M333:

Marketing
Communication
Campaign
Proposal
For CAT WELFARE SOCIETY
Team Members:
1. Rahimah
2. Nur Zalikha
3. Sharenya
4. Nadhiah
5. Rahim

February 2015

2015 RP/CEC/M333/AY2014-15SEM2/CChar

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All rights reserved 2015 Republic

Polytechnic

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TABLE OF CONTENTS

Page

Executive Summary
1.0

Introduction

2.0

Situation Analysis

5-6

3.0

Communication Objectives

7-8

4.0

Target Audience/Stakeholders Analysis

9-10

5.0

Communication Strategy

6.0

Communication Tactics: IMC Toolkit

7.0

Budget

14

8.0

Timeline

15

9.0

Evaluation

16

11

Appendices: This section should include (but not limited to)

Charts / Tables / Infographics
Mock-ups: sample press releases, sample posters,
sample advertisements, sample website designs,
sample social media designs, sample marketing
communication collateral, etc.

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12-13

1.0

Introduction

The campaign proposal consists of in depth explanation of the Situation Analysis, in

which SWOT analysis and PESTLE were used. As for the Communication
Objectives, the different types of objectives and SMART objectives were applied.
Following that, as for the Target Audience Analysis, detailed research was done on
the intended target audience. As for Communication Strategy, the chosen IMC tools
were explained. As for the IMC Tools, Personal Selling, Social Media and
Sponsorship was used and explained on how it can be applied. In Budget and
Timeline, the amount that needs to be spent and the dates planned are broken down
and stated clearly.

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2.0 Situation Analysis

In this section, we have identified various strengths and weaknesses of Cat Welfare
Society. Not to forget, the opportunities that we can adopt and the threats that we
can avoid.
SWOT ANALYSIS
Strengths
-

CWS has a wide pool of good

media relations.

Relative amounts of existing

sponsors.

35227 likes on Facebook.

CWS is a well-established
organisation as it has been
approved as a society since
1999.

Weaknesses

Low donations for cats as

compared to other pets such as
dogs.

Lack of awareness on other

social media mediums (E.g.
Instagram)

Low budget for a campaign

Focuses only on cats as dog

lovers may not be interested

CWS has been hosting frequent

events (e.g. Cat walk runway @
big splash, ECP)

Inability to attract younger target

audience due to their media
habit on Facebook

15 clinics supporting their

sterilization programme

Lack of awareness amongst

younger generation on how GIRO
works

Some youths bank accounts are

controlled by parents.

Opportunities

Threats

There are several events that

helps to raise awareness of the
organisation

People may see GIRO as an

inconvenient type of donation as
it could be a hassle to withdraw

Sponsorship opportunities are

Strong competitor, such as

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open to them

Collaboration with other event

organisations such as Society for
Stray Dogs etc.

SPCA. (E.g people may choose

to donate to SPCA instead of
CWS)

CWS may be associated with

negative perceptions due to
SPCAs culling

No shelter for the cats unlike

SPCA

NKF incident - Misuse of funds

PESTLE ANALYSIS
Political

Politically stable & safe country to live in

Economic

Good economic growth in Singapore

Social

Increasing teenage volunteers being

more interested in the welfare of
animals and pets

Technological

Micro chipping, Online transactions

Legal

Agri-Food and Veterinary Authority of

Singapore

Environmental

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Feeders in Singapore
Existing stray dogs -> Harmful for
cats

3.0 Communication Objectives

Types of Objectives
Marketing Objective

Increasing numbers of donors &

donations to CWS within a period of four
months.

Integrated Marketing Objective

Message: A Hassle - Free-Way to

Donate to CWS.
Platforms:
Sponsorships - (18-22) & (23-28)
Social Media - (18-22) & (23-28)
Personal Selling (18-22)

Communication Objective

Aims:
Increased awareness of CWS.
To seek behavioural change towards
donating to CWS.
Imparting knowledge of the importance
of Cat Sterilization.

Objective

Execution

Specific

Measurable

Attainable

2015 RP/CEC/M333/AY2014-15SEM2/CChar

Raise awareness of CWS Cat

Sterilization.
Increased numbers of young
donors through GIRO.

Monitor demographics of donors

to CWS.
Monitor change in number of
donors.
Monitor number of enquiries
made regarding donations or Cat
Sterilization.

Achievable :

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Existing donors have been

persuaded before.
There are participants for their
events.

Realistic

15 years of existence.
There has been previous events
with CWS. E.g. AVA Responsible
Pet Ownership Roadshow 2008!

Time-bound

Over a period of four months., by

the end of June 2015.

CWS Campaign Objective: To develop a communications plan that will attract

donors to contribute via GIRO.

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4.0 Target Audience Analysis

The targeted audiences are aged from 18 to 28 years old. Due to the 10 years gap,
we have split them into two groups as they may have a complete different
demographics and psychographics.
First group would be teenagers aged from 18 to 22 years old.
Psychographics:

Demographic:

Media Usage patterns:

With the advanced technology in

Singapore, most of the target
audience are tech savvy as they
each own a smart phone.

Financially dependent as some

may not be working part time jobs
and they generally get their
allowance from parents.

To get more awareness, the

target audience would include
both genders.

In this age group, most of them

are still studying in tertiary
institutes such as Polytechnics,
ITE and JCs.

They are more active on social

media such as Facebook, Twitter
and Instagram. With these, social
media platforms it would be
easier to reach them.

The next group would be young adults aged from 23 to 28 years old.

Psychographics:

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Similarly to the first group, this

group are also equally tech
savvy.

Compared to the first group, this

group have more spending power
as they have their own income.

Demographic:

Usage patterns:

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To get more awareness, the

target audience would include
both genders.

This group has a mix of tertiary

students and working adults.
However, there are generally
more working adults as they have
secured a stable job.

Due to the busy schedule, they

are mainly active only on social
media such as Facebook.

5.0 Communication Strategy

IMC Tools

Application

Sponsorships

In support of Road show.

Pets Station: Cat food to CWS/ Goodie
bags for event.
Universal Studios Singapore (USS) :
Social Media Contest Gifts.

Social Media

890 million active Facebook users a

day, Singapore ranked as one of the
highest social media users.
Young adults are technologically
inclined.
Social Media Fun Contest.

Personal Selling

Reaching out to young adults.

Providing stickers to generate/remind
action to donate.

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6.0 Communication Tactics: IMC Toolkit

The IMC tools that were selected were Sponsorship, Personal Selling and Social
Media. We believe that these are the best methods to target to the wide age gap
which are 18 to 28 years old, where the younger age group spend most of their time
in school and active on social media, while the older age group can be found at town
during the weekends.
IMC Tool #1: Sponsorship
Details:
Flashmob Cum Roadshow
- Human cats sleeping randomly on streets, ending with cat dance.
- Different booths available inside ION for setting up GIRO accounts on laptops
- Have representatives from various banks present at the roadshow.
- Handicapped cats posters attached at the booth (emotional appeal).
- Free goodie bags (CWS Laptop stickers, flyers, cat plush toys, bookmarks,
calendars with upcoming CWS events) for registered GIRO users.
- Real cats at the roadshow with sad background stories.
Additional Options:

Invite Taufik Batisah for event to endorse it, and give talks.

Sponsor #1: Pet Station

Audience

Objectives

Attributes

All

PS: Aims to enhance

customers knowledge
and enjoyment of animal
human bond

Attribute=Attribute

CWS: Increase
knowledge on GIRO, and
how humans play a role
in helping animals.

Sponsor attribute solves

sponsees attribute

Sponsor #2: Universal Studios Singapore

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Attracting cat & non-cat

lovers.

Providing basic
necessities to CWS: Cat
food

Audience

Objectives

Attributes

All

CWS: To develop a
communications plan that
will attract donors to
contribute via GIRO.

Attribute=Attribute

USS: To attract
Singaporean visitors.

Attracting Singaporean
youth/young adults, both
cat lovers and non-cat
lovers.
Sponsor attribute solves
sponsees attribute
Providing excitement that
would attract young adult
donors.

IMC Tool #2: Personal Selling

(Targeting the younger age group)
Details:
Go to tertiary institutions for talks on promoting GIRO donation for CWS

Junior Colleges, ITE, All Polytechnics, Universities

Provide brochures that contains information on the background of CWS, how
to apply GIRO, the benefits of GIRO and what will the donations be used for
Organize talk with true stories of abandoned/abused cats, with images and
videos (emotional appeal)
Give out screen wipers with CWS Logo (reminder)
Booth for GIRO Sign up
Content: Have a role play (Human Cat & Culler) followed by comparison of
how buying a drink after school for $2 can save a life of a cat, who cant speak
up for its rights.

IMC Tool #3: Social Media

Twitter: 18 to 22 year olds

Facebook: 23 to 28 year olds
Details:
1. Superhuman Cat/ My Cute Cat
Having a GIRO account will make them eligible for contest (Steps would be
provided on social media)
Explaining the uses and benefits of GIRO through image posters. (Posts will
be posted on twitter and facebook)
Include updates of roadshows/publicity stunts
Winning prizes: 1 Pair of movie and USS tickets for each winner (Top 3 in both
contest)

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7.0 Budget
Given that the budget was limited, we decided to only use it for important purposes
only such as the printed collateral. The balance of the budget can be used for other
additional items if there is any.
Budget ($2500)

No cost for media, pitching for all.

Used for printed collateral:
Posters A2*20 = $200
Laptop Stickers 1000*$0.051 =
$66.60
Grand Total: $266.60
*Extra budget to be used for other last
minute changes or additional items (if
any)

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8.0 Timeline
Duration

3 - 6 months

January
13th TA Analysis, Objective, Situation Analysis
20th Selected IMC Tools
27th Budget (Sponsors), Timeline (Pitches)
February
10th Pitch the proposed proposal
March
Donation Collaterals
April
Hype up the donation/ reminders
May
Pre-Events Road show, Social media Hype, Media Relations
June
Actual Events, Media Relations
July
Evaluation

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9.0 Evaluation
The campaign would be evaluated using the SMART objectives Measurable.
The demographics of the donors to CWS via GIRO should be monitored. Also, the
number of enquiries made regarding donations or cat sterilization to CWS should be
monitored too.
Objective

Execution

Specific

Measurable

Attainable

Raise awareness of CWS Cat

Sterilization.
Increased numbers of young
donors through GIRO.

Monitor demographics of donors

to CWS.
Monitor change in number of
donors.
Monitor number of enquiries
made regarding donations or Cat
Sterilization.

Achievable :
- Existing donors have been
persuaded before.
- There are participants for their
events.

Realistic

15 years of existence.
There have been previous events
with CWS. E.g. AVA Responsible
Pet Ownership Roadshow 2008!

Time-bound

Over a period of four months, by

the end of June 2015.

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