CAMPAIGN

PROPOSAL
FOR BURLINGTON ANIMAL SERVICES
Presented by Samantha Casamento, Megan Mosheim, Isabella Campione and
Hallie Therrien
 WHO WE ARE

We created Luminosity with the goal of shedding light on organizations and

helping them reach their brightest potential.

Isabella Campione Samantha Casamento Megan Mosheim Hallie Therrien

Project Manager Creative Director Lead Strategist Research Director
 THE CHALLENGE
In addition to the challenges of r unning
BAS during the COVID-19 pandemic,
BAS has an ongoing challenge to
increase donations and enhance brand
awareness amongst the Alamance
County community.
PROPOSED SOLUTION
Launch a br and awar enes s
campaign wi th the g oa l of
creating a str onger br a nd
identi ty and allyshi p.
 OUR RESEARCH
Based on the presented challenges, we decided to focus our research on three
objectives which would create a solid foundation to our campaign.

PERCEPTIONS OF BAS
discover how people perceive BAS and
animal shelters in general across the
nation STRATEGIES
LITERATURE REVIEW
REBRANDING NON-PROFITS
ONE-ON-ONE INTERVIEWS
determine how non-profit
organizations rebrand to fit their
changing needs

RAISING MONEY
discover how non-profit organizations
raise money
 WHAT PEOPLE ARE
SAYING
"They should do more events to spread awareness, maybe
advertise with the local radio station, I listen to them but I
don't read the paper. They should also post more on
"Dogs seem happy and have great volunteers that walk them during the
day, they aren’t mistreated but my dogs love to be outside, so I'm sure theirs
would be too."

facebook."

"BAS is Charitable, honorable, respectable."

"I do know of Burlington animal

services. I don’t know much about it, "Have adoption events where you can go
but I think it's a good thing to take in and see the pets to adopt versus having to
pets that need shelter and get funding go to the shelter."
from locals to help it operate."

"I adopted cats from them. PetSmart used to allow adoptions from BAS there, so ten years ago
I walked into PetSmart for dog food and left with a BAS cat."
 OUR FINDINGS
BRAND STORYTELLING
MORE INFORMATION = MORE SUPPORT Every successful story
provokes empathy.
The more people know about an
animal shelter and how it is
benefiting the community, the more
likely they are to support it.
Central Character
& Goal

BRAND STORYTELLING Sensory Emotional

Detail Vocabulary
The most successful rebrand for
nonprofit organizations is done
through brand storytelling. Storytelling
Structure
#THE
PERFECT
BLEND
 MANIFESTO
WHAT IS THE PERFECT BLEND?

For 64% of Americans, drinking coffee is a daily routine. It brings people

happiness, establishes a community, and drives people's energy throughout
the day. It is simply something we cannot live without.

Like coffee, people cannot live without companionship. Burlington Animal

Services wants to make these companionships more available to the
community. As coffee offers many different blends and various choices,
Burlington Animal Services provides a variety of animals to choose from in all
different mixtures of breeds, making for a perfect blend.

As part of "The Perfect Blend" campaign, we want to help promote that BAS
offers a variety of services for its animals to help prepare them for their
forever homes. They commit to blending the animals with the perfect adopter
to ensure a mutually beneficial adoption.
 STRATEGY #1

DONATION
QR CODE
AN ACCESIBLE DONATIONS PAGE
 TACTIC
Utilize QR code that houses various ways to donate and interact with BAS (via
Linktree application).
 STRATEGY #2

COMMUNITY
PARTNERSHIPS
WITH BEVERAGE BUSINESSES
 TACTICS
COMMUNITY BUSINESS LIST

CUSTOM COFFEE SLEEVES

PARTNERSHIP EVENTS

PUBLICITY
 TACTIC #1
Pair up with 3-5 of the recommended local businesses.
 TACTIC #2
Order coffee sleeves as an inexpensive marketing tactic to be funded by one
$50 donation.

FRONT BACK

$48 for 500 coffee sleev es f ro m Sl eeveSu pply.c o m

 TACTIC #3
When COVID-19 clears up, host an event at one of the partnered businesses.
 TACTIC #4
Develop publicity for the brand partnerships through various news outlets.

MEDIA LIST
Provide media list for media outreach

MEDIA PITCH
Provide general media pitch for BAS
to refer to

EXECUTION
Reach out to specific reporters who
could be interested In covering
 STRATEGY #3

BRAND
STORYTELLING
THROUGH MULTIMEDIA
 TACTICS
VIDEO TESTIMONIALS

"LETTERS TO BAS"
 TACTIC #1
Video testimonial of how adopted pet is the perfect blend for family.
 TACTIC #2
"Letters to BAS" posted on social media with #ThePerfectBlend in caption.
 PROJECT TIMELINE
Suggested Campaign Execution

Initial Phase 1 Phase 2 Phase 3

Plan and Prepare Reach out to business partners Distribute coffee sleeves Check-in and
Timeline/Schedule Media outreach Run "Perfect Blend" Revise
Organize social content partnership Campaign
Gather/edit video footage Post social content/video
Print coffee sleeves Track media coverage
 GETTING IT DONE
ELON INTERN

In order to execute our

ideas, we think that having
an intern from the Elon
University School of
Communications could be
very beneficial.
THANK YOU!