integrated-marketing- communications- campaign-proposal- · 1""""" 2014...

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2014

INTEGRATED MARKETING COMMUNICATIONS

CAMPAIGN PROPOSAL For Cat Welfare Society

Republic Polytechnic

Team Members:

Shiona Oosha Raj

AKiq Naiqiuddin

Nicole Ho

Velda Lim

Hidayah Roslan

Gwen Teh

EXECUTIVE SUMMARY This project is a collaboration between students from Republic Polytechnic’s Diploma in Mass Communication (DMC) and Cat Welfare Society (CWS) to come up with a series of activities to reach out to CWS’ target audience. The team is broken down into the Core team, the Social Media team and the Integrated Marketing Communication (IMC) team. This proposal is by the core team, which consist of six members.

CWS’ objective is to raise awareness of the organisation as well as the importance of Cat Sterilisation. In an effort to do so, they have organised an upcoming event, Cat Walk, in February 2015 where cat owners will walk their pets during the event.

The proposed Integrated Marketing Communication (IMC) plan is designed to help increase awareness of Cat Walk to members of the public aged between 18 to 25 years old as well as to generate awareness of Cat Sterilisation. The Key Message for the campaign would be “Spay Cats”.

The team conducted research inclusive of a SWOT, PESTLE and Target Audience Analysis. From the Kindings, it is discovered that youths are attracted to activities that require a degree of involvement such as ice skating, watching movies, watching theatre performances, swimming and heading to town to shop among others. These activities are deemed as ‘fun and exciting’ to the target audience.

This campaign would feature the use of several IMC tools such Personal Selling, EDMs, posters, Klyers and events to generate awareness of the Key Message.

The campaign would be in effect from 11 November 2014 to February 2015. Two of the main tools to the campaign are events in the form of a fan convention named Meow Con and a Cat March . The two events would lead up to the Cat Walk in February.

There would be an evaluation conducted after the conclusion of the campaign to gather feedback and measure the effectiveness of the IMC tools used to generate awareness of the Key Message. The measure tools include a questionnaire and Social Media Monitoring.

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Table of Contents

EXECUTIVE SUMMARY 1 ................................................................................................................................................................

SECTION A 1 ..................................................................................................................................................................................

INTRODUCTION 1 .........................................................................................................................................................................................................

SECTION B 1 ...................................................................................................................................................................................

SITUATION ANALYSIS 1 .............................................................................................................................................................................................

2.1 SWOT ANALYSIS 2 ..........................................................................................................................................................

2.2 PESTLE ANALYSIS 3 .........................................................................................................................................................

SECTION C 3 ...................................................................................................................................................................................

Target Audience Analysis 3 .......................................................................................................................................................................................

SigniKicant Findings 4 ..................................................................................................................................................................................................

SECTION E 5 ...................................................................................................................................................................................

Proposed IMC Plan 5 ...................................................................................................................................................................................................

5.1 RecommendaAons 5 ......................................................................................................................................................

5.2 CommunicaAon ObjecAves 5 .........................................................................................................................................

3. MarkeAng ObjecAves 5 .................................................................................................................................................

SECTION F 5 ...................................................................................................................................................................................

Communication Strategy & Key Messages 5 .....................................................................................................................................................

SECTION G 5 ..................................................................................................................................................................................

Creative Strategy 5 .......................................................................................................................................................................................................

5.1 Concept Plan 5 ...............................................................................................................................................................

5.2 Meow Con 5 ...................................................................................................................................................................

5.3 Cat March 10 .................................................................................................................................................................

5.4 ConAngency Plan 14 ......................................................................................................................................................

5.5 Budget 15 .......................................................................................................................................................................

5.6 Timeline 19 ....................................................................................................................................................................

EVALUATION 19 .............................................................................................................................................................................

CONCLUSION 19 ............................................................................................................................................................................

APPENDICES 22 .............................................................................................................................................................................

Appendix A 22 ................................................................................................................................................................................................................

Appendix B 22 ................................................................................................................................................................................................................

Appendix C 24 ................................................................................................................................................................................................................

Appendix D 26 ................................................................................................................................................................................................................

Appendix E 26 ................................................................................................................................................................................................................

Appendix F 27 ................................................................................................................................................................................................................

Appendix G 28 ................................................................................................................................................................................................................

Appendix H 29 ................................................................................................................................................................................................................

Appendix I 30.................................................................................................................................................................................................................

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SECTION A

INTRODUCTION The Cat Welfare Society (CWS) is a non-‐proKit organisation run mostly by volunteers that was registered as a society on 23 October 1999. Their mission is to decrease the amount of cats culled through cat sterilization and to educate the public about cat sterilization.

Not only that, the organisation promotes tolerance, kindness and respect towards cats and other living creatures, and aims to raise awareness about the plight of Singapore’s community cats in an effort to prevent abuse, abandonment and neglect of cats. CWS offers caregivers partial reimbursement for sterilisation receipts submitted to encourage cat sterilisation.

Some of the current initiatives include exhibitions and events to increase awareness of the plight of community cats. One of the current initiatives is the Cat Walk, which is to be held in January 2015. This Cat Walk would see cat owners leashing their cats as they walk their pets together, with the purpose being to raise awareness of the importance of Cat Sterilisation among members of the public aged 18 to 25.

This proposal aims to create a more strategic framework to drive more trafKic from the given Target Audience to the Cat Walk as well as ensure more of them are aware of the campaign’s Key Message(s).

SECTION B

SITUATION ANALYSIS As the organizing commiYee for the project, we conducted several studies between 20 August 2014 to 16 October 2014 to gather more information about CWS and its target audience. Studies include sending out an online survey crafted from Google to the given target audience and through online research for relevant data. With a total of 101 respondents, the survey was shared through Facebook and the team’s own personal networks.

2.1 SWOT ANALYSIS The table below summarises the macro-‐ and micro-‐environment that CWS operates in.

STRENGTHS:

• CWS has over 31,000 Likes on its Facebook page

• Cat Walk Kirst of its kind in Singapore • Many cat lovers among Target

Audience(81% of Target Audience surveyed)

• CWS has formed partnerships with major companies such as

o AVA o Pet Lover’s Centre o Jurong Point o The Arts House

• Most followers of CWS are aged 25 & above

• Provides free cat sterilisation programmes

WEAKNESSES:

• Most of CWS volunteers aged 18 -‐ 25 unable to commit due to time constraints

• Lack of sufKicient volunteers aged 18 – 25 years old

• Target Audience may not be aware of welfare organisations

• Audience might not be receptive to idea of leashing cats

• CWS lack a successor aged between 18 – 25

• CWS’ Facebook Page’s followers do not include many aged 18 – 25

• Time constraints • Lack of experience in holding a Cat Walk

(unable to anticipate response) • Public perception of CWS is important • 61% of youths surveyed are hesitant to

donate to a charity event

OPPORTUNITIES:

• Increasing popularity of Cat Cafes among Target Audience

• Majority of Target Audience use social media platforms (e.g. Facebook, Twitter, Instagram, YouTube)

• An estimated of 14,500 students attend RP

• More Cat Cafes opening in Singapore • 32% of youths surveyed spend their free

time surKing the internet • youths will normally gather in places such

as Orchard, Bugis and Somerset • 69% of youths surveyed would volunteer

for an animal charity organization

THREATS:

• Target Audience has low attention span • Target Audience turning more to Twitter

& Instagram, as opposed to Facebook • Target Audience may not agree with

sterilisation of cats • Promotional efforts will commence only

when Polytechnic term re-‐opens • Target Audience may not be able to

commit due to new school term • Limited funding

2.2 PESTLE ANALYSIS The table below summarises the external environment CWS operates in.

SECTION C

Target Audience Analysis According to a survey of 101 respondents that was shared on social media, the proKile of the target audience is as follows (refer to Appendix A for full details as provided by online survey):

P-‐olitical

• Policies that protect cat welfare are important as lack of space to house said felines would result in euthanisation

• In the case of euthanisation, an animal is judged based on its health and temperament

E-‐conomic

• As of 2012: o 12.4% of youth aged 15 -‐ 19 are employed o 63.6% of youth aged 20 -‐ 24 are employed

• Singapore’s economy expected to grow between 2.5% and 3.5% this year • 40% of youths surveyed are holding a part-‐time job • 41% of them earn or receive $100-‐$250 per hour

S-‐ocio Cultural

T-‐echnology

• Among users of portable equipment, more than 8 in 10 residents aged 15 to 34 years old use equipment to connect to the Internet wirelessly

• Target Audience are highly active on social media • 32% of youths surveyed spend their free time surKing the internet • Singapore has an Internet Penetration of 73% out of total population • 148% of active mobile subscriptions in Singapore

L-‐egal

• Animal cruelty law o Offenders will be Kined up to $15,000 or jailed up to 18 months or

both o Offenders in the animal related business will face Kines up to

$40,000 or jail, not exceeding two years or both

E-‐nvironment• Threats of haze • Southwest Monsoon has transitioned into Inter-‐Monsoon conditions

Singapore • Multi-‐cultural � Youths • Age: 18 -‐ 25 year olds • National volunteerism rate as of 2012 is 43% • 69% of youths surveyed would volunteer for an animal charity

organization • Tendency to gather in places such as Orchard, Bugis and Somerset

ProNile of Target Audience

Geographic Segmentation Region Segregated across different regions in Singapore

Demographic

Age 18 -‐ 25 year olds

Gender Male & Female

SigniNicant Findings 1. Target Audience generally like to use Social Media and head to Town areas

According to the survey (please see Appendix A) conducted as part of the research, the Target Audience are heavy users of Social Media platforms. The most commonly used platforms are, in order of popularity, Instagram, YouTube and Twitter. Also, the Target Audience often visits town during their free time, typically during the afternoon or evenings on weekends. Most popular areas are Orchard, Bugis and Somerset.

2. More than 8 in 10 residents aged 15 to 34 years old use equipment to connect to the Internet wirelessly Research shows that connecting to the Internet wirelessly is a habit by most users of portable equipment. The Internet is mostly used to surf the web or look social media platforms.

3. A total of 14,500 students attend Republic Polytechnic Although promotional efforts may only begin once Polytechnic re-‐opens after holidays, a 14,500-‐strong student population attends Republic Polytechnic alone. This may prove to be an opportunity to reach out to the student population through an event in school.

4. Target Audience are attracted to the ‘fun and the exciting’ Results from the survey indicate that the Target Audience are attracted to activities that are deemed as fun or exciting to them. Also, according to Expat Living Singapore, some activities that are ‘fun and exciting’ to youths include ice-‐skating, watching movies, going swimming, visiting town areas such as *SCAPE to enjoy theatre performances and workshops among others. This indicates that any planned activity to appeal to the Target Audience should play on the ‘fun’ element to draw them in.

Demographic Segmentation Nationality Singaporeans, Permanent Residents

Salary $100 -‐ $250 (part-‐timers) & $1,500 above

Education GCSE O-‐Level / Diploma / Degree

Psychographic Segmentation

Personality

• Impulsive • Expressive in voicing opinions • Willing to volunteer for an animal charity organisation • Hesitant to pay for a charity event

Lifestyle

• Heavy users of social media (in order of Instagram, YouTube, Twitter & Facebook)

• Highly inKluenced by peers • Enjoys hanging around with peers • Attracted to the fun and exciting • Often visits town; mainly Orchard, Somerset & Bugis • Surfs the Internet during free time • Has a favourable impression of cats

Usage Pattern Means of Communication

• Mobile Phones • Whatsapp • Facebook

SECTION E

Proposed IMC Plan

5.1 Recommendations From the Kindings, the team understands that the Target Audience are drawn to activities such as ice skating, watching movies, visiting town areas or even going swimming. These activities require a degree of involvement on part of the Target Audience, and are deemed as ‘fun and exciting’ to them.

From this, the team recommends the use of several IMC tools (see Creative Strategy) such as events, personal selling, EDMs, display boards, Klyers and posters to reach out to and effectively imprint the Key Message(s) to the Target Audience.

Hype could be built up for the Target Audience to attend the Cat Walk as well as be more aware of the Key Message(s) as well.

5.2 Communication Objectives a. Raise awareness of Cat Sterilisation and Cat Walk through publicity of Meow Con

and Cat March (See Creative Strategy) to the target audience

3. Marketing Objectives The following are the speciKic objectives for the IMC campaign:

a. Gather 50 sign-‐ups from 18 – 25 year old youths for Cat Walk b. Increase number of Likes on CWS’ Facebook Page by 2,000 c. Increase number of followers for CWS’ Instagram Page by 200

SECTION F

Communication Strategy & Key Messages Together with the client brief, there will be one Key Message for the Campaign Proposal. It is:

• SPAY your cats – Cat Sterilisation is the effective and humane alternative to killing by controlling the community cat population in Singapore, thus reducing problems commonly associated with community cats such as caterwauling and straying into homes.

SECTION G

Creative Strategy

5.1 Concept Plan The campaign would feature 2 main parts; namely:

• Meow Con; and • Cat March (Refer to Appendix B for full details)

5.2 Meow Con The convention would be named Meow Con to represent cats as well as to relate to other popular conventions such as Comic Con. Similar to Comic Con, this convention is an event where cat or

animal lovers may gather to participate in the event’s activities, to meet relevant experts and also to be given the opportunity to meet others who share the same interests.

This event will involve personal selling, Klyers, posters and display boards.

Objective(s):

• Raise awareness of Key Message • Increase sign-‐ups for Cat Walk • Increase Likes on CWS’ Facebook Page

Meow Con would be held at South Agora in Republic Polytechnic (RP) from 11am to 2 pm and 4pm to 6pm on 11 November 2014. This location is in the heart of RP and is a prime location to hit out to many students aged between 18 to 25.

Layout of Meow Con

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There will be a Henna Booth, Cat Face Painting Booth, Popcorn Blast, Kitty Corner Booth, a Photo Booth as well as a Registration Booth for students who wish to sign up for CWS’ Cat Walk in February. Meow Con will focus on emphasising on the Key Message as well as to drive sign-‐ups for Cat Walk.

Mock-‐Up Design for Photo Booth

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Mock-‐up Design for Popcorn Bags

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In addition, an ambassador for CWS would be invited to take to the stage to speak to the Target Audience about CWS and Cat Sterilisation.

5.2.1 Promotional Tools for Pre-‐Publicity of Meow Con

No Promotional Tool

Description Time-‐line

1 Flyers (See Appendix C)

• To give out Klyers to the Target Audience day before the event

• Would contain content about Meow Con, directing them to South Agora for the event

10th Nov

2 Posters 4th Nov• To be displayed at lift lobbies in RP on 4th November 2014


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5.2.2 Promotional Tools for On-‐day Publicity of Meow Con

3 Display Board

4 Nov – 11 Nov

4 Leveraging on available Social Media Platforms

• To use a strategic engagement strategy to share content on Meow Con on Twitter & Instagram

o May re-‐use posters as images o Hashtags to be used: #RPMeowCon,

#CatWelfareSociety, #SpayCats, #ILoveCWS • Images used not restricted from availability of own

photos • To maximise outreach to Target Audience through

available Social Media platforms such as: o Purrject Runway’s team’s personal social media

accounts

4 Nov -‐10 Nov

5 Direct Marketing (See Appendix D)

• A mass e-‐mail to be sent out to Centre for Enterprise’s (CEC) students and staff the day before Meow Con in order to raise awareness of the event

10 – 11 Nov

• A display board, called the Purrfect Pose, that would be placed near the entrance of RP’s library’s South Entrance

• Board would display cat’s years, tail or a ball of yarn, such that the Target Audience may pose in front of the board and post the pictures on Social Media

o Hashtags (#CatWelfareSociety and #RPMeowCon) to be used would be on the display board

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No Promotional Tool


5.2.2 Promotional Tools for Post-‐Publicity Of Meow Con

5.3 Cat March According to the survey conducted, Orchard and Somerset are two of the most popular hang-‐out locations for the Target Audience on the weekends. The team proposes for a Cat March to be held on 29 November, a Saturday, from 3pm to 4pm.

Objective(s):

• To garner press coverage and publicity for Cat Walk Day • Raise awareness of Key Message • To bring both cat lovers and animal lovers together to celebrate the love for felines

Highlight of Cat March:

1 Leveraging on available Social Media Platforms (See Appendix E)

• To use a strategic engagement strategy to share content on Meow Con on Twitter & Instagram, directing Target Audience to come down to South Agora for the event

o May use photos of event site o Hashtags to be used: #RPMeowCon,

#CatWelfareSociety, #SpayCats, #ILoveCWS • To maximise outreach to Target Audience through


accounts

11th Nov

2 Flyers (See Appendix C)

• To give out Klyers to the Target Audience day on event day


11th Nov

3 Personal selling

• Booth operators to engage the target audience in casual conversations about CWS and Cat Sterilisation

11th Nov

No. Promotional Tool


Post-‐Publicity


• To use a strategic engagement strategy to share Meow Con’s happenings on Twitter & Instagram

o May use photos of event site o Hashtags to be used: #RPMeowCon,

#CatWelfareSociety, #SpayCats, #ILoveCWS • To maximise outreach to Target Audience through


accounts

12 Nov – 14 Nov

2 PawsUp (See Appendix F)

• A video piece covering the Meow Con • Will be shared on available Social Media platforms with

hashtags: o #CatWelfareSociety, #RPMeowCon

14th Nov

• To create a new record with Singapore Book of Records

The record would be created through the gathering of a hundred participants dressed in cat costumes marching down the streets of Orchard together. They would be face-‐painted as well to garner more attention from the crowd.

The creation of this record would also be a leverage to garner press coverage and, in turn, publicity for the Cat Walk in February. Please see Appendix G for the selected publications to be pitched to.

The march will see the participants walking together from the bus drop-‐off point at *SCAPE, where they will turn at Orchard Cineleisure before looping back at ION Orchard to return back to *SCAPE(refer to Appendix H for Map).

Mock-‐Up of Cat Costume

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Also, participants who indicate interest in signing up for the Cat Walk would be given sign-‐up slips at the end of the March.

1. Promotional Tools for Pre-‐Publicity of Cat March

No Promotional Tool


1 Flyers 11 Nov

2 Video Teaser • Content would include Behind-‐the-‐Scenes (BTS) of the preparations for Cat March

o E.g. the process of face-‐painting/dressing up as cats

o Show vague landmarks of location of march such that Target Audience may be engaged to give a guess of where the march will be held

• Video will be shared on Facebook and Instagram with hashtag:

o #CatWelfareSociety, #CatMarch

17th Nov

3 Direct Marketing

17th and 24th Nov

• To give out Klyers in the shape of Paw Prints during Meow Con to Target Audience

• Would contain content about Cat March, directing Target Audience to watch the event

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• To send out EDMs to students in Republic Polytechnic • Content would include details of Cat March (e.g. Date/

Time/Venue of event) • To be sent to RP students on two Mondays before event

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5.3.2 Promotional Tools for On-‐Day Publicity of Cat March


• To share content (re-‐use EDMs as posters) on Cat March • To maximise outreach to Target Audience through

available Social Media platforms such as: o CWS’ Facebook Page o DMC’s Facebook Page o Organising team’s personal social media

accounts

24th Nov – 28th Nov

No Promotional Tool


1 Advertising • To hand out balloons during March • Balloons would contain CWS’ logo

29th Nov

2 Leveraging on Social Media Platforms

• To share on-‐site publicity during event through organising team’s personal social media accounts

• Content includes pictures/videos taken during March

29th Nov

3 Boards 29th Nov

4 Personal Selling

• During the bus journey to and fro from RP to *SCAPE, students volunteers to engage the participants in a casual conversation

• Content would be centred on educating the participants about CWS and Cat Sterilisation.

• A quiz would be held at end of ride; winners to receive laptop stickers about CWS/Cat Sterilisation

29th Nov

• Participants would be holding up boards during the March

• Boards would include quirky messages, facts and/or beneKits of Cat Sterilisation

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5.3.2 Promotional Tools for Post-‐Publicity of Cat March

5.4 Contingency Plan The following are two contingency plans in the case whereby Cat March could not be held due to complications such as weather or the obtaining of licensing issues:

No Promotional Tool


1 #PawsUP (See Appendix I for storyboard)

• A video piece covering the Cat March • Will be shared on available Social Media platforms with

hashtags: #CatWelfareSociety, #CatMarch

2nd Dec

No. Contingency Plan


1 Cat March to be held in RP

• To be held on a school day , a week after Meow Con, 4.30pm at South Agora

• Similar to original march, Singapore Book of Records and the press would be invited to ensure press coverage

• Laptop stickers would be given to participants

18th Nov

2 To f o rm a “ C a t Fa c e ” using record-‐number o f people

• To be held on a school day , a week after Meow Con, 4.30pm at South Agora

• To create a new record with Singapore Book of Records by forming the shape of a cat’s face using at least 150 participants

• To garner press coverage • Laptop sticker would be given to participants

18th Nov

5.5 Budget The following is the Budget for Meow Con:

No. Item Description Cost (S$) Quantity Total (S$)

1 Posters (A3) To promote Meow Con 4.50 10 45.00

2 Flyers (A4) For students to redeem free popcorn/candy 375 20.00

3 Popcorn stickers (A4) To raise awareness of Key Message 350

4 The Purrfect Pose (A3) To promote Meow Con 1.50 6 9.00

5 Vanguard Sheet Photo Booth 0.40 8 3.20

6 Gold Markers Photo Booth 2.60 3 7.80

7 Silver Markers Photo Booth 2.60 3 7.80

8 Scissors Photo Booth 1.50 2 3.00

9 Masking Tape Photo Booth 2.00 2 4.00

10 Cat Stamp 2

11 Henna Cone Henna Booth 1.50 10 $15.00

12 Cotton Candy Sugar Cotton Candy Booth

13 Cotton Candy Sticks Cotton Candy Booth

14 Popcorn Seeds Popcorn Booth

15 Popcorn Packets Popcorn Booth 2 per 35 pieces

350 pieces 20

16 Milk Packets

Back-‐up plan if team is unable to Kind alternative for the use of the Popcorn/Cotton Candy booth

Grand Total 134.80

The following is the Budget for Cat March:

No. Item Description Cost (S$) Quantity Total (S$)

1 Name TagIdentiKication purposes for student leaders for Cat March

-‐ 28 0

2 Buses Ferry participants to Cat March 150 4 600

3 Laptop Sticker Quiz prizes 75 0

4 Lollipop Quiz prizes 4 2 packets 8.00

5 Tag on Lollipop Quiz prizes 35 0.50

6 Glue To glue up tags on lollipops 0.50 2 1.00

7 Information Board To display messages 1.75 20 35.00

8 Helium Tank For balloons 242.80 1 242.80

9 Balloons -‐ 50 0

10 First-‐aid kits NA -‐ 2 0

11 Flyers To give out after Cat March 0.40 70 28.00

12 Huge Posters To be pasted on Information Board 8.00 10 80.00

13 Cardboards Cat March 2.80 10 28.00

14 Double-‐Sided tape 1.50 6 9.00

Grand Total 1032.30

Total for Meow Con $134.80

Total for Cat March $1032.30

Grand Total $1167.10

Rounded Off $1200

5.6 Timeline Timeline for IMC Plan

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EVALUATION

The evaluation would be done by counting the number of re-‐tweets that contain the given hashtags above. The surveys would be conducted to Kind out the perception of the Target Audience of the events (Meow Con and Cat March) and the use of the IMC tools.

CONCLUSION Through this IMC Plan, CWS would be able to meet their goal to generate awareness of the Key Message through the IMC tools and other Social Media tools. Furthermore, they would be able to reach out to more of their selected Target Audience through the increased number of followers on Facebook.

No. IMC Tool Method of Evaluation Measurement

1Meow Con

Social Media Monitoring (Twitter and Instagram)

• Track hashtags o #CatWelfareSociety o #RPMeowCon o #SpayCats o #ILoveCWS

• Number of re-‐tweets

2 Survey -‐

3Cat March

Social Media Monitoring (Twitter and Instagram)

• Track hashtags o #CatWelfareSociety o #CatMarch o #SpayCats o #ILoveCWS

Number of re-‐tweets

4 Online survey -‐

APPENDICES

Appendix A Survey Results that was gathered from 101 respondents; survey was shared on social media platforms

• 9 respondents aged 21& above, 69 female respondents • 19% of respondents do not like cats, citing reasons such as preference of dogs or fear of cats • 31% would not volunteer for an animal welfare organisation, citing reasons such as lack of

passion for cause or lacking the time to commit

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Hobbies

None

Surfing the Internet

Watching TV

Reading

Hanging out with friends

Sports

Music

Others

0 20 40 60 80

17

5

28

56

7

40

74

2

Social Media Usage

Facebook

TwiYer

Instagram

YouTube

Tumblr

Pinterest

Vine

Weibo

WeChat

Google+

0 20 40 60 80

3

1

1

6

6

27

69

72

67

45

�

Location of Hangouts

N.A.

Orchard

SCAPE*

Somerset

Haji Lane

Bugis

Clarke Quay

Marina Bay

Others

0 13 25 38 50

30

13

2

39

15

36

21

43

1

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�Appendix B

Salary

100 -‐ 250

251 -‐ 400

401 -‐ 500

501 -‐ 600

above 601

0 10 20 30 40

12

1

13

29

39

Would you be willing to donate for a charity event? If you ticked 'no' or 'depends', why?

Lack of monetary means

Uncertain to donate

Depends on cause

Not passionate about cause

Cause not worth it

0 6 11 17 22

8

13

7

22

15

Appendix C Flyers for Meow Con

[Front view]

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[Back View]

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Appendix D Mock-‐Up EDM for Meow Con

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Appendix E Examples of Tweets/Blurbs for Pre-‐Publicity/On-‐day Publicity for Meow Con

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Appendix F Storyboard for PawsUp (Post-‐Publicity) for Meow Con

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Appendix G Selected Publications to pitch to for Cat March

Media Dailies Broadcast Online Magazines Bloggers

The Straits Times

Channel NewsAsia

AsiaOne Pets Magazine Smithankyou.com

TODAY RazorTV OMY NYLON Magazine

Gattidelmondo .blogspot.sg

Lianhe Zaobao 938LIVE Teenage

Lianhe Wanbao Teen

Shin Min Daily News

Republican Post

MyPaper

The New Paper

Tamil Murasu

Tabla

Berita Harian

Appendix H Proposed Route for Cat March

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Appendix I Storyboard for PawsUp for Cat March

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integrated-marketing- communications- campaign-proposal- · 1""""" 2014...

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