#returnthefavor

PEAK
ELON UNIVERSITY STRATEGIC CAMPAIGNS
BURLINGTON ANIMAL SERVICES CAMPAIGN PITCH

WHAT IS #RETURNTHEFAVOR?
#RETURNTHEFAVOR is our way of emphasizing all that
animals do for us. Our campaign will highlight the
relationship between adopters and animals and the
unconditional love they provide each other with.
Additionally, it will showcase how Burlington Animal
Services will help the community “return the favor” to the
animals by fostering, volunteering, and donating. This will
allow a full overview of all of the programs BAS offers,
along with the benefits of donating. Using this hashtag or
tagline will further highlight BAS’s mission with an
emphasis on mutual rescue.

VIDEO LINK
https://www.youtube.com/watch?
v=n4u2BQMr9tE
 Meet Peak

Elinor Stickevers
and Stella

Brynn Portlock
and Max

Taylor Pinkin
and Margot
 INTERVIEW QUESTIONS
Do you own a pet?
Have you ever visited the Burlington Animal Services?
Why or why not?
Do you follow Burlington Animal Services on any social
media platform? If so which ones?
What social media platforms do you get most of your
information from in the most effective way possible?
Have you ever adopted or fostered an animal from a
shelter? When, where, why?
What is the image of an animal shelter in your mind?
What is it, positive or negative?
What do you think will change the stereotype/image of
animal shelters in a more positive manner? Please
explain.
What makes you donate to a non profit organization?
What nonprofits do you engage with? Explain
Which one of our programs (Fall For A Furry Friend
adopt any dog or cat for 20$, Foster a Kitten, Spay or
Neuter program, or Pets For Our Vets) makes you the
most interested to donate?
Are you interested in visiting the Burlington Animal
Services?
In your mind what makes a healthy and happy animal
shelter?
What aspects or parts of our facilities would help us
promote what BAS does for the community?
Important Research

Target Audience: 30-60 year old adults

Best brand advocates and have a stable, expendable
income to donate

100% of the interviewees use Facebook

Most engagement on the BAS Facebook page
80% of interviewees believed that emotional connection
will lead to increased BAS donations and adoptions

Statistics
11 out of 16 interviewees own at least a single pet
8 out of 16 interviewees have visited Burlington Animal
Services
4 out of 16 interviewees have adopted or
fostered animals from an animal shelter
56.52% of interviewees had a positive image of
an animal shelter
Only one of our interviewees follows Burlington
Animal Services on any social media platform
 Social Media
Research Findings
Facebook

B.A.S Facebook page has a high amount of engagement

compared to the other social media accounts

Photos posted get an average of 20-70 likes

Videos recieve between 40-200 likes and can reach

views of 1.4K, 3.1K, and 4.8K

Videos get 59% more engagement than any other type

of post on Facebook making video content more
shareable and effective compared to photo content
Campaign How-To!
Overview:
Facebook video campaign
Storytelling series using real shelter
participants and brand advocates

Execution:
How to use the hashtag:
We want to get the most out of the hashtag so that it will trend within your audience
Place the hashtag on emails, posts, live streams, and directly on the Facebook page
We want BAS to scream #ReturnTheFavor
Who will continue to make BAS posts using the hashtag?
An Elon Intern to be in charge of the campaign to further improve awareness
User Generated content
BAS Content with Paid Boost

Promotion:
Free Promotion:
User Generated videos of the
audience’s own adoption stories
Your Facebook will share
and repost follower’s posts
so that the audience feels
special and more inclined to
make their own versions of
your video
The audience submitting their
own posts will help grow your
audience
Paid Promotion:
Select the post you want to boost
Choose your audience
Alamance county or Burlington, N.C.
Choose your total budget
The minimum cost of a boost is $1 per
day
Choose Duration
A month to get the ball rolling
Then boost your post
You will be able to view the post’s
progress and how it has improved the
campaign