Presentation by: Monica Devereaux,
Meredith Napoleon, Taylor Harrelson
and Chris Amalfitano
Client Background
 People for the Ethical Treatment of Animals (PETA)
 Based in Norfolk, Va.
 The largest animal right organization in the world, with
more than three million members and supporters
 Mission: Focus on the four areas in which the largest
numbers of animals suffer the most intensely for the
longest periods of time.
 Factory farms, in the clothing trade, in laboratories and
in the entertainment industry.
Why was PETA founded?
 Founders sought to give caring people something more
that they could do and to provide them with ways to
actively change society
 Promote a healthy vegan diet
 Show how easy it is to shop cruelty-free
 They wanted to protest, loudly and publicly, against
cruelty to animals in all forms
 Wanted to expose what really went on behind the very
thick, soundproof walls of animal laboratories.
Popular Campaigns
 I’d Rather Go Naked Than Wear Fur
 Bethenny Frankel, Steve-O and Khloe Kardashian.
Targeted Campaigns
Vegan
Food Industry
 Murder King
 Kentucky Fried Cruelty
 McCruelty: I’m Hatin’ It
SWOT Analysis
 Strengths
 Largest animal rights organization in the United States.
 Media Presence
 Celebrity Use and Publicity
SWOT Analysis
 Weaknesses
 The organization relies on shock tactics rather than
communicating their actual mission and goals to the
public.
 Controversial campaigns and protests
 Targeting different audiences with the same tactics
SWOT Analysis
 Opportunities
 A 2012 study by the Vegetarian Resource Group found that 2.5
percent of the country identified themselves as “vegan,” up from 1
percent in 2009.
 A 2013 article in the Huffington Post explains the increased
interest.
 Horse meat scandal overseas sparked public outrage, leading to a sales
increase of meat-free products.
 The explosion of vegan celebrities.
 Recent studies showing the beneficial health effects
 Decreasing meat consumption is beneficial for the environment.
SWOT Analysis
 Threats
 Radical supporters of PETA can drive away potential
supporters
 Celebrities that were targeted by PETA can retaliate
through the media
 Founded in 1980, PETA has developed a reputation that
may be hard to change in the public domain.
The Plan
 Rebranding Campaign
 Striving to be helpful to the public, not forceful.
 Open communication to reflect the new approaches
 Changing PETA’s reputation in the public domain by
creating a new image
Tactics
 New Logo
 PETA Approved, Audience Approved.
 PETA’s seal of approval will help shoppers live a healthier life.
 News Releases
 embrace the change and reflect on the new approaches
 Social Media to reach a wide audience of all demographics
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Facebook
Twitter
Pinterest
Blogs
The “New” PETA
The Logo
PETA Approved,
Audience Approved.
Social Media News Release
Facebook
Twitter
Pinterest
Themed Blogs
Celebrity Blogs
Flyer
Evaluation
 New Logo

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Word-of-Mouth within the target industries
Changed opinion surveys on the logo, brand recognition.
 PETA Approved, Audience Approved.
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Local and national tracking of the presence.
Quantitative research on the sealed items sold.

Room for improvement? Does the public need more information?
 News Releases
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Tracking the coverage of PETA’s rebranding
Keeping an open relationship with journalists and media workers through follow ups.
 Social Media
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Klout
Open relationship with the audience by responding to feedback, encouraging
comments and posting regularly
Track the amount of likes, comments and shares received

Which social media outlet is the most efficient?