Naturally Greyhound

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Table of Contents Executive Summary………………………………………………………….......…..2

Research…………………………………………………………………........…..3-18

Situational Analysis……………………………………………………….......3-4

Organizational Analysis…………………………………………………........5-8

SWOT Matrix……………………………………………………………….......6

Publics/Stakeholders Analysis…………………………………………….....9-10

Primary Research……………………………………………………….......11-18

Strategy………………………………………………………………………......19-21

Goals and Objectives……………………………………….……………......…19

Strategic Plan……………………………………….……………….……....20-21

Programming…………………………………………..……..………………......22-62

Event Specifics………………………………..…………………………......22-28

News Media Mailing Lists…………………………………………….….....29-32

Event Calendars………………………………………………………...........33-36

Media Advisories…………………………………………………………….37-41

News Releases……………………………………………………………….42-46

Radio Public Service Announcements………………………………………47-49

Advertisements……………………………………………………………...50-54

Coloring Pages………………………………………………………………55-56

Direct Mailers……………………………………………………………….57-59

Facebook Mock-up……………………………………………………….….60-61

Event Ticket Giveaway…………………………………………………………62

Gantt Chart…………………………………………………………………....…63

Budget…………………………………………………………………….….64-70

Evaluation…………………………………............................................................71-72

Agency Profiles……………………………………………………….........................73

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Executive Summary

The National Greyhound Association (NGA) and the American Greyhound

Council (AGC) are currently facing issues with the greyhound racing industry. This

industry has seen an increasing decline in revenue and popularity over the last two

decades, causing many racetracks around the United States to voluntarily close their

doors forever.

The title of our campaign is “Naturally Greyhound,” and the message we want to

spread is that running comes naturally to greyhounds. With our campaign, we have

organized two events entitled ‘Grey Day’ that will be held during the months of April and

October in the year 2015. Both events will be held at a different race track in the United

States, and the purpose of them will be to give people the opportunity to experience the

sport of greyhound racing first-hand. Our focus will be to create a family-friendly

environment for those who attend the events so that people of all ages will be have the

opportunity to perceive greyhound racing in a positive way.

The goals of our campaign are to increase the reputation for high level of care for

the greyhounds in greyhound racing, to improve relationship between people who already

have an interest in dogs and their perception of the sport of greyhound racing during the

coming year, as well as to generate attendance at both of our ‘Grey Day’ events. Our

agency, It Works Communications, has devised a campaign to implement these goals and

create a positive reputation for this sport.

We will utilize social media, namely Facebook, to evaluate certain aspects of our

objectives. Through this we will measure the effect of action through social media via

Facebook page likes, as well as measure the effect of awareness by page views

throughout the year using Facebook analytics. In addition, we will also measure the effect

of action through event attendance at both ‘Grey Day’ events.

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Research Situational Analysis

Greyhound racing has seen an increasing decline in revenue and popularity over

the last two decades, causing many racetracks around the United States to voluntarily

close their doors forever. Questions surrounding the treatment of racing greyhounds, as

well as competition from other forms of gambling are only two of many factors which

have contributed to the decrease in popularity of the sport over the years. According to

the National Greyhound Association (NGA), only 22 racetracks exist in the United States

today – a significant decline from the 58 that once existed in the 1980s. In addition, the

number of fans has significantly decreased from 5,000-8,000 several years ago to only

around 500 today.

The National Greyhound Association (NGA) is a voluntary non-profit association

that exists as the sole registry for racing greyhounds in North America. Organized in

1906, the NGA is recognized as a clean, credible organization that functions through the

support of over 2,000 Greyhound owners and breeders whose prized greyhounds contend

at the racetracks. Additionally, all records are sustained at the headquarters in Abilene,

Kansas, and are listed as followed: breedings, individual registrations, litters whelped,

leases and transfers. The NGA’s main focus is geared toward the best interest of

greyhound racing, live racing, and the members of the organization. The NGA’s concise

and efficient registration system exists as an important asset to the various state racing

commissions, to the existing greyhound tracks in America, as well as to the 2,300

greyhound owners and breeders that use its services. Their rigid identification system has

played the key role in protecting greyhound racing from scandal and fraudulent practices.

The NGA is operated by and under the jurisdiction of the owners and breeders

themselves, thereby enabling the organization to function responsibly and actively.

The American Greyhound Council (AGC) is a non-profit corporation created in

1987. It exists as a joint effort between the NGA and the American Greyhound Track

Operators Association (AGTOA) in order to address animal welfare issues, as well as the

welfare of the racing greyhound. They work with breeders, tracks, adoption groups,

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regulators, elected officials and others to ensure the health and safety of greyhounds at

every stage of their lives. The AGC funds and manages a variety of greyhound welfare

programs, and it has been the driving force in improving the relationship and cooperation

between the industry, as well as the greyhound adoption community. In addition, its

efforts have led to much progress in the placement of retired greyhounds into homes as

pets.

The first greyhound racetrack opened in 1919 in Emeryville, California, paving

the way for the development of the greyhound racing industry in America. By the 1970s,

greyhound racing became prominent and was even considered to be the sixth largest

spectator sport in the country. The 1980s saw more expansion still; however, by the

1990s, the industry had peaked. This is when the lottery was starting to become legalized

in more states, and other forms of gambling entertainment, such as NASCAR and

casinos, were making their way into the picture, drawing more and more attention away

from the tracks. Animal rights issues were becoming a factor as well during this time and

contributed greatly to the decline in popularity. Today, the industry continues to face

these issues, but the negative affect of it has only magnified. Although the problems have

seemed to linger and persist for so many years now, those who continue to love the sport

are fighting a seemingly impossible and endless battle to keep it alive.

Over the past several years, the greyhound racing industry has seen and

experienced the pitfalls that can occur in the wake of unfortunate circumstances. While

racing greyhounds was once regarded as a fun, popular sport, it is now on the verge of

dying out completely. As animal rights groups began to make their way into the picture

and into the public eye, more and more people started to believe what they had to say

about the inhumanity in racing greyhounds for entertainment purposes. Not only is it

important for people to realize and understand the history behind this sport, but also the

joy that greyhounds find in simply running. Greyhounds love to run, and they are

competitive animals by instinct. Other than the mechanical lure, there is no stimulus in

racing. When the starting box opens, the animal’s natural instinct is to chase the lure and

try to reach it first.

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Organizational Analysis Strengths of the NGA include the organization’s high standard of promoting the

improvement and development of the greyhound. Their efforts in continuing the

advancement of the breed through regular maintenance of pedigree and stud-book

records, which have been documented since the 19th century, have proven to be a credible

strength for this organization. In addition, their extensive DNA program ensures proper

identification for the breeders, as well as for the industry. The NGA’s identification

system of tattooing the pups is a distinctive technique that sets them apart from other

registries. Tattooing has played an important role in supporting the sport’s remarkable

reputation as a commendable sport.

The primary weakness is that there is not enough profit generated to sustain the

industry. Currently, only four of the 22 existing racetracks attain any earnings. Since the

1990s, many racetracks have gone out business due to laws banning the racing of

greyhounds in different states. Today, only eight states allow greyhound racing. In

addition, lower attendance rates are due to the lack of awareness, particularly from

younger adults, females and families. If the NGA and the industry could connect more

with these different groups, then it would give them a better opportunity to thrive as a

business.

The NGA has the opportunity to create a campaign to educate all demographics

about the greyhound racing industry. Examples of this would include family fun events

involving education about the breed and close interaction between families by meeting

and greeting the greyhounds. Raffle drawings and animal product giveaways will also

help promote the business at the events. Overall, this can create an opportunity for a

stronger bond between the breed, industry and the public. The main point that the

organization and the NGA need to focus on is the awareness that the greyhound is born to

run and not forced to run.

About 75% of threats against the NGA are due to the industry’s competitors,

which include casinos, gaming, new entertainment and simulcasting. The other 25% of

threats stem from animal rights groups and organizations such as Citizens against

Greyhound Racing and Grey2k that continually attack the NGA and the sport of racing

greyhounds. These animal rights groups are a burden for the NGA in that they

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intentionally misinform the public that the industry is inhumane and cruel toward

greyhounds.

SWOT Matrix STRENGTHS

q High standards of development

q Regular maintenance of pedigree and stud-‐book records

q Extensive DNA program

q Tattooing supports credibility

WEAKNESSES

q Lack of greyhound racing awareness

q Lack of understanding how the registry works

q Not enough profit to support the industry, tracks keeps shutting down

OPPORTUNITIES

q Educate all demographics

q Create awareness that the breed is born to run not forced to run.

q Plan two large ‘Grey Day’ events

q Promote high standards of care

THREATS

q 25 % àAnimal rights groups o CAGR o GREY2K

q 75% à Competitors

o Casinos and gaming o New entertainment and simulcasting

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Over the years, the NGA has attained quite a bit of success in the industry.

Several awards were given to the best greyhounds in the 50 Years of All-American

Teams, Rural Rube and Flashy Sir. In addition, their ethical standards are highly regarded

because of their strict regulated guidelines over the entire industry. Any participant in the

industry who does anything illegal with greyhound care will be banned from the industry

for life, as will any others who do business with that participant.

The organization is structured by a nine-person board of directors elected by the

NGA membership from regional districts. Each of the nine districts is represented by a

board member, elected for a three-year term. Voting rights are restricted only to

members. The board of directors elects the association’s president and vice presidents for

a one-year term. There is a required application form and signature card, along with an

initial fee of $100 and annual dues of $70. Full registration is not required to use the

registry.

The external impediments for the organization come from a political and

economic standpoint. The opponents, or fanatics, will oppose and continually fight the

greyhound racing industry. This creates a problem for a family-friendly campaign

because the fanatics claim the sport is inhumane. Second, the setback of the economy

since 2007 has affected the track’s revenue. These factors have made it difficult for this

industry to grow, expand and be productive.

Supporters of the NGA include the American Greyhound Council (AGC) and the

American Greyhound Track Operators Association (AGTOA). The AGC ensures the

health and safety of greyhounds by working with breeders, tracks, adoption groups,

regulators and elected officials. The AGTOA monitors the racetracks, ensuring safety

when competing. The AGTOA and the NGA jointly created the Greyhound Hall of Fame

in 1963, a hall of fame about the breeds and people who have helped create the best

competitors. The NGA is also partnered with the National Animal Interest Alliance in

Portland, Oregon – an organization that fights battles with animal rights and animal

welfare issues worldwide.

The number of competitors against the greyhound racing industry has

increased significantly over the years. The main competition is the growth of different

kinds of gaming and gambling. Casinos created another form of gambling, which has

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affected the greyhound business. Gaming such as poker, blackjack, slot machines and the

lottery have become popular for public entertainment, and the expansion of technology

and home entertainment in new millennium has created a distraction from the sport as

well. “A sluggish American economy, social shifts, animal welfares issues and probably

a myriad of other factors and developments,” said Executive Director Gary Guccione in

regards to some of the factors that have substantially hurt the attendance rate at the

racetracks. Today, there may only be 300 to 500 people who attend the racetracks on a

weekend at a popular racetrack, and tracks that do not partner with casinos can produce

attendance rates of less than 100 people. Simulcasting generates lower attendance rates at

the tracks; however, it does not eliminate this sport altogether because the public is still

actively engaged in watching the greyhounds compete in other places.

Opponents of the NGA and the greyhound racing industry are the animal rights

groups. These include The Humane Society of the United States, American Society for

the Prevention of Animal Cruelty, Citizens Against Greyhound Racing, and Grey2K. The

two groups that attack the business and industry are Grey2K and CAGR. Grey2K is a

national, non-profit greyhound protection organization with more than 25,000 supporters

in all 50 states. This political organization opposes mainstream adoption efforts and

produces negative press toward live animal racing. CAGR is an all-volunteer, 501 (c) (3)

organization that works hard in its efforts to ban the greyhound racing industry

completely.

Currently, the majority of the general public is aware of the sport of

greyhound racing, but many of those same people may not understand how the industry is

operated. Greyhound racing has a negative reputation because opponents have claimed

that this industry and the people involved in it are part of an inhumane practice of animal

entertainment. Unfortunately, the general population is flooded with negative press about

this sport, and negative viewpoints are developed by both men and women of all ages,

causing organizations such as the NGA and the AGC to consistently defend the industry.

On the other hand, these organizations also highly support adoption agencies placing

retired racing greyhounds in permanent homes - a fact that has generated quite a bit of

positive press over the years. As a result, positive viewpoints have also been developed

throughout the general public in addition to the negative viewpoints that inevitably exist.

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Publics/Stakeholders Analysis

Customers The customers are all of the people who are affected by the racing system. The

NGA describes the attendees of greyhound races to typically be older males who have an

interest in the sport of greyhound racing or gambling. Those who are members of the

many greyhound associations are also customers of the racing infrastructure.

Producers Greyhound racing is a sport that has several aspects. From the breeders to the

track owners, the industry has many employees. There are breeders throughout the

country who own businesses that help raise and breed the athletes. There are also

businesses specifically created to lease the dogs to training facilities. Training facilities

hire staff to keep the greyhounds in the best care and to transport the dogs to the

racetracks. Trainers are also hired to prepare the greyhounds for the races. Track owners

have an official for races, as well as people who maintain the track and hold

administrative positions.

Outside of the immediate racing organizations, there are associations like the

NGA and the AGC that help maintain racing standards and employ people. There are also

various greyhound adoption groups that employ people to care for the dogs and help them

find a home when their racing career comes to an end.

Enablers The seven states that continue to legalize greyhound racing are no longer looking

for any opportunities for the sport to continue. The relationship with legislators is

important in order to maintain the ability for racing to continue. The regulatory bodies,

like the NGA, enable racing to proceed in a clean and fair manner. They enable safe

racing situations and a fair process of racing for the best interest of the sport, as well as

for the best interest of the dogs.

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Limiters The major limiters in the greyhound racing network include PETA, Grey2K,

ASPCA and the casino owners. The hostile forces to greyhound racing are the animal

rights activists groups. Their platforms focus on the confinement, injuries and animal care

of the greyhounds throughout their careers. Grey2K is the NGA’s largest opponent, and

they focus specifically on greyhound issues and controversies surrounding greyhound

racing. Grey2K uses all platforms of social media to reach their audience. Their Twitter

page @grey2kusa, for examples, has 33,900 followers. About 81% of their yearly budget

($328,976) is used on lobbying, research and public education. PETA and the ASPCA

follow similar platforms as Grey2K; however, they focus on all animal issues and not just

greyhound racing.

Owners of the racetracks are not massive supporters of the greyhound racing

series. Most racetracks need to have racing 220 days a year to keep the casinos operating.

They need the state governments to pass decoupling laws in order to separate the racing

and the casino business. By pushing for the decoupling, they are hindering the greyhound

business. The media is not a friend to the greyhound racing structure; most of the news

stories are op-eds from anti-racing organizations that do not support greyhound racing. “I

think it’s going to come to an end ultimately,” Danny Adkins, a senior executive of the

company that owns racing casinos said.” It just seems there is not much interest left”

(Washington Post).

@GREY2KUSA followers annalysis

Active Twitter Users

Inactive Twitter Users

Suspicious Twitter Accounts

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Primary Research There were 202 people who took part in this convenience survey. The survey

consisted of seven questions and related to pet ownership within the past three years,

feelings toward animal care, as well as feelings toward greyhound racing and animal

racing in general. We also garnered basic demographic information of each participant

through this survey, such as age and gender.

With the information from this survey, we gained a better understanding of how

some people in the area view greyhound racing and animal racing as a whole. We thought

it would be necessary to start the survey with a basic question by asking the participant if

they have owned a pet in the past three years. The results showed that 129 of the people

surveyed (64%) have owned a pet in the past three years and that 73 of them (36%) have

not owned a pet in the past three years.

Questions two through five were presented using a Likert Scale, with options

ranging from disagree, slightly disagree, neither agree nor disagree, slightly agree or

agree. The second question asked the participant about their level of support toward

animal care. Based on the results, only one participant (less than 1%) disagreed with the

statement that they support high standards in animal care, and three participants (1%)

slightly disagreed with the statement. Out of the 202 participants, 15 of them (7%) were

neutral about their support of animal care, and 68 participants (33%) slightly agreed with

the statement that they supported high animal care. Finally, 115 people (56%), the

majority of those surveyed, agreed that they supported high standards in animal care.

With the third question, each participant was asked about their feelings toward

animal racing using our Likert Scale. Forty-five of the participants (22%) said they

disagree with the statement that they support animal racing, and 40 participants (20%)

slightly disagree with the statement that they support animal racing. Fifty-seven

participants (28%) said they are neutral when it comes to supporting animal racing, and a

total of 46 people (23%) said they slightly agree with supporting animal racing. Only 14

participants (7%) agreed that they support animal racing.

The purpose of this campaign is to increase awareness of greyhound racing and

high level of care and treatment that the dogs receive, which is why we asked participants

about their opinion and support level on greyhound racing with our fourth question. Fifty-

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four of those surveyed (27%) said they disagree with greyhound racing and 42 of them

(21%) said they slightly disagree with it. A surprising number of 51 people (25%) neither

agree nor disagree with the statement. Forty-two participants (21%) only slightly agree,

and a low number of 12 people (6%) said they agree with greyhound racing.

The final question we asked the participants relating to greyhounds and animal

racing was whether or not they support gambling on greyhound racing. A total of 76 of

those surveyed (38%) said they do not support gambling on greyhounds, and 40 people

(20%) said they slightly disagree with gambling on greyhounds. In addition, 41 people

(20%) said they were neutral about their feelings toward gambling on greyhounds, and 36

people (18%) slightly agree. Only nine people (4%) said they agreed with the statement

that they support gambling on greyhounds.

For the last part of the survey, we wanted to know the demographics of those

surveyed. Out of the 202 people who participated, 102 were men and 100 were women.

Given that gambling is restricted only to those who are 21 or older, age was an important

aspect of our research. Our results showed that 127 surveyed were over the age of 21

(63% of participants), and 75 people were under the age of 21 (37% of participants).

Based on the results from the questions that were asked to participants, the

majority of people seem to disagree or slightly disagree with the support of animal and

greyhound racing and gambling on greyhounds. Out of the very few people who did

support greyhound racing, almost 70% were men. This shows us that men seem to have a

higher tolerance and support level of greyhounds taking part in racing. Additionally, out

of those who claimed to support gambling on greyhounds, 89% of them were also men.

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Primary Research (Graphs)

Support High Standards in Animal Care

Support Animal Racing

Support Greyhound

Racing

Support Gambling on Greyhounds

Agree 115 14 13 9

Slightly Agree 68 46 42 36

Neither Agree/Disagree

15 57 51 41

Slightly Disagree 3 40 42 40 Disagree 1 45 54 76

Have Owned a Pet Age Gender Yes 129 Over 21 127 Male 102

0%

10%

20%

30%

40%

50%

60%

Agree Slightly Agree Neutral Slightly Disagree Disagree

Survey Results of 202 people

Animal Care Support Animal Racing

Support Greyhoud Racing Support Gambling on Greyhounds

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*Note: Below is the survey that was used during the research process

Evaluate the following statements and circle best answer

Have you owned a pet in the past 3 years? Yes No

Disagree Slightly Disagree

Neither agree nor disagree

Slightly Agree Agree

I support high standards in animal care 1 2 3 4 5

I support animal racing 1 2 3 4 5

I support greyhound racing 1 2 3 4 5

I support gambling on greyhound races 1 2 3 4 5

Circle best answer

Age Above 21 Below 21

Gender Male Female Prefer not to answer

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Research Conclusion

In conclusion, based on research, our campaign is focused on educating people

with high standards in animal care in greyhound racing, because 91% percent of people

agree or slightly agree that they support high standards of animal care. Since, only 27%

of people agree or slightly support greyhound racing, the campaign focus will be shifted

away from the racing aspect and focus more on the athletes. The campaign targets areas

on the east coast with similar demographics as the Middle Tennessee area surveyed with

greyhound tracks.

The campaign’s target publics are the people aware of greyhound racing, active in

greyhound racing, and people who share an interest in dogs. The campaign will approach

the three publics with the same message through various channels.

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Strategy

Goals: 1. Increase reputation for high level of care for the greyhounds in greyhound racing.

2. Improve relationship between people who share an interest in dogs and their

perception of the sport of greyhound racing during the coming year.

3. Generate attendance at the two ‘Grey Day’ events in the months of April and

October.

Objectives: 1. To have an effect on awareness with apathetic publics; increase online awareness

of the American Greyhound Council’s high standards of care. This will be

obtained through social media via Facebook by receiving 5,000 page views on the

Naturally Greyhound Facebook page from January through December 2015.

2. To have an effect on behavior with aware publics; to increase membership in likes

through the Naturally Greyhound Facebook page. This will be obtained through

the process of liking the Facebook page to receive a plane ticket and hotel

package selected through a randomizer for the April and October ‘Grey Day’

event held at Derby Lane Greyhound Track and Southland Greyhound Park. The

goal is to gain 1,500 likes through the month of January and 1,500 likes through

the month of July.

3. To have an effect on achievement with latent publics; attract 750 attendees at the

‘Grey Day’ event held at Derby Lane Greyhound Track on Saturday, April 4. This

will be accomplished through strategic Facebook advertising, press releases,

direct mailers and by offering giveaways, live music and special guest Cesar

Millan.

4. To have an effect on achievement with latent publics; attract 750 attendees at the

‘Grey Day’ event held at Southland Park on Saturday, October 3. This will be

accomplished through strategic Facebook advertising, press releases, direct

mailers and by offering giveaways, live music and special guest Cesar Millan.

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Strategic Plan

Theme: Naturally Greyhound

Slogan: Born to run Key Message: Running comes naturally to greyhounds

Our agency, It Works Communications, has developed a plan of action that will

help our clients, the National Greyhound Association (NGA) and the American

Greyhound Council (AGC), create a comeback with greyhound racing. We will generate

positive publicity about the sport and inform the public about the high standards of care

the animals receive in this industry. Also, the positive publicity, stories of adoption,

Facebook and two major events.

First, we will connect with the public by announcing a contest through our

Facebook page, Naturally Greyhound, starting in January of 2015. On the Facebook page,

we will post positive “feel good” stories of successful, retired racing greyhounds that

were successfully adopted out into homes. We will also post testimonies about

greyhounds that have had great outcomes after their retired racing days. Our agency

wants the public to get involved with our social media so they will understand the

positive aspect of greyhounds involved with the racing industry and how they can,

indeed, adapt to home life after retirement. Additionally, we will send postcard invites

and direct mailers to our traditional media outlets to create awareness of our campaign.

It Works Communications is also planning two large events in hopes of

expressing the high standards of care for greyhounds, as well as giving people the

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opportunity to experience what greyhounds do best: run. Everyone attending the events

will see the greyhounds racing first-hand, and we hope they will gain a better

understanding of the sport as a result. We plan to have several activities and

entertainment options that will engage the crowd during the event.

Furthermore, speaker Cesar Millan will talk about greyhounds and the breed’s

natural desire to run. We hope that negative viewpoints will decrease if the crowd

understands the true nature of the greyhound – that they were born to run and not forced

to run. We will also provide a “meet and greet” with the greyhounds, and the public will

be able to gain a hands-on personal approach. Our plan with these events is to create

awareness about the sport and give people the opportunity to experience greyhound

racing.

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Programming Event Specifics

• Campaign’s Short slogan:

o Lightning Bolt’s slogan: “Born to Run.”

• Target Audience:

o Families and pet-owners

• What – Two events will be conducted in the campaign:

o The inaugural ‘Grey Day’ event will have a budget of $55,554.43.

This event will be held in the spring of 2015 in St. Petersburg,

Florida, and it will be considered as the large “kick-off” event.

o The second ‘Grey Day’ event will have a budget of $55,909.49

This will be held in the fall of 2015 in West Memphis, Arkansas,

and it will be considered as a large “follow-up” event.

• When:

o The inaugural ‘Grey Day’ event will be held on Saturday, April 4,

2015, in St. Petersburg, Florida.

• When:

o The second ‘Grey Day’ event will be held on Saturday, October 3,

2015, in West Memphis, Arkansas.

• Where:

o Derby Lane Greyhound Track

10490 N. Gandy Blvd.

St. Petersburg, Florida 33702

• Where:

o Southland Greyhound Park

1550 Ingram Blvd.

West Memphis, Arkansas 72301

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Why these event dates? After conducting research, the agency has scheduled the first inaugural ‘Grey

Day’ event for Saturday, April 4, 2015 because there are no other major or related events

in the St. Petersburg and Greater Tampa area. Through our research we found that there

will be a 2015 Spring Meet in Abilene, Kansas, but the NGA has not provided the

schedule yet. We do know, however, that the Spring Meet earlier this year was scheduled

for Sunday, April 13 through Saturday, April 26.

After conducting research, the agency has scheduled the first inaugural ‘Grey

Day’ event for Saturday, October 3, 2015, because there are no other major or related

events in the Memphis area. Through our research we found that there will be a 2015 Fall

Meet in Abilene, Kansas, but the NGA has not provided the schedule yet. We do know,

however, that the Fall Meet in 2014 was scheduled for Monday, October 13 through

Saturday, October 18.

Our agency will create two fun and interactive events that will be designed to

attract families and pet owners. These events will inform the public about the breed,

welfare and sport in a positive way. Both ‘Grey Day’ events are described in detail of

how our agency created each one. In addition, the agency has included all items, services

and permits in the budget.

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Details of Inaugural ‘Grey Day’ Event: Derby Lane Greyhound Track Date: Saturday, April 4, 2015

10490 N. Gandy Blvd. Time: 9 a.m. - 10 p.m.

St. Petersburg, Florida 33702

• Large “kick off” -- all day event.

• Featuring the NGA’s and the AGC’s spokes-dog, “Lightning Bolt.”

• “Lightning Bolt” will be the star mascot that interacts with the public.

• Special Guest/Speaker: National Geographic’s “The Dog Whisperer,” Cesar

Millan, will speak on behalf of the breed. Two sessions will be scheduled at 11

a.m. and 4 p.m.

• There will be a “meet and greet” with the greyhounds.

• There will be a raffle drawing for anyone who attends the event.

• The three winners of the raffle drawing will each receive a $1,500 Petco gift card.

• There will be live music during the event that will entertain all genres.

• Tampa’s 93.3 FLZ will attend the event. This station reaches out to the

Clearwater, Tampa Bay, and Tampa and St. Petersburg areas.

• There will be more than 20 vendors who will set up tents and sell a variety of

products including personalized dog tags, personalized dog bowls, dog apparel,

dog toys, jewelry, bags, blankets, picture frames and travel bags.

• There will be a printed schedule of the races.

• Catering service for lunch and dinner will be provided during the event.

• Adult food menu items will include fish fry, hushpuppies, beans, and cole slaw

• Kids food menu items will include corndogs, french fries and mac n’ cheese.

• Refreshments will include juice, lemonade, popsicles, shaved ice, sweet tea and

water.

• Promotional items will include cups, Frisbee discs, greyhound calendars, hats,

leashes and tote bags.

• The greyhound calendars will display important dates regarding the winners

honored in the Greyhound Hall of Fame Museum.

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• Activity books will include cute and funny pictures of greyhounds, a racetrack

maze and fun facts about the breed.

• Fact Example à Greyhounds are the second fastest land mammal in the world!

• An inflatable bounce house area will be provided for children ages 2-12.

• “The Creation Station” will include face painting, doggie design craft, sea shell

ring toss and balloon entertainer.

• Prizes for the sea shell ring toss will include greyhound calendars and t-shirts with

“Lightning Bolt’s” face and name on them.

• Neon colored glow sticks, necklaces and wristbands will be optional to purchase.

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Details of Second ‘Grey Day’ Event: Southland Greyhound Park Date: Saturday, October 3, 2015

1550 N. Ingram Blvd. Time: 9 a.m. - 10 p.m.


• Large all-day “follow up” event.

• Featuring the NGA’s and the AGC’s spokes-dog, “Lightning Bolt”

• “Lightning Bolt” will be the star mascot that interacts with the public.

• Special Guest/Speaker: National Geographic’s “The Dog Whisper” Cesar Millan

will speak on behalf of the breed. Two sessions scheduled as followed: 11 a.m.

and 4 p.m.

• There will be a “meet and greet” with the greyhounds.

• There will be a raffle drawing for anyone who attends the event.

• The three winners of the raffle drawing will each receive a $1,500 Petco gift card.

• There will be live music during the event that will entertain all genres.

• 107.5 WHBQ will attend the event. This station reaches out to the Memphis,

Tennessee and West Memphis, Arkansas.

• There will be more than 20 vendors who will set up tents and sell a variety of

products including personalized dog tags, personalized dog bowls, dog apparel,

dog toys, jewelry, bags, blankets, picture frames and travel bags.

• There will be printed schedules of the races.

• Catering service for lunch and dinner will be provided.

• Adult food menu items will include barbeque, beans, corn on the cob and potato

salad

• Kids food menu items will include chicken fingers, beans and franks and tater tots

• There will be a station that provides apple cider, caramel apples and doughnuts.

• Promotional items will include cups, Frisbee discs, greyhound calendars, hats,

leashes and tote bags.

• The greyhound calendars will display important dates regarding the winners

honored in the Greyhound Hall of Fame Museum.

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• Activity books will include fall-themed pictures of greyhounds in Halloween

costumes, a racetrack maze and fun facts about the breed.

• Fact example à Greyhounds have the highest red blood cell count of any

other dog!

• An inflatable bounce house area will be provided for children ages 2-12.

• “The Creation Station” will include face painting, bobbing for apples, bean bag

toss and pumpkin bowling.

• Prizes for the pumpkin bowling will include greyhound calendars, t-shirts with

“Lightning Bolt’s” face and name on them.

• Neon colored glow sticks, necklaces and wristbands for the public will be

optional for purchase.

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The following will be applied toward both events: • Admission center or ticket booth

• Bathroom access for the public

• Emergency medical services provided

• Free parking

• Handicapped access

• Hand sanitizer stations for public

• Security for public safety

• Trash bins and removal service

Cleaning and Maintenance Plan:

The vendor will supply the following:

• Book toilet cleaners and extra paper if appropriate.

• Clean up venue and debris.

• Final check to meet satisfactory conditions after the events.

Permit Plan:

After conducting research regarding large events, we found that permits are required for

the following:

• Food permit

• Outdoor space permit

• Sales permit

• Sanitation permit

• Sound permit

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News Media Mailing List for St. Petersburg, Florida

1. The Tampa Bay Times • Editor: Neil Brown • Email: [email protected] • Events Marketing Manager: Dave LaBell • Email: [email protected] • Phone: (727) 893-1111 Fax: (812) 325-6080 • Snail Mail Address: 490 First Avenue North St. Petersburg, Florida 33701 • Website: www.tampabay.com • Social Media: www.facebook.com/tampabaycom

2. Tampa Bay 93.3 FLZ • Program Director: Tommy Chuck • Email: [email protected] • Production Director: Brian Fink • Email: [email protected] • Phone: (813) 832-1000 Fax: (813) 832-1090 • Snail Mail Address: 4002 West Gandy Blvd, Tampa, Florida 33611 • Website: www.933flz.com • Social Media: www.facebook.com/933FLZ

3. Clearwater Gazette • Editor: Jane Bongo • Email: [email protected] • Advertising Manager: Laura Yeager • Email: [email protected] • Phone: (727) 446-6723 Fax: (727) 461-5659 • Snail Mail Address: 2401 W Bay Dr. #125, Largo, FL 33770 • Website: www.clearwatergazette.com • Social Media: www.facebook.com/pages/Clearwater-Gazette

4. Jacksonville 95.1 WAPE • Program Director: Todd Shannon

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• Email: [email protected] • Events Director: David Ratz • Email: [email protected] • Phone: (904) 245-8500 Fax: (904) 245-8501 • Snail Mail Address: 8000 Belfort Parkway Suite 100 Jacksonville, Florida 32256 • Website: www.wape.com • Social Media: www.facebook.com/951wape

5. Miami Herald • Executive Editor: Aminda Marqués Gonzalez • Email: [email protected] • Managing Editor: Rick Hirsch • Email: [email protected] • Phone: (305) 376-2820 Fax: (305) 376-5287 • Snail Mail Address: 3511 NW 91 Ave., Miami, FL 33172 • Website: www.miamiherald.com • Social Media: www.facebook.com/pages/Miami-Herald/38925837299

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News Media Mailing List for West Memphis, Arkansas

1. The Memphis Daily News • Executive Editor: James Overstreet • Email: [email protected] • Managing Editor: Lance Allan Wiedower • Email: [email protected] • Phone: (901) 523-1561 Fax: (901) 526-5813 • Snail Mail Address: 193 Jefferson Ave. Memphis, TN 38103 • Website: www.memphisdailynews.com • Social Media: www.facebook.com/MemphisDailyNews

2. Memphis 89.9 WEVL FM • Program Director: Brain Craig • Email: [email protected] • Station Manager: Judy Dorsey • Email: [email protected] • Phone: (901) 528-0560 Fax: (901) 528-0561 • Snail Mail Address: P.O. Box 40952 Memphis, TN 38174 • Website: www.wevl.org • Social Media: www.facebook.com/pages/WEVL-FM-899/45758539345

3. The Commercial Appeal • Managing Editor: Mark Russell • Email: [email protected] • Entertainment Editor: Chris Herrington • Email: [email protected] • Phone: (901) 529-2345 Fax: (901) 529-5833 • Snail Mail Address: 495 Union Avenue Memphis, Tennessee 38103 • Website: www.commercialappeal.com • Social Media: www.facebook.com/commercialappeal

4. The Jackson Sun • Executive Editor: Steve Coffman • Email: [email protected]

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• Editor: Amy McDaniel • Email: [email protected] • Phone: (731) 427-3333 Fax: (731) 425-9604 • Snail Mail Address: 245 W. Lafayette St. Jackson, TN 38301. • Website: www.jacksonsun.com • Social Media: www.facebook.com/JacksonSun?rf=149858395040731

5. Nashville 107.5 The River • Program Director: John Mayer • Email: [email protected] • Promotions Manager: Emily Berrman • Email: [email protected] • Phone: (615) 664-2400 Fax: (615) 664-2402 • Snail Mail Address: 55 Music Square West, Nashville 37203 • Website: www.1075theriver.com • Social Media: www.facebook.com/1075TheRiverNashville

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Events Calendar

Contact: It Works Communications FOR IMMEDIATE RELEASE

(615) 953-7572

Email: [email protected]

Speaker Cesar Millan will attend the first inaugural ‘Grey Day’ event at the Derby Lane

Greyhound Track on Saturday, April 4, 2015. It will feature a “meet and greet” with the

greyhounds themselves, races throughout the day, a children’s area, vendors, food and

free parking.

Raffle: 9 a.m. Speaker: 11a.m. and 4 p.m. Event: 9 a.m. – 10 p.m.

10490 N. Gandy Blvd.

St. Petersburg, Fla. 33702

ST. PETERSBURG, Fla (April 2015) – The first inaugural “Grey Day” event by

the National Greyhound Association and the American Greyhound Council will bring

the best greyhounds to the track on Saturday, April 4 at the Derby Lane Greyhound

Track. The event will start with a raffle drawing at 9 a.m., and three winners will receive

a $1,500 Petco gift card each. Speaker Cesar Millan will present on behalf of the breed at

11 a.m. and again at 4 p.m. There will be a “meet and greet” with the greyhounds, and

races will occur throughout the day. All proceeds for the raffle drawing will go to

Greyhound Pets of America.

(more)

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The event will occur from 9 a.m. until 10 p.m. Admission is $15 for adults and

$5.00 for children ages 12 and under. For more information about ‘Grey Day,’ visit us on

our Facebook page at www.facebook.com/NaturallyGreyhound.

###

The National Greyhound Association (NGA) is a voluntary non-profit association that registers greyhound. The American Greyhound Council (AGC) funds and manages the greyhound welfare and adoption programs in the racing community by placing greyhounds into permanent homes.

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Events Calendar


(615) 953-7572


Speaker Cesar Millan will attend the first inaugural ‘Grey Day’ event at Southland Park

on Saturday, Oct.3, 2015. It will feature a “meet and greet” with the greyhounds

themselves, races throughout the day, a children’s area, vendors, food and free parking.

Raffle: 9 a.m. Speaker: 11a.m. and 4 p.m. Event: 9 a.m. – 10 p.m.

1550 N. Ingram Blvd.


WEST MEMPHIS, Ark. (September 2015) – The first inaugural “Grey Day”

event by the National Greyhound Association and the American Greyhound Council will

bring the best greyhounds to the track on Saturday, Oct. 3 at Southland Park. The event

will start with a raffle drawing at 9 a.m., and three winners will receive a $1,500 Petco

gift card each. Speaker Cesar Millan will present on behalf of the breed at 11 a.m. and

again at 4 p.m. There will be a “meet and greet” with the greyhounds, and races will

occur throughout the day. All proceeds for the raffle drawing will go to Greyhound Pets

of America.

(more)

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The event will occur from 9 a.m. until 10 p.m. Admission is $15 for adults and

$5.00 for children ages 12 and under. For more information about ‘Grey Day,’ visit us on

our Facebook page at www.facebook.com/NaturallyGreyhound.

###


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Greyhound Informational Advertisement The point of view is from the greyhound’s perspective. We see a picture of a

greyhound running, and the message is from the dog’s point of view, “born to run.” At

the bottom of the advertisement there should be statistical information about greyhound

racing’s high standards of animal care and greyhound re-homing statistics. There will be

three different advertisements featuring different greyhounds. They should be optimized

for print and digital production. The ad campaign will be focused in areas where

greyhound racing takes place.

Channel: Media Advisory

Starting 2/16/15- 3/15/15 and 8/13/15- 9/13/15

Media advisories will be sent to news outlets on the media list prior to the press releases.

The goal alert the media about the ‘Grey Days’ and get the event on community

calendars.

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Media Advisory


(615) 953-7572


NEWS ADVISORY FOR APRIL 4, 9 A.M.-10 P.M.

The NGA and the AGC to host inaugural ‘Grey Day’ event

WHAT: ‘Grey Day’ – kick-off event WHY: To educate the public about the humane sport of greyhound racing and to

generate more interest of the sport among a younger crowd WHEN: April 4, 2015, 9 a.m. to 10 p.m. There will be a raffle drawing at 9 a.m. Cesar Millan will speak at 11 a.m. and again at 4 p.m. The Rollin’ River Band will begin playing at 10 a.m. WHERE: Derby Lane Greyhound Track 10490 N. Gandy Blvd.

St. Petersburg, Fla. 33702 WHO: The National Greyhound Association and the American Greyhound

Council will bring speaker Cesar Millan and The Rollin’ River Band

Photo opportunities with National Geographic’s “The Dog Whisperer,”

Cesar Millan, will be held at 1 p.m. and 6 p.m. Interview opportunities will start at 9 a.m.

and end promptly at 10:30 a.m. All proceeds for the raffle drawing will go to Greyhound

Pets of America.

(more)

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Admission for the event will be $15 for adults and $5 for children ages 12 and

under. Parking will be free. For more information about “Grey Day” visit us at

www.itworkscommunication.com or www.facebook.com/NaturallyGreyhound.

###


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Media Advisory


(615) 953-7572


NEWS ADVISORY FOR OCT. 3. 9 A.M.-10 P.M.

The NGA and the AGC to host second ‘Grey Day’ event

WHAT: First inaugural ‘Grey Day’ Event WHY: To educate the public about the humane sport, greyhound racing WHEN: Saturday, Oct. 3, 2015, 9 a.m. to 10 p.m. Cesar Millan will speak at 11 a.m. and again at 4 p.m. The Memphis Sound Band will begin playing at 10 a.m. WHERE: Southland Park

1550 N. Ingram Blvd. West Memphis, Ark. 72301 WHO: The National Greyhound Association and the American Greyhound Council will bring speaker Cesar Millan and The Memphis Sound Band.

Photo opportunities with National Geographic’s “The Dog Whisperer,”

Cesar Millan, will be held at 1 p.m. and 6 p.m. Interview opportunities will start at 9 a.m.

and end promptly at 10:30 a.m. All proceeds for the raffle drawing will go to Greyhound

Pets of America.

(more)

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Admission for the event will be $15 for adults and $5 for children ages 12 and

under. Parking will be free. For more information about “Grey Day,” visit us on our

Facebook page at www.facebook.com/NaturallyGreyhound.

###


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Channel: News Release

Starting 3/16/15- 4/3/15 and 9/14/15- 10/2/15

Press releases will be sent to news outlets on the media list prior to the event

weekends, along with the partnering radio public service announcements. The goal is to

get the event on community calendars, as well as press’ write ups about ‘Grey Day’

outside of the paid advertisements

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News Release

Contact: It Works Communications FOR IMMEDIATE RELEASE Phone: (615) 953-7572 March 1, 2015 Email: [email protected] www.facebook.com/NaturallyGreyhound

‘GREY DAY’ EVENT AT DERBY LANE GREYHOUND TRACK Watch live greyhound racing

ST. PETERSBURG, Fla. – The National Greyhound Association and the

American Greyhound Council will be hosting a large event at the Derby Lane Greyhound

Track in St. Petersburg. Those who attend the event will be able to experience first-hand

what greyhounds are naturally born to do – to run.

‘Grey Day’ will be held on Saturday, April 4, 2015, from 9 a.m. until 10 p.m.

Their goal with this event is to raise awareness of the sport and to educate the crowd on

the high standards of care for all racing greyhounds. The event will feature a wide range

of activities in a family-friendly environment, including a “meet and greet” with the

greyhounds, The Rollin’ River Band, booths and vendors, food, prizes, and multiple races

throughout the day. A raffle drawing will start when the gates open, and three lucky

winners will each receive a $1,500 Petco gift card.

Also at the event will be National Geographic’s “The Dog Whisperer,” Cesar

Millan, who will speak on behalf of the breed. Children of all ages will be able to enjoy a

(more)

43

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wide range of activities, such as an inflatable bounce house or “The Creation Station” –

which will include a balloon entertainer, doggie design craft, face painting and pumpkin

bowling.

All proceeds for the raffle drawing will go to Greyhound Pets of America.

Admission for the event will be $15 for adults and $5 for children ages 12 and under.

Parking will be free. The event will occur at the Derby Lane Greyhound Track at 10490

N. Gandy Blvd., St. Petersburg, Fla. 33702. For more information about “Grey Day,”

visit us on our Facebook page at www.facebook.com/NaturallyGreyhound.

###


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News Release

Contact: It Works Communications FOR IMMEDIATE RELEASE Phone: (615) 953-7572 September 1, 2015 Email: [email protected] www.facebook.com/NaturallyGreyhound

‘GREY DAY’ EVENT AT SOUTHLAND PARK

Watch live greyhound racing

WEST MEMPHIS, Ark. – The National Greyhound Association and American

Greyhound Council will be hosting a large event at Southland Park in West Memphis.

Those who attend the event will be able to experience first-hand what greyhounds are

naturally born to do – to run.

‘Grey Day’ will be held on Saturday, Oct. 3, 2015, from 9 a.m. until 10 p.m. Their

goal is to raise awareness of the sport and to educate the crowd on the high standards of

care for all racing greyhounds. The event will feature a wide range of activities in a

family-friendly environment, including a “meet and greet” with the greyhounds, The

Memphis Sound Band, booths and vendors, food, prizes, and multiple races throughout

the day. A raffle drawing will start when the gates open and three lucky winners will

receive a $1,500 Petco gift card each.

Also at the event will be National Geographic’s “The Dog Whisperer,” Cesar

Millan, who will speak on behalf of the breed. Children of all ages will be able to enjoy a

(more)

45

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wide range of activities, such as an inflatable bounce house or “The Creation Station”-

which will include a balloon entertainer, doggie design craft, face painting and pumpkin

bowling.

All proceeds for the raffle drawing will go to Greyhound Pets of America.

Admission for the event will be $15 for adults and $5 for children ages 12 and under.

Parking will be free. The event will occur at Southland Park at 1550 N. Ingram Blvd.,

West Memphis, Ark. 72301. For more information about “Grey Day”, visit us on our

Facebook page at www.facebook.com/NaturallyGreyhound.

### The National Greyhound Association (NGA) is a voluntary non-profit association that registers greyhound. The American Greyhound Council (AGC) funds and manages the greyhound welfare and adoption programs in the racing community by placing greyhounds into permanent homes.

46

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Greyhound Informational Advertisement

The point of view is from the greyhound’s perspective. We see a picture of a







Channel: Radio Public Service Announcement

Starting 3/16/15- 4/3/15 and 9/14/15- 10/2/15

Radio public service announcements should be played on radio stations in St.

Petersburg, Memphis and surrounding areas. The segments are 30 seconds and present

the ‘Grey Day’ event. Information about giveaways and the National Greyhound

Association and the American Greyhound Council will be included in the segments.

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RADIO PUBLIC SERVICE ANNOUNCEMENT Contact: It Works Communications FOR IMMEDIATE RELEASE

(615) 953-7572 March 1, 2015

Email: [email protected] Time: 30 seconds

THE NATIONAL GREYHOUND ASSOCIATION AND THE AMERICAN GREYHOUND COUNCIL TO HOST INAUGURAL ‘GREY DAY’ EVENT

The National Greyhound Association and the American Greyhound Council will

host an inaugural ‘Grey Day’ on April fourteenth - an all-day event filled with lots of fun

for the whole family. The event will begin at nine a.m. at the Derby Lane Greyhound

track in St. Petersburg and it will go on until ten p.m. The event will include a meet and

greet with the greyhounds, live music from The Rollin’ River Band, food, prizes, over

forty vendors and even a special guest appearance by National Geographic’s Cesar

Millan, who will be speaking at the event. And, of course, you will also be able to

experience the excitement of watching the greyhounds themselves as they race to the

finish line. Bring the whole family and join us on Saturday, April fourteenth, at the Derby

Lane Greyhound track in St. Petersburg. We will see you there!

###


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RADIO PUBLIC SERVICE ANNOUNCEMENT

Contact: It Works Communications FOR IMMEDIATE RELEASE (615) 953-7572 September 1, 2015 Email: [email protected] Time: 30 seconds

THE NATIONAL GREYHOUND ASSOCIATION AND THE AMERICAN GREYHOUND COUNCIL TO HOST SECOND ‘GREY DAY’ EVENT

On October third, there will be a second ‘Grey Day’ event at Southland Park that

will bring the best greyhounds to the track. The day will begin with a raffle drawing at

nine a.m. Three winners will receive a $1,500 Petco gift card each. Other event highlights

will include live music from The Memphis Sound Band, a meet and greet with the

greyhounds, and National Geographic’s Cesar Millan, who will be speaking at the event.

All proceeds will benefit the Greyhound Pets of America adoption agency. For more

ticket information, visit our Facebook page at W-W-W Dot Facebook Dot Com Slash

Naturally Greyhound.

### The National Greyhound Association (NGA) is a voluntary non-profit association that registers greyhound. The American Greyhound Council (AGC) funds and manages the greyhound welfare and adoption programs in the racing community by placing greyhounds into permanent homes.

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Channel: Newspaper Advertisements Starting 3/16/15- 4/3/15 and 9/14/15- 10/2/15

The advertisements are designed with the stock photos and are promoted in the

Tampa Bay Times, The Mid South Tribune and The Tennessean. The ads are going to be

run in color and in black and white in various sizes. They will run three weeks before the

event to inform people about the event and also to bring awareness to the dedication in

high standards of the sport.

Channel: Fliers Starting 3/16/15- 4/3/15 and 9/14/15- 10/2/15

Fliers and invitations will be put on community boards and places where pet

owners go in areas where the big events are being held. For kids, there will be a matching

activity/coloring page with a message about greyhounds and their natural ability to run. It

should be handed out during the events at the racetrack and other family events in

racetrack areas.

51

Channel: Facebook Advertisements Period: 1/1/15-12/31/15

Combined with print advertising in newspapers, the ad should be posted through a

campaign-specific Facebook page that has strategic advertisements for people located

near 10 key greyhound tracks across the country.

• Birmingham Race Course • Derby Lane

• Ebro Racetrack • Southland Park

• Mardi Gras Racetrack and Gaming Center • Valley Race Park

• Palm Beach Kennel Club • Phoenix Beach Kennel Club

• Naples Ft. Myers Greyhound • Dubuque Greyhound Park

The photos are stock photos purchased from Dreamstime.com. They are licensed to use for the project and ad mockups but not for the actual media campaign. The rights need to be repurchased to use for the media campaign and the advertisements.

57

Greyhound Informational Advertisement

The point of view is from the greyhound’s perspective. We see a picture of a







Channel: Direct Mailer

Starting 3/23/15 and 9/21/15

A postcard with the advertisements will be formatted as an invitation to the two

‘Grey Day’ events. The mailers will be sent through the United States Postal Service to

people in a 30-mile radius to the event site in order to encourage locals to attend and

enjoy the events. The mailers and the mailing list will be produced and purchased

through Vista Print.


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Social Media

Channel: Facebook

Starting 1/1/15- 12/31/15

We will create a Facebook page for this campaign rather than for the organizations

involved, and the page should exist only to promote a positive message toward

greyhound racing. The focus is to promote “feel-good” stories to people who are not

interested in the politics of the sport. It should not be a platform to combat anti-

greyhound racing organizations. The main message of the campaign is to highlight the

positive aspects of the sport and education. Presentation and positivity are the key

messages of the page. We suggest that an intern run the Facebook page with supervision

from the organizations in order to maintain costs.

Suggested posting items include:

• Highlight greyhound athlete to adoption stories.

• Highlight important races.

• Highlight info graphics and pictures focusing on greyhound care and quality of life.

• Highlight people for their positive involvement in the greyhound community.

• Promote the opening and closing event.

• Prompt event ticket giveaway.


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Social Media

Event ticket giveaway Channel: Facebook Starting 1/2/15- 1/30/15 and 7/1/15 - 7/31/15 The giveaway will be two roundtrip plane tickets and hotel package to St.

Petersburg and two roundtrip plane tickets to Memphis for the Grey Day events. They

will be drawn from a random selection of people who have “liked” the Facebook page.

The goal is to encourage supporters, attendees and people involved with greyhound

racing to “like” the page, at which point they will receive informational news on their

feed.

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BUDGET NGA’s Budget: High NGA’s Budget: Low Phase #1 Media Exposure Phase #1 Media Exposure Printing expenses: $3,250 Printing expenses: $3,000 Direct mailers: $2,500 Direct mailers: $ 2,200 Newspaper ads: $2,150 Newspaper ads: $1,800 Radio ads: $2,075 Radio ads: $1,925 Intern: $750 Intern: $500 Phase #2 Social Media Phase #2 Social Media Facebook ads: $1,500 Facebook ads: $1,200 Phase #3 ‘Grey Day’ Event Phase #3 ‘Grey Day’ Event Derby Lane: $54,304.43 Derby Lane: $47,868.79 Southland Park: $54,659.49 Southland Park: $ 47,938.79 Phase #4 Promotional Giveaways Phase #4 Promotional Giveaways Derby Lane event: $1,250 Derby Lane event: $1,000 Southland Park event: $1,250 Southland Park event: $1,000 Phase #5 Contest Phase #5 Contest Southwest Airlines both events: $550 Southwest Airlines both events: $450 Hilton Hotel St. Petersburg: $400 Hilton Hotel St. Petersburg: $200 Hilton Hotel in Memphis: $ 300 Hilton Hotel Memphis: $ 160 Total = $ 124,938.92 Total = $109,242.58

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Budget References

www.brunnerprinting.com/

www.southwest.com/

www3.hilton.com/en/hotels/florida/hilton-st-petersburg-carillon-

parkPIECAHF/index.html

www3.hilton.com/en/hotels/tennessee/hilton-memphis-MEMPHHF/index.html

www.mpmschoolsupplies.com/

www./herecomesfun.com/ger/space-walk-of-germantown

www.celebritytalentpromotions.com/speaker/cesar-millan.php

www.partyconnection.us/pricing/

www.smbystratos.com/professionaljanitorialservices

www.lincolncostumes.com/

www.partycity.com

www.petco.com

www.memphistn.gov/Home.aspx

www.elitedeals.com/car-mseries10x10.html

www.hogwildbbq.com/party-planning/service-rental-info/

www.amazon.com/PURELL-Space-Instant-Sanitizer-Dispenser/dp/B000OZ09SE

www.memphissound.com/memphis-bands/joyce-cobb/index.html

www.portapottypros.com/quote.php

www.midsouthsolutions.net/promotional-items.html

www.partycity.com/product/double+raffle+ticket+roll+1000ct.do

www.ebay.com/itm/like/110960435316?lpid=82

www.protechmemphis.com/services.php

www.memphissound.com/memphis-party-rental.html

www.businesslicenses.com/Licenses/List/AR/-Establishment-Permits-48679/

www.westmemphisutilities.com/city_clerk.htm

www.healthy.arkansas.gov/

www.celebritytalent.net/sampletalent/4534/cesar-millan/

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www.american-rentals.com/rental-equipment/ez-up-10-x-10-pop-up/524

www.weworkforfuntoo.com/Bounce.htm

www.rentallcity.com/event-rentals.asp

www.partycity.com/category/entertaining+serving.do

www.fancyfacepainting.com/pricing.html

www.costowl.com/rental/rental-portable-toilets.html

www.google.com/search?q=hand+sanitizer&biw=1366&bih=657&tbm=shop&source=ln

ms&sa=X&ei=kHtKVPnlIoeYyQS2rYDoAQ&ved=0CAkQ_AUoAg

www.smallbusiness.costhelper.com/security-guard.html

www.raffleticket.com/raffle-resources-by-state.htm

www.captainboom.com/fireworks-faq.php#cost

www.customink.com/promo/custom-promotional-products

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Derby Lane Budget NGA’s Budget: High NGA’s Budget: Low Activity books-250: $372.50 Activity books-150: $223.50

Balloon entertainer: $350.00 Balloon entertainer: $ 275.00

Bounce houses- 2: $600.00 Bounce houses-1: $300.00

Cesar Millan: $32,000.00 Cesar Millan: $30,000.00

500 chairs and tables: $2,500.00 250 chairs and tables: $1,750.00

Clean up: $525.00 Clean up: $400.00

Costume rental: $300.00 Costume rental: $225.00

Cups, napkins, plates: $.575.00 Cups, napkins, plates: $400.00

EMS: $700.00 EMS: $ 500.00

EZ UPS-20: $1,535.94 EZ UPS -10: $ 924.00

Face painting: $265.00 Face painting: $145.00 Food: $6,000.00 Food: $5,500.00 Game supplies/glow sticks: $400.00 Game supplies/glow sticks: $325.00 Hand dispenser-12: $230.00 Hand dispenser-8: $115.00 Live band: $1,750.00 Live band $1,250.00 Petco gift card (3): $4,500.00 Petco gift card (3): $4,500.00 Porta Potty-15: $930.00 Porta Potty-10: $530.00

Promotional products: $1,250.00 Promotional products: $, 1,000.00

Security: $485.00 Security: $285.00

Raffle tickets-1,000: $9.99 Raffle tickets-1,000: $5.29

Ticket booth: $130.00 Ticket booth: $70.00

Food permit: $91.00 Food permit: $91.00

Sound permit: $55.00 Sound permit: $55.00

Total =$ 55,554.43 Total = $ 48,868.79

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Budget References Derby Lane

www.american-rentals.com/rental-equipment/ez-up-10-x-10-pop-up/524

www.weworkforfuntoo.com/Bounce.htm

www.rentallcity.com/event-rentals.asp

www.partycity.com/category/entertaining+serving.do

www.fancyfacepainting.com/pricing.html

www.costowl.com/rental/rental-portable-toilets.html

www.google.com/search?q=hand+sanitizer&biw=1366&bih=657&tbm=shop&source=ln

ms&sa=X&ei=kHtKVPnlIoeYyQS2rYDoAQ&ved=0CAkQ_AUoAg

www.smallbusiness.costhelper.com/security-guard.html

www.raffleticket.com/raffle-resources-by-state.htm

www.captainboom.com/fireworks-faq.php#cost

www.customink.com/promo/custom-promotional-products

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Southland Park Budget

NGA’s Budget: High NGA’s Budget: Low Activity books-250: $372.50 Activity books-150: $223.50

Balloon entertainer: $400.00 Balloon entertainer: $ 200.00

Bounce houses- 2: $500.00 Bounce houses-1: $250.00

Cesar Millan: $32,000.00 Cesar Millan: $30,000.00

500 chairs and tables: $2,500.00 250 chairs and tables: $1,500.00

Clean up: $500.00 Clean up: $375.00

Costume rental: $300.00 Costume rental: $225.00

Cups, napkins, plates: $500.00 Cups, napkins, plates: $350.00

EMS: $750.00 EMS: $ 600.00

EZ UPS-20: $2,320.00 EZ UPS -10: $ 1,160.00

Face painting: $145.00 Face painting: $280.00 Food: $5,000.00 Food: $4,500.00 Game supplies/glow sticks: $300.00 Game supplies/glow sticks: $200.00 Hand dispenser-12: $117.00 Hand dispenser-8: $78.00 Memphis Sound Band: $ 1,500.00 Memphis Sound Band $ 1,000.00 Petco gift card (3): $4,500.00 Petco gift card (3): $4,500.00 Porta Potty-15: $2,050.00 Porta Potty-10: $1,750.00

Promotional products: $1,250.00 Promotional products: $1,000.00

Pro-tech Security: $650.00 Pro-tech Security: $550.00

Raffle tickets-1,000: $9.99 Raffle tickets: $ 5.29

Ticket booth: $175.00 Ticket booth: $125.00

Food permit: $45.00 Food permit: $45.00

Sanitation permit: $25.00 Sanitation permit: $ 25.00

Total = $ 55,909.49 Total = $ 48,938.79

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Budget References for Southland Park

www.mpmschoolsupplies.com/ www.herecomesfun.com/ger/space-walk-of-germantown

www.celebritytalent.net/sampletalent/4534/cesar-millan/

www.partyconnection.us/pricing/

www.smbystratos.com/professionaljanitorialservices

www.lincolncostumes.com/

www.partycity.com

www.memphistn.gov/Home.aspx

www.elitedeals.com/car-mseries10x10.html

www.hogwildbbq.com/party-planning/service-rental-info/

www.amazon.com/PURELL-Space-Instant-Sanitizer-Dispenser/dp/B000OZ09SE

www.memphissound.com/memphis-bands/joyce-cobb/index.html

www.portapottypros.com/quote.php www.midsouthsolutions.net/promotional-items.html

www.partycity.com/product/double+raffle+ticket+roll+1000ct.do

www.petco.com

www.ebay.com/itm/like/110960435316?lpid=82

www.protechmemphis.com/services.php

www.memphissound.com/memphis-party-rental.html

www.businesslicenses.com/Licenses/List/AR/-Establishment-Permits-48679/

www.westmemphisutilities.com/city_clerk.htm

www.healthy.arkansas.gov/

www3.hilton.com/en/hotels/tennessee/hilton-memphis-MEMPHHF/index.html

www.southwest.com

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Evaluation Goals

• Increase awareness of the high level of care for the greyhounds in greyhound racing.

• Improve communications and relationships with the publics during the coming year.

• To increase attendance at the two events in the months of April and October.

Objectives and Evaluations To have an effect on awareness with apathetic publics; increase online awareness of the

American Greyhound Council’s high standards of care. This will be obtained through

social media via Facebook by receiving 5,000 page views on the Naturally Greyhound

Facebook page from January through December 2015.

• Measure the effect on awareness by page views throughout the year

using Facebook analytics and page interactions such as page likes, post likes, comments and shares.

To have an effect on behavior with aware publics; to increase membership in likes

through the Naturally Greyhound Facebook page. This will be obtained through the

process of liking the Facebook page to receive a plane ticket and hotel package selected

through a randomizer for the April and October ‘Grey Day’ event held at Derby Lane

Greyhound Track and Southland Greyhound Park. The goal is to gain 1,500 likes through

the month of January and 1,500 likes through the month of July.

• Measure the effect of action through social media via Facebook page

likes.

To have an effect on achievement with latent publics; attract 750 attendees at the ‘Grey

Day’ event held at Derby Lane Greyhound Track on Saturday, April 4. This will be

accomplished through strategic Facebook advertising, press releases, direct mailers and

by offering giveaways, live music and special guest Cesar Millan.

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• Measure the effect of action through event attendance. This will measure the total count of ticket sales generated at the event.

To have an effect on achievement with latent publics; attract 750 attendees at the ‘Grey

Day’ event held at Southland Park on Saturday, October 3. This will be accomplished

through strategic Facebook advertising, press releases, direct mailers and by offering

giveaways, live music and special guest Cesar Millan.

• Measure the effect of action through event attendance. This will be

measured by the total count of ticket sales generated at the event.

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Agency Profiles

Hello, my name is Aimee Bishop and I’m the Account Executive for our agency, It Works Communications. In summer of 2015, I will obtain my Bachelor of Science in Mass Communications with a concentration in Public Relations and a double minor in Business Marketing and Organizational Communications. Currently, my credentials are writing for the Faith Unity Street Paper to help the homeless and obtaining a co-host position for Health-Hope and Truth and Wellness with NeCat Productions. After graduation, I aspire to work with a production company or start an event planning business.

I’m Briana Dobler, I am in charge of design for our agency, It Works Communications. I graduate with my Bachelor of Science in Mass Communications with a concentration in Public Relations in December of 2014. Currently I do freelance design and Public Relations work while going to school fulltime and working as a manager in a retail store. My goal is to work together with a brand to create a cohesive image throughout all of their communications with the public.

My name is Ebru Akin and I am the editor for our agency, It Works Communications. I will graduate in May of 2015 with my Bachelor of Science in Mass Communications with a concentration in Public Relations, as well as a double minor in Business Communications and Organizational Communications. Currently, I work at Saint Thomas Hospital in Nashville, TN. After graduation, I want to travel to California and work for a PR agency.

I’m Rebecca Brock, I am in charge of primary research for our agency, It Works Communications. I will graduate with my Bachelors of Science in Mass Communications with a concentration in Public Relations, Recording Industry, in May of 2015. Currently, I am a full time student. After graduation, I plan on having a career in the Event Planning Business.

Naturally Greyhound

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