Beruflich Dokumente
Kultur Dokumente
ACF CAMPAIGN
Ayesha Chundrigar Foundation (ACF)
Animal Welfare/Shelter Organization
MARIA MOHAMMED
SZABIST
5/29/2017
ACF Media Strategy Plan
Table of Contents
1.0. Brand: “Ayesha Chundrigar Foundation” (ACF) ................................................................................. 4
1.1. Introduction ................................................................................................................................... 4
1.2. Vision of ACF .................................................................................................................................. 4
1.3. ACF Today ...................................................................................................................................... 4
1.4. Industry Analysis ............................................................................................................................ 5
1.4.1. Competitive Landscape .......................................................................................................... 5
1.4.2. ACF’s Main Competitor with respect to Market share PAWS ................................................ 6
1.5. PEST Analysis ................................................................................................................................. 6
1.5.1. Political: ..................................................................................................................................... 6
1.5.2. Economic .................................................................................................................................... 6
1.5.3. Social .......................................................................................................................................... 7
1.5.4. Technological ............................................................................................................................. 7
1.6. SWOT Analysis of ACF .................................................................................................................... 7
1.6.1. Strengths: ............................................................................................................................... 7
1.6.2. Weakness: .............................................................................................................................. 7
1.6.3. Opportunities ......................................................................................................................... 8
1.6.4. Threats .................................................................................................................................... 8
1.7. Market Potential ............................................................................................................................ 8
1.7.1. Market Share .......................................................................................................................... 8
1.7.2. Gaps ........................................................................................................................................ 8
2.0. Market Research ............................................................................................................................... 9
2.1. Research Objectives ...................................................................................................................... 9
2.2. Research Hypothesis ..................................................................................................................... 9
2.3. Sampling Methodology ................................................................................................................. 9
2.3.1. Qualitative .............................................................................................................................. 9
2.3.2. Quantitative .......................................................................................................................... 10
2.3.3. Quantitative Research Methods ........................................................................................... 10
2.4. Quantitative Research Findings ................................................................................................... 10
2.4.1. Research Findings’ Analysis .................................................................................................. 10
2.5. Qualitative Research Findings ..................................................................................................... 10
1.1. Introduction
ACF (Ayesha Chundrigar Foundation) is a non-profit animal welfare organization based in Karachi,
Pakistan, registered in 2013 under the Societies Registration Act of 1860 of Pakistan. ACF’s first initiative
was the launch of first of its kind animal rescue mission in Pakistan. ACF took over an existing, non-
functional shelter with the aim of rescuing individual stray animals, who are injured or abused from all
over Karachi, and provide them shelter, medical treatment and food. It also advocates kindness to
animals and helps people in understanding animal welfare.
medical aid and rehabilitated to live out their natural lives happily. They are currently in the process of
expanding this venture.
The foundation has now opened the doors to its new and improved animal shelter in the city after
moving base four times in the last three and a half years. The shelter currently houses over 240 animals,
ranging from cats and dogs to donkeys.
The new place is located in Malir Cantt, which Ayesha believes is the ideal location.
• Government stability
• Taxation policies
• Foreign trade regulations
• Social welfare policies
FOR NGOs Taxation policies may have either a positive or negative impact on the likelihood of donors
continuing to donate.
1.5.2. Economic
• Business cycles
• GNP trends
• Interest rates
• Money supply
1.5.3. Social
Following are socio cultural factors that may affect the microenvironment of NGOs.
• Population demographics,
• Social mobility
• Lifestyle changes,
• Attitudes towards work and leisure,
• Consumerism - Consumer spending habits also influence whether an industry will be profitable
1.5.4. Technological
For NGOs this may mean:
1.6.2. Weakness:
• Constant struggle with advertising and promotions
• Constant need of resources
• Lack of volunteers
• Lack of funds
• Inconsistencies for the future
• Receiving overwhelming number of abandoned/homeless pets.
1.6.3. Opportunities
• Each grant for government or private agency
• Could rent a place outside malls to create more exposure
• More funds for more camps and veterinary care centers
• More volunteers if there is better promotion
• Outreach opportunities via online mediums
• Enhance foster program
1.6.4. Threats
• Perception – As people tend to donate more for people critic problem than animal
welfare
• Outbreak of illness initiated from animals
• Online negative reputation
• Vulnerability to economic crisis
• Staff turnover/volunteer relationships
1.7.2. Gaps
ü No industry journals
ü No research papers/reports
ü No Documentation of funds allocation.
H0: There are no people who would be willing to support animal shelters/Welfares/NGOs
2.3.1. Qualitative
Survey Population: All Animal Lovers
Sample from Population: Males & Females belonging to age group 15-50 years.
2.3.2. Quantitative
Survey Population: All animal Lovers
Sample size: 41
“Yes I have donated before and I continue to do so, because I know I’m not enough for all the animals
who need us, but at least if I could make a difference in the life of few. I would feel content.”
“I would support animal shelters instead of just breeders, because everyone buys from breeders and pet
shops, I believe the ones at shelter need more of that kind of love and care, though I have one dog from
breeders, but I also have 3 cats that just happen to be from streets, I would’ve got one from shelters
too.”
“I don’t think all of the animal shelters are doing any great job, cages are full of trash. Moreover people
are so impassive these days. It’s inhumane what they do, hope we could get all of them loving homes one
day”
“ACF helps them out. There aren't a lot of places doing what ACF does and they deserve all the help they
can get.”
“Han, ofcourse we should, hum es issue ko media tak ly ja sakty.hain kyun k animals have rights top- so
does evry other living being. “
3.2. Demographics:
• Gender: Male, Female
• Age: 15+ Years old
• SEC: (SEC A, A-)
• Marital status: Single, Married, other
• Gender: Male, Female
3.3. Psychographics
Interests:
3.6. Motivations
• Belief in the cause that’s close to their heart
• How strong & positive a reputation and history we hold in the market for given cause.
• Authenticity & dedication for the Cause of ACF
• Feeling pride in making a difference to the cause and the society as a whole.
3.7. Budget
NON-SCIENTIFIC METHOD:
• Affordability
PKR. 5 Million
Budget Allocation:
Budget Split
PR
10%
PRINT
DIGITAL 40%
20%
BTL
30%
To Increase brand Awareness and Promote the message about the core of ACF to masses through:
To create awareness of the essence of ACF, their vision, work & create charity amongst the
influencers, such as elites, celebrities etc.
THEMATIC FUNCTIONAL
• Create Brand awareness & Building • To raise more funds for ACF
Brand image for ACF
• To motivate our Target Audience to adopt
pets from ACF, so that we remain functional
Pint Magazines • Mall Activation (Dolmen Mall Increasing Social Media Presence:
Clifton)
• MAG, • Facebook
• Local Events
• MediSearch • YouTube.
• Pamphlets/Flyers
• Herald • Blogs
• College & Uni Activities
o Would support non-profit Animal Welfare, who are true to their work (Authenticity)
Take Me Home
BODY COPY
• ACF Cause
CALL TO ACTION:
• Take selfie with one of your favorite pet available in mall activation
• Upload it on atleast one social media platform with hashtags #TakeMeHome #ACF
• The picture with most (Likes and shares) will win the favorite pet animal of their choice.
Seminars all over finest colleges/institutes of Karachi. The Seminars will will carry out different activities
such as, a dedicated seminar on ACF and what they do. Videos of pet animals before they were rescued
and after, before at shelter and when adopted and their stories overall.
A brand ambassador would be chosen from each university on monthly stipend to work For ACF. There
would also be a visiting area for students to view few pets of ACF and to interact with them. And nice
little activities such as placing a Kissing booth, where students could hug their favorite ACF animals and
get the moment clicked.
4.4.3 Pamphlets/Flyers
The Pamphlet/Flyers will contain all necessary information for interested people. It’ill carry the message
for adoption or appeal to join hands with us in this Cause.
The flyers will also serve to inform about local Fund Raiser Events. The local events will cover a small
registrant fees, which will directly go to ACF funding for animal welfare.
A nice event appealing to residents of the area selected to come over and join hands with us to donate
those things, which are not fir for their use. Everyone have certain things, such as towels, shirts, blankets
etc. that might be torn or tattered for humans to use but they are still warm and good enough for these
animals.
• Pet Show
An event would be organized, where ACF animals would be the participants of the pet show, and the
general public could also bring in their pets and participate with us or have their pets displayed too.
• Kids Fiesta!
Parents would love to have their little kids have fun on Sunday noon’s and stay busy. A nice local event,
which would include activities like painting competition, treasure hunt etc. to fill the day with fun
moments and nice brunch. To communicate the Cause of ACF to T.A. and how hard we are working to
help make this society a better place for all living beings.
4.5.1. Facebook
• Activation Content
• User-created content
• #MyPetLove Campaign
• Facebook live Pet Stories
• Interactive Posts
• Digital PR
• Digital Collaboration (Support Groups) Elan, Soul Sisters etc.
• Short Videos
• Facebook Events (for each event associated with BTL activity)
• ProPakistani.pk
• TechJuice.pk
• Tribune.com
The blogs will also contain the following type of content:
• Press Releases
• Website links for online funds
• Info-graphics
• Pet adoption offers
• Animal Stories
• Social media hash tags Campaign Insights
4.5.3. YouTube
YouTube:
To fulfill ACF objectives, right usage of communication mix at proper timing and positioning is important.
Our main goals is to create brand awareness and use that brand awareness to stimulate trial generation
in the form of animal adoptions and fund raise which will help ACF to remain functional, having more
space and funds to help more animals in need.
From June 2017 to May 2018, this media strategy will deliver more than the desired campaign outputs
per month. These outputs will vary from awareness campaigns via different media vehicles to fund
raiser campaigns and direct pet adoptions.
OBJECTIVES ACF Awareness/Brand Awareness & Fund Create Awareness & All 3
Building Raising Motivate
The Big Idea behind the campaign will be: Pet Animals deserve our humanly love and care.
The following media strategies for each media vehicle we will use in ACF campaign are suggested below:
Using print magazines as our ATL activity, we will integrate creative ad on mid-section on monthly
magazines which are listed below with brief of what magazine is all about:
High resolution poster will be a full size ad poster inserted in mid-section of magazines with High quality
picture of any pet with a QR code and Brand name and campaign hash tag #TakeMeHome. To integrate
the print campaign with overall campaign, QR code will be given for people who want to know more
about the pet, its story and price for adoption/giving funds online on website.
Monthly Rate /
Magazines Subscription Ad position Ad Type Annual Rate
Reach Magazine
TOTAL 1,992,000
If this strategy is executed, there will be a total reach of 446,000 annually, with Cost per impression
(Cost Per 1000) 0.23 Rupees per magazine poster.
Herald 336000
MediSearch 96000
Mag 14400
To increase awareness and selling of pet animals, ACF will set up a 2 months mall activation
campaign in different malls. The area of mall will be rented out for Pets display and supervisors will
be there to give information to the visitors.
To integrate offline mall activity with online activity, the visitors will be asked to take selfie with the
pets and post it on their social profiles with hash tag #PicturingTheBeast for a chance to win favorite
pet animal of their choice.
• Take selfie with one of your favorite pet available in mall activation
• Upload it on atleast one social media platform with hashtags #TakeMeHome #ACF
• The picture with most (Likes and shares) will win the competition
By integrating this activity all 3 goals of the campaign objectives will be fulfilled.
Avg. Footfall
Malls Area Suggested Date Rent / Day (Rs.)
/ Day
TOTAL 450,000
College activations will also be carried out in the form of Seminars all over posh colleges/institutes
of Karachi. The seminar will be well planned for the day, which will carry out different activities,
given below:
Apart from sessions and seminars, a brand ambassador will be chosen from each institute on monthly
stipend whose main objective would be to promote brand across the institute with educational material
and stalls and do small fund raising activities with collaboration of ACF.
Avg. No of Allocated
College /University Area Suggested Date
Students Budget
Karachi
IBA University 1000-1500 Nov-17 Rs. 250,000
IoBM Korangi 1000-1500 Dec-17
Pamphlets and flyers will be placed in all posh areas of Karachi, which will be strategically placed in
areas where there is maximum footfall. The flyers will carry the message for adoptions or donations
appeal with emotional message so that people can know more about the cause.
The flyer will also serve to inform about local pet cat walk event near town so people can come up
with their pets and have their pets displayed for general public. The local event will cover a small
registrant fees, which will directly go to ACL funding for animal welfare.
The flyer will contain all necessary information for interested people and will look something like this:
Providing exposure to ACF pet animals,s the way they are taken care of.
Avg. No of Allocated
Area Suggested Date
Registrants Budget
Facebook will be used for all types of online communication with target audience using:
Apart from these daily/weekly activities on Facebook, there will also be an activity, which will cater
to following objectives:
The competition will be to inbox funny video with your pet on company page with campaign hashtag
#MyPetLove which will then be added into an album and will be open for general public voting via
likes, comments and shares. The video with most engagement (likes, comments and shares) will win
1 year food supply of pet.
Social Media Marketing for ACF
KEY DELIVERABLES
• MONTHLY strategy
OTHERS:
• Coupons/Offers
As we will already have made and uploaded our emotional video on Youtube and other video
channels, we want people to see our video ad so that it can trigger emotions and then people are
motivated to adopt pets or give funds to ACF.
To boost youtube video views, we will use Non skip able video ads and mid roll ads.
Non skip-able video ad works when our indicated audience search for a video on youtube and play
it, our video ad is played first.
Age: 15+
Gender: Male/Female
Location: Karachi
Youtube Ads for ACF
ACF Rs. 800 / Day
Total Monthly Budget 24,800 Monthly x 12 Months
Total 12 Months Budget 297,600 Rupees
Paid blogs/sponsored posts will be used to communicate all campaign activities on famous blogs
based on website traffic stats. The blogs will also contain important information on campaign like:
ProPakistani.pk News & Media 2,050,000 25,000 2 Jun - Jul '17 50,000
TechJuice.pk Arts & Entertainment 360,000 25,000 2 Aug - Sep '17 50,000
Parhlo.com Arts & Entertainment 730,000 30,000 2 Dec '17 - Jan '18 60,000
MangoBaaz.com Arts & Entertainment 810,000 30,000 2 Feb - Mar '18 60,000
Tribune.com.pk News & Media 7,280,000 50,000 2 Apr - May '18 100,000
TOTAL 350,000
2.8. PR Activity
There’s a longstanding link that binds fashion and altruism. When the two combine, socially significant
issues get showcased in fashion’s limelight.
Hence, creating greater awareness often, motivating charitable desires amongst fashion’s many
aficionados (followers/admirers).
We will carry out a bi-annual PR activity to create brand image and brand association in which
celebrities having association with pets will be called along with bloggers meet-up where celebrities will
be having pic with their fans and represent the endorsement for ACF and its Cause. Some of the famous
celebrities for PR activity will be:
• Sonya Battla
• Anoushey Ashraf
• Farhan Saeed
• Sheheryar Munawar
Allocated Budget
Month Celebrities
(Rs.)
Sonya Battla & Sheheryar
Aug-17 500,000
Munawar
Mar-17 Anoushey Ashraf & Farhan Saeed 500,000
TOTAL 1,000,000
Content
All campaign
Online activity for hype Website surfers, marketing and Jun '17 -
Paid Blogs insights to general
generation news readers virality of May '18
audience
campaign
The total allocated budget for whole campaign for 5,000,000 Rupees. Our media strategy and cost
projection assumptions are of 4,949,000 Rupees.
6.0. Evaluation
ACF is committed to develop objectives that are ‘SMART’ – i.e. Specific, Measurable, Attainable,
Relevant and time bound. Each media strategy will be directly linked with the objectives of ACF and
will be measured according to it.
No. of people
PR activity using attending PR Atleast 50+ blogs written
PR Activity celebrities and bloggers event and about PR activity and some
meet up number of posts media coverage
written via blogs
7.0. Appendices
Name
Age?
Occupation?
Working hours?
Tell us about your family, like do you have young children etc?
What provisions would be made for the pet if you had to move?
If the pet becomes destructive at your home what would you do?
Have you ever visited an animal shelter or rescue group? How did you feel?
Do you think all animals are same, if given the right medication n care? As in safe to keep them home?
Do you believe these animals deserve our love & care, the same way humans do?
What Do you think about the non-profits working for this cause?
If you find a stray animal/cat/dog on road, would you help for its shelter or call an ngo? If no, then why?
Would you ever volunteer for animal rights/welfare etc. if given the time and opportunity?
Do you believe that one should donate for animals too as they do for human ngos? Why?
What do you think about most of animal NGOs working currently in pak?
Do you think we all could like gather and do something about these innocent creatures?
You are *
q Male
q Female
q Other
How old are you? *
q Less than 20
q 21-26
q 27-32
q 33+
Currently I am? *
q Student
q Employed- Part time
q Employed- Full time
q Retired
q Other:
Your Marital Status? *
q Single
q Married
q Engaged/committed
q Other
Do you have children? *
q Yes
q No
Does your current housing situation allow you to have pets? *
q Yes
q No
Are you a Pet Lover? *
q Yes
q No
Are you an Animal lover? *
q Yes
q No
q Maybe
Do you agree that animals deserve to have rights? *
q Yes
q No
q Maybe
Do you own a pet yourself? *
q Yes
q No
If yes, where did you get it from? (You may select as many applicable) *
q Animal shelter/ Rescue houses
q Pet shop
q Breeders
If No, are you considering getting a pet in the future? *
q Yes
q No
q Maybe
If Yes, would you consider adopting a pet from an animal shelter? *
q Yes
q No
q Maybe
How regularly do you spend time with your pets/ looking after them? *
q Everyday
q Every alternate day
q On weekends
q I don’t spend time with them
Please rate the following statements according to how you feel about them. *
Strongly Strongly
Items Agree Neutral Disagree
Agree Disagree
I Love My Pet/s the Most
I have deep compassion for all animals
I would never leave an injured stray animal on street
I would someday volunteer to be an Animal Right
Activist
I Love My Pet/s the Most
I have deep compassion for all animals
I would never leave an injured stray animal on street
I would someday volunteer to be an Animal Right
Activist
Do you volunteer time, money, or supplies to non-profit organisations/animal welfare? *
q Yes
q No
On an average how much money do you spend on charitable events (for animals)? *
q PKR 100
q PKR 500
q PKR 1000
q PKR 2000 or above
q NONE
Campaigns are launched by CBC and KMC to exterminate stray dogs in Karachi. How do you feel about
this? *
q I would sue them If I could
q I feel really sad about it
q Neutral
q It's OK to do so
q I'm Glad
If you find a stray animal on road, would you call help for its shelter/ call an ngo? *
q Yes
q No
q Maybe
If you get a chance, will you donate for an animal shelter? *
q Yes
q No
q Maybe