PR

ism

Tuscaloosa Metro Animal Shelter

Campaign Development
Stephanie Pulido Katherine Langner
Cynthia Maugeri Karen Moltz
Taylor Tryon Carly Settel

Meet the Agency

Taylor Tryon
Taylor is a senior public
relations major from
Hoover, Alabama. She
enjoys traveling and
watching her favorite
baseball team, the
Milwaukee Brewers.
Taylor is currently an
intern for Shannon
Reeves Events. She is an
active member of
PRSSA and the dream
team at Church of
the Highlands. Upon
graduation, she will take
on the role of Executive
Event Coordinator at
Windwood Equestrian
in Birmingham, Alabama.
Her contributions to
the campaign as
Campaign Manager
include the media
kit, situation analysis,
SWOT analysis, primary
research and
presentation
preperation.

Cynthia Maugeri

Karen Moltz

Katherine Langner
Katherine is a senior art
history and public
relations major from
San Francisco,
California. She enjoys
cuban food and art
museums. Katherine
interned with SGL
Designs and is a student
ambassador for the art
and art history
department at the
University of Alabama.
Her contributions to
the campaign as part of
the design team include
formating, logo
development, website,
and primary research.

Carly Settel
Carly is a senior public
relations major from
East Lake, Florida. She
enjoys sports and the
beach. Carly interned
with Bud Light and
Green Beverage Co. in
Tuscaloosa, Alabama.
Her contributions to
the campaign include
working with Pine Valley
Retirement home,
configuring an
internship for TMAS,
interviewing clients,
and working on media
tactics.

Karen is a senior public

relations major from
Tuscaloosa, Alabama.
She enjoys spending
time with her three
children and five
grandchildren. Karen
has worked in real
estate since 2003
and started her own
company as owner and
broker in 2005. Her
contributions to the
campaign as Account
Director include
fostering relationships
with local businesses,
creating TMAS products,
presentation
preperation, primary
research and
interviewing Greater
Birmingham Humane
Society staff.

Cynthia is a senior
public relations major
from Westchester, New
York. She likes hot yoga
and enjoys drinking
coffee. Cynthia interned
with DKNY and
Victoria Secret this past
summer in New York,
New York. After
graduation Cynthia will
be moving to Portland,
Oregon to start her
dream job as an event
planner for an
investment firm. Her
contributions to the
campaign include
conducting interviews
at The Greater
Birmingham Humane
Society, developing
partnerships, strategies,
tactics and the
communicative
relationship between
TMAS and The Greater
Birmingham Humane
Society.

Stephanie Pulido
Stephanie is a senior
public relations
major from Los Angeles,
California. She enjoys
yoga, art and traveling.
Stephanie interned with
the Birmingham
Museum of Art and
Dietch PR and will be
attending graduate
school for strategic
public relations at the
University of Southern
California. Her
contributions to the
campaign as part of the
design team include
design layouts,
logo development,
primary reserach and
working with
fundraising contacts.

Table of Contents

Agency
1
Table of Contents
2
Situation Analysis
3-8
Primary Research
9-29
Strategic Implementation
30
Opportunity Statement
31
Target Audience
32
Fundraising
33-41
Manpower
42-46
Brand Awareness
47-56
Birmingham Lunch
57
Time Table 58
Budget
59
Thank You 60

Situation Analysis

Situation Analysis

Current and Past PR Strategies

The Tuscaloosa Animal Shelter does not currently,
nor have they ever, had a public relations strategy in
place. The animal shelter runs and maintains a
website, a Facebook account, and a YouTube account.
There have been no press releases, media kits or
community fundraising efforts to promote the
Tuscaloosa Metro Animal Shelter since the shelter
was started in 2008.

Key Publics
Our target audience is members of the
Tuscaloosa community and college students in the
area that have previously or will potentially volunteer
their time, money, and/or attention to the needs of
the Tuscaloosa Metro Animal Shelter.

Internal Audit

Situation Analysis

Performance

Internal Hinderances

The Tuscaloosa Metro Animal Shelter currently has a

yearly budget of $534,000. The current number of consistent
volunteers is about 15, but this number significantly declines
to approximately 10 during the summer due to students
leaving for break. The constant change in the Tuscaloosa
population leads to a decline in donations and volunteers.

The Tuscaloosa Metro Animal Shelter is set apart from their

local competitor, the Humane Society of West Alabama,
because of their active role in schools and their competitive
adoption fees. They are openly dedicated to finding a home
or sponsor for every animal that comes through their doors.
The staff members are animal-enthusiasts and are extremely
passionate. They are willing to help any potential pet parent.
TMAS goes above and beyond to ensure that animals are
healthy, physically and behaviorally, before they are taken
home. The animal shelter also provides an insurance that
covers up to $750 of vet fees, which makes them stand out
against competitors.

Niche

Structure

The Director of the Tuscaloosa Metro Animal Shelter,

Jennifer Earp, who primarily manages the shelters social
media, understands that the shelter must keep an active
online presence to successfully promote itself and their
animals. However, the shelter does struggle with
consistently managing and updating their social media
accounts. In our client interview, Earp explained that she
does not have the time or the manpower to give as much
attention as she would like to their social media platforms.
This lack of advertising and marketing leads to a large
deficiency of brand awareness and recognition. TMASs
weak social media presence creates a disconnect between
the shelter and its potential clients, volunteers and donors.
TMASs only active social media outlet is Facebook, but they
also run a website and have a YouTube account.

A welcoming and open environment helps the Tuscaloosa

Metro Animal Shelter feel approachable. Despite its smaller
size and overall lack of space, TMAS takes in any animal that
is brought to them and cares for them for as long as
possible. Jennifer Earp, the animal shelters director, directs
and manages day-to-day operations, and employs 12
full-time kennel assistants and adoption counselors to keep
the shelter running smoothly.

External Audit

Situation Analysis

Visibility

External Hinderances

On 35th Street in Tuscaloosa, Alabama, surrounded by

warehouses and factories, the Tuscaloosa Metro Animal
Shelter sits in a location that is less than satisfactory. Most
members of the Tuscaloosa community do not have any
knowledge of the shelter because of its proximity outside
of the city. The public needs to be persuaded that traveling a
few miles outside of town would benefit them more than
going to a competitor in the community. There is also a
lack of visibility in the social media aspect. Currently, the
shelter has 5,858 likes on Facebook. Facebook is as the
primary source of communication between the shelter and
its clients and is the only operating social media profile the
shelter uses. The shelter has a YouTube account that is
sporadically updated, but not well maintained.

Tuscaloosa Metro Animal Shelter loses potential donors and

volunteers in the community as an effect of external
hindrances. TMAS lacks awareness in the Tuscaloosa
community. In a survey of 325 people, 245 stated that they
have never volunteered at an animal shelter before. In 2014,
there were 36,155 students enrolled at The University of
Alabama and 51% of these students are from out of state.
Typically, more than half of the students at UA travel home
during the summer months, leaving TMAS with very few
volunteers. Additionally, families are less likely to adopt pets
because of time and budget constraints.

Competitors

Opponents

The Tuscaloosa Metro Animal Shelter is one of two

shelters in the Tuscaloosa area. The Humane Society of West
Alabama is their main competitor. These two shelters are
mainly competing for donations and volunteers. The Greater
Birmingham Humane Society located in Birmingham,
Alabama, about one hour from Tuscaloosa, is a shelter that
brings in approximately $5 million in donations yearly. This
shelter, although not in the general area, poses a great threat
against the adoption numbers at the Tuscaloosa Metro
Animal Shelter.

The main opponent TMAS faces are those who have a

negative stigma towards them because TMAS is a
euthanizing shelter. These people are actively posting
negative comments and rating TMAS poorly on social media
outlets. This creates skewed views of TMAS by potential
clients.

S.W.O.T Analysis

Situation Analysis

7
Strengths (Internal)

Weaknesses (Internal)

Dedicated staff members, powerful vision

and purpose statements, saving and
rescuing of animals, strong goal-oriented
leadership, Happy Hour services, good
relationship with local government officials

Limited budget and funds, small and

inconsistent volunteer base, subpar
facilities, social media outlets (Instagram),
hours (close too early during the week,
open for very few hours on the weekend)

Opportunities (External)
Elderly care facilities and retirement
communities, relationships with local
churches, student/sorority outreach,
community service opportunities,
awareness programs, TV time on local
channels

Threats (External)
Must take in every animal that is brought
to the shelter, changing student
population between seasons, overall
negative stigma towards kill shelters,
location, dog breeders as competitors

Situation Analysis

8
Problem Statement
The Tuscaloosa Metro Animal Shelter is a non-profit, government-funded
organization that is severely lacking in donations, volunteers and overall brand
awareness. This shelter is in dire need of a new facility or expanded facility, a
turf backyard to prevent the spread of illnesses between animals, and increased
donations to maintain the high volume of animals that are brought to the
shelter on a daily basis. Additionally, the shelter needs a consistent group of
volunteers that will be able to work several hours a week. Finally, the shelter
needs to expand their brand awareness by establishing a logo, creating and
frequently updating new social media sites, and marketing within the Tuscaloosa
community.

Primary Research

Primary Research

Objectives
PRisms objective was to find research from different
age groups in the Tuscaloosa community, clients who
have previously adopted from Tuscaloosa Metro
Animal Shelter, a client from a Florida humane
society, competing animal shelters and the TMAS
staff in order to discover the overall awareness and
primary needs of TMAS.

Sample
The respondents for our research ranged between
ages 18-56+, and included staff, volunteers, and clients
from three different animal shelters.

Methodology
Our research methods consisted of an online survey,
three in-depth interviews with clients of the TMAS,
one interview with a client of the Human Society of
Pinellas in Clearwater, Florida and two interviews
with the directors of TMAS and the Greater
Birmingham Humane Society. The online survey was
delivered through the online survey site, Qualtrics.
We conducted our survey and interviews over the
span of one week.

Key Findings

10

From our collected data, we found that female

college students (ages 18-25) are most likely to
volunteer at an animal shelter. We know from this
survey that 76% of those surveyed have never
volunteered at a shelter, with 73% citing a busy
schedule as their reason for not volunteering.
Additionally, from our interview with Greater
Birmingham Humane Societys director, we found that
90% of their volunteers were females over the age
of 50. With this information, we can conclude that it
is our job to inform the public of the services TMAS
provides, and aim for target audiences that will be
responsive to our campaign.

Campaign Implications
The biggest take away from our survey was that the
TMAS is recognizable by most in the Tuscaloosa
community, but that what is known about them is
predominately negative. Another key take away from
the survey is that the majority of people who want
to volunteer would consistently volunteer a few
hours each week. From our interviews, we also found
that those who have adopted from TMAS previously
are highly likely to adopt from them again.
Subsequently, people still lack knowledge of the
services available at TMAS, including their Happy
Hour and fostering programs. We plan to use this
research in order to inform people that TMAS is
worth their time, awareness and donations.

Primary Research

11
Issue: Fundraising

Client addressed a need for increased funds to manage the increasing number of animals coming into the shelter.
Solution: Research to better understand the current fundraising efforts at TMAS, as well as research to gain fundraising ideas
from a larger non-government funded shelter.
Research Method One

Interview with Tuscaloosa Metro Animal Shelter

Interview with Greater Birmingham Humane Society

Issue: Establish Brand in Community

Client stated lack of visual identity, no logo or brand awareness. Lack of awareness of the organization within the community
as well.
Solution: Research to understand what attracted past customers (i.e. how they found out about the shelter, etc.) and what the
overall community opinion of the shelter is.
Research Method Two

Community Interviews with people who have adopted

Research brand effectiveness of other animal shelters

Issue: Manpower

Client expressed an issue with finding and maintaining volunteers to supplement their small staff.
Solution: Research what motivates people to volunteer.
Research Method Three

Survey to see what drives people to volunteer

Primary Research

12
Research Method One
Visit the Greater Birmingham Humane Society
and conduct interviews with employees.
Objective: To compare and contrast the business similarities and differences between
Tuscaloosa Metro Animal Shelter and another shelter in the region.
Methodology: We are going to travel to the Greater Birmingham Humane Society to visit the shelter in
Birmingham, AL. In addition to the Greater Birmingham shelter visit, we will visit the Tuscaloosa Metro Animal
Shelter to compare and contrast the two shelters. Both of these methods will be completed by March 1st.
Sample: Employees and Volunteers at the Greater Birmingham Humane Society and the Tuscaloosa Metro
Animal Shelter.

Primary Research

13

Tuscaloosa Metro Animal Shelter Interview

Responses from Tara Freeman, Adoption Counselor and Jennifer Earp, Shelter Director
1. Our current budget is $532,000. TMAS has to put in requests for where we want our money from the government funding to go. For example, if we want to put in a turf backyard, which is what we are hoping to do,
we would have to submit a request for the $10,000 needed. We also have to allocate the budget for the salaries for all of the full-time employees working for us. With donations, we put it to use wherever it is needed
most at the time, whether that be for vet bills or dog toys.
2. Weve never held a fundraising event. Our only event was in December and it was a small raffle. We raised
about $460.

3. We have started but nothing is in stone yet. We currently have a lot of ideas on fundraising efforts. Were just
doing research on the ideas for now. Theres a lack of manpower to get the ideas going.
4. We have found that the best time for fundraising is spring and early summer because outdoor fundraisers
seem to work best, especially for shelters. It doesnt take a lot of effort to bring in donations during major holidays like Christmas or Easter.
5. There are no partnerships that specifically relate to the fundraising aspect of our shelter as of right now.
Christys Boutique in Northport allows for non-profit organizations to come in and set up a table. We also
know that Billys Bar and Grille is very pet friendly.
6. We are very interested in offering internships for credit and that is something we have had in the works for
awhile now.

Primary Research

14
Additional Questions:
1. Are you a no kill shelter?
2. How long do you hold drop offs or recovered animals before decisions are made to euthanize?
3. If I think my neighbor is abusing or neglecting their animal, can you help?
4. If I found a baby bird, a nest of baby squirrels or any other type of wildlife; do you help with these animals?
5. Can I check and receive progress reports on the animal(s) that I dropped off?
6. Do you have behavioral or medical assessments on the animals before adopting them to the public? If so, can you explain
your process?
7. What if my newly adopted animal becomes sick a short while after adoption, is there a guarantee with the adoption?
8. Do you ever deny adopters and if so, by what criteria do you go by to decide on a suitable adopter? What percentage of
applicants do you believe are actually denied?
9. What if the adoption doesnt work out, may I return my animal for a refund, or do I have to pay for the service of returning?
10. Is there a list of qualifications that adopters have to meet to adopt, if so what are the most important ones?
11. Does the shelter feel it is in their best interest to match the adopter with the pet, do you participate in the choosing of the
pet, or is it totally up to the adopter which animal they choose?
12. Can you deny an adoption on personal instinct or past adoptions?

Responses from Tara Freeman, Adoption Counselor and Jennifer Earp, Shelter Director

Primary Research

1.Yes, but only after all other avenues have been exhausted.

15

2. We will hold them for as long as possible, but once a certain amount of time has passed they have to start evaluating whats best for the
animal in that scenario.
3. TMAS cannot do anything about abused or neglected animals, other than refer the person complaining to animal control. We cannot take
an animal from their home even if abused/neglected unless it is brought to them by animal control.
4. We can take in any animal, but they must be brought in. TMAS cannot go out and retrieve the animals.
5. A person cannot check on an animal after they have dropped them off at TMAS. Rights to see or obtain any information on the animal is
signed over during the drop-off process.
6. TMAS does behavioral and physical assessments on animals brought to them if they are 6 months or older, and food aggression
assessments on any animal younger. They have multiple evaluations throughout their time in the shelter like heartworm tests and aggression
evaluations. They are also evaluated before adoption.
7. Free insurance is avaliable for adopters up to 30 days after adoption, worth up to $750 on certain illnesses.There are no guarantees in
refunds, but it varies on each adoption case.
8.Very few people have ever been denied adoption. TMAS has an application that narrows down the perfect candidate. One of the main
reasons adoption is denied is because animals are not allowed in the adopters rented home or apartment.
9. A person bringing an animal back does not have to pay a return fee, but they will only receive their money back in very rare situations.
10. The qualifications are found on the application. The main qualifications are that the adopter has to be at least 19-years-old, and living in a
place that allows animals.
11. TMAS is very involved with matching an adopter to a pet, but it is ultimately up to the adopter. The shelter obviously wants the animal to
meet the needs of the adopter, so they will deny adoption if the animal does not seem to fit well with the adopter. For example, TMAS will
not adopt a young puppy to a 90-year-old.
12. We have a very low adoption denial rate. We use our judgement on who is best fit for the animal and they must fill out an extensive
6-page application.

Primary Research

16
Greater Birmingham Animal Shelter Questions:
1. Where does the majority of the funding come from for the shelter, from local businesses or from patrons?
2. Since you are not government funded, do you supply financial statements to the public?
3. What is the average gift of local patrons?
4. What are the means that you use to collect the donations from the patrons?
5. How do you do the majority of your advertising?
6. Is there a screening process for your volunteers, what are the requirements?
7. Who are your biggest adopters?
8. What percentage of animals is returned?
9. Do you provide physical exposure for the animals to be adopted, ie: field trips to hospitals, schools, etc.
10. What is the biggest fundraiser?
11. Who started it and why?
12. How many operations or branches are there and do you wish to incorporate more in the future?
13. Who designs if anyone your logos on toys, blankets, etc.

Primary Research

Greater Birmingham Animal Shelter Interview

Responses from Heather Taylor, Director of Marketing and Branding
In regards to funding:
Budget 1.7 million donor budgets

Won bid for Birmingham Animal Control

Budget now 5.6 million yearly total
Patron donations

24 Active Board Members

Civic leaders, CPAs, attorneys
Donations

The lower level of donations consist of thousands of patrons

Average gift is $50

Several thousand give $25 donations

Holds 600 active volunteers

BBVA Compass is an active participant daily

Hoover Library is a corporate sponsorship
Funds budget

Education for the public on spay & neutering
Funds

Annual parade at Ross Bridge for Mardi Gras

On Sunday before Mardi Gras from 1 pm 3 pm
$10 admittance fee per person for parading and activity with animals
Adoption days at Pet Super Market

Financial Programs for those to assist in the Pet Pantry

Pet pantry helps feed and take care of an animal that a financial struggling pet owner may have to give

up a pet, they help feed the pet so it can stay with its owner and not be sent to the shelter

17

Primary Research

In regards to volunteers and adoption:

To become an active volunteer

Formal application to fill out, volunteering in cleaning, advocating and marketing

Not just for playing with animals, they hold training for the volunteers
Average volunteer

Most volunteers are women who are retired, they volunteer 10 hours a week
Donor Advertising

Quarterly newsletter focuses on featuring happy stories

Before & After on social media

Pet of the week features in news

Use of AL.com helps with advertising the fundraisers
Annual Do Da Days in Birmingham

Participation for over 20 years

Usually raises $40,000
Fostering and/or Adoption

People wishing to foster are interview by leaders

Questions involve opinions on fostering, knowledge and honestly if they are willing to shovel dog mess,

if not willing they fail fostering
Screening

There is a large fostering program designed to train and screen people based on socio and economic
factors
Adoption

Criteria to be met, counselors determine if person is a good candidate

Behavior Assessment Manager, handles needs of animals and adoptees
Alabama Shelter Veterinarians

Vet care for the shelter Dr. BJ Pash

Auburn interns assisting in surgeries

Gives the interns 30-40 surgeries before graduation compared to the normal 2-3 surgeries, which in

turns gives the shelter cost saving surgeries

18

Primary Research

19
Research Method One Key Findings
Issue: Fundraising
Interviews with TMAS + GBHS

Small, passive fundraising events are not bringing in the donations needed

TMAS needs a local business to sponsor their shelter, for example, BBVA Compass bank is a
sponsor for GBHS

There is a great need for consistent donors

GBHS stated that over 90% of their volunteers were women age 50+, leading to a greater amount
of manpower to host fundraiser events

Need to establish a media plan, including advertising and marketing for current fundraising efforts

Primary Research

20

Research Method Two

Interviews
Objective: To understand perception of the adoption process at the Tuscaloosa Metro Animal Shelter from three
different publics from within the community.
Methodology: Phone or face-to-face interviews will be conducted prior to March 1st based on the participants
availability and location convenience.
Sample: Tuscaloosa resident, a UA student, and a Tuscaloosa family.

Primary Research

21
Research Method Two
Issue: Branding
Research Instrument: Community Interview Questions
1. Did you adopt a dog or cat? Age when you adopted?
2. Why did you choose a shelter instead of a pet store, breeder or private entity?
3. Did you take advantage of the services (Happy hour/take the animal home to meet other pets, family members) to help you adopt?
4. Did you choose an animal that was spayed/neutered? Or did you make that a personal responsibility once
adopted? If not, why?
5. If you could adopt again, would you go through the Tuscaloosa Metro Animal Shelter?
6. Did you find the process easy? What was your biggest complaint? Most helpful element?
7. Did you feel there was a good overall selection of animals to choose from at the shelter?
8. What area(s) does the shelter need to improve?

Primary Research

22
Consensus collected from:
Three females, one male
1 College female, 1 College male
1 Woman (age 40, with family)
1 Woman (age 35, single)
1. All adopters answered that they had adopted a dog. The average age of the dog at adoption was under a year old.
2. Generally, the adopters said they wanted to save a life and/or that the low cost of adopting from a shelter was appealing.
3.A majority of the adopters used the services provided by the shelter to make sure the animal played well with their children, or
to validate the connection between the animal and the adopter. The shelter in Florida did not provide any services such as Happy
hour, so she responded no.
4. One of the adopters whose dog was 7 months old at the time of adoption was neutered. The other three participants stated
that the dogs were too young to be spayed or neutered at the time of adoption, but all of the adopters took their animal to be
spayed/neutered when they were of age. The adopters stated that the shelter reimbursed them for the procedure costs.
5.The consensus was that they would all adopt from their prospective shelter again, with three of the four participants adopting
from the Tuscaloosa Metro Animal Shelter.
6. Overall, every adopter said that the process of adoption was very easy. Two adopters said that their biggest complaint was the
location and the facilities. Each adopter said that the staff was the most helpful element of their experience at an animal shelter.
7. The general consensus was that the shelter had an okay selection, but that they understand these are animals that are not going
to be from a breeder or a pet store. One adopter stated she was pleased with the different sizes and personalities.
8. Two adopters stated that nothing came to mind, and that TMAS is no better or worse than any other shelter. The other two
interviewed adopters stated that areas of improvement would include working on behavioral issues with the animals and/or that
the shelter is gloomy.

Primary Research

23
Research Method Two Key Findings
Issue: Manpower
Survey

College aged women ages 18-25 are the most likely to volunteer

76% have never volunteered, 73% cite a busy schedule

The majority of those willing to volunteer would want to work several hours a week

A high percentage of people in the Tuscaloosa area know about TMAS, but are not aware of the
specific programs TMAS offers

Overall, there was a complaint that the hours of TMAS were not flexible and did not fit their
day-to-day schedule, including the lack of weekend and after-work hours

Primary Research

24

Research Method Three

Survey
Objective: To gather statistical information about the communitys awareness and relationship with the
Tuscaloosa Metro Animal Shelter.
Methodology: Survey will be available online through Qualtrics.com via convenience sampling from February 1st
to March 1st.
Sample: Tuscaloosa residents that have access to Internet and the survey.

Primary Research

Research Method Three

Issue: Manpower
Research Instrument: Survey
Active Link: https://qtrial2014az1.az1.qualtrics.com/SE/?SID=SV_3xfQ6SHbF48YAbH
1. Gender:

a. Male

b. Female
2. Age

a. 18-25
b.26-35
c.36-45
d.46-55
e.56+
3. Location

a. City of Tuscaloosa resident

b. County of Tuscaloosa resident

c. Other
4. Occupation

a. Employed

b. Unemployed

c. Student
5. Which of these three shelters have you heard of? (acknowledge all that apply)

a. The Humane Society of West Alabama

b. The Greater Birmingham Humane Society

c. Tuscaloosa Metro Animal Shelter
6. Have you ever volunteered at an animal shelter?

a.Yes

b. No

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Primary Research

25
7. If you were to volunteer for an animal shelter, what would attract you? (acknowledge all that apply)

a. Flexible hours

b. Proximity

c. Friendly Staff

d. Other (please specify)
8. If volunteering, what is your ideal volunteer time span?

a. A few hours a day

b. A couple days a week

c. A couple times a month

d. Sporadically or just special events
9. What has kept you from volunteering?

a. Transportation

b. Distance

c. Finance

d. Busy Schedule

e. Not Interested
10. Do you know what animal fostering is?

a.Yes

b. No
11. If yes, what would your ideal time span be?

a. Several hours a day

b. One day

c. A weekend

d. One week or more

c. Month or longer

Primary Research

Survey data collected from 325 responses:

1. Gender:

84% Female

16% Male
2. Age:

47% 18-25
21% 26-35
13% 46-55
12% 56+
7% 36-45

3. Location:

40% City of Tuscaloosa resident

34% Other

27% County of Tuscaloosa resident
4. Occupation:

48% Employed

41% Student

11% Unemployed
5. Have heard of:

77% Tuscaloosa Metro Animal Shelter

66% The Humane Society of West Alabama

42% The Greater Birmingham Humane Society
6.Volunteered at an animal Shelter?

76% no

24% yes

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Primary Research

27
7. What attracts you to volunteering at an animal shelter?

65% Flexible hours

57% Friendly staff

44% Proximity

11% Other

Animals being the predominate response to category Other
8. Ideal Volunteering Time Span:

36% A couple hours a week

28% A couple times a month

27% Sporadically or just special events

9% A few hours a day
9. What has kept you from volunteering?

73% Busy schedule

10% Not Interested

7% Transportation

7% Distance

3% Finance
10. Do you know what animal fostering is?

83% Yes

17% No
11. If known (ideal time span for volunteering)

29% A weekend

23% One week or more

17% One day

15% Several hours a day

15% A month or longer

Primary Research

28
Survey Results

Loca4on

County of Tuscaloosa Residents

Other
City of Tuscaloosa

Occupa4on

Unemployed

36-45
56+
46-55

Age

Gender

Student
Employed

26-35

18-25

Male

20

Female

40

60

80

100

Primary Research

29
Research Method Three Key Findings
Brand Awareness
In-depth interviews with adopters

Those who have adopted once from TMAS are highly likely to adopt again

We need to actively integrate into the community a positive image of the shelter and the opportuni
ties they offer, like happy hour and fostering

We must create new social media profiles, specifically on Instagram, to reach the college demographic.
The shelters website needs to be completely revamped

TMAS has a good reputation with those who have previously adopted from them

Reach a different demographic because of the return rate by students

30

Strategic
Implementation

Opportunity Statement

31

In order for this campaign to successfully help the Tuscaloosa Metro

Animal Shelter receive donations, increase the number of consistent
volunteers, and raise brand awareness, we must stress the importance of
the animal shelter to the Tuscaloosa community by demonstrating it is
worth the time, money, and attention desired.

Target Audience

32
Members of the Tuscaloosa community that have previously or will potentially
volunteer their time, money, and/or attention to the needs of the Tuscaloosa
Metro Animal Shelter.
Who? Members of the Tuscaloosa community that are 50+ in age, and who are still active.
What? The Tuscaloosa Metro Animal Shelter is in need of manpower, donations, and brand awareness
in the Tuscaloosa community.

When/Where? June 2015- June 2016 is our timeline. The location of our strategies and tactics
will take place throughout the county and city of Tuscaloosa and Northport.

Why? To generate the local target audience needed to promote the growth and success of TMAs.

Objective

33

To generate $10,000 in donations for a new turf backyard for the Tuscaloosa Metro Animal Shelter by April 2016.

Strategy

Fundraising

Create a media kit including a feature story to spread awareness of the fundraising efforts of the TMAS.
Media kit will include a backgrounder of TMAS, a fact sheet, statistic sheet, news release and feature story.

Tactics
-Partnership to include locally owned car dealership for closer sponsorship within the community; sponsor
to provide publicity and advertising, help raise funds for the facility, partner with TMAS with any fundraising
efforts/projects. We will bring the media kit to provide information for each dealership, and we will also bring
information about the partnership agreement.
-Work with Uptown Art - $30 to paint, $10 of that is donated to TMAS. Make this event a monthly calendar
event and trip for assisted living centers throughout Tuscaloosa and Northport. We will speak with the owner
of Uptown Art, Kelly Magadan, at (205) 239-1285, tuscaloosa@uptownart.com to schedule the dates and then,
we will speak to the Assisted Living Centers in Tuscaloosa and Northport to confirm dates.
-Partnership with Publix to create paw print donation card, $1 - $10 donation to TMAS. Donation cards to be
pinned on walls of grocery store for more recognition. We will speak with the general manager at Publix on
University Blvd., Justin Sheehan, to set a meeting with him and his team to present our media kit and to discuss
if Publix can partner with TMAS.

Backgrounder

Media Kit

34

Hundreds of animals are left on the streets in Tuscaloosa, injured without help, or left behind by students in the summer. Tuscaloosa
Metro Animal Shelter thrives on its desire to help every animal that comes through their doors and has huge dreams to grow (J. Earp, personal
communication, February 2015).
Tuscaloosa Metro Animal Shelter was opened in July 1994, and it is a 501c3 registered non-profit organization. The shelter is primarily funded
by the City of Tuscaloosa, City of Northport, and Tuscaloosa County Commission, but also receives donations from the community. Additionally, the
shelter meets their funding needs through adoption fees and redemption fees once an animal is retrieved from their lost and found services
(Tuscaloosa Metro, n.d.). Their current budget is $543,000 and is allocated by a strict budget set at the beginning of every fiscal year. Shelter director,
Jennifer Earp, and her twelve full-time employees run the shelter Monday-Saturday. The current number of shelter volunteers is 15; this number
significantly declines in the summer to approximately 10.

According to the Tuscaloosa Metro Animal Shelters website, as of January 2015, the shelter received 361 animals. Additional statistics include
21 owner reclaims, 57 rescues, 85 adoptions, 14 fostered, and 147 euthanized animals. These statistics are available to the public as an informational
and educational tool. It is important for the community to understand the high volume of animals that come to the shelter monthly, and how the staff
decides what the best option is for each animal.
Currently, the greatest effort that Tuscaloosa Metro Animal Shelter is working on is their daily Happy Hour. Happy Hour is an opportunity for people
to come and check out a dog for the day. This gives the dog much needed attention and exercise, as well as advertises them for adoption. Happy
Hour has been a huge success within the shelter, and adoption rates have greatly increased since the launch of the Happy Hour program
(Bowen, 2015). It is efforts like this that help the shelter gain popularity and notability within the Tuscaloosa community.
Internally, the shelter is in great need of donations, manpower, and brand awareness. There are currently no public relations practices in place
at the shelter. Fundraising efforts are limited as well. One fundraising effort has been conducted, and this effort raised approximately $460. The animal
shelter has an extensive 8-page adoption form to insure that each animal is going to a safe home. An adopter must be at least 19-years-old, and they
must be able to prove that their place of residence allows animals (J. Earp, personal communication, February 2015).
What is most important to us is that these animals get out of this shelter, and into a loving home, said Earp.
There is a major need for volunteers. It is extremely difficult for the shelter to keep consistent volunteers due to the large student
population in Tuscaloosa. The current number of 15 volunteers is simply not enough to do everything that needs to be done in the shelteAdditionally,
methodical and consistent donations are needed to keep up with the high volume of animals that the shelter sees weekly
(J. Earp, personal communication, February 2015).
We need volunteers that truly love these animals, and understand what are passions are here at the shelter, said adoption counselor, Tara
Freeman.
Externally, the animal shelter must take in every animal, no matter the animals condition, and care for them to the best of their availability.
Earp said that the shelter may have hundreds of animals brought to them in one week and some require immediate veterinarian attention, which is
very expensive. Additionally, competition from other shelters in the surrounding areas threatens the number of volunteers and donations Tuscaloosa
Metro Animal Shelter receives. Brand awareness is also an issue because of the lack of a logo, and a visual identity kit.
The animals of Tuscaloosa and Northport deserve a second-chance at life, and Tuscaloosa Metro Animal Shelter does everything in their
power to make sure that happens. External and internal problems have hindered Tuscaloosa Metro Animal Shelter from advancing and expanding
their facilities. Externally, the shelter has to accept every animal brought to them by animal control in all the jurisdictions that fund their efforts. Also,
the high amount of dogs that are not spayed or neutered in the area leads to a high amount of homeless animals. Internally, the shelter lacks funding,
manpower, and any type of visual identity system. With all of these elements hindering their success, the Tuscaloosa Metro Animal Shelter needs the
attention of the Tuscaloosa community in order to keep serving the animals in this city.

TUSCALOOSA METRO ANIMAL SHELTER

35

3140 35th St, Tuscaloosa, AL 35401-- Phone: (205) 752-9190 -- Email: mas@hiwaay.net
FACT SHEET

Fact Sheet

Media Kit

Nationwide Humane Societies*

-Approximately 7.6 million companion animals enter animal shelters nationwide every year. Of those, approximately 3.9 million

are dogs and 3.4 million are cats

-Each year, approximately 2.7 million animals are euthanized

-Of the dogs entering shelters, approximately 35% are adopted, 31% are euthanized and 26% of dogs who came in as strays are

returned to their owner

-About twice as many animals enter shelters as strays compared to the number that are relinquished by their owners
Tuscaloosa Metro Animal Shelter
Statistics as of January 2015**

-Animals received: 361

-Owner reclaims: 21

-Rescued: 57

-Adopted: 85

-Fostered: 14

-Died at the shelter: 8

-Dead at arrival: 3

-Euthanizations: 147
Shelter Information

-Tuscaloosa Metro Animal Shelter was opened in July 1994, and is a 501c3 registered non-profit organization

-The shelter is primarily funded by the City of Tuscaloosa, City of Northport, and Tuscaloosa County Commission

-Shelter director, Jennifer Earp, and her twelve full-time employees run the shelter Monday-Saturday

-Their current budget for a fiscal year is $543,000, this budget includes employee salary
*Information found at https://www.aspca.org/about-us/faq/pet-statistics
**Information found at http://www.metroanimalshelter.org/statistics.html
For more information, please contact Jennifer Earp at (205) 752-9190 or email at mas@hiwaay.net.

36

TUSCALOOSA METRO ANIMAL SHELTER

3140 35th St, Tuscaloosa, AL 35401

Phone: (205) 752-9190
NEWS RELEASE
Date: ----
FOR IMMEDIATE RELEASE

Contact Information
Jennifer Earp, Shelter Director
Office: (205) 752-9190
Email: mas@hiwaay.net

TUSCALOOSA METRO ANIMAL SHELTER SETS OUT TO RAISE $10,000 FOR NEW TURF YARD

News Release

Media Kit

TUSCALOOSA, Al. - The Tuscaloosa Metro Animal Shelter (TMAS) has announced their plan to generate
$10,000 in donations for a new turf backyard at their Tuscaloosa facility. Partners listed to participate in
the fundraising efforts include Honda, Uptown Art, and Publix. Members of the Tuscaloosa and
Northport communities are encouraged to get involved as well.
The fundraising efforts will help benefit the animals at the Tuscaloosa Metro Animal Shelter, a non-profit
organization serving Tuscaloosa and Northport. The shelter is primarily funded by the City of Tuscaloosa,
City of Northport, and the Tuscaloosa County Commission. Since the shelter is governmentally-funded,
their budget is very strict, and they rely heavily on donors.
The partnership between TMAS and Honda will consist of mutual publicity and advertising
opportunities. Honda has agreed to help raise funds for the facility and will partner with TMAS on any
upcoming fundraising events. Uptown Art and owner, Kelly Magadan, have also agreed to a partner with
TMAS by donating $10 of every $30 painting once every quarter. The event will be a calendar event for
assisted living centers throughout Tuscaloosa and Northport, but is also open to the public. Additionally,
general manager, Justin Sheehan, of Publix has agreed to partner with TMAS by offering customers the
opportunity to donate to TMAS on a paw print donation card.
Tuscaloosa Metro Animal Shelter was founded in July 1994, and is managed by shelter director, Jennifer
Earp. Earp works closely with 12 staff members and volunteers to maintain the high volume of animals
brought into the shelter daily. The staff at the animal shelter states their deep passion for placing all of
their animals in their forever. In January 2015, TMAS reported taking in 361 animals in one month alone.
The shelter can house up to 200 animals at a time. Space is very limited and Earp hopes to expand soon.
TMAS is open Monday- Friday from 8 a.m.- 5 p.m and on Saturdays 8 a.m. - 12 p.m.
For more information about the animal shelter or their fundraising efforts, please contact Jennifer Earp
at (205) 752-9190 or email at mas@hiwaay.net.Visit www.metroanimalshelter.org to learn more about
the shelter and what you can do to help.

37

TUSCALOOSA METRO ANIMAL SHELTER
TUSCALOOSA METRO ANIMAL SHELTER PARTNERS WITH UPTOWN ART
TUSCALOOSA, Al. -Each year approximately 7.6 million animals enter animal shelters across the United States. With such a large
quantity of animals orphaned by their former families, many animal shelters struggle.
Tuscaloosa Metro Animal Shelter is a local example with their hands full.
TMAS Director Jennifer Earp said often the shelter may receive hundreds of animals brought to them in one week with many of
which needing immediate veterinarian attention which can be expensive. In January 2015, they received a total of 361 animals.
In a combined effort to help Tuscaloosa Metro Animal Shelter, the shelter has partnered with Uptown Art to help raise money and
spread awareness for the animals in the shelter.

Feature Story

Media Kit

Uptown Art is a social art experience located in downtown Tuscaloosa. They provide hands-on art instruction in a fun and relaxed
setting where art enthusiasts can create a masterpiece to take home.
One event this partnership is offering is Paint Your Pet. Where animal lovers and art enthusiastic can bring photos of their pets
to the event and art instructors will assist in teaching patrons how to paint their furry friends on an 11 x 14 canvas. Each event
costs 30 dollars. Uptown Art keeps 20 dollars and 10 dollars is donated to the Tuscaloosa Metro Animal Shelter.
Kelly Magadan is the owner of Uptown Art and an avid animal lover.
There are a lot of animal lovers and activists in the area and so many pets in need, Magadan said.
The initial plan is to do quarterly events, but Magadan said she is interested in expanding the calendar to accommodate monthly
events.
This is not the first time Uptown Art has paired with a local community organization. In the past, Uptown Art has worked with the
VA Hospital, Juvenile Diabetes, and Secret Meals For Hungry Children.
Magadan and her family have always had big hearts for Tuscaloosa Metro Animal Shelter. With her oldest son working as a
volunteer for the shelter throughout high school and they adopted their cat Matty from the shelter several years ago.
Both Tuscaloosa Metro Animal Shelter and Uptown Art are enthusiastic about this new partnership.
We hope that working with TMAS will encourage people to go out and adopt and then come back and paint their babies,
Magadan said.
Those interested in donating to the Tuscaloosa Metro Animal Shelter can donate online through their website at www. Metroanimalshelter.org.
Those interests in Paint Your Pet can register online at UptownArt.com. Once registered, email a large, close-up photo of their pet to
Tuscaloosa@UptownArt.com. Uptown Art will have the photograph sketched on a 11 x 14 canvas.

38

Townsend Partnership

Fundraising

Contact

Joe Townsend
205-561-1529
Maze920@yahoo.com
A meeting took place with owner, Joe Townsend, from Townsend Ford and Nissan dealerships.
Townsend was presented with the idea of sponsoring TMAS for future events. Townsend was extremely open and offered acceptance to partner with TMAS for future events. He wanted to know
what he could contribute to the community and believes TMAS could be exactly what he is looking
for in regards to a partnership. Townsend is open to having the animals at the dealership during a
large event or smaller event. Townsend is waiting for Earp to phone and start a dialogue about a plan
of action.

39

Uptown Art

Fundraising

Contact

Kelly Magadan
205-239-1285
tuscaloosa@uptownart.com
The owner of Uptown Art, Kelly Magadan has agreed to host a quarterly fundraising night in
partnership withTMAS. The theme of the art night could be paint your own pet which Kelly has done
before and has said is a huge success. With 24 available seats within her studio, TMAS has the ability
to raise $240 per event. If TMAS does indeed decide to particpate in a quarterly art night at Uptown
Art, in one year alone TMAS can potentially raise $960.

Publix Partnership

Fundraising

40

Partnership with Publix Paws

Publix Paws is a free club that makes it easy to strengthen your bond between your dog or cat. Become a
member of Publix Paws and receive email coupons for pet food, toys, accessories, and treats. Get tips and
tricks for helping pets be the happiest through their expert advice.
TMAS would hang Publix Paws fliers in their shelter promoting the free services and coupons at Publix. This
would better assist with new adoptions and motivate people to adopt, increasing adoption numbers and
lowering return rates for TMAS.

41
Requests for Publix gift cards, Sponsorships and Program ads

Publix Partnership

Fundraising

1. All requests must be submitted on the letterhead of your nonprofit.

2. If you are a letter (501)(c)(3) organization please include a letter of determination from the IRS.
3. Include all details about activity and what specific donation or assistance you are requesting from Publix.
4. Mail or Fax your letter of request at least 4 weeks prior to the date of the event to:
Publix Super Markets, Inc.
Attn: Media and Community Relations
2600 Delk Road
Marietta, GA 30067
Office: (770) 952-6601
Fax: (863) 616-5800
Link to document: https://publix.sponsor.com/

Objective

42

To achieve, by April 2016, a 15% increase in the number of students and senior citizens who will actively and
consistently volunteer their time at TMAS, leading to an increase in man power

Strategy

Manpower

Enlist local community groups, such as church groups, assisted living centers and senior centers to make the
need for volunteers known. Present media kits to the organizers of the community groups. Create a
presentation on why they should get involved with TMAS and the fundraising efforts - bring them to TMAS
to hold this presentation so that they recieve a firsthand look at the shelter and their needs.

Tactics
-Inforporate adult church groups into activity by having guest speakers with small breed animals and
refreshments, introduce program that makes field trips to TMAS. Additionally, we will launch a
partnership with senior citizen centers and assisted living centers in the Tuscaloosa area. We will create
a system of scheduled visits to TMAS once every week. We will speak to event coordinators at Calvary
Baptist, Holy Spirit, St. Francis and Church of the Highlands to create this program.
-Create a volunteer and intern application/database - Meet with Dr. Joe Phelps to get internship
qualifications list to present and to create a guideline form. Internship to include filmmaking position
to make a commercial for Cobb theatre in Tuscaloosa. The internship will also be for social media/web
design, pet adoption, and humane society maintenance.
-CW, ClassiTides, Northport Gazette Free advertising slots to recruit volunteers; these are free
advertising newspapers throughout the Tuscaloosa area for private individuals and local business
owners. This could be ongoing because it is free of charge and does not require too much attention
from volunteers or staff. We will create and design the small advertising slot.

43

Manpower

Partner with Church Groups

Contact
Church of the Highlands
205-345-1589
1081 Fairpax Park Drive
Tuscaloosa, AL 35406
Church of the Highlands has seven older adult (65+) small groups.
Average group size is 10 members.
St. Francis Catholic
Heather Schinetsky
heather.schinetsky@stfrancisuofa.com
205-758-5672
811 5th Avenue
Tuscaloosa, AL 35406
St. Francis does not have an organized small group program,
however Schinetsky said their older congregation would be
interested in volunteering (approximately 100 people).

44
Contact

Internships

Manpower

Dr. Joseph Phelps, Advertising and Public Relations
(205) 358-8646

phelps@apr.ua.edu
Anita Hamlett, Director of Academic and Professional Advancement

(205) 348-7692

ahamlett@apr.ua.edu

Internship and Guideline Form

The guideline form for this specific internship would be talked out with
Dr. Phelps and Ms. Anita Hamlett. They are in charge of specifically locating
and offering internships for the building of communication. By working it
out with the Tuscaloosa Metro Animal Shelter, this student that is interning
would get specific guidelines for what TMAS needs.
Setting up an internship through Dr. Phelps and Anita Hamlett. Anyone can
do this internship and just need to meet the qualifications. Jennifer, Can
pick and choose with following applicants whether they come from a different college or communications.

Qualifications
Given to a student with 2.5 or higher GPA
Enrolled into the upper division with 60 or more earned
hours
Open to Juniors and Seniors
Open to students who are academically poised to
accept professional challenges enrolling in 400-level classes
Study, Internship, and service learning options
Can be in any kind of Major/Minor
Student must hold a 3.0 GPA through semester
Internship can count for up to 3 hours
Must have a final project/paper to support internship
Only 10 hours per week is required
Can intern Fall, Spring, or Summer
Looking for social media/web design, pet adoption, and
humane society maintenance
Can also include film making position

Manpower

Sample Internship Application

TUSCALOOSA METRO ANIMAL SHELTER

3140 35th Street
Tuscaloosa, Alabama 35401
MAS@hiwaay.net
(205) 752-9101

Internship Application
Please email application and resume to MAS@hiwaay.net
Name:
GPA:
Major:
Year in school:
What skills do you have?
What would you be interested in doing for Tuscaloosa Metro
Animal Shelter?
How many hours a week can you intern?
When can you intern: Fall? Spring? Summer?
Why do you want to intern for TMAS?
Comments:

45

Pine Valley Retirement Community Partnership

Manpower

46
Contact

Pine Valley Retirement Community: (205) 329-8700

Pam Essary, Director of Independent Living:
Angie Cooper, Activity Director: (205) 349-8838
Pine Valley Retirement Community in Tuscaloosa, Al and they are very open and excited to do a
partnership with Tuscaloosa Metro Animal Shelter. Some members of the facility do have dogs or cats
and by working with TMAS, they think it could be a very therapeutic idea for the residents.
Pam Essary is the Director of Independent Living and works with the marketing aspects. We would
love to partnership with the independent living community so that TMAS dogs and cats could have an
ongoing relationship from week to week, Essary said.

Trips to TMAS

Help to Foster

Activities with Pine Valley
Volunteers

Pine Valley Retirement Community has been in Tuscaloosa for over 25 years and works with a lot of the universities students and faculty. With a partnership with Pine Valley and The Tuscaloosa Metro
Animal Shelter we can bring life to the community.

Brand Awareness

47
Objective
To increase general brand awareness of the purpose, vision, needs and opportunities available at the
Tuscaloosa Metro Animal Shelter by 25% before April 2016.

Strategy
Enlist local businesses to help raise awareness of TMAS and their mission, Use creative strategies to
establish advertising initiatives.

Tactics
-Sponsored dog toys (Frisbees, tennis balls) and t-shirts with TMAS and sponsor logo to pass out around the
community - T-shirts for the staff and volunteers at TMAS
-Design a logo for TMAS- We will create a visual identity system and stationery system.
-Tent on the quad during one regular season football game, bring animals that can be adopted, volunteer sign
up sheets- We will recruit the assisted living center to be involved with helping in the manpower of running
the tents operations, plain white tent with TMAS banner - TMAS logo and possible sponsor logo.

Logo

Brand Awareness

48

TUSCALOOSA METRO ANIMAL SHELTER

Visual Identity System

Brand Awareness

Logo

49
Colors

TUSCALOOSA METRO ANIMAL SHELTER

C0 M27 Y99 K0
R254 G190 B16
81 14 80

Secondary Logo

T MA S

C0 M67 Y86 K0
R244 G118 B55
64 46 56

C69 M14 Y0 K0
R0 G174 B239
62 -44 -50

Typeface

Futura Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

C69 M0 Y73 K0
R75 G186 B118
68 -45 24

Website

Brand Awareness

50
This website corrosponds with the visual
identiy created for TMAS.
Website created through Wix, an easy to use,
web development platform that allows users
to edit online sites through drag and drop
tools. No knowledge of html required for
operation.
Wix Account Log In
PrismPublicRelations@gmail.com
Password: welovetmas
Website Address
prismpublicrelatio.wix.com/tmas
(can change website address with an
upgraded account for $9.25 a month)

Advertisement: Poster

Brand Awareness

51
ou be my
y
l
l
i
W

T MA S
T MA S

Forever Home?
TUSCALOOSA METRO ANIMAL SHELTER

For more information

www.metroanimalshelter.org
3140 35th Street, Tuscaloosa, AL 35401
(205) 752-9101

Business Card

Brand Awareness

52
Jennifer Earp

Front

Director, Tuscaloosa Metro Animal Shelter

T MA S

(205) 752-9101

MAS@hiwaay.net
3140 35th Street Tuscaloosa, Alabama 35401

Back

TUSCALOOSA METRO ANIMAL SHELTER

Stationary

Brand Awareness

53
TUSCALOOSA METRO ANIMAL SHELTER
3140 35th Street
Tuscaloosa, Alabama 35401
MAS@hiwaay.net
(205) 752-9101

Local Advertising

Brand Awareness

54
The Northport Gazette
Price: Start at $35 for a 2 x 4 Ad to $200 for a half page Ad.

Tuscaloosa News
Price: $775 per month for a full color Ad to run for four weeks, twice a week, Wednesday
and Sunday.

Tuscaloosa Billboard
Price: Can be rented for $300 per month for a 12 month contract
(Earp can call to reserve)
Current Availability: Highway 82 East is available in a top or bottom with a right read going
into Tuscaloosa, or a single stack, same location with a left read; all three locations contain
lighting for night readability. 69 South on Bear Creek Cut-off Road is available, without
lighting. Highway 11 in Tuscaloosa and Highway 11 in Cottondale, also without lighting.
(Subject to change with non-renewal of contracts)

Advertisment: Billboard

Brand Awareness

55
W ill y

ou be my

T MA S
T MA S

Forever Home?
TUSCALOOSA METRO ANIMAL SHELTER

For more information

www.metroanimalshelter.org

Gameday Promotion

Brand Awareness

56
TMAS Loves The Tide

T MA S
Banner was created with logo reading TMAS loves the Tide in vinyl for TMAS to use and hang on a tent
on the UA quad during gamedays. This will serve as a promotional event for TMAS where they can bring
dogs to the tent for people to see during gamedays.

Pricing

Basic tent: $179

UA Crimson Tide tent: $249
(Both are available at Academy Sports)

Birmingham Lunch

57
TMAS Director Jennifer Earp holdsThe Greater Birmingham Humane Society in high esteem. She hopes to one
day have as much success as them. After we became aware of this admiration we reached out to GBHS.
Amanda Bates, Director of GBHS was happy to offer Jennifer with advice and helpful tips to create a more
successful shelter.
The best thing a service organization can do, whether they serve animals, people, or both, is work in
partnership with other like-missioned organizations. Being admired by the Tuscaloosa Metro Animal Shelter is
a great honor, not only because GBHS wants to be a strong resource for organizations advocating for animal
welfare, but we want the shelters and rescues in the whole state of Alabama to work together to change
spay/neuter legislation and the negative shelter mind-set for the benefit of animals and communities. There is
strength in numbers, and Im looking forward to collaborating with Jennifer and her team throughout our
relationship! -Amanda Bates, Director of Development at GBHS
PRism would like to present Jennifer a lunch gift certificate to The Summit in Birmingham with Amanda. This
lunch will provide a place and time where TMAS can further develop and foster a new relationship with GBHS.

58
Activity

6/15 through 6/16

Time Table

Nissan Partnership
Event
Uptown Art Event
Publix donation
cards in stores
Adult Church
Groups Visit
Accept Internship
Applications
Interview/Select
Interns
TMAS Internship
Advertisement in
Northport Gazette
Advertisement in
ClassiTides
TMAS Quad Tailgate
Pet of the Week
Advertisement
Campaign
Tuscaloosa Billboard

Jun15 July 15 Aug 15 Sep 15 Oct 15 Nov 15 Dec 15 Jan 16 Feb 16 Mar 16 Apr 16 May 16 June 16

Advertising

Tuscaloosa News
3.5 x 5 ad- Sunday and Wednesday per
month x2
Northport Gazette
1/8 page x 1 per week- 8 per year
ClassiTides
CW
set up fee
per ad
Printing
Banner
Media Kit

Fundraising

Townsend Ford/Nissan
Uptown Art
Publix

Budget

Manpower

Church Groups
Volunteers for Special Events

PRICING

59

TOTAL
775.00
75.00

1550.00
600.00

Free to place ad
95.00
323.00

declined
declined

Donated by T-Town Graphics

Donated by Prism
Donations from partnership
$10 Donation per attendee
Paperwork
Donated Time
Donated Time
1,700.00

Apparel/Toys
T-shirts, pet towels, balls, frisbees

1,700.00

Logo

Donated by PRism

Tent
Quad (free- to pick spot)
Volunteers
Food For Game

Donated Time

250.00
250.00
800.00

800.00

4,900.00

60
Thank You
For giving us the opportunity to
work with the Tuscaloosa Metro
Animal Shelter and your constant
support throughout this process.
We loved every second of it.

PRism