Running head: STRATEGIC COMMUNICATION PLAN 1

Strategic Communication Plan

Yellow Team

Salt Lake Community College

Business 2200

11/16/2017

Kristi Grooms
STRATEGIC COMMUNICATION PLAN 2

Strategic Communication Plan

Our Objective

To support Best Friends Animal Association through a service communication campaign

that educates the public on the necessity of making Utah a no-kill state and encourages the

community to donate goods and services to help homeless pets during this holiday season.

Learning Objective

To increase critical thinking skills, identify audience and purpose via the necessary

research, build team relationships, and use technology and social media to run a business

communications campaign (Grooms, 2017)

Audience Analysis

Individuals between the ages of 16 65.

o The median age in South Jordan is approximately 29 (Suburban Stats, 2017)

o The highest population groups in South Jordan include males between 5-14 years

old (Suburban Stats, 2017)

Animal lovers.

Families who would like a new pet.

Messaging Goals

To inform the public about the work and mission of Best Friends Animal Association

To educate the community on the importance of making Utah a no-kill state

To encourage the public to donate time and services for the benefit of homeless pets

Key Messages

Help make Utah a no-kill state.

Save them all

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Kindness to all animals.

Homes for all pets

Best Friends Animal Associations needs, including food and volunteers

Channels/Media

Be a sponsor at Justice League charity event

o This will allow us to reach a large, local demographic (1,000 total movie seats

will be filled during the 4 hours of the event)

Host a fundraising event at Petco

o This will allow us to reach a population who cares for animals, and make it more

convenientand therefore, more likelyfor people to donate due to the location.

Facebook

Instagram.

Best Friends website.

Brochure/information pamphlet.

Go-Fund-Me page

Style Guide

We wanted our tools to have a similar, clean and inviting style, so we stuck to a white

background with simple fonts and neutral colors, like gray and black. This also follows

closely with the Best Friends style.

Budget

Expenses for this project will mostly include gas money to travel to and from drop-off

locations and delivering the donations to best Friends, stickers for events, time spent at charity

event, and personal donations made to help support the cause.

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Gas money: approximately $50

Time spent: 4 hours at Justice League event, 5 hours at Petco event

Personal donations: approximately $10 per person

Stickers: $15

Tactical Plan

Set up drop-off locations for donations.

Set up website with links to Best Friends.

Set up Go-Fund-Me page where the proceeds go directly to Best Friends

Set up an information kiosk to support the next donation clinic.

Attend Megaplex event as a vendor to collect donations

Name Task Deadline

Alex 1. Set up drop-off locations for donations 11/20

2. Provide bins for Petco event 12/2
3. Attend Petco event 12/2
4. Put together presentation 12/12
Becca 1. Purchase stickers for events 11/24
2. Create pamphlet to give out at events 11/24
3. Attend Megaplex event as a vendor to collect donations 11/25
4. Attend Petco event 12/2
Parker 1. Set up website with links to Best Friends 11/24
2. Attend Petco event 12/2
Connor 1. Set up Facebook page with link to Best Friends & 11/24
website
2. Attend Petco event 12/2
James 1. Set up drop-off locations for donations 11/20
2. Set up Go-Fund-Me page where the proceeds go 11/24
directly to Best Friends
3. Attend Petco event 12/2

Mission Statement

The mission of Best Friends Animal Society is to bring about a time when there are No

More Homeless Pets. We do this by helping end the killing in America's animal shelters
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through building community programs and partnerships all across the nation. We believe

that by working together we can Save Them All.

Mission - To bring about a time when there are No More Homeless Pets

Vision - A better world through kindness to animals

Best Friends Guiding principles

Golden Rule: To treat all living things as we ourselves would wish to be treated.

Kindness: To demonstrate compassion and respect for all living creatures.

Positive influence: To judge our effectiveness by the extent to which animal lives

are saved and improved, and by the positive experience of the people we touch.

Leadership: To lead by example, developing, promoting and sharing great new

ideas and programs to help animals.

Authenticity: To do what we say we do.

Transparency: To be open and honest in our relationships. (Save Them All,

2017)

The possibility of finding a home for every pet is attainable and the need for doing so will

prevent all animal death by 2025a realistic goal.

The community will be involved with donations of food, supplies, and funding.
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Summary

Overall, our project was successful. We were able to raise $180 cash and more than $500

worth of donated supplies. Unfortunately, our drop-off bins were not successful; people only

donated at our events. This taught us the importance of convenience and locationpeople

werent willing to drive out to a specific location to drop off supplies, but they were happy to

purchase goods during their stop at Petco. Convenience also played a part in our eventswhile

we did not get more than $20 at the Megaplex event, we were able to raise 10 times more at the

Petco event. Time may also have contributed to our success, as it takes time for people to hear

about and act on campaigns; we had much more time to market our Petco event than we did our

Megaplex event. We also learned that group projects can work efficiently when all parties

contribute, tasks are assigned with strengths and weaknesses in mind, and a proper strategic

communications plan is created and followed.

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References

Save Them All. (2017, April 24). Retrieved November 17, 2017, from

https://bestfriends.org/about-best-friends/our-mission/save-them-all

S. (n.d.). Suburban Stats, Current South Jordan, Utah Population, Demographics and stats in

2016, 2017. Retrieved December 08, 2017, from

https://suburbanstats.org/population/utah/how-many-people-live-in-south-jordan

Salt Lake Community College. (2017). BUS2200: Business Communication syllabus. Salt Lake

City, UT: Kristi Grooms.