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Philip's Animal Garden. Habitat for Rescued Animals.

The use of marketing & communications to attract first-time and long term visitors and donations to Philip's Animal Garden.

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Philip's Animal Garden. Habitat for Rescued Animals.

The use of marketing & communications to attract first-time and long term visitors and donations to Philip's Animal Garden.

Open access

Rechten:

Samenvatting

Charities on the islands of Aruba, Bonaire and Curacao operate in an environment that is considered to be a Statist Regime. They are generally small, less organized, and receive little support from the government, causing them to rely on other sources for funding. Their relatively small size means that members are often not paid and find themselves juggling many tasks. While they recognize the importance of communications, they lack the financial resources, manpower and know-how to create or execute elaborate marketing and communications plans. On the positive side, advertising on the ABC Islands is much cheaper than in countries such as the United States. Close-knit communities are conducive to creating relationships with media representatives, who are very cooperate in publishing articles sent to them by the nonprofit organizations. Based on these factors, as well as findings from desk research, interviews and surveys, a marketing and communications plan was created for Philip's Pet Collection. The ultimate objectives of the marketing plan are to raise brand awareness, increase the amount of visitors and donations, attract corporate sponsors, and encourage repeated donations and visits. But with Philip's limited time, budget and know-how, it would be difficult for the charity itself to execute a marketing plan that would achieve the stated objectives. Taking these limitations into account, the marketing and communications plan consists of strategies that require a minimal amount of funds. To achieve this, I have suggested that the charity look for a local Marketing and PR company that can sponsor the writing of all press releases as well as the (re)design of any ads, the logo and website. The use of media channels - TV, radio and newspaper - will focus on press releases written and sent out by the marketing company. Changes to the website will be necessary, as will be daily posts on the charity's Facebook page. Philip must recognize that he is also a channel and take advantage of his interaction with visitors to ask for donations. For him to be able to devote time to the execution of this plan, it is suggested that he take off from giving tours one day a week to focus on sending out letters, updating visitor/donor databases, etc. To encourage frequent visits, thereby creating a relationship with its visitors, the charity should introduce a monthly membership card. Called "Philip's Family Card," this card will allow visitors to visit the sanctuary as often as they want in a month. Sending out a newsletter to opt-in readers, "thank you" letters or adoption certificates to donors and posts of news about new donors on Facebook, will also contribute to building strong relationships.
In order to build a stronger and more cohesive brand, this plan suggests that the charity eliminate the name Philip's Pet Collection, changing it instead to Philip's Animal Garden. This way the charity and sanctuary will share the same name, which is less confusing for visitors and donors. The logo needs a complete overhaul to present an image that is more in line with the charity's "fun for kids" positioning. Seeing as press releases will be covered by the marketing company, the charity will be able to use its budget for the freelance writer to write personalized letters to companies, asking for their sponsorship. What the companies receive in return for their sponsorship will depend on the monetary value of the sponsorship.
Finally, the charity should continue to organize its bi-annual "Yeehah Party" fundraising event, which is popular among visitors and generates a lot of funds for the charity.

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OrganisatieHogeschool Utrecht
OpleidingInternational Communication and Media
AfdelingCommunicatie
PartnerPhilip’s Animal Garden, Aruba (Antillen)
Datum2012-03-05
TypeBachelor
TaalEngels

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