PAWS Marketing Plan

Paws With A Cause
Marketing Plan

Table of Contents:
Section One: Organizational Assessment………………………..………………….1
About the Organization……………………………………………………………..2
History……………………………………………………………………………2
Organization Philosophy……………………………………………………….3
Objectives and Goals…………………………………………………………………5
Operational Structure…….....……………………………………………………….5
Services………………………………………………………………………………...7
Types of Assistance Dogs………………………………………………………7
Volunteer Opportunities……………………………………………………….9
Donor Opportunities………………………………………………………….11
Financials…………………………………………………………………………….12
Marketing Materials and Brand Image……………………………………………13
SWOT Analysis……………………………………………………………………..15
Conclusion…………………………………………………………………………...16
Section Two: Secondary Research………………………………………………….17
Global Research……………………………………………………………….........18
Education.……………………………………………………………………..18
Legal……………………………………………………………………………19
Conclusion…………………………………………………………………….20
Industry Research…………………………………………………………………...21
Certification and Fake Assistance Dog Discussion……………………….21
Figure 2.1: Fake Assistance Dog Sites……………………………………..23
Conclusion…………………………………………………………………….23
Market Research…….………………………………………………………………25
Figure 2.2: Disability Statistics……………………………………………..25
Figure 2.3: Income and Expenditure Statistics…………………………..26
Conclusion…………………………………………………………………….26
Section Three: Quality Assessment………………………………………………...28
Introduction……………………………………………………………………….29
Figure 3.1: Quality Assessment Chart………………………………………….30
Conclusion…………………………………………………………………………31

Section Four: Competitive Assessment…………………………………………….32
Competitive Assessment Introduction…………………………………….33
Figure 4.1: Competitive Assessment Chart……………………………….34
Competitive Assessment Conclusion………………………………………35
Social Media Assessment Introduction…..……..………………………………36
Figure 4.2: Social Media Overview………………………………………...37
Figure 4.3: Facebook………………………………………………………...38
Figure 4.4: Twitter…………………………………………………………...39
Figure 4.5: Instagram………………………………………………………..40
Social Media Assessment Conclusion……………………………………..41
Section Five: Brand Collateral………………………………………………………42
Logo and Color Scheme………………………………………………………...43
Section Six: Fostering Families……………………………………………………..44
About this Target Market………………………………………………………..45
Figure 6.1: SWOT Analysis……………………………………………………..48
Figure 6.2: Brand Positioning…………………………………………………..48
Marketing Objective and Conclusion…………………………………………..49
Brand Collateral for Families……………………………………………………50
Figure 6.3: Social Media Calendar……………………………………………...51
Marketing, Promotional, and Communication Mix…………………………...52
5 Phases of an Experience……………………………………………….52
Marketing Mix……………………………………………………………..53
Promotional Mix…………………………………………………………..53
Communication Mix………………………………………………………54
Revenue vs. Cost and Figure 6.4………………………………………...55
Final Observations………………………………………………………..56

Section Seven: Young Professionals………………………………………………..57
About this Target Market………………………………………………………...58
Figure 7.1: SWOT Analysis……………………………………………………...60
Figure 7.2: Brand Positioning…………………………………………………...61
Marketing Objective……….………………………………………………………62
Brand Collateral for Young Professionals…………………………………..….63
Figure 7.3: Social Media Calendar……………………………………………....64
Marketing, Promotional, and Communication Mix…………………………...65
Marketing Mix……………………………………………………………..66
Promotional Mix…………………………………………………………..66
Section Eight: Empty Nesters……………………………………………………….70
About this Target Market………………………………………………………....71
Figure 8.1: SWOT Analysis……………………………………………………....73
Figure 8.2: Brand Positioning…………………………………………………....74
Marketing Objective……….……………………………………………………….74
Conclusion and Sources…………………………………………………………..74
Brand Collateral for Empty Nesters……..…………………………………..…...76
Figure 8.3: Social Media Calendar…………………………………………….....78
Marketing, Promotional, and Communication Mix………………………….....79
Marketing Mix……………………………………………………………..80
Promotional Mix…………………………………………………………..80

!
! 2
Organizational Assessment
History:
How it all began: The CEO and Founder of Paws With A Cause,
Mike Sapp, trained his first hearing dog in 1979. It all began with
Mike Sapp and his knowledge of training dogs for dog shows. Mike
had a friend who was deaf and his friend had a deaf wife. The deaf
couple was going to adopt a deaf child and they knew this would bring
upon many challenges. The couple also had a dog, Crystal. The couple
approached Mike and asked him if he could train their dog to become
a hearing dog. They wanted Crystal to be able to alert the couple
when the baby was crying, if the smoke alarm were to go off, etc. Mike
agreed and successfully trained Crystal to be a hearing dog for the
family. One day, Mike visited the home for another training and there
were a number of other families visiting the home as well. Mike
thought he had gotten the date wrong and he was interrupting a
dinner party or an event. His friend then surprised him with the news
that all of those couples were also deaf, and they all wanted a hearing
dog. Mike agreed and began training hearing dogs while using rescued
dogs.
1981
Mike’s wife Candye worked at a law firm in Grand
Rapids and decided that there needed to be some
organization to the process. That was when Mike and
Candye created “Ears For The Deaf”
1982
Mike began making presentations to service
organizations such as the AMVETS and Lions Club
International
1987
Ears For The Deaf became a United Way agency
1988-1989
Ears For The Deaf trained their first Seizure Response Dog and changed their name to
Paws With A Cause. They also bred their first litter of puppies in 1989.

!
! 3
! ! !
!
!
!
!
!
Organization Philosophy:
Mission Statement:
Paws With A Cause® enhances the independence and quality of life for
people with disabilities nationally through custom-trained Assistance
Dogs. PAWS® increases awareness of the rights and roles of Assistance
Dog Teams through education and advocacy.
!
1995
PAWS trained their 1,000th
Assistance Dog and transferred their National
Headquarters to Wayland, Michigan where they continued to grow.
1998
PAWS established an on-site Veterinary department, Canine Evaluation Center, and
a Research and Development department
2003
PAWS builds the Canine Development Facility to house the Breeding and Foster Puppy
departments
2006
PAWS trains its 2,000th
Assistance Dog
2012
PAWS trains it’s 2,500th
Assistance Dog
PAWS now has four Assistance Dog Programs

!
! 4
Core Values:
Transformational Change:
A transformational change engages the heart and the mind. It unleashes
the power of teamwork to achieve our deepest goals. It is life-altering in
profound, positive ways. It is the essence of “making a difference.” We
believe we can be a catalyst of such change in the lives of our
stakeholders and our community. We believe it is the natural outcome of
our mission work.
Leadership:
We believe in doing what’s right. We believe in leading by example. We
take an active role in the broader Assistance Dog industry, and seek
opportunities to share our expertise for the benefit of all its members.
Excellence:
We believe that “good enough” is just a starting point. We strive to
exceed our industry’s standards and our stakeholders’ expectations. We
believe our stakeholders deserve nothing less than our best work. We
invest in talent. We believe in challenging each other to greater
achievements. We encourage the sharing of ideas, and believe creativity
can overcome obstacles.
Teamwork:
We believe that we are stronger together than we are alone. We believe
the most successful Assistance Dog teams are built through collaborative
effort. We recognize that teams are comprised of individuals working
together toward a common goal. We believe all our stakeholders are our
teammates, and we seek opportunities to engage them. As teammates, we
treat each other with care and hold each other accountable. We believe
EVERYONE has the ability to make a positive contribution.
Stewardship:
We believe we have a duty and strive to use our resources wisely. We use
our history and experience to plan with care for our sustainable future.
Celebration:
We are mindful of life’s preciousness. We believe in cheering each
other’s accomplishments and honoring milestones. We believe in the
power of laughter and of puppy breath.
(Paws With A Cause, n.d.)

!
! 5
Organizational Goals and Objectives:
Paws With A Cause maintains a five year strategic plan that encompasses
all goals and objectives of the company for the next five years. This plan allows
PAWS to display the goals of the company to each member of the company.
These goals are measurable and attainable. Each year, the PAWS staff re-
evaluates their plan to adjust their objectives and to continue to have a strategic
plan for the next five years. Paws With A Cause has worked with many industry
professionals to create their strategic plan.
Some of the objectives include:
• Increasing education and advocacy of the Assistance Dog industry
• Growing the company through increased volunteers, talented staff, and
increased success of client and dog teams.
Operational Structure - Facilities and Staff:
The National Headquarters are located in Wayland, Michigan. The
National Headquarters house the Offices, Training Facility, Canine Care and
Development, and the Research and Development office. The office houses
Management, the Development Team, and Client Services. These employees
work with donors, development of the company, financials, marketing,
education, events, and client services.
The Training Facility contains the area where the trainers are able to
work hands on with the dogs that are going to be placed with a client. Here the
dogs are trained to complete specific tasks for their client. This facility also
houses the Research and Development office where staff creates their own
supplies, leashes, collars, tools, etc. The Canine Development building is where
the puppies are held after breeding and where the Foster Puppy Raisers bring
their puppies for training. Lastly, there is the Canine Care building, which is
home to the Veterinary staff.
There is also a second office located in Troy, Michigan. The Troy office
is the Southeastern Michigan Regional Office.

!
! 6
PAWS Management:
Chief Executive Officer
VP of Program Groups
Human Resources Director
Finance Director
Director of Advancement
Executive Assistant
Office Staff:
Community Engagement Coordinator
Mail/Shipping Receiving
Development Events Coordinator
National Client Services Coordinator
Field Rep Network Coordinator
Community Outreach Manager
Development Administrator
Receptionist
Client Relations Manager
Fund Development Coordinator
Donor Communications Manager
Development Administrative Assistant
Training Staff:
Apprentice Trainers
Senior Staff Trainer
Program Process Quality Manager
Apprentice Team Leader
Canine Staff
Canine Volunteer Training and Curriculum Specialist
National Breeding Program Coordinator
Canine Liaison
Equipment Stitcher / Research and Development
Regional Foster Puppy/Client Services Representative, Southeast MI
Canine Administrative Assistant
Foster Puppy Assistant, Southeast MI
Breeding Program Technician
National Foster Puppy Coordinator
Canine Administrative Assistant
Animal Care Staff:
Staff Veterinarian
Licensed Vet Tech
Groomer
Building Care Staff:
Building Care Supervisor
General Building Care staff

!
! 7
Lastly, Paws With A Cause also holds a Board. There is the Executive
Committee (seven members), Full Board (six members), and the National
Advisory Committee (22 members).
Services:
Service Dogs:
PAWS Service Dogs are custom-trained to assist people with physical
disabilities affecting one or more limbs. Service Dogs can enhance a person’s
independence by helping with tasks such as pulling a wheelchair, opening
doors, turning light switches on/off or picking up objects as small as a dime. If a
client falls, the dog can even act as a brace to help them up.
PAWS has trained Service Dogs to assist people who have Multiple Sclerosis,
Muscular Dystrophy, Rheumatoidal Degeneration, ALS, Cerebral Palsy, spinal
cord injuries and many other conditions affecting a person’s mobility or
strength.
In addition to performing tasks related to a physical disability, a PAWS Dog
can also be trained to assist with tasks related to a seizure disorder or hearing
loss.

!
! 8
Hearing dogs:
! PAWS Hearing Dogs are custom-trained to assist people who are deaf or
hard of hearing by physically alerting their partner to common sounds such as a
smoke alarm, doorbell, alarm clock, telephone ring or child’s cry. A Hearing
Dog nudges or paws its partner alerting them to a sound and then leads them
to its source. Hearing Dogs can also be taught to respond to American Sign
Language for people who are non-verbal.
In addition to performing tasks related to a hearing loss, a PAWS Dog
can also be trained to assist with tasks related to a seizure disorder or physical
disability.
Seizure Response Dogs:
PAWS Seizure Response Dogs are custom-trained to assist people who
have epilepsy or other seizure disorders with tasks such as activating a life-alert
system, finding someone to help, retrieving a phone or stimulating a person
during a seizure. As a person recovers from a seizure, a PAWS Dog can retrieve
medications or food, act as a brace to help them up and provide comfort.
PAWS Seizure Response Dogs are NOT trained to protect or predict
seizure activity. However, after several years with a client, some may develop

!
! 9
the ability to alert their owner of an oncoming seizure. This behavior is not
guaranteed to develop, nor to be consistent if it does develop.
In addition to performing tasks related to a seizure disorder, a PAWS Dog can
also be trained to assist with tasks related to a physical disability or hearing
loss.
Service Dogs for Children with Autism:
Service Dogs for Children with Autism act as constant companions to
children with autism to help them improve social interactions and
relationships, expand verbal and nonverbal communication, teach life skills,
increase interest in activities and decrease stress within the family. A PAWS
Dog doesn’t pass judgment, but breaks into the world of autism and becomes a
crucial part of the family’s life.
Volunteer Opportunities:
Raise A Puppy:
A Foster Puppy Raiser helps a person living with a disability by raising a
dog that will enhance their independence and quality of life. Foster Puppy

!
! 10
Raisers volunteer to raise a PAWS Puppy for 14-18 months, until it’s old
enough to begin formal Assistance Dog training. During that time, the puppy
lives in a Raiser’s home while they teach basic obedience and expose the dog to
public environments it may experience with a client. Here’s a few things a
prospective Raiser should know:!
- We do not require dog training experience, just a willingness to learn!
- You must be committed to teaching basic obedience and attending
obedience classes !
- You’ll need to expose your Foster Puppy to public environments at
least three times a week !
- We’ll provide you with a team of support to raise the best dog possible
for a client
- Must live in the areas of: Grand Rapids, Lansing, Saginaw, Southwest
or Southeast Michigan; Chicago, Illinois; or Tallahassee, FL.
Host Breeding Dog:
A Breeding Host helps PAWS breed puppies that will become future
Assistance Dogs. A Breeding Host volunteers to house, train and care for a
PAWS Mama or Papa Dog and makes it available to PAWS during breeding
times. A Breeding Host also assists with whelping and raising litters until they
are about 8 weeks old. PAWS is available to help every step of the way.
Here’s a few things a prospective Breeding Host should know:!
- We do not require dog training experience, just a willingness to learn!
- You need to live in Michigan, within two hours of PAWS National
Headquarters!
- You’ll have to attend monthly obedience classes at PAWS National
Headquarters!
- You must follow veterinary guidelines! set by PAWS
- We’ll provide you with a team of support for hosting a Mama or Papa
Dog

!
! 11
Donor Opportunities:
Make a gift online
Raise Funds For PAWS:
Raising funds for PAWS is fun and easy with our online fundraising
system. By clicking the Create Campaign button below, you can honor a loved
one or start your own Do It Yourself (DIY) campaign.
If you want to start your own personal event, click the Create Campaign
button. If you're ready to give up your birthday gifts to help enhance the quality
of life of someone with a disability, click the Pledge Your Day button.
Planned Giving:
Planned Giving helps you meet your personal, financial and estate
planning goals by making a lifetime or testamentary charitable gift.

!
13
Marketing Materials and Brand Image:
With one of PAWS main objectives being to increase education and advocacy,
PAWS integrates education into their marketing materials.
Paws With A Cause has the
goal of being experts in the
Assistance Dog industry. They
have professional partners that
help to create their marketing
materials to construct their
brand image.
Within their marketing
materials, PAWS often uses
their logo and brand colors to
further distinguish their brand.

!
14
Paws With A Cause has a very professional image while still incorporating a fun
and friendly personality.
Paws With A Cause also uses client and volunteer stories to inspire others to
get involved or educated.

!
! 15
Paws With A Cause excels with their marketing and brand image. They
are professional, educational, and consistent. They work towards having “one
voice” and clearly getting their message across. They have many different
marketing materials such as newsletters, mailings, social media platforms,
informational brochures, and videos.
SWOT Analysis:
Figure 1.1
Strengths: • Education and advocacy through
presentations and events
• Strong brand image and marketing
• Dogs are trained specifically for
their client
Weaknesses: • Inability to serve everyone due to
location of Field Representatives
• Limited volunteer opportunities
• Due to the training for a specific
client, the process of placing a dog
takes a longer amount of time and
does not allow PAWS to reach as
many people
Opportunities: • Expanding media awareness
through social media, television,
and news
• Opportunity to grow by increasing
staff, Field Representatives, and
office locations
• Expanding to serve more people by
adding more types of Assistance
Dogs
Threats: • Unable to determine exactly how
many donations will be received
• There are a lot of other nonprofits
and Assistance Dogs organizations
which make it harder to reach
donors and volunteers when they
have a lot of options.

!
! 16
Conclusions:
Paws With A Cause has a rich history and has progressed immensely
since the beginning. They have clear and measurable objectives and are
continually working towards them. The mission statement is precise and
correctly represents them as an organization. There are a number of different
Assistance Dogs programs, and various donor and volunteer opportunities.
These programs are displayed professionally through marketing and social
media. The information is also presented in a number of different forms of
marketing materials. The financials are available on the Paws With A Cause
website and through this, they are being honest by disclosing this information
to their stakeholders.
Volunteers and donations are a big part of Paws With A Cause but there
are also many more factors. They have a whole team that makes this process
possible from breeding puppies, training dogs, placing dog and client teams
and being available to all the clients. The organization as a nonprofit depends a
lot on volunteers and donors. If people did not support Paws With A Cause it
would not be in existence today. Lastly, Paws With A Cause has a number of
strengths and opportunities but also faces weaknesses and threats. If they
continue to highlight their strengths, work towards their opportunities, and
plan how they will handle their weaknesses and threats, Paws With A Cause
will continue to be successful and grow.
Sources:
Paws With A Cause. Retrieved from https://www.pawswithacause.org/
Paws With A Cause. Retrieved from
https://www.facebook.com/pawswithacause/
Paws With A Cause. Retrieved from https://twitter.com/pawswithacause

! 18!
Secondary Assessment
Global Assessment:
Education:
An Assistance Dog is a dog that is individually trained to
assist and benefit an individual with a disability. The owners, or
clients, of service dogs are protected under the American’s With
Disability Act of 1990, which gives the right to be accompanied at
any place where the Assistance Dog is allowed. It could be
restaurants, bars, mall, airplane, etc. There are approximately
20,000 Assistance Dogs in the U.S., which includes 10,000 guide
dogs (US. Pet, 2015).
The demand for Assistance Dogs has been growing for
both men and women who are suffering from PTSD/TBI. The
training of a psychiatric Assistance Dog and pairing it with a
client costs more than $20,000 where one on one training is
costly but more cost-effective in their healthcare costs according
to the Department of Veterans Affairs. (Statistics, 2015) Some of
the benefits of Assistance Dogs have eliminated risk of violence,
alcoholism, drug use, and suicidal depression. It has also
reduced the medical and psychiatric costs (Statistics, 2015).
There are several types of Assistance Dogs such as Guide
Dogs, Hearing Dogs, Mobility Dogs, Medical Alert Dogs, and
Psychiatric Service Dogs. All of these dogs have a purpose to
assist the person with a disability. The Assistance Dog can be
trained by the owners themselves and doesn’t have to be
affiliated to the organizations or they are also available at some
organizations as certified Assistance Dog, which comes
registered, and with ID and vests. Some organizations often
provide ID cards and vests, which can be helpful because most
people are not familiar with the laws pertaining to Assistance
Dogs and are accepting of something looking official. (Service
Dogs, 2015)
According to the Assistance Dogs International,
“Assistance Dogs International approximates 120 hours over 6
months. A well-trained Service Dog should be trained 1 to 2
hours per day over 6 months – in other words 180 to 360 hours.”
(Assistance, 2015)

!
! 19
At Paws With A Cause, Assistance Dogs are custom-trained to assist
people with physical disabilities and they are provided free to the qualified
client at no cost. In order for PAWS to cover the cost of breeding, care,
training costs, the significant majority of funds are raised from individual
donors and they also receive support from businesses, foundations, and
community groups. PAWS needs to raise $30,000 to cover the costs for each
team and the Assistance Dogs are approximately 18-24 months at PAWS (I
WANT A DOG, 2015).
The education matters in PAWS because it provides information about
how a person with a disability could get assistance in the workplace and in
public. It also give guidelines how the Assistance Dogs has to meet the
appropriateness in the public by keeping them clean, well groomed and they
have to behave in a manner which doesn’t affect the general public. At Paws
With A Cause, they believe in educating people about the rights and roles of
Assistance Dog teams.
Legal:
The owners of the Assistance Dogs are protected under the ADA,
(American’s with Disability Act of 1990), State and local governments,
businesses, and nonprofit organizations. The public generally must allow
Assistance Dogs to accompany people with disabilities in all areas of the facility
where the public is normally allowed to go. The Americans with Disabilities
Act clearly states that proof of “certification” cannot be required by any facility
or business for legal access as long as the person has a disability, and the dog
meets the requirements of a service animal. Staff cannot ask about the person’s
disability, require medical documentation, require a special identification card
or training documentation for the dog, or ask that the dog demonstrate its
ability to perform the work or task (Service Animals, 2011).
On the PAWS website, it provides various information about Assistance
Dogs. One of the things that is important to understand is about “qualification
to be eligible for a PAWS Service Dog.” In order to become one an individual
must be 14 years or older and have a physical disability, debilitating chronic
illness or neurological disorder affecting one or more limbs. If the dog is also
trained for seizure tasks, an individual must have a minimum of one seizure per
month. If the dog is also trained for hearing tasks, an individual must have a
minimum of 30% bilateral hearing loss and be 18 years or older. A person has
to be physically and cognitively capable of participating in the training process,
up to one hour a day. They have to be able to independently command and
handle their Assistance Dog. They have to actively improve their quality of life
and pursue independence with their Assistance Dog (Qualification, 2015).
“The law allows Assistance Dogs to accompany people with disabilities
in public areas. Under The ADA, service animals must be harnessed, leashed,

!
! 20
or tethered, unless these devices interfere with the service animal’s work or the
individual’s disability prevents using these devices. In that case, the individual
must maintain control of the animal through voice, signal, or other effective
controls” (Service Animals, 2011).
Conclusion:
In conclusion, the disable owners of Assistance Dogs are protected
under the American’s with Disability Act of 1990, and the person with the
Assistance Dog could go to most of the public places. The few benefits of
having Assistance Dogs are that they eliminate risk of violence, alcoholism,
drug use, and suicidal depression, etc. It has also reduced the medical and
psychiatric costs. The Assistance Dogs are provided free of cost to the person
with disability if they qualify. The costs of the PAWS teams are covered by
individual donations, along with help from businesses and foundations. In
order to qualify for a disability Assistance Dog, an individual must be 14 years
or older and have a physical disability, debilitating chronic illness or
neurological disorder affecting one or more limbs. If the dog is also trained for
seizure tasks, an individual must have a minimum of one seizure per month.
Sources:
Assistance Dogs International. Retrieved from
http://www.assistancedogsinternational.org/standards/training-programs/
I WANT A DOG – SERVICE DOGS. Retrieved from
https://www.pawswithacause.org/i-want-a-dog/service-dogs#howmuch
QUALIFICATION INFO. Retrieved from
https://www.pawswithacause.org/i-want-a-dog/qualification-info
Statistics & Facts | ANIMAL T.A.I.L.: A Non-profit for ... Retrieved from
http://animaltail.org/wp/?page_id=175
Service Animals. (2011, July 11). Retrieved from
http://www.ada.gov/service_animals_2010.htm
Service Dogs, Emotional Support Dogs and Therapy Dogs. Retrieved from
http://www.therapydoginfo.net/servicedogs.html
U.S. Pet (Dog and Cat) Population Fact Sheet. Retrieved from
http://www.bradfordlicensing.com/documents/pets-fact-sheet.pdf

!
! 21
Industry Assessment:
Assistance Dogs are looked at as the helpful animals in this world, ones
who help people that are in need. They are trained very well and know how to
help their owner when need be. Assistance Dogs are pretty straight forward;
they need to be trained and certified in order to go anywhere with their owner
but most people do not know the real definition of an Assistance Animal.
"[a]nimals whose sole function is to provide emotional support, comfort,
therapy, companionship, therapeutic benefits, or to promote emotional well-being are
not service animals..." so a service animal must be specifically trained to DO
something. (Service Dog Central, 2014)
There are websites a person looking for an Assistance Dog certification
can go on that and get a certification without anyone looking to make sure the
dog is an actual Assistance Dog. The people then have a fake certification for
their dog; that means their dog can now stay at the hotel with the family or go
on a plane for vacation. Researchers believe that people are doing this so that
they do not have to pay the pet fee at certain places.
This is actually starting to prohibit actual disabled person from getting
the respect needed with their Assistance Dogs. If an establishment is
introduced to a fake Assistance Dog and that is their very first experience with
an Assistance Dog; if the experience does not go well they will not be as eager
next time to have an Assistance Dog around.
There is usually a distinct difference between what a legitimate
Assistance Dog is and which is not, just by their mannerisms. Some clear signs
that an Assistance Dog is legitimate is that they have a harness, leash and tether
on at all times. On very few occasions an Assistance Dog will not have one on
because they need to be able to assist their owner and if the harness, leash or
tether hinder that assistance then the dog will not have one.
There are also distinct ways Assistance Dogs act from their training over
other types of dogs. The owners of Assistance Dogs have to have
documentation of disability defined under the ADA, with this the Assistance
Dog must also be trained to help their owner with their actual disability without
disrupting everyone else around them. (Goldberg, 2013) Assistance Dogs are
allowed pretty much anywhere they are needed but when people abuse these
privileges is when the actual people that need them suffer.
“…a growing number of New Yorkers are obtaining fake service dogs
certificates so that they can take their pets with them wherever they go, the New York
Post reports.”
(Goldberg, 2013)
The new law that is being enforced with Assistance Dogs is making sure
they are legitimate. If the owner has fake registration, the owners may be
receiving jail time. (Myers & Zizo, 2015) The recent trend is to register your dog

!
! 22
so that they can go into any facility with you, or could even fly on a plane with
your family for free. When in fact registering your dog is not even a
qualification.
…“license is something that all dogs are required to have. Individual states,
counties or cities may provide licenses in accordance with their own laws or ordinances.
Service animals are not exempt from any licensing requirements of local authorities. If
dogs residing inside the city limits are required to wear a city license tag, then this also
applies to service dogs. In some states, counties, or cities, special service animal licenses
are available in lieu of a regular dog tag, but they cannot be required as a condition of
access. Some localities also waive the licensing fees for service animals, but this varies.”
(Service Dog Central, 2014)
Assistance Dog registration on the other hand is a scam. Registering
your dog is a for-profit business and is not actually helping anyone but the
actual business, which is not the purpose of Assistance Dogs. “Registering”
your dog can cost from fifty dollars to two hundred and fifty dollars; but with
most of these “registries” you just print off the certificate on your home
computer. There is a difference between licensing and registering; most people
do not know the difference though. Incorporating education more into the
Assistance Dog process will help their owners along with bystanders.
Dogs need to be trained by professionals in order to be licensed assistant
dogs and their owners need to have the right documentation in order to bring
their Assistance Dog along with them anywhere and everywhere. This is where
the educational aspect of Assistance Dogs comes into play; many people and/or
businesses do not understand about how to handle Assistance Dogs. Events
involving Assistance Dogs can happen because there is not enough information
about the topic, which leads to situations that could have been completely
avoided.
(See Table on next page of Fake Assistance Dog Sites)

!
! 23
Figure 2.1: Fake Assistance Dogs Sites
Fake Sites
SARA (Service Animal Registry of
America)
Certified Service Dog
USARplus (United Service Animal
Registry)
National Association of Service Dogs
Goldstar German Shepherds Service Dog Tags
SDA (Service Dogs America) Free My Paws
Registered Service Dog CRTASA (Canadian Registry of
Therapy Animals and Service
Animals)
SDCA (Service Dog Certification of
America)
USSDR (United States Service Dog
Registry)
American Service Dog Registermyserviceanimal
Service Dog ID Official Service Dog Registry
Service Dog Kits
(Service Dog Central, 2014)
Conclusion:
Assistance Dogs are still a mystery to most of the public including
companies. There is a thought of question when Assistance Dogs come into
establishments; are they real, do they really need to be here, etc. Fake
Assistance Dogs are just making this issue more prevalent because people are
already questioning legitimate Assistance Dogs so if the dog is a fraud that
could leave a bad impression on the public. Also in the research on how a dog
is licensed to become an Assistance Dogs is questionable to most of the public.
Websites offer registrations but that does not mean it is legal. Education is the
umbrella for learning more about Assistance Dogs as a whole.

!
! 24
Sources:
Goldberg, E. (2013, August 5). Owners toting fake “service dogs” to gain access
to clubs. Huffington Post. The Huffington Post. Retrieved from
http://www.huffingtonpost.com/2013/08/05/fake-service-dog-
certification_n_3709720.html
Service Dog Central. (2014). Service dog certification—spotting fake
certification/registration/ID. Retrieved 29 October 2015, from
http://servicedogcentral.org/content/fake-service-dog-credentials
Myers, B., & Zizo, C. (2015, July 1). Jail time now possible if you have a fake
service animal. Retrieved 29 October 2015, from
http://www.mynews13.com/content/news/cfnews/news/article.html/conte
nt/news/articles/cfn/2015/7/1/service_dogs_law.html?cmpid=bluebar

! 25
Market Assessment:
Figure 2.2: Statistics of people with disabilities in Grand Rapids and Michigan
and relevance to Paws With A Cause. Though Paws With A Cause is located in
Wayland, Michigan, Grand Rapids is the closest city and Paws With A Cause is
very involved with the Grand Rapids residents.
Statistic Relevance
In 2013, 14.4% of Michigan’s
population has a form of a disability.
• 0.9% ages 4 and under
• 6.3% ages 5-15
• 6.6% ages 16-20
• 13.2% ages 21-64
• 26.6% ages 65-74
• 48.9% ages 75 and up
Paws With A Cause provides
Assistance Dogs to increase the quality
of living for people with disabilities. It
is important to understand how many
people have a form of a disability and
which ages are affected more. The age
of a person can influence how
independent they are. The older a
person, the more they do not want to
depend on another human being.
They are more likely to want their
independence and to increase their
quality of life.
Disabilities observed and percentages
of each.
• 2.3% Visual Disability
• 3.9% Hearing Disability
• 8.0% Ambulatory Disability
• 6.0% Cognitive Disability
• 3.1% Self-Care Disability
• 6.6% Independent Living
Disability
It is also important to understand
which disability is more prevalent
because this directly relates to the
types of Assistance Dogs that are
offered.
PAWS does not provide seeing dogs
but the Visual Disability is the lowest
percentage.
PAWS does provide a type of
Assistance Dog for nearly all of the
other types of disabilities (this may
depend strictly on the individual
affected).
In 2013 in Michigan, 9.9% of working
age people with disabilities were not
working but were actively looking for
a job.
Assistance Dogs result in an increase
of independence. The Assistance Dogs
allow for people to have a more active
lifestyle, which includes going to
work. The clients are able to rely on
their dog to help perform the day to
day tasks and allow them to be more
independent.
(2013 Disability Status Report Michigan)

! 26
Figure 2.3: Income and Expenditure statistics of residents within Grand Rapids
and Michigan relevance to Paws With A Cause.
Statistics Relevance
Estimated median household income
in 2013:
• Grand Rapids: $41,669
• Michigan: $48,273
(Grand Rapids, Michigan)
Average household income
• Grand Rapids: $65,449
(Grand Rapids Demographics &
Statistics)
It is important to understand the
median and average incomes of people
within Grand Rapids and Michigan.
These incomes will directly affect how
much people will donate to nonprofit
organizations.
These statistics may also aid in being
realistic when asking people to donate.
A nonprofit should understand how
much income people make therefore
they do not ask people to donate an
unrealistic amount of money.
7.9% of Michigan was unemployed in
June of 2014
(Grand Rapids, Michigan)
In the recent past, Michigan has
struggled with unemployment. This
makes it more difficult for people to
donate to a nonprofit when they do
not have any income.
Average household expenditure:
• $51,612
(Grand Rapids Demographics &
Statistics)
Expenditure is the amount of money
that is spent on expenses, payments,
spending, etc. After people pay their
expenditures, they are left with a
discretionary income that they can
spend on what they desire. This is
important to understand because this
also reflects how much money people
will donate to a nonprofit
organization.
Conclusion:
Understanding these statistics are crucial in the success of Paws With A
Cause. These statistics allow for the organization to better understand their
current and future clients and donors. This information allows PAWS to
provide a better service and experience for their stakeholders. It may aid in the
future decision making of Assistance Dogs programs or Donor opportunities
and programs.

! 27
Sources:
2013 Disability Status Report Michigan. Retrieved from
http://www.disabilitystatistics.org/StatusReports/2013-PDF/2013-
StatusReport_MI.pdf
Grand Rapids Demographics & Statistics. Retrieved from
http://www.point2homes.com/US/Neighborhood/MI/Grand-Rapids-
Demographics.html
Grand Rapids, Michigan Retrieved from http://www.city-data.com/city/Grand-
Rapids-Michigan.html

! 29
Quality Assessment
Introduction
Paws With A Cause is a non-profit organization
that provides different types of service dogs to enhance
the quality of life for others. There are many
organizations that offer similar services but the main
competitors of Paws With A Cause are 4 Paws for Ability
and NEADS. In our research we found that all three
organizations were limited on feedback and reviews
given.
!

! 30!
Figure 3.1: Quality Assessment!
Paws With A Cause 4 Paws for Ability Neads
Facebook
Common positive comments:
!Great staff
!How the dogs have impacted
lives
!Proud volunteers
Negative comments:
!One person unhappy with
not receiving a successor dog
!Client stories
!Staff is going above and
beyond
Negative comments:
!One student stating the
dogs are misbehaved in
public and not being trained
properly
!Clients thankful for
receiving their dog
!Inspired bystanders
Negative comments:
!One person stating they
believe the dogs should be
rescued not dogs that they
breed themselves
Google Reviews
3 reviews
★★★★
★★★★★
★★★★★
0 reviews 0 reviews
Other Review
Sites
Not Applicable
Measuredup.com good
reviews:
"Opened up our world"
"Excellent program"
"Amazing and wonderful
organization"
Measuredup.com bad
reviews:
"Would never recommend
this agency to anyone."
"Bad sponsor"
"Scam"
"They should be
investigated"
Trekaroo.com good reviews:
"Wonderful people work
here."
"Meet and play with puppies
for a great cause."
Trekaroo.com bad reviews:
"STAY AWAY"

! 31
Quality Assessment
Conclusion
Through the research it was discovered that
Facebook is the most used site receiving reviews by all
three organizations. There are many positive reviews
ranging from the clients to the volunteers in each
organization. All of the Facebook sites also have some
negative reviews, such as if someone could not receive a
dog or there were miscommunications with the
organizations. Most of the reviews overall are about the
volunteers experience over the clients experience. For
Google reviews, there are three reviews for Paws With A
Cause but for 4 Paws for Ability and NEADS we could
not find any reviews.
When looking at other sites, like measuredup.com
and trekaroo.com, 4 Paws for Ability and NEADS had
positive and negative reviews while Paws With A Cause
did not have any extra reviews. These sites that have
reviews for the other organizations are not the most well
known sites, therefore, when trying to find quality
reviews it can be a difficult process. In researching these
non-profit organizations, it can be concluded that there
is not much discussion on the organizations individually,
or even as a whole, non-profits are not as popular on
review websites.
!

! 33
Competitive Assessment
Introduction
Paws With A Cause is similar to the companies 4
Paws For Ability and NEADS in a number of ways. There
are also a number of differences in the way these companies
are run and the products they offer. Seven different
qualities of these companies were viewed.
The first is location and hours of operation to
understand availability. Some locations are easier to get to
than others or have a higher population. Wayland has a
population of 4,077 and is located South of Grand Rapids,
Michigan. Xenia, Ohio is Southwest of Columbus, Ohio and
has a population of 25,879. NEADS is located in Princeton
Massachusetts with a population of 3,413.
The types of service dogs that are offered is important
because this affects the number of people they can serve.
We also looked at where they get their dogs. This may affect
the success of the training program.
Also, the different volunteer opportunities that allow
people to get involved were discussed. Some people may
want to help the cause but are unable to donate monetarily.
Lastly, the types of events that people are able to attend
were researched which is another way for people to help the
cause.

34
!
Paws With A Cause 4 Paws For Ability NEADS
Location
Headquarters:
Wayland, MI
Headquarters:
Xenia, Ohio
Headquarters:
Princeton,
Massachusetts
Hours of
Operation
Monday - Friday:
8am - 4:30pm
Saturday - Sunday:
Closed
Monday - Sunday:
8am - 8pm
Unavailable
Types of
Service Dogs
Offered
Assistance Dogs
Service Dogs
Hearing Dogs
Seizure Response Dogs
Service Dogs for Children
with Autism
Hearing Ear Dog
Autism Assistance Dog
Mobility Assistance Dog
Seizure Assistance Dog
Diabetic Alert Dog
FASD Assistance Dog
Facilitated Assistance Dog
Multipurpose Assistance Dog
4 Paws for Veterans
Deaf and Hearing Loss
Veterans
Physical Disability
Classroom,Therapy, and
Ministry
Children with Disability
Children with Autism
Where they
get their dogs
Breeding program
Donations from other
breeders
Breeding program
Donations from other
breeders or purchased
Shelter/rescue dogs
Price of
Service Dogs
No cost to the client
Upon receiving dog,
clients are encouraged to
fundraise to "pay it
forward"
Estimated total cost of
placing a dog is $30,000.
Costs are covered through
donations from others
No cost to the client but
families are asked to
fundraise at least $15,000
as volunteers.
placing a dog is $22,000
Clients are asked to
fundraise a minimum of
$9,500.
placing a dog is $25,000
Remaining costs are
covered through
donations from others
Volunteer
Opportunities
Raising funds for PAWS
Foster puppy raiser
Host breeding dog
Foster a puppy
Housing a breeding dog
Dog care
Socialization of puppies
Basic training with puppies
and rescues
Help around the facility
Help with prison program
Other similar tasks
Weekend Puppy Sitter
Early Learning Center
NEADS State
Representatives
Professional, Creative,
and Administrative
Opportunities
Events
Paws For Lunch Tours
PAWS To Celebrate
PAWS Together
Foster Puppy Raiser
Events
Breeding Host Events
Epilepsy Walks
Supply Drive
Golf Scramble
The Rusty Races
Auction
5k and 1 mile dog walk
Bicycle Ride
Book Signing
Comedy
Golf Tournament
Run/Walk
Blood Drive
Volunteer Appreciation
Speaking Engagement
Concert/Festival and Fairs
Graduation
Figure 4.1: Competitive Assessment

! 35!
Competitive Assessment
Conclusion
Though each company has the main purpose of
providing service dogs, they also have many differences. It
can be concluded that the types of service dogs offered vary
greatly. Though each company offers some of the same
services, none of the companies offer the exact same type of
service dogs. We also found that it is very important to look
at the price of receiving the service dog. Paws With A Cause
is the only provider that does not require payment or
fundraising. Paws With A Cause does encourage
fundraising to “pay it forward” which is unlike 4 Paws For
Ability and NEADS in the fact that clients are required to
fundraise a partial amount of the costs.
It is quality information to understand where or how
each company acquires their dogs. Both Paws With A Cause
and 4 Paws For Ability use dogs that are from breeding
programs, which results in a higher quality of dog. NEADS
may lack the quality of training due to their use of some
shelter/rescue dogs.
Volunteers are another very important stakeholder
group. Volunteers not only benefit the company but people
enjoy getting involved. Permitting the different volunteer
opportunities allows for people to choose where they fit best
when it comes to time and resources. Paws With A Cause
has a limited amount of volunteer opportunities while 4
Paws For Ability has many forms of opportunities.
Lastly, each company hosts a number of events
throughout the year. 4 Paws For Ability and NEADS have
similar events such as Golf Tournaments and Runs while
Paws With A Cause has events that are more mission based
and informational.

! 36
Social Media Assessment
Introduction
Both Paws With A Cause and the competitors all
managed a Facebook account, Twitter account, and
Instagram account. These three social media platforms are
three of the most popular tools used by companies. A
majority of the population also owns these social media
platforms therefore it is easier for companies to reach their
markets via Facebook, Twitter, and Instagram.
Each of these platforms is also different in their own
ways. Facebook allows you to like, comment, and share
information where Instagram is used mostly to display
pictures and videos. Twitter uses hashtags and retweets to
spread the information easily and quickly. All three
companies used social media differently to fit the needs of
their stakeholders and to establish their brand.

! 37
Overview
!
! ! ! Figure 4.2
! !
19,923 likes
4.8 out of 5
(108 reviews)
15,905 likes
4.9 out of 5
(345 reviews)
12,044 likes
4.8 out of 5
(73 reviews)
1,435 tweets
427 following
908 followers
486 favorites
380 photos and videos
1,457 tweets
919 following
1,654 followers
454 favorites
1,811 tweets
319 following
916 followers
265 favorites
362 pictures
211 following
999 followers
109 pictures
110 following
1,366 followers
184 pictures
67 following
633 followers

! 38
Facebook use during September 2015
Figure 4.3
Number of posts in
September
11 6 20
Types of posts and
purpose
Pictures of dogs
Events
Client placement
announcements
Recruiting volunteers
5 videos
Pictures of dogs and
events
Posts thanking
volunteers and staff
Pictures of dogs
Informational
Event pictures and
promotions
Thanking sponsors
Voice of the posts
Friendly
Some humorous
Heart warming
Thankful
Friendly
Simple
Happy
Who are they
speaking to?
The public
Donors
Volunteers
Volunteers
People interested in
events
The public
Sponsors
Event attendees
Likes? Between 37 and 423
Between 110 and
242
Between 15 and 339
Comments? Between 0 and 121 Between 1 and 7 Between 0 and 12
Shares? Between 1 and 17 Between 1 and 26 Between 0 and 34

! 39
Twitter use during September 2015
! Figure 4.4:
Number of tweets
in September
53 41 0
Types of tweets
and purpose
Dog pictures
Dog videos
Retweets of other
people pictures
For fun
Informational
Instagram picture
links
Thank you's
Event information
Not Applicable
Voice of the tweets
Less formal
Friendly
Exciting
Exciting
Happy
Not Applicable
Who are they
speaking to?
The public
Donors
Volunteers
Donors
Volunteers
Not Applicable
Retweets? Between 0 and 3 Between 0 and 4 Not Applicable
Favorites? Between 0 and 9 Between 0 and 7 Not Applicable

! 40
Instagram use in September 2015
Figure 4.5
Number of posts in
September
62 40 20
Types of posts and
purpose
Both videos and
pictures
Displaying puppies
with their volunteers
Informational
Promotional
Both videos and
pictures of the dogs
Information about
events
All pictures of the
dogs or puppies
To be cute and fun
Voice of the posts
Humorous
Friendly
Thankful
Friendly
Fun
Happy
Who are they
speaking to?
Volunteers
The public
Donors
Volunteers
Donors
The public
Likes? Between 21 and 124 Between 8 and 97 Between 64 and 107
Comments? Between 0 and 13 Between 0 and 4 Between 0 and 2

! 41
Conclusion
It is concluded that each company uses their social
media platforms well but could use these sites more
effectively. Paws With A Cause has the most followers with
19,923 likes on their Facebook page. They also have the
most pictures posted of the three companies, which catch
the attention of the followers.
For each social media platform, the month of
September in the year 2015 was reviewed. NEADS had the
most number of posts at 20 but Paws With A Cause had the
most diverse types of posts. All of the companies had a
similar “voice.” They are happy, friendly, and like to inspire.
Paws With A Cause used their twitter effectively and
often. They post not only pictures but videos separate from
Facebook and Instagram. They post informational tweets as
well as fun tweets. 4 Paws For Ability posted mostly pictures
that were linked to their Instagram and NEADS did not
tweet once in the month of September.
Lastly, Paws With A Cause also used Instagram the
most. There was a lot of likes and the content of the pictures
vary greatly. They were humorous, informational, while also
promoting their brand. 4 Paws For Ability had a larger
number of pictures as well and were mostly pictures from
events, puppies, and clients receiving their service dog.
NEADS had the least amount of pictures by only posting 20
times in September 2015. Also, the pictures were directed to
anyone and were generic in the purpose of the post. They
were simply just pictures of puppies or dogs.
Each company uses their social media platforms
differently to meet the needs of their unique and varying
stakeholders.

! 43!
Brand Collateral
Logo:
Paws With A Cause should keep the same logo. The
logo is effective and professional. It is clear because it directly
states the company name along with using a paw to make it a
bit clearer that they work with dogs. Also, they use different
colors, which draws attention.
Color Scheme:
Paws With A Cause has used the same color scheme
for many years. It is now reflective of them and would be
difficult to change. When people see those colors on
collateral and specifically on a dog cape they correlate that
to Paws With A Cause.

45
Families with children:
Paws With A Cause is an organization that mainly
runs off of volunteers. In marketing these groups they
need to focus on a specific target market. In researching
Paws With A Cause and looking into their volunteer base,
families in the Grand Rapids area are a big margin that
could be helping in this organization. Digging deeper into
this market will help Paws With A Cause grow in
volunteers or donors.
Demographic/ Geographic:
• There are 26,030 families in Grand Rapids with
59.3% having a child between 6 to 17 years of age.
• The median amount of money that a family in
Grand Rapids makes is around 39,227 dollars.
• Most families in Grand Rapids have a median
discretionary income around 250 dollars per month.
• Grand Rapids top businesses are Spectrum Health,
Axios Inc., Meijer Inc., Spartan Stores Inc., and
Amway Corporation.
!

46
Psychographic:
• These families would be pet friendly.
• They might also be heavily involved in community events and/or already
be involved with PAWS.
• The parents want their children to learn more responsibility and in
fostering a dog, the children will learn how to take care of a pet.
• Families wanting to be able to help people with disabilities and
ultimately being able to impact their life in a positive way.
Syncographic:
• Families are typically more available in the evening hours and on
weekends.
• Most parents are working 9am to 5pm jobs and the children typically get
out of school around 3pm.
Behavioral:
• Families that have a want to volunteer/donate their time.
• A big push is on social media; a child or parent might see an ad on
raising a puppy and want to learn/know more about the opportunity.
• Pet friendly oriented families.
Benefits:
• These families would want to have a training experience for their
children and the puppies. This would be a year long experience to in a
way “test the waters” to see how their children are with responsibility
with a pet of their own.
• These families want a “do good” feeling. They want to be able to do
something that will in turn benefit somebody else.
Wants and needs out of the experience:
• These families want friendly/fun experiences that the whole family can
enjoy.
• Families wanting to give back to their community by volunteering at
different centers and/or organizations.
• Families need to feel like they are doing a good deed or may need to feel
needed by one another.
Where and how they spend their money:
• Extracurricular activities for the kids/family events
• Groceries/essentials
• Rent

47
• Clothing
• Vacations
How to reach them:
Different types of facilities
• Pet stores
• Volunteer centers
• Social media sites
• Dog parks
• The vet
Social media sites such as
• Facebook
• Twitter
• Instagram
• PAWS website
o These sites will be utilized to help keep families informed of what they can
do/offer to help out in the fostering process. The parent or the child can
look at these sites.
o Schools could also promote fostering a dog with brochures and/or school
assemblies.
Why is this market important?
Research shows that this group would like to be involved more,
especially for educational purposes, but money could affect their ultimate
decision. Paws with a cause could focus more on the needs of this specific
group to bring in more foster families and also more awareness to the Grand
Rapids community as a whole. Once one family knows more about the
fostering process word of mouth will help other families learn about the
fostering experience.

48
SWOT Analysis:
Figure 6.1
Brand Positioning:
Figure 6.2
Accessible

49
Marketing Objective:
Paws With A Cause will gain 30 more families to foster puppies in the
Grand Rapids area by December 31, 2016.
Conclusions:
• In order for Paws with a Cause to be successful they need puppies to be
fostered to become assistant dogs.
• The organization has expanded to the point that they need volunteers to
help them reach their goals more effectively.
• Through studying families in the Grand Rapids area the research shows
there are many families with young children between the age of six to
seventeen. This age range was the range we were looking at the most,
they want more responsibility like an adult but yet they still want to be
children.

! 50!
Brand Collateral for Families
Families and suggested slogan:
“Foster a friend, foster your life.”
When targeting the families to foster puppies, it is recommended to use
a slogan that represents fostering a puppy. This slogan gives a little sneak peek
on how fostering does not only help the puppy, but it also helps you. This
slogan is specific to families; it is short and sweet so kids can remember this
and tell their parents.
This slogan can be helpful in the educational aspect with the saying
“fostering your life” that lets the person reading it know that your life will also
benefit. “Fostering a friend” comes from the saying “a dog is a man’s best
friend.” This slogan for kids can have a dog next to the words and the image
will help the kids know what Paws With A Cause is about.
Families and Example piece:
The picture below is an example flyer that is targeted towards children.
This flyer could be given to schools to influence children to want to get their
family involved. It may possibly be used for school assemblies.

! 51
Figure 6.3: Social Media Calendar to target Families and Children
Social
Media
Channel
Current
Users
User Goals
Content For
Month
Frequency of posts
Week 1 Week 2 Week 3 Week 4
Facebook 21,060 21,500
Put video and/or
graphic design
piece each day that
are specific to
Paws. At least 3
posts per day.
Continue with
week one but
include
questions for
people to get
involved. Add 2
more posts a
day.
Have time slots
in the afternoon
for Q&A with
someone from
the
organization. Do
this every day
that week.
Have people who
have fostered
before write about
their story and
then post it on
facebook to let
others know about
the fostering
experience.
Add 80+ more
posts after this
month is over.
Twitter 935 1,000
Post clever slogans
and catch phrases.
Start getting more
attention from the
people already
following. 7 of these
posts per day.
Add pictures of
fostering
families with
slogans or
statements about
the families
positive
experiences. 10
positive
experience posts
a week.
Post videos about
the fostering
process, what is
going on during
that time, how
people can help.
At least 1 a day.
Have time slots in the
afternoon for Q&A
with someone from
the organization. Do
this every day that
week.
Add 90+ more posts
after this month is
over.
Instagram 1326 1,500
Include more
graphic design work
in your pictures;
about paws with a
cause as a whole. 15-
20 pictures that
week.
Post pictures of
puppies with
families and
kids, pictures
that are relatable
to families. Have
catch phrases on
the educational
tools fostering
can do to the
foster family.
Post videos with
the puppies
and/or fostering
process. Real
events that Paws
puts on or even
from families who
are/previously
fostered. 15 posts
this specific week.
Promote pictures and
videos of volunteer
events, fostering
events, or donation
events in general.
Keep people aware
that Paws is around
and they can help in
many different ways.
10-15 posts that
week.
Add 70+ more posts
after this month is
over.

! 52
Families: Marketing, Promotional, and
Communication Mix
!
Five phases of an experience:
Anticipation
• Brochures/mail to remind them of the event
• Local radio stations that are kid appropriate
Travel to
• Good signage
• Many welcome signs
Destination
• Greet families at the door
• Get them excited to be there right when they
enter
• Have puppies in the lobby area as they walk in
Travel from
• Stuffed Paws dogs as a take home gift for each
child
• Goodie bag to take home (give to each family
member)
• Brochures
• A water and snack
Reflection
• Send a card to thank them with a puppy on the
card “thanking them”

! 53
Marketing Mix:
Offerings:
• Puppy Visits
• Volunteer Options with puppies
• School Assemblies
• Flyers and/or Magazines
Distribution place:
• Daytime/Nighttime New channels
• Paws With A Cause facility walks
• Schools and Churches
Pricing:
• Families may need help in affording a puppy on the day by day expenses.
Having PAWS give more benefits to the daily costs could attract more
families.
• With fostering puppies, PAWS could try to make more of a package
deal; giving the family a dog and a starter pack of food, crate, and some
toys to get the family started off on a good note.
Promotional Mix:
Brand Message:
• Strong, positive message about puppy fostering.
• PAWS should use their voice to make the marketing piece feel more
relationship based every time someone reads about them.
Collateral:
• Flyers for the middle school assemblies
• Bulletin boards displayed at middle schools and churches.
Promotional Events:
• School assemblies
• Church assemblies/talks
• Loyalty programs (starter packs with foster puppy)
• Table hosted luncheons

! 54
Communication Mix:
1. Monthly fostering stories in the local newspaper:
Give statistics on how many families are fostering that month,
fostering events going on that month, other events coming up. Keep the
reader updated month to month.
2. Table hosted lunch/dinner about fostering:
Have foster family member already fostering be a table host and
invite people who you believe want to know more/foster a puppy. Have a
speaker of how fostering a dog benefited their family and how it changed
their lives for the good.
3. Education assemblies about fostering:
Assemblies at the middle schools in the Grand Rapids area;
mainly for students, parents are welcome as well to join.
4. Billboards
Partner with the Children’s Hospital to make billboards.
5. School Bulletin Boards:
Make the bulletin boards really colorful and full of pictures with
simple facts for children to understand, get them thinking about PAWS.
6. Church Bulletin Boards:
Create the bulletin boards with pictures but also specific facts on
fostering puppies and the process you would need to take.
7. Surveys on existing fostering families:
Learn what is being done well already and what can be improved.
8. Calendar of events/activities
Hung in the office, so that staff knows what is happening and
when.
9. Parades:
Have a Paws float in the Grand Rapids area parades. Keeps
people thinking about Paws. Many families will be at the parade, which
is the perfect market for fostering. Give out brochures and pictures with
key points.

! 55
10. Question and Answer:
Have a time in the afternoon, sometime after 5oclock, for about an
hour that can be a Q&A about any type of fostering questions.
!
!
Revenue vs. Cost:
!
Figure 6.4
In the effort to reach our goal of 30 more families to foster a puppy by
December 31, 2016 in the Grand Rapids area, our hopes are that these
strategies in reaching out to families will help make this goal possible. PAWS
will be marketing fostering in many different ways for around 10,000 dollars,
which will be a great investment if we can receive 30 families to donate their
time with our organization. 30 families fostering puppies would be about 25,500
hours of their time they are helping us with. In spending the right amount of
money, PAWS can receive the help they need in order to get more service dogs
into our world.
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec BUDGET RESPONSIBILITY
x x x x x x $360
Public Relations
Team
x x $6,000 Marketing Team
x x x x x $0 Marketing Team
x x $2,500 Marketing Team
x x x x x $80 Marketing Team
x x x x x x $120 Marketing Team
x x x x $0 Marketing Team
x x x x x x x x x x x x $20 All staff
x x x x $400 All staff
x x x x x x x x x x x x $0
Public Relations
Team
$9,480
Paws With A Cause will get 30 more families from the Grand Rapids Area to foster puppies before December 31, 2016.
Timeline/Budget/Responsibility
TOTAL
Q&A on social media
sites
Billboards
School Bulletin
Boards
Church Bulletin
Boards
Surveys
Calender for staff
Parade floats
Actions
Newspaper (MLive)
updates
Table hosted
luncheon
Middle school
assemblies

! 56
Final Observations
Paws With A Cause needs to make people aware of their organization.
People may know of the name but they might not know all that there is to offer
throughout the organization. Through the communication mix however PAWS
is spending their time and money to educate people and in turn hope that those
people will help with their cause. This can be risky but at the same time can be
very rewarding. When focusing on foster families there are two submarkets that
PAWS needs to focus on: the parents and the children. PAWS should focus
more of their time getting the children excited and educating them about the
puppies, and for the parents give more educational presentations on how
having a PAWS foster dog will help improve their lives.

! 58
Target Market Assessment
Young Professionals:
Young Professionals within Grand Rapids are a very
important demographic. They hold a large number of the jobs
and understand the importance of getting involved and
helping a cause.
Geographic and Demographic:
• Lives in the Greater Grand Rapids, Michigan.
• Male and Females ages 27-35. 17% of the population is
ages 25-34.
• 28.8% of the general Grand Rapids population has a
Bachelors Degree and 14.8% of the general Grand
Rapids population has a Graduate Degree.
Psychographic:
• They value helping others and donating their time to
make a difference.
• Now have more discretionary time to spend on other
activities.
• Enjoy networking and with other people.
• Animal/Dog lover
Syncographic:
• Available any time of the year during time that is not
spent at the office. Most have a set schedule of when
they work and have other hobbies or activities.

! 59
Interests or Wants out of the experience:
• Options on how to donate their time and money.
• They want the organization to stay in touch and keep them updated on
news and how their money or time has made an impact.
Behaviors:
• Spends a lot of their time online looking at social media, blogs, news
articles, or watching videos.
• Members of professional associations within Grand Rapids.
• Enjoys volunteering.
Where and how do they spend their money?
• Outings such as events, socializing, restaurants, or sports
• Possibly starting a family
• Saving money for their future
• Depending on their career, one may be more cautious with their
spending
How to reach this Market:
Professional Associations:
• There are a number of different associations within Grand Rapids such
as Grand Rapids Young Professionals Association.
• Attend events to network, ask or volunteer to speak at events, hold
events for the association members to attend at the facility
Social Media:
• Market the opportunities that are desired more by the Young
Professionals: online donation, volunteer opportunities, DIY campaigns
where they can share their passion for the organization and ask their
friends and family to donate as well.
Television:
• Get the attention of the media with upcoming news and events by being
featured on news shows such as eightWest on WOODTV
Why is this market important?
• Young Professionals within Grand Rapids enjoy networking, attending
events, meeting other professionals, and volunteering their time to other
causes. Though Young Professionals may not have the most money at
the time, they are important because there is the opportunity for the
organization to build a relationship with this market.
• In the beginning, the young professionals may only be able to donate
their time or little money but throughout the years, that connection may

! 60
grow, along with their contributions. Another important aspect is the
lifestyle of the Young Professionals.
• They often network with others at a number of events where they discuss
work, life, and other organizations. At this point, the Young
Professionals may use their own word of mouth to promote and educate
others on the organization that they care passionately about and donate
their time to.
SWOT Analysis:
Figure 7.1:
Opportunities:
• Building that relationship
• Increased contribution and
increased frequency
• May tell others about the
organization
Strengths:
• Enjoy volunteering and
donating their time to make a
difference
• Fairly easy to access and
inform via media and online
Weaknesses:
• May be difficult to maintain
that relationship
• They may not have as much
money or time to give
Threats:
• May choose to contribute to a
different organization
• May lose that relationship

! 61
Brand Positioning:
Figure 7.2
1. One of the most important aspects to Young Professionals is options on
volunteer and donor opportunities. They want to be able to decide what
they can do with their money or time.
2. The second is accessibility to information and the ability to donate
quickly and easily. Are the Young Professionals able to donate quickly
online or is there an extensive process? Are there other ways and tools to
help fundraise the money?
Paws With A Cause is limited on the number of volunteer opportunities but
has many different ways to donate, many including online. The information
and process is easy and there are other options such as DIY Campaigns.
NEADS has a good number of volunteer opportunities available. Donation
via website is available as well and through other forms similar to PAWS like
“Name A Puppy” and “Sponsor A Client.”
4 Paws For Ability has a large number of opportunities for Young
Professionals to volunteer. There are other donation type activities occurring as
well but may not be as accessible to the Young Professionals (ex: a woman is
selling candles and a percentage of the sales goes to 4 Paws For Ability)
Accessible

! 62
Marketing Objective:
Increase the number of Young Professionals (ages 27-35) in the Greater
Grand Rapids area who donate their time and money to Paws With A
Cause by 50 new donors by June of 2016.
Conclusions:
• Though it may be difficult to maintain the relationship, it is worth it.
Young Professionals could turn out to be lifelong donors or volunteers.
• Give them many options so they can choose how they want to donate
their time and money.

! 63
Brand Collateral for Young Professionals
Young Professionals and suggested slogan:
“You make it possible”
Paws With A Cause currently uses the slogan “you make it possible”
quite often. This slogan correlates well with the young professionals because
they want to know that they are making a difference. It is showing appreciation
and recognition for their efforts no matter what they are doing to contribute to
the cause. It is also inspiring and makes people want to get involved and donate
to the cause.
Young Professionals and Example Piece:
Below is a picture of an invitation that could be used for an event
specifically targeted at Young Professionals. Paws With A Cause currently
holds a table hosted luncheon event but is not targeted directly to Young
Professionals. Paws With A Cause could hold a specific luncheon event for
businesses and Young Professionals to educate them on PAWS, inform them
about how their company may get involved, and an opportunity to network with
one another.

! 64!
Figure 7.3 Social Media Calendar to target Young Professionals
Social
Media
Channel
Current
Users
User
Goals
Content For
Month
Frequency of
posts
Facebook 21,060 21,500
1-2 post per day
should be geared
towards Young
Professionals.
The use of
visuals to catch
the attention
Begin to show
more videos
and pictures
with more
information on
what PAWS
does
Begin promoting
actual ways
(donating and
volunteering)
Young
Professionals can
get involved with
PAWS. Make a
call to action to
ask for their help
Continue to
build that
relationship by
showing them
appreciation and
thanks. Continue
to get them
involved, active,
and to share or
comment on the
post.
There should be
30 to 60 posts that
are geared
specifically to
Young
Professionals
Twitter 935 1,000
Tweet specific facts
about PAWS to
gain their
attention and
increase education.
Using pictures are
important
Begin asking for
RT's and
responses to get
them engaged.
Whether it be
during a specific
fundraising
campaign or
about an
upcoming event.
Highlighting
specific ways to
donate and
volunteer. Express
appreciation and
give third party
validation and
opinions.
Begin getting new
opinions from new
donors/volunteers.
Continue posting
graphic design
peices.
At least 1-2 tweets
per day directing at
Young
Professionals
Begin the month
with posting
pictures and
videos to give facts
about PAWS or
about upcoming
events that they
may get involved
with.
Post pictures of
young
professional
volunteers or
PAWS at an
event with them.
Also focus on
sharing all of the
ways they can
get involved
Promote DIY
campaign and how
you can get your
friends and family
to help you reach a
goal
Highlight the many
the ways you can
donate and make a
difference. Focus
on showing
appreciation and
recognition
Pictures should be
posted 2 times a
day. Possibly more
during an actual
event or when
something exciting
is happening

! 65
Young Professionals: Marketing, Promotional, and
Communication Mix
Anticipation
• Provide excitement via email reminders or direct mail
pieces.
• Show informational videos or pictures to provide
background information
Travel to
• Proper signage on the way to the event or the
headquarters
• Billboards with advertisements and directions
• Provide directions for them so it is an easy travel
Destination
• Make them feel welcome and make sure to provide
anything they may need
• Allow for a comfortable atmosphere with music,
beverages, and other resources
Travel from
• Send home informational brochures or packets
• Provide business cards so it is easy for them to contact
with questions
Reflection
• Ask for feedback on the event or meeting. It shows that
you care about how they feel about what was discussed or
what occurred
• Continue to email them with updates on PAWS to keep
them informed

! 66
Marketing Mix:
Offerings:
• Young professionals want more ways to donate and volunteer. They want
to choose how they make a difference.
• Allow for easy access to headquarters, website, information, and phone
or email contact.
Distribution place:
• Online
• Events
• Associations
• Other volunteer locations
• Media/news
Pricing:
• They want more options on how much to donate. Each person can
donate as much money as they would like but at times, young
professionals may not understand what the normal amount may be.
Putting a special donation program in place for Young Professionals may
aid in their decision making.
• Provide different volunteer options. This allows the donor to decide how
much time they are able to give to help.
Promotional Mix:
Brand Message:
• Professional
• Strong relationship based
Collateral:
• Flyers
• Invitations
• Informational packets or brochures
• Office supplies
Promotional Events:
• Business Luncheon
• Going to Young Professionals Associations to network

! 67
Communication Mix:
1. Business Luncheon Event:
Plan and provide a luncheon where Young Professionals can
come to have lunch, learn about PAWS, and network with other
professionals. It can be a short 1-2 hour event that will educate the
Young Professionals and allow them to understand how they can get
involved with Paws With A Cause.
2. Radio Advertisement:
Further research may need to be done. Use radio advertisements
or radio interview with the most popular Grand Rapids radio stations.
The advertisement or interview will be aired early in the morning while
the Young Professionals are making their morning commute to work.
3. Partner with Associations
Create partnerships with associations such as Grand Rapids
Young Professionals. Provide events for them where they can learn
about the nonprofit world. They will be learning about Paws With A
Cause and in turn, possibly become involved while they are also learning
as well.
4. Monthly Email Blasts:
Email Young Professionals each month with a short update piece
to inform them about what is going on at PAWS (updates on goals,
upcoming events, new programs, etc.) This allows for PAWS to maintain
that relationship with the Young Professionals. PAWS will remain in the
minds of the professionals while the professionals are able to see what
their dollars or time are contributing to.
5. LinkedIn Involvement:
Many Young Professionals are active on LinkedIn. Post
educational articles about Paws With A Cause or about nonprofits in
general to share with others. This will allow for the Young Professionals
to see the Paws With A Cause name again and share their posts with
other professionals.
6. Facebook posts directed to Young Professionals:
Simple yet eye catching posts to attract Young Professionals

! 68
7. Billboards:
Place billboards in the Grand Rapids area to promote the
organization. Place the billboards in areas where there are a lot of big
businesses as well as one closer to the organization’s headquarters.
8. Television Advertisements:
Promote events and programs with two options. A short 30 second
general advertisement or participate in news interviews. These can be
done in the morning while the Young Professionals are getting ready
for their day. The advertisements can be shown on local news
channels.
9. Build a relationship with MLive:
Promote Paws With A Cause more via public relations to MLive.
Young Professionals read these publications to understand what is
occurring in the Greater Grand Rapids area.
10. Calendar
Provide a calendar to the Paws With A Cause staff as well as the
Young Professionals. The calendar will provide dates of events, visits, or
any other activity that is occurring.
Revenue vs. Costs
Figure 7.4
x $2,000
Development Events
Coordinator
x x x x x x $2,000
Public Relations
Team
x x x x x x $0
Community
Outreach Manager
x x x x x x x x x x x x $0 All Staff
Social Media Staff
or Intern
Social Media Staff
or Intern
x x x x x x $8,000 Marketing Team
x x x x x x $1,000 Marketing Team
x x x x x x $360
Community
Outreach Manager
x x x x x x x x x x x x $400 All employees
$13,760
Target Market Objective: Increase the number of Young Professionals (ages 27 - 35) in the Greater Grand Rapids area who donate their time and money
to Paws With A Cause by 50 new donors by June of 2016
TOTAL
Calendar
Monthly Email Blasts
LinkedIn Involvement
Facebook Posts
Billboards
Television Advertisements
Mlive
Actions
Business Luncheon Event
Radio Advertisement
Partner with Associations

! 69
Young Professionals are constantly receiving messages from companies
each and every day. Therefore, it is easy to reach them yet difficult to remain in
the top of their mind. Paws With A Cause needs to use many different channels
with unique messages to reach them. Though it may take a large budget to
reach Young Professionals, it would be worth it because the goal is for them to
become lifelong donors or volunteers, as well as use word of mouth to promote
Paws With A Cause to others.
Final Observations:
Being a nonprofit, it is hard to determine the revenue that will be made
in result of the communication mix. The costs of these can range from very
little to a lot of money but the outcome will be great and with creativity, can be
done. These tasks allow for Paws With A Cause to get their name more
recognized. The costs may exceed the revenue but it will be well worth it for the
publicity.

! 71
“Empty Nesters”
Paws With A Cause is always looking for host homes in
order to breed puppies that will become future Assistance Dogs.
It will be beneficial to target the “Empty Nesters” market to
become a host to breed puppies for Paws With A Cause. We are
targeting on the age group from 45- 64 who can have high impact
on breeding dogs due to their high number of free time after work
and during weekends. This is a great opportunity for dog lovers
and PAWS is available to help every step of the way.
Demographic/ Geographic:
• There are 40,048 people between the ages 45-65 in Grand
Rapids.
• It takes a 22 mile radius to the Paws With A Cause National
Headquarters.
• They are usually parents whose children have grown up and
left home.
• Most popular occupations in Grand Rapids are
management, business, education, sale, office, community
service, and production occupations.
• The median income for the ages 45-65 is $58,830.
!

! 72
Syncographic:
• Empty Nesters tend to work 9 am-5pm jobs and they are available to
spend time with dogs after work. Also, most of them are available during
weekends. Some may even be retired.
Behavioral:
• The Empty Nester hosts are Dog Lovers and they want to give back to
the community.
• They want to have someone next to them rather than being lonely.
• Some hosts tend to host dogs in order to maintain their health and to
stay active by walking dogs, jogging, safety for themselves…etc.
Psychographic:
• This will be a great opportunity for dog lovers.
• Interested in helping PAWs in breeding, training and care for the
PAWS papa and mama dogs.
• Something that they can do in their free time.
• Having PAWS dogs to keep them company.
• Love doing volunteer jobs.
• Want to help people with disabilities.
Benefits:
• Have the quality time with their cute puppies.
• Reduce stress from work, and increase the happiness.
• Help them stay fit and active.
• Increase social interaction.
Wants/Needs:
• The host wants to have quality time with the dogs and reduce stress, and
stay active and healthy.
• They want to help the community and assist PAWS to breed dogs.
What they spend their money on:
• Groceries/essentials
• Mortgage
• Clothing
• Insurance
• Health

! 73
How to reach them:
It would be best to reach them by brochures at marketplaces, pet stores, dog
parks, volunteer centers, and word of mouth. We can reach them through
social media as well.
Why is this Market Important?
This market is important because there are 40,080 people from the age group
45-65 that live in Grand Rapids and the median income for the age group is
$58,830. This group has more free time after work and during weekends and
they have willingness to help PAWS to breed and host the mama and papa
dogs. PAWS needs volunteers to breed and host dogs and this market will be
very beneficial to save costs and time.
SWOT Analysis:
Figure 8.1

! 74
Brand Positioning:
Figure 8.2:
The above Brand Positioning Chart measures the variable of Cost and
Offering. Our Target Market of Early Nesters (ages 45-64) is measured at a lower
cost and high offering. Currently, PAWS is at the same price level of our target
market. The difference is, our Empty Nesters will be able to spend more time
than other hosts after work and during weekends compared to other age groups
at PAWS. The 4 Paws For Ability actually offers the best service by offering
veterinary care, dog food, and other expenses such as monthly heartworm
preventative and flea control but it is located in Ohio, which is a draw back for
our Target Market that is located in Grand Rapids.
Market Objective:
Increase the number of Empty Nesters (age 45-64) in Grand Rapids who
host breeding dogs by 30 hosts by December 31,2016.
Conclusions:
• Paws With A Cause is always looking for a hosts in order to breed dogs
to become future Assistance Dogs.
• It is beneficial to target Empty Nesters because they are dog lovers who
are financially stabilized and have more free time than other age groups
in order to breed dogs.

! 75
• They are also more likely to be lonely and they appreciate having a dog
as a friend in order to live a healthy and active life by walking dogs,
jogging, etc.
• The Empty Nesters are willing to breed dogs because they want to be
able to give back to the community and make a difference.
Sources:
Paws With A Cause (PAWS WITH A CAUSE)
https://www.pawswithacause.org/
"Point2 Homes." Grand Rapids Demographics & Statistics. N.p., n.d. Web. 22
Nov. 2015. <http://www.point2homes.com/US/Neighborhood/MI/Grand-
Rapids-Demographics.html>.
Population estimates, July 1, 2014, (V2014) (QuickFacts)
http://www.census.gov/quickfacts/table/PST045214/00
"75% of Young Adults Gave to Charity Last Year, Study Finds." The Chronicle of
Philanthropy. N.p., 12 June 2012. Web. 22 Nov. 2015.
<https://philanthropy.com/article/75-of-Young-Adults-Gave-to/156477>.
"Understanding What Motivates Millennials to Give to Your NPO." Nonprofit
Hub. N.p., 30 May 2014. Web. 22 Nov. 2015.
<http://www.nonprofithub.org/fundraising/understanding-motivates-
millennials-give-npo/>.
"United States Census Bureau." American FactFinder. N.p., n.d. Web. 22 Nov.
2015.
<http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xh
tml?src=bkmk>.

! 76
Brand Collateral for Empty Nesters
Empty Nesters and suggested slogan:
“Be a home for a PAWS breeding dog”
“Help us continue to help others”
These slogans that may inspire and motivate empty nesters (ages 45-62)
to be a PAWS breeding home. Paws With A Cause is already using the slogan
“Be a home for a PAWS Breeding Dog.” It is recommended that they continue
using that slogan on some collateral because it is a clear message.
“Help us continue to help others” is inspiring because it motivates
people to want to help and get involved. It also states clearly that helping
PAWS is not only helping the company, but it is also helping clients in need.
Empty Nesters and Example Pieces:
Below are some collateral pieces that Paws With A Cause can use to
communicate and make connections with this target. There are brochures,
holiday post cards, and other pieces such as calendars, pens, and key chains.

! 78
Figure 8.3: Social Media Calendar to target Empty Nesters
Social
Media
Channel
Current
Users
User
Goals
Content For
Month
Frequency of posts
Facebook 21,060 21,500
Post about
introduction of
what PAWS does
and the reason
why hosting dogs
in needed, and
how they can help.
Post a video about
breeding dog
featuring Empty
Nesters and slogan
to attract this
target market.
Post image of the
content with link
and text to call for
help. Also, ask if
they have
questions about
and breeding host
program.
Post about the
upcoming
fundraising event
"Walk with Paws"
for Empty Nesters
to reach the
people in Grand
Rapids and also
create a webpage
where they can
donate online for
the fundraising
event.
Answer the
questions and
follow up with
the interested
hosts. Also, post
about recruiting
volunteers for
the upcoming
fundraising
event.
There should be about
60 posts in a month
and two posts every
day in the morning
and evening so that we
can reach more of our
target market.
Twitter 935 1,000
Tweet slogan and
PAWS facts (what
PAWS does, and why
host homes are
needed and how
they can help) with a
picture. Hashtag all
the related
community
Post a banner/photo
seeking help to
hosts dogs for
empty nesters
Tweet about the
upcoming event and
raise awarness about
the breeding home
program.
Retweet and follow-
up with the
information
seekers and tweet
about volunteer
opportunities
about the
upcoming event
60 tweets in a month and
at least two tweets per
day.
Post images of the
content with links
and text. Post videos
about breeding host
and include the
information about
the PAWS website to
get more
information.
Post a banner/photo
seeking help to host
breeding dogs for
Empty Nesters. Post
actual photos of
Empty Nesters in
this program.
Post picture of flyer
about upcoming
fundraising event for
Empty Nesters.
Highlight the
volunteer and
donating
opportunities within
PAWS
Post the picture
reminding them
about signing up
for the upcoming
event, and post
short video of the
interview done
with current hosts
in order to
increase the
number of host
homes
At least 80 posts in a
month. Ranging from 2-
3 photos per day. It will
be posted in the
morning, lunch, and
evening.

! 79
Empty Nesters: Marketing, Promotional, and
Communication Mix
!
Anticipation
• Work with radio stations to promote donating
time on hosting and breeding a PAWS dog as
a good opportunity for dog lovers.
Travel to
• Mention on the radio to visit the PAWS
website to get detailed directions to the
headquarters. Provide signs on the way to
show the distance to reach to the destination.
Destination
• Staff and PAWS dogs will greet guests, show
them appreciation for their visit to the
headquarters, and introduce to the hosting and
breeding programs.
Travel from
• Giveaway small gifts such as key chains,
flashlights, bottled water, calendars, and pens
with their logo and information to ensure the
guests will remember and contact them.
Reflection
• Send out thank you letter for visiting, provide
instruction how to begin hosting program.

! 80!
Marketing Mix:
Offerings:
• Offers mama or papa dog
• Deliver dogs to door
• Provide professional training and deliver high quality and a great
experience
• Provide team to support for hosting mama or papa dog
• Provide some pet store and market partners to get discount on
purchasing product for dogs
Distribution place:
• Radio Station
• Create a Facebook page for PAWS Breeding homes to communicate
• Encourage access to the PAWS website to access more information
• Provide breeding host orientations in different locations
• Create external intermediaries to send direct mail to reach donators
• Hand out brochures or flyers at businesses with high presence of this
target market such as pet stores, Meijer, Walmart, restaurants, eyeglasses
stores, and other grocery stores
• Word of mouth
Pricing:
• Won’t charge any monetary price since it is a nonprofit organization
• The volunteers must be Willing to pay to take care of the PAWS dog
while being in the host programs
• Want to have as much participation as possible
Promotional Mix:
Brand Message:
• Their brand message is professional and welcoming.
• Paws With A Cause should continue to use their current brand message
by continuing to educate and make connections.
Collateral:
• Calendars
• Holiday Post Cards
• Brochures/Flyers
• Key Chains
• Pens

! 81!
Promotional Events:
• Media Events
• Fitness Events
• Community Events
Communication Mix:
1. Invite the important print media reporters and publishers to visit the
headquarters, or arrange a host home visit to gain positive
acknowledgement of PAWS. Provide experts to discuss the breeding
host program and talk about the meaning of what the hosts are doing to
help PAWS to continue to help others.
2. Distribute collateral material with brand message, logo, and contact
information that PAWS wants to convey to people at some distributors
such as pet supplies stores, glasses stores, markets, and restaurants.
3. Host fitness events for PAWS clients, neighbors, volunteers, and donors
to build relationships among the people as well as the brand awareness
in order to get more volunteers.
4. Target radio listeners to bring more donors by broadcast frequency to
promote the message for Empty Nesters host breeding program and how
they can help.
5. Post an article in MLive or Grand Rapids Press
6. Advertise 30 seconds of a television commercial that will air after the
weather channel broadcast.
7. Church bulletins in Grand Rapids area because a good majority of this
age group attends church every week.
8. Send direct mail pieces
9. Post images with message on Facebook, Twitter, and Instagram at least
three times a week directed to Empty Nesters.
10. Consistently post videos to show the process of the breeding host dog
being placed, to the birth of the puppies, and lastly the puppies growing
into Assistance Dogs.

! 82!
Revenue vs. Cost:
Figure 8.4
Paws With A Cause is a nonprofit organization and the main focus for
this target market is to promote the breeding host program and not to generate
revenue. Based on the research through the communication mix, the target
market is expected to increase with an estimated cost of $3,380. It is believed
that Paws With A Cause will be able to cover most of the expenses through
donors and sponsors. Following these steps and actions will have a higher
impact on generating host families by December 2016.
Final Observations:
Focusing on this target market will help to build community
relationships. It also allows the community to reach out and support the local
community. It is not very costly to follow this target market, which will then
help to generate more breeding host homes. It will encourage healthy lifestyles
for the breeding host families who are normally not as active. This action plan
will also provide volunteer opportunities for the community to gain experience
and support by raising awareness about the Paws With A Cause breeding host
home program.
x x $80 Marketing Team
x x x x x x $400 and time Marketing Team
x x $150
Staffs, volunteers, and
sponsors
x x $2,240 Public Relations Team
x x x $180 Public Relations Team
x x $180 Public Relations Team
x x x x x x $100 and time Marketing Team
x x x $550 Marketing Team
x x x x x x x x x x x x Time Promotions Intern
x x x x x x Time Promotions Intern
$3,380
Host events
Grand Rapids cable channel
Church bulletins
Target Market Objective: Increase the number of Empty nesters (age 45-64) in Grand Rapids who become breeding host homes by 30 hosts by December 31, 2016.
TOTAL
Facebook,Twitter, and Instagram
Post Videos
Radio Ads
Mlive Magazine
Direct Mail
Actions
Invite the key print media reporter
and publishers.
Distribute collaterals

PAWS Marketing Plan

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

En vedette

En vedette (13)

Similaire à PAWS Marketing Plan

Similaire à PAWS Marketing Plan (20)

PAWS Marketing Plan