Professional Documents
Culture Documents
Natasha Fulton
Word Count: 2757
Executive Summary
A lack of desexing and poor pet ownership have major consequences for the economy,
environment and society. This sustainable marketing campaign plan starts with a
situation analysis alongside a pestle opportunities and threats to ascertain and show
just how big of a problem low desexing rates and poor pet ownership is.
To reduce the damage that stray and wandering domestic cats and dogs do to native
wildlife in Queensland, Australia in partnership with local councils, vets, the RSPCA,
and the National Desexing Network to support responsible pet ownership via the
promotion of desexing and pet containment through a Pet Buddy program and app.
Is followed by three past initiatives to look at what has and has not worked in the past.
Target marketing profiling has found low income earners have the lowest rates of
desexing and the greatest potential for large campaign impact. Therefore low income
Four sustainability objectives have been chosen to create awareness among the target
audience of discounted desexing and responsible pet ownership via a program and app,
so the target audiences desexing rates increase closer to the national average,
reducing the number of strays and unwanted pets to decrease the cost to the
Next the sustainability strategy introduces the product, price, supply chain and
promotion that will be used to ensure the target audience receive maximum reach and
take up the new desired behaviour. Finally, an evaluation plan will show how success is
This sustainable marketing campaign plan shows the importance of using the correct
channels and the right promotion to reach the target audience to ensure the new
Price ........................................................................................................................... 23
Promotion ................................................................................................................... 27
Appendix ....................................................................................................................... 30
Appendix 1 ................................................................................................................. 30
Appendix 2 ................................................................................................................. 31
Appendix 3 ................................................................................................................. 32
References .................................................................................................................... 34
Situation Analysis
Poor pet ownership has large long lasting implications for the environment and society.
The most common domestic carnivores in the world are dogs and cats (Hughes &
Macdonald, 2013). While cats and dogs play an important role in society and are linked
to the economic and political values of humans, when they are poorly cared for they
have been shown to have a wide range of societal issues. Some of these are dog bites,
livestock deaths, the spread of disease to humans (Hughes & Macdonald, 2013), the
damage of neighbors gardens, spraying urine and fighting (Toukhsati, Young, Bennett ,
& Coleman, 2012). They have also been shown to cause road accidents and even
Perhaps more concerning however, is the damage and negative impact to wildlife
populations through predation and disease (Hughes & Macdonald, 2013). Furthermore,
stray or wandering cats and dogs create competition with native wildlife for food, they
harass native wildlife, with dogs also causing hybridization problems. Domestic dogs
Additionally, they are a known threat to 188 endangered species in the world, with 21 of
these species found in Australia (Doherty, et al., 2017). It is estimated these problems
During 2015-2016 RSPCA Queensland received 14,184 dogs, only 4703 were
reclaimed by their owners. This was a 5.11% increase on the previous year (RSPCA,
2016). Of all these dog admissions, only 18% of adults were desexed and only 2% of
puppies were desexed (Hemy, Rand, Morton, & Paterson, 2017), compared with the
national average of 78%of owned dogs being desexed ( Animal Medicines Australia Pty
Ltd, 2016).
During the same time RSPCA Queensland received 14,031 cats, of which only 644
were reclaimed by their owners. This was an 18.06% increase on the previous year
(RSPCA, 2016). Only 3% of all kitten admissions were desexed. While 34% of owner
surrendered adults cats were desexed only 16% of strays were desexed (Alberthsen, et
al., 2013). The national average is 89% of owned cats are desexed ( Animal Medicines
These numbers show an increasing trend in dumped cats and dogs, most of which have
not been desexed and are found as strays or wandering (RSPCA, 2016). It has been
estimated that two strays and their offspring have the potential to become 67,000
dogs/cats within 6 years if not desexed and contained (National Desexing Network,
2009).
On average 23 dogs and cats die each year every hour in Australian pounds and
shelters (National Desexing Network, 2009). The costs to manage these cats and dogs,
including trapping, housing, feeding, vet care, desexing, rehoming and for those less
fortunate, euthanasia reaches $263 million each year (Chua, Rand, & Morton, 2017).
This can be broken down to roughly $83 million spent each year by local government
and $180 spent each year by animal welfare agencies, whom rely solely on donations
Finally, those who must care for, and in many cases euthanize the overpopulated cats
and dogs report high levels of stress, guilt and moral conflict. Many of these people
have high rates of depression, suicidal thoughts and drug use to help their feeling
To reduce the damage that stray and wandering domestic cats and dogs do to native wildlife in Queensland, Australia in
partnership with local councils, vets, the RSPCA, and the National Desexing Network to support responsible pet
ownership via the promotion of desexing and pet containment through a Pet Buddy program and app.
Past Initiatives
Sustainability To reduce backyard and indiscriminate breeding. RSPCA state there is not enough homes. The vast
Issue majority of these unwanted pets are not desexed, which continues the cycle. Finally, these animals
dramatically impact the environment and the only way to reduce this is to have all pets except registered
breeders, desexed (RPSCA Queensland, n.d.). Ultimately the RSPCA want to reduce euthanasia rates
from uncontrolled backyard breeding and overpopulation.
Initiated by The RSPCA, however, the campaign would not be feasible without participating vets and local councils
(Cairns Government, 2015).
Focus / Appeal The campaign used an attitude focus (Elliott, et al., 2014). There are three components to an attitude
these are:
1. Cognitive – A person’s knowledge of the issue.
2. Affective – A persons feelings towards the issue.
3. Behavioral – A person’s actions or intentions towards the issue.
The campaign satisfied the cognitive component by providing knowledge on how many unwanted animals
there are and how this is directly related to desexing. The campaigns affective component was satisfied by
giving the pets names and sad back stories of being unloved and unwanted (YouTube, 2015). Finally the
campaign provides all the information for action towards desexing, satisfying the behaviour component.
Much of the promotion required vets, rescue organisations and RSPCA’s social media friends to share and
link the promotion. Furthermore as Operation Wanted shares RSPCA’s social media, the message can get
lost among all the other messages (Elliott, et al., 2014).
Outcomes In the first year (2014) the campaign had 6000 dogs desexed as a result of the campaign. In both 2015 and
2016, twenty thousand animals were desexed as a result of the campaign (Ipswich.qld.gov.au., 2016).
Most participating vets saw an 80% increase of desexing during the campaign. Therefore the campaign
could be deemed, and it was deemed, as complete success (RPSCA Queensland, n.d.).
Victorian Government – Promoting Responsible Pet Ownership
Year / Country 2015 Victoria, Australia
Sustainability Responsible pet ownership. The campaign aims were to promote animal welfare, responsible pet
ownership of dogs and cats and protection of the environment (Lauber & Helman, 2015).
Issue
Initiated by Victoria’s Department of Economic Development, Jobs, Transport and resources, via the Domestic Animals
unit and Agriculture Victoria.
Focus / Appeal The campaign conducted a survey and found many Victorians did not know what responsible pet
ownership is. From this it was concluded that a knowledge focus was the key to increasing responsible pet
ownership and campaign success (Lauber & Helman, 2015). The education focus allowed the campaign to
overcome the number one barrier (little knowledge and awareness) to more sustainable behaviour.
Strategy Approach Price – Free for online education or $15 for a hard copy of the educational material. Time to complete the
learning and exam (Victoria State Government, 2017).
Product – A responsible pet ownership course.
Place – Online via a website, www.vic.gov.au/pets
Promotion – The campaign had three phases, phase one provided the responsible dog ownership course,
cats were added later, plus an informational website. The first phase also consisted of print and online
adverts.
Phase two rolled out the promotional print material into vet clinics, phase three extended this into pet shops
and included more animals (Lauber & Helman, 2015). Each piece of promotional material focused on
education. This can most closely linked to a rational appeal (Martin & Schouten, 2014), where the
education provided the overall value of being a responsible pet owner and the knowledge that this will
make your pet happier, healthier and cost less.
Outcomes While there is little information on the outcomes of this promotion, there are a few areas that could be
looked at to determine success or failure. Firstly, during the campaign there was a 60% increase of web
traffic to the www.vic.gov.au/pets website (Lauber & Helman, 2015).
Furthermore, during 2015-2016, Victoria recorded a 9.52% decrease in dogs received at RSPCA Victoria
and a 1.85% decrease in cat admissions. Adding to this there were 3.33% less wildlife admitted to RSPCA
Victoria (RSPCA, 2016). It could be summarized that the responsible pet ownership message is beginning
to get through, leading to less wandering animals who, because there are fewer of them, are doing less
damage to native wildlife. Therefore, this campaign could be deemed a small success.
Sustainability Issue To reduce companion animal overpopulation and to get euthanasia rates to zero in healthy
and treatable dogs and cats.
Initiated by National Desexing Network, started by Animal welfare league Queensland. Again this
campaign relies on vets offering cheaper desexing.
Focus / Appeal The campaign each year uses a behaviour focus. The aim of the campaign is to change a not-
desexing behaviour into a desexing behaviour (Lee & Kotler, 2015). Each of their taglines
over the years have finished with telling the consumer exactly what behaviour the campaign
wants them to do (desex your pet). To see the taglines of the last 6 years refer to appendix 1
Strategy Approach Price – Varies depending on vet, state, animal, and sex of animal.
Produce – Discounted desexing
Place – At over 200 participating vets throughout Australia
Promotion – Posters provided to vets, local councils, animal rescue groups and other media.
There is a comprehensive website that provides information lists and details of participating
vets. Finally there is a Facebook page that regularly links the promotion during the month long
campaign (National Desexing Network, 2009).
Outcomes There is very little information on the success of National desexing month, However since its
beginning in 2004, there have been over 200,000 cats and dogs of low income earners
desexed. During 2016, 202 vets desexed roughly 10,000 cats and dogs during the month long
campaign. This is also a successful campaign (National Desexing Network, 2009).
All past initiatives have been successful. Desexing rates are increasing and in the case of responsible pet ownership, cat
and dog admissions to the RSPCA Victoria are decreasing. However promotional material is mainly delivered through
vets, pet stores and social media. This means the target audience must visit these places to take up the new behaviour.
While the statistics show the message, regardless of the promotional channel, is getting through to the majority of pet
owners, the following target market profiling will show there is one group still missing the message, (who account for 65%
of undesexed pets being admitted to shelters (National Desexing Network, 2015)), because they don’t access the places
The target audience are low income earners who own an undesexed cat and/or dog and
This target audience has been chosen as they have the highest rates of undesexed
pets (65%) (National Desexing Network, 2015), and will therefore provide the greatest
impact. The target audience live in low socio-economic areas. While some drive, the
majority use public transport to do every day things such as take their children to
school, do the grocery shopping at local shopping centers, visit community centers and
parks or to visit family and friends (Flanagan & Flanagan, 2011). The target audience
purchase cheap or ‘on sale’ pet food from supermarkets and don’t go to pet stores or
vets as these are too expensive ( Animal Medicines Australia Pty Ltd, 2016).
The target audience are likely to be single or in a defacto relationship with young
children ( Animal Medicines Australia Pty Ltd, 2016). They are most likely unemployed
and on centerlink benefits. They are likely to be under-educated, with the highest
education level attained being year 12. Research has found the target audiences low
income and poor education have a direct relationship with undesexed pets, unwanted
litters and high rates of surrendered pets to shelters and the RSPCA (Hemy, et al.,
2017).
The target audience are ready to take action, they believe desexing reduces wandering,
unwanted litters and is better for long term health. They also agree pet containment is
important as it keeps their pet safe, stops them being a nuisance to the community and
prevents harm to wildlife (Hughes & Macdonald, 2013). The target audience are already
stretching their budgets to the limit and therefore cost is their only barrier to desexing
and proper pet care (Hemy, et al., 2017). Adding to this, the majority of the target
audience do not know of past initiatives as they cannot afford to shop at or visit the
places (vets, pet stores) that the past campaigns have been communicated through
(Fulton, 2017).
The target audience’s lower education also leads to lower understanding of what
responsible pet ownership is. Their pets are more likely to wander (most likely due to
not being desexed), less likely to be microchipped, or have details kept up to date, less
likely to be vaccinated, wormed or registered with local councils (Hemy, et al., 2017).
This group state they love their pet and consider them part of the family, however, they
would sell, give away or surrender their pet if they cannot afford it. This shows a
campaign that incorporates responsible pet ownership with desexing, shown in places
the target audience are most likely to visit, would be of most success.
Segment 1 – Low Income
Geographic Rural areas, suburban areas, low socio-economic areas.
Income $0 - $39,999, more likely to be on centerlink benefits.
Average age 35 and under
Family situation Single or Defacto with children under 13 years old
Job Most likely to be unemployed
Education Under-educated, Highest achieved level of year 12.
Psychographics / Cite cost as the barrier to desexing
Behaviours Own a Staffordshire bull terrier, a mixed breed dog or mixed breed cat
Keeps pet outside
Only take pet to vets if it is urgent. If it costs too much, pet is usually
surrendered or euthanized.
Is a renter, uses share accommodation or lives in public housing
Pet has wandered before
Pet was acquired for free
Pet is not microchipped, or details have not been kept up-to-date
Pet is not immunized or wormed
Purchases pet food from the local supermarket
Only has mobile smartphone access to social media and the internet
Top 3 social media = Facebook, Instagram and Snapchat
Uses public transport
Likely to give pet up if they cannot afford it.
65% of undesexed pets admitted to shelters are of this group, with their
reason being they simply cannot afford to desex.
References used ( Animal Medicines Australia Pty Ltd, 2016)
(Flanagan & Flanagan, 2011)
(Fulton, 2017)
(Hemy, Rand, Morton, & Paterson, 2017)
(Sensis, 2016)
Segment 2 – Middle Income
Geographic Suburban areas, urban areas, rural areas, mid socio-economic areas
Income $40,000 - $99,999
Average age 30+
Family situation Married with children of any age.
Job Working part-time or full-time
Education Trade certificate, vocational certificate, some are university educated
Psychographics / Desexing rates are average, around 75%
Behaviours Dog breed ownership varies, usually pure breeds or designer breeds
Cat likely to be mixed breed
Takes pet to vet once per year for vaccinations and routine check up
Rents or is close to owning a home, some are home owners
Pets are kept both inside and outside
Average cost paid to acquire a cat; $274
Average cost to acquire a dog; $200 - $500
High micro-chipping rates, keeps details updated
Purchases pet food and products from supermarkets or pet stores
Has access to a mobile smart phone, computer, laptop
Top 3 social media sites; Facebook, YouTube, Instagram.
Small sections of this segment don’t desex for reasons such as being a
registered breeder, their dog/cat is a show animal, or they simply don’t
agree with the practice.
Will keep their pet to death
References used ( Animal Medicines Australia Pty Ltd, 2016)
(Flanagan & Flanagan, 2011)
(Fulton, 2017)
(Hemy, Rand, Morton, & Paterson, 2017)
(Sensis, 2016)
Segment 3 – High Income
Geographic Urban and suburban areas, high socio-economic areas
Income $100,000+
Average age 45+
Family situation Married, divorced or widowed with either no children or older 13+
children.
Job Full-time work, in a professional career
Education University educated
Psychographics / Desexing rates are high, around 87%
Behaviours Owns a pure breed dog and/or cat. Dog is usually a smaller breed
Regularly takes pet to vet, cost is no barrier.
Owns their own home
Pets more likely to be kept in doors
Paid, on average, more than $500 for a cat
Paid, on average, more than $500 for a dog
Microchipping rates are high, and records are kept up-to-date
Often purchases extras for their pet such as; clothes, toys and
supplements
Has access to laptop, desktop computer, mobile smart phone
Top 3 social media; Facebook, YouTube and Instagram. High user of
LinkedIn
Purchases pet products and food from pet stores and vets.
Dog is desexed often because this group take their pets places (café’s
friends and families houses), and on holiday with them.
Will keep pet till death
References used ( Animal Medicines Australia Pty Ltd, 2016)
(Flanagan & Flanagan, 2011)
(Fulton, 2017)
(Hemy, Rand, Morton, & Paterson, 2017)
(Sensis, 2016)
Sustainability Objectives
Objective 1 To increase the target audiences awareness of the cheap desexing and
responsible pet ownership program ‘Pet Buddy’ in Queensland by 70%
within 12 months of launching the campaign
Objective 2 To have a 40% Pet Buddy app monthly retention rate for the duration of
the 12 month campaign
Objective 3 To reduce the number of stray and wandering cats and dogs admitted to
the RSPCA QLD within 12 months of campaign start by 15%.
Objective 4 To increase the number of desexed dogs and cats among the target
audience by 40% within 12 months of campaign start.
Objective 1 has been chosen as in the past a lack of awareness among this target
audience of the costs to be saved in prior desexing programs has been low and a
barrier to overcome (Fulton, 2017). As the target audience are extremely price sensitive,
increasing their awareness of the discounted Pet Buddy program will greatly increase
Objective 2 has been chosen as the app is an important and integrated aspect of the
campaign. The app has been designed to ensure ongoing responsible pet ownership.
The apps retention rate looks at whether those who downloaded the Pet Buddy app,
continue to use it. This looks at how many customers are retained and keep coming
back, creating a look at a form of customer loyalty, because if the customers are
regularly returning to the app they are showing loyalty to the sustainability issue of
currently having. Appendix 2 shows the cost to a shelter to adopt each cat or dog that is
surrendered or admitted as a stray. Reducing these numbers by just 15% has the
potential to save between two and four million dollars per week (Animal Welfare
League, 2017). Furthermore reducing the number of stray and wandering pets will
Objective four has been chosen because desexed pets are less likely to wander and
they stop the cycle of unwanted litters, reducing the number of stray and unwanted pets.
Furthermore the target audience have the lowest rates of desexing in Queensland –
18%. Studies have found that providing cheap or free desexing in low socio-economic
areas greatly impacts desexing rates, bringing them in line with the national average, as
long as the consumer knows of the programs existence (Hemy, et al., 2017).
Together objective 3 and 4 are to ensure the message is getting through and the target
audience are taking up the new desired behaviour. The four objectives together have
been chosen to create awareness among the target audience of the new discounted
desexing and responsible pet ownership program and app, so the target audiences
desexing rates increase closer to the national average, reducing the number of strays
and unwanted pets to decrease the cost to the environment, society and the economy.
Positioning Statement
We want low income earning dog and cat owners to see desexing and responsible pet
ownership as the easy to access, affordable and healthy option for their pet.
Where we
want to be
Current
position
Expensive Affordable
Sustainability Strategy
Product / Service
The main service of the campaign is dog and cat desexing. However there needs to be
a few added benefits and steps to ensure the target audience reach the desexing
behaviour.
Firstly once a month there will be a responsible dog ownership and responsible cat
ownership classes called Pet Buddy classes. These classes will discuss desexing, pet
containment, food, vaccinations, worming and other information. The classes will only
be provided to low income earners who are in possession of a health care card or
pension card. The classes will be run by a council employee, a vet, vet nurse and a dog
In addition to the class there will be a responsible pet ownership app called Pet Buddy.
The app will provide all class attendees the information they just learnt in the class for
reference, plus animal related discounts such as food discounts, free or discounted vet
checks, 10% off worming products and more. The user will also be able to enter their
pets details and the app will help them keep up to date with worming and vaccinations.
Finally, the app will have links for items such as microchipping databases so the user
By creating an app, there will be less paper waste from pamphlets that are usually
handed out in adult learning classes. The app will also help remind the target audience
to worm and vaccinate their pets and discounts can be targeted towards these actions
which will help reduce disease. Since 98% of the target audience own a smartphone
(Sensis, 2016), an app is a great place to reach and remind them of responsible pet
attendee number, they will be given their desexing vouchers, immunization vouchers,
worming vouchers and any other vouchers they are entitled to. Each attendee will also
be required to book in a time and date to have their pet desexed, vaccinated, wormed
and health checked. Once their pet has been desexed they will receive a completion
number to enter into the app, this will then ‘unlock’ the further discounts.
Price
Consumer
It will cost $80 for cat owners and $100 for dog owners to attend the responsible pet
ownership class. This is cheaper than current promotions and covers more than current
promotions. This price covers the Pet Buddy class, Pet Buddy app, desexing,
vaccinations, worming, microchipping and one year of local dog council registration. The
target audience are extremely price sensitive and therefore need to know each cent
responsible pet ownership program, the target audience will be more likely to purchase
as their price worries are being met. The pricing strategy being used is tiered pricing
(Martin & Schouten, 2014), this ensures that even those on the lowest incomes can
responsibly care for their pets, reducing the cost to the environment, society and the
economy. There is also a 3-4 hour time cost to partake in the Pet Buddy class.
Service provider
Current costs are high. On average it costs $1056 per dog per week it is in care and
$756 per cat per week it is in care (Animal Welfare League, 2017). When a stray or
wandering animal is found, there are costs to bring it to the pound, shelter or vet. Some
of the dogs and cats that end up in shelters and pounds have injuries or other health or
behavioral issues that need to be fixed prior to re-homing. There are also added
psychological costs to the people who care for these unwanted animals. Finally while
these animals are outside of their homes, they cause a large environmental cost.
To enact this campaign is purely monetary, there are costs associated with providing
discounted desexing and health care, costs for the vets, vet nurses, council workers and
dog trainers who provide time to run the class. There will be costs to create the app,
and costs to run the class, however the costs to run the Pet Buddy program are minimal
Various local
councils
Vet, Vet-
Promotional Animal Pick
App Designer Various Vets nurse, dog
Material up Service
trainer
The campaign begins with the RSPCA and the National Desexing Network. They must
receive funding from various local councils where the low cost program will be
implemented. Once funding has been achieved, an app designer must be contracted to
make the app. There must also be the various vets, vet nurses, and animal specialists
sought to provide their time to teach the class. Various vet practices will need to be
There will be an animal vet pick up and drop off service. This solves two issues; one is
that many low income earners use public transport that their pet cannot use, therefore,
even if they attend the class, without a pickup service they would be unlikely to get their
pet to the vet for desexing. Secondly, it reduces the fumes and vehicle materials that
would be used if each pet were to be driven to the vets. Finally promotional material
would be sought from sustainably responsible businesses to lessen the cost printing
Once the desexing, immunization worming and learning of responsible pet ownership
has taken place, waste will begin to decrease, hopefully one day being eliminated. This
is because desexed pets are less likely to wander, their behaviour is often far better,
leading to less surrenders and the ongoing savings make the pets more affordable,
again leading to less surrenders. Finally, desexed and immunized pets are less likely to
damage and kill wildlife, spread disease, interbreed and finally, they stop adding to the
Tagline / Slogan
Pet Buddy
Desexing at Mates Rates
Pet Buddy
Immunizations at Mates Rates
This tagline has been chosen as it’s a play on a dog being a man’s best friend.
Furthermore, research shows the number 1 reason people purchase a pet is for
companionship, to be their buddy ( Animal Medicines Australia Pty Ltd, 2016). Mates
rates represents a discount, or a far better deal, which will attract this extremely price
Firstly, there will be a strong campaign on social media channels Facebook, Instagram
and Snapchat. These have been chosen as they are the top 3 social media sites used
by this target audience. There will be a pet buddy social media account made for each
platform, and on Facebook, ad space will be purchased. The social media channels will
link to participating vets. They will also regularly post the health benefits of desexing
both of the pet and the environment. They will remind followers when and where the
next class is being held. There will be a Snapchat dog ears filter with a desexed tattoo
on the ear. Finally the largest part of the promotion will be posts showing followers the
true savings that can be had by completing the Pet Buddy program.
As the target audience are high users of public transport, there will be transit billboards
used. These will be on buses taxis and trains. They will also be at bus stops, taxi ranks
and train stations. There will be smaller billboards in local shopping centers, at
centerlink offices and job agencies. There will also be small posters placed at daycares,
primary schools and on community notice boards. These are all places the target
audience frequently visit. Finally the promotional material will only be in low socio-
economic areas where the target audience live to ensure they are correctly reached.
organisations relying heavily on local council funding and supporter donations, more
OBJECTIVE 1 To increase the target audiences awareness of the cheap desexing and
responsible pet ownership program ‘Pet Buddy’ in Queensland by 70% within 12 months of
launching the campaign
Metric Target audience awareness
Collection Method Awareness surveys of the target audience
Collection Time 5 months into the campaign
12 months into campaign at completion
How to Measure The percentage of the target audience that can identify and recall the
Pet Buddy program in Queensland.
Desired Outcome To achieve 70% awareness among the target audience
Contingency Plan If awareness is low at 5 months, the promotional strategies will need to
be reworked to gain more reach among the target audience.
OBJECTIVE 2 To have a 40% Pet Buddy app monthly retention rate for the duration of the
12 month campaign
Metric App retention rate / customer loyalty
Collection Method Using app analytics programs to measure return users
Collection Time Monthly, starting at the end of month 1
How to Measure Number of return users in a month / number of first time users
e.g. During month 1, there were 500 new users of the app,
During month 2, 450 of these users came back,
During month 3, 390 of these users came back.
Therefore
Month 2 retention rate = 450 ÷ 500 = 0.9 or 90% monthly retention rate
Month 3 retention rate = 390 ÷ 500 = 0.78 or 78% monthly retention
rate
Desired Outcome To have 40% of Pet Buddy users regularly using the Pet Buddy app at
least once per month
Contingency Plan If retention rates fall, surveys should be conducted to see why
customers do not return to the app, for example, maybe the user
interface is unappealing to the target audience.
OBJECTIVE 3 To reduce the number of stray and wandering cats and dogs admitted to the
RSPCA QLD within 12 months of campaign start by 15%.
Metric Sustainability issue outcomes
Collection Method Via admissions data base and annual statistics
Collection Time 6 months and 12 months after campaign start.
How to Measure At 6 months and 12 months compare admissions with the previous
year’s equal time frame.
Desired Outcome To have 15% fewer admission of cats and dogs to the RSPCA
Queensland
Contingency Plan Make over promotional strategies, undertake a survey to see why pets
are still being admitted to the RSPCA to search for a missing barrier to
desired behaviour to create leverage in reworked promotional
strategies
OBJECTIVE 4 To increase the number of desexed dogs and cats among the target audience
by 40% within 12 months of campaign start.
Metric Sustainability issue outcomes
Collection Method Surveys and monthly / annual statistical data
Collection Time Every three months after campaign start
How to Measure Percentage of respondents of a survey that asks the target audience if
their dog is desexed and if so, when, why? Monthly and annual
statistical data can be sourced, though this could be difficult.
Desired Outcome To increase the desexing of dogs and cats among the target audience
by 40%
Contingency Plan If three monthly desexing rates are low, surveys must be conducted to
find barriers and reasons as to why the desexing has not taken place
so the campaign can overcome these problems.
Appendix
Appendix 1
Year Tagline / Slogan Reference
2012 You can’t teach pets about safe sex. Help (Anthony, 2012)
control overpopulation. Desex your Pet.
2013 Don’t litter Australia. Desex your pet. (Amy, 2013)
2014 You can’t trust him not to sleep around. (Animal Welfare League Australia,
Don’t let your cat breed behind your back. n.d.)
Desex you pet.
Total $1056
Total $756
Appendix 3