National PTSD Service Association
Photo credit: Dolly Hiller
P.A.W.S. with NPSA Webinar
The National PTSD Service Association (NPSA) presented a 16-minute webinar on the Puppies Assisting Wounded Servicemembers (P.A.W.S.) Act of 2019. The President of the National PTSD Service Association, Sandra LaFlamme, joined webinar host Dolly Hiller for a lively discussion on the P.A.W.S. Act of 2019
Video News Release
A Haus Brezel Field Training presentation was the site where the above B-roll was videotaped.
There are 20 different shots of B-roll video, including four 30-60 second sound bites, two each from two different interviewees.
:30 Recorded PSAs aired on iHeartRadio stations: WCTQ, WTZB, WDIZ, WSRZ, and WSDV from February 23-27, 2021 in Sarasota, FL.
Total PSAs: 102
Total Impressions: 180,819
Webinar Smore Flyer
The infographics are from a Market Research and Consumer Analysis completed for the National PTSD Service Association.
Providing highly skilled service dogs for qualified veterans with PTSD is an appreciated service for these veterans living in southwest Florida, from Hillsborough County to Charlotte County. The National PTSD Service Association provides dog trainers that match the veteran with a service dog, so they are a perfect fit. The client has an outstanding reputation in the industry as well as the veteran population they serve. The social media campaign’s content will use messaging and images reflecting the client’s strengths. Social media outreach will include Facebook, Instagram, and Twitter.
The client will have an opportunity to provide services to an underserved population of veterans with PTSD in southwest Florida needing a service dog. The National PTSD Service Association will be better positioned to receive grants and financial donations. The client will be able to continue their mission of helping with PTSD by offering grants and financial assistance to qualified veterans. The campaign will leverage these opportunities as the driving force to implement an effective social media campaign that will reach the target market by increasing fans and followers.
The client lacks brand awareness within the target market and general population. The National PTSD Service Association has only used Facebook and flyer distribution at various Starbuck coffee shop locations throughout southwest Florida. The client has never had an in-house public relations practitioner or public relations strategy to implement a brand awareness campaign. Plus, the organization’s founders have self-funded the National PTSD Service Association with limited donations from Wal-Mart and Home Depot. The client will have access to a public relations practitioner through the capstone project and with the increase in brand exposure, which will increase veterans with PTSD participation. The campaign will address these weaknesses by including Instagram and Twitter in the social media campaign.
The client will not serve the veteran population in the southwest suffering from PTSD; this is a threat that will ultimately extinguish their mission, social media campaign, and organization. Financial donations and grants will be non-existent and one of their local competitors, Southeastern Guide Dogs will dominate the target market. The campaign will leverage these threats by adhering to the strategic public relations campaign. The threats will also act as an impetus to keep the client focused on the right direction, since the client could also have the inclination to serve a market outside of the target market
Connect with National PTSD Service Association
The National PTSD Service Association, Inc. is a nonprofit agency that provides service dogs by clinical referral at no cost to veterans and public safety personnel in need, empowering them to live fulfilled lives. With 22 suicides a day to post-traumatic stress disorder (PTSD), the National PTSD Service Association is providing a solution that works: highly trained service dogs for qualified veterans and first responders with PTSD. To learn more, visit https://www.nationalptsdserviceassociation.org.