Digital Media Plan
Digital Media PlanThe Digital Content Plan is two separate campaigns for Twitter and Facebook.The purpose of the campaign on Facebook is for current and new donors to getthe opportunity to meet the animals or “models” for “Strut for a Cause.” EveryMonday for 15 weeks leading up to the event, #MMM will introduce two animals.The post will feature their picture along with their likes and dislike so ourfollowers begin to feel a connection even prior to meeting the animals at theevent. The Twitter campaign will begin the first day of August. As a count downto the event, YWAC will post different items the shelter locations are in need ofand the first follower to bring that item to each of the locations will receive twofree tickets to the event. This will total 48 free tickets that are not included in the500 that are sold. The schedule for the post and examples are as follow:DateFacebookDateTwitterMay 25Today kicks off ourMay 25#MMM (Meet the ModelsMonday). First, meet MissSadie. She is a sassy, 1.5year old Hound mix thatlove Pup-Peroni treats buthates long walks. Oursecond model of the dayis Timpo. She is a 2-yearold domestic shorthairmix. She loves to keepher teddy right by herside. Next Monday, meettwo more of our models.Multi-media: a picture ofSadie and Timpo17Upcoming Event Alert. “Strutfor a Cause” shows whatYWAC pets can do on thecatwalk. Check out the detailsat seMulti-media: the eventinvitation picture
June 1#MMM, Meet Luke. He isa studly 1-year-oldHound/Terrier/Pit mix. Heloves playing fetch butdoesn’t take baths easily.Our second model hashops. Meet Mr. Telsa. Heis a 5-year-old RexAmerican bunny.Mutli-Media: a picture ofTelsa and Luke#MMM Meet Leo. He is a2-year-old DomesticMedium-hair mix. Heloves long naps in his catcastle. Next, Mr. Carson.He is a 2.5-year-oldHound Boxer. He loves tojump and play.June 8June 15Multi-media: a picture ofCarson and Leo#MMM Apollo is a feistyfeline. She is a 3-year-oldDomestic shorthair mixthat loves her catnip.Salvador is a suave 1year-old Domesticlonghair mix. He loves toplay with dogs.June 8Check out our Facebook pageand meet our models everyMonday. #MMMwww.facebook.com/knoxpetsMulti-Media: a picture of two ofour modelsJuly 6Tickets for #strutforacause arenow available to the public.Visit any YWAC location orwww.youngwilliam.org/strutforacause to get yourtickets.Aug. 25Starting on Sept. 1, YWAC ishosting a contest for itsfollowers. Each day we willpost an item the YWAC needsand the first person to bring itto each of our shelters willreceive 2 free tickets to#strutforacause.Sept. 1Today’s item is PAPERTOWELS. Be the first to getthem to our locations and twofree tickets are yours.#strutforacauseMulti-media: a picture ofApollo and SalvadorJune 22#MMM Lady Andie andMiss Hiccup. Andie is a2-year-old SchnauserTerrier mix that loves toswim. Miss Hiccup is a 4month old Lab Hound mixthat love her squeakytoys, hence the name.18
Multi-media: a picture ofAndie and HiccupJune 29#MMM. An unlikely pair.Jessup is a 1-year-oldDomestic shorthair mix.He loves to play with oursecond model, Bunbun.Bunbun hops around andJessup loves to chase.BunBun is a 2-year-oldAmerican bunny.Sept. 2Today’s item is LIQUID HEDETERGENT. Be the first toget them to our locations andtwo free tickets are yours.#strutforacauseMulti-media: a picture ofJessup and Bunbun#MMM Meet Petunia. She Sept. 3is a 2-year-old Domesticshorthair mix that lovesher bath time. Next, meetOtto. He is a too cool forschool Coonhound mix.This 1-year-old is a lazyprotector.July 6Day 3. Today’s item isPUPPY PEE PADS. Be thefirst to get them to ourlocations and two free ticketsare yours. #strutforacauseMulti-media: a picture ofPetunia and Otto#MMM: Meet sweet Luna. Sept. 4She is a 2-year-old TerrierPit-bull mix that loves tosnuggle. On the flipside isCheddar. He is a 2-yearold Domestic shorthairthat always wants to dohis own thing.July 13Multi-media: a picture ofLuna and Cheddar#MMM: Today is a duo.Meet Pretty Boy andPretty girl. These two areinseparable. They are 2years-old. Pretty Boy is aDomestic short-hair mixand Pretty Girl is aDomestic longhair mix.July 20Y’all are doing great. Keep itup. Today’s item is Germ-X.Be the first to get them to ourlocations and two free ticketsare yours. #strutforacauseSept. 5Today’s item is DISPOSABLE,POWDERLESS LATEXGLOVES. Be the first to getthem to our locations and twofree tickets are yours.#strutforacause19
Multi-media: a picture ofPretty Boy and Pretty Girl#MMM: We got someSept. 6babes. Meet Elmer. He isa 6-month-old Hound mixand he loves to dig. Next,Miss Lacey is a 1-year-oldDomestic shorthair mix.She loves to exploreoutside.July 27Multi-media: a picture ofElmer and Lacey#MMM: Oh Tigger. This6-year-old shorthairChihuahua mix LOVES toeat. Meet Louie. He is a2-year-old Domesticlonghair mix that has alittle bit of an attitude.Aug. 2Aug. 10Aug. 17Multi-media: a picture ofTigger and LouieThis #MMM is special.We have a brother andsister Lab Retriever mixpair. Meet Sidney andSerena. These two loveplaying together and wehave a hard time keepingthem apart.Multi-media: a picture ofSidney and Serena#MMM: Ira is a 7-monthold Domestic shorthairmix. She loves to be thebaby. Now check outBrownie. He is a 4-yearold Shepherd Rottweilermix. If you want a man’sman dog, this is it.Multi-media: a picture ofIra and BrownieHALFWAY THERE. Today’sitem is DRY DOG FOOD. Bethe first to get them to ourlocations and two free ticketsare yours. #strutforacauseSept. 7Today’s item is DRY CATFOOD. Be the first to get themto our locations and two freetickets are yours.#strutforacauseSept. 8Only a few days left. Today’sitem is TRASH BAGS. Be thefirst to get them to ourlocations and two free ticketsare yours. #strutforacauseSept. 9Only a few days left. Today’sitem is KLENEX TISSUES. Bethe first to get them to ourlocations and two free ticketsare yours. #strutforacause20
DateFacebook:DateTwitter Post:Aug.24#MMM: And Bingo is hisname-o. This loveable, 3year-old flat-coatRetriever mix loves toplay games. Especially,tricking Mr. Wiggles. He a1-year- old Domesticshorthair mix with a lot ofenergy.Sept. 10Only one day left. Today’sitem is MANILA FILEFOLDERS. Be the first to getthem to our locations and twofree tickets are yours.#strutforacauseAug.31Sept. 7Multi-media: a picture ofBingo and WigglesOUR LAST #MMM. TheSept. 11best for last. Meet Angel.She is a 10-year-oldSiberian Husky mix thatloves to run with a trainer.Next, Hunter. He is a 2year-old Bengal mix thatloves jumping at hisfeather toy.Multi-media: a picture ofAngel and HunterJust a few days left to getyour tickets for#strutforacause. Haveyou gotten your yet?Jump on over towww.youngwilliams.org/strutforacause and getthem now.Sept. 12Multi-media: the pictureof the invitation21Today is the LAST day.Today’s item is LAMINATINGSHEETS. Be the first to getthem to our locations and twofree tickets are yours.#strutforacauseToday’s the day. Make sure touse the #strutforacause. Thecutest picture of the night winsa spa day for your fury friend.
BiographyTarah Anderson is a Senior Account Executive at DVL Public Relations andAdvertising in Nashville, Tenn. She received her degree in communications,majoring in public relations and minoring in business from the University ofTennessee in Knoxville. After graduation, Anderson moved to Atlanta and spenttwo years working at ESPN. Two years later, she began working at DVL in herhometown as an account manager. Her favorite accounts to work on are thosethat challenge her writing and creative abilities. DVL promotes breakthroughthinking at their company. Once a year, they donate their time to a non-profitorganization that allows them to exercise their creativity.22
Play-Well Press ReleaseJan 28, 2015FOR IMMEDIATE RELEASEContact Information:Tarah Anderson, PR ll Company Voluntarily Recalls Battery-Operated VehiclePlay-Well Zoomers Seeks Answers to Fix Mechanical MalfunctionsKNOXVILLE, Tenn.– The Play-Well Company announces its voluntary recall onZoomers, including all two-battery models sold after November 2008 and someone-battery models. The battery-operated vehicle causes fires while in use andwhile not in use. Play-Well Company suggests immediate removal of the batteryto prevent further damages.Play-Well Company and the U.S. Consumer Product Safety Commission havereceived nearly 800 reports of the electrical malfunctions of the vehicles. Parentsand owners of the Zoomers have reported that these vehicles have caused burnsto children’s arms, legs and feet. 100 fires and 250,000 in damages have beenreported.There are dozens of models of the battery-operated vehicle. Play-Well and theCPSC are working closely to determine the defective models. Play-WellCompany instructs consumers to call 800-ZOOMERS or visit www.zoomers.comto find out if their model is included in the recall and to locate a service center intheir area. The service centers are installing new safety parts and performingsafety checks for free.“We are working closely with the CPSC to pinpoint the models affected in ourrecall. Our top priority is public safety and we want keep parents informed onwhat they should be doing to protect their children and themselves. Please referto the website or call the 800 number to determine if your model has beenaffected,” Michael Hayes, Vice President of Consumer Relations said.23
About Play-Well CompanyPlay-Well Company opened in 1940. Since, the company has become a leader inthe toy manufacturing industry. Play-Well Company produces a line of toys forchildren ranging from newborns, preschoolers and young children age 5 andolder. The products range from toys for the crib, toys for education and batteryoperated vehicles.###24
MEDIA ALERTJan. 25, 2014FOR IMMEDIATE RELEASEContact Information:Tarah Anderson, Media Relations615-830-6144tander39@vols.utk.eduCMA Songwriters Series Kicks Off New Season at Sundance Film FestivalCMA Songwriters Series returns for its 11th Season starting with filming duringThe Songwriter SpotlightNAHSVILLE, Tenn. – The 2015 CMA Songwriters Series begins its new seasonwith a Songwriter Spotlight at the Sundance Film Festival. The spotlight willrecognize special guests including Jessi Alexander, Kyle Jacobs, KelleyLovelace and Neil Thrasher.What: The CMA Songwriter Series captures the storytelling aspect ofsongwriting. Many songwriters share the memories behind the songs they write.Songwriters featured on this series write for artists such as Blake Shelton, TimMcGraw, and Lee Brice.When: The two performances will be hosted on Jan. 28, at 3:20 p.m. and Jan.29, at 4 p.m.Where: The Sundance ASCAP Music Café, Rich Haines Gallery, 751 MainStreet, Park City, UtahWho: The featured songwriters have made a name for themselves writing songsfor country music stars. Alexander has co-written songs for artists such as LeeBrice, Blake Shelton and Miley Cyrus, Jacobs is not only a songwriter but alsohas gained recognition for producing Brice’s song “Hard to Love”, Lovelace hasworked closely with Brad Paisley on several of his hit songs, and Thrasher hashad songs recorded by artists such as Reba, Jason Aldean, and Kenny Chesney.25
Why: CMA partners with ASCAP to bring the songwriters stories to life. Thisevent at the Sundance Film Festival focuses on the songwriter instead of theperformer. It brings music back to its roots by allowing those who wrote the songto share the meaning they had in mind when they wrote it.How: The event is not open to all festival attendants. You must have Sundancecredentials and be 21 years or older to attend. Ticket information can be found atsundance.org/festivals. Media is allowed access with their pass at the gate priorto doors opening to the public.Additional Information – Interview and photo opportunities with Alexander,Jacobs, Lovelace and Thrasher will directly follow the performances. Space islimited so please contact Media Relations Director, Tarah Anderson,tander39@vols.utk.edu, to guarantee your spot. This story creates a uniqueangel from the perspective of a songwriter that would be relevant to your countrymusic audience.About Country Music AssociationCMA is a leading organization within the country music and entertainmentindustry. The company strives to continue the traditions set in the roots of countrymusic while adapting to its changing environment. For more information, visitcmaworld.com.###26
second model of the day is Timpo. She is a 2-year-old domestic shorthair mix. She loves to keep her teddy right by her side. Next Monday, meet two more of our models. Multi-media: a picture of Sadie and Timpo May 25 Upcoming Event Alert. “Strut for a Cause” shows what YWAC pet
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