THE PROPOSAL:

PROJECT PURRFECCT

A proposal to Facilitators & Cat Welfare Society

Introduction & Objectives

SWOT & Target Audience
Communication Plan
Timeline
Budget Planning
Evaluation

Introduction & Objectives

SWOT & Target Audience
Communication Plan
Timeline
Budget Planning
Conclusion

Introduction
The Cat Welfare Society (CWS) is a charity that aims to promote a
humane, responsible and informed society in Singapore where cats
are cared for responsibly as pets and treated with kindness as
community cats.
CWS will be launching a new channel for fundraising. Hence, there is
a need to develop an awareness campaign to encourage regular
donations to the Society via GIRO.

Objectives
Encourage people to give donations via GIRO
Raise awareness of Cat Welfare Society and its cause.
To encourage adoption and sterilisation of cats.

Key Messages
Donating to Cat Welfare Society (via GIRO)
provides better welfare for cats
Adopting a cat brings happiness to your home
and saves a life

Introduction & Objectives

SWOT & Target Audience
Communication Plan
Timeline
Budget Planning
Conclusion

SWOT Analysis
Strength

Weakness

Sterilised 4000 cats over the year

Collaboration with Government organisation
Eg. TC, HDB,NEA

Lack of publicity and awareness for CWS

Positive response from donors on their

organisation

Website not updated regularly

membership
Lack of clarity where the money will be spent

Opportunities

Threats

Creating Awareness of the company and its

mission at:

Competitors

Schools.
RC events,
Block Parties,

Company Volunteer/Recreation Days

Animal Welfare is a rising topic among
Singaporeans(often found animal welfare
related campaigns, f&b outlets etc)

1.Oasis Second Chance Animal Center

(OSCAS)
2.SPCA Singapore
3.Agency for Animal Welfare Ltd
4.Feline Fanciers Society of Singapore (OCO)

Target Audience Analysis

Youths
Young working adults

Young adults

Introduction & Objectives

SWOT & Target Audience
Communication Plan
Timeline
Budget Planning
Conclusion

Communication Plan

Cat Affair
Cat Fashion Runway
CatMob

Online poster to be posted on all

social media platforms used
Posters to be placed around
Tertiary Institutes
Students/volunteers from RP to
help publicise to create hype

Public Relations:
Pop Up Caf

Main Event: Cat Affair

POP-UP CAT CAFS: A Cat Affair
WHERE: Outside Bugis Junction (Water fountain area)
WHEN:

(10-12 April 2015) 9am- 6pm

WHAT:

Sell Cat shaped cookies

Selling handicraft cat shaped key chains / Exhibition highlights

Location

Cookies

Key Chains

Programme Schedule
Time

9am (volunteers)
10am - 11am

Schedules

Volunteers to decorate and display items at Booths to sell the items.

CWS cat exhibition,
Photo booth set up

11am - 12pm

Volunteers and students distribute flyers across the shopping Centers and inviting
more people.

12pm - 6pm

Selling the products such as the key chains and the cookies
Photobooth with photographers from furry photo-booth will be open
GIRO counter to be available and open the whole day

5pm to 6pm

Taufik Batisah: Meet and Greet & Prizes to be given to Instagram Winners by him
(12 March)

Activities #1 - Cat Snap!

Photo booth with cat props
Photographers from RP Photo IG
& Furry Photos
$4 per photo

Activities #2 - Cat Exhibition

Donation Box

Cats Exhibition

Activities #3 - Items on sale

Handmade cat shaped
cookies

Handmade cat key chains

AIM: Sell 200 cookie packets per

day for sale

AIM: Sell 100 key chains per day

$4 per packet (Hand Size)

$3 per key chain

100% profits will go to CWS

Manpower Management

CWS Volunteers to help to manage and run the pop-up cafs

Promoting of CWS during the event

40-50 volunteers from Republic Polytechnic ( 3 day Bugis )

Social Media:

Instagram
Use the current Instagram account to display our poster of Cat Affair
events to create awareness
Instagram competition to post videos on their cats
Competiton 1: #cutestcat
Competition 2: #cotd
Top 3 insta videos that has most likes will get cat related merchandises
from our wonderful sponsors.
*Get your prizes presented by Taufik Batisah & Keagan Kang himself

Facebook
Use CWSs current facebook profile.
Update posts on why people should donate to CWS.
Include the different methods of which they can donate (provide GIRO
application links)
Photos of cats that are up for adoption.

Twitter

Suggested Tweets:

Look out for our cat cafe at Bugis Junction from 6-8 March 2015)
#CWSinBugis

Pop up cat caf understands the cat in you. Meow!

Get your cat shaped cookies and keychains at our Cat cafs!
#CWSinBugis

Hashtags: #CWSinBugis #Adoptthecats

Youtube
Upload teasers for Cat Affair (behind the scenes)
Videos of Cats for adoption (Daily Life of Cats), Importance of
sterilisation.
Celebrities to do a video on promoting Cat Welfare Society and
the importance of donations.
Videos on main events and successes of CWS

MEDIA RELATIONS:

Media Relations
Media Sharing Session
Location: The Situation Room/News Room @
Scape
Time: 11 am, 14 March 2015

Pitch to Pets Magazine.

- Write a feature on us for
upcoming events.
Influential Bloggers (Animal lovers)
- Smiths Blog
- SmartLocal

Press Kit for Media Sharing (CATKIT)

CAT IN THE BAG!
- This will be the
carrier for media
personnel to be
able to carry easier
(Handmade)
- Will be done by
CWS volunteers

Introduction & Objectives

SWOT & Target Audience
Communication Plan
Timeline
Budget Planning
Conclusion

10 -12 APRIL

Timeline

Start of 3 day Pop-up caf

at Bugis.

MAY

START

COMPETITION 2 #COTD

MARCH
February
confirmation of
event sponsors
and venue
sponsors

6, 7, 8 March 15

Launch of social media

campaign
Social Media Hype
(Upcoming event)
Competition 1: #cutestcat
Media Sharing: 14th
March

JUNE

JULY

13 June 2015, Saturday

25 July 2015

Cat Fashion Runway- Mini

event
Cat owners to bring their cats
to showcase their cats talents
and to participate in the cat
fashion runway where cats
will be dressed up.
Scape: Venue Sponsor.
Ngee Ann City.

CATMOB + Cat Affair 2.0

(mini event)

END

Dancers from RP and

volunteers perform a
flash mob dance at Ngee
Ann city.
.

*regular updates on social media channels throughout the 6 months.

Introduction & Objectives

SWOT & Target Audience
Communication Plan
Timeline
Budget Planning
Conclusion

Budget Planning
Item

Description/Unit

Cost (SGD)

Dates/Timeline

Booths/location

Venue Sponsor: CapitamallBugis Junction

$0

Table from IKEA x 5

Folding chair from IKEA x 6

5x$39.90
6 x $12.50
= $274.50

Polyester Table Cover x 6

6 X $14 = $84

Media Sharing conference

Newsroom, Scape

$310

21st February 2015

Photo Booth

Photo booth + photo printing

Sponsors from Furry photos

Volunteers from Republic
Poly.

6 - 8 March 2015

Props to buy

$50

10-12 April 2015

Posters

To be placed
around
polytechnics with
schools approval

Sponsors from
ExpressPrint

Feb - Sept 2015

Social Media

Publishing of info,
multimedia,
posters.

Feb - Sept 2015

Standard PVC panels x 3

Information of
CWS , cats
sterilisation
information.

3 x $43
= $129

February to March
2015
25Th July 2015

Item

Description/Unit

Cost (SGD)

Dates/Timeline

Prizes for Instagram contest

- CWS Merchandises
- Cat supplies

Seeking sponsorship

$0

6- 8 March 2015
25th July 2015

Miscellaneous
- baking goods for cookies,
- packaging for cookies
- Press kit bags, tools etc.
- Cat shaped donation box
Tentage for Ngee Ann City

$700.00

If not provided by
venue sponsor.

3 x $160 = $480
Total: $2027.5

Introduction & Objectives

SWOT & Target Audience
Communication Plan
Timeline
Budget Planning
Evaluation

Evaluation
Media Monitoring
Media content analysis
(40% more social media presence)

Feedbacks from public

Amount of Donations raised
30
Sign Ups for GIRO or events/volunteers

THANK YOU

REFERENCES
http://www.ikea.com/ms/en_SG/virtual_catalogue/online_catalogues.html
http://www.sgbuy4u.com/item/39940718556
http://www.ebay.com/itm/4-ft-Fitted-Polyester-Table-Cover-Tablecloth-Trade-show-Booth-DJROYAL-BLUE-/271450163039
http://www.aliexpress.com/item/Free-Shipping-50pcs-Drawing-Metal-Push-Pin-Assorted-ColorfulBoards-Paper-Capped-Headed-Fixing-Thumb-Tacks/32241408819.html
http://www.catwelfare.org/sponsors
http://www.scape.com.sg/pdf/rate_card.pdf