Final SNAP Deliverables

[Alexander Petrovic]

Laura/David,

Attached are the two final deliverables from our Capstone project as well as some MBA material we think might be helpful. 

A few things to note:

Social Media:

1. Recommend you dedicate 50% of someones time for the next 15 weeks (during implementation) and then dial it down to 25% in order to support the new social media model. Reevaluate the resource mix every 3-6 months and adjust as needed. If you're seeing a big ROI in social media then you can dial up resource dedication to 50% and if you're not seeing the value then you can course correct and lower the resource commitment to 15%. 
2. Be consistent across FB, Instagram, and Twitter
3. User the data capture tools to gather information and then present interesting facts so the community gets to know who SNAP is (people and pet stories)
4. There is always a reason to reach out to the community...just make sure it either enhances the brand or is a call to action
5. Great job changing the Instagram account name!

Branding

1. Logo designs are just sample for what the SNAP logo can be. Take away is creating a logo that can be stand alone and represents that SNAP is an organization that works with animals. Small touches like paw prints or collar bones can make a big impact.
2. The community needs to know that SNAP offers services to paying customer! No one in our entire MBA program was aware that SNAP has a pay-service model. Getting this out to the community will enhance the brand and improve fundraising.
3. Community groups are key. Use social media to create Houston community groups that will raise money to improve their community. Also, look at creating restaurant community groups in areas like Washington to reduce the number of stray animals that wander around their establishments. A good community group will work for SNAP by raising money and improving the brand at no cost to you! Have a community champion per group and then set up 6 month check points with all the community group champions to share best practices and foster a collaborative environment. 

Fundraising

1. Put a "$ goal thermometer" on the website and measure it monthly so you can have a social media "call to action" every month in order to reach your targets. This is a great reason to send out a social media message.
2. Same monthly goals for community groups (determine how you want to engage with community groups...create a FB page for them or have them use the SNAP page, etc.) You can have community group competitions that can be financial or to donate supplies to SNAP. It's all about making SNAP an interactive organization. 
3. Monthly goals for the Amazon wish list so you don't have a never ending wish list of suppliers. If your short 10 roles of paper towels send a social media message to reach your goal. 

I've attached a case from our MBA program about strategy (Are you sure you have strategy) that walks you through the "strategy diamond." We recommend you review this case to determine what your Brand and Fundraising strategies are. Determining what your strategy is can be more difficult than the actual implementation. 

Big takeaway is getting the community to know who SNAP is. A new logo can help but only if you package it with a strong social media push to get the word out! Think about what you want to do and how you want to do it before moving forward. SNAP is a great organization that is working towards a great cause and we want to thank you for giving us the opportunity to work with you!!!!!!

Regards,

University of Texas MBA TEAM SNAP