The charity, through WWAV Rapp Collins, is making legacy appeals to pet-loving ABC1 single females, with no dependants, aged 70 or above.
WWAV's data consultancy Zalpha helped to come up with a plan that allows the charity to compare the response to an integrated marketing campaign in Exeter and Devon with the response in Ipswich, a control area where no marketing is being carried out.
Zalpha chose the regions by searching the UK to find areas where the target audience was concentrated, and also close to a Blue Cross adoption centre.
Media activity has been planned and bought by WWAV's media department around the agriculture- and food-focused Devon County Show later this week. Ads and inserts will run in local newspapers including the Exeter Express and Echo.
In addition, The Blue Cross's London-based PR department will target local radio stations including Gemini FM, BBC Radio Devon and Star FM with case studies of animals passing through the Tiverton adoption centre.
The inserts show photographs of a cat and dog being held overprinted by text that reads: "You can help those you love the most by making sure there's always someone there for them." The leaflet explains that, by leaving a gift to The Blue Cross, people can ensure that the UK's most needy pets will always have someone to love them and invites people to send off for a legacy pack.
Press ads show a photograph of a spaniel or a cat above the text "Have you left anyone out of your Will?" and invite people to send off for further information.
Clive Chidley, legacies donor development officer at The Blue Cross, said: "The campaign is designed to reach out to those who have loved pets all of their lives and who want to make a gift that will mean that their love will go on."
Legacies consistently account for around 50% of the charity's annual income.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
