Public Relations Plan
To Introduce & Promote Google PETS: A New CSR Initiative
By: Natalie Edwards, Ardisa Damiana, & Laila Orazova
IMC 471 - Principles of Public Relations
Professor Rashada Whitehead
May 8, 2017
TABLE OF CONTENTS
Situation . . .
Page 3
Audience . . .
Page 4
Objectives, Strategies, & Tactics . . .
Page 5
Press Release . . .
Page 7
Event Program . . . .
Page 8
Calendar / Timetable . . .
Page 9
Budget . . .
Page 11
Measurement / Evaluation . . .
Page 13
SITUATION
Founded in 1998, Google is the world’s second-largest internet company that specializes in web-based services, advertising technologies, hardware, and software. Through the years, Google’s breakthrough technology and continued innovation has helped serve the company's mission of "organizing the world's information and making it universally accessible and useful”. Their successes in the field have also helped reinforce their corporate philosophy of "you can make money without doing evil", which pushes Google to engage in CSR activities that benefit and positively affect the following stakeholder groups: users, employees, communities, advertisers, governments, and investors. In addition to their technological related efforts, Google is most notably known for their CSR initiatives under Google.org, the charitable arm of the company. Founded in October of 2005, Google.org is an organization that has committed more than $100 million in investments and grants to nonprofits annually. The organization is noted for several high-impact grants to nonprofits using technology and data to support racial justice, climate change, public health issues, global poverty, educational opportunities, & more. With all of this being said, it will be exciting to announce to the public that Google has started a new CSR initiative under Google.org called Google PETS. This charitable, non-profit initiative will provide the company with the opportunity to make a difference in the world by bringing awareness to the issue of homeless and neglected animals in the United States. The purpose of Google PETS is to reinforce Google’s love for animals, which many people are not aware that their company’s code of conduct emphasizes their commitment to supporting its employees pets. Google’s affection for animals, especially dogs, is an integral part of their corporate culture, and they would like the world to feel the same way they do about animals. The need for a program like Google PETS is presented with the following facts: ● Homeless animals outnumber homeless people 5 to 1 in the United States ● Each year, about 2.7 million dogs/cats are killed - shelters are too full, not enough adoptive homes ● There are an estimated 70 million stray dogs and cats in the United States ● In the United States, 32% of animals are neglected or abandoned ● On average, there are 1,920 animal cruelty cases reported in the media each year With this new non-profit program, Google will utilize their manpower and innovative technologies to bring about change for homeless and neglected animals by offering the following: ● Introduce a new Google software, PetFinder, that will aid/match animals with forever homes ● Raise awareness for the issue and collect donations - funding will go towards partnering with animal shelters, supplies, manpower, and the investigative/rescue unit to protect the animals For now, Google PETS will exclusively go into effect in the United States, with hopes of expanding into a global endeavor if the initiative proves to be successful after one year. The initiative will be announced and introduced via media conference and press release, and will be promoted through advertising efforts, social media, and by a special kick-off event. The event will take place in major cities across the U.S. and will provide a way to introduce Google PETS on a national scale. Google will enlist in the help of prominent celebrity figures to help support this cause, which will generate goodwill for Google’s brand & Google PETS. Overall, this public relations plan is intended to introduce and leverage Google PETS through communications objectives, strategies, and tactics amongst the American public. Google’s powerful brand name will help amplify the cause, and will help millions of animals get the life that they deserve.AUDIENCE
Google’s stakeholders include:
users, employees, communities, advertisers, governments, and
investors. Google’s priority stakeholder are users, but with this public relations plan, we want to
primarily target
communities
around the United States.
Communities are an important stakeholder because they can affect the public and customers’
perception and response to Google, their products, and their overall company purpose. With
Google PETS, we want to target consumers who are both technologically adept and are
passionate who rescuing and owning pets.
GOOGLE PETS’ TARGET CONSUMER
DEMOGRAPHICS PSYCHOGRAPHICS
● Gender: Male (55%) & Female (45%) ● Age: 25 - 54 years old
● Marital Status: Married ● AHHI: $75K - $150,000K ● Education: B.A. or higher
● Occupation: Business professional ● Region: Suburban U.S.
● Children: < 2 ● Pets: < 3
● Hectic, busy lifestyles
● Prefer Apple products (20% of Google users) & smartphones (80% own)
● Prefer customizable/privacy oriented internet experiences; tech savvy
● Animal lovers and activists
● Treat their pets like they are their children ● Environmentally conscious
● Will support a cause if they feel strongly about it (volunteer, donate, etc.)
OBJECTIVES, STRATEGIES, & TACTICS
Objective #1: To
raise awareness
for the problem of homeless and neglected
animals amongst 25% of the adult population in the United States.
● Strategy: Take advantage of press opportunities and a special event to promote and introduce Google PETS to the American public. ○ Tactic #1: Press Release ■ A press release will be sent out to news and media outlets the day before the media conference (Aug. 7th) at 9AM PST. Will explain Google’s announcement of a new CSR initiative, as well as invite news/media outlets to attend the media conference. ○ Tactic #2: Media Relations ■ Hold a media conference at Google Headquarters (Mountain View, CA) on Wednesday, August 8th 2018, to introduce the new program to the public. Google Inc. CEO, Sundar Pichai, the director of Google’s Google.org program, Jacqueline Fuller, and Google PETS’ director, Jonathan Truesdale, will host the media conference and will answer any questions that the press or public might have. The conference will take place at 3PM PST and will conclude at around 5PM PST. ○ Tactic #3: Google PETS Kick-Off Event ■ A special 3-day event (Aug. 24th-26th) will take place in select cities: ● Chicago, Los Angeles, San Francisco, Houston, Seattle, New York, & Boston (all are Google office locations) ■ Tickets are $10 each and will go towards Google PETS’ charity ■ Event times: Friday 3-9pm, Saturday 10am-9pm, Sunday 11am - 5pm ■ The event will include the following activities: ● Google PETS 5K - run (or walk) with your pet ● Adoption Extravaganza - chance to adopt a pet ● Musical Concert - different bands performing in each city ● Google PETS PetFinder demonstration - educating the public on the new tech program that matches pets w/ forever homes ● Children’s carnival-like games ● Local food & drink vendorsObjective #2: Increase Google’s
brand engagement
by 25% amongst an audience of
potential participants, volunteers, & adopters
through Google PETS’ initiative.
● Strategy: Utilize various advertising methods & social media platforms to reach & engage with consumers, as well as to spread the word about the cause. ○ Tactic #1: Advertising ■ Utilize TV and radio spots to create anticipation for, & to eventually introduce Google PETS to the public ● Starting in May 2018, air vague Google PETS “sneak peek” spots a few times each month in select markets leading up to the media conference and event ■ Once Google PETS is formally introduced via media conference, digital internet ads will be used to promote the kick-off event ■ Create a Google PETS landing page website for users and community members to engage with and to receive information from ■ Have a Google PETS “Google Homepage” takeover during the week of the kick-off event (Google PETS design) ■ The following celebrity spokespeople will be utilized to promote Google PETS, all of whom are avid animal lovers: ● Ellen DeGeneres, Ryan Reynolds, Jennifer Aniston, Jon Hamm, Kristen Bell, & Sarah McLachlan ○ Tactic #2: Social Media ■ Create Google PETS Facebook, Twitter, Instagram, & Google+ accounts ● Will be used to promote Google PETS after the program is announced publicly via media conference, during the kick-off event, and then on a continual basis as the program goes into full effect ● Encourage users to implement #GooglePETS to get Google PETS trending on all platforms ● Encourage the public to post & tag Google PETS in their adoptive pet pictures on Facebook and Instagram ● Use Twitter & Google+ to tweet Google PETS updates ■ Create a Google PETS Snapchat filter to be used during the weekend of the kick-off event ● Everyone in the U.S. will have access to the Snapchat filter to show their support & spread the word to their friendsPRESS RELEASE
NEWS RELEASE Contact: Michael Pearson
August 7th, 2018 – 9AM Senior Director of PR
FOR IMMEDIATE RELEASE [email protected] GOOGLE TO LAUNCH GOOGLE PETS: NEW CSR INITIATIVE TO SUPPORT OUR FURRY FRIENDS New program will bring awareness to the issue of homeless & neglected animals in the U.S. MOUNTAIN VIEW, CA – Google Inc. is excited to announce the start of their newest corporate social responsibility endeavor, Google PETS. This non-profit initiative will operate under Google.org, the charitable arm of Google, and will provide the company the opportunity to make a difference by bringing awareness to the issue of homeless and neglected animals in the United States. The purpose of Google PETS is to reinforce Google’s love for animals, which many people are not aware that their company’s code of conduct emphasizes their commitment to supporting its employee’s pets. Google’s affection for animals, especially dogs, is an integral part of their corporate culture, and they would like the world to care and feel the same way they do about the well-being of animals. To formally introduce and release the complete details on Google PETS, a media conference will take place tomorrow at Google Headquarters at 3PM PST. Google’s CEO, Sundar Pichai, the director of Google.org, Jacqueline Fuller, and Google PETS’ appointed director, Jonathan Truesdale, will be there to host the media conference and to answer any questions. “We are excited to finally bring Google PETS to life. With Google’s power & resources, we know that we will have the capabilities to encourage communities to support the cause of saving, protecting, and adopting animals in need“, says Google’s CEO Pichai. Google PETS director Truesdale explained, “Animals have a special place in people’s hearts, & Google PETS will be such a positive endeavor, lifting communities & bringing people together to help these animals.” News and media outlets are invited to attend our media conference tomorrow to get more details on this newly announced program. Surprises will be in store, as exciting and urgent details regarding a special event will surface. About Google: Founded in 1998, Google is the world’s second-largest Internet company that specializes in web-based services, advertising technologies, hardware, and software. Google’s breakthrough technology and continued innovation has helped serve the company's mission of "organizing the world's information and making it universally accessible and useful”. Their successes in the field have also helped reinforce their corporate philosophy of "you can make money without doing evil", which pushes Google to engage in CSR activities that benefit and positively affect the following stakeholder groups: users, employees, communities, advertisers, governments, and investors. ###
Event Program
The following event program highlights everything included at the kick-off event:
●
Local food and drink vendors (location specific)
●
Carnival games and activities
●
Musical Performers for the event (3 artists per event):
○
Chicago - Chance the Rapper, Fall Out Boy, and Metallica
○
Los Angeles - Colbie Caillat, Christina Aguilera, and Maroon 5
○
Miami - Pink, David Guetta, and Carlos Santana
○
Houston - Carrie Underwood, Dave Matthews Band, and ZZ Top
○
Seattle - Foo Fighters, Pearl Jam, and Neil Diamond
○
New York - Sarah McLachlan, Paul McCartney, and Alicia Keys
*Artists either agreed to perform at the event for free (charitable) or were offered
a small sum to perform
CALENDAR / TIMETABLE
TIMELINE: 2018 - 2019
FEBRUARY
& MARCH APRIL MAY & JUNE JULY AUGUST SEPTEMBER OCTOBER
Recruit
spokespeople create ads & spots to run (on-air/digital) Begin running “sneak peek” ads and promos, Organize event, order supplies & vendors Prepare for press/media relations/and event Press release, media conference, kick-off event, National Dog Day, Social Media Start Various Google
PETS activities World Animal Day (10/4)
NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY
Animal Rescue Appreciation Month International Day of Animal Rights (12/10) Various Google PETS activities Responsible Animal Guardian Month Animal Cruelty
Prevention Month National Pet Day, 1 year campaign evaluation
National Pet Adoption Day
AUGUST 2018
SUN
MON
TUES
WED
THURS
FRI
SAT
1 2 3 4 5 6 7
X
8X
9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24X
25X
26X
27 28 29 30 31●
Google PETS Press Release - August 7th, 2018 at 9AM PST
●
Media Conference: August 8th, 2018 at 3PM PST (Mountain View, CA)
●
Google PETS Kickoff Event: August 24th - August 26th
○
Chicago, Los Angeles, Miami, Houston, Seattle, & New York
○
Friday: 3pm - 9pm, Saturday: 10am - 9pm, Sunday: 11am - 5pm
Campaign Advertising/Promotions Calendar
May Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May
Social Media
TV
Radio
X X X
●
Google PETS “teasers” (TV) - will run 4 x per month in select markets
●
Google PETS “teasers” (Radio) - will run 6 times per month in select markets +
FREE 3X Talk show
●
Google PETS social media efforts - promotion on a continual basis after Google
PETS is formally announced (social media accounts will be created for use)
Kick-Off Event Promotion Calendar
May
June
July
August
SeptemberOctober
Social Media
Digital
●
Google PETS social media efforts - social media accounts will be created for Google
PETS (Facebook, Twitter, Instagram, & Google+) and will promote the kick-off
event during and after its weekend run (August 24th-26th). Start in August 1st
●
Google PETS digital ads - geo targeted online ads will be utilized to inform people
of Google’s special event during the month of August
BUDGET
Media Conference & Google PETS Promotion
* promotion includes the teasers for the kick-off event
ITEM NOTE SPENDING
Advertising Google PETS Promotion
TV Advertisement* $ 342’000
Radio advertising* 6x on air / month. Payment half bartered.
Got 3x free talk show $ 1’500
Digital/Geo-Targeted advertising Google’s geo targeted $ 0
Paid Social Media advertising* Instagram, Facebook, Snapchat. $ 57’000
Celebrity Spokespeople Promote in their social media & TV show too.
Each person cost differently $ 10’000
Media Conference
Food & Beverage $ 500
Press release distribution $ 5’000
Press release kit $ 5’000
Photo & Videography $ 15’000
Miscellaneous Items
Stationeries $ 80
Transportations Team member & media press if needed $ 500
Rooms for media press For 1 night $ 5’000
TOTAL = $ 441’580
Kick-Off Event Budget per City
Total will be times # of cities the event being held (6), * price in each city might differ
ITEM NOTE SPENDING
5k Marathon
Bibs With tracking attached $ 500 T-shirts (3000 t shirts) $ 9’000 Drawstring Bag (2000 bag) $ 1’120 Beverages Cups of water $ 900
Road Closure fee * Includes the cops fee $ 75
Ambulance + first aid $ 1’000 Kick-Off Event Event Venue/Location * Negotiation for half price ± $ 300’000 Audio Visual Sound system, lighting $ 6’000 Staging Stage, bike racks $ 15’000 Vendor Necessities Tents, tables, chairs (20 vendors) $ 9’351 Performers/ Entertainers fees 3 performers / day $ 6’000 Performers / Entertainers Accommodations Hotel rooms, transportations, meals $ 5’000 Children playgrounds $ 150’000 Security Guard (armed & unarmed) $ 17’500 Miscellaneous items Photo & Videography $ 20’000 Stationeries $ 500 Event Logistic $ 2’000
TOTAL = $ 543’946
