A purr-fect marketing campaign
My last project was one of the most time consuming and rigorous projects I have ever embarked upon. But if I am honest, in the end, it was more than worthwhile. My group and I were given the opportunity to work with a real company/ organization to create a marketing campaign that would be compelling to their target audience and increase their following. We were given the choice of either working with a non-profit organization by the name of Wonder Paws or to work with the city to create a marketing campaign for the 2020 census. While working with the city on a project for the 2020 census was an enormous opportunity for me and my group, we all agreed that the message of Wonder Paws really resonated with us and we wanted to help their cause. We felt that working on a project that we really believed in would drive us to do our best and inspire us to produce great work.Research
The first task we undertook to create our marketing campaign was to conduct thorough research. We looked into other animal rescues that were like Wonder Paws to get a better idea of what marketing techniques were successful and which were not. In specific, we looked into Big Dog Ranch Rescue and Louie’s Legacy. One of the first decisions we took in our campaign was that our target audience was going to be suburban families. We knew that Wonder Paws is an organization that keeps the interest of their animals first above anything and we wanted to stay true to that by only targeting the people that have the ability to do right by them. So when analyzing the social media of these animal rescues we made sure to focus on what techniques they were utilizing to target the suburban family demographic. One of the methods that we noticed was the incorporation of holiday-themed posts. We wanted to make sure to recreate this in our own campaign as we saw that this was very successful in attracting families. The reason behind this is that families, especially parents, value the time they spend together and enjoy the promotion of the idea of togetherness. Another technique we noticed was the inclusion of pictures that included not only the pets but of the family with the pets. We realized that by posting pictures that exemplified family and togetherness we would be further able to compel suburban families to adopt an animal if they were able to visualize how happy it has made other families. In our research, we also decided to look at their websites and their general marketing campaigns. By looking at Louie’s legacy we took a lot of inspiration from their creative marketing campaigns. One of them is a concept they called “pupdates”. These “pupdates” were short updates based on adopted animals and their new life in their new homes. We really liked this concept as we thought it was a great way to demonstrate to our target audience just how happy their family could make a pet and how happy the pet could make their family. Then, after looking at both of their websites we also realized that we wanted to ensure that we could make a website for Wonder Paws that was both easy to navigate and visually appealing. We really liked Louie’s Legacy’s website as it was very professional and easy to navigate however, the website for Big Dog Ranch Rescue was a little more difficult to navigate and not very visually appealing.
Social Media Research examples:
Final Products
Social Media examples:
Print components:
Videos:
Conclusions:
Overall, this project taught me several important lessons not only in regards to marketing but also in regards to my work ethic. With every project, I am reminded about just how important it is to time manage and I feel that in this project my group and I really took this to heart especially in regards to filming and acquiring footage. I think we made a really smart decision of filming early on in the process in order to produce quality content. Throughout this project, I think my group and I were able to work well together by utilizing our individual skills to produce better work as a whole. It also became very evident to me in this project that the research process and planning process are essential aspects of any project. I think by conducting these essential steps my group and I were really able to produce an end result we were confident in. In my short film, I know that the planning process and the storyboard, as well as all the time managing and research, will be essential to the success of my project in general so I want to make sure to apply what I learned from this project onto my short film. Overall, I think this project really instilled upon me some advantageous skills that I am excited to apply in my future projects and especially in my short film.
