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ALWAYS ADOPT
Rainee Castillo and Alexandra Bentley
University of Hawai‘i at Mānoa
COM 337 – Fall 2015
December 9, 2015

Table Of Contents
Description………....................................................................................
Background……………………………………………………………………
Press Release…………………………………………………………………
Media Plan…………………………………………………………………….
Creatives………………………………………………………………………
Instagram…………………………………………………………...
Twitter……………………………………………………………….
Snapchat……………………………………………………………
Facebook…………………………………………………………...
TV……………………………………………………………………
Video Spot………………………………………………………….
TV Spot Script……………………………………………………...
Radio Spot………………………………………………………….
`
Radio Script………………………………………………………...
Conclusion…………………………………………………………………….

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Description
Always Adopt is a nonprofit organization dealing with the issues surrounding the
overpopulation of pets and mistreatment of animals. This association promotes adoption,
as it is the fundamental tool to reduce overpopulation of pets in shelters, as well as in the
community at large. Always Adopt uses adoption events, Public Service Announcements,
and media campaigns to advocate for animals in need. The goal of Always Adopt is to
raise awareness in the general public and help increase pet adoptions locally in Hawaii
and nation wide.
The next big event for the Always Adopt organization is the Always Adopt media
campaign. Kicking off in Honolulu, HI, December 2015, with the first national campaign.
This includes a PSA commercial, radio spot, and social media movements. A special
adoption event will be held in partnership with PetSmart Charities. The targeted
demographics for this campaign are families and young adults as they are the main
consumers for buying pets. A thought provoking PSA will be released on all media
platforms.
Always Adopt is an important organization because the over breeding of pets is
an increasingly big problem in Hawaii as well as the country. Selling and purchasing pets is
an ethical issue to be addressed that most people aren’t aware of. In the United States
alone, 2.7 million pets are euthanized in shelters every year. This awful statistic is something
that Always Adopt is hoping to help minimize. PetSmart Charities provide homes for
400,000 pets a year nation wide so Always Adopt is very pleased to be working with them.
After the social media campaign, Always Adopt is hoping to keep up the success of the
predicted positive response to further the popularity of adopting rather than purchasing.

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Background: Overpopulation

4

Press
Release

5

Media Plan
Social Media

Always Adopt will utilize the most popular social media applications.
Snapchat, Facebook, Instagram, and Twitter will be used to interact with
the general public. The hashtag #AlwaysAdopt will be used on every
major post to gain recognition and provide quick clickable access to our
sites. These social media platforms are most important and heavily
accessed by the target audience. Interaction is crucial with these
platforms to increase user awareness of the organization and events.

Event

The annual “Adopt Your BFF” will be held on the weekend of Dec. 6. It will
be advertised on local media outlets as well as all of the social media
sites. The event will be widely advertised through the social media
accounts before, during, and after the event. TV and Radio spots will
advertise the event 3 weeks prior.

TV and Radio

There will be a 30 second video spot broadcast on local TV stations. A 30
second radio ad for the event will also be played throughout the area.
These will be played weeks prior to the “Adopt Your BFF” event and will
promote activities of the fair.

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Creatives: Instagram
Strategy

Instagram will be used for every major
post surrounding the organization and
it’s events. Before, during, and after the
“Adopt Your BFF” event, it will be used
to advertise and interact with the
community. Examples of posts to come
will be event advertisement, humorous
and cute photos of the pets for
adoption, stories of adoption, and
general photos of organization
members, adopters, and animals.

Benefits

• Direct communication to the
community through followers
• Ability to measure public response
through likes and comments
• Interaction and feedback from the
public
• Platform reaches target audience

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Creatives: Twitter
Strategy

Twitter is a good platform to use for
interacting with the community as well
as the main hub for information about
the organization and events. Here,
Always Adopt can easily distribute
information with links, photos, videos,
and polls to access follower feedback
furthering the communication between
the public and organization.

Benefits






Build hashtag recognition
Ultimate interaction with community
Easy distribution of information
Reaches target audience
Major social media platform

8

Creatives: Snapchat
Strategy

Snapchat will be used primarily
for the MyStory section of the
application. The organization will
post videos and photos of the
available pets and event
activities while they are
happening.

Benefits




Target audience
Personalized media for the
community
Distribution of information

9


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