS
INTRODUCTiON 1 EXeCUTiVe SUMMARY 4 ORGANiZATiONAL BACKGROUND 10 PRiMARY ReseARCH 23 KeY PUbLiCs 33 GOALs, ObJeCTiVes, STRATeGies AND TACTiCs 36 PROGRAMMiNG 40 EVALUATiON 51 STeW ARDsHip 54 BibLiOGRApHY 56 AppeNDiCes 59
A. LETTEr OF AGrEEMENT 60 B. PriMArY RESEArch INSTrUMENTS 62 C. CONSENT FOrM 67 D. EVALUATiON INSTrUMENTS 68 E. DELiVErABLES 69 F. EArNED MEDiA 78

INTRODUCTiON

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AGENcY NAME AND LOGO RATiONALE

INFiNiTE COMMUNicATiONS INcOrpOrATED

The definition of infinite is immeasurably great; indefinitely or exceedingly great; unlimited and unbounded; boundless; endless. Infinite Communications Inc. reflects the definition of infinite and incorporates communication. Infinite means forever, but it is also a key element in professional communications to seek endless and bonded relationships between the company and client. The name Infinite Communications Inc. symbolizes great communication that is welded together and forever working to achieve perfection in the company-client relationship. The logo reflects the companys name and values. The infinity shape signifies continuous communication always. The free-hand sketch setting allowed the symbol to look fluid and continuous. The colors blue, purple, gray and black are eye catching and make the logo threedimensional. The multiple shades of blue and purple create a tie-dye effect and represent all the various ways of communication. We intertwined the different colors in to the infinity sign because it symbolizes all the countless methods of communication all working together continuously. We incorporated the companys initials as the element that binds the infinity sign together. This logo represents Infinite Communications Inc. and its ability to execute lasting communications in various ways that best suit its clients.

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MEET ThE ICI TEAM

VeRONiCA RiDGeLY AccOUNT EXEcUTiVE RYAN DeLAUNe RESEArch DirEcTOr ReNee AROsTeGUi RESEArch DirEcTOr

As account executive I acted as a liaison between our nonprofit partner, CAAWS and the ICI team. I was responsible for delegating tasks to my team during the campaign and ensuring that every aspect of the campaign as ran flawlessly as possible.

As the research director, I conducted and compiled all primary and secondary research for our campaign. I also analyzed the findings to determine CAAWS internal and external strengths and weaknesses. This allowed CAAWS to focus on bettering their program at a more efficient rate.
LAUReN RAbALAis CrEATiVE DirEcTOr

As research director, I managed the situation analysis of our campaign. Through secondary and primary research, I analyzed the internal and external strengths, weaknesses, opportunities and threats of our client in relation to competitors and the overall campaign.
ANDReW MONGRUe MEDiA & PrOMOTiONS DirEcTOr

ALLeN ALONGi COpY DirEcTOr

As copy director, I edited originals and revisions of all written pieces of communication, produce press releases. I also contacted potential event sites and advertisers, and I played a major role in assisting with event planning for the Pup Crawl and Cookies for CAAWS.

As creative director, I managed all things visual related to the campaign. Working with CAAWS has been wonderful because of my love for animals and appreciation for all of the great things CAAWS does for the animals of the Capital area.

As the media & promotions director I focused on promoting CAAWS through social media platforms. I enjoyed working with CAAWS because it opened my eyes to how nonprofits are able to run their business simply through the dedication of their volunteers.

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EXeCUTiVe SUMMARY

OVErViEW
The Capital Area Animal Welfare Society (CAAWS) is an animal welfare organization in the Baton Rouge area. Holly Frederick Reynolds, now considered the mother of the modern humane movement in Louisiana, created the organization in 1979. She is also responsible for creating other such organizations such as the St. Tammany Animal Society and the Coalition of Louisiana Animal Advocates. CAAWS is an independent organization from the Companion Animal Alliance (CAA) and East Baton Rouge Parish Animal Control & Rescue Center (ACRC). CAAWS provides shelter and seeks out homes for animals in need. It also promotes awareness of the humane treatment of animals among the Baton Rouge community. The mission of the organization is to promote the well-being of animals in the Baton Rouge community by providing, facilitating, and promoting spay/neuter, adopting or facilitating the adoption of homeless animals, and teaching the community responsible companion animal ownership and the humane treatment of animals. The organization receives no government funding and is made of a staff of unpaid volunteers. As a result, all funding comes primarily from donations and goes directly toward animal care. CAAWS consists of over 100 volunteers that keep the organization going. It includes a Board of Directors that includes President Frank Parks, Vice President Greg Jones, Pam Perkins, Glenda Parks, Jenny Kennedy, Pam Leavy, Denis Ricou, Kathy McCutcheon and AJ Varner. There is a severe lack of adopters and fosters willing to take in the animals at the CAAWS shelter in the Baton Rouge area. The organization, while having a very strong presence in the area and a lot of support, did not have the resources to promote the benefits of adopting shelter animals. The Infinite Communications, Inc. team sought to address this problem by educating key publics and creating events in which representatives from CAAWS could interact with the public and dismiss the rumors about shelter animals. The team targeted an audience between 30 and 50 and sought to increase the number of adoptions and fosters in the Baton rouge area. It aimed to give key publics a chance to experience shelter animals firsthand and eliminate the stereotypes that commonly prevented homes from adopting shelter animals.

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RESEArch
The Infinite Communications, Inc. team conducted extensive secondary and primary research in an effort to shape its campaign and determine the most effective means of action. All six members attained International Review Board certification, allowing each member to use human subjects.

SEcONDArY RESEArch
Although it had a very strong social media presence and high level of awareness, CAAWS did not have as many adoptions or fosters as it would have liked. Infinite Communications, Inc. attempted to resolve this problem through education methods and restructuring some of the organizations communication efforts. SWOT ANALYsis CAAWS has a very high amount of support from the community as well as a very strong social media presence. Despite this, the organization still encountered issues in increasing adoptions due to misconceptions about the organization and its funding efforts. Infinite Communications, Inc. focused on education about the inner workings of the organization and the benefits of shelter animals the focus of the campaign to garner more donations, adoptions and fosters. CHALLeNGes CAAWS relies solely on unpaid volunteers, which leads to a lack of organization within the nonprofit. It also suffered from misconceptions about the workings of the organization with many people hesitant to donate because of confusion as to where the donation money went. CAAWS also utilized very outdated print materials that were not user-friendly. The organization also encountered issues with competitors, as it lacked the variety of fundraising events that organizations such as Cat Haven and Friends of the Animals Shelter created. Finally, the organization faced the problem of preconceived attitudes toward shelter animals, with many believing them to be unsafe. OppORTUNiTies CAAWS benefited from a very well maintained digital presence, being present on more social

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media websites than any of its competitors. It also had Raising Canes as its main sponsor, a staple of the Baton Rouge area. Within the organization, volunteers were very passionate, which would help with any events created for the campaign. The opportunities for fundraisers and partnerships in the community were very plentiful, and the organization had already put in place a corporate donation system that would make it simple for groups of employees to make donations easily.

PriMArY RESEArch
To answer questions raised by our secondary research, the Infinite Communications, Inc. team conducted primary research in hopes of shaping the campaign. SURVeY Infinite Communications, Inc. conducted a survey among Baton Rouge residents to gage awareness of the organization as well as prior history in volunteering for or adopting from an animal welfare organization. The team distributed the survey to residents digitally through the online survey website, SurveyMonkey.com. The survey proved that the organization actually had the highest level of awareness among its organization type and had large audience willing to help in different ways. CONTeNT ANALYsis Infinite Communications also conducted a content analysis to determine what trends were popular among marketing materials used by competitors and how these trends could be incorporated into new materials for CAAWS. KeY PUbLiCs Upon the conclusion of the teams research, it narrowed its primary and secondary publics down into specific groups. PRiMARY TARGeT AUDieNCe The research indicated that the best possible audience for the campaign would be Baton Rouge residents between 30 and 50. This group can be subdivided into those who have families and those who do not. This groups ultimately has the income and means to adopt or foster shelter animals and could potentially offer the shelters animals a new home. The team also targeted a younger audience, particularly those in high school and college in need of service hours, as these are the best potential volunteers for the organization.

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SeCONDARY AUDieNCe A secondary audience the campaign targeted included the volunteers and members of CAAWS. These groups are what keep the organizations running on a daily basis. GOALs, ObJeCTiVes AND PLANs After the teams first meeting with board members of CAAWS, it appeared that the organization had many problems that could be addressed by the campaign. The awareness level of the organization did not appear to be very high and CAAWS sought more adoptions, fosters, volunteers and donations. The team also learned that the organization wanted a bigger presence on social media and also wanted to guide more people to easier donation methods, such as a direct donation option through Amazon. Upon conducting its research however, the team narrowed down the focus of the campaign to increasing adoptions, fosters and donations through a process of educating the general public about the inner workings of CAAWS. The campaign aimed to dispel many misconceptions about the organization. As our target audience consisted of older Baton Rouge residents with and without families, Infinite Communications wanted to create an event that catered to both. As a result, it created the Cookies for CAAWS event to attract both groups and promote the organization. The team also opted to promote the event through a Pup Crawl at the Londoner a few days prior, as CAAWS has a successful relationship with the restaurant and it is in the same vicinity as Cookies for CAAWS would be. Social media played an important role in the campaign, as it became the primary method of marketing both the events as well as easier donation methods. The team provided CAAWS social media administrators all of the tools and guidance to promote these aspects of the campaign. The team also distributed a series of fliers and promotional fact sheets that sought to draw people to the events and educate them about the workings of the organization. Ultimately, this strategy would help move forward in achieving many of our goals.

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EVALUATiON
Although exact numbers were not available at the conclusion of the teams campaign efforts due to time constraints, the team is confident that the campaign proved to be successful and potentially brought in new supporters of the organization. The team distributed over 75 fact sheets providing educational information about the organizations various functions at both off its events. The turnout at both events, though not quite reaching the goal set by the team, still proved to be high and attendees showed a great deal of interest in the organization. The team successfully raised over $180 and through reevaluating social media efforts increased physical supply donations substantially. Though a few of its objectives proved to be quite ambitious, the team is confident that upon the campaigns conclusion, CAAWS is in a good position to utilize all of its resources to grow in the future.

STEW ArDShip
During the campaign effort, the team received many kind donations for its events, primarily for its raffle. Organizations that donated include Albertsons, Varsity Sports, The Foyer, Starbucks and many more. As an act of stewardship, the team allowed these organizations to distribute any advertising materials they wished at the event to potentially attract new audiences. The team also sent out customized thank you cards as a token of appreciation for all who donated to the event. Through stewardship, the sponsors who took part in this campaign can potentially remain sponsors of CAAWS in the future.

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ORGANiZATiONAL BACKGROUND

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OrGANiZATiONAL BAcKGrOUND*
Purpose/Objectives: The Capital Area Animal Welfare Society (CAAWS) is a nonprofit organization devoted to the safety and security of animals in the Baton Rouge community by advocating the adoption or facilitating of homeless animals, educating the community on the humane treatment of animals and responsible pet ownership, and supporting the practice of spaying and neutering. CAAWS was established in August 1979 and is the oldest local humane organization in Baton Rouge. CAAWS was founded by Holly Frederick Reynolds, the mother of the modern humane movement in Louisiana and the founder of other important Louisiana humane groups such as the St. Tammany Humane Society and Coalition of Louisiana Animal Advocates. CAAWS is a self-governing entity apart from the Companion Animal Alliance (CAA) and East Baton Rouge Parish Animal Control & Rescue Center (ACRC). The overall goal of the organization is to have Baton Rouge become a model in the South and Gulf Coast area for finding loving homes for animals. Composition: CAAWS is governed by the board of directors that works vigorously to ensure the well-being of animals in the Baton Rouge area as well as to be a model for others for the adoption and facilitation of animals. Each member of the board has their own individual roles for CAAWS outside of their personal lives. CAAWS has approximately 100 volunteers that work in various areas that it takes to run CAAWS on a daily basis. The following list consists of each member of the board of directors. President Frank Parks Vice President Greg Jones Secretary Pam Perkins Treasurer Glenda Parks Marketing Jenny Kennedy Cat TNR & Spay Day Coordinator Pam Leavy Publicity Denis Ricou Community Relations Kathy McCutcheon Director AJ Varner

*All information used in the organizational overview was received on Jan. 30, 2013 during an interview with CAAWS board members, as well as the official website of CAAWS, cited in the bibliography.

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Relevant Publics: CAAWS aims to aware the community about the different initiatives and programs it undertakes to provide safety and care for animals. CAAWS ideal target publics consist of potential adoptees, donors and volunteers. CAAWS actively engages potential publics through its website and social media incentives detailing specific animals available for adoption at the CAAWS shelter. This allows the organization to participate in two-way communication with its targeted publics, which provides feedback on different issues. CAAWS also runs specific programs and events to promote awareness of the organizations mission to probable donors and volunteers who are looking to get involved. Such enterprises include the CAAWS annual parade: The Mystic Krewe of Mutts, the Feral Cat Program, Spay/ Neuter Program and the Humane Education Program. Funding: CAAWS is an independently funded organization that functions off of adoption fees, private donations and memberships. The organization receives no government assistance and is composed of unpaid staff, the board of directors and volunteers, allowing all proceeds to directly benefit animal care, medical expenses, shelter expenses, pet food or pet supplies. CAAWS asks for the support of the community so that it may continue its mission to help animals in the Baton Rouge area by utilizing its special programs. Competitive Frame: CAAWS is in competition with a few organizations around Baton Rouge; Animal Protection and Welfare Society, Companion Animal Alliance of Baton Rouge and East Baton Rouge Parish Animal Control & Rescue Center. However the overall goal of each organization is to bring welfare to animals. Animal Protection and Welfare Society (APAWS) is an all-volunteer organization in the community that also seeks to provide the daily maintenance of fostered animals and the adoption of them. Companion Animal Alliance of Baton Rouge (CAA) mission is to decrease the number of animals entering its shelter, treat animals humanely while in the shelters care, and find homes for the animals. It also actively returns lost ones to their families while finding foster care and permanent homes for the other animals under its supervision.

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East Baton Rouge Parish Animal Control & Rescue Center (ACRC) consists of a paid staff of officers who work to resolve all animal-related situations, while keeping humaneness as its top priority. ACRC is in full support of the CAA in the capital area, which decreases the number of animals CAAWS can help. Industry Situation: CAAWS covers a substantial part of the Baton Rouge area and mainly focuses to support animal wellness in the community. The organization is part of GuideStar, a nonprofit business exposure website that allows current and potential donors and supporters to keep updated on the state of the company. GuideStar is used worldwide by activists and philanthropists who financially support nonprofit organizations and their agendas. CAAWS also connects with local animal stores to host events and raise public awareness, namely Petsmart. CAAWSs reach may be limited to caring for animals around Baton Rouge, but it has found homes for animals all around Louisiana and the country. Interpretation AND Application: Many animal welfare organizations have trouble in finding homes for all animals due to numerous factors. The goal of the organization will continue to be promoting animal wellness, but it must consider raising awareness through different media and events. Knowing the background about CAAWS offers a variety different approaches we can take in planning our campaign. We should consider contemporary methods of raising awareness through active and transparent events that let adoptees engage with the animals in an emotional way. Along with creating more awareness, CAAWS will need to revamp its social media sites by actively winning new donors and adoptees. The critical part of our campaign will be interpreting the research we discover and using it to promote CAAWS through new and exciting ventures.

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COMMUNicATiONS ANALYSiS
COMMUNiCATiON AUDiT SUMMARY CAAWS currently reaches its public through the following media channels: The organization website, http://www.caaws.org/ Social media outlets including Facebook, Instagram, YouTube, and Twitter An organization blog, http://caaws.org/blog/ Email updates to subscribers Print coverage from publications such as 225 Magazine and The Daily Reveille Broadcasts such as WBRZ 2 News Brochures, pamphlets and fliers Interpersonal communication at various public adoptions and at the CAAWS shelter CURReNT RepUTATiON AND EXpOsURe Recently, CAAWS has initiated its largest annual fundraiser, the Mystic Krewe of Mutts parade in downtown Baton Rouge on Sunday, January 27th, 2013. The fundraiser included a costume contest, food and games, and a walking dog parade in which owners could pay to walk in with their pets. The parade attracted hundreds of people and was a huge success overall. The parade was sponsored by a wide variety of organizations, ranging from animal welfare organizations to food trucks. CAAWS is very active on social media, utilizing Facebook, Twitter, Pinterest, Instagram and YouTube, for the promotion of the organization. On Facebook alone, the organization has nearly 4,700 likes, while its YouTube page has more than 10,000 views. On Facebook, CAAWS receives plenty of feedback and recommendations from its fans, mostly positive. CAAWS recently received ample media exposure due to an unfortunate incident of a dog being violently dumped over the fence at the shelter. The incident was caught on surveillance cameras at the shelter and was subsequently uploaded to the companys YouTube page. This video, along with other stories of animals being dumped at the shelter, has received local media attention. The general message CAAWS expresses about these incidents is that dumping animals at the shelter, especially in a violent manner, is not acceptable due to limited resources and space. The stories have received mixed reactions from the community, from supporters of the organization to those who find nothing wrong with animal dumping, believing that it is the organizations job to take in all stray animals.

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1. COMMUNiCATiON CHANNeLs Interpersonal Communication CAAWS uses interpersonal communication to reach its publics during both shelter visits and at various adoptions. This is a way in which members of the organization can educate publics about animal care, adoption policies, fostering information and ways to donate to the organization. Website The organization has a website that is well-designed and maintained while being extremely informative. The site includes information on fostering, volunteering, adopting and donating to the organization. It also includes direct links to the organizations social media sites and contains an updated list of all animals available for adoption. Everything a user may want to know about the organization or animal care in general is housed within this website. Social Media The organization is very active on social media, utilizing Facebook, Instagram, Pinterest, YouTube and Twitter. Some of these outlets are more successful than others. The organizations Facebook page has nearly 4,700 likes and receives a great deal of engagement from its fans. Its YouTube page has more than 10,000 views, but the proportion of users viewing videos is uneven. Most videos on the page have less than 20 views. Pinterest, Twitter and Instagram are well updated but do not receive as much engagement as the other websites. Print While the organization does have printed promotional materials, they are poorly designed and not user friendly. The images on these materials are blurry and small, while some contain a very large amount of copy that is difficult to read. Blog CAAWS has a frequently updated organization blog housed within its own home website. The blog mostly serves as an educational tool, offering tips on such issues as financing spaying procedures, recommending rescues in the area, keeping track of pets to keep them from escaping and adapting pets to young children.

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2. INTeRpReTATiON AND ANALYsis Currently, CAAWS is doing a wonderful job at maintaining its website and various social media outlets to promote the organization. The website is well organized, accessible and informative. The organization has made it a point to offer users and potential publics all of the tools they may need in caring for and adopting pets in one place. The fact that the website is so well designed bodes well for a public relations campaign in that the organization already has a very strong central hub. The challenge is getting publics to see it. CAAWS is also very active on a variety of different social media outlets, which also bodes well. More creative content strategies can be utilized to increase user engagement and draw in new fans of the organization. While the organizations Facebook page receives a great deal of engagement, the other websites are less successful. These sites can potentially be incorporated into the main blog and Facebook campaigns in an attempt to draw more fans and interaction to them. The organization clearly has a large amount of support from both sponsors and fans alike as evident by the Facebook engagement and turnout to its parade. There is an audience of willing participants in the Baton Rouge area that can be utilized to help achieve goals for the campaign. There is also mixed reaction to the organizations stance on animal dumping at the shelter. This is an area that needs to be approached delicately, as some believe the practice is perfectly fine while others support the organizations objections to the practice. This opens the door to discuss the issue to those who may not fully understand the implications of animal dumping. The organizations printed materials are in severe need of redesigning. The large amount of copy and lack of good quality images make them very unfriendly to users. This is one area that can be improved in the organizations overall communication efforts.

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CUrrENT SiTUATiON -SWOTOVeRVieW The Capital Area Animal Welfare Society faces a variety of challenges moving forward in its efforts to generate more awareness and donations to the organization. Compared to other animal welfare organization competitors in the Baton Rouge area, CAAWS lacks variety in its fundraising efforts. Other competitors such as Cat Haven prove to have a wider variety of fundraisers and more frequent fundraising events compared to CAAWS. Some examples of these events include pub crawls, painting nights and events that include collaboration with various prominent Baton Rouge restaurants. Fortunately, though CAAWS currently lacks in variety of fundraising events, this research indicates that there are, in fact, venues and sponsors willing to support nonprofit animal welfare organizations. Another challenge CAAWS faces is that people do not adopt pets for various reasons. Adoption is not an impulse buy; it is a long-term commitment involving much thought and careful consideration of many factors. Studies show that people with a higher income typically spend more time with their pets and have a more disposable income. However, most people in the Baton Rouge area do not have a disposable income. Therefore, they cannot make the financial commitment of a pet. One opportunity CAAWS can leverage, however, is that adopting a pet is cheaper than buying one from a pet store or breeder. Furthermore, the emotional impact on those who help or adopt an animal in need is a strong pull factor for publics. Many people find companionship in owning a pet and helping save a life by adopting or fostering a pet in need. Donation methods could also be improved and made much easier. Although CAAWS has collaborated with organizations, such as Chase bank and CarMax, to create programs in which employees can have a portion of their paycheck donated to the organization, many employees are not aware of this programs existence. For example, evidence of the program can be found nowhere on the Chase website, an issue leading to lack of awareness. The donation of pet supplies can be made much easier as well. Other competitors actually have supply stores built into their websites that allow users to easily buy supplies at the click of a button. CAAWS could benefit from the addition of this feature to its website.

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One opportunity that CAAWS can take advantage of moving forward is that it is currently leveraging social media better than most of its competitors. CAAWS is currently active on Facebook, Twitter, Pinterest, Instagram, and YouTube and has an organization blog within its website. Most other organizations do not utilize social media as effectively as CAAWS, do not have as big of a following and their social media sites, and are not advertised on their home websites. The wide variety of social media CAAWS currently uses can lead to a variety of engaging promotional strategies that other competitors are not currently capable of executing due to their absence from these social media websites. For example, CAAWS is the only animal welfare organization in Baton Rouge utilizing Pinterest. The organization posts photos and information about all animals up for adoption on different boards, a strategy no other organization implements. However, the CAAWS Pinterest page does not have as much engagement as some of its other social media websites. Creating more awareness of these sites through integrated social media campaigns can ultimately lead to more fans, more donations and more adoptions. SWOT ANALYsis STReNGTHs WeAKNesses CAAWS has a very well designed, updated CAAWS has a very small group of website that is user friendly, detailed and volunteers leading to a lack of organization informative. within its infrastructure. CAAWS is sponsored by Raising Canes, a CAAWS faces the misconception that it is very prominent local institution. a for-profit organization. CAAWS is very active on social media CAAWS is currently using print materials utilizing such websites as Facebook, Twitter, that are not user friendly with too much Instagram, Pinterest and YouTube. text and poor quality images. CAAWS has a team of passionate, CAAWS is located in a difficult-to-find area hardworking volunteers willing to help the and has little room for physical expansion organization move forward. to house more animals. THReATs OppORTUNiTies CAAWS does not have a simple supply CAAWS has programs in place for donation process in comparison to its employees to have donations to the competitors which implement online organization automatically removed from supply stores. their paycheck. CAAWS faces an audience who does not CAAWS is currently leveraging social have a lot of disposable income. media better than its competitors in the CAAWS does not have as large of a variety Baton Rouge area. of organized fundraisers as its competitors. CAAWS has a variety of potential venues CAAWS battles resistant attitudes of its and collaborators willing to support the publics in relation to adopting a pet from a organizations fundraising efforts. shelter. CAAWS can take advantage of the emotional impact that helping an animal in need has on members of its publics.

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PRObLeM STATeMeNT This research has shown that although well regarded in the community, CAAWS must address the misconceptions about the organization to adequately increase awareness of its various programs including fundraising efforts, adoption and foster programs, and employee donation programs. CURReNT POsiTiON As a nonprofit organization committed to the well-being of animals in Baton Rouge, CAAWS holds a connection to the community by finding homes for helpless animals as well as teaching the community accountable pet ownership with the promotion of spay and neutering efforts. CAAWS strives to benefit the Baton Rouge community by improving overall animal welfare and incorporating the public in its mission to help animals. Supported by private donations and fundraising efforts, CAAWS started as a smaller organization run solely by volunteers. The organization has since increased its volunteers, sponsors, donors and general publics. Experiencing a major progression following Katrina, CAAWS gained a lot of positive exposure after taking in many animals displaced after the storm. Presently, CAAWS is sponsored by Raising Canes, which is a prominent Baton Rouge institution holding a strong association with animal welfare. PiTFALLs AND CeNTRAL IssUe The central issue that CAAWS may encounter in progressing with a communications plan is the misconception about its source of funding. Many are unaware that CAAWS relies solely on donations and fundraising to continue operating and assume that donations are extraneous. Awareness of how the organization functions must be increased to address this problem. CAAWS may also encounter problems in increasing the number of donations and fosters as both require extraneous resources. The organization may also have issues in motivating its fans on social media to take action and get involved with the organization. The large variety of fundraising efforts from the organizations competitors may also lead to less recognition of any fundraisers executed by CAAWS.

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DiReCTiON AND VisiON CAAWS has a vision of increasing awareness of its foster and donation programs through a public relations campaign. Through the execution of this campaign, the organization hopes to bring in a new wave of foster homes for its many resident animals as well as generate a larger number of donations. The organization has the opportunity to collaborate with new venues and organizations to hold a variety of new fundraisers in an attempt to achieve this vision. In executing this campaign, it also hopes to educate more members of the public about the vision of CAAWS. Finally, CAAWS hopes to rebrand itself through a new series of redesigned promotional materials. CONCLUsiON BAseD ON SiTUATiON ANALYsis Although CAAWS faces a variety of challenges, there is great potential for success. As the campaign progresses, Infinite Communications Inc. plans to overcome these challenges by utilizing the organizations strong presence on digital communication channels and implement a variety of new fundraisers to increase the number of donations. CAAWS should make an effort to increase awareness of employee donation programs within both the established partnerships and new, potential partnerships. The organization can increase awareness among employees of the existence of this program as well as bring in more willing donors. Though the organization has a very good social media presence, new strategies and content can be implemented to merge all social media sites into one effective web of communication and generate more awareness of the organization. The campaign would promote CAAWS as an accessible, informative beneficiary of the community that leads the pack of animal welfare organizations.

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PrELiMiNArY IDENTiFicATiON OF TArGET PUBLicS*

1. PReLiMiNARY GROUp OF TARGeT PUbLiCs

CAAWS has expressed the desire to target older audience members, from middleaged to retirement age. Its rationale for targeting this audience is that these audience members are more likely to have disposable income to donate to nonprofit organizations as well as the time and space to invest into the fostering and adoption programs within the organization. According to CAAWS, this audience is most likely to be in the 35-65 age range. The organization believes that this audience is willing to help animals in need and will readily foster homeless animals because they have the resources to provide assistance. However many do not realize that CAAWS is a nonprofit organization and relies solely on donations to function.

2. INTeRNAL AND EXTeRNAL CONsTiTUeNTs

Internal constituents include the members and volunteers of the organization, families currently fostering animals, corporate sponsors and donors to the organization. External constituents include other animal welfare nonprofits in the greater Baton Rouge area competing for the same donations, potential sponsors and donors to the organization, potential foster homes and adopters and potential volunteer groups such as high school community service clubs.

*All information used to determine preliminary target audience was retrieved on Jan. 30, 2013 during an interview with CAAWS board members.

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3. ReLATiONsHips TO ORGANiZATiON

CAAWS is always in need of volunteers to help out at the shelter, due to the constant attention required toward the maintenance of the shelter and each animals individual needs. Also, foster parents often turn into adopted parents, therefore creating a need for more foster parents to replace them. These are the people who are part of the everyday running of the shelter and organization. The strength of the relationships needs to improve with current and potential donors/ sponsors. CAAWS would like more employee awareness from its sponsors and donors, with which they have established employee donor programs. This is an opportunity for CAAWS to generate both financial donations to the organization, as well as increase awareness about the organizations mission. Other local animal welfare non-profit organizations are competitors of CAAWS due to the fact they are competing for the same funds that keep the organizations running.

4. INTeRpReTATiON AND ANALYsis

Targeting this specific audience should, in theory, result in a higher number of donations and foster homes for animals in need. Through public relations efforts, awareness of how the organization actually functions should be emphasized in order to achieve this goal. Targeting this specific audience may make our communication efforts a bit more difficult, as people in this age range are typically not as active on social media. Through primary research, it will be determined if, in fact, this is the best target audience for this campaign.

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PRiMARY ReseARCH

INTrODUcTiON
In order to guide our campaign efforts, Infinite Communications Inc. conducted a survey to determine potential target audiences as the team moves forward in the planning process. As one ICIs goals is to rebrand the organizations marketing materials, we also conducted a content analysis of various materials from local animal welfare organizations to determine common design trends and find any gaps the organization can fill.

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CAAWS SURVEY
MeTHODOLOGY ICI created an objective survey to gage awareness of CAAWS in the community, the willingness to participate in the activities of CAAWS, types of media consumed and general attitudes toward animal welfare organizations. We also wanted to determine what target audiences we could target with our campaign. We posted out survey on SuveryMonkey, and distributed it to different demographics including LSU students, and employees at various companies around Baton Rouge such as AlwaysCare Benefits and the Foundation for Historical Louisiana. Overall, we received 114 responses. FiNDiNGs Of the respondents, eight were 19 or younger (7.02 percent), 58 were between the ages of 20 and 25 (50.88 percent), 15 were between 30 and 39 (13.16 percent), 12 were between 40 and 49 (10.53 percent) and 21 were older than 50 (18.42 percent) (See figure 1). Of these respondents, 103 (90.35 percent) were female while 11 (9.65 percent) were male (See figure 2).

One hundred (87.72 percent) respondents were Caucasian, five (4.39 percent) were African American, three (2.63 percent) were Hispanic, one (0.88 percent) was Native American, two (1.75 percent) chose other/multi-racial and three (2.63 percent) declined to respond. Figure 3 illustrates the racial diversity of our respondents. Thirty (26.32 percent) respondents claimed a household income of less than $25,000, 16 (14.04 percent) reported an income between $25,000 and $49,999, 12(10.53 percent) reported an income between $50,000 and $74,999, eight (7.02 percent) reported an income between $75,000 and $99,999, 25 (21.93 percent) reported an income of more than $100,000 and 23 (20.28 percent) declined to respond. Figure 4 outlines these results.

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Respondents were asked which animal welfare organizations in the Baton Rouge area they were familiar with. The Capital Area Animal Welfare Society had the highest level of awareness with 73.68 percent of respondents (84) having heard of the organization. About 69.30 percent of respondents (79) were familiar with Cat Haven, 46.49 percent (53) were familiar with Project Purr, 39.47 percent (45) were familiar with the Companion Animal Alliance, and 26.32 percent (30) of respondents were familiar with Friends of the Animals. Respondents cited being aware of other organizations, such as Yelp and APAWS. About 7.02 percent of respondents were not familiar with any animal welfare organizations (see Figure 5).

When asked how often they volunteered for animal welfare organizations, seven (6.60 percent) answered multiple times a week, six (5.66 percent) answered once per week, six (5.66 percent) answered multiple times per month, and five (4.72 percent) answered once per month. Fourteen (13.21 percent) respondents answered multiple times per year, nine (8.49 percent) answered less than once per year and 47 (44.34 percent) respondents said that they had never volunteered for an animal welfare organization. Eight respondents did not answer this question due to having never heard of any organizations in the area (see Figure 6).

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Thirty two respondents (30.19 percent) had previous experience fostering an animal for an animal welfare organization, while 74 respondents (69.81 percent) had never fostered an animal before (see Figure 7). Eight respondents who were unfamiliar with any organizations in the area were excluded from this question. When asked how willing they were to foster an animal in need, 26 (22.81 percent) said they would be very willing, 49 (42.98 percent) said they would be somewhat willing, 12 (10.53 percent) said they would be not at all willing and 34 (29.82 percent) said they simply could not do it (see Figure 8).

When asked how willing they were to make a donation to an animal welfare organization, 42 (36.84 percent) respondents said they would be very willing, 54 (47.37 percent) said they would be somewhat willing, 11 (9.65 percent) said they would not be willing at all and seven (6.14 percent) said they simply could not do it. These results can be found in Figure 9. When asked the same question regarding a fundraising event for an animal welfare organization, 54 (47.37 percent) said they would be very willing, 49 (42.98 percent) said they would be somewhat willing and 11 (9.65 percent) said they would not be willing at all. See Figure 10 for these results.

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Of the total number of respondents, only 31 claimed they did not own any pets. Of the remaining 83 respondents, 54 (65.06 percent) claimed to have previously adopted a pet from a shelter or rescue group. See Figures 11 and 12.

When asked to identify where they had previously heard about animals in need, 87 (76.32 percent) respondents said social media, 24 (21.05 percent) said print ads, 72 (63.16 percent) said television ads, 24 (21.05 percent) said billboards and fliers and five (4.39 percent) said they did not typically hear about animal welfare organizations (see Figure 13). When asked to identify which social media websites they were currently using, Facebook proved to be the most used social media website, followed by Youtube and Instagram respectively. The full results can be seen in Figure 14.

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CONTENT ANALYSiS
OVeRVieW In an attempt to help our organization, CAAWS, rebrand itself our group has decided to completely redesign and revamp their marketing materials, including brochures, fliers, and informational pamphlets. In an attempt to guide our design process, we have decided to conduct a content analysis of similar organizations promotional materials to determine any common design trends, as well as to find any areas we believe our materials will have an advantage. This analysis is meant to analyze only basic design elements, not specific aesthetic choices. Upon the conclusion of our research, we hope to determine which design trends will be the most effective and incorporate these trends into our own designs. MeTHODOLOGY Sampling For our sample, we gathered various pamphlets, brochures, and fliers from similar animal welfare nonprofit organizations in the Baton Rouge area such as Cat Haven and Friends of Animals. These are the organizations we feel are direct competitors of the CAAWS organization and work off of similar budgets. Only including local organizations will also give our team a manageable sample size to analyze on a time constraint. We chose ten promotional pieces at random for the analysis. Coding and Analysis1 We developed a coding sheet which analyzed each promotional piece for basic design elements. In our analysis, we took into account the number of pictures, amount of copy, emotional appeals, inclusion of contact information and calls to action. We coded using the following operational definitions: Number of pictures included: Includes all pictures throughout a publication. These may include all candid photos of animals, pet owners and pet products as well as any organizational logos. Amount of copy included: Will be measured by word count per page of a publication. For example, one panel of a brochure has X number of words, while a one page flier will have X number of words. Emotional appeals: Includes any direct appeals made to the emotions of readers, including mentions of death, cheerfulness, abandonment, etc. Calls to action: Includes any direct call to action such as Volunteer today, Foster an animal now, Donate to our cause, etc. Contact Information: Includes physical address, phone number, social media websites, blogs, email, websites and QR codes.
1

A copy of the coding sheet can be found in Appendix A.

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FiNDiNGs2 In searching for materials, we found most organizations did not have many physical paper marketing materials. Most only had fliers for various events and adoptions and few had other materials, such as pamphlets, brochures, and newsletters. As a result, most of the content analyzed consisted of fliers. Most marketing pieces relied on a very small amount of copy, opting for less than 100 words. As most were fliers, this is not unusual. Most centered on one or two main pictures, with very few having more than two. All materials contained both calls to action and emotional appeals. These typically involved attending some form of event or volunteering for a cause. The emotional appeals typically involved the homelessness of animals and their need for a stable living situation. Upon the completion of our analysis, we realized that a good number of other organizations do not include much contact information in their materials. Most only had the links to organization websites. Little reference to social media websites appeared throughout the materials, and few mentions of phone numbers, addresses, or other contact information appeared.

A full chart of coding results can be found in Appendix A.

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INTErprETATiON AND ANALYSiS

CAAWS SURVeY From the survey, the team determined that there is a very large audience willing to participate in activities for the organization. One question the team had going in regarded the potential existence of a college audience, and whether or not they would be willing to take part in any of CAAWS fundraising activities. The survey showed that there is, in fact, an audience fitting this demographic that we can target specifically. The survey also showed us that the original target audience we had in mind, middle-aged to retired persons would also be willing to take part in CAAWS activities. Most respondents said that they would be willing to attend fundraising events and even potentially foster any homeless animals. Also, most said that they would be willing to make a donation and a large number reported an annual household income of more than $100,000. This indictes that our audiences have a reasonable amount of disposable income. These are all things to remember in proceeding, that there are audiences willing to assist the organization. A fairly substantial number of respondents have previous experience with animal welfare organizations, either through volunteering or through the adoption of a pet. CAAWS also proved to be the organization in Baton Rouge with the highest awareness level. Both of these facts bode well for our team as we progress to subsequent stages of the campaign. It will not be as much of a challenge generating awareness of the organization as we initially anticipated. Gaining support and attendance to various events will be easier due to this previous awareness. When asked about favorite hangout spots in Baton Rouge, a majority of respondents listed bars and restaurants, leading us to believe that an event held in either type of venue would be successful. When asked what factors would motivate respondents to donate to an animal welfare organization, respondents overwhelmingly listed the desire to know exactly where their donation would go and the ability to see the results. We can use this information in designing tactics pieces for various fundraisers. When asked where they typically heard about animals in need, most respondents cited social media. Most respondents also reported as being very active on social media, which will help in our promotional efforts. Social media appears to be the best form of promotion, and the team can use CAAWS already impressive social media presence to its advantage.

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CAAWS CONTeNT ANALYsis From the teams searching for content for this content analysis, we determined that many animal welfare organizations do not currently have a wide variety of physical marketing materials. This can play to our advantage as we rebrand CAAWS materials, as few other organizations have informative materials to distribute at events. The analysis itself proved that most organizations fail to incorporate much contact information into their materials and that social media is barely mentioned. This will guide the team in our design process, as including these references to social media will give CAAWS and advantage over organizations, leading consumers to their various social media pages. Ultimately, this may help improve CAAWS social media presence. The analysis will also prove valuable in designing our deliverables, as the basic elements present in fliers and other materials from other organizations, such as less than 100 words of copy and one or two focal pictures, seems to be an effective design for promotions. It is also clear that we should include both calls to action and emotional appeals as they will be more likely to engage audiences and lead them to our events. Including QR codes that lead to social media pages seems like a good plan of action, and can increase both awareness of CAAWS and awareness of fundraising events substantially. The fact that other organizations have not used this strategy will give CAAWS a significant advantage.

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KeY PUbLiCs

KEY PUBLicS
PRiMARY TARGeT AUDieNCe We had two primary target audiences for our campaign:
1. BATON ROUGe ResiDeNTs AGeD 30-50

We aimed to reach this audience as our research showed that they are the primary residents able to adopt or foster animals as well as make financial and physical donations to the organization. They typically have some amount of disposable income and resources for taking in homeless animals, according to our survey. This audience can be broken down into two groups:
INDiViDUALs WiTH FAMiLies

Our research showed that individuals with families would be willing to help the organization in some way, whether it be through adopting or making a donation. The results showed that while some families are willing to adopt a shelter animal, some are hesitant due to a lack of resources or pre-made assumptions about the danger of shelter animals near children. We see an opportunity to educate this group on shelter animals and the effect of their donations. This group would be a good target for donations, as it has made it clear that it would like to support the organization in some form or another.
INDiViDUALs WiTHOUT FAMiLies

This group consists of younger working professionals and older retired persons with ample resources and disposable income. This group would be the primary target for adoptions and fosters, as it has the means to do so without the fear or hesitance of those with families. We see this group as being beneficial to CAAWS as a source of both donations and adoptions.

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2. YOUNGeR VOLUNTeeRs AGeD 18-23 iN THe BATON ROUGe COMMUNiTY

We aim to reach this audience as a source of potential volunteers for the organization, as most individuals in this audience cannot foster or adopt an animal from CAAWS due to a lack of space and a disposable income. This also makes them unlikely candidates to donate to the organization. Primarily, we aim to reach college and high school students, as both groups are typically involved in clubs that require service hours, making them a perfect audience to recruit volunteers from. While high school students may not be able to volunteer at the shelter due to an age restriction, they are still able to volunteer at fundraising events. Our primary research revealed that many in this audience would be willing to help an animal welfare organization such as CAAWS, and we can use this to our advantage in increasing the number of volunteers within the organization.

SeCONDARY TARGeT AUDieNCe Our secondary target audience includes current volunteers and members involved with CAAWS. We hope to strengthen the ties within the organization and equip these volunteers with the tools they need to promote the organization, such as social media guidelines or improved marketing materials. We hope that though our campaign, those involved with CAAWS will be able to continue using these tools to raise funds and garner more adoptions and fosters.

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GOALs ObJeCTiVes STRATeGies TACTiCs

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GOALS AND OBJEcTiVES

GOALs, ObJeCTiVe, STRATeGies AND TACTiCs Behavioral Objective 1: Increase number of volunteers by 10 percent by May 1, 2013. Strategy 1: Promote volunteer opportunities to local high school and college groups. Tactics: Create and distribute fliers detailing the volunteering process and how to get involved to local high school and college clubs in need of service hours. Make personal visits to club meetings to advertise volunteering opportunities at our Cookies for CAAWS event and other adoption events. Strategy 2: Promote the need for volunteers at the Pup Crawl event on April 16. Tactics: Distribute volunteering fliers to all attendees Hang banners and posters Promote volunteering through interpersonal communication Behavioral Objective 2: Get 50 people to attend the Pup Crawl event at the Londoner on April 16. Strategy 1: Promote the Pup Crawl on social media outlets. Tactics: Create a timeline of content to be posted on social media websites for CAAWS social media administrators. Create a flier to be posted on social media outlets. Create a Facebook event for the Pup Crawl. Strategy 2: Promote the event through other media outlets. Tactics: Send a press release to various local media outlets. Distribute fliers advertising the event. Behavioral Objective 3: To have 100 guests attend the Cookies for CAAWS event on April 21. Strategy 1: Promote the event on social media outlets. Tactics: Create a timeline of content to be posted on social media websites for CAAWS social media administrators Create a flier to be posted on social media outlets Create a Facebook event for Cookies for CAAWS.
Goal 1: We aim to increase public engagement with CAAWS.

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Strategy 2: Promote the event at the Pup Crawl earlier in the week. Tactics: Distribute fliers for the event to attendees. Promote Cookies for CAAWS through interpersonal communication with attendees. Strategy 3: Promote the event through other forms of controlled and uncontrolled media. Tactics: Send out a press release to various local media outlets Distribute fliers promoting the event to local schools and other frequented spots for our target audience
Goal 2: We aim to increase the amount of financial and sUppLY DONATiONs TO CAAWS.

Behavioral Objective 1: Increase financial donation to CAAWS by 10 percent by May 2013. Strategy 1: Educate potential donors about how monetary donations are used. Tactics: Create and distribute fact sheets at both events Educate the process through interpersonal communication at both events Strategy 2: Motivate attendees to make donations at the Pup Crawl event. Tactics: Offer drink specials to donors Distribute fact sheets and fliers at the event promoting donations Have a percentage of meal cost go toward CAAWS Sell raffle tickets to attendees Strategy 3: Motivate attendees to make donations at Cookies for CAAWS. Tactics: Sell raffle tickets to attendees to raise funds Distribute donation fliers to encourage donations Behavioral Objective 2: Increase supply donations by 10 percent by May 2013. Strategy 1: Promote the option to donate supplies through Amazon.com. Tactics: Make the option more easily accessible on social media Include option on all promotional materials regarding donating Strategy 2: Encourage supply donations at Pup Crawl Tactics: Offer drink specials to attendees who donate supplies

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Informational Objective 1: Increase education about CAAWS and its overall mission by 10% by May 2013 Strategy 1: Hold events Cookies for CAAWS and the Pup Crawl Tactics: Create interpersonal communication at the events to educate the attendees. Pass out and evaluate comment cards at the end of the event, surveying what the attendees of the event have learned. Behavioral Objective 1: Increase number of adoptions and fosters from CAAWS by 10 percent by May 2013. Strategy 1: Reorganize social media efforts to more effectively promote animals up for adoption. Tactics: Create a social media brief for CAAWS social media personnel to effectively use all social media outlets together to promote animal adoptions and fostering. Encourage social media contests to encourage engagement among fans. Strategy 2: Educate potential adopters about the adoption and fostering process and the benefits of adopting shelter animals. Tactics: Create and distribute brochures outlining the benefits of adopting shelter animals Create fact sheets outlining specific adoption and fostering process Create fact sheets about the benefits of spaying/neutering Strategy 3: Hold adoption events Cookies for CAAWS and the Pup Crawl. Tactics: Have animals present for attendees to interact with at events Distribute adoption promotional materials at both events Communicate the animals needs to attendees through interpersonal communication at both events

Goal 3: We aim to increase animal adoptions and fosters FROM THe ORGANiZATiON.

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PROGRAMMiNG

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CAMpAiGN ThEME AND MESSAGES

CAMpAiGN THeMe

As a group, Infinite Communications Inc. decided to make the overall theme of our campaign Helping Animals BeCAAWS We Care. This theme contains the necessary aspects and messages that ICI wants to convey through the campaign. The pun used in place of the word because represents the acronym for our client the Capital Area Animal Welfare Society. Having the clients name in the theme is significant because without CAAWS there would be no campaign. CAAWS is a nonprofit organization committed to helping animals, and the unpaid volunteers are a part of the organization because they do truly have care and concern for the animals in Baton Rouge. In only a few words, the theme encompassed the mission of CAAWS, which is to help animals in the community. Working to educate society about spaying and neutering, animal adoption, donations and volunteering, CAAWS cares about animals as well as the Baton Rouge community as a whole.

Our client ultimately wanted its audience to become more aware of CAAWS and its efforts. The organization has no government assistance and is run solely on adoption fees, donations and memberships. Therefore, making others aware of the nonprofit organization is vital to obtaining funding and sponsorships. Our client also explained that although CAAWS needs money and sponsorships, it wants the Baton Rouge community to know that everyone at CAAWS cares about the animals, and the volunteers are involved with the organization because they want to help make a difference. Through this campaign, CAAWS hoped to educate people on the main functions and aspects of the organization, which would lead to an increase in donations, volunteers and general education of spay and neuter techniques for the local community. Our target audience consisted of adults between the ages of 30 to 55 with a middle to high level of disposable income as well as young adults. From our research, ICI determined that a large audience is willing to participate in activities for the organization. Most respondents

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of our survey said they would be willing to attend fundraising events and even potentially foster homeless animals. Significantly, our survey showed that our main audiences have a reasonable amount of disposable income, and most respondents said they would be willing to make a donation. This is important because now ICI knows that there are people in the Baton Rouge Community willing to assist CAAWS.
KeY MessAGes

Our two general target audiences were middle-aged individuals and young adults around the age of college students. The adult audience with disposable incomes would be targeted mainly to participate as donors, and the young adults would be targeted for the purpose of volunteering. Our middle-aged audience with disposable incomes was targeted specifically for donations. This audience will mainly be reached at our Cookies for CAAWS event where we will distribute informational fact sheets and fliers. The fact sheet and flier included information on how to donate to CAAWS as well as details on how to adopt and other general information about how to get involved with CAAWS. In our survey, when asked what factors would motivate respondents to donate to an animal welfare organization, respondents listed the desire to know exactly where their donation would go as well as the ability to see the results. Therefore, we placed such information in the media literature for the Cookies for CAAWS event. A message we want to communicate to this public is that CAAWS is a nonprofit organization that helps animals in the local community solely through donations that go directly to animal care, medical expenses, shelter expenses, pet food or pet supplies. A message we also want to emphasize is that CAAWS is committed to finding animals homes and educating the community on proper spay and neuter techniques and responsible pet ownership. The fact sheet and flier targeting this audience is geared more toward a mature audience. ICI wished to convey a slightly different message to our audience of young adults. We wanted this audience to know that CAAWS needs any form of volunteer help it can get from anyone ages 18 and older. We are specifically targeting college students who may need service hours for

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a course or school club. One of ICIs events was at The Londoner, which is a local pub in Baton Rouge. At this event, we distributed a flier and fact sheet with details about volunteering at CAAWS. These print materials were tailored to attract younger tastes and interests than the ones given out at Cookies for CAAWS. In our survey, when asked about favorite hangout spots in Baton Rouge, a majority of respondents listed bars and restaurants, which led us to decide to have a fundraising event at The Londoner. A message we want to emphasize is that CAAWS is run solely by volunteers, and the organization can always use help from those willing to volunteer their time to help animals in the local community.
MessAGe AppROACHes

ICIs campaign utilized both rational and emotional approaches in reference to the messages we wish to convey. Rationally, we provided our audiences with detailed facts and information about CAAWS and how they can get involved by adopting, donating, sponsoring, becoming a member or volunteering. This rational message should be effective in our attempt to gain support for CAAWS and raise awareness of the organization. Our research showed that a large number of respondents have previous experience with animal welfare organizations through volunteering or adoption of a pet. Also, CAAWS proved to be the organization in Baton Rouge with the highest awareness level. Such information will benefit ICI in generating awareness of CAAWS and gaining support and attendance to our events. To engage audiences and lead them to our events, we also included calls to action and an emotional approach. We attempted to convey messages emotionally by emphasizing the fact that CAAWS helps animals who are in need. The audience will know that the animals need a family, love, care, support and a home. ICI advocated for others to help in CAAWS efforts of making a positive difference in the lives of animals that cannot help themselves, which makes the message emotional. To create a more personal, emotional experience for audiences, ICI had actual CAAWS animals at the events, and we posted images of the animals on social media sites and the fliers to allow audiences to feel connected to the animals.

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COMMUNicATiON PriNcipLES
To successfully reach our audience and communicate our key messages, ICI utilized certain communication strategies. We planned to reach our audience mainly through events, social media and media literature. In an attempt to rebrand and modernize CAAWS print materials, ICI conducted a content analysis and determined that many animal welfare organizations do not currently have a wide variety of physical marketing materials. This was advantageous for our campaign because few other organizations have informative materials to distribute at events. The content analysis proved that most organizations do not incorporate much contact information into their materials. Also according to our content analysis, social media is barely mentioned, and our survey showed that respondents typically heard about animals in need via social media. ICI interacted with its audience heavily through social media, which helped in promotional efforts, especially since most respondents reported being very active on social media sites. CAAWS already had an impressive social media presence, which was beneficial in communicating with publics for this campaign. We improved CAAWS social media presence by including the organizations contact information references in the print materials, which would lead people to CAAWS various social media pages. Communicating and interacting with CAAWS audience through social media will be effective in increasing both awareness of CAAWS and awareness of our fundraising events. The following are ways to volunteer at CAAWS: Volunteers can help out at the actual CAAWS shelter doing a dog shift or cat room shift if the prospective volunteer is 18 or older Volunteers can assist on CAAWS Cat Adoption days or during the CAAWS Mystic Krewe of Mutts Parade with a parent or guardian present Volunteers can participate in CAAWS good drive for animal items such as toys, treats, leashes, collars, cleaning supplies, etc. Volunteers can take part in foster programs which gives the animals a home

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 Volunteers can become involved in adoption days- transporting the animals to offsite adoption locations, setting up, working with adoption counselors to keep the animals safe and happy, etc. Volunteers can go to elementary schools classes with CAAWS dogs to teach responsible pet ownership, child safety and spay/neuter Volunteers can participate in Pet Touch Therapy by visiting local retirement communities, nursing homes and other facilities Volunteers can become a part of grant writing The following are possible events to sponsor:

ThE LONDONEr PUp CrAWL TUESDAY, ApriL 16

COOKiES FOr CAAWS SUNDAY, ApriL 21

The following is a wish list for CAAWS donations: Pet carriers Collars Leashes Wire frame dog crates Scoopable kitty litter Canned cat food Grooming tools Toys Treats, bedding and food dishes

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EVENT SUMMAriES
PUp CRAWL AT THe LONDONeR The Pup Crawl at The Londoner took place on Tuesday, April 16 at the Londoner from 6 p.m. to 8:30 p.m. The event aimed to educate dinner guests about CAAWS and the various functions provided by the organization. CAAWS previously worked with the Londoner for various events, so it seemed like a good opportunity to target a preexisting audience. The team also took the opportunity to promote its major event, Cookies for CAAWS, which took place the following Sunday. At the event, the team set up a table on the outside patio featuring fact sheets, fliers and raffle materials. All of the fact sheets contained information pertaining to CAAWS. The different fact sheets included information about fostering and adopting a shelter animal, donating, general information and volunteer opportunities at CAAWS. The team also began to sell raffle tickets to raise funds for CAAWS. Raffle prizes included: two children activity books, a Starbucks gift basket with a travel thermos, a Starbucks package of coffee and Godiva chocolates, a Francesca's handbag, a Honeymoon Bungalow gift card with a Time Warp candle, a Strands Cafe gift card and a Varsity Sports gift basket. The team distributed fliers for Cookies for CAAWS as well as communicated to Londoner guests about the organization. The event had a lower turnout than the team expected, though those who did attend seemed genuinely intrigued by the teams marketing materials. The team took the time to discuss the importance of the organization with various dinner guests and communicated with audience members who had heard of CAAWS, as well as those who were not familiar with the organization. The team received a great deal of inquiries about CAAWS, and many of the guests that it spoke with showed interest in volunteering, adopting or fostering from the organization. Many also purchased raffle tickets and expressed interest in attending Cookies for CAAWS. The raffle was a great way of drawing more interest in CAAWS, as well as another way to promote the teams main event Cookies for CAAWS. While the Londoner Pup Crawl did not have a large turnout, promoting the event on Facebook drew a significant amount of interest for a Tuesday night, while at the same time informing people about Cookies for CAAWS. The total amount of donations collected from the Pup Crawl event totaled $42. The event proved to be an effective way to engage with new audiences for CAAWS.

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COOKies FOR CAAWS Cookies for CAAWS took place on April 21 from 1-3 p.m. at the Raising Canes Dog Park located at 13900 South Harrell's Ferry Road. The event involved various activities to bring awareness to CAAWS mission of the fostering and adoption of animals in the Baton Rouge area. The team began setting up at noon with the help of Kathy McCutcheon. Our informational kiosk included posters, fliers and brochures that gave instructions on proper animal care and ways to get involved with the organization. The raffle tables lined the sidewalk displaying different prizes available for people to buy tickets to try their luck. Lastly, the team set up a build your own cookie booth which featured more than 150 cookies donated by Albertsons Super Market. The booth allowed children to create their own animal inspired cookies with an array of icings and toppings. Raising Canes provided three workers and a lemonade stand to handout refreshments to bystanders during the whole event. Kathy taught an animal wellbeing seminar around 2:30 p.m. The seminar allowed all participants to learn some basic tips to help teach their pets better ways to behave and correct their transgressions. The CAAWS volunteers also brought four dogs from the shelter, Jimi, Anya, Haven and Hayes. The volunteers made sure the dogs interacted with other non-CAAWS dogs and their owners to show how loving they could be. Allen Alongi, the teams copy director, filmed the entire event to create a video for use on the CAAWS website. CAAWS also brought doggie water bottles, toys and treats for $2 apiece to entice people to donate. The raffle drawings took place at 3 p.m. prior to the event ending. The participants gathered around as the team gave away great prizes from Francescas, Starbucks, The Varsity, Time Warp, Honeymoon Bungalow, Strands Caf and Foyer Interiors, which amounted to more than $600. The total funds

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raised totaled more than $175. The event generated a great deal of interest in the organization. The team successfully engaged the crowd into learning more about CAAWS and ways to get involved in the organization. Overall, the event was an incredible success. The CAAWS workers and volunteers seemed pleased with the efforts to support their organization and expressed their gratitude to the team tenfold. We received great feedback as we had more than 20 comment cards submitted, all with positive responses. The raffle participants voiced that they were more than pleased with the raffle and prizes offered. The children also enjoyed decorating their cookies as well as playing with the CAAWS dogs. Finally, the most rewarding aspect of the event was the interest that people showed in getting involved with CAAWS in their attempt to reduce the amount of homeless animals in the Baton Rouge area.
RAFFLE WiNNErS

ICI TEAM ShirTS

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TiMETABLE
Jan. 23- Group and client introduction Jan. 28- Picked team logo: Infinite Communications Inc. Jan. 30- Met with CAAWS at the shelter; Discussed campaign Feb.4- Signed letter of agreement with client Feb. 17- Secondary research report team meeting Feb. 18- Finalized and turned in secondary research report March 4- Cookies for CAAWS logo produced March 10- Group meeting; distributed primary research surveys March 11- Met with Kathy at Coffee Call; Discussed event and progress of campaign March 14- Cookies for CAAWS flier produced March 18- Completed primary research report and final secondary research report March 19- Created press release and sent to news outlets March 20- Met with Janet on LSUs campus; discussed social media plan; Londoner Pup Crawl flier produced April 1- Social media awareness for events released April 8- Fact Sheets ready for distribution at events April 9-Fact sheets and volunteer information distributed to local groups April 10-Donations for raffle requested and acquired April 15-Meeting with Kathy April 16- Londoner Pup Crawl April 21- Cookies for CAAWS event at Raising Canes Dog Park in the Forest Community BREC park; distributed comment cards April 23- Evaluate campaign April 25-Sent thank you cards to donors April 27-First draft of campaign book completed April 28-Campaign presentation creation and practice May 1- Final campaign presentation

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BUDGET
ADMiNisTRATiVe COsTs ITeMiZeD EXpeNses COsT QUANTiTY TOTAL

Printing Raffle Supplies Cookie Decorating Supplies

$.10 per page $10-$30 $1-$3

500 11 5
TOTAL EXpeNses

$50.00 $90.00 $12.00

$152.00

IN-KiND DONATiONs ITeMiZeD DONATiONs

cAAWS

COsT

Dog Agility Course Banners Tables (3) Tents (2) Raffle Tickets Nouvelle Candle from Time Warp Honeymoon Bungalow Gift Card Strands Caf Gift Card Foyer Artwork and Photography Varsity Sports Starbucks Coffee Gift Basket Francescas Handbag Barnes and Nobles Gift Baskets Cookies from Albertsons (150) Lemonade and Tea from Raising Canes (20)

Owned by the Organization Owned by the Organization Owned by the Organization Owned by the Organization Owned by the Organization
PriZE DONATiONS

$25 $25 $20 $500 $100 $45 $60 $75

REFrEShMENTS

$150 $200 TOTAL DONATiONs $1200

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EVALUATiON

EVALUATiON
The results for our impact objectives were as follows:
Goal 1: We aim to increase public engagement with CAAWS

Behavioral 1: Increase number of volunteers by 10 percent by May 1, 2013. Outcome of Behavioral 1: Due to deadlines, it is difficult to measure how many volunteers resulted from the campaign. However, the team dropped off fact sheets at several college club chapters and high school clubs in need of volunteer hours. The lack in response can be attributed to the campaign taking place so late in the spring semester, a hectic time for most students. However, many attendees of the events expressed an interest in volunteering for CAAWS in the future and volunteer numbers could potentially increase as a result. Behavioral 2: Get 50 people to attend the Pup Crawl event at the Londoner on April 16, 2013. Outcome of Behavioral 2: Overall, we received about 30 guests at our event, not quite reaching the objective we set, but still piquing the interest of those who did attend. CAAWS also received 42 dollars in donations through the sale of raffle tickets. A few of the customers the team spoke with at the Londoner ultimately attended the Cookies for CAAWS event. From what the manager told the team, Tuesday nights are typically a slower night at The Londoner, which can explain the lower turnout. Behavioral 3: To have 100 guests attend the Cookies for CAAWS event on April 21, 2013. Outcome of Behavioral 3: Overall, about 60 people attended the Cookies for CAAWS event, not quite reaching the goal the team had set. However, this can probably be attributed to the Earth Day celebration that took place downtown at the exact same time as Cookies for CAAWS. Despite this, the event still proved to be a massive success and dozens of pet owners and their dogs took part in the raffle, cookie decorating and information sessions.

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Goal 2: We aim to increase the amount of financial and sUppLY DONATiONs TO CAAWS

Behavioral 1: Increase financial donations to CAAWS by 10 percent by May 1, 2013. Outcome of Behavioral 1: Overall, the team sold over 150 raffle tickets at both events, raising just over $180. On average, CAAWS typically garners about $4,000 per month, meaning that the team raised about five percent of its typical monthly donations. Though this does not meet the set objective of ten percent, it is still a significant amount of money for the organization at little cost. Behavioral 2: Increase supply donations by 10 percent by May 1, 2013. Evaluation Method: After meeting with the social media administrators for CAAWS and explaining potential strategies for promoting the Amazon donation option, the organization received a substantial amount of supplies for its animals from the website. Though the exact number of supplies could not be counted due to different volunteers receiving and using the products, the organization received more supply donations from Amazon in April than it had in previous months.
Goal 3: We aim to increase animal adoptions and FOsTeRs FROM THe ORGANiZATiON

Informational 1: Increase education about CAAWS and its overall mission by 10% by May 2013 Outcome of Informational 1: Based on about 21 comment cards that attendees submitted at both events, it became clear that many members of the target audience had gained a better knowledge and understanding about the inner workings of the organization through personally communicating with members of CAAWS. Fact sheets providing educational information about the various functions of the organization were also distributed to most attendees, leading the team to believe that it had made an impact on a number of attendees.

Behavioral 1: Increase number of adoptions and fosters from CAAWS by 10 percent by May 1, 2013. Outcome of Behavioral 1: Because of campaign deadlines, the team could not get a final number of animal adoptions for the organization. However, since the beginning of the execution phase in April, three dogs have been adopted, about the average per month for the organization. Several attendees to both events expressed an interest in adopting or fostering from the organization, so it will be good to see how many adoptions result in the future.

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STeW ARDsHip

Throughout the course of our campaign, the team received a substantial number of donations, without which it could not have successfully executed its events. Donors to the campaign effort included Albertsons, Starbucks, Barnes and Nobles, The Foyer, Raising Canes, Varsity Sports and several more. As an act of gratitude toward these donors, the team allowed them to distribute any advertisements and fliers they wished at the event to potentially bring in new audiences. The team felt that this was an appropriate measure, as it would mutually benefit both CAAWS and the donors. Personalized thank you cards were also sent to each donor to let them know how much their donations were appreciated. It is the teams belief that proper acts of stewardship will lead to sponsorships by these organizations again in the future. The team also sent thank-you cards to Kathy, our contact at CAAWS, to thank her for all of her support and help throughout the campaign. Without her help, the campaign would not have been possible. Upon the conclusion of the campaign, the team believes that CAAWS has a very wide range of possible events and fundraisers it can execute in the future. The research as well as the planning phase have shown that there is a large amount of support for the organization, and it is quite possible to bring in new sponsors that the organization has not considered, such as smaller independent stores in the Baton Rouge area. CAAWS is capable of appealing to a wide range of audiences, from the older audience that this particular campaign targeted, to younger volunteers in high school and college. The organization could consider using the same Pup Crawl theme that this campaign utilized and branch out to various bars and pubs across the Baton Rouge area. People seem to be very receptive of the organizations message with a little amount of push from members, so even table sits with select shelter dogs could lead to success. These types of events are simple to plan and could be very successful to the organization if executed correctly. CAAWS could also benefit from centralizing its event planning efforts, electing one member in charge of the actual planning process. This would lead to less confusion among members and create one unified effort to raise funds and generate awareness for the organization. Working with CAAWS has been a pleasure and it is the belief of Infinite Communications, Inc. that the future looks very promising in terms of campaign efforts.

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BibLiOGRApHY

REFErENcES

1. CAAWS Official Website. (2013). Parades. Retrieved on Feb. 15, 2013 from http://www.caaws.org/parades/2013/index.html 2. CAAWS. (2013). Facebook. Retrieved on Feb. 15, 2013 from http://www.facebook.com/CAAWSBR?fref=ts 3. CAAWS. (2013). Twitter. Retrieved on Feb. 15, 2013 from https://twitter.com/CAAWSBR 4. CAAWS. (2013). Pinterest. (2013). Retrieved on Feb. 15, 2013 from http://pinterest.com/caaws/ 5. CAAWS. (2013). Instagram. Retrieved on Feb. 15, 2013 from http://instagram.com/caaws 6. CAAWS. (2013). YouTube. Retrieved on Feb. 15, 2013 from www.youtube.com/user/caaws 7. Frost, Rachel. (June 28, 2011). WBRZ.com. Animals dumped at CAAWS in Baton Rouge. Retrieved on Feb. 15, 2013 from http://www.wbrz.com/news/animals-dumped-at-caaws-in-baton-rouge 8. CAAWS Official Website. (2013). Home Page. Retrieved on Feb. 15, 2013 from caaws.org/welcome.php 9. CAAWS Official Website. (2013). Blog. Retrieved on Feb. 15, 2013 from http://caaws.org/blog/ 10. Cat Haven Official Website. (2013). Home Page. Retrieved on Feb. 15, 2013 from www.cathaven.org 11. Staats, S., & Horner, K. (1999). Allocating Time to People and Pets: Correlates With Income and Well-Being in a Midwest Community Sa. Journal of Psychology, 133(5), 541. Retrieved on Feb. 15, 2013 from http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=720ea5f1-dbe-4a06-92c5-0 996aa51144%40sessionmgr4&vid=4&hid=22

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12. The United States Census Bureau. (2013). Retrieved on Feb. 15, 2013 from http://www.census.gov/easystats/ 13. The Humane Society of the United States. (2011, December 12). Retrieved on Feb. 15, 2013 from http://www.humanesociety.org/issues/adopt/tips/top_reasons_adopt.html 14. Chase Bank Official Website. (2013). Why Chase?. Retrieved on Feb. 15, 2013 from https://www.chase.com/business-banking/business-loans 15. Friends of the Animals Official Website. (2013). Online Store. Retrieved on Feb. 15, 2013 from www.friendsoftheanimalsbr.org/store/ 16. APAWS Official Website. (2013). Home Page. Retrieved on Feb. 15, 2013 from apawspets.org

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AppeNDiX

AppeNDiX A:
LETTEr OF AGrEEMENT
LETTER OF AGREEMENT Between Capital Area Animal Welfare Society 6357 Quinn Drive Baton Rouge, La. 70817 and Infinite Communications Inc Baton Rouge, La. 70820

This binding agreement of services, dated Feb. 4, 2013 is between Infinite Communications Inc and Capital Area Animal Welfare Society-a nonprofit organization located in the Baton Rouge area committed to the welfare of homeless animals and educating the community about animal safety and maintenance. ICI is a communication professional group that will invest its services toward the nonprofit organization. The work began Jan. 23, 2013 and will progress throughout the semester, ending in May 2013. Throughout the semester, six ICI public relations consultants will work together to execute and tend to the needs of CAAWS. The account executive will serve as the primary contact between the two organizations and oversee the progress and execution of the work throughout the semester. In addition to the account executive, five more professionals will assist CAAWS in specific areas: research, writing, creative design, media and promotion of events. Project Description Throughout the semester, ICI will cater to the specific needs of CAAWS. The main objective is to increase awareness of CAAWS and thus increase the number of adoptions and amount of donations to the organization. The main goal will be achieved through researching the local publics knowledge on CAAWS and the maintenance of domestic animals, updating media literature; planning and promoting events, presenting fundraising opportunities to various groups and enhancing the organizations social media presence.

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Terms of Agreement ICI and CAAWS should work in a partnership and always in the best interest of the campaign and bettering CAAWS as an organization. All strategies, plans, media and promoting will require approval by CAAWS prior to execution. Specific roles of both organizations and members within the organizations will be clearly identified. Adherence to the labeled roles, as well as deadlines are imperative to the success of the campaign. Leniency and flexibility in schedule and activities will be taken in to consideration because of other requirements and commitments that are had by full-time LSU students. ICI and CAAWS will remain in a professional partnership at all times. I have read and agreed to the terms and conditions specified in this letter of agreement between ICI and CAAWS.

Veronica Ridgley Account Executive ICI Ryan DeLaune Research Director ICI Renee Arostegui Research Director ICI

Allen Alongi Copy Director ICI Lauren Rabalais Creative Director ICI Andrew Mongrue Media & Promotion Director ICI Kathy McCutcheon Community Relations Director CAAWS

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AppeNDiX B:
PriMArY RESEArch INSTrUMENTS
CAAWS SURVeY Reasoning The problem our clients face is a lack of awareness for the organization as well as the need for more foster homes and funding for animals. To begin creating a campaign to resolve this issue, we decided to conduct a survey of Baton Rouge residents gaging the general attitudes toward volunteering and donating to animal welfare organizations, as well as the awareness of CAAWS. To do this, we left the survey objective, not affiliated with the organization in hopes that it will eliminate user bias. Our client expressed the desire to target a more middle-aged to retired audience with disposable income, because they believe that this is the audience most likely to donate to the organization. From this survey, we hope to learn whether this is true or if there is another audience of potential donors they are not considering. Survey Questions 1. What is your gender? Male Female 2. What is your race? Asian/Pacific Islander Black/African American Caucasian Hispanic Native American/Alaska Native Other/Multi Racial 3. What is your age? 19 or younger 20-29 30-39 40-49 50 or older

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4. How often do you volunteer for animal welfare organizations? Multiple times a week Once a week Multiple times a month Once a month Multiple times a year Once a year Other 5. Which of the following animal welfare organizations in Baton Rouge have you heard of (select more than one if necessary)? Project Purr Friends of the Animals Baton Rouge Cat Haven The Capital Area Animal Welfare Society (CAAWS) Companion Animal Alliance I am not familiar with any of these organizations 6. Have you ever fostered a homeless animal for an animal welfare organization Yes No 7.How likely are you to foster a homeless animal? Not at all likely Somewhat likely Very likely 8. How many pets do you currently own? None 1-2 3-4 More than 4

9.

What types of pets do you currently own? Dogs Cats Other:___________ How likely are you to make a donation to an animal welfare organization? Not at all likely Somewhat likely Very likely

10.

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11. How likely are you to attend a fundraising event for an animal welfare organization? Not at all likely Somewhat likely Very likely 12. What factors would motivate you to make a donation to an animal welfare organization? Please List 13. What factors would motivate you to foster a homeless animal? Please List. CODiNG SHeeT Content ID = [Organization Name + Type of Publication + Subject + Year] Animal Welfare Organization: Year of publication: Type of publication: Subject of publication: Number of pictures in publication: _None-2 =1 _3-5 = 2 _More than 5 = 3 Amount of copy in publication: _Less than 100 words = 1 _100-200 words per page = 2 _201-300 words per page = 3 _More than 300 words per page = 4 Emotional appeals included: _Yes = 1 _No = 0 Calls to action: _Yes = 1 _No = 0 Inclusion of contact information in publication: _Yes = 1 _No = 0

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If yes, what type of contact information does it provide? Physical address: _Yes = 1 _No = 0 Phone number: _Yes = 1 _No = 0 Email: _Yes = 1 _No = 0 Website: _Yes = 1 _No = 0 Facebook: _Yes = 1 _No = 0 Twitter: _Yes = 1 _No = 0 Blog: _Yes = 1 _No = 0 QR code: _Yes = 1 _No = 0

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CAAWS CONTeNT ANALYsis CODiNG ResULTs

ID
12

Pictures 1 1 2 3 1 1 1 1 1 1 None-2 (80%) 3-5 (10%) More than 5 (10% More than 300 words (10%) Not Included (50%) Less than 100 words (90%) Included (50%) Included (70%) Not Included (30%) 1 0 0 1 0 0 0 0 Included (60%) Not Included (40%) 1 0 1 1 1 1 1 0 1 1 1 0 1 1 1 1 1 1 1 1 1 0 1 1 1 0 0 1 4 1 1 1

Copy

Emotional Appeals

Calls to Action

Contact Information3

PPFactSheetCattodog2012 CHFlierGeneral2012 PPFlierBistro2013

FOTASFlierHalloween2012

SBRBuckslipSpaying2012

YelpFlierFoodtrucks2012

CHFlierVolunteer2012

YelpFlierAdoption2012

CAAFlierSpringSuperSale2013

CARAFlierAdoptions2012

Percentages of Coding

CODiNG ANALYsis FOR CONTACT INFORMATiON

ID 0 1 0 0 0 0 Included (16.67%) Not Included (83.33%) Not Included (66.67%) Included (33.33%) 0 0 Included (16.67%) Not Included (83.33%) 1 1 0 0 1 1 1 0 0 1 1 0 1 0 0 0 0 0 0 0 1 0 Address Phone Email Website Facebook Twitter 0 0 0 0 0 0 Blog 0 0 0 0 0 0 QR Code 0 0 0 0 0 0

PPFactSheetCattodog2012

CHFlierGeneral2012

PPFlierBistro2013

FOTASFlierHalloween2012

SBRBuckslipSpaying2012

YelpFlierAdoption2012

Percentages of Coding Categories

Included (100%)

Not Included (100%)

Not Included (100%)

Not Included (100%)

Not Included (100%)

(Footnotes)

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1 Content ID = [Abbreviated Organization Name + Type of Publication + Subject of Publication + Year Created]

2 ID Abbreviation Key: PP = Project Purr, CH = Cat Haven, FOTAS = Friends of the Animal Shelter, SBR = Spay Baton Rouge, CAA = Companion Animal Alliance, CARA = Companion Animal Rescue of Ascension

3 See Coding Analysis for Contact Information Chart for further analysis.

AppeNDiX C:
CONSENT FOrM
1. Study Title: Primary Research for Campaign Planning for Capital Area Animal Welfare Society 2. Performance Site: Online 3. Investigators: For any questions about this study, participants may contact the principle investigator, Dr. Hyojung Park, at hjpark6@lsu.edu or (225) 578-2426. They may also contact co-investigators, Ryan DeLaune (rdelau8@lsu.edu) and Renee Arostegui (rarost1@lsu.edu). 4. Purpose of the Study: The purpose of this research is to gauge the general attitudes toward volunteering and donating to animal welfare organizations. Another aim is to understand the awareness of Capital Area Animal Welfare Society. 5. Subject Inclusion: 6. Number of Participants: Residents in the Baton Rouge area 100 150

7. Study Procedures: Participants will be asked to answer about 15 questions regarding the nonprofit organization. The entire study should take no more than 10 minutes. 8. Benefits: There are no direct benefits to participants. However, the study may yield valuable information that helps improve the quality of life of animals in need. 9. Risks: Participants are not expected to participate in any treatments that would incur the risk of physical or mental injury during their participation in this study. 10. Right to Refuse: Participants may choose not to participate or to withdraw from the study at any time without penalty or loss of any benefit to which they might otherwise be entitled. 11. Privacy: All responses will remain confidential unless disclosure is required by law. Results of the study will not be published, and no names or identifying information will be used in the reporting of results. You may direct questions regarding study specifics to the investigators. If you have questions about participants rights or other concerns, you can contact Robert C. Mathews, Institutional Review Board, (225) 578-8692, irb@lsu.edu, www.lsu.edu/irb. By completing this online survey, you are agreeing to take part in the above described research project. Please begin the survey now by clicking on the next button below.

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AppeNDiX D:
EVALUATiON INSTrUMENTS

Want to leave us some CAAWmentS?

Thanks for joining us at Cookies for CAAWS!

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AppeNDiX E:
DELiVErABLES

OFFiCiAL COOKies FOR CAAWS LOGO

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FOR IMMEDIATE RELEASE Celebrate Earth Day at Cookies for CAAWS Baton Rouge, La- March 19, 2013- The Capital Area Animal Welfare Society (CAAWS) is partnered with Infinite Communications to celebrate Earth Day and local pet adoptions in the Baton Rouge area at the Cookies for CAAWS event. Cookies for CAAWS will allow participants to interact and play with animals available for adoption. There will also be a cookie station for children to create their own delicious animalthemed cookies. There will be activities, games, food and refreshments free to the public. Cookies for CAAWS is a family-friendly event and we encourage all those interested in adopting to join us for a great occasion. The event will be held on April 21 at 1:30 p.m. at the Raising Canes Dog Park located in the Forest Community BREC Park: 13900 South Harrells Ferry Road, Baton Rouge, LA 70816. Donations are appreciated with 100 percent of proceeds going to CAAWS for animal upkeep and maintenance. The Capital Area Animal Welfare Society (CAAWS) is a non-profit organization committed to the well-being of animals in the Baton Rouge community by providing, facilitating, and promoting spay/neuter, adopting or facilitating the adoption of homeless animals, and teaching the community responsible companion animal ownership and the humane treatment of animals. Contact: Allen Alongi Infinite Communications aalong3@lsu.edu (504) 756-2138 ###

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COOKies FOR CAAWS INFORMATiONAL FLieR

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PURCHASE YOUR RAFFLE TICKET TODAY!

COOKIES

CAAWS

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for

The drawing wil be at Cookies for CAAWS on April 21 at 3:00 p.m.

2 Childrens activity books Why Dogs Are Better book with dog picture frame Child's dog book and dog Pil ow Pet Travel thermos, Starbucks brand package of coffee and Godiva chocolates Handbag from Francesca's Nouvelle Candle from Time Warp with Honeymoon Bungalow gift certificate Gift Certificate to Strands Cafe
COOKies FOR CAAWS RAFFLe PROMOTiONAL FLieR

RAFFLE ITEMS

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Pup Crawl
benefiting

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CAAWS &
Tuesday, April 16
4215 S. Sherwood Forest Blvd Baton Rouge La 70816

The Londoner pub

Helping Animals beCAAWS we care

PUp CRAWL iNFORMATiONAL FLieR

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CAAWS
All About CAAWS
The Capital Area Animal Welfare Society (CAAWS) is a nonprofit organization committed to the well-being of animals in the Baton Rouge community by providing, facilitating, and promoting spay/neuter, adopting or facilitating the adoption of homeless animals, and teaching the community responsible companion animal ownership and the humane treatment of animals.

Finds loving homes for the animals we bring into our adoption program Places adoptable pets in foster homes until a permanent home can be found Promotes the spay/neuter of pets through a program and by offering discount certificates for spay/neuter procedures Brings animals to retirement/nursing homes for visits Educates students about responsible pet ownership

What does Caaws do?

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CAAWS
ADoptions
By adopting out animals into forever homes, we decrease the burden on Animal Control and ensure another animal lives in peace and security. Through our adoption program, and our spay/neuter and education programs, CAAWS has the goal to place every adoptable animal in a loving home.

How can i adopt?

CAAWS requires all adopters be at least 21 years of age and reserves the right to refuse any adoption. Dog adoptions -11 a.m. - 3 p.m. every Saturday at our adoption center - 6357 Quinn Dr. Cat adoption hours are 11 a.m. - 4 p.m. at the Petsmart on Airline. Special adoption events throughout the greater Baton Rouge area. The adoption fee for our animals is $100.
To view images of Our adoptable animals caaws.org/adopt

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CAAWS
Donations
Want to help an animal in need? CAAWS is a recognized 501(c)(3) charitable organization and all donations are tax deductible to the extent allowed by law. We have no paid staff so all donations to CAAWS go directly to our animals. Check out our Amazon wish list to donate supplies directly to CAAWS.

Animal Care Medical Expenses Pet Supplies Pet food Shelter Expenses Pet carriers Leashes

What does your Donation to fund?

Grooming Tools Toys Treats, bedding, and food dishes Food (we feed exclusively Science Diet to our animals) And much more!

caaws.org/caaws_donations.htm

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CAAWS
Fostering
Fostering a dog or cat can be for a limited amount of time versus taking on the full time commitment and responsibility of pet adoption. Fostering wil help free up space in shelters for more animals in need to be saved.
You can help save many lives instead of just one life Fostering an animal can also turn into adoption Fostering can be very time consuming and require a lot of labor due to different needs animals may need CAAWS and many other shelters wil provide medical expenses, food, litter, etc. Get to provide an animal with loving home and help out with the adoption process Satisfaction of knowing you helped prepare the animal for a caring family who wil provide a permanent or forever home

Things to Consider

BENEFITS

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Volunteer Opportunities
CAAWS relies on unpaid volunteers to keep the organization afloat. These volunteers are a vital part of the organization, bringing a genuine sense of care and concern for the animals of Baton Rouge.
Volunteering at the CAAWS shelter during a dog shift or cat room shift. Assisting CAAWS staff at CAAWS Cat Adoption days or during the CAAWS Mystic Krewe of Mutts Parade. Participating in CAAWS goods drive for animal items such as toys, treats, leashes, collars, cleaning supplies, etc. Fostering an animal. Educating local students with CAAWS dogs to teach responsible pet ownership, child safety and spay/neuter Participating in Pet Touch Therapy by visiting local retirement communities, nursing homes and other facilities Grant writing

CAAWS

How can you help?

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YOUTUBE ViDEO FiLMED DUriNG COOKiES FOr CAAWS

http://www.youtube.com/watch?v=zRwa_Yb-KCk

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AppeNDiX F:
EArNED MEDiA

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