1. Carolina Tiger Rescue
Group 1: Danny Abrams, Jimmy Bitter, Alex Fulton, Sofia Milan, Emily
Petrucha, Taylor Robinette, Shand Thomas, and Avery Young

2. Brand Situation
10%
Differentiate Convert Donate

3. Gap Analysis Findings

4. Empathy Map:

5. Customer Journey
● Introduction
● Interaction
● Influence
● Intimacy

6. Loyalty Loop

7. Consumer Insight
People want
authentic and
exciting experiences

8. The Big Idea

9. TigerRescueCam.com

10. Social Media Recommendation
● Website promotion
cross-platform
● UGC
o #monthofmax

11. Campaign’s Continuation

12. Facebook

13. Google AdWords

14. Budget
● Owned Media: $4,525
o Tiger Cam
§ 5 GoPro Camera: $2,000
§ streaming services: $199/monthly
o Text Alerts: $125
§ special events
● Paid Media: $5,475
o Google AdWords: $3,650/year
o Facebook Ads: $1,825
● Earned Media: $0
o Likes, Shares, Word of Mouth
o Local News
$10,000

15. Measurement
● Donation comparison -
before, during, and
after campaign
● Click Through Rate
● Sentiment
● Email sign-ups on the
live cam website
● Text alert sign-ups on
the live cam site

16. Additional Recommendations

17. Thank You!