Long story short…I had to create an entire Integrated Marketing Communication (IMC) campaign for a nonprofit organization, and I chose the Humane Society of Clarksville-Montgomery County. So here it goes…
Who Are They?
The Humane Society of Clarksville-Montgomery County originally chartered in 1968 and reorganized from 1997 to 1998. Charles Hand, a local businessman, rented to the Humane Society a building for seven years from which we could conduct sheltering operations. Contrary to popular belief, the Humane Society is not “funded” by the city or county, and sadly, the expense of caring for the rising number of homeless animals in the community far exceeded their income, which forced them to close their doors in 2003.
Without a building to maintain, they were able to refocus their energy & resources on pro-active programs & services to better serve the animals & people in their community. They have helped thousands of homeless pets & pet owners since 2003 & will continue to do so in the coming years. However, the euthanasia rate at the local county shelter continues to weigh heavy on their hearts.
They have purchased a building located at 940 Tennessee Avenue, which will be the future home of Spay-Neuter Clarksville! The clinic will spay & neuter 35 dogs & cats per day, 5 days per week, 48 weeks per year, for a total of 8,400 surgeries. The clinic’s spay-neuter services will be available to all families regardless of income, and it will be available to residents and rescue groups in surrounding counties too.
- People looking for a pet
- Potential Volunteers
- Animal Lovers
- Families in need of a low-cost spay-neutering service
- People wanting to surrender animals
- People in search of information on solutions to animal behavioral issues
The communications strategy of my campaign is to revamp the Humane Society of Clarksville-Montgomery County’s web and social media presence. I feel that they desperately needed an updated look, and some consistency when promoting different events or general information. I intend to implement the strategy mainly on their website and Facebook.
I wanted to create a “softer” look for their logo. I chose varying hues of a blue-green for their main colors, which I think is more inviting than their current stark black and red palette. I also wanted to keep the heart they have in their current logo; I accomplished that by making the ear of the dog, and nose of the cat into a heart shape. The typography is a font called “Sofia Pro,” and I think the rounded corners mesh well with the silhouettes of the animals. Also by choosing a grotesque font, we eliminate more sharp lines, keeping consistent with the soft vibe. The tag line, “Adopt Today. Save a life.” is meant to stand out and provoke action; which is why I accented the “Save a life.” in red. This also gives a fourth color in the palette to use when they want to emphasize the importance of something.
I created an 8.5×11 in. promotional flyer to showcase the needs of the Humane Society. Because the Humane Society is not funded by the government. They are always looking for volunteers and donations in many forms. I used paw prints to highlight categories of ways to help.
In the picture below, we have an example of a 9×12 in. folder with 4 in. inside pockets. The front showcases the logo, and the white “swoosh” resembles a road, that takes the viewer to the back of the folder that portrays a dog house with a heart inside. The idea behind the design is to add love to your home by adding a rescue animal. The color palette is the same as the one found on the main logo.
I have created an example of a 4×6 postcard that has a similar theme as the promotional flyer; in simpler form. The idea is to be able to hand this out to spark more interest and about helping the Humane Society. Along the bottom of the postcard, there is the address and phone number so that people know where they can contact them. The design features the logo, paw prints, and a watermark of the house and the heart, continuing the same design aspects from the folder and flyer. I have left the back of the postcard blank specifically so that people can write notes on it, or even send the Humane Society a letter.
Facebook Cover & Post 1
This example of a Facebook cover photo, profile picture, and post is inspired by their upcoming 10th annual Wags to Witches Fur Ball Bash. I wanted to show an example of all of these items that communicate an upcoming event, yet still stay consistent with the new logo and themes. The way this was accomplished was by using softer hues, and some of the same typography as seen in the print promos. Right now they have graphics for events and programs, but they all look inconsistent with their present theme. These type of posts should be posted at least a month out from the time of the event.
Facebook Cover & Post 2
This example of a Facebook cover photo, profile picture, and post corresponds with the print promotions. They are geared towards encouraging people to get involved with the Humane Society however they can; whether it be through volunteering, fostering, adopting, or just making donations. These posts should be promoted at least every other week, or as the need arises. I think the cute animals will tug at some heart-strings. The type of posts should be related to adopting or volunteering. For example, in the case below they could be describing the animal and asking for a foster until someone adopts his sweet self.
Facebook Cover & Post 3
This example of a Facebook cover photo, profile picture, and post reflect the overall new vibe of the Humane Society. I created this set to be an everyday type of layout because I think it gives the whole page a consistent look that connects to their new promotional pieces. It is generic on purpose, because I know they need something that conveys who they are, but something less specific when they are not pushing a particular program, need, or event. Posts like these should be made at least every other day, or as the need arises, to show people the animals currently available for adoption.
I would recommend that the Humane Society start using Instagram and YouTube. Instagram is perfect for them because it is picture-driven, and when people are looking for animals, they always want to see a picture (for that “love at first sight” feeling). Foster parents could easily take pictures with their phones and upload them to Instagram instantly. Secondly, I recommend having a YouTube channel. The foster parents could upload videos of potential adoptees to show the public their personality before having to schedule a meeting. The Humane Society could also use their channel for information videos; such as solutions for animal behavioral issues.
Below you will see an infographic I created for the Humane Society to promote their Anti-Tethering and Chaining Program (ATCP). Chaining and tethering is a big problem in TN, and they have these statistics provided on their website currently, but I thought it would be more encouraging to read in an infographic. I used the same red that is found throughout the other pieces, but I did use some deeper hues to create contrast and set a darker tone. I think the color scheme works well for the information, but not how their entire look should be.
The Humane Society of Clarksville-Montgomery County currently has a very bold color scheme, and I think it could use some toning down with a cooler palette, that reflects love and harmony. That is why I came up with the blue-green scheme demonstrated throughout the various pieces. I also do not like the font they use in their navigation and headings. I think a cleaner, hand-written font such as “HipsterishFontNormal.” It still gives it the fun touch that they are going for, but looks a little less juvenile and messy. For the body copy, I suggest using “Sofia Pro,” so that it will complement the new logo font. I would also change their background image, so that there wasn’t one random dog peeking at you from the corner, and remove the picture in the header. I think it looks too crowded with all of that up there. I think the current website just gets the job done, but because of the colors, I don’t think it speaks to the viewer in an inviting way.