The Pawportunity for Love: KEERA PR Initiatives

Abstract

KEERA PR initiatives, a team of five students in Public Relations Campaigns class, partnered with Pawsitive Rescue Division to conduct a semester-long service-learning strategic communications campaign for the nonprofit dog rescue organization based in Connecticut and Tennessee. The team developed social media materials and recommendations, web site recommendations for increasing SEO, and promotion materials for four fundraising events and two dog adoption events. Success of the campaign will be measured by various social media and fundraising metrics followed by implementation of these strategies and tactics by Pawsitive Rescue Division