Adopt Responsibly
Cause Related Marketing Plan creative pieces.
Iams Dog Food company has partnered with the ASPCA in hopes to raise awareness of Puppy mills in the community. These are the creative pieces that accompany the cause-related marketing plan.
Cause Related Marketing Plan creative pieces.
Iams Dog Food company has partnered with the ASPCA in hopes to raise awareness of Puppy mills in the community. These are the creative pieces that accompany the cause-related marketing plan.
Advertising Plan
Objectives: Advertising will inform audience that Iams dog food company supports the well being of animals.
Strategies: Support will be that Iams gives a platform for organizations to speak out against puppy mills. The tone will be heart warming but not overly sympathetic. The advertisements will be more storytelling then anything else. The stories will be from the pet's point of view instead of a humans.
Included:
3: Magazine ads that will be placed in magazines nationwide.
1: Newspaper ad that will show up in local newspapers nationwide.
2: Out of home posters that will be placed in local shelters.
2: Internet banners that will show up online on various sites and on the Iams and ASPCA website
1: Television commercial
1:Radio commercial
Objectives: Advertising will inform audience that Iams dog food company supports the well being of animals.
Strategies: Support will be that Iams gives a platform for organizations to speak out against puppy mills. The tone will be heart warming but not overly sympathetic. The advertisements will be more storytelling then anything else. The stories will be from the pet's point of view instead of a humans.
Included:
3: Magazine ads that will be placed in magazines nationwide.
1: Newspaper ad that will show up in local newspapers nationwide.
2: Out of home posters that will be placed in local shelters.
2: Internet banners that will show up online on various sites and on the Iams and ASPCA website
1: Television commercial
1:Radio commercial
Guerrilla
Objectives: To raise awareness of puppy mills in a fun and interactive way.
Strategies: Iams will give consumers items that they can wear or use that says to "Adopt Responsibly." The idea is to spark a conversation about the cause when someone notices the items.
Included:
Paw Magnet for consumers vehicles
Livestrong Armbands
Bookmark (Front & Back)
*These are all available online to mailing list contact, at Public Relation events, and at local shelters that we sponsor
Objectives: To raise awareness of puppy mills in a fun and interactive way.
Strategies: Iams will give consumers items that they can wear or use that says to "Adopt Responsibly." The idea is to spark a conversation about the cause when someone notices the items.
Included:
Paw Magnet for consumers vehicles
Livestrong Armbands
Bookmark (Front & Back)
*These are all available online to mailing list contact, at Public Relation events, and at local shelters that we sponsor
Public Relations Plan
Objectives: Establish Iams as a company that cares about the well-being of dogs. Raise awareness of puppy mills both within the community and our corporation. Finally to teach rather then preach about the harm that puppy mills cause within the canine community.
Strategies: Community Volunteering, Corporate Philanthropy, Socially Responsible Business Practices, and Communication Messages.
Included:
Press Release for cities that our puppy mill awareness fair will stop at.
Post Card (Front & Back) that will be sent out to mailing list contacts.
Envelope (Front & Back) that will be sent to mailing list contacts.
Puppygram (inside envelope) that explains the event and the cause
Very Important Pet Tags (inside envelope)
Objectives: Establish Iams as a company that cares about the well-being of dogs. Raise awareness of puppy mills both within the community and our corporation. Finally to teach rather then preach about the harm that puppy mills cause within the canine community.
Strategies: Community Volunteering, Corporate Philanthropy, Socially Responsible Business Practices, and Communication Messages.
Included:
Press Release for cities that our puppy mill awareness fair will stop at.
Post Card (Front & Back) that will be sent out to mailing list contacts.
Envelope (Front & Back) that will be sent to mailing list contacts.
Puppygram (inside envelope) that explains the event and the cause
Very Important Pet Tags (inside envelope)
Sales Promotion Plan
Objectives: Overall our main goal is to increase sales by 35% by giving the consumer an incentive to buy right now.
Strategies: Iams plan on enticing people to buy our products by promoting prevention of puppy mills in creative ways. We will show that a certain percentage of the sale will go to prevention of puppy mills as well as implementing cause promotions.
Included:
Emblem that will be on the bags showing that a percentage will go to the ASPCA.
Coupons for the consumers that they can print online.
Objectives: Overall our main goal is to increase sales by 35% by giving the consumer an incentive to buy right now.
Strategies: Iams plan on enticing people to buy our products by promoting prevention of puppy mills in creative ways. We will show that a certain percentage of the sale will go to prevention of puppy mills as well as implementing cause promotions.
Included:
Emblem that will be on the bags showing that a percentage will go to the ASPCA.
Coupons for the consumers that they can print online.
Sales Campaign Plan
To show consumers how we plan to donate to the ASPCA
Develop a sales brochure that sows, indepth, how we plan on donating our money to the ASPCA. Also the brochure will talk about the new emblem that will be on the bags.
Tactics: The brochure will be distributed over the internet at our website.
Included:
Front and Back of the broochure
To show consumers how we plan to donate to the ASPCA
Develop a sales brochure that sows, indepth, how we plan on donating our money to the ASPCA. Also the brochure will talk about the new emblem that will be on the bags.
Tactics: The brochure will be distributed over the internet at our website.
Included:
Front and Back of the broochure
