Communication campaign for The Meow House, a social enterprise for fostering rescue cats with the business model as a café and co-working space = Chiến dịch truyền thông cho The Meow House, một doanh nghiệp xã hội nuôi dưỡng mèo cứu hộ theo mô hình kinh doanh quán cà phê kết hợp không gian làm việc

Abstract

Through various data, articles, and interviews, it has been demonstrated that the issue of abandoned and stray dogs and cats is an urgent problem that requires a solution. It's not just a short-term issue; sustainability is crucial. Alongside rescue, care, and nurturing of these animals, finding new homes for them is of paramount importance. Foster organizations and pet shelters have been working diligently to find sustainable solutions to this problem to avoid overloading and facing operational and financial challenges. The Meow House, with its outstanding operating model, emerges as a sustainable solution to this issue. The business not only helps alleviate the burden on foster organizations and pet shelters but also creates a “workspace” for the cats, providing them with a stable source of income to support themselves and find a forever home. Furthermore, based on the interaction of various target groups on social media platforms related to this topic, we can identify the target demographic interested in this issue. They are typically young individuals aged 20 - 30, with relatively stable jobs and a strong interest in pet care. This group holds the potential to support the resolution of the problem of abandoned dogs and cats, both currently and in the future. Additionally, Meow House's current customer base falls within this demographic, making it a group that Meow House aims to communicate more in the future.