Plano de marketing social para estímulo à adoção de animais domésticos: um estudo de caso na casa de apoio Amor Pet

Abstract

This study aims to propose a social marketing plan aimed at the adoption of domestic animals. Therefore, the role of marketing in the context of civil society organizations and the animal cause, which is the central object of this study, was considered. Through the case study of Casa de Apoio Amor Pet, it was possible to observe the context and characterize the organization in order to identify the elements of the marketing compound and propose social marketing strategies to better guide the actions of the Institution. The main recommendations englobed the dissemination of Casa de Apoio actions on social networks, since the organization makes little use of these tools, both to encourage donations and to present the work done and attract more people to make responsible adoptions, donate resources and support voluntarily as activities of the organization