Thinking through a detailed strategy and marketing plan for launching the #MillionIndieDogProject:
Because #IndiesAreTheNewCool and we all are #IndieProud
A basic strategy and marketing plan for launching the #MillionIndiesHomed Project:
# Executive Summary
Project The #MillionIndieDog or #MillionsIndiesHomed, aims to promote the adoption of Indian breed and street dogs, with a patriotic & humanitarian goal of having at least a million Indian dogs adopted in homes across India, and soon, maybe ten million dogs! With over 62 million Indie dogs on the streets, this is a serious health, safety & compassion issue. While ABC (Neuter) may address the issue of supply/population, we need to also activate demand for Indies to really make a difference in numbers. This campaign will therefore pivot the problem , and rebrand Indian dogs as desirable, aspirational, and cool pets, while promoting adoption, vaccination, spaying, and pet licensing – i.e. a win-win-win for all.
# Campaign Objectives
1. Strong Indie branding. Position Indian dogs as desirable pets
2. Patriotism to promote adoption of Indian dogs. Indians for Indies and vice versa.
3. Increase awareness about animal welfare and adoption, and the need to #adoptdontshop
4. Collaborate with organizations and stakeholders to drive the campaign
5. Create a community of Indie parents and advocates as a multiplier effect
6. Reduce demand for pedigrees as pets to discourage breeders & reduce pet sales
# Target Audience
1. Demographics: Pet lovers, families, young adults, and individuals.
2. Psychographics: People who value compassion, animal welfare, and sustainability
3. Geographic location: Bangalore (initially), with plans to expand nationally
# Marketing Strategies
1. Branding: Use the #IndieProud logo and create a distinctive visual identity for the campaign. Discourage use of pejorative words like stray, pariah and street dogs.
2. Partnerships and Collaborations: Work with organizations like AWBI, GoK , KAWB, Civic society, BBMP, SPCA, AHVS , VCI, KVC and special interest groups like Rotary, NCC etc to amplify the campaign. GoI to issue a circular & strong messaging to endorse the campaign, promote Indie dogs and Indie parents.
3. Social Media: Leverage Facebook, Instagram, Twitter, TikTok and YouTube to share engaging content, memes, and stories. This can spiral and go viral.
4. Influencer Marketing: Have a few #IndieProud Ambassadors. Partner with government, think tanks, social media influencers, pet bloggers, and celebrities to promote campaign.
5. Events and Activations: Organize adoption drives, pet fairs, and awareness events in Bangalore and other cities. Hackathons to brainstorm & deepen engagement.
6. Content Marketing: Create informative blog posts, videos, and guides on Indian dog breeds, adoption, and pet care. Contests for best Jingles, memes, and cartoons will help.
7. Rewards and Incentives: Offer free spaying, vaccination, and licensing for adopted Indian dogs, as well as rewards for Indie pet parents. Membership card of the Million Indie Club with special facilities will create an exclusivity, and serve as a branding tool . Eg, gift coupons, All private vet hospitals to give a 10% discount to Indies.
8. Annual survey – on metrics , progress, perception and attitude.
# Campaign Taglines
1. "Indie Dogs: The Pride of India" #IndieProud
2. "Adopt Indie, Adopt Love"#BeIndianAdoptIndian
3. "Unleash the Indie Spirit" #DesiLolDesiDog
# Media and Strategy Plan
1. Influencer and Partnership Promotions: Collaborate with influencers, celebrities and partners to promote the campaign through their networks.
2. Government support & directives a carrot & stick approach is needed– via a Govt Order esp. VCI, PPA, guidelines, Indie neuter, discouraging pedigree breeders and breed purchase through higher tax & GST. SAWBs to keep data on dog sale & adoption.
3. Event Promotions: Awareness to kids & teens. Adoption camps and listing of dogs & pups. Promote contests, photos, events and activations through social media, email marketing, and local advertising
4. Increase & aggregate Indie content & avenues of impact. Stories of Indie parents, short reels, content, children’s books, films, songs and the arts to showcase indies.
5. Incentivise parents to adopt Indies by free vaccination, spay, discounts and a #IndieProud card. Offer stickers, garbage cess waivers, reduced property tax etc . Showcase #Indieparents as responsible civic leaders in society.
6. Increase Indie presence in media Encourage manufacturers, brands, companies to use Indies in their ads and creatives & not pedigrees. Censor Board, Advt Association of India, IAMAI to push the #IndieProud agenda.
7. Encourage CSR Indie adoption ie companies, complexes, Tech parks etc to support feeding & care, adopt dogs and showcase them with along their employees as part of CSR.
8. Press Coverage: Reach out to media outlets, newspapers, and magazines to share the campaign's story and objectives
9. Social Media Advertising: Run targeted ads on Facebook, Instagram, and Twitter to reach a wider audience
# Budget Allocation
1. Social Media and Influencer Marketing: 30%
2. Events and Activations: 25%
3. Content Creation and Marketing: 20%
4. Partnerships and Collaborations: 15%
5. Miscellaneous (Rewards, Incentives, etc.): 10%
# Performance Metrics and Monitoring
1. Website Traffic and Engagement: Track website visitors, social media engagement, and email open rates
2. Adoption Rates: Monitor the number of Indian dogs adopted through the campaign
3. Social Media Reach and Impressions: Track the campaign's social media reach, impressions, and engagement
4. Event Attendance and Feedback: Monitor event attendance, feedback, and overall impact
# Conclusion
The #MillionIndiesHomed Project has the potential to create a significant impact on public health & safety by taking dogs off the street as well as improve the lives of Indian dogs and the communities that care for them. By working within the umbrella of #AMillionIndiesHomed or The Mindie Project, leveraging social media, influencer marketing, events, and partnerships , we can rebrand Indian dogs as aspirational, desirable pets and promote their adoption. This branding also helps in increasing compassion and care for community dogs. With a clear strategy, stakeholder support, budget allocation, and performance metrics, we can ensure the campaign's success and create a safer, better future for Indian dogs and our citizens.
Comments