Professional Documents
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Healthy Pet, Happy Pet: Pedigo Agency
Healthy Pet, Happy Pet: Pedigo Agency
Healthy Pet, Happy Pet: Pedigo Agency
Pedigo Agency
4850 1st Coast Tech Pkwy, Jacksonville, FL 32224
E-Mail: PedigoTeam@Pedigo.org Web: www.Pedigo.org
Co-Founder and Vice President Mandy Cavazos: Mandy graduated from the
University of Texas in 2011 with a Bachelors Degree in communication with
a concentration in public relations. Her focuses are within health awareness,
animal abuse, and environmental improvement. Mandy cofounded Pedigo
Agency in January 2013. Shes skilled in public affairs, event coordinating,
networking, and promotional campaigns. She has been working in the
Northeast region of Florida for five years. Her motto is if it matters, it
counts.
Director of Communication Kerri Roby: Kerri graduated from the University
of Oregon in 2012 with a Bachelors Degree in communication with a
concentration in public relations and a minor in business. She enjoys
working with anything related to environmental issues, animal rights and
topics dealing with health and personal wellness. She is extremely skilled in
the area of event coordinating, working with different social media outlets
and speaking in front of people.
Director of Research Brittney Snellgrove: Brittney received her Bachelors
Degree in Communication and Public Relations from the University of North
Florida, followed by a Masters Degree in Business and Marketing Research
from New York University. She started out interning for Big Machine Records
in Nashville, Tennessee. She assisted a team of 15 for just over a year
before being offered a full-time position as Vice President of Communication.
She maintained this position for nearly seven years before finding her true
home with Pedigo Agency. She was offered the position in January, 2013.
Brittney is responsible for the marketing, communication and business
development efforts of the firm. She directs media relations, branding,
advertising and website development. In addition to the business
development, Brittney also constructs programming events for the firm.
Brittneys eye for detail and creativity make her an asset to the Pedigo
professionals team.
Our social media pages will share our YouTube channel, which will be posting
weekly informational videos. These videos will have experts in the animal
field to help educate on pet obesity. At the end of summer will be our
exercise-training event. At this event, we will continue to increase education
and awareness as well as promote our upcoming events. In August, we will
host a Panel on the Patio. This panel will consist of veterinarians and an
American Veterinary Association representative, who will inform owners and
answer any questions. Our campaign will end with our pet obesity themed
Art Walk. The Art Walk will take place during National Walk Your Dog Week.
Here the winners of the Pics n Pets Weight Loss Challenge and Fat-Paws Art
Challenge will be announced. Our final evaluation will happen in 2016 after
National Pet Obesity Awareness Day so we can see the long-term changes in
pet obesity.
All of our tactics have been designed to reach our target audience. In
doing so, we will reach many other audiences as well. This will help to
achieve the overall goal of lowering pet obesity, raising awareness of the
epidemic and promoting healthy living. Join the meow-vement for a
healthier, happier pet. #Paws4cause
Research
Client Background: The American Veterinary Medical Association (AVMA),
established in 1863, is a not-for-profit association representing more than
86,500 veterinarians working in private and corporate practice, government,
industry, academia, and uniformed services. Structured to work for its
members, the AVMA acts as a collective voice for its membership and for the
profession. The AVMA works to educate its members and pet owners for an
overall healthy and happy lifestyle for animals. They promote safe animal
practices with the use of biological science and agriculture.
In conjunction to the AVMA, there is a Student American Veterinary
Medical Association (SVMA). The SVMA was founded in 1969, and continues
today to give students the opportunity to work alongside the AVMA to
promote safe animal care, as well as helping to smooth the transition from
student to medical professional.
SWOT Analysis:
pet obesity.
their animals.
audience.
Opportunity: To improve lives for the pets groups that dont agree with AMVA.
in the Jacksonville area.
campaign.
etc.)
Situation Analysis: Aww, are you hungry? Well, a little more wont hurt!
Does this sound familiar?
People love their pets, but sometimes they love them too much. Over half of
the dogs and cats in our country are, like many Americans, overweight due
to overfeeding and lack of exercise. Among all US pets that veterinarians
ultimately classified as obese, a whopping 93 percent of dog owners and 88
percent of cat owners initially thought their pets were in the normal weight
range.
Secondary research:
The Association for Pet Obesity Prevention (APOP) has launched campaigns
on various media outlets to fight pet obesity within the veterinary medical
community, veterinary schools, and state and local veterinary organizations.
According to APOPs founder Dr. Ernie Ward, pet obesity is the leading health
threat to this nations pets. APOP has been trying to expose this social cause
since 2005.
According to APOP an estimated 52.6 percent of US dogs and 57.6 percent
of US cats are overweight or obese. Estimations in the UK put the number of
overweight or obese dogs at 45 percent and that of cats at 40 percent,
which puts the US in the lead for obese pets. Most owners of obese pets
initially thought their pet was in the normal weight range. APOP refers to this
disparity as the fat gap and considers this the primary factor in the pet
obesity epidemic. An online poll by APOP revealed that 42 percent of dog
and cat owners admitted they dont know what a healthy weight for their
pets looks like.
There are many health risks related to pet obesity, and many of these
problems mirror those issues for obese humans. Osteoarthritis, type 2
diabetes, heart disease, joint injury, various forms of cancer and decreased
life expectancy are all linked to obesity in pets.
To raise awareness, APOP created National Pet Obesity day, which was
celebrated for the eighth time on October 8, 2014. On this day, veterinarians
are encouraged to record the weight and other information of animals that
come in for check-ups. The goal is to get an accurate number of obese pets
in America and bring attention to the issue. To continue raising awareness,
APOP will lead the creation of an industry coalition to amplify the
organizations impact on pet obesity. The APOP coalition will invite
partnerships with organizations that share the common goal of fighting
obesity and supporting pets and their owners to create the healthiest
household possible.
In 2010, Colleen Paige founded National Walk Your Dog Day for October 1,
as a way to highlight pet obesity issues and encourage people to get out
with their dog and start getting healthy. Paige later felt one day was not
enough to stimulate a continued walking program, so she then founded
National Walk Your Dog Week to be celebrated the entire first week of
October. Paige believes that when people witness the changes in their dogs
by exercising them for a week, not only will there be a massive difference in
their dogs behavior but the dog's person will feel so good they won't want to
stop.
Audience Analysis:
Based on our research, the primary audience for this campaign is
educated women between the ages of 25-44 with household incomes of
$44,000 or more. Typically, women provide the health care for pets and
view them as important members of the family. According to the U.S.
Census Bureau, a total of 118,871 women between the ages of 25-44 live in
Jacksonville, with more than 50 percent having some type of higher-level
education. Because Jacksonville is one of the largest cities in the United
States by area, we have separated the city into four target zip codes.
According to the Jacksonville Humane Society, 548 adoptions have occurred
since January 1, 2015. This means approximately 60 percent of women in
Jacksonville Beach are pet owners.
This audience falls under the category of Generation X, also known as
Gen X. These Xers are in between Millennials and Baby Boomers. About 24
percent responded yes to a survey when asked if they have posted a selfie
on social media sites. According to the Nielsen poll, Gen Xers are all about
getting a deal when it comes to spending. This generation is satisfied with
buying drugstore products rather than name brand at high-end department
stores. When it comes to technology, Xers are the pioneers of it. They
remain tech-savvy and stay up to date on the latest electronic trends.
With our audience including those in their mid-twenties to early thirties,
we must realize they are more aware of whats going on in the world today.
This group shows positive results for Team Pedigos goal to increase the
awareness of obesity in household pets.
Zip code: 32250-beaches
From PRIZM, this zip code represents a median household income of
$56,100, with $51,282 in consumer spending, and the age ranges from 2544. Education levels represents graduates who have already purchased a
home. Ethnic diversity consists of White, Asian, and mixed race. They are
High-Tech and have professional careers established.
32224-UNF campus/St. Johns Town Center
From PRIZM, this zip code has a median household income of $59,700, and
consumer spending of $61,770 per household. This area is largely nonHispanic Caucasian with a median age of 32, and very few living with
children. They enjoy cultural activities and shopping.
32204-Riverside
From PRIZM, this zip code is made up of those between the ages of 25-55
who have no children. They are largely Caucasian, with some African
Americans. They have an average median income of $28,900 and a
consumer spending of $35,663. They like cultural events, shopping and
outdoor activities.
32258-Mandarin
From PRIZM, this zip code is made up of those between the ages of 21-54,
with a median income of $69,600 and a consumer spending of $55,899.
They are mainly Caucasian, with no children. They like their pools and
outdoor recreation.
Primary Research:
We created a Survey Monkey, which we posted on Facebook and other social
media sites. The survey was directed to get our own research of the fat
gap and how aware pet owners are of pet obesity.
Questions:
1. Have you ever had a pet?
One hundred percent of responders have owned a pet.
2. Have you ever lived in a household with a pet?
One hundred percent of responders have lived in a household with a pet.
3. On average how many times a day did the pet get fed?
Eighty-eighty percent fed their pet one-two times a day and the other twelve
percent fed their pet two-three times a day.
4. Did your pet receive any additional snacks?
Eighty-four percent of responders fed their pets additional snacks.
5. Have you or anyone in your household ever been guilty of overfeeding a
pet?
gallery will be held during National Walk Your Dog week and displayed at Art
Walk in October. Participants at Art Walk will vote on the winner. The winner
of the Fat-Paws Art Challenge will receive a gift basket filled with pet treats,
toys, and free pet training sessions.
Tactic Three: In an effort to increase education locally, we are using
creative advertisements in local magazines, such as Folio and Void, and on
social media. Advertisements will say, This dog is a little husky, whats your
excuse? Fight animal obesity! with an overweight Husky canine in a bikini,
or a larger cat that says Stop kitten yourself! Join the meow-vement.
These advertisements will include information about our social media
accounts, events, tagline and hash tag. The logic is that the more relatable
the situation, then the more people will be willing to join the fight. We will
purchase three 1/3 page advertisements in Void. We will purchase six 1/2page advertisements in Folio Weekly. Also in Folio Weekly we will buy two
front-page stickers in September as reminders for the upcoming events.
These stickers will only appear on magazines in the zip codes we choose.
Tactic Four: In an effort to further educate our audience on pet obesity, we
will use First Coast Living for an informational morning segment. We will
have our AVMA representative and a local vet to talk about the upcoming
events and discuss pet obesity statistics. This will make owners take the
cause more seriously and hopefully come out to the events.
Tactic Five: In an effort to increase participation in our campaign, we are
hosting a Summer Kickoff BBQ. The event will take place on Jacksonville
Beach at 5 p.m. so dogs can join their owners on the beach. We will provide
food, drinks, treats and prize giveaways. The barbecue will be catered by
4Rivers, which generously offered to donate half the food. The food served
will be a special menu made for our event, comprised of health-conscious,
low-sodium, and low-fat options. This event will attempt to increase
awareness of pet obesity and kick off our Healthy Pet, Happy Pet campaign.
Budget:
Miscellaneous
Stationary-----------------------------------------------$150
(Paper/Ink for Flyers,Check-in sheets)
Koozies-($350)-----------------------------------------$75
Drinks/Snacks------------------------------------------$275
DJ Dustin for event------------------------------------$200
Panel on the Patio- Chipotle - Event
Water/Snacks-------------------------------------------$150
Local AVMA guest speaker--------------------------VOLUNTEER
Panel of local veterinarians---------------------------VOLUNTEER
$5 Chipotle Gift cards(20)------------------------------------ $100
Spinning Wheel Raffle----------------------------------$200
Media Coverage
News4Jax Segment--------------------------------------FREE
(Based off daily open slot times)
Void Magazine Ad (3)-----------------------------------------$2,330
First Coast Living-----------------------------------------$1,150
Folio Weekly(Six ads in three months)-------------------$1,370
Folio Weekly Front Page Sticker--------------------$995
Social Media Contest
1st place winner pet goodie basket---------------------$100
1st place Fitbit Prize------------------------------------------$120
Water/Snacks------------------------------------------$175
Raffle Prizes---------------------------------------------------$150
Clean-up Crew--------------------------------$175
Monthly Dog Walking Clubs
Water bottles for four months of walks----------------$150
Dog Treats for four months of walks--------------------$300
Campaign total: $24,965
Agency Fee------------------------------------------------------$3,000
Total budget: $27,965
Evaluation
Objective One: To increase awareness and education of pet obesity
by 15 percent determined by pre, during and post surveys in our
chosen zip codes, by the end of October 2015.
Tactic One: Social Media Weight Loss challenge
We will evaluate how many users used our hash tag every week and observe
our social media attendance growth. The more users checking our page and
joining the challenge show an increase in education and awareness. We plan
to have 25 serious entries as this is the contest first time around. Our
campaign will adjust according to the number of participants. We will also
survey pet owners who come to Art Walk and our other events as well as
track our visitors at Art Walk to show an increase of attention and education.
Tactic Two: The Fat-Paws Art Challenge
We will evaluate the growth of entries weekly and adjust our campaign to
spread the word. The more entries show our creative tactics are working to
get our audiences attention. We expect at least 50 entries with the help of
advertising from Art Walk.
and weight over the campaign. Our final results will not be ready until after
October 14, 2016, National Pet Obesity Day, when the national statistics are
collected.
Appendix
Primary Research Questions:
1. Have you ever had a pet?
2. Have you ever lived in a household with a pet?
3. On average how many times a day did the pet get fed?
4. Did your pet receive any additional snacks?
5. Have you or anyone in your household ever been guilty of overfeeding a
pet?
6. How many times a day did the pet exercise on its own?
7.In a typical week, how many times did you exercise with your pet?
8. Are you aware of the pet obesity epidemic in America?
9. Did you know that an estimated 52.6% of US dogs and 57.6% of US cats
are overweight or obese?
10.Did you know that 93% of obese dog owners and 88% of obese cat
owners initially thought their pet was in the normal weight range?
Works Cited
American Veterinary Medical Association - Home. (n.d.). Retrieved March
30, 2015, from https://www.avma.org/Pages/home.aspx
Census.gov. (n.d.). Retrieved March 30, 2015, from http://www.census.gov/
Eckberg, J. (n.d.). Pet Obesity Awareness. Retrieved March 29, 2015, from
http://petobesityawareness.com/about_us.html
National Walk Your Dog Week. (n.d.). Retrieved March 29, 2015, from
http://www.walkyourdogweek.com/about.htm
PRIZM Zip Code Look-up. (n.d.). Retrieved March 30, 2015, from
http://www.claritas.com/MyBestSegments/Default.jsp?ID=20&menuOption=
ziplookup&pageName=ZIP+Code+Lookup
Reichenbacher, J. (2013, November 19). Diving In: Generational Shopping
Patterns. Retrieved March 29, 2015, from http://merchantwarehouse.com/alook-at-generational-shopping-patterns
http://www.jaxhumane.org/faq.aspx
Taylor, P., & Gao, G. (2014, June 5). Generation X: Americas neglected
middle child. Retrieved March 29, 2015, from
http://www.pewresearch.org/fact-tank/2014/06/05/generation-x-americasneglected-middle-child/
Ward, E., & Peterson, M. (2013, March 13). 2012 National Pet Obesity
Survey Results. Retrieved March 29, 2015, from
http://www.petobesityprevention.org/2012-national-pet-obesity-surveyresults/