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Yellow Team
Business 2200
11/16/2017
Kristi Grooms
STRATEGIC COMMUNICATION PLAN 2
Our Objective
that educates the public on the necessity of making Utah a no-kill state and encourages the
community to donate goods and services to help homeless pets during this holiday season.
Learning Objective
To increase critical thinking skills, identify audience and purpose via the necessary
research, build team relationships, and use technology and social media to run a business
Audience Analysis
o The highest population groups in South Jordan include males between 5-14 years
Animal lovers.
Messaging Goals
To inform the public about the work and mission of Best Friends Animal Association
To encourage the public to donate time and services for the benefit of homeless pets
Key Messages
Channels/Media
o This will allow us to reach a large, local demographic (1,000 total movie seats
o This will allow us to reach a population who cares for animals, and make it more
Instagram.
Brochure/information pamphlet.
Go-Fund-Me page
Style Guide
We wanted our tools to have a similar, clean and inviting style, so we stuck to a white
background with simple fonts and neutral colors, like gray and black. This also follows
Budget
Expenses for this project will mostly include gas money to travel to and from drop-off
locations and delivering the donations to best Friends, stickers for events, time spent at charity
Stickers: $15
Tactical Plan
Mission Statement
The mission of Best Friends Animal Society is to bring about a time when there are No
More Homeless Pets. We do this by helping end the killing in America's animal shelters
STRATEGIC COMMUNICATION PLAN 5
through building community programs and partnerships all across the nation. We believe
Mission - To bring about a time when there are No More Homeless Pets
Golden Rule: To treat all living things as we ourselves would wish to be treated.
Positive influence: To judge our effectiveness by the extent to which animal lives
are saved and improved, and by the positive experience of the people we touch.
2017)
The possibility of finding a home for every pet is attainable and the need for doing so will
The community will be involved with donations of food, supplies, and funding.
STRATEGIC COMMUNICATION PLAN 6
Summary
Overall, our project was successful. We were able to raise $180 cash and more than $500
worth of donated supplies. Unfortunately, our drop-off bins were not successful; people only
donated at our events. This taught us the importance of convenience and locationpeople
werent willing to drive out to a specific location to drop off supplies, but they were happy to
purchase goods during their stop at Petco. Convenience also played a part in our eventswhile
we did not get more than $20 at the Megaplex event, we were able to raise 10 times more at the
Petco event. Time may also have contributed to our success, as it takes time for people to hear
about and act on campaigns; we had much more time to market our Petco event than we did our
Megaplex event. We also learned that group projects can work efficiently when all parties
contribute, tasks are assigned with strengths and weaknesses in mind, and a proper strategic
References
Save Them All. (2017, April 24). Retrieved November 17, 2017, from
https://bestfriends.org/about-best-friends/our-mission/save-them-all
S. (n.d.). Suburban Stats, Current South Jordan, Utah Population, Demographics and stats in
https://suburbanstats.org/population/utah/how-many-people-live-in-south-jordan
Salt Lake Community College. (2017). BUS2200: Business Communication syllabus. Salt Lake