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Dutchess County SPCA Advertising Innovation on a Virtually Non-Existent Budget
Essay on Dutchess County SPCA Advertising Innovation on a Virtually Non-Existent Budget
Abstract
For the non-profit organization that is non-government funded and self-supported through donations alone, the need for marketing innovation is great. Such is the case here, with the Dutchess County Society for the Prevention of Cruelty to Animals (the DCSPCA), in Hyde Park, New York. The DCSPCA needs to market their efforts to protect animals (to rescue, temporarily house, successfully adopt out, advocate for, and enforce laws protecting animals). But the organization also needs to campaign to raise funds to do all of the above. This paper proposes innovation strategy using aggressive inbound, new media marketing implementing web 2.0 technologies— social media sites Facebook, Twitter, and YouTube; relevant blogs; and chat rooms and bulletin boards—and including call-to-action (CTA) marketing. Such innovation by its very nature is intended to effectively support discussions advocating animal welfare; to provide a versatile mix of communicative venues for dispensing and spreading information about the DCSPCS mission, efforts, activities, and events; and to stimulate/generate interest, encourage participation, and impel action on the part of potential adopters and other animal advocates.
Chapter One: Introduction
To use inbound, new media marketing implementing web 2.0 technologies— social media sites Facebook, Twitter, YouTube, blogs, chat rooms, and bulletin boards—is to take an innovative approach to marketing. Especially for the non-profit organization that is non-government funded and self-supported through donations, the need for marketing innovation is great. Such is the case here, with the Dutchess County Society for the Prevention of Cruelty to Animals (the DCSPCA), in Hyde Park, New York.
Problem Statement
The DCSPCA is a self-supporting non-profit organization that with no state or federal funding depends strictly on donations from community members. With a triple mission to a) “…rescue, shelter, and secure permanent homes for adoptable companion animals; b) advocate for the highest standards of animal care; and c) enforce animal cruelty laws throughout Dutchess County” (2014, “Mission,” para. 1), the DCSPCA has a daunting challenge: to advertise with virtually no budget to inform potential adopters and at the same time to launch a no-cost campaign to raise funds to do so. In other words, what the organization needs is a fund-raising campaign to raise the initial funds needed for marketing and a marketing campaign to raise awareness, protect animals, and find good homes for animals currently living at the DCSPCA.
Innovation Design
The rationale for proposing such innovative strategy is manifold. Web 2.0 technology is comprised of media and devices that are today considered to form the platform for optimal learning, doing, and reflecting in educational/informational contexts; and that are deemed instrumental in informing, branding, advertising, reporting, selling, and customer valuation in value creation and maintenance contexts. Inbound marketing promotes products and/or services within an established web 2.0 technology (such as social media technologies like Facebook and Twitter), where the population of pet owners, pet seekers, and animal lovers already exist and where marketing efforts can easily draw the people in closer to the offerings. The DCSPCA does have a button for Facebook and a button for Twitter on its home page. However, what is here proposed is more aggressive implementation of these tools, as just having backward/ forward links to/from social media sites is not all that effective: that is, what is required by the web 2.0 technologies and what is required of the hosts/owners of the sites linking to them is consistency, continuity, and contiguity of action in general and interactivity in particular. The mechanisms are virtually free, but the agency and agent must put some effort (time) into achieving ongoing effectiveness. The DCSPCA does engage on a fairly frequent basis with both of these web 2.0 technologies, so the emphasis of this paper is to step up the current practices, add additional web 2.0 sources such as a blog, a (freecosting) chat mechanism, and, especially, a CTA device that will step up interactivity—the core need of the
DCSPCA.
So in addition, or if the time investment is another issue for the administrators at DCSPCA, as a function of inbound marketing, call to action marketing (CTA marketing) will provide marketing techniques using web advertising such as clickable banners and clickable links that will require the web user to click—and subsequently follow the steps called for. Several such non-profit organizational strategies exist as examples. These include, for instance, freerice.com, for feeding children and needful adults, and freekibble.com, for feeding dogs. In the former, every correctly answered word definition question yields 10 grains of rice for the World Food Programme; in the latter, ever individual click on a “Bow-wow Trivia” question answer yields 10 pieces of doggie kibble donated to various animal shelters across the US. So, for example, with this CTA strategy implemented for the DCSPCA, with a freetheanimals.com or .org, a web surfer doing a search and/or arriving at a social media site would click on the ad/image/link, would be taken, on a separate page or window, through the conversion funnel to the activity he/she is being asked to do (the quiz that earns points toward funds for the shelter and the animals)…, at no cost to the user or the DCSPCA (Jeffrey, 2010). However, with this part of the innovation strategy, the DCSPCA still needs to generate the funds for the points system that will donate X dollars or Y amounts of food.
Aggressive, inbound, new media marketing using CTA as a strategy aligns with Bryson and Altston’s (2004, in Bryson, 2004) guide for strategic planning as together, inbound, media marketing using web 2.0 technologies and implementing CTA marketing accomplishes the goals set by the DCSPCA’s mission statement:
First, inbound, media marketing, using web 2.0 technologies more aggressively by implementing a specific call-to-action marketing strategy, by the very nature of the tools/strategies used will support discussions advocating animal welfare, creating the buzz needed to get web 2.0 users involved.
Second, such innovation would provide a versatile mix of communicative venues for dispensing and spreading information about the DCSPCS mission, efforts, activities, and events.
And third, the specific innovative CTA marketing strategy here is designed to stimulate/generate interest, encourage participation, and impel action on the part of potential adopters and other animal advocates.
The Innovation Plan (Strategy)
Again, there is no budget to speak of for the DCSPCA to work with and no reengineering or new hiring, etc. will be feasible. However, it is necessary to conduct an analysis, work with the organization’s key
stakeholders/administrative agents, and facilitate the design, planning, and implementation of the proposed addition of a call-to-action device. To accomplish the above, this action researcher will follow these steps/stages:
Methodology
In an effort to demonstrate feasibility of this innovation design, two questions will need to be answered. These are as follows:
What are the most effective (evidenced) ways to implement web 2.0 new media marketing strategies in a non-profit, self-supported organization like DCSPCA?
What is the proven (best practices) history of doing the above in existing, reputedly successful non-profit, selfsupported organizations?
Literature Review
Answering the aforementioned research questions will therefore require that this researcher begin with a review of the literature. Such a review will provide the evidence needed and will serve models for the DCSPCA to emulate at the same time. The literature review will be linked with the examination of the organizational mandates, mission, vision, and etc. of the DCSPCA and analyzed.
Analysis
Analysis will comprise a codification of the collected data—both the sets of (online) interview responses given by volunteering stakeholders at the organization (the president, Ron Lane; the Board of Directors, Donna Angiolillo, Debbi Calabrese, Marco Caviglia, Jack Fein, Michael Fleischer, Jerry Greenberg, DeForest Howland, Wayne Mabey, Carol Menken, Kim Redl-Lawrence, and Sharman Riedinger) and literature evidence, where applicable. This form of analysis is useful and reliable as the codes will be computer calculated, to derive quantitative results from otherwise qualitative content (Gorden, 1992).
539496719371The research efforts, the results, and the proposed implementation of some new, free, new media mechanism that
draws and engages “customers” are all intended to align with the vision of the DCSPCA, which is for “…a
community in which there are caring, compassionate,
respectful relationships between humans and animals, and
[
for] all adoptable animals [to] have loving homes” (DCSPCA, 2014, “About Us,” para.
2).
R
eferences
Bryson, J.M. (Ed.). (2004). Strategic Planning for Public and Nonprofit Organizations: A Guide
to Strengthening
and Sustaining Organizational Achievement. San Francisco: Jossey-
Bass/John Wiley & Sons, Inc.
Dutchess County Society for the Prevention of Cruelty to Animals (DCSPCA). (2014). Landing
page. Retrieved
June 12, 2014, from <http://www.dcspca.org/>
Gorden, R. (1992). Basic Interviewing Skills. Itasca, Illinois: F. E. Peacock.
Jeffrey, S. (2010). 52 Types of Marketing Strategies. cultbranding.com [blog], 10 Oct. R
etrieved
June 16, 2014,
from:
http://www.cultbranding.com/retail-marketing/52-types-of-marketing-strategies
00The research efforts, the results, and the proposed implementation of some new, free, new media mechanism that
draws and engages “customers” are all intended to align with the vision of the DCSPCA, which is for “…a
community in which there are caring, compassionate,
respectful relationships between humans and animals, and
[
for] all adoptable animals [to] have loving homes” (DCSPCA, 2014, “About Us,” para.
2).
R
eferences
Bryson, J.M. (Ed.). (2004). Strategic Planning for Public and Nonprofit Organizations: A Guide
to Strengthening
and Sustaining Organizational Achievement. San Francisco: Jossey-
Bass/John Wiley & Sons, Inc.
Dutchess County Society for the Prevention of Cruelty to Animals (DCSPCA). (2014). Landing
page. Retrieved
June 12, 2014, from <http://www.dcspca.org/>
Gorden, R. (1992). Basic Interviewing Skills. Itasca, Illinois: F. E. Peacock.
Jeffrey, S. (2010). 52 Types of Marketing Strategies. cultbranding.com [blog], 10 Oct. R
etrieved
June 16, 2014,
from:
http://www.cultbranding.com/retail-marketing/52-types-of-marketing-strategies
Film-Segmentation-Forest-Gump
Student Name
ARTH 334 6210 Understanding Movies
May 31, 2014
FORREST GUMP
Forrest Gump (1994) segmented:
Equilibrium – In the opening scene a feather falls peacefully to the ground near Forrest Gump as he sits at a bus stop in Savannah, Georgia describing his life events to different listeners
Disruption – Graduating college Forrest Gump joins the United States Army and deploys to Vietnam where he encounters war on the frontlines as an infantryman.
Quest – Becoming a successful Ping-Pong player, Forrest Gump returns to his hometown and buys a shrimp boat to fulfill a promise to a fallen comrade.
Disequilibrium – Hurricane Carmen hits Forrest Gump’s hometown. With the only surviving shrimp boat, Forrest Gump strikes it big and makes a fortune in the shrimp business.
New Equilibrium – Financially stable from the shrimp business, Forrest Gump awaits to reunite with his elementary school sweetheart, Jenny.
Point of Attack – Forrest Gump runs onto the football field during practice.
Forrest Gump. Dir. Robert Zemeckis. Perf. Tom Hanks, Gary Sinise, Robin Wright. 20th Paramount Pictures, 1994. Film.
Dust Bowl Letter
Dust Bowl Letter
Student’s name
Institution of affiliation
Instructor
Course
Date
Dust Bowl Letter
Some decisions affect different people in different ways. The decisions made by Mrs. Caroline and her husband Henderson are striking and they show how great people can be when it comes to decision making and when the two people are in love. The couple is in love the in the letter it is clear that Oklahoma is hit by dust storms which are very bad. However, they do not leave the place where they have been living for the last 27 years and they decide to stick together. The letter is from Mrs. Caroline and she writes to her friend Evelyn (Henderson, 1936). The contents of the letter are the many things that are happening in Oklahoma and how difficult it gets each and every day they have to live and take care of themselves as well as their kids. It also states the reasons they have not been able to leave the place and what this means to them. This paper evaluates this letter as a document focusing on the great depression and what it means for the person it is addressed to, the person writing and her family and what this means to historians as this period is of great significance to history.
The great depression was a period of economic downturn which was very bad in the United States of America as the New York stock exchange crashed in may 1929 and this remained this way until 1939. The economic problem was caused by the expansion of American economy in an un-anticipated way. Firstly, in 1920s to 1929 the country’s total wealth nearly doubled. A lot of people bought shares but this was not good enough as the shares came to crash and be considered worthless in 1929. With this basis it is clear to note that the presentation of the letter from Mrs. Caroline to her friend Evelyn is of great concern. The letter is dated 1935 June 30th (Henderson, 1936). This was a period when the economy was at its worst and therefore the issues presented in the letter prove how the situation was in the United States of America at that particular time and especially for the people who were experiencing environmental disasters like in Oklahoma where there were dust storms.
The ethical decision made by both Mrs. Caroline and her husband was the decision to stay back in Oklahoma even though it was difficult for them and a lot of people were leaving because of the environmental concerns combined with the economic status of that time which made it very difficult for them to get assistance from the government. This as Caroline states was not an easy decision and the making of the decision was done with full knowledge of what was happening and what they were probably expecting to make a decision like that. The major reason as to why they decide not to leave is the fact that their soil is good and it can produce a lot of food and crop. The only problem they had at that particular time was the issue of lack of rain (Henderson, 1936). The other reason as to why they decide not to leave was the fact that they had made that place their home and leaving meant that they had to start looking for other places to stay and they were going into uncertainty. A lot of people do not like being uncertain and this is exactly what they wanted to avoid. Therefore, they decided to stay.
There are also other reasons why they decided to stay. As Mrs. Caroline states she had talked with a graduate who pointed out to her that easy decision-making or a decision making which only looks to make life just simpler for the sake of it should not be considered. Therefore, Caroline never considered the decision of moving away.
If I was in the shoes of Mrs. Caroline, I would decide that I will not leave. Even though it is a difficult choice and the children get exposed to dust and a lot of other things, it is actually an ethical decision because first of all the land that is left is un-owned could be theirs and in case rain comes and they plant all of it the benefits are so many as they will be able to gain a lot of food, sell some for profit and the rest keep it as food. The area also provided options for expansion in terms of cultivating different things and deciding which area is good for what activity. In case the government provided support the support would be big and good enough since they were few and therefore the decision of staying behind was the best one.
However, a similar problem in the current society would be different as of today there are new technologies and different ways to do things. Even though I would still retain my option of failing to leave I would do other productive activities on the ground and the farm and make sure that it brings profit instead of just waiting for rains. Therefore, faced with a similar challenge I would choose not to go anywhere but continue to make that my home while at the same time making sure that it is a good place to live in. firstly the dust would be dealt with by constructing a house with current technology that does not allow dust to get into the house and filters all the dust. The second thing I would drill a borehole to make sure that I do not depend on the rains and therefore up my cultivation and make the product better. The other thing is that I would make sure that the land is well fenced and there is enough security against predators. I would also ensure there is solar power for power supply to the house and to the farm.
In conclusion, sometimes decision-making requires critical thinking and it is always important to think critically before making a decision. Just like Caroline made the decision to stay in Oklahoma I would make the same decision although with a detour in the running of the farm and the home.
Reference
Henderson, C. A. (1936, May 17). Letters From the Dust Bowl. The Atlantic; The Atlantic. https://www.theatlantic.com/magazine/archive/1936/05/letters-from-the-dust-bowl/308897/