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9 <br />~,, <br />o~~° <br />., , <br />Orange County Animal Services <br />501 W. Franklin St, Suite 106, Chapel Hill, NC 27516 (919) 968-2287 <br />Public Relations Plan for Proposed Pet Civil Penalty and Fee Updates <br />November 15, 2007 <br />The Animal Services Department has proposed an increase for the fiscal year 2007-2008 for <br />several of the civil penalties and fees for Orange County Animal Ordinances violations. The <br />Board of County Commissioners (BOCC) has asked that a Public Relations Plan be presented for <br />them to review in considering these increases. The following is a thorough public relations plan <br />developed by Animal Services Staff in response to that request. It is supplemented by several <br />actual media components and a timeline for their distribution. These materials were presented to <br />the Animal Services Advisory Board at its August meeting and approved. <br />Objectives <br />Ensure Public is Aware of Any Changes and Well Prepared in Advance <br />Ensure Outreach is Performed in a Positive & Educational Manner <br />Possible Campaign Themes/ Directions <br />Responsible Pet Ownership <br />Orange County's Role as a Leader <br />For the Welfare of the Animal(s) <br />Motivation for Compliance <br />For Safety of Community <br />$5 rabies shot vs. fine for non-compliance <br />Target Audience <br />Pet Owners <br />People affected by pet owners and nuisance pets <br />Media 7Cypes <br />Public Services Announcements <br />Media Releases <br />Display advertising <br />News Items on Websites <br />Flyers <br />