Marketing Clip and Snip: How to Get Pets Inside

Marketing Clip and Snip:
How to Get Pets Inside
Your Spay/Neuter Clinic
Create
lists
Find
marketing
monies
Know your
audiences and
how to reach
Prepared by Cathy M. Rosenthal
Animal Welfare Consultant
Communications support for
animal welfare organizations
Free
campaigns
Spay/Neuter
Programs
Know your
community /
numbers
Traditional
media
Grassroots
Social
media
Humor?
In your face?
Mildly
offensive?
Humor?
Sexual?
1
Straightforward?
Timelimits?
Pricepoint?
Guilt?
What is the most watched
newscast/s of the day?
• 5 a.m.
• 7 a.m.
7 a.m. and
Late Night
• 8 a.m.
• Noon
• Early Evening
• Late Night
We’ll learn how to…
• 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
4:30 a.m. newscasts have 338% more
viewers than last year.
List #1: Traditional media
•
•
•
•
Television stations
Radio stations
Newspapers
Pet writers, bloggers,
and columnists
• Magazines
• Online sources
• Print event guides
Your Lists
Copyright 2014, Cathy M. Rosenthal, Writing for a Cause
2
List #2: Social media
List #3: Animal groups
Animal control, humane societies, No kill shelters,
rescue groups, feral cat groups, fosters/volunteers,
pet support groups, food banks
• Do you have an
agency account?
• Do you have a
YouTube channel?
• Do you provide
content for these
sources?
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
How does your audience
want information?
Your Audiences
Create a media calendar
Copyright 2014, Cathy M. Rosenthal, Writing for a Cause
3
What are your numbers?
• Adoptions, live release and euthanasia
Determine if
your materials
need to be
bi-lingual
• Where does the highest
intake come from
in the community?
• How many spay/neuter
surgeries does your
agency and community
provide annually?
5 basic marketing strategies
Social
media
Grassroots
Traditional
media
Paid
advertising
Free
stuff
Traditional Media
Copyright 2014, Cathy M. Rosenthal, Writing for a Cause
Copyright 2014, Cathy M. Rosenthal, Writing for a Cause
How do people get their stories/news?
60%
50%
40%
Digital
Traditional
30%
20%
10%
0%
Urban
Suburban
Small City
Rural
4
Pew/ Columbia Journalism
school analyzed 14,000
stories that appeared on
Google in one day.
Essentially it was
variations of the same
24 stories.
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
244 million radio listeners in U.S.
Why Radio?
• 93.2% of
population listen
• Most stable of
the traditional
media formats
• Consistently
performs well for
spay/neuter
campaigns
• Is cost-effective
in most markets
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
Source: http://www.nielsen.com/us/en/insights/reports/2014/state-of-the-media-audio-today-q3-2014.html
5
The Anna Shelter
Tell them stories
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
• Mr. Steele and the citation
• Ms. Garcia and the pit bulls
• The committed (low-income) pet owner
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
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
Social Media
Copyright 2014, Cathy M. Rosenthal, Writing for a Cause
How to create your own CHOIR
How do you
match up?
Source: 2014 Nonprofit
Benchmark Study
Stage 1:
Awareness
and
Education
Stage 3:
Conversation:
Take Action
Stage 2:
Interaction and
Engagement
Copyright 2014, Cathy M. Rosenthal, Writing for a Cause
6
Twitter
@RepliesandShares
Instant news, updates, special events, current events,
messages to volunteers, links to pertinent stories
Allows you to mention people and reply, engaging them in a conversation
• @Supporters
• Quick sharing
• ReTweets (RT)
• Use hashtags to link to
other messages
– @CathyMRosenthal
• @media
–
–
–
–
– #clinicname
– #campaignnames
– #educationalmessages
@TheExpressNews
@KENS5
@KENS5Jennie
@CathyMRosenthal
• @decisionmakers
– @MayorCastro
– @SACityCouncil
How many young
Americans found out
about news through
Facebook?
- 27%, 48%, 67%.
48%
Vets, real clients, fun and facts
Facebook
Fun place to share, engage, comment, participate in conversation
• 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?
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
7
Handling negative comments
on social media
• Anticipate complaints
5 Steps to
Responding
• Plan how to respond
• Let followers respond
• Ignore ranters
• If you messed up, take your
medicine
Linked In
Places to find colleagues and build relationships with
influencers, businesses and funders
• Thank person for
comment.
• Be polite.
• Use as opportunity
to educate.
• Provide info/facts or
direct them to
person on team.
• Keep your cool.
Why YouTube?
•
•
•
•
•
More
More
Morethan
than
than
Reaches
more
You
can
100
16“18-34”
billion
billion
hours
in
monetize
of
unique
hours
video
than any cable
your
videos
users
uploaded
watched
each
network
every
each
month
minute
month
Create a YouTube Channel
Create videos for channel
Ideal length
Monetize them
Promote on social media
Grassroots methods
• Flier distribution
• Block walks with
volunteers
• Donated ad space
• Radio PSAs
• Press releases
• Partnerships with
local business
• Press releases
• Social media
campaign
Grassroots
Copyright 2014, Cathy M. Rosenthal, Writing for a Cause
8
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
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
Facebook stuff to share
Join the club and “like” on Facebook
http://whentospay.org/get-the-story/our-allies
9
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
Best Friends -Stroll
Best Friends - Afraid of the dark
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.)
10
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
How to spend and where to find
marketing monies
Copyright 2014, Cathy M. Rosenthal, Writing for a Cause
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 $1,000
Sample Marketing Budget •
•
•
•
•
•
$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
How to spend $500
Sample
Marketing Budget •
•
•
•
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
Track, track, track!!!
• Surgeries
• Phone calls
• Appointments
scheduled
• How people heard
about you
Total spent: $1,000
Or buy $1,000 in radio – 40 ads/40 free
11
Where to find marketing monies
•
•
•
•
•
Create
lists
Income from vaccination clinics
Online donations
Fundraising programs
Grants
Donors
Find
marketing
monies
Free
campaigns
Know your
audiences and
how to reach
Spay/Neuter
Programs
Know your
community /
numbers
• Businesses
Traditional
media
Grassroots
Social
media
Cathy M. Rosenthal
cathy@writingforacause.com
www.writingforacause.com
Q&A
Copyright 2014, Cathy M. Rosenthal, Writing for a Cause
Copyright 2014, Cathy M. Rosenthal, Writing for a Cause
12