Spring 2023 - JOU 4320

CREATIVE
BRIEF
Prepared by: Kaylee Cannon, Megan
Majors, Jadie Petersen, & Collyn Sebastian

Animal
Birth Control
Clinic THE HEART OF
THE SOLUTION

3238 Clay Ave, Waco, TX 76711

 TABLE OF

CONTENTS
02 Company Information

03 Personality

04 Background & Overview

05 Problem & Need

06 Communication Objective

07 Target Market

08 Consumer Insight

09 Promise & Takeaway

09 Support & Source of Authority

10 Creative Guidelines

11 Mood, Tonality & Voice

Animal Birth Control Clinic

Creative Brief 2023 1
 COMPANY

INFORMATION
Mission statement: The Animal Birth Control Clinic provides
access to affordable spay/neuter and preventative veterinary
care. With financial support and collaboration, the health and
safety of our community is improved while enriching the lives of
cats and dogs and their families.

There are many pets in the community that don’t receive the same
healthcare as others. The Animal Birth Control Clinic is wanting to
provide social change by providing access to affordable pet care.

The Animal Birth Control Clinic services include:

Spay/neuter
Flea & tick treatment
Heart worm treatment
General wellness checks
Pharmacy pick ups

The Animal Birth Control Clinic is located at 3238 Clay Avenue

Waco, TX 76711. Their hours of operation are 7:15 a.m. - 5:30 p.m.

Their email is info@animalbirthcontrol.org

Phone number: 254-776-7303

Animal Birth Control Clinic

Creative Brief 2023 2
 PERSONALITY

Friendly
Affordable
Welcoming
Helpful

Vision statement: It is our vision of a community where every

cat and dog is cared for and wanted.

Core Values:

Compassion - Meeting every person, animal and ourselves with an

open mind, kindness and respect.

Quality - Caring for all patients as if they are our own.

​

Commitment to Social Change - Positively impacting society by

improving the lives of pets and the people that care for them.

Animal Birth Control Clinic

Creative Brief 2023 3
BACKGROUND & OVERVIEW
The Animal Birth Control Clinic is a product of the original

organization, the Animal Aid Humane Society which was formed in

1971. The group worked with the Waco Humane Society Animal

Shelter, helping with medical bills and spays and neuters. In 1983,

the organization began working with local veterinarians to provide

spay/neuter services to pets owned by low-income individuals.

In 1988, the Animal Birth Control clinic was opened to offer a low-

cost alternative for the entire community to achieve a reduction in

the numbers of unwanted and euthanized animals. Generally, the

services are used by Waco and McLennan County residents, but

they also have many clients from surrounding counties.

The Animal Birth Control Clinic is currently performing about 265

surgeries per week.

Animal Birth Control Clinic

Creative Brief 2023 4
PROBLEM & NEED
Marketplace Problems

Consumer Issues Consumer Impacts

Low pet ownership Need for

education spay/neuter
Hesistation due to services
brand perception Providing general
Increased pet pet care
ownership rates Maintaining
community safety

Campaign Solutions

Provide brand awareness

Produce safe pet owners
Benefit the Waco community

Animal Birth Control Clinic

Creative Brief 2023 5
 COMMUNICATION
OBJECTIVE
Why are we advertising?

Primary Goal Secondary Goals

Increase in brand
Create a happy and healthy
awareness
pet and pet owner
Increase in younger
population in Waco and
customers
surrounding communities
Increase in pet care
education

Communication Objective

To increase awareness of the services that Waco Animal

Birth Control Clinic provides to create a safer community of
pets and pet owners by 25% by October 2023.

Animal Birth Control Clinic

Creative Brief 2023 6
 TARGET MARKET
Current Market

The current target audience for the Animal Birth Control Clinic are pet owners in
the Waco community that are in need of affordable basic veterinary care. The city
of Waco provides minimal funding to assist the clinic in serving the Waco and
McClennan community, therefore they are limited in the amount locations they can
service. Since they receive funding from the city, the primarily serve the Waco and
McClennan area.

When the clinic opened, they had a mission of providing quality and affordable
veterinary care, which they have maintained throughout the years. They primarily
target recent pet owners or pet owners who live in lower income areas who may not
have enough discretionary income to take care of their pets health needs. The city
requires that every dog and cat within the city limits be spayed or neutered and be
microchipped, this can be quite an expense for pet owners.

Target Market

While the Animal Birth Control Clinic does primarily focus on the pet owners who
are Waco residents, they would like to expand into the college market, specifically
Baylor. There are currently 15,213 undergraduate students enrolled at Baylor
according to their website and we found that roughly one-third of students are pet
owners.

When meeting with our contact at the Animal Birth Control Clinic, she expressed
her concern that many students do not know the full responsibility of becoming a
pet owner and the financial requirements associated with it. Our goal is to therefore
expand into the college market to gain brand awareness. The clinic would like to not
only offer their services to this new market, but also work to educate them on the
benefits of preventative health care, making them more knowledgeable pet owners
in the Waco community.

Animal Birth Control Clinic

Creative Brief 2023 7
CONSUMER INSIGHT
The Animal Birth Control's current target audience are pet owners within the
Waco community that need affordable pet health care. Their brand needs
increased awareness as 34 out of the total 48 survey respondent had never
heard of the clinic. The clinic would like to target students and individuals
between the ages of 18 and 23 that are new or first-time pet owners.

From our survey, we found that only 38.64% of respondents knew the correct
age that a cat or dog needs to be spayed or neutered and needs to have its first
vaccine. Therefore, there is a large gap in the knowledge of young pet owners
when it comes to the health of their pets.

Since a main goal for the Animal Birth Control Clinic is the education of its
services and the benefits behind preventative veterinary health care, they
could expand more of their social media presence since the majority of college
students have a form of social media that they use daily. They can therefore
educate the student pet owners while also gaining brand awareness among
this new target market.

Overall, the Animal Birth Control clinic needs to increase their brand
awareness among college aged students, mainly focusing on Baylor students,
while also educating and serving the Waco community.

Animal Birth Control Clinic

Creative Brief 2023 8
 PROMISE & TAKEAWAY
The Animal Birth Control's promise to their clients is, affordable
preventative vet care to increase the health and safety of the Waco
community. They have various preventative health care options,
spay and neuter services, as well as a pharmacy that helps support
their promise.

Our group has found no need to change or adjust their promise as it

fully encompasses the mission and service it provides.

Our promise to the Animal Birth Control Clinic will be to update

their current image to be more appealing and inviting towards their
new target audience. This will include a proposal for new brand
colors and logo, as well as an updated mission and values statement.
In addition, we will work to provide them with the resources needed
to increase their brand awareness to the college market in order to
achieve their new pet owner education goal.

SUPPORT &
SOURCE OF AUTHORITY
According to the American Veterinary Medical Association, "early
spaying and neutering can help protect cats and dogs from serious
health problems later in life such as uterine infections and breast
cancer. Neutering your male pet can also lessen its risk of
developing benign prostatic hyperplasia and testicular cancer."

Animal Birth Control Clinic

Creative Brief 2023 9
 CREATIVE
GUIDELINES
Current
Palette

Proposed
Palette

We are looking to revamp the current color choices that brand Animal
Birth Control Clinic. We will use a collection of colors that will range
from warm to cool. These colors exemplify peace and health benefits
that come from their services, as well as the joy from the employees.

We are proposing an updated website with more modern formatting and

pictures. With an update, users would be able to click on a calendar for
availability and make an appointment within a couple of clicks, making
it easier. Alongside formatting, the website would benefit from
uploading recent pictures from their Instagram, making it more cohesive.

Animal Birth Control Clinic

Creative Brief 2023 10
 MOOD, TONALITY
& VOICE
The voice of Animal Birth Control Clinic is authentic,
positive, and servant-hearted. The company will be able to
broaden their horizons with updated branding not only on
their website, but their main practice as well. With the
incorporation of new colors and updated photos, Animal
Birth Control Clinic will get a look that will appeal to the
younger generation that they want to get their clientele from.

On their various medias, the brand will use a persuasive,

welcoming, and helpful tone. By doing so, Animal Birth
Control Clinic will come off as confident to customers,
drawing them closer and intrigue newcomers to trust them
and their services.

Animal Birth Control Clinic

Creative Brief 2023 11