Dogtoberfest

This One’s For The Dogs

Messages
Key Message: This one’s for the dogs. Together we will bring the public and
their dogs closer to the Muncie Police Department K9 unit.

Cognitive Message: Every time a canine is added to the Muncie Police force, we
create a stronger and more secure community.

Affective Message: Through the love of dogs, we will create a sense of

community among the Muncie public and the Muncie Police Department.

Connotative: Muncie families will look forward to Dogtoberfest and the

opportunity to celebrate the Muncie Police Department K9 unit.
Target Male and female Muncie residents aged 30-55 years old

Audience
with dogs.

1. Raise $30,000 so that the Muncie Police Department

Goals 2.
can purchase two more K9s.
Increase attendance to Dogtoberfest by 25% in
comparison to last year’s event.

1. Increase engagement and interaction with the target

Objectives
audience on Facebook by 75% two weeks before the
event launch date.
2. Raise awareness of Dogtoberfest for the target
audience by 50% by the end of the campaign.
Tagline, hashtags, tone, and color scheme
Tagline- “This one’s for the dogs!”
Hashtags- #Dogtoberfest2018, #MeetTheDogs, #ThisOnesForTheDogs,
#BackToBackDogtoberfest

Tone- Fun, Family Friendly, Exciting, Community Centered, K9 Focused

Color Scheme-
New Logo
Creative Executions
Event Flyer

Facebook Cover Photo

Facebook Graphics

Flying Disc Mockup

Bandana Mockup
Budget
Dog Bandannas 250 $312

Flying Disc 200 $106

Flyers - 8x11” 500 $135

Yard Signs 10 $152

Facebook Boosts $50

TOTAL $755
Potential Challenges
● Underage drinking
● Dog fights or dogs running away
● Allergies
● Bad weather
● Run out of food or drinks before the end of the event
Tactics
1. Post every day on Facebook the week leading up to the event
2. Hang flyers in downtown Muncie, the Muncie Animal Shelter, Pet Smart,
the Muncie Public Library, Meijer, Walmart, Olive Garden, Texas
Roadhouse, and at Emerson Dog Park two months before the event
3. Have a local pizza place (Pizza King) put a flyer on 100 of its pizza delivery
boxes
4. Send a press release to the Daily, the Indy Star Press, and News Link a
month before the event
5. Create a snapchat filter
6. Create dog bandanas and throwing disc
Marketing Calendar
Marketing Calendar
Social Media Content Calendar
Two months before the day of the event

Week One: Announcement of event and event details

Monday @ 9 a.m.

We’re back and better than ever. Muncie’s Dogtoberfest is back for another year of fun, food and
festivities that your whole family, especially your dog, can enjoy! Bring your dogs and join us at
Canan Commons on October 21 from 2 p.m. - 6 p.m. Link to Dogtoberfest event page.

Wednesday @ 9 a.m.

Calling all dog lovers! The Muncie Police Department is hosting a fundraiser for the Muncie K9 Unit to
bring more dogs to our police force. Tickets for Dogtoberfest go on sale on September 30 and can
be purchased for $10.
Social Media Content Calendar
Friday @ 9 a.m.

We have good news! All your favorite vendors had so much fun last year that they couldn’t resist not
signing up again this year. #BackToBackDogtoberfest If you’re interested in being a vendor
contact us at vendors@gmail.com

Week Two: Encourage people to attend and vendor announcements

Monday @ 9 a.m.

Do you and your dog have plans on October 21 from 2 p.m. - 6 p.m.? Because you might want to add
Dogtoberfest to your calendar.
Social Media Content Calendar
Thursday @ 9 a.m.

Our favorite local breweries: The Guardian Brewing Co, Herot Pub and Draught House, New
Corner Brewing Company and Books & Brews will be joining us at Dogtoberfest but they’re
gonna need a little help getting rid of all the beer they’re bringing. Know someone who may be able
to help? Tag someone in the comments who you think is fit for this job.

Week Three: The importance of K9s in the police force

Monday @ 9 a.m.

K9s are some of the hardest working members on the Muncie Police Force. Not only do they search
for criminals, help search and rescue missing people, and search for drugs, but they also intimidate
criminals. They’re the total package!
Social Media Content Calendar
Week Four: Remind the community of last year’s event

Monday @ 9 a.m.

Last year insert winner won the costume contest. Will insert winner be able to win back-to-back years?
Come to Dogtoberfest between 2 p.m. and 6 p.m. on October 21 to find out. Embed image of costume
contest winner.

Week Five: Memes, contest and partnership with the animal shelter

Monday @ 9 a.m.

Put an end to the begging and make your Dogtoberfest plans

official. Purchase your tickets today at eventbrite.com
Social Media Content Calendar
Friday @ 9 a.m.

To show our excitement for Dogtoberfest this year we are giving out 150 of these awesome dog
bandanas to the first 150 people who share our event page. All you have to do is go to our event
page, click “share”, and then pick up your bandana the day of the event at the gate. Good luck!

Saturday @ 9 a.m.

Don’t have a dog to take to Dogtoberfest? No worries, we’ve partnered with the Muncie Animal
Shelter so that every dog has the opportunity to experience all that Dogtoberfest has to offer. Stop
by the Muncie Animal Shelter on October 21 between 12 p.m. - 2 p.m. for more information.
Everyone who takes a Muncie Animal Shelter dog to Dogtoberfest gets a throwing disc (while
supplies last) at the gate.
Social Media Content Calendar
Week Six: Introduce the artists and memes

Monday @ 9 a.m.

Here’s a sneak peek of one of the many talented artists that will be joining us at Dogtoberfest on
October 21. Post video of the selected artist singing.

Wednesday @ 9 a.m.

Yes. There will be plenty of treats for you and your dog
to enjoy. #Dogtoberfest2018
Social Media Content Calendar
Week Seven: Meet the dogs

Monday @ 9 a.m.

Everyone say hello to Basco! Basco is Zac Osborn’s K9 dog. #MeetTheDogs

Week Eight: Countdown to event, encourage purchasing tickets, meet

the dogs and survey

Monday @ 9 a.m.

Only 5 days until the event! Tickets are going fast, so you better get your paws on some! $10 for one
owner and one dog. $5 for every additional dog. Purchase your tickets at eventbrite.com
Social Media Content Calendar
Tuesday @ 9 a.m.

Meet Rasse. He has already cleared his schedule to be at

Dogtoberfest this Saturday but he is dying to know if you are gonna
be there too. Comment below if you have cleared your schedule
too! Better yet, tag someone who you would love to see there.
#MeetTheDogs

Wednesday @ 9 a.m.

We aren’t quite sure who is more excited for Dogtoberfest, Segal or

Officer Chase Hunter. #MeetTheDogs
Social Media Content Calendar
Thursday @ 9 a.m.

T-minus two days until Dogtoberfest! Have you gotten your tickets yet?
What are you waiting for? Get your tickets today at eventbrite.com

Friday @ 9 a.m.

Sun’s out, tongues out! The forecast for tomorrow is sunny with a
chance of dog slobber.

Saturday @ 9 a.m.

It’s not too late! If you haven’t purchased a ticket for the event yet,
tickets are on sale for $10 at the door. Grab your dog and hurry on over
before the event is over!
Social Media Content Calendar

Saturday @ 1:30 p.m.

Today’s the day! Dogtoberfest is from 2 p.m. - 6 p.m. at Canan

Commons. See you and your dogs there.

Saturday @ 3:00 p.m.

Don’t let your dogs get like this. Grab their leashes and come on over to
Canan Commons. You can buy your tickets at the gate.
Social Media Content Calendar
Saturday @ 7 p.m.

Thank you to everyone and every dog who came out to Dogtoberfest today! Without you guys we
wouldn’t have been able to raise $ and add 0 more K9’s to our police force. If you could please take
the time to fill out our short survey about the event we would greatly appreciate it. Thank you and
we will see you again next year!!

https://www.surveymonkey.com/r/STSPN8B
Event Evaluation
● Amount of money raised
● Track number of event attendees
● Make a Facebook post encouraging attendees to fill out a survey
● Monitor social media mentions
● Number of media and press hits