overview: request for proposal (rfp) and selection

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overview: request for proposal (rfp) and selection
2010 – 2011 Club Achievement Competition | Public Service
OVERVIEW:
Each year Ad 2 Orlando provides a full service advertising campaign to one, local nonprofit organization, in hopes of helping that organization achieve goals and surpass limits
it has been unable to produce due to reasons such as lack of funds, support, etc. In this
effort, Ad 2 Orlando creates a tight group of young professionals from each area of the
industry to form a mini-agency that provides services from all areas relating to our field
including: advertising, graphic design, public relations, print production and social media.
Within that agency setting, our committee thrives as we assign leaders to each specified
area and form sub-committees. This eventually forms a very organic tree-like structure
(Exhibit 1) and helps deliver the final all-encompassing result to the chosen client.
REQUEST FOR PROPOSAL (RFP) AND SELECTION PROCESS:
When the 2010/2011 year started in July, we quickly began to organize our team and map
out a timeline for what we wanted to have happen and by when. The first step to that
process was to send out an RFP (Exhibit 2) to spread the word of this opportunity
throughout the Central Florida community. Enter our public relations specialists. Our
public relations experts were able to distribute the message through many avenues in
hopes of reaching local media, which would help advertise the beneficial opportunity. We
were successful in that we were able to enlist the help of our local radio station as well as
local blogs and social media outlets such as Facebook and LinkedIn. (Exhibit 3)
We were able to reach a broad audience and in turn 43 applications were received. From
those applications we narrowed it down to 3 finalists based on factors such as which non-
2010 – 2011 Club Achievement Competition | Public Service
profit was most in need and which would be most cooperative with our far-reaching
goals.
RESEARCH/SITUATION ANALYSIS:
After much discussion with our committee to evaluate the three candidates along with
three separate site visits conducted by Wayne and I to each non-profit (Exhibit 4, 5, 6),
we ultimately selected Pet Rescue by Judy. We felt this was the right choice due to their
outright need for the campaign efforts. Pet Rescue by Judy specializes in rescuing and
rehabilitating lost, abandoned, neglected and or abused animals. It is one of the very few
“no-kill” shelters in our area for both dogs and cats. These animals are typically abused,
abandoned or simply can no longer be cared for by their owners. Judy puts her heart and
soul in to making sure these animals find a proper home and can live a normal life.
Judy opened the shelter back in 1992 as a small, part time venture in helping animals find
“forever homes”. As the years went on, her name came to be a lot more well-known in
the local area. She left her position as Director of Hotels for properties such Holiday Inn
and Crown Plaza to commit her time entirely to helping animals and to open a no-kill
animal shelter. Pet Rescue By Judy has managed to continue to grown and now needs to
expand. It has two buildings that are in the process of being constructed. One is planned
to be a low cost spay/neuter clinic to help the community control the pet population.
Through our research we discovered that over-population is an issue that affects many
animals, owners and shelters alike.
The most recent information comes from the American Humane Society. Unfortunately
these numbers are from 1997, and only 1,000 shelters replied to the survey at that time.
2010 – 2011 Club Achievement Competition | Public Service

In 1997, roughly 64 percent of the total number of animals that entered shelters
were euthanized -- approximately 2.7 million animals in just these 1,000 shelters.

56 percent of dogs and 71 percent of cats that enter animal shelters are
euthanized.

25 percent of dogs and 24 percent of cats that enter animal shelters are adopted.

It is estimated that approximately 3.7 million animals were euthanized in the
nation’s shelters in 2008. This number represents a generally accepted statistic
that is widely used by many animal welfare organizations, including the American
Society for the Prevention of Cruelty to Animals (ASPCA). (Exhibit 7)
With Judy opening the low cost spay and neuter clinic it will be a great solution to try and
keep over-breeding numbers down.
For some families the cost to spay or neuter their pet(s) is expensive and cost prohibitive.
The support of spay/neuter operations through low-cost spay/neuter clinics such as the
one Judy plans to open has proven to be an effective way to counter pet overpopulation.
The reduction in cost serves to motivate both those who cannot and those who will not
pay the "market" price for the operations (Exhibit 8).
The other building will serve as their permanent shelter which will be bigger and
designed to operate in a significantly more efficient manner. Even though their existing
location has served as their home for many years now, it is no longer fit to house the
large and increasing number of animals and staff needed. It is a critical time to raise
awareness of Pet Rescue by Judy to help Judy, her employees and all the animals that
come through the shelter with this much better environment.
2010 – 2011 Club Achievement Competition | Public Service
A. The market: The cost to feed and care for each animal at the shelter is
approximately $5,500 per year. Keep in mind that number does not include
medical treatment in the event an animal happens to need some kind of specific
treatment. That number also does not include Judy’s rent and utilities which
amount to $5,000 a month equaling $60,000 per year in their existing facility. It
would seem as though Judy’s life work is almost an impossible task. The current
need of this non-profit is why we made the decision that it would be our selection
and benefit from new and inventive ways of getting the awareness levels up and
making it relevant to the general public.
Statistics show that we have a good potential source for funds:

46% of 18 to 24 year olds and 50% of 25 to 34 year olds plan to donate
online, with 13% of 18 to 24 year olds planning to donate more this upcoming
year than last.

53% of 55 to 64 year olds plan to donate online showing that it is no longer
just for the younger age groups.

83% of people who say their financial situation has remained the same in the
past 12 months plan to give the same amount or more this upcoming year.

46% of the group who said their financial situation had become substantially
worse during the last 12 months still plan to donate online this upcoming year.

The non-profit organizations least likely to receive donations are those
supporting animal causes at 32%; environment issues 25% or the arts and
cultures 21%
2010 – 2011 Club Achievement Competition | Public Service
OBJECTIVES:
When Ad 2 Orlando - Public Service set out to establish clear and realistic objectives for
our partnership two things became extremely clear, very quickly.
1. Must get the word out. Without significantly greater public knowledge of Judy’s
life mission and the shelter, the second objective would become a much more
difficult task to achieve. The awareness would be extremely crucial in order to
continue to provide care in a safe and healthy environment for all the animals.
2. Increase donations and increase animal adoption. Pet Rescue By Judy exists
solely on private donations, taking care of the animals until they are adopted.
Getting animals adopted into permanent homes is the ultimate goal. It is very
important that the adoptive home becomes their forever home and they don’t end
up back at Pet Rescue By Judy. If an animal can no longer be cared for by the
adoptive party, it is Judy’s responsibility to take the animal back in.
TARGET AUDIENCE:
In regards to fundraising our primary target audience came in two forms, one of which
would be people who are pet owners and that have adopted from Judy in the past. The
second would be the general public and animal lovers.
People that have adopted from Pet Rescue By Judy previously understand that she needs
funding to keep going. Targeting fundraising efforts to this audience ensured that we had
passionate advocates to help spread the word about our cause. Targeting the general
public would serve as an avenue to reach those who are animal lovers and those looking
to adopt/donate that weren’t aware of Pet Rescue By Judy.
2010 – 2011 Club Achievement Competition | Public Service
CAMPAIGN STRATEGIES:
A. Internal Strategies: One of the biggest challenges facing Pet Rescue By Judy
was in establishing a much broader member base consisting of animal lovers and
long-term donors. Pet Rescue by Judy survives on donations and getting animals
adopted. Their goal is not just to find homes but to ensure that each animal goes
in to a “forever home”.
B. External Strategies: The primary challenge that Ad 2 Public Service faced
when it came time to create a full service ad campaign geared towards an external
audience was that Pet Rescue By Judy had been in existence for roughly 18 years
but not very many people knew about the shelter. Pet Rescue By Judy needed
much more community awareness and awareness reaching other communities in
the Central Florida area. They also need a new generation of supporters. This new
generation of strong and active supporters would help continue the Ad 2 efforts.
Ad 2 Orlando’s strategies included:
 To develop a campaign that positions Pet Rescue by Judy as the best
resource to find your animal companion in life.
 Identifying options for giving to Pet Rescue By Judy, either with money or
time, that will appeal to a wide variety of prospected donors.
 Getting Pet Rescue By Judy in a position to sustain long-term success and
growth.
 Increasing the level of fundraising efforts and awareness levels so that Pet
Rescue By Judy could independently host fundraisers of their own.
2010 – 2011 Club Achievement Competition | Public Service
 Build a new generation of supporters to help ensure consistent organized
growth.
EXECUTION:
A. Campaign overview: Upon numerous site visits to the shelter, we repeatedly
heard Judy and her staff refer to animals as being “found”. This term was
referring to how she and her staff came across the animals. Whether she “found”
them or they “found” her. Some of the situations in which she “found” these
animals were not very uplifting, in fact quite the opposite. A majority of the
animals came from abusive situations or had been abandoned and left to die.
Despite these heart-wrenching environments that these animals had grown up in
they were still an absolute joy to be around and still wanted to be someone’s
companion and best friend. It was through meeting these animals, hearing their
stories and all that they had come from and managed to be “found” by Judy. This
was how we came up with our campaign theme “Found”.
B. Traditional Media: Our creative was executed through the following forms: 3
print ads (Exhibit 9), 3 outdoor boards (Exhibit 10), 1 television spot (Exhibit 11),
2 radio spots (one scripted and one live PSA) (Exhibit 12) and a new interactive
and campaign specific micro-site (Exhibit 13).
C. Public relations: Public relations efforts were tackled through traditional press
releases sent via social networking sites, including Linkedin, Facebook, and
Twitter as well as a variety of forums and blogs. We were also able to secure
radio promotions and interviews to raise awareness for our new client.
2010 – 2011 Club Achievement Competition | Public Service
D. Interactive and Non-traditional Media: Interactive objectives were carried
out through a new micro-site (foundatjudys.org), as well as eblasts, an
enewsletter, and implementation of their new logo brand on their Facebook and
Twitter pages.
E. Collateral platform: Collateral pieces (Exhibit 14) were designed, printed and
delivered to the client in the form of a full stationery package including new
business cards, letterheads and envelopes. Furthermore, our fundraiser gala came
with designed and donated invitations.
F. Fundraising: Our cornerstone of our efforts came in the form of two
fundraising events. Towards the end of March and beginning of April we are
hosting a day event titled “Pets In The Park”. As well as a formal evening gala
titled “Black Ties For Bones”. (Exhibit 15)
EVALUATION:
Based on the results seen from the very beginning of our campaign and a final evaluation
or our efforts, we feel very confident that our work as well as the education provided to
our client will help them to keep the organization very much alive and prosperous for the
long-term.
1 COMMITTEE ROSTERS
2010-2011 Club Achievement Competition | Public Service
2 CALL FOR ENTRIES
Press Release
CONTACT: Wayne Kan, Public Service Chair
E-MAIL: [email protected]
FOR IMMEDIATE RELEASE
August 9, 2010
AD 2 ORLANDO IS SEEKING A NON-PROFIT ORGANIZATON TO RECEIVE FREE AD
CAMPAIGN.
ORLANDO, Fla. (August, 2010) — Annually, Ad 2 Orlando, the young professionals division of
the American Advertising Federation Orlando branch, selects one local, non-profit organization
who they’ll work with to create a full service, integrated advertising campaign - complete with
re-branding/identity creation, public and media relations, web site production, media placement
and TV production. Ad 2 is now looking for non-profit organizations that provide a valuable
service to the Central Florida community and are in need of advertising, marketing and public
relations support.
This year, the Public Service Committee is composed of professionals from agencies and
marketing departments such as: Chernoff Newman, Anson-Stoner, Redbird Printing, Wingman
Creative, Purple Rock Scissors, and many more. Each member brings various skills to the group
and all with the desire to create effective and poignant communications for the selected
beneficiary.
One of the goals of Ad 2 organizations nationwide is to educate and grow the skills of its
membership with its annual Public Service campaign while giving back to and supporting the
community. Last year, Ad 2 Orlando was nationally recognized for their work for the Center for
Great Apes (miracleapes.org). The campaign as a whole was estimated to be valued at over 1.7
million dollars.
Any interested non-profit organizations should visit www.ad2orlando.org/publicservice to
download an application. Applying is completely free and only takes a few minutes to complete.
Completed applications should be submitted to [email protected] no later than
August 25, 2010.
Ad 2 Orlando is the young professionals division of the American Advertising Federation Orlando. Its membership is exclusive to individuals ages 18 to 32 and exists to address the needs
of young people in the advertising industry. Ad 2 Orlando is also affiliated with other Ad 2
chapters, nationwide, whose members are employed, or interested in, advertising, marketing and
public relations. Its organizational goal is to create future leaders through educational,
2010-2011 Club Achievement Competition | Public Service
2 CALL FOR ENTRIES
RFP Eblast
2010-2011 Club Achievement Competition | Public Service
3 CALL FOR ENTRIES
Social Media
2010-2011 Club Achievement Competition | Public Service
4 SITE VISIT
Pet Rescue By Judy
2010-2011 Club Achievement Competition | Public Service
5 SITE VISIT
Freedom Ride
2010-2011 Club Achievement Competition | Public Service
6 SITE VISIT
Safe House of Seminole County
2010-2011 Club Achievement Competition | Public Service
7 AMERICAN HUMANE SOCIETY DATA
2010-2011 Club Achievement Competition | Public Service
8 SPCA OF CENTRAL FLORIDA DATA
2010-2011 Club Achievement Competition | Public Service
9 PRINT ADS
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2010-2011 Club Achievement Competition | Public Service
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2010-2011 Club Achievement Competition | Public Service
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2010-2011 Club Achievement Competition | Public Service
10 OUDOOR
2010-2011 Club Achievement Competition | Public Service
11 TV SPOT
2010-2011 Club Achievement Competition | Public Service
12 RADIO SPOT
Script
PRBJ radio - GENERIC
Did you know there are dozens of ways to help Pet Rescue by Judy –
the only no-kill pet shelter in central Florida? Visit FoundAtJudys.org to
adopt your favorite, find out how to volunteer, walk the dogs, feed the kittens, buy some food, foster an animal, bathe the puppies…” **
(This would fade out here like the spokesperson was getting further away..**)
2010-2011 Club Achievement Competition | Public Service
13 MICROSITE
2010-2011 Club Achievement Competition | Public Service
13 MICROSITE
2010-2011 Club Achievement Competition | Public Service
13 MICROSITE
2010-2011 Club Achievement Competition | Public Service
14 STATIONARY PACKAGE
PRBJ_Letterhead.pdf
1/11/11
4:46:48 PM
PRBJ_busCard_back_Judy.pdf
1/11/11
4:48:11 PM
C
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PRBJ_busCard_back_Generic.pdf
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1/11/11
4:48:37 PM
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PRBJ_busCard_front.pdf
1/11/11
4:47:49 PM
C
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CMY
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PRBJ_Envelope.pdf
1/11/11
4:47:24 PM
C
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CM
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CY
CMY
K
2010-2011 Club Achievement Competition | Public Service
15 FLYER
2010-2011 Club Achievement Competition | Public Service
16 INVITE
Black Ties for Bones
Pet Rescue by Judy & Ad 2 Orlando cordially invite you to
where:
Hilton Altamonte Springs:
350 North Lake Boulevard, Altamonte Springs, Florida 32701
when:
Friday, April 1st, 2011
Formal Attire | Cost of admittance is $xxx per Ticket OR $xxx per Table (10 guests)
all night entertainment, dancing, silent auction, casino style games,
cocktails, hors d’oeuvres, premium buffet, door prizes
All proceeds to benefit Pet Rescue by Judy for their ongoing dedication to the rescue,
rehabilitation and adoption of Central Florida’s abandoned and homeless pets, as well
as the opening of a low-cost spay and neuter clinic.
Please visit www.foundatjudys.org to purchase your tickets online
or for additional information.
(Please make checks payable to Pet Rescue by Judy)
2010-2011 Club Achievement Competition | Public Service