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Similaire à Fall 2014 MSNAP Rebranding Campaign
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Fall 2014 MSNAP Rebranding Campaign
- 2. Table of Contents Team Biographies .................................................1 Introduction ...........................................................5 Background & Current Situation .....................6 Situation Analysis .............................................. 11 Primary Research ...............................................27 Planning ................................................................40 Evaluation ............................................................57 Budget & Calendar ...........................................60 Conclusion ..........................................................68 Appendix .............................................................69
- 3. Team Biographies Haley Besser - Account Executive member for the Once A Mountaineer, Always A move back to New York City and pursue a career in the Brittney Smith - Account Executive worked with Mountaineer Idol Gives Back as a PR intern and with Woman & Home Magazine as a copywriter in Christopher Nelson - Research Director Philadelphia and pursue a career in the sports industry. 1
- 4. Team Biographies Lucy Sutton - Research Director as a special events coordinator and West Virginia Botanic Garden as a PR intern. She has also worked as an assistant interior designer at a local furniture store and taught and the social issues that she is most passionate about. Personnel and with Senator Joe Manchin on Capitol Hill as a press intern. She has worked for the Natalie Tennant for 2 Katie Heller - PR Director Eleina Elachkar - Content Strategist the NRECA in Washington, D.C. as a PR intern and with successful.
- 5. Team Biographies Derek Collins - Community Outreach pursue a career that will strengthen his skills in the industry. Sara Cottle - Creative Director Verge Magazine as a PR intern and feature writer in London; Idol Gives Back as a PR intern. She currently works at Amanda McComas - Digital Media Director 3 strengthening her design skills. Amanda plans to move to New York City and pursue a career in the sports or fashion industry.
- 6. Team Biographies Olivia Mastromonaco - Digital Media Director She has done PR work for the Trinue Hallack Fire Department and helped plan PR strategies for the Mount Olive Ath-Ed York metropolitan area to pursue a PR career in the sports industry. 4
- 7. Introduction
- 8. /ŶƚƌŽĚƵĐƟŽŶ About the Campaign dŚŝƐŬĚĞƚĂŝůƐĂĮŶĂůŝnjĞĚƉƌŽƉŽƐĂůŽĨƚŚĞĨĂůůϮϬϭϰD^EWƌĞďƌĂŶĚŝŶŐĐĂŵƉĂŝŐŶ͘dŚĞ ĨŽůůŽǁŝŶŐĐŽŶƚĂŝŶƐƚŚĞƌĞƐĞĂƌĐŚ͕ĂŶĂůLJƐĞƐ͕ƉƌŽŵŽƟŽŶƐĂŶĚĞǀĂůƵĂƟŽŶƐƚŚĂƚǁĞƌĞĐŽŶĚƵĐƚĞĚďLJ ƚĞŶƉƵďůŝĐƌĞůĂƟŽŶƐƐĞŶŝŽƌƐĂƚtĞƐƚsŝƌŐŝŶŝĂhŶŝǀĞƌƐŝƚLJƵŶĚĞƌƚŚĞŐƵŝĚĂŶĐĞŽĨƌ͘ZŝƚĂŽůŝƐƚƌĂ͘ dŚĞĐĂŵƉĂŝŐŶƚĞĂŵďƌŝĞŇLJǁŽƌŬĞĚǁŝƚŚD^EWďŽĂƌĚŵĞŵďĞƌEĂŶĐLJzŽƵŶŐƚŽĚĞƚĞƌŵŝŶĞƚŚĞ ƚĂƌŐĞƚĂƵĚŝĞŶĐĞ͕ŐĂŝŶŝŶƐŝŐŚƚŝŶƚŽƚŚĞŽƌŐĂŶŝnjĂƟŽŶĂŶĚƚŽŽďƚĂŝŶŝŵƉŽƌƚĂŶƚƌĞƐĞĂƌĐŚŵĂƚĞƌŝĂůƐ͘ Throughout the course of the campaign, the team worked to completely rebrand MSNAP ďLJƚĞƐƟŶŐĂŶĚĚĞƚĞƌŵŝŶŝŶŐĞīĞĐƟǀĞŵĞƐƐĂŐĞƐ͕ĐƌĞĂƟŶŐĂŶƵƉĚĂƚĞĚůŽŐŽĂŶĚƌĞĚĞƐŝŐŶŝŶŐƚŚĞ ŽƌŐĂŶŝnjĂƟŽŶ͛ƐǁĞďƐŝƚĞ͘dŚŝƐŬƉƌŽǀŝĚĞƐĂŶĂĐĐŽƵŶƚŽĨƚŚĞŝŶĨŽƌŵĂƟŽŶƚŚĞƚĞĂŵĚŝƐĐŽǀĞƌĞĚ͕ ǁŚŝůĞĂůƐŽƉƌŽǀŝĚŝŶŐĨƵƚƵƌĞƉƌŽŵŽƟŽŶĂůŵĂƚĞƌŝĂůƐƚŽďĞŝŵƉůĞŵĞŶƚĞĚ͘ MSNAP D^EWŝƐĂŶŽŶƉƌŽĮƚŽƌŐĂŶŝnjĂƟŽŶƚŚĂƚŚĂƐďĞĞŶƐĞƌǀŝĐŝŶŐƌĞƐŝĚĞŶƚƐŽĨDŽŶŽŶŐĂůŝĂ ŽƵŶƚLJ͕tĞƐƚsŝƌŐŝŶŝĂƐŝŶĐĞŝƚƐĐŽŶĐĞƉƟŽŶŝŶϮϬϬϴ͘D^EW͛ƐŵŝƐƐŝŽŶŝƐƚŽĞůŝŵŝŶĂƚĞĞƵƚŚĂŶĂƐŝĂ ĂƐĂŵĞĂŶƐŽĨĂŶŝŵĂůĐŽŶƚƌŽůďLJŵĂŬŝŶŐƐƉĂLJͬŶĞƵƚĞƌƚŚĞŽŶůLJŽƉƟŽŶ͘dŚĞŽƌŐĂŶŝnjĂƟŽŶƉƌŽǀŝĚĞƐ residents with redeemable spay/neuter vouchers to local veterinary clinics. In the following ƉĂŐĞƐ͕ƚŚĞD^EWĐĂŵƉĂŝŐŶƚĞĂŵĨƵƌƚŚĞƌĂĚĚƌĞƐƐĞƐŝƚƐŚŝƐƚŽƌLJ͕ĐŽŵƉĞƟƟŽŶĂŶĚƐƚƌƵŐŐůĞƐƚŽ raise funds and awareness. 5
- 9. Background Current Situation
- 10. Background DŽƵŶƚĂŝŶĞĞƌ^ƉĂLJEĞƵƚĞƌƐƐŝƐƚĂŶĐĞWƌŽŐƌĂŵ͕ŽƌD^EW͕ǁĂƐĐƌĞĂƚĞĚŝŶϮϬϬϴƚŽĐƵƌďƚŚĞ ƌŝƐŝŶŐƉƌŽďůĞŵŽĨƉĞƚŽǀĞƌƉŽƉƵůĂƟŽŶŝŶDŽŶŽŶŐĂůŝĂŽƵŶƚLJ͕tĞƐƚsŝƌŐŝŶŝĂ͘ƐƚŚĞĮƌƐƚŶŽŶƉƌŽĮƚ of its kind, MSNAP was created by former volunteers of Animal Friends of North Central West sŝƌŐŝŶŝĂǁŚŽƌĞĂůŝnjĞĚƚŚĂƚĞƵƚŚĂŶŝnjĂƟŽŶǁĂƐŶŽƚĂǀŝĂďůĞƐŽůƵƟŽŶƚŽĐŽŶƚƌŽůůŝŶŐŽƌĞůŝŵŝŶĂƟŶŐ stray and feral animals. MSNAP founders provided Monongalia County with another choice - tŝƚŚŝƚƐǀŽƵĐŚĞƌƉƌŽŐƌĂŵ͕ĂŶŝŵĂůĐĂƌĞŐŝǀĞƌƐƌĞĐĞŝǀĞĮŶĂŶĐŝĂůĂƐƐŝƐƚĂŶĐĞƚŽƐƉĂLJͬŶĞƵƚĞƌƚŚĞŝƌ ƉĞƚƐ͘D^EWĚŽĞƐŶŽƚĞƵƚŚĂŶŝnjĞŽƌƚƌĂŶƐƉŽƌƚĂŶŝŵĂůƐ͖ŝƚƐŽůĞůLJŽīĞƌƐƌĞĚĞĞŵĂďůĞ spay/neuter vouchers in partnership with ten local veterinary clinics (MSNAP, n.d.) D^EWĐŽŶƐŝƐƚƐŽĨĨŽƵƌƐĞƉĂƌĂƚĞĐŽŵŵŝƩĞĞƐ͕ĞĂĐŚĚĞǀŽƚĞĚƚŽĂƐƉĞĐŝĮĐƐĞĐƚŽƌŽĨƚŚĞ ŽƌŐĂŶŝnjĂƟŽŶ͘dŚĞƐĞĐŽŵŵŝƩĞĞƐĂƌĞĐƟŽŶ͕DĞŵďĞƌƐŚŝƉ͕ƵŶĚƌĂŝƐŝŶŐĂŶĚŽŵŵƵŶŝƚLJKƵƚƌĞĂĐŚ͘ ůůĐŽŵŵŝƩĞĞƐĂƌĞĐŽŵƉƌŝƐĞĚŽĨĂĐŚĂŝƌŵĞŵďĞƌ͕ĐŽŵŵŝƩĞĞŵĞŵďĞƌƐĂŶĚĐŽŵŵƵŶŝƚLJ ǀŽůƵŶƚĞĞƌƐ͘ĂĐŚŵĞŵďĞƌŵƵƐƚƉĂLJΨϭϬƉĞƌLJĞĂƌ͕ďƵLJŝŶŐƚŚĞŵĂǀŽƚĞŽŶƉŽůŝĐLJŝƐƐƵĞƐ;E͘zŽƵŶŐ͕ ƉĞƌƐŽŶĂůĐŽŵŵƵŶŝĐĂƟŽŶ͕^ĞƉƚĞŵďĞƌϭϭ͕ϮϬϭϰͿ͘ ^ƉĞĐŝĮĐĂůůLJ͕ƚŚĞĐƟŽŶŽŵŵŝƩĞĞ͕ůĞĂĚďLJĂƌŽůLJŶ'ƌŝŶďĞƌŐ͕ŵĂŶĂŐĞƐƚŚĞsŽƵĐŚĞƌ WƌŽŐƌĂŵďLJŵĂŬŝŶŐƉŚŽŶĞĐĂůůƐ͕ƉƌŝŶƟŶŐĂŶĚŵĂŝůŝŶŐǀŽƵĐŚĞƌƐĂŶĚŽǀĞƌƐĞĞŝŶŐǀŽƵĐŚĞƌĨƵŶĚŝŶŐ͘ ŚĂƌůŽƩĞ:ŽŚŶƐƚŽŶŚĞĂĚƐƚŚĞDĞŵďĞƌƐŚŝƉŽŵŵŝƩĞĞ͕ǁŚŝĐŚƌĞĐƌƵŝƚƐĂŶĚƌĞŐŝƐƚĞƌƐŶĞǁD^EW ŵĞŵďĞƌƐ͕ŵĂŬŝŶŐƐƵƌĞĂůůĚƵĞƐĂƌĞƉĂŝĚĂŶĚƌĞĐŽƌĚĞĚ͘ƵŶĚƌĂŝƐŝŶŐŽŵŵŝƩĞĞŚĂŝƌƌŽŽŬƐ 'ĂŝŶĞƌ͕ŽǀĞƌƐĞĞƐƚŚĞĂĐƟǀŝƟĞƐƚŚĂƚŐĞŶĞƌĂƚĞƌĞǀĞŶƵĞůŝŬĞĞǀĞŶƚƐĂŶĚĐŽƵƉŽŶŬƐ͘ĂƐƚůLJ͕ƚŚĞ ŽŵŵƵŶŝƚLJKƵƚƌĞĂĐŚŽŵŵŝƩĞĞ͕ƵŶĚĞƌƚŚĞĚŝƌĞĐƟŽŶŽĨŚĂŝƌǁŽŵĂŶEĂŶĐLJzŽƵŶŐ͕ĂŝŵƐƚŽ ĞĚƵĐĂƚĞDŽŶŽŶŐĂůŝĂŽƵŶƚLJĂďŽƵƚƚŚĞŝŵƉŽƌƚĂŶĐĞŽĨƐƉĂLJͬŶĞƵƚĞƌ͘ĚĚŝƟŽŶĂůůLJ͕ƚŚŝƐ ĐŽŵŵŝƩĞĞĂŝŵƐƚŽĨŽƌŵĂůůŝĂŶĐĞƐǁŝƚŚŽƚŚĞƌŽƌŐĂŶŝnjĂƟŽŶƐ͕ŐƌŽƵƉƐĂŶĚŝŶĚŝǀŝĚƵĂůƐǁŚŽĐŽƵůĚĂŝĚ MSNAP in obtaining publicity or funding (MSNAP, n.d.). D^EWŐĞŶĞƌĂƚĞƐƌĞǀĞŶƵĞĨƌŽŵĨƵŶĚƌĂŝƐŝŶŐ͕ĚŽŶĂƟŽŶƐ͕ŐƌĂŶƚƐĂŶĚŵĞŵďĞƌƐŚŝƉĨĞĞƐ͘/Ŷ ϮϬϭϯ͕D^EW͛ƐƌĞǀĞŶƵĞƚŽƚĂůĞĚΨϭϬϯ͕ϱϬϬ͘ŽƌƚŚĂƚƐĂŵĞLJĞĂƌ͕ŶĞĂƌůLJϲϲйŽĨD^EW͛ƐƌĞǀĞŶƵĞ ĐĂŵĞĨƌŽŵĨƵŶĚƌĂŝƐŝŶŐ͘D^EWƌĂŝƐĞƐŵŽŶĞLJƚŚƌŽƵŐŚĞǀĞŶƚƐĂŶĚƉƌŽŵŽƟŽŶƐ͕ůŝŬĞŝƚƐƉŽƉƵůĂƌ ŐŽůĨƚŽƵƌŶĂŵĞŶƚ͕ŶũŽLJŽƵƉŽŶŽŽŬƐĂŶĚŝƚƐĂĸůŝĂƚĞĚƚŚƌŝŌƐƚŽƌĞ͕ZĞdĂŝůƐ͘ZĞdĂŝůƐŝƐůŽĐĂƚĞĚŝŶ ƚŚĞDŽƌŐĂŶƚŽǁŶDĂůůĂŶĚƌƵŶďLJƚŚĞƵŶĚƌĂŝƐŝŶŐŽŵŵŝƩĞĞĂŶĚĐŽŵŵƵŶŝƚLJǀŽůƵŶƚĞĞƌƐ͘ůůŽĨ ƚŚĞƐƚŽƌĞ͛ƐƌĞǀĞŶƵĞŐŽĞƐĚŝƌĞĐƚůLJƚŽƚŚĞD^EWǀŽƵĐŚĞƌƉƌŽŐƌĂŵ;D^EW͕Ŷ͘Ě͘Ϳ͘'ƌĂŶƚƐĂĐĐŽƵŶƚ ĨŽƌƚŚĞƐĞĐŽŶĚůĂƌŐĞƐƚĨŽƌŵŽĨĨƵŶĚŝŶŐĨŽƌƚŚĞŽƌŐĂŶŝnjĂƟŽŶ͕ŵĂŬŝŶŐƵƉϮϰйŽĨƚŚĞƌĞǀĞŶƵĞĨŽƌ ϮϬϭϯ͘KƚŚĞƌŵŽŶĞƚĂƌLJĚŽŶĂƟŽŶƐƚŽƚĂůĞĚĂƉƉƌŽdžŝŵĂƚĞůLJϭϬйĂŶĚŵĞŵďĞƌƐŚŝƉĨĞĞƐůĞƐƐƚŚĂŶϭй ;zŽƵŶŐ͕ϮϬϭϯWƌŽŐƌĂŵŝƐƉŽƐŝƟŽŶͿ͘ ^ĞƌǀŝĐĞƐǀĂůƵĂƟŽŶ D^EW͛ƐŵŝƐƐŝŽŶŝƐƚŽŵĂŬĞƐƉĂLJͬŶĞƵƚĞƌƚŚĞŵŽƐƚĐŽŵŵŽŶƐŽůƵƟŽŶƚŽƉĞƚ ŽǀĞƌƉŽƉƵůĂƟŽŶŝŶDŽŶŽŶŐĂůŝĂŽƵŶƚLJ͕ƚŚĞƌĞďLJĞůŝŵŝŶĂƟŶŐĞƵƚŚĂŶĂƐŝĂĂƐĂŵĞĂŶƐŽĨĂŶŝŵĂů control (MSNAP, n.d.). MSNAP uses a voucher program to help Monongalia County residents with paying for spay/neuter services. Vouchers are only available by phone requests to maintain the order in ǁŚŝĐŚƌĞƋƵĞƐƚƐĂƌĞƌĞĐĞŝǀĞĚ͕ĂƐƚŚĞƉƌŽŐƌĂŵŝƐŽŶĂ͞ĮƌƐƚĐŽŵĞ͕ĮƌƐƚƐĞƌǀĞĚ͟ďĂƐŝƐ͘^ŽŵĞ members of the target audience may not have access to the Internet or computers, so phone 6
- 11. ƚƌĂŶƐĂĐƟŽŶƐŬĞĞƉƚŚĞĚŝƐƚƌŝďƵƟŽŶŽĨǀŽƵĐŚĞƌƐĨĂŝƌ;E͘zŽƵŶŐ͕ƉĞƌƐŽŶĂůĐŽŵŵƵŶŝĐĂƟŽŶ͕ ^ĞƉƚĞŵďĞƌϴ͕ϮϬϭϰͿ͘ ^ŝŶĐĞŝƚƐŝŶĐĞƉƟŽŶŝŶϮϬϬϴ͕D^EWŚĂƐĚŝƐƚƌŝďƵƚĞĚŽǀĞƌϰ͕ϬϬϬǀŽƵĐŚĞƌƐƚŽDŽŶŽŶŐĂůŝĂ ŽƵŶƚLJƌĞƐŝĚĞŶƚƐ͘ƵƌŝŶŐD^EW͛ƐŝŶĂƵŐƵƌĂůLJĞĂƌ͕ŽŶůLJϭϭϵǀŽƵĐŚĞƌƐǁĞƌĞŝƐƐƵĞĚ͘/ŶƚŚĞƉĂƐƚ ĐŽƵƉůĞŽĨLJĞĂƌƐ͕ƚŚŽƵƐĂŶĚƐŽĨǀŽƵĐŚĞƌƐŚĂǀĞďĞĞŶŝƐƐƵĞĚ͘dŚƌŽƵŐŚϮϬϭϯ͕ϭ͕ϭϴϲĚŽŐƐĂŶĚϮ͕ϯϮϵ ĐĂƚƐǁĞƌĞĮdžĞĚ;zŽƵŶŐ͕ϮϬϭϯŶŶƵĂůZĞƉŽƌƚͿ͘,ŽǁĞǀĞƌ͕ƚŚĞĨƵŶĚŝŶŐƉƌŽǀŝĚĞĚƚŽƚŚĞǀŽƵĐŚĞƌ ƉƌŽŐƌĂŵŝƐůŝŵŝƚĞĚĂŶĚƉƌŝŵĂƌŝůLJĚĞƉĞŶĚĞŶƚƵƉŽŶĨƵŶĚƌĂŝƐŝŶŐĞīŽƌƚƐ͘ tŝƚŚĂůĂĐŬŽĨǀŽůƵŶƚĞĞƌƐĂŶĚĚŽŶĂƟŽŶƐ͕ĨĞǁĞƌĂŶŝŵĂůƐǁŝůůďĞŚĞůƉĞĚ͘/ƚŵƵƐƚďĞŵĂĚĞ clear that MSNAP only provides spay/neuter services. MSNAP does not foster, adopt or trap ĂŶŝŵĂůƐ͘ĚĚŝƟŽŶĂůůLJ͕ƚŚĞƉƌŽŐƌĂŵĐĂŶŽŶůLJĐĂƚĞƌƚŽDŽŶŽŶŐĂůŝĂŽƵŶƚLJ͕ĚĞƐƉŝƚĞƌĞƋƵĞƐƚƐĨƌŽŵ ŶĞŝŐŚďŽƌŝŶŐĐŽƵŶƟĞƐ͘ Service Audience The MSNAP voucher program requires users to meet three main criteria. First, the person ƌĞĐĞŝǀŝŶŐƚŚĞǀŽƵĐŚĞƌŵƵƐƚďĞƚŚĞƉĞƚ͛ƐŽǁŶĞƌ͘^ĞĐŽŶĚ͕ƚŚĞŽǁŶĞƌŵƵƐƚƚƌƵůLJŶĞĞĚƚŚĞŚĞůƉ͘ D^EWĚŽĞƐŶŽƚƌĞƋƵŝƌĞƵƐĞƌƐƚŽƉƌŽǀĞĮŶĂŶĐŝĂůŶĞĞĚ͕ƚƌƵƐƟŶŐƚŚĂƚƚŚŽƐĞǁŚŽƌĞƋƵĞƐƚĂ ǀŽƵĐŚĞƌĐĂŶŶŽƚĂīŽƌĚƚŚĞƐƉĂLJͬŶĞƵƚĞƌƉƌŽĐĞĚƵƌĞ͘dŚĞŽƌŐĂŶŝnjĂƟŽŶďĞůŝĞǀĞƐƚŚĂƚŝƚŝƐ͕͞ĂůůĂďŽƵƚ ƚŚĞĂŶŝŵĂůƐ͕ŶŽƚƚŚĞŽǁŶĞƌƐ͟;E͘zŽƵŶŐ͕ƉĞƌƐŽŶĂůĐŽŵŵƵŶŝĐĂƟŽŶ͕^ĞƉƚĞŵďĞƌϴ͕ϮϬϭϰͿ͘ŝŶĂůůLJ͕ and most importantly, those seeking assistance must be residents of Monongalia County (N. zŽƵŶŐ͕ƉĞƌƐŽŶĂůĐŽŵŵƵŶŝĐĂƟŽŶ͕^ĞƉƚĞŵďĞƌϴ͕ϮϬϭϰͿ͘ƚƚŚĞƟŵĞŽĨƌĞŐŝƐƚĞƌŝŶŐ͕ƵƐĞƌƐŵƵƐƚďĞ ĂďůĞƚŽƉƌŽǀŝĚĞĂŵĞŵďĞƌŽĨƚŚĞĐƟŽŶŽŵŵŝƩĞĞǁŝƚŚĂŶĂƵƚŚŽƌŝnjĞĚnjŝƉĐŽĚĞƚŽĚĞƚĞƌŵŝŶĞ residency. ZĞƐŝĚĞŶƚƐŽĨDŽƌŐĂŶƚŽǁŶ͕ƚŚĞůĂƌŐĞƐƚĐŝƚLJŝŶDŽŶŽŶŐĂůŝĂŽƵŶƚLJ͕ƵƟůŝnjĞD^EW͛ƐƐĞƌǀŝĐĞƐ ƚŚĞŵŽƐƚ͕ĂĐĐŽƵŶƟŶŐĨŽƌƚŚĞůĂƌŐĞƐƚŶƵŵďĞƌŽĨǀŽƵĐŚĞƌƌĞƋƵĞƐƚƐ͘KĨƚŚŽƐĞƚŚĂƚƌĞĐĞŝǀĞ ǀŽƵĐŚĞƌƐ͕ϴϲйĨŽůůŽǁƚŚƌŽƵŐŚǁŝƚŚƐƉĂLJͬŶĞƵƚĞƌƐƵƌŐĞƌŝĞƐ;zŽƵŶŐ͕ϮϬϭϯ'ƌĂŶƚƉƉůŝĐĂƟŽŶͿ͘ dŚĞƌĞĂƌĞƐĞǀĞƌĂůŐƌŽƵƉƐŝŶDŽŶŽŶŐĂůŝĂŽƵŶƚLJŶŽƚƵƟůŝnjŝŶŐƚŚĞǀŽƵĐŚĞƌƉƌŽŐƌĂŵ͘Žƌ ŝŶƐƚĂŶĐĞ͕ƚŚĞtshĐŽŵŵƵŶŝƚLJŽŶůLJŽĐĐĂƐŝŽŶĂůůLJƉĂƌƚŶĞƌƐǁŝƚŚD^EW͘dŚĞLJŚĂǀĞƚŚĞŝƌŽǁŶ ŇŽĂƚŝŶƚŚĞŚŽŵĞĐŽŵŝŶŐƉĂƌĂĚĞ͕ĂŶĚ͕ƐŽŵĞƟŵĞƐ͕ŝŶĨŽƌŵĂƟŽŶƚŚƐŝŶƚŚĞƐĐŚŽŽů͛ƐƐƚƵĚĞŶƚ union, The Mountainlair. However, MSNAP has found that this community as a whole either ƚĂŬĞƐŽŶƚŽŽŵĂŶLJƉĞƚƐ͕ĐĂŶ͛ƚŬĞĞƉƵƉǁŝƚŚƚŚĞŵŽƌĨĞĞĚƐƐƚƌĂLJĂŶŝŵĂůƐ͕ĐŽŶƚƌŝďƵƟŶŐƚŽƉĞƚ ŽǀĞƌƉŽƉƵůĂƟŽŶ;E͘zŽƵŶŐ͕ƉĞƌƐŽŶĂůĐŽŵŵƵŶŝĐĂƟŽŶ͕^ĞƉƚĞŵďĞƌϴ͕ϮϬϭϰͿ͘ ZĞƐŝĚĞŶƚƐŽĨƌƵƌĂůDŽŶŽŶŐĂůŝĂŽƵŶƚLJĂƌĞĂŶŽƚŚĞƌŐƌŽƵƉŝŶŶĞĞĚŽĨD^EW͛ƐƐĞƌǀŝĐĞƐ͘ D^EW͛ƐĚĂƚĂŝŶĚŝĐĂƚĞƚŚĂƚŽŶůLJϭϴйŽĨǀŽƵĐŚĞƌƐǁĞƌĞĚŝƐƚƌŝďƵƚĞĚƚŽƚŚĞƐĞĂƌĞĂƐŝŶϮϬϭϯ͕LJĞƚ ϴϬйŽĨĂŶŝŵĂůƐƌĞĐĞŝǀĞĚďLJƚŚĞĐŽƵŶƚLJ͛ƐŬŝůůƐŚĞůƚĞƌĐŽŵĞĨƌŽŵƚŚŝƐƌĞŐŝŽŶ;zŽƵŶŐ͕ϮϬϭϯ'ƌĂŶƚ ƉƉůŝĐĂƟŽŶͿ͘dŚĞƉƌŽŵŽƟŽŶĂůŵĞƐƐĂŐĞƐƐĞŶƚƚŽƚŚŝƐĂƌĞĂŶĞĞĚƚŽďĞƵŶŝƋƵĞĂŶĚƚĂƌŐĞƚĞĚ ƐĞƉĂƌĂƚĞůLJƚŽďĞĞīĞĐƟǀĞ͕ĂƐƐŽŵĞĚŽŶŽƚŚĂǀĞĂĐĐĞƐƐƚŽĂĐŽŵƉƵƚĞƌŽƌ/ŶƚĞƌŶĞƚƐĞƌǀŝĐĞƐ͘ dŚĞƌĞĨŽƌĞ͕ĂƚƚŚŝƐƐƚĂŐĞ͕ƚŚĞĐůŝĞŶƚŚĂƐĚĞĞŵĞĚƚŚĞtshĐŽŵŵƵŶŝƚLJĂƐƉĂƌĂŵŽƵŶƚ͘tsh is a major asset to Monongalia County, as it is full of a variety of pet owners and even more ŽƉƉŽƌƚƵŶŝƟĞƐĨŽƌŽƵƚƌĞĂĐŚ͘ĞĨŽƌĞĂƩĞŵƉƟŶŐƚŽĨƵůůLJƚĂƌŐĞƚƌƵƌĂůDŽŶŽŶŐĂůŝĂŽƵŶƚLJ͕ŝƚŝƐ ŝŵƉŽƌƚĂŶƚƚŽĮƌƐƚĞƐƚĂďůŝƐŚĂƐƚƌŽŶŐĞƌďƌĂŶĚĨŽƌD^EW͕ŝŶĐůƵĚŝŶŐĂŶĞǁůŽŐŽ͕ĐŽŚĞƐŝǀĞƚĂŐůŝŶĞ and a user-friendly website. 7
- 12. ŽŵƉĞƟƟǀĞƌĂŵĞĂŶĚǀĂůƵĂƟŽŶ dŚĞƌĞĂƌĞƚǁŽŽƌŐĂŶŝnjĂƟŽŶƐƚŚĂƚĂƌĞŝŶĚŝƌĞĐƚĐŽŵƉĞƟƟŽŶĨŽƌD^EWŝŶƚĞƌŵƐŽĨ monetary resources. Animal Friends and Monongalia County Humane Society are both local ŽƌŐĂŶŝnjĂƟŽŶƐƚŚĂƚƉĂƚƌŽŶƐŽŌĞŶĐŽŶĨƵƐĞǁŝƚŚD^EW͕ĂƐƚŚĞLJĂůůŽīĞƌƐƉĂLJͬŶĞƵƚĞƌǀŽƵĐŚĞƌƐĨŽƌ Monongalia County. However, MSNAP does not trap, adopt or foster animals as some other ůŽĐĂůĂŶŝŵĂůŽƌŐĂŶŝnjĂƟŽŶƐ͕ůŝŬĞŶŝŵĂůƌŝĞŶĚƐ͕ĚŽ͘ŽůůĂďŽƌĂƟŽŶďĞƚǁĞĞŶD^EWĂŶĚƚŚĞƐĞ ƚǁŽŽƌŐĂŶŝnjĂƟŽŶƐŚĂƐďĞĞŶĚŝĸĐƵůƚƚŽĂĐŚŝĞǀĞŝŶƚŚĞƉĂƐƚĚƵĞƚŽĐůĂƐŚŝŶŐǀŝĞǁƉŽŝŶƚƐ͘ EĂŶĐLJzŽƵŶŐ͕ƚŚĞD^EWƌĞƉƌĞƐĞŶƚĂƟǀĞĚƵƌŝŶŐƚŚŝƐĐĂŵƉĂŝŐŶ͕ŵĂĚĞŝƚĐůĞĂƌƚŚĂƚD^EW ǁĂŶƚƐƚŽƌĞŵĂŝŶƚƌĂŶƐƉĂƌĞŶƚ͘ůůĮŶĂŶĐŝĂůŝŶĨŽƌŵĂƟŽŶĂŶĚŽƚŚĞƌŽƌŐĂŶŝnjĂƟŽŶŝŶĨŽƌŵĂƟŽŶǁŝůů be made available to anyone who seeks it as a way to remain honest and trustworthy to ƉŽƚĞŶƟĂůĂŶĚĐƵƌƌĞŶƚƉĂƚƌŽŶƐ;E͘zŽƵŶŐ͕ƉĞƌƐŽŶĂůĐŽŵŵƵŶŝĐĂƟŽŶ͕^ĞƉƚĞŵďĞƌϬϴ͕ϮϬϭϰͿ͘ dƌĂŶƐƉĂƌĞŶĐLJŝƐŽŶĞĂƐƉĞĐƚŽĨD^EWƚŚĂƚƚŚĞŽƚŚĞƌƚǁŽĐŽŵƉĞƟƚŽƌƐĐĂŶŶŽƚŽīĞƌ͘ŶŝŵĂů Friends and the Monongalia County Humane Society, however, have more money in a budget ƚŚĂŶD^EW͘D^EWŝƐƵŶĂďůĞƚŽĂīŽƌĚĐĞƌƚĂŝŶƉƌŽŵŽƟŽŶĂůĞīŽƌƚƐ͕ƐƵĐŚĂƐĂĚǀĞƌƟƐĞŵĞŶƚƐŝŶ dŚĞĂŝůLJƚŚĞŶĂĞƵŵ͕ƚŚĞŽĸĐŝĂůŶĞǁƐƉĂƉĞƌŽĨtĞƐƚsŝƌŐŝŶŝĂhŶŝǀĞƌƐŝƚLJ͘ƵĞƚŽĂůĂĐŬŽĨ ĨƵŶĚŝŶŐŝŶϮϬϭϭ͕D^EWǁĂƐŽŶůLJĂďůĞƚŽŐŝǀĞŽƵƚϴϰϰǀŽƵĐŚĞƌƐ͕ǁŚŝĐŚǁĂƐĂ ƐŝŐŶŝĮĐĂŶƚĚƌŽƉĨƌŽŵϵϮϵƚŚĞƉƌĞǀŝŽƵƐLJĞĂƌ;zŽƵŶŐ͕ϮϬϭϭŶŶƵĂůZĞƉŽƌƚͿ͘ tŝƚŚĨƵƌƚŚĞƌƉƌŽŵŽƟŽŶƵƐŝŶŐĂǀĞŶƵĞƐŶŽƚƌĞƋƵŝƌŝŶŐƉĂLJŵĞŶƚ͕ƐƵĐŚĂƐŶĞǁƐĂƌƟĐůĞƐĂŶĚ word of mouth, MSNAP will be able to reach a larger audience, which can bring in more ŵĞŵďĞƌƐŚŝƉƐĂŶĚĚŽŶĂƟŽŶƐ͘/ŶƚƵƌŶ͕ƚŚŝƐǁŝůůŚĞůƉD^EWŐĂŝŶŵŽƌĞŽĨĂƉƵďůŝĐƉƌĞƐĞŶĐĞĂŶĚ ŐƌŽǁƚŚǁŝƚŚŝŶƚŚĞŽƌŐĂŶŝnjĂƟŽŶ͘ ƵƌƌĞŶƚWŽƐŝƟŽŶ ƵƌƌĞŶƚůLJ͕D^EWĚŽĞƐŶŽƚŚĂǀĞĂƐƚƌŽŶŐĐŽŶŶĞĐƟŽŶƚŽƚŚĞƚĂƌŐĞƚĂƵĚŝĞŶĐĞŽĨtsh ƐƚƵĚĞŶƚƐ͕ĨĂĐƵůƚLJĂŶĚƐƚĂī͘dŚĞLJĚŽ͕ŚŽǁĞǀĞƌ͕ŚĂǀĞĂŐĞŶĞƌĂůĂƵĚŝĞŶĐĞŝŶDŽŶŽŶŐĂůŝĂŽƵŶƚLJ͘ tŝƚŚŵŽƌĞƚŚĂŶϰϬϬůŝŬĞƐŽŶĂĐĞŬ͕D^EWĂůƌĞĂĚLJŚĂƐĂĨŽůůŽǁŝŶŐ͘ĚĚŝƟŽŶĂůůLJ͕D^EW͛Ɛ only public presence is ReTails, a small store within the Morgantown Mall. MSNAP does not ŚĂǀĞĂŶŽĸĐĞŽƌŽƚŚĞƌĨĂĐŝůŝƚLJƚŽǁŽƌŬŽƵƚŽĨ͘ /ŶƚŚĞƉĂƐƚ͕D^EWŚĂƐŵĂĚĞĞīŽƌƚƐƚŽƉƌŽŵŽƚĞǁŝƚŚŝŶƚŚĞtshĐŽŵŵƵŶŝƚLJ͘dŚĞƐĞ ĞīŽƌƚƐŝŶĐůƵĚĞƉĂƌƟĐŝƉĂƟŶŐŝŶƚŚĞŚŽŵĞĐŽŵŝŶŐƉĂƌĂĚĞ͕ŚŽƐƟŶŐĂƚĂďůĞĚƵƌŝŶŐDŽƵŶƚĂŝŶĞĞƌ tĞĞŬĂŵŝůLJĂLJ͕ŚĂŶŐŝŶŐĂďĂŶŶĞƌŽŶƚŚĞƉĞĚĞƐƚƌŝĂŶďƌŝĚŐĞŽŶĐĂŵƉƵƐĂŶĚŚĂŶĚŝŶŐŽƵƚŇLJĞƌƐ ƚŽƐƚƵĚĞŶƚƐĂŶĚĨĂĐƵůƚLJƉĂƐƐŝŶŐďLJ͘dŚĞƌĞŝƐĂƉŽƐƐŝďŝůŝƚLJƚŚĂƚtshƐƚƵĚĞŶƚƐĂĚĚƚŽƚŚĞƉƌŽďůĞŵ ŽĨĨĞƌĂůĂŶŝŵĂůƉŽƉƵůĂƟŽŶ͘DĂŶLJƐƚƵĚĞŶƚƐĚŽŶŽƚƌĞĂůŝnjĞƚŚĂƚďLJĨĞĞĚŝŶŐƐƚƌĂLJĂŶŝŵĂůƐ͕ƚŚĞLJĂƌĞ ĐŽŶƚƌŝďƵƟŶŐƚŽƚŚĞŝƌďƌĞĞĚŝŶŐ͘D^EWĮŶĚƐŝŵƉŽƌƚĂŶĐĞŝŶĞĚƵĐĂƟŶŐƚŚĞtshĐŽŵŵƵŶŝƚLJ ĂďŽƵƚƚŚŝƐŝƐƐƵĞ;E͘zŽƵŶŐ͕ƉĞƌƐŽŶĂůĐŽŵŵƵŶŝĐĂƟŽŶ͕^ĞƉƚĞŵďĞƌϴ͕ϮϬϭϰͿ͘ In Monongalia County, there are many pet owners that look to MSNAP for spay/neuter ƐĞƌǀŝĐĞƐ͘dŚĞŚŽŶŽƌƐLJƐƚĞŵŝƐƉƵƚŝŶƚŽƉůĂĐĞǁŚĞŶƌĞƋƵĞƐƟŶŐĂǀŽƵĐŚĞƌ͕ǁŚŝĐŚŚĞůƉƐŵŽƌĞ Monongalia County residents obtain the services without having to provide proof of being in ĮŶĂŶĐŝĂůĚŝƐƚƌĞƐƐ͘ There is a high demand for spay/neuter services. With only an answering machine to ĐŽůůĞĐƚƌĞƋƵĞƐƚƐ͕D^EWĐŽŶƐƚĂŶƚůLJŚĂƐƚŽĐŚĞĐŬƚŚĞŵĂĐŚŝŶĞƚŽŬĞĞƉŝƚĨƌŽŵŐĞƫŶŐƚŽŽĨƵůů 8
- 13. animals, pet owners look for ways to cut the cost of caring for their furry friends and MSNAP proǀŝĚĞƐĂƐŝŐŶŝĮcant discount for services crucial to the care of any pet. Core Problem and Opportunity MSNAP͛s current core problem is that its target audience lacks a clear understanding of social media use. Therefore, there is an opportunity to increase program awareness within the reaching its target audience. A secondary concern of the client is its inability to reach rural Monongalia County. This 9 tested. Vision MSNAP chair members hope that this campaign will educate Monongalia County understanding of the services it provides among key audiences. With a new logo, user-friendly to clearly deĮŶĞŝƚƐƐĞrvices tŽƚŚĞtshcommunity. Although Young is on board with a majority keep up with the new technologies.
- 14. Works Cited Animal Friends of North Central West Virginia (n.d.). Animal Friends main Retrieved from 10 animalfriendswv.org Mon County Humane Society (n.d.). Mon County Humane Society main Retrieved from moncountyhumanesociety.org MSNAP (n.d.). MSNAP main Retrieved from MSNAP.org Young͕E͘;ϮϬϭϯͿD^EWŶŶƵĂůReports [internal document].
- 16. džĞĐƵƟǀĞ^ƵŵŵĂƌLJ dŚĞŵĂŝŶŝŶƚĞŶƟŽŶŽĨƚŚĞƐĞĐŽŶĚĂƌLJƌĞƐĞĂƌĐŚǁĂƐƚŽŐĂƚŚĞƌŝŶĨŽƌŵĂƟŽŶĐŽŶĐĞƌŶŝŶŐŚŽǁ D^EWƉƌĞƐĞŶƚƐŝƚƐĞůĨǁŝƚŚŝŶƚŚĞtshĐŽŵŵƵŶŝƚLJ͕ƐƉĞĐŝĮĐĂůůLJƚŚƌŽƵŐŚŵĞĚŝĂƉƌĞƐĞŶĐĞ͕ ĨƵŶĚƌĂŝƐŝŶŐĂŶĚĐŽŵŵƵŶŝƚLJŽƵƚƌĞĂĐŚĞīŽƌƚƐ͘dŚĞĂƐƐĞƐƐŵĞŶƚŽĨƚŚŝƐŝŶĨŽƌŵĂƟŽŶĐŽŶĐůƵĚĞƐƚŚĂƚ D^EWŚĂƐďĞĞŶĂĐŽŶƐŝƐƚĞŶƚůLJĂĐƟǀĞŽƌŐĂŶŝnjĂƟŽŶŝŶƚŚĞĐŽŵŵƵŶŝƚLJĨŽƌƚŚĞƉĂƐƚƐŝdžLJĞĂƌƐ͘ hŶĨŽƌƚƵŶĂƚĞůLJ͕ƚŚĞƐĞĞīŽƌƚƐƐĞĞŵĞĚƚŽŚĂǀĞŐŽŶĞƵŶŶŽƟĐĞĚďLJƚŚĞƚĂƌŐĞƚĂƵĚŝĞŶĐĞ͘dŚŝƐ ĐĂŵƉĂŝŐŶŝƐĨŽĐƵƐĞĚŽŶďƌŝŶŐŝŶŐĂǁĂƌĞŶĞƐƐŽĨD^EW͛ƐƉƌĞƐĞŶĐĞĂŶĚŵŝƐƐŝŽŶŝŶDŽŶŽŶŐĂůŝĂ ŽƵŶƚLJƚŽƚŚĞtshŽŵŵƵŶŝƚLJ͘DĂƚĞƌŝĂůƐƉƌŽǀŝĚĞĚďLJƚŚĞĐůŝĞŶƚ͕ƐƵĐŚĂƐƚŚĞƌĞĐŽƌĚƐŽĨƉĂƐƚ ĐŽŵŵƵŶŝƚLJĞǀĞŶƚƐĂŶĚĨƵŶĚƌĂŝƐĞƌƐ͕ƐƉĂLJͬŶĞƵƚĞƌƐƚĂƟƐƟĐƐĂŶĚĞƵƚŚĂŶŝnjĂƟŽŶƌĂƚĞƐ͕ǁĞƌĞĂůů ŝŵƉŽƌƚĂŶƚƚŽƚŚĞĚĞǀĞůŽƉŵĞŶƚŽĨƚŚĞƚĞĂŵ͛ƐƐĞĐŽŶĚĂƌLJƌĞƐĞĂƌĐŚ͘ŽůůĞĐƟŶŐŝŶĨŽƌŵĂƟŽŶĚŝƌĞĐƚůLJ ĨƌŽŵƚŚĞƚĂƌŐĞƚĂƵĚŝĞŶĐĞ͕ĨŽƌĞdžĂŵƉůĞĐƵƌƌĞŶƚƉĞƌĐĞƉƟŽŶƐĂŶĚĂǁĂƌĞŶĞƐƐŽĨĂŶŝŵĂů ŽǀĞƌƉŽƉƵůĂƟŽŶŝŶƚŚĞĐŽƵŶƚLJ͕ĂŶĚƚŚĞůĞǀĞůŽĨĐŽŵƉĂƐƐŝŽŶĨŽƌĨĞƌĂůĂŶŝŵĂůƐ͕ǁŝůůĂŝĚŝŶƚŚĞ ŐĂƚŚĞƌŝŶŐŽĨŶĞĐĞƐƐĂƌLJŝŶĨŽƌŵĂƟŽŶƚŚƌŽƵŐŚƉƌŝŵĂƌLJƌĞƐĞĂƌĐŚ͘ ^ƚĂƚĞŵĞŶƚŽĨ^ĞĐŽŶĚĂƌLJZĞƐĞĂƌĐŚKďũĞĐƟǀĞ dŚĞƚĞĂŵ͛ƐŵĂŝŶŽďũĞĐƟǀĞĨŽƌƐĞĐŽŶĚĂƌLJƌĞƐĞĂƌĐŚǁĂƐƚŽĚŝƐĐŽǀĞƌĂǁĂƌĞŶĞƐƐůĞǀĞůƐŽĨƚŚĞ ŽƌŐĂŶŝnjĂƟŽŶǁŝƚŚŝŶƚŚĞƚĂƌŐĞƚĂƵĚŝĞŶĐĞĂŶĚƚŽŶŽƚĞƚŚĞĂĐƟŽŶƐD^EWŚĂƐƚĂŬĞŶŝŶƚŚĞƉĂƐƚ ƌĞŐĂƌĚŝŶŐĐŽŵŵƵŶŝƚLJŽƵƚƌĞĂĐŚĂŶĚĨƵŶĚƌĂŝƐŝŶŐ͘dŚŝƐŝŶĨŽƌŵĂƟŽŶǁĂƐŝŵƉŽƌƚĂŶƚƚŽůĞĂƌŶ because it showed the team which strategies have worked and which have not. Gauging ĂǁĂƌĞŶĞƐƐůĞǀĞůƐŝƐŝŵƉŽƌƚĂŶƚƚŽŬŶŽǁƚŚĞĞdžŝƐƟŶŐŬŶŽǁůĞĚŐĞƚŚĞƚĂƌŐĞƚĂƵĚŝĞŶĐĞŚĂƐŽĨƚŚĞ ŽƌŐĂŶŝnjĂƟŽŶ͘dŚĞƐƵŵŽĨŵŽŶĞLJƌĂŝƐĞĚŝŶƚŚĞƉĂƐƚǁĂƐƉĂƌƟĐƵůĂƌůLJŝŵƉŽƌƚĂŶƚƚŽŶŽƚĞďĞĐĂƵƐĞ D^EWŝƐĂŶŽŶƉƌŽĮƚŽƌŐĂŶŝnjĂƟŽŶƚŚĂƚŽƉĞƌĂƚĞƐƐŽůĞůLJŽŶĚŽŶĂƟŽŶƐ͘ŶŽǁŝŶŐƚŚĞĂŶŶƵĂů ƌĞǀĞŶƵĞƐĂŶĚĞdžƉĞŶĚŝƚƵƌĞƐŝƐǀĂůƵĂďůĞďĞĐĂƵƐĞƚŚĞĚŝīĞƌĞŶĐĞŝƐǁŚĂƚĨƵŶĚƐƚŚĞǀŽƵĐŚĞƌ ƉƌŽŐƌĂŵ͘dŚĞǀŽƵĐŚĞƌƉƌŽŐƌĂŵ͕ĂĐƟǀĞƐŝŶĐĞD^EW͛ƐĨŽƌŵĂƟŽŶŝŶϮϬϬϴ͕ƉƌŽǀŝĚĞƐƌĞƐŝĚĞŶƚƐŽĨ DŽŶŽŶŐĂůŝĂŽƵŶƚLJǁŚŽ͞ƚƌƵůLJŶĞĞĚƚŚĞŚĞůƉ͟ǁŝƚŚĂǀŽƵĐŚĞƌƚŚĂƚĐŽǀĞƌƐƚŚĞĞŶƟƌĞĐŽƐƚŽĨ ƐƉĂLJŝŶŐͬŶĞƵƚĞƌŝŶŐƚŚĞŝƌƉĞƚ͘͞dƌƵůLJŶĞĞĚŝŶŐƚŚĞŚĞůƉ͟ŵĞĂŶƐƐƚĂƟŶŐŽŶĞ͛ƐĐĂƐĞĨŽƌwhy ĂƐƐŝƐƚĂŶĐĞŝƐŶĞĞĚĞĚ͘dŚĞƌĞŝƐŶŽƌĞƋƵŝƌĞŵĞŶƚƚŽƐŚŽǁƐƵĐŚƉƌŽŽĨŽĨĮŶĂŶĐŝĂůŝŶƐƚĂďŝůŝƚLJ͘ ZĂŝƐŝŶŐĂǁĂƌĞŶĞƐƐĂŵŽŶŐŵĞŵďĞƌƐŝŶƚŚĞtshĐŽŵŵƵŶŝƚLJǁĂƐĂŵĂŝŶĐŽŶĐĞƌŶŽĨEĂŶĐLJ zŽƵŶŐ͕ĐŽŵŵƵŶŝƚLJŽƵƚƌĞĂĐŚĐŚĂŝƌ͘dŚĞŝĚĞŶƟĮĐĂƟŽŶŽĨƐƉĞĐŝĮĐĐŽŵŵƵŶŝƚLJŽƵƚƌĞĂĐŚĞīŽƌƚƐƚŚĂƚ ŚĂĚƐƵĐĐĞƐƐŝŶƚŚĞƉĂƐƚǁĂƐŝŵƉĞƌĂƟǀĞĨŽƌƚŚĞĂĚǀĂŶĐĞŵĞŶƚŽĨƚŚĞĐĂŵƉĂŝŐŶ͘ ^ŽƵƌĐĞƐŽĨ/ŶĨŽƌŵĂƟŽŶĂŶĚDĞƚŚŽĚ dŚĞŝŶĨŽƌŵĂƟŽŶĨŽƌƚŚĞƐĞĐŽŶĚĂƌLJƌĞƐĞĂƌĐŚĐĂŵĞĨƌŽŵĚŽĐƵŵĞŶƚƐƉƌŽǀŝĚĞĚďLJDƐ͘ zŽƵŶŐ͘WƌŽǀŝĚŝŶŐĚŽĐƵŵĞŶƚƐƚŚĂƚĨŽĐƵƐŽŶƚŽƉŝĐƐƐƵĐŚĂƐƐƉĂLJͬŶĞƵƚĞƌĂŶĚĞƵƚŚĂŶŝnjĂƟŽŶƌĂƚĞƐ allowed the team to develop a solid base of knowledge regarding the issue of animal ŽǀĞƌƉŽƉƵůĂƟŽŶŝŶDŽŶŽŶŐĂůŝĂŽƵŶƚLJ͘dŚĞ'ĞŽŐƌĂƉŚŝĐĂůdĂƌŐĞƚƌĞĂ^ƚĂƟƐƟĐƐ^ƉƌĞĂĚƐŚĞĞƚĂŶĚ WĞƚ^ŵĂƌƚ'ƌĂŶƚƉƉůŝĐĂƟŽŶǁĞƌĞƚǁŽŽĨƚŚĞĚŽĐƵŵĞŶƚƐƚŚĂƚĐŽŶƚĂŝŶĞĚƚŚĞŵŽƐƚƵƐĞĨƵůŚĂƌĚ ĚĂƚĂ͘dŚĞĂŶŶƵĂůƌĞƉŽƌƚƐĨƌŽŵϮϬϬϴƚŽϮϬϭϯƉƌŽǀŝĚĞĚƵƐĞĨƵůŝŶĨŽƌŵĂƟŽŶĂďŽƵƚƚŚĞ ďĞŚŝŶĚͲƚŚĞͲƐĐĞŶĞƐŽƉĞƌĂƟŽŶƐŽĨƚŚĞŽƌŐĂŶŝnjĂƟŽŶ͘ ŽƚŚZĞdĂŝůƐĂŶĚD^EW͛ƐĂĐĞŬƉĂŐĞƐǁĞƌĞĐŽŶƐƵůƚĞĚǁŚĞŶĂŶĂůLJnjŝŶŐƚŚĞŝƌsocial ŵĞĚŝĂƉƌĞƐĞŶĐĞ͘dŚĞƚĞĂŵĂůƐŽƌĞǀŝĞǁĞĚD^EW͛ƐǁĞďƐŝƚĞ͕ĂŶĚŝƚǁĂƐ 11
- 17. ĚĞƚĞƌŵŝŶĞĚƚŚĂƚŝƚŶĞĞĚĞĚĂƌĞĚĞƐŝŐŶ͘dŚĞƚĞĂŵƌĞĂůŝnjĞĚƚŚĂƚĂĐŽŵƉůĞƚĞĐƌĞĂƟǀĞĂŶĚĚŝŐŝƚĂů ŵĞĚŝĂƌĞďƌĂŶĚĐŽƵůĚŝŵƉƌŽǀĞŚŽǁD^EWŝƐƌĞĐĞŝǀĞĚǁŝƚŚŝŶƚŚĞtshĐŽŵŵƵŶŝƚLJ͘dŚĞ ĐŽŵŵƵŶŝƚLJ͛ƐŐĞŶĞƌĂůŽƉŝŶŝŽŶŽĨD^EW͕ƚŚĞŵĞĂŶƐŽĨƚĞƐƟŶŐŶĞǁĐƌĞĂƟǀĞŝĚĞĂƐĂŶĚƚŚĞ subsequent results will be discussed in the Primary Research chapter. Past press releases and news coverage distributed by local media outlets such as WAJR, tKzĂŶĚdŚĞŽŵŝŶŝŽŶWŽƐƚǁĞƌĞƵƐĞĚƚŽĂƐƐĞƐƐƚŚĞƐƚƌĞŶŐƚŚĂŶĚĨƌĞƋƵĞŶĐLJŽĨD^EW͛Ɛ presence in the media. The team also referenced published case studies and the websites of ŽƚŚĞƌƐƉĂLJͬŶĞƵƚĞƌĂǁĂƌĞŶĞƐƐŽƌŐĂŶŝnjĂƟŽŶƐƚŽŐĂŝŶĂŶŝŵĂůŽǀĞƌƉŽƉƵůĂƟŽŶĂŶĚĞƵƚŚĂŶŝnjĂƟŽŶ ƐƚĂƟƐƟĐƐŶŽƚƐƉĞĐŝĮĐƚŽƚŚĞĐĂŵƉĂŝŐŶ͛ƐƚĂƌŐĞƚĂƌĞĂ͘dŚĞƐĞĮŶĚŝŶŐƐƉƌŽǀŝĚĞĚĂŵŽƌĞŐĞŶĞƌĂů ƐĞŶƐĞŽĨƚŚĞƉƌŽďůĞŵĂŶĚ͕ƚŚƵƐ͕ƐƵƉƉŽƌƚĞĚD^EW͛ƐŵĞƚŚŽĚŽĨƵƐŝŶŐƐƉĂLJͬŶĞƵƚĞƌƐƵƌŐĞƌLJƚŽ reduce the number of animals euthanized in Monongalia County. ĂŵƉĂŝŐŶdĂƌŐĞƚƵĚŝĞŶĐĞDĂŬĞƵƉΘǀĂůƵĂƟŽŶ dŚĞĐĂŵƉĂŝŐŶ͛ƐƚĂƌŐĞƚĂƵĚŝĞŶĐĞŝƐƚŚĞtshĐŽŵŵƵŶŝƚLJ͕ƚŚĂƚŝƐ͕ĂĚŵŝŶŝƐƚƌĂƟŽŶ͕ĨĂĐƵůƚLJ͕ ƐƚĂīĂŶĚ͕ŵŽƐƚŝŵƉŽƌƚĂŶƚůLJ͕ƐƚƵĚĞŶƚƐ͘dŚĞĐůŝĞŶƚĚĞĐŝĚĞĚƚŚĞtshĐŽŵŵƵŶŝƚLJǁĂƐƚŚĞŵŽƐƚ ŝŵƉŽƌƚĂŶƚĂƵĚŝĞŶĐĞƚŽƚĂƌŐĞƚďĞĐĂƵƐĞŽĨƚŚĞƵŶŝǀĞƌƐŝƚLJ͛ƐƐŝŐŶŝĮĐĂŶĐĞƚŽDŽŶŽŶŐĂůŝĂŽƵŶƚLJ͘ dĂƌŐĞƟŶŐƚŚŝƐĂƵĚŝĞŶĐĞĐƌĞĂƚĞĚƚŚĞŽƉƉŽƌƚƵŶŝƚLJƚŽƌĞĂĐŚĂůĂƌŐĞŶƵŵďĞƌŽĨƉĞŽƉůĞĂŶĚŵĞĂƐƵƌĞ their awareness of MSNAP and its mission. Rural Monongalia County was also considered as a target audience, but, unfortunately, is ŽŶĞƚŚĂƚŝƐĚŝĸĐƵůƚƚŽƚĂƌŐĞƚĚƵĞƚŽƚŚĞůĂĐŬŽĨƌĞůŝĂďůĞŵĞĂŶƐŽĨĞůĞĐƚƌŽŶŝĐĐŽŵŵƵŶŝĐĂƟŽŶ͘ D^EWĂƉƉůŝĞĚĨŽƌĂŐƌĂŶƚĨƌŽŵWĞƚ^ŵĂƌƚŝŶϮϬϭϯ͘ƐƐƚĂƚĞĚŝŶƚŚĞWĞƚ^ŵĂƌƚ'ƌĂŶƚƉƉůŝĐĂƟŽŶ͕ MSNAP had considered doing a mass mailing to the rural part of the county but found the cost ƚŽďĞƉƌŽŚŝďŝƟǀĞ͘DƐ͘zŽƵŶŐĐůĂŝŵĞĚƚŚĂƚƐŚĞǁŽƵůĚƌĂƚŚĞƌƵƐĞƚŚĞŵŽŶĞLJĚĞƐŝŐŶĂƚĞĚĨŽƌƚŚĞƐĞ mailings to fund the surgeries for the animals already known to be in need of assistance ;WĞƚ^ŵĂƌƚ͕ϮϬϭϯͿ͘ sŽƵĐŚĞƌŝƐƚƌŝďƵƟŽŶΘƵƚŚĂŶŝnjĂƟŽŶ^ƚĂƟƐƟĐƐ ^ŝŶĐĞƚŚĞĐƌĞĂƟŽŶŽĨD^EWŝŶϮϬϬϴ͕ƚŚĞǀŽƵĐŚĞƌƉƌŽŐƌĂŵŚĂƐďĞĞŶƚŚĞŽƌŐĂŶŝnjĂƟŽŶ͛Ɛ main focus, in part because spaying/neutering animals is the only humane way to maintain or ƌĞĚƵĐĞƚŚĞƐƚƌĂLJĂŶŝŵĂůƉŽƉƵůĂƟŽŶŝŶDŽŶŽŶŐĂůŝĂŽƵŶƚLJ;E͘zŽƵŶŐ͕ƉĞƌƐŽŶĂůĐŽŵŵƵŶŝĐĂƟŽŶ͕ ^ĞƉƚĞŵďĞƌϴ͕ϮϬϭϰͿ͘dŚĞƚŚƌĞĞĐƌŝƚĞƌŝĂĨŽƌƌĞĐĞŝǀŝŶŐĂǀŽƵĐŚĞƌĂƌĞ͗ dŚĞĂƉƉůŝĐĂŶƚŵƵƐƚ͞ƚƌƵůLJŶĞĞĚD^EW͛ƐŚĞůƉ͟ dŚĞĂƉƉůŝĐĂŶƚŵƵƐƚďĞƚŚĞƉĞƚ͛ƐŽǁŶĞƌ The applicant must be a resident of Monongalia County (proof-of-zipcode is required) dŚĞŽŶůLJǁĂLJƚŽĂƉƉůLJĨŽƌĂǀŽƵĐŚĞƌŝƐďLJĐĂůůŝŶŐD^EWĂŶĚƌĞƋƵĞƐƟŶŐƚŚĞǀŽƵĐŚĞƌ͘ WĞŽƉůĞŽŌĞŶǁŝůůůĞĂǀĞĂŵĞƐƐĂŐĞŽŶĂŶĂŶƐǁĞƌŝŶŐŵĂĐŚŝŶĞƐƚĂƟŶŐƚŚĞLJĂƌĞŝŶƚĞƌĞƐƚĞĚŝŶ obtaining a voucher. There is a limit of three vouchers per applicant per quarter, and each ǀŽƵĐŚĞƌŝƐǀĂůŝĚĨŽƌϲϬĚĂLJƐĂŌĞƌƚŚĞĚĂƚĞŽĨŝƐƐƵĞ;WĞƚ^ŵĂƌƚ͕ϮϬϭϯͿ͘hƉŽŶǀŽƵĐŚĞƌƌĞĚĞŵƉƟŽŶ͕ ƌĞĐŝƉŝĞŶƚƐĂƌĞĂƐŬĞĚƚŽůĞĂǀĞĂŵĞƐƐĂŐĞŽŶD^EW͛ƐǀŽŝĐĞŵĂŝůƐĂLJŝŶŐǁŚĞŶĂŶĚǁŚĞƌĞƚŚĞ 12
- 18. ƐƵƌŐĞƌLJǁĂƐƉĞƌĨŽƌŵĞĚ͘dŚŝƐĨŽůůŽǁͲƵƉƉƌŽĐĞƐƐŝƐĐƌŝƟĐĂůƚŽŵĂŝŶƚĂŝŶƚŚĂƚĨƵŶĚƐĂƌĞƉƌŽƉĞƌůLJ ĂůůŽĐĂƚĞĚƚŽƚŚĞƚĞŶǀĞƚĞƌŝŶĂƌLJĐůŝŶŝĐƐŝŶDŽŶŽŶŐĂůŝĂŽƵŶƚLJƉĂƌƟĐŝƉĂƟŶŐŝŶƚŚĞǀŽƵĐŚĞƌ program. /ŶϮϬϬϴ͕ƚŚĞĮƌƐƚLJĞĂƌŽĨƚŚĞǀŽƵĐŚĞƌƉƌŽŐƌĂŵ͕ϭϭϵǀŽƵĐŚĞƌƐǁĞƌĞĚŝƐƚƌŝďƵƚĞĚ;D^EW ĂŶŶƵĂůƌĞƉŽƌƚ͕ϮϬϬϴͿ͘dŚŝƐŶƵŵďĞƌĚƌĂƐƟĐĂůůLJŝŶĐƌĞĂƐĞĚƚŚĞĨŽůůŽǁŝŶŐLJĞĂƌ͕ǁŝƚŚƚŚĞŶƵŵďĞƌŽĨ ǀŽƵĐŚĞƌƐĚŝƐƉĞƌƐĞĚƌĞĂĐŚŝŶŐĂƚŽƚĂůŽĨϳϵϰ͘dŚĞLJĞĂƌϮϬϭϬŚŽůĚƐƚŚĞƌĞĐŽƌĚĨŽƌŶƵŵďĞƌŽĨ ǀŽƵĐŚĞƌƐĚŝƐƚƌŝďƵƚĞĚͶϵϮϵŝŶƚŽƚĂů͘/ŶϮϬϭϭ͕ŚŽǁĞǀĞƌ͕D^EWĞdžƉĞƌŝĞŶĐĞĚĂĚĞĐƌĞĂƐĞŝŶ ƉĂƌƟĐŝƉĂƟŽŶ͕ŚĂŶĚŝŶŐŽƵƚϴϰϰǀŽƵĐŚĞƌƐ͘dŚĞĨŽůůŽǁŝŶŐLJĞĂƌ͕ϮϬϭϮ͕ƐŚŽǁĞĚLJĞƚĂŶŽƚŚĞƌ ĚĞĐƌĞĂƐĞ͕ǁŝƚŚϴϯϮǀŽƵĐŚĞƌƐǁĞƌĞĚŝƐƚƌŝďƵƚĞĚ͘/ŶϮϬϭϯ͕ϴϲϴǀŽƵĐŚĞƌƐǁĞƌĞĚŝƐƚƌŝďƵƚĞĚ͕ƐŚŽǁŝŶŐ ĂƐůŝŐŚƚŝŶĐƌĞĂƐĞ;zŽƵŶŐ͕ϮϬϬϵͲϮϬϭϰŶŶƵĂůZĞƉŽƌƚƐͿ͘KǀĞƌĂĮǀĞͲĂŶĚͲĂͲŚĂůĨͲLJĞĂƌƉĞƌŝŽĚ͕ƚŚĞƌĞ ŚĂƐďĞĞŶĂŶϴϭйƵƐĞƌĂƚĞŽŶĂůůǀŽƵĐŚĞƌƐƚŚĂƚŚĂǀĞďĞĞŶĚŝƐƚƌŝďƵƚĞĚ;WĞƚ^ŵĂƌƚ͕ϮϬϭϯͿ͘ǀĞŶ ƚŚŽƵŐŚŚŝŐŚƌĂƚĞƐŽĨƚŚĞǀŽƵĐŚĞƌƐĂƌĞƵƐĞĚŝĨĚŝƐƚƌŝďƵƚĞĚ͕ƚŚĞƌĞĂƌĞƐƟůůĂůŽƚŽĨĂŶŝŵĂůƐďĞŝŶŐ ĞƵƚŚĂŶŝnjĞĚƚŚƌŽƵŐŚŽƵƚƚŚĞĐŽƵŶƚLJďĞĐĂƵƐĞŽĨŽǀĞƌƉŽƉƵůĂƟŽŶ͘ĐŽŵƉŝůĂƟŽŶŽĨĂůůǀŽƵĐŚĞƌƐ ĚŝƐƚƌŝďƵƚĞĚďLJD^EWƐŝŶĐĞŝƚƐĨŽƌŵĂƟŽŶĐĂŶďĞĨŽƵŶĚŝŶŝŐƵƌĞϭ͘ dŚĞDŽŶŽŶŐĂůŝĂŽƵŶƚLJĂŶŝŶĞĚŽƉƟŽŶ Center (MCCAC) is an animal control and ĂĚŽƉƟŽŶĐĞŶƚĞƌŝŶtĞƐƚŽǀĞƌ͕t͘sĂ͕͘ƚŚĂƚƚĂŬĞƐŝŶ ĚŽŐƐĂŶĚĐĂƚƐ͘/ŶϮϬϭϯ͕ƚŚĞƐŚĞůƚĞƌĂĚŵŝƩĞĚ ϭ͕ϬϬϴĐĂƚƐ͕ďƵƚŽŶůLJϭϱϬǁĞƌĞĂĚŽƉƚĞĚ͘dŚŝƐ ŵĞĂŶƐƚŚĂƚϳϰйŽĨƚŚĞĐĂƚƐƐĞŶƚƚŽDǁĞƌĞ ĞƵƚŚĂŶŝnjĞĚ͘dŚĞDĂĚŵŝƩĞĚϭ͕ϬϰϰĚŽŐƐŝŶ ϮϬϭϯǁŝƚŚϱϬϭďĞŝŶŐĂĚŽƉƚĞĚďLJLJĞĂƌ͛ƐĞŶĚ͘Ɛ ĞǀŝĚĞŶĐĞĚďLJƚŚĞĂĨŽƌĞŵĞŶƟŽŶĞĚĮŐƵƌĞƐ͕ƚŚĞ ĐĂŶŝŶĞĞƵƚŚĂŶŝnjĂƟŽŶƌĂƚĞǁĂƐƐŝŐŶŝĮĐĂŶƚůLJ ůŽǁĞƌĂƚϯϴйƚŚĂŶƚŚĞĨĞůŝŶĞƌĂƚĞĂƚϳϰй ;'ĞŽŐƌĂƉŚŝĐĂů͕ϮϬϭϯͿ͘ ^ŽĐŝĞƚĂůŶǀŝƌŽŶŵĞŶƚǀĂůƵĂƟŽŶ 13 While researching similar spay/neuter Figure 1: Number of Vouchers Distributed campaigns implemented by The Humane Society ŽĨƚŚĞhŶŝƚĞĚ^ƚĂƚĞƐĂŶĚŶŝŵĂůƌŝĞŶĚƐŽĨEŽƌƚŚĞŶƚƌĂůtĞƐƚsŝƌŐŝŶŝĂ͕ƚŚĞƚĞĂŵŶŽƚĞĚƚŚĂƚ ĞĂĐŚŽƌŐĂŶŝnjĂƟŽŶƵƐĞĚĂĚŝīĞƌĞŶƚƐƚƌĂƚĞŐLJƚŽĂƉƉĞĂůƚŽƚŚĞƉƵďůŝĐ͘ŶŝŵĂůƌŝĞŶĚƐŽĨEŽƌƚŚ ĞŶƚƌĂůtĞƐƚsŝƌŐŝŶŝĂŝƐĂŶŽŶƉƌŽĮƚŽƌŐĂŶŝnjĂƟŽŶƚŚĂƚƌĞƐĐƵĞƐĚŽŐƐĂŶĚĐĂƚƐǁŝƚŚŽƵƚƚŚĞƚŚƌĞĂƚŽĨ ĞƵƚŚĂŶĂnjĂƟŽŶ͘dŚĞ,ƵŵĂŶĞ^ŽĐŝĞƚLJ͛ƐĐĂŵƉĂŝŐŶƉƌĞƐĞŶƚĞĚŝŵĂŐĞƐŽĨĚŽŐƐĂŶĚĐĂƚƐŝŶĐĂŐĞƐ͕ĂƐ ǁĞůůĂƐĂƉƌŽŵŽƟŽŶĂůǀŝĚĞŽĂĐĐŽŵƉĂŶŝĞĚďLJƐŽŵďĞƌďĂĐŬŐƌŽƵŶĚŵƵƐŝĐ;^ƉĂLJͬEĞƵƚĞƌDĞƐƐĂŐĞ͕ n.d.). This strategy created an ominous tone that was intended to pull at the heartstrings of ƚŚŽƐĞǁŚŽǁĞƌĞĞdžƉŽƐĞĚƚŽƚŚĞĐĂŵƉĂŝŐŶ͘ŽŶǀĞƌƐĞůLJ͕ƚŚĞůŽĐĂůŽƌŐĂŶŝnjĂƟŽŶ͕ŶŝŵĂůƌŝĞŶĚƐ͕ embraced a cheerful tone through eye-catching images and light-hearted videos to promote the importance of spaying/neutering (Animal Friends, n.d.). /ŶĐŽŵƉĂƌŝƐŽŶ͕D^EWŚĂƐƚĂŬĞŶĂďƌŽĂĚĂƉƉƌŽĂĐŚǁŚĞŶĂƩĞŵƉƟŶŐƚŽŝŶĨŽƌŵŝƚƐ ĂƵĚŝĞŶĐĞƐ͘ŽƚŚŐƌŝŵĂŶĚĐŽŵŝĐĂůƚŽŶĞƐŚĂǀĞďĞĞŶƵƐĞĚĂĐƌŽƐƐƉƌŽŵŽƟŽŶĂůƉŝĞĐĞƐ͕ǁŚŝĐŚĐĂŶ
- 19. be confusing to the public. The team will determine through primary research which style ĂƉƉĞĂůƐŵŽƐƚƚŽƚŚĞƚĂƌŐĞƚĂƵĚŝĞŶĐĞ͘ƌŽŵƚŚĞƌĞ͕ƚŚĞƚĞĂŵƌĞĐŽŵŵĞŶĚƐƚŚĂƚƚŚĞĞdžĞĐƵƟŽŶŽĨ ĂůůƉƌŽŵŽƟŽŶĂůŵĂƚĞƌŝĂůƐƌĞŵĂŝŶĐŽŶƐŝƐƚĞŶƚŝŶŽƌĚĞƌƚŽĂƩƌĂĐƚĂŶĚƌĞƚĂŝŶƚŚĞĂƩĞŶƟŽŶŽĨ Monongalia County residents. Media Presence and Coverage D^EW͛ƐĮƌƐƚĂŶŶƵĂůƌĞƉŽƌƚĨƌŽŵϮϬϬϴŝŶƚƌŽĚƵĐĞĚƚŚĞƚŚƌĞĞĐŽŵŵŝƩĞĞƐƚŚĂƚŵĂŬĞƵƉ ƚŚĞŽƌŐĂŶŝnjĂƟŽŶ͘dŚĞƐĞĐŽŵŵŝƩĞĞƐĂƌĞŽŵŵƵŶŝƚLJKƵƚƌĞĂĐŚ͕DĞŵďĞƌƐŚŝƉĂŶĚƵŶĚƌĂŝƐŝŶŐ͘Ŷ ĐƟŽŶŽŵŵŝƩĞĞŚĂƐƐŝŶĐĞďĞĞŶĐƌĞĂƚĞĚ͘KĨƉĂƌƟĐƵůĂƌŝŵƉŽƌƚĂŶĐĞƚŽD^EW͛ƐƉƌĞƐĞŶĐĞŝŶƚŚĞ ŵĞĚŝĂŝƐƚŚĞŽŵŵƵŶŝƚLJKƵƚƌĞĂĐŚŽŵŵŝƩĞĞ͘dŚŝƐĐŽŵŵŝƩĞĞǁŽƌŬƐƚŽΗďƌŝŶŐƉƵďůŝĐĂǁĂƌĞŶĞƐƐ ƚŽƚŚĞƉůŝŐŚƚŽĨŚŽŵĞůĞƐƐƉĞƚƐĂŶĚƚŚĞƐŽůƵƟŽŶƚŽƉĞƚŽǀĞƌƉŽƉƵůĂƟŽŶ͕ĂŶĚŚŽǁD^EW ǀŽůƵŶƚĞĞƌƐŵĂŬĞĂĚŝīĞƌĞŶĐĞΗ;D^EWDĂŝŶ͕ϮϬϬϴͿ͘dŚĞŽŵŵƵŶŝƚLJKƵƚƌĞĂĐŚŽŵŵŝƩĞĞĂůƐŽ ƉƌŽŵŽƚĞƐD^EW͛ƐƐĞƌǀŝĐĞƐǀŝĂW^ƐĂŶĚƉƌĞƐƐƌĞůĞĂƐĞƐ͘dŚĞϮϬϬϴŶŶƵĂůZĞƉŽƌƚĚŽĞƐŶŽƚ ŵĞŶƟŽŶǁŚĂƚŵĂƚĞƌŝĂůƐǁĞƌĞĚŝƐƚƌŝďƵƚĞĚŶŽƌƚŽǁŚĞƌĞƚŚĞLJǁĞƌĞƐĞŶƚ͕ďƵƚdŚĞŽŵŝŶŝŽŶWŽƐƚ͕ t'ĂŶĚt:ZĂƌĞƐŽŵĞŽĨƚŚĞƌĞĐŽŐŶŝnjĞĚĐŽŵŵƵŶŝƚLJƉĂƌƚŶĞƌƐĨƌŽŵƚŚĂƚLJĞĂƌ;zŽƵŶŐ͕ϮϬϬϵ Annual Reports). /ŶϮϬϬϵ͕ƚŚĞŽŵŵƵŶŝƚLJKƵƚƌĞĂĐŚŽŵŵŝƩĞĞĐƌĞĂƚĞĚ͞ƉŽƐƚĞƌƐ͕ƉƌĞƐƐƌĞůĞĂƐĞƐĂŶĚŽƚŚĞƌ ƉƵďůŝĐŝƚLJĂŶĚŝŶĨŽƌŵĂƟŽŶĂůŵĂƚĞƌŝĂůƐ͙ƚŽƉƌŽŵŽƚĞĞǀĞŶƚƐĂŶĚĂĐƟǀŝƟĞƐĨŽƌD^EW͟;zŽƵŶŐ͕ ϮϬϭϬŶŶƵĂůZĞƉŽƌƚƐͿ͘dŚĞƌĞƉŽƌƚƐƚĂƚĞĚƚŚĂƚƚŚĞƌĞǁĂƐĂŶŝŶĐƌĞĂƐĞŝŶƉƵďůŝĐŝƚLJďĞƚǁĞĞŶϮϬϬϴ ĂŶĚϮϬϬϵ͕ďƵƚŝƚĚŝĚŶŽƚƐƵƉƉŽƌƚƚŚŝƐĐůĂŝŵǁŝƚŚĂŶLJƋƵĂŶƟĮĂďůĞĚĂƚĂ͕ŶŽƌĚŝĚŝƚůŝƐƚǁŚŝĐŚ ŽƵƚůĞƚƐŐĂǀĞD^EWŵĞĚŝĂĐŽǀĞƌĂŐĞ͘dŚĞƌĞŝƐŶŽƉƌŽǀŝĚĞĚŝŶĨŽƌŵĂƟŽŶƌĞƐƵůƟŶŐŝŶĞĂƌŶĞĚ ŵĞĚŝĂĐŽǀĞƌĂŐĞĂŶĚƉƌŽŵŽƟŽŶĂůĞīŽƌƚƐĨŽƌƚŚĞϮϬϭϬLJĞĂƌ͘ dŚĞϮϬϭϭŶŶƵĂůZĞƉŽƌƚƐŚŽǁĞĚĂƐƚƌŽŶŐŝŶĐƌĞĂƐĞŝŶŵĞĚŝĂĐŽǀĞƌĂŐĞĨƌŽŵǀĂƌŝŽƵƐĞǀĞŶƚƐ throughout the year. MSNAP earned coverage for its World Spay Day campaign through radio PSAs broadcasted by WCLG and an announcement published in The Dominion Post. The ŽƌŐĂŶŝnjĂƟŽŶƉĂŝƌĞĚƵƉǁŝƚŚtshƐƚƵĚĞŶƚƐƚŽĐƌĞĂƚĞĂW^ƚŚĂƚǁĂƐƵƉůŽĂĚĞĚƚŽsŝŵĞŽ͕Ă ǀŝĚĞŽͲƐŚĂƌŝŶŐǁĞďƐŝƚĞ͘/ƚŚĂƐƐŝŶĐĞƌĞĐĞŝǀĞĚϮϱϳŚŝƚƐŽŶǀŝŵĞŽ͘ĐŽŵ͘hŶĨŽƌƚƵŶĂƚĞůLJ͕the video ǁĂƐŶŽƚĨĞĂƚƵƌĞĚĂŶLJǁŚĞƌĞĞůƐĞ;D^EWsŝŵĞŽ͕ϮϬϭϭͿ͘ůŽŶŐǁŝƚŚŝƚƐƐƵĐĐĞƐƐĨƵůŵĞĚŝĂĐŽǀĞƌ- ĂŐĞ͕D^EW͛ƐĞīŽƌƚƐǁĞƌĞƌĞĐŽŐŶŝnjĞĚŝŶĂďůŽŐĞŶƚƌLJƉƵďůŝƐŚĞĚŽŶtsh͛ƐǁĞďƐŝƚĞŝŶ :ĂŶƵĂƌLJϮϬϭϭ;WŚŝůůŝƉƐ͕͕͘ϮϬϭϭͿ͘ /ŶƚŚĞƉƌĞůŝŵŝŶĂƌLJĐůŝĞŶƚŵĞĞƟŶŐ͕DƐ͘zŽƵŶŐĂůƐŽŵĞŶƟŽŶĞĚĂW^ĐĂůůĞĚ͞dŽŽDĂŶLJ ŝƫĞƐ͟ƚŚĂƚĂŝƌĞĚŽŶůŽĐĂůƌĂĚŝŽƐƚĂƟŽŶƐ͘ŶĂƌĐŚŝǀĞŽĨƚŚĞW^ǁĂƐŶŽƚĨŽƵŶĚ͘,ŽǁĞǀĞƌ͕ƐĞĂƌĐŚ ƌĞƐƵůƚƐƵŶĐŽǀĞƌĞĚƚŚĂƚŽŶĞŽĨD^EW͛Ɛ͞dŽŽDĂŶLJŝƫĞƐ͟ĐĂŵƉĂŝŐŶƉŽƐƚĞƌƐŚĂĚďĞĞŶĨĞĂƚƵƌĞĚ ŝŶĂŶŽŶůŝŶĞs,ϭĂƌƟĐůĞŝŶEŽǀĞŵďĞƌϮϬϭϭ͕ǁŚĞƌĞƚŚĞŐƌĂƉŚŝĐǁĂƐĐƌŝƟĐŝnjĞĚ;ŽůůŝŶƐ͕D͕͘ϮϬϭϭͿ͘ The image on the poster showed the body of a pregnant woman with the head of a cat under ƚŚĞŚĞĂĚůŝŶĞ͕͞,ĞůƉhƐ^ƚŽƉhŶǁĂŶƚĞĚWƌĞŐŶĂŶĐŝĞƐ͘͟s,ϭĐŽŵŵĞŶƚĞĚďĞůŽǁƚŚĞƉŽƐƚĞƌƐĂLJŝŶŐ͕ ͞zĞƐ͕ŝŶĂŶĞīŽƌƚƚŽƉƌĞǀĞŶƚĨƵƚƵƌĞŬŝƩĞŶƉƌĞŐŶĂŶĐŝĞƐĂŶĚĞŶĐŽƵƌĂŐĞƉĞƚŽǁŶĞƌƐƚŽŐĞƚƚŚĞŝƌ cats spayed or neutered, [MSNAP] put a cat head on the body of a perma-Duggar. MSNAP stands for Mountaineer Spay Neuter Assistance Program, and honestly, if pregnant cats wore ŵĂƚĞƌŶŝƚLJƐǁĞĂƚƐŚŝƌƚƐĨƌŽŵƚŚĞϴϬƐ͕/ǁŽƵůĚŶ͛ƚŚĂƚĞŝƚ͟;ŽůůŝŶƐ͕D͕͘ϮϬϭϭͿ͘ dŚĞƌĞǁĞƌĞŶŽĚĞƚĂŝůĞĚƌĞƐƵůƚƐŽĨŵĞĚŝĂĐŽǀĞƌĂŐĞĨŽƌϮϬϭϮĂŶĚϮϬϭϯ͕ďƵƚϮϬϭϰŚĂƐƉƌŽǀĞĚ 14
- 20. to be successful thus far. The Dominion Post and WV Press wrote a story in February about the ŽƌŐĂŶŝnjĂƟŽŶ͛ƐĞīŽƌƚƐĨŽƌtŽƌůĚ^ƉĂLJĂLJϮϬϭϰ;ͲWŽƐƚ͘ĐŽŵ͕ϮϬϭϰͿ͘ŶŝŶĨŽƌŵĂƟŽŶĂůW^ ƉƌŽŵŽƟŶŐƚŚĞĂŶŶƵĂůŐŽůĨƚŽƵƌŶĂŵĞŶƚǁĂƐĨĞĂƚƵƌĞĚŽŶt:ZŽŶƵŐ͘ϭϱ͕ϮϬϭϰ;DŽƌŐĂŶƚŽǁŶ D͕ϮϬϭϰͿ͘D^EWĂůƐŽƌĞĐĞŝǀĞĚŵĞĚŝĂĐŽǀĞƌĂŐĞƚŚƌŽƵŐŚĂŶĞǀĞŶƚǁƌŝƚĞƵƉŽŶtKz͛ƐǁĞďƐŝƚĞ ŝŶĂĚĚŝƟŽŶƚŽƚŚĞŶĞǁƐĐĂƐƚŽŶƵŐ͘Ϯϰ͕ϮϬϭϰ;D^EW,ŽůĚƐ'ŽůĨdŽƵƌŶĂŵĞŶƚ͕ϮϬϭϰͿ͘ ƵƌƌĞŶƚƌĞĂƟǀĞƌĂŶĚŶĂůLJƐŝƐ dŚĞD^EWůŽŐŽ͕ƐŚŽǁŶŝŶ/ŵĂŐĞϭ͕ŝƐĂƌĞĐƚĂŶŐƵůĂƌƐŚĂƉĞǁŝƚŚĂďůĂĐŬŽƵƚůŝŶĞĂŶĚƚŚĞ ǁŽƌĚƐ͞DŽƵŶƚĂŝŶĞĞƌ^ƉĂLJEĞƵƚĞƌƐƐŝƐƚĂŶĐĞWƌŽŐƌĂŵ͟ŝŶĂƐĂŶƐƐĞƌŝĨͲƚLJƉĞĨŽŶƚ͘ŶŝƚĂůŝĐŝnjĞĚ brown paw print is placed on the corner of the rectangle, which is also emphasized by a black ŽƵƚůŝŶĞ͘dŚĞǁŽƌĚ͞DͲ^EW͟ƐŝƚƐĂƚŽƉƚŚĞ shape in a chalky, italicized font. Forest green, brown and pale yellow appear ƚŚƌŽƵŐŚŽƵƚƉƌŽŵŽƟŽŶĂůŵĂƚĞƌŝĂůƐĂŶĚ ƚŚĞŽƌŐĂŶŝnjĂƟŽŶ͛ƐǁĞďƐŝƚĞ͕ůĞĂĚŝŶŐŽŶĞ ƚŽďĞůŝĞǀĞƚŚŝƐŝƐƚŚĞD^EW͛ƐĐŽůŽƌ scheme. A small thumbnail version of the ůŽŐŽĂůƐŽĞdžŝƐƚƐ͕ƐŚŽǁŶŝŶ/ŵĂŐĞϮ͘dŚŝƐ image is simply the brown paw print from the original logo outlined by a black square. Forest ŐƌĞĞŶŝƐƵƐĞĚĂƐƚŚĞďĂĐŬŐƌŽƵŶĚĐŽůŽƌ͕ĂŶĚǁŚŝƚĞƚĞdžƚƌĞĂĚŝŶŐ͞D^EW͟ĐŽǀĞƌƐƚŚĞƉĂǁƉƌŝŶƚ ;sŽƵĐŚĞƌƐ/ƐƐƵĞĚ͕ϮϬϭϰͿ͘EĞŝƚŚĞƌƚŚĞůŽŐŽŶŽƌƚŚĞƚŚƵŵďŶĂŝů ĂƉƉĞĂƌƚŽďĞǀĞĐƚŽƌŝŵĂŐĞƐ͕ƚŚƵƐĐĂƵƐŝŶŐƉŝdžŝůĂƟŽŶƵƉŽŶ enlargement. The paw print in the image is most commonly ƵƐĞĚŝŶD^EW͛ƐĐƌĞĂƟǀĞǁŽƌŬ͘hŶĨŽƌƚƵŶĂƚĞůLJ͕ƚŚĞƉĂǁƉƌŝŶƚ ĚŽĞƐŶŽƚĂƉƉĞĂƌŽŶĂůůŽĨƚŚĞƉƌŽŵŽƟŽŶĂůŵĂƚĞƌŝĂů͕ĂŶĚƚŚĞ ĐƌĞĂƟǀĞƚŚĞŵĞƌĞŵĂŝŶƐǁŝƚŚŽƵƚĂĐĞŶƚƌĂůŝnjĞĚĨŽĐƵƐ͘ dŚĞůĂĐŬŽĨĐŽŶƐŝƐƚĞŶĐLJĂĐƌŽƐƐƉƌŽŵŽƟŽŶĂůŵĂƚĞƌŝĂůƐĐĂŶ ĐŽŶĨƵƐĞƚŚĞƉƵďůŝĐĂŶĚŵĂŬĞƚŚĞŵƋƵĞƐƟŽŶƚŚĞƉƵƌƉŽƐĞŽĨ MSNAP. The appearance of the logo is outdated and does not ƌĞƉƌĞƐĞŶƚǁŚĂƚƚŚĞŽƌŐĂŶŝnjĂƟŽŶĚŽĞƐ͘/ƚƵƐĞƐůŝƉĂƌƚĂŶĚĂƉƉĞĂƌƐƚŽŚĂǀĞďĞĞŶĚĞƐŝŐŶĞĚŝŶ DŝĐƌŽƐŽŌtŽƌĚ͕ƌĂƚŚĞƌƚŚĂŶĂƉƌŽĨĞƐƐŝŽŶĂůĚĞƐŝŐŶƉƌŽŐƌĂŵ͘dŚĞŝƚĂůŝĐŝnjĞĚ͕ĐŚĂůŬLJĨŽŶƚŝƐĚŝĸĐƵůƚ ƚŽƌĞĂĚĂŶĚƚĂŬĞƐĂǁĂLJĨƌŽŵƚŚĞƉƌŽĨĞƐƐŝŽŶĂůŝƐŵŽĨƚŚĞŽƌŐĂŶŝnjĂƟŽŶ͘ŶŝŵƉŽƌƚĂŶƚƌƵůĞƚŽ ĨŽůůŽǁǁŚĞŶĚĞƐŝŐŶŝŶŐĂůŽŐŽŝƐƚŽŵĂŬĞƐƵƌĞƚŚĞĨŽŶƚŝƐůĞŐŝďůĞ;ϭϮƐƐĞŶƟĂůZƵůĞƐ͕ϮϬϭϰͿ͘ D^EW͛ƐĐƵƌƌĞŶƚlogo disregards this rule. Another important rule in designing a logo is to make ŝƚƌĞĐŽŐŶŝnjĂďůĞ;ϭϮƐƐĞŶƟĂůZƵůĞƐ͕ϮϬϭϰͿ͘ƉĂǁƉƌŝŶƚĐĂŶƌĞƉƌĞƐĞŶƚĂŶLJƚŚŝŶŐƚŚĂƚƌĞůĂƚĞƐƚŽ animals. Giving MSNAP a new logo that represents its services with a cleaner, more legible ĚĞƐŝŐŶǁŝůůƐƚƌĞŶŐƚŚĞŶďƌĂŶĚƌĞĐŽŐŶŝƟŽŶĂŶĚƌĞŝŶĨŽƌĐĞŝƚƐŝĚĞŶƟƚLJ͘dŚĞĐƌĞĂƟŽŶŽĨĂŶƵƉĚĂƚĞĚ͕ ǀĞƌƐĂƟůĞůŽŐŽǁŝůůĂůƐŽĂůůŽǁĨŽƌĂŶĞĂƐŝĞƌƉƌŽĐĞƐƐŽĨƉƌŽĚƵĐŝŶŐĨƵƚƵƌĞƉƌŽŵŽƟŽŶĂůƉŝĞĐĞƐ͘dŚĞ ĐŽŶƐŝƐƚĞŶƚƵƐĞŽĨƚŚĞůŽŐŽŽŶƉƌŽŵŽƟŽŶĂůŵĂƚĞƌŝĂůƐǁŝůůĂůůĞǀŝĂƚĞƚŚĞĐŽŶĨƵƐŝŽŶŽĨǁŚĂƚD^EW ĚŽĞƐĂŶĚĂůůŽǁƚŚĞƚĂƌŐĞƚĂƵĚŝĞŶĐĞƚŽĞĂƐŝůLJŝĚĞŶƟĨLJŝƚƐŵŝƐƐŝŽŶ͘tŝƚŚĂĐůĞĂŶĞƌĚĞƐŝŐŶ͕ƚŚĞůŽŐŽ can more easily be used on social media as an avatar, once again keeping with consistency and 15 Image 2: MSNAP’s Thumbnail Image 1: MSNAP’s Current Logo
- 21. ĞƌĂƐŝŶŐƚŚĞĐŽŶĨƵƐŝŽŶŽĨƚŚĞŽƌŐĂŶŝnjĂƟŽŶ͛ƐŝĚĞŶƟƚLJ͘ D^EW͛ƐŽŶůLJĨŽƌŵŽĨƉĞƌŵĂŶĞŶƚƉƵďůŝĐƉƌĞƐĞŶĐĞŝƐZĞdĂŝůƐ͕ĂƚŚƌŝŌƐƚŽƌĞůŽĐĂƚĞĚŝŶƚŚĞ DŽƌŐĂŶƚŽǁŶDĂůů͘ĐĐŽƌĚŝŶŐƚŽƚŚĞŽƌŐĂŶŝnjĂƟŽŶ͛ƐǁĞďƐŝƚĞ͕ϭϬϬƉĞƌĐĞŶƚŽĨŶĞƚƉƌŽĮƚƐĂƌĞ ĚŽŶĂƚĞĚƚŽD^EW͛ƐǀŽƵĐŚĞƌƉƌŽŐƌĂŵ;D^EWDĂŝŶ͕ϮϬϬϴͿ͘hŶĨŽƌƚƵŶĂƚĞůLJ͕D^EW͛ƐĐƵƌƌĞŶƚ logo is in no way related the current ReTails logo. This, once again, may confuse the public ďĞĐĂƵƐĞƚŚĞƌĞŝƐŶŽǀŝƐŝďůĞĐŽŶŶĞĐƟŽŶďĞƚǁĞĞŶZĞdĂŝůƐĂŶĚD^EW͘tŚĞŶLJŽƵǁĂůŬŝŶƚŽƚŚĞ ƐƚŽƌĞLJŽƵǁŝůůĮŶĚĂƐŵĂůůdͲƐŚŝƌƚƐƚĂŶĚǁŝƚŚD^EWdͲƐŚŝƌƚƐ͘ŶŝŶĨŽƌŵĂƟŽŶĂůŇŝĞƌǁŝƚŚD^EW͛Ɛ ůŽŐŽŝƐƉŽƐƚĞĚĂďŽǀĞƐƚĂŶĚĚĞƐĐƌŝďŝŶŐƚŚĞŽƌŐĂŶŝnjĂƟŽŶĂŶĚŝƚƐŵŝƐƐŝŽŶ͘dŚĞdͲƐŚŝƌƚƐĚŽŶŽƚ ƌĞŇĞĐƚƚŚĞD^EWůŽŐŽŽƌŝƚƐĐŽůŽƌƐĐŚĞŵĞ͕ƐŽƚŚĞĐŽŶŶĞĐƟŽŶƚŽƚŚĞŽƌŐĂŶŝnjĂƟŽŶŵĂLJŶŽƚďĞ ƌĞĂůŝnjĞĚƵŶƟůĂŌĞƌƌĞĂĚŝŶŐƚŚĞŇŝĞƌ͘ŝŶĂůůLJ͕ZĞdĂŝůƐŚĂŶĚƐŽƵƚƐďƵƐŝŶĞƐƐĐĂƌĚƐǁŚŝĐŚŚĂǀĞĂƚŚŝƌĚ logo design – the seal that appears on the vouchers. This image is black and red. One would not know what the seal was or how it was related to MSNAP unless they have received a voucher ĨƌŽŵƚŚĞŽƌŐĂŶŝnjĂƟŽŶŝŶƚŚĞƉĂƐƚ͘/ĨƚŚĞĐŽŶŶĞĐƟŽŶďĞƚǁĞĞŶZĞdĂŝůƐĂŶĚD^EWǁĂƐĂůƌĞĂĚLJ ŚĂƌĚƚŽŵĂŬĞ͕ƚŚŝƐƚŚŝƌĚĚĞƐŝŐŶĂŶĚĐŽůŽƌƐĐŚĞŵĞŽŶůLJĂŝĚƐŝŶŵŽƌĞĐŽŶĨƵƐŝŽŶ͘LJĐƌĞĂƟŶŐĂŶĞǁ ZĞdĂŝůƐůŽŐŽƚŚĂƚƌĞŇĞĐƚƐƚŚĞŶĞǁD^EWůŽŐŽĂŶĚƵƐĞƐƚŚĞƐĂŵĞĚŝƐƟŶĐƚĐŽůŽƌƐ͕ŝƚǁŝůůďĞĐůĞĂƌ ƚŚĂƚƚŚĞƚǁŽŽƌŐĂŶŝnjĂƟŽŶƐĂƌĞĂĸůŝĂƚĞĚ͘dŚĞĐƌĞĂƟŽŶŽĨĂŶĞǁďƵƐŝŶĞƐƐĐĂƌĚƵƐŝŶŐƚŚĞƐĂŵĞ ŝŵĂŐĞĂŶĚĐŽůŽƌƐǁŝůůĂůƐŽƐƚƌĞŶŐƚŚĞŶƚŚĞƌĞůĂƟŽŶƐŚŝƉĂŶĚůĞƐƐĞŶĐŽŶĨƵƐŝŽŶ͘ Social Media Online Presence D^EWŚĂƐĂƐĞůĨͲƌƵŶǁĞďƐŝƚĞƚŚĂƚĐŽŶƚĂŝŶƐƚŚĞŚŝƐƚŽƌLJŽĨƚŚĞŽƌŐĂŶŝnjĂƟŽŶ͕ŝƚƐŵŝƐƐŝŽŶ ƐƚĂƚĞŵĞŶƚ͕ĞƵƚŚĂŶŝnjĂƟŽŶƐƚĂƟƐƟĐƐĂŶĚĐŽŶƚĂĐƚŝŶĨŽƌŵĂƟŽŶ͘dŚĞǁĞďƐŝƚĞĂůƐŽĨĞĂƚƵƌĞƐĂ Image 3: MSNAP Website ƉŽƌƚĂůƐ͘dŚĞĮƌƐƚŝƐĂ 16 calendar of events, ŝŶĨŽƌŵĂƟŽŶĂďŽƵƚ how to become a member and a ƐĞĐƟŽŶƐƉŽƚůŝŐŚƟŶŐ ZĞdĂŝůƐ͘ŽŶĂƟŽŶƐ to MSNAP can be made directly through the website through ƐĞǀĞƌĂůĚŽŶĂƟŽŶ link that redirects to justgive.org where one ĐĂŶŵĂŬĞĂĚŽŶĂƟŽŶĨƌŽŵĂŶLJǁŚĞƌĞĨƌŽŵΨϭϬƚŽΨϭϬϬ͘ůŽŶŐǁŝƚŚƚŚĞƐĞĂŵŽƵŶƚƐ͕ƚŚĞƌĞŝƐĂŶ ŽƉƟŽŶƚŚĂƚĂůůŽǁƐƵƐĞƌƐƚŽƐĐŚĞĚƵůĞĂƵƚŽŵĂƟĐŵŽŶƚŚůLJĚŽŶĂƟŽŶƐ͘ŶŽƚŚĞƌŵĂŶŶĞƌŽĨĚŽŶĂƟŶŐ ƚŚĂƚŝƐƉƌŽŵŽƚĞĚŽŶD^EW͛ƐǁĞďƐŝƚĞŝƐƚŚĞŽƌŐĂŶŝnjĂƟŽŶ͛ƐƉĂƌƚŶĞƌƐŚŝƉǁŝƚŚŵĂnjŽŶ͘ĐŽŵ͘hƉŽŶ clicking the Amazon icon, users are redirected to the online shopping site. A percentage of the ƉƌŽĐĞĞĚƐĨƌŽŵĞĂĐŚƉƵƌĐŚĂƐĞŝƐŐŝǀĞŶƚŽD^EW͘ZĂƚŚĞƌƚŚĂŶƵƐŝŶŐƚĂďƐĂŶĚĂŵƵůƟƐĞĐƟŽŶ ĨŽƌŵĂƚ͕ƚŚĞĞŶƟƌĞƚLJŽĨƚŚĞǁĞďƐŝƚĞ͛ƐĐŽŶƚĞŶƚŝƐƐƉƌĞĂĚĂĐƌŽƐƐĂŽŶĞƉĂŐĞĚŽĐƵŵĞŶƚ͕ĂƐƐĞĞŶŝŶ
- 22. /ŵĂŐĞϯ͘DƐ͘zŽƵŶŐŵĂĚĞŝƚĂƉŽŝŶƚƚŽŝŶĐůƵĚĞD^EW͛ƐĮŶĂŶĐŝĂůŝŶĨŽƌŵĂƟŽŶŽŶƚŚĞǁĞďƐŝƚĞŝŶ order to create a sense of ƚƌĂŶƐƉĂƌĞŶĐLJǁŝƚŚŝŶƚŚĞŽƌŐĂŶŝnjĂƟŽŶ͘ŽŝŶŐƐŽŚĞůƉƐƚŽďƵŝůĚƚƌƵƐƚ between MSNAP and the public, a factor that Ms. Young believes to be one of the most import- ĂŶƚǁĂLJƐƚŽĂĐŚŝĞǀŝŶŐƐƵĐĐĞƐƐǁŝƚŚŝŶƚŚĞĐŽŵŵƵŶŝƚLJ;zŽƵŶŐ͕ϮϬϭϰͿ͘ D^EWĂĐĞŬWĂŐĞ Image 5: ReTails Facebook ZĞdĂŝůƐĂĐĞŬWĂŐĞ ͞ZĞdĂŝůƐ͟ŝŶƚŚĞƐĞĂƌĐŚďĂƌ͘dŚĞ ƉƌŽŵŽƟŶŐƚŚĞĞǀĞŶƚƐĂŶĚ 17 The MSNAP Image 4: MSNAP Facebook Facebook page, as seen in /ŵĂŐĞϰ͕ǁĂƐůĂƵŶĐŚĞĚŽŶ DĂƌĐŚϲ͕ϮϬϬϴĂŶĚĐƵƌƌĞŶƚůLJ ŚĂƐŽǀĞƌϰϱϬ͞ůŝŬĞƐ͘͟dŚĞƉĂŐĞ can be accessed by typing ͞D^EW͟ŝŶƚŽƚŚĞƐĞĂƌĐŚďĂƌ͘ D^EW͛ƐĂĐĞŬƐĞƌǀĞƐĂƐ the primary social media ƉůĂƞŽƌŵƚŽĐŽŵŵƵŶŝĐĂƚĞ with the public and promote events. The Facebook page ĐŽŶƚĂŝŶƐĚŝīĞƌĞŶƚŚĞĂĚŝŶŐƐ ǁŝƚŚŝŶĨŽƌŵĂƟŽŶƵŶĚĞƌŶĞĂƚŚ͘dŚĞĮƌƐƚŝƐƚŚĞ͞ďŽƵƚ͟ƐĞĐƟŽŶǁŚĞƌĞŝƚƐƚĂƚĞƐD^EW͛ƐŵŝƐƐŝŽŶ ĂŶĚĂďƌŝĞĨŽǀĞƌǀŝĞǁŽĨƚŚĞŽƌŐĂŶŝnjĂƟŽŶ͘/ŶƚŚĞ͞WŚŽƚŽƐ͟ƐĞĐƟŽŶ͕ƚŚĞƌĞĂƌĞǀĂƌŝŽƵƐŝŵĂŐĞƐŽĨ ĞǀĞŶƚƐD^EWŚĂƐŚĞůĚŝŶƚŚĞƉĂƐƚ͘ƵƌƚŚĞƌŵŽƌĞ͕ƚŚĞ͞ǀĞŶƚƐ͟ƐĞĐƟŽŶƉƌŽŵŽƚĞƐĂŶĚƉƌŽǀŝĚĞƐ ŐĞŶĞƌĂůŝŶĨŽƌŵĂƟŽŶĨŽƌĨƵƚƵƌĞĞǀĞŶƚƐ͘/ŶĨŽƌŵĂƟŽŶĂůƟƉƐĨŽƌƉĞƚŽǁŶĞƌƐĂƌĞŽĐĐĂƐŝŽŶĂůůLJƐŚĂƌĞĚ͘ On average MSNAP posts once a month, but to this date, nearly three months have passed ǁŝƚŚŽƵƚĂŶLJĂĐƟǀŝƚLJ͘ĚĚŝƟŽŶĂůůLJ͕ĞĂĐŚƉŽƐƚƌĞĐĞŝǀĞƐĂƉƉƌŽdžŝŵĂƚĞůLJŽŶĞƚŽĮǀĞ͞ůŝŬĞƐ͘͟ dŚĞZĞdĂŝů͛ƐĂĐĞŬƉĂŐĞ͕ĂƐ ƐĞĞŶŝŶ/ŵĂŐĞϱ͕ǁĂƐĐƌĞĂƚĞĚ ŽŶDĂƌĐŚ͕ϭϮ͕ϮϬϭϬ͕ĂŶĚŚĂƐ ĐůŽƐĞƚŽϯϬϬ͞ůŝŬĞƐ͘͟dŚĞƉĂŐĞ can be found by typing page is used as a means to ĞdžŚŝďŝƚŝƚĞŵƐĐƵƌƌĞŶƚůLJďĞŝŶŐ sold in the store, along with fundraisers shared via D^EW͛ƐƉĂŐĞ͘ĞƐƉŝƚĞŚĂǀŝŶŐ social media presence, the ůĂĐŬŽĨĐŽŶƐŝƐƚĞŶƚĂĐƟǀŝƚLJŵĂŬĞƐŝƚĞĂƐLJƚŽĨŽƌŐĞƚƚŚĞƐĞĂĐĞŬƉĂŐĞƐĞdžŝƐƚ͘D^EW͛ƐĂĐĞŬ
- 23. should include more photographs from social events and fundraisers. Even an update sharing the number of vouchers distributed that week or month would keep Facebook users well ŝŶĨŽƌŵĞĚŽĨD^EW͛ƐŵŝƐƐŝŽŶ͘dŚĞZĞdĂŝůƐĂĐĞŬƉĂŐĞĚŽĞƐŶŽƚƐĞĞŵƵĐŚĂĐƟǀŝƚLJ͕ĞŝƚŚĞƌ͘ ŽƌƚƵŶĂƚĞůLJ͕ŝƚŝƐŵĂĚĞĐůĞĂƌƚŚĂƚƚŚĞƐƚŽƌĞ͛ƐƉƌŽĐĞĞĚƐŐŽĚŝƌĞĐƚůLJƚŽD^EW͘ ĞLJŽŶĚĂĐĞŬ͕D^EW͛ƐƐŽĐŝĂůŵĞĚŝĂƉƌĞƐĞŶĐĞŝƐŶŽŶĞdžŝƐƚĞŶƚ͘ŶĂĚĚŝƟŽŶĂůŽƵƚůĞƚ ƚŚĂƚD^EWĐŽƵůĚƵƟůŝnjĞŝƐdǁŝƩĞƌ͘dŚĞƉůĂƞŽƌŵŝƐĨƌĞĞ͕ƚŚƵƐŶŽƚĐƵƫŶŐŝŶƚŽD^EW͛Ɛ ďƵĚŐĞƚĞĚŽƉĞƌĂƟŶŐĞdžƉĞŶĚŝƚƵƌĞƐ͘dŚĞƚĂƌŐĞƚĂƵĚŝĞŶĐĞĨŽƌƚŚŝƐĐĂŵƉĂŝŐŶŝƐƚŚĞtsh ĐŽŵŵƵŶŝƚLJ͕ŵĂŝŶůLJƐƚƵĚĞŶƚƐ͘hŶƐƵƌƉƌŝƐŝŶŐůLJ͕ŶĞĂƌůLJϳϱƉĞƌĐĞŶƚŽĨdǁŝƩĞƌƵƐĞƌƐĨĂůůďĞƚǁĞĞŶϭϱ ĂŶĚϮϱLJĞĂƌƐŽĨĂŐĞ;ŶĞdžŚĂƵƐƟǀĞƐƚƵĚLJ͕ϮϬϭϮͿ͘ĐĐŽƌĚŝŶŐƚŽƚŚĞƐĞƐƚĂƟƐƟĐƐ͕ƵƐŝŶŐdǁŝƩĞƌ ǁŽƵůĚďĞďĞŶĞĮĐŝĂůŝŶƌĞĂĐŚŝŶŐƚŚĞƚĂƌŐĞƚĂƵĚŝĞŶĐĞ͘WƌŝŵĂƌLJƌĞƐĞĂƌĐŚǁŝůůĐŽŶĮƌŵǁŚŝĐŚƐŽĐŝĂů ŵĞĚŝĂŽƵƚůĞƚƐD^EWƐŚŽƵůĚƵƐĞƚŽďĞƐƚƌĞĂĐŚƚŚĞtshĐŽŵŵƵŶŝƚLJ͘hƐŝŶŐdǁŝƩĞƌĐŽƵůĚĂůƐŽ ŚĞůƉƚŽĞƐƚĂďůŝƐŚĐŽŶŶĞĐƟŽŶƐďĞƚǁĞĞŶD^EWĂŶĚŽƚŚĞƌŽƌŐĂŶŝnjĂƟŽŶƐĂĐƌŽƐƐƚŚĞĐŽƵŶƚƌLJǁŝƚŚ ƐŝŵŝůĂƌŵŝƐƐŝŽŶƐ͘ŝŶĂůůLJ͕dǁŝƩĞƌŝƐŽŶĞŽĨƚŚĞĨĂƐƚĞƐƚǁĂLJƐƚŽĐŽŵŵƵŶŝĐĂƚĞǁŝƚŚƚŚĞƉƵďůŝĐ͘tŝƚŚ ĂƐŝŵƉůĞĐůŝĐŬŽĨƚŚĞ͞ƌĞƚǁĞĞƚ͟ďƵƩŽŶ͕D^EWĐŽƵůĚƐŚĂƌĞŝŶĨŽŐƌĂƉŚŝĐƐĂŶĚƌĞůĞǀĂŶƚŶĞǁƐ ƐƚŽƌŝĞƐǁŝƚŚŝƚƐĨŽůůŽǁĞƌƐŝŶĂŵĂƩĞƌŽĨƐĞĐŽŶĚƐ͘WŚŽƚŽŐƌĂƉŚƐĨƌŽŵĨƵŶĚƌĂŝƐŝŶŐĂŶĚƐŽĐŝĂůĞǀĞŶƚƐ ĐŽƵůĚďĞƵƉůŽĂĚĞĚŝŶƌĞĂůƟŵĞ͘hƟůŝnjŝŶŐdǁŝƩĞƌǁŝůůŝŶĐƌĞĂƐĞD^EW͛ƐŽŶůŝŶĞƉƌĞƐĞŶĐĞĂŶĚ͕ ŵŽƌĞŝŵƉŽƌƚĂŶƚůLJ͕ŐƵĂƌĂŶƚĞĞƚŚĂƚďŽƚŚŝƚƐĞdžŝƐƚĞŶĐĞĂŶĚŵŝƐƐŝŽŶƌĞĂĐŚĂůĂƌŐĞƌĂƵĚŝĞŶĐĞ͘ WĂƐƚ͕ƵƌƌĞŶƚΘWŽƚĞŶƟĂůWĂƌƚŶĞƌƐŚŝƉƐ D^EWŚĂƐĂŶĂĸůŝĂƟŽŶǁŝƚŚƚŚĞDĂŶĚǁŽƌŬƐǁŝƚŚƚŚĞƐŚĞůƚĞƌƚŽĂƉƉƌŽǀĞĐůŝĞŶƚƐ for the voucher program. MSNAP has also collaborated with a variety of local businesses and ŽƌŐĂŶŝnjĂƟŽŶƐ͗ Pets Are Worth Saving (PAWS) Student Animal Legal Defense Fund (SALDF) dŚĞtshĞŶƚĞƌĨŽƌ^ĞƌǀŝĐĞĂŶĚĞĂƌŶŝŶŐ;^ΘͿ dŚĞĞĚĞƌĂƟŽŶŽĨ,ƵŵĂŶĞKƌŐĂŶŝnjĂƟŽŶƐŽĨtĞƐƚsŝƌŐŝŶŝĂ;K,KtsͿ 'ĞŶĞƌĂƟŽŶDŽƌŐĂŶƚŽǁŶ 18 Senior Monongalians dŚĞ'ƌĞĞŶŵŽŶƚĂŶĚ^ŽƵƚŚWĂƌŬEĞŝŐŚďŽƌŚŽŽĚƐƐŽĐŝĂƟŽŶƐ PAWS Wt^͕ĂƐƚƵĚĞŶƚŽƌŐĂŶŝnjĂƟŽŶĂƚƚŚĞƵŶŝǀĞƌƐŝƚLJ͕ďƌŝŶŐƐĂǁĂƌĞŶĞƐƐƚŽƚŚĞtshĐŽŵŵƵŶŝƚLJ ďLJƐŚĂƌŝŶŐĂŶŝŵĂůŽǀĞƌƉŽƉƵůĂƟŽŶĂŶĚĞƵƚŚĂŶĂƐŝĂƐƚĂƟƐƟĐƐ͕ĂŶĚĞŶĐŽƵƌĂŐŝŶŐƉĞƚĂĚŽƉƟŽŶĨƌŽŵ ůŽĐĂůƐŚĞůƚĞƌƐƌĂƚŚĞƌƚŚĂŶďƌĞĞĚĞƌƐŽƌƉƵƉƉLJŵŝůůƐ͘Wt^ŝƐƚŚĞƉĞƌĨĞĐƚŽŶͲĐĂŵƉƵƐŽƌŐĂŶŝnjĂƟŽŶ ƚŽƉĂƌƚŶĞƌǁŝƚŚ͕ĂƐŝƚǁŽƵůĚƌĞůĂLJD^EW͛ƐŵŝƐƐŝŽŶƚŚƌŽƵŐŚŽƵƚƚŚĞƚĂƌŐĞƚĂƵĚŝĞŶĐĞ͘ ^ƚƵĚĞŶƚŶŝŵĂůĞŐĂůĞĨĞŶƐĞƵŶĚ D^EWŚĂƐĂůƐŽǁŽƌŬĞĚǁŝƚŚ^͕ĂŶĂƟŽŶĂůůLJͲƌĞĐŽŐŶŝnjĞĚƐƚƵĚĞŶƚĂĸůŝĂƚĞŽĨƚŚĞ ŶŝŵĂůĞĂŐƵĞĞĨĞŶƐĞƵŶĚ͘dŚĞtshĐŚĂƉƚĞƌŝƐĐŽŵƉŽƐĞĚŽĨůĂǁƐƚƵĚĞŶƚƐƚŚĂƚƐŚĂƌĞƚŚĞ ŽƌŐĂŶŝnjĂƟŽŶ͛ƐŵŝƐƐŝŽŶŽĨ͞ƉƌŽƚĞĐƚŝŶŐƚŚĞůŝǀĞƐĂŶĚĂĚǀĂŶĐŝŶŐƚŚĞŝŶƚĞƌĞƐƚƐŽĨĂŶŝŵĂůƐƚŚƌŽƵŐŚ ƚŚĞůĞŐĂůƐLJƐƚĞŵ͟;^͕Ŷ͘Ě͘Ϳ͘
- 24. WVU Center for Service Learning D^EWďĞŶĞĮƚƐĨƌŽŵƉĂƌƚŶĞƌŝŶŐǁŝƚŚƚŚĞtsh^ΘďLJƌĂŝƐŝŶŐĂǁĂƌĞŶĞƐƐĂŶĚƌĞĐƌƵŝƟŶŐ ǀŽůƵŶƚĞĞƌƐ͘/ŶƚŚĞƉĂƐƚ͕ƚŚĞ^ΘŚĂƐŵĞŶƟŽŶĞĚD^EWŝŶŝƚƐƐƚƵĚĞŶƚŶĞǁƐůĞƩĞƌ͘dŚŝƐŶĞǁƐůĞƚ- ƚĞƌƐĞƌǀĞƐĂƐĂŵĞĂŶƐŽĨƉƌŽŵŽƟŶŐƚŚĞůŽĐĂůŽƌŐĂŶŝnjĂƟŽŶƐƚŚĂƚŶĞĞĚǀŽůƵŶƚĞĞƌƐ͘sŽůƵŶƚĞĞƌƐĐĂŶ also receive credit for community service by logging their service hours on iServe. KƚŚĞƌŽůůĂďŽƌĂƟŽŶƐ D^EWĂůƐŽŚĂƐƉĂƌƚŶĞƌĞĚǁŝƚŚůŽĐĂůďƵƐŝŶĞƐƐĞƐĂŶĚŽƌŐĂŶŝnjĂƟŽŶƐŶŽƚĂĸůŝĂƚĞĚǁŝƚŚƚŚĞ ƵŶŝǀĞƌƐŝƚLJ͘ŽŝŶŐƐŽĞdžƉŽƐĞƐƚŚĞŽƌŐĂŶŝnjĂƟŽŶ͛ƐŵŝƐƐŝŽŶƚŽĂůĂƌŐĞƌĂŶĚŵŽƌĞĚŝǀĞƌƐĞĂƵĚŝĞŶĐĞ͕ ƚŚƵƐŐĞŶĞƌĂƟŶŐŵŽƌĞĂǁĂƌĞŶĞƐƐƚŚƌŽƵŐŚŽƵƚDŽŶŽŶŐĂůŝĂŽƵŶƚLJ͘ŽƌĞdžĂŵƉůĞ͕ůĂƐƐŝĐƵƌŶŝƚƵƌĞ͕ ůŽĐĂƚĞĚŽŶ^ĂďƌĂƚŽŶǀĞŶƵĞ͕ŽŶĐĞŚĞůĚĂƉƌŽŵŽƟŽŶǁŚĞƌĞϮϬƉĞƌĐĞŶƚŽĨƚŚĞƉƌŽĐĞĞĚƐŽĨ designated items were donated to MSNAP. ZĞůĂƟŽŶƐŚŝƉtŝƚŚKƚŚĞƌŶŝŵĂůKƌŐĂŶŝnjĂƟŽŶƐ It was important for the team to note that MSNAP does not have a stable ƌĞůĂƟŽŶƐŚŝƉǁŝƚŚƚǁŽŽĨƚŚĞƚŚƌĞĞĂŶŝŵĂůǁĞůĨĂƌĞŽƌŐĂŶŝnjĂƟŽŶůŽĐĂƚĞĚŝŶDŽŶŽŶŐĂůŝĂŽƵŶƚLJ͗ Animal Friends of North Central West Virginia, located on Brewer Road, and the Mon County Humane Society, located on High Street. For reasons disclosed by Ms. Young, the MSNAP ĐĂŵƉĂŝŐŶƐŚŽƵůĚŶŽƚƌĞĂĐŚŽƵƚƚŽƉĂƌƚŶĞƌǁŝƚŚĞŝƚŚĞƌŽĨƚŚĞƐĞŽƌŐĂŶŝnjĂƟŽŶƐ;E͘zŽƵŶŐ͕ƉĞƌƐŽŶĂů ĐŽŵŵƵŶŝĐĂƟŽŶ͕^ĞƉƚĞŵďĞƌϴ͕ϮϬϭϰͿ͘ůƚŚŽƵŐŚďŽƚŚǁĞƌĞĨŽƵŶĚĞĚƵƉŽŶƐŝŵŝůĂƌŵŝƐƐŝŽŶƐ͕ contact would be neither relevant nor useful to this campaign. MSNAP has not done any work ǁŝƚŚĞŝƚŚĞƌŽĨƚŚĞƐĞŽƌŐĂŶŝnjĂƟŽŶƐŽǀĞƌƚŚĞƉƌĞǀŝŽƵƐLJĞĂƌƐ͘ ^ŽŵĞƚŚŝŶŐƚŽĐŽŶƐŝĚĞƌŵŽǀŝŶŐĨŽƌǁĂƌĚŝƐƚŽƉŽƚĞŶƟĂůůLJƉĂƌƚŶĞƌƵƉǁŝƚŚƐŽŵĞŽĨƚŚĞ ƐƚƵĚĞŶƚŽƌŐĂŶŝnjĂƟŽŶƐƚŚĂƚĞdžŝƐƚŽŶĐĂŵƉƵƐ͘dŚŝƐĐŽƵůĚĂůůŽǁD^EWƚŽƌĞĂĐŚŝƚƐƚĂƌŐĞƚĂƵĚŝĞŶĐĞ ĂŶĚƌĂŝƐĞƚŚĞĂǁĂƌĞŶĞƐƐŽĨƚŚĞŽƌŐĂŶŝnjĂƟŽŶƚŚƌŽƵŐŚŽƵƚĐĂŵƉƵƐ͘^ƚƵĚĞŶƚƐĐŽƵůĚƉƌŽŵŽƚĞ D^EWĂƚƚŚĞŝƌŐƌŽƵƉĨƵŶĐƟŽŶƐĂŶĚĂůƐŽŵĂŬĞĂŶŶŽƵŶĐĞŵĞŶƚƐŝŶĐůĂƐƐĞƐƚŽƚŚĞŝƌƉĞĞƌƐ͘ Current Messaging Strategies dŚƌŽƵŐŚĞĂĐŚŵĞƐƐĂŐĞƚŚĂƚŝƐƌĞůĞĂƐĞĚƚŽƚŚĞƉƵďůŝĐ͕ŝƚŝƐĞǀŝĚĞŶƚD^EWĂƩĞŵƉƚƐƚŽ ƌĂŝƐĞĂǁĂƌĞŶĞƐƐŽĨƚŚĞĂŶŝŵĂůŽǀĞƌƉŽƉƵůĂƟŽŶŝƐƐƵĞĂŶĚƉƌŽŵŽƚĞŝƚƐƐĞƌǀŝĐĞƐ͘hŶĨŽƌƚƵŶĂƚĞůLJ͕the 19 sporadic, inconsistent method Image 6: Beat Their Heat ŽĨĐŽŵŵƵŶŝĐĂƟŽŶƚŚĂƚŝƐƵƐĞĚ makes comprehending each piece nearly impossible. The manner in which they are presented is neither apparent ŶŽƌĞīĞĐƟǀĞ͘D^EWŚĂƐĨĂŝůĞĚ to be consistent with its messaging materials. WƌŽŵŽƟŽŶĂůŵĞƐƐĂŐĞƐŚĂǀĞ ďďĞĞĞĞŶŶĞĞdždžĞĞĐĐƵƵƚƚĞĞĚĚƚƚŚŚƌƌŽŽƵƵŐŐŚŚƚƚŚŚĞĞƵƵƐƐĞĞ ďĞĞŶĞdžĞĐƵƚĞĚƚŚƌŽƵŐŚƚŚĞƵƐĞ
- 25. ŽĨĐŽŶĚŽŵƐĂŶĚŽŶ͞ŚŽŶŬŝŶŐ͟ƐŝŐŶƐĂƚĂĐĂƌǁĂƐŚ͘KŶĞƉƌŽŵŽƟŽŶĂůƉŝĞĐĞĨĞĂƚƵƌĞĚĂŶŝŵĂůƐŝŶ ƐǁŝŵǁĞĂƌĂŶĚƐŶŽƌŬĞůŝŶŐŐĞĂƌǁŝƚŚƚŚĞƚĂŐůŝŶĞ͞ĞĂƚdŚĞŝƌ,ĞĂƚ͕ŝdžzŽƵƌWĞƚ͟;^ĞĞ/ŵĂŐĞϲͿ͘/Ŷ ĐŽŶƚƌĂƐƚ͕ĂĚŝīĞƌĞŶƚĂŶŶŽƵŶĐĞŵĞŶƚƵƐĞĚĚŝƐŵĂůƉŚŽƚŽŐƌĂƉŚƐŽĨĂŶŝŵĂůƐǁŝƚŚƚŚĞƚĂŐůŝŶĞ͞tĞ͛ƌĞ LJŝŶŐĨŽƌzŽƵƚŽďĞZĞƐƉŽŶƐŝďůĞ͘͟ /ŶĂĚĚŝƟŽŶ͕ĂŶŽƚŚĞƌŝŵĂŐĞĚĞƉŝĐƚĞĚĂƉƌĞŐŶĂŶƚĐĂƚǁŝƚŚƚŚĞŵĞƐƐĂŐĞƚŽƐƉĂLJͬŶĞƵƚĞƌƉĞƚƐ ƚŽƉƌĞǀĞŶƚĂŶŝŵĂůŽǀĞƌƉŽƉƵůĂƟŽŶ;^ĞĞ/ŵĂŐĞϳͿ͘dŚŝƐƉƌŽŵŽƟŽŶĂůƉŝĞĐĞǁĂƐŵŽĐŬĞĚŶĂƟŽŶĂůůLJ ŽŶs,ϭ͘ĂƐƚůLJ͕D^EWƌĞůĞĂƐĞĚĂƉƌŽŵŽƟŽŶĂůƉŝĞĐĞĨŽƌtŽƌůĚ^ƉĂLJĚĂLJĨĞĂƚƵƌŝŶŐĐƵƚĞĐĂƌƚŽŽŶ ĂŶŝŵĂůƐĨĂůůŝŶŐŽƵƚŽĨĂǁĂƚĞƌĚŝƐƉĞŶƐĞƌ͘dŚĞƚĂŐůŝŶĞƌĞĂĚ͕͞KŶůLJzŽƵĂŶdƵƌŶdŚŝƐKī͕͟ŵĂŬŝŶŐŝƚ ĞdžƚƌĞŵĞůLJĚŝĸĐƵůƚƚŽĐŽŶƐŝĚĞƌƚŚŝƐƉƌŽŵŽƟŽŶĐŽŵŝĐĂůŽƌƐĞƌŝŽƵƐ͕ĂƐƚŚĞĂŶŝŵĂůƐůŽŽŬƐŽƵŶĚůLJ asleep, not dead. /ŵĂŐĞϳ͗dŽŽDĂŶLJŝƫĞƐ ĂŵŽƌĞƐĞƌŝŽƵƐǀŝĚĞŽƚŚĂƚŝƐĂŵŝdžŽĨƐĞƌŝŽƵƐ͖ǁŝƚŚ animals in cages, and light, with upbeat music and a ďƌŝĞĨƌĞĨĞƌĞŶĐĞƚŽƚŚĞƚŚƌŝŌƐƚŽƌĞZĞdĂŝůƐ͘ůƚŚŽƵŐŚ ďŽƚŚǀŝĚĞŽƐĂƌĞĞƋƵĂůůLJĨĂĐƚƵĂů͕ƚŚĞLJƐĞĞŵƚŽĚŝīĞƌ ĨĂĐƚƐǁŚŝůĞƚŚĞƐĞĐŽŶĚŚĂƐĂƐĞƌŝŽƵƐƚŽŶĞŵŝdžĞĚ with facts. This inconsistency is confusing for the ƉƵďůŝĐƚŽĚŝŐĞƐƚ͕ĂƐŝƐƚŚĞƌĞƐƚŽĨD^EW͛Ɛ ĐŽŵŝĐĂů͕ƐĞdžƵĂůĂŶĚƐĞƌŝŽƵƐŵĞƐƐĂŐĞƐ͕ďĞĐĂƵƐĞƚŚŝƐ 20 Two PSAs have been released for MSNAP within the past couple of years. One is a factual, light-hearted video that focuses on important facts and ways the public can get involved. The second is ŝŶƚŽŶĞƐ͘KŶĞǀŝĚĞŽƐƟĐŬƐƐƚƌĂŝŐŚƚƚŽƚŚĞŝŵƉŽƌƚĂŶƚ ƉƌŽŵŽƟŽŶĂůŵĂƚĞƌŝĂů͘ ĚƌĂƐƟĐĚŝīĞƌĞŶĐĞŝŶƚŽŶĞĂŵŽŶŐƐƚ messages will only confuse the public. The ŽƌŐĂŶŝnjĂƟŽŶĐĂŶŶŽƚĐŽŶƟŶƵĞƚŽŇŝƉďĞƚǁĞĞŶ ŚĂƐďĞĞŶĐŽŶĨƵƐŝŶŐĂŶĚŝŶĞīĞĐƟǀĞ͘ŶŝŵƉĂƌƟĂů tone must be selected and promoted throughout ƚŚĞĐĂŵƉĂŝŐŶŝŶŽƌĚĞƌƚŽƐƵĐĐĞƐƐĨƵůůLJƌĞĂĐŚƚŚĞƉƵďůŝĐ͘D^EWŵƵƐƚĨŽĐƵƐŽŶĂƐƉĞĐŝĮĐŝĚĞĂƚŚĂƚ the public can easily interpret in order to successfully broadcast the message. It is also ŝŵƉŽƌƚĂŶƚƚŽƵƐĞƚŚĞƐĂŵĞƚŽŶĞŝŶĞĂĐŚƉŝĞĐĞƐŽƚŚĂƚƚŚĞƉƵďůŝĐŝŶƚĞƌƉƌĞƚƐĂŶĚƚĂŬĞƐĂĐƟŽŶŽŶ the important issues MSNAP supports. ĂĐŚĂƐƉĞĐƚŽĨƉƌŽŵŽƟŽŶĂůŵĂƚĞƌŝĂůƐͶůŽŐŽ͕ĨŽŶƚĐŚŽŝĐĞĂŶĚĐŽůŽƌƐĐŚĞŵĞƐŚŽƵůĚƌĞŵĂŝŶ ĐŽŶƐŝƐƚĞŶƚƐŽƚŚĞƉƵďůŝĐĐĂŶŝĚĞŶƟĨLJƚŚĞƐƉŽŶƐŽƌŝŶŐŽƌŐĂŶŝnjĂƟŽŶǁŝƚŚŽƵƚĚŝĸĐƵůƚLJ͘D^EW͛Ɛ ŵĞƚŚŽĚŽĨŵĞƐƐĂŐŝŶŐŵƵƐƚďĞďĞƩĞƌŽƌŐĂŶŝnjĞĚŝŶŽƌĚĞƌƚŽŐĂŝŶĂŶĚŵĂŝŶƚĂŝŶƚŚĞƉƵďůŝĐ͛Ɛ ĂƩĞŶƟŽŶ͘ŽƌƚŚŝƐĐĂŵƉĂŝŐŶ͕D^EWƐŚŽƵůĚĚŝƌĞĐƚŵĞƐƐĂŐĞƐƚŽǁĂƌĚƉĞƚŽǁŶĞƌƐǁŝƚŚŝŶƚŚĞ tshĐŽŵŵƵŶŝƚLJ͕ĞƐƉĞĐŝĂůůLJƐƚƵĚĞŶƚƐ͘dŚĞƐĞŵĞƐƐĂŐĞƐŵƵƐƚĂĚĚƌĞƐƐƚŚĞĞīĞĐƚ ƐƉĂLJŝŶŐͬŶĞƵƚĞƌŝŶŐŚĂƐŽŶƚŚĞĞƵƚŚĂŶŝnjĂƟŽŶƌĂƚĞ͕ĂƐǁĞůůĂƐƚŚĞŝŵƉŽƌƚĂŶĐĞŽĨŶŽƚĨĞĞĚŝŶŐĨĞƌĂů ĂŶŝŵĂůƐ͘tŝƚŚƚŚĞƵƐĞŽĨƐƚƌĂŝŐŚƞŽƌǁĂƌĚ͕ǁĞůůͲƉůĂŶŶĞĚŵĞƐƐĂŐĞƐ͕D^EWĐĂŶĐŽŶƟŶƵĞƚŽ educate its current audience while simultaneously reaching a new sector.
- 26. ŽŵŵƵŶŝƚLJKƵƚƌĞĂĐŚīŽƌƚƐ ĂĐŚLJĞĂƌ͕D^EW͛ƐŽŵŵƵŶŝƚLJKƵƚƌĞĂĐŚŽŵŵŝƩĞĞŝƐƉƌĞƐĞŶƚĂƚŵƵůƟƉůĞĞǀĞŶƚƐĂĐƌŽƐƐ ƚŚĞƐƚĂƚĞŽĨtĞƐƚsŝƌŐŝŶŝĂ͘^ŽŵĞŽĨƚŚĞƐĞĞǀĞŶƚƐĂƌĞ͗ 21 World Spay Day ZĞĐƵƌƌŝŶŐWĞƚdžƉŽƐĂƚƚŚĞDLJůĂŶWĂƌŬŽŶǀĞŶƟŽŶĞŶƚĞƌ Mountaineer Week ŝĚƐ͛ĂLJŽŶ,ŝŐŚ^ƚƌĞĞƚ Morgantown Farmers Market Woofstock tsh,ŽŵĞĐŽŵŝŶŐWĂƌĂĚĞ tŽƌůĚ^ƉĂLJĂLJŝƐD^EW͛ƐůĂƌŐĞƐƚŽŵŵƵŶŝƚLJKƵƚƌĞĂĐŚĞǀĞŶƚĞǀĞƌLJLJĞĂƌ͘dŚĞŶĂƟŽŶĂůůLJ recognized event, an annual campaign of the Humane Society, has one of its numerous ĐĞůĞďƌĂƟŽŶƐŝŶDŽƌŐĂŶƚŽǁŶ͘dŚĞŽŵŵƵŶŝƚLJKƵƚƌĞĂĐŚŽŵŵŝƩĞĞŽĨD^EWĞdžĞĐƵƚĞƐƚŚĞ ĞǀĞŶƚ͘ŽĐĂůƐƉŽŶƐŽƌƐŚŝƉƐƉƌŽǀŝĚĞďŝůůďŽĂƌĚƐƉĂĐĞ͕ŇLJĞƌƐĂŶĚŬŝŽƐŬƐƚŽƉƌŽŵŽƚĞƚŚĞĞǀĞŶƚ͘ MSNAP is ƉƌĞƐĞŶƚĂƚŽƚŚĞƌƐŵĂůůĞƌĞǀĞŶƚƐƚŚƌŽƵŐŚŽƵƚƚŚĞĐŽŵŵƵŶŝƚLJ͕ŝŶƉĂƌƚƚŽŐĂŝŶĨĂĐĞƟŵĞ and raise awareness of its mission. ƵƌŝŶŐDŽƵŶƚĂŝŶĞĞƌtĞĞŬ͕ƚŚĞŽƌŐĂŶŝnjĂƟŽŶŚŽƐƚƐĂŶŝŶĨŽƌŵĂƟŽŶĂůƚŚŝŶƚŚĞtsh DŽƵŶƚĂŝŶůĂŝƌƚŽƉĂƐƐŽƵƚŇLJĞƌƐĂŶĚƚŽƌĂŝƐĞǀŽůƵŶƚĞĞƌƉĂƌƟĐŝƉĂƟŽŶ͘D^EWĐĂŶĂůƐŽďĞĨŽƵŶĚ doing the same at the Morgantown Farmers Market on Spruce Street every Saturday. Informing ƚŚĞĐŽŵŵƵŶŝƚLJŽĨƚŚĞŽǀĞƌůŽŽŬĞĚƉƌŽďůĞŵŽĨĂŶŝŵĂůŽǀĞƌƉŽƉƵůĂƟŽŶĂŶĚƵŶŶĞĐĞƐƐĂƌLJ ĞƵƚŚĂŶŝnjĂƟŽŶŝƐƚŚĞƌĞĂƐŽŶǁŚLJD^EWŝƐƉƌĞƐĞŶƚĂƚƐƵĐŚĂǁŝĚĞǀĂƌŝĞƚLJŽĨĞǀĞŶƚƐ͘ĂƌŶŝŶŐ ĨĂĐĞͲƟŵĞǁŝƚŚƚŚĞƌĞƐŝĚĞŶƚƐŽĨDŽŶŽŶŐĂůŝĂŽƵŶƚLJŚĂƐƚŚƵƐĨĂƌƉƌŽǀĞŶƚŽďĞƚŚĞďĞƐƚǁĂLJĨŽƌ MSNAP to spread a consistent message. Signage, partnerships, and community presence ƐŽŵĞƟŵĞƐŐŽĞƐƵŶŶŽƟĐĞĚďĞĐĂƵƐĞŽĨŝŶĐŽŶƐŝƐƚĞŶƚŵĞƐƐĂŐŝŶŐ͘DĂŶLJƟŵĞƐ͕D^EW͛ƐĞīŽƌƚƐŐŽ ǁŝƚŚŽƵƚƌĞĐŽŐŶŝƟŽŶďĞĐĂƵƐĞƚŚĞLJĚŽŶ͛ƚŵĂŬĞƚŚĞŵƐĞůǀĞƐŬŶŽǁŶĂŶĚƵŶůĞƐƐƚŚĞLJŚĂǀĞĐĞƌƚĂŝŶ members there talking with people and telling them what MSNAP does, that is not going to change. ƵŶĚƌĂŝƐŝŶŐ dŚĞƉƌŽũĞĐƚĞĚĨƵŶĚƌĂŝƐŝŶŐƚŽƚĂůŽĨϮϬϭϯǁĂƐΨϲϴ͕ϬϬϬ͕ǁŝƚŚΨϮϱ͕ϱϬϬƐĞƚĂƐŝĚĞƚŽƐƉĞŶĚŽŶ fundraising events. Some of these fundraisers were the Annual Golf Tournament at Meadow Ponds, held in Maidsville, West Virginia; an MSNAP sponsored yard sale, situated at the ƌŽŽŬƐƚŽŶĞWůĂnjĂŽŶ'ƌĞĞŶďĂŐZŽĂĚ͖Ă^ƉĂŐŚĞƫŝŶŶĞƌͬ^ŝůĞŶƚƵĐƟŽŶĂƚĂĨĠĂĐĐŚƵƐ͕ůŽĐĂƚĞĚ on High Street; ENJOY coupon book sales; and a partnership with Amazon Marketplace selling ZĞdĂŝůƐƉƌŽĚƵĐƚƐ;ŶŶƵĂůZĞƉŽƌƚ͕ϮϬϭϰͿ͘ĞƐƉŝƚĞďĞŝŶŐĨĞǁĞƌŝŶŶƵŵďĞƌƚŚĂŶƉƌĞǀŝŽƵƐLJĞĂƌƐ͕ƚŚĞ ĨƵŶĚƌĂŝƐŝŶŐĞǀĞŶƚƐŽĨϮϬϭϯƌĂŝƐĞĚƋƵŝƚĞĂďŝƚŽĨƌĞǀĞŶƵĞ͘dŚĞŐŽůĨƚŽƵƌŶĂŵĞŶƚĂůŽŶĞďƌŽƵŐŚƚŝŶ ŵŽƌĞƚŚĂŶΨϳ͕ϬϬϬŝŶƐƉŽŶƐŽƌƐŚŝƉƐ;E͘zŽƵŶŐ͕ƉĞƌƐŽŶĂůĐŽŵŵƵŶŝĐĂƟŽŶ͕^ĞƉƚĞŵďĞƌϴ͕ϮϬϭϰͿ͘ ŽĐĂůďƵƐŝŶĞƐƐĞƐƉĂLJƚŽƐƉŽŶƐŽƌĂƐƉĞĐŝĮĐŚŽůĞŽŶƚŚĞŐŽůĨĐŽƵƌƐĞ͘WƌĞǀŝŽƵƐĨƵŶĚƌĂŝƐŝŶŐƚŽƚĂůƐ ĂƌĞŽƵƚůŝŶĞĚŝŶdĂďůĞϭ͘
- 27. 22 While some Table 1: Actual and Projected Fundraising events in which MSNAP ƉĂƌƟĐŝƉĂƚĞƐŵĂLJŶŽƚ seem to directly increase the spay/neuter rate, each one servers as a means to ƐŚĂƌĞD^EW͛ƐŵŝƐƐŝŽŶ brand with the community and to make it aware of the current EXPENDITURES issues facing Monongalia County animals. Therefore, the team believes it is ŝŵƉŽƌƚĂŶƚĨŽƌD^EWƚŽĐŽŶƟŶƵĞĂƩĞŶĚŝŶŐĂŶĚƐƉŽŶƐŽƌŝŶŐůŽĐĂůĞǀĞŶƚƐŝŶŽƌĚĞƌƚŽĐƌĞĂƚĞĂ ƉůĂĐĞĨŽƌƚŚĞŵŝŶƚŚĞtshĐŽŵŵƵŶŝƚLJ͕DŽŶŽŶŐĂůŝĂŽƵŶƚLJĂŶĚƚŚĞƐƚĂƚĞŝƚƐĞůĨ͘WƌĞƐĞŶĐĞĂƚ ƚŚĞƐĞĞǀĞŶƚƐǁŝůůďĞďĞƩĞƌƵŶĚĞƌƐƚŽŽĚŝĨD^EWǁĞƌĞƚŽŚĂǀĞĂĐŽŶƐŝƐƚĞŶƚ͕ƌĞĐŽŐŶŝnjĂďůĞ ĐƌĞĂƟǀĞƚŚĞŵĞ͘ SWOT Analysis REVENUE ACTUAL D^EW͛ƐďŝŐŐĞƐƚĐŽŶĐĞƌŶŝƐƚŚĞĂďŝůŝƚLJ͕ŽƌůĂĐŬƚŚĞƌĞŽĨ͕ƚŽƌĞĂĐŚŝƚƐƚĂƌŐĞƚĂƵĚŝĞŶĐĞ͘/Ĩ unsuccessful, MSNAP cannot share its mission statement, which is “to make spay/neuter the ŵŽƐƚĐŽŵŵŽŶƐŽůƵƟŽŶƚŽƌĞĚƵĐŝŶŐƚŚĞŶƵŵďĞƌŽĨŚŽŵĞůĞƐƐ͕ĂďĂŶĚŽŶĞĚĂŶĚĨĞƌĂůĂŶŝŵĂůƐůŝǀŝŶŐ ŝŶDŽŶŽŶŐĂůŝĂŽƵŶƚLJ͕ƚŚĞƌĞďLJĞůŝŵŝŶĂƟŶŐĞƵƚŚĂŶĂƐŝĂĂƐĂŶĞĐĞƐƐĂƌLJŵĞĂŶƐŽĨĂŶŝŵĂůĐŽŶƚƌŽů͟ ;D^EWDĂŝŶ͕ϮϬϬϴͿ͘DĂŬŝŶŐƐƵƌĞƚŚŝƐŵĞƐƐĂŐĞƌĞĂĐŚĞƐĂŶĚŝƐƌĞĐĞŝǀĞĚďLJƚŚĞŝŶƚĞŶĚĞĚ audience is the challenge the team currently faces. dŚŝƐĐŚĂůůĞŶŐĞĚŽĞƐ͕ŚŽǁĞǀĞƌ͕ƉƌŽǀŝĚĞǀĂƌŝŽƵƐŽƉƉŽƌƚƵŶŝƟĞƐƚŚĂƚǁŝůůďĞŶĞĮƚƚŚĞ ŽƌŐĂŶŝnjĂƟŽŶŝĨĞdžĞĐƵƚĞĚƉƌŽƉĞƌůLJ͘KŶĞŽƉƉŽƌƚƵŶŝƚLJƚŚŝƐĐĂŵƉĂŝŐŶĐĂŶŐŝǀĞƚŽD^EWŝƐƚŚĞ ĐŚĂŶĐĞƚŽďĞĐŽŵĞďĞƩĞƌŬŶŽǁŶƚŚƌŽƵŐŚŽƵƚƚŚĞĐŽŵŵƵŶŝƚLJ͘ƐƚĂďůŝƐŚŝŶŐĂĐŽŶƐŝƐƚĞŶƚ͕ ǁĞůůͲŬŶŽǁŶƉƌĞƐĞŶĐĞŽŶƐŽĐŝĂůŵĞĚŝĂǁŝůůĨƵƌƚŚĞƌƉƌŽƉĞůƚŚĞƐƵĐĐĞƐƐŽĨƚŚĞŽƌŐĂŶŝnjĂƟŽŶ͘KƚŚĞƌ ŽƉƉŽƌƚƵŶŝƟĞƐĂƌĞƚŚĞĂďŝůŝƚLJƚŽƌĂŝƐĞŵŽƌĞŵŽŶĞLJĨŽƌƚŚĞǀŽƵĐŚĞƌƉƌŽŐƌĂŵĂŶĚ͕ĂƐƐƚĂƚĞĚŝŶ D^EW͛ƐŵŝƐƐŝŽŶƐƚĂƚĞŵĞŶƚ͕ƚŚĞƌĞĚƵĐŝŶŐƵŶŶĞĐĞƐƐĂƌLJĞƵƚŚĂŶŝnjĂƟŽŶĂƐĂŵĞĂŶƐŽĨĐŽŶƚƌŽůůŝŶŐ ƚŚĞĂŶŝŵĂůŽǀĞƌƉŽƉƵůĂƟŽŶŝŶƚŚĞĐŽƵŶƚLJ͘ There are many obstacles the campaign could come across. The likeliness that MSNAP ĚŽĞƐŶŽƚƌĞŵĂŝŶƉĞƌƐŝƐƚĞŶƚŝŶŵĂŝŶƚĂŝŶŝŶŐŝƚƐŽŶůŝŶĞƉƌĞƐĞŶĐĞŝƐŚŝŐŚĞƌŝĨƚŚĞŽƌŐĂŶŝnjĂƟŽŶ͛Ɛ members are not properly taught how to use social media. A related problem is the chance that ƚŚĞƚĂƌŐĞƚĂƵĚŝĞŶĐĞŝƐŶŽƚƌĞĐĞƉƟǀĞƚŽƚŚĞŽƌŐĂŶŝnjĂƟŽŶ͛ƐŶĞǁůLJƐƚƌĞŶŐƚŚĞŶĞĚƉƌĞƐĞŶĐĞŽŶƐŽĐŝĂů ŵĞĚŝĂ͘/ĨƚŚĞtshĐŽŵŵƵŶŝƚLJ͕ĞƐƉĞĐŝĂůůLJƐƚƵĚĞŶƚƐ͕ĚŽŶŽƚƌĞƐƉŽŶĚƚŽD^EW͛ƐĞīŽƌƚƐ͕ŝƚŝƐ ůŝŬĞůLJƚŚĞLJǁŝůůƐŽŽŶĨŽƌŐĞƚĂďŽƵƚƚŚĞŽƌŐĂŶŝnjĂƟŽŶĂŶĚŝƚƐŵŝƐƐŝŽŶ͘ůůŽĨƚŚŝƐĐĂŶďĞƐĞĞŶŝŶƚŚĞ ^tKdĂŶĂůLJƐŝƐĂƐƐŚŽǁŶŝŶdĂďůĞϮ͘
- 28. Table 2: SWOT Analysis 23
- 29. ZĞĐĂƉŽĨDĂŝŶŝŶĚŝŶŐƐ͗ ĂĐŬŽĨdǁŝƩĞƌƉƌĞƐĞŶĐĞĂŶĚƐƉŽƌĂĚŝĐƉŽƐƟŶŐŽŶĂĐĞŬ Inconsistent messages conveyed to the public hŶŶĂǀŝŐĂďůĞ͕ŽƵƚĚĂƚĞĚǁĞďƐŝƚĞ dŚĞƚĞĂŵŶĞĞĚƐƚŽŵĂŬĞƐƵƌĞƚŚĂƚƚŚĞƉƵďůŝĐŝƐĂǁĂƌĞŽĨĞdžĂĐƚůLJǁŚĂƚ MSNAP does in regards to the fact it do not adopt, shelter or transport animals ƉƉůŝĐĂƟŽŶΘ/ŶƚĞƌƉƌĞƚĂƟŽŶ dŚƌŽƵŐŚƐĞĐŽŶĚĂƌLJƌĞƐĞĂƌĐŚ͕ŝƚŝƐĂƉƉĂƌĞŶƚƚŚĞƌĞŝƐĂŶŽǀĞƌƉŽƉƵůĂƟŽŶŽĨĨĞƌĂůĂŶŝŵĂůƐŝŶ DŽŶŽŶŐĂůŝĂŽƵŶƚLJ͘dŚŝƐ͞ƉƌŽďůĞŵ͟ŝƐďĞŝŶŐĐŽŶƚĂŝŶĞĚƚŚƌŽƵŐŚƚŚĞƵŶŶĞĐĞƐƐĂƌLJĞƵƚŚĂŶŝnjĂƟŽŶ ŽĨĂŶŝŵĂůƐ͕ďƵƚĞǀĞŶƚƵĂůůLJ͕ĂďĞƩĞƌƐŽůƵƟŽŶǁŝůůďĞŶĞĐĞƐƐĂƌLJ͘D^EWĂůƌĞĂĚLJƉƌŽǀŝĚĞƐƚŚĞ ƐŽůƵƟŽŶƚŚƌŽƵŐŚŝƚƐǀŽƵĐŚĞƌƉƌŽŐƌĂŵ͘hŶůŝŬĞĂŶLJƚŚŝŶŐĞůƐĞŝŶDŽŶŽŶŐĂůŝĂŽƵŶƚLJ͕ƚŚĞǀŽƵĐŚĞƌ ƉƌŽŐƌĂŵ͕ŝŶĂĚĚŝƟŽŶƚŽĂǁĂƌĞŶĞƐƐ͕ŝƐƚŚĞŽŶůLJƚŚŝŶŐƚŚĂƚĐĂŶƐĂǀĞƚŚĞůŝǀĞƐŽĨƚŚĞƐĞĂŶŝŵĂůƐ͘ D^EW͕ĂůƚŚŽƵŐŚŬŶŽǁŶŝŶƐƉĞĐŝĮĐƐƵďƐĞĐƟŽŶƐŽĨƚŚĞƚĂƌŐĞƚĂƌĞĂ͕ŵƵƐƚŝŵƉƌŽǀĞŝƚƐ ŵĞƐƐĂŐŝŶŐƐŬŝůůƐŝĨŝƚǁĂŶƚƐƚŽĐŽŶƟŶƵĞƚŽŐƌŽǁĂŶĚƐƵĐĐĞĞĚĂƚƌĞĂĐŚŝŶŐĂůůƚLJƉĞƐŽĨƚĂƌŐĞƚ audiences. The consistent and frequent use of social media is required to do so. A second ĐŽŶĐůƵƐŝŽŶŝƐƚŚĞŝŵƉŽƌƚĂŶĐĞŽĨƚŚŝƐƌĞďƌĂŶĚ͘dŚĞĐƌĞĂƟŽŶŽĨĂŶĞǁůŽŐŽĂŶĚƐĞůĞĐƟŽŶŽĨŽŶĞ ƐŽůĞƚĂŐůŝŶĞǁŝůůŵĂŬĞŝƐĞĂƐŝĞƌĨŽƌƚŚĞƉƵďůŝĐƚŽƌĞĐŽŐŶŝnjĞD^EW͛ƐďƌĂŶĚ͘KŶĞƉƌŽƉŽƐĂůƚŚĂƚĐĂŶ ďĞĂƐƐĞƐƐĞĚƚŚƌŽƵŐŚƉƌŝŵĂƌLJƌĞƐĞĂƌĐŚŝƐŝĨĞĚŝƟŶŐƚŚĞƐĞĐƌĞĂƟǀĞĐŽŵƉŽŶĞŶƚƐǁŝůůŵĂŬĞŝƚĞĂƐŝĞƌ ƚŽƌĞĐŽŐŶŝnjĞƚŚĞD^EWďƌĂŶĚĂŶĚŝĚĞŶƟĨLJŝƚƐŵŝƐƐŝŽŶ͘dŚŝƐƚĞƐƚĐĂŶĂůƐŽďĞĂĚŵŝŶŝƐƚĞƌĞĚƚŽ ƚĂƌŐĞƚĂƵĚŝĞŶĐĞŵĞŵďĞƌƐƚŚĂƚĂƌĞƵŶĂǁĂƌĞŽĨD^EW͛ƐƉƌĞƐĞŶĐĞŝŶƚŚĞĐŽŵŵƵŶŝƚLJ͘ dŚĞĚĂƚĂĐŽůůĞĐƚĞĚ͕ƐƉĞĐŝĮĐĂůůLJƚŚĞƐƚĂƟƐƟĐƐƌĞŐĂƌĚŝŶŐĂŶŝŵĂůŝŶƚĂŬĞƐĂŶĚĞƵƚŚĂŶŝnjĂƟŽŶĂƚ the MCCAC, can be used as a shock factor if MSNAP chooses to assume this tone. The likelihood ŽĨƚŚĞƚĂƌŐĞƚĂƵĚŝĞŶĐĞďĞŝŶŐƵŶĨĂŵŝůŝĂƌǁŝƚŚƚŚĞƐĞƐƚĂƟƐƟĐƐŝƐŚŝŐŚĞƌŝĨƚŚĞLJĂƌĞĂůƐŽƵŶĨĂŵŝůŝĂƌ with MSNAP. Lastly, it has been made clear through the documents provided by the client that D^EWŝƐŶŽƐƚƌĂŶŐĞƌƚŽŚŽƐƟŶŐĂŶĚĂƉƉĞĂƌŝŶŐĂƚĐŽŵŵƵŶŝƚLJĞǀĞŶƚƐ͕ĞƐƉĞĐŝĂůůLJĨƵŶĚƌĂŝƐĞƌƐ͘dŚĞ ŽŵŵƵŶŝƚLJKƵƚƌĞĂĐŚŽŵŵŝƩĞĞŝƐĚĞĚŝĐĂƚĞĚƚŽŵĂŝŶƚĂŝŶŝŶŐĂƉƌĞƐĞŶĐĞŝŶDŽŶŽŶŐĂůŝĂŽƵŶƚLJ͘ With the help of the campaign team and a more focused approach to planning these events, MSNAP has the opportunity to become a common household name. 24
- 30. Works Cited ŶĞdžŚĂƵƐƟǀĞƐƚƵĚLJŽĨdǁŝƩĞƌƵƐĞƌƐĂĐƌŽƐƐƚŚĞǁŽƌůĚ͘;ϮϬϭϮ͕KĐƚŽďĞƌϭϬͿ͘ZĞƚƌŝĞǀĞĚ^ĞƉƚĞŵďĞƌ ϭϲ͕ϮϬϭϰ͕ĨƌŽŵŚƩƉ͗ͬͬǁǁǁ͘ďĞĞǀŽůǀĞ͘ĐŽŵͬƚǁŝƩĞƌͲƐƚĂƟƐƟĐƐͬηĂϮ ŶŝŵĂůƌŝĞŶĚƐ͘;Ŷ͘Ě͘Ϳ͘ŶŝŵĂůƌŝĞŶĚƐ͘ZĞƚƌŝĞǀĞĚ^ĞƉƚĞŵďĞƌϭϰ͕ϮϬϭϰ͕ĨƌŽŵŚƩƉ͗ͬͬǁǁǁ͘ĂŶŝŵĂů 25 friendswv.org/ ŽůůŝŶƐ͕D͘;ϮϬϭϭ͕EŽǀĞŵďĞƌϴͿ͘dŚĞdŽƉϭ^ƚƵƉŝĚĞƐƚĂƚdŚŝŶŐ/ΖǀĞ^ĞĞŶdŽĚĂLJ͘ZĞƚƌŝĞǀĞĚ ^ĞƉƚĞŵďĞƌϮϮ͕ϮϬϭϰ͕ĨƌŽŵŚƩƉ͗ͬͬǁǁǁ͘ǀŚϭ͘ĐŽŵͬĐĞůĞďƌŝƚLJͬϮϬϭϭͲϭϭͲϬϴͬƚŚĞͲƚŽƉͲϭͲƐƚƵƉŝĚ est-cat-thing-ive-seen-today/). zŽƵŶŐ͕E͘;ϮϬϬϵͿD^EWŶŶƵĂůZĞƉŽƌƚƐŝŶƚĞƌŶĂůĚŽĐƵŵĞŶƚ͘ zŽƵŶŐ͕E͘;ϮϬϭϬͿD^EWŶŶƵĂůZĞƉŽƌƚƐŝŶƚĞƌŶĂůĚŽĐƵŵĞŶƚ͘ zŽƵŶŐ͕E͘;ϮϬϭϭͿD^EWŶŶƵĂůZĞƉŽƌƚƐŝŶƚĞƌŶĂůĚŽĐƵŵĞŶƚ zŽƵŶŐ͕E͘;ϮϬϭϮͿD^EWŶŶƵĂůZĞƉŽƌƚƐŝŶƚĞƌŶĂůĚŽĐƵŵĞŶƚ zŽƵŶŐ͕E͘;ϮϬϭϯͿD^EWŶŶƵĂůZĞƉŽƌƚƐŝŶƚĞƌŶĂůĚŽĐƵŵĞŶƚ zŽƵŶŐ͕E͘;ϮϬϭϰͿD^EWŶŶƵĂůZĞƉŽƌƚƐŝŶƚĞƌŶĂůĚŽĐƵŵĞŶƚ D^EW,ŽůĚƐ'ŽůĨdŽƵƌŶĂŵĞŶƚdŽ,ĞůƉŽĐĂůWĞƚKǁŶĞƌƐ͘;ϮϬϭϰ͕ƵŐƵƐƚϮϰͿ͘ZĞƚƌŝĞǀĞĚ ^ĞƉƚĞŵďĞƌϮϮ͕ϮϬϭϰ͕ĨƌŽŵŚƩƉ͗ͬͬǁǁǁ͘ǁďŽLJ͘ĐŽŵͬƐƚŽƌLJͬϮϲϯϱϳϱϳϳͬD^EWͲŚŽůĚƐͲŐŽůĨͲ tournament-to-help-local-pet-owners D^EWDĂŝŶ͘;ϮϬϬϴ͕:ĂŶƵĂƌLJϭͿ͘ZĞƚƌŝĞǀĞĚ^ĞƉƚĞŵďĞƌϭϲ͕ϮϬϭϰ͕ĨƌŽŵŚƩƉ͗ͬͬǁǁǁ͘D^EW͘ŽƌŐ DŽƌŐĂŶƚŽǁŶD͘;ϮϬϭϰ͕ƵŐƵƐƚϭϱͿ͘ZĞƚƌŝĞǀĞĚ^ĞƉƚĞŵďĞƌϮϮ͕ϮϬϭϰ͕ĨƌŽŵŚƩƉ͗ͬͬǁǁǁ͘ǁĂ ũƌ͘ĐŽŵͬĐŽŵŵŽŶͬƉĂŐĞ͘ƉŚƉ͍ƉƚсƉŽĚĐĂƐƚƐΘŝĚсϭϰϯη DŽƵŶƚĂŝŶĞĞƌ^ƉĂLJEĞƵƚĞƌƐƐŝƐƚĂŶĐĞWƌŽŐƌĂŵ;D^EWͿ͘;ϮϬϭϭ͕:ĂŶƵĂƌLJϭͿ͘ZĞƚƌŝĞǀĞĚ ^ĞƉƚĞŵďĞƌϮϮ͕ϮϬϭϰ͕ĨƌŽŵŚƩƉ͗ͬͬǀŝŵĞŽ͘ĐŽŵͬϮϳϬϲϳϯϮϳ DŽƵŶƚĂŝŶĞĞƌ^ƉĂLJEĞƵƚĞƌƐƐŝƐƚĂŶĐĞWƌŽŐƌĂŵ͘;ϮϬϭϯͿ͘'ĞŽŐƌĂƉŚŝĐĂůƚĂƌŐĞƚĂƌĞĂ͘ ĂƚĂƐĞƚ͘ZĞƚƌŝĞǀĞĚĨƌŽŵŚƩƉ͗ͬͬǁǁǁ͘ĞĐĂŵƉƵƐ͘ǁǀƵ͘ĞĚƵ
- 31. tŽƌŬƐŝƚĞĚŽŶƟŶƵĞĚ zŽƵŶŐ͕E͘;ϮϬϭϯͿD^EW'ƌĂŶƚƉƉůŝĐĂƟŽŶŝŶƚĞƌŶĂůĚŽĐƵŵĞŶƚ͘ WŚŝůůŝƉƐ͕͘;ϮϬϭϭ͕:ĂŶƵĂƌLJϭϭͿ͘DŽƵŶƚĂŝŶĞĞƌ^ƉĂLJEĞƵƚĞƌƐƐŝƐƚĂŶĐĞWƌŽŐƌĂŵ;D^EWͿ͘ ZĞƚƌŝĞǀĞĚ^ĞƉƚĞŵďĞƌϮϮ͕ϮϬϭϰ͕ĨƌŽŵ ŚƩƉ͗ͬͬŐƌĂĚďůŽŐ͘ƐŝƚĞƐƉĂĐĞ͘ǁǀƵ͘ĞĚƵͬŚŽŵĞͬ ϮϬϭϭͬϭͬϭϭͬŵŽƵŶƚĂŝŶĞĞƌͲƐƉĂLJͲĂŶĚͲŶĞƵƚĞƌͲĂƐƐŝƐƚĂŶĐĞͲƉƌŽŐƌĂŵͲͲD^EW ^ƉĂLJͬEĞƵƚĞƌDĞƐƐĂŐĞ͘;Ŷ͘Ě͘Ϳ͘dŚĞ,ƵŵĂŶĞ^ŽĐŝĞƚLJŽĨƚŚĞhŶŝƚĞĚ^ƚĂƚĞƐ͘ZĞƚƌŝĞǀĞĚ^ĞƉƚĞŵďĞƌ ϭϳ͕ϮϬϭϰ͕ĨƌŽŵŚƩƉ͗ͬͬǁǁǁ͘ĂŶŝŵĂůƐŚĞůƚĞƌŝŶŐ͘ŽƌŐͬ ^ƚƵĚĞŶƚĂŶŝŵĂůůĞŐĂůĚĞĨĞŶƐĞĨƵŶĚ;^Ϳ͘;Ŷ͘Ě͘Ϳ͘ZĞƚƌŝĞǀĞĚĨƌŽŵŚƩƉ͗ͬͬǁǁǁ͘ŚƩƉ͗ͬͬĂůĚĨ͘ŽƌŐͬ 26 about-us/saldf/ sŽƵĐŚĞƌƐ/ƐƐƵĞĚ͘;Ŷ͘Ě͘Ϳ͘D^EWDĂŝŶ͘ZĞƚƌŝĞǀĞĚ^ĞƉƚĞŵďĞƌϭϱ͕ϮϬϭϰ͕ĨƌŽŵŚƩƉ͗ͬͬǁǁǁ͘ MSNAP.org/ zŽƵŶŐ͕E͕͘ƉĞƌƐŽŶĂůĐŽŵŵƵŶŝĐĂƟŽŶ͕;^ĞƉƚ͘ϴ͕ϮϬϭϰͿ ϭϮƐƐĞŶƟĂůZƵůĞƐƚŽŽůůŽǁtŚĞŶĞƐŝŐŶŝŶŐĂŽŐŽ͘;Ŷ͘Ě͘Ϳ͘tĞďĚĞƐŝŐŶĞƌĞƉŽƚZ^^͘ ZĞƚƌŝĞǀĞĚ^ĞƉƚĞŵďĞƌϭϱ͕ϮϬϭϰ͕ĨƌŽŵŚƩƉ͗ͬͬǁǁǁ͘ǁĞďĚĞƐŝŐŶĞƌĚĞƉŽƚ͘ĐŽŵͬϮϬϬϵͬϬϲͬϭϮͲ ĞƐƐĞŶƟĂůͲƌƵůĞƐͲƚŽͲĨŽůůŽǁͲǁŚĞŶͲĚĞƐŝŐŶŝŶŐͲĂͲůŽŐŽͬ
- 32. Primary Research
- 33. džĞĐƵƟǀĞ^ƵŵŵĂƌLJ The primary research was a fundamental part of this campaign. It was vital for the team ƚŽŚĂǀĞĂŶƵŶĚĞƌƐƚĂŶĚŝŶŐŽĨůĞǀĞůƐŽĨĂǁĂƌĞŶĞƐƐŽĨD^EWĂŶĚŝƚƐƐĞƌǀŝĐĞƐǁŝƚŚŝŶƚŚĞtsh ĐŽŵŵƵŶŝƚLJ͘/ƚǁĂƐĂůƐŽŝŵƉĞƌĂƟǀĞĨŽƌƚŚĞƚĞĂŵƚŽŐĂƚŚĞƌĨĞĞĚďĂĐŬƌĞŐĂƌĚŝŶŐƚŚĞĞůĞŵĞŶƚƐŽĨ ƉƌŽŵŽƟŽŶĂůŵĞƐƐĂŐĞƐƚŚĂƚŵŽƐƚĂƉƉĞĂůƚŽƚŚĞƚĂƌŐĞƚĂƵĚŝĞŶĐĞ͘dŚŝƐƌĞƐĞĂƌĐŚĨŽĐƵƐĞĚŶŽƚŽŶůLJ ŽŶƐŚĂƌŝŶŐƉƌŽŵŽƟŽŶĂůƉŝĞĐĞƐD^EWŚĂĚĂůƌĞĂĚLJŝŵƉůĞŵĞŶƚĞĚ͕ďƵƚĂůƐŽŽŶŝŵĂŐĞƐ͕ŵĞƐƐĂŐĞƐ ĂŶĚW^ƐĐƌĞĂƚĞĚƐƉĞĐŝĮĐĂůůLJĨŽƌƚŚĞƉƌŝŵĂƌLJƌĞƐĞĂƌĐŚƉƌŽĐĞƐƐ͘ŝŶĂůůLJ͕ƚŽŐĂŝŶĂŶƵŶĚĞƌƐƚĂŶĚŝŶŐ ŽĨƚŚĞŽƵƚůĞƚƐďĞƐƚĮƚĨŽƌĨƵƚƵƌĞD^EWƉƌŽŵŽƟŽŶĂůŵĂƚĞƌŝĂůƐ͕ƚŚĞƚĞĂŵƵŶĐŽǀĞƌĞĚƚŚĞ ĐŽŵŵƵŶŝĐĂƟŽŶƐŽƵƌĐĞƐƚŚĞƚĂƌŐĞƚĂƵĚŝĞŶĐĞŵŽƐƚĨƌĞƋƵĞŶƚůLJƵƐĞƐƚŽůĞĂƌŶĂďŽƵƚŶŽŶƉƌŽĮƚ ŽƌŐĂŶŝnjĂƟŽŶƐĂŶĚƚŽŐĞƚƚŚĞŝƌŶĞǁƐ͘ ^ƚĂƚĞŵĞŶƚŽĨWƌŝŵĂƌLJZĞƐĞĂƌĐŚKďũĞĐƟǀĞ ŽƵƌƉƌŝŵĂƌLJƌĞƐĞĂƌĐŚŽďũĞĐƟǀĞƐǁĞƌĞĞƐƚĂďůŝƐŚĞĚĨŽƌƚŚĞĐĂŵƉĂŝŐŶ͘dŚĞĮƌƐƚŽďũĞĐƟǀĞǁĂƐƚŽ ĚĞƚĞƌŵŝŶĞƚŚĞĂƵĚŝĞŶĐĞ͛ƐŬŶŽǁůĞĚŐĞŽĨD^EWĂŶĚƚŚĞƐĞƌǀŝĐĞƐŝƚƉƌŽǀŝĚĞƐ͘dŚŝƐƉƌŽĐĞƐƐ ŝŶĐůƵĚĞĚĞƐƚĂďůŝƐŚŝŶŐƚŚĞŽƵƚůĞƚƐƚŚĞtshĐŽŵŵƵŶŝƚLJŵŽƐƚĨƌĞƋƵĞŶƚůLJĂĐĐĞƐƐĞƐƚŽƌĞŵĂŝŶ ŝŶĨŽƌŵĞĚŽĨĐƵƌƌĞŶƚŝƐƐƵĞƐĂŶĚĞǀĞŶƚƐ͘EĞdžƚ͕ƚŚĞĐĂŵƉĂŝŐŶƚĞĂŵƐŽƵŐŚƚƚŽŵĞĂƐƵƌĞƚŚĞ ƉĞƌĐĞƉƟŽŶŽĨƚŚĞƉĞƚŽǀĞƌƉŽƉƵůĂƟŽŶƉƌŽďůĞŵŝŶDŽŶŽŶŐĂůŝĂŽƵŶƚLJ͘dŚĞƚŚŝƌĚŽďũĞĐƟǀĞǁĂƐƚŽ ƚĞƐƚǁŚĂƚƚLJƉĞŽĨƉƌŽŵŽƟŽŶĂůŵĞƐƐĂŐĞƐĂƉƉĞĂůŵŽƐƚƚŽƚŚĞtshĐŽŵŵƵŶŝƚLJďLJŝŶƚĞƌƉƌĞƟŶŐ ĨŽĐƵƐŐƌŽƵƉĂŶĚƐƵƌǀĞLJƉĂƌƟĐŝƉĂŶƚƐ͛ĨĞĞĚďĂĐŬŽŶĚĞƐŝŐŶĐŽŶĐĞƉƚ͕ǁŽƌĚĐŚŽŝĐĞĂŶĚŵĞƐƐĂŐĞ ƚŽŶĞ͘dŚĞĮŶĂůŽďũĞĐƟǀĞǁĂƐƚŽůĞĂƌŶǁŚLJƐŽŵĞƉĞƚŽǁŶĞƌƐŵŝŐŚƚďĞŵŽƌĞŝŶĐůŝŶĞĚƚŽ ƐƉĂLJͬŶĞƵƚĞƌƚŚĞŝƌĂŶŝŵĂůƐƚŚĂŶŽƚŚĞƌƐ͘'ĂƚŚĞƌŝŶŐƚŚŝƐŝŶĨŽƌŵĂƟŽŶŐĂǀĞĂďĂƐĞƉŽŝŶƚĨƌŽŵǁŚŝĐŚ ƚŽĞƐƚĂďůŝƐŚƐƚƌĂƚĞŐŝĞƐĂŶĚƚĂĐƟĐƐƚŽŝŵƉůĞŵĞŶƚĂƐƚŚĞƚĞĂŵĐŽŶƟŶƵĞƐƚŚĞĐĂŵƉĂŝŐŶ͘ ZĞƐĞĂƌĐŚYƵĞƐƟŽŶƐĂŶĚ,LJƉŽƚŚĞƐŝƐ hƐŝŶŐƚŚĞ^tKdĂŶĂůLJƐŝƐĂŶĚĂĚĚŝƟŽŶĂůŝŶĨŽƌŵĂƟŽŶĨƌŽŵƚŚĞ^ĞĐŽŶĚĂƌLJZĞƐĞĂƌĐŚŚĂƉƚĞƌ͕ƚŚĞ ƚĞĂŵĚĞǀĞůŽƉĞĚƌĞƐĞĂƌĐŚƋƵĞƐƟŽŶƐƚŽŚĞůƉŵĞĂƐƵƌĞƚŚĞůĞǀĞůƐŽĨĂǁĂƌĞŶĞƐƐǁŝƚŚŝŶƚŚĞ ĐŽŵŵƵŶŝƚLJ͘dŚĞƌĞƐĞĂƌĐŚƋƵĞƐƟŽŶƐǁĞƌĞĐƌĞĂƚĞĚǁŝƚŚƚŚĞŝŶƚĞŶƟŽŶƚŽƌĞǀĞĂůǁŚĂƚƚŚĞtsh community knows about MSNAP, its mission and the services it provides, as well as the ĐŽŵŵƵŶŝƚLJ͛ƐŐĞŶĞƌĂůĨĞĞůŝŶŐƐĂďŽƵƚƐƉĂLJŝŶŐͬŶĞƵƚĞƌŝŶŐĂŶĚƉĞƚŽǀĞƌƉŽƉƵůĂƟŽŶ͘dŚĞƚĞĂŵĂůƐŽ ǁĂŶƚĞĚƚŽƵŶĐŽǀĞƌƚŚĞƚLJƉĞƐŽĨƉƌŽŵŽƟŽŶĂůŵĞƐƐĂŐĞƐƚŚĂƚĂƉƉĞĂůƚŚĞŵŽƐƚƚŽƚŚĞƚĂƌŐĞƚ audience. dŚĞƌĞƐĞĂƌĐŚƋƵĞƐƟŽŶƐĂƌĞ͗ ,ŽǁŬŶŽǁůĞĚŐĞĂďůĞŝƐƚŚĞƚĂƌŐĞƚĂƵĚŝĞŶĐĞĂďŽƵƚD^EW͛ƐŽƌŐĂŶŝnjĂƟŽŶ͕ŵŝƐƐŝŽŶ 27 and services? ,ŽǁĂǁĂƌĞŝƐƚŚĞƚĂƌŐĞƚĂƵĚŝĞŶĐĞŽĨƚŚĞƉĞƚŽǀĞƌƉŽƉƵůĂƟŽŶƉƌŽďůĞŵŝŶ Monongalia County? tŚŝĐŚƉƌŽŵŽƟŽŶĂůŵĞƐƐĂŐĞƐďĞƐƚĂƉƉĞĂůƚŽƚŚĞtshĐŽŵŵƵŶŝƚLJ͍ Why are some pet owners more inclined to spay/neuter their animals than others?
- 34. Method The primary research consisted of two methods. First, the team created an online survey ĚĞƐŝŐŶĞĚƚŽĂŶƐǁĞƌƚŚĞƌĞƐĞĂƌĐŚƋƵĞƐƟŽŶƐ͘dŚĞƐƵƌǀĞLJƉƌŽǀŝĚĞĚĂƐƵďƐƚĂŶƟĂůĂŵŽƵŶƚŽĨ ƋƵĂŶƟƚĂƟǀĞĚĂƚĂŽǀĞƌĂƐŚŽƌƚƉĞƌŝŽĚŽĨƟŵĞ͘^ĞĐŽŶĚ͕ƚǁŽĨŽĐƵƐŐƌŽƵƉƐǁĞƌĞĐŽŶĚƵĐƚĞĚ͘KŶĞ ĨŽĐƵƐŐƌŽƵƉǁĂƐŚĞůĚǁŝƚŚtshƐƚƵĚĞŶƚƉĞƚŽǁŶĞƌƐ͕ĞŝƚŚĞƌŽŶĐĂŵƉƵƐŽƌŝŶƚŚĞŝƌŚŽŵĞƚŽǁŶ͘ dŚĞƐĞĐŽŶĚĨŽĐƵƐŐƌŽƵƉǁĂƐŚĞůĚĨŽƌĂůůŵĞŵďĞƌƐŽĨƚŚĞtshĐŽŵŵƵŶŝƚLJ͕ƌĞŐĂƌĚůĞƐƐŽĨ ǁŚĞƚŚĞƌƚŚĞLJǁĞƌĞƉĞƚŽǁŶĞƌƐŽƌŶŽƚ͘dŚĞĨŽĐƵƐŐƌŽƵƉƐǁĞƌĞĚĞƐŝŐŶĞĚƚŽĐŽůůĞĐƚƋƵĂůŝƚĂƟǀĞ ĚĂƚĂǁŚĞƌĞƉĂƌƟĐŝƉĂŶƚƐĐŽƵůĚƐŚĞĚůŝŐŚƚĂŶĚĞůĂďŽƌĂƚĞŵŽƌĞĂďŽƵƚƚŚĞŝƌĂƫƚƵĚĞƐĂŶĚŽƉŝŶŝŽŶƐ ĐŽŶĐĞƌŶŝŶŐD^EW͕ƐƉĂLJŝŶŐͬŶĞƵƚĞƌŝŶŐĂŶĚĂŶŝŵĂůŽǀĞƌƉŽƉƵůĂƟŽŶ͘ Online Survey The survey was created using the web-based survey generator Qualtrics. The survey was ŽƉĞŶĞĚĂƚϭϬ͗ϯϬƉ͘ŵ͘ŽŶ^ƵŶĚĂLJ͕KĐƚ͘ϱ͕ĂŶĚĐůŽƐĞĚĂƚϱ͗ϯϬƉ͘ŵ͘ŽŶƌŝĚĂLJ͕KĐƚ͘ϭϳ͘WĂƌƟĐŝƉĂŶƚƐ ǁĞƌĞŐŝǀĞŶƚŚĞŽƉƟŽŶƚŽƉƌŽǀŝĚĞƚŚĞŝƌĞͲŵĂŝůĨŽƌĂĐŚĂŶĐĞƚŽǁŝŶĂΨϭϬĂƌŶĞƐĂŶĚEŽďůĞŐŝŌ ĐĂƌĚ͖ŽŶůLJϮϭŽĨƚŚĞϭϰϵĐŽŵƉůĞƚĞĚƐƵƌǀĞLJƐĚŝĚŶŽƚŝŶĐůƵĚĞĐŽŶƚĂĐƚŝŶĨŽƌŵĂƟŽŶĨŽƌƚŚĞŝŶĐĞŶƟǀĞ ŽƉƉŽƌƚƵŶŝƚLJ͘ŌĞƌƚŚĞƐƵƌǀĞLJǁĂƐĐůŽƐĞĚ͕ĂƉĂƌƟĐŝƉĂŶƚǁĂƐĐŚŽƐĞŶĂƚƌĂŶĚŽŵĂŶĚĐŽŶƚĂĐƚĞĚǀŝĂ ĞͲŵĂŝů͘ĐŽƉLJŽĨƚŚĞĨƵůůƐƵƌǀĞLJǁŝƚŚƌĞƐƉŽŶƐĞƐĐĂŶďĞĨŽƵŶĚŝŶƉƉĞŶĚŝdž͘ dŚĞƐƵƌǀĞLJǁĂƐƉƌŽŵŽƚĞĚŵĂŝŶůLJƚŚƌŽƵŐŚǁƌŝƩĞŶĂŶŶŽƵŶĐĞŵĞŶƚƐĂŶĚƉŽƐƚƐŽŶƚĞĂŵ ŵĞŵďĞƌƐ͛ƐŽĐŝĂůŵĞĚŝĂƉĂŐĞƐ͘ŶĂŶŶŽƵŶĐĞŵĞŶƚǁĂƐƉŽƐƚĞĚŽŶƚŚĞtshD/yǁĞďƐŝƚĞ͕ǁŚŝĐŚŝƐ ĂtĞďƉŽƌƚĂůĂĐĐĞƐƐŝďůĞďLJĂůůĐƵƌƌĞŶƚtshƐƚƵĚĞŶƚƐ͕ĂĚŵŝŶŝƐƚƌĂƟŽŶ͕ĨĂĐƵůƚLJĂŶĚƐƚĂī͘/Ŷ ĂĚĚŝƟŽŶ͕ƚŚĞƐƵƌǀĞLJǁĂƐƉƌŽŵŽƚĞĚŝŶƚǁŽĐůĂƐƐĞƐǁŝƚŚŝŶƚŚĞZĞĞĚŽůůĞŐĞŽĨDĞĚŝĂ͘^ƚƵĚĞŶƚƐŽĨ ƚŚĞƐĞĐůĂƐƐĞƐǁĞƌĞŽīĞƌĞĚĞdžƚƌĂĐƌĞĚŝƚĨŽƌƉĂƌƟĐŝƉĂƟŶŐ͘dŚĞƐƵƌǀĞLJƌĞƋƵŝƌĞĚƚŚĞƉĂƌƟĐŝƉĂŶƚƐƚŽ ůĞĂǀĞƚŚĞŝƌŶĂŵĞ͕ƉƌŽĨĞƐƐŽƌ͛ƐŶĂŵĞĂŶĚĐŽƵƌƐĞƟƚůĞƐŽƚŚĞLJĐŽƵůĚƌĞĐĞŝǀĞƚŚĞĞdžƚƌĂĐƌĞĚŝƚ͘ ŶŽŶůŝŶĞƐƵƌǀĞLJǁĂƐĂƉƉƌŽƉƌŝĂƚĞďĞĐĂƵƐĞŝƚĂůůŽǁĞĚƚŚĞƚĞĂŵƚŽĐŽůůĞĐƚĂƐƵďƐƚĂŶƟĂů ŶƵŵďĞƌŽĨƌĞƐƉŽŶƐĞƐŽǀĞƌĂƐŚŽƌƚƉĞƌŝŽĚŽĨƟŵĞ͘dŚĞƐƵƌǀĞLJǁĂƐďĂƐĞĚŽŶĂĐŽŶǀĞŶŝĞŶĐĞ ƐĂŵƉůĞƚŚĂƚŚĞĂǀŝůLJĨĂǀŽƌĞĚĂĐĞŬĂŶĚdǁŝƩĞƌƵƐĞƌƐĂƐĂƌĞƐƵůƚŽĨƚŚĞŵĞƚŚŽĚƐƵƐĞĚƚŽ ƉƌŽŵŽƚĞƚŚĞƐƵƌǀĞLJ͘ƌĞĂƟŶŐƚŚĞƐƵƌǀĞLJĂŶĚĐŽůůĞĐƟŶŐƚŚĞĚĂƚĂǁĂƐĐŽŵƉůĞƚĞůLJĨƌĞĞŽĨĐŚĂƌŐĞ ƚŽƚŚĞĐĂŵƉĂŝŐŶƚĞĂŵ͕ĂƐƚŚĞZĞĞĚŽůůĞŐĞŽĨDĞĚŝĂ͛ƐYƵĂůƚƌŝĐƐĂĐĐŽƵŶƚǁĂƐƵƐĞĚ͘ ƚƚŚĞĐůŽƐĞŽĨƚŚĞƐƵƌǀĞLJ͕ƚŚĞƌĞǁĞƌĞϮϬϵƐƵƌǀĞLJƐƐƚĂƌƚĞĚ͘ŌĞƌŐŽŝŶŐƚŚƌŽƵŐŚĞĂĐŚŽĨƚŚĞ ƌĞƐƉŽŶƐĞƐ͕ϰϮŚĂĚƚŽďĞƌĞŵŽǀĞĚĨƌŽŵƚŚĞĚĂƚĂ͘^ŝdžƚĞĞŶŽĨƚŚŽƐĞϰϮƌĞƐƉŽŶƐĞƐǁĞƌĞŽŵŝƩĞĚ ďĞĐĂƵƐĞƚŚĞLJƐĞůĞĐƚĞĚƚŚĞĂŶƐǁĞƌŝŶƚŚĞƐĐƌĞĞŶŝŶŐƋƵĞƐƟŽŶŽĨ͞ŶŽƚĂĸůŝĂƚĞĚǁŝƚŚƚŚĞtsh ĐŽŵŵƵŶŝƚLJ͕͟ĂŶĚƚŚĞƌĞĨŽƌĞ͕ǁĞƌĞĐŽŶƐŝĚĞƌĞĚŽƵƚƐŝĚĞŽĨƚŚĞƚĂƌŐĞƚĂƵĚŝĞŶĐĞ͘dǁĞŶƚLJĨŽƵƌ ƌĞƐƉŽŶƐĞƐǁĞƌĞƌĞŵŽǀĞĚďĞĐĂƵƐĞƚŚŽƐĞƉĂƌƟĐŝƉĂŶƚƐĨĂŝůĞĚƚŽĐŽŵƉůĞƚĞĂƚůĞĂƐƚϳϬйŽĨƚŚĞ ƐƵƌǀĞLJ͘ŽŵƉůĞƟŶŐĂƚůĞĂƐƚϳϬйŽĨƚŚĞƐƵƌǀĞLJǁĂƐĐŽŶƐŝĚĞƌĞĚĂƵƐĂďůĞƌĞƐƉŽŶƐĞ͘DŽƐƚŽĨƚŚĞƐĞ ůĂĐŬĞĚĂŶƐǁĞƌƐĨŽƌƚŚĞĐƌƵĐŝĂůƋƵĞƐƟŽŶƐĚĞǀĞůŽƉĞĚďLJƚŚĞƚĞĂŵ͘dŚĞƌĞŵĂŝŶŝŶŐƚǁŽƌĞƐƉŽŶƐĞƐ ǁĞƌĞŽŵŝƩĞĚďĞĐĂƵƐĞƚŚĞLJǁĞƌĞƉƌĂĐƟĐĞƐƵƌǀĞLJƐƚĂŬĞŶďLJƚĞĂŵŵĞŵďĞƌƐ͘dŚĂƚůĞŌƚŚĞƚĞĂŵ ǁŝƚŚϭϲϳƵƐĂďůĞƌĞƐƉŽŶƐĞƐƚŽƵƐĞĨŽƌĂŶĂůLJƐŝƐ͘ ŽĐƵƐ'ƌŽƵƉƐ dŚĞĮƌƐƚĨŽĐƵƐŐƌŽƵƉǁĂƐĂĚŵŝŶŝƐƚĞƌĞĚŽŶtĞĚŶĞƐĚĂLJ͕KĐƚ͘ϵ͕ĂƚϲƉ͘ŵ͘ŝŶƌŽŽŵϭϬϭ DĂƌƟŶ,Ăůů͘^ĞǀĞŶtshƐƚƵĚĞŶƚƐƉĂƌƟĐŝƉĂƚĞĚʹĂůůŽĨƚŚĞŵƉĞƚŽǁŶĞƌƐ͘ƐĞĐŽŶĚĨŽĐƵƐŐƌŽƵƉ 28
- 35. ƚŽŽŬƉůĂĐĞƚŚĞĨŽůůŽǁŝŶŐĞǀĞŶŝŶŐ͕dŚƵƌƐĚĂLJ͕KĐƚ͘ϭϬ͕ĂƚϲƉ͘ŵ͘ŝŶƌŽŽŵϭϬϯϲŽĨƚŚĞŽǁŶƚŽǁŶ ŝďƌĂƌLJ͘dŚŝƐŐƌŽƵƉǁĂƐŽƉĞŶƚŽĂŶLJŵĞŵďĞƌŽĨƚŚĞtshĐŽŵŵƵŶŝƚLJ͕ďƵƚĂůůƉĂƌƟĐŝƉĂŶƚƐ ŚĂƉƉĞŶĞĚƚŽďĞtshƐƚƵĚĞŶƚƐ͘dŚĞƉĂƌƟĐŝƉĂŶƚĐŽŶƐĞŶƚĨŽƌŵ͕ĂĐŽƉLJŽĨƚŚĞĨŽĐƵƐŐƌŽƵƉ ƉƌŽƚŽĐŽůĂŶĚĐŽŵƉůĞƚĞƚƌĂŶƐĐƌŝƉƚƐĐĂŶďĞĨŽƵŶĚŝŶƉƉĞŶĚŝdž͘ dŚĞŐŽĂůƐŽĨďŽƚŚĨŽĐƵƐŐƌŽƵƉƐǁĞƌĞƚŽ͗ ŶĂůLJnjĞǁŚŝĐŚĞůĞŵĞŶƚƐƚŚĞƉĂƌƟĐŝƉĂŶƚƐĚĞƚĞƌŵŝŶĞĚƚŽŵĂŬĞĂƉƌŽŵŽƟŽŶĂů 29 message most appealing 'ĂƚŚĞƌƉĞƌĐĞƉƟŽŶƐŽĨĂƉĞƚŽǀĞƌƉŽƉƵůĂƟŽŶƉƌŽďůĞŵŝŶDŽŶŽŶŐĂůŝĂŽƵŶƚLJ Measure awareness of MSNAP, its mission and the services it provides ŽĐƵƐŐƌŽƵƉƐǁĞƌĞƵƐĞĚŝŶƚŚĞƉƌŝŵĂƌLJƌĞƐĞĂƌĐŚƐƚĂŐĞŽĨƚŚŝƐĐĂŵƉĂŝŐŶƚŽĨƵƌƚŚĞƌĞdžƉůŽƌĞ ƚŚĞĂƵĚŝĞŶĐĞ͛ƐƉĞƌĐĞƉƟŽŶŽĨƉƌŽďůĞŵƐƌĞůĂƚĞĚƚŽƐƉĂLJŝŶŐͬŶĞƵƚĞƌŝŶŐĂŶĚƉĞƚŽǀĞƌƉŽƉƵůĂƟŽŶ͕ ĂŶĚƚŽĚĞƚĞƌŵŝŶĞƚŚĞĞůĞŵĞŶƚƐŽĨƉƌŽŵŽƟŽŶĂůŵĞƐƐĂŐŝŶŐƚŚĂƚďĞƐƚĂƉƉĞĂůƚŽƚŚĞtsh ĐŽŵŵƵŶŝƚLJ͘ůƚŚŽƵŐŚƚŚĞƋƵĞƐƟŽŶƐŵŝƌƌŽƌĞĚƚŚŽƐĞŝŶƚŚĞƐƵƌǀĞLJ͕ĐŽŶĚƵĐƟŶŐĨŽĐƵƐŐƌŽƵƉƐ gathered more in-depth results due to the personal bond established between the moderators ĂŶĚƉĂƌƟĐŝƉĂŶƚƐ͘,ĂǀŝŶŐƚŚŽƌŽƵŐŚĚŝƐĐƵƐƐŝŽŶƐĂŶĚ͕ƐƵďƐĞƋƵĞŶƚůLJ͕ĚĞƐĐƌŝƉƟǀĞƚƌĂŶƐĐƌŝƉƚƐĂŶĚ ůĞŶŐƚŚLJƌĞĐŽƌĚŝŶŐƐ͕ĂůůŽǁĞĚƚŚĞĐĂŵƉĂŝŐŶƚĞĂŵƚŽĚĞƚĞƌŵŝŶĞŶŽƚŽŶůLJǁŚŝĐŚƉƌŽŵŽƟŽŶĂů messages appealed most to the audience, but why these messages were the most appealing. dŚĞƚĞĂŵƵƐĞĚǀĂƌŝŽƵƐŵĞĂŶƐŽĨƉƌŽŵŽƟŽŶƚŽƌĞĐƌƵŝƚƉĂƌƟĐŝƉĂŶƚƐĨŽƌƚŚĞĨŽĐƵƐŐƌŽƵƉƐ͘ ^ƚƵĚĞŶƚƐŝŶƌ͘ŽůŝƐƚƌĂ͛Ɛ^dDϰϮϭĐůĂƐƐǁĞƌĞŝŶĐĞŶƟǀŝnjĞĚƚŽƉĂƌƟĐŝƉĂƚĞǁŝƚŚĞdžƚƌĂĐƌĞĚŝƚ͘ůŝĞƌƐ ǁĞƌĞĂůƐŽƉŽƐƚĞĚĂĐƌŽƐƐƚŚĞŽǁŶƚŽǁŶĂŶĚǀĂŶƐĚĂůĞĐĂŵƉƵƐĞƐ͘D/yĂŶŶŽƵŶĐĞŵĞŶƚǁĂƐ ƵƐĞĚƚŽƉƌŽŵŽƚĞƚŚĞĞǀĞŶƚĂŶĚǁĂƐǀŝĞǁĂďůĞŽŶƚŚĞǁĞďƐŝƚĞ͛ƐŚŽŵĞƉĂŐĞĨŽƌƐĞǀĞƌĂůĚĂLJƐ͘dĞĂŵ ŵĞŵďĞƌƐĂůƐŽƚŽŽŬƚŽƚŚĞŝƌƉĞƌƐŽŶĂůƐŽĐŝĂůŵĞĚŝĂƉĂŐĞƐ͕ĞƐƉĞĐŝĂůůLJdǁŝƩĞƌ͕ƚŽƉƌŽŵŽƚĞƚŚĞ ƌĞƐĞĂƌĐŚƉĂƌƟĐŝƉĂƟŽŶŽƉƉŽƌƚƵŶŝƚLJ͘ŝŶĂůůLJ͕ǁŽƌĚŽĨŵŽƵƚŚƉůĂLJĞĚƐŽŵĞƉĂƌƚŝŶƉĂƌƟĐŝƉĂŶƚ ƌĞĐƌƵŝƚŵĞŶƚ͕ĂƐĂĨĞǁƚĞĂŵŵĞŵďĞƌƐŚĂĚĂĐƋƵĂŝŶƚĂŶĐĞƐĂƩĞŶĚƚŚĞĨŽĐƵƐŐƌŽƵƉƐ͘ ŶLJŽŶĞǁŚŽƉĂƌƟĐŝƉĂƚĞĚŝŶƚŚĞĨŽĐƵƐŐƌŽƵƉǁĂƐĞůŝŐŝďůĞƚŽǁŝŶĂŐŝŌĐĂƌĚƚŽĂƌŶĞƐΘ EŽďůĞ͘ŽŵƉůŝŵĞŶƚĂƌLJƉŝnjnjĂ͕ďƌĞĂĚƐƟĐŬƐĂŶĚďĞǀĞƌĂŐĞƐǁĞƌĞĂǀĂŝůĂďůĞƚŚƌŽƵŐŚŽƵƚƚŚĞĚƵƌĂƟŽŶ ŽĨĞĂĐŚƐĞƐƐŝŽŶ͘WĂƌƟĐŝƉĂŶƚƐĐŽŵƉůĞƚĞĚĂĐŽŶƐĞŶƚĨŽƌŵďĞĨŽƌĞƚŚĞƐĞƐƐŝŽŶďĞŐĂŶ͘ŝŶĂůůLJ͕ƚŚĞ ƌĞŵĂŝŶŝŶŐƐƚĂĸŶŐƚĂƐŬƐǁĞƌĞĚŝƐƚƌŝďƵƚĞĚĂŵŽŶŐƐƚƚĞĂŵŵĞŵďĞƌƐ͘/ŶŽƌĚĞƌƚŽĞŶƐƵƌĞƚŚĞ ƉĂƌƟĐŝƉĂŶƚƌĞƐƉŽŶƐĞƐǁĞƌĞĂĐĐƵƌĂƚĞůLJƌĞĐŽƌĚĞĚ͕ƐĞǀĞƌĂůƚĞĂŵŵĞŵďĞƌƐƚŽŽŬŶŽƚĞƐĚƵƌŝŶŐƚŚĞ focus groups, and others used their personal cell phones to record the audio of both discussions. At the conclusion of both nights, the team members present at the session had a ƌĞĐĂƉĚŝƐĐƵƐƐŝŽŶĂŌĞƌƚŚĞƉĂƌƟĐŝƉĂŶƚƐŚĂĚůĞŌ͘ŽŝŶŐƐŽĞŶƐƵƌĞĚƚŚĂƚĞĂĐŚƚĞĂŵŵĞŵďĞƌǁĂƐ ŝŶĂŐƌĞĞŵĞŶƚĂďŽƵƚƚŚĞĚĂƚĂĂŶĚŵĂŝŶŝĚĞĂƐƚŚĂƚŚĂĚďĞĞŶĐŽůůĞĐƚĞĚĚƵƌŝŶŐƚŚĂƚŶŝŐŚƚ͛ƐĨŽĐƵƐ group. ŝŶĚŝŶŐƐ Online Survey ƐƉƌĞǀŝŽƵƐůLJŵĞŶƟŽŶĞĚ͕ƚŚĞƐƵƌǀĞLJƉƌŽĚƵĐĞĚϭϲϳƵƐĂďůĞƌĞƐƉŽŶƐĞƐ͘dŚĞŽŶůLJ ĚĞŵŽŐƌĂƉŚŝĐŝŶĨŽƌŵĂƟŽŶƌĞƋƵĞƐƚĞĚŝŶƚŚĞƐƵƌǀĞLJǁĂƐǁŚĞƚŚĞƌŽƌŶŽƚƚŚĞƌĞƐƉŽŶĚĞŶƚǁĂƐĂ