Diamond in the Ruff

The Ruff Adventure Dog (RAD) Adoption Campaign was my capstone project for my Master’s in Strategic Communication. The intent for 80-page comprehensive plan (linked below) was to help Ruffwear to expertly relaunch the Ruff Adventure Dog adoption program.

This unique adoption program, that matches high-energy, adventure-seeking dogs in need of homes with active, outdoorsy people, required an equally unique and innovative communication plan for long-term success. Extensive research and analysis guided the communication strategies developed for the plan.