Maryland SPCA
Project
Maryland SPCA
Role
Communication Consultant
Duration
8 weeks
A COMPREHENSIVE APPROACH TO COMMUNICAITON
INTRODUCTION
The Maryland SPCA is a non-profit that began over a hundred and fifty years ago after the civil war with a simple idea, “every animal deserves to be treated with compassion and care”. The first challenge they faced was a fight to protect Baltimore city’s workhorses from exhaustion and abuse. Today, the organization still operates out of Baltimore but has expanded to reach across the state to a variety of people and pets.
CHALLENGE
It all begins with an idea. Maryland SPCA needed to raise awareness of an issue, launch an event announcing a new program, and raise funds. I was tasked with coming up with a suite of potential communication products which included:
SOLUTION
I was able to provide a suite of products to address a wide range of concerns. In addition to the communication products, I also offered examples of graphics to be used for social media. My approach drafting these products was to use a mix of communication theory and in-depth interviews with management about their issues and needs. It was an exciting process to bring an idea to life.
CONNECTING DATA WITH APPLICATION
RESEARCH
My research was primarily done through qualitative systemic literature reviews. Academic journals followed by a plethora of articles and surveys from outlets such as CNN, The Economist and others helped to provide an in-depth look at different perspectives. I was able to uncover a number of advocates that were untapped as potential partners with local lawmakers and government sources.
TAKEAWAYS
The job of a strategic communicator is often simply getting the client to trust you with their future and to take a risk. I was able to provide a suite of products to address a wide range of concerns. There were quite a few opportunities I was able to discover that were outside the scope of the initial challenges that needed to be addressed. One of the things I love about strategic communication is that it allows an organization to investigate new opportunities that may have been previously overlooked, even with an organization that is over 150 years old.