Introduction
Good news for the pet lovers of UK. “Paws for Thoughts”, a newly born organization has announced a rescue program for the roadside pets found lying alongside the roads needs proper attention and care. Paws for thoughts organization came in front to the rescue of that pet. According to the CEO, Paws for Thoughts “The animals that live unattended also do need a proper shelter and food. What if they can’t speak, their desire for a better life lies inside their eyes”. The organization aims at rescuing the unattended pets, provide them food, shelter and training so one can adopt them. It will be operating globally from their head office situated in London.
To make the organization a big success the organisation will be following the “Paw theory” what they call it. It aims to connect with the different smaller groups that are having the same goals and make them hire animals nearer to them. Paw will be arranging funds for each animal that the smaller organizations rescue. The organization also want people concerned with the same interest to be a part of the organization. Paw will be organising donation and awareness campaign on the social media and public to create an awareness among the people. They will also arrange training for the pets through timely campaigns.
The organization long-term goals are rescuing all the pets to provide food and shelter. Paw will be chasing the aim by arranging the donation campaigns together with their animals show at the end of every month at different places in London and abroad. The organization aims at creating a value by connecting the smaller organizations across the globe rather than creating merely a company. The organization do believe that this will motivate humanity.
Situation Analysis
PEST Analysis
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Political Stable political environment Endorsed for the deductible gift recipient Complicated international trading Reach all over the world Liable to get supported |
Economical Non-profit organization Provided grants Economic uncertainty No effect of Inflation Higher Investment |
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Social High Growth Noble perception Humanly International recognition Highly appreciable Affectionate people |
Technological Official website Social media and web Works online Developed technology |
SWOT Analysis
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Strength Less no of competitors Support of Govt. International reputation Faster reach Public support |
Weakness No- profit Economic uncertainty Higher Investment |
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Opportunities Collaboration Charity Political and Celebrities concern Global recognition |
Threats Less public response Allegations Improper funding Competitors like WWF and PETA |
SMART Objective (SO)
- Cover at least 20% area of the city by the 31 April 2017, Remaining 80% will be covered in two phases one is by the 31st October 2017 and 31st April 2018.
- Invite at least £3 million at the end of April 2017, the first donation campaign should be organised on 31st April 2017.
- Create social media channels for YouTube and achieve at least 15,000 subscribers with 1 million likes, Facebook- 10,000 likes the Twitter- 4000 followers etc. by 31st April 2017
- Create Awareness to the public by creating five post daily relating people to their post from 1st April 2017.
- Communicate and build a relationship with the NGO’s with similar interest and get at least 3-4 collaborations of by the 31 April 2017.
- Get media coverage of:
- 2x- Local Newspapers (The Sun, The daily mail )
- 3x- National Newspapers (The Guardian, The Times)
- 8x- Radio and FM’s (Metro, Capital)
- 6x- TV Interviews (Channel 4, ITV)
- 30x – Annual lifestyle blogs
- Diverting traffic to an official website by 25% in a first quarter year, next 50% by next quarter 75% in third quarter and last 25% after one year.
- Rescue at least 1 animal per day.
Strategy
- Update the website /make social media pages, YouTube, Facebook etc./ Create awareness
- Rescue animals/ make videos, posts and photos / release on the social media website/ don’t forget to mention the concept.
- Keep updating company website/ show post which shows the brighter side of the occupation / (not luxury but friendship, follow).
- Ask for public relation together with the donations/ Hire endorsement for higher donations.
- Arrange Calling facilities/ Gathering funds/ Inviting organizations on the social media.
- Make relationship with lawyers/ News Reporters/ Celebrities etc.
- Hire pet trainers/ arrange food from the gathered funds.
- Hold on organizing regular campaigns/ Dog shows/ public event to be in the light.
- Keep up following the changing trends for the public/ keep on changing the ads time to time.
- Make sure your public presence is equal and level. Do not suddenly disappear like the other organisation rather get a benefit.
- Pre-plan the steps to get out of the allegations like animal killing and etc. imposed over PETA.
- Stick to long-term goals following the aim/ aim should be the milestone to achieve the goals.
- Focus on creating a value for the consumers and creating awareness.
Publics
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Consumers 1. Members 2. Pet adopters 3. Security Agencies 4. Interested people 5. Pet Lovers 6. Donators |
Workers 7. Board members 8. Management 9. Trainers 10. Staffs 11. Caretaker 12. Social activist |
Media partners 13. The Guardians 14. The Sun 15. ITV 16. Forbes 17. The Times 18. Metro |
Additional Stakeholders 19. Politicians 20. Celebrities 21. Associates 22. State Govt. 23. National Govt. |
Short-term Tactics
- Keep updating the social media and the website to get more new people together with the informing the previously related people for creating a breakthrough.
- Analyse the current situation for the same kind of organisations, read their situation, their activity. Attempt to try something different that stronger the public and organization relations.
- Maintain the proper relationship as the rewards are high.
- Approach the celebrities and politicians having a similar interest, keep trying to get an interview on a quite frequent basis.
- Brief them on the schedule.
- Organise and take part in the pet shows on regular basis. Also, take peoples pet to train them and make the pet take part in the show. Charge accordingly to the market.
- Keep finding and appreciating the activist and the staffs for rescue of the pets.
- Praise peoples to be caring for the animals and spread affection and love through various advertisements that does not involve too much money.
- Target to achieve minimum 2 donations at least per day from the very first day.
- Attempt for the various awards and the available resources available for such organizations.
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Gant Chart |
April |
1 |
Plan Duration |
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ACTIVITY |
PLAN START |
PLAN DURATION |
April |
GANT CHART |
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1 |
2 |
3 |
4 |
5 |
6 |
7 |
8 |
9 |
0 |
11 |
12 |
13 |
14 |
15 |
16 |
17 |
18 |
19 |
20 |
21 |
22 |
23 |
24 |
25 |
26 |
27 |
28 |
29 |
30 |
31 |
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Arrange funds |
1 |
31 |
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Arrange shelter |
2 |
2 |
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Govt. registration |
3 |
4 |
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Hire people |
4 |
2 |
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Arrange materials |
5 |
4 |
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approach celebrities |
9 |
4 |
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approach NGO |
12 |
1 |
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Social media |
1 |
31 |
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Local newspapers |
12 |
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AD on TV |
12 |
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Editorials |
13 |
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International newspapers |
16 |
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Arrange hotel |
20 |
1 |
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Arrange security |
20 |
5 |
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Purchase materials for events |
20 |
5 |
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additional |
28 |
3 |
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Rescue Animals |
1 |
31 |
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Launch Events
Orientation Programme 30th April 2017 (8:00- 1:00 AM)
- Press registration
- Ticketed Guest only allowed
- Inauguration ceremony hosted by celebrity
- Entertaining Pet show
- Breakfast and Lunch Facility
- Addressing speech of the CEO requesting humbly to create awareness
Lunch Break (1:00 PM – 1:55 PM)
Donation Drive (2:00 AM- 4:30 PM)
- Press registration
- Celebrity speech for inspiring people to donate
- Pet Training overview
- Donation campaign
- Interaction with the Donator’s for praising to donate more
- Thanking ceremony
- Telling the tax benefits of memberships
- Offering memberships
D-Day programme schedule
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07:30 Hrs |
The ground team reaches the destination |
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07:45 |
Security arrives |
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07:55 |
Board members arrive to receive the VIP’s |
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07:55 |
Media arrives |
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08:00 |
Peoples and other guest arrive |
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08:15 |
Celebrities and VIP arrive |
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08:15 |
Welcome speech by CEO |
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09:00 |
Inauguration speech by a celebrity |
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09:30 |
Pet show starts |
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12:30 |
Speech by CEO to create awareness |
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13:00 |
Lunch Interval |
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14:05 |
Celebrity speech for inspiring donation |
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14:35 |
Pet training lessons |
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15:00 |
Lifetime membership distribution |
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15:20 |
Light Interaction with Guests |
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15:30 |
Speech of board members to tell the monetary benefits of donation |
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15:40 |
Donation campaign |
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16:40 |
Thanking ceremony |
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16:40 |
Event ends |
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16:40 |
Guests leave |
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17:00 |
Set up |
Long-term Tactics
Electronics & Social Media:
- Update pictures of every animal rescued, with a small written post, inform the people about the upcoming donation drive.
- Update the Organizations websites, get it associated and certified with the trusted like government regulatory firms like WWF
- Create videos of man and pets interaction at the organization
- Keep on informing the stakeholders about the present situation and ask for involvement in future events.
- Frequently answer the queries
Editorial:
- Shift the target from local to International operations, connect with people across the globe for international recognition
- Secure more public attention by raising awareness questionnaire in the editorial
- Promote the donation drive globally
Events
- Keep on organising more and more donation camps and public appearance.
- Make the rescue team public presence more and more, praise them to act more rapidly.
- Keep on hosting the pet shows and public awareness programmes
Publications
- Send monthly report and press release about the donation events
- Try to publish own magazine for pets as those are also not there
- Organise donation camps in colleges and schools and ask students to be a part of the organization
- Take reviews for the organizations by conducting the survey.
Action Budget
Events
Security £ 210
Catering £ 1576
Celebrity £ 1050
Additional staffs £ 735
Pet show £ 1000
Decoration £ 420
Equipment’s £ 420
Animal rescue
Shelter £ 2000
Food £ 200
Additional £ 100
Trainer £ 2000
Media
Press £ 260
Social Media £ 1786
Advertisements £ 525
Additional Cost
Hotel booking £ 315
Travel £ 157
Time £ 840
Grand Total £ 13594 (Rounded off to £ 15000) + staff fee
Measurement of SO’s
SO1- Analyse the area/ Inform peoples/Identify the possible Donator’s in the area.
SO2-Set Potential audience/ Targets/ Acquire donations.
S03- Analyse SEO tools for organization website / Facebook, YouTube and Twitter/ Inform about donation drive.
S04-Identify the neediest animals/ rescue them/ create a post.
SO5- Find NGO’s/ Get Collaborations/ Make them work for you.
SO6- Create a breakthrough by press and media release/ Social Media.
SO7-Rescue one animal per day/ Arrange shelter, food and training.
“Paws for Thoughts” donation drive
Good news for the pet lovers. Paws for thoughts, a new organization came forward to rescue the roadside animals with shelter, food, security and training in the city of London.
The organization is a Non-profit organization that aims to rescue the animals that are found lying roadside. The organization announced an event on 31st April 2017 (8:00 hrs- 16:30 hrs) with the presence of public figure “Sylvester Stallone “as the chief guest.
A pet show, lifetime free membership programme for first ten members and Donation drive campaign are scheduled for the event. The refreshments and lunch will be provided free.
The event will be held at “The western maitrise” where the chief guest will be inaugurating the pet show of the rescued animals followed by distribution of lifetime memberships and a donation drive. I think the pet show and the donation drive will be great for a day to be spent. It will be great to have Sylvester Stallone addressing public to create awareness.
It will be interesting to see the organisation working in action and rescuing pets. Let’s see how they carry out their great motive and how they do in the future. Since it is for a good reason my best wishes are with them. To check more about the event check this out
www.pawsforthaughts.com.
Available on Facebook, Twitter and YouTube
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