ACF Report

2017
ACF CAMPAIGN
Ayesha Chundrigar Foundation (ACF)

Animal Welfare/Shelter Organization

MARIA MOHAMMED
SZABIST
5/29/2017
ACF Media Strategy Plan
Table of Contents
1.0. Brand: “Ayesha Chundrigar Foundation” (ACF) ................................................................................. 4
1.1. Introduction ................................................................................................................................... 4
1.2. Vision of ACF .................................................................................................................................. 4
1.3. ACF Today ...................................................................................................................................... 4
1.4. Industry Analysis ............................................................................................................................ 5
1.4.1. Competitive Landscape .......................................................................................................... 5
1.4.2. ACF’s Main Competitor with respect to Market share PAWS ................................................ 6
1.5. PEST Analysis ................................................................................................................................. 6
1.5.1. Political: ..................................................................................................................................... 6
1.5.2. Economic .................................................................................................................................... 6
1.5.3. Social .......................................................................................................................................... 7
1.5.4. Technological ............................................................................................................................. 7
1.6. SWOT Analysis of ACF .................................................................................................................... 7
1.6.1. Strengths: ............................................................................................................................... 7
1.6.2. Weakness: .............................................................................................................................. 7
1.6.3. Opportunities ......................................................................................................................... 8
1.6.4. Threats .................................................................................................................................... 8
1.7. Market Potential ............................................................................................................................ 8
1.7.1. Market Share .......................................................................................................................... 8
1.7.2. Gaps ........................................................................................................................................ 8
2.0. Market Research ............................................................................................................................... 9
2.1. Research Objectives ...................................................................................................................... 9
2.2. Research Hypothesis ..................................................................................................................... 9
2.3. Sampling Methodology ................................................................................................................. 9
2.3.1. Qualitative .............................................................................................................................. 9
2.3.2. Quantitative .......................................................................................................................... 10
2.3.3. Quantitative Research Methods ........................................................................................... 10
2.4. Quantitative Research Findings ................................................................................................... 10
2.4.1. Research Findings’ Analysis .................................................................................................. 10
2.5. Qualitative Research Findings ..................................................................................................... 10
Copyright 2017. All Rights Reserved Page 1

2.5.1. Research Findings’ Analysis .................................................................................................. 11

3.0. Campaign Derivatives ...................................................................................................................... 11
3.1. Target Audience: ......................................................................................................................... 11
3.2. Demographics: ............................................................................................................................. 12
3.3. Psychographics ............................................................................................................................ 12
3.4. Media Behavior: .......................................................................................................................... 12
3.4.1. PRINT MEDIA ........................................................................................................................ 12
3.4.2. TELEVISION MEDIA ............................................................................................................... 13
3.4.3. SOCIAL MEDIA ...................................................................................................................... 13
3.5. Retail Habits of T.A. ..................................................................................................................... 13
3.6. Motivations ................................................................................................................................. 13
3.7. Budget ......................................................................................................................................... 13
3.8. Campaign Objectives ................................................................................................................... 14
3.8.1. Rationale behind Campaign Goals ........................................................................................ 14
3.9. Media Selection ........................................................................................................................... 15
4.0. Creative Strategy ............................................................................................................................. 15
4.1. KEY INSIGHTS FROM RESEARCH .............................................................................................. 15
4.2. BIG IDEA ................................................................................................................................... 15
4.3. ATL - PRINT AD ......................................................................................................................... 15
4.4. BTL CREATIVE STRATEGY ......................................................................................................... 16
4.4.1. Mall Activation ..................................................................................................................... 16
4.4.2. College Activities .................................................................................................................. 17
4.4.3 Pamphlets/Flyers ................................................................................................................... 18
4.4.3. Local Events .......................................................................................................................... 19
4.5. DIGITAL MEDIA ........................................................................................................................ 20
4.5.1. Facebook .............................................................................................................................. 20
4.5.2. Paid Blogs ............................................................................................................................. 21
4.5.3. YouTube ................................................................................................................................ 22
2.0. Media Strategy ................................................................................................................................ 22
2.1. Print Magazines: .......................................................................................................................... 23
2.1.1. Expected Outcomes: ............................................................................................................. 25
2.2. Mall Activation ............................................................................................................................ 25

2.3. College Activities ......................................................................................................................... 26

2.4. Local Events/Pamphlets/Flyers ................................................................................................... 27
2.5. Facebook Campaign .................................................................................................................... 29
2.6. Youtube Ads ................................................................................................................................ 31
2.7. Paid Blogs .................................................................................................................................... 33
2.8. PR Activity .................................................................................................................................... 34
3.0. Overall Media Strategy Screenshot ................................................................................................. 36
4.0. Summary of Outputs ....................................................................................................................... 37
5.0. Budget Breakdown .......................................................................................................................... 38
6.0. Evaluation ........................................................................................................................................ 38
6.1. Evaluation Measures ................................................................................................................... 39
7.0. Appendices ...................................................................................................................................... 40
7.1. Qualitative Questionnaire ........................................................................................................... 40
7.2. Quantitative Questionnaire ......................................................................................................... 42
7.3. Quantitative Research Findings ................................................................................................... 45


1.0. Brand: “Ayesha Chundrigar Foundation” (ACF)

1.1. Introduction
ACF (Ayesha Chundrigar Foundation) is a non-profit animal welfare organization based in Karachi,
Pakistan, registered in 2013 under the Societies Registration Act of 1860 of Pakistan. ACF’s first initiative
was the launch of first of its kind animal rescue mission in Pakistan. ACF took over an existing, non-
functional shelter with the aim of rescuing individual stray animals, who are injured or abused from all
over Karachi, and provide them shelter, medical treatment and food. It also advocates kindness to
animals and helps people in understanding animal welfare.
1.2. Vision of ACF

“To assist the animals in dire need, to rescue and rehabilitate them and give them a chance of better
life.”
1.3. ACF Today

ACF aims to provide a voice to the voice-less; hence the first phase of their work dealt with saving stray
animals, which is the first of its kind in Pakistan. Their animal rescue mission also includes setting up
donkey camps across the city on a weekly basis to provide free medical treatment and food to these
beasts of burden that are treated atrociously. The rescued stray and injured animals are provided

medical aid and rehabilitated to live out their natural lives happily. They are currently in the process of
expanding this venture.
The foundation has now opened the doors to its new and improved animal shelter in the city after
moving base four times in the last three and a half years. The shelter currently houses over 240 animals,
ranging from cats and dogs to donkeys.
The new place is located in Malir Cantt, which Ayesha believes is the ideal location.
1.4. Industry Analysis

For ACF, there are currently 8 players in the market which are listed below:
I. EDHI Animal Shelter

II. PAWS- Pakistan Animal Welfare Society
III. ACAP- Animal care association Pakistan
IV. ANIMAL Safety Organization
V. PFAR-People for Animal Rights
VI. PARAS-Pakistan Animal Rights Activists Society
VII. Adopt A Pet
VIII. APEC- Animal Protection & Education Club

1.4.1. Competitive Landscape
Market Edhi PAWS ACAP Animal PFAR PARAS Adopt A APEC

Players Animal Safety Pet
Shelter Organizatio
n
Service Shelter Create & Create & Create & Create & Create & Create & Create
s zone promote promote promote promote promote promote &
for awareness awareness awareness awareness awareness awareness promot
stray about about about about about about e
animals animal’s animal’s animal’s animal’s animal’s animal’s awaren
rights rights rights rights rights rights ess
about
animal’s
rights

Rescuin Provide Rescuing Provide Provide Provide Rescuing Provide

g in Shelter & in foster for foster for foster for in foster
Edhi Welfare Volunteer’ rescued rescued rescued Volunteer’ for
Ambula services, s animals animals animals s rescued
nce transporta transporta animals
tion tion
Adoption Rescue Rescue
Programs, Service Services
Veterinary Voluntary Voluntary
Services,
Spaying
program
24-hour
Rescue
transporta
tions

1.4.2. ACF’s Main Competitor with respect to Market share PAWS

PAWS’ being the largest NGO is equipped with X-ray, Ultra sound Machines and O.Ts. They also provide
24-hour ambulance services.
1.5. PEST Analysis

1.5.1. Political:
Political factors may have an impact on future industry profitability
• Government stability
• Taxation policies
• Foreign trade regulations
• Social welfare policies
FOR NGOs Taxation policies may have either a positive or negative impact on the likelihood of donors
continuing to donate.
1.5.2. Economic
• Business cycles
• GNP trends
• Interest rates
• Money supply

• Cost of living and inflation,

• Disposable income levels
• Economic factors likely to impact NGOs
1.5.3. Social
Following are socio cultural factors that may affect the microenvironment of NGOs.
• Population demographics,
• Social mobility
• Lifestyle changes,
• Attitudes towards work and leisure,
• Consumerism - Consumer spending habits also influence whether an industry will be profitable
1.5.4. Technological
For NGOs this may mean:
• New methods of reaching donors

• Volunteers and supporters may need to be found such as using social media including Twitter
& Facebook etc.
• To use new forms of technology, hardware may need to be updated at significant costs,
• Training may need to be provided to staff.

1.6. SWOT Analysis of ACF

1.6.1. Strengths:
• Over 300 housing capacity for shelter and welfare activities
• Own camps for Donkeys & Camels.
• Own Rescue vans (ambulances)
• In-House veterinary care
• More than 3 Payroll Veterinarians.
1.6.2. Weakness:
• Constant struggle with advertising and promotions
• Constant need of resources

• Lack of volunteers
• Lack of funds
• Inconsistencies for the future
• Receiving overwhelming number of abandoned/homeless pets.
• Lack of latest technology resources/medicines
1.6.3. Opportunities
• Each grant for government or private agency
• Could rent a place outside malls to create more exposure
• More funds for more camps and veterinary care centers
• More volunteers if there is better promotion
• Outreach opportunities via online mediums
• Enhance foster program
1.6.4. Threats
• Perception – As people tend to donate more for people critic problem than animal
welfare
• Outbreak of illness initiated from animals
• Online negative reputation
• Vulnerability to economic crisis
• Staff turnover/volunteer relationships

1.7. Market Potential

ACF started with only two people as team members, now have more than 7 just in a year-2014; and the
number is increasing. So, if the economy flourishes, there’s a huge capacity for expansion as people
would be willing to grant more funds; Volunteer for the love of animals.
1.7.1. Market Share

nd
2 largest National NGO after PAWs, in terms of facilities, work, campaigns.
1.7.2. Gaps
ü No industry journals

ü No research papers/reports
ü No Documentation of funds allocation.
2.0. Market Research

To find out what people think about animal shelters in general and their perception, we conducted a
small market research for ACF.
2.1. Research Objectives

o To find out attitude of people regarding pets & animals
o To find out Perception of people about animal welfares/shelters (NGOs)
o To find out people’s willingness to support this Cause
o To what extent are people going to support Animal Welfare/Shelters in terms of time,
money, and energy.

2.2. Research Hypothesis

H1: There are people who would be willing to support animal shelters/welfares/NGOs
H0: There are no people who would be willing to support animal shelters/Welfares/NGOs
2.3. Sampling Methodology

Sampling methodology is based on both Qualitative and Quantitative methods. Methodology is given
below:
2.3.1. Qualitative
Survey Population: All Animal Lovers
Sample from Population: Males & Females belonging to age group 15-50 years.
Sampling Technique: Non-Probability- Convenience Sampling Method
Sample size: 7 Members, 3 males and 4 females
Research Methods Used: Interviews
o One personal interview

o One Focused Group Interview

2.3.2. Quantitative
Survey Population: All animal Lovers
Sampling Frame: Males & Females belonging to age 15 and above.
Sampling Technique: Convenience Sampling Method
Sample size: 41
2.3.3. Quantitative Research Methods

Closed/Structured Questionnaires have been used to conduct our Quantitative research. The
questionnaire comprises of 20 different types of questions such as Multiple Choice questions, Yes/No
type & one Likert scale to test consumer insights- psychographics, willingness to spend, and loyalty.
2.4. Quantitative Research Findings

• 95.1% respondents claimed that they are pet lovers
• Out of 91.5% respondents, 73.2% stated that they are animal lovers as well
• 90.2% participants claimed that animals must have rights too
• 65.9% participants currently own a pet
• 29.3% of the pet owners got their pets from an animal shelter
• 68.3% participants stated they would consider adopting a pet from animal shelter
• 65.9% of the participants would happily volunteer time and money for an animal welfare/shelter
• 53.7% respondents told us that they would like to sue KMC for campaign against stray dogs
• 68.3% participants said that they would call an animal shelter to help a stray animal

2.4.1. Research Findings’ Analysis

Based on the findings, it was found that majority of the participants are animal lovers and show their
support towards animal shelters. They are empathetic towards all sorts of stray animals and are willing
to volunteer their time, money and effort for this cause.
2.5. Qualitative Research Findings

“It’s a cross my heart thing for me, I would always support such causes which are close to my heart”
“Yes I have donated before and I continue to do so, because I know I’m not enough for all the animals
who need us, but at least if I could make a difference in the life of few. I would feel content.”
“I would support animal shelters instead of just breeders, because everyone buys from breeders and pet
shops, I believe the ones at shelter need more of that kind of love and care, though I have one dog from

breeders, but I also have 3 cats that just happen to be from streets, I would’ve got one from shelters
too.”
“I don’t think all of the animal shelters are doing any great job, cages are full of trash. Moreover people
are so impassive these days. It’s inhumane what they do, hope we could get all of them loving homes one
day”
“ACF helps them out. There aren't a lot of places doing what ACF does and they deserve all the help they
can get.”
“Han, ofcourse we should, hum es issue ko media tak ly ja sakty.hain kyun k animals have rights top- so
does evry other living being. “
2.5.1. Research Findings’ Analysis

Concluding the findings, it is evident from the focus group findings and personal interview that people
who are lending their support to animal welfare org. prefer animal shelters to breeders and they are
willing to put in their time, efforts and money help the NGOs in this Cause who are authentic and true to
their work. They also would love to find a caring place for them, whether in form of a shelter or a home,
where they could be loved and cared for. They essentially believe that all sentient beings deserve love &
care.
3.0. Campaign Derivatives

Primary Audience Animal lovers
Secondary Audience All Local citizens
Major Competitor PAWS
3.1. Target Audience:

Upper-Upper and Lower-Upper, SEC A, A-
• Since they have the buying & funding power

• They Sponsor charity events

• Are found to serve as trustees for hospitals, educational, social, charitable

institutions.
3.2. Demographics:
• Gender: Male, Female
• Age: 15+ Years old
• SEC: (SEC A, A-)
• Marital status: Single, Married, other
• Gender: Male, Female
• Geographic: Urban; Posh Residency
3.3. Psychographics
Interests:
• Likes to Contribute to society

• Active on Social Media
• Love travelling
• Fitness enthusiasts
• They love animals & pets both

Lifestyle:
• Belongs to affluent family

• Social Clubbing on weekends
• Vacation Trips
• Spend time with their pets regularly
• Participate in Human & Social Welfare Causes
• Avidly participate in Animal welfare causes

Values:

Believe in giving back to society
They value all sentient beings
Believe that every living creature deserves love & care

3.4. Media Behavior:

Media are approached and used in different ways by different class groups.
3.4.1. PRINT MEDIA

The selected T.A. prefer more upscale content and cultural positioning.
• MAG, She, Sunday, Herald, MediFit

• Other Magazines appealing to the luxury market e.g. Travel & Leisure, Food, Fashion etc.

3.4.2. TELEVISION MEDIA

Members of the upper class and upper-middle class are more interested in:
• Current events and drama.

3.4.3. SOCIAL MEDIA
• Facebook
Very Active
• Instagram
Very Active
• Twitter
Active
• YouTube
Active
• Blogs
Active Readers

3.5. Retail Habits of T.A.

• They are very well informed about the product & brands, quality etc.
• Shop more frequently than other classes
• Spend on luxury items, travel, or restaurant meals.
• Private things, such as such as art, furniture, top of the line appliances.
• Not showy or conspicuous purchasing pattern of Upper-Upper, whereas, Lower-Upper’s
purchasing pattern is reflective of their ‘acquired’ status
• Feel comfortable with online purchasing through tablets or smart phones.

3.6. Motivations
• Belief in the cause that’s close to their heart
• How strong & positive a reputation and history we hold in the market for given cause.
• Authenticity & dedication for the Cause of ACF
• Feeling pride in making a difference to the cause and the society as a whole.

3.7. Budget
NON-SCIENTIFIC METHOD:
• Affordability
PKR. 5 Million

Budget Allocation:
• Advertising- 90% (ATL, BTL & DIGITAL)

• Public Relations (PR)-10%

Budget Split
PR
10%
PRINT
DIGITAL 40%
20%
BTL
30%
Why 90% of budget in Advertising?
To Increase brand Awareness and Promote the message about the core of ACF to masses through:
Why 10% of budget in Public Relations?
To create awareness of the essence of ACF, their vision, work & create charity amongst the
influencers, such as elites, celebrities etc.
3.8. Campaign Objectives
THEMATIC FUNCTIONAL
• Create Brand awareness & Building • To raise more funds for ACF
Brand image for ACF
• To motivate our Target Audience to adopt
pets from ACF, so that we remain functional

3.8.1. Rationale behind Campaign Goals

• To register ACF and Its cause in their mind
• To instill care among T.G for the well being of stray/ abandoned/ abused animals.
• To make them feel & believe that stray animals when medicated, dealt with, they are as good,
plague-less, loving and loyal as breeders.
• Hence, allowing a loving hand for the animals at Animal Welfares/Shelters.


3.9. Media Selection

ATL 40% BTL 30% DIGITAL MEDIA 20%
Pint Magazines • Mall Activation (Dolmen Mall Increasing Social Media Presence:
Clifton)
• MAG, • Facebook
• Local Events
• MediSearch • YouTube.
• Pamphlets/Flyers
• Herald • Blogs
• College & Uni Activities
4.0. Creative Strategy

4.1. KEY INSIGHTS FROM RESEARCH
o They believe love & care for all sentient beings is important to support this cause
o Would support non-profit Animal Welfare, who are true to their work (Authenticity)
4.2. BIG IDEA
4.3. ATL - PRINT AD

HEADLINE
Take Me Home

BODY COPY
• ACF Cause
• Scan QR Code to learn more about Sam
CALL TO ACTION:
Adopt one Now. Visit www.acfpakistan.org
• Ad Poster in Magazines: MAG, Herald, MediSearch
Other Print Material: Pamphlets, flyers
4.4. BTL CREATIVE STRATEGY
4.4.1. Mall Activation

A 3-month mall activation campaign in different malls would be done. The outside area of mall will be
rented out for Pets display & supervisors will be there to give information to the visitors. There would be
a prize competition as well to engage the customers and fulfill our campaign objectives.
The rules for entering in prize competition are given below:
• Take selfie with one of your favorite pet available in mall activation
• Upload it on atleast one social media platform with hashtags #TakeMeHome #ACF
• The picture with most (Likes and shares) will win the favorite pet animal of their choice.

4.4.2. College Activities

Seminars all over finest colleges/institutes of Karachi. The Seminars will will carry out different activities
such as, a dedicated seminar on ACF and what they do. Videos of pet animals before they were rescued
and after, before at shelter and when adopted and their stories overall.
A brand ambassador would be chosen from each university on monthly stipend to work For ACF. There
would also be a visiting area for students to view few pets of ACF and to interact with them. And nice

little activities such as placing a Kissing booth, where students could hug their favorite ACF animals and
get the moment clicked.
4.4.3 Pamphlets/Flyers
The Pamphlet/Flyers will contain all necessary information for interested people. It’ill carry the message
for adoption or appeal to join hands with us in this Cause.
The flyers will also serve to inform about local Fund Raiser Events. The local events will cover a small
registrant fees, which will directly go to ACF funding for animal welfare.

4.4.3. Local Events

We will have different events organized for increasing awareness and fund raising in different posh
areas of Karachi through out the year. Examples are given below:
• Don’t Need It? DONATE it!
A nice event appealing to residents of the area selected to come over and join hands with us to donate
those things, which are not fir for their use. Everyone have certain things, such as towels, shirts, blankets
etc. that might be torn or tattered for humans to use but they are still warm and good enough for these
animals.
• Pet Show
An event would be organized, where ACF animals would be the participants of the pet show, and the
general public could also bring in their pets and participate with us or have their pets displayed too.
• Kids Fiesta!
Parents would love to have their little kids have fun on Sunday noon’s and stay busy. A nice local event,
which would include activities like painting competition, treasure hunt etc. to fill the day with fun
moments and nice brunch. To communicate the Cause of ACF to T.A. and how hard we are working to
help make this society a better place for all living beings.

4.5. DIGITAL MEDIA
4.5.1. Facebook
• Activation Content
• User-created content
• #MyPetLove Campaign
• Facebook live Pet Stories
• Interactive Posts
• Digital PR
• Digital Collaboration (Support Groups) Elan, Soul Sisters etc.
• Short Videos
• Facebook Events (for each event associated with BTL activity)

4.5.2. Paid Blogs

Paid blogs/sponsored posts on:
• ProPakistani.pk
• TechJuice.pk
• Tribune.com

The blogs will also contain the following type of content:
• Press Releases
• Website links for online funds
• Info-graphics
• Pet adoption offers
• Animal Stories
• Social media hash tags Campaign Insights


4.5.3. YouTube
YouTube:
• Non skip-able video ad works

• Mid-roll ads
• YouTube Short Videos

2.0. Media Strategy

To fulfill ACF objectives, right usage of communication mix at proper timing and positioning is important.
Our main goals is to create brand awareness and use that brand awareness to stimulate trial generation
in the form of animal adoptions and fund raise which will help ACF to remain functional, having more
space and funds to help more animals in need.

From June 2017 to May 2018, this media strategy will deliver more than the desired campaign outputs
per month. These outputs will vary from awareness campaigns via different media vehicles to fund
raiser campaigns and direct pet adoptions.
OBJECTIVES ACF Awareness/Brand Awareness & Fund Create Awareness & All 3
Building Raising Motivate
MEDIA • Facebook • College • Print Ads • Mall

VEHICLES Activities Activation
• Paid Blogs • YouTube
• Local Events
• Pamphlets/Flyers
The Big Idea behind the campaign will be: Pet Animals deserve our humanly love and care.
The following media strategies for each media vehicle we will use in ACF campaign are suggested below:
2.1. Print Magazines:

Using print magazines as our ATL activity, we will integrate creative ad on mid-section on monthly
magazines which are listed below with brief of what magazine is all about:
1. Herald – News magazine covering all current affair topics

2. MediSearch - Magazine for Health Wellness Fitness Nutrition
3. Mag Magazine – Fashion magazine covering all fashion news

The idea behind print magazine ad will be Raising awareness and Motivating T.A. of brand via Magazine
Posters with campaign name “Take Me Home”.
High resolution poster will be a full size ad poster inserted in mid-section of magazines with High quality
picture of any pet with a QR code and Brand name and campaign hash tag #TakeMeHome. To integrate
the print campaign with overall campaign, QR code will be given for people who want to know more
about the pet, its story and price for adoption/giving funds online on website.
An example of an ad poster is given below:


Rates and specifications of magazines are given below:
Monthly Rate /
Magazines Subscription Ad position Ad Type Annual Rate
Reach Magazine
Herald Monthly Mid-section Poster 28,000 75,000 900000
MediSearch Monthly Mid-section Poster 8000 50,000 600000
Mag Monthly Mid-section Poster 1200 41,000 492000
TOTAL 1,992,000
2.1.1. Expected Outcomes:

If this strategy is executed, there will be a total reach of 446,000 annually, with Cost per impression
(Cost Per 1000) 0.23 Rupees per magazine poster.
Magazines Annual Reach
Herald 336000
MediSearch 96000
Mag 14400
Total Reach 446400
2.2. Mall Activation

To increase awareness and selling of pet animals, ACF will set up a 2 months mall activation
campaign in different malls. The area of mall will be rented out for Pets display and supervisors will
be there to give information to the visitors.
To integrate offline mall activity with online activity, the visitors will be asked to take selfie with the
pets and post it on their social profiles with hash tag #PicturingTheBeast for a chance to win favorite
pet animal of their choice.

The rules for entering in prize competition are given below:
• Take selfie with one of your favorite pet available in mall activation
• Upload it on atleast one social media platform with hashtags #TakeMeHome #ACF
• The picture with most (Likes and shares) will win the competition

By integrating this activity all 3 goals of the campaign objectives will be fulfilled.
Example of mall activation is given below:
Complete mall activation plan is given below:
Avg. Footfall
Malls Area Suggested Date Rent / Day (Rs.)
/ Day
Dolmen City Mall Clifton 25,000 Oct-17 250,000
Dolmen Mall Tariq Road 16,100 Nov-17 140,000
Park Towers Clifton 6,000 Dec-17 60,000
TOTAL 450,000
2.3. College Activities

College activations will also be carried out in the form of Seminars all over posh colleges/institutes
of Karachi. The seminar will be well planned for the day, which will carry out different activities,
given below:
• A dedicated seminar on ACF and what they do

• Emotional videos of pet animals and their stories

• A visiting area for students to view all pets of ACF

• Interaction of pets with students

Apart from sessions and seminars, a brand ambassador will be chosen from each institute on monthly
stipend whose main objective would be to promote brand across the institute with educational material
and stalls and do small fund raising activities with collaboration of ACF.
The college activation plan is as follows:
Avg. No of Allocated
College /University Area Suggested Date
Students Budget
SZABIST Clifton 500-1000 Jun-17
IVS Clifton 1000-1500 Jul-17
Agha Khan University Stadium Road 1000-1500 Aug-17
Dow University Saddar 1000-1500 Sep-17
ZiaUddin University Clifton 500-1000 Oct-17
Karachi
IBA University 1000-1500 Nov-17 Rs. 250,000
IoBM Korangi 1000-1500 Dec-17
KSBL Stadium Road 100-500 Jan-18
Bahria University Stadium Road 1000-1500 Feb-18
Habib University Near Airport 500-1000 Mar-18
National University, FAST Landhi 500-1000 Apr-18
Iqra University Korangi 1500-2000 May-18
TOTAL REACH 9,600-15,000
2.4. Local Events/Pamphlets/Flyers


Pamphlets and flyers will be placed in all posh areas of Karachi, which will be strategically placed in
areas where there is maximum footfall. The flyers will carry the message for adoptions or donations
appeal with emotional message so that people can know more about the cause.
The flyer will also serve to inform about local pet cat walk event near town so people can come up
with their pets and have their pets displayed for general public. The local event will cover a small
registrant fees, which will directly go to ACL funding for animal welfare.
The flyer will contain all necessary information for interested people and will look something like this:

Local Event Plan is given below:
The Idea behind these local events is to To meet our Goals:
• Increasing brand awareness & Building Brand image of ACF
• To meet Fund Raising Campaign Goal via event registrations
Providing exposure to ACF pet animals,s the way they are taken care of.
Avg. No of Allocated
Area Suggested Date
Registrants Budget
DHA Phase 1-3 1000 Jun-17
DHA phase 4-7 1000 Jul-17
Zamzama 500 Aug-17
CLifton 1000 Sep-17
KDA 1 500 Oct-17
Hill Park 1000 Nov-17

Rs. 350,000
PECHS 500 Dec-17
Askari 4 1000 Jan-18
Bahadurabad 500 Feb-18
Karsaz 500 Mar-18
SMCHS 500 Apr-18
MA Society 500 May-18
TOTAL REACH 9,500
2.5. Facebook Campaign

Facebook will be used for all types of online communication with target audience using:
• Facebook Events (for each event associated with BTL activity)

• Sharing of Event photos
• Emotional Video Promotions

• Updating about ACF

• Stories of Pets

Apart from these daily/weekly activities on Facebook, there will also be an activity, which will cater
to following objectives:
• Online Audience Engagement

• Page Likes
• Campaign Awareness

The competition will be to inbox funny video with your pet on company page with campaign hashtag
#MyPetLove which will then be added into an album and will be open for general public voting via
likes, comments and shares. The video with most engagement (likes, comments and shares) will win
1 year food supply of pet.
By this activity there will be awareness of ACF campaign on mass level.
Following is Facebook Marketing Strategy:

Social Media Marketing for ACF
ACF 50,000 + 30,000(boost)
Total Monthly Budget 80,000 Monthly x 3 Months
Total 3 Months Budget 240,000 Rupees
KEY DELIVERABLES
• MONTHLY strategy
Posts 3 days in a week
Banners Once a month
Product Banners As per client requirement
Interactive Posts once a week
Sponsored ads (creative only) As per requirement

Creative Posts Once a week
OTHERS:
• Post Content, Mix, and Ratios
• Tactics to Increase Brand Awareness
• Coupons/Offers
• Query Management and Post Response Management
Items 1st Month 2nd Month 3rd Month
Page Likes up to 8000 up to 15,000 up to 30,000
Reach 25,000 35,000 45,000
Response Rate 80% 85% 90%
2.6. Youtube Ads

As we will already have made and uploaded our emotional video on Youtube and other video
channels, we want people to see our video ad so that it can trigger emotions and then people are
motivated to adopt pets or give funds to ACF.
To boost youtube video views, we will use Non skip able video ads and mid roll ads.
Non skip-able video ad works when our indicated audience search for a video on youtube and play
it, our video ad is played first.

The targeting on Youtube ad will be as follows:
Age: 15+
Gender: Male/Female
Interest: Animals, wild life, pets, dogs, cats
Location: Karachi
The Youtube Video Ad Plan is given below:

Youtube Ads for ACF

ACF Rs. 800 / Day

Total Monthly Budget 24,800 Monthly x 12 Months

Total 12 Months Budget 297,600 Rupees

Month Channel Avg.

Approx. Video Plays
Subscriptions Reach
Jun-17 6 6200 620
Jul-17 12 12400 1240
Aug-17 18 18600 1860
Sep-17 24 24800 2480
Oct-17 30 31000 3100
Nov-17 36 37200 3720
Dec-17 42 43400 4340
Jan-18 48 49600 4960
Feb-18 54 55800 5580
Mar-18 60 62000 6200

Apr-18 66 68200 6820
May-18 72 74400 7440
TOTAL 468 483,600 48,630
2.7. Paid Blogs

Paid blogs/sponsored posts will be used to communicate all campaign activities on famous blogs
based on website traffic stats. The blogs will also contain important information on campaign like:
• Social media hash tags

• Campaign Insights
• Press Releases
• Website links for online funds
• Info graphics
• Pets Adoptions and their stories

The paid blog campaign plan is given below:
Avg. Monthly Rates / No. Of Total

Website Niche Month
Traffic Post Posts (Rs.)
ProPakistani.pk News & Media 2,050,000 25,000 2 Jun - Jul '17 50,000
TechJuice.pk Arts & Entertainment 360,000 25,000 2 Aug - Sep '17 50,000
BrandSynario.com Brand News 320,000 15,000 2 Oct - Nov '17 30,000
Parhlo.com Arts & Entertainment 730,000 30,000 2 Dec '17 - Jan '18 60,000
MangoBaaz.com Arts & Entertainment 810,000 30,000 2 Feb - Mar '18 60,000
Tribune.com.pk News & Media 7,280,000 50,000 2 Apr - May '18 100,000
TOTAL 350,000

2.8. PR Activity
There’s a longstanding link that binds fashion and altruism. When the two combine, socially significant
issues get showcased in fashion’s limelight.
Hence, creating greater awareness often, motivating charitable desires amongst fashion’s many
aficionados (followers/admirers).
We will carry out a bi-annual PR activity to create brand image and brand association in which
celebrities having association with pets will be called along with bloggers meet-up where celebrities will
be having pic with their fans and represent the endorsement for ACF and its Cause. Some of the famous
celebrities for PR activity will be:
• Sonya Battla
• Anoushey Ashraf
• Farhan Saeed
• Sheheryar Munawar

The PR Activity plan is given below:
Allocated Budget
Month Celebrities
(Rs.)
Sonya Battla & Sheheryar
Aug-17 500,000
Munawar
Mar-17 Anoushey Ashraf & Farhan Saeed 500,000
TOTAL 1,000,000



3.0. Overall Media Strategy Screenshot

Tool Channel Target Audience Objective Output Timing

To increase brand
Increased
awareness and
brand
ATL Activity with mid- redirect users to
Magazine awareness via Jun '17 -
Print Magazines section poster for website via QR
Readers total reach of May '18
awareness code
446,000 target
Motivate Pet
users
Adoption
Fund
To create Collections,
awareness Pet sales and
regarding animal social media Oct '17 -
Mall Activations BTL Activity for Shoppers Mall shoppers
social welfare, Pet activity hype Dec '17
Adoption & fund to 42,000
raising activity shoppers
approx.
ACF Cause
Creating awareness and
BTL Activity for Young Young Students awareness among pet sales to Jun '17 -
College Activities
students and Youth youth via seminars approx. 9,600 - May '18
and videos 15,000
Students
Brand
awareness,
Social activity
Posh Area Fund Raising
Local Events BTL Activity for Posh and fund Jun '17 -
Residence and Campaign via
(Flyers) Areas raising from Mar '18
Pet owners event registrations
9,500
participants
approx.
Awareness at
30,000 Page
Online users mass level
Facebook likes with Aug '17 -
Online social medium with specific Increase Page
Campaign 45,000 Page Oct '17
interest Likes and
Reach
Engagement
400,000+
Increase
video
Youtubers, awareness &
impressions,
Youtube Online video Motivation Jun '17 -
Online social video 48,630 video
Campaign streaming Increased video May '18
plays and 450+
specific groups views and channel
channel
subscription
subscriptions

Content
All campaign
Online activity for hype Website surfers, marketing and Jun '17 -
Paid Blogs insights to general
generation news readers virality of May '18
audience
campaign
To create brand Increased Aug 2017

Pet lovers and
PR Activity PR Activity for attraction image and brand brand & Mar
fans
association awareness 2017
4.0. Summary of Outputs

Month Outputs Total
Print Magazine Poster, College Activity, Local Events

Jun-17 (Flyers), Youtube Campaign, Paid Blogs 5 Outputs

Jul-17 (Flyers), Youtube Campaign, Paid Blogs 5 Outputs

(Flyers), Youtube Campaign, Paid Blogs, Facebook
Aug-17 Campaign, PR Activity 8 Outputs

(Flyers), Youtube Campaign, Paid Blogs, Facebook
Sep-17 Campaign 7 Outputs

(Flyers), Youtube Campaign, Paid Blogs, Mall Activations,
Oct-17 Facebook Campaign 7 Outputs

Nov-17 (Flyers), Youtube Campaign, Paid Blogs, Mall Activations 6 Outputs

Dec-17 (Flyers), Youtube Campaign, Paid Blogs, Mall Activations 6 Outputs

Jan-18 (Flyers), Youtube Campaign, Paid Blogs 5 Outputs

Feb-18 (Flyers), Youtube Campaign, Paid Blogs 5 Outputs


Mar-18 (Flyers), Youtube Campaign, Paid Blogs, PR Activity 6 Outputs
Print Magazine Poster, College Activity, Youtube

Apr-18 Campaign, Paid Blogs 4 Outputs
Print Magazine Poster, College Activity, Youtube

May-18 Campaign, Paid Blogs 4 Outputs
5.0. Budget Breakdown

The total allocated budget for whole campaign for 5,000,000 Rupees. Our media strategy and cost
projection assumptions are of 4,949,000 Rupees.
Tool Channel Budget (Rs.)

Print Magazines ATL 1,992,000
Mall Activations BTL 450,000
College Activities BTL 250,000
Local Events
BTL
(Flyers) 350,000
Facebook
Online
Campaign 240,000
Youtube
Online
Campaign 297,600
Paid Blogs Online 350,000
PR Activity PR 500,000
TOTAL 4,429,600

6.0. Evaluation

ACF is committed to develop objectives that are ‘SMART’ – i.e. Specific, Measurable, Attainable,
Relevant and time bound. Each media strategy will be directly linked with the objectives of ACF and
will be measured according to it.
Measures could be taken during the execution phase based on requirements.

6.1. Evaluation Measures

What does Success Looks

Tool Channel Measure
like?
10% of 446,000 converting

ATL Activity with mid- Number of people
from Print magazine to
Print Magazines section poster for visiting website
website via QR Code i.e.
awareness via QR code
44,600 people
Number of Selfies 30% of 42,000 shoppers

posted with posting selfies with
Mall Activations BTL Activity for Shoppers Campaign campaign hashtag i.e. 12,600
Hashtag on social people making it a trending
media hashtag
1% of pet sales from

BTL Activity for Young
College Activities Pet Adoptions minimum 9,600 students will
students
make 96 pet sales
10% Event Registrations

from targeted 10,000+
Event
Local Events BTL Activity for Posh people i.e. 1000 people with
Registrations and
(Flyers) Areas minimum ticket of 1500 will
Fund Collections
make 1,500,000 Rupees for
ACF funds
Facebook Increased Likes 30,000 Page likes with

Online social medium
Campaign and Engagement 45,000 Page Reach
400,000+ video impressions,

YouTube
Online social video Video views 48,630 video plays and 450+
Campaign
channel subscriptions
Atleast 1000+ post shares on

Online activity for hype
Paid Blogs Post Shares different social media
generation
platforms
No. of people
PR activity using attending PR Atleast 50+ blogs written
PR Activity celebrities and bloggers event and about PR activity and some
meet up number of posts media coverage
written via blogs

7.0. Appendices

7.1. Qualitative Questionnaire

Name
Age?
Occupation?
Working hours?
Type of dwelling? (Bungalows; cottage; apartment, 3 bungalows, 2 cottage, 1 apartment)
What kind/breed of animals do you love?
Tell us about your family, like do you have young children etc?
Do you currently own a pets/s?
If not, Have you ever owned a pet before?
What happened to it, where is it now?
What provisions would be made for the pet if you had to move?
If the pet becomes destructive at your home what would you do?
Do you keep them inside/outside?
What place if inside/outside?
Have you ever visited an animal shelter or rescue group? How did you feel?
Do you think all animals are same, if given the right medication n care? As in safe to keep them home?
What is/would be your primary reason for adopting a pet?
How much of your time do you give them?
Do you believe these animals deserve our love & care, the same way humans do?
Do you believe in the Cause of animal Welfare?
What Do you think about the non-profits working for this cause?

Would you support breeders or animal shelter adoption?*
If the pet becomes severely ill/injured, what would you do?
Have you ever rescued any animal before?
If you find a stray animal/cat/dog on road, would you help for its shelter or call an ngo? If no, then why?
Would you ever volunteer for animal rights/welfare etc. if given the time and opportunity?
Do you believe that one should donate for animals too as they do for human ngos? Why?
Have you ever donated for animal welfares? Why?
What do you think about most of animal NGOs working currently in pak?
What do you think about ACF’s work at present?
Do you think we all could like gather and do something about these innocent creatures?

7.2. Quantitative Questionnaire

This survey is intended to gather information regarding consumer behavior and patterns towards animal
welfare/shelters etc.
You are *
q Male
q Female
q Other
How old are you? *
q Less than 20
q 21-26
q 27-32
q 33+
Currently I am? *
q Student
q Employed- Part time
q Employed- Full time
q Retired
q Other:
Your Marital Status? *
q Single
q Married
q Engaged/committed
q Other
Do you have children? *
q Yes
q No
Does your current housing situation allow you to have pets? *
q Yes
q No
Are you a Pet Lover? *
q Yes
q No
Are you an Animal lover? *
q Yes
q No
q Maybe
Do you agree that animals deserve to have rights? *
q Yes
q No
q Maybe
Do you own a pet yourself? *
q Yes

q No
If yes, where did you get it from? (You may select as many applicable) *
q Animal shelter/ Rescue houses
q Pet shop
q Breeders
If No, are you considering getting a pet in the future? *
q Yes
q No
q Maybe
If Yes, would you consider adopting a pet from an animal shelter? *
q Yes
q No
q Maybe
How regularly do you spend time with your pets/ looking after them? *
q Everyday
q Every alternate day
q On weekends
q I don’t spend time with them
Please rate the following statements according to how you feel about them. *
Strongly Strongly
Items Agree Neutral Disagree
Agree Disagree
I Love My Pet/s the Most
I have deep compassion for all animals
I would never leave an injured stray animal on street
I would someday volunteer to be an Animal Right
Activist
I Love My Pet/s the Most
I have deep compassion for all animals
I would never leave an injured stray animal on street
I would someday volunteer to be an Animal Right
Activist

Do you volunteer time, money, or supplies to non-profit organisations/animal welfare? *
q Yes
q No
On an average how much money do you spend on charitable events (for animals)? *
q PKR 100
q PKR 500
q PKR 1000
q PKR 2000 or above
q NONE

Campaigns are launched by CBC and KMC to exterminate stray dogs in Karachi. How do you feel about
this? *
q I would sue them If I could
q I feel really sad about it
q Neutral
q It's OK to do so
q I'm Glad
If you find a stray animal on road, would you call help for its shelter/ call an ngo? *
q Yes
q No
q Maybe
If you get a chance, will you donate for an animal shelter? *
q Yes
q No
q Maybe


7.3. Quantitative Research Findings






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Copyright 2017. All Rights Reserved Page 1

2.5.1. Research Findings’ Analysis .................................................................................................. 11

Copyright 2017. All Rights Reserved Page 2

2.3. College Activities ......................................................................................................................... 26

Copyright 2017. All Rights Reserved Page 3

1.0. Brand: “Ayesha Chundrigar Foundation” (ACF)

1.2. Vision of ACF

1.3. ACF Today

Copyright 2017. All Rights Reserved Page 4

1.4. Industry Analysis

I. EDHI Animal Shelter

1.4.1. Competitive Landscape

Market Edhi PAWS ACAP Animal PFAR PARAS Adopt A APEC

Copyright 2017. All Rights Reserved Page 5

Rescuin Provide Rescuing Provide Provide Provide Rescuing Provide

1.4.2. ACF’s Main Competitor with respect to Market share PAWS

1.5. PEST Analysis

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• Cost of living and inflation,

• New methods of reaching donors

1.6. SWOT Analysis of ACF

Copyright 2017. All Rights Reserved Page 7

• Lack of latest technology resources/medicines

1.7. Market Potential

1.7.1. Market Share

Copyright 2017. All Rights Reserved Page 8

2.0. Market Research

2.1. Research Objectives

2.2. Research Hypothesis

2.3. Sampling Methodology

Sampling Technique: Non-Probability- Convenience Sampling Method

Sample size: 7 Members, 3 males and 4 females

Research Methods Used: Interviews

o One personal interview

Copyright 2017. All Rights Reserved Page 9

Sampling Frame: Males & Females belonging to age 15 and above.

Sampling Technique: Convenience Sampling Method

2.3.3. Quantitative Research Methods

2.4. Quantitative Research Findings

2.4.1. Research Findings’ Analysis

2.5. Qualitative Research Findings

Copyright 2017. All Rights Reserved Page 10

2.5.1. Research Findings’ Analysis

3.0. Campaign Derivatives

Primary Audience Animal lovers

Secondary Audience All Local citizens

Major Competitor PAWS

3.1. Target Audience:

• Since they have the buying & funding power

Copyright 2017. All Rights Reserved Page 11

• Are found to serve as trustees for hospitals, educational, social, charitable

• Geographic: Urban; Posh Residency

• Likes to Contribute to society

• Belongs to affluent family

3.4. Media Behavior:

3.4.1. PRINT MEDIA

• MAG, She, Sunday, Herald, MediFit

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3.4.2. TELEVISION MEDIA

• Current events and drama.

3.5. Retail Habits of T.A.

• Advertising- 90% (ATL, BTL & DIGITAL)

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