High Activity Areas

Due in part to Kathy's advice, I began looking into areas within the community that had concentrations of people at certain parts of the day. What I began to see was that a few streets in particular became very busy in the mornings and mid-afternoons.

Advertising Feedback

Although I have collected a considerable amount of data, I am still unsure of how to proceed with this project. I know that I want to target the residents of Broadmoor and that the solution should be educational but I am not sure how to reach them. 

Therefore I decided to contact my newest panel member, Kathy Kuza to get some advertising feedback. I mentioned to her that the neighborhood is small with no billboards or places to display large posters. Kathy recommended that I look into areas that had a lot of activity, such as community centers. She said that due to the lack of awareness regarding the topic, any kind of advertising campaign would need to be very simple and grassroots. She recommended perhaps holding a community meeting with the aid of volunteers from the Homeless Cat Network or even contacting the police department or other community resources in determining how to reach everyone.

Survey Results

As previously stated, I decided to conduct two surveys to help gain a better perspective on two different aspects of the feral cat problem in Broadmoor. The first was targeted to residents of the neighborhood and was at first conducted by walking around and stopping them in the street. However, this was met with negative reactions; people were hesitant to stop and often they refused to answer questions. On one occasion, the interviewee could not believe that "my tax dollars are going to this bullshit." And although I had previously created an online version of this survey, I only knew of a few people in the neighborhood who I could ask to answer the questions. So, all of this posed a bit of a problem.

This was when I decided to ask for help. Luckily, a friend of a friend happens to have a business within the community and he agreed to help me out. He said that if I were to create a small box and print out about 50 surveys, he would make sure they all got filled out. When he saw the box, his one request (sort of as payment) was that he be able to keep the box for his tips; of course I agreed.

What the surveys showed was that most residents indeed knew very little about feral cats, let alone those residing in Broadmoor. The majority also knew nothing about TNR nor the Homeless Cat Network. Although there was a certain percentage who said that they would be interested in adopting a feral but did not know where or how, the majority still showed the serious lack of knowledge on the topic.

The 2nd survey was for volunteers of the Homeless Cat Network. This one also proved to be challenging as one of my panel experts, Melissa Riofrio, wanted to not only add 2 questions but also get the survey approved by the board of directors for HCN. I did not have a problem with this in the least but it was a slow process. Out of approximately 150 volunteers, I received 48 responses to the set of 10 questions. The most important responses to the questions included that volunteers 1) indeed felt that feral cats were misunderstood and stereotyped, 2) would like to see more kids involved, and 3) more public outreach would be a great way of reaching a broader audience.

Although both Melissa and Brigid Duffy had mentioned the significance of educating children during our interviews, I did not really think too much about it until this point. I do think that doing something with children as well as adults could be a very interesting way of approaching this problem.

Animal-Related Signs

While thinking of ways of sharing knowledge of feral cats, I have been looking at a lot of currently available street and warning signs. These signs are all animal related and were found both on the internet and while walking around my neighborhood. Perhaps this could lead to something...?

Sign at SFSU

Close-up of Sign

Along walking path in Pacifica

Project Bay Cat Sign

Found around the world...

Not a sign but a instead a message on the street... Interesting idea.

Change in Panel of Experts

Through the course of this research project, I have attempted to get in contact with someone in the advertising or marketing fields but have been unsuccessful. Every time an opportunity would present itself, either the person would never get back to me or would briefly answer a few questions; no one seemed to want to go into any detail. After trying to reach 4 different people, I was pretty frustrated... And then I went to a birthday party.

This was not just any regular party but a birthday party for my dog. The breeder was throwing a party for my dog's litter (her first time as a breeder) which I was a little hesitant to attend. After some persuasion, I agreed to go and its a good thing I did as yet another opportunity presented itself. The owner of one of my dog's siblings happened to work in advertising for Shape magazine. She said that she would be more than happy to answer any questions that I might have AND that she preferred talking in person or on the phone versus emails. Finally I have my final panel member: Kathy Kuza.

Broadmoor Village in Colma, CA

A lot of people that I have talked to about my project have asked me about the area I'm targeting because they are completely unfamiliar with it. I also experienced a lot of trouble in my research as there is very little information about Broadmoor in general, ie demographics, population, etc. I am guessing that this is because of the fact that Broadmoor is a town within a city; it is an unincorporated part of the city of Colma in San Mateo County. Even the website for Colma doesn't mention this specific area, sometimes called the "doughnut hole of Daly City," even though it has its own police department and has fought time and time again against incorporating itself with Daly City.

Anyway, for those interested here is some information about this tiny little neighborhood. Depending on the direction of my final solution, contacting these resources might prove crucial in spreading the word about feral cats.

Broadmoor Police website, with information on the history.

http://www.broadmoorpolice.org/index.html

Town of Colma website 

http://www.colma.ca.gov/

Raising Awareness-Stuff that's already out there

After having conducted my surveys for cat volunteers, a lot of them said that they would be interested in seeing kids getting involved. They feel that children for the most part like animals and are open to and curious about animal welfare. Hopefully, this in turn would lead to them running home and telling their parents about the issues and therefore bringing the subject to light for the community... Something to consider.

Here are some examples of great resource tools already out there.

http://www.alleycat.org/NetCommunity/Page.aspx?pid=468

http://www.aspcapro.org/blog/2011/02/10-cat-marketing-campaigns/

http://www.aspcapro.org/creating-a-communication-plan.php

Here are some examples of merchandise targeted for feral cat lovers created by Alley Cat Allies, a great feral cat resource that most organizations (including the Homeless Cat Network) refer to.

CafePress Feral Cat Stuff--Alley Cat Allies

Surveys

I decided to create 2 separate surveys to try to gain a better understanding of the different perspectives on feral cats. The first one was designed for regular people (specifically people living in the Broadmoor neighborhood) to see what they knew about feral cats in general. The second survey was created for cat volunteers and was sent out to members of the Homeless Cat Network. It was created with the help of one of my experts, Melissa Riofrio.

Here are the links to each:

How Much Do YOU Know About Feral Cats? (for everyone)

http://www.surveymonkey.com/s/P23QG6H

Feral Cat Survey for Volunteers

http://www.surveymonkey.com/s/KNRCL8W

PERT Chart

Timeline

Visiting "Project Bay Cat"

I visited Project Bay Cat on Sunday Feb. 20, 2011.

"Project Bay Cat is an innovative, successful program that humanely manages a large group of community cats living along the Foster City levee in the San Francisco Bay Area. Created in 2004 as a collaboration between the City of Foster City, Homeless Cat Network and the community, the program balances the preservation of existing bird habitat with the humane treatment of the cat population and the needs of the City and users of the levee/pedway."

From: http://www.facebook.com/pages/Project-Bay-Cat/158566430855487?ref=ts#!/pages/Project-Bay-Cat/158566430855487?v=info

Here are just some of the photos that I took...

The first sighting!

Volunteers filling a feeding station.

Feeding station.

Feeding station.

Can you see the kitty?

Feeding station

Meeting with Brigid Duffy

On Tuesday Feb. 22, 2011 I met with Brigid Duffy who works at San Francisco State University to discuss the feral cat colony on campus.

• She has been involved since 2003.
• Support TNR (trap-neuter-release).
• Campus police and groundskeepers are great allies. They help monitor the cats and watch for any new-comers that may come in. 
• There is a campus kitty committee that manages the colony and helps figure out what may need to be done. They hold regular meetings.
• 2 feeding locations on campus.
• Try to get as many people involved as possible; nobody gets turned away because there are so many ways to help.
• Want people to know about the cats so that they would be aware of them and their significance to the community (pest control mostly).
• Currently about 15 volunteers.
• Haven't really encountered any negative responses regarding the cats or what the committee does. SFSU is a small closed community with an educated population; they are pretty aware of what's around them.
• Doesn't  cost the university ANYTHING.
• Have very good relationship with the San Francisco SPCA and Animal Care and Control.

Meeting with Melissa Riofrio

On February 20, 2011 I met with Melissa Riofrio and asked her a few questions regarding the Homeless Cat Network and her involvement.

1) How long have you been with HCN? What do you do? How does it operate?

• Been with HCN for 5 1/2 years, currently on the board of directors. 
• Initially got involved by bringing in some towels to help out.
• HCN started about 15 years ago, connected to Animal Control and the Peninsula Humane Society.
• Currently have about 250 volunteers.
• WANT TO EDUCATE PEOPLE... Make people become aware that the cats share the community with humans and that they SHOULD NOT be PENALIZED for being outside. It's not their fault!!

2) Where do you get the cats fixed/vet care?

• Take advantage of Peninsula Humane Society's (San Mateo County funded) voucher program. (http://www.peninsulahumanesociety.org/services/clinic.html)
• Very unusual program; not available everywhere.
• Sometimes will go to local vets (ex/ Coastal Cat Clinic in Pacifica)

3) Why do you do this? How did you get involved?

• Hopes that there will be a day/time when everyone knows how to care for a cat.
• Saw cats in need and wanted to help; COMPASSIONATE.
• Foster City has been a great advocate; Project Bay Cat along the Bay Trail next to San Mateo Bridge.
• Want to educate people who want to help but don't know how; don't support people who feed ferals but don't trap them and get them neutered.

4) What do you feel are some of the health issues/concerns related with ferals? 

• Fleas, ticks, lice, ringworm, tapeworm = all transmittable to humans.
• Feces
• Upper respiratory (caused by stress)
• Feline distemper, Feline Leukemia = BAD

5) What's the best way for people to learn about colonies?

• Some are very visible.
• Volunteers visible and willing to explain what they're doing; communicating with the public is very important.
• DO NOT want locations of colonies openly available; each colony has one or more caretakers who monitor the health of the cats, as well as several feeders who take turns providing food and water.
• Afraid that some people might want to hurt the cats.

6) Do you feel that ferals are misunderstood/stereotyped? How about volunteers?

• YES; try everyday to minimize stereotype and educate.
• Engaging with the public important.
• Must present HCN well and professionally.

7) Why do you feel that more people don't volunteer?

• Worried about cost and disease.
• Don't know about TNR (trap-neuter-release)
• Most people just need a little push and are willing to help once they know how.
• Participate in local events and hold adoption fairs to create a presence to educate people about ferals and HCN.
• Couldn't find a website with information (which has recently been resolved by the creation of a new website)

8) How do you currently advertise and/or fund-raise?

• LOTS of little things.
• Newsletter; generates about 1/3 of HCN income per year
• Silent auctions
• Returning donors (some individuals donate lots of money).
• Currently working on getting grants.
• Fund-raising committee just formed.
• Social networking; currently is very limited and would like to explore this more.
• Want to get communities involved and educate.
• Want to move to modern day!

9) How do you feel about ASPCA commercials on TV/web? Are they effective? Would they be effective for HCN?

• Must work for them because they are a large organization with lots of money.
• HCN tries to be more upbeat and show success stories.
• Want to show people what can be done and how they can be part of that success; not on sadness.
• So far, staying upbeat has given them lots of results.
• Don't want people to feel overwhelmed or stressed.

10) Who would you like to see involved?

• EVERYONE!
• Anyone with any interest in helping cats.
• Kids; seem to naturally like animals and are open. Have gotten a lot of good responses from kids. Classes have been brought to HCN socialization center and have done school projects.
• Language barriers and low income neighborhoods are an issue.
• Hope that people will help educate each other within a community.
• More activity on the coast would be great; such a huge area to cover.

Initial Final Problem and Purpose Statement

Problem Statement

Feral and stray cats can be found populating the Broadmoor neighborhood of Colma, leaving residents unaware of how to live and interact with them.

Purpose Statement 
The purpose of this study was to promote a method for educating the residents of Broadmoor regarding cat behaviors and responsible colony management to preserve and protect these animals.

Me

Who I am...

My name is Kate Johnson and I am currently a graduating senior at San Francisco State University, studying Visual Communications. I was born in San Francisco and have been raised in Pacifica all my life. I attended a French-American elementary school up until sixth grade before transferring to public middle and high schools. My early education not only enabled me to become bilingual but also instilled in me a very strong work ethic; something that I have come to appreciate more and more with each passing year.

Inspirations

I find myself inspired by just about everything around me, albeit in different ways. I sometimes feel like a sponge; I am a quiet person usually because I am constantly trying to absorb everything around me. I would have to say that I am especially interested in the past, whether it be history itself or a particular object (I'm all about craftsmanship). I am inspired by the textures of nature and try to be outside as much as possible. Animals and wildlife have always been a major part of my life and I continue to be fascinated and involve myself with them as much as possible... Nothing gives me as much joy as my pets.

Influences

My influences would have to include my parents and grandparents. My mother has had a successful career in the fashion industry for the past 25+ years which is something that I aspire to in my professional career. My grandparents have been married for almost 70 years which is simply incredible. They have always been there for me when I needed help and I have been privileged to have grown up around them on an almost daily basis. They are such a great example of good team work and positive attitude in the face of everyday adversity; I have always looked up to them.

Hopes

My hopes for the future are pretty simple: graduate from SFSU and go on to have a successful career doing something that I really love. Ideally, the most fulfilling job I can think of would be one involving animals but that doesn't necessarily mean that I wouldn't be happy discovering something new further down the line. I'm open to anything and hope to have as many new experiences as possible.

Six Words That Describe Me...

Curious

Compassionate

Modest

Focused

Optimistic

Imaginative