For my MBA Capstone project, I had the opportunity to collaborate with the SPCA Serving Erie County to enhance their "Paws in the Park" fundraiser, a key event supporting their mission. 

Marketing objectives included getting a younger demographic excited and involved in the event. We also wanted to keep everyone around for the entirety of the event, enjoying the vendors, contests, and other activities, instead of heading out right after the walk-a-thon like in previous years. Additionally, we wanted to make the event more kid and family friendly. 

Our efforts included leveraging sororities and other college organizations that might be looking to fulfill community or philanthropy requirements. Targeting these organizations gave us more hands the day of and gave us access to a younger generation as they were able to promote the event on their social media and spread flyers around their campus.

Additionally, we focused on having engaging activities after the event that would incentivize participants, especially families, to stay after the walk. This included a featured kids zone, with face painting and other games. As well as finding big ticket raffle times that appealed to both kids and adults. We received donations from the Buffalo Bills, the Buffalo Sabres, Lasertron, to name a few.