Table of Contents
Introduction
AWL NSW is enlisted non-profit association that has been working for more than 60 years. Earlier the main aim of the organisation was to fight against the animal cruelty but now AWL NSW also focuses on adoption and providing veterinary services to animals also.
The animal welfare league NSW provides services to the animal and animal lovers.
The organisation offers the services of shelters, veterinary medical clinics, fostering and adoption services, an inspectorate group and volunteer branches over NSW.
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It is estimated that approximately 2% of shelter dogs are ultimately euthanized in Australia. AWL NSW has started “Getting to Zero” program which focuses on eliminating euthanasia as much as possible because they believe that each one of us have an equal right to live and animals shouldn’t be killed until it’s the hopeless case.
AWL NSW believes that all animals deserves a sheltered and adoring home. They provide safe and good environment where given up, dismissed and relinquished animals can feel good and sustained. They do a great job in rehabilitating animals.
The main shelter of AWL NSW was started in Kemps Creek in 2008 which has now been renovated with dog walking tracks, veterinary chambers and now cattery will be constructed soon at the shelter.
Goals of Animal Welfare League NSW:
Short Term
- To promote adoption of pets
- Desexing prior shop to avoid overcrowding of animals
- To bring euthanasia ratio to zero
- Providing prompt and full support to animal cruelty cases
Long Term
- To create safe environment for animal legislatively
- To educate people and broaden their perspective for surrendered and abandoned animals
- Educating people about pet care, so all pets can get potential care
Executive Summary
This report briefs about the marketing plan of Animal Welfare League NSW. God has created each and every creature with love whether it be human or an animal. Everybody needs a home – a place where you can truly be yourself and feel safe and loved. Animals are human’s best friend. One out of three Australian family have a dog or one out four Australian families have a cat but still not all dogs and cats get love, family, home and proper care.
Each year millions of animals enter the animal shelter out which some animals are euthanised, some are reclaimed, rehomed, fostered and etc. There is a huge need of taking care of animals.
AWL NSW Has:
- Desexed 7455 animals last year
- 411 animals were rescued out of which 147 were dogs and 264 were cats
- Helped 2107 animals to get a family and home
- Fought for the right of 1292 animals against cruelty
- Managed to foster 323 animals
- Treated 6398 animals
- 1965 surgeries and 4878 consultation were performed
Which helped an organisation to gain 30,900 website visitors each month, 93,580 Facebook followers, 9604 Instagram followers, 74 volunteers which we can call a customer base for this organisation and we need to focus on how retain them and attract more and more volunteers and donors.
AWL NSW have some generous corporate sponsors who understand the need to look after animals in the society and helps the organisation to achieve their goal of providing potential care and love to the animals. Such corporate sponsors are:
- Bayer Animal Health: They provide treatment to the shelter’s animals.
- Purina Pet Care: They provide food supply to the shelter for the animals.
- JB HI-FI Helping Hands: They contribute some funds to AWL NSW from their helping hands program.
- Armstrong Legal: They provide legal support to the organisation to fight against animal cruelty cases.
- Bunnings: They give donations in kind i.e. in form of goods and services.
- PET Stock: They helps in organising adoption events and promoting AWL NSW and attract more customers, volunteers, donors and etc.
This marketing plan will help to educate the population, potential adopters, donors, and volunteers on the benefits and needs of adopting and supporting the animal shelter.
Want to Help??
- Adopt don’t Shop
- Join as a volunteer at any nearby AWL NSW local branch
- Come forward to foster
- Help the organisation to continue their work in sparing animals from savagery and neglection
- Support AWL NSW by joining their bequests and legacy programs
Target Market
A study by Protopopova and Wynne (2014) indicates the first primary target market this includes females, age 18 – 24, with at least some college credit or more schooling, and reside in a household with two people.
Females make up a majority of the respondents to the survey (91% or 73 of 80). The 18 – 24 age range had the highest percentage (39% or 31 of 79). Additionally, many had some college or a bachelor’s degree (42% or 34 of 80).
The second primary target market includes childless couples living together either married or unmarried.
A household with a total of two people comprised the highest percentage of respondents regarding household type to the survey (35% or 28 of 79). Additionally, many respondents were either married or unmarried but living with their partner (49% or 39 of 80).
The secondary target market is parents with children under the age of 18.
Data suggests that parents with children under 18 in the household are among the most likely to own a pet (“Executive Summary: America’s Pet Owners,” 2015). The households with three or four members (39% or 31 of 79) could mean a sizeable market for AWL NSW to target.
Positioning
AWL NSW believes that all animals deserves a sheltered and adoring home. They provide safe and good environment where given up, dismissed and relinquished animals can feel good and sustained.
Serves the general population in a variety of ways: taking in animals from animal control, providing an outlet for surrendered animals, and providing a quality facility to promote the adoption of cats and dogs.
All cats and dogs that come into the shelter are provided veterinary care and other necessary services, giving the animal a better chance of finding new owners.
The veterinary care also gives potential adopters more information about the animals, as well as possible peace of mind that can encourage adoption.
SWOT
Strengths
AWL NSW are able to remain profitable and income positive at any given time given the very fact that several animal lovers will seek to adopt displaced pets from the utilization businesses.
The operating costs are typically considered very low on condition that most of those organizations are operated on a not-for-profit basis.
Payroll expenses are low and therefore the primary expense that’s had by many of those organizations are the continued patent area costs related to providing care to animals that are at the shelter.
Weaknesses
AWL NSW do have variety of issues because it relates to ongoing raising of capital through fundraisers, mailings, and sponsored events.
It operates exceedingly not- for-profit capacity as an animal shelter often charge much higher fees and their not-for-profit counterparts.
Opportunities
AWL NSW can rapidly expand by taking over additional animals, hire additional animal care staff, creating a network of foster homes, and establishing additional locations so as to accommodate animals.
This is typically the sole way that these organizations are able to expand their operations.
Threats
There is little that might impact the way of those organizations (AWL NSW) to business outside of an economic recession.
Thus, these organizations will be in demand in the near future.
Marketing Strategies
Cognitive Objective
Cognitive goals develop a deeper level of understanding by educating a targeted consumer with important information about the sponsor. The cognition refers specifically to the method of coming to grasp and understand, of encoding, perceiving, storing, processing, and retrieving information. A cognitive objective defines what the targeted consumer should learn as a result of exposure to the actual message, advertisement, or public service announcement (Huitt & Cain, 2005).
To increase the amount of Twitter followers and Facebook likes (also considered friends) by 15% each by educating consumers that AWL NSW, adoption is that the most suitable choice for pet ownership, and donating time or money helps the shelter.
This plan should increase exposure of significant information about AWL NSW, educate consumers and eventually increase the amount of adoptions, donations, and volunteers. When a possible adopter, donor, or volunteer, starts to critically analyse information and find out about Animal Welfare League NSW, an everlasting attitude change can exist, which can benefit AWL NSW (Rucker & Petty, 2006). this is often a part of the education process that comes with building a brand for AWL NSW.
Conative Objectives
Cognitive goal promotes changes in behaviour within the target market or cause an action within the target market (Huitt & Cain, 2005)
The goal is to create a behavioural change that creates a positive response for AWL NSW.
The marketing campaign has three conative objectives. The conative objectives come from realistic objectives that are thought get into collaboration with the requirements and current state of communication in AWL NSW. These numbers come from area data on volunteers, donations, and adoptions.
The conative objectives are:
- To increase both cat and dog adoptions by 5 percent.
- To increase the number of volunteers helping out at the shelter or at fundraising events by 10 percent.
- To increase the amount of donations for twelve months by 10 percent.
The increase in donations similarly as adoptions will increase the general amount of funds for the animal shelter.
Increasing adoptions allows for more animals to be adopted and increased revenue because of adoption fees.
An increase in volunteers would allow increased communication with potential donors and adopters, similarly as an increased level of animal care.
In order to reach the first primary target market (females), primary target market (childless couples), the secondary target market (parents) AWL NSW should use the social media recommendations for Facebook, Twitter, Instagram, Snapchat, Google Ad, short email updates and promotions at event like health events, child adoption event , universities event , school events. We can create a hashtag to make avenues of communication open on social media, encouraging online conversations that are easily searchable for potential adopters, donors, and volunteers for e.g.: #adoptdontshop, #changeliveofhomeless , #spreadlove and etc.
Employees or volunteers must spend some of their time maintaining communications and implementing these communication recommendations. Recruit and gain support from university interns studying advertising, public relations, or marketing, develop and exchange new messages, and maintain open communication channels with potential recruiters, donors, and volunteers.
The potential intern candidate can send resume directly to the shelter, interviews can be conducted for a full-time staff candidate, one or more interns should be selected who can best implement the requirements of the marketing plan.
Proposed Budgets for Action Items
As per financial report of AWL NSW 2019, the total expenditure on employee benefits was $ 3,493,912 and total revenue government grants and other grants was $ 11,385,627.
Now, if we’ll hire more volunteers and spends more and more on promotions and social media marketing or digital marketing then we can expect to spend $3,900,999 on employees’ benefits including salaries and wages, training and development and superannuation and $4,999,999 on promotions and digital marketing.
Thus, proposed budget should be around $ 9,999,999.
