Humane Animal Rescue of Pittsburgh Campaign Portfolio
A project focused on revamping HARP's social media to bring in more donations, increase adoptions, and grow their community as well as their influence in Pittsburgh. I created many sample posts, a content calendar, and rationale for budgeting, targeting, and accessibility. My goal was to make their social media more effective at bringing the community together and bring more traffic to their website, exactly what a non-profit needs to continue their life-changing work.
Post Designs
The above posts are example ads for HARP across various platforms. What makes these effective is the call-to-action in each post, directly supporting the shelters goal. By using cute images with clear but powerful text, these posts are great at capturing a user's attention and getting the point across quickly.
These posts show how HARP can lean into different trends, make different post types and styles, and use engaging captions to increase the effectiveness of their accounts. By using appropriate hashtags, emojis, and links, these posts are very good at directly supporting the shelter.
Strategy
This content calendar is a guide for how these posts will be put out in order to maintain a balance of content across all platforms for HARP. By sticking to a plan like this it ensures the shelter is organized with their posting times and habits to maximize the reach of all content. The other large part strategy for this campaign is targeting. It is crutial that HARP targets these ads towards a specific audience that has qualities like:
25-45 (Common age to adopt and be active online)
Pittsburgh Area (This is a local shelter and we want to grow a community)
Interested in interacting with HARP through adopting and donations (Directly achieving the shelters goals)
Campaign Rationale
Running a social media campaign is more than just the content you post, and I have made various documents to ensure this campaign is reasonable and justified. Firstly, a budgeting plan will help HARP make the most of their resources as a non-profit, and ensure any social media expences are well worth the money. Second, a performance reporting guideline is made to help HARP know what to check to measure the success of the posts. This is important because social media management is all about adaption and responding to what your audience prefers and interacts with. Finally, I want to make sure HARP is aligned with accessibility standards and prepared to deal with any online crisis or controversy. These guideline documents may seem unnecessary, but it is so important to be prepared for any situation as HARP's success is based directly on community support and brand image.
Downloads and Resources
These links connect to Google Drive with more detailed documents about each part of this campaign.
For academic use only - Oliver Kettleson-Belinkie, 2025