Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal
Best Friends National Conference October 23–26, 2014 1
How to Market Your Spay/Neuter Program
Prepared by Cathy M. Rosenthal Animal Welfare Consultant
Communications support for animal welfare organizations
Find marketing
monies
Free campaigns
Grassroots
Social media
Traditional media
Know your community /
numbers
Know your audiences and how to reach
Create lists
Spay/Neuter Programs
Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal
Best Friends National Conference October 23–26, 2014 2
Humor?
Humor?
Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal
Best Friends National Conference October 23–26, 2014 3
In your face? Mildly
offensive?
Sexual?
Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal
Best Friends National Conference October 23–26, 2014 4
Guilt?
Straight-forward?
Price-point?
Time- limits?
Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal
Best Friends National Conference October 23–26, 2014 5
• First steps to a PR plan • How and when to use
traditional media • How and when to use
social media • Why grassroots still matters • How to be a copycat • How to find and use free stuff • What money can buy • Where to find money for marketing
We’ll learn how to…
What is the most watched newscast/s of the day?
• 5 a.m. • 7 a.m. • 8 a.m. • Noon
• Early Evening • Late Night
4:30 a.m. newscasts have 338% more viewers than last year.
7 a.m. and Late Night
Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal
Best Friends National Conference October 23–26, 2014 6
Your Lists
Copyright 2014, Cathy M. Rosenthal, Writing for a Cause
• Television stations • Radio stations • Newspapers • Pet writers, bloggers,
and columnists • Magazines • Online sources • Print event guides
List #1: Traditional media
Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal
Best Friends National Conference October 23–26, 2014 7
List #2: Social media
• Do you have an agency account?
• Do you have a YouTube channel?
• Do you provide content for these sources?
List #3: Animal groups
Animal control, humane societies, No kill shelters, rescue groups, feral cat groups, fosters/volunteers,
pet support groups, food banks
Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal
Best Friends National Conference October 23–26, 2014 8
List #4: Human services Food banks, social service groups, community centers, churches,
schools, after-school programs in targeted area, Boys/Girls clubs
List #5: Target audiences Low-income pet owners, geographic targeted areas, cat owners, pit bull
owners, feral cat caretakers, new adopters, pediatric spay/neuter
Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal
Best Friends National Conference October 23–26, 2014 9
Your Audiences
Copyright 2014, Cathy M. Rosenthal, Writing for a Cause
How does your audience want information?
Create a media calendar
Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal
Best Friends National Conference October 23–26, 2014 10
What are your numbers?
• Adoptions, live release and euthanasia
• Where does the highest intake come from in the community?
• How many spay/neuter surgeries does your agency and community provide annually?
Determine if your materials
need to be bi-lingual
Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal
Best Friends National Conference October 23–26, 2014 11
5 basic marketing strategies
Copyright 2014, Cathy M. Rosenthal, Writing for a Cause
Traditional media
Social media
Paid advertising
Grassroots
Free stuff
Traditional Media
Copyright 2014, Cathy M. Rosenthal, Writing for a Cause
Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal
Best Friends National Conference October 23–26, 2014 12
How do people get their stories/news?
0%
10%
20%
30%
40%
50%
60%
Urban Suburban Small City Rural
DigitalTraditional
Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal
Best Friends National Conference October 23–26, 2014 13
Pew/ Columbia Journalism school analyzed 14,000 stories that appeared on
Google in one day.
Essentially it was variations of the same
24 stories.
Tell them stories
Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal
Best Friends National Conference October 23–26, 2014 14
Why TV?
• Visually appealing • Short stories • Very dramatic stories
Why newspapers?
• Local news • More in-depth
storytelling • Stories and pictures
of themselves or people they know
Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal
Best Friends National Conference October 23–26, 2014 15
Why Radio?
• Consistently performs well for spay/neuter campaigns • Is cost-effective in most markets
• 93.2% of population listen
• Most stable of the traditional media formats
244 million radio listeners in U.S.
Source: http://www.nielsen.com/us/en/insights/reports/2014/state-of-the-media-audio-today-q3-2014.html
Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal
Best Friends National Conference October 23–26, 2014 16
V-T Can! Spay/Neuter Campaign
I am now a convert and will be doing more radio ads. The radio stations gave us
matching spots for free.
Being on the news got us a lot of calls too, as did an article a newspaper picked up from my press
release. When the ads were running,
the phone was ringing off the hook. – Pamela Krauz, Executive Director
We started the radio ads last week and within 4 days booked 218 surgeries!
We budgeted for 200, but are actively looking for local sponsors to help cover the excess.
This has been phenomenal exposure
for the clinics. We're so excited and are considering extending the offer into March if we can source
additional local funding support.
Ruth, Erie, PA
The Anna Shelter
Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal
Best Friends National Conference October 23–26, 2014 17
Social Media
Copyright 2014, Cathy M. Rosenthal, Writing for a Cause
With social media, you are the media!!!
• Educate pet owners
• Promote your clinic
• Protect your reputation
• Enhance your PR
• Find leads / conversions
• Build a base of advocates, volunteers and supporters
Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal
Best Friends National Conference October 23–26, 2014 18
How do you match up?
Source: 2014 Nonprofit
Benchmark Study
How to create your own CHOIR
Copyright 2014, Cathy M. Rosenthal, Writing for a Cause
Stage 1: Awareness
and Education
Stage 3: Conversation: Take Action
Stage 2: Interaction and Engagement
Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal
Best Friends National Conference October 23–26, 2014 19
• Quick sharing • ReTweets (RT) • Use hashtags to link to
other messages – #clinicname – #campaignnames – #educationalmessages
Instant news, updates, special events, current events, messages to volunteers, links to pertinent stories
@RepliesandShares
• @Supporters – @CathyMRosenthal
• @media
– @TheExpressNews – @KENS5 – @KENS5Jennie – @CathyMRosenthal
• @decisionmakers – @MayorCastro – @SACityCouncil
Allows you to mention people and reply, engaging them in a conversation
Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal
Best Friends National Conference October 23–26, 2014 20
How many young Americans found out about news through
Facebook? - 27%, 48%, 67%.
48%
• What’s the difference between a post/boosted post?
• What should you share on Facebook?
• What are the top 2 most shared items on Facebook?
Fun place to share, engage, comment, participate in conversation
Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal
Best Friends National Conference October 23–26, 2014 21
Vets, real clients, fun and facts
6 more ways to use Facebook
• Cross-promote
• Ask people to “Like”
• Offer rewards for “Likes”
• Special events for only Facebook followers
• Share links to local animal writers/
stories
Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal
Best Friends National Conference October 23–26, 2014 22
Handling negative comments on social media
• Anticipate complaints
• Plan how to respond
• Let followers respond
• Ignore ranters
• If you messed up, take your medicine
5 Steps to Responding
• Thank person for
comment. • Be polite. • Use as opportunity to
educate. • Provide info/facts or
direct them to person on team.
• Keep your cool.
Linked In Places to find colleagues and build relationships with
influencers, businesses and funders
Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal
Best Friends National Conference October 23–26, 2014 23
Why YouTube?
More than 1 billion
unique users each month
More than 6 billion hours
watched each month
More than 100 hours of video
uploaded every minute
Reaches more in “18-34”
than any cable network
You can monetize
your videos
• Create a YouTube Channel • Create videos for channel • Ideal length • Monetize them • Promote on social media
Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal
Best Friends National Conference October 23–26, 2014 24
Grassroots
Copyright 2014, Cathy M. Rosenthal, Writing for a Cause
Grassroots methods
• Flier distribution • Block walks with
volunteers • Donated ad space • Radio PSAs • Press releases • Partnerships with
local business • Press releases • Social media
campaign
Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal
Best Friends National Conference October 23–26, 2014 25
Free ways to promote your program • Press releases • Website updates • Facebook postings • Twitter postings • Facebook pictures • Free PSAs on radio • Word of mouth • Media interviews • Speaking at local
clubs
Free Campaigns
Copyright 2014, Cathy M. Rosenthal, Writing for a Cause
Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal
Best Friends National Conference October 23–26, 2014 26
Humane Alliance Woulda, Coulda, Shoulda
• www.whentospay.org
• Downloadable marketing materials for print and web
• Promotional strategies
• Q&A and talking points
• 20 ways to promote
• Videos and Facebook images
• Sample press releases newsletter copy, letters to editor, PSAs
Video – 1,000 reasons
Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal
Best Friends National Conference October 23–26, 2014 27
Facebook stuff to share
Join the club and “like” on Facebook
http://whentospay.org/get-the-story/our-allies
Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal
Best Friends National Conference October 23–26, 2014 28
Best Friends “Fix at Four”
• www.fixatfour.com • Downloadable posters • Videos to share • Sample social media • Q&A to help you
formulate answers for media
Sign up to be a Best Friends
Network Partner to Receive:
• Customizable posters to advertise your events
• Educational brochures • Spanish versions of some
materials • DVD of public service
announcements
Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal
Best Friends National Conference October 23–26, 2014 29
Best Friends -Stroll
Best Friends Stroll
Best Friends - Afraid of the dark
Best Friends – Afraid of the Dark
Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal
Best Friends National Conference October 23–26, 2014 30
Create Your Own
http://www.cssmusic.com/
Be a Copycat • Bucks for Balls • Beat the Heat • Primp Your Pit • Neuter Scooter for a
Nickel • SNIP and CHIP Special days • World Spay Day
(Feb.) • National Feral Cat
Day (Oct.)
Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal
Best Friends National Conference October 23–26, 2014 31
How to spend and where to find
marketing monies Copyright 2014, Cathy M. Rosenthal, Writing for a Cause
How to spend under $100 • 2 printed posters • 3 Thrifty Nickel Ads • 300 color fliers • 1,000 B&W fliers • 1 to 5 Facebook boosted
posts • Humane Alliance: Free
online downloads; plus $50 branding of 3 items
• Fix at Four: Free kit, less than $100 for branding
Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal
Best Friends National Conference October 23–26, 2014 32
How to spend $250
• 12 printed posters • 2 Thrifty Nickel Ads • 2,500 B&W fliers • 300 color fliers • About 12 Facebook post
boosts • 1/4 page black/white ad in
rural newspaper • 10 radio spots / 10 free • 1,000 postcards
How to spend $500 • 5,000 B&W fliers • 500 color fliers • 24 printed posters • 2 - 1/4 page color
newspaper ads targeted to 5 zip codes
• 2 -1/4 page black/white ad targeting full circulation
• 20 radio ads / 20 free spots • About 24 Facebook posts
Sample'Marke+ng'Budget''
Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal
Best Friends National Conference October 23–26, 2014 33
How to spend $1,000
• $100 – 1,000 B&W fliers • $500 – 20 radio ads /20 free • $45 – Thrifty Nickel (2 week run) • $70 – 2 Facebook Boosts-promo • $35 – Facebook Boost-recap • $250 - 1/4 page black/white ad
targeting full circulation
Total spent: $1,000
Sample'Marke+ng'
Budget'''
Or buy $1,000 in radio – 40 ads/40 free
Track, track, track!!!
• Surgeries • Phone calls • Appointments
scheduled • How people heard
about you
Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal
Best Friends National Conference October 23–26, 2014 34
Where to find marketing monies
• Income from vaccination clinics • Online donations • Fundraising programs • Grants • Donors
• Businesses
Find marketing
monies
Free campaigns
Grassroots
Social media
Traditional media
Know your community /
numbers
Know your audiences and how to reach
Create lists
Spay/Neuter Programs
Marketing Clip and Snip: How to Get Pets Inside Your Spay/Neuter Clinic’s Doors – Cathy Rosenthal
Best Friends National Conference October 23–26, 2014 35
Q & A
Copyright 2014, Cathy M. Rosenthal, Writing for a Cause
Cathy M. Rosenthal [email protected] www.writingforacause.com
Copyright 2014, Cathy M. Rosenthal, Writing for a Cause