Pre-Campaign Strategy - FETCH a Cure Client Overview Client Profile: FETCH a Cure (hereafter referred to as FETCH) is a non-profit organization focused on raising awareness and providing treatment funding for dogs with cancer. FETCH stands for Furthering Education and Treatment for Companion Health. FETCH was founded in Virginia in 2006 by Mike Holland after he struggled to find adequate information about pet cancer and treatment options when his own beloved dog, Hannah, was diagnosed and lost her own battle with the disease. Their website [fetchacure.com] was created eight years ago and is managed by Robin Moncol, the Director of Development. FETCH has five employees and currently maintains a company presence through their primary online channels: a website, a blog, Facebook, Twitter, Instagram, and a LinkedIn account. Future plans include development of a G+ page to expand their online presence. FETCH employs the use of offline marketing channels, such as TV and radio. One of their main services offered is Companions in Crisis, which provides financial assistance to local families in need that have a pet with a confirmed cancer diagnosis. Pixie’s Pen Pals, is a partnership FETCH formed that allows prison inmates to develop useful skills by training rescue dogs from local shelters, so the dogs can eventually be adopted into loving families. Market Analysis: FETCH’s current customers include owners of dogs with cancer, pet lovers, donors, volunteers, and business partners. Potential customers include those in the area where FETCH hopes to expand its Companions in Crisis program. There is no current local competition of non-profit organizations focused on dog cancer awareness although there are similar Pen Pal programs nationwide as potential competition. FETCH operates under the D20 Animal Protection and Welfare sector within the non-profit healthcare industry. The animal protection and welfare sector is fairly young with little information currently available. However, the non-profit healthcare industry is characterized as saturated, mature, and steadily growing. According to Blackbaud’s 2013 Charitable Giving Report and Sikich, more than 60,000 non-profits raised over $110 billion in charitable giving, representing a 4.9% increase and online giving accounting for a 13.5% increase in 2013. When compared to larger organizations, smaller non-profits experienced greater success in online giving efforts. Historical online spending is not available for this industry, but the projected online spend is expected to slightly dip and later recover at an annual compound rate of 4% within the next three years. Although the overall industry has been noted to experience a slight decrease in charitable giving, FETCH has not witnessed any decrease in the amount of giving since people are continually seeking treatment for their pets or “family members.” FETCH is

uniquely positioned as an organization that offers a specialized community where no one is denied a choice for their pet due to lack of options, education or funding. Their most unique selling point is the combination of extensive pet cancer resources, treatment funding, and a dog training/adoption program. In terms of seasonality identified, peak donations occur during the Bow Tie Open golf tournament fundraiser in May, the Pets on Parade gala in June, and year-end giving. Applications for the Companions in Crisis program are received at a steady rate throughout the year without any identifiable trends. Current Marketing: The FETCH website primarily focuses on providing comprehensive information about pet cancer, warning signs, and available treatment options. The site is also used to educate readers about senior canine health, promote upcoming events, and recruit volunteers, donors, and corporate sponsors. Strengths of the site include a wealth of cancer information, simple organization, and a fast load time. Some weaknesses are a potentially overwhelming amount of content and a lack of effective event promotion. Overall visibility of FETCH’s website is respectable but has room for improvement with a Google PageRank™ of 4 out of 10. The site currently receives numerous incoming links from Dynamic Web Solutions, WTVR, PetFinder, Southside SPCA, Yelp, DVESC, and more, including their own social media pages. As FETCH did not have a Google Analytics account until February 2014, there is little data available on their website traffic although it will be monitored closely throughout the AdWords campaign. To enhance website visibility and promote the FETCH URL, social media sharing is currently accomplished via Facebook (3,447 likes), Twitter (943 followers), Instagram (93 followers), and LinkedIn (25 connections) accounts. FETCH is most active on Facebook, using it to share Companions in Crisis, their FETCH A Cure blog, relevant third-party articles, Pixie’s Pen Pals, upcoming sponsorship and benefit events, volunteer meetings, the stories of FETCH dogs who have passed, and positive messages from pet owners in the program. The Social Media Marketing component of the Google Online Marketing Challenge will give FETCH a solid foundation in a new marketing channel through Google+. For offline promotion of the URL, FETCH uses COX Radio, Inc., Comcast Spotlight, and CBS 6 TV to promote various upcoming fundraising events in the community. Conclusion: FETCH’s online marketing goals are to: 1) provide education about dog cancer and 2) increase awareness about cancer treatment options and available funding through Companions in Crisis. As a non-profit organization with a limited marketing budget, Google AdWords is an ideal marketing platform to reach the client’s goals in a cost-effective manner.

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Proposed AdWords Strategy The proposed Google AdWords strategy will be comprised of five campaigns and 38 focused Ad Groups within the account. Table 1 demonstrates the proposed account structure based off of FETCH’s goal to increase awareness and provide education surrounding canine cancer. The Brand Campaign for the home page reaches searchers who are already familiar with the FETCH name. The Warning Signs Campaign will target pet owners who are concerned their dog may have symptoms of cancer or other illnesses, and the Treatment Options Campaign will target those searching for available dog cancer treatment options. People seeking financial assistance to help fund their dog’s treatment will be targeted through the Companions in Crisis Campaign. Finally, the Pet Age Calculator Campaign will attempt to capture a wide array of pet owners who are curious to learn about the age of their companion, such as a newly adopted dog. Table 1: Five Campaigns, Select Ad Groups, and Sample Keyword Phrases Brand Warning Signs Treatment Options Companions in Crisis Pet Age Calculator FETCH a Cure Dog Cancer Pet Cancer Companions in Crisis Ad How Old is My Dog Ad Group Symptoms Ad Group Treatment Ad Group Group Ad Group  “fetch a  [what are  “cancer  [companions in crisis]  [how old is my cure” cancer treatment for dog in dog years] symptoms in dogs”  [fetch] How to Pay for My Dog’s dogs] Cancer Treatment Calculate Pet’s Age {KeyWord: Cancer in Ad Group Save Our  “help paying for my Dog Tumors Ad Dogs} Shelters Ad dog’s cancer  +calculate Group Group  “throat cancer in treatment” +adopted +dog’s  [types of tumors dogs” +age  [save our in dogs] shelters] Financial Assistance Ad  “dog tumors” Care Information Ad Group Pet’s Life Expectancy Group Pixie’s Pen Pals  “financial assistance Ad Group Ad Group Dog Weight Loss Ad  “how to care for for pet owners in need”  [average dog’s dog with cancer” life expectancy]  [pixie’s pen Group pals]  [reasons for  “dog cancer weight loss in care tips” dogs]  “dog lost weight”

Each Ad Group will use [exact] matching, “phrase” matching, +modified +broad +matching. Negative keywords, such as –cat, will be used to improve relevancy, and dogrelated words like “puppy” and “canine” will be included to reach a wider audience. Ideas for other keywords will be obtained from Google’s Keyword Tool and analyzed with Google’s Traffic Estimator to find the greatest areas for potential. Once the campaign begins, the Search Terms Report will help identify additional new keywords and ideas for negative match keywords. Ad serving will be set on even rotation and at least two ads will be run in each Ad Group at all times to enable A/B testing. To avoid inflating impressions and

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reducing the overall click-through rate (CTR), the Display Network will not be used and all campaigns will be restricted to the Google Search Network. Mobile devices will not be targeted because FETCH’s website is not currently optimized for mobile. Both the Brand Campaign and Companions in Crisis Campaign will be geo-targeted to the local area that FETCH serves, but all other campaigns will be run nationally. Dynamic Keyword Insertion {DKI} will also be extremely helpful in targeting specific dog breeds for several of the planned Ad Groups. Finally, location extensions, social annotations, and sitelink extensions will be created and included for every campaign. Two sample AdWords ads from the Warning Signs Campaign (Dog Cancer Symptoms Ad Group) are illustrated in Table 2. Table 2: Sample Google AdWords Ads Search Query: “symptoms my dog has cancer”

Search Query: “cancer symptoms in dogs”

Dog Cancer Symptoms

Cancer Symptoms in Dogs

fetchacure.com/dog-cancer-symptoms Scared your dog might have cancer? Learn more about common symptoms.

fetchacure.com/dog-cancer-symptoms Identify symptoms of cancer. Save your dog’s life today.

In terms of budgeting, the Brand Campaign will only be given 5% since it will target people who are already aware of FETCH a Cure. The greatest percentage will be allotted to the Warning Signs Campaign and Treatment Options Campaign based on client goals, higher traffic estimates, and a greater expected CTR. Overall budget allocation will increase throughout the campaign in order to take advantage of opportunities as they arise. Account optimization and keyword bidding decisions will be based off the analysis of information received from Google Reporting tools and the Opportunities tab. Manual keyword bidding will be adjusted each day to suit the changing results of each campaign. The daily and weekly plans for spending the budget are presented in Table 3. Table 3: Proposed Budget by Week and Campaign

Week 1 20% Week 2 30% Week 3 50% Total by Campaign

Brand 5% $2.50 ($0.36/day) $3.75 ($0.54/day) $6.25 ($0.89/day) $12.50 ($1.79/day)

Warning Signs 30% $15.00 ($2.14/day) $22.50 ($3.21/day) $37.50 ($5.36/day) $75.00 ($10.71/day)

Treatment Options 30% $15.00 ($2.14/day) $22.50 ($3.21/day) $37.50 ($5.36/day) $75.00 ($10.71/day)

Companions in Crisis 15% $7.50 ($1.07/day) $11.25 ($1.61/day) $18.75 ($2.68/day) $37.50 ($5.36/day)

Pet Age Calculator 20% $10.00 ($1.43/day) $15.00 ($2.14/day) $25.00 ($3.57/day) $50.00 ($7.14/day)

Total by Week $50.00 $75.00 $125.00 $250.00

The primary AdWords goals are to achieve an average click-through rate (CTR) of 1.0% at an average cost-per-click (CPC) of no more than $0.60. To achieve this, 41,667 impressions and 417 clicks in total must be attained. Overall account success will be measured in light of these impressions, clicks, CPC, and CTR goals. 4 of 4