Marketing Project

My partners and I chose Wonder Paws Rescue for our marketing project. Wonder Paws is a foster- based rescue that will provide temporary housing, medical care and rehabilitation for neglected animals in the community. Their ultimate goal is to find their animals a permanent, safe, and loving home. Animals will be taken out of high kill shelters in Broward and Dade County and accepted from people who would like to surrender them directly.

We loved the idea of helping animals from terrible backgrounds to find their forever homes and to help this non-profit get donations and supplies they need to reach their goal. We want Wonder Paws to be as successful as possible in the future.

This project demonstrates how we can take a relatively new company and attempt to potentially increase their following on social media platforms, increase awareness on the animals, and convince more individuals to foster or adopt. It is basically transforming them and taking their company to the next level.

When we started, we immediately wanted to create a slogan that will stick to people and lure them to take in an animal who needs love, support, and care. We wanted to change Wonder Paw's slogan that they already have in place that says, "Changing the world a few paws at a time." My partners and I found this to be impersonal and uninspiring. We researched many well-known animal rescues that have slogans. For example, Human Society of the United States is focusing on fighting for animals. Since our aims for our marketing campaign was to foster and adopt, we wanted a more impactful slogan. We agreed on "Care they need, love they deserve." My partners and I think that this has more meaning to the overall rescue and what they are trying to achieve; having people care for their animals.

When coming up with the target audience, we wanted social media to be major influence on our age range. Since we learned about Generation Z in class, we thought that ages 16-24 would be more exposed through major social media platforms like Instagram and TikTok. "Instagram's most active users are in the 18- to 29-year-old demographic, with 71 percent saying they use the platform," according to the Pew report. Also, the majority of TikTok's users are young social media users; 66% of worldwide users under the age of 30. By posting cat and dog pictures, videos, announcements, etc. on these platforms, we believe that the word will be spread faster. 

These two important aspects in our marketing project will help my partner and I on our upcoming portfolio project. Since we chose the music project where we find an artist and create a marketing campaign, the target audience and overall message are two of the most important things. An artist needs a strong and loyal audience in order to grow and succeed with their music. Also, their portrayal through social media, music videos, Merck, etc. What we learned through our marketing project with Wonder Paws will help us with our upcoming A level portfolio. 

I can't wait to get started!!