PAWS


Marketing Communications Intern

May 2019 - September 2019


My first internship, and a work environment that is yet to be paralleled by an other I have encounterd, my experience at PAWS surrounded me with a passionate team, perdominantly made up of women. I was brought on to assist with the promotion of PAWSwalk, one of the organization’s largest annual fundraisers. I created content under the persona of their Spokespup, in turn helping to promote PAWSwalk, in addition to partaking in marketing meetings, PAWSwalk planning meetings, and serving as the stage manager on the day of the walk.


 About the PAWS Brand

About the Brand

PAWS mission calls its volunteers and employees to help cats, dogs, and wild animals go home and thrive. With services ranging from rehabilitation of wildlife animals, to sheltering adoptabble pets, and educating the comunity PAWS continues to leave a lasting impact on the community around them.

My Role & Strategy

I knew that in order to create a connection with viewers that transended from social media into reality, I needed to get to know my subject, our Spokespup, Samson very well. Through interviews with his family, and anecdotes, I was able to showcase the personality of a very unique pup, in turn further fostering an emotional connection with our PAWSwalk participants.

 Social Media

My strategy relied heavily on the incorperation of diverse content including graphis, videos, and photos with storytelling that connected viewers in a way that led them to feel as though they were familiar with our Spokespup, and felt a pre-created draw to him when they attended PAWSwalk. Too, the use of these forms of content led to better storytelling of his experience, and a higher level of content overall. From this strategy, we found that more people continued to join in on following along with Samson’s story.

 Blog

Unfortunately, during a website remodel, the blog was removed from the website, so it’s contence are not currently viewable. However, the strategy behind the piece I wrote was to give viewers a longform insight into our Spokes Pup, Samson’s life, and formative experiences that shaped his personality, in turn providing insight into the value that adoption offers to animal’s lifes, and a representation of the struggle that puppy mill dogs endure.