"Happiness is Found Here”
Northeast Animal Shelter provides refuge, medical attention, and a second chance to suffering animals. A safe haven for homeless animals, they are continuously looking for innovative ways to advertise their adoptable animals, while raising money to house more. These testimonials explore the ideas of increasing Northeast’s reach through compelling campaign and radio ads. Based on the target audience, getting the attention of the public requires an impacting story that tells an inspiring story.
References:
Kirsch, K. (2016, February 29). Don't Underestimate the Importance of Brand Consistency. InBrandobility. Retrieved November 14, 2016, from http://info.brandobility.com/blog/dont-underestimate-the-importance-of-brand-consistency
Review of Activities 2015. (2015). In Northeast Animal Shelter. Retrieved from http://www.northeastanimalshelter.org/about-shelter/
References:
Kirsch, K. (2016, February 29). Don't Underestimate the Importance of Brand Consistency. InBrandobility. Retrieved November 14, 2016, from http://info.brandobility.com/blog/dont-underestimate-the-importance-of-brand-consistency
Review of Activities 2015. (2015). In Northeast Animal Shelter. Retrieved from http://www.northeastanimalshelter.org/about-shelter/
Radio Spot
Felton discusses the importance of conveying a consistent message to the targeted audience (Felton, 1947, pg. 100). The radio spots shown below are being driven by a necessary need to unify and build Northeast’s brand so that it has a competitive edge within its marketplace. Having a radio spot adds value and reach to the company by allowing for more people to hear what Northeast is doing as well as see the print ads. There are sound effects as well as background music to set a mood of a friendly conversation among friends. This was done based off of what Franusbrand's voice is conveyed throughout the copy with the cheerful tones of the man speaking to his dog and the upbeat music. There is also a humorous element that sets a tone and makes the experience sound natural and inviting. This further promotes Northeast's culture.
Revised Northeast Shelter Ads
The goal for these ads was to target a younger audience by being innovative and colorful. The age range is between 19-35. They have a heart for animals but don't want a sad story, they are more interested in the fun, and joy a pet brings. These people desire to add to their lives and find value in taking care of another. They are looking for a pet that contributes to their daily lives. Keeping in mind that Northeast is a non-profit organization, the goal was also to bring awareness to them. This would allow the exposure and opportunity to be promoted in the community. The design of each ad was used to attract attention through color and image choices. In order to make the ads consistent throughout each ad the focus for each design was color vibrancy and the geometric shapes used around each animal. The shapes are geometric and repetitive to show movement and rhythm which ties back into the target audience being interested in the fun side of owning an animal. The animal choices are fun, cute, and inviting. The cat's eyes invite the viewer in, the dogs tilted head and seemly animated atmosphere cause excitement, and the birds color patterns allow for enjoyment.
A younger audience was targeted giving a new direction to the ad created. Color and geometric shapes added to bring motion and energy. Understanding the audience imagery was the top of the hierarchy, followed by text.
In this ad space was utilized to create an atmosphere. Eye contact and color were used to invite the viewer in. The cat was also made the primary focus.
The design of each ad was used as to attract attention through color and image choices. In order to make the ads consistent throughout each ad the focus for each design was color vibrancies and the shapes used around each animal. The shapes are geometric and repetitive to show movement and rhythm which ties back into the target audience being interested in the fun side of owning an animal. The animal choices are fun, cute, and inviting. All the animals are facing the viewer making it personal. “The cats eyes invite the viewer in, the dogs tilted head and seemly animated atmosphere, and the birds color patterns all add to each ads draw” (Mastery Journal, 2017).
Original Northeast Shelter Ads
This testimonials' key attributes are the benefits that occurred when adopting. It is nurturing in type and provides a sense of fulfillment and success. The front facing dog and smiling woman allow for eye contact and an intimate engagement.
This testimonial invites the viewer in, setting the stage for a personal conversation. It shows a dog who is excited to meet its owner at the door. This ad highlights what could be waiting for a future pet owner if they took the time to adopt.
