Potter League for Animals Social Media Strategy

Overview

The Potter League for Animals is a non-profit organization based in Middletown, Rhode Island that is dedicated to animal welfare. In addition to acting as an animal shelter and adoption center, the Potter League provides the local community with veterinary care and training services.

To empower the organization to maximize the impact of their mission, I conducted an in-depth analysis of the Potter League for Animals’ current social media strategy and created a proposal for a new campaign designed to expand its presence.

Goals

The goal of this project was to develop a comprehensive proposal for a social media campaign aimed at increasing brand awareness, maintaining a consistent posting schedule, and driving traffic to the organization’s website.

Content Audit

Weaknesses

The main weaknesses of the Potter League’s social media strategy center around under-utilized platforms like TikTok, Twitter and YouTube, as well as a lack of video content overall. While the organization has an established presence on each of these sites, the posts are generally inconsistent and lack clear calls-to-action.

Audience Analysis

Opportunities

One of the biggest opportunities for the organization is to strategically incorporate short-form video content into the brand’s overall strategy. Since the TikTok algorithm allows content to be highly discoverable, this platform is a great opportunity for the Potter League to grow their reach beyond users who are already familiar with the organization.

As an animal shelter, the Potter League's primary target audience consists of those looking to adopt a pet. However, as a non-profit organization, two other audiences are also critical: volunteers and donors.

Download the proposal to see the full audience analysis and marketing personas.

Strengths

Throughout this analysis, it became clear that the Potter League’s primary focus is on Facebook and Instagram. Not only are these channels home to their biggest followings, but they also produce the highest engagement rates in terms of likes, comments and shares.

Campaign Strategy

For the Love of Pets

The theme of this campaign will capture the essence of the organization and its driving forces: For the love of pets. From the Potter League’s mission to the purpose that brings pet parents, volunteers, and donors to the shelter, it all comes down to a shared love of pets and the desire to make a better future for animals in need.

The social media platforms leveraged throughout this campaign align with the core target audiences identified for the Potter League and include Facebook, Instagram, and TikTok. Content should regularly highlight events and fundraisers, feature adoptable pet profiles, and showcase volunteer activities.