ALBANY HUMANE SOCIETY
Marketing Plan
Catherine Gammage
Valdosta State University
PADM 7040
Dr. Gerald Melvin
October 25, 2005
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Mission
• Prevent cruelty to animals; provide services, that
assist other agencies in dealing with the
legal/health consequences of animals who
interfaces with human populations; relieve the
suffering of animals; and extend humane
education to people in the greater Dougherty
County area of Southwest Georgia.
1.0 Executive Summary
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Albany humane Society is a non-profit
organization committed to preventing abuse
and relieve suffering to all companion animals
through adoptions, public education and
humane services. Through their efforts over
1,400 animals were rescued from abuse,
neglect, and euthanasia.
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Albany Humane target market includes:
– Contracts/Government Agencies
– Adoptions
– Splost Funds
Albany Humane Society is expanding their revenue
issues by promoting adopt-a-thons, educating
the general public, and increasing their
publicity.
2.0 Situational Analysis
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Albany Humane Society success depends on their adoptions and
the their contracts between Dougherty and Lee Counties and
splost funds. These areas counts for over 75 percent of total
revenues. This presents a long-time threat due if a county decides
to cancel or if the splost funds are diverted to other important
areas.
Market Summary
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Albany Humane Society is a full service humane society, serving
the needs of abused and neglected animals and dealing with the
consequences of animals who interfaces with humans. The most
important clients are the local government agencies that rely on
AHS to perform contractual services. The counties recognize that
contracting services with AHS saves tax dollars.
Target Market
Government Agencies
Adoptions
Splost
Funds
2.1 Market Demographics
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Government Agencies the most profitable(clients) contracts offers
consistent revenue to the Albany Humane Society. Over 70 percent of the
county Animal Control budget is allocated for contractual services to
Albany Humane Society to provide housing, euthanasia, and welfare for
unwanted animals. Target clients in this have an annual budget of two
million or more. Government agencies are looking for more services
which AHS can provide.
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Albany Humane Adoptions offers 23 % of revenue, which represents the
fastest growing program for Albany Humane Society.
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Splost funds if given (based on necessitate) is normally around seven
percent. The long term goal is to secure more splost funds and prove to
the county administrator that animal care is also a necessitate.
2.1.2 Market Needs
• AHS provides education, outreach programs, placement
for the homeless animals, medical, spay and neutering
assistance and counseling. AHS main objective is to
educate the public on the overpopulation of animals that
creates neglect, and abuse. AHS through pet adoption
outreach programs, and other resources are using
financial resources to make the differences. They respond
as advisory and enable their clients to control the
dilemmas dealing with animals.
2.1.3 Market Trends
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Market Trends fall into three categories state law, local
ordinances, and client growth.
State Law
– Although minor revisions had been made in previous years
concerning animal welfare laws, animal laws has dramatically
changed since 2003. This enables greater efficiencies for
Albany Humane Society but it also creates more financial
burdens because of court costs and restitutions.
Local Ordinances
– County personnel and animal organizations have tighten local
county ordinances to support animal welfare and creates more
of an awareness of cruelty-owners are now abandoning more
and more animals.
Client Growth
The overpopulation of animals have created financial
hardships for Albany Humane Society.
2.1.4 Market Growth
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The growth of Albany Humane Society targeted market has
averaged 15 %. This is due to the overpopulation of animals and
services needed by neighboring counties. The growth has stayed
constant in the past years and is expected to stay in the same
range.
2.2 SWOT
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The SWOT analysis addresses the strengths and weaknesses
within the Albany Humane Society. This analysis areas that need
improving and points to areas that can be utilized more.
2.1.2 A. H. S. Strengths
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Government and Community Involvement
School Outreach programs
Local television Advertisements
High Adoption Rate
Increase awareness of animal welfare
Foster parents
Increase in spay and neutering funds
2.1.3 A.H.S Weakness
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Over dependence on contracts and splost funding.
Inability to generate enough revenue from other projects to
maintain stability.
Membership fallouts
High euthanasia rate
A.H.S. Goals for Improvement
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Advertisements
Direct Mail
Adoptions
Trade Shows
Sales
A. H. S. Advertising
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Animal Adoptions
Local television shows
Newspaper Circulation of pet of the week
Posters of animals in the libraries, and gyms
Other Promotion
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Movie Premiers
Fairs
Community outreaches
Senior citizens visitations
D. A. R. E. Programs
Pricing/Grants
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Pricing
– Reduce costs of adoptions
– Assist with spay and neuter costs
Grants
– Seek grants to fulfill financial obligations
A. H. S. Services
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Education outreach programs
Sheltering homeless animals
Adoption counseling and placement
Lost and found assistance
Wildlife assistance
Pet facilitated therapy
Euthanasia
Work Cited Page
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Marketing Information provided by Kaye Bell, Administrator,
Albany Humane Society.
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Permission granted by executor director, Donna, Strickland.