Ambient Advertising Campaign for PDSA Loughborough Charity Shop

Introduction to Problem

PDSA needs to find a method of communicating their shop location in order to increase footfall into the store during colder months of the year.

Define The Problem

Gaining the attention of the appropriate audience without disrupting the local environment, on a budget.

Then to direct the flow of our target audience into the shop.

Audience

Dog owners visiting the market

• Dog owners on a walk passing through the local town center area.

• Children

• General attention from animal friendly members of the public, and/ or anybody interested in second hand shopping, regardless of whether they have a dog or not.

Location

The edge of the pedestrian crossing, near Cattle Market, Loughborough, towards our charity shop.

Duration of Campaign

To run for 2-4 hours per day during peak times, when the cattle Market is taking place in Loughborough square.

Solution

To have two members of the PDSA volunteer team, one stood at the edge of the market, holding a sign stating "PDSA charity shop this way".

Said volunteer is also accompanied with a bucket of grain free dog biscuits.

Then to repeat this at the entrance of the shop floor, this time, the volunteer is holding a 'Welcome' sign, accompanied with another bucket of dog biscuits treats, as if to say, 'thank you for following the initial direction, here is a biscuit for your dog - welcome into our furry world'.

To accompany the two static volunteers, with signs and dog biscuits, we also print pictures of dog bones, have them laminated and tape them temporarily, onto the pavement floor (or on any nearby flat surface like a pole, wall, sign) to guide our dog owning & loving target audience, from the market, to our charity shop. We then remove the bones, after every session.

Materials list

• A4 Printed dog bones, cut out. Number of bones required to cover the surface area

• High quality Polly pockets for folders, to put the printed bones in.

• Two medium/large industry standard strength buckets with carry handles.

• Grain free dog biscuits boxes x6

• Wooden stick or pole x2

• Large A2 card x2

• A pack of thick permanent markers (Multi-coloured).

• Blue tack

• Industrial strength sellotape.

Man Labor

Two volunteers on the campaign, outside, at any given time.

One positioned near the Cattle Market.

One positioned at the entrance of the charity shop