Burlington Animal

Services Rebranding
Campaign
The Challenge

The Challenge
1. Creating positive brand awareness

2. Increase donations
Research Strategies,
Methods & Findings
1
Research Strategies
One-on-one interviews
Literature review
2
Research Methods
15 interviewees
9 females
6 males
7 publications and
articles
3
Research Findings
Lack of community
awareness
Local communities are
unaware of the positive
impact of shelters
Research Findings: Statistics
7 out of 15 interviewees said they would like to see a
storytelling approach to BAS’ social media outreach
8 out of 15 interviewees have donated to a non-profit
organization before
11 out of 15 of our interviewees are social media users.
5 out of 15 use Facebook for their daily social media
content
6 out of 15 use Instagram for their daily social
media content.
8 out of 11 of the interviewees who are social
media users have never seen outreach from BAS
on social media or in the local news
5 out of 6 respondents who have had an experience
with BAS claimed that they had difficulties with the
outdated website and/or lack of communication with
the fostering/adoption services
11 out of 15 interviewees were not aware of recent
renovations
Conclusions & recommendations
based on our research
We recommend that BAS increase customer
engagement through Facebook and
Instagram as they were the most popular
among our interviewees.
In general, our research showed that BAS
needs to improve its outreach tactics
specifically by providing more up-to-date
information as well as visual content.
Lastly, we recommend that BAS focuses on
educating the community about the
difference between a shelter and a pound.
Value Proposition
For a person in Alamance County interested in

the welfare and support of the community who is

looking for increased responsibilities or

companionship, Burlington Animal Services is an

animal shelter that promotes pet adoption and

ensures the health and welfare of the people and

pets of Alamance County.

Background
Buyer Persona
Alice is 50 years old and lives in a quiet residential neighborhood in Burlington, North Carolina. Alice lives with her husband, Sean, and their

two children, Luke and Isabella. Sean and Alice both attended and met at University of Chapel Hill, and have been married for 28 years.

Their two children just recently began their freshman and junior years at out-of-state universities. Recently, the family was devastated by

the loss of their golden retriever who passed away after 12 years of age. The family is in the market for a new pet to make their house feel

like a home again. Alice graduated UNC with a degree in elementary school education. She worked as a kindergarten teacher for seven

years. However, after having children, Alice reduced her work hours and began working part time as a substitute teacher. Alice currently

works around 20-25 hours a week. Ever since her children went to college, Alice has found herself yearning for more hours. Alice’s husband,

Sean, often travels for several days at a time for his job in pharmaceutical sales.

Habits / Behaviors
Alice is an active user of Facebook and Instagram, where she keeps up with old friends, family members, and other people/businesses

around the community. She follows accounts such as @thedodo, @animalsofinstagram, and other popular meme accounts on Instagram.

Alice also enjoys staying active by practicing yoga, going for neighborhood walks, and going out to eat. Alice and Sean like to get away on

the weekends to go explore neighboring cities.

Challenge
Although Alice is enjoying her free time now that the children have moved out, she is ready for new responsibilities. She would love to

spend her time giving back to the community, getting involved in a local organization, or looking for a pet to fulfill her need for

companionship now that the family dog passed and when her husband is away.
 #PetTalk

IF Pets Could Talk

Facebook Posts

Posters in Local Businesses

POV Video
Facebook Post #1
Facebook Post #2
Facebook Post #3
Community Poster #1
Community Poster #2
Point of View Video

POV Video Script - Bronco goes to 'Cat Town'

 Create positive brand
awareness & Increase
donations
Conclusion &
If Pets Could Talk
Summary #PetTalk

Facebook, community
posters, and POV videos
Thank You!