Final Plan Book

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Public Relations Plan For

Presented May 4, 2015

Shelby Kay Chrisman

Point Loma Nazarene University

COM405: Public Relations Cases and Campaigns

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Table of Contents

Introduction ……………………………………………...….…………………………………… 3

Client Profile ……………………………………………...…………………….……………...…4

Situation Analysis ………………………………………...…………………..……………......... 5

Goals & Objectives……………………..…….……………………………….……..……….…...7

Target Audiences ……..………………………………………………...…………..…………….7

Formative Research …………………….……………………………........…………..……..…...8

Messages…………………………………………………………………………………………..9

Strategies & Tactics……………………………………………………………………………….9

Press Kit………………………………………………………………………………………….13

Media Plan……………………………………………………………………………………….20

Timeline & Budget…………………………………………………………………………..…..21

Evaluation Plan……………………………………….…………………..….….…………….…22

References…………………………………………………………………………………….….23

Appendices ………………………………………………..…………..………..………….........24

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Introduction

According to Good Morning America, “There are four million dogs in America that need

to be adopted and only about half of those will find homes” (Snow, 2006). Many of the dogs that

are rescued are already past their puppy stage. Adoptees tend to prefer younger dogs so they can

name, train, and form a growing relationship with them. Due to this trend, most of the elderly

dogs end up unadopted. Some shelters euthanize the dogs who have not been adopted within a

certain time period. This is very sad because statistics show that, “50% of shelter dogs never find

homes” (Snow, 2006).

Unlike the majority of shelters, Baja Dog Rescue does not practice euthanasia. This

organization stands out for its rare no-kill status, considering, “about 5,000 animal shelters

operate in the U.S.” (Snow, 2006). This staggering number does not even come close to the

amount of animal shelters that are operating in Mexico. Most of the dogs that Baja Dog Rescue

comes across are either severely beaten, malnourished, or very sick. From missing limbs to being

deathly underweight, there is no condition that Baja Dog Rescue has not witnessed. Furthermore,

this organization takes pride in the fact that there is no illness or injury that they are not willing

to treat. Baja Dog Rescue proudly states, “we go to whatever lengths and expense is required to

make our dogs healthy, including chemotherapy and advanced surgeries” (Bajadogrescue.org,

para. 1). Due to the high expense of these procedures and lack of steady income, it is very

difficult to accommodate every dogs’ needs.

“We are a no-kill shelter in the truest sense of the word” (Bajadogrescue.com, para. 3).

Baja Dog Rescue prides themselves in the fact that they differs from other shelters due to their

they no-kill status. It is of great importance to this organization that every dog is given a second

chance at life; furthermore, they also believe that every dog deserves a loving and happy home.

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Client Profile

Baja Dog Rescue was created by Josh Pratter eight years ago in Ensenada, Mexico.

Pratter previously owned his own bio chemistry business in Ensenada before starting Baja Dog

Rescue. While working in Mexico, Pratter saw first-hand the amount of stray and abandoned

dogs that crowded the area. He was unnerved about the situation and decided to take matters into

his own hands, thus creating Baja Dog Rescue.

This organization is solely dependent on volunteer involvement; furthermore, these

gracious volunteers put their absolute best efforts into rescuing and rehabilitating abandoned

dogs from the streets and local pound. The volunteers’ work is never done, as is an endless

number of dogs that need rescuing. To put this dilemma in perspective, “In August of 2013, city

workers reportedly collected 372 dead dogs from parks and streets across Juárez, victims of the

road and the heat” (Garcia, 2013, para. 31). Once the dogs’ physical needs have been tended to,

they are then socialized with other dogs to make them “home ready.” Finally, the dogs are sent to

a veterinarian for a final examination. When the dogs have finished this process, ten to fifteen of

them are taken across the border to San Diego, California to be adopted into a loving family.

The vision of Baja Dog Rescue is to continue rescuing abandoned dogs in Mexico, find

them loving homes and/or foster homes, and educate people about the importance of spaying and

neutering dogs. However, there are multiple obstacles that stand between this organization and

achieving its goal. Some of these hindrances include financial issues, lack of dedicated

volunteers, and inadequate promotion.

The first main burden that affects Baja Dog Rescue is shortage of funds to provide food.

Baja Dog Rescue has 200+ dogs at the shelter. Approximately 600 pounds of dog food is

necessary to feed all these hungry dogs every week (Bajadogrescue.com, para. 4). A bag of dog

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food costs anywhere from $20-50 for a bag that weighs roughly 15 pounds. Therefore, one bag

of dog food will only sufficiently feed around 12 dogs.

Lack of social media and efficient promotions make it very difficult for Baja Dog Rescue

to gain any revenue. With only 2,000 followers, their main source of spreading media awareness

is through Facebook and word of mouth (E. Ryan, personal communication, February 5, 2014).

Baja Dog Rescue needs to take advantage of free social media websites in order to increase their

public recognition and adoption rate. Not only will this raise awareness to the public, but it will

also gradually increase the amount of dogs being adopted and ultimately accumulate profit. With

more money, Baja Dog Rescue will be able to cater to more dogs’ needs. Having proper social

media education will allow Baja Dog Rescue to grow as a non-profit organization and save

hundreds of dogs’ lives.

Situation Analysis

Baja Dog Rescue’s current level of success is not adequate for the desired goal they hold,

which is to create awareness about abandoned dogs and find them loving, happy homes. Baja

Dog Rescue has 10 fully dedicated and engaged volunteers, and approximately 30 other

volunteers on the side. Their main source of money comes from dog adoptions as well as

donations.

This business is deprived of staff and volunteers, which has consequently created

financial and marketing problems. Baja Dog Rescue is currently housing over 150 dogs;

furthermore, the shortage of staff and volunteers has made it very challenging for this

organization to operate effectively and find homes for the dogs. The process to make these dogs

“home-ready” along with the amount of dog food eaten monthly costs a great deal of money..

Without a dedicated staff, Baja Dog Rescue is unable to adequately promote and stabilize their

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business.

Baja Dog Rescue’s main mission is to find a loving home for each dog. They pride

themselves in finding responsible homes for their dogs. Their first goal is to receive at least two

applications to adopt a dog per week. Although they believe every dog should find a home, not

all applicants are fitted nor adequate to own a dog, meaning not every application will be

approved. After it has been submitted and accepted, their goal from here is to assign the correct

dog to the proper owner to ensure similar traits. This professional process ensures the best

situation for the dog as well as the client. This is a great start for their foundation; however, Baja

Dog Rescue needs to set aside a different set of goals such as branching out to other companies.

Another goal is to have at least two new websites, where Baja Dog Rescue could electronically

submit their dogs for an adoption process.

Baja Dog Rescue currently uses their website and Facebook page to promote their

business and provide information for persons who are interested in adopting a rescued dog.

These are great places to start, but further action is required in order for their business to grow.

They have also gained promotion from local businesses who host monthly donations for dog

rescues. Furthermore, they have recently set up an adoption event service at Petco Point Loma,

which is held every Saturday between the hours of 9am- 2pm. This is a great opportunity for

customers to either adopt a dog, or donate towards their organization.

Once living up to their goals, Baja Dog Rescue social media awareness would increase

the chances of each dog finding a loving home and generate donation options for all aspects of

their company. Another goal Baja Dog Rescue should strive for is donations for food. Increasing

their social media by at least 3 pictures a week posted to either Facebook, Instagram, or Twitter

arises awareness. Also, if Baja Dog Rescue could set up multiple stations at Pet stores where

donations could take place. This would not only benefit their organization, but the business

where the donations take place as well. This will raise money for Baja Dog Rescue as well as the

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business that is providing the donation advertisement. Yet another goal is to provide options for

adoption on the company's website. Through social media, they should strive to display photos

of the exact dog so the donor could personally see the dog that their donation would affect. With

the majority of social media programs being free, Baja Dog Rescue needs to take advantage of

this in order to fulfill their goals. In conclusion, Baja Dog Rescue would like to triple the number

of adoptions per 2 months, create more profitable donating procedures, and hire more employees.

Goals & Objectives

Goal 1: Provide companionship for elderly individuals

Objective: Increase elderly homes with dog companionship by 3 a month by the end of 2015.

Goal 2: To raise awareness about the benefits of adopting a rescue dog

Objective: Increase companionship of owner/ dog relationship by having the prospective adoptee granted a full day with their dog of choice.

Objective 2: Create surveys for previous adoptees, measuring their satisfaction with their choice to adopt from BDR.

Goal 3: Generate funding

Objective: Create partnerships with 3-5 small businesses by the end of 2015.

Objective 2: Initiate individual donor program to achieve $5,000 dollars of donation by the end of 2015.

Target Audiences

v Media

o TV, newspapers, etc.

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v Previous adopters

v Partnerships with companies

o Dog food, groomers and vets

v Elderly individuals

o Ages 65+

v Middle aged parents

o Ages 35-55

v San Diego businesses

Formative Research Quantitative

A quantitative questionnaire (see Appendix A) will be administered by hand at random to

approximately 115 middle age parents of both genders between the ages of 45 and 60. This

questionnaire will be passed out at stores such as Petco, Target, Starbucks, and other local shops.

Qualitative

A focus group will contain 12 individuals; six married parents, and six single parents. Six

of the individuals will be female and the other six male to ensure gender as a factor.

According to our research, parents are most likely to adopt from dog rescues.

The qualitative questionnaire (see Appendix B) will be conducted in a room with no windows,

and a large table in the center of the room. The questions will be administered from easiest to

most difficult and will be formed as open-ended to promote discussion between participants. The

session will be videotaped to ensure accuracy of results.

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Messages

v Elderly individuals o Dogs relieve stress and bring happiness

v Middle aged parents

o Dogs are excellent ways to teach kids responsibility o Add a family member

v Local San Diego businesses

o Help support a local cause and promote your business

v Media o Local issue that needs attention

v Previous adopters

o Tell your friends about your new dog and how it has improved your quality of life

v Companies (Vets, pet food, etc) o Dog food: If you donate food, adopters will purchase your product because their

new dog will already be used to eating it and switching a dog’s food is a hassle. o Vets: If you help local rescue dogs, you are promoting your own business and we

will recommend you for future check ups.

Strategies & Tactics Discussion

Goal 1: Provide companionship for elderly individuals.

Objective: Increase elderly homes with dog companionship by 3 a month by the end of 2015.

Tactic: Hand out advertising flyers in neighbor buildings, grocery stores, nail salons, hair salons, parks, etc. Offer monthly subscriptions to receive these flyers as a form of donations.

Goal 2: To raise awareness about the benefits of adopting a rescue dog

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Objective: Promote previous adoptees increased quality of life

Tactic: Create surveys for previous adoptees, measuring their satisfaction

with their choice to adopt from BDR.

Tactic: Create testimonial videos

Goal 3: Generate funding

Objective: Create partnerships with 3-5 small businesses by the end of 2015.

Tactic: Set up Linkin account to branch out and create partnerships and ongoing relationships with businesses. Tactic: Establish partnerships with companies in the same industry such as vets and groomers who are willing to offer their services.

Objective: Initiate individual donor program to achieve $5,000 dollars of donation by the end of 2015.

Tactic: “6x4” Dog Sponsorship Cards for donors that will display the dog(s) the donation is going to benefit. Tactic: Host fundraising event

Objective: Obtain media coverage

Tactic: Post daily pictures of a dog that is up for adoption. Also offer limited time discount offer (hashtag promo code) if the person responds and applies for adoption within that day.

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Tactics Discussion Advertisement flyer: An 8”x11” advertisement flyer with photos and information about the

organization. This tool is best for the elderly community public because they are less technically

savvy, so sending information in the mail is an effective way to reach out to them. Based on a

study conducted in 2011 that determined how senior citizens are best marketed to. The results

from interviews showed that “Thirty-four percent cited word of mouth -- conversations with

family, friends or peers -- out of which came a proactive referral. Nearly the same percentage --

33 percent -- cited offline media advertising and direct mail for its public.” As for a distribution

plan, the flyers will be mailed to the residential homes of the publics as well as posted at

Starbucks. The estimated cost of production would be around $3,000 to send 500 flyers.

Tactic: Post daily pictures of individual dog that is up for adoption. Also offer limited time

discount offer (hashtag promo code) if the person responds and files for adoption papers within

that day.

Handout/Hashtag: Posting daily pictures on social media is crucial. When a post is made to a

social media website, the hashtag (#) is used for words that describe the post. For example, if

BDR were to post a picture of one of their dogs, then they could hashtag; #BajaDogRescue,

#RescueDog, #BDR, etc. “Once you hashtag a word with Twitter, Instagram and Google +, all

account users can see it. It goes into the world of hashtags. This allows users who are not

following you to see your tweets and content that you put out on various social media sites”.

These hashtags can also be used to offer limited time discount codes. This will create a sense of

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urgency and eenables the person to act fast before the promotion code expires. Handouts will

also be available in pet stores and at networking events.

According to ragan.com, there are strategic days and times of when to post on different

social media sites. The times for pinterest are on Saturday from 2 p.m.-4 p.m. and 8 p.m.-11 p.m;

LinkedIn, 7 a.m.-8:30 p.m. and 5 p.m.-6 p.m; Google+, 9 a.m.-11 a.m; Twitter, on weekends

from 1 p.m.-3 p.m; Facebook, Weekdays 6 a.m.- 8 p.m. and 2 p.m.-5 p.m; Blog, Monday, Friday

and Saturday at 11 a.m. Posting at these times will increase the likelihood of user views.

Connect on LinkedIn: LinkedIn is an online professional network intended to connect

professionals and businesses. Majority of Linkedin users are 35-54 years of age. Linkedin users

range from company sizes of 1- 10,000 workers. These users range from all different

occupations. Using this site will increase knowledge of other businesses in San Diego, as well as

getting BDR business introduced to a variety of professionals. BDR will have to post regular

postings per week that will cost roughly $25 every other week for 7 months. When the business

page is created, the connections that are made should include businesses and professionals in the

fields of advertising, marketing, event planning, promotions, public relations, social media

specialists, pet stores and other dog rescues. Making these connections will create opportunities

to further professional relationships that can be helpful to BDR.

Sponsorship Dog Cards: Creating business partnerships with businesses such as Petco, Pet

Kingdom, and Bow Wow Beauty Shoppe will offer between $50- $200 a month for Baja Dog

Rescue. According to Forbes.com, Petco makes an annual income of 1.15 billion. Each register

will offer the customer the opportunity to donate a single dollar towards Baja Dog Rescue. Petco

could take 10% charge for their troubles.

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Smaller local businesses such as Pet Kingdom and Bow Wow Beauty Shoppe could offer

alternate types of donating to benefit their business too. Bow Wow Beauty Shoppe offers a bath

& blow dry for $25-$30 depending on the size of the dog. Special coupon discounts could be

offered to owners who donate to BDR. Each donor will receive a “6x4” card of the dog that their

donation would affect. This gives the donor a visual and sense of appreciation because they can

immediately see where their money is going to and who it is affecting.

Once having a personal connection with these companies, other opportunities and special

events will present themselves. Attending events is a perfect place for networking and

distributing. Events are a great opportunity to hand out business cards and create additional

revenue streams.

Fundraising event: Baja Dog Rescue could host a fundraising event and invite previous adoptees

and anyone who wants to come to bring their dogs and network with other dog lovers. They

could also invite pet groomers and vets to offer discounted services, which would also promote

business for them. Media coverage at this event would be absolutely crucial as it would generate

awareness.

Press Kit Backgrounder

Baja Dog Rescue is a volunteer based nonprofit organization that rescues crippled dogs in

Mexico, nurses them back to health, and prepares them for adoption. The abandoned dogs are

retrieved from the areas of Ensenada, Rosarito, and Tijuana. These dogs undergo medical

treatment if necessary, including spaying, neutering, vaccinations and socialization. This

organization is so passionate about what they do, that they will do whatever it takes to make each

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and every rescued dog healthy, even if that means Chemotherapy or advanced surgeries. All of

this takes place at the organization’s 50,000 square foot shelter where almost 200 street rescued

pups are currently being held. Once the dogs have recovered from their treatments, they are put

up for adoption. On average, they find homes for almost 500 dogs annually. Baja Dog Rescue is

a “no kill” shelter, meaning if the dogs are not adopted, they will not be euthanized. Some of the

challenges that BDR is facing include financial struggles to promote the organization through

advertising, as well as lack of public interest. Considering that this is a non-profit organization

that is dependent on donations and volunteer work, cash flow is less than abundant and they

often struggle to keep up with the required 600lbs of dog food each week. Anyone can apply to

adopt one of BDR’s precious pups, as well as attend one of their weekly adoption events put on

by Petco.

FAQs

Do you bring all your dogs to the Adoption Event?

We usually only can bring 10-15 of our dogs at a time to a single Adoption Event. If you are interested in meeting a particular dog then please email us and let us know which dog you maybe interested in and we can have you fill out an adoption application and set up an appointment at an adoption event for a Meet & Greet.

Is the dog good with cats or kids?

We get this question a lot! We can guess by their temperament that they might be good, but we have no way of knowing for sure. The only way to know is to go ahead and schedule a meet & greet and meet them and then take them home and see how things go. We have a two week return policy.

What shots/treatment are your dogs given?

All of our dogs over 6 months are fully vaccinated, de-parasited and given rabies vaccinations. Puppies, due to age may not have their full vaccination or rabies. You will be given special instructions when to continue vaccination. If one of our dogs requires continued medication for a

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condition, we will list this in our dogs profile and also advise you during the meet and greet.

Are your dogs healthy?

We do the best we can to rehabilitate our dogs to the best of our ability. If a dog is special needs or has a chronic or ongoing medical condition we always will inform potential adopters of this in our dogs profiles and during the meet and greet. We have successfully adopted out dogs with special needs, such as being deaf or partially blind, with great success to wonderful happy homes.

How much is the adoption fee?

The suggested adoption donation can vary depending on the dog. Please inquire when you fill out the adoption application.

How long does the adoption process take?

It can take upwards of about 7 days starting from the time the application is submitted. It may take longer in particular situations when puppies are involved. It will take 24-72 hours for the application to be processed and someone to get back to you to set up a meet and greet appointment.

How can I donate?

You are welcome to donate through PayPal on our website or by mailing us a check or money order. You are also welcome to come by one of our Adoption Events, which is every Saturday, to donate to us directly.We are at Petco on Sports Arena Blvd every Saturday from 9am-4pm. You can always check on our events page to see when our next adoption event is.

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Testimonials

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Press Release

Baja Dog Rescue

Tel: 1-‐619-‐407-‐9372 | Fax: 1-‐619-‐423-‐7783 | Email: [email protected] __________________________________________________________________________________________

NEWS RELEASE Contact: Shelby Kay Chrisman

FEBRUARY10, 2015 760.212.9994 ABANDONED DOGS FINALLY HAVE HOPE

SAN DIEGO, California: Every day hundreds of beaten, starving dogs roam the streets of Mexico, barely hanging on by a thread. Baja Dog Rescue is a volunteer based nonprofit organization that rescues crippled dogs in Mexico, nurses them back to health, and prepares them for adoption.

Baja Dog Rescue is based at a 50,000 square foot shelter in the Baja California area where more than 200 dogs currently reside. Regardless of the need for funds, this is a “no kill” organization that does not euthanize any of their animals.

Thanks to this passionate organization, homeless dogs now have a chance to live a happy life and provide companionship in a loving home. Follow them on Instagram @BajaDogRescue and connect on Facebook.

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About Baja Dog Rescue: Baja Dog Rescue is a 501c(3) nonprofit organization that was founded in 2011. Since then, over 1,200 dogs have been rescued and adopted. For more information visit their website at www.bajadogrescue.org

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Photos

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Media Plan

• Social media

o Twitter § News updates § Event promotion

o Instagram § Images and testimonials

o Facebook § Updates § Testimonials

o YouTube § Promotional videos

• Press releases • Press kit on website • Letters to the editor • Email blasts • Hispanic Media Outlets

o Television channels • San Diego Union

o Enlace Edition

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Timeline & Budget

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Evaluation Plan To evaluate the first goal, to provide companionship for elderly individuals,

informational telephone calls (see appendix C) will be conducted 8 months from when the PR

campaign began. The telephone calls will be to 25 elderly individuals, ages 65+, that have

adopted dogs from Baja Dog Rescue. The feedback collected from the informational telephone

calls will determine whether elders believe the Baja Dog Rescue dogs have served as quality

companions.

To evaluate the success of the second goal, which is to increase social media awareness, a

survey (see Appendix D) will be administered to approximately 400 adults between the ages of

30-55, 6 months into the PR campaign. This questionnaire will be administered by hand at

random to approximately 50 females and 50 males. This questionnaire will be distributed outside

stores such as Petco, Target, Starbucks, and other local shops around San Diego County. The

results of this survey will measure the effectiveness of the social media tactics and show whether

or not the goal has been met.

The third goal, to create revenue streams with local San Diego business owners, should

be evaluated by an online quantitative questionnaire (see Appendix E). This survey will be

administered to 75 local business owners throughout San Diego via email and it will also be

posted online on the Baja Dog Rescue’s website, Facebook, and Twitter. The survey will require

an email input at the beginning to ensure that the survey will only be taken once per person. This

survey will indicate the number of business owners that are aware of BDR, who have previously

donated, as well as if they will donate in the future.

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References

About Baja Dog Rescue. (n.d.). Baja Dog Rescue about Baja Dog Rescue comments.

http://www.bajadogrescue.org/about-us/

Garcia, M. (2013, September 4). Mexico's city of dogs. Aljazeera America.

http://america.aljazeera.com/articles/2013/9/4/city-of-dogs.html

Halzack, S. (2013, August 5). How LinkedIn Has Changed the Way You Might Get Your Next

Job (Posted 2013-08-05 00:59:01) ; Even If You're Not Looking for a Job,. The

Washington Post. http://www.highbeam.com/doc/1P2-34978894.html?refid=bibme_hf

Harper, J. (2013, February 28). The Importance of #Hashtags. RSS.

http://socialmediatoday.com/jamesharpermedia/1260071/importance-hash-tags

Kennedy, D. (2013, February 22). Marketing to Seniors: Online Versus Offline. Entrepreneur.

http://www.entrepreneur.com/article/22507

Petco Animal Supplies. (n.d.). Forbes. http://www.forbes.com/companies/petco-animal-supplies/

Peterson, D. (n.d.). Dog Grooming San Diego | Pet Boutique, Dog Bakery |Bow Wow Beauty

Shoppe. Dog Grooming San Diego Pet Boutique Dog Bakery Bow Wow Beauty Shoppe.

http://www.bowwowbeautyshoppe.com

Piombino, K. (2014, March 21). Infographic: The best times to post on social media. Ragan.com.

Snow, K. (2006). Rescuing Dogs from Shelters. Good Morning America (ABC), 1. [Interview

transcript]

VPI’s got you both covered.. (n.d.). VPI Pet Insurance, Pet Health Insurance Plans for your Dog

or Cat. https://www.petinsurance.com/healthzone/pet-articles/pet-owner-topics/Pets-and-

Senior -Citizens.aspx>.

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Appendix A

Quantitative Questionnaire

Please circle the appropriate information before filling out the questionnaire

1. Gender: Male Female

2. Marital status: Single Married Divorced Widowed

3. Average annual income: $25,000-$50,000 / $50,000-$75,000 / $75,000 - $100,000 /

$100,000+

On a scale of 1 to 5 (1=strongly disagree, 5=strongly agree), circle the number that best

represents your response to each item.

1) I am aware of dog rescue organizations

1 2 3 4 5

2) I am aware of dog abuse and abandonment

1 2 3 4 5

3) I am aware of spaying/neutering dogs

1 2 3 4 5

4) I am aware of how to adopt a dog

1 2 3 4 5

5) I am highly knowledgeable about dog rescues

1 2 3 4 5

6) I believe dogs should be spayed/neutered

1 2 3 4 5

7) I believe there should be an increased awareness about dog abuse/abandonment

1 2 3 4 5

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8) I believe every dog deserves a second chance at life

1 2 3 4 5

9) I believe people should adopt from rescues instead of buying from a pet shop

1 2 3 4 5

10) I believe rescued dogs are dangerous

1 2 3 4 5

11) I actively promote dogs to be adopted from rescues rather than pet shops

1 2 3 4 5

12) If there was more awareness, I would have been active within dog rescue organizations

1 2 3 4 5

13) I am interested in learning more about dog rescues

1 2 3 4 5

14) I am interested in adopting and/or fostering a rescue dog

1 2 3 4 5

15) I am interested in volunteering for a dog rescue

1 2 3 4 5

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Appendix B

Qualitative Questionnaire

1) Do you own dogs?

● If so, how long have you been a dog owner?

● Where did you receive your dog?

2) Would you prefer to adopt a rescue dog or buy one from a breeder?

● What is your overall opinion about rescued dogs?

● What first comes to mind when you think about adopting a rescued dog?

3) If you were to adopt a dog from a rescue, how would you go about it?

● How much would you pay to adopt a rescue dog?

● Would you rather adopt a rescue dog, or donate to the organization?

4) How do you feel about this issue of dog abuse/abandonment?

● How have you heard about dog abuse/abandonment?

● What have you heard about dog abuse/abandonment?

5) What types of advertisement can you recall about abuse and adopting rescue dogs?

● Were these advertisements compelling?

● What types of advertisements catch your attention most?

6) If you were the Public Relations Specialist for a dog rescue, how would you promote the

organization?

● What demographics would you market to?

● What locations would you market at?

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Appendix C Telephone Questions (For goal #1):

On a scale of 1 to 5 (1=strongly disagree, 5=strongly agree), please state the number that best


1. Dogs are good companions.

2. BDR has provided you with your desired companionship.

3. Your BDR dog has reduced your overall loneliness.

4. Rate your overall experience living with a rescue dog.

5. You would recommend others to adopt from Baja Dog Rescue.

6. Rate your overall experience and customer service through the process of adopting from

BDR.

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Appendix D Social Media Survey (For goal #2):





$100,000+

4. Please circle which social media platforms you have noticed and/or currently follow (Circle all

that apply)

Facebook Twitter Instagram Tumblr



1) I am aware of dog rescue organizations in San Diego

1 2 3 4 5

2) I have heard of Baja Dog Rescue through social media

1 2 3 4 5

3) I am aware of how Baja Dog Rescue operates

1 2 3 4 5

4) I am aware that Baja Dog Rescue is active on various social media platforms

1 2 3 4 5

5) I would follow Baja Dog Rescue on social media platforms

1 2 3 4 5

6) I would recommend others to follow Baja Dog Rescue on social media platforms

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1 2 3 4 5

7) I would share a shoutout post on my social media platforms for Baja Dog Rescue

1 2 3 4 5

8) I would “like” Baja Dog Rescue’s posts on social media platforms

1 2 3 4 5

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Appendix E Small Business Survey (For goal #3)





$100,000+



1) I am aware of Baja Dog Rescue and how it operates

1 2 3 4 5

2) I am aware of the financial needs that Baja Dog Rescue requires in order to operate

1 2 3 4 5

3) I am aware of how to donate to Baja Dog Rescue

1 2 3 4 5

4) I have previously donated to Baja Dog Rescue

1 2 3 4 5

5) I am likely to donate to Baja Dog Rescue in the future

1 2 3 4 5

Documents

Final Plan Book