1
Executive Summary: 3
Agency Name: 4
Client Background: 4
Situation Analysis: 6
Secondary Research: 6
Primary Research: 8
SWOT: 9
Campaign Strategy: 11
Objectives and Evaluation: 11
Audience Analysis: 11
Creative Concepts: 12
Logo design: 13
Communication Tactics: 13
Pseudo-event- Find Jack: 14
Ponte Vedra Beach Event: 15
Riverside Event: 16
Ortega Event: 17
San Marco Event: 18
Downtown- FCNMHP Charity Gala: 19
Timeline: 20
Budget: 24
Citation: 26
/+
2
Executive Summary:
First Coast No More Homeless Pets is devoted to ending the pet overpopulation problem that is
plaguing our community. High volume spay/neuter programs are the only proven method to end
this problem. While the mission of FCNMHP is an attainable one, it needs more recognition and
funding to be able to flourish and grow as a non-profit organization in the Jacksonville area. It’s
only through awareness that changes can be made. Awareness of the mission and awareness of
the importance of adequate funding are key to a prosperous organization. FCNMHP needs more
recognition. The organization is not well known in the North Florida area and thus needs to reach
out to regions that are home to the affluent members of the community in order to see a change.
It’s those individuals that are making six-figure salaries, as well as hold a sphere of influence in
our society, that can provide FCNMHP with the funding and admiration it deserves.
FCNMHP is in need of a great message, one that is pervasive enough to bring about change. A
message that will attract the influential members of the community and bring a greater social
media presence. We want to form a connection with those that have the ability to communicate
in a way that will be significant in the future. The campaign we propose is to reach out to four
areas of the community that are known to be home to some of the wealthiest individuals. Ponte
Vedra Beach, Riverside, Ortega and San Marco are beautiful and very upscale, in which they are
the key places to target. We have come up with the slogan “My City, My Pets” to deliver our
message. We want our target audience to realize that we all have a duty in taking care of our
regions pets. Homeless pets are part of our community and are in need of help. Working together
makes the world of a difference when it comes to creating a lasting bond. We want to create a
strong bond between FCNMHP and those affluent members of Jacksonville.
If we are chosen for the campaign we want our five fundraising events to be an unforgettable
experience for every person that attends. With just a little generosity and compassion we can
make a difference in the lives of our beloved pets. Our campaign would last from June 1, 2013Dec. 14, 2013. June and July are the months we will reserve for preparation and it’s the time we
will use for creating a buzz about the exciting events. We will have a cocktail party at the Florida
Yacht Club, a carnival at the TPC Sawgrass Clubhouse, a wine tasting party at the Grotto Wine
Bar in San Marco Square, and a dog fashion show at Bark Boutique in Riverside. Our final event
will be held at the River Club in downtown Jacksonville, which will bring together the most elite
individuals of the First Coast together in one beautiful location. Stunning views of Jacksonville
and amazing food will enchant the guests. The guest of honor at this event will be Shahid Khan,
owner of the Jacksonville Jaguars. He holds such an incredible amount of influence in the
community, that he can only strengthen our reputation and give us great media attention
FCNMHP needs.
Besides the implementation of special events, we want to spread awareness through the use of
social media. FCNMHP has a weak social media presence. The Twitter page barely has 300
followers and no images have ever been uploaded. The Facebook page needs more likes, and
more videos and photos need to be posted. We will have a pseudo-event throughout the
campaign. Jack the dog is huge and inflatable. “Find Jack” is a great way to gain some media
attention. Those that take a picture with Jack at a location will have the potential to win two
season Jaguar Touchdown Club tickets. We will also encourage everyone to post their photos on
Twitter, Facebook and on FCNMHP’s website.
3
Agency Name:
The JADR Agency has been a leading public relations firm for over 10 years in Jacksonville,
Florida. We specialize in media relations, marketing and special events. We have served
numerous organizations across the First Coast. A few of our previous clients include Firehouse
Subs, Stein Mart, Betty Griffin House and the Jacksonville Humane Society. The JADR Agency
is committed to delivering effective public relation services based on knowledge, understanding
and trust. Our mission is to produce positive results that impact our clients’ objectives. The
JADR Agency emphasizes innovative campaign strategies, attention to detail and enthusiasm for
the project.
● Jamie Medwed is a graduate of the University of South Carolina. She worked for
Carolina Public Relations/Marketing, Inc. before she moved down to Jacksonville with
her husband in 2001 to help start JADR Agency.
● Allison Dobosiewicz graduated from the University of North Florida in 2000 with a
degree in Public Relations. After graduation, she worked at a large PR firm in New York
City before coming back the South to help start The JADR Agency.
● Dajana Mihaljevic graduated from the University of Florida with a degree in Journalism.
She worked for CNN as a reporter before realizing that her true passion lies in Public
Relations.
● Roger helped start The JADR Agency after moving back to Jacksonville in 2001. He
received his degree in Marketing from Florida State University, and worked for Elite
Transportation and Logistics before going back to school for his Bachelor of Science in
Communication.
Client Background:
First Coast No More Homeless Pets was founded in 2001 when Rick DuCharme, founder and
executive director, developed the SpayJax program as a response to Jacksonville needing a cityfunded spay/neuter program. Along with the well-known SpayJax, the Trap-Neuter-Return
program was established to offer low-cost spay and neuter operations for feral, stray, outdoor and
municipal cats.
With that success, FCNMHP started fulfilling their wish of ending the euthanization of healthy
dogs and cats by making the community aware that this city-funded program will provide free or
little cost spay/neuter surgeries. Spay and neuter programs are the only confirmed technique for
controlling the pet overpopulation problem. As spay/neuter surgeries increase, the shelter and
euthanasia rates decrease.
To help support the low-cost and free spay/neuter program, FCNMHP also permits access to the
wellness clinic that offers micro chipping, flea and heartworm treatment, vaccinations and
testing. FCNMHP continues to make a difference in the community by saving over 5,000 sterile
cats a year, and spaying and neutering over 2,000 a month. The clinic is designed with the
4
capacity for up to 200 daily sterilizations, which makes it one of the highest volume clinics in the
country when at full capacity.
FCNMHPs niche is that it spays or neuters pets, including feral cats, for little to no fee. It’s very
important that we bring media attention to the niche. Many people, especially those in the
affluent parts of town, are most likely unaware of what this organization does. This little to no
fee is what makes FCNMHP unique and worthy of more recognition. FCNMHP partners with a
lot of animal welfare groups, as evident in the chart below. The Jacksonville Humane Society is
a partner, though it is also considered a competitor in which it receives more media attention
than FCNMHP. It has a stronger social media presence and it also receives a lot more funding
than FCNMHP. Also, other animal shelters in the First Coast area are our competitors, because
they are all competing for resources and recognition.
First Coast No More Homeless Pets partners with the following:
Angel Paws
Jacksonville Humane Society Friends of Jacksonville
Animals (FOJA)
Pet Supermarkets of
Jacksonville
Humane Society of Northeast St. Augustine Humane Society
Florida
Clay County Animal Care and
Control
Animal Haven of Hope
Society, Inc.
Springfield Animal Care
Rescue Club
Cat Bugs Pet Rescue, Inc.
Cat Angels, Inc.
Second Chance Rescue
Nassau Humane Society
Someone Care Rescue, Inc.
Ana’s Angels
FCNMHP transports out to the following counties to serve them best:
Florida
Georgia
·
Duval
·
·
Nassau
·
St. Johns
·
Clay
·
Putnam
·
Bradford
Liberty
5
Picture from FCNMHP’s Annual Report
Situation Analysis:
Dogs and cats all across Jacksonville are being euthanized due to the overpopulation in shelters
and lack of volunteers to tend to these animals. FCNMHP aims to create awareness of the
importance of spaying and neutering cats and dogs in order to decrease the shelter and euthanasia
rates in our community. In order for the awareness to take place, FCNMHP needs more
recognition, so that the organization can expand and flourish. The “My City, My Pets” campaign
that we have created aims to reach the affluent audience that can provide this organization with
the recognition and funding it needs. Reaching out to individuals that are predominantly located
in areas known to higher socioeconomic status. This is key to making the FCNMHP organization
one that receives adequate funding so it may expand and increase the chances of people knowing
about the programs FCNMHP has to offer. We will host five events in a different area of the
First Coast. We will also use Jack the Dog as a pseudo-event, which will give us some media
attention. The Facebook page and the Twitter account will also be updated to increase the
number of followers.
Secondary Research:
Ortega is located south of downtown Jacksonville on a peninsula off the western bank of the St.
Johns River. According to the Insider's’ Guide to Jacksonville, Ortega is one of the wealthiest
neighborhoods in Jacksonville and is among the wealthiest in the United States. It has beautiful
oak trees, and waterfront mansions. Ortega is home to the Florida Yacht Club where the most
affluent members of the community come together for yachting and social enjoyment. According
to Claritas Prizm, zip code, 32244, this is where the wealthiest of families live. This upcoming
generation is housed by the recently built subdivisions in a nice desirable lifestyle with past and
future college-educated professionals.
According to Inside Florida, San Marco is on the southeast side of Jacksonville. It is a quaint
neighborhood with a robust downtown and some of the nicest homes in Duval County. Many of
the homes are within walking distance of San Marco Square where one can find several
restaurants. San Marco is one of those small downtowns where you can eat, go for a walk,
browse in interesting shops and see someone you know. According to the 2011 PRIZM
Segmentation System, zip code 32207, there is money to be found in the nation’s smaller cities.
When looking at San Marco, you have the residents that are normally holding college degrees
with establishments made for themselves in the field. The average income is over $77,000 and is
one of the top richest areas in the jacksonville metroplex.
6
Ponte Vedra Beach, Florida is located in St. John’s County and offers upscale living. Lush golf
courses, pro-tennis courts, and a top-notch school system make homes in Ponte Vedra Beach
among the most valuable in Northeast Florida. According to the 2011 PRIZM Segmentation
System, the couples who live in Ponte Vedra Beach are empty-nesting and families of executives
people who enjoy the trappings of success, including belonging to country clubs, maintaining
large investment portfolios, and spending freely on computer technology and playing golf. Ponte
Vedra Beach is best known for TPC Sawgrass. TPC Sawgrass offers two championship golf
courses that are open for the public to enjoy. It is a three-time recipient of the Wine Spectator
Award for Excellence. The TPC was also honored as the No. 9-ranked golf course in the United
States and the top-ranked golf course in Florida by Golfweek magazine. The Sawgrass Country
Club is very popular. It is located within a gated residential community with a delightful variety
of home styles ranging from villas and patio homes in a price range from around $350,000 to
$2.5 million. According to the Sawgrass Country Club, many members are retired high level
corporate executives, military and government officials, consultants, educators and
entrepreneurs. The social climate is relaxed and low key.
According to MetroJacksonville, Riverside’s first growth spurt came in 1887, when the streetcar
system was expanded to connect the newly annexed rural suburb with downtown. Following the
Great Fire of 1901, the community became a popular place for aspiring architects and their
competing residential architectural designs. Today, Riverside remains a crown jewel amongst
Jacksonville’s urban neighborhoods. According to the Florida Times-Union, in 2010
Riverside/Avondale was voted as one of the year’s ten great neighborhoods. The American
Planning Association decided on the winners. According to Claritas Prizm, zip code 32205,
Riverside’s segment is Brite Lites, Lil City with upscale middle aged demographic. This group is
well-off, middle aged couples and are established in the nation’s satellite cities making to around
$72,000 a year.
Mission: As surgeries increase, the shelter intake and euthanasia decreases.
Year
Total Surgeries
Total Deaths
Total Shelter Intake
2002 - 2003
2,910
23,104
33,847
2003 - 2004
4,937
21,004
30,862
2004 - 2005
4,000
21,886
30,658
2005 - 2006
4,232
18,690
25,355
2006 - 2007
6,775
19,242
25,616
2007 - 2008
7,744
17,430
26,443
2008 - 2009
17,062
12,744
25,603
2009 - 2010
24,111
9,500
22,359
7
2010 - 2011
24,025
7,912
20,675
Primary Research:
To better understand the target audience a focus group and survey is conducted before and after
the campaign. A focus group among wealthy pet owners will be key to obtain qualitative data. A
survey to determine the awareness of FCNMHP to the public will help us better understand our
objectives and our results. If the “My City, My Pets” campaign was chosen, we would conduct a
much larger survey to determine the public's attitudes and awareness of FCNMHP. We would
conduct a survey among people that are already aware of FCNMHP and determine their
infographics and demographics. Pet businesses, corporations and veterinarians throughout the
affluent areas of Jacksonville will also be given a survey to determine their interest in working
with FCNMHP and the types of clients they have. We will conduct focus groups in the most
affluent parts of town to determine their awareness of FCNMHP and your mission.
We conducted a focus group of wealthy pet owners that donate $1,000 a year or more to charities
so that we could determine their thoughts and feelings about FCNMHP. This focus group was
intended to gain insight on their infographics and geodemographics. We found that only half of
the focus group subjects had heard of FCNMHP, but that everyone had given monetary
donations to an animal charity at some point. It was also found that most subjects hadn't seen any
form of advertisements for FCNMHP. These findings helped lead us to our objectives and our
communication tactics. It is clear that advertising is important if the mission of FCNMHP is to
be spread.
The survey we conducted was given to the individuals at the FCNMHP Adopt-a-thon on Sunday,
July 15, 2012. Ten people were surveyed. We found that most individuals had not been to a
FCNMHP event before, but that after attending the Adopt-a-thon, they would be more inclined to
go to another FCNMHP event. Most people heard about the Adopt-a-thon through the radio.The
second most effective advertisement was the FCNMHP website and billboards.
Have you ever been to a FCNMHP event before? Would you go to another FCNMHP event?
8
How did you hear about the event?
How many pets do you currently have?
After the campaign, focus groups and surveys will be conducted. We would like to facilitate
another focus group among wealthy pet lovers. They will be asked about their attitudes toward
FCNMHP, their awareness of the organization and the effectiveness of the campaign. By
conducting the focus group we will be able to determine the impact we made on one of our target
audiences. A survey will be emailed to all corporations and veterinarians to conduct the
effectiveness of the campaign in relation to their businesses.
SWOT:
Strengths
Since 2002, FCNMHP have facilitated over 95,000 pet sterilizations in the First Coast area.
There has been an overall reduction in pet intake of approximately 34 percent and a 65 percent
decrease in the number of animals having to be euthanized. In April 2009, FCNMHP opened
their high volume, high quality spay/neuter clinic located in the Joseph A. Strasser Animal
Health and Welfare Building to facilitate the needed increase in surgeries. Furthermore, the
clinic is designed with the capacity for up to 200 daily sterilizations, making it one of the highest
volume clinics in the country when at full capacity. Additionally, FCNMHP opened the
Jacksonville Pet Food Bank in 2010. It is giving qualified low-income families the needed pet
food so that they may continue to own their pets in this tough economy. Over 294,00 pounds of
food has been distributed to more than 4,000 pets. A year later, FCNMHP was able to raise the
funds necessary to take over the Mandarin Adoption Center. A major accomplishment is that in
the first two months, more than 125 pets were adopted out.
Weaknesses
The biggest issue that FCNMHP currently faces is that it is not well-known in North Florida. It is
such a prodigious organization that it simply needs more recognition. It is definitely not as
popular as the Jacksonville Humane Society, which receives an incredible amount of media
coverage. Furthermore, FCNMHP does not receive enough funding to be able to expand
significantly. In October 2011, the Mandarin Adoption Center had been in danger of closing due
to city budget cuts. A FCNMHP Board Member offered a $50,000 matching donation challenge
to help FCNMHP raise the funds necessary to take over operations at the center. With this
challenge, $68,000 was raised and the total of $118,000 was enough for the first six months of
9
keeping the center operating. Keeping the Mandarin Adoption Center open will help FCNMHP
reach the goal of making Jacksonville a no kill city more quickly than originally projected. Thus,
it is important that we raise awareness and that we reach out to the affluent members of society
for donations and adoptions. The individuals who are of a higher socioeconomic status are not
primarily the ones coming out to adopt. They are also not the ones who know a lot about this
organization because they do not have difficulty in paying for spay/neuter surgeries. The fact that
FCNMHP does not have an interactive social media presence prevents it from receiving crucial
media attention. The more people that know about this organization, the more they are willing to
help. FCNMHP currently has very weak promotional tactics. This inevitably hinders the
organization from reaching the target audience that is able to make the biggest difference. The
current Twitter for FCNMHP has less than 300 hundred followers, and there are no images
posted for viewers to see. Also, there is a FCNMHP YouTube page with only two videos
uploaded since 2008, with two subscribers.
Opportunities
The number of pets adopted could significantly increase with just the right amount of
improvement on FCNMHP’s Facebook page and their Twitter account. Also, with an improved
social media presence, the ultimate goal of FCNMHP can be reached. The more people that
know about this organization, the lower the rates of euthanasia we will have in the First Coast.
The affluent members of society who are very knowledgeable concerning social media will be
attracted to the new presence that FCNMHP will have. With an active and prosperous social
media, we can reach out to members of society that are very influential. With our special events
planned, we can target the specific audience that can help us reach our objectives. We have the
ability to become a valuable and beloved organization in this community that fosters the notion
of compassion and integrity.
Threats
The budget cuts that are being implemented throughout the First Coast, as evident with the
Mandarin Adoption Center, threaten the overall success of FCNMHP. If funding is not being
provided, then the organization cannot continue to run or even flourish in the future. The weak
social media presence that is currently in effect prevents more people, especially the individuals
who are of a higher socioeconomic status, from comprehending the goodness that this
organization truly conveys. If something online is not appealing, the person just proceeds to
entertaining themselves with something that will catch their eye. Thus, it is important that we
address the social media issue so that we can eliminate it as a crucial threat. The Jacksonville
Humane Society has over 2,000 followers on their Twitter page, meaning they are clearly
receiving more attention than FCNMHP is. All animal shelters are threatening, in which
everyone is competing for resources to be able to expand their organization.
Campaign Strategy:
Overall Campaign Goal of My City, My Pets Campaign:
10
To captivate the hearts of the affluent members of the Jacksonville community through the use of
intriguing special events and a greater media presence, which will increase funding and raise
awareness.
Objectives and Evaluation:
Objectives
Evaluation
Raise $75,000 from June 1,
2013-Dec. 14, 2013
This objective can be evaluated by comparing the increase in
funding from the FCNMHP Annual Report from October 1,
2010-September 30, 2011
Bring awareness to 1000 affluent
individuals via fundraising
events
Monitor ticket sales throughout the campaign and focus
groups at the end of the campaign.
50 media impressions by the end
2013
Clip counting
Increase Facebook fan members
by 30 percent by the end of
December
Will be analyzed by monitoring the FCNMHP Facebook
page insights
Increase the number of Twitter
followers by 40 percent
Monitor the Twitter account throughout the campaign, and at
the end we will see the total number of followers
Increase the amount of pets
adopted by 20 percent
At the end of the campaign, we will see if the total number of
pets adopted has increased. We will look at quantitative data
to assess this
Generate 1000 internet hits on
Throughout the campaign, monitor the website’s hits
the FCNMHP webpage by end of
2013
Audience Analysis:
The primary target audience for our campaign are individuals who have considerable influence
in the community. They are individuals who have a high socioeconomic status and hold jobs that
pay six-figure salaries or more. They are affluent members of the community and are CEO’s of
large corporations, doctors, attorneys, and other positions that are influential and powerful. They
are the ones that can spread the word very easily, in which one executive could tell his corporate
friends about the events and they have the potential of donating and coming to these events.
11
One of the first areas that we will reach out to is Ponte Vedra Beach, Florida. The zip code for
this region is 32082. Using Claritas- the 2011 PRIZM Segmentation System to gather
information on this zip code, all descriptions provided show that the families are predominantly
living in luxury. According to Claritas there is segment referred to as the “Country Squires”
these people are the families of executives living in six-figure comfort. They enjoy country club
sports, being outside and family fun.
The Riverside area is our fourth target. Riverside is home to the Cummer Museum, St. Vincent’s
Medical Center, and the Riverside Arts Market. According to CNN Money, the best place to
retire in Jacksonville is in Riverside/Avondale. The beautiful old southern homes are very
expensive, in which the prices are usually in the millions. Those individuals who live in these
homes are the ones we want to target. They are in their 50s, and are very educated. They hold
high power jobs in the community. With the children out of the house, these consumers have
plenty of disposable cash to finance active lifestyles on travel, cultural events and the latest
trends.
Another area that will host one of our events is Ortega. According to MetroJacksonville, Ortega
is a historic neighborhood known for its giant oak trees, waterfront mansions, and parks located
just south of Riverside/Avondale. Ortega is also home to the Florida Yacht Club. Since 1876,
The Florida Yacht Club was organized for the purpose of promoting yachting and social
enjoyment. From races and fine dining to tennis and leisurely cruises, the club has a lot to offer
its prosperous members. It has been regarded as one of Northeast Florida’s most prestigious
private clubs. The audience in Ortega that we want to target are those who are members of the
Florida Yacht Club and who live in waterfront mansions.
The second area that we will target is San Marco, which has the zip code 32207. According to
Claritas, the individuals living in San Marco have a college education and well-paying business
and professional careers. They are above 50 and have beautiful homes filled with the latest
technology. They are upscale, and have a high income. They are the ones that are able to make a
significant difference in our campaign when it comes to funding.
Creative Concepts:
Just like in any family, everyone needs to do their part to take care of the pet. The animals in the
FCNMHP shelters and the ones still residing on the streets are the pets of the First Coast. Our
campaign will inform everyone people in our city that we all have a duty in taking care of our
pets. With just a little generosity and compassion we can come together as a community to help
the homeless cats and dogs. The campaign slogan “My City, My Pets” is intended to unite
Jacksonville as a family and save the pets of the First Coast.
In the focus group conducted with 8 people, every individual said that if they knew FCNMHP
had the potential to make Jacksonville become a no-kill community in three years they would
have felt more inclined to help. During the campaign we will go into the affluent parts of
Jacksonville to raise awareness with advertising, information booths, and special events. We will
reach out to local vets and businesses for their help. Everyone has a special place in their heart
12
for their local area pets and by reaching out to these people, we will educate the residents on
what FCNMHP does, what “My City, My Pets” means, and how they can help meet our
objectives.
During the “My City, My Pets” campaign, we will have four special events located in the areas
that are home to individuals who are of the highest socioeconomic status. The four affluent areas
are as follows: Ponte Vedra Beach, San Marco, Riverside, and Ortega. This campaign will start
on June 1, 2013 and will end on December 30, 2013. We will celebrate our success by having a
charity gala at the River Club in December. This event is to bring together the most generous
donors to FCNMHP in the North Florida area. This event will bring the most elite members of
the community to one huge event.
Logo design:
Communication Tactics:
Along with Facebook, Twitter and YouTube posts, if chosen we will hold five events and one
pseudo-event in order to spread awareness to let the residents of Jacksonville know how
important FCNMHP is to North Florida and South Georgia. “My City, My Pets” is our tagline
that refers to the four major areas our campaign will cover; they include Ponte Vedra Beach, San
Marco, Ortega, and Riverside. The fifth event will be held downtown at The River Club to bring
people from the different areas of Jacksonville together in the heart of the city to celebrate
FCNMHP’s entire campaign. Each event will have some sort of announcement about the
proceeds and how they aid adoption centers and pets. Informational speeches will be given in
order to promote FCNMHP’s mission to reduce and possibly stop the euthanasia of adoptable
animals. The main event will be the biggest event of them all. It will bring the most elite
members of the community together at one cocktail and dinner party. This will be held to
promote the leading associates of the Jacksonville area to support the prodigious cause.
Pseudo-event, Find Jack:
13
Jacksonville’s inflatable dog Jack
Jack is a huge inflatable dog that will be secured in different locations of the First Coast. We will
have Jack in Riverside, Ortega, Ponte Vedra Beach, San Marco and a few other locations.
Keeping Jack in the areas that our primary targets are in, just makes it easier for those affluent
families to participate in the contest. Everyone is encouraged to come out to see him, not just the
wealthy. They must find him first though! The location of Jack will not be disclosed to the
media. We will send out press releases to news stations letting them know of this arranged little
contest and that taking a picture with Jack in every location will give everyone who
accomplishes this task, the chance to win two season Jaguar tickets. We want Jack to be
extremely popular on Facebook, wanting people to post pictures on there and Twitter. We want
this to be a fun experience for everyone who chooses to participate. It is an affordable way to
entertain families and the media. The more people that see Jack, the more likely it is that the
number of Facebook likes and Twitter followers increases. People will then start to tie Jack the
dog with the cause of FCNMHP. We want to incorporate the local radio stations to advertise that
the FCNMHP “My City, My Pets” campaign is having this contest and to encourage everyone to
go look for him.
14
Jack the Dog locations (For the complete list turn to page 24 )
TPC Sawgrass Clubhouse
Ponte Vedra Beach event:
The event will be held at the TPC Sawgrass Clubhouse August 23, 2013 from 12- 3pm. Tickets
will be purchased online through the FCNMHP website using the site eventbrite and the money
will be collected through paypal. Tickets will be $30 for adults and $15 for children. At the
event there will be a casual lunch buffet in the blue heron and osprey room and tables will be set
up in the Ponte Vedra room. Outside on the TPC Lawn will be donation optional carnival rides,
games, cotton candy and popcorn concessions. A table set up for ice cream sundaes served out of
dog bowls. For the children's entertainment there will be face painters, balloon twisters, clowns
and craft tables. On the west and east patios cash bars will be set up along with high top tables
and outdoor sofa seating sets. The local band Drivetrain will be performing on the terrace. There
will be a raffle at the event for 2 season tickets to the jaguars, as well as pet products and
15
services provided by corporations like PetSmart and Pet Supermarket. Information booths will be
set up in the Ponte Vedra Room as well as outside. On the TPC Presentation lawn the
Disconnected K-9 team will be performing their frisbee show. A tent will be set up for adoptable
pets. The speaker will be Founder & Executive Director Rick DuCharme. Jackson de Ville will
be there. At the end of the event everyone will receive a FCNMHP drawstring backpack that
will include: a stuffed animal, FCNMHP pencils, candy, FCNMHP brochures, hotline business
cards and magnets, a flyer with upcoming events, coupons for PetSmart and Pet Supermarket,
and a picture of a pet that they helped support at a local shelter. The event is the weekend after
most schools start in Ponte Vedra. We will begin advertising for the event at the start of June.
Advertisements like flyers will be located at local stores especially targeting stores selling school
supplies. Road signs will be placed along A1A and in front of all school in the 32082 zipcode.
The carnival will be advertised in the Sawgrass Country Club newsletter and the Ponte Vedra
Recorder. Popular magazines such as Jacksonville Luxury Living, Ponte Vedra Life,
Jacksonville magazine and First Coast Family magazine will be given press releases.
The storefront of Bark Boutique
Riverside event:
This event will be held at Bark Boutique in Riverside on September 28, 2013 from 12-3pm. The
gathering will be for local animal lovers in a nice, well known dog boutique. Tickets will be
purchased online through the FCNMHP website using eventbrite and collecting the money
through paypal. Tickets will be $20 per adult, $15 for children, as well as $10 per dog that is
entered in the fashion show. We are expecting a turnout of 75 people and 30 dogs. We want to
reach out to the zip code of 32205 to interest those in the Brite Lites, Li’l City as well as young
parents with children by reaching out through The Resident Community News Group magazine.
This event will be named “Bark Fashionistas” to reach out and support the dog fashion show we
will be holding. Information for this event will be located at local restaurants in the Riverside
area such as Mossfire Grill, Zoes Kitchen, Starbucks and O'brien's Irish Pub. The fashion show
is to reach out to the children as well as owners and their loving dogs. We are going to encourage
everyone to bring out their dog in costume to participate in the dog walk at the fashion show.
The fashion show will be held at 1:30 and will give the chance for people to donate to FCNMHP
16
and our cause to help end the euthanizing of adoptable animals. For the children’s entertainment
we will have face painters there to decorate their face in their favorite animal, and a crafts table
for little doggie/ cat bags. We will be playing catchy music that both children and parents can
enjoy. This will give the parents or adults a chance to go over to our raffle table. At the raffle
table we will be giving away 2 season tickets to the jaguars, as well as pet treats and products.
We will be holding a silent auction for many pet baskets that have a variety of pet products. Rick
DuCharme, owner of FCNMHP, will be attending this event to meet and greets with the local
supporters of FCNMHP. We will also be offering free drinks and appetizers to the guests. When
leaving the event, you will be gifted a bag full of goodies for you and your pets that has coupons
to our sponsor, Bark Boutique, Petsmart and local veterinarians, and a picture of the animal that
you helped save.
The Florida Yacht Club
Ortega event:
The event in Ortega will be held at the Florida Yacht Club on October 19, 2013 from 7-11pm.
This will be a cocktail party, which will be named the “Dogtail Party” just to add some
creativity, and to have it be more pet related. Information for this event will be located in the
Florida Yacht Club newsletter, The Resident Community News Group Inc. and in Jacksonville
Magazine. There will also be flyers on the bulletin boards around the Florida Yacht Club.
Tickets will be $30 and can be purchased on FCNMHP’s website. The Florida Yacht Club has
numerous banquet areas, and the one that we will occupy is the Ballroom, which holds 150
guests. This will be a lounge inspired venue. We will have an open bar with a few pet related
specialty drinks. A few include the Black Cat and the famous, Salty Dog. Besides the open bar,
we will have sodas, water, coffee and tea for those who prefer non-alcoholic beverages. We will
have eight different hors d’oeuvres, a few of which will appeal to meat lovers and some that
vegetarians will love. No one will be left out. A few to mention include, coconut crusted chicken
with a honey soy dipping sauce, mini Maine crab cakes, mushroom-polenta diamonds and spicy
tuna tartare. Everyone loves dessert! We will have a huge chocolate fountain with warm Belgian
chocolate and an assortment of items to dip, from fresh strawberries to delicious bite-sized pieces
of pound cake. Instead of the traditional cupcake, we will have ‘pawcakes’! These delicious little
treats will be decorated to look like our beloved dogs and cats.
17
All of our bartenders and servers will have headbands that are either the ears of a dog or a cat.
Since it is October and Halloween would be approaching, the dressing up with the ears seems
appropriate. Our martini picks will be in the shape of a dog or a cat, and our swizzle sticks will
be topped with a paw shape. We will have little details that bring about a playful atmosphere,
though one that is still very professional and formal. Our tables will be decorated with crisp table
linens and beautiful flower centerpieces. We would also have a silent auction, in which most
items would be donated by local businesses and individuals. Items in the silent auction include
getaways, gift certificates to PetSmart and Pet Supermarket, gift certificates to vets, gift baskets,
helicopter tours, collectables and two season tickets to the Jacksonville Jaguars.
We will also have a photographer at the event to take photos that we will use on the FCNMHP
website, Facebook page, and Twitter account. Also, we will send those pictures to Jacksonville
Magazine and local news stations so that we may receive media attention. The more people that
see this event the more likely they will want to be involved in the main event that will be held in
December. Also, we will upload videos of our events on the new YouTube page that we will
create. We will have a local band playing, the HipShack. They play great music that’s
appropriate for the age group that will be the most prevalent at the event. To be specific, most of
the people attending would be in their fifties or older.
The guest speaker at this event will be Moody Chisholm, Jr. He is the CEO and president of St.
Vincent’s Healthcare. Furthermore, the official gift bag for the Dogtail party will feature a nice
array of gifts for attendees. We are going for quality rather than quantity. Perfume, cologne, gift
certificates to various restaurants, clothing stores and spas will be provided.
This event will be held at the Grotto Wine Bar in San Marco Square.
San Marco Event:
The event will be held at the Grotto Wine Bar, in San Marco Square, November 9, 2012 from
8p.m. to 1a.m. This will be a wine tasting party, which will be called “Barks for Burgundy”.
Amanda Zitzman, from First Coast News will be the event’s celebrity host. She will greet guests
and hold two speeches about FCNMHP. Before the first speech, guest will be given a choice of
18
three wines of off the regular menu; also a choice of one aged and a dessert wine. Additional
bottles of wine will be available to guests after the second speech. Tickets will be available
October 10, 2013 for $25. Purchases can be made online on the FCNMHP’s website using
eventbrite and paypal, or at any of the adoption locations in Jacksonville.
Upon entrance, donations will be accepted and guests will receive a gift bag that will contain an
embroidered wineglass, with FCNMHP’s logo on it. In between the speech, the guests will be
served their first serving of wine and with the first glass of wine comes a flyer for the main
event. An announcement will be made by Amanda about it, before she starts the second speech.
Before the end of the event, Amanda will announce the winners of the Facebook picture post
with Jack raffle. The winners will receive Jacksonville Jaguars Season Tickets and recognition
by Amanda. Rick Ducharme, FCNMHP’s founder and executive director, will make a brief
speech about FCNMHP’s goals and objectives and help explain where the donations go and how
it helps the organization and pets in the Jacksonville area. Advertising will begin in June and
continue up until the date of the event, and will include flyers at veterinarian offices in San
Marco and at stores in San Marco that allow flyers to be posted at their location. Flyers will also
be passed out and hung up at adoption centers across Jacksonville. FCNMHP’s Facebook page
will have a post for people to upload photos of their pets to be displayed on the tables at this
event. Gary Sterling will be playing from 8:30 p.m. to 1 a.m. This event is focusing on the older,
and married pet adopters and possibly the younger married crowd as well.
The River Club
Downtown- FCNMHP Charity Gala:
The FCNMHP Charity Gala will be a celebration for the success of the campaign. The most
generous donors will be invited to the event. The most elite individuals are the ones we want to
attract. They are the executives, the surgeons, the attorneys, basically the ones that can donate an
incredible amount of money. The gala will be held on December 14, 2013 at the River Club
located on the 34th and 35th floors of the Wells Fargo Center in downtown Jacksonville. The
River Club has stunning views of Jacksonville and the Saint Johns River. The gala will be
formal. About 200 people will be invited to the event. The name of the event will be “Cool Cats
and Canines” and the gala will be a jazz theme. The event will have hors d'oeuvres, a formal
dinner and an open bar. The tables will have bouquets of that include Catsnip and Cat’s tail. The
19
servers will wear cat ears. The open bar will have the top shelf spirits along with cat named
cocktails. A few of the cocktails will be the whisker sour, the cool cat martini and the catnip
mojito. The entertainment for the night will be the UNF Jazz Ensemble 1. The local ensemble is
known as one of the finest collegiate jazz ensembles worldwide and won numerous awards, since
it is a charity event they’re performing at no cost.
The FCNMHP charity gala will have a silent auction with contributions from local businesses,
veterinarians and corporations. There will be small bar tables set up with chairs and candles to
give the feel of a jazz club in the ballroom area. We will have a champagne toast and a speech by
the founder and executive director Rick DuCharme. The most exciting part of the night will be
the guest of honor Shahid Khan, owner of the Jacksonville Jaguars. Khan and his wife Ann will
be attending the gala to meet some of Jacksonville’s most elite citizens and show his support for
FCNMHP. At the end of the night each attendee will receive a “doggy bag”, a reusable bag with
the FCNMHP name and the My City, My Pets logo printed on the front. The bag will contain a
bottle of Bulldog gin, a thank you chocolate bar from Peterbrooke chocolate, and information on
how to give to FCNMHP.
Timeline:
Our campaign will start June 1, 2013. June and July will be the months that we spend time
creating a buzz and sending press releases out, and simply getting our events out there for our
target audience to be aware of. They are also the months that we have to prepare for the events
that will be held in August through December. The last event, charity gala, will be held Dec. 14,
2013. We will then use the remainder of December to send out thank you cards to everyone who
attended and contributed.
Ponte Vedra Beach event
Riverside Bark Event
20
Backpack gift bag
$450
Pencils
$220
Stuffed animals
$366
Staff
$3000
bumper stickers
$232
Venue and Tents
$10000
DJ
$2000
Decorations for Dog Walk
$1000
Band
$5000
paw print ballons
$175
Custom balloons
$124
Appetizers
$2000
Banner
$124
Drinks (soda)
$500
Drinks (bar)
$4000
clowns
$900
Face painters
$600
Dog and Cat bags for children
$1700
balloon twisters
$600
Pet Bowls
$650
Disconnected K-9
$3000
Pet Bowl Painter
Crafts
$150
Face Painters
$500
Carnival rides and games
$20000
Pictures of Pets
$1676
Gift Bags
x 75
Entertainment total
$5100
Photographer
$300
Activites total
$21150
Decor total
$423
Entertainment Total
$16000
Band
$5000
Food and Drinks Total
$6500
Gift bag total
$2944
Activities Total
$2350
Advertisment total
$3350
Gift Bags Total
$2621.75
Tent for pets
$550
Advertising Cost
$3900
Food
$8000
Ponte Vedra
$46517
Riverside =
$31371.75
21
Ortega Florida Yacht Club Event
San Marco Event
Venue
$5000
Venue $35 pp
$7840
Food ($30pp)
$4500
Decor
$4000
Open bar
$4475
Bartenders
$500
Radio ad
$950
Newspaper ads
$800
Flyers
$750
Music
$4500
Gift bags
$645
Custom Wine Glasses
$1400
Pictures of adopted pets
$832
Key Chains
$178.85
bag paper filling
$50
Photographer
$400
Band
$6500
Headband for servers
$185
Flowers/ decorations
$2050
Guest Speaker
$3000
Gift bags
$6000
Thank you cards
$300
$3105.85
Cheese Trays
$2650
Print media Advertising
$3000
Total Venue Cost
$14475
Total Venue Cost
$11840
Total Entertainment Cost
$6900
Advertising
$2500
22
Total Decor Cost
$2235
Total Entertainment Cost
$4500
Guest Speaker
$1000
Total Gift Cost
$3105.85
Total Gift cost
$3300
Food
$2650
Advertising Cost
$650
Ortega event total
$28560
San Marco event total
$24595.85
Main Downtown Event
Jack the Dog Pseudo event
Venue
$1500
Billboards
$5000
Appetizers
$2700
Flyers
$400
Soup & Salad
$2500
Radio ad
$450
Main course
$7850
Newspaper
$500
Vegetarian Option
$2000
Dessert table
$2550
Custom Cake
$1000
open bar
$22600
23
Flowers & Decor
$3000
Cat ears for the employees
$80
Custom reuseable gift bags
$295
Bulldog gin
$6500
Peterbrooke Thank you Chocolate bar
$600
Custom Baseball caps
$1800
Bag filling
$100
Total Venue Cost
$1500
Total Food and Drink Cost
$41200
Total Decorating Cost
$3080
Total gift bag cost
$12375
Handouts
$300
Downtown event total
$58455
Pseudo event total
$6350
24
Total Spending
Pseudo Event Total
$6350
Downtown Event Total
$58455
San Marco Event Total
$24595.85
Ortega Event Total
$28560
Riverside Event Total
$31371.75
Ponte Vedra Event Total
$46517
Misc. & Incidentals
$40000
Agency Fee
$51000
Jaguar Season Ticket Giveaways
$28800
Misc. Give aways at Events
$15000
Total Budget
$330649.6
25
Strasser, J. A. (2011). Annual report. First Coast No More Homeless Pets, Inc.,
Retrieved from http://www.fcnmhp.org/pdf/2010-2011 FCNMHP Annual Report_Small
File.pdf
26