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Marketing Plan for SPCA

A different Methodology to sell a SaaS solution in the enterprise based on lowering CAC
by

Jess Irving

on 2 October 2013

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Transcript of Marketing Plan for SPCA

for the SPCA
Product Strategy
Understanding the Market
Financial Data:
Marketing Plan
Budget
Newspaper Flyer
New Promotion Strategies
$6,000
-$2,000
4
Overall Result
+ $ 400
Is this the only way?
LET'S GOOGLE IT!
Company Description
Year 1
Promote Social Media
Marketing Program
SPCA
To the attention of Adrienne Lattery
Thank You for the opportunity to allow us to do the Marketing Plan for the SPCA.
Adrienne,
-Group 5
Medicine Hat, AB
Situation Analysis
T
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A
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Please ask!
Any Questions?
By: Jessica Harrold, Mirva Heino, Jessica Irving, Nicky Nelson, Sebastian Osiecki
The Medicine Hat Society for the Prevention of Cruelty to Animals is guided by humanitarian beliefs that bring people and pets together for a lifelong relationship. The SPCA is a private nonprofit animal organization that serves the people and animals of Medicine Hat and surrounding areas.
Mission Statement
Vision Statement
Goals
The mission is to provide protective care for sick, injured, homeless and unwanted animals and to promote humane attitudes and responsible pet ownership.
The SPCA is guided by a humane ethic to build a community that universally values animals, understands their needs, and takes action to meet them.
Non-Financial Goals

Build the new facility
Expand spay and neuter programs and micro-chipping programs
Expand education to the public to improve animal welfare


Financial Goals

Increase charitable donations 10% annually, and increase grant funding
More fundraising to raise the rest of the required amount for the new building
Update current logo to create a new modern logo with a new slogan
Provide a care package to owners upon adoption
Implement one health check up within the first year of adoption free of charge
Price Strategy
Increase the price of each animal by 20%
A discounted rate of 20% off the second animal an owner adopts
They should focus on cost leadership and differentiation orientated
Promotion Strategy
Increase fundraising by having a poker night,
a community barbecue, bake sale and bottle drive
Maintain customer relationship management
Increase the number of the readers of the
Critter Chronicle
Drop the age of volunteer to 14 years old
without an adult
Increase fundraising efforts
Use social media sources
Place Strategy
New Facility
A new distribution channel strategy by using social media
Mailing distribution
Implementation
* Hard working board members
and staff such as volunteers
* Current building is outdated
and needs to be expanded to suit the needs of both the animals and staff members
* All board members have full time
jobs, and only use their free time
to volunteer
* Not enough personnel managing all
possible marketing channels such as
social media sites and current website
Strengths
Weaknesses
* Marketing activities are limited
* The logo of the SPCA is not
up not to date and needs to be more modern
* Difficult to contact committed
volunteers for special events
* Personnel doesn't have enough knowledge about new technology
* The SPCA relies heavily
on donations for income
* Staff are missing skills to manage all marketing
channels right and effectively
* Volunteers and employees put love
and passion into their work
* The pets are in great condition
* Neutering and spaying program
such as micro-chipping service
* Lot of experience and knowledge in non-profit organizations as pet care
* Pets are forbidden for
most apartment renters
* Increasing use of social media for marketing activities
* 70 % of the population in Medicine Hat have their own dwelling
* Micro engagement
-people are willing to help in form of donations or volunteering
Threats
Opportunities
* Profit organizations
with more finance possibilities
* The number of pets is limited
and pets must be registered
* Websites such as Kijiji
* Same sex households spend more
money on pet care products than
other households
* No big economy influence
References
10) Personal Communication
Organization
Target Market is ages 25-44
The SPCA is a top choice for customers who are looking for good quality of service and low prizes.
Positioning Chart
Competitor Matrix
SPCA offers best quality service and lowest prices to its customers
Competitor Analysis
This chart proves we
are targeting
the right age group for Medicine Hat
Evaluation & Control
Positive Deviation
* If goals are not achieved then increase fundraising efforts as well as awareness about projects

* See if there is any further government funding available

* Increase the awareness of the different programs to the community
Negative Deviation
* Use surveys to measure employee satisfaction (something as trivial as an anonymous employee suggestion box);

* Use surveys to determine customer satisfaction;

* For financial goals, financial statements must be prepared and compared to financial goals:

- increase in net income

- sales analysis
Advice on how to do a proper evaluation:
Suggestions for any goals that are not being realized:
Window Advertisement
-$1,000
Community Barbeque
-$1,200
-$2,000
Poker Night
•Rent a billboard for advertising at the Redcliff Arena ($ 1000 CAD)
•Rent a window at Trukkers Restaurant ($ 600 CAD)
•Distribute the critter chronicle as a flyer within the Medicine Hat Newspaper quarterly
•Plan a bottle drive twice a year
•Plan a bake sale twice a year
•Have conference for public relations two times a year or each semester at the Medicine Hat College
•Develop personalized care packages for each adopted pet (valid over the next years)
oIncludes pet care products, toys, a certificate etc.
•Increase customer service by offering a one-time health check within the first year of the adoption (valid over the next years)

Year 2
Continue Promoting Social Media
•Benchmarking to develop a competition advantage
•Rent a billboard for advertising at the Redcliff Arena ($ 1000 CAD)
•Rent a window at Trukkers Restaurant ($ 600 CAD)
•Distribute the critter chronicle as a flyer within the Medicine Hat Newspaper quarterly
•Plan a bottle drive twice a year
•Plan a bake sale twice a year
•Have conference for public relations two times a year or each semester at the Medicine Hat College
•Develop personalized care packages for each adopted pet (valid over the next years)
oIncludes pet care products, toys, a certificate etc.
•Increase customer service by offering a one-time health check within the first year of the adoption (valid over the next years)

Year 3
Continue Promoting Social Media
•Benchmarking to develop a competition advantage
•Rent a billboard for advertising at the Redcliff Arena ($ 1000 CAD)
•Rent a window at Trukkers Restaurant ($ 600 CAD)
•Distribute the critter chronicle as a flyer within the Medicine Hat Newspaper quarterly
•Plan a bottle drive twice a year
•Plan a bake sale twice a year
•Have conference for public relations two times a year or each semester at the Medicine Hat College
•Develop personalized care packages for each adopted pet (valid over the next years)
oIncludes pet care products, toys, a certificate etc.
•Increase customer service by offering a one-time health check within the first year of the adoption (valid over the next years)

Year 4
Continue Promoting Social Media
•Benchmarking to develop a competition advantage
•Rent a billboard for advertising at the Redcliff Arena ($ 1000 CAD)
•Rent a window at Trukkers Restaurant ($ 600 CAD)
•Distribute the critter chronicle as a flyer within the Medicine Hat Newspaper quarterly
•Plan a bottle drive twice a year
•Plan a bake sale twice a year
•Have conference for public relations two times a year or each semester at the Medicine Hat College
•Develop personalized care packages for each adopted pet (valid over the next years)
oIncludes pet care products, toys, a certificate etc.
•Increase customer service by offering a one-time health check within the first year of the adoption (valid over the next years)

Year 5
Continue Promoting Social Media
• New facility construction completed
Benchmarking to develop a competition advantage
•Rent a billboard for advertising at the Redcliff Arena ($ 1000 CAD)
•Rent a window at Trukkers Restaurant ($ 600 CAD)
•Distribute the critter chronicle as a flyer within the Medicine Hat Newspaper quarterly
•Plan a bottle drive twice a year
•Plan a bake sale twice a year
•Have conference for public relations two times a year or each semester at the Medicine Hat College
•Develop personalized care packages for each adopted pet (valid over the next years)
oIncludes pet care products, toys, a certificate etc.
•Increase customer service by offering a one-time health check within the first year of the adoption (valid over the next years)

1) Alberta Health Services
2) Animal World
3) City of Medicine Hat
8) Marketing 8th ed. Text Book
4) Government of Canada Publications
5) Index Mundi
6) Kijiji
7) Medicine Hat SPCA
9) Persian Dreams and Canine Themes
11) Prairie Pit Bull Rescue
12) Print Measure Bureau
13) Save Old Souls K-9 Rescue Society
14) Statistics Canada
Full transcript